Reporting live from the front lines of the war on creativity

Published February 8, 2010 culture 7 Comments
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Today I spent a great day at the Emerging Issues Forum, where I’m proud to say my home state of North Carolina attracted some of the top business minds in the world (the Twitter stream is going crazy here). This morning featured two Dark Matter Matters all stars, Roger Martin and Tom Kelley (who I have written about previously here and here), but there was also an incredible lunch session where Charlie Rose interviewed husband and wife creative geniuses Nnenna Freelon (the 5-time Grammy nominated jazz vocalist) and Philip Freelon (architect extraordinaire), and plenty of other enlightening stuff.

The theme of the conference is Creativity, Inc., and from what I can tell from many of the attendee and host comments, the theme of this year’s event is very different than years past. But the undercurrent of many of the comments from this morning seemed to take a clear point of view on this theme.

My interpretation? For years the business world has been waging a war against creativity… and creativity is beginning to fight back.

It’s about damn time.

Roger Martin is one of the most eloquent speakers in the world on the need for change in business. Some key points from his talk today:

Martin talked about two types of industries– clustered industries (where much of the industry is in one part of the world, Silicon Valley for high tech being one good example) and distributed industries (where the industry is dispersed all over, hair salons and pizza places being two examples).

Martin’s research shows that clustered industries have a higher percentage of the creative class of workers. The average salary for a creative worker in a clustered industry? About $70,000 per year. But for a creative worker in a dispersed industry? Only about $56,500 a year. Pretty big difference.

So what does it mean? According to Martin, income disparities will continue to grow unless we can figure out what to do with routine jobs in dispersed industries.

He calls this one of the greatest policy challenges of the 21st century: How can we increase the percentage of creativity we use in all jobs? How can we make use of the whole human being in work environments?

I love this thought of us figuring out how to use the whole human being– how many jobs do we see that leave tons of creative potential on the table, at the expense of not only innovation, but also employee happiness? Too many, in my experience. And at all levels in business, from executive on down.

Continue reading ‘Reporting live from the front lines of the war on creativity’

Brand positioning tip #7: don’t abandon your strengths

Published February 2, 2010 brand 1 Comment
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One nice thing about this new gig blogging over at opensource.com is it gives me some room to go back to my brand and culture roots here at Dark Matter Matters. So today we return again to my favorite subject: brand positioning.

Specifically, I want to cover one of the scariest brand positioning mistakes a company can make– abandoning the position that got them where they are before they’ve established a credible new position.

You’ve seen it before. You walk into a meeting with a new advertising agency or an overzealous marketing executive, and, with great dramatic effect, they say something akin to this: “We are not in the toilet paper business! We are in the cleansing and renewal business!” Then they pause and look around, waiting for the cheers and high fives to start as people salute genius.

Don’t get me wrong. I believe strongly in establishing a higher purpose for your brand. And I think it is fantastic when brands are aspirational. The mistake is not in extending your brand position– in fact, we’ve covered some good tips on how to do it responsibly in this post and this one.

The mistake is abandoning the position you already own in the customer’s mind before clearly establishing the new position– in their mind, not in yours.

I’ve shown this chart inspired by Kevin Keller (one of my brand positioning mentors) before, but it is directly relevant here.

Continue reading ‘Brand positioning tip #7: don’t abandon your strengths’

The Apple exception: where open innovation theory breaks down

Published February 1, 2010 opensource.com Leave a Comment
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Over the last few weeks, I’ve noticed more folks pointing out a paradox that has been driving me nuts. As many companies embrace open innovation and culture, there is one incredibly successful holdout: Apple. Three articles on the subject here, here, and here.

I suspect few people would claim Apple has an open culture– stories about secrecy at Apple are legendary. You could argue that Apple has done some impressive experiments in open innovation– most notably their iPhone App Store. But even their open stuff seems decidedly, well… closed.

I’ve noticed Google has been making a much bigger deal about their openness recently, and you have to imagine that part of the reason for this is to differentiate themselves in the consumer market from Apple.

