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Rob Farrow

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  • Unlocking Your Inner Edison
    Thomas Edison's to do list, image source: The Thomas Edison Papers at Rutgers

    Time’s recent cover story on Thomas Edison, America’s greatest inventor, makes both instructive and inspirational reading.

    Aside from patenting over 1,000 ideas in his lifetime, Edison gave birth to the modern ideas-driven organization. As the Time article points out, his Menlo Park “invention factory” was “the forerunner of every business-world creative cockpit, from the Ford engineering center to the Microsoft campus and Google’s Googleplex.”

    I’ve always admired Edison’s seemingly endless capacity for innovation. But, after reading the article, I am even more in awe of how focused and productive he was. The Menlo Park laboratory, Edison famously claimed, would produce a minor invention every 10 days, and a major breakthrough every six months.

    As if that weren’t enough, Edison’s invention to-do list was ambitious to say the least. It included, among other things, a long-distance telephone transmitter, an electric piano, a new version of the phonograph, and ink for the blind!

    Edison is one of the greatest exemplars of the term “purpose-inspired, benefit-driven.” He very deliberately – not casually, not tangentially – sought to make the world a better place. He was an interventionist, a provocateur, a radical optimist.

    Edison’s commitment to goal-setting can be directed at more than the future of the world. As I’ve written here before, I have found great success in creating 100 Day Plans. These short-term to-do lists keep me focused on the big picture and prevent me from getting consumed by the urgent at the expense of the important.

    How many times have you spent an entire day dealing with immediate problems – sorting through email, going to meetings, straightening up your desk – without devoting any time to your broader goals? The 100 Day Plan is a simple antidote to this problem that only requires a pen and paper.

    My 100 Day Plans always consist of about 10 items, each of which starts with a verb and contains no more than three words. This ensures that goals are simple and well-defined. What might be on the President’s 100 Day Plan: Fix Gulf oil. Stimulate jobs. Solve Iraq/Afghanistan. Solve Social Security.

    Don’t underestimate the power of this technique. Many of the ideas that Edison wrote down in his notebook are now realities. And it all started with a simple to-do list.
    ~1 month on
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  • Listen Up
    Image by: surfzone™

    I’m always excited when a writer takes something that is commonplace and uses it to illuminate the world in a brand new way. That’s exactly what Garret Keizer has done with The Unwanted Sound of Everything We Want: A Book About Noise.

    We spend most of our time trying to ignore noise (think about the construction site next to your office, or that upstairs neighbor with a taste for high-decibel music). Keizer, on the other hand, pays close attention to the noise around us, and draws on it to create a fresh and stimulating commentary on western society.

    Among other things, noise is often the natural byproduct of progress – technological, social, and otherwise. The blaring car horns and purring engines that are the audible hallmarks of modern cities are a lot noisier than the charming “clop-clop” of 19th Century horse-drawn carriages. Add in televisions, cell phones, iPods, and all the other sound-emitting technologies that have become ubiquitous over the last decade, and you start to realize just how much noise progress has brought with it.

    This may seem like a simple point, but it has important implications, particularly for professional communicators who are trying to rise above the noise that constantly bombards the modern consumer. Although Keizer focuses on audible noise, for me, our modern world is also full of noise in the form of useless information and visual distraction.

    Competition for consumers’ attention in our noisy world is fierce. It’s been estimated that consumers are exposed to as many as 5,000 advertisements every day, a great many of which are ignored completely.

    Take a walk down Times Square sometime and you’ll see just how futile an enterprise “look-over-here!” advertising can be. There you’ll find thousands of billboards, screens, street vendors, and stores all trying desperately to grab your attention through gimmicks and spectacle. If Keizer is correct, winning consumer attention will only become more difficult as societal progress continues, and the planet’s noise levels rise even higher.

    This is where Lovemarks come in. Brands contribute to the noise and, thus, are easily ignored by consumers. Lovemarks stand out from the information clutter by creating meaningful emotional experiences. If you want consumers to pay attention, you’ll have to ask yourself, is my brand just part of the noise?
    ~1 month on
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  • Auckland U’s $1M NZ Entrepreneurial Challenge
    I’m on the faculty of the University of Auckland Business School in New Zealand where I teach an MBA class. The School has a fantastic million-dollar challenge open to New Zealand entrepreneurial businesses. The challenge has been established by London-based investor Charles Bidwell, New Zealander and former Auckland stockbroker.

    The competition is open to NZ small and medium enterprises with a turnover of at least NZ$1million p/a, which have been operating for at least two years, and are seeking finance for business growth or expansion. Winners of the competition receive access to funding for growth and development from a pool of up to NZ$1m over three years, expert feedback, mentoring, publicity, recognition and networking opportunities.

