We all want to change the world. All the time. But it’s too big. It’s too complicated. And we all have a living to earn. Which is why change never happens. Or at least that’s how it was. In a hyper-connected world the ability to share information and see change happen changes many things. This is where Moringa comes in and meets some real, human ingenuity.
When your brand is a household name and your career has spun two centuries over a thirty-five year period in one of the most competitive fields in the world, the bet is that you’re doing some things right.
I like driving. When I drive I immerse myself in the amazing experience of feeling one with a two-ton vehicle. Controlling it through heavy traffic and at high speeds in the motorway with just light touches. Just the other day I’d volunteered to pick up a friend’s son from school as he couldn’t make it. I knew where the school was and calculated it was about twenty minutes’ drive, maybe thirty if I allowed for traffic.
Last time I had any facial hair of any description I was 13 and my upper lip sported that teenage boy fuzz that usually signals the time a dad ought to have the talk with his son and take the opportunity to also discuss how to use a razor.
When you post a net income of $7.5 billion in the fourth quarter of the year you could be forgiven perhaps for letting it go to your head a little bit. But when that heady feeling translates into a sense of omnipotence where your customers do not matter you begin the process that kills the proverbial goose that’s making you rich.
Over the last few weeks I have been immersed in travelling and speaking to corporate clients on search (mostly) and social media (a little). And it has been a disconcerting experience.
In December 2011, just before The Social Media Mind, my book on social media came out, I spent a week feverishly working on a video on social media disasters, going through literally hundreds of cases in my files looking for the ones which would stand out. The result was a video, unimaginatively, perhaps, titled “Top Ten Social Media Disasters 2011”
Back in 2007 I started writing a post called “Can a Lone Blogger be ever Heard?” everybody was writing on the web, blogs were springing up all over the place and bloggers, from passionate enthusiasts to savvy marketers and Black Hat SEO operators were filling the web with content. I never finished that post because I got depressed. Looking at the state of play, back then it seemed unlikely that a lone blogger would ever surface enough to do anything on the web.
In boxing, where the margin for error is razor-thin, there is a way to describe anyone who simply looks at an opponent and plans to take him on his strengths with equal strengths. It’s called “cruising for a bruising”. It suggests the match will be spectacularly painful and probably one-sided.