Realistic Outcome = Outcome + Approach

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outcomeWe like outcomes.  They tend to be simple things that we can wrap our heads around.  I need to be more focused. I want to lose weight.  I should listen more. Focus. Weight Loss. Listen.  All outcomes.  But are they a “realistic” outcome? Not quite.

A realistic outcome needs an approach.

The approach details precisely how you’re going to assure that outcome will happen. How exactly are you going to be more focused? Are you going to do less?  Focus on one thing at a time?  Bring in more help? Proactively prioritise? Do more planning? Or a maybe a combination of some or all of these things. A realistic outcome requires you to be clear on the approach as well.

When outcomes are business outcomes, the approach part of the equation is even more critical.  The business never prefixes outcome with realistic. Instead, they just expect every outcome to be realistic.  So, bake in your approach.

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Content Modelling Series – Done

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KristinaAndCleveIt’s been fun few years, but my content modelling blog post series has come to an end. I started it to amplify what others were saying about structured content, and to make it accessible. When I started, there was gap: everyone knew structured content was important but there weren’t many places to go to show you how to approach it.

Content modelling is important.  It’s about designing content together, as part of a cross-disciplinary team.  Not from the tech up, or from the business down, but as a joined-up, sustainable team across the organisation.  

A content model is a communication vehicle.  Content modelling is the process to facilitate that communication. Value content modelling over the content model.

As I close out this series, I want to review where we’ve been, what we’ve learned and start to think about what comes next.

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To Video and Beyond

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A couple months ago I met Lujza.  She’s into video. Big time.

We all know video is important.  Some already citing video as the most important type of content for truly engaging with consumers.  But what steps can we take to really understand how effective video is at doing that.  Well, that’s where Lujza’s story is really interesting. Over to you.

Lujza Bubanova, Co-founder of YouFirst & Divano

Lujza Bubanova
Lujza Bubanova of Divano and YouFirst – Video

Hi! Before co-founding Divano I was a professional golfer. I got into media tech while studying for a Masters of Digital Marketing at Hult International Business School in San Francisco. As a student, I started a conference called Startupism.  That led to me securing a spot at the Stanford Persuasive Technology Labs as an intern studying behavioural patterns and then media consumption of contemporary viewers. So what did I find?

We can gauge the ability of viewers to consume two sources of entertainment at a time and at the same quality level as if consumed from just one source.  Think TV and mobile.  Not only can be do both but the sum of the two parts is drives superior engagement.  This finding now serves as the fundamental hypothesis for Divano’s value creation model during ad breaks (more on Divano later).

I’m also tapping into the new area of emotion metrics focusing on youtubers and Mulit-Channel Networks (MCNs) allowing them to pre-test content before release.  With YouFirst, you can do what the big movie/tv productions having been doing for years but a fraction of the cost using technology.

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Get your Digital Power Steps On

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Joe Pulizzi and Robert Rose of the Content Marketing Institute always make me think.  This week their thought-provoking notes overlapped with something that has been niggling at me for some time now: future planning.

I’m a firm believer that the most successful leaders continually plan for tomorrow.  However, they must equally deliver value and realise benefits as they go. To keep the dream alive, and keep people going.  This is really hard.  How do you create a plan that has a beginning, middle and an end?  Cue some solutions from NASA.

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The Connected Customer Journey

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Last week I had the good fortune to attend an unconference session run by Chris Satchell.  He’s ex-CTO of Nike. He understands customers. Now as Chief Product Officer over at Comcast, he led with this thought provoking one-liner:

Your brand is your customer journey.

Think about that for moment.

We’ve all heard that your brand is not what you say it is but how others perceive it.  Brand perception boils down to how your customers engage with you. The journeys you take them on.  It’s the sum total of all customer experiences – for better, for worse – across all touchpoints.  Your brand is your customer journey, but they must been connected.

 

 

The challenge lies in mapping out these interconnected customer journeys.  They are hard to create in the first place and really difficult to sustain ongoing success.  Continuously changing over time, connected customer journeys require so many people across the business to collaborate.   But that is exactly what success looks like for those companies building superior brands.  The ability to design and deliver connected customer journeys is a critical component of competitive advantage in digital today. No longer an optional, connected customer journeys are the new norm.

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Content Modelling Series – Update

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Short update.  It’s been a little bit hectic over here in the content modelling series.  To summarise what we did: Outlined the key elements of a content model: types, attributes, relationships, modules, items and packages. Explained the difference between content types and content items: content items are instances of content types. Introduced the notion of … Read more

Content Modelling Series – Rebooted

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ShaftShootingI’m currently sitting at home listening to the ‘Theme From Shaft’.  It soothes the soul. More importantly it has helped me make an important decision.   Let me explain.

I’m sitting on a shed load of content modelling material that will most likely never see the light of day.  Not to mention grow old, stagnate and ultimately become completely useless.  Gathered from project work, workshops, presentations, conferences, talking with smart people, and a even a book that I started but had to put down for work commitments.  Instead of taking another year to try and reshape it into something, why not practice what I preach, test and learn, and get some immediate feedback.  So I’m hoping what I share today will be useful to you tomorrow.  I promise to share little and often over the next few months through my content modeling series.  I think that makes sense.

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From Design Skimping to Design Thinking

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Mini CooperThis post has been on my mind, on and off, for about ten years now.  I know, I know; I’m slow.  It’s about the wide and numerous assumptions people make about design when creating digital products and services. I’ve been doing this for over twenty years now, and to sum it up, we just don’t spend enough time doing design.  We pay good lip service to design, but by and large, design is under valued, under sold and always under scrutiny.  This is blood boilingly crazy when clearly the likes of Apple, GE, Google, Tesla and Netflix are founded upon the results of great design. So why do the rest of us skimp on design?

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Grow Slow or Die Fast – Confab 2014

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Remember Blockbusters?  What about Kodak?  Popular dinner time talking points for digital blunders.  Then the ranting starts.  I ain’t going down like that.  Not me. No way.  No how. Not on my watch.  This kind of corporate fear fuels popular grow fast or die slow digital agendas so convincingly that common sense doesn’t get a … Read more

Fish out of water

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Ooooh, it’s all a bit different in here isn’t it? This seems to be a place about managing content yet this post is written by someone whose role isn’t about content management. My role is CONTEXT management. Let’s explain; Cleve has signed up for a Secret Santa blog post and I’m the post he gets. … Read more