The Fight Our Youth Face

Posted on July 10, 2010 by Scott Gould

The more and more time I spend with young people (having just graduated from that class when I turned 26 last year), the more and more I realise how big a fight there is that they face – and they don’t even know it yet.

Since when I got into working with youth in 2003 when I started the Feedback youth charity, to today when I have youth interns working with me all the time (as per the photo to the left), I have noticed how directionless our young people have become. The irony is that the blessings of our knowledge economy have created an abundance of choice and open treasure chest full of opportunity, travel and exploration to these young people, which in turn has paralyzed them. Let me explain:

Because we are in a knowledge economy, fewer and fewer people are learning trades and instead studying soft subjects. We focus on gap years, sandwich years, extended studying at college (or high school if you are American) even up to the age of 21 – studying without obtaining any Higher Education accreditation – and then facing, whether they take an undergraduate course or not, the problem of a considerable lack of experience.

Cue my 18 year old brother, Todd. He has just finished two years of Further Education media studies, which he now regrets and is considering taking another two years of FE study. Whilst the opportunity and diversity of subjects available is a good thing, the amount of choice that he faces paralysis him. It’s good that our young people have so much more to engage with and formally learn, yet the plethora of choice has two major problems:

It delays decision making
It does not identify transferable skills

These are two of the fights our young people face – let’s look and them, as well as add another. Continue reading →

The Value of a Value Approach

Posted on July 9, 2010 by Scott Gould

You all know that I am sold out on having a value-based approach to, well, just about everything.

A value based approach is about giving more of you to people and developing deeper relationships, rather than having your thumbs in 101 pies. By not giving lots of little, but less of more, you can build relationships that have a great yield – in pretty much whatever you do.

I wanted to show you some of the returns, the value if you will, of a value-based approach that I’ve experienced this week. I’ve had a shower of love and recognition from a range of people recently, all as a direct result of this value-based approach.

1. First of all, I received a much appreciated link from Like Minds Alum Joanne Jacobs writing about the trough of disillusionment for social media strategies. Joanne has spoken at the last two Like Minds events, and I was thrilled to hear from her that since her keynote in February, she has received continual work from people who have watched the video or referred someone based on watching it.

How I built value: This is an instance right here of me getting to know someone and actually help someone who is greatly respected and I’d never think would be in the need of my need. It’s my honour and privilege to be associated with her – and it’s all because of value.

2. Secondly, there was quite a humbly moment for me when I discovered on this post from James Gordon that I am among the UK’s Top Marketing Blogs. I’ve been blogging now for a year, and to get that kind of recognition was really, really humbling – mostly because I haven’t focussed on getting blog recognition.

How I built value: I don’t focus on retweets and traffic but just engaging you wonderful people who spend time regularly commenting here. Together, we make ideas reality, and that is what is being recognised. To regularly get an average of 15 comments per post for a blog that might occasionally hit 200 uniques a day is pretty good engagement – and I’m only keen for it to become more!

3. Thirdly, I had a bittersweet moment when my latest intern Jonny Rose left the Aaron+Gould flock to fly to London’s shores to focus on his Masters. Jonny wrote this very loving peice on the time he spent with me, poetically entitled As Good As Gould. He is a person of unquestionable character, of sincere and genuine motives, and of incredible comic genius. I’m glad to say he’ll be blogging with Like Minds, so you can enjoy his unique style there and on his blog.

How I built value: Jonny has worked with us for the last two months, and it has been my pleasure to impart some of my experiences and insights to him. Every day that he worked, we talked about what he was learning, the bigger lessons, and about nurturing his skill set.

4. Finally, a fall-of-my-seat moment happened for me on Wednesday when Molly Flatt, James Whatley and my other friends at 1000heads named me as one of their 10 WoM Thought Leaders. To be recognised by my friends Molly and James (and I do mean friends) is a wonderful thing in itself – but then to see who I was named next to was just a whole other deal. Right next to friends and heros like Joe Pine, Chris Brogan, Joanne Jacobs, John Bell (who I’ve all met now!), as well as James Gilmore and Emanuel Rosen – I was ecstatic.

How I built value: Well, the whole story is here actually. All I did was give exposure to people I believed in, however small the exposure that I could give was.

Your Leading Thoughts

I know you’re all building value relationships. I’m keen to know which ones. Tell me who you’re building value with.

What I Learned From Chris Brogan

Posted on July 8, 2010 by Scott Gould

If you can’t see this video, click here, or watch on YouTube.

When we had Chris over for the Like Minds Conference in February, I had the pleasure of watching Chris operate and also spending some time with him too. I have no doubt that many cynical Brits were waiting to see if he’d walk the walk and be as social as he tells everyone to be. What I got to see was not only ‘Yes, he does!’, but also how he does this.

