Think + Do » an exploration of mission-driven marketing and design
At this time tomorrow, I’ll be strolling on a Caribbean beach with sand gently squishing between my toes. Meanwhile, as on most days, tens of thousands of nonprofit marketing and communications professionals will squirm uncomfortably as the sand shifts beneath their feet, wondering: How are we supposed to thrive in a perpetual state of transition?
As the old saying goes, the only one who likes change is a baby with a dirty diaper. Human beings are creatures of habit who tend to bristle when told they can’t do something – like order a super-mega-ton soda – and howl when a favorite social network changes the look of its interface. We tend to be more willing to accept change if we’re calling the shots … except when we don’t know which call to make.
Fumbling through nirvana
Navigating our magical WiFi world in our smart cars with our smart phones sure has a way of making us feel dumber than ever.
When trying to reach a target audience, the multitude of media choices is matched only by the limits of our personal bandwidth. The difficulty in determining what device or behavior will be the next lasting standard can cause indecision.
Quickly adopt the latest buzzworthy tactic (QR codes anyone?) and you risk jumping on the wrong bandwagon, wasting precious resources for middling results. Bury your head in denial and you risk irrelevance in the modern world. As Roger Martin noted in the Harvard Business Review:
By far the easiest thing to do is to see the future as so unpredictable and uncertain that you should keep all your options open and avoid choice-making entirely. The irony, of course, is that not choosing is every bit as much a choice, and every bit as impactful, as choosing to choose.
Psychologists have long identified pattern recognition as essential to human intelligence. What’s needed now, more than ever, is for recognition that “business as usual” is a pattern that doesn’t exist – the status quo is forever changing.
To make more intelligent choices, I believe we need to work on the following:
Ambiguity is the new black.
Have you ever noticed that people are rarely able to predict what will make them happy? This phenomenon is defined by author Tal Ben-Shahar as the “arrival fallacy” – the belief that you’ll be happy when you arrive at a certain destination: “Once I buy this dress … Once I get this job … Once I’m married …” Whether it makes us happy or not, we still need to make decisions. In order to make better ones, we need to develop and hone our ability to quickly and comfortably move between stages of relative certainty.
Try again. Fail again. Fail better.
If we, indeed, learn from our mistakes, we sure try hard not to make any. Given two choices, virtually everyone would pick the “sure thing” over rolling the dice. We want to make a choice, and then not have to make it again – at least not for a good long while. We like knowing more than we like learning.
We need to embrace and practice a more iterative, non-linear method of solving problems. Don’t get paralyzed aiming for perfection. Rather, make many little mistakes quickly. As Thomas Edison said: “I haven’t failed. I’ve just found 10,000 ways that don’t work.”
In both personal and professional environments, we need to improve our capacity to absorb ongoing transitions while still performing effectively. A more resilient system embraces diversity of thought and experience to avoid an “echo chamber” effect. As in farming, monocultures may be efficient, but can cause more harm than good long-term.
Additionally, we can’t wait for the quarterly report or the performance review to recalibrate our efforts. The tighter the feedback, the closer it comes to happening in real time, the better we will adapt to the rapid pace of change.
Process not product
One of the things that’s become increasingly clear, one of the things that hasn’t changed, is that a project’s structure is far more important than whether or not the final deliverable is a website or a magazine or a branding campaign. Process matters.
Developing the skills to adeptly navigate our rapidly changing marketing landscape can help you turn quicksand into a day at the beach.