[Read the rest of this post over at opensource.com]

Brand positioning tip #6: build peninsulas, not islands

Published January 27, 2010 brand 2 Comments
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In previous posts about brand positioning, we’ve talked about points of parity & points of difference, the competitive frame of reference, brand mantras, and the concept of “brand permission” as tools you can use when developing your brand positioning. Today I want to cover one of the biggest positioning mistakes that I see companies make.

Island hopping is for the South Pacific, not for brands.

I call it island hopping. Let me explain with an example.

Say your company makes dish detergent. You’ve been making dish detergent for 50 years. All you know how to make is dish detergent. Your kids grew up as the famous heirs to a dish detergent fortune. When you show up at parties, people go “hey, look, it’s that dish detergent dude/dudette!” (When your kids show up at parties, people start whispering about videos they saw on the internet, but that’s another story).

Now you hire a new CEO. He has a Harvard MBA. He shows you lots of PowerPoint slides that explain how crappy the market for dish detergent is going to get over the next 50 years. He says you need to diversify into another business, and he suggests the boutique hand soap business is starting to really heat up (after all, who doesn’t want to smell like juniper peppermint citrus after they wash their hands?).

And he’s right. Your kids are spending all your money, and the dish detergent business is going pretty sour.

Continue reading ‘Brand positioning tip #6: build peninsulas, not islands’

Introducing opensource.com

Published January 25, 2010 community 2 Comments
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One of the things I’m most excited about as I start my new job at New Kind is that I have the opportunity to continue to do work with Red Hat. Today, in the spirit of release early, release often, Red Hat opened the doors to a new website, opensource.com. In addition to my work here at Dark Matter Matters, I’ll also be writing for the Business channel of opensource.com.

So what is opensource.com?

It is the beginning of a conversation about how the world can apply the lessons of the open source way broadly– in business, in government, in education, in the law, and generally in our lives. Unlike most other open source sites, it is not just about software. From the site:

The term open source began as a way to describe software source code and the collaborative model for how it’s developed. Red Hat used this model for developing technology and built a business model around open source and its principles: Openness. Transparency. Collaboration. Diversity. Rapid prototyping… The open source way is more than a development model; it defines the characteristics of a culture.

Although this site was started by Red Hat, it is not intended to be a Red Hat site, but rather a site where the open source conversation is extended to all companies and organizations, even beyond the technology industry. Red Hat CEO Jim Whitehurst states it really well in his introductory post:

Continue reading ‘Introducing opensource.com’

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Why Does Dark Matter Matter?

Scientists tell us that only about 4% of the energy density in the universe can be seen directly. The other 96% is made up of dark matter and dark energy, which are almost impossible to see, and very hard to measure. Yet it's the dark matter and dark energy making the stars, planets, and galaxies go 'round.

Brand, Culture, and Community are the dark matter of corporations and organizations. Hard to measure, hard to quantify. This blog is dedicated to the 96%. We'll leave the rest to experts...

About the Author

Chris Grams is a partner at New Kind, a strategic communications, design, and strategy firm.

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  • Reporting live from the front lines of the war on creativity
    Today I spent a great day at the Emerging Issues Forum, where I'm proud to say my home state of North Carolina attracted some of the top business minds in the world (the Twitter stream is going crazy here). This morning featured two Dark Matter Matters all stars, Roger Martin ...
  • Building a practice out of building communities
    Lately we've been working with the public sector on some community building efforts. In a recent session we introduced a team to open source principles, general use of collaborative web technologies, and the latest on-line civic participation work. Then, we asked them to do some searching on their own for ...
  • Design policy presentation and video featured on Slideshare
    As some of you know, I care a great deal about the U.S National Design Policy Initiative. From a previous post: The Initiative exists to encourage the government’s use of design in order to improve U.S. democratic governance and economic competitiveness. Simply put, a national design policy offers a unified vision for how ...