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How Resolutions Gain Traction

Volume 2, Issue 38

Be aware of your power to change yourself.

It is common for individuals to focus on their past performance as being predictive of how they will act in the future, regardless of their contrary resolutions.

This is because there is no feeling of change inside when a resolution is made; thus one feels instinctively that the resolution has not changed anything, and thus will not change anything.

Since one has no confidence in one’s resolutions, they then have no effect; then one says to oneself: “I told you so!” and continues to behave as in the past with less hope than ever of willing and effecting change.

Resolutions, therefore, must not be made lightly, for their non-effect will weaken the effectiveness of future resolutions.

Only resolve to do that which you are determined to do, after considering all aspects of an issue; then let nothing stop you unless and until your mind is changed by new inputs and resolutions.

Be aware that you will not feel anything inside when you make a resolution to change; therefore do not expect to feel anything inside, and do not take the absence of such a feeling to be evidence that you are not any different.

You are different: you have the invisible determination to act differently; and you have total invisible power to carry out this determination.

Be aware that the determination and the power may be invisible, yet real.

You can help prove this to yourself by acting immediately on your resolutions, even if the situation only allows this to be done in small ways: this will prove that you are now different and will make your invisible will visible.

— Mind Magic, Sixth Edition ©2012, pages 74-75

Wishing all a resolute, well-considered, decisive, and therefore effective and happy 2013.

Bill

PS — To help you get the year off to a refreshed and effective start, click here for your free copy of The Navigator — a day by day series of “lenses” designed to help you master your internal navigation system. 

A Fiscal Cliff Fable — Or Maybe a Solution?

Volume 2, Issue 37

They called him the SAP. The kid looked about 12 years old. He was Special Assistant to POTUS — the President of the United States. The President gave him the mission of cutting through the impasse and getting both parties to come up with a plan to get the USA off of the “Over-Leveraged Nation Goes Broke” scenario that most agree is inevitable in time given the present course.

The SAP set forth on his mission and held short meetings with practically every legislator in Washington. He invited a very small number of them to work with him on the solution. Virtually every invitee agreed. They all regretted it because the kid almost never slept.

In the first couple of days they went over the numbers and beat on them to make sure they were right. Some hoped this would reveal that everything was going to be OK. It did not turn out that way. Twenty years or so out, pick any model you want, the US could not keep up paying its obligations to Social Security, China, et al. Someone was going to have to take a haircut, maybe everybody on the planet.

And old habits that were hard to break were going to have to be broken. Wars were too expensive. We were going to have to learn to be better at preventing war and winding it down fast. Paramilitary budgets would probably go up. We would need to link up with all of the nations of the world — excepting the irresponsible ones — to share intelligence information on a scale unprecedented even by the world wars.*

Borrowing would be another bad habit to break, except when growth forecasts became stable again, enough to justify leveraging money cautiously and with set limits.

By Day 3 there was grudging agreement that people who had put money into Social Security had to at least get their money back out again, and if the numbers could be made to work, indexed for inflation and possible including a modest rate of return of say 2% (on the theory that 4% could be maintained going forward and half the gains would go to the government to pay for the administration of the program and as an additional revenue stream to ensure the country would never get into a fiscal corner again). That was the first decision that got locked into the model. Social Security would not be shut down but the government had to find better ways to grow the monies than it had in the past. This planted the seed for a subsequent idea a month later.

On Day 4 there was general agreement to actually invest more money in free retraining for people of working age (and any seniors who wanted it) to be able to support themselves. People capable of giving such trainings would be asked to tithe 10% of their time to conduct such training without compensation. The others looked on in amazement as the SAP dispatched a small army of staff to go work out the details of that program according to the principle the small group had agreed upon — with as much as possible of the retraining to be done by or in partnership with the private sector.

This idea triggered another one that day, to run a government-partnered-with-personnel-agencies master job and candidate database, into which all people out of work would be listed along with their talents and objectives, to be matched with the jobs available that employers would be sure to post on this master database system. The companies with great matching/search algorithms would be asked to donate their time to create together the best matching optimizer on the planet. The challenge itself would attract top technology talent even without money as a factor, the SAP’s team reasoned, pointing to the phenomenon of the quality of the best open-source software.

