Monthly Archives: October 2012

Aha! From traditional thought leadership to insight delivery

When you hear a subject-matter expert or a company claim thought leadership, what is your reaction? Are you intrigued and curious? Or does this set the expectation that the ideas involved may be interesting, but maybe not at all practical? And that a certain sense of gravity and authority may possibly put you off?

Judging from my own recent experience, talking with business and technical people in a variety of companies, it looks like thought leadership fatigue is setting in. People still get excited about their own thought leadership efforts, but somebody else’s? Hardly ever.

If this is the sort of thing that comes to mind when you think of thought leadership…

However, as a content category, thought leadership is blooming and fertile. People in all kinds of companies offer materials that are meant to reflect their thought leadership. Some company websites include eponymous tabs, where you can read such content. Content makers like me happily produce white papers, presentations, and other pieces that express our clients’ thought leadership. They are often enjoyable to work on, because they go beyond the more mundane and familiar notions and materials one deals with.

Are all these efforts really worth the cost and time? I don’t doubt that issue experts and smart people can share interesting insights that may open the eyes and minds of their readers and listeners. But, unless you’re in a retreat, sheltered from your daily tasks, enjoying some downtime, or procrastinating on what clamors for your attention—who has time to do more with thought leadership content than to give it a quick glance and nod it away?

I suggest we refresh thought leadership with a complementary approach. Let’s call it AhA marketing, because, at its best, it delivers aha moments of insight. How is this different from thought leadership? From the audience’s perspective, AhA marketing is…

  • Practical: You get something you can use in your work, right now. Or something you can tell a colleague, who can apply it. All you need to do is spend a few minutes with the content. Thought leadership, on the other hand, may take a long view into future developments—interesting, but not always relevant, and often hard to substantiate.
  • Surprising: AhA marketing doesn’t waste your time by warming over statements you have already heard. At the time it’s published, it shares new, original ideas of people who know what they’re talking about.
  • Brief: If you have time to read one or two pages or view a couple of minutes of video, you’ll get something out of this. The content goes straight to the point. You don’t need to sift through white papers or presentations that are stuffed with irrelevant or light material, with the most worthwhile nuggets carefully stashed.
  • Collegial: AhA communicators and marketers wear their expertise lightly. The idea or story they share is its own evidence. They don’t attempt to impress you with their credentials or the fact that they did valuable work sometime in the past. At the same time, they don’t patronize you.
  • Considered: It’s revealing today and still meaningful tomorrow. AhA marketing’s approach to issues is so well thought out that you can still get something from it tomorrow and the day after.
  • Fun:The best insights can come from a joke, a fine graphic, or an interaction you observe. AhA marketers have a passion for creating memorable, intriguing vehicles for their ideas.

    …maybe try a different approach and achieve a completely different result.

From the point of view of the content creators, AhA marketing is also quite different from thought leadership. You accomplish more by doing less. With your understanding of the audiences and communications skills, you can let your creativity play. Your focus is on the result—the experience you enable. You can happily leave aside needless expectations and conventions that apply to standard thought leadership marketing. Does that sound like a good time?

Some companies are already making headway with successful AhA communications. Much of it is in various social-media channels and other, more flexible and less conventional vehicles. Some people have a good idea of what they want to accomplish and how to go about it, while others are mostly uncomfortable with the done thing and are looking for a fresh flavor in how they communicate. For the most part, communicators are being cautious—they provide aha moments along with the more tried-and-true white papers and traditional thought leadership pieces. Some practice segmented approaches—AhA marketing in social media, conventional thought leadership on the website and in print.

I’m certain that there are marketing vendors who will offer you the templates, metrics, and consulting hours that will never make up for a lack of good ideas and innovative spirit. Unfortunately, some people won’t stop trying!

In the meantime, if you know of any good examples for insight moment marketing, please share.

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Filed under business, communications, content, content marketing, marketing

On the Summerland trail, ten years later

It took me ten years and a couple of weeks to come back here. I last walked on the Summerland trail at Mount Rainier National Park in September 2002. This was on a week day, and my Civic was the only car in the parking area when I arrived at about 8am. Roughly three miles in, one crosses a one-log bridge with a sideways-leaning railing. After walking about a quarter of a mile on the other side, I saw a small black bear on the trail, doing who knows what, thirty feet or so away from me. While I waited for him to move away, I took a picture that didn’t turn out because I was not holding the camera still. Then, much closer to me, at about half that distance, the bushes rustled and a much bigger bear emerged, looked at me, and started moving in my direction. I panicked and ran, my heart beating in my ears. My memory insists that I flew down the steep, rocky trail at cheetah-like speed until I got back to the bridge.

