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Instruments of Mass Distribution

Okay so I’ve decided to run through instruments of mass distribution that I utilize on a daily basis both on a macro and micro level. You’re probably wondering why I am doing this — it’s rather simple — to analyze how I do things and find out how different facets of my life are influenced by these instruments of mass distribution. That is, tools that disseminate or facilitate the massive growth or movement of an idea, product, cause, belief, etc. in contrast to the number or size of the tool itself — not including ourselves or other human beings. Yes, we are neither tools nor instruments. This is out of the blue so forgive me if it doesn’t make much sense — because it just barely does to me.

First Comment - We the Robots by Chris Harding

Here’re mine on a pretty general basis on an average day:

The desk (yes…believe it or not)

Computer (go figure…)

Internet

Globe and Mail Newspaper

The Toronto Star Newspaper

The sidewalk (yep…don’t laugh it’s true!)

A Bridge

Toronto Transit Bus

Toronto Transit Subway

Escalator

Stairs

Laptop computer

Network

Blogs (so many many blogs)

Through RSS of course

del.icio.us bookmarks

twitter

Amazon

Email

Google Search

iPod/mp3 player

Grocery Store/Dominion

What about yourself? How many instruments of mass distribution have an impact on you? What happens when one fails to function? What happens when one instrument supersedes another? For the most part — we adapt as the instruments change and evolve but how often do we ask ourselves how dependent we are on this mesh of mass distributors whether it is an inanimate object or a system in place?

The Life of a Career Employee … or not?

How do you approach your work at the workplace? Many people point out that it is wrong to give too much of yourself to the employer, but I disagree — it’s not that simple. True you don’t want to have your employer take advantage of you but at the same time, it is important to invest yourself in whatever you want to do and to do what you feel may be right for yourself and/or the people you work with.

Milo Sindell and Thuy Sindell, authors of The Career Bill of Rights, suggests that this is a definition of a career employee, particularly because the employee’s relationship with their job has become blurred:

A career employee is an individual who spends their career working as part of a company, as opposed to working for their own company.

Classic examples from Dilbert:

Obviously Dilbert is a little too involved with his work but I’m pretty sure that a lot of people are, myself included. The thing I recognize the most about engaged employees are that they are objective oriented and that they look for meaning in the work that they do. That said, is it worth it to do whatever it takes? That’s up to you. I can honestly say that the many different stints in various industries has taught me that there are three ground rules to work with:

1. Never forget where you worked and never forget how you felt, and what you did when you started working.

2. If you’re going to do something … don’t do it the way you think should be right — do it right for yourself, your colleagues, and for the people you serve (i.e. customers or citizens). (…or at least the best you can)

3. Make sure you fail over and over again until you manage to not fail. If you don’t fail, what’s the point?

That is how I generally operate. But what the Sindells are suggesting is quite interesting. They are proposing that career employees (aka. engaged employees) should formulate and embrace their own bill of rights. Here’s the gist of it:

Enter the Career Bill of Rights
1. You have the right to take advantage of your employer.

2. You have the right to only give as much as you can.

3. You have the right to roam.

4. You have the right to the truth.

5. You have the right to enjoy your work.

6. You have the right to more. [Look out for more of this!]

7. You have the right to leave an inspiring legacy.

8. You have the right to fire your employer.

As the Sindells’ state, “they are the rights you have as a person who chooses to work for another individual.” Whether you decide to exercise those rights is up to you. I don’t necessarily know if a bill of rights will make life easier for the engaged employee but it is something that I have pointed out to people before.

We have the freedom to decide where/when we want to go and where/when we want to stop. Just like we market our products, the act of hiring a particular employee is a form of marketing as well — except the fact that employees are the customer. We either buy into the work we do — or we lose interest and become disengaged. The funny thing about this is that it demonstrates the simple importance of a company’s ability to market their own product and policies to their own employees — if it doesn’t work for your own employees, why would it work for your customers?

