I recently finished reading Mitch Joel’s latest book, CTRL Alt Delete. In his book, Mitch shares thoughts on how businesses and professionals essentially need to do a reboot – transforming both processes and ways of thinking in order to survive and thrive in today’s rapidly evolving business environment.
Personally, over the last few years I have initiated a number of significant changes in my own career – shifting my focus to digital and social strategy after having gotten my start in traditional marketing, with a strong desire to play in the intersection of culture, technology and media. I can definitely relate to much of what Mitch articulated. What I have really come to realize however, is that the process of “rebooting” isn’t a one time deal – far from it. The truth is that businesses and professionals, from a career lens, must now constantly examine and adjust things as technology and people’s behaviours evolve.
Here are a few things that I am now thinking about:
1. Creating Utility Through Content
It almost goes without saying that any content a brand produces, whether for social, web or email, should somehow provide a tangible benefit and level of utility for readers. However, the stark reality is that people are getting absolutely inundated with content from all directions – and many brands are still not putting enough thought into what they produce. The end result? One big, giant mess of content.
It’s true that most content has value when it comes to search optimization and the long-tail. However, I think brands need to think much harder about what content they’re producing – perhaps with a “less is more” mindset. I am definitely keeping this in mind for a content strategy I am currently developing. I am also looking for ways to extend the overall experience people have when engaging with content – creating a richer experience through multimedia and deep-linking to my company’s website.
2. Escaping the Box
Over the last few years, I have invested a significant amount of time in digital and social strategy education – including reading an endless stream of articles online, maintaining a healthy diet of books through Amazon, and attending a number of events and conferences. I’ve certainly had my fill of digital and social. What’s missing, however, is exposure to new learning – perhaps not directly related to the discipline of marketing.
Gaining insights from a variety of subject areas can fuel inspiration and enhance creativity, potentially leading to unique and compelling solutions to customer pain points. Understanding digital technologies, including underlying architectures and opportunities for evolution, represent one such notable opportunity for strategists. Another might be learning a new language? Why? Because language is a gateway to culture, and a preliminary step in leads to better understanding – an asset given Canada’s diverse population.
To add further context, my friend (and digital strategist) Rachel Lane shared some thoughts on how she learns in her post “The Education of a Social Media / Digital Strategist“.
So, I am now looking at ways to branch out and broaden my exposure to new ways of thinking. In the immediate future, I am endeavoring to learn more about Design Thinking. Down the road, I intend to learn another language – this goal has now been added to my five year plan. There will be more added, but I think this is a good start.
3. Finding the Right Mix
This topic could entail an entire blog post … or even a series of blog posts. Lately I have read a lot of articles related to personal needs to “disconnect” more. I have felt the need myself. While I enjoy connecting with people online, much of the interaction is very “surface” in nature. At the same time, from a career perspective, it’s clear that 9 to 5 does not cut it anymore. At least not for those of us who work in marketing. The continual need to learn, combined with increased business demands and competition, necessitates that people spend more time focusing on their jobs and their careers.
It’s a reality, and one that I don’t mind because I love what I do. It’s not work. Case-in-point, I wrote the majority of this blog post on a Sunday afternoon.
However, I am still adjusting, and I realize that I need to find the mix that’s right for me. Increased career and job demands don’t necessarily mean that I need to be online all the time. So, I’m striving to manage my time better. I’m seeking (and planning) opportunities for quiet – for deeper thought, learning and reflection.
I’m also going to drink more coffee. No, not just for the sake of it! I want to spend more time with people, reconnecting with people I’ve met before while also making new acquaintances – hearing their stories and learning from them. Hat tip to Elena Yunosov in part for inspiring me to do this.
These are a few things on my mind. What are some things that you’re thinking about?