Scott Berkun is the author of "The Myths of Innovation". One of the most interesting myths that he debunks is also one of the most widespread. The myth is: people love new ideas.
The reality is the exact opposite. People don't like new ideas. An innovative product rarely succeeds because it's a better solution. If it was, we'd all use the metric system, have twheels on our car, and use robertson screws.
So why do innovations succeed? Berkun outlines the following 5 key factors:
- Relative Advantage: You can predict how successful an innovation will be by looking at the perceived value of the innovation compared to the current solution. Is it easier to use, better to look at, more reliable, more effective, etc?
- Compatibility: How hard is it to start using? If the cost of switching to the solution is high, then people won't transition. The transition has to be less expensive than the perceived value of the advantage you gain.
- Complexity: How big is the learning curve? If it requires people to re-learn old habits then you have serious impediments to adoption.
- Trial-ability: Can people take it for test drive, or give it a trial run? The easiest way to overcome someone's objections is to let them try it.
- Observability:How visible are the results of innovation? The more visible the benefit, the faster the idea spreads.
In short, innovations that are easy to adopt and highly visible spread faster than those that aren't.
Superficial innovations (like fashion trends) spread quickly because they are highly visible and the cost to transition to them is low—especially when compared to the perceived benefit of increased social status. However, something like transitioning to the metric system, which requires an entire country to change their measuring cups and throw out their old cookbooks, rarely happens on it's own.
Check back next Monday for some good reads and visuals, or follow us on Delicious for a heavier load.
Mario is the epitome of the successful video game. There have been challengers, but none have yet to overcome the little Italian. Even gamers engrossed in modern online games typically have some roots in Nintendo's iconic series. But what is it that made Mario so damn fun? What continues to make the series successful? Shigeru Miyamoto, now senior managing director at Nintendo and one of the original minds behind Mario, says it best:
a fun game should always be easy to understand — you should be able to take one look at it and know what you have to do straight away. It should be so well constructed that you can tell at a glance what your goal is and, even if you don't succeed, you'll blame yourself rather than the game.
Miyamoto's words aren't just a glimpse at what makes Mario fun, they are a valuable lesson in clarity that can be applied to many things.
For example, when users go to your website, they have a specific objective they are looking to accomplish. They may be researching a product, learning more about your company, or making a purchase. Just like a game, your site should be so well constructed that users can understand how to reach this objective at a simple glance.
As a marketer, your job isn't just to get users visiting your site; your job is to make their visits enjoyable, and at the heart of every enjoyable experience, whether on a game or a website, is clarity. In a good website there is no room for ambiguity or confusion. Instead, create clear and easy paths that help users accomplish their objectives.
Picture via: Dr Case on Flickr
Miyamoto interview found via Maki.
Bad habits are hard to break, and the practice of bad presentations is not only a nearly unbreakable habit but is sadly considered the norm. Ever heard the phrase “death by PowerPoint?” Most of us have, and we’ve all been forced to sit quietly, asking ourselves “when the heck is this presentation going to be over so I can get back to something important?”
Presentations don’t have to be terrible, they just mostly are. This month, you’ll be glad to find there is a better way.
The Beginning: Preparation
It starts with clearing your mind and letting go of all your preconceived notions of what a presentation should be like. Of course, we are all busy, and sometimes it’s hard to shut down your mind for long enough to focus on the task at hand. That’s why in Presentation Zen, this month’s book club choice, Garr Reynolds advocates going analog; stepping away from your computer, Blackberry, and other gadgets and using pencils or markers, paper, and your creativity to sketch out your presentation.
Now, you might feel silly to be sprawled out with markers and paper. In fact, you might even feel like a child who’s about to draw something for arts and crafts – that’s the point! In order to achieve greatness, you need to approach your presentation with a “child’s mind”. Remember when you would spend hours playing with crayons and construction paper? And you weren’t worried about what you were producing, or how people would perceive it? You were just happy to be hanging out and creating some art. That’s the first step in achieving “Presentation Zen”; approach your presentation with a child’s mind and don’t be afraid to make mistakes.
So, you have your child’s mind, and your materials. Now you need to start thinking about what the point of your presentation is. What is the message of the story? You should have one solid point that you want people to learn and remember from your presentation. Everything you put into your presentation should support that point. Great presentations present information efficiently and gracefully by eliminating the non-essential. Anything that doesn’t support your point is not needed. Keep it simple, clear, and brief.
Everyone knows the point of this story:
No one ever knew the point of this one:
Making it Pretty: The Design
Here’s where people get stressed. It’s easy to “prepare” your presentation, but not everyone is convinced of their design skills. Well, what happened to your child’s mind? You’re not afraid to make a mistake, remember! You don’t have to be a designer to create a great presentation. Continue on your path of efficiency and grace. In this case, design means making your main message as clear for the viewer as possible.
Some practical advice: focus on the essential and use visuals. You can always give a handout to explain the non-essential, and visuals are much easier to digest than bullet points. For example:
A thousand words:
Don’t be afraid of empty space. Think “what can I subtract?” instead of “what else can I add?” Avoid clutter and use the graphic design principles of contrast, proximity, alignment and repetition to drive your message home.
Breathe Deep, It’s Time for: The Delivery
You’ve prepared, you’ve got your awesome design, and now comes the moment of truth: the delivery. There’s a reason public speaking is feared by more people than death; because, well, it can be scary. The way to make it not scary is to practice, practice, practice. The only way to build confidence in your presentation is to be fully prepared. Prepare like mad and you’ll be more at ease in delivery.
As you give your presentation, be fully in the moment. Give your audience your full and undivided attention. Be passionate about the subject! If you aren’t passionate, why should you expect the audience to be? Give your presentation, tell your story, and always leave the audience satisfied, but wanting more.
Presentations don’t have to be a dreaded thing; in fact, they can be fun and entertaining. This book has a ton of examples and more information which can be helpful to reference as you are creating your next presentation. The best way to learn is to get out there and do it. Go forth and create your own Presentation Zen!
The reason there are a lot of self-labeled social media experts and gurus is that people continually confuse tactics for strategy. Tactics are easy. A book on best practices will teach you 80% of what you need to know. Strategy, on the other hand, requires a blend of creativity and a ruthless determination for finding insights.
There's a place for social media best practices, and there's a place for individuals who can setup a social profile in the blink of an eye. But it's a small place. It's not an exciting place.
The real value of social media is that it gets people to think about their business problems differently. It makes companies think about their interactions with their customers and puts more emphasis on the customer experience. It provides an outlet for creative thinking, and sometimes even fosters solutions that make things better.
The reality is you don't need a social media expert teaching you tactics. Chances are you might not need a blog, a Flickr account, or even a Twitter feed. What you do need are more strategic ideas.
Use this current social media frenzy as an opportunity to rethink your interactions with your customers and gain insight on your brand. Sometimes you'll find an answer in social media, but just sometimes.