Lessons in Improvisation by Tina Fey

If you have the time, I highly recommend watching this entire interview. Tina Fey is just hilarious but she is also very authentic and there are so many awkward moments between her and Eric Schmidt that it makes for a very entertaining interview. 

If however, you do not have a lot of time... then watch the following time period: 3m 00s - 5m 30s 

Here are a few lessons I gathered from that scene that can be easily applied to marketing: 

1. Messages should not prompt denial - Think of any recent advertisement you saw... did it begin with a question? Was your response to that question.. 'no'? If so, you have already lost interest in the ad. With the rise of digital marketing and more targeted means of advertising, sooner rather than later, marketers should find a way to invoke a 'yes' response. Seth Godin's rules of permission marketing make this action even easier because in this model, customers have to agree to be marketed to in the first place. 

2. "An idea that you stumble upon together, is likely to be more interesting than the idea that you started with as individuals." - Marketers are in a conversation age. This is a fairly simple principle and most certainly one that marketers can put to good use with the help of social media. This quote is the essence of crowdsourcing.

Final thoughts: There are a lot of parallels that can be drawn between improvisation and marketing. Marketers cannot begin to predict the kinds of conversations that will spark about their brands online, the only thing marketers can do... is understand the basic principles that will allow them to improvise. 

3 Questions

A view from the Palos Verdes Hills in CaliforniaBefore you get back into the regular routine of life this week, after enjoying a surely well-deserved Easter break, take a minute to see if you can answer these 3 questions: 

1. Are you seizing the opportunities that present themselves to you? 

2. Are you creating art in some way? 

3. If the answer to even one of the previous questions is 'no', then what will you change this week to make that answer a 'yes'? 

If your answers were both 'yes' ... keep going.  

I was inspired to ask these questions after reading Seth Godin's 2 latest blog posts and Do The Work by Steven Pressfield over the weekend. 

Persistence Pays: My iPad 2 Story

Two weeks ago, my father told me he wanted to get an iPad 2 for the family... that my friends... is where my story begins. 

Like everyone else who was in the hunt for the elusive device, I had heard all the stories about there being absolutely no inventory.. anywhere. To me, these were just rumours... and they really only applied to the U.S. My father had been one of the people to fuel these rumours because he had tried multiple times in the U.S. with no luck. He couldn't understand why there were no devices in stock... he was beginning to lose hope. At this point, he turned to me and asked if I could pick one up for him from Canada.

I agreed... naively believing that these rumours... couldn't be true for Canada.

I began my search in the wonderful city of Waterloo... surely everyone there was waiting for the Playbook to support the local folk (RIM) right?.... Wrong. Last weekend I visited and called 4 different stores in my area and learned very sadly that, "we're all sold out.

At this point... an iPad hunter has one of 2 options: 1. Wait for an unknown period of time, 2. Order it online and wait for 2-3 weeks. My problem... I didn't have much time. I was meeting my dad in the U.S on Thursday and I really did not want to disappoint him. 

When I asked the retail employees about when they may get a new shipment in... every one had the same response, "Apple basically just ships them to us at any time... they kind of just show up at our door. We have no idea what kinds we'll be getting before hand or how many... they sort of just show up."

Yikes. 

So trying to get an iPad from a retail store is basically like trying to shoot a pendulum in a pitch black room. 

The thing is, if you want something bad enough, you will likely stop at nothing to get it and believe me... iPad hunters want something bad enough. At this point, I was fully immersed in the hunt. 

Over the next 3 days (Monday, Tuesday and Wednesday), I tried calling various stores each day to no avail. One thing I learned... if you ever call a Future Shop just hit 7 to talk to a human. Anyway, before I knew it, it was Thursday and time for me to take a trip to the U.S to meet my dad and tell him the sad news. Our only hope was to find one in the city of Torrance (California), where we were staying.

More sad news. We visited 4 stores (including a TOYS'R'US)... nothing. We were looking for a specific model, a 3G 16Gb version... what the local folks call the 'AT&T' version... here's what most store employees told us, "Yeah the AT&T version is pretty much impossible to get, all of these foreigners come in and pick them upbecause they can be used in other countries." ... little did these employees know... that is EXACTLY what my dad wanted to do.