I haven’t shared this until now because I didn’t want to a fame monster, and I’m not writing this now for copious retweeting, but because there is one thing that he taught me above all else that has been of life changing value for me these last 4 months since February, and it will help you too. It’s changed my relationships, my business, my church and my marriage.

At the end of Saturday night at the Summit at Bovey Castle, I had been so impressed with how Chris had valued each person so highly, remembered everybody’s names, professions, details, and engaged in such valuable and meaningful discussion with so many people.

Now I’m good with connecting people, but Chris did it at a level that I’ve never seen before. People who he met once on Friday morning, he remembered the names and details of and called them by name Friday evening.

When I asked Chris how he did this, he looked at me and just said “I genuinely just love people.”

In two words, Chris Brogan taught and modeled for me this: love people.

How?

I learned from Chris to love people by valuing the person in front of you over playing on your phone. (He didn’t use his to tweet, not once, and there was kick ass wifi.)

I learned from Chris to love people by closing your laptop when someone walks in the room, and focussing my attention on them. (He did this to every person when he was working.)

I learned from Chris to love people by remembering their names and life details without fail. (He didn’t get a name wrong.)

I learned from Chris to love people by giving them your attention – all of it – no matter who is in the room. (He never excused himself from a conversation)

And finally, I learned from Chris to love people by valuing people equalling and forgetting about the power plays and games that stroke our egos. (He never ended a conversation so he could speak with someone else.)

Your Leading Thoughts

I’m sure you’ve learned similar things from someone in your life – who? How did they model this to you?

You Lost Me At Hello?

Posted on July 6, 2010 by Scott Gould

Ever had such bad service right at the start that they had lost you from that moment on? Or perhaps it wasn’t bad service, perhaps it was bad planning?

Experience planning isn’t a simple task, because if it was, everyone would be getting it right. I think it actually takes a lot of thought to not loose someone at hello.

Lets take my church, for instance. When a visitor arrives they are subconsciously asking themselves the question ‘who here is like me’, all the time wanting to feel safe and secure, and not having to be noticed or attract attention to themselves.

As you can imagine, it doesn’t take much to knock one of those.

The trick to keeping someone at hello, I think, is to get into someone else’s shoes and really into their mind and understand what it is like to approach you for the first time.

Your Leading Thoughts

How have you learnt to keep someone at hello? What are your tactics?

Video: Unmarketing

Posted on July 3, 2010 by Scott Gould

[vimeo 12743658]

If you can’t see the video above, click here, or watch it on Vimeo.

I watched this video this week by Scott Stratten (regularly known as @unmarketing), which is an hour long presentation on what Social Media is really about: social – a.k.a. relationship.

You know I don’t do this often – so given that I am posting this with little more than what I think, I thoroughly recommend you watch it.

My favourite bits:

The opening story that Scott tells. N0 matter how advanced we want to get with Social Media (you know, my frameworks and all), we have to remember so many businesses still are getting the most basic customer service horribly messed up.
Automated tweets and other Social Media fails because it is pretending to be present - and the most important thing about Social Media is the reply – which you can’t do off an automated tweet or cross-platform status update. Very good insight here.
His example of getting people to understand how powerful Social Media is (9:30 in.)
“Social Media doesn’t change the fact that relationships take time.”
“People still use videotapes… Holy monkey nuts.”
Scott’s admission of denying digital sales of his book in order to get better New York Times Best Seller List ranking, as they only count physical sales. Authenticity is a big thing to him – which I like.
Every line of information you ask for on an online form decreases the chance of someone filling it from 10% – 30%. (Wow.)
His story of learning that the volume-play from the early Twitter days was just over the top and doesn’t work. (And now understands value is where it’s at.) He now regrets following everyone back.
Increase people knowing you, liking you and trusting you (always good to hear again.)
Create great content on Twitter. In other words, craft useful 120-character tweets, rather than just sending updates. (This is what I call being an Active Authority.)

And yes, I so liked the keynote that I pre-ordered his book (my affiliate link – commission for sharing this with you

Your Leading Thoughts

My question for you – what is your favourite bit, and why?

Enjoy.
Scott

Lessons in Experience from 1000heads

Posted on July 2, 2010 by Scott Gould

httpv://www.youtube.com/watch?v=jgxVsxbhYhs

If you can’t see the above video, click here, or watch it directly on YouTube.

My friend James Whatley pointed me to this exceptional peice of work that he and the team at 1000heads did for Nokia. In the video above, you see the execution of a master plan of word of mouth creation and experience planning, in which they surprise a group of Nokia fans around the world by arriving on their doorstep or flying them to London and then giving them gorgeous sports cars to drive to fulfil a challenge that involved using various Nokia products like OviMaps and their phone.

