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Tag: passion

Who is Awarding The Disruption Badge?

There are some big names getting involved with “badges”.  Modern ideas about badges arise from incentive used by the gaming community to indicate achievement.  Historically, however, badges are older than money itself. Recently, badges are gaining attention in the area of education as a means of indicating achievement.

Badges are steeped deep in our economy and culture

When people write their resume, they “badge” themselves with the names of the companies that they worked for and the schools they attended.  They badge themselves with the market brands of the products that they worked on.  They badge themselves with the trademarks of the technologies that they applied.

People even badge themselves with corporate ideals such that “chronology”, “reasons for leaving” and “no blank spaces” are somehow rational proxies for intellect, creativity, and team working skills. We need a behavior platform, kids. Passion, family, and purpose are merely business disruptions.

There are several directions that this can go

The first is the inevitable collusion between badges and branding.  I am still scratching my head over AMEX hijacking the “Social Currency” badge.  Other badges (or logos) are considered among the most valuable assets that a company can own from Microsoft certifications to the Chuck E Cheese Rat … badges have value – with their own branch of the legal profession to prove it.

The second direction can be quite disruptive to branding.  For example it can cost well over $100K to wear the Harvard “Badge”.  Meanwhile Steve Jobs literally ridiculed Stanford to their collective face(s) with the idea that diverse combinations of knowledge assets are what set the innovation enterprise apart from the old guard.

What if the college degree badge is irrelevant? 

Who is to say and engineer in not an engineer until they take on $2000 more debt for a course in Western Civ.  And, if not Western Civ., then what course denotes the ascension into engineerhood?   A physics major that rules video games, kite surfs, plays in a punk band, and writes decent code is equally, if not more likely, to create a new industry than someone with a CS degree from MIT. Where is that badge?

Badges should be disruptive

What happens when it is no longer important to have “Google” on your resume? Why is it so now? What happens when being a Princeton drop-out is no better or worse than being a drop out from State U?  What happens when people are recognized for their passions and the things that they are naturally good at?  How can a credit score extrapolate success from measuring failure? What happens when there is no badge for the color of one’s skin, physical appearance, or family connections.  What happens when Brands are accountable for the people who wear their badge instead of the other way around?

Badging already exists and in order to improve anything, badges must be disruptive.

So, who is awarding the disruption badges?   

 

Marketing in the Age of Social Capitalism

Family Recipe?

The recipe for selling great products to great customers in the age of Social Media resides first in helping people find their highest talent and passion.  Advertisers need to offer something to the community that they target.  The best place to start is in understanding the challenges and opportunities that a modern community faces.

The great innovations of our time were created by people doing what they enjoyed most by using their talents to the highest potential.  Disney, Boeing, Apple, Mattel, and nearly every other ground breaking venture had the secret sauce of people doing what they were best at and most passionate about – and it was not about collecting “stuff”

The passion play

Computer Enabled Society is in the midst of a struggle to reorganize itself outside of the construct of the traditional corporation. It seeks to develop methods and systems that allow for the reallocation of social capital, creative capital, and intellectual capital to match a person’s natural talents, passions, and abilities with those complementary to other people. This is as true for communities as it is for corporations.  The result will be a profound new paradigm of Social Capitalism reflecting social priorities and community values.

Do no evil:

If marketers have the foresight and talent to “get ‘em while they’re young” or to “sell ‘em what they fear”, they certainly also have the foresight and methods to “develop ‘em to their highest potential”. Advertising agencies are full of real smart people who know how to deliver a hidden message – why not use that talent to empower people?

Instead, mass marketing pays mass money for mass audience from which to draw mass revenues – the message gets debased to play on mass fears, anxieties, and insecurities because this is the least common denominator.  As a result, actual products are designed to be marketed, sold, and thrown away; not to be particularly useful, productive, or even healthy.  Unnecessary innovation wastes human effort and natural resources while mass marketing of unnecessary innovation wastes the time and bandwidth of those for whom the product is irrelevant.  Yes, the majority of advertising is just Spam.

Advertisers as community organizers?

Few realize that advertising can become a highly useful component of the Innovation Economy.  In many professional practitioners look forward to hearing from vendors, educators, and fellow practitioners for trends, news, and developments that can strengthen their community.  Bad products are rejected quickly and good ones are elevated quickly. This is how the great innovations are found. This is where the early adopters congregate. This is where brand loyalty is unyielding. This is where wealth is created.  This is efficiency that society wants and needs. Social Media can deliver this audience but advertisers need to adapt by losing the CPM (cost per mille) model (more on that later).

Marketing to communities is fluid, dynamic, specific, and it takes some work.  The dynamics of communities will replace the statics of demography and CPM.  Fulfill those needs of a community and your products will win forever.  It is not difficult to see the future, only to act on it.  That is innovation.

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