Category Archives: Connective Marketing
Posted by pure rocket science
Sometimes, if you say something often enough you can convince yourself it is the truth. Like accepting there is only one way of doing things, and it costs X.
Ingrained in a workforce or population’s psyche, these points of view become corrosive, strangling innovation and stifling original though. It takes a brave person to become the tall poppy and disrupt the status quo.
It shouldn’t be this difficult. Cultures change, needs evolve and skills develop. Humanity’s greatest asset is its ability to adapt to challenges and circumstances, to create something new and build an exciting future.
But knocking your house down with the goal of constructing a brand new habitat is hugely unsettling, not least because for a time you are displaced from your home environment, surrounded by strange things and feeling anchorless. Your plans get buffetted from all sides: critiqued by other individuals; slowed by delivery days; and affected by the great unknown – the weather.
Some people don’t stay the course, moving back to something more familiar, throw in the towel in a fit of pique or simply become exhausted by the effort of dragging so many others with them on their epic adventure. However, if no one had ever taken the plunge, we would probably all still be living in tree-houses.
And so it is with our current working practises. We already have the technology to deliver collaborative, two-way communication between large and small workforces. We can deliver cost-effective, instantaneous training to government organisations that will reduce travel and accommodation budgets to practically nothing. This budget cut will do nothing to affect service delivery, in fact the efficient dissemination of information and intelligence and the network of collaboration could make it better than ever.
It’s time we got connected.
Posted by pure rocket science
Anthropologists use the term to refer to societies organised largely on the basis of kinship and more recently commentators are using it to explain the phenomenal growth of social networking.
As human beings we are pre-programmed to belong. We like being part of a crowd. There is comfort in concensus. It’s good to know that we are not alone.
What new technology has given us is the ability to ‘multi-tribe’. To connect not only with our current work colleagues, but with ones that have moved on but retained an interest in the same area as us, and with peers who face similar challenges to us in their day-to-day working lives. It enables us to join forces with others who share our passion for a cause, or a sports team or a particular entertainer.
What drives the tribe are the leaders and the creators, the individuals who are prepared to step out from the crowd to declare their interest and their point of view. In business these are the people who make or spot a trend and are willing to make the first move. If they have read the signs well they will be followed by the early adopters who will begin to create the groundswell that will altimately draw in the crowds.
The question is… Are you a leader, someone who is driving the agenda, manoeuvring your message and your marketing strategy to attract clients and customers to your tribe? Or are you one of the crowd?
I know which one I would rather be.