30 December
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"It’s always been this way"

The only standard is impermanence.

It’s very easy to believe that the world we live in has always been this way.

Your ethnic group has always had a similar standing.

Technology has always permitted certain kinds of interactions and is always improving.

Real estate values always rise from decade to decade. (Until they didn’t).

A job has always been the standard way to make a living.

Your chosen religion has always been practiced the way you practice it.

People in positions of authority and leverage have always had degrees from famous colleges.

Information has always been widely available.

As soon as you accept that just about everything in our created world is only a few generations old, it makes it a lot easier to deal with the fact that the assumptions we make about the future are generally wrong, and that the stress we have over change is completely wasted.’

By Seth Godin: http://sethgodin.typepad.com/

13 July
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The theory of the case

Here’s a way to get more strategic.

Instead of arguing for a course of action based on the status quo or your emotional gut, describe the theory of the case.

A is true.

B is true.

If we do C, then A and B should permit us to get D.

The method of this strategic analysis is that you expose your assumptions, you describe your actions and your posit the results. This permits your teammates to supply facts that might change your analysis.

Wait, A isn’t true.

Wait, we’re not capable of doing C.

Wait, if we did C, it’s not clear we would get D. Tell us how that would work…

This is far more useful than saying, “I hate you, you’re an idiot.” By making your assumptions and logic clear, you allow a more productive conversation to take place at the same time get buy in from your teammates who might be coming from a different worldview than you do.

Even better, you can then weave the case into a story, a vivid one that resonates.

If any of your steps involve doing something that’s never been done before, you’ll know where you need to focus your energy.

Too often, people fixate on a result they want and presume that if they just try really hard (with good intent) then maybe it’ll happen.

PS if one of the steps is, “and then a miracle happens,” you probably need to work on your case a bit.

By Seth Godin: http://sethgodin.typepad.com/

01 June
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Frames and Assumptions

stone frame I was talking with Rob Hatch about his experience with Touchpoints, an approach to help child development practitioners work with children and families. In that system, there are “assumptions” and “principles.” This has me thinking about how Julien and I talk about “frames,” and frameworks, and how this all applies to human business.

In Touchpoints, an assumption is “The parent is the expert on his/her child.” This means, no matter what you know as a pediatrician, you’re still not the expert of THAT child. You know stuff. The parent knows that child. See the difference?

Squint a bit, and you could say “you are an expert on YOU.” Meaning, you know more about yourself than a doctor, than a teacher, than anyone. In this case, we’ve shifted the frame from “parent” or “child developer” into “person,” and the assumption is still usable.

You with me?

Frames and Assumptions

Think of a frame as “a perspective, with boundaries.” So, when I frame myself as running a media company, it gives me a way of thinking and creating assumptions for my business. If I just framed myself as a blogger, those assumptions are quite different.

We haven’t talked about principles. Principles don’t change. They’re something we apply to various situations. One of my principles is “be helpful.” In all circumstances, I ask myself is there’s a way to be helpful. So, presuming you have a sense of the principles by which you live and operate, then what you can work with are your frames and your assumptions.

Set Your Frames

The single-most powerful thing I do with all things business and self-improvement is to start by setting my frame.

When I took my role at CrossTech Media, I was hired to build out their strategy and grow the business. I pushed everything through the frame of, “I’m here to grow this business.” It was a great way to stay on target, and a great way to look at the opportunities.

Set your frame. Consider who you are and your role in the situations that matter the most to you. At home, how do you frame yourself? What are the right assumptions to carry that frame? At work, same thing. Now more so, do you frame yourself around your place of employment? I say no, by the way.

Your frame is around you. You’re the CEO of your future (or pick a title that you love). And now? Let’s go one layer deeper.

Re-Set Your Frames

One thing where people get tripped up is that we have to re-set our frames from time to time. I’d argue that we have to reset them often. For instance, at CrossTech, I went from being VP of strategy to telling my bosses that I wanted to take over a division and run it as my own company. That’s certainly a bit different than my frame of “define strategy and grow the business.” I changed my frame and decided I’d frame around “do social media marketing well.”

Resetting your frame is so important to your development. I think we get locked up in keeping our old frames around, especially when we consider our job to be the same as our frame. I’m a newspaper reporter; I can’t find work as a newspaper reporter (versus “I’m a content developer; there are tons of jobs for me!).

The Assumptions Follow

Once you have a new frame, determine your assumptions, and make sure you stay aware to how they alter your perception. For instance, if you decide you’re a content developer, maybe you’ll assume that you should always be making new media. But that might have you miss a different type of opportunity. Decide how your assumptions will support your efforts.

What Are Your Frames?

What do you consider your frames? Do you anchor your frame currently to your job description? How would things change if you alter that?

And how do your assumptions line up? Have you ever given them much thought? What’s helping or hindering?

Photo credit Katie Tegtmeyer

Chris Brogan is an eleven year veteran of social media using both web and mobile technologies to build digital relationships for businesses, organizations, and individuals.

24 May
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The modern business plan

It’s not clear to me why business plans are the way they are, but they’re often misused to obfuscate, bore and show an ability to comply with expectations. If I want the real truth about a business and where it’s going, I’d rather see something else. I’d divide the modern business plan into five sections:

  • Truth
  • Assertions
  • Alternatives
  • People
  • Money

The truth section describes the world as it is. Footnote if you want to, but tell me about the market you are entering, the needs that already exist, the competitors in your space, technology standards, the way others have succeeded and failed in the past. The more specific the better. The more ground knowledge the better. The more visceral the stories, the better. The point of this section is to be sure that you’re clear about the way you see the world, and that you and I agree on your assumptions. This section isn’t partisan, it takes no positions, it just states how things are.

Truth can take as long as you need to tell it. It can include spreadsheets, market share analysis and anything I need to know about how the world works.

The assertions section is your chance to describe how you’re going to change things. We will do X, and then Y will happen. We will build Z with this much money in this much time. We will present Q to the market and the market will respond by taking this action.

This is the heart of the modern business plan. The only reason to launch a project is to change something, and I want to know what you’re going to do and what impact it’s going to have.

Of course, this section will be incorrect. You will make assertions that won’t pan out. You’ll miss budgets and deadlines and sales. So the alternatives section tells me what you’ll do if that happens. How much flexibility does your product or team have? If your assertions don’t pan out, is it over?

The people section rightly highlights the key element… who is on your team, who is going to join your team. ‘Who’ doesn’t mean their resume, who means their attitudes and abilities and track record in shipping.

And the last section is all about money. How much do you need, how will you spend it, what does cash flow look like, P&Ls, balance sheets, margins and exit strategies.

Your local VC might not like this format, but I’m betting it will help your team think through the hard issues more clearly.

By Seth Godin: http://sethgodin.typepad.com/

Valve Interactive
An online marketing and design agency in Portland Oregon