Accountability: A Question of Leadership?

I work with many businesses and organizations on a regular basis. The marketing issues we discuss often extend into business management areas such as business processes, customer service, business management strategies and protocols, etc.  These areas affect how customers do business with your company every day so they have to be evaluated if a marketing strategy is going to be effective. The most common complaint or issue that organizational leaders seem to have is their frustration with the lack of accountability from their employees.

 Since the recent downturn on the economy in 2008, business seems to have gotten a little harder for every part of the supply management chain. Companies and organizations are more focused on core issues and have less time for strategic planning. This has had a significant impact on businesses and their ability to train staff, enhance organizational work flow or clearly define accountability and responsibility within the company. Also, businesses often don’t have access to a Human Resource specialist that can set parameters for accountability and responsibility within an organization.

 How does marketing responsibility venture into the rarified air of human resources one might ask?  It is a gray area for most small businesses that constantly undergoes change in an effort to respond to customer needs and marketplace demands. This coupled with staff turn overs and the need to “wear many hats” within a smaller organization means that the leader manages the company in a manner that  treats the employees with dignity and respect …in other words, he or she hope they do the job they are supposed to do.

Internal work processes reviews, client accounts, multi-level discussions, meetings, products reviews and more all teach employees what their responsibilities are from a task oriented point of view but they rarely help staff understand the larger picture that allows them to take responsibility for their action as it relates to clients. This is where accountability and responsibility can break down within an organization, causing serious customer service issues.

We have painted a picture of an over-worked organizational leader under siege who has relied on the accountability of his staff. Unfortunately the responsibility must rest with the leader in this breakdown. While he or she has provided task oriented information on internal work flow they have not provided clear role definition or parameters for external accountability. And in many circumstances they have not reinforced internal work flow accountability by defining consequences and reinforcing those positive outcomes with incentives.  

 A leader is responsible for setting common goals and objectives. This can be accomplished by first writing up job responsibilities and expectations clearly for each role. Then a leader must be prepared to set a clear vision for the company and its responsibility to its clients. Your staff must understand that they have an equal allegiance to both you and your clients. The next step is to constantly reinforce organizational goals, objectives and vision for the company along with their responsibility through meetings and recognition programs within the organization.

 The final step is creating the opportunity for feedback and the opportunities to create scenarios that allow employees to work outside their comfort zone and exercise that responsibility. Be prepared to reward success and use failure as a teaching moment.

Preparing for Video

With the advent of desk top editing and smaller cameras and an increasing demand for online video, video production has become a smaller or more compact business for media production companies and their mid-sized clients. The reduced demand for elaborate productions and the need to reduce costs coupled with the explosion of high quality and cheap production technology has created new business opportunities for the do-it-yourself editors or all-in-one cameraman/editors.

 

Today, whether you are working at a national news service, large production firm or small production company most clients, i.e., agency representative, free-lance producer or corporate client, you are trying to do more with less and media production companies are expected to do it all for one low cost.  Editing, a once respected profession, as an important video discipline is now a part of the cameraman’s job, an interviewer is the cameraman, and the cameraman is the lighting director and possibly the writer as well. I think you get where I am going with this…

 

It was tough to get these functions done well when they were discreet roles, but now, combining many of these makes it more difficult to produce video that is compelling and dynamic. The production values for the most part remain good in this category in terms of the technical aspects of videos and it is more flexible than ever; but there is a “fly in the ointment”… producers are showing up less prepared than ever to the shoot or the edit suite assuming that new and enhanced production facilities can mask lack of creative and good planning.

 

I have a saying for everything… but this particular one fits this very well “Failure to prepare … is preparing for Failure”. While the roles and responsibilities have become more integrated on the production side, the preparation and experience of the clients, i.e., producers, corporate marketers, company reps and agency producers that are using video production services are less prepared than ever. Now to be fair to producers, they are experiencing the same kinds of pressure from their customers …there seems to be less emphasis on quality and more of a desire to do it for less. Clients tend to try and write their own scripts and storyboard projects, and there are few opportunities for smaller production companies to mentor professional grade creative directors, writers or producers. This leads to recognizing that there are gaps in the video production process which can only be addressed through better preparation and attention to detail.   

 

The need for preparation, in terms of good scripting, careful thought about lighting, graphics preparation, interesting camera work all influence the outcome of a video  long before you ever hits the edit suite.  The popular cry of the producer “We will fix it post” is being carried to new heights as producers arrive at the edit suite with unlogged footage, poor shot selection, lack of creative understanding of how sound plays into a video and more.

