Dark Matter Matters
Red Hat
Evaluating TEDx as a brand strategy
A big part of my day job is to help organizations with their brand positioning and strategy.
So when I read the article in the New York Times this past Sunday about TEDx, the relatively new (and incredibly popular) offshoot of the legendary TED conference, I thought it might be a good opportunity to take a closer look. The issue?
Clearly TEDx has been a smart community-building strategy, but will it ultimately prove to be a smart brand strategy as well?
Let me take a few steps back. If you are not familiar with TED (seriously? have you been camping in Siberia?) you can learn more here.
The main TED conference is a place where smart people (with big $$ and a personal invite) go once a year to hear other smart people give short talks showcasing how smart they are. The rest of us poor, unconnected folks wait patiently for the nice TED people to release the TED talks one by one, teasing us like a painfully-slowly dripping faucet teases a man dying of thirst.
And that’s the way it worked. Until last year when, in June, TED announced a new program called TEDx that would allow anyone to organize their own TED conference anywhere in the world.
The New York Times article tells the story of what has happened with the TEDx program in a little over a year:
…there were 278 events last year in places as near as New Jersey and Florida, and as far as Estonia and China. There was TEDxKibera, held in one of Africa’s largest shantytowns in Nairobi, Kenya. And there was TEDxNASA, which had space-themed lectures.
Already this year there have been 531 TEDx events. Another nearly 750 are to take place this year and beyond.
Wow. Now that is community-driven innovation on a grand scale. From one event per year with a small number of people attending at a very high cost to almost two TED events per day, held around the world, and almost every event is free. All that in a little over a year.
I’d call that a smashing strategic success. A soon-to-be-classic community engagement story.
But if we look at the decision to create TEDx from a traditional brand or intellectual property point of view, would it also be viewed as a good strategy?
[Read the rest of this post on opensource.com]
The open source organization: good in theory or good in reality?
On occasion I get the opportunity to speak publicly about some of the things I’ve learned over the years applying the open source way in organizations.
In almost every case, when the Q&A session arrives, I’m greeted with at least one question from a poor soul who loves the idea of applying the open source way to management and culture, but doesn’t think it would ever work in his/her specific organization. Usually the comment is accompanied by some horror story about an evil co-worker, hierarchical boss, crappy HR policy, or some other impediment that would cause the open source way to fail.
And the sad truth? These folks are probably right. Many of these concepts wouldn’t work in their organizations.
So why do I waste my time talking about things that may not work in many organizations? Two reasons:
1) hope
2) the wind
Hope
Let me be honest. I’ve never run into a perfect model of the open source way in practice (if you have, please point it out to me!).
There are clearly some organizations that have figured out how to build open source principles into their DNA better than others. Wikipedia is a good example. The Fedora Project is another. Still, my guess is the people who are deeply involved in those projects on a daily basis would probably be able to show you some warts, places where old-skool practices are still evident.
We’ve set our company New Kind up as a corporate lab for the open source way. But we can’t make a case for perfection here either. We are still learning and prototyping.
So why not be more realistic? Why not give up and accept that some of these principles work better in theory than they do in practice?
Simple: I have hope.
What gives me hope? Two things. First, I have seen first-hand many examples of great things that happen when open source principles are applied within organizations. From the collaboratively-designed mission of Red Hat to the work of Fedora marketing team, I’ve personally witnessed the power of open source principles in action.
Second, I believe in the pursuit of perfection. Why not aspire to create better companies than we have today? What do we have to lose? I don’t know that we will ever see a perfect open source company. But by pursuing perfection, we are likely to get a heck of a lot closer than where we are today.
[Read the rest of this post on opensource.com]
Does your organization need a “no policy” policy?
Daniel Pink published an interesting piece over the weekend in The Telegraph about Netflix‘s innovative corporate policy of not having a vacation policy.
Meaning, employees don’t have a set number of days they get off each year, but instead can take vacation whenever they want. From the article:
At Netflix, the vacation policy is audaciously simple and simply audacious. Salaried employees can take as much time off as they’d like, whenever they want to take it. Nobody – not employees themselves, not managers – tracks vacation days. In other words, Netflix’s holiday policy is to have no policy at all.
This may sound like a recipe for disaster to you, but it hasn’t turned out that way for Netflix. In fact, as the rest of article highlights, not having a lot of corporate policies may be a fantastic strategy for engaging 21st century workers.
[Read the rest of this post on opensource.com]
Is your culture made of gold or fool’s gold?
When I hear people talk about how awesome their organizational culture is, I often find myself wondering what sort of “great” culture it is.
For me, great cultures fall into two categories: entitlement and mission-driven. Those “best places to work” lists don’t usually make a distinction, but I do. Here is the difference:
Entitlement cultures
The surest sign of an entitlement culture? When someone tells you why they like their work, they give you an example of a benefit not related to the work itself. Some examples:
I get on-site daycare.
