Christopher S. Penn – Marketing AI Keynote Speaker

Category: Awakening

  • Innovation is defined by challenge

    What makes for great innovation? Plato defined it best several thousand years ago:

    “Necessity, who is the mother of invention.”

    If you wonder why there isn’t much innovation in a space, one of the causes is likely to be that there isn’t a call for it. Think about it like mountain climbing. If you have a very short mountain in front of you, barely more than a hill, chances are you’ll just walk up the thing. You won’t invent any specialized gear or flying machines just to walk up a hill. But as the mountain gets taller and steeper, or the time you have to climb it grows shorter and more urgent, innovation becomes important. How do you get up the taller mountain, where walking won’t get you? How do you get up the mountain faster, because someone needs help? The scope of the challenge will define the innovation that takes place.

    Autumn in New England

    Look at something like social media. There hasn’t been a ton of innovation in social media because we haven’t had a supremely difficult challenge in front of us that has necessitated new ways of thinking, new ways of doing things, new ways of solving problems. The innovation is happening in the places where the challenges are tall, like Big Data or mobile development. A product like Google Glass may or may not solve a significant problem, but the challenge of the concept is tall, and thus innovation is popping around the space of wearable computing.

    If you feel like innovation is lagging at your company, if you feel like you don’t have enough cutting edge action happening, then look to see what challenges have been put in front of you. You may have difficulties, but the challenge of overcoming those difficulties is low – you know the problem, you’re just not executing well on the solution. If you need to find innovation, then find the tallest mountain to climb and say, we’re going up that. See what you innovate to start making it up the mountain.

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  • Even canned kindness helps

    If you’ve ever wondered whether automation of some content, of some customer experiences (not all, obviously) is a bad thing or impacts your brand negatively, one answer can be found in pick up groups, or pugs, in World of Warcraft. These are randomly assembled groups of 5 or 25 people who are given the task of clearing a dungeon or raid. Pugs are notorious for bad manners, inconsiderate people, and foolish behavior, but they’re also a necessary part of the Warcraft experience if you don’t belong to an aggressive raiding guild, since they’re the only way you’ll ever see most of the dungeons or raids.

    Here’s the difference that even a bit of automated kindness can make: if you have pre-scripted, helpful language ready to go for in-game chat, you can transform what are otherwise at best silent affairs (and at worst, the worst language of humanity) into relatively pleasant dungeon crawls.

    Moriturus @ Earthen Ring - Community - World of Warcraft

    For example, I have a series of basic quotes that I use on my Death Knight that help to explain what a boss does (and what to avoid) plus simple pleasantries like hello, goodbye, and generic group thanks. These are bound to macros so that I don’t even have to type out the sentences, just a few letters and the canned text appears. It’s not necessarily sincere, authentic communication because it’s all canned, but it never fails that more people become talkative in-group, more people do their jobs better (like not standing in fire), and more people say thank you at the end of a dungeon crawl when you use canned, scripted kindness than not.

    Why? Because the general experience is otherwise awful. The general experience is oppressively silent or consists only of people berating each other for screwing up. The general experience is a lot like the general public. Some nice folks, some bad folks, and a lot of folks in the middle. Whoever speaks up first sets the tone for the rest of the run, so if the first comment is something along the lines of “WTF NOOB” or like comments, the rest of the pack tends to follow along. If the first comment is a mildly entertaining introduction like this:

    “Hi there! I’m your duly designated meat shield. A few basics: don’t stand in bad, we go only as fast as the healer can go because dying slows us down more, need if you really do need (even off spec), everyone needs on lockboxes. Ready to have some fun?”

    Then the tone is set for the otherwise silent majority to go along with.

    Your marketing, your management of groups, your handling of the general public is no different. The tone you set, the comments you make, the language you use set up the experience you are likely to have, assuming you can do what you say you can do. If you choose language in your marketing that is condescending, brusque, or unhelpful, don’t be surprised when your customers treat you that way. If you choose language that is helpful and kind, even if it’s canned, automated, or scripted, you’ll set the initial tone much more tuned to the success you want to generate.

    Here’s an exercise for you to try. Grab any piece of marketing collateral, from an email auto responder to a product page on your website, and examine it. Is the language helpful and kind, neutral and boring, or condescending and potentially insulting? If this is the first interaction someone has with you, does the marketing collateral set the tone you want to have set in their minds?

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  • There are no advanced conferences (and never will be)

    EASFAA 2008 Conference photos

    I’ll play devil’s advocate on CC Chapman’s excellent post recently asking where the advanced conferences are.