Going Beyond The Product

Funky Monday.

Today I ran across and shared two recent articles from the Globe and Mail at work. One being that the Globe and Mail was opening up its business model, and the other being that the Metallica was endorsing a new way of doing business on the web (but really it’s not that new).

I was asked … what does this mean?

It’s just what I’ve been stating over and over again. Book publishers are no longer able to be purely book publishers. Technology has provided a way for different forms of media to converge — take a look at the iPod (and other new mp3 players) or even newer ultra portable laptops like the Asus EEE. This means that your product must be flexible and adaptable (mostly figuratively speaking, although literally would be nice too). This doesn’t mean you can’t have a printed book, but rather that any static product is pretty much obsolete.

Sadly enough, publishers actually have a choice to focus on their core business or diversify. Their core business is typically the reader that literally consumes books at an incredible rate. The funny thing about this market is that despite that consumption level, book publishers still pump out way too many books and overwhelm that market. We expect slower readers or occasional readers to pick up the slack but it just doesn’t happen. Why? I don’t think we really put enough thought into the value of the product — what the customer wants or desires. A customer doesn’t necessarily know what they want but customers are smart. They have and will find more ways to ensure they are getting the best value and experience for their money. If a book uses cheap paper, they know. If we don’t invest time into a book cover, they know.

Production values are interesting because they appear to me as very similar to school work (remember that?). When we don’t put in the time and thoughtfulness into a project, it really shows.

Movies and music are two types of products that have been forced to continually re-examine the way they sell their product. In the late 90s, movie cinemas began raising prices after creating bigger screens and sound systems in order to improve the customer experience. Did that bigger screen and bolder sound help the movie industry? Yes but not necessarily as good as it could have if it were introduced earlier because it coincided with the increase of movie rentals. But the cash kept flowing because people were still interested in seeing a movie on the bigger screen.

Fast forward to 2001 and the mass adoption of DVDs. The bigger screen is in decline. Why? Because the customer experience has changed. DVDs now provides greater value directly into the hands of the customer than a night at the cinema. That and the seven reasons that The Big Picture lists out in an old blog posting. Will the DVD sales decline? Potentially as legal and DRM-free digital downloads become prominent, while pirated DVDs continue to propagate. Toss into the mix far-reaching/long range cellular frequencies and an uncapped/unlimited wireless connection — the movie purchasing equation will be altered forever.

Despite the long and controversial existence of the mp3 file, the music industry has been very lucky in the sense that the mp3 itself and Apple’s iPod infused the customer with a sense of power and freedom that they had not felt before. Sure it caused chaos on the sales of CDs but what really has happened is the resurgence of interest in a wide-range of music regardless of time. Cut the waste (i.e. CDs and albums), focus on the music itself, give the customer the freedom to do what they please with the product sans the packaging, a lower price point for the work they do (i.e. pick and choose individual songs) and they will come back for more to do more. People want to be able to customize their own little jukebox full of music and they want to do it in their own way.

Now with books, add on the fact that Acrobat 9 is about to be released and as Mark puts it, it’s a game changer. The ability for rich media to be embedded within PDF files has arrived. Can’t figure out what that means?

What if you could be read a book and watch movie clips as part of the story? What if you could interact with the characters? What if we could draw our own animation — upload it to the book and share it with other readers? Or on a particular connection point over the internet where all other readers of a book could meet up? What if we could discuss an idea directly within a book with all other readers? Can you imagine what it will be like in the future? Take a look at the introduction of Disney’s Treasure Planet. These ideas aren’t taking away the essence of a book; they are enriching what’s within every book — far beyond the means of text on a page.

Another Blog … Another Road Trip Plan

This post came into mind because I had been speaking with a co-worker about my blog and we seemed to both come to the conclusion that everything that I talk about is connected to work. Sad. Sad. Sad. I know!

