EQUATIONALLY CHALLENGED?

Admission #1:  We flunked high school calculus.

[So maybe the teacher had an issue with our mouthing off.]

These days, though, it doesn’t pay to get snarky with math or its proponents.  Because in every hour of our work life, numbers come into play.

Colleagues in our sister industries have similar concerns, especially about media measurement.  That stalwart of our parents’ TV black boxes, Nielsen, recently publicized a solution – its new C7 rating would accommodate a week’s worth of views, the total time spent on different platforms (from Netflix to cable to YouTube), and the average audience size.  In partnership with Facebook, it also aims to deliver age and gender demographics for online video viewers.

Digging in deep, the questions still proliferate:

• Will this account for the folks who (admission #2:  like us) save TiVO- and Roku-recorded content to replay AFTER a week?  Or those who binge-watch specific series and programs way after their debuts?
• Will this drill down into audience profiles so we know the true value of what’s being sold and bought?
• Finally (and probably most significant, in our eyes):  Will this C7 analyze attention – how intently people engage with content?

Hey, advertisers aren’t the only ones who yearn to get those kinds of scores.  Those of us practicing change inside companies haven’t yet figured out employee engagement with content – let alone with the corporation.

Or have we?

TASKS, MADE SINGULAR

For a while now, the research community has been trumpeting the notion of focus. 

In other words, toggling from one thing to another doubles errors and decreases productivity.

The Journal of Experimental Psychology.  Stanford.   University of California/Irvine.  And still other psychologists are encouraging that we do less, get more.

Yet software and technology seem to demand our attention on all fronts, at all times.  Count, for instance, the number of browser tabs open.  Notifications per minute about email, texts, and other media.  Even the times per hour we check our inboxes.

So, like the slow food movement, Slow Web is being born.  It’s the idea of doing one activity at a time with as few distractions and interruptions as possible.  No real-time alerts, simply concentration on the activity at hand. 

As communicators and, quite frankly, proponents of media of all sorts, it’s to our advantage to champion SW.  Much of our advocacy could be in the form of a true campaign; after all, who knows best how to tame the tech beast than us?  Recommendations like prioritizing, meeting with managers to identify to-dos, identifying and avoiding distractions, and, yes, underestimating daily goals are just a few top-of-mind thoughts (and we’re sure you’ve got others).  Even goldfish have a longer attention span than we do.

It’ll take time, patience, and practice.  We call it “catching the mono-culture.”

THE ANTIDOTE TO DIS-ENGAGEMENT

There’s been much media handwringing these days about the lack of engagement among U.S. workers.

And just as many remedies are offered, from segmented programs for different generations to changing performance management models.

Yet a mere 80 years ago, Dale Carnegie solved the issue in How to Win Friends and Influence People.

It’s something none of us hear enough of.  It cost nothing and requires little effort.  Which, as Google’s Larry Page admitted, “Appreciation is the best motivation.”

Studies upon surveys prove the power of gratitude, from an increase in annual operating income (Harvard Business Review) to healthy heart outcomes (from the University of California/San Diego School of Medicine).  No one, though, pays much attention to how best to deliver the praise.  So here are a few of our guidelines:

• Get real – and specific.  Generic thanks don’t work.  Be precise about the reason for recognition.
• Deliver today, not tomorrow.  If the behavior’s to be repeated, try to give thanks immediately – or as close to the “you did good” event as possible.
• Authenticity is the word of the decade.  Think sincere and spontaneous – and embed it in context.  Writing an email to the team?  Makes sense to include an “attaboy/girl.” 
• Avoid exclamation marks – and OVER-superlatives.  [‘Nuff said!!!]
• Pick the most appropriate vehicle … we favor the most impactful, i.e., face to face.

After all, World Kindness Day is only six months away.

DEJA VU, ALL OVER AGAIN*

Of late, a number of rather elegant articles extolling the virtues of thought leadership are appearing in professional journals.

Most interviewees talk about owning issues and leading industries through these strategies, and acknowledge that, while concept peddling might not immediately ring the cash register, it will help differentiate the company from its competitors.

They also mention that, as integral to marketing (especially for service firms), thought leadership is an important way to look at the future, and shape people’s perceptions of the business and its products and services.  Rules are usually included:  Just sell ideas.  Always give it away.  Have a unique perspective.  Focus on one topic at a time.  And market it like a product with a campaign, without any viral expectations.

What they don’t mention is that thought leadership is another form of content marketing.  [Okay, maybe a higher category, but it still involves discovering and/or creating the right information at the right time.]  Similar guidelines for content marketing apply, full force.   Our top three:

• Position this gently as intelligence, not a “we did this good” case history.
• [Gasp!]  If needed, feel free to footnote competitors and recognize their contributions.  Sophisticated information consumers live out there.  They know.
• Encourage use and re-use and recycling with a credit (if possible).  That’s the way your ideas will resonate.

It’s a brave not-so-new world for those who want to build their thought-leading capabilities. 

*With apologies to our fave Yankee coach and catcher.