Late that same day, as energies were perhaps flagging,  the SAP came up with his own  idea of creating the opportunity for people too old or infirm to work outside the home to make money by honestly endorsing the brands they really do like, and giving their reasons. He made a call to a techie entrepreneur friend to get that plan underway as a venture company. Later in the day he laughed at himself for even having the idea. First take away their money, then their dignity, wow there’s a great solution. (Later the friend refused to give up on the idea, which became the next Google. But that’s getting ahead of the story.)

On Day 5 they ran the numbers and calculated how much more tax money would have to come from the ruling class. Half the room assumed a fighting stance. The SAP got up and acted out a role-playing game in which he pretended to have the power to negotiate with the ruling class directly over the conflict. “What do you want?” he asked the legislators of the Right. They didn’t know what to say. Finally one person said “Let our votes count double because we stepped in to save the country.” “After you got us into this mess,” said a legislator of the Left. The room devolved into temporary chaos at a high decibel level.

By Day 6 the horse-trading had reached close to the reality horizon. But it was really on Day 7 that the ideas began to sound practical. By day 30 the ideas were actually ingenious and showed what Americans are made of. The government would partner with the rich to co-invest in America and around the world in companies doing basic scientific research and/or innovating new technologies with great upside and not just economic. In addition to a tax shift to be fairer to everyone, resulting in additional support from the wealthy, this co-investment idea would turn out to yield profit shares to the government far exceeding tax revenues.

By Day 60 the deal was struck and by Day 120 it was written into Law. Other countries took the clues and adapted the ideas to their own cultures and situations.

A fable? Or what we must do, when we stop fooling around?

Happy New Era!

Bill

*I recommended this in a speech to the Commandant and Corps of Cadets at West Point in 1982, who invited me because they liked my book Mind Magic. The paper, which emphasized the need for “strategic micro-action”, is available on request. Strategic micro-action would have meant getting out of Afghanistan after Osama Bin Laden was eliminated, winding down troops strengths faster in both Iraq and Afghanistan after punitive demonstrations in both countries sapping the strengths of terrorist organizations, and after removal of Saddam Hussein, without sticking around to try to help with ethnic civil wars or police actions, however maintaining training forces and paramilitary. It would also have meant years of preparation in paramilitary coordination in every region with greater use of the media overtly or covertly (e.g. smuggled smartphones) to tell our side of the story and recruitment of more locals everywhere. Our story is the truth about freedom and democracy and so should find some adherents in even the most brainwashed countries. These are just a few of the implications of a shift in policy away from wars and to far greater use of strategic micro-action. Serious students of military history might want to look up the guerilla techniques George Washington learned from the Native Americans, and the effectiveness of the German maestro of strategic micro-action Otto Skorzeny during WWII.

PS — The first release of this post contained the idea of an optimized surgical multilateral global cancellation of some debt. My lifelong friend since I was 21 Norman Hecht, one of my favorite geniuses, convinced me that this idea is too risky and under-researched to broach it without a ton more research, and that paragraph has been stricken from the article above. Now my curiosity to investigate the option has increased and I will be studying the input-output tables that exist to understand the ripple effects of any such drastic measures before bringing up the subject again.

Fun Was Had at the ARF Creativity Playshop

Volume 2, Issue 28

Of course I had fun. I always have fun presenting and this was so experimental — imagine media researchers, at least one copywriter, and other marketing people meditating together as part of an industry event — I felt like a kid again. Co-presenter and Playshop co-creator Richard Zackon and I alternated in sharing research findings on the creative process and suggesting best practices as well as offering various experiential exercises. Professional coach Jane Harris supported the fun as well, at one point pulling a rabbit out of a hat and at another getting everybody to wear clown noses. The ARF was generous with its refreshments and support as well as participation by Don Gloeckler, Don Sexton, Horst Stipp, and interns Danielle Hemsley and Raphaela Hodgdon. The feedback sheet Richard passed around was responded to by 16 of the 18 participants, with high ratings for presenters, content, and fun, which got the highest rating.

