“Let’s face it – cause marketing isn’t getting the job done. For all the money and attention raised, not enough is being done to address the major challenges facing society today. It’s time to shift our thinking and approach.
Rather than rehash past campaigns, Beyond Cause Marketing will build on the success of last year’s run by gathering leading cause marketing practitioners from corporations, charities, and agencies together with disruptors and innovators from other disciplines to challenge the commonly held assumptions of cause marketing. This diverse group of leaders will create new frameworks and approaches for how companies, charities, and government can better engage and encourage the public to solve social issues.”
Scott Henderson and his team (Amy Mai Bertelsen and Brian Reich) led us through one-one-one discussions and collaboration sessions, expanding the horizon. It was a very special morning and
Here are a few tweets from the morning, just to give you a few insights the group gathered:
@sloane: People want us to build a bonfire but give us 2 sticks, a match and it’s really cold & wet outside.
@sd913: Get out of your comfort zone and try things out!
@CaseyB: @stmhoward says we need more cause intelligence – be a listener that distills true meaning.
My presentation at the iMedia Agency Summit at the beautiful Arizona Biltmore focused on the changing agency landscape and how everyone of us has to adapt and change to succeed in the future.
Jodi Harris wrote a comprehensive overview of the presentation and embedded slideshow should give you a better feel for the emotion that I wanted to convey.
A last thought:
Change is hard. Whole industries are relying on this insight: Weight Watchers, Nicorette, just to name two companies. We say we want to be fit, don’t go to the gym and watch that reality show instead. We want to learn everything there is but we never read that important book your best friend recommended.
Seth Godin calls this the lizard brain, some others the resistance, I call it the negative voice in your head. That voice tells you to be careful, to take it slow, to compromise. It tells you to focus on the easy things first, do the Twitter update, the Facebook interaction, another spreadsheet, another memo before you create something real valuable. The voice in your head is responsible for lengthy meetings, mediocre products, the constant rationalization of everything your company and you yourself produces.
This voice never goes away. It might be a combination of your parents, teachers, friends, books you read and other media you consumed. Your job is to quiet that voice down. And focus on the things you really believe in. It’s a daily effort. Because the voice wants to be heard. But it’s your choice to listen to it and stay in the comfort zone. Or tune it out and change the world.
Below a list of books I mentioned in my presentation (no affiliate links):
These writers put their heart and soul into their book. And changed the way I look at the world, how I see myself and transformed the way I work. As a thank you, please see my recommendations below. (No affiliate links)
Richard Florida reminds us to consider the current recession as a moment of transformative upheaval (like the Great Depression) “when new technologies and technological systems arise, when the economy is recast and society remade, and when the places where we live and work change to suit new needs” While I find, Richard Florida often doesn’t go deep enough in his analysis (based also on the fact we’re in the middle of another Great Reset), it’s a great reminder that this current crisis is not just another recession. It’s a paradigm shift of global proportions.
As a follow-up to the Social Media bible Groundswell, Empowered discusses how employees with great ideas should be encouraged to innovate and transform your business to better serve customers. Josh Bernoff bases his book on the idea that service is the new marketing and asks managers to work with employee innovators (called HEROs by the author) to spread the positive word about your business through their own channels. A great introduction for people to move their organization from using Social Media as a media channel to transforming your enterprise to a Social business.
Did you know you’re an artist? You better believe it, work like an artist and stop being a cog in an organization or you will become obsolete. Linchpin is by far Seth Godin’s most passionate and mature book, encouraging people to become emotional workers. This book will make you look at yourself and the work you are doing. And it will challenge you to finally make the leap to become a linchpin yourself. Come on, take the leap. Buy the book. Become an artist. Do the sacrifice and create emotional work. It’s your choice. It’s hard work. It can be a burden. And it will be the most rewarding thing you’ve ever done.
This is my daughter. Look at her. There’s this aura of infinite possibilities – she’s ready to take on the world. Nothing will stand in her way to explore this world that’s hers. We all used to be like that. We all had this fire in our eyes. Each morning we couldn’t wait to get out of bed, ready to make this world our world. We were curious. Eager. Had so many questions. Tried things out. Fell down. Tried them again.
And then life happened to us. Or better, institutions stood in our way. Pre-school. Kindergarden. Norms. Criticism. Homework. Schedules. School. Cruel teachers. Critical teachers. Grades. Norms. The system integrated us. We integrated the system into our lives. Into our thinking. And being. We graduated. When we were lucky, we traveled for a while. Found that joyful life experience again. But now it was time to join the workforce. To fit in. To accept mediocrity. Suddenly, it’s hard to get out of bed in the morning. Weekends and vacations are the only remaining highlights. We are slowly killing off everything that made us happy and curious in the first place.
Hold on, we just got a second chance.
The Great Recession is the biggest opportunity we will encounter in our lives. The Great Recession equals major hardship for many people but it also marks the end of the corporate era. If you’re corporate drone, your job will be eliminated very soon. If you try to fit in to make it in this world, you will struggle for the rest of your life. In order to succeed, you have to become an artist.
That’s the premise of Seth Godin’s newest book “Linchpin – Are you indispensable?” We have to become more human, creative and generous to be seen as unique and irreplaceable. And, most importantly, we have to ship. Meaning, we have to produce. Not spending hours on email trafficking, Twitter scanning, blog commenting. No, shipping. Producing. Doing. We can either give in to the lizard brain, the little part of your brain that is concerned with survival and is the reason for your procrastination and all your irrational fears. Or we can create our own destiny. Our own reality. And, at the same time, change the world.
Seth Godin’s Linchpin might be the most important book you’ve read in a long time. Hopefully, it will change you and your thinking. We’ve been working with major Fortune 100 corporations for years, even decades. We understand how tough it is to implement cultural change. But, it’s necessary. Actually, it’s imperative. Would you rather help your company change or see it vanish?
Seth Godin’s Linchpin and Hugh McLeod’s Evil plans (he illustrated Linchpin because he’s one) will give you the motivation and desire to change the world. We started our company with the goal to help transform businesses and change the way we work and live. Seth Godin distilled our thoughts in a neat and exciting package. Now it’s your turn to take the ball and change the world. We hope you’re ready.