Vy Blog

Two very good posts that I recommend reading right now

Michael Arrington: Apple's Only Unfair Advantage: Their Products Rock

Hugh MacLeod: Random Thoughts On Being An Entrepreneur

Excellent both.

Portland Stormhoek Geek Event

Ray and I hosted the Portland version of Stormhoek's and Hugh's 100 Dinners in 100 Days at his house last night.  We had a great turnout -- half marketers and half wiki enthusiasts.  Probably 25 people total.

Ray had a good idea for an opening -- we organized into a circle for introductions, and as you made an intro, you took a picture of the person next to you.  We'll post it all up on Flickr or something later.  Everyone talked about their backgrounds and why they were interested in collaboration, as it applies to development or marketing.  It set a solid context for the event.

After getting food (which was fabulous) and a glass of wine, I gave an abbreviated opening presentation about collaborative marketing, followed by a demo by Ray of the use of wikis in the world today.  They were good interactive sessions with ideas and questions flying around the room.  Afterward, we stuck around, meeting new people and exchanging notes.  It was very positive and productive.  And we all took away a signed print from Hugh as a way to remember the evening.

And Erika Polmar was there and shared pics from her Mt. Hood climb.  She summitted early Sunday and met her fundraising goal (a buck per foot, so that's $11,235 plus) for the Fred Hutchinson Cancer Research Center.  Well done.

Thanks for a great idea, Hugh, and Sam, thanks for the great wine.  See you next time.

Hold on loosely, but don't let go

Hold on loosely, but don't let go
If you cling to tightly, you're gonna lose control

I've been ugly slammed since returning from the excellent NewCommForum last week -- kudos to Elizabeth and Jen for putting on a great event.

There's a ton to try to post about what we all learned there, and others are doing it much faster and with better articulation than I.  But if I were to summarize my biggest takeaway, it's the same as the lines from those wild-eyed Southern boys above.  If you're going to succeed in today's PR environment -- really do good work -- you're going to have to get comfortable with who's in charge.  And it ain't you.

Before, your company was in the middle, sending messages outward.  "Command and control," as it's known.  There was no Internet, no technology as a field for lightning-fast information and impression sharing.  Today, you have exactly that -- and your "targets" use it to talk with one another about you and your product.

That scares most practitioners, and it should, a little.  The idea of ceding a position of control is uncomfortable.  Here's the hitch:  You're not in control any more.  The customers are.  Go ahead and be a little apprehensive, but don't be scared -- this is an opportunity, as well.

Why?  Because in addition to each other, they're trying to talk to you, too.  Don't fret, it's not all going to be bad -- if you don't take it personally, the customer will lead you closer to the promised land than you've ever been if you'll only listen.  How?  By telling you exactly what they want.  By virtue of talking with you, they're already saying: "I think you can probably solve my pain.  Here's what I want.  If you get to work and treat me with some respect, I'll come buy it from you."

Always the case?  Of course not.  Predominantly the case?  Probably.  Certainly this is the trend in marketing communication today.

If you don't engage, you're going to look slow, dull and stupid.  Think Jeff Jarvis and Dell.  If you do engage, you look nimble, smart and sharp.  Think Howard Dean before he went off the deep end.

In a very good presentation, Elizabeth pointed out very astutely again what we've been hearing for a while:  Trust in institutions is weak.  Consumer experience teaches this -- often we're treated poorly by the company itself.  Consumers trust messages from each other more.  That means they're looking to each other as the authority on the product, not the company -- so if you're in the company's shoes, you have to give up some message control, close your mouth on occasion, open your ears, and have an actual back-and-forth.

If you do that, honestly and with authenticity (oh, and you actually have a kick-ass product), the customers will speak with the authority you need for validation.  And sales.  This is the new direction of marketing.  And it's a lot of fun.

Other huge benefit:  Meeting so many great people (and that's just a few of them) interested in contributing to the success of others.  Trading ideas, telling client stories, learning from one another, laughing and enjoying a collaborative atmosphere.

Honesty moment

Scott at Media Orchard is down to deadline time for his list of the Top 10 Moments in Public Honesty for the year between Presidents Days 2005 and 2006.  Great idea.

Kami Huyse nominates NY Daily News reporter Derek Rose, who gave a stark accounting of all the gun-jumping at the West Virginia coal mine disaster.  That's a pretty good nomination.

If you know me you know I love authenticity, so I consequently love this idea and can't wait to see the final list.  I gave my nomination just now to Scott, which isn't a moment so much as it's a person -- I'm nominating Mike Arrington.  In addition to rapidly becoming one of the most authoritative spokespersons for web innovation, he has a reputation for direct and simple honesty about what he's doing and interested in (as in this post).  It's a long moment, but a good one and it deserves attention.

His agendas aren't hidden and he's not interested in celebrity for its own sake.  I've known him for five years and can say this without personal reservation.

If you have a nomination, get it to Scott ASAP; he's going to press tonight.