What are the right stories to tell?
What are the stories we have permission to tell?
What is the right voice with which to tell my story?
Who should tell my story?
How do I bring my story to life – what are the content mix models (franchises and formats / atomic units of content I need to produce and how much)?
Where (in what context, with what channels and platforms) is my story best told to activate people to action » co-creation?
Since Zappos announced it’s “doing away with managers,” Holacracy has become the latest subject in an increasingly high volume (and much needed) conversation focused on the need for new organizational and team productivity design. From ROWE to Tribes, Squads, Chapters & Guilds to Holacracy, organizing for output (and employee well-being) is shifting the way we think about how we work. The Productivity equation of Place, People, Process and Product is undergoing a major refresh— with the entrant of a 5th “P” - Purpose. On Monday I’ll dive in a little deeper and share some insights from some of my recent organizational design projects for clients. Today, my mind is mush from the week’s frameworking. #OrganizingForOutput
Successful product development and marketing has always been rooted in human truths— insight into our needs and barriers, motivations and triggers, beliefs and behaviors — set in the context of business needs.
Even as our behaviors seemingly revolve solely around the numbing glow of tiny screens, as technology changes so much of our lives, the core of our humanity, The Story if you will, doesn’t change.
The flux and flex of changing technology doesn’t change our humanity, it (merely) changes the context for our humanity, the way in which we experience it.
And so too with brands, the Story doesn’t change, technology merely changes the context for its delivery, namely that the Story isn’t told so much as it is Co-created between brands and people.
Strike that. Reverse it.
Hey friend, prioritization woes getting you down? You’re not alone. Luckily, there are professionals here to help.
Don’t let busy-ness get in the way of productivity, find out how to create an operational culture designed to maximize your team’s productivity, meaningful output and well, overall happiness — reach out and touch someone.
The root of successful marketing lies in understanding humanity. The Story.
Technology doesn’t change our humanity, it only changes the way in which we experience our humanity, our Story.
Savvy marketers avoid shiney-object syndrome and stay relentlessly True to The Story.
The Story is…
1. Truth in action, rooted in consumer and culture insights, grounded in business and brand needs.
2. Co-created between brands and people - both online and off - through ongoing, real value-exchange. “Tell us what you think // Join the Conversation” is NOT co-creation.
3. Natively fluent in the language of digital - “make my ad campaign social” is not staying true to The Story. ideas are inherently social and digital because, well, that is how we experience a good chunk of our humanity today.
4. Non-linear, omni-channel and adaptive - this isn’t mumbo jumbo marketing speak. It’s just a requirement for excellence.
5. Measurable and optimizable - staying true to The Story means being adaptive and responsive to insights. Data-driven in the context of human truths, not marketing automation.
Don’t make strategists and creatives sad. Channel briefs make us sad.
Brands are co-created // Inherently social // Digitally native