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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

My moment as analytics super-genius Avinash Kaushik

Consumed => “The 2015 Digital Marketing Rule Book. Change or Perish.” by Avinash Kaushik on Occam’s Razor.

http://www.kaushik.net/avinash/2015-digital-marketing-rule-book

=> My value add (i.e., left a comment)…

Thanks again Avinash. As is my custom, I’m going to add a couple of thoughts.

=> You said, “The problem is Marketing and lack of imagination in using the web/digital channels.” and “…but we, people and companies, don’t always realize that the ‘rules’ have changed.”

I agree about the symptom. However, I see the root disease somewhat differently. To be into the second decade of the 21st century and using “head in the sand” management techniques sounds iffy (at best) to me.

Putting total incompetence aside, I think most people know things are changing. Therefore, I’d like to propose the root cause is much more basic (and ego) based. That is, Mr/Mrs/Miss C-Level (and all the way down) has to step forward at a key meeting and say, “I don’t understand. Can you please explain that?” How often does that happen? It’s not possible to prioritize and/or have imagination about that which is not understood. Yet how many freely admit they don’t understand? I rest my case.

=> You said, “#1 Customer expectations on the web are insane, will get super-insane.” and “Aim to meet super-insane customer expectations and you’ll future-proof your business.”

Agreed! But at the risk of parsing words, I would have said, “Develop processes and measurements to meet super-insane customer expectations so you’re endlessly future-proofing your business.” Knowing you, I understand what I said is already implied in your idea. You’re always good like that.

Unfortunately, there are still plenty of non-believers. For example, if your article was forwarded on to Ms. C-Level (see previous bit) they might not have the context I have. I’m betting we agree, it’s not about aim, but aiming, aiming and aiming again. There are plenty who are aiming. Unfortunately, they see is as a one a year recalibration when in fact it’s a never ending process. I think it would have helped to be more upfront with that. It’s the myth of the once-per-year aim that needs to be squashed, yes?

=> You said, “#2 Multiplicity: Competencies, Campaigns, Systems, Everything.” and “#3 One-trick ponies are going to be a liability.”

Agreed *in theory*! However, the reality is, this is not the nature of most humans. Interests on and off the job are typically silo’ed and the ability to connect dots (read: critical thinking) too often under-exercised. I’m not sure what the answer is but I’m pretty sure it’s pretty darn involved. It’s not just a corp culture issue. Most people are by nature not as radical as you are proposing. There have been few times in history where such skills have been essential, yes? The irony is also that many white collar jobs are looking more and more like a blue collar assembly line. Corporate leadership/management can’t have it both ways. At least I don’t think so.

=> You said, “#4 Attention is the most precious commodity.”

I see this differently. I think it’s more accurate to say “#4 Understanding motivation is the most precious commodity.” Getting people’s attention is fairly easy. As you noted there are plenty of brands playing (what comes down to be) the class clown. On the other hand, if they focused on your motivation(s) their tune would change. What motivates you to use and buy Gatorade? Obviously, it’s not Letterman’s future “Stupid Twitter Tricks.”As it is, these brands are stuck with the old media model of counting quantity (e.g., likes, follows, etc) instead of trying to curate and measure quality. It’s not about how much attention, but how good it is. I can get your attention with some stupid viral video but that does not mean 10,000,000,000 views add value to the brand. In fact, it might have hurt.

=> You said, “It is ever more important to live your values, walk the talk, deliver what you promise…”

Agreed! Agreed!! Agreed!!! Now can you take this idea and post an article where it’s repeated ten times? Gowd knows there are still those stuck in the spin zone. Slay this myth and you will be my hero for life.

=> You said, “#7 Glory will come to the precious few who are willing to embarrass themselves.”

Kinda. Again, at the risk of parsing words (but getting the message more right) how about “#7 Glory will come to the precious few who are willing to try and try again.” Embarrassment is not the end but the beginning. And those who are more willing to revisit that moment, learn and reinvent are the ones who will progress the furthest. Again, I understand this is what you mean (or believe I do). I’m only suggesting a bit of clarity from better language.

=> You said, “…executives…Consider rewarding people with new ideas.”

Just the same I’d like to add, “…consider not punishing people with new ideas that did not go so well.” That’s not to say stupid and wasteful should be let off the hook. However, anyone who believes there’s no such thing as an overnight success will probably agree that (for example) Jules’ success story today might very well be built on Jim’s failure early last year. In other words, without Jim there would be no Jules.

=> You said, “#8 Data is your friend.”

If we’re looking out a couple+ years how about “Data is your friend. But make Analysis your lover.”

Sorry this was so long of comment. That said, I have to be honest and say that sometimes I wish your posts were split into two or three parts. In other words, instead of one uber-healthy does of Avinash wisdom every two or three weeks, we could get a steady stream weekly. Or even as an extreme example, this article could have been one post per day for a week. I think it would be interesting to see what impact that would have on visits, commenting, etc. Sometimes I think it’s tough to participate (read: comment) when so much of a slice of a day is devoted to the (great) article itself.

Thanks again Avinash, you continue to inspire me to be hungry and fooling. For this I remain grateful.

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