Two things to say here. First of all, I hear people slam Nokia a lot (mostly Nokia fans) for not having Apple’s marketing machine. But I don’t see Apple hiring WOM planners like 1000heads and doing incredible things like this, or this, or partnering with Like Minds, for their fans on a regular basis.

Second thing: this takes us right back to our discussions on experience and expectation management. Remember this diagram below from Managing Expectations:

Suspense Curve with Trailers and Films

If we break this video down, the trailer (the front loading of the experience) is when people get the cars in the first place. It surprises people, it delights people, it’s completely unexpected. But what it now creates is suspense.

Suspense is the experience of anticipating an experience, and when you create one great experience, people will begin expecting another.

The real beauty of this video and work by 1000heads is not the cars at the beginning, it’s the fact that they exceed the expectations and deliver a better experience after that.

To put this into a metaphor, as per the diagram above, the film was better than the trailer.

Expectation Management for Event Planners

Here’s a quick note to the hash of people creating events around the world: you need to understand suspense and how to front/back load your experience to make sure that your marketing doesn’t exceed your delivery. I’d have you start by reading about the Expectation Pyramid, and then the Basics of Expectation Management.

If I was in a fighting mood I could list event after event where it sounded and looked far better than it actually was. The days of these hacks getting away with this won’t last much longer in my opinion.

Your Leading Thoughts

If we were talking about a purely digital experience, when have you had your expectations exceeded?
What can we draw from that experience to learn more about digital suspense?

Lessons from Helsinki: Kill the Speaker / Attendee Divide

Posted on July 1, 2010 by Scott Gould

The best bit about Like Minds Conversation Helsinki was when the panel got up and crossed the invisible divide that separates speaker and attendee, and began chatting with the people in the crowd like equals. Because guess what, that’s what they are: equals.

Almost a year ago, when I was forming the ideas for Like Minds, I knew that ‘attendee’ would never be a word in our vocabulary. Everyone at Like Minds is a participant – whether they stand and delivery a keynote, turn to the person next to them and share their experience, or help guide a group a discussion.

The reason for this is quite simple: people are smart. The speakers are smart, and the listeners are smart.

I’m now seeing the word ‘participants’ replace ‘attendees’ all over the web. It certainly seems this participatory form of event is catching on – and I love it. In a people-to-people world, a people-to-people event needs to be participatory in order to ensure people learn. Note this isn’t about the speaker satisfying their ego, or the listener satisfying their lust for criticism – this is about learning.

Inspired by my friends Jeff Hurt and Dave Lutz who write the number 1 event management / event design blog in the world (at least, in my eyes), I’m sharing what we found in our latest event what worked and didn’t work, by experience, in regards to creating a participatory learning environment.

Killing the Divide

Worked: Preparing keynotes and panels. I know it’s obvious, but all too often a keynote is being prepared on the plane, and the panel in the corridor before hand. Preparation means I’ve thought about what the community of people who are present need to hear – not just what I’ve said before. Don’t underestimate speakers – they want you to help them prepare and want your direction on how they should prepare.

Didn’t work: Laptops for keynote speaker notes. The best thing about TED Talks is that they are so focussed and well oiled that they impart exactly what they want to communicate, free from fluff or ‘urms’. This means as a viewer I get to connect with them, free from standing behind a laptop, and connect to their ideas that have been well thought out and are being clearly communicated. This is the way I’m going for the future – no laptop notes.

Worked: Panels with giving people who seek the truth on behalf of the listeners. You need strong people on the panel – but they need to be able to give and take, speak and listen, and act on behalf of the listeners. This means carefully selected panelists based on their facilitation skills, more than their speaking skills.

Didn’t work: Un-facilitated panels. Our panel preparation wasn’t good enough, and we left the panels unmoderated. I actually think we need facilitators more than moderators. A facilitator will help keep the panel focussed, and also draw questions from the floor.

Worked: Having panelists go into the crowd and begin talking with the clusters of groups. A few people said they enjoyed this even more than the keynotes. We called this ‘Crowd Discussion’. What we also did was ask people to sit it different seats each time they came back from the break, which increased discussion the new people that were engaging with one another.

Didn’t work: Adjusting the break length and crowd discussion length when the internet participants were lost because the stream went down. We shouldn’t have adjusted the experience for the people present to cater for the ones who weren’t present. Mistake.

The Future – Your Leading Thoughts

I’m keen to hear your feedback on this. As you know, I have a little event framework for four levels of learning: person-to-people, persons-to-people, people-to-people and person-to-person. So, person-to-people could be a keynote; persons-to-people could be a panel or interview, etc.

