Think about these quotes.
The Summer, 2017 edition of Lapham’s Quarterly tackles the subject of Fear. This literary magazine examines a theme using primary source material. Each edition contains dozens of essays, speeches, quotes, art, photos, statistics and excerpts from contemporary and historical authors. I attest that its Spring, 2012 issue on Communication is among the finest things I have ever read.
On the subject of Fear Lewis H. Lapham’s Preamble is highly compelling, intelligent, and troubling. He cites “the innovative and entrepreneurial American genius for making something out of nothing and the equally innovative and entrepreneurial American genius for self-deception.” His point being that the country has lost its capacity to reason critically. What I have noticed in the last two years is America is becoming more tribal and trivial. Ever greater numbers of smaller, more specific self-interest groups take increasing exception with whatever is being said by whoever says it.
The publication and Lapham himself believe “Fear is America’s top-selling consumer product, available 24-7 as mobile app with color-coded pop-ups in all shades of the paranoid rainbow. Ready to hand at the touch of a screen, the turn of a phrase, the nudge of tweet.” It is important to note that when fear rules populaces crave a strong man. History is replete with such examples and a near corresponding number of disasters.
One could read this piece and conclude that the publication is anti-Trump. That is far too simple a conclusion and naively narrow in perspective. Indeed, in its totality this issue basically concludes people reap what they sow. America is not a Trump America but its fear gave Trump, his supporters and doctrine ground to flourish. American’s now react to a tagline to convince them of deeper thinking and reasoned arguments. “Just say No to Drugs”, “Shock and Awe” and “Make America Great Again” are mind-numbingly inane and absolutely deceptive or self-deceptive.
Communications holds the power to change minds, prompt action and move the world. But it has to get better. It has to strive to be the best. In business communications, we have identified ten challenges that are standing in the way of it being better. These come from the breadth and depth of our work with leading brands and brands that want to lead.
Everyone is talking about disruptions and innovation yet communications are predictable, safe and boring. Are you satisfied with being a me-too brand? Communications that are compelling and different are in short supply. Effort and spend are going up in smoke. Too few brands are bold.
Communicators are attracted to shiny new toys and forget the fundamentals. Are you overcomplicating while missing the tried and true? Social media, V/R, video, SEO, programmatic – these are important tactics but they are that, tactics. What is missing is smart, sharp and penetrating strategies.
Businesses think impersonally in terms of “audiences” and “targets” and “markets”. Do you really know who wants and needs what you have? The science and art of segmentation is a terrible state these days. The business schools teach it poorly and businesses employ it haphazardly. This leaves very real customers thinking you do not know them or care to.
It is hard to comprehend that a new blog is created every 7.4 seconds. Nearly 3,000,000 posts are made public every day. Over 10,000 updates take place each hour. These statistics come from Technorati and prove that there is a hell of a lot of content in our world.
The Internet and social media democratized writing. Unfortunately, so much of it is poor. The content tends to be unoriginal, dumbed-down, misleading and misinformed. Other issues persist including the regurgitation of the same content and the writer lacking credibility. There seems to be a need to pump out more, for more’s sake, rather than providing real thought, real value.
These issues impact the profession of writing and the efficacy of blogging. For those with a formal education in writing the vast majority of blogs provoke cardiac arrest. The very basics of writing are missing; structure, spelling, tenses, storytelling, and grammar. Too many blogs fail to include a unique point-of-view and a motivating call-to-action.
It is fair to say that the very nature of blogs is sloppy. They are opinion pieces lacking interviews and research, they are short compared to articles and papers, the content is built around SEO keywords, the style is casual, and, as covered, good writing is optional. Every single blog post would benefit from proofreading and editing.
Writing is an art form. Blogging must correct the ‘quantity over quality’ mission it currently pursues. Here are ways to make that correction.
Every day your inbox is pummeled by content you forgot you signed up for (or probably didn’t). You are on Flipboard, Twitter, LinkedIn and a bunch of other time sucking “tools” you vow not to check but you do. It doesn’t help that you are “pinged” every minute like Pavlov’s dog. Texts and Facebook Messenger fight for your attention. Friends send you stuff they think is interesting. Then there is traditional media struggling for your attention.
