system two

system two
start-up thinking in the enterprise

Tuesday, 19 May 2009

a mid system crisis....

Are the issues in our print media, in our democracy and economy linked?

Like the extreme weather events in the movie the “day after tomorrow”, each seems to be gaining momentum. Should they all peak simultaneously; one can imagine a tear in the fabric of our collective minds which recent history teaches us is not a good thing. Like a collective mid life crisis we appear to be unable to muster the energy to keep the contradictions inherent in our lives at bay.


The problem is one of visibility. The "man in the street" (of which I count myself one) doesn't really understand the mechanics of the world around him. He knows as little about the underlying forces that influence politics, as he does about those which shape the economy and the society in which he lives. He never did. He likely never will. We all pretend we do – but of course, secretly, we don’t.

It is this ignorance, and the appalling liberties sections of society have taken because of it, that is at the heart of the problem. When lack of understanding went hand in hand with the ability to easily ignore - all was well. Now, even though we desperately want to, we simply can't ignore the structural deficiencies in our societal model.

Lets be honest with ourselves. No rational argument in politics, religion or economics can deliver anything like a coherent reason as to why anyone poor should support the status-quo. By anyone's measurement - the inequalities within our societies are shocking - and incredibly, for the last 20 years at least - they seem to have been getting worse. However hard writers on both sides of the political spectrum have tried to justify it, since the death of absolutism, no one has come up with a solution that really works. For my money Marx came close - very close. But unfortunately, practical application was an issue.....

Bottom line - the way we manage society is fundamentally broken, has been for centuries and everyone in real power of course knows this. It is the base from which they govern.

This paradox, this “crisis postponed” is surprisingly well understood. We frequently study it and allude to it in our literature and films (Animal Farm, Chomsky’s life's work, The Matrix, A Scanner Darkly, Fight Club etc). Up until the birth of the web, most of us were happy to mortgage reality, to continue the fiction of a “free” world just to get us through the day.

A juicy steak is a juicy steak - right? here

You were a hard cynic, if for instance, you explicitly accepted the deaths of a proportion of your countrymen in terrorist attacks, and the deaths of millions more in the third world, as a by-product of your need to consume - but in effect that was the decision you made, every day, just by getting out of bed. We have always had the option of facing up to the contradiction - but frankly - there's a Magnum re-run on TV tonight...

Now, with the advent of the very human web, where the sins of the powerful live undiminished, truths – previously avoidable - are increasingly difficult for us to ignore. Contradictions so large that no head burying will prevent them from being noticed, are continually rammed in our faces. Ever wondered why you can only read Private Eye for a couple of plane journeys before you stop buying it?

Newspapers, politics and the economy are being pulled apart by an asymmetric anger of implied understanding. Forget charging for content, or reforming the expenses system. Liquidate all assets and head for the hills….

Friday, 15 May 2009

the 6 c's of social media marketing...

This is something I wrote as the first in a series of articles for our company blog / email

The C’s of social media…

Social media is hot. Everyone wants their campaigns to be social – their advertising to be viral - but what do we actually mean by social media?

Social marketing is a phenomena quite unlike any other that the web has seen. Its effects will be felt throughout our society for years to come. We as a species are rediscovering our connectedness and some would argue our humanity. The late, great Douglas Adams put it very well…

“We are natural villagers. For most of mankind's history we have lived in very small communities in which we knew everybody and everybody knew us. But gradually there grew to be far too many of us, and our communities became too large and disparate for us to be able to feel a part of them, and our technologies were unequal to the task of drawing us together. But that is changing.”

For the full text click here

This epoch busting change will affect everyone. The old media (record labels, film studios and newspapers) are already feeling its full force. Many household name brands – EMI, the New York Times, ITV and The Daily Telegraph are fighting for their very survival. Some will not make it into the second decade of this century. These businesses have felt the effect first because of the ease with which their products can be shared. But make no mistake. All businesses in this next phase of the web’s evolution will need to meet similar challenges. It is by no means too late, but it is certainly time to give social marketing some serious time and thought. Take a very simple for instance.....

Right now, it is possible, by using a technology called “facebook connect ” to see in real time, which of your friends (or your friends’ friends) have bought a particular product, and what they thought about it. Yes the technology is in its infancy, no one is using it very well – but its coming - and the effect of this single application alone will be extraordinary - think how powerful the recommendation engine is on Amazon – now image the person writing the recommendation on every ecommerce site you visit is someone you know and trust.

The age of push marketing – where we tell “consumers” what to think about our brands is coming to an end. Have a read of this excellent blog called post advertising to find out more http://www.postadvertising.com/

So it’s a “big” topic – both in terms of scope and impact What I’m going to do over the next couple of month is to introduce you to a few of the pillars of social marketing – the 6 C’s (in a Dodgeball style…). Over the coming weeks we’ll take a look at them, see how they work in practice and what they mean for brands, they are, in order of importance:

- Communities
- Conversations
- Control
- Content
- Continuity
- Context

For anyone wanting to read more widely pick up copies of - Net Gain, Small is the new big or the Cluetrain manifesto - all essential reading for marketers of all ages and creeds.

Tuesday, 12 May 2009

economic charlie....

The media is reporting the end of the recession - or as near as damn it - are we all crazy?

the government has just printed half a trillion pounds and is throwing it around like its not worth anything (cough...)

of course the economy is looking rosie - its the economic equivalent of a the biggest, fattest line of charlie you've ever seen!

might make us all feel good for 6 months - but its not going to make the next 5 years any easier.

conditioned to fear

this is just nonesense!

most well adjusted, intelligent people living outside the US wouldn't even recognize the world Tim O'Reilly talks about and microsoft builds products for

depressing and scary in equal measure....

an agency from scratch...

Monday, 11 May 2009

the evening standard - being human

Might be a cynical ploy - but to me its human...here