Intermedia

Executing vs. Doing

People are drawn to productivity. It's the whole "look what I made!" instinct that is built in from the time we were kids in school. It feels good to get things done, but it's not necessarily always for the best.

Given how much content - much of it noise - that we're all confronted with every day, it seems like we should be taking the time to be sure that what we produce is actually additive, meaningful, and has a clear purpose. Problem is, all of this requires planning... and clearly-stated goals... and a strategy. And making sure all of these are in places requires us to stop the "doing" machine, or at least slow it down a bit. 

What we really need to be doing is "executing" - following through on those plans, making sure that we have a deep sense of purpose behind our messages and projects. Does every piece of work we produce need to change the world? No. Should we have a good answer to "Why'd you do that?" Probably.

We live in a fast-paced culture that is fast because that feels good. It feels productive. It feels like we're keeping up with the pack. Thing is, I'm not terribly interested in the pack. In fact, I think taking time to focus, and actually slowing things down a bit can make us stand out. Now wouldn't that feel good?

photo credit: Robert S. Donovan via photopin cc

Inchworm innovation

You know how an inchworm crawls right? Flattens out, humps up, flattens out, and so on. Probably not the scientific way to explain it, but I'm going for a visual here.

In reading up on today's annoucement of Facebook's new social graph feature, I couldn't help wonder what most Facebook users would make of it. Best guess? They have no idea that it's happening. Why? They use Facebook to share pictures of their kids. And rant about politics. And pics of cats stuck in shoes.  

Point is, Facebook technology is geared for the super user while the Facebook interface is designed for, well, the kid/rant/catshoe people. You see, my guess is that innovation on these platforms moves a lot like the inchworm. Just as the space between users and the technology is at close to being bridged, the system takes another leap forward, the inchworm flattens out, and users eventually pull  themselves forward to a point where they're making the most of the new features. With social graph, the inchworm has been flattened. How's that for a declaration? 

Same goes for any type of advance you make with your technology or programs. Remember that you're going to have folks who are right there with you at the head of the worm, but in all likelihood the bulk of your constituents will be riding the wave or holding onto the tail. 

photo credit: Bjorn1101 via photopin cc

Can vs. should

Strategy is a tricky thing. 

Being strategic requires planning. It requires discipline. It requires flexibility. It requires us to ask questions before getting started and, in some cases, saying no. (audible gasp)

No matter your area of focus or expertise, we are often pulled in the direction of what we can do - whether to prove that we're being responsive, to show  that it can be done or because it's satisfying to take something on and accomplish it. Problem is, just because we can do something doesn't necessarily mean that we should do it.

"Can" is a slippery slope. Given the right mix of time and energy, just about anything can be done. Heck, last year I saw a squirrel water ski. (true story) 

"Should" requires a few important things. You need to understand goals and purpose. You need a way to know how much time and effort should go into the project so that you don't over- or under-do it. Should has a clear purpose and outcome.

It's a simple swapping of words, but give it a try. Rather than making a decision based on whether something can be done, think about whether it should be done. Just having the conversation is a step in the direction of strategy.

So, what you're trying to say is...

Organizations large and small spend an awful lot of time talking. Each one sends out newsletters, magazines, builds and maintains websites, produces videos, generates press releases and crafts talking points. Each one of these efforts, presumably, is meaningful and well-intentioned. But what does it all say? Said differently, if you look at any institution's content from all of these various containers together, does it connect? Even better, does it tell a clear, compelling and consistent story?

I won't pretend that this is something I've done in the past, but it is increasingly something that I think would be of value. Each piece of content is an opportunity to contribute to an institutional narrative. In fact, I'd argue that the "How does this contribute to the narrative?" question should be a litmus test for all new content. Are we introducing the basic storyline to a new audience? Are we building on it for one that is already engaged?

Institutions have an awful lot to say and, while saying less things with more substance is always the goal, it's also helpful to ensure that the things that you are saying are not only important right now, but part of something bigger.

 

Creativity: Working with a beach vs. a sandbox

Creativity is one of the most interesting and important things that we can bring to a project or workplace - but also one of the hardest to put into context. Why? Too often, we take a "rules and structure kills creativity" stance when I would argue that rules and structure actually stimulate creativity.

Think of the difference between a beach and a sandbox. You have the same basic materials with each, but the options on the beach are limitless - scale, placement, and possibility are difficult to pin down. As we know, having too many choices is often paralyzing, leading many to default to creating something too small and too safe.

With a sandbox, the borders are clearly defined, and the available resource (sand) is a known quantity. You'll probably build the coolest possible sand castle using as much space and sand possible.

Give it a try next time you bite off a big project. Take the time to define the purpose, goal and borders with the folks involved. Then break out the bucket and shovels and see how far your creativity can take you.

Image: Simon Howden / FreeDigitalPhotos.net