I happened to run across an old copy of the values for my old company, [meta]marketer. (Well, I have them in my Evernote. I have everything in my Evernote. I’m bound to run across something random every day. Which is fun.)
Anyway, I read them over again because I was curious what kind of perspective on them hindsight might give me.
And it turns out, I think we were really onto the right stuff, and that I still try to follow these guidelines in my work today. Perhaps they may be useful as thought-starters for you. See for yourself.
Make everything easier, better, or faster each time you do it. Every time you perform a task, you have the opportunity to observe the task from multiple levels of abstraction: the doing of the task, and the overview of how the task is being done. In other words, if you can tell that there is a way to improve the way a task is being done, by all means make it better.
Relevance is a form of respect. Champion meaningful experiences. In marketing, it’s easy to get caught up in pushing the message that the company wants to push. But the way to treat customers with respect — and usually, the way to make more money — is to present potential customers with relevant opportunities in language that speaks to their needs. It’s often our job to remind our clients that their best chance at long-term success lies in creating lasting relationships with their customers. We believe, and have seen it play out in results again and again, that an emphasis on customer experience leads to profitability.
Relationships matter. Cultivate happiness. We think work can be a place where you’re happy and having fun, all while thinking hard and solving interesting problems. We want our team members to be happy, our clients to be happy, and our clients’ customers to be happy as well. These relationships–between team members, the local community, our clients–all matter.
Have an attitude of willingness and get the job done. We’re big on having fun, but don’t that doesn’t mean we’re not a productive team. Every team member must pull his or her weight, and that means sometimes doing tedious and unglamorous work. If it has to get done, do it.
Empathy leads to understanding, understanding leads to insight. Looking at a problem from a different angle–for example, the customers angle–sometimes leads to groundbreaking insights. It’s important to consider issues from many sides to gain clarity.
Learning is more important than success; learning leads to success. Come to work with the desire to learn something new every day. You never know what that’s going to be.
Speak truth to power, but confront with compassion. People sometimes don’t want to hear what they could be doing better, even if it means that they could be making more money. When you have data on your side, it’s important to allow that data to be known and understood. Sometimes people, out of fear, laziness, or disbelief, won’t want to make changes that correspond with the data, but it’s our job to make sure that the decision-maker has the data to make a good decision, even if it seems like bad news, before making his or her decision.
Know the big words, use the small ones. We spend so much of our day thinking about things in the abstract; when we meet with clients, it’s important that we try to translate that abstraction into concrete language they’ll understand, and to try to avoid industry jargon and buzzwords if we can make our point in plain language.
This time of year is my absolute favorite because for me it’s so much about relaxed reflection and setting intentions for the year — or even the decade! — ahead. And this year, with Christmas and New Years Day falling mid-week, all normal work schedules seem disrupted, creating extra space throughout these final weeks and over the weekend between them to reflect and plan.
It’s also a good time to think about the future in general.
One of the characteristics about the way we tend to think about the future now, though, is with more uncertainty than ever.
Here’s what I want to offer you: To me, the idea that the future is never fixed or certain is actually encouraging. Truly, it fills me with hope. I think of the future largely as something we continuously alter, shape, or at least influence with what we do today.
That thought also fills me with a sense of duty because it means there are always many possible futures that depend on me and you and everyone else doing our parts in the whole. It means our everyday actions have more power to shape outcomes than we are often comfortable admitting.
My friend and one of the organizers of House of Beautiful Business, Tim Leberecht, has written a lovely guide to help us all do just that. His process will help you have a productive and insightful “time between the years,” as Tim calls it, and a brilliantly successful 2020:
Some of the questions I like to ask myself and encourage my clients and audiences to ask are:
What kind of future do you personally want to have?
What kind of future do you want for everyone on the planet?
What are you working on building?
What are you trying to achieve at scale?
By the way, all of this reflection and planning pairs well with another piece about getting better at training your brain what to retain and what to let go of. Hint: it comes down to the discipline of spending time thinking about what you most want to be thinking about.
Then in June, a few days after delivering a keynote on Tech Humanism at a conference in Mumbai, India, I guest lectured at the University of Cambridge. Yes, the same one Charles Darwin, Sir Isaac Newton, and Stephen Hawking are all associated with. That University of Cambridge. I know, I couldn’t believe it either.
Oh, and over the course of the year I added representation from Washington Speakers Bureau and Leading Authorities speakers bureau. That’s exciting personally and professionally but in addition it should help make bookings easier for many large company clients, which means there may be even more of those audiences in 2020 and beyond.
I’m telling you this to say: I think all of this activity proves there’s hope. I think my year has been wild because a lot of people see the potential for technology to diminish the humanity in the world, and a lot of people want to see to it that that doesn’t happen. If my experience this year indicates anything, I think it’s that people are determined to make the best of our tech-driven future.
So what’s in store for all of us for 2020?
You’ll see many articles with predictions for 2020, and some will be more outlandish than others. I’m including just a few here that will likely affect you and your business more than others:
Expect to see more facial recognition in use everywhere and to hear more debate about it. Governments, law enforcement agencies, and high-traffic facilities like airports see tremendous opportunities and conveniences in deploying this technology, while civil liberties advocates see many privacy risks and challenges. Personally, I’m on Team Ban Facial Recognition Until We Have Better Protections In Place, but I’ll continue to follow all the developments and report on them (as I did in WIRED earlier this year).
Expect to have to grapple with privacy debates inside and outside your organization. The major push for companies to meet GDPR compliance in time for the May 2018 enforcement deadline is only the beginning of such regulatory efforts; the CCPA is due to be fully enforced as of January 1, 2020, and you can bet more regulations will be coming as time goes on. Your best bet to dealing with these is to get ahead of them: enact human-friendly data collection and usage practices such as not collecting more data than you need or than is relevant to the context of the interaction. (I spoke about this topic extensively at House of Beautiful Business in Lisbon, as well as at many other events throughout the year.)