    I spoke at the awards in 2009 – winners were coffee roasters Allpress Espresso (for London expansion), smart water meter technology developers Outpost Central (growing business in water-deficient Australia) and hot water heating control technology company Senztek (R&D and marketing new products for Europe). Kiwi Innovation!

    The Bidwell Challenge is part of Auckland University Business School’s movement of the bar for aspiration far beyond “bach-and-boat”; it’s to take on the world.

    Enter here before July 19.
    ~1 month on
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  • Why So Serious, Microsoft?
    Humor is extremely important for navigating life and business. Humor is a winning tactic in advertising. Humor helps make the world a better place. It was valuable therefore to find this hilariously deadpan page from Microsoft’s corporate website where humor is presented as a Core Competency. Here humor is coached with bullet points, management-speak and a Proficiency Level chart (Basic through to an Expert, “who can see humor in almost everything, and uses humor as a uniting dynamic across a range of situations”).

    The software pioneer has not been the hippest of high-techs, so I’m hoping they’ve aced it this time by suggesting that employees “practice learning frivolous and fun skills” like square dancing and juggling, find humorous role models such as clergy or community leaders, and develop humor based on universal topics such as “misers, bad drivers and absent-minded people”.

    Some gems from the self-assessment section:
    • “Am I funnier than I think I am? Less funny? Who will give me an honest assessment of my sense of humor?”
    • “Do I ever encourage a near party atmosphere because of my comfort with using humor?”
    • “In a seemingly serious situation, what nuggets of humor or irony can I find?”

    “Learning on the Job” humor lesson #5 is about “Being funnier.” “There are some basic humor tactics. Use exaggeration, use reversal, be brief. Cut out unnecessary words. Humor condenses the essential elements of a situation, just as good writing does. If the time of day or the color of the sky or city it happened in is not relevant, leave it out. Be on the lookout for the ridiculous around you. Jot down funny things that happen around you so you can remember them.”

    The humor dossier puts forward an alarming picture of life on campus: “We all have bad bosses, bad staffs, hopeless projects, impossible tasks, and unintended consequences… the key is how you can learn from each of them.”

    Some have suggested to me that this isn’t tongue-in-cheek but for real - particularly since it’s a component of their color-wheel of 39 success factors. Say it isn’t so Steve.

    ~1 month on
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  • Heavenly Awards
    Image source: Jimungo

    If the iPad has shown us anything so far, it’s that print magazines need to up their game. There will always be a place for quality print, in newspaper and magazine, elsewhere there’s a lot of migration to the net.

    When we buy a magazine at the newsstand, we’re buying a point of view, editorial that we trust, from respected opinion leaders. At least that’s what I do. And that’s why I agreed to get involved with Gregor Paul and NZ Rugby World Magazine.

    I’ve been writing a monthly column for the magazine for seven years, and it’s great to hear that they’ve just won the Qantas Media Award for best newsstand magazine in New Zealand, winning ahead of other quality titles like The Listener and North & South. The Qantas Media Award is the most prestigious in New Zealand – and it’s an award across all genres, so it’s a tribute to Gregor’s editorial eye that a rugby magazine has scooped the pool over the very high quality of current affairs, business, design, food and lifestyle magazines published in New Zealand. While Rugby has a head start in the New Zealand consciousness, winning against mainstream titles is a huge achievement.

    The judges say that “NZ Rugby World has raised the bar on what a specialist magazine can achieve. The magazine has both flair and reach. It serves its target readership well, but its entertaining writing, combative analysis, humor, clarity and intelligence make it an appealing package to a wider constituency.” That’s how to build Loyalty Beyond Reason.

    Over at the Magazine Publishers Association Awards the awards continued for NZ Rugby World – also voted Sports Magazine of the Year, beating out Cut Magazine and New Zealand Boating.

    The current issue of the magazine has Captain Incredible Richie McCaw on the cover “Loyal to the End”, a feature on the dark arts of scrummaging, and previews of the forthcoming Tri-Nations tournament between the All Blacks, Springboks and Wallabies. Above is a 2009 cover featuring Mils Muliaina in haka pose.

    Congratulations to Gregor and his team for shining a light on the great, the good, and the up and coming in Rugby around the world.
    ~1 month on
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  • Smile Until You Mean It
    I came across another good list of happiness starters the other day. Like the one I posted a few months back, the emphasis is on small, simple things that can have a major impact on your mood.

    A lot of them deal with the way we interact with others:
    • Talk about something new
    • Forgive someone
    • Spend more time with your happy friends
    It’s a virtuous cycle – the more interesting, open and positive we are, the more we’re likely to draw other people like that into our lives and connect with them.

