Archive for the ‘Brand Promise’ Category
We’re Bigger Than This
Helping Colleagues See the Larger Story
Bad manners and ill-treatment make headlines in personal conversations at most of the companies I’ve worked for. Just like in our newspaper or aggregated news sources online. People often say they wish the newspaper published good news, but they would not read it if it did. Good news—things going right for a change—few have time or interest for that.
Naturally this is so: stories of the people around us always take top billing in our conversations. Family, colleagues, neighbors, we love hearing what each other did and we love to relate a story about someone else, especially if funny or it has some emotional content that will get a reaction. It is the emotional content, whether funny, sad or repugnant that we really want to get across to each other.
It is our way of connecting: we want to stir a reaction.
It takes a concerted effort not to talk about the people who are not there. Leaders see personal interactions as an opportunity to steer interest toward something larger. But that larger thing is not the mission statement produced by the top brass or Human Resource, which is typically a lifeless bit of plastic. The real stories, the ones that make leaders out of ordinary citizens, are those stories where something of the corporate or group mission has made its way into and through an ordinary life.
One boss related a conversation she had with a far-away department. The department director praised specific people on the team and told of specific details that helped their group move forward. When our boss told this to the team in casual conversation, people blossomed.
We need more connection with larger mission—even if it seems hoky at the time. And we need less stories about how bad/abnormal/demonic are the people not present.
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Image credit: Kirk Livingston
Someone Died and Everything is Different
Times Change Us.
A gentleman acquaintance—someone I barely knew.
Mrs. Kirkistan and I were in a meeting with him not two weeks ago, and now he is absent. It’s a shock—but our shock is minor compared to that of the grieving widow and children. They have our sympathies and prayers. I cannot imagine the shift in outlook this change has wrought for them.
Even for me, who did not know him, there is a clear hole where he once existed. A big nothing–a memory–where, moments ago, a person stood.
And so. Mourning.
“Blessed are those who mourn, for they shall be comforted.”
–Jesus the Christ
We usually want to stick those holy old, churchy words in a pew to visit on Sunday or Easter. But today, even from the distance where I stand, they hold a glimmer.
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Image credit: Kirk Livingston
How to Anticipate a Thaw
Sometimes life mirrors fiction
My client needs a strategy for their online presence.
They know their presence appears text-heavy and pedantic, making them less attractive to the new audience they seek. My client’s online presence must quickly inform the querying audience why they should care, but this message needs to be packaged with a color palette and intuitive organization that say “Come in!” long before the audience gets to the headlines, let alone body copy.
All sorts of off-the-shelf tools can make that happen these days. WordPress has a number of themes that can invigorate tired old websites.
But what I’m interested in is the engagement-promises my client can make that are deeply true. The organization itself is on the cusp of change and their online presence is a first new thing to present a refreshed vision. As such, their presence needs to be aspirational (“Here’s who we want to be”) but also rooted in long-held values. Their new presence needs to reflect the hard-won, chiseled facets they have come to love—facets that may just present new ways forward.
When I get stuck writing a piece of fiction, I go back and see what my characters have already been saying and doing. And then I retrace their steps along a new trajectory. And that is exactly what my client needs.
This is a team effort situated in real life. And this team effort will retrace and map and begin to outline a new trajectory. This team hopes to generate a conversation that precipitates a thaw after a long winter. We hope this conversation will pull in those who have long been hibernating.
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Image credit: Kirk Livingston
My New Mug is a Proper Communist
Fresh from St. Petersburg
Oh—it has made a free-market friend.
Or is this some new annexation?
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Image credit: Kirk Livingston
“You Should Care” Versus “Why You Should Care”
Just Say No to this Toxic Assumption
This Sol Stein quote on high-powered facts failing to invite others in reminded me that we are at our best when we express our passion as an invitation. The best teachers are the ones excited about a topic. Their excitement is itself an invitation into the topic. The best salespeople are those humans who use the product and love it—which is why word-of-mouth remains the most sought-after form of advertising. The most persuasive evangelists are those whose lives have been altered by faith or by an Apple product (which is itself a kind of religion).
Alternatively, the worst college classes, the worst business meetings, the worst seminars are those where the professor/supervisor/speaker assumes you care as much as she does. That assumption leads immediately down deep into depths of details without painting the larger picture. And many of us are desperate for the larger picture. We want to see how our work or faith makes a difference in the rest of life.
A basic truism of life as an insider is that we stop talking about why we are here (in this company or department or group or church) because we’ve heard other people’s stories and we don’t need to go over that ground again. Pretty soon we assume we are all on the same page with the meaning of our activities together. Every once in a while the boss of your boss may say something about why we are here and why its important. But day-to-day it is largely assumed.
The outsider knows nothing of this.
The outsider comes to a group not with a blank slate so much as a slate marked by other groups he has dealt with. The person on the fringe trying to understand the group wants to hear the big meaning statements, the “Why we are here” stuff. And this is precisely where corporate talk falls flat. Corporate talk about meaning and mission and purpose is often vapid precisely because there is no human behind it.
But when the outsider makes contact with the insider who is properly enthused about the meaning-making activities of the company or group, that is a very different story. Mission and purpose come alive when demonstrated by another life being altered.
So—two things:
- Don’t assume the people around you are insiders.
- Keep talking about why we are here doing these things together. These orienting, meaning-making discussions help everyone. It is too important to leave to the VP of mission.
