Friday, October 25, 2013

Creativity

In my opinion, creativity is a growing, changing, living thing that can thrive if nurtured and fade if caged, even within a single individual.  It varies in natural intensity but can be cultivated in anyone with the right stimuli.  Furthermore, from person to person I have noticed that the sensitivity of creativity and the mediums it comes through best vary intensely.

As former military, I spent my time in very rigid, structured, creativity crushing organizations…or so it seems at first glance.  The Marine Corps culture is one of cookie cutter precision making sure that all parts are identical and operate in a similar fashion to reduce unpredictability in performance.  This is on the outside though.  Internally, the Corps has constant issues of too many problems, not enough solutions, and even less resources to address those problems with. Thus enters most of the creativity.  Just as necessity is the mother of invention, scarcity and urgency foster immense creativity within the ranks.

A common idea among Marines is the empowering “get it done” idea.  It could cleaning an armory, storming a hill, fixing a truck, or getting a hold of much needed equipment, but once assigned a task, Marines tend to attach their pride and reputations to the outcome.  Just as well, at lower leadership levels and above, management tends to have more individuals or teams to manage than seems plausible so they will constantly provide a task a say “I don’t care, get it done!”  Without fail, this type of leadership usually yields two things. First, the Marines look around like “did that really just happen?”  Second, without fail, creative results emerge.  As compared to the micro-management style of leadership most would expect from the military, I find that this style tends to lead to more creative results because first, it is open ended with little guidance providing only an end point and no path.  Second, the natural leadership style among Marines communicates a sense of urgency with results tied to the doer’s reputation.  This could cause a problem, but a good “jarhead” should remain calm under stress so the “no pressure” mantra should ring true. Third, Marines tend to come from all walks of life and also tend to have less formal education than their counterpart service members, as well as most in the civilian world.  I believe this lack of education enhances creativity because the projects are usually performed by teams of very different socio-economic backgrounds. Additionally, the mental frameworks applied to problem solving tend to be widely varied and acquired through practical application which, in my opinion, breeds less streamlined and conformist problem solving approaches.

So, I assume the reader is asking, “So, how do these weird creatures tend to be creative?”  Aside from creatively finding new ways to get into trouble, creativity most often comes through due to a lack of resources.  I witnessed individuals fixing Hummers with duct tape, fabricating makeshift air conditioning systems to try and block out some of the Sahara style heat, creating makeshift living quarters to remind themselves more of home, and making “improvised upgrades” to weapons to ensure reliability in unreliable conditions, and somehow creatively managing to find food even in the oddest of circumstances. 

Now that the factors should that encourage creativity in such an organization have been detailed,I think it would be worthwhile to point out the traits I have observed that stifle creativity.  First, obviously, would be micro-management and detailing a specific path to a solution.  People will never improve on a process if they are forced down a specific road, a specific way, time after time.  Eventually, the creative mindset and observational powers that spark creativity wear away as they settle into the routine of following the path in front of them.  Secondly, if the person is sensitive to pressure or high stress situations.  If the individual tends to “vapor lock”, or locks up and loses the ability to function when with the overwhelming feeling of stress, the leader involved must remove the idea of stress.  This could also be a removing a perceived threat of repercussions to encourage a fully free, open thought process resulting in creativity.

From my experience inside and outside of the military, I’ve come to view creativity as a muscle.  At times it is stronger for me, and other times it is weaker, but this all depends on how often I’ve attempted to push my creative limits.  For my initial period in the Marines I felt stifled and robotic, but this was likely intended.  As I reached what we called the “Fleet Marine Force” preparing to deploy to the Middle East, our problem sets expanded far beyond the institutional knowledge of our sub-organizations at the lower levels, our experience levels, and our resources.  Additionally knowing that we would be operating in an unknown environment under ambiguous conditions forced to adapt a creative, problem solving mindset on an institutional level, though this was more of a necessity induced initiative from the bottom up.\

The times that I felt most creative are the times that I have been able to mentally transcend my surroundings and reach a high level of emotional and mental detachment.  This has allowed me to freely explore ideas without regard to constraints.  Granted this state will not always prove fruitful, I have achieved my insights in it.  On the other hand, the times I felt most stifled have been when I remained within the situation, mentally speaking, or remained emotionally attached when there was a possibility of negative emotions due to pressure, stress, or any sentiment hindering a positive mood.

One thing I believe expands creative abilities and creative thinking are frameworks.  Frameworks of applying knowledge or thought to analyze or perceive a situation differently.  In a simple form, this has come from telling a person a situation I’m analyzing, the data I know to be fact, my sentiments, and then ask their perspective.  By understanding how they view the situation and how they specifically analyze the situation I absorb a new possible perspective, a new angle to view a situation from, and a new way to framework for creative analysis.  On another level are the tools we have learned in class. My favorite thus far, in terms of business, has been the canvas, though I believe the principles can be applied to other projects.  The canvas allows us to take the knowledge we have on an entity and the facts surrounding it, put all of the information on a level plane, and assess it as objectively as possible with equal weight.  The end result is that connections that were previously overshadowed by the bold points of the situation en up receiving our full attention, sparking new ideas, and ultimately creativity occurs.  This framework enables a different perspective and has convinced me that creativity, or at least developing a creative perspective, can be taught.  Creativity is a skill.  Like any other skill, it is a talent for some and a point of weakness for others, but it can be developed in all.

