From Push to Pull to Participate T-Mobile's Flash Mob at Trafalgar Square (source)In the world of advertising, it is common for one to think about generating Attention first before anything else. After all, that age-old mnemonic AIDA (Attention, Interest, Desire, Action) is predicated on the ability to capture your target audience's eyeballs/ eardrums in the cacophony of marketing clutter.Well things have changed, according to Kevin Roberts, CEO of Saatchi & Saatchi Worldwide. He feels that we have not only moved out of an Attention Economy, but have progressed into both an Attraction Economy and a Participation Economy.This evolution from push to pull to share is summarised in the table below:Courtesy of KR ConnectFirst, what is an Attraction Economy? According to the chart below, the Attraction Economy is one which involves permission, interaction, intimate gestures and emotional connection. It is kind of like building a fan-base of many followers of your brand whom you can touch on a personal and perhaps even spiritual level. (You can read more about it's 10 principles here)SourceWhile the Attraction Economy is about greater levels of emotional engagement and interaction with one's customers, the Participation Economy brings it further. Inspired by recent trends like flash mobbing and the prevalence of peer-to-peer sharing (often to the chagrin of copyright owners), the Participation Economy is about community, c co-creation, collective action, and many-to-many communication.Social technologies allow more participation between you and your customers (source)Perhaps a good way to illustrate these differences is this.In an attention economy, a marketer needs to interrupt, distract, and sell to a consumer. This is classical marketing 101 with the 4 Ps (Product, Price, Place, Promotion).In an attraction economy, a marketer needs to cultivate relationships, understand his customer's wishes and desires, and interact with them on an emotional level. His role is perhaps more like a relationship manager and an experience architect.In a participation economy, however, a marketer is now a catalyst for action and a community manager. While connecting with one's customer is important, its probably more important to rally them together and make them feel like members as opposed to buyers.How does this change the way we work as marketers?For a start, one needs to change the way one views customers from target audiences to brand activists. Market with your customers rather than market to them.One should also involve one's customers as early as possible in the nuts-and-bolts of product development. Get them interested from an early stage and seek their feedback early.One could also study the dynamics of groups and develop the best way to cultivate a following. Find out what your customers truly care about and pledge to work closely with them on a favourite cause.Finally, consider how you could maintain a constant dialogue with your customers in the most efficient and effective manner. Keep the relationship alive through interaction, and always keep communication channels open.PS - For more ideas, check out this free resource by Nina Simon called the Participatory Museum, as well as Hugh Macleod's wonderful thoughts on social objects and how marketers could use them. Does Product Sampling Work for Juices? A few weeks ago, at the kind invitation of Coca-Cola's agency Fulford PR, my colleagues and I were given a juicy treat of about 3 dozen bottles of the new Minute Maid Pulpy juice. I also received a brightly coloured package which came in cheerful splashes of orange.Apparently, this was part of the new launch by the world's number one fruit & vegetable juice brand, Minute Maid, which incorporated pulpy fruit sacs into their new juices. Part of the Coca-Cola company's stable of products, the beverage giant has undertaken its largest sampling promotion campaign ever for Minute Maid.The newly launched pulpy juices come in two flavours. Orange......and Tropical Mixed Fruit:If you're keen to check out their taste, you can look out for its range of outdoor and instore sampling and promotional activities throughout the year. This will take place at various locations across Singapore in Orchard Road, the CBD area and the heartlands. In fact, there will be a huge Minute Maid truck going around.Look out for its interactive outdoor panel at selected bus stops. There you can collect tokens can be exchanged for a free bottle of Minute Maid Pulpy from nearby sampling teams.So what's inside the package? Well, there was a bottle of Minute Maid Pulpy juice and a CD ROM of images and a press release like so.As I was studying the box (I love to read food packaging - a habit picked up from young), I noticed a 3-step process in drinking the juice. This was part of the company's attempt to make juice drinking a complete sensory experience involving sight, scent, sound, taste (sweetness and texture of the pulp), as well as touch.So how were our verdicts like for the taste of the juice?Well, some of my colleagues found that the texture of the pulps were a nice sensation in the mouth. They also relished the fact that the new product contains Vitamin C, a useful aid for those with colds and flus. While the taste was refreshing, it also wasn't as "real" as say other expensive brands like Tropicana.Personally, I found it a little too sweet for my liking, although it may probably taste better with ice in a glass. However, my son Ethan truly loved it and finished very quickly in a gulp!Other than its ambitious sampling exercise, Coca-Cola wil also be launching a huge island-wide Minute Maid Pulpy television advertising campaign. This will include posters at bus stop panels around Singapore, as well as communication materials in-store. The sampling extravaganza will also be covered by radio DJs who will ask consumers about their Minute Maid Pulpy moments.Does samping work then? Well, as you can see from our collective reports above, different people will have different taste outcomes. Some will enjoy the experience, share it with their friends, and help to spread positive word-of-mouth. Others may be more ambivalent about the product. A third group may be even deterred from making the