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Posts tagged ‘technology’

THE HAZARDS OF THINKING TOO SMALL FOR SUSTAINABILITY

THE HAZARDS OF THINKING TOO SMALL FOR SUSTAINABILITY

(aka: the selfish monologue in business = short term)

Philosophically, our only true ability in life is to generalize from oneself. The only true perception we will ever have is our own, even when we empathize or “see through another lens” it’s still our interpretation of it. So, self is always in play no matter how hard we may try to remove ourselves. That’s not a bad thing, but it can get complicated when you’re establishing a company.

Portrait of smiling businesswomanYou need to know your *WHY* but whether you consider that to be personal or universal will greatly affect the scale and ultimate sustainability of your business.

At first a company is but a seed, a beautiful idea. Then, we nurture it into existence. We feed it, water it, love it, even struggle with it, then it blooms! Still, we think of it as our own, but is that the best view for the long-term health of pure creation?

Maybe you grew an orchid — a boutique hybrid that is gorgeous and exclusive and very personal. That’s wonderful! But it’s not very SUSTAINABLE. It has a targeted quick lifespan that will be enjoyed by a very limited number of people who will get to experience it. Which is great if that’s the goal.

Perhaps, on the other hand, you’re growing a magestic cherry tree. Ahhh, that’s very different. Many entities have contributed to this successful incarnation and will soon come to rely on its existence. Sure, you planted the seed, maybe even started it in a small pot to keep it safe in its formative time, but soon it will be a critical part of a living ecosystem on the planet. Earthworms, bugs, microorganisms, squirrels, birds, owls, bats, raccoons, snakes, etc. will one day rely on its shelter, stature, fruit and other forms of its biology. Decay, sunlight, rain and dew will all contribute to it’s growth, though you may still contribute, keep it printed and healthy, it’s grown much larger than you. Frankly, it can even live without you, and that’s good. That was the point!

Using the analogy of growing these “plants” from seeds into maturity are similar in business. If you intend to stay small, as a rare flowing plant, enjoyed by an elite few, you’re allowed to be selfish with its mission — you’ll do no harm to it, and long-term sustainability that benefits many isn’t it’s goal. You’ll likely achieve success, then you’ll move on to your *next*

But, if you intend to build an empire or at least a mid-sized corporation that will be able to thrive, maybe as your legacy, long after you’re gone, you need a mission that isn’t about you but is all about the culture and ecosystem your establishing and sustaining. This is your *WHY* and it’s far bigger than *you*

You also need to ensure that this large sustainable *WHY* is something embraced by everyone and everything in your culture, from your workforce and investors to your customers and fans. The moment you think your *WHY* in this larger game is anything about you, you know you’re playing too small and threatening sustainability. Because if you think this majestic cherry tree is here to give you joy and shade, you’re not addressing the more important needs of the many contributing to it and relying on it. You’ll strangle it’s growth and prevent it from fulfilling its fullest potential for the greater good.

A small business can afford a selfish monologue for its *WHY* because its goal isn’t long-term sustainability for the masses. A larger company, intended for long-term sustainability, needs a more universal, cultural, ecosystem-oriented *WHY* to thrive and grow at the scale that is most suited to it.

#branding #scale #sustainability #corporation #mission #yourwhystatement #brandstory #startup

The Digital Divide: Not everyone who matters is plugged in & many messages are best relayed eyeball-to-eyeball

Sometimes low-tech is the best way to get a message out

I respect the digital divide.

Not everyone has or wants to access the web for content, networking, research, etc. And honestly, that’s okay.

Some of these unplugged people are part of your most critical audience–they may be powerful community leaders, grassroots activists and wildly popular small business owners. While I’ll admit that getting plugged-in would only expand their reach and influence, they are very effective where they are and how they operate. You must be committed to meeting them where they are to make sure you are as inclusive in your communications strategies as possible. Be certain to provide no-tech recourses and communication tools, and not just as an after-thought. Make it meaningful and tied directly to your no-tech audience.

Additionally, some content isn’t best suited for the web. Some presentations and communications strategies are best suited to kinesthetic, tactile, manipulative, in-person, eyeball-to-eyeball hands-on connections. Get creative, and make these options available. Remember that people are physical not electronic entities. They sometimes like to hold things and have person-to-person conversations and connections.

Best practices: know & meet the needs of all your public where they are. Remember that a person-to-person conversation, sharing a laugh, or catching someone’s eye as they tell a story is critical in communications.

Never substitute technology for in-person. Technology is an enhancement not a replacement.

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