Starting Conversations about Marketing and Purpose

Monthly Archives: July 2008

10 Things I’m Not Supposed to Worry About this Summer (but 7 DID make me worry!)

We all deserve a break from worry, and we all know excessive worry doesn’t help anything.

But everyone worries…and of course the media feeds our worry urge.  The media normally make us worry via overly sensational articles.  But rarely do they make us worry by overtly telling us NOT to worry (this is strange).

In a recent NYT post 10 things to scratch from your worry list, John Tierney’s asks us not to worry about some pretty controversial points.  That, in & of itself, is a bit worrying because some of his points seem to try and absolve us of responsibility.  This type of mentality is exactly the wrong way to approach the future…we won’t be able to change pressing global issues if we allow ourselves to live in some type of pseudo-denial this summer.

So, I have put my comments beneath (almost) everyone of his “not to worry” points (I am actually worried about 7 of these).  Have a read through…I would love to hear what you think about all of this.

1. Killer hot dogs (Saturated Fat): What is it about frankfurters? There was the nitrite scare. Then the grilling-creates-carcinogens alarm. And then, when those menaces ebbed, the weenie warriors fell back on that old reliable villain: saturated fat.

But now even saturated fat isn’t looking so bad, thanks to a rigorous experiment in Israel reported this month. The people on a low-carb, unrestricted-calorie diet consumed more saturated fat than another group forced to cut back on both fat and calories, but those fatophiles lost more weight and ended up with a better cholesterol profile. And this was just the latest in a series of studies contradicting the medical establishment’s predictions about saturated fat.

If you must worry, focus on the carbs in the bun. But when it comes to the fatty frank - or the fatty anything else on vacation - I’d relax

Ryan’s Comment: I don’t really care what causes the global obesity problem we currently face (the sausage or the bun).  Every other week there is another study on what makes us fat; we consistently hear contradictory messages…next week there will be a study from Timbuktu telling us just the opposite.  Obesity is the real worry here…it is a global problem and even threatens to reduce life expectancy in some western countries over the next generation.  The obesity epidemic was formally recognized by the World Health Organization in 1997 and it is only getting worse.  We need to get a handle on it as I wrote recently here.

2. Your car’s planet-destroying A/C. No matter how guilty you feel about your carbon footprint, you don’t have to swelter on the highway to the beach. After doing tests at 65 miles per hour, the mileage experts at edmunds.com report that the aerodynamic drag from opening the windows cancels out any fuel savings from turning off the air-conditioner.

Ryan’s Comment: We should probably just ride bikes, take the bus, or walk…then we would not really have to be worried about our planet destroying AC.

3. Forbidden fruits from afar. Do you dare to eat a kiwi? Sure, because more “food miles” do not equal more greenhouse emissions. Food from other countries is often produced and shipped much more efficiently than domestic food, particularly if the local producers are hauling their wares around in small trucks. One study showed that apples shipped from New Zealand to Britain had a smaller carbon footprint than apples grown and sold in Britain.

Ryan’s Comment:  So what about the trucks that have to ship the goods in New Zealand to the plane?  John is generalizing quite a bit here…I am not convinced he really did his life cycle analysis work correctly.

4. Carcinogenic cellphones. Some prominent brain surgeons made news on Larry King’s show this year with their fears of cellphones, thereby establishing once and for all that epidemiology is not brain surgery - it’s more complicated.

As my colleague Tara Parker-Pope has noted, there is no known biological mechanism for the phones’ non-ionizing radiation to cause cancer, and epidemiological studies have failed to find consistent links between cancer and cellphones.

It’s always possible today’s worried doctors will be vindicated, but I’d bet they’ll be remembered more like the promoters of the old cancer-from-power-lines menace - or like James Thurber’s grandmother, who covered up her wall outlets to stop electricity from leaking.

Driving while talking on a phone is a definite risk, but you’re better off worrying about other cars rather than cancer.

