Courage is what it takes

Courage is what it takes...

This month, I’ve led ‘thinking meetings’ at three different organizations as part of processes to help communicators and others understand the evolving nature of the business landscape in which the people in each of those organizations dwell.

We’ve considered trends that matter and the essential steps individuals must take to best prepare their businesses for the new (to some) ways of engaging with others – both within and without the organization – where the direct rewards will not be financial but instead closely connected to earning influence, trust and reputation.

Increasingly, the conversations about social business (definition 1, definition 2) are focusing on the steps communicators must take to encourage mindset shifts and behaviour changes within their organizations, first and foremost. Those steps require courage and perseverance, often (usually, in many cases) in the face of strong and relentless resistance to change.

Indeed, it is all about organization change and not about social media or other enabling tools. It’s also about facilitating change in small steps rather than tackling the big and seemingly huge-and-impossible picture.

I’ve been using a simple deck that is 85 percent the same content that’s relevant to whoever I’m speaking with, with 15 percent that’s specific to a particular organization.

This deck focuses on listening – a courageous step for many when the desire or pressure to talk instead seems overwhelming.

I’ve embedded the 85 percent version below, lightly edited for public use, so you can get a sense of where I’m taking this story where the element of being courageous is central. Once you see and understand that, it can become far less daunting to determine what you actually must do.

The deck draws upon some broad concepts I first presented in a keynote speech at the Like Minds conference in May 2012. Luke Skywalker and Yoda played a starring role in that session.

Today, they’re accompanied by more down-to-earth concepts including The Hero’s Journey as envisioned by Brian Solis that is all about taking courage and is one of the most compelling perspectives that bear strongly on the tasks facing communicators today.

If you have perspectives on those tasks, please share them. We can all learn more that will help us take courage.

Related posts:

FIR Speakers and Speeches: Brian Solis at The B2B Huddle in London

The Hero's JourneyOn July 12, 2013, Brian Solis spoke at a B2B Huddle event in London. Brian is widely regarded as one of the most credible and compelling speakers on topics and themes related to business disruption, transformation, and change.

He’s the author of three best-selling business books and co-author of two others. His latest book – What’s The Future of Business? – was published in March.

The sponsor of this event was Dell, who provided every participant with a free copy of Brian’s latest book; and Microsoft, who hosted the event.

In this podcast, you’ll hear Brian’s keynote speech (and the question-and-answer session that followed) in which he takes us on a journey that explores the future of business taking in perspectives on ‘digital Darwinism’ and the rise of the connected consumer, and with a vibrant message throughout on the need for vision and courage to enable and manage change.

Listen Now:

Get this podcast:

About the Speaker

Brian SolisBrian Solis is globally recognised as one of the most prominent thought leaders in new media. A digital analyst, sociologist and futurist, Brian has studied and influenced the effects of emerging technology on business, marketing, and culture. He is a principal at Altimeter Group, a research firm in Silicon Valley focused on disruptive technology.

He is the author of What’s The Future of Business?, the best-selling business book published in March 2013; his previous works include Engage! and The End of Business As Usual. His blog, BrianSolis.com, is among the world’s leading business strategy and marketing resources.

Connect with Brian on Twitter: @briansolis.

FIR Community on Google+Share your comments or questions about this podcast, or suggestions for future podcasts, in the online FIR Podcast Community on Google+.

You can also send us instant voicemail via SpeakPipe, right from the FIR website. Or, call the Comment Line at +1 415 895 2971 (North America), +44 20 3239 9082 (Europe), or Skype: fircomments. You can tweet us: @FIRpodcast. And you can email us at fircomments@gmail.com. If you wish, you can email your comments, questions and suggestions as MP3 file attachments (max. 3 minutes / 5Mb attachment, please!). We’ll be happy to see how we can include your audio contribution in a show.

To receive all For Immediate Release podcasts including the weekly Hobson and Holtz Report, subscribe to the full RSS feed.

This FIR Speakers and Speeches podcast is brought to you with Lawrence Ragan Communications, serving communicators worldwide for 35 years. Information: www.ragan.com.

Intro music clip from Accelerated Ideas and used with permission.

(Cross-posted from For Immediate Release, Shel’s and my podcast blog.)

Brian Solis, new marketing, and the four moments of truth

The four moments of truth

In a new world of marketing, strategists are seeking answers about technology, direction, and best practices. Brian Solis believes that in doing so, we are already on the wrong path. It’s not about social media nor is it about B2B vs B2C.

Brian believes that it comes back to basics. Who are we trying to reach? Where are they engaged? What do they value? And, how do they make decisions?

The answer lies in something bigger than a new marketing strategy.

To engage the connected customers of the future, it takes a holistic approach. It takes alignment and integration. Marketing becomes part of a bigger movement to serve an evolving customer journey.

During “An Evening With Brian Solis” in London on July 12, Brian will walk through the four moments of truth and why marketing, sales, service, and development, must now all work together to optimize the journey.

If you’d like to participate in this B2B Huddle special event – sponsored by Dell and hosted by Microsoft – and meet Brian and hear him speak, sign up for a free ticket.

Eventbrite - #b2bhuddle evening with Brian Solis - July 12

Thanks to our sponsor, Dell, everyone taking part in the event will receive a free copy of Brian’s latest best-selling business book, What’s The Future Of Business? Changing The Way Businesses Create Great Experiences.

