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Upside Downturn

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Creativity Online has a helpful and engaging interview with some folks on where creativity stands and the role it can play during these challenging economic times. Here are three key excerpts:

Sure, times are tough, but history has shown that recessions can lead to innovation and enlightened ways of thinking. Here, creatives reflect on opportunities to be mined on the tough road ahead. Additionally, we present some of the most brilliant breakthroughs to come out during financial slumps.

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The campaigns that I am most proud of had little or no budget. When you have no money, the idea has to be fantastic.

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Lots of marketers will be under pressure to reduce their budgets. Now, that’s not a great idea because, as The Economist and many others have pointed out: (a) you still have to sell into a down economy (probably harder) and (b) if the competition is pulling back it’s an opportunity to take more of the conversation. But let’s take budget pressure as a reality. You’re a big marketer and you can spend $3 million dollars on 30 seconds in the season finale of Lost. Or you can spend $1.5 million doing something digital that provides conversation value, social value, function. You can do something as or more effective with a lot less money, because digital doesn’t usually carry the same cost of production process and bloat that big splash TV does. That doesn’t mean that spending half as much online makes you twice as smart. You have to use that half of your budget thoughtfully. That’s where creativity and innovation comes in.

Piper and Grudem on the Use of Time

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CJ Mahaney has recently interviewed John Piper and Wayne Grudem. One of the questions in each of the interviews was “What single bit of counsel has made the most significant difference in your effective use of time?”

Here is John Piper’s answer:

A great tree will fall with many small chops. Pray for daily grace to keep chopping.

Here is Wayne Grudem’s answer:

What single bit of counsel has made the most significant difference in your effective use of time?

I find the most helpful thing I do regarding use of time is to spend time in prayer each morning bringing my plans and my “to do” list before the Lord and seeking his direction.

As far as human advice and counsel, I have found the system described in Getting Things Done by David Allen to be very helpful—I am just now rereading that to try to get all of my “in box” items back under control again and listed in one place, and then processed. I should add that I find effective use of time to be a continual challenge and I keep making small modifications here and there.

I would also like to say this to you, C.J.: You probably remember that I have talked with you numerous times about how to decide on what things to schedule, how to set priorities, and other questions about wisdom in time management, and your suggestions have always been very helpful!

Several verses of Scripture also have influenced me in this regard. Paul said, “It is required of stewards that they be found trustworthy (or “faithful,” Greek pistos)” (1 Corinthians 4:2) and that has made me seek to be faithful to God in the way I use all of my time.

An Example to Show Why You Should Not Check Email Continually

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Let’s say that you are working at your home in an office or other room designated for doing some work. You realize that tomorrow is garbage day. So you empty your trash sitting beside you, go through the rest of the house and do the same, and then sit back down to work.

You jot some notes down on a piece of paper and decide you don’t need them. So you throw the paper away, into the trash can you just emptied. Do you then empty the trash can again right away? Nobody would do that. You’d never get anything done. Instead, you let the trash collect, and then empty it again at a designated time in about a week.

Yet, when it comes to email, many of us insist on “taking out the trash” continually. This amounts to a continual interruption. You wouldn’t take the trash out every time you throw something away. Likewise, don’t check your email every time something new comes in. Best of all, shut it down between those times if possible, or at least minimize the window and turn off the bell.

(Nuance: I know that there are occassions when it does pay off to keep processing new messages right away, such as when you are in the middle of a conversation thread with some folks. But I’m saying: Don’t make continual checking your ongoing, default, general mode of opeation.)

How to Negotiate in a Way that Produces Two Winners, and No Losers

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Alex Chediak has written a very helpful article on negotiation which has just been posted at Boundless. Alex points out that the goal is to pursue a win-win agreement — that is, two winners, and no losers. This means that we should pursue principled negotiation rather than positional negotiation.

Here are his four main points:

  1. Separate the people from the problem.
  2. Negotiation on the basis of objective merits, not subjective preferences.
  3. Brainstorm creatively to identify mutually beneficial solutions.
  4. Know when to walk away.

A helpful source for the article was the book Getting to Yes: Negotiating Agreement Without Giving In, which I highly recommend. If you read one book on negotiation, that’s the book to read.

And, with this, remember that negotiation is not only a “big event” that happens only once in a while, such as when you buy a car or a house. These principles are relevant every day in many different ways. And we are often participating in “mini-negotiations” throughout the day without even knowing it.

Don’t Skip that Page

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Excellent thoughts today from Seth Godin. In an era where all the highlights from everything are so easily available, it can be very, very easy to forget this:

The top of a mountain is rarely the best part.

You can watch “the good parts” of a baseball game in about six minutes. The web has become a giant highlights reel… the best parts of SNL, the best parts of a speech, the best parts of a book.

We can skim really fast now. This is a problem for marketers, because it means that if they don’t make the good parts easily findable and accessible (and bold and loud and memorable) then the whole product becomes invisible.

As consumers of information, though, I wonder if the best parts are really the best parts. Yes, you can read a summary of a book instead of a book, or watch the trailer instead of the movie, or read the executive summary of the consultant’s report instead of the whole thing… but the parts you miss are there for a reason.

Real change is rarely caused by the good parts. Real change and impact and joy come from the foundation and the transitions and the little messages that sneak in when you least expect them. The highlights of the baseball game are highlights largely because the rest of the game got you ready for them.

Don’t skip that page, it’s there for a reason.

One more thought: In his management book First, Break All the Rules: What the World’s Greatest Managers Do Differently, Marcus Buckingham talks about how there are several stages to building an excellent work environment. Here’s what’s interesting: you can’t just skip to the final stage. If you do, you will fail. The stages leading up to that are the necessary preparation.

Mountain climbers know this well. As Buckingham states: “To reach the summit you have to pay your dues — if you just helicopter to camp 3 and rise to the summit, experienced guides know you will never make it. Mountain sickness will sap your energy and slow your progress to a crawl.”

The same is true with information and most things in life: If all we ever seek out and engage with are the highlights, the end result is going to be mountain sickness.