Monday, October 21, 2013

Tuesday, October 8, 2013

The Future of Social Media in Customer Insight

If someone opened the curtains behind the window to their soul, would you look in?  What if you were a marketer and this was your consumer unveiling his inner thoughts?  Or perhaps this thought process is too deep.  What if they were merely unveiling their intentions for you to see, as unadulterated and unfiltered as possible?  For a marketer, that would be a dream come true.  Enter the realm of social media.

In 2011, the Arab Spring caught the world by storm…but not really.  In actuality, a small think tank using google analytics and tracking the words used on social media and in general queries managed to predict the chaos.  By using popular movies, celebrities, and common searches as a benchmark they were able to uncover rising interest, and unrest, regarding certain policies, political figureheads, and potential means of expression the discontent.  You may ask, “What’s the point?” the digital universe that we live in on a day to day basis holds a wealth of indicators about what we’re thinking, feeling, desiring, and, as the Arab Spring showed, planning.  What’s even better is that these indicators point to the future even when we don’t realize our plans.

Noreena Hertz, a leading economist in the UK, successfully developed an algorithm that employed this idea.  By developing an algorithm and program that listens to and analyzes the tweets of social media users she was not only able to determine the topic but determine the sentiment of a group at large regarding a situation.  Her experiment correctly picked winners of “The X Factor” prior to results being released.

This idea goes even further.  With Google running a tethered service of sites that all share data as microcosms of Google’s overall idea, what are the potential applications social media based data in marketing?  What is the current state of lifestyle media for extracting customer insights?  What are the restrictions?  Best of all, where is this idea going and where does most of its potential lie?
When people think of social media, often times their minds immediately run to the idea of Facebook, LinkedIn, and Twitter, and maybe even Orkut if they’re perusing around Brazil.  In reality, lifestyle media is becoming social media.  On my phone, I have MyFitnessPal, in which I store what I eat daily to analyze later in pursuit of my health goals.  I also share this journal selectively with other fitness freak friends. Hypothetically speaking, developing a Machine to Machine (M2M) protocol that allows this and other related apps to share my data would provide an interested party access to my eating habits and schedule, my tastes, what a typical shopping
basket looks like for me, the brands that I care about, my demographics, and so much more. Access to data in Yelp, a popular social media tool for reviewing and identifying restaurants to suit a variety of tastes, would tell an interested party which areas of town I’m willing to travel to for food, which places I’m not willing to travel to, how far I’d be willing to travel for various types of food, and how frequently I may visit particular restaurants.  Accessing the locational data from any social media app could do the same.  Past patterns are a solid indicator of future patterns.  But what are the restrictions in all of these ideas?

Privacy is a huge issue for most users, though they leave locational data open to their favorite phone apps.  Would people share locational data with an interested party? If the value provided exceeds the cost, or perceived risk, the answer will be a clear yes.  The ability of machines to speak in the same language, or protocol, also stands between the present situation and ultimate success.  Varying applications storing data in varying formats makes the
data difficult to aggregate into a usable format.  What could the answer be?  Companies are actively dedicating resources to developing standard M2M protocols.  Google has been a huge proponent of open platforms such as with Android, just as the Linux crew has been.  The more important issue is if all of this was possible and would the end state be worth the journey? Absolutely.

The intuitive nature of Apple’s products came from Steve Job’s insistence on basing the functionality of his products on empirical evidence of how people interacted with machines, technology, and the world.  Social media provides data on these interactions, habits, and desires for 72% of the population.  By nature, social media is a platform that people use to express themselves and share personal information.  Sir Jobs of the Apple clan was without a doubt impressive in understanding the needs that people didn’t know they had yet.  In leveraging this mountain of data, finding a way to aggregate it, understanding its potential, and innovating a process for understanding it, we may find the next Apple fueled by the insight of the next Steve Jobs.

What does all of this point to?  Social media and lifestyle media have invaded our lives in force.  Oddly enough, it can’t be considered an invasion because we’ve welcomed it with open arms.  We depend on social media, living our lives and communicating through it daily while we share…everything.  The marketer with customer insight foremost in mind takes deep interest in what makes the customer who they are, and what endears the customer to his brand.  By leveraging this virtual journey map and trail through cyberspace, the marketer has one more tool in his tool box to provide exactly what the customer wants and needs, even when that customer doesn’t realize it.  What role will social media and lifestyle media play in the future of customer insights? How are marketers leveraging these tools now and how can we best position ourselves for the future use of this tool?  In my research to come, delving into current and rising trends and theories of social media’s use for customer insight in the future, I hope to find out.  The ultimate goal?  Insight into social media as a tool for customer insight.