About Brian Solis

Brian SolisBrian Solis is globally recognised as one of the most prominent thought leaders in new media. A digital analyst, sociologist and futurist, Brian has studied and influenced the effects of emerging technology on business, marketing, and culture. He is a principal at Altimeter Group, a research firm in Silicon Valley focused on disruptive technology.

His previous best-selling books include Engage! and The End of Business As Usual. His blog, BrianSolis.com, is among the world’s leading business strategy and marketing resources.

Connect with Brian on Twitter: @briansolis.

(Cross posted from The B2B Huddle blog.)

Experience innovation

Jaguar F-Type

When Jaguar Cars launched the F-Type sports car, the 13-minute video made by Ridley Scott’s company in April for the US market captured my imagination in one area especially – the sound of the car’s exhaust.

Added to the high-definition video and audio in the overall story, that sound contributed to an enriched and memorable experience, making it probable that I’d share that experience with friends and other in my online communities, far more so than if it had simply been  ‘a pretty good video.’

Which is what I did.

This is one example of experiential communication that I define as innovative, and that I included in a presentation to members of the MIPAA that I gave in London on June 7.

The focus of my message to car industry communicators and motoring journalists in the meeting was that effective communication is more about innovation and experiences than the tools and channels of communicating. You also need to see that idea in the context of the huge technological and behavioural changes around us, such as the big pictures you see from credible sources like Mary Meeker.

If you get the contextual mix right, your message can be a powerful method of provoking thinking that opens up conversations.

Here’s the deck I used (it’s on Slideshare); see if you agree or not.

Related posts:

FIR Speakers and Speeches: Marilyn Cox on Right Information at the Right Time

Be Open to Revelations

The Content Marketing Strategies Conference took place in Berkeley, California, on May 8th and 9th, 2013. This is the third conference of this name organized by Bill Flitter, CEO of Dlvr.it.

In a case study presentation, Marilyn Cox, Director of Marketing Communications at Cincom Systems, described her journey into content marketing, her use of marketing automation and journalists to name a few.

Special thanks to Michael Procopio for making the recording and introducing it.

Listen Now:

Get this podcast:

While listening to the audio, you can follow the presentation itself with the PowerPoint deck embedded below (or see it at Slideshare).

About the Speaker

Marilyn CoxMarilyn Cox is a Director of Marketing Communications and Modern Marketer responsible for aligning strategic and tactical marketing communication objectives. Direct and lead both creative and technical resources. Strategically implement and leverage the Eloqua marketing automation and demand generation system. Implement and advocate for strong sales and marketing alignment. PMP certified project manager responsible for development of project management process, integration management, scope management, time management, cost management, quality management, human resource management, communication management, risk management, and procurement management.

Connect with Marilyn on Twitter: @MarilynECox.

FIR online communities
Share your comments or questions about this podcast, or suggestions for future podcasts, in the online FIR communities on Facebook, Friendfeed and Google+. You can also email us at fircomments@gmail.com; call the Comment Line at +1 415 895 2971 (North America), +44 20 3239 9082 (Europe), or Skype: fircomments; comment at Twitter: @FIRpodcast. You can email your comments, questions and suggestions as MP3 file attachments, if you wish (max. 3 minutes / 5Mb attachment, please!). We’ll be happy to see how we can include your audio contribution in a show.

To receive all For Immediate Release podcasts including the weekly Hobson and Holtz Report, subscribe to the full RSS feed.

This FIR Speakers and Speeches podcast is brought to you with Lawrence Ragan Communications, serving communicators worldwide for 35 years. Information: www.ragan.com.

(Cross-posted from For Immediate Release, Shel’s and my podcast blog.)

FIR Speakers and Speeches: Livia Giulia Zuppardo on Google+ at #b2bhuddle

Livia Giulia Zuppardo as seen by Matt Buck

Many companies use social networks in their B2B marketing. According to Google, the advent of Google+ broadens the horizons for businesses by adding a social layer across all Google’s services that adds identity, relationships, and sharing to the mix.

In her keynote presentation at The B2B Huddle on May 2, 2013, held at Oracle’s UK headquarters, Google+ Product Specialist Livia Giulia Zuppardo presented examples of companies innovating in the social media space using Google+.

She explored how the platform – sometimes dubbed “the next generation of Google” – can create value for business by enabling better brand discovery, facilitating deeper connections, improving marketing performance, and providing measurable impact across the web.

Listen Now:

Get this podcast:

About the Speaker

Livia Giulia ZuppardoLivia Giulia Zuppardo is a Google+ Product Specialist at Google, based in London.

Connect with Livia on Google+: https://plus.google.com/+LiviaGiuliaZuppardo/posts.

FIR online communities

Share your comments or questions about this podcast, or suggestions for future podcasts, in the online FIR communities on Facebook, Friendfeed and Google+. You can also email us at fircomments@gmail.com; call the Comment Line at +1 415 895 2971 (North America), +44 20 3239 9082 (Europe), or Skype: fircomments; comment at Twitter: @FIRpodcast. You can email your comments, questions and suggestions as MP3 file attachments, if you wish (max. 3 minutes / 5Mb attachment, please!). We’ll be happy to see how we can include your audio contribution in a show.

To receive all For Immediate Release podcasts including the weekly Hobson and Holtz Report, subscribe to the full RSS feed.

This FIR Speakers and Speeches podcast is brought to you with Lawrence Ragan Communications, serving communicators worldwide for 35 years. Information: www.ragan.com.

(Cross-posted from For Immediate Release, Shel’s and my podcast blog.)