I get free snacks and drinks.
We have great health benefits.
We have a flexible work-from-home policy.
From what I’ve observed, entitlement-driven cultures resonate most with people who have a deeply held desire for safety, security, and quality of life.
Mission-driven cultures
It’s no secret that I believe organizations with a strong shared purpose, mission, or vision beyond the bottom line have a huge advantage over those that don’t. I was able to witness the power of a mission-driven culture first hand at Red Hat, and I see these cultures all of the time in the both the open source and design worlds.
Ask someone why they like working in a mission-driven organization, and they are likely to say things like these:
I believe in what we are doing.
I love coming to work every day.
I leave work each day with a sense of accomplishment.
I am changing the world.
My personal experience has been that mission-driven cultures resonate most with people who have a deeply held desire to find meaning in their work above all else.
Can companies have both cultures at once, and be both entitlement-driven and mission-driven? Absolutely!
And a culture where people believe in what they do and enjoy safety, security, and quality of life is the best kind, right? Let me be controversial:
I don’t think that is true.
[Read the rest of this post on opensource.com]
Brand positioning tip #12: don’t get hung up on the words
When it comes to positioning terminology, I sometimes get questions like “what is the difference between a brand mantra and a brand essence?” or “is a point of difference the same thing as a key differentiator?”
My answer? Don’t get hung up on the words… it’s the concepts that matter.
I have standard terminology I use for brand positioning projects, which you can read more about in my Brand Positioning Tips. I picked up most of these terms from Dr. Kevin Keller, one of the world’s foremost brand positioning experts, and the brand positioning guru we used for a lot of our Red Hat positioning work.
Kevin uses terms like point of parity, point of difference, competitive frame of reference, and brand mantra to describe his positioning process. I like these terms and they have become comfortable for me to use in my positioning work.
But often, I’ll be working with a client who approaches positioning from a slightly different point of view. Perhaps they’ll talk about what I call a brand audit as a brand diagnostic or they’ll refer to the brand mantra as the brand essence.
When working with clients on positioning projects, I operate using the when in Rome principle. I use their words instead of mine. Why? Because they are just words, after all.
What really matters is whether we agree on what the heart and soul of the brand is and what makes it different from other similar brands.
Using Kevin Keller’s terminology to describe your brand positioning won’t automatically make it good brand positioning, and some of the best-positioned brands I have ever seen were probably developed by people who had never heard of a point of parity.
So use whatever words you like as long as you understand the concepts.
Brand positioning tip #10: repetition is the secret ingredient
When I was at Red Hat, I sometimes got questions from folks who wanted to know the secret to Red Hat’s brand success. First off, I’d always say you don’t grow a $1 billion technology company on brand alone. We sold great products. We treated our customers and developers well. We had a revolutionary business model. Those kinds of things are the bedrock of a successful brand.
But if I was to point to one “secret” thing I think had a big impact on the brand it would be a very simple one:
We said the same thing. Over and over. For years.
For me personally, sometimes I said things so many times I was just as sick of hearing myself as others were.
When people would come to me and ask if they could make a tan hat to give away at tradeshows rather than a red one, I would always repeat: “But we are Red Hat.” We brand folks would always be the ones to bring up the company mission, values, and culture. We’d steer conversations back toward the open source way when they went astray. When my colleagues and I would speak about the culture and brand in orientation, we’d tell the same stories, show the same videos of Bob Young and Matthew Szulik to new employees year after year after year.
When it comes to brand positioning, the biggest mistake you can make is to invest your time, money, and energy in discovering your optimal brand position… and then give up on it before it has a chance to do its magic. Building a great brand has to be done over time and, to paraphrase Jeff Bezos of Amazon, there are no shortcuts.
I’ve worked with a lot of creative types over the years, and most of them love to come up with new ideas. Heck we all do. But sometimes the thing that makes you stand out when everyone else is saying something new is to say something… well… old.
Five questions about building community with Chris Blizzard of Mozilla
I’ve always been a fan of the Mozilla Foundation, and not just because of the Firefox web browser. As catalyst for some of the great communities in the open source world, Mozilla is something of a recipe factory for what to do right when it comes to building community. As it turns out, Mozilla’s Director of Developer Relations, Chris Blizzard, is a long time friend of mine.
In fact, this is not the first time I’ve interviewed him– my first Blizzard interview experience was back in 2002 when Mozilla 1.0 came out and he and I both worked for Red Hat.
I spent some time with Chris to discuss his experiences and learn more about community-building the Mozilla way.