The push for digital transformation isn’t over yet (no matter how tired of hearing about it you may be). Most companies, organizations, and cities are very much just catching up, still sorting out how, for example, the data from their front-end services can inform back-end operations and vice versa. Meanwhile, upstart data-rich apps and services are still disrupting industry after industry, so we’ll still be talking about that for a while. (This was the focus of many of my keynotes to executive audiences, such as the Boston CIO Summit, and more.)
You may also be tired of hearing about AI, but we’ve only scratched the surface of that conversation. While some folks debate the semantics of whether simple machine learning processes really constitute “artificial intelligence,” the advancements within that space progress daily, with both challenges and opportunities aplenty. (Part of my focus throughout 2019 and into 2020 has been on how machine learning and automated intelligence can help with addressing climate change. Stay tuned for more on that.)
Speaking of which, perhaps the biggest and most urgent trend of all will be facing the scale and scope of climate change, and using whatever technologies and tools we can to remediate against its effects.
Looking into the future for me and for us all
Above all, what is ahead in our future is increasing interconnectedness of our experiences. It’s the perfect time to adopt the mindset that in many respects what I do does affect you just as what you do affects me, and that we’re in this together. We need to accept our futures as wholly connected: connected through data, connected to each other, connected to the planet, connected to our collective destinies.
That connectedness shows in the work I’m lined up to do. To prepare for the bookings I have for 2020 so far, for example, I will be examining more deeply the future of jobs and work, the future of privacy, the future of trust, the future of the climate, and more. All of these topics have a through-line: the future of human experiences will depend heavily on our wise use of technology, collectively and individually.
Speaking of my bookings in 2020, I have talks booked throughout the U.S. — and in Budapest for the first time! If you happen to be able to attend any of these events, be sure to come up and say hi — I’d love to see you. And of course you can always book me to speak at your company or event.
And! I’ve begun to work on my next book. More on that to come, but you can be sure it will follow along these themes.
But for now the big question is:
What will you do with the future for you and for us all?
Here’s hoping you find the quiet reflection you need in these last days of 2019 to set the kinds of intentions that will guide you to achieve what you most want to achieve, for your own good and for the good of humanity.
If this theme resonates with the conversations your company, organization, or city has been having and you’d like to hire me as a keynote speaker at an event in 2020, please do reach out. Here’s to a meaningful year for us all.
The fun thing about owning your own company is that every now and then you get to institutionalize ideas that inspire and excite you. Back when I owned a digital analytics agency, I instituted the practice of encouraging employees to spend the week of Thanksgiving engaged in big picture thinking, for themselves and the company. At the beginning of the week following, we’d all meet and review and if there were ideas we could try implementing to improve the company, we put them in place.
Someone — maybe it was me, maybe an employee — called it “Thinksgiving” and the name stuck.
Several years later and running a different company, I still practice Thinksgiving, only now at some level I carry it all the way through the end of the year. What starts during Thinksgiving incubates during December as I wind down my other work, and then luxuriate in spending the last week of the year immersed in deep strategic planning and big picture thinking for the next year. It feels decadent and liberating, and it really inspires me to enter the new year strong.
Let’s call it “Thinksgiving+.” I’ll tell you about it in case it inspires you to do your own version.
What’s different about Thinksgiving+ from traditional New Year’s resolution-making is that so often resolutions stem from arbitrary pressures we put on ourselves to be a more idealized version of ourselves. This process, instead, is intentionally about what will fulfill me, my business ambitions, and my personal ambitions, so the goals originate from aligning my intentions and efforts, and it becomes much easier to follow through on them. In practice, it might be the difference between an arbitrary resolution to do more exercise, versus observing that I always enjoy bike-riding and also want a little more exercise, so I’m going to try to remember to use bike share for short trips more often instead of, say, taking the bus.
Also, although the process overlaps with goal-setting for the year, as opposed to making resolutions, these aren’t necessarily commitments I’m trying to make with myself; they’re more like saying what I want out loud, so I can hear myself say it. It’s not at all about putting pressure on myself and trying to motivate myself to stick with it; it’s about being clear and honest with myself about what I want to see happen, and what kind of work I’ll need to do to get there. It’s a subtlety but it matters immensely in practice.
The other piece that makes a big difference is that once I have my plan and goals outlined, I rename and reconstruct the taxonomies of my life so that they align: my notebooks in Evernote, my lists in Remember the Milk, and my folders in Gmail, to name a few. I try to ensure that they reflect the verbiage and the spirit of the goals and the focus, so that I have contextual reminders of my big-picture direction.
Not everyone has the luxury to take the week between Christmas and New Year’s Day and invest it in planning, and perhaps not everyone would want to. But even if you only spend a few hours this week thinking about how you want 2016 to look and feel and sound and smell, even if you only write down a few thoughts about what you want in your heart of hearts, I’m betting it’ll be easier to make it happen. Good luck.
This is not about productivity so much as it is about mindful and intentional living.
Quoting Austin Kleon:
“What do you want your days to look like?” is a question I ask myself whenever I’m trying to make a decision about what to do next. In fact, I believe that most questions about what to do with one’s life can be replaced by this question.
This is another way of getting at purpose and meaningfulness. When you start from there, a lot of decisions get easier.
Over the past years, my professional and personal experiences have presented me with opportunities of seismic magnitude for evaluating my purpose and my priorities. And what I have found is that the more aligned they are, the more depth and meaning I can bring to all of it. The more I can bring of myself, in a sense.