So how do we leverage a human revolution from a commercial perspective? It’s a big question. And even though the web has gone a long way in deconstructing power bases, business and human evolution are still inextricably linked. So I thought I’d post a few things that matter in a digital world so all players (people and commerce) can create value for each other simultaneously.
Rules of engagement
- Authenticity pays. Be real, don’t pretend to be something, or someone your not. Brand respect comes from understanding the rules and respecting the on line world as the real world and vice versa.
- Speak with a human voice. We don’t listen to Corpi-speak. We listen to voices from people. We ten must personify our brands.
- Engage the crowd. They own our brands. You want proof. When they stop feeding our brand (buying) it dies. We must pay the respect the real brand owners deserve. It’s always been this way, but we didn’t know…. because we couldn’t hear their voices. Now they they have a voice, we must act on it. We have to let our people hijack our brands. User Generated Content and Crowd Sourcing is where it’s at.
- Compound effort. Benefits take longer to garner in the new world. It’s not like the old days of a large media campaign with instant results. We are moving from a low human capital, high financial capital environ, to a large human capital, low financial capital world.
- Learn on the job – it can’t be strategized. It’s too unorganized and changeable… the web is humanity in digital form. Then they only way to play is to embrace the chaos and be part of the conversation. It can’t be justified to a board room, but the companies and brands who choose not to play will be wondering what happened a few short years from now.
Most of all, have fun doing it.