At the point all hope was essentially lost. My dad and I returned to our hotel room, changed into some comfortable clothes and decided to take an afternoon nap...

but as you can tell by the title of this post, the story isn't over. Before we napped, I decided to pick up the phone and call the local BestBuy, here's basically how the conversation went:

"Hey there, I was just wondering if you have any iPad2's in stock?"
"One second, let me check for you"

(what felt like 600 seconds later)...  
"Hey there, we JUST got a new shipment in and we're sorting through them now... we've got about 20 units in."
"Ok, that's great... thanks."

Less than one minute later, I was in a rented car with my clothes barely on, driving to a location I had memorized in a few seconds because I was too rushed to plug it into our GPS.

I pulled up to the BestBuy in Torrance... parked my car... ran into the store... 15 minutes later... I walked out.. a lot more jovial and a little less rich. 

That my friends... the the story... of how I found the elusive iPad 2. 

Moral of the story: Persistence pays. 

 

Book Review: Do The Work by Steven Pressfield

“On the field of the Self stand a knight and a dragon. 

You are the knight. 

Resistance is the dragon.

There is no way to be nice to the dragon, or to reason with it or negotiate with it or beam a white light around it and make it your friend. The dragon belches fire and lives only to block you from reaching the gold of wisdom and freedom, which it has been charged to guard to its final breath. 

The only intercourse possible between the knight and the dragon is battle.”

After reading this book, you will know everything there is to know about this battle and you will be ready to face it. This is one of the most inspirational, powerful, motivating and revealing books I have ever read. I cannot even begin to describe how valuable it is and I am still blown away that everyone is able to get it ... for free. For some reason I think Seth and his team got this book sponsored simply because it would be very hard to place a price on a book as valuable as this. 

Are you looking to start something? Anything? Anything that you have been dying to start doing but have always resisted because of some small fear? That fear (the resistance aka the dragon) can manifest itself in a variety of ways (personally my biggest fear has always been time). The thoughts in this book will help you better understand that fear and equip you with the tools to eradicate it. 

This is one of those books that you will keep referring back to, almost like a manual for inspiration. There are countless gems of insight in this book that you will find yourself drawing on at any given moment. One of my personal favourites is the following: 

Stay stupid.

Ignorance and arrogance are the artist and entrepreneur’s indispensable allies. She must be clueless enough to have no idea how difficult her enterprise is going to be - and cocky enough to believe she can pull it off anyway. 

A child has no trouble believing the unbelievable, nor does the genius or the madman.” 

Steve Jobs was mentioned in this book by the author as being someone who abides by this principle. I find that quite fitting because if I recall from a TED talk (it was actually a recorded speech that Steve Jobs gave to the graduating class of Stanford), Steve Jobs ended the talk by saying, “Stay foolish.” Maybe sometimes we need to stop thinking like adults and start thinking like children. Children who have such an innocent sense of naivety that they can believe things which we as adults may consider ridiculous. Have you ever stopped and asked yourself, is it really ridiculous? As this book will tell you, perhaps it’s just the dragon, breathing some fire again. 

Do yourself a favour and read this book. Then do yourself a bigger favour and share this book. THEN, do yourself the biggest favour and talk about this book with the person you shared it with (or, if you’re like me and have no one to share it with because you’re reading it on a plane ... write about it and then share what you’ve written). 

Do the work. 

The Spread of Ideas

One of the greatest things about Seth's new platform is how it encourages the spreading of ideas. 

Today the Domino Project launched it's 2nd (3rd if you count Tales of the Revolution) book called Do The Work by Steven Pressfield. The wonderful thing about this book is that the Domino Project has managed to secure a sponsorship to allow this book to sell for free. The undoubtedly powerful ideas contained in the pages of this book are now open to the world... at no cost. It's magical. 

The launch of this book and the success of the Domino Project so far has brought back the notion of using a platform to spread ideas. You, as the person who is reading this very word, you have an idea. You may not think the world needs to hear it but I suggest you find a way to spread it and let the world decide. Pick your medium and deliver your message. There are countless mediums out there and all it takes to make an impact is one message. 