first purchase as a result of their taste preferences. What an island-wide exercise like this does, however, is to strengthen mindshare and top-of-mind-recall. Unlike pure advertising alone, sampling incorporates elements of experiential marketing which engages the senses. By doing so, a company can immerse its consumers more holistically in a complete aesthetic experience involving design, logos, copy, colour, taste, scent, sound and texture. The Greatest Tip in Social Media Which would you rather be? A marathoner or a 100-metre dasher? (source)Do you know what the most important tip in social media success is?Let me give you a few hints.It isn't about creativity, celebrity or comedy. It isn't about befriending a thousand friends on Facebook, Twitter, or Plurk.Nor is it about fabulous photographs, wickedly outrageous videos, or prose from paradise. Give up?Well, the simple answer is consistency and continuity.Everybody can start a blog, youtube channel, or flickr page. Putting up a facebook fan page is a breeze, and so are creating short 144 word Twitter or Plurk updates.However, sustaining them on a regular basis can become a challenge. After a while, writing 100 word posts, editing and selecting photos, and putting up snappy and witty asides on Twitter can become quite a grind. Trying to always be the most comprehensive and updated blogger, twitterer, or video sharer can be a tiring exercise. Especially when real life (and work) beckons. How does one maintain an online presence for the long haul then? Here are some rules which I try to follow:First, be realistic about your strengths and weaknesses. Not everybody can be as funny as Kenny Sia, thought provoking as Seth Godin, or diva-like as Xiaxue. However, you can carve a niche in an area that you're confident in.Next, be mindful of finding the right rhythm and cadence for yourself. Don't adopt too gruelling a pace and encounter blog burnout. Take it from me. Initially, I tried to be a "post-a-day" blogger, but I found the pace too punishing. I'm now settling for a new post every two to three days, and it seems to be more comfortable.You should also manage your expectations on what your digital real estate seeks to achieve. If you're looking to monetize your websites or blogs, be prepared to work hard in getting the right keywords in, follow the latest news, and befriend the greatest number of fans. With a gazillion competitors out there, you have to be relentless and restless.If however, you just want to a place to share your thoughts and creative outputs, the amount of rigour required would probably be reduced. Finally, know thyself (as George Lam in a Guiness Stout advert would say). Are you somebody who has tremendous discipline and are able to stick to a rigid and tight schedule? Or do you prefer to have more flexibility in your life so that you can shoot the breeze when the occasion calls for it?Establishing a social media presence isn't about a grand beginning or a fabulous finish. It is all about the journey - the steps you take along the route, the friends that you make along the way, and the digital ink that you spill on your virtual canvasses. It is also about balance, moderation and longevity - a marathon if you may as opposed to a sprint. Has Bali Lost Its Allure? Ibu Oka's Babi Guling at UbudBali has always held special meaning to me and my wife. It was on this tropical island that we had our honeymoon way back in January 2003. Back then, I was so inspired by the holiday experience and customer encounters that I wrote an article that was published in the Straits Times on the legendary hospitality of Balinese.Sadly things have changed, even at Ubud (Bali's cultural heart) which is supposedly less mercantilist than Kuta, Uluwatu or the coastal cities. While its verdant and pastoral landscapes have largely remained, the ugly effects of commercialisation and gentrification have left major scars on the island.For a start, the traffic was horrendous! There are so many cars, coaches, vans and motorcycles - especially motorcycles - crawling around the island that even crossing the tiniest lane can be a hazardous experience. In fact, the gridlock was even worse than Singapore's city centre during our morning rush hour!With a six-and-a-half year old in tow, my wife and I had to be perpetually watchful of the endless flow of vehicles. Oh, I forgot to add that driving here (like many Asian cities) probably requires one to have a stint in Hollywood as a stunt driver.I've also noticed how much more mercenary the folks on the island are now. Asking for directions anywhere often result in an instant sales pitch by the person providing the information. Taxi touts are everywhere. Hailing a cab - licensed or otherwise - now comes with having to endure an almost predictable series of questions from the driver which goes like this:Driver: "Where do you come from?"Us: "Singapore"Driver: "Ahh, Singapore. Beautiful country. How long will you be in Bali?"Us: "We'll be staying for another two nights in Ubud."Driver: "Good. Have you been to _____, ______ and _____?"Us: "Yes, we have. We have also hired a driver for the next few days."Driver (slightly miffed): "Ohhh." (pauses before continuing) "how much did he charge you?"Us: "....."While most Balinese are warm and friendly, F&B service levels have largely stagnated - even at the leading/award winning restaurants in Ubud where we dined! On a few occasions, the waiters and waitresses forgot to set the table for my son (probably because we did not order a main for him) and had to be gently reminded. They also lack initiative in providing us with extra sets of bowls or plates even after knowing that we intend to share our food. Perhaps the most glaring incident occurred at the Tsavo Lion's Cafe in Bali Safari Park. My son Ethan was feeling a little unwell (probably carsick) during dinner and ended up vomiting. Being quick thinking parents (who learnt from painful experience), my wife and I shoved an empty plate under him so that he can regurgitate with minimal "collateral damage". When we asked the waitresses for help, the expressions on their faces were ones of disgust and distaste. One of them even tried to shove a plastic bag to us (probably with the