More takes on “transformation” here.
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Image credit: Kirk Livingston
Imagination, Guts and a Camera: How Does Story Work?
Thomas Sanders: Only a few resist the story
Every marketer on earth wants their brand to be part of a larger, compelling story. That’s because story is irresistible catnip to those in the human condition. We want so badly to be part of a big story.
Watch for what happens as strangers quickly enter the story—or not.
It’s the moment of decision—join or not?—that makes this compelling and so watchable.
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Via 22 words
Kotter: Why do leaders fail at transmitting vision?
“a gallon of information…dumped in a river of routine communication”
John Kotter’s Leading Change (Boston: Harvard Business School Press, 1996) does an excellent job explaining the difficulty of vision moving through an organization. A guiding coalition may take hundreds of hours to study a situation and come to conclusions. But as they do this intellectual work, they are also doing the emotional work of “letting go of the status quo, letting go of further options, coming to grips with the sacrifices, coming to trust others….” (88)
This is all part of the process and when that guiding coalition finishes and forms their conclusion they naturally feel their work is done.
Their work is not done.
That’s because nobody outside the coalition has done any of this difficult intellectual and emotional rejiggering. In fact, most will be blindsided because they’ve been hard at the tasks they always do. They don’t have a clue what is coming.
This is typically the point of failure. Someone from the coalition gives a speech or authors an article in the company newsletter. Or maybe a series of three articles. Here’s Kotter, very bluntly:
So a gallon of information is dumped into a river of routine communication, where it is quickly diluted, lost, and forgotten.
John P. Kotter, Leading Change (89)
Compacting and condensing and boiling down the intellectual and emotional journey is essential before anyone else can or will sink their teeth into the vision. But who budgets time or money for that piece of the process?
Those who understand vision needs legs and motivation to run through an organization.
Transmitting vision must be an intentional invitation.
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Image credit: John Kotter, Leading Change (Boston: Harvard Business School Press, 1996)
Ecotricity Collapsing Cooling Towers: One Memorable Brand Voice
One gets the sense they don’t take themselves too seriously.
Old 2012 ad. Still cool.
Via: copyranter
Are Doctors “Ethically Obligated” to Tweet?
No.
Although Wendy Sue Swanson, MD (@SeattleMamaDoc) feels that way about her social media presence (as demonstrated in this clip).
There is one piece of the Hippocratic Oath that calls for casting a wider net in “all my acquirements, instructions, and whatever I know” to those within the physician’s circle. The original oath also called all gods and goddesses to witness and observe, but these days the NSA serves that function (despite HIPAA).
Yesterday’s MedAxiom post by Ginger Biesbrock (“Has anyone seen my Dictaphone?”) makes the excellent point that any new technology adopted should make taking care of patients easier. New technology should not get in the way of treatment, it should not be another hurdle to jump. Instead, technology should simplify meeting the patient’s need. That’s why I’m pleased with the movement to hire medical scribes to complete the electronic medical records in the moment—freeing doctors to treat patients versus keyboarding.
Dr. Swanson’s strong feeling about casting a wider net is likely shared by many if not most physicians. And it just so happens that putting correct information out where regular folks might read it may also be a way to grow your practice—which has been the capitalistic promise of social media from day one.
Sure: doctors are busy. But I cannot help but wonder if more and more physicians will make outward communication (blogging, tweeting, connecting) a priority as they work to free themselves from some routine tasks.
Many already are.
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Image credit: Kirk Livingston
Why Medical Device Twitter Feeds are Boring
It’s because monologue can be enforced. Dialogue cannot.
Twitter is all about the quick, personality-laden human voice. Twitter carries truncated thoughts by design—more like a human talk—one thought at a time.
Official medical device Twitter feeds are boring because the communicators behind those feeds are trussed and bound by legal and regulatory protocols. The feeds are boring because competing lawyers have police scanner-like attention for claims that fall outside of the FDA-vetted matrix. And those feeds are also boring because many of us are not in chronic pain, or worried about going through airport security with a defibrillator or insulin pump or mechanical heart valve. If we were, we might get those medical device tweets instantly on our smartphones and find them very interesting indeed.
I’m glad those tweets are boring. I hope they continue to bore many of us because we don’t need the product.
How could medical device tweets be more interesting? Clearly the human voice must be involved. When Omar Ishrak tweets (@MedtronicCEO), the tweets are at times more personal, like when his daughter runs a marathon:
But generally medical device tweets lack the sound of the human voice. They tend to sound like monologue-rich press releases:
https://twitter.com/MDT_Cardiac/status/518422795077042177
Some companies don’t even try:
Ok: SJM does tweet over here: https://twitter.com/SJM_Media
Granted, medical device firms will never sass it up like DiGiorno pizza
But surely as we move forward into deepening inter-connections between professionals and regular humans, every company must find a way to sound human or risk not being heard.
Maybe that means special release from the legal/regulatory straightjackets for certain chatty employee/storytellers. Let them tell their stories in ways that are unique to them while continually repeating “My Opinion Only.” Can medical device firms institute official unofficial-storytellers? People who claim nothing but that they work at the place and this is what they see?
That might result in fun tweets that gather an audience and endear a company to a larger public.
The era of siloed communication is fading quickly in the rear-view mirror.
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conversation is an engine 