 

Creative … in any video, the life blood that defines its impact upon an audience can only be achieved when careful thought and preparation are considered in advance of a trip to the edit suite or before you show up on site at a video shoot. Of course there is an old sayings for this (yes another one of my sayings); “Just because you can...does not mean you should!” and this fits rather nicely I think.

Is “What Ever “, The Most Annoying Phrase, A Sign?

For the fifth year in a row, the word “Whatever “is considered the most annoying word for 2013. This is generally a non-event for the most part but it does say something very important about our culture. This very annoying word, that does not seem to go away, is a dismissive term that defines the psychic of a whole generation who have grown up with the internet, gaming,  social media and all while being bombarded by advertising. 

Statistical data does not often predict cultural changes, more often - pop culture and social networks provide us with hints about what our future holds and it’s my contention that “Whatever” is just one of many small indicators that are telling us that a whole new generation has lost its trust in the daily information barrage …or has it gained a new filter for recognizing what is trustworthy or of real interest? 

The next generation has evolved to have the capacity to filter out the barrage of junk information floated in the various media and social media every day. Declarative or all-encompassing terms like “gridlock” or “fiscal cliff” are meant to dumb down ideas for mass consumption. We see this in virtually all forms of communications. The sound bite, the video clip, the Tweet, have all become over simplifications of thoughts and ideas. Maybe younger people today have gradually been able to tune in this new filter ….and when an idea is interesting to them they go deeper but otherwise it’s …”What Ever!” 

I even find myself saying “Whatever” more often, especially if you count the times that I feel that way but simply use other terms to make the same commentary.  Does this mean I am beginning to apply this filter? I think of it as the amphibian’s second eyelid that protects while maintaining visibility.  It’s an evolutionary adaptation and perhaps this is what is at work here as we seek to adapt to ever increasing flow and archive of information.  

I have used the word archive, very deliberately since in today’s world, immediate information is usually not the most trustworthy and perhaps some sobering second thought allows us to access information ‘on-demand” when we want, how we want and from a more trustworthy source. 

Maybe “Whatever” is not just an annoying word but idea whose time has come.  

E-Learning - The Shift Is On!

Many organizations today understand the need and the rationale for implementing E-Learning, i.e., reduced costs, greater efficiency in time management, better learning outcomes, more up to date content, greater consistency and the maturity of the technology. What has held organizations back from a more rapid implementation is the technology’s demand for a paradigm shift. E-Learning has far reaching effects that ripple throughout an organization in areas like administration, customer service, human resources, sales and supplier education. This has been further exacerbated by the sudden proliferation of vendors who have rushed to fill the void and perhaps most importantly, the technology’s implied relationship with hardware and software (aka IT), making it a seemingly complex issue to address.

 The state of current learning systems has as much to do with this as anything else. Most learning systems within an organization have evolved using traditional mediums such as, print, video, PDFs,workshops, presentations and web portals.  As each new medium has come along the existing legacy content has been adopted to fit the new format yet the nature of the content and the learning has not changed. If an organization or company is going to benefit from E-Learning it demands a paradigm shift, a re-thinking of how learning will help build brand, create greater awareness around its products/services, improve its partnerships and galvanize employees.

If we can now recognize the far reaching effects of E-Learning, we can begin to understand why there has been such foot-dragging on the implementation of something that seems to make so much sense on the surface of it. I generally don’t like lists, tips, rules or guidelines, so on this occasion I will simply call them thoughts to consider when implementing E-Learning stratyegies:  

1.      E-Learning is a relatively mature technology – it should work like the telephone – no special hardware or software required – just use it

2.      No IT department is required unless you plan to become a learning institution

3.      Subject matter experts are part of the solution. You will need them in designing content in a variety of learning “flavours” ranging from blended learning to self-paced learning

4.      Legacy material cannot be converted into E-Learning – it can be used as the basis to developing E-Learning

5.      Allow learners to have more control over learning: when, what, where,

6.      Be prepared to engage with learners – moderating forums, frequent updates of content, answering questions, promoting the value of content, rewarding learners, challenging learners

7.      Try an emulate the classroom, accommodate different learning styles and levels of accomplishment

8.      Start from scratch and first implement a pilot project to work out the kinks, then evolve to the next level

9.      This is a hands-on enterprise. There are great rewards to be had…along with great rewards come great responsibility

10.   The archive of images, video, etc., you have will not meet the demands of this new initiative. Think long term

11.  Allow for creative interpretation, the content has to inspire the learner …just like that teacher that inspired you…don’t drain the life, or fun out of E-Learning

12.  Create opportunity for interaction among learners

13.  E-Learning technology is constantly evolving  - avoid licensing and plan to ensure your content is portable  so that you are not trapped by proprietary hardware/software

14.   Create more opportunities for social interaction within E-learning

15.  You must provide opportunities to recognize, respond and act on learner feedback

 

If you have questions ..please post and I am happy to answer as honestly as I can... 