There is so much content. The world now has 1 billion websites. You can read 470 million blogs…I know this seems awfully low but most go dormant after a post or two because they offer zero value. Still, there are tens of millions of posts every day. Online magazines are ever growing. There are really no accurate counts. Suffice it to say there is overwhelming content. And way too much bad content.
The net and social media promised dialogue but it is a one-way loudspeaker. Everything screams at us with a false sense of urgency, importance and value. It is like everything stated should have an exclamation point. At the same time the content is horrendously dumbed down. It starts with attempts to hook us with titles like these:
The Numbered List: 7 Ways To Irritate Your Partner
How-To: Build Your Own Aircraft Carrier
Case Study: How We Grew Our Twitter Followers By Buying Them
Tyler Moss, Managing Editor at Writer’s Digest, inspired me with a tweet today. Tyler shared this photo of Roald Dahl from 1979. It shows the author in the garden shed where he wrote many of his books—including Charlie & the Chocolate Factory. I was struck by the image. It is obviously far from opulent given locale and decor. In fact, Dahl is dangerously fending off the cold in a sleeping bag all too close to portable propane heater.
There is plenty more to observe and enjoy. Two rotatory phones, a steamer trunk for a footrest, wastebasket full of discarded writing, a homemade writing table resting on an older chair. Beyond the tangible items I had to ask myself, could the space be any less inspirational? But to each his own and I cannot argue with Dahl’s prolific output. It worked for him so I thought where do other notable writers ply their trade and love?
Sebastian Faulks wrote Human Traces, Engleby and Devil May Care in this space. He has noted that the window and its view provide helpful respites from the page. It is tight and focused. There is precious little decoration but comes with the advice to “Carry On”.
We invite you to download this collection of quotes that goes beyond the well-known. Just hit here (Parrot) for over 40 pages of cool and inspirational thinking.
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And how about this proprietary content?…
How do you differentiate a law firm?
What makes an ad agency relevant?
How can you tell one accounting firm from another?
Can brand-building really help a consulting firm win more business?
The business of professional services is to take away problems and to capture benefits. This is why they exist. This applies law firms, consultancies, advertising agencies, architects, wealth management or private banking services, creative agencies, and accounting firms. If they do it right they are rewarded with long-term, mutually beneficial relationships.
Professional services are fascinating and offer amazing lessons in strategy and management for businesses in any industry. In fact, Tom Peters, management consultant and author, has said, “The professional service firm – with its obsession with clients and projects – must be the new organization model.”
Professional services are tough businesses and tough to brand. They offer intangibles that hopefully lead to tangibles and, in my professional experience, need help in branding, marketing and business development.
Professional Service Essence
Whether it be a consulting, accounting, law, advertising or architecture firm, common characteristics apply. Each involves a specialty that demands highly talented people (who can be highly demanding). Most firms also share the pursuit of a new and big idea that can be repeatable and trainable to efficiently and effectively grow revenue. And though their services are offered to a broad spectrum of clients, they must be delivered in a customized manner through high levels of face-to-face interaction.
The essence of professional services is that they prepare clients for the future, preempt the undesirable, control what can be controlled, and identify new opportunities.
Based on these commonalities, firms tend to share the same business model. They often rely on the notion of leverage in organizational design for profitability, structure and process, and career path strategies. They quickly develop the posture of being either a hunter or farmer. Then they endlessly debate how best to go to market and usually arrive at an unnecessarily complex matrix involving some combination of service, geography, industry, and/or client segmentation. This means they end up boring the market because they are talking to themselves.
The vast majority of firms are challenged to define their own strategy. Firms are dominated by those who react to any opportunity and any expression of interest from a prospective client, making them quite willing to deviate from “strategy.” Or they chase management and service fads. Or they bluntly apply defined service offerings to a broad range of client business problems, epitomizing the maxim, “If you only have a hammer, everything looks like a nail.”