    And then there are those which focus on basic physical actions:
    • Wake up the way you like it (the smell of coffee and relaxing music beats the jolt of an obnoxious alarm any day)
    • Rearrange your furniture (an easy way to refresh your living space and mind)
    • Smile on the outside (it’ll work its way inside eventually)
    Scientific studies indicate that our physical movements don’t just express our emotions, but sometimes also influence them. Wired recently posted about a study of people taking the seemingly neutral action of moving marbles up or down between a couple of boxes while talking about their memories. When moving marbles upwards they were more likely to recall happy moments. When shifting the marbles down, however, sad memories occurred more frequently.

    So keep your happiness flowing by harnessing the small stuff. And smile…


    2 months on
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  • Please Please Me
    Image source: The Virtual P.T.A.

    What is it about Adidas sneakers that makes me so happy to wear them? Why does New Zealand’s mountainous landscape bring me so much enjoyment?

    These sound like rhetorical questions, but Yale University psychologist Paul Bloom wants answers. In his new book How Pleasure Works, Bloom takes a crack at explaining the nature of pleasure. Considering the complexity of his subject matter, the answer he provides is actually quite simple:

    “What matters most is not the world as it appears to our senses. Rather, the enjoyment we get from something derives from what we think that thing is.”

    When an art collector is told that his favorite Monet is a fake, it dramatically reduces the amount of pleasure he derives from the painting. Even though all that’s changed is the way that he thinks about that work of art.

    At the same time, everyday objects that have historical, sentimental, or symbolic significance can create immense pleasure, even though they are otherwise quite ordinary. It’s the reason why, as Bloom points out, a tape measure owned by John F. Kennedy sold at auction for $48, 875.

    This shouldn’t come as a surprise to anyone who’s familiar with the Lovemarks philosophy. A can of Pepsi wouldn’t be nearly as enjoyable if it was dispensed in a nondescript paper cup. The Pepsi can, and all of the things it evokes (childhood memories, care-free fun, youthful energy), add vast amounts of pleasure to the experience of drinking the soda.

    It’s no wonder that, as Bloom observes, “children think milk and apples taste better if they’re taken out from McDonald’s bags.”

    I can understand how many people will find this appalling, but it’s a reality, and Paul Bloom’s book gives me a much richer understanding of why that is.
    2 months on
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  • Tatt's All Folks
    When it comes to displaying your love for something – person, place, or even product – you can’t get much more extreme and long-lasting than a tattoo. That kind of adoration – a desire for an all-day, every-day tribute on your own body – is clearly Lovemarks territory. In fact, when we launched Lovemarks: The Designers Edition at the Frankfurt bookfair, we had master tattoo artist Adam Craft tattoo a “Loyalty Beyond Reason” design on several volunteers and tattoo aficionados (see the video).

    It reminds me of a great quote about brand loyalty: “Retention is for wimps. We measure the percentage of customers who have our name tattooed on one of their body parts” (Harley Davidson annual report would you believe! See more below). These are the customers who plan to stick with you, no matter what, who literally have “skin in the game”. Who will pay to be a walking ad for what you stand for. Who want everyone to know how much you mean to them, how much they love you. The etymology of “branding” actually originates from a process closely linked to tattooing, back when farmers used to burn their mark into the skin of cattle to indicate ownership.

    Martin Lindstrom explored the brand-tattoo phenomenon in his 2005 book, Brand Sense, sharing the results of a survey asking which brands people would most want to have tattooed on their arm. (And ask my youngest daughter Bex about Betty Boop!!!)Here’s the top ten:

    1. Harley Davidson (18.9%)
    2. Disney (14.8%)
    3. Coke (7.7%)
    4. Google (6.6%)
    5. Pepsi (6.1%)
    6. Rolex (5.6%)
    7. Nike (4.6%)
    8. Adidas (3.1%)
    9. Absolut (2.6%)
    10. Nintendo (1.5%)

    Of course, choosing an option in an online questionnaire is one thing – getting inked up is another. Last year, Australian law firm and trademark attorneys Nicholas Weston conducted a survey with 20 tattoo businesses in Melbourne, asking them about the popularity of various brands:

    1. Harley Davidson
    2. Nike
    3. AFL (Australian Rules) club logos
    4. Vegemite
    5. VB (Victoria Bitter – Australian beer)
    6. Disney characters
    7. Holden
    8. Ford
    9. Fox/Alpinestars (motorcross gear)
    10. Triple J (Australian radio station)

    Their results were significantly more local, but three names remain consistent: Harley Davidson, Nike and Disney. Perhaps it’s bizarre that Disney is up there (although that Mickey’s an iconic fellow!), but it’s no accident that the grand winner of both cases is Harley Davidson. The company has long known that the passion of their customers is more important than any figure on a spreadsheet, as evidenced by this extract from their 1997 Annual Report:

    “Customers show their loyalty in different ways. Buying a product says one thing, customers tattooing their bodies with our Bar and Shield says quite another. We see Harley-Davidson tattoos on our customers (and some of our employees) 365 days a year. Our Daytona and Sturgis Bike Week tattoo contests recognize these lifelong customers. What greater evidence is there of the strength of our brand than a customer who wears our name like a badge of honor? Now that’s a passionate commitment.”
    2 months on
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  • In Praise of Irrationality
    Dan Ariely. Image source: Ramiro Casó Blog

    As anyone who’s ever cheated on a diet, bought an overpriced meal, or voted in an election can tell you, most of our decisions aren’t rational; they’re emotional.