Video By The Numbers

Over the years I have produced, directed and written many videos, ranging through commercials, television programs, corporate videos, documentaries, dramas, and more. I have been producing video projects since 1985. I worked in television as a producer a number of years as well so what I am about to say is drawn directly from real experience!

Fewer good videos are being produced today as most clients are blinded by a fascination with online experiences, limited budgets, little or no experience with the medium, an idea that today’s videos are low cost (because of cheap equipment), a feeling that anyone with a camera can produce video and the infiltration of the idea that reality TV is the future and its low cost.

A couple of quick observations before I get onto my main theme here …good videos still have to be carefully planned, good interviews are often a result of good interviewers, great footage demands a good eye for composition, understanding the audio mix, i.e., music, sound effects and voice are essential to completing  a  great video. The final significant factor in producing good video is having a director who the ability to see a video in his/her head. For me it’s like running a movie in your mind, images are crisp, bright, inspiring, unexpected, warm and human…telling a story that is compelling and always leaving your audience wanting more. It’s a lot more than a commodity.

That is why it’s so frustrating to see organizations, most institutional, breaking video projects down to numbers while ignoring the vision of a video and its powerful ability to persuade.  Films and video can inspire, incite action, and create a range of human emotions from pride to hatred. Video is and remains, a powerful medium with the potential to create change. 

Most videos today are produced by large organizations who have the budgets and the need for this medium. They are often used in a variety of ways both in events and online interactive presentations to maximize their effectiveness. They are planned in a boardroom and often bids are solicited through bidding portals such as Biddingo, Buy & Sell or Merx, to make sure that budgets get “the best band for their buck” ( sounds reasonable doesn’t it).  Most solicitation for bids come from institutions like schools, cities, various levels of government, health care institutions, national organizations, etc.   

Now this is where things begin to go awry … in boardrooms, purchasing managers, administrators and subject matter experts define the RFP using the same RFP that an organization might use to order medical equipment, sidewalk construction or bathroom tissue dispensers, mostly to protect their investment and minimize risk? The timing of the RFP governs when and how a video is produced. For example, for most government organizations in Canada, budgets are developed and reviewed between late fall and early spring, they are then submitted before March 31, year end for most public sector organizations, budgets are then approved and finalized by early summer and money trickles down to each department by mid to late summer. Most staff organizations then solicit RFPs in late summer early fall and budgets are then exhausted before year end March 31.  

Now what does this have to do with producing a good video you may ask? The natural world is an important part of any video, whether we are talking outdoor locations, geographic settings, exteriors, water features or public access facilities. The amount and quality of daylight usually have an important role to play in a video. Also, a region and its unique landscape & features often help define history, culture, the mood or emotional state and our level of engagement …and by reason should be included in any “good video”, but because of the nature of the process, however, most videos are reduced to being produced in winter. The funding formula, along with administrative processes dictate how a video will look and ignore what is best for this unique medium. As a result, most often videos are produced in winter.

Now, don’t get me wrong, I like winter but it does not hold a candle to summer when it comes to producing a video. Over the years I have produced many videos for real estate companies for example; who you would think, because they are not fettered by the government RFP process would want their development projects portrayed in the best light. Generally all are shot in the winter and stock footage is used to carry off summer settings. Orientation videos for new hires and staff for public sector organizations are all produced in winter… in fact winter is when most videos are produced in Canada, unfortunately. Canada has many varied landscapes, weather, geographic and historical sites & locations that add a great deal of dimension to a video. This is true with most videos.

It is important remember that video is an artistic medium  that is a powerful tool and to squeeze the best out of it… we often need to consider more than just numbers in the formula for great videos!   

Facebook: the Goose That Laid the Golden Egg

I have talked about storytelling in the last few posts and I find the recent admission by Facebook, that younger users are abandoning the medium, interesting.  It really reinforces what I have described in my last blog…that these technology tools will continue to evolve, to better emulate our subconscious desire for a more immersive storytelling experience. Now…the data in the study is not new (spring 2013) but Facebook’s admission that the data sets do confirm what they already know, is new.