Ryan’s Comment:  I don’t have much to say here…just that I only know 1 person in my social community who does not carry or use a cell phone (my wife–and she is a journalist!!)  BUT, I admit I still want a new iPhone :-)

5. Evil plastic bags. Take it from the Environmental Protection Agency : paper bags are not better for the environment than plastic bags. If anything, the evidence from life-cycle analyses favors plastic bags. They require much less energy - and greenhouse emissions - to manufacture, ship and recycle. They generate less air and water pollution. And they take up much less space in landfills.

Ryan’s Comment: Missing the boat here…We should not debate paper vs plastic; we should just stay away from both and shop with reusable cloth bags.  My wife and I have been doing this for years.

6. Toxic plastic bottles. For years panels of experts repeatedly approved the use of bisphenol-a, or BPA, which is used in polycarbonate bottles and many other plastic products. Yes, it could be harmful if given in huge doses to rodents, but so can the natural chemicals in countless foods we eat every day. Dose makes the poison.

But this year, after a campaign by a few researchers and activists, one federal panel expressed some concern about BPA in baby bottles. Panic ensued. Even though there was zero evidence of harm to humans, Wal-Mart pulled BPA-containing products from its shelves, and politicians began talking about BPA bans. Some experts fear product recalls that could make this the most expensive health scare in history.

Nalgene has already announced that it will take BPA out of its wonderfully sturdy water bottles. Given the publicity, the company probably had no choice. But my old blue-capped Nalgene bottle, the one with BPA that survived glaciers, jungles and deserts, is still sitting right next to me, filled with drinking water. If they ever try recalling it, they’ll have to pry it from my cold dead fingers.

Ryan’s Comment:  I have no clue about this…

7. Deadly sharks. Throughout the world last year, there was a grand total of one fatal shark attack (in the South Pacific), according to the International Shark Attack File at the University of Florida.

Ryan’s Comment: I admit 1 death is 1 too many for me…I am still scared of sharks!  Plus, I swear I have heard about more than just 1 attack over the past year on CNN (but admittedly I have no data).

8. The Arctic’s missing ice. The meltdown in the Arctic last summer was bad enough, but this spring there was worse news. A majority of experts expected even more melting this year, and some scientists created a media sensation by predicting that even the North Pole would be ice-free by the end of summer.

So far, though, there’s more ice than at this time last summer, and most experts are no longer expecting a new record. You can still fret about long-term trends in the Arctic, but you can set aside one worry: This summer it looks as if Santa can still have his drinks on the rocks.

Ryan’s Comment:  I have heard about this, but the way John discusses this it feels as if this is a veiled attempt to show us that he doesn’t really believe in climate change…maybe that is not the case, but ignoring other climate change facts is dangerous and not really responsible.  Check out this article for more of my thoughts on the topic.

9. The universe’s missing mass. Even if the fate of the universe - steady expansion or cataclysmic collapse - depends on the amount of dark matter that is out there somewhere, you can rest assured that no one blames you for losing it. And most experts doubt this collapse will occur during your vacation.

Ryan’s Comment: Look, here in Geneva we are expecting mini black holes to appear soon due to our new particle collider…of course we are worried!

10. Unmarked wormholes. Could your vacation be interrupted by a sudden plunge into a wormhole? From my limited analysis of space-time theory and the movie “Jumper,” I would have to say that the possibility cannot be eliminated. I would also concede that if the wormhole led to an alternate universe, there’s a good chance your luggage would be lost in transit.

But I still wouldn’t worry about it, In an alternate universe, you might not have to spend the rest of the year fretting about either dark matter or sickly rodents. You might even be able to buy one of those Nalgene bottles.

Ryan’s Comment:  Ummm, OK.  Whatever…did not know I needed to worry about this beforehand.  Now I am worried about my lack of knowledge!

