Over at Adweek, Jason Snyder has a great piece on who the real target demographic might be for marketing: robots.

Whoever is closest to the consumer controls the conversation. But it’s not you who’s closest—it’s the machines. The good news for marketers is that unlike fickle, demographic-defying consumers, robots are consistent—staying true to their programming. For now anyway. And talking to them requires speaking their language—and increasingly that language is less about understanding 1’s and 0’s and more about simple, normal words.

 

The more things change, in some way, the more things seem to stay the same. One of the constants in my ongoing education as a marketer in the legal industry is the sage advice of Ed Poll’s LawBizBlog.

A recent post of Ed’s tackles the perennial subject of technology’s impact on labor markets. Specifically, as a legal professional, he focuses on the impact of technology on the legal profession combined with the economic climate of the most recent recession. (more…)

Mission statements are like press releases—there are established writing conventions that apply. If you don’t nail the format just right, it will stick out like a sore thumb, and all your hard work will be for naught.*

Whether you are CEO or president, in marketing, or were drafted to your company’s official Mission Statement Committee, your best bet is to play it safe. That means using plenty of jargon to impress upon others that your company “gets it.” (more…)

A short while back, I had a chance to meet an extraordinary young man named Brandon Andrews. As he was transitioning out of the Navy SEALs, he launched a new company called Trident CM LLC, with the brilliant idea to recruit former SEALs to provide construction quality management on DOD projects.

In the built environment, from the Northridge earthquake, to Hurricanes Katrina and Sandy, and other disasters, resilience has become an imperative. But what does that even mean? (more…)

So this is satire, just to be clear… John Frank Weaver, writing for the always hilarious McSweeney’s, offers a wonderfully hand-crafted glimpse into the imaginary life of an Artisanal Attorney.

Weaver opens his piece with the question, “Are you tired of large corporate law firms making the same cookie cutter litigation?” (I know that I am not alone in the construction defect industry that immediately thinks of one law firm in particular upon reading that question.

How is an artisanal attorney different from any other attorney? Like other artisans, I pay close attention to my ingredients and process; I am intimately involved in all stages of creation. Other attorneys print their documents on paper they buy in mass-produced boxes, tens of thousands of sheets at a time, using ink that mechanically jets onto the page. I make my own paper by hand, using the traditional methods of 14th-century book publishers, who printed their works on linen and vellum. The flax for the linen grows along the sides of a nearby swimming hole, and the plants’ growth is influenced by the laughter of children in the summer, when I pick it by hand. The vellum comes from the grass-fed cows of an area farm; to give the cows more agency in the vellum-making process, I let them choose the pumice I will treat their hides with after slaughter. I also make my own ink, using the ink of squid I raise myself in a PETA-approved salt-water aquarium in my office. You can meet all my squid during our initial meeting and pick which one you want for the ink on your will or healthcare power of attorney…

Don’t be lulled into a complacent life filled with more cheap, manufactured goods than you’ll ever need and lawsuits that don’t reflect your uniqueness. Insist on a life well-lived with food, experiences, and litigation that reflect people and skills, not factories and automation. The next time you need to settle a boundary dispute with your neighbor, consult with me – I’m your artisanal attorney. You can find me on Bedford Avenue, in between Ruby’s Fluoridation-Free Fire Sprinkler Installation and Otto’s Mustache Groomery.

Source: McSweeney’s

There are a lot of small businesses that self-identify as consultants. Like quality and beauty, the definition of what a consultant is depends entirely on the perspective of the observer. Most so-called consultants are actually just independent contractors or subcontractors providing outsourced labor. In my opinion, a true consultant is one who improves their client’s situation.

In the same way that few parents actively encourage their children to skip college to pursue joining the building trades, not too many folks pressure their offspring to become management consultants. (more…)

I came across a wonderful quote from Steve Jobs on how great people and teams solve problems. What caught my eye was a tweet from user experience expert Jon Fox linking to a picture with text from Jobs’ quote overlayed on the photo.

The caption for the photo, and the body (if you will) of Fox’s tweet reads: The very definition of #UX Wisdom from #SteveJobs. Let me explain…

UX refers to user experience. According to Wikipedia, “User experience (UX) involves a person’s behaviors, attitudes, and emotions about using a particular product, system or service. User experience includes the practical, experiential, affective, meaningful and valuable aspects of human-computer interaction and product ownership.”

Here is the quote from Steve Levy’s book, Insanely Great: The Life and Times of Macintosh, the Computer that Changed Everything:

When you start looking at a problem and it seems really simple with all these simple solutions, you don’t really understand the complexity of the problem. And your solutions are way too oversimplified, and they don’t work. Then you get into the problem, and you see it’s really complicated. And you come up with all these convoluted solutions. That’s sort of the middle, and that’s where most people stop, and the solutions tend to work for a while. But the really great person will keep on going and find the key, underlying principle of the problem. And come up with a beautiful elegant solution that works.

Source: Insanely Great: The Life and Times of Macintosh, the Computer that Changed Everything

What’s the Point?

The reason the tweet—and subsequently, the quote—caught my eye is that I am using a similar concept in the launch of a new brand and a new company offering project management or owner representation services to property owners that are designing and constructing new buildings. The theme of our new campaign: “The very definition of what an owner’s representative should be.”

Stay tuned…


Steve_Jobs_Headshot_2010

Image courtesy Wikimedia

Last week I was in San Francisco to attend the 2014 PCBC event for home builders. While walking to the Moscone Center from Blue Bottle Coffee, I saw that the line was wrapped around Moscone and was worried I would be waiting hours to get in.

Turns out, the line was actually for the Google I/O conference which was being held in Moscone West, which is a different building altogether from where PCBC was taking place. I didn’t have a chance to keep up with the announcement’s coming from Google’s event until after it was over, but apparently, I didn’t miss much.

Perhaps the biggest takeaway from the conference has to do with what wasn’t discussed, rather than what did get announced. The two Google properties conspicuously absent from I/O: Google Glass and Google Plus.

Martin Beck, writing at Marketing Land touches on Google Plus and its infamous status as a virtual ghost town:

As one Google+ commenter put it, “We seem to know that G+ is no ghost town. It is more of a social referral graveyard.”

It’s a bit of a puzzle, really. Why don’t more people click through from Google+ to publishers’ content? It’s an important question, one for which we don’t have a definitive answer.

Perhaps Google+ users are content with the content on the network and don’t see the need to exit. Perhaps it’s more of a platform for conversation than consumption of news and entertainment links. Perhaps there aren’t enough loyal Google+ users spending enough time on the network to move the needle.

Source: Marketing Land


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Image courtesy Wikimedia