 Facebook is like a one size fits all medium that has looked in the mirror and ignored what it really is - in favour of becoming what the marketplace wants it to be. In doing so it has abdicated its role as an unfettered story telling medium. Advertisers and the marketplace have put continual pressure on this medium to generate verifiable sales and return on investment and in doing so corrupting the very nature of the experience.  It’s kind of like the “Goose That Laid the Golden Egg”. Instead of allowing this medium to evolve and gradually respond to its audiences while we enjoy the fruits resulting from the process, market forces have shaped this medium into a blunt instrument that has created a hollow story telling experience and in doing so alienated young audiences. In short … the Goose is cooked!

 Parents who have been trained through television’s long incubation period, to tolerate or mindlessly ignore online ads, have flocked to Facebook in droves while younger audiences have begun abandoning the medium. The co-opting of this medium by advertisers, sponsored messages, ill-conceived social media strategies and the rush by companies to leverage the medium as an advertising channel have made it more like television and less like interactive storytelling.  It has become more like a place where older people watch and share personal dramas or post quotes from other people or brands. Not much of a story there!

 Unfortunately Facebook has not had the time to evolve and it’s my opinion that it will be surpassed in the not-to-distant future by a service we have not even heard of yet and relegated to “Yahoo” status ….alive but not well. What this does tell us is ….that tools like Facebook can be used if we are prepared to tell genuine stories about others and ourselves while immersing the audience in the experience. Audiences understand the genuine article when they see it. Advertisers and the medium itself have to treat their audience with respect rather than as a commodity.

Younger audiences are seeking to create their own narrative experiences (just like we did in the sixties) only to find out their parents have flocked to the medium to become cool. I think younger audiences might have been able to work around it or even tolerate it but the combination of their parents using the medium and an oversaturation of advertising is  finally “cooking the goose”. I am not slagging Social media here ...because I believe it has an important place in the social fabric of society and will continue to evolve - to a point where it emulate more realistically that primitive story telling experience.

Story Telling: How Our Primitive Emotions Rule the Evolution of Technology

Compelling narrative remains the most important ingredient in effective communications. Modern day story telling takes many forms, ranging from episodic television, movies, traditional print to social networks to E-Learning, web sites and digital channels. While each has a unique delivery mechanism each remains tied to the technology for which it was designed …the one thing they have in common is the need to engage an audience to gain awareness for any given message. Each contributes in some small way to our social consciousness- perhaps one channel or medium more than another but all have their impact on our understanding of the social fabric we live in.

In reality we are immersed in a kind of, communications soup, each of us is absorbing information in different ways, at different times, all while we unconsciously weigh each of these mediums based on our need for narrative context; and this helps to create our personal emotional understanding of the world around us - filtered through out emotional lens. One recent study suggests that fully one third of Americans get their news through Facebook.

 Powerful narratives utilize our primitive instincts such as fear, sex and love to tap into our unconscious desires and drivers.  Advertising advice has, for years, recommended selling on emotion - just check out any car commercial – pride of ownership, bold and exciting, sexy lines and performance. In new media such as social networks and e-learning we continue to seek and interact with compelling narrative and developers are gradually modifying the interactive experience and the technology that drives it to mirror that more primitive emotional experience we long for and are conditioned to seek out and leverage our desire for a more emotional narrative experience.

 We are creatures that are at the mercy of the human condition, and for all our technology and sophistication we continue to seek out those influences and basic emotions at the heart of storytelling that define our social interaction. Technology moves ahead in starts and fits to try and respond to the user’s experience, more often failing as a result of the parameters of technology. What does it all mean? It means we are governed by hundreds of thousands of years of evolution and that we always prefer powerful narratives that encourage all of the senses.    

 We have extended out social networks today in our technology, through tweets, pintrest, linked-in, etc., we are adding a new layer that speaks to this social narrative. Our ability to absorb information still rests on the shoulders of our ancestors through powerful narratives and storytelling – the more we can simulate this experience through layers of technology  the more we engage and enjoy the experience.  It adds a more fluid dynamic to how get our information, more closely mirroring the narrative experience. What it tells us is that we are only in the very early days of truly engaging interactive learning and understanding; and that technology must conform to our desire for a more primitive and encompassing emotional experience.