How soon is now?

Culture in a 24 / 7 world

  • Author:
  • Published: Oct 4th, 2013
  • Category: Archives
  • Comments: 2

Hard Questions [UPDATED]

Tags: , , , ,

tedxles

This morning I received an email from the organizers of the TEDxLowerEastSide event, which is scheduled to be held later this month at The Angel Orensanz Foundation for the Arts. As one would expect with a TED event, the speakers’ list looks fantastic and the theme for the day, The Hero’s Journey, is a strong platform on which to build an emotionally and intellectually compelling program.

I’ve been to one previous TEDx event, TEDxHarlem, and it was terrific, so I was eager to fill out the application. Sure, I’d be getting home late the previous day from London, but these type of opportunities shouldn’t be missed. So, I started to fill out the application which was pretty standard stuff until I came to this part:

Please choose one question and answer in 500 words

  • If the success or failure of this planet, and of human beings, depended on who you are and what you do, how would you be? What would you do?
  • What is it you are trying to create in the world and how is your work helping to manifest or support that?
  • What question are you living?

Could you answer these questions? Have you even asked yourself these questions? If you’re at all like me, things just got really uncomfortable for you. Uncomfortable in a way that punctures your probably comfortable life. My guess is that you are reading this from within a well-lit, climate-controlled environment, or perhaps off of your smartphone. Sure, we all have hardships and challenges in our lives, but by and large you are probably reasonably comfortable. Go read those three questions again.

You hear a lot of talk about “getting out of your comfort zone” but it’s hard isn’t it? A job, kids, leaky roof, maybe elderly parents, there’s a lot going on in your life and quite frankly staying inside your comfort zone sounds like a damn good idea. I get that. So I’m not going to ask you to quit that nice gig, or even give up your $4.50 latte. But do this for me – copy and paste those three questions into a word document. Don’t try to answer them right now, just print the questions out and tack them up on your office wall. Just read them each day for a week, or maybe a month. Think about them a little bit. Then, when you are ready, try to answer just one of them. If you do, I hope you’ll share them with me, I’d love to hear your thoughts.

 

UPDATE: After I wrote this blog post, I sent a note to the TEDxLES organizers saying that I appreciated the invitation to apply for attendance, but didn’t feel I could honestly answer any of the three questions. this afternoon they got back to me and referred me back to the application page, noting that based in part on my comments, they have amended the application essay question. It now reads as follows:

  • If the success or failure of this planet, and of human beings, depended on who you are and what you do, how would you be? What would you do?
  • What question are you living?
  • What is your favorite TED talk and why?
  • TED stands for Technology, Entertainment, and Design. Which of the 3 are you particularly passionate about and why?
  • If you were to give a TED talk, what would it be about and why?

So they added to more questions, which are ‘easier’ to answer. I’m not sure how I feel about this. Actually, yes, I am sure. I don’t like it. Now people can take the easy way out. We have too much of that in this life. If I do decide to apply for attendance I won’t choose one of the latter to questions.

Share

It’s Time To Consider A Better Metric: Investment On Return

Tags: , ,

This piece originally appeared on The Advertising Week Social Club on January 7, 2013.

 

Recently I read Umair Haque’s e-book, Betterness, and was deeply affected by the themes and insights discussed within. It was heartening to read as his cri du coeur more eloquently and powerfully articulated sentiments I have been feeling recently.

The book is a call to arms and manifesto for a paradigm shift in the way business, and society as a whole, values and defines wealth. The underlying premise is that by focusing almost exclusively on a financially-driven definition of wealth, we have not only forsaken a more holistic approach to the matter, but have not done a particularly good job of even achieving the financial definition outside of those that are part of the now famous 1%.

I work in the advertising industry, so it’s quite easy for anyone reading this to ask if, before adding my rousing “here, here!” to Haque’s criticism, I have looked in a mirror lately. Indeed, we Madison Avenue-types are the very engine of the more, bigger, faster, cheaper, now society that Haque decries. I get that. But I say the following not to assuage my own feelings of guilt, but to put forth the notion with an attempt to foment conversation around the following:

How can we develop ideas that are measured not by the three dreaded letters: ROI, but rather by the inverse – IOR: INVESTMENT ON RETURN?

What do I mean by Investment on Return?

First, let’s define the term ‘return.’ I don’t mean product sales, gross or net profits or even social media-influenced terms such as ‘follows’ or ‘likes.’  Ultimately all those things are the results of actions taken by people. Notconsumers or target audiences or demographics, but people. The goodwill and patronage of people is the return on investment that brands seek to attract.

So, what sort of investment are brands making on this ‘return?’ On people? Let’s again get clear on what we are talking about, this time pausing to reflect on what we mean by ‘investment.’

Traditionally, brands have viewed returns purely in the financial sense, and so view investment similarly. “How much money are we spending and how much are we making in return?” is the traditional viewpoint of ROI. But if now we decide to view return as equaling people, we need to view investment as something more than money as well.

Investment could mean all sorts of outlay once you step back from the myopic prism of the purely financial. It could mean emotional investment, educational investment, informational investment, social investment, community investment, time investment, political investment, advocacy investment, environmental investment –and the list could be endless if you think about it.

You get the idea, though.

Do some of those things require a financial outlay?

Yes, but that is secondary to the deeper human investment these other forms carry.

You may point to the charitable and philanthropic work that many companies do –  and those certainly have meaning. But I think there is a difference between donating $1 from every sale to a worthwhile cause, or selling your product in the color that represents support for a specific disease research – both of which are good things – and thinking about how you are investing in the very people that make your company a success.

How many companies measure that as they do ROI?

So, what role does the agency play in this?

We don’t make the products people buy, but we do play a significant role in the way people perceive brands. And now we must ask ourselves, in the current era in which we live, how much longer will simply touting the more, bigger, faster, cheaper, now approach be tolerated by people? How much longer will they be satisfied with nothing more than that from the companies to which they are giving their money?

If you believe, as Haque does, and as I do, that that time is nearing an end, then you must ask yourself the following question: How am I helping to position my client to succeed in the future? Not in a ‘how can we fudge this,’ ‘how can we merely change the perception,’ ‘how can we fool folks for another couple of years,’ sort of way, but in a way that truly shapes the very business of our clients? In a way that doesn’t just hype the notion of whiter teeth, fresher laundry and shinier floors, but in a way that clearly states that the brand is based on the fundamental premise that making an investment on the return is a critical pillar of their business.

The truth is, brands that live by the Betterness ethic know that being committed to people and making a profit are not mutually exclusive. Companies as diverse as Stonyfield Farms, Interface Carpets and TOMS shoes have all found ways to make compelling products that consumers want to buy, while also making a positive impact on the lives of dairy farmers, managing a gentler carbon footprint and providing footwear to impoverished children, respectively.

This sort of approach should be a boon for agencies as well as powerful stories can be built on such foundations. The ad industry need only look to the 2012 Cannes Lion Grand Prix-winning effort from Chipotle to see how rich this territory can be.

As is regularly pointed out, ours is a world in which the individual increasingly has greater voice and the collective public have shown a willingness and ability to publicly punish those brands who do harm. So why couldn’t a brand start an initiative like Apps to Empower?

It would (and will) be the wise company that invested (and invests) in the idea of IOR.

 

Share

© 2009 How soon is now?. All Rights Reserved.

This blog is powered by Wordpress and Magatheme by Bryan Helmig.