Posts Tagged ‘framework’

Evolution rocks. I am currently working on a project that is adapting to the needs of the community on the fly. Direct feedback from the highly engaged members of the community results in real-time changes to the experience. It is fascinating to watch.

This brings me to a thought space that I have been exploring recently. By redefining failure, adaptation, response, and planning, can you create a new planning and design philosophy that aims for structured incompleteness as a starting point?

I can see the thinking behind this being a combo of lean management, agile methodologies, incomplete design theory, and whole lotta guts. It means building that framework around which the community creates the next version. It means prototype, test and learn. This is happening in the case of Twitter, sites that are in constant Beta, and sites that crowdsource design, but is there a documented repeatable way to approach it? I know there are people out there doing it.

In software testing there are two approaches to designing the test cases that ensure the proper functioning of the system. With black box testing, the internal workings of the system are not known and the test cases focus on the proper outputs based on the inputs. How the outputs were created is not important – it is assumed the system works if the outputs are correct. In white box testing the internal workings of the system are clearly understood and the test cases are built based on an understanding of the code structure.

Let’s call a bluff. How many times have you been dealing with an agency or a team and their cards are played so close to their chest that you have very little insight into their process or thinking. What happens behind the curtain is proprietary. What happens behind the curtain is mysterious. What is behind the curtain is a black box. They outline the inputs required and after a period of time the output is returned.

I suggest we call that bluff and get rid of black boxes. We need to get over the arrogance that allows a team/agency to say “You can’t understand how we do what we do” or “We don’t want you to know how we do what we do”. The absence of transparency hinders our ability to find the common platforms that allow us to work together.

We need a white box revolution. We need people/teams/agencies everywhere to open up their methodologies to the world. We need to give clients and the industry visibility into how we get to the great thinking that they are paying for.  We need to allow objective testing of our process based on an understanding of the internal workings of our teams/agencies.

Unfortunately, this is anathema to how many agencies currently do business. There is this ‘magic’ to the strategic/creative process that is unquantifiable or not observable.   Ideas are generated away from the spotlight by teams that operate on insight. Transparency and measurability are said to constrain the creative process.

In the end though it is all about the fees being supported by the ‘dark art’ process it takes to generate the product. The fear is that visibility into the process would reduce the value of the exercise because it would bring subjective interpretation into the picture.  Fees or timelines could be questioned.

A black box allows for inefficiency, kludges, ‘wizard of oz’ situations, hidden costs, and a multitude of hacks or workarounds that help an agency get to the end goal. So if these musty closets were aired out, I am sure the cleaning crew would be called in within minutes. The safety of the opaque space would be gone and all the ugliness would be right out for everyone to see. Which is a good thing.

Creating a white box culture takes courage, agility, humility, and an openness to failure. It requires confidence and belief in the integrity of your process. It requires collaboration and the desire to learn and work with others. It requires a commitment to change and evolve with the market and with the demands of our customers.

In other words, it is exactly the time of mindset we need to be in to be able to tackle the wicked problem we face.

We need to consider the challenge of paradox.

“The entire realm of strategy is pervaded by a paradoxical logic very different from the linear logic by which we live in all other spheres of life.” (Luttwak, 2001)

In his excellent book Strategy: The Logic of War and Peace, Edward N. Luttwak is talking about military strategy and the potentially beneficial behaviour of choosing the least ‘logical’ or inefficient approach to defeating one’s enemy. As I read the book, I realized that a similar paradoxical logic is also one of the factors contributing to the wicked problem we face in marketing.

Traditional marketing planning or strategy assumes a rational logic to the behaviour of individuals within a target group. That assumption is further supported by the use of research results to predict the response to a strategy or tactic. The conceit is that if we can figure out the right attributes of our target or figure out the behaviours of our target that are of highest value, then the plan to trigger the appropriate response is a nearly linear ‘if this then that’. But as we struggle with our challenge, it is becoming clear that the underlying logic of marketing is more and more paradoxical. In trying to control as much as we do, are we setting ourselves up for more failure because it is a Sisyphean goal?

Additionally, as we plan, we try to cover as many bases as possible. When there were limited options for reaching consumers, coordination would have been simpler and outcomes easier to manage. Now that there are so many variables at play, trying to keep a hand on every lever and a finger on every pulse may be impossible.

“…although each separate element in its conduct can be quite simple for a well trained force…the totality of those simple things can become enormously complicated when there is a live enemy opposite, who is reacting to undo everything being attempted, with his own mind and his own strength.” (Luttwak, 2001)

The current mind of the consumer actively works to unwind the efforts of marketers. The increasing level of skepticism, doubt, mistrust, self-knowledge, and sophistication works contrary to the marketer’s goal of finding a clear space to generate a consensual hallucination. While marketers try hard to simplify and fit the consumer into a persona or a segment model, the consumers become increasingly complex and difficult to classify.

We need to accept that the landscape is too complex and that we need to act differently than we currently do. We should consider that in the face of this complex monster we need to have a preference for the seemingly inefficient course of action. Taking the time to gold plate a brand or create an intricate ‘big idea’ may be the wrong approach. Perhaps there is a skeletal framework or a lattice structure that can be just enough for the consumers to build their world around. In paradoxical logic, the less articulated a program is may actually make it better.

Luttwak, E.N. (2001). Strategy: The Logic of War and Peace. Cambridge: Belknap Press.

This blog is about change. It is about the need for a new way of thinking and working in the discipline I am in – marketing strategy.

The hypothesis is that Marketing Strategy is in a fractured state right now and that it is deeply in need of a renaissance. With the current marketing landscape and the number of different disciplines/roles/processes engaged in defining strategy across so may channels the community needs to rally and begin to look at our challenges and opportunities together.

The thinking has three fundamental platforms: 1. The discipline requires a ‘unity of knowledge’; that currently there are too many silos and a better interdisciplinary approach is the only way to tackle the future, 2. That we need to be more meta; we need to be better at creating an objective approach to our targets and also to redefine the way that agencies engage with each other – a new model and vernacular is required, and 3. We need to be able to truly deliver in a transmedia style; using each channel to its strengths and proper role within the holistic narrative.

I hope to use this blog to share my thinking and to point to great thinking from others. I believe that knowledge should be shared and that the process of change should be open and transparent.

I will also be posting to Twitter on a much more frequent basis. You can search for it under #newstrat or follow me @cuthbertsteel.


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