I could talk about other people and their lives, but honestly — that’s rather dull in my opinion. Can you already tell that I don’t read biographies? I like talking about ideas or actions. Ideas and actions that you, myself, and any other person can take on.

So let’s talk about road trips. I’m planning another road trip for this summer. The question is … where?

The funny thing about this trip is that it started off as a mere trip that would be about a week (okay, more like 10 days) but because it costs me just as much to rent a car for two weeks, I’m now re-thinking the road trip.

Road Trip in California by Ehren Cheung

Funny… I can’t remember taking this photo as I was entering San Francisco…

Last year, my friends and I went to New Hampshire hoping to hike across the White Mountains over a period of three days. Unfortunately stormy weather prevented us from getting to our destination for day 2 and we were forced to descend from the mountains. We however attempted an alternate trail — only to run into plenty of boulders and in my case — a hiking pole that snapped which resulted in me getting wedged between a tree and a rock. For your enjoyment, I’ve outlined our original plan (blue) and what really happened (red). Despite the setback, we went back the way we came and descended down the mountain. Of course, that was not before I decided to take another tumble down the rather steep hiking trail.


View Larger Map

So this year, I figure there are a couple of places in mind. I haven’t really discussed the ideas with friends that may want to come along yet, but perhaps someone out there may have a suggestion or two for me.

Yellowstone National Park in Wyoming. A beautiful place — I haven’t been there since the late summer of 2000. Apparently the National Park Service even has a webcam of Old Faithful now. Spiffy. Ideally I’d like to visit the little town of Cody and along the way from Toronto, check out many other touristy and off-beat phenomenons as I refer to them.


View Larger Map

While I’ve visited a large number of different states, I have yet to visit the state of Colorado, home of the Quebec Nordiques, now the Colorado Avalanche (I know I will get flak for that…). Definitely would like to check out the US-550: the Million Dollar Highway and drop by the Royal Gorge.


View Larger Map

Ideally, I’d like to do some hiking in both states but I don’t mind just purely checking out a wide variety of must-see sites and some off-beat stuff that I stumble across.

IF not going down to travel around the United States, then I am pondering driving east to Newfoundland and Labrador, also referred to fondly as the “Rock” by many Newfoundlanders. It’s the only province in Canada I have yet to visit so I feel it’s somewhat of my duty as a Canadian to at least journey over there.

More details to come. In the meanwhile, feel free to fire suggestions my way in the comments. I’ll be one happy camper once I’m able to put together a list of recommendations from people who have been there, done that, and firmly believe that certain places are worth stopping for.

the curve by Ehren Cheung

Every Author’s Challenge

I’m really supposed to be focusing on programming a website but I felt it was necessary to share this after @nejsnave posted this link to this video(below) over twitter.  This’ll be a quick post.  The video is by a HarperCollins author, Dennis Cass.

 

This is the problem that every marketing department is facing in the book publishing industry.  It is wrong for a marketing or publicity department to throw everything at the author.  Promotion on the web does not require an author to throw themselves into every social medium — rather the idea is to ensure that there is a way for people to connect with an author and vice versa.  Marketing departments should be working with the author to develop what I refer to as a connection point. I’ll get into that another day but I think it’s pretty self-explanatory.

That said, authors still need a blog and they still need to blog on a not necessarily frequent but consistent basis.  I’d rather authors have a blog than a purely promotional website.  It is pretty much the same except the fact that a blog is the old classic homepage on Geocities that has evolved into a social and communication medium that is way more versatile.

On the Open Road Trip

Thanks to Ellen Ewart who pointed out today’s article in the Toronto Star on road trips — I just wanted to make an official statement that was most likely very obvious:

I love road trips.

That was it. Of course … I have more to say.