    Dan Ariely, a behavioral economist at Duke University, knows this all too well. His new book The Upside of Irrationality, takes a close look at the many factors that motivate irrational decisions.

    The book is chock full of eye-opening insights into human behavior. Perhaps my favorite is something called “The IKEA Effect.” According to this idea, people overvalue the things that they helped to make. That IKEA coffee table you put together might not be worth as much as fine-crafted furniture, but it’s just as valuable to you.

    According to Ariely, when instant cake mix was introduced in the 1950s, it wasn’t a popular product. Many housewives found the cooking process to be too easy. It wasn’t until Pillsbury began selling mix that required the home cook to add fresh eggs, milk, and oil that sales took off. This is truly irrational. Why would a consumer prefer a product that made baking more labor-intensive?

    I realized when I read this that, with the IKEA Effect, Ariely has struck upon one of the key ideas driving our Participation Economy. Enabling consumers to participate in the creation of a product – whether it be sweetening their own drink at Starbucks or designing their own pair of Converse sneakers – is a way of making that product matter on an emotional level.

    Only when a product engages a consumer and becomes a valuable part of that person’s life can it inspire loyalty beyond reason. IKEA may not be the furniture store that provides the best furniture for the lowest price, but it has become the world’s largest home furniture retailer nonetheless.

    Like any successful company in the Participation Economy, IKEA’s secret is that it has found a way to forge an emotional connection with its customers.
    2 months on
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  • Rattle Ya Dags In 2010 a website Rattle Ya Dags launched to give “a daily dose of inspiration” to New Zealanders. The name is a colloquialism for “hurry up” (and if you really want to know… the saying developed because when the wool around a sheep’s backside crusts into dags, it makes a rattling sound when they run). The site is a place for down-to-earth advice and motivation in bite-sized videos. It’s a fun and well-executed idea featuring over 100 New Zealanders from sport, business, politics, art, and entertainment.

    Rattle Ya Dags have cut three videos from an interview I did earlier in the year, the most recent about the advantages of coming from an edge culture, and why it’s better to fail fast/ learn fast/ fix fast, than to be a perfectionist. Previously, I proposed three questions which are key to finding your personal purpose, and spoke about leading Saatchi & Saatchi Worldwide (Nothing Is Impossible).

    Good on Two Heads and NZ On Air. Wisdom I like comes from Paula Bennett (Move On), Annah Stretton (Have a mentor), Tina Cross (Listen to your kids) and especially Jon Trimmer (Ignore them).
    2 months on
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  • Unbeaten And Unbowed
    All Whites players after 1-1 draw with Italy. Photo by: Brett Robertson

    Everyone with even a passing interest in football will have been enjoying this World Cup, where reputations have been turned on their head. France and Italy imploded; England are out, as is USA; African teams haven’t enjoyed the continental bounce they might have expected – but go Ghana!; Maradona is busy growing up as a manager/motivator. And my hometown team, the All Whites from New Zealand, have had an inspirational run which saw them unbeaten and unbowed. Coach Ricki Herbert planned every game meticulously, and inspired the team to play at peak. Who could ask for more?

    It was only our second appearance at a World Cup, the first being back in 1982. In that World Cup we lost all three in a group that included Brazil and the Soviet Union. This time, we didn’t lose a single game, holding the 2006 World Champions Italy to a famous draw, which we also did with quality teams from Slovakia and Paraguay. For a country with only 25 professional footballers, that’s some achievement. I served for a time on the board of NZ Soccer and the key decision our CEO Graham Seatter and Chairman John Morris drove during my term was appointing Ricki as the coach. He is a good man and is due immense credit for marshalling his limited resources so well.

    The captain Ryan Nelsen was a true inspiration. He organized the defence superbly, and drew the best out of his team-mates. Tommy Smith had an excellent tournament, Mark Paston was immense in goal. They kept out celebrated world-class attacking players such as Roque Santa Cruz, Alberto Gilardino and Mark Hamsik. Shane Smeltz and Rory Fallon worked hard up front and although we couldn’t score many, we didn’t let many in either. Our next step is to develop our midfield and attacking talent (Chris Wood looks promising), and make the next World Cup even more special.

    The New York Times called our team ethic one of “rock-solid collective gut”. Our team was a family, and in just a few weeks it turned into a family of five million – New Zealand United. It felt great. None of us is as strong as all of us. Bring on Brazil in 2014.
    2 months on
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