Prioritization presents a pretty pickle

Pickles You know what’s great about my job? Lots of things: I get to work with super smart people, I get to be part of a successful team, plus I really like connecting a business to the humans who make our jobs possible.

You know what sucks? Going through the prioritization process. Why? Because when you’re trying to do something new, it’s hard to get the data to prove what will happen if it gets prioritized. Because it’s never been done before. So we don’t have data yet. Which is why we want to do it in the first place. Any new idea we have to improve on our original idea means more prioritizing.

I’m betting other big companies face the same issues. Lots of important priorities all want access to the same set of assets (engineers, usually) to make their plans happen. How best to balance keeping the core business running and innovation? It presents quite a pickle.

The End of Word of Mouth? Absurd.

This is the stuff I hate about Twitter. Because Edelman posted this story in Adage about people trusting their friends less for advice, now I have to deal with theinevitable onslaught of people tweeting about it, forwarding it, and generally jumping on the bandwagon to trumpet the end of people trusting their friends and family.

Except of course the notion that basic human nature has been overridden by social media is ridiculous. And you’ll have to come up with a whole lot better than self-reported survey results to convince me otherwise.

Real social marketing strategy

Every time I see an article about the “Top 5 Twitter strategies” I roll my eyes a little. And my stomach turns a little Why? Because it perpetuates the notion that people who “get” the notion of “social” believe that strategy=tactics. And *that* hurts my long-term mobility. And frankly, it cheapens the last 5 years of my work life.

So when I see a story about strategy that includes social media as a meaningful “how,” to achieve the stategic “what,” I feel validation and even a little excitement. The New York Times published an article like that today – and I bet it won’t be plastered all over Twitter the way those top-5 lists are.

The story in question? ‘Blind Side’ Finds a Path to the Oscars by Running Up the Middle Have you seen the movie? I did. And frankly its Oscar nominations surprised me. Which makes me wonder how this movie got to this level of acknowlegement. The answer? Great marketing strategy: fishing where the fish are. Plot spoiler: a lot of “fish” are schooling on social media these days.

The producers identified their target audience: “sports fans, families, churchgoers and do-gooders” and figured out how to bring pieces that resonate with them (real college football coaches, a country music singer, and sermon content) to the movie. (Marketing as part of the product process – sound familiar? ) Next, they figured out how to connect that content with the target audience: blogs, online/downloadable video clips, and effectively motivated their base.

Nice work, producers. I admire your strategic thinking and execution. Social pundits, take note.