Consulting
So I’m working on a new gig as a consultant that is an interesting departure from the role that I have played typically over the last 15 years in business. Historically, we (Studio Two) have acted as the “marketing department” for many of our clients who are too small to really have one, or likely only have a single person in the role of marketing director. That leads to planning, strategic analysis, media planning and so forth. This is the first time I’m really coming into a situation not to “do” the work so much as help facilitate what work gets planned and done.
I’m going to keep the client anonymous for now in these posts, but it’s a significant regional institution. The job I’ve been hired to do is to transform their culture, as relates to all things internet. It’s been a fascinating ride for the past few weeks.
Fundamentally, what led to this was a series of conversations with the leadership of the institution, who had become increasingly frustrated by the inability of the internal culture to transform from past practice into the evolving future. Back when the web was new, we all ran out and built web sites. We got email. We learned how to create links. Fast forward to today with the rapidly evolving web 2.0 and 3.0 worlds of blogging, social networks, mobile devices, email marketing, and open-source software, and you have a radically different landscape. Well, the news is that for many institutions, conservative by nature and slow to change, this rate of progress presents a somewhat daunting challenge. But change they must to survive.
The context of my strategy on achieving success in transforming the institution into a web 2.0 culture is as follows:
• The internet is a language, not a technology. We have to pursue a degree of fluency across every department and individual.
• If it is hard or technical to do, don’t do it. Find a easier way.
• If there is something you want to do, don’t code it yourself. Go look for a solution pre-built, it’s out there.
• Use the simplest, most common and most popular tools available. Be prepared to try them out and if they don’t work, find another tool
• Plan for change. Everyday.
Steps we are taking are building their web presences on wordpress, for launch in a matter of week. We’re enlisting every employee and department as potential editors and contributors, and we’re setting up multiple points of entry for people to participate. We’re moving off proprietary systems for email communications, networking and ecommerce to robust commercial and open-source systems that are pre-built. And we’re working towards changing the relationship between inspiration, action and event: namely taking down barriers between thought and publishing.
Stay tuned. More to come.
Reaching the Aha! Moment
So I think that I’ve broken over to the other side. Since the HOW conference back in May, I’ve been focused on transitioning my thinking over to web 2.0. What does that mean? Well, in baby step terms, it means rethinking my relationship to the design, building and managing of websites, and rethinking the function of those sites and the way they communicate. That may not be very 2.0 from the West coast perspective, but it is plenty so from where I sit.
I’ve been full tilt into wordpress for this period. I settled on it as it seemed the most flexible yet WYSIWIG of all the blog and CMS tools I looked at. I’m no programmer, but I’ve been creeping my way in to .CSS and flexing my meager HTML skills.
At the HOW conference, Amy Goto spoke about the “Aha!” moment that she thought everyone needed to have to make that transition into the new web space, that moment when your skills and comprehension come together with your vision and it all starts to work. My “Aha!” moments have been fast and furious the last two weeks. I’ve set up 4 or 5 blogs (check out the new Arcadian site) and really set them up, applied some styles, activated fun plugins, worked around sticky problems. I’ve initiated my second wiki on a project with success and that is really starting to tick. I got all my laptops and miscellaneous machines talking to each other and now I can post and FTP at will from anywhere.
So what? I’m not sure yet. But if feels liberating. It feels like there might be a new pathway opening up here. I’m not sure what it is yet, but I like it. Creativity for me is about creating the shortest possible path between idea and expression. The web used to be a dead-end for me as a creative space because of the gap between those two actions. Now the gap is closing. I’ve always told people that to me using Photoshop is my paintbrush, my creative tool of choice. For most people it’s an esoteric, slightly foreign language, but for me it’s like being a concert pianist and playing the piano: it’s just what I do best. I’m not fluent in this space yet, more like I’m playing “Für Elise” in my ninth grade recital than it is like playing improvisational jazz. But hey, you have to start into the good stuff sooner or later or choose another instrument. Thanks Amy, I’m fully in the “Aha!”
This image is here because it has a piano in it. Oh, and the lovely Natalie. It reinforces my point somehow…