    There aren’t any. And I mean that in all seriousness. The more advanced you become in any field, the less general information is going to help you, because you’ve learned it. The more advanced you become in any field, the more the challenges you face are yours alone or shared among a very small minority of practitioners.

    That’s when you need fewer conferences and more teachers or mentors who can challenge you and your specific needs and weaknesses.

    I liken it to the martial arts. Teaching white belts is easy. You teach the basics en masse, and everyone more or less starts at the same place. As people progress, many drop out, and those who remain have individual weaknesses manifest themselves. Some people become afraid of hitting the ground. Some people don’t do well with throws or joint locks or kicks. By the time you’re teaching black belts, you’ve got a roomful of people who are all very good at the basics, but have individual areas of focus they need to improve. Only a master teacher (like mine, for example, Sensei Mark Davis) is going to be able to help the students over their individual obstacles, and the reality is that both in the social media and martial arts worlds, there are very few legitimate master teachers.

    Skipping from conference to conference can give you added perspective, as CC mentioned, but the risk there is the equivalent of earning 12 green belts but never getting a black belt in any one thing. When you train in the martial arts, you have to give your area of study a lot of focus and effort to get to black belt and beyond.

    There’s an expression in Japanese, shu-ha-ri, which roughly translated means preserve the form, vary the form, transcend the form, and it describes our journey as students, both in social media and martial arts. Conferences give us the basics, the form, but then we have to take that knowledge on the road, test it out for ourselves, learn from our mistakes, and find qualified teachers and mentors to help guide us through our weaknesses. We take our knowledge and apply it to real world situations until we understand it thoroughly. In the end, we transcend conferences entirely and learn to explore and grow on our own, and then it’s us on the stages sharing what we learned with the beginners just putting on their marketing white belts for the first time.

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  • 6 tips to start your 2013 off right

    Let’s get some basic productivity things out of the way right away, shall we?

    1. Backups. If you have never thought about backing things up, there’s never been a better time to start. Take your pick of a gajillion different cloud-based storage devices or the “getting cheaper by the minute” portable hard drives, but back your stuff up. Seriously, folks. Google Drive costs 60/year for 100 GB of storage, but your digital photos can never be re-taken. Amazon S3 1 TB is120/year on Glacier storage.

    2. Back up your blog. If you’re running WordPress, I strongly recommend the free BackWPUp plugin that dumps a massive archive of everything into your Dropbox account on a weekly basis.

    3. Archive everything you don’t need. Go through your inboxes, go through your blog feeds, go through your mobile phone, and archive the daylights out of everything and anything you can. If it’s from 2012, hide it unless you absolutely need it.

    4. Don’t like resolutions? Do three words. Read Chris Brogan’s take on the concept (he created it) and then come up with three. Here are mine, as well as Mitch Joel, C.C. Chapman, someone, Tom Webster, Justin Levy, Steve Garfield, Gavin Llewellyn, Susan Murphy, Tamsen Webster, Lynette Young, Deb Ng, Oz Du Soleil, and many, many others.

    5. Consider a commitment this year to being clutter-neutral. Do your traditional cleanup of stuff in your life, from your blog reader to your office, and then in order to maintain that, commit to eliminating something as soon as something new comes along. For example, let’s say you find a new blog you want to read. Unsubscribe from an old one to balance it out. Installed a new app on your mobile? Delete an old one. Got a new houseplant? Move an existing one outside. Kids got a new toy? Help them pick one to give away to charity. Added a new friend on Facebook? Ditch a connection you never talk to any more. Once you’ve got things where you want them, a commitment to being clutter-neutral will help you maintain that.

    6 tips to start your 2013 off right 1

    6. Change your passwords. More importantly, change your password to something that’s much longer and easy to remember. Password length matters a great deal more than complexity, as cited in this Carnegie Mellon paper. 16 characters is the minimum you should aim for, but go as long as practical. For example, p@s$w0rd is significantly less secure than IUsedToLiveAt1359CommonwealthAvenueBostonMA or MyFreshmanYearDormWas1stSchaeferHall. Think up old addresses, old relationships, things that are firmly lodged in your memory that can make for really passwords you can’t easily forget.

    What are your starter tips for the new year?

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  • 3 words for 2012, 3 words for 2013

    MFA Buddhist Art

    At the beginning of 2012, I kicked off the year with 3 words that would define it: story, restoration, and compassion. Let’s see how things turned out for the year.

