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Fundamentals 2.0 – Open beats closed. Every time. October 23, 2008

Posted by David Gillespie in business strategy, philosophy, strategy, web 2.0, work/life.
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The image of author, essayist, poet, Ralph Wal...

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This is the sixth post in my series on The A-Z of 2.0.

As to methods there may be a million and then some, but principles are few. The man who grasps principles can successfully select his own methods. The man who tries methods, ignoring principles, is sure to have trouble. – Ralph Waldo Emerson

I can’t get it out of my head, I hope you can’t get it out of yours. If you’re managing then you’re not trying hard enough, you’re not grasping it deeply enough, you are, as I’ve recently stolen from the great Ralph Waldo Emerson, relying on methods as opposed to principles, where one leaves but a handful of tools at your disposal, the other gives you the knowledge to decide whether you want to use tools at all.

Advertising is dead, long live advertising. Where are we as opposed to where we were. Five, ten, fifteen years ago? What has changed so drastically at the level of sheer corporate, psychological and emotional DNA that those who get it are in many ways mutants, and those who don’t spend their time wielding traditional authority while looking nervously over their shoulders for what might be coming, deep in the night, right when they least expect it.

The fundamentals of what we’re doing are shifting. The A-Z of 2.0 isn’t about marketing or business, it is about everything. Everything is changing, and we all have two options: we can run with it or we can stand still and be taken along with the tide; we ride the waves or get caught on the reef below.

I can appreciate why this causes consternation among most people, we’re not naturally geared for change, we’re ostensibly creatures of habit, we make our lives familiar and manageable through a routine devised for us thanks to titans of media deciding when we’ll be inside thanks to the scheduling of Lost or Grey’s Anatomy. I don’t watch TV anymore, and in the generation coming up behind me that is going to be more of the norm than anyone who does not grasp open beats closed realises.

Because a TV schedule is a method of control. And because open beats closed is a principle that circumvents it. We’re changing the fundamentals of the methods used to entertain us for the last forty or fifty years, but what the big media companies are failing to understand is that does not mean we are forsaking the principles; we still need to escape, to live vicariously through characters on stage and screen, in books and music and art the way we have for thousands of years; to define ourselves through a greater collective consciousness. A song downloaded illegally is a challenge to an outdated method of distribution and value exchange; it is not a challenge to the principle that music is valuable and worth something, it is simply being couched in different terms, and we’re working with different currencies.

The crux is all business as we know it is founded on method and not principle. Almost every business anyway, I can think of one we all know, one with a principle of “Don’t be evil”. Where’s the method in Google that consistently trumps principle? With the understanding that no brand, business or person is ever perfect, show me a company that does it better.

We are more than a hundred and fifty years on from Ralph Waldo Emerson’s great insight, yet so many are still decades from grasping it that it has taken the invention of the internet and to some extents the rise and proliferation of social media for that to really take shape and force.

For businesses of all shapes and sizes to not only grasp the Fundamentals of 2.0, but move with them and avoid the reef below, they are going to need to adhere to higher standards, to move out of the quagmire of method and practice and habit, to step away from routine and the way we have always done it, and not only understand but be excited by the idea that we can do better. America 2.0, Borders 2.0, Celebrity 2.0, Dogma 2.0, Everyone 2.0 – these are all ideas based on principle, they frame the discussion and force us all to higher ground.

Principles beat method. Open beats closed. The way we have been is not the way we will be.

What is the point otherwise?

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Tried in vain to breathe the fire we were born in July 16, 2008

Posted by David Gillespie in branding, digital strategy, marketing, web 2.0.
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I can’t seem to breathe this week for all the meetings I’ve been in, every day lunch somewhere else followed by lock-ups at gun point and hour after hour of discussions and planning and talking into the early evening, and sometimes not-so-early evening

I was in one such meeting a few days ago dealing with the Head of Interactive for a company I do some work with. He was proposing an idea whereby a community site get setup and funded by a company and then quietly monitor it making sure nothing bad get said. In that one instance, the good will I had rushed out of the room, it was tanatmount to him standing up and saying “I do not understand my chosen medium so I am going to employ some old school rules to get me by.”

Now, this scares me, but more than that, it makes me angry. The people on the digital side of the fence are supposed to get this stuff, and get it intrinsically. As it turns out the barbarians are not only at the gate, they are walking among us. How many companies out there are sinking millions into advice that is patently and historically flawed?

People, help me out here:

  1. Nobody, but nobody can control the market.
  2. The market is conversation.
  3. The conversation doesn’t care if you join it or if you remain silent, it exists without you (and always has).
  4. The conversation will sometimes be about things you do not like, that do not paint your brand, product or service in a favourable light.
  5. If you try to stop that conversation, it will move to a place where you cannot touch it, and you will not be invited to join.

Just in case any bright spark out there thinks they know better and can game the system, take a look at this list of brands that tried and failed big time. If you think you are smarter and better funded than Johnson & Johnson, Marvel, Target and Louis Vuitton, by all means, be my guest.

What’s that Umair? Oh yes, I forgot.

The epic, epic lulz.

Image courtesy of Photograham, with thanks to compfight.