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The Purpose Paradox

I am currently reading a philosophical business book called:  Purpose, The Starting Point of Great Companies by Nikos Mourkogiannis…the book is a bit different from your standard “10 points to success” blueprint.  Nikos builds his arguments on the classic philosophical ideas of Aristotle, Kierkegaard, Nietzsche and Hume.  So if you are looking to grab a business book that does some dabbling in philosophy, then go pick this one up.  Below are a few points from the book that caught my attention:

1.  Purpose is a paradox:  Purpose builds and boots profits, but it will only do so if it is pursued for its own sake.  It will boost morale, build brands, help quickly assess the strategy–but it can never be just a tool.  It is this duality that makes it difficult to harness–and hence so valuable.

I love this point because it is counter-intuitive.  Nikos makes purpose sound almost “other-worldly”…like an invisible cloud of Purpose scans the intentions of a company, looking for necessary levels of “purpose purity”.  If it finds this purity then it sticks, if not, then it moves on.

2.  Four Moral Purposes:

1) Discovery - The existentialist ethic of choice that is rooted in intuition that life is a kind of adventure. Example: Apple
2) Excellence - The Aristotelian ethic of virtue Implies standards and purports the belief that excellent performance in our role in life represents the supreme good. Example: Warren Buffett
3) Altruism - The ethic of compassion (Hume).  A purpose built on serving customers in a way that goes beyond standard obligation. Example: The Body Shop
4) Heroism - The Nietzschean ethic of power.  Demonstrates achievement.  Example: Ford

3.  Purpose is your moral DNA. Purpose is what you believe without having to think.  It’s the answer you give when you’re asked for the right–as opposed to the factually correct–answer.

4.  Purpose provides Energy:  Indeed, when people really subscribe to the purpose of an organization, it provides them with energy and makes them feel as if their work really matters.

Building purpose into companies is so critical for success in this uncertain 21st century world where job loyalty no longer seems to exist.  It gives people something to hold on to…something to strive for every morning.

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One pretty good reason to hope gas prices stay high…

I have been in Europe for about 10 years now & when I first arrived, I was startled by the very high price of gas.  What I quickly realized was that, for the most part, good public transport is widely available and cities are pretty compact…so people often offset the higher prices by walking more and driving less.

Over the years, when I would return to the US for visits, it felt like people were driving more and walking even less.   When I would return, it seemed like everything had morphed into “drive through”.  Sure, we had always had drive through fast food joints, but drive through cleaners??  It felt as if you could seriously do anything and everything via some type of drive though service.  At the same time, obesity seemed to become a bigger issue in the US.

So, it was interesting to read an article in Wired magazine about a guy named Charles Courtemanche, an assistant economics professor at the University of North Carolina in Greensboro.  Charles asserts that rising fuel prices are the ultimate crash diet for a nation that grew fat on cheap gas.

Below is an excerpt from Wired (article from Chuck Squatriglia)

Courtemanche compared 20 year’s worth of government health surveys to fuel prices. The percentage of American adults considered obese doubled to nearly one-third between 1979 and 2004, and Courtemache says 8 percent of the increase can be attributed to low fuel prices. “Cheaper gas during that period made us fat,” he told Wired.com. “Presumably, the opposite would be true.

Courtemanche says a $1 increase in the price of gasoline could cut the obesity rate by 10 percent, saving 16,000 lives and $17 billion in health care costs each year. He makes the case in “A Silver Lining? The Connection Between Gasoline Prices and Obesity,” his doctoral dissertation in health economics. The paper, currently being peer-reviewed, can be summed up in the simple idea that people walk more, bike more and dine out less when gas prices rise.

Evidence suggests he’s on to something.

His number-crunching suggests a permanent $1 increase in gasoline prices could cut the obesity rate by 10 percent within seven years. The number of Americans who are overweight, but not obese, could fall by 7 percent in that time, he says, as people shun cars in favor of walking, biking or taking mass transit. Granted, you don’t burn many calories sitting on the bus, but you burn quite a few walking to and from the bus stop, he says. People also tend to eat out less frequently, opting instead to cook their own meals. “These results suggest that the recent spike in gas prices may have the ’silver lining’ of reducing obesity in the coming years,” he writes in the paper.