    Story worked out as planned. A number of folks commented throughout the year that the work I did on my storytelling paid off, especially in speaking, so I’m pleased with that. I’ll publicly thank Ron Ploof for his outstanding recommendation Tell to Win by Peter Guber for being the basis of a lot of that work.

    Restoration was probably the biggest success of 2012 for me personally. I’m ending the year in much better health and much better career-wise than I expected to, with major progress towards a level of health and fitness that I haven’t had since college 20 years ago. On this front, I have to thank everyone who keeps posting their fitness updates to Facebook, but most especially someone for finding some of the best digital fitness resources around.

    Compassion was good but not amazing. I lent more help this year than ever before, participated and gave more than before, but this year was an intensely testing and trying one overall. Things like the national election and the incredibly divisive atmosphere it created made compassion a struggle for me.

    Given the results of 2012, it’s time to look forward to 2013 and the three words that I aim to have define it: Inspiration, Study, Progression.

    Inspiration comes from an idea shared by Gen. Colin Powell at this year’s Dreamforce event. He said in his talk that he doesn’t focus much on motivating people in his organization. If he provides inspiration, he’s found, motivation takes care of itself. Inspiration is something that I need to be able to generate more of in my life, not only for myself, but for the people around me. How does inspiration work? How can I make it work for me and make it a resource that I can tap into, rather than just another kind of serendipity or luck? That’s challenge #1 for 2013.

    Study is the second area and is a direct consequence of not doing well enough with compassion this year. There are a lot of areas in my life that need more study, from spiritual training to martial arts to business. I realized the other day that I was not making as much progress as I wanted in my understanding of the Heart Sutra (a Buddhist scripture) and the sole cause of that was insufficient study on my part. This is also a word that sets a certain tone to the focus I’m generating. It’s not casual reading or surfing, but actual study: taking something apart, figuring out how it works, and putting it back together again better.

    Progression is the third focus for 2013 for me, and it’s an expansion of restoration. I did a good job this year of repairing things and getting stuff back to a baseline. Now it’s time to move forward, time to progress, time to advance. Part of that will also involve pruning out things that don’t contribute to progression, things that are obstacles to getting stuff done that generate real-world results.

    What are your three words for 2013? Leave your thoughts in the comments, on social networks, or link up your own blog post!

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  • Some Christmas music for your merry Christmas

    Merry Christmas.

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  • Off for the holidays

    Fire in the fireplace

    Food for thought: it’s generally accepted that the business world will restart in about 11 days, on January 3rd. For reasons unknown to me, people around the office and online are not counting January 2nd. I suppose that’s so people can recover as well as dig out from their email.

    If you wrote a lengthy blog post every day for the next 11 days of 1,000 words or more, you could assemble them all and have a new 11,000 word eBook ready to kick off the year with strong promotion on January 3rd. Or, let’s assume you work a bit for Christmas Eve and the 3 days after Christmas, plus New Year’s Eve and keep your inbox clean so January 2nd is productive. That gives you 5 days – 40 hours – to crank content when no one else cares. If you write a measly 500 words per hour, that would give you a 20,000 word full-size book by the time businesses spun up on January 3rd.

    So consider doing what I’m doing. Take the week off publicly, but hammer away privately, and when everyone else is dusting off the cobwebs on January 2nd, you’ll hit the world hard. Keep the fires of your mind burning, but don’t rest unless you have to.

    See you on the other side.

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  • No apocalypse, no faith

    Mayan calendarRainy, but no apocalypse thus far on 12/21/12. In all seriousness, this was something we were discussing last night at the dojo. Why are some people legitimately taking this seriously? After all, as the Facebook meme goes, if the Mayans were so good at predicting the future, why didn’t they predict the end of the Mayan civilization?

    More important, why is it that people are so willing to believe in anything obviously questionable these days? The answer, I suspect, has a lot to do with faith. Over the past two decades, our faith as a society has been shaken in nearly every institution that we grew up believing in. We’ve accepted that banks are fundamentally insecure (to the point where thousands of people outright lost their retirements), we’ve accepted that political institutions are deeply broken, we’ve broken many of our real life heroes, our religions have transformed to our horror into preaching the things they’re supposed to oppose, and there isn’t much left.

    That doesn’t change our neurophysiology, which is believed by some to be wired for faith, for belief, for spirituality. Losing our faith in the things we believed in doesn’t alter our wiring that asks us for something to believe in. So we find stuff. We make up stuff. We clutch to peculiar memes and the calendaring errors of long-dead cultures. We create Internet celebrities and vacuous role models for the slimmest of reasons. These are the symptoms of a shaken spirit in search of anything real to believe in.