Did we make a difference in terms of their creativity? Time will tell. There are free follow-up sessions and a post-questionnaire yet to come, which may give us some early indication of any increase in creativity, performance, and/or satisfaction. We’re also sending out, free, the book + DVD kit the Human Effectiveness Institute offers as a 60-day course in Creative Effectiveness.

We were happy to see that important companies sent their people to a creativity intensive, one of the largest media companies sending four people. A top car company sent someone whose nametag I hadn’t noticed — I was happily surprised to find this out the next day in a meeting with that company.

I’m also happily surprised to see that the ANA is now offering a creativity workshop. This is a terrific sign. As Richard pointed out early in the four-hour session on October 3, IBM in a 2010 global survey of CEOs, found that creativity was selected as the most crucial factor for future success.

Xyte, a self-administered online questionnaire that sheds intense clarifying light into the way one thinks — which of 16 types of thinker one is — was made available free, courtesy of Gerry Klodt and Linda McIsaac of Xyte. One participant who found it revealed her to herself in a way that was “spot on” asked for and received the two extra free passes we had been given to access Xyte, for members of her team.

The participants were given many methods to stimulate their own creativity and to look at old problems in new ways. Someone asked how to retain singlepointed focus while necessarily multitasking and was given the method of staying focused through complexity, rotating the concentration among the incoming data streams. This is described in greater detail in Chapter 7 of our book Freeing Creative Effectiveness. A few heads nodded knowingly (Don Sexton’s was one of them) at another point when I mentioned using a notepad to take down side ideas that arise while you are focused on one specific task, so the mind does not feel these ideas tugging one.

During the final exercise the participants generated many creative ideas of their own around social media, including a fascinating schematic by Don Gloeckler that could become the framework for studying the diffusion of memes through the population.

Don Sexton objected at one point when I was characterizing stress as being the enemy of the Zone (Flow State), the state of highest creativity that we were aiming at by route of the Observer State. He and I agreed that stress could produce the phenomenon of “little old ladies” suddenly able to carry large heavy men out of burning buildings. It was a moment to remind ourselves that the principles being passed along in the training were none of them black-and-white absolute rules but needed to be balanced against each other customized for every situation. At an earlier point I had cautioned that anything we said should not be applied so absolutely as to become the next block to creativity.

After the session it occurred to me that I should have said we would never have burned down the building just to get the “little old lady” into the Zone for a few minutes, although the experience might lead her to more constant Flow state capability — the cost of the building and perhaps other lives would have been grotesquely too high. So there has to always be a tradeoff between the good of the Flow state and the cost involved — courses like these being a better way to approach Flow maximization than artificially creating stress situations. (For the record, the OSS and many contemporary military and paramilitary organizations did/do in fact purposely create stress in order to gain expected benefits in the performance of individuals.)

Hopefully HR leaders at major companies will take us up on our offer to take this Playshop on the road. The Playshop could be used as part of a management offsite, extending the current Playshop into a fully customized wargame focused on the future of the specific company involved. Having created and led one such wargame recently with high-level U.S. military officers focused on long-range planning, and conducted scenario stimulation with top managements of many advertisers, media and agencies, this is the part that could afford participants and their companies the most benefit. The Playshop at ARF by its nature of having many companies in one room could not delve into confidential matters pertaining to one company. Skills could be sharpened but the focus of these skills on close-to-home opportunities and challenges could not happen in such an event. Companies that take us up on the offer to go in for more customized Playshops can begin creating their company’s future with the shackles taken off of thinking.

Best to all,

Bill

Digital Integration of Media, Advertising, Gaming, and Philanthropy

Volume 2, Issue 27

Sharing with you our contribution to the Wharton Advertising 2020 Project

Today a new company, Thinaire, is placing low-cost links to digital content in physical objects such as shelf-talkers and magazines. People can just tap their mobile phone to the object and the content appears on their screen and can be shared in the usual ways — plus by tapping a friend’s phone whereupon the content leaps phone to phone. This is only one small part of the continuing evolution of all (including in-store) media into digital media. All print media, to the extent that they continue to involve printed copies, will utilize links like Thinaire’s to become woven seamlessly into the one digital mediasphere that is forming. Radio is migrating into digital, and cellphone+stereo earpods will be the next stage both by radio receivers in phones and by all-digital stations springing up, led by Pandora.