Photo from Flickr by Jen-the-librarian

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“Egommunication” + a critical Fast Company article on P&G’s sustainability efforts

Rohit Bhargava, author of the Influential Marketing Blog, and Personality Not Included wrote an interesting post yesterday on what he calls Egommunication.  Rohit believes that Egommunication is probably the best way for a “David” blogger to communicate with a “Goliath” in the web 2.0 space.  In the blogosphere, paradoxically, the big influential Goliaths (though extremely busy and flooded with info) are in reality the most “in touch” with what is being said about them online.  So if you want to communicate with the top blogosphere personas, do the following:

1. Tag someone in a photo, note or other content on Facebook so they will go and check out that content
2. Write a blog post mentioning someone’s blog post and count on the fact that they will check their Google alerts to see that mention
3. Write a tweet on twitter mentioning someone or something so that you can reach the audience of people that are doing searches for those terms

There are others who question this practice and wonder if egommunication is really just another form of  “attention spamming“.  As I am relatively new in the blogosphere, admittedly, I am “on the fence” about what to think about all of this.  I did notice that Mitch Joel did something similar recently in a post called “How do you Track it All?” and it seems like he got at least a few comments.

I thought I would test the concept out a bit with an article that I saw recently from Fast Company called P&G’s Sustainability Initiatives–Not So Sustainable.  The article acknowledges that while P&G may have a great reputation when it comes to delivering products that can reduce energy (e.g. Tide Coldwater) etc…the company is not yet fully addressing one of the most fundamental environmental challenges: “green chemistry”.  Instead of addressing “head-on” the assertion that P&G is not leading in this space (like I recently did in Is P&G Built to Last…a Raging Debate on Brand Purpose), I will try to “linkety-link” (to quote J. Jaffe) to some pretty well known sustainable-biz bloggers Joel Makower, Marc Gunther, David Widger, Andrew Savitz & see what they think (Note:  I also have a couple of these guys on my blogroll, so hopefully they have already seen m-cause).  I am also doing a Saatchi & Saatchi S “shout-out”.

So even if the term “egommunication” feels a bit negative and turns “the Goliaths” away from commenting on this post (who wants to admit that they live in their own “egosphere”?) I hope at least to engage a few others in the debate on how big companies can best lead sustainability change.

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(Recent) all-time best selling books + reading list for summer

Summer seems to have just started in Geneva (it has been so rainy!) so I am trying to get caught up on some books I probably should have already finished by now.  On the marketing & bus. side, I just completed Meatball Sundae by Seth Godin (I know…probably a bit later than some of you) and am just now getting into Groundswell by Charlene Li & Josh Bernoff. I will also check out Purpose, the Starting Point of Great Companies. On the cause side I am (finally) going to check out Capitalism at the Crossroads: Aligning Business, Earth, and Humanity by Stuart Hart and The Power of Unreasonable People by John Elkington.  On the inspiration side, I will pick up The Way of the Peaceful Warrior on a tip from Mitch Joel in a very good post he recently wrote called The Way of the Keyboard Warrior.

As I was fishing through the (virtual) book stacks, I was wondering…which (recent) books have made the all-time best sellers list?  Wikipedia is great for questions like this.  I sorted through the list to find the top 3 selling books since 2000 (in English).  I probably could have guessed #1 & #2…but #3 did surprise me.

1. The Da Vinci Code by Dan Brown 2003:  57 million copies

2. Harry Potter and the Deathly Hallows by J.K. Rowling (2007)  44 million copies

3. The Purpose Driven Life by Rick Warren (2002):   30 million copies

I saw the Da Vinci Code movie, but did not read the book.  I did not read any of the books in the Harry Potter series…I did see a couple of the movies, however.

About a year ago, I had a listen through the Purpose Driven Life audiobook.  Indeed, Rick Warren’s message of hope and spiritual purpose seems to have motivated millions of people worldwide. Eckhardt Tolle’s latest book, A New Earth: Awakening to Your Life’s Purpose is another recent purpose related best seller that continues to linger around the top 10 list after receiving strong Oprah endorsement.