Water and ice at Summerland

Since then, I’ve not been back to the Summerland trail. It’s one of the most popular in this National Park, which millions of people visit. The crowd-free periods, after the thaws in late spring until summer takes off, and from fall until it snows again, are quite brief, and there are only so many weekends. From Seattle, it takes about two to two-and-a-half hours to get there, much of it on tedious freeways and suburban roads. But yesterday, I had a Saturday to myself and decided to go.

I got to the White River entrance on the Park’s east side in under two hours without even speeding—there wasn’t much traffic yet. I paid a $15 entrance fee, which allows me to return for seven days. Considering how breathtakingly amazing and lovely the place is, this is a good deal, even if one only visits once. When I used the restroom close to the entrance, I realized how chilly it was. I was delighted—at this point, I find Seattle’s endless warm temperatures and cloudless blue skies depressing.

After crossing Frying Pan Creek, one parks across from the trailhead, about three miles’ distance from the Park entrance. I was glad that some other people were already there and had set out before I did. Maybe the bears would understand that it was better for them and us not to meet. The trail to Summerland is about 4.2 miles one way, ascending with almost every step. Most of the gentle, first three miles take you through forest. Lots of tall evergreens, some fallen trees, small shrubs, and unusually few mushrooms, because it’s been so awfully dry the last few months. I enjoyed feeling cold until I forgot about it as I was climbing. The sun blanched the tops of the trees, but rarely came down to my level.

With less and less sun and light, these blue flowers at Summerland hang in, although many of them are already looking tired

However, as soon as you cross that bridge, the scenery changes. The trail rises more drastically. You face dramatic views of the mountain, glaciers, and outlying formations. Tall trees eventually give way to shrubs and clusters of shorter trees. Before, in the forest, smells were dry, dusty, and clean. Here, it smelled like being in a huge wine cave, sweet and pleasurably rotten. I took my time to appreciate mossy rocks, patches of frost on ground shrubs, icicles dangling off rocks, and small blue flowers.

Up at Summerland

Eventually, after a hike of about two hours, I got to Summerland, a large subalpine meadow. Signs ask you to stay on the trails and not ruin the land any further, but some hikers merrily took off for their picnics right in the middle of it. But there weren’t enough of them to spoil the experience. Here, one feels close to the mountain’s strange, quiet life. Hues of blue and green on the rocks, together with the warm greens, yellows, and oranges of the vegetation, make the place look playful. The moon was still in the sky. Patches of clear ice covered rocks. Small ice formations lingered along creek beds and in other shady spots. After a break, I continued for another mile or so, until the trail got too squirrelly for me and the ice patches were too large to navigate comfortably.

Ice art by a small creek

The way down took me much longer. For one thing, I was sad to leave. Also, the trail was bone dry, with lots of treacherous, rolling rubble, and I had to pay attention, which always slows me down. My walking stick saved me from falling many times. On the return hike, I finally heard a few birds. Other than them, the only wildlife I saw was a few insects and some chipmunks. A woman explained to a group of teenage girls, “Many of the chipmunks carry the plague. You must avoid them at all costs.” But no bears. No little bear, no big bear. I was happy about that.

No bear this time!

I had much time to reflect on then and now. In 2002, I was 49, living off my stock options and drawing unemployment after having been laid off at Veritas Software, which was eventually bought by Symantec. In 2012, I’m doing freelance work after having been laid off at the small marketing company where I spent most of the time in between the two Summerland hikes. In 2002, I used email and regularly visited some of the same news sites I still go to today, but social media was not in the picture. Back then, I weighed a bit more. But now my knees are getting creaky and I can feel twinges of arthritis in my hands and feet. In 2002, our neighborhood was much more troubled than today, and we were going to have a home invasion in early 2003. Today, different people live across the alley; trouble still abounds but crime seems more under control. There were certain things I didn’t know in 2002—for example, that my heritage is part Jewish. Or that the wars that had just gotten started would still go on now, with no realistic end in sight, no matter what official verbiage suggests.

Today, more so than ten years ago, I wonder how much time I still have to go on walking the Earth. Will I get back to Summerland anytime soon?

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Filed under personal, travel