The advertising industry is gradually becoming aware that sponsorship of good content (including fun/social games) and of good causes has far greater power to win hearts and minds than interruptive pitch/offer messages no matter how clever. In his book Grow: How Ideals Power Growth and Profit at The World’s Greatest Companies, Jim Stengel, former global marketing officer of Procter & Gamble, says “If you’re willing to align your business with a fundamental human ideal, you too can achieve extraordinary growth.” In his study of 50,000 brands, Jim found that those who grew the fastest 2000-2010 — on average three times faster than the overall group — had one thing in common. They were explicitly linked in people’s minds with fundamental human values such as joy, connection to other people, adventurousness, pride, and the desire to improve society (see the excellent issue of strategy + business published by Booz & Company, Autumn 2012, page 81). To yours truly, who has been saying similar things to advertisers and agencies since 1976, this is the most important insight of business and marketing in the last 100 years now that Jim has brilliantly put a sharp point on it. The brands that are winning are the idealists who bind themselves to enduring human values. Advertising would do well to “get” this learning and apply it in a sweeping redefinition of what advertising is. In this scenario we assume the industry will “get it”.

The Upside Future Scenario for Advertising

Today Cause Marketing is still only a billion-dollar slice of the advertising pie but in the future, with the precise media/creative ROI measurement now available, things that work will quickly balloon to the level justified by their economic efficacy. As Bob DeSena says, you can’t optimize it until you measure it. And once you measure something, it is highly likely that soon after that, the measurements will start to show improvements. CMOs and bright agencies will devise mixtures of Cause, Game, and Social aspects to make advertising and even promotion far more intriguing, fun, and self-satisfying for media audiences.

New forms of web-based testing, brain and psychographic research will develop that will help us understand how people tick so much better than today, equipping creatives with powerful insights to help shape effective messages. Sophistication and creativity will merge into advertising that is not only rational, emotive, perceptual and intuitive but also appeals to whole human beings instead of to one small layer of their most mundane purchasing interests. Share of ROI Uplift will become a way that media and agencies are compensated, with trusted third-party research companies led by the ARF, ANA and 4As ensuring that the ROI report cards are scientific and objective. The media business will become more fun for all with fewer doomsday scenarios and a never-ending game of day-to-day surprises enabled by technology and human ingenuity. Resistance to advertising, which had always been futile, will now also become nearly extinct due to the enjoyability of the new formats.  

What should we do NOW to achieve it

Probably the best organization to make this scenario come true is the Ad Council. This estimable organization is in touch with the Philanthropy “industry” (an oxymoron since they are all by definition nonprofits) and is always discoursing with them about advertising as a force for social good. Upping their game, they would bring in companies who have the ability to read sales effects of advertising, and would engage the cable industry to use cable zones for A/B testing of equal allocations of media dollars to BAU (Business As Usual) vs. new formulations of crossmedia Cause marketing gamified and made into Social media. Besides the Ad Council, there are heroes amongst us who are recruiting celebrities to help power creative innovation to serve social needs — people such as Bill Rouhana, Ed Martin, James Colmenares, and Rabbi Irwin Katsof, to name only a few of the veritable Army of Light that is self-forming around us in response to historical necessity.

The true investment required would be media costs — which are low in cable zones — and creative costs, which would be the major part in this case. The advertisers willing to lead this charge would be those who agree with Jim Stengel’s analysis of what makes companies successful today: caring about social good — which Jim has analyzed in relation to financial data to prove his case conclusively. Stengel’s article has not been widely quoted yet but is actually the shot heard round the world for the future of the advertising business. When Jim’s findings have been doubly verified by extensive A/B testing across many product categories, the seismic shift toward tying one’s messages to the larger concerns of humanity will be fully underway.

Best to all,

Bill