So, my reading list is pretty full for the next couple of months.

What are you guys reading?

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Change agents connecting @ changents.com?

I’ve just stumbled across another very interesting web 2.0 experiment…this one is called changents.

changents (in beta) is looking to get social & environmental Change Agents from around the world to come to their site and tell their stories. On the changent site, Change Agents can post their stories via videos, photos, podcasts, music.  They can even hold live chat events, etc.

There are quite a few social/environmental web 2.0 sites out there now…so it will be interesting to see how changents evolves in this new space.  I still wonder how a site like this can get the scale it needs to flourish over time…in any case, the platform does seem quite unique (I spent a few minutes setting up a profile) and the for profit company does seem to have some “heavy hitting” supporters.  One feature that I thought was unique was something called the “Ripple, ” which is an online graphic display of actions taken by others around your cause.

I may write more about the site when I get more time…if you have a moment, check it out and send over a couple of comments with your thoughts.  I would be interested to hear what you think.

Have a great weekend!

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Personal Branding Tips from a P&G VP (and others)

As I wrote a couple of days ago here, I had the opportunity to see Markus Strobel (P&G Prestige Products VP) speak on the topic of performance and what it takes to make it in a huge company like P&G.  Markus is a great example of a guy with a distinctive internal P&G personal brand…he was kind (and open) enough to step forward and provide a few ”golden nuggets” of advice on personal branding.   Important Note:  The tips below assume that we already have the basics of our job down and we are performing at a high level (e.g. over-delivering vs. expectations)…obviously, our personal branding efforts will not be as successful if we are not “delivering the goods” day in and day out.    

1.  You ARE a Brand!  The first step in building Brand YOU is to fully realize that YES, people are brands…Madonna is a brand, that guy on YouTube who does all those crazy dances is a brand, etc.  Personal branding is not a new idea, but far too many people still don’t take it seriously enough.  

2.  Define Your Equity  Every brand has a brand equity that needs to be defined and managed.  Do you want to appeal to the broad masses or do you want to be more polarizing and distinctive?  What is it that you want to stand for in the hearts & minds of those you come into contact with daily? 

3.  Put passion at the core of your brand: If you want to build an enduring personal brand, you need to get that “passion-meter” up to a high level.  Ryan’s Notes:  check out this article called Passion Is Rocket Fuel for Your Personal Brand for a few more insights on the topic.  Here is another article from Chris Brogan on Passion. 

4.  Your Concept? Your Big Idea?  So, once you have defined yourself, you need to figure out your personal brand concept…what exactly is your big idea? Knowing yourself is key to helping you define your personal Big Idea.

5.  Experiment While you Still Can!  Once you have formed a picture of how you want others to see you…take some risks.  Go ahead and push the envelope while you still can.  Once you hid mid-career it starts to get harder to reverse course.  

6.  Drive awareness (mostly WOM).  Advertise if Needed:  People will (and do) talk about you.  It is human nature.  You should be worried if they don’t talk about you.  Seriously, you need to think about what you stand for (your values, your personal appearance, etc.) and drive that message home across everything you do.  Ryan’s notes:  This online world is changing this area dramatically.  Web 2.0 allows Personal brands to flourish globally (almost instantly).  Indeed, in our day and age, branding yourself globally is quick and easy. There are really no barriers to entry here.  Young people today who sign up for social networks discover this very quickly…BUT, we all need to be aware of the image we portray on-line, particularly since Google’s memory of our on-line actions can reside in databases for a long time (and that is scary)!  As young people start social networking at a very early age, they need to be aware that their thoughts and actions online are being captured by Google’s “all seeing eye”.  Moving forward, it will definitely be crucial that we manage our online presence within facebook, LinkedIn, myspace, Twitter, blogs or websites, or whatever comes next.   