Photography by Ehren Cheung

Almost everyone I know enjoys a road trip — but there are differences between those who merely enjoy the experience and those like myself who thrive. What type of road tripper are you? I’m the type who starts the engine, crank up the music (not to a deafening level), and I am one very content human being — then take my car on a road trip and I am bursting with energy, ready to seek out new and unexplored places — stuff unknown to me. Example: bouldering in New Hampshire (see short video from my trip last year)

I don’t necessarily care where I’m going — as long as I’m going in the right direction. What’s the right direction? Well I guess it can be anything! This can be a city that we really want to visit or a lemonade stand that we happen to stop off at along the way to the state of Oregon. Anything we consider as a positive influence or experience on ourselves.

Photograph by Ehren Cheung

Do you plan ahead or do you just like to hit the road with a goal in mind? The amusing thing is that I have a feeling that most people would love to just hit the road with a goal in mind and take in whatever hits them (figuratively speaking…) — only to be hindered by our own fears and limitations imposed by our own mind and lifestyle. When we travel with others, we add to that struggle with the fears and limitations imposed by those we decide to travel with. What do we do then? We impose a schedule, create an extraordinary itinerary, and make reservations at hotels and motels with the hope that this route or path will lead us to a higher level of satisfaction — or in other words, happiness!

But how do we become more satisfied? When we plan and plan and plan for all of our destinations and stop offs, do we really get the best experience? Is this making the best use of the tiny bit of time we can get from our vacation time? From my own journeys, I’ve enjoyed a tremendous amount of satisfaction by noting the goals (i.e. must-see points) but mainly enjoying the road as it is — stopping whenever I or someone I travel with wants to stop to check something out. It can be anything from a long-deserted drive-in theatre, dilapidated barn or rustic-looking shed to the flowers growing along the road, and in some cases some random billboard that has a brilliant message.

Photograph by Ehren Cheung

Sometimes you find yourself in the middle of nowhere. And sometimes, in the middle of nowhere, you find yourself.

So what am I really trying to say? The point is NOT that we need to go out there and find ourselves. I think the way we travel is a reflection on how we treat ourselves or take in new experiences. We can choose to place the utmost importance on the destination or we can choose to balance the importance of the destination or goal with what’s between point A and B. We could also even forget the destination and just merely keep a goal in mind and just go from there. Let’s flip this over to businesses, particularly those that are trying to increase their presence on the internet — the travel industry is a good one to keep an eye on as there are so many puzzle pieces to the big picture, small and large.

Similar to the travel, people are on the road and on the web, taking their own paths and weaving their own experiences in a manner of speaking. Along the way, people stop and take photos of anything they find really interesting which they then share — similarly people on the web share links to content and video that they find interesting. So let me pose a questionwhat are you doing for your business or website that makes it worth sharing? I’m not talking just about your product that needs to be what I refer to as share worthy — I am pointing to everything about you and your website/business.

So when I’m travelling down the road enjoying my experience towards my destination; between point A and B; or just wandering — what’s going to make me stop? Will it be you? Will it be someone you’re travelling with? Or will it be this magnificent tree?

Marketing to You

Stuck at home with a cold (or some other bug) this weekend, I thought I’d do some thinking — especially after seeing Seth Godin’s marketing manifesto. I don’t necessarily agree with all of his points but there are some that I feel strongly about. Here are my top five:

1. Anticipated, personal and relevant advertising always does better than unsolicited junk.

2. Marketing is the way your people answer the phone, the typesetting on your bills and your returns policy.

3. One disappointed customer is worth ten delighted ones.

4. Organizations that manage to deal directly with their end users have an asset for the future.

5. Blogging makes you a better marketer because it teaches you humility in your writing.

Looking at my top five — I’d say I’m very focused on customer service and satisfaction.

customer service and satisfaction = marketing

It Was All Bland Until…

I saw the trailer for the Animation Show 4 had arrived! Thank you for making my day that much better.

I highly recommend checking out this show in your neighbourhood theatre, or in some cases for people like myself — drive 2 hours to a city where it is showing. Last year it wasn’t showing in Toronto so we drove to Waterloo!




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