1. When I first met you ten years ago, you were a Red Hat employee with a day job keeping the redhat.com website up and running, and, even then, you were hacking on Mozilla for fun in your spare time. Now you run developer relations for Mozilla, and you’ve had some other amazing experiences, including working on the One Laptop Per Child project, along the way.
It strikes me that you are a great case study of someone who has achieved success in the meritocracy of open source by doing good work. Knowing what you know now, if you were starting from ground zero as a community contributor, how would you get started?
That’s kind of a tough question because I don’t have that perspective anymore. I know too much about how these communities operate to be able to answer that with the fresh face of someone new to a project. But, honestly, I think that that if I were to guess I would say find something that you’re passionate about and just start working on it. My own case is instructive.
[Read the rest of this post on opensource.com]
Can truly great design be done the open source way?
A few weeks ago, I wrote an article about Apple and open innovation. The discussion in the comments about Apple’s success, despite their non-openness, was pretty interesting. Greg DeKoenigsberg started things off with this salvo:
“No community could build something as gorgeous as the iPhone; it requires the singular vision of a beautiful fascist, and the resources of a gigantic company, and a world full of users who would happily trade simplicity and certainty for the ability to tinker.”
I think few people would argue that one of Apple’s greatest strengths is their amazingly consistent, and consistently beautiful, design work. And when I say design, I mean both “little d design” (their stuff looks awesome) and “big D Design” (their systems, processes, and experiences are expertly rendered).
From a design perspective, Apple has figured out how to make lightning strike in the same place over and over again.
Today, I want to ask a question that I’ve been thinking about for a long time:
Can truly great design be done the open source way?
Meaning, can a group of people designing collaboratively, out in the open, ever do the kind of consistently beautiful design work that Apple does? Or is Greg right, that “no community could build something as gorgeous as the iPhone”?
Both of my partners at New Kind, David Burney and Matt Muñoz, are designers by background. Both of them have significant open source experience (David spent almost 5 years as the VP of Communications at Red Hat, Matt worked on many Red Hat projects, including designing the Fedora logo), so the three of us have talked about this subject many times before.
[Read the rest of this post on opensource.com]
Democracy: a reason for communications and HR folks to party together
I recently finished the new book Digital Strategies for Powerful Corporate Communications, by Paul Argenti and Courtney Barnes. I must admit, I’m allergic to many Web 2.0 books. This book does have some of that social media handbook feel, but I was excited about it because co-author Paul Argenti, a professor of communications at Dartmouth, is someone whose ideas about communications have really influenced my thinking over the past few years.
Paul was one of the masterminds behind The Authentic Enterprise, a whitepaper that may be one of the most compelling looks into the future of the communications field I have ever seen. I’ve written about it previously here, here, and here.
The following paragraph highlights the point of view from which this book approaches digital communications strategy:
“The business of managing relationships– and therefore, business itself– has changed dramatically in the last decade. Stakeholder empowerment, as it’s come to be known, has shifted the corporate hierarchy of influence from the hands of elite business executives to those of their once-passive audiences, including employees, consumers, media, and investors.”
This paragraph does a nice job illustrating what we might define as the democratization of corporate communications.
—–
Democratization of Corporate Communications:
Any person communicating about any company at any time.
—–
A company’s own communications professionals can no longer expect to be the only communicators of the brand message. Employees are communicators. Customers are communicators. Even former employees and former customers can now communicate on behalf of brands. Scary stuff or exciting stuff, depending on who you are.
One of the things I really liked about this book is that it has an entire chapter highlighting a favorite subject of mine: the need for closer ties between the human resources and communications function. Why? Simple:
In a world where everyone is a communications person, everyone needs to be on brand.
A handbook for the open source way, written the open source way
Remember the Seinfeld episode where Kramer had the idea to make a coffee table book about coffee tables? I always thought that was a pretty elegant idea. Well, a few months ago, some of the smart folks on Red Hat’s community architecture team had a similarly elegant idea:
Write a book about building community the open source way… and write it with a community, the open source way. Meaning, open the text up, allow interested users to contribute, and see what happens.
Brilliant.
The book is entitled The Open Source Way: Creating and nurturing communities of contributors and you can access the current text here and the wiki for contributors here.
I caught up with Karsten Wade, who is leading the project, to learn more.
There have been other books written about community-building over the last few years, but I am not aware of any others that have been written by a community. Where did the idea to start this project come from?
Our team, Community Architecture, has a strategic community role in Red Hat, and part of that is learning, distilling, and sharing knowledge. We bring the knowledge of how to produce software the open source way to different parts of the company. We’re all in a community of practice here, and have much to learn from each other.
Once we had the idea of a cookbook or handbook for internal needs, it was immediately clear that following the open source way with the content would be better, have more impact, and protect important knowledge in case our team gets eaten by raptors.