Here is a related article Facebook is the Hub for Your Personal Brand

 

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P&G’s Jim Stengel moving on…

This is just a short post to pass on the news that Jim Stengel (P&G’s Global Marketing Officer) will be retiring from P&G.  This is news just hot off the press…click here for the brief update from CBS Marketwatch.  I have posted the text below…

“Jim Stengel has reinvigorated P&G’s marketing function and strengthened P&G’s capability as one of the world’s leading brand builders,” said A.G. Lafley, P&G’s chairman of the board and chief executive officer. “Jim has helped change the way P&G markets our brands by challenging traditional marketing models and setting new standards for P&G marketing rooted in deep consumer understanding.”

As P&G’s top marketing chief, Jim lasted a long time (7 years).  As I noted in a previous post, it is rare to see Chief Marketing Officers make it much past 2 years…so from a longevity perspective, he was very successful!

From what I could see (at my level) Jim was a strong leader and an outspoken proponent of marketing change within P&G…I am sure he will sorely be missed by the org.  Hopefully one day Jim will tell us more about what it was like “at the top”…indeed, it would be great to see Jim get some of his thoughts (post P&G) into the blogosphere.

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Habits sell…

Habits are powerful…this weekend I was directed to an interesting article in the New York Times called Warning, Habits May be Good for You.  This article was almost a mini-case study on the power of habits to drive personal change.  In the article, Charles Duhigg details how a few years ago Val Curtis decided that she wanted to save millions of kids in the developing world from death & disease. So, Dr. Curtis contacted companies like P&G, Unilever, Colgate-Palmolive etc. and asked them to teach her how to change consumer soap washing habits…eventually, the Global Public-Private Partnership for Handwashing With Soap was born. The group’s goal was to double the hand-washing rate in Ghana, where only 4 percent of adults regularly wash up after using the toilet.

After a few years of experimentation & trial, it appears that Ghana experiment has worked quite well with a big % increase in the hand washing rate.  So, the public/private partnership was an excellent case study in changing habits for good (despite initial skepticism about the public/private partnership).

I think this case study offers a great example of how MNCs can play a big role in helping to nudge people toward better “habits” as we enter an era of scarcity and eco-consciousness.  As I discussed in earlier posts on m-cause…though we have seen a flood of new products from companies making it easier to “go green”, consumers aren’t yet fully changing their habits.  I hope that we are on the cusp of big change in this area, however, as powerful companies (who may have been slow to start) enter the “eco-fray” and bring their marketing muscle and know-how to bear

As Charles Duhigg puts in his NYT article…”saving the world may be as easy as hawking chewing gum”.   Not sure if it will be that easy, but certainly things are moving in the right direction.

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Personal branding & brand purpose…more to come

Yesterday, I had the pleasure of sitting in on two inspirational presentations at P&G.  Hopefully, I will get to tell you much more about these presentations over the next couple of days.  To get you ready for what is coming, I will set the stage for you below…

1st UP:  Lessons in Personal Branding from a P&G VP…

As I wrote in P&G wins (gasp) advertiser of the year and laughs, P&G has been characterized by some in the advertising world as being somewhat “dry & data focused” in the past…however, that perception is changing.   Markus Strobel, an outspoken Prestige Products VP, embodies another “perception smasher” at P&G (Side note:  if you make VP, you are in about the top 1% of all employees at P&G) .  Markus is not afraid to “buck” the mainstream corp. trend.  Indeed, if you meet him in the hallway, he may not be dressed in the standard executive ”business casual” fare.  Markus also has a great deal of enthusiasm and passion for what he does…and he definitely has a well-defined personal brand internally.  In addition, Markus is a blog fan and in touch with “new marketing.”

2nd UP:  Nick Nyhan from Dynamic Logic, a Millward Brown company

Nick Nyhan from Dynamic Logic also delivered a very inspirational presentation today…a good part of his presentation (to my delight) was centered around Brand Purpose/Ideals and how important it is for brands to communicate inspirational “reasons for their existence”.  What I liked about Nick’s presentation was that he delivered more than your normal “big crowd buzz-word-fluff”.  Indeed, Nick had the courage to throw out a few tangible ideas around brand purpose…and these ideas related directly related to our category.

More to come!

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