Oh and please do it for free. Valuable ideas transcend money. 

Allow me to leave you with a quote from one of my favourite movies, V for Vendetta. This is from a scene near the end of the movie where the protagonist 'V' has just been shot by a barrage of bullets: 

Creedy (Antagonist): Die! Die! Why won't you die?... Why won't you die?

V: Beneath this mask there is more than flesh. Beneath this mask there is an idea, Mr. Creedy, and ideas are bulletproof.

A New Play (Podcast)

Listen to the episode on iTunes

Listen to the episode online

Episode Summary:

On this special Tuesday night episode, I am joined by a long time friend of the show Andrew Baskerville (our rep from Washington!) Andrew and I have a wonderful discussion about a variety of interesting news items including: the Playbook launch, apps that snoop, billboards, YouTube Live and more! I also tried a new piece of software for this recording so you may hear some nicer sound! We hope you enjoy the conversation! (Runtime: 43:00)

Primary points of discussion:

'In the News' - Quick Fire Segment

Interesting sites to check out:

Do The Work (via The Domino Project)

Think Quarterly

Moat

Topsy

Andrew Baskerville's Blog

Shaminda's About.me Page

A Billboard With a Brain

Artificial intelligence software for in-store retailers and advertisers to deliver tailored messages to customers in real-time with digital signs. Ads can learn and get smarter. - Immersive Labs

This is the idea behind a startup that has garnered the attention of both the marketing and the tech world recently. Immersive, was listed as one of the top TechStars NYC Startups you need to know about by the Business Insider. The idea behind Immersive's first solution is simple, it is a billboard with a brain. Using facial recognition and location-based technology, this billboard will deliver an ad that is customized to you and relevant to your location. Here is how Mashable describes the billboard: 

"If a young man is looking at an ad, for instance, the billboard will know to show an aftershave ad instead of a tampon ad. If the room is loud, it might not show an ad that has an audio component. If Twitter or Foursquare data indicate that there’s a sports game going on in the area, it might show a Nike ad instead of a FedEx ad."

I am sure there are many different applications one could think of for this fascinating techology; however, I am going to focus on 2 ways it could dramatically change your experience in a mall:

1. A recommendation engine - Picture yourself as a young male, you walk past the billboard and it delivers you an ad for running shoes. If the billboard senses you have been starting at it for more than a set amount of time, it now even goes a step further to tell you the different stores in the mall that carry this running shoe in stock and ... at what price! 

2. A coupon dispenser - Picture yourself as a young female, you walk past the billboard and it delivers you an ad for a hair salon. Once it has sensed you are interested (you've been staring for a set amount of time) it displays a QR code. Naturally, you whip out your phone and scan the QR code... then through the magic of marketing, the QR code reveals itself to be a coupon for 15% off your next haircut at this salon! 

Might this creep people out? Possibly. Is this a future we will soon be living in? Undoubtedly. 

Twitter and the Hype Cycle: On the Road to Realistic Expectations

The following is the first guest post on my blog written by my good friend David Smith

(click to enlarge)The Hype Cycle has been used by Gartner since 1995 as a tool to examine new technologies and their reception from both organizations and individuals. With articles and commentary over the last few months proclaiming Twitter is (finally) here to stay, I became interested in whether or not this was a sign that Twitter had weathered the Hype Cycle, now finding itself gliding along the plateau of productivity. To this end, I’ve sifted through news headlines since Twitter’s launch in 2006 to map the progress of the platform along the Hype Cycle. Presented here is a view of those articles over time against a back drop of the Hype cycle. Seems to fit quite well, actually!

The cycle, however, is little more than abstract concept for most in the marketing world with little to offer in terms of objective timelines and measures. Even in the case of Twitter, recent valuations of $10 billion could be indications of a valuation bubble forming around this and other social media platforms. If this were true, Twitter may still be subject to inflated expectations and face disillusionment in the near future. Despite this, the graphical view of our collective thoughts over time presented through media headlines does help understand the rise of one of today’s most talked about innovations. 

I was able to chat with Dave about his findings on The Digital Marketing Lounge episode titled: The Twitter Hype Cycle