This is a blog about how new technology solves problems for business. In order to make that meaningful, however, I need to keep a sharp eye out for moments where we’re getting a little carried away with our philosophy. Take, for instance, these two viral videos:
Lady Gaga Telephone (Pomplamoose cover)
See also Single Ladies (Put A Ring On It) – Beyonce. Hipsters are just loving this stuff. Ironic takes on popular songs make people feel so good about how very clever and “above it all” they are. Please remember to wear an expression that encapsulates focused disinterest or you’ll spoil it.
From a technological point of view, however, the above video represents how cheap and easy media has become to produce. Two people accomplish here what used to take dozens, using equipment that used to carry a prohibitive cost. A sign of the times, to be sure.
The issue I take is when people talk about us being able to do something fundamentally new here. Cheaper and faster, sure, but this isn’t actually anything new. The fact is that the same “hipster appeal” media can be produced without even using electricity:
Ukranian Polka Band playing “Hot N Cold”
Ok, sure, they’re not true hipsters because they sniggered before they started but it’s counter-balanced by the retro instrumentation. The point is that 20-somethings always consider themselves innovators by default, but pretty much always try to accomplish the exact same thing no matter what decade we’re in.
There’s a difference between new technology and true innovation.
While pop sociology isn’t what I’m primarily interested in, it’s necessary to point out that technological progress is having a ripple effect through the world of business at the moment. First websites, then email, then cell phones, and now smartphones have forced themselves into our daily lives whether we want them to or not.
Those seeking a competitive advantage often ask: “What are the kids into these days?” Many execs still feel scorched from missing the big scores of the dot-com bubble days, and want to know what’s being hyped as the next big thing before it gets forced down their throats.
This works itself out in both positive and negative ways: we sometimes find faster and cheaper ways of being productive, but we also occasionally spend time and money on things that are irrelevant. The real magic happens when we apply a little innovation.
Spinning Flax Into Gold
Take Twitter, for instance. When it first launched it was a waste of time. 90% of the content was completely useless, and only appealed to voyeur celebrity stalkers or friends who were enjoying a new way to chat. Since we were all so paranoid about missing the “next big thing”, however, massive resources were dumped into supporting the platform.
So many people had put their reputations on the line promoting Twitter that, with their backs up against the wall, they were forced to innovate. (Cue defensive technophiles rushing to the comments to tell me how unbelievably useful Twitter was even before it was released etc etc etc… guys, have a quiet moment of honesty with yourselves.) Eventually people figured out how to make it productive, shoehorning in social networking opportunities, hash-tag protocols for live on-location news updates, and quick polling for instant feedback.
The fact is that there was nothing inherently wonderful about Twitter. It was later innovation that turned it into a useful tool.
Here’s another great example: MySpace. Once the darling of the interwebs, everybody just had to be on it. Of course, then people realized that Facebook has a better interface, LinkedIn a more focused network, and custom made websites more flexibility. MySpace started to die.
How did it survive? Innovation. That MP3 player plugin, combined with some good deals with record companies, turned MySpace into one of the easiest and fastest ways for bands to promote themselves to an audience that might never listen to them otherwise. The built-in e-commerce system was a nice touch as well.
Virtual environments have the same issues. They can be a waste of time, or with a little applied innovation, the pivotal tool your business uses to create a serious competitive advantage.
The latest gadget will not save your company. Only innovation will.
Games like World of Warcraft give players the means to save worlds, and incentive to learn the habits of heroes. What if we could harness this gamer power to solve real-world problems? Jane McGonigal says we can, and explains how.
One of the biggest challenges I have always faced in my efforts to broaden the appeal of virtual environments is the perception that they’re just toys. The public’s thinking is often that gaming is not a business application, and so by extension virtual worlds are just a game that isn’t all that much fun.
The effort has been to help people see that a virtual environment has nothing at all to do with gaming, and is often a very practical solution to real world problems. Slowly this understanding is growing.
I would be remiss, however, if I didn’t acknowledge that the fun factor of virtual environments does play a part. I got involved with Second Life because I’m a gamer, despite it not actually being a game. The intuitive connection exists.
While my primary outreach strategy is currently the Virtual Worlds Keynote series, I’m beginning to realize that I need to start using gaming as a framework in my future planning. Gaming strategies lead to much better ROI than traditional project management. If I can find a way to leverage existing human instincts, rather than my current policy of educating people to overcome what their instincts are telling them, I’ll get further, faster.
The seeds of some new ideas are starting to germinate… but I’d love to hear your ideas, if you’re willing to offer them. I’ll give a +1 Vorpal Sword to the best one.
I think I’ll have to start doing these general “Stuff You May Have Missed” news roundups on a regular basis again. There’s just too much good stuff out there!
Disclaimer: As with everything on my blog, the opinions expressed here are mine and do not reflect on Clever Zebra, the vBusiness Expo, my friends, my family, my blip channel, any of the other “Jack of All Strange” stuff that I do, etc etc etc… k here we go:
UPCOMING: Monday, March 1st at 2pm Pacific – Anders Grondstedt, President of The Gronstedt Group, as he tells us how Schneider Electric and IBM have found a strategic planning solution in Second Life. Attend the live event here.
Last night Hélène Zuili, CEO of MakeMyWorlds, covered a specific case study of prototyping and rehearsing processes around a trade show exhibit using Second Life. She covers what tools were used for booth conception, marketing and sales, as well as how the virtual world component was used during the real world event to complement the exhibition and optimize the investment.
Virtual Worlds Keynote
Real World Expos in Virtual Spaces
What I really enjoyed about this presentation was the specifics on how this experience impacted sales. In addition to information on how salespeople became better prepared before the expo, we saw some actual conversion numbers on people visiting the virtual exhibits and following up with the company in question.
Please join us next week (Monday, March 1 at 2pm Pacific) when our guest will be Anders Grondstedt, President of The Gronstedt Group, as he tells us how Schneider Electric and IBM have found a strategic planning solution in Second Life.
This Monday at 2pm PST (GMT -7) the first episode of Virtual Worlds Keynote will be recorded in Second Life. If you’d like to be in the audience you can click here (SLurl) to teleport to the studio. Please note: we intend to keep the live audience small and exclusive, so get there early!
Our presenting guest will be Justin Bovington, CEO of Rivers Run Red. In his talk Supermarket Planograms In 3D Justin is going to give a specific example of how virtual worlds can be used in the Fast Moving Consumer Goods (FMCG) and Retail Sector.
I’ll have a full writeup, including the video, linked up shortly after airtime. For now though, to whet your appetite, I’ll let you know about some future talks we’ve lined up:
Real World Expos in Virtual Spaces
Why We Sold Our Real Building and Went Totally Virtual
Golfing With Clients Online
Turning Data Into Information With Google Maps In 3D
How Dell Took the Consumer Electronics Show Online
Getting involved is easy! Just email me at info [at] calebbooker.com.