What is the future of participation in events, in your opinion?
What would you like to be done different to increase your learning? (I’ve got a suspicion we could use my 7 Levels of Particpation model here.)
How do you increase participation without creating disorder and therefore reducing the potential to learn?

Cool photo courtesy of looking4poetry

Preparation WITH Action

Posted on June 30, 2010 by Scott Gould

httpv://www.youtube.com/watch?v=b6skbTUknac

If you can’t see the above video, click here, or watch it directly on YouTube.

I had a phone call a while ago with someone who basically wasn’t doing any action because they were in preparation. Whilst I say myself that if you fail to prepare, you prepare to fail, I believe there is a difference between preparation with action, and preparation for action.

Let me explain:

Preparation for action believes that you need to create a masterplan and therefore need your key relationships and connections in place before you can do anything. It believes that all action will be based purely on this preparation. It says theory defines reality.
Preparation with action believes that everything is fluid. As I described yesterday, you can’t predict what will yield a return in your life – and that preparation in a vacum without action is like trying to create a master plan and predict every turn without understanding that once you begin acting, everything changes. It says reality defines theory.

The reason why I’m thinking about this is because my 18-year old brother Todd is at a cross road, as are many young people. People his age have been paralysed with too many choices, and the trait of our generation (I’m 26) is that few get into a working habit and settle down with focus. Of course, not that you have to be settled into a day job – but these guys also generally lack the self insight to know what skills they are amassing – and therefore find themselves at 30 without that fundamental knowledge of themselves, and then having to start all over again and reboot their working life.

The truth is these guys have a wealth of transferable skills, but no one to help them see that (because often they can’t see it themselves). I am concerned that we have a stronger focus on a process of “College, Uni, Gap Year, Job”, that when it breaks, people freak out, and that also skips the whole point of learning skills and leadership through action!

The lie that we’ve created for Todd and others is that you need to follow the trail of University education and everything will be OK. But I continually have graduates asking for my advice and asking to do internships with me because they have no experience and no one will hire them. They’ve been preparing for action – not preparing with action.

Preparation with action is a mindset. It just requires you to think “DO”. I keep telling the young people I work with to start doing what they love now. If they want to be film makers, don’t wait to college to ‘learn’ – start making films now! And the same with practically every other career.

My advice is two fold:

Do. (Well, Do Talk Do)
Rather than thinking “Uni, gap year, job, work my way up”, think “Where can I get the next transferable skill that I need to learn?”

Your Leading Thoughts

What would be your pieces of advice to the people in Todd’s position?
Is there a framework you know of that is more fleshed out than this that I can share with my interns?

Another look at Scattering Seeds

Posted on June 29, 2010 by Scott Gould

httpv://www.youtube.com/watch?v=5NigmIlPr9k

If you can’t see the above video, click here, or watch it directly on YouTube.

This is a quick clip of me on Tuesday 15th June in Helsinki, chatting about how Like Minds Conversation Helsinki came together. I wanted to show it because I’ve having another thought about value vs volume and also about spreadability being like scattering seeds.

The point is that Like Minds in Helsinki came about through a chain of events that I could never have planned. In actual fact, it came about because we asked 1000heads to partner with us for our Like Minds Conference in February, but without charging them – so essentially promoting them for free. We loved what they were doing and just wanted to use the platform that we had to give them more exposure.

Of course, our relationship began to flourish from that point. One connection then hooked onto another, and before we knew it, we’re in Helsinki running a Conversation and also a Summit with the tourist board of Finland.

Value vs Volume

The value play says that rather than seeking to grow through shallow touches with lots of people (therefore volume being required to turn a profit), we seek deep relationships that have far more yield. This is contrary to most internet and social media marketing which is purely about volume. However with my story of Helsinki, I want to reevaluate this a little.

I’m not sure if you can predict which relationships will be valuable and which won’t. We’ve all been let down by people we had expectations of, and then been surprised by others who have exceeded our expectations. This is church, in business, in work, in life, in family – in relationships of any kind.

This means that if I carefully plant my few seeds in a few select locations, am I not leaving room for this exception equation. You’d invest in the ones who you predict will yield the most return, and leave the ones that you predict would not yield a good return. And then problem with that is as we described above – your expectations aren’t always right. People surprise you – either by letting you down, or coming to the fore.

In my mind I am beginning to see that we need both the value and the volume play. Spreadability is like scattering seeds – and you don’t know which of those seeds will yield what. But by scattering a volume of seeds, you create room for expectations to be both let down and exceeded.

This volume-based scattering is like the training ground where value-based relationships then come to the fore. Something that my social sales funnels make room for.

Your Leading Thoughts

We all acknowledge this effect – synchronicity – is the product of planning?
Can you predict a value based relationship?