    In my tradition, there’s a three part saying that helps provide some level of antidote against silliness invading the part of our brain that governs faith. It goes something like this (translation by Stephen K. Hayes):

    • I believe in myself. I am confident. I can accomplish my goals.
    • I believe in what I study. I am disciplined. I am ready to learn and advance.
    • I believe in my teachers. I show respect to all who help me progress.

    This mental antidote gives us something to believe in. It’s faith-agnostic too, so whether you’re Christian, Muslim, Jewish, Buddhist, The Church of the Light, Flying Spaghetti Monster, or no creed at all, it’s compatible with your existing religious beliefs. This three part saying works at giving you something to believe in that’s rooted in reality, in the here and now, in things you can see, touch, and do. Believe in yourself. Find something worthwhile to study and believe in it. Find great teachers and believe in them.

    If you leverage the part of your brain that is calling out to you to believe in something and aim it at yourself, your goals, your studies, and your teachers, then not only will your brain not waste time and energy on Internet memes like Mayan calendaring errors, but you’ll get more out of everything you do in life.

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  • A glimpse at the future of active gaming

    Something occurred to me yesterday while playing with Bad Robot Software’s Action FX app. I think it’s reasonable to look for a future in which active gaming becomes one of the dominant forms of play.

    What is active gaming? It’s where you’re playing video games, using a computer or a mobile computer, but in real life. Think of it like an augmented reality version of the Wii, where instead of being confined to doing stuff in your living room, you’re out and about in the world.

    Here’s an example of the reasonably good, near-realtime video effects that something like an iPad or iPhone can generate:

    Desktop email explosion
    Watch this video on YouTube.

    Now combine this with something like Nike’s new Fuel Missions, which offer interactive gameplay based on your movement, and Google’s Glass project. Suddenly, you have the potential to fully and wholly experience your gaming as though you were actually in it.

    Imagine what World of Warcraft would be like if you had to actually run from Elwynn Forest to Lakeshire in Red Ridge, rather than just watch your avatar run. Imagine actually fighting off the gnolls there and feeling it, or having to actually strap on the ol’ sword and board and tank one of the black dragons in the area.

    None of this stuff is pie in the sky, either. The technology for it all exists now, and is actively being used now by ordinary people:

    Glass Session: Madame & Bébé Gayno
    Watch this video on YouTube.

    The future of gaming is about to get a whole lot different. Are you ready?

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  • The ninja mind control method

    Still frame from Everybody Needs a Ninja

    In class last night, one of the white belt students asked me about whether the ninja mind control stories he’s heard were real or not, what the secrets to ninja mind control were. I laughed a bit and explained that the ninja mind control method is fairly straightforward: gain control over your own mind and other people lose the ability to control you.

    For example, let’s say you’re deeply offended by a particular political position or idea. If you reflexively get angry when you hear that, then someone can make you angry, get you to behave irrationally, and take advantage of you. Maybe they goad you into a fight at the local watering hole that you had no intention of being in. Maybe they convince you to give them money in support of a cause that you’d never rationally support. Whatever the case may be, your buttons got pushed and you reacted.

    The ninja mind control method is designed to help you find out what buttons you have and reduce or remove their effects. Through lots of physical training, meditation, study, and practice, you can eventually figure out how to become less angry or scared or enthralled by other people, places, or events. Remove or reduce your weaknesses, give people fewer buttons to push, and you win.

    This doesn’t just apply to the individual. Corporations, organizations, and groups are just as susceptible to having their buttons pushed as individual people. Have you ever worked for someone who was obsessed with the competition? Have you ever seen a company chase another competitor, copying every product or service fruitlessly? (look no further than all of the iPad clones in the marketplace) If these companies focused more on mitigating their own weaknesses and strengthening their products and services, they’d be far better off than chasing the tail of the pack leader – and they might even figure out a different path to take that would let them be a leader, rather than myopically following.

    Even as marketers, we fall prey to the same human foibles. We allow envy and jealousy of someone else’s brilliant campaign to cloud our minds, forcing ourselves to imitate them rather than fix what’s wrong in our own shops and build our own unique campaigns.

    The actual ninja mind control method – gaining control over your own mind – lacks the sexiness and coolness of what you see in comic books and movies, but if you get good at it, it sure does make for a better life. If you’re interested in getting started, I’d recommend these two audio meditations from Stephen K. Hayes in the iTunes store:

    https://cspenn.com/skh1
    https://cspenn.com/skh2

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