Don’t Deprive the World of Your Ideas: Four Books

It’s difficult for me to even think about marketing or branding without thinking about Scott Belsky. His Making Ideas Happen (Portfolio, 2010) and the whole 99%/Bēhance/Action Method is as close to a working system for this stuff as I’ve seen. Belsky says to identify your differentiating attributes and emphasize them. Doug Rushkoff once told me to give people something they can’t get anywhere else, and Howard Bloom once said that if you’re not actively marketing yourself, then you’re depriving the world of your ideas. This is how you stand out without a doubt.

Besides Belsky’s, I have come across four other recent books on the topic of self-promotion and breaking through the cluttered airwaves. Even the airwaves specific to this topic are noisy, so if my reviews seem cavalier, it’s because I only want to give you a general sense of each of these books. If one piques your interest, I highly recommend checking it out.

On the very first page of his book Disrupt: Think the Unthinkable to Spark Transformation in Your Business (FT Press, 2010), Luke Williams cosigns the statements above, but makes strong qualifications thereof. “Novelty for novelty’s sake” is a resource killer, and customers seek the familiar. Differentiating yourself is one thing, being different is entirely another. It’s not about differentiating, it’s about disrupting. “Differentiate all you want,” Williams writes, “but figure out a way to be the only one who does what you do, or die” (p. 2). The full “Disruptive Thinking” plan is more complex than that, of course, but that’s its most basic premise. Williams is a Fellow at frog design and an Adjunct Professor of Innovation at NYU Stern School of Business, so this stuff is his stuff. His book deserves to be at the top of this list.

I’m trying to change the world before I change my mind.
Pete Miser

The subtitle of The Dragonfly Effect by Jennifer Aaker and Andy Smith with Carlye Adler (Jossey-Bass, 2010) reads “Quick, Effective, and Powerful Ways to Use Social Media to Drive Social Change,” but before you scroll to the next book, hear me out. Aaker, Smith, and Adler have put together a crash course in achieving the ever-elusive just noticeable difference for your big ideas.

A dragonfly has four wings, and the dragonfly effect has four skills: focus, grab attention, engage, take action. Their first case study (Team Sameer and Team Vinay) yields the following list. Some of these should sound familiar (these are from How to Do Something Seismic–and Create a Movement by Robert Chatwani):

  1. Stay focused; develop a single goal.
  2. Tell your story.
  3. Act, then think.
  4. Design for collaboration.
  5. Employ empowerment marketing.
  6. Measure one metric.
  7. Try, fail, try again, succeed.
  8. Don’t ask for help; require it.

I love these, and that last one, seemingly counterintuitive, is quite brilliant. And there are hundereds more in here. The Dragonfly Effect is a solid system for success in our media-saturated times.

If you’re more interested in starting a movement, a campaign that focuses more on people and passion than products and projects, then Brains on Fire by Robbin Phillips, Greg Cordell, Geno Church, and Spike Jones (J. Wiley, 2010) is the book for you. These authors aren’t writing about product launches and opting-in. They’re writing about conversations and engagement. The clutetrain might be still making the rounds, but these folks are taking it to new stations. And now that the technology has caught up with the ideas, so can you.

“Markets are conversations,” stated The Cluetrain Manifesto (Perseus Books, 1999), and conversations are where movements start. Participation does not equal engagement, but Brains on Fire employs eleven lessons in getting from the former to the latter. From “Movements Start with the First Conversation” (Lesson 2) and “Movements Empower People with Knowledge” (Lesson 5), to “Movements Have Shared Ownership” (Lesson 6) and “Movements get Results” (Lesson 10), this book is as fun as it is fearless.

I found out about Brains on Fire from Scott Stratten, fellow Geekend 2010 speaker and author of Unmarketing: Stop Marketing. Start Engaging (J. Wiley, 2009). Unlike some of the authors above, Stratten tackles more traditional marketing tactics (e.g., cold calling) in less traditional ways (e.g., giving things away). He also often tries too hard to be funny. That, along with the traditional marketing buzzwords found throughout the book, make it difficult to take some of this stuff seriously. Reading this, I often got the feeling he wasn’t talking to me.

With that said, Stratten’s ideas are good. If you’re looking for a quick guide (the chapters herein are very short, easy to read one or two in just a few minutes) on how it’s done now, Unmarketing is a damn good start.

Getting focused, truly differentiating yourself or your campaign not just for differentiation’s sake, involving and engaging your audience, and being as open and transparent as possible are not just suggestions for success, they are how it’s done now. These four books (along with Scott Belsky’s Making Ideas Happen and the ever-relevant Cluetrain Manifesto) are a crash curriculum in current marketing and spreading ideas. Don’t deprive the world of yours. Get them out there.

Daylight Savings Tribe: SXSW 2011

Sometimes our Earth’s orbit brings us closer to other heavenly entities. Last Saturday for instance, our own Moon was closer than it has been in twenty years. Well, annually in mid-March, we collide headlong into another planet, a clusterfuck (as Buckminster Fuller would say) of talky panels, film screenings, and live shows that is known as South by Southwest, or more commonly by its planetary initials SXSW. This was only my second visit and the first at which I have spoken. The daylight saving’s time wormhole swallowed up a few key things and possibly a few people on Sunday morning, but I’m pretty sure everything I said about last year still holds. The panels are good, but the side conversations are the goods.

Our tribe for SXSW Day #4: L to R: Dave Allen, Merrick, Shivvy, Roy Christopher, and Michael McSunas.

My favorite locations on panel planet this year, included “Indie Success: Caching in on Collaboration,” a discussion of creativity and collaboration with Kenyatta Cheese, Heather Gold, Allee Willis, and Mary Jo Pehl. I met Kenyatta at SXSW last year because he was on a panel with my friend Alice Marwick, and I met the awesomely multi-talented and hyper-driven Heather at Geekend 2010 after my talk there. This is how the tribe grows.

Kenyatta is a beacon of positivity. He is just a benevolently inspiring presence. His words are strong yet playful at the same time. I ran into him and Tricia Wang (these two) serendipitously one afternoon on 6th Street, and my day was just completely made. “I am Kenyatta Cheese, and I am of the web,” he opened at this panel, and when the legitimacy of his last name was questioned, he said, “I didn’t choose my name, but I’ve chosen everything since.” Believe that.

The web allows us to create and distribute the most mundane of our thoughts, but getting them to the point of getting them out there is often a large part of the struggle. Heather insists that we need to give ourselves permission to create, and Mary Jo Pehl put it, “it’s so freeing to let go of the idea of quality.” Songwriter and artist Allee Willis posts her creations as they happen. She said that being a happy artist means knowing your comfort zone and getting out of it. She keeps every iteration of everything she does, 42,000 terabytes’ worth. It’s more about the process than the product (This was a common thread this year, as even 4chan founder Christopher Poole said in his keynote, “It’s the process at which you arrive at the product that is fascinating.“) Find the balance to corrupt the balance. You can’t learn from perfection. Let it go, work with others, and release your darlings. This is good.

I also caught a great talk on Gamestorming by the authors of the book of the same name, Dave Gray, Sunni Brown — whom I’d met in the registration line — and James Macanufo. As you know from my previous posts about notebooks, I love attempting to represent ideas visually — with pens and paper. Well, the Gamestorming crew is all about that. They encourage us to think of meetings or projects as games and to pursue them accordingly. James also encouraged creating artifacts, that is, writing things down. “If paper didn’t exist,” he said, “we’d have to invent it again.” I cannot be more supportive of these ideas. I love this stuff.

One of the main themes from last year — context (or lack thereof) — popped up time and again in discussions this year. Much to the chagrin of several reviewers of Follow for Now, and when the web started inflating and people were getting hired as “content creators,” I toyed with the idea of being a context creator. I still think it’s a viable task (I may put it down as my occupation on my 1040 this year), and so does my good friend, fellow traveler, and SXSW partner-in-crime Dave Allen. It seems like the core of what Dave and I — and our mutual friend Jeff Newelt — do is make connections and provide context for them. I see it like this: at its most basic, human interaction consists of three things: 1) contact, 2) content, and 3) context. They can occur in any order or simultaneously, but all three all have to exist in order for meaning to shine through. Leave one out, and meaning leaks.

Historical context is especially important and the most neglected, and that’s the main point of Dave’s post on SXSW this year. Our digital archives are so vast that we have access to much of the past, but no way to contextualize it in time. I am digressing, but this is a problem Dave and I talked about regularly this week and will be exploring further in the future. The idea is also deeply embedded in Tricia Wang‘s work (and subsequent panel, “Sleeping at Internet Cafes: The Next 300 Million Chinese Users“) in on the next internet community in China. As Geert Lovink once put it, “The New does not emerge. It erupts, then fades away.” We have to keep it in context.

Thanks to Jeff Newelt, Dave Allen, and Ume, I managed to see screen-scramblers Eclectic Method three times during SXSW. They do a multimedia remix show that’s like they’re flying a plane, driving a car, and conducting a train all at once: It moves in every direction, and they somehow keep it controlled. Their show on Sunday at the Seaholm Power Plant was huge. Just HUGE. They played the much smaller Pepsi Max event on Wednesday (just before the legend Pharoahe Monch), and a short set at the Austin Music Hall the next night (pictured).

The line-up that night was bananas: local favorites Ume, ‘Bama trunk-popper Yelawolf, Texas representative Trae the Truth, a DJ set by Erika Badu, Eclectic Method with Childish Gambino AKA Donald Glover, and the legendary Wu-Tang Clan. I saw The People’s Champ Paul Wall on his way there and Bam Margera backstage. Bananas…

Ume filled the cavernous venue with their joyous noise sounding the best they’ve ever sounded. No offense to their old drummer Jeff, but the addition of new drummer Rachel really steps up their sound. They’re bound to finally smash the next level now… I was bugging out so hard during Yelawolf’s set that it prompted Eric from Ume to tweet, “It is fun watching @RoyChristopher have fun.” (Favorite. Tweet. Evers.). Yelawolf killed it, and I certainly enjoyed myself.

After several discussions with folks at the show, we concurred that in order to legitimately claim the the Wu-Tang Clan was in the building, there had to be at least five of the extant members present. Well, We got U-God, Cappadonna, Inspektah Deck, GZA, and Ghostface Killah — just enough for the city. They were plagued with sound system problems, mainly screeching mics, but the energy was at a feverpitch. The five of them eased out on stage one by one, exchanging verses, and when Ghostface finally emerged, I thought the Austin Music Hall was done for.

Rob Sonic reppin' the Well-Red Bear

Somehow since last time I’d seen him, Rob Sonic had become convinced that I didn’t love him anymore. Fortunately he came back to town with Aesop Rock and DJ Big Wiz (collectively known as Hail Mary Mallon), and I was able to profess my love to him anew. The boys were in town to rock the back patio at Home Slice Pizza. They brought their friend Kimya Dawson (see the clip embedded below), who made me weep like a baby every time she took the stage. Aesop Rock, Rob, and Wiz did a quick but thorough mix of old and new material, all of which was the toppest of notches. Cannot wait to hear all of  their new records (several in the works from these folks).

Somehow, my man Merrick (of Music Impacts — more on this project on the site later) got us into the VIP at Perez Hilton’s party at The Moody Theatre, where we drank free drinks and watched Liz Phair freaking own the place. No small feat considering the size of that monstrosity. We stumbled off into the night not long after her stellar set (which included classics like “SuperNova,” “6’1″,” “Flower,” and closed with “Fuck and Run”).

Not Liz Phair.

A ten-day orbit of fun and stimuli like this makes saying “thank you” seem ridiculous, but I must try anyway. Many thanks to old friends Dave Allen, Jeff Newelt, Kenyatta Cheese, Heather Gold, Kerrisa Bearce, Travis McCutcheon, Miriam and Jake Hodesh from Geekend, Aesop Rock, Rob Sonic, and Big Wiz, as well as Lauren Larson, Eric Larson, and Rachel of Ume (and mutual friends Andrea, Jessica, Ronnie, and Chad), for getting me into stuff, buying me drinks, and just for simply being my friends.

High-grade humans I met this year whom I must thank include Donna Coxon-McCory, Merrick and Shivvy of Music Impacts, artist Gary Baseman, Ian and Johnny of Eclectic Method, their manager Justin Bolognino, Char Zvolanek, Michael McSunas, Shadamation, Mark E. Johnson from The University of Georgia, Brady Forest from O’Reilly, Sunni Brown, Zadi Diaz, Steve Woolf of Blip TV and Epic Fu, Tricia Wang, Kelly Khun, Cecy Correa, Stephanie Spear, Lauren Rae Bertolini, Amy Allcock, Dang Nguyen, Miriam Shoemaker, Kim Stezzi, and Brian Scipione of Sonic Living: You all made this year what it was, mind-twistingly awesome. And to those I missed: Michelle Rae Anderson, Zachary Dominitz, Chris Grayson, Sloane Kelley, Doug Stanhope, Brendon Walsh, Mark Budgell, Mark O’Sullivan, and Paul Iannacchino, Jr: Next time.

I walked out of my place at midnight on Day Number Nine, and I could hear the distant drone of a million bands still playing downtown. You can’t worry about missing something on Planet SXSW, because no matter what you’re doing, you’re always missing something.

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Here’s Kimya Dawson and Aesop Rock (a.k.a. Poltergasm!) doing “Delicate Cycle” at Home Slice Pizza on March 19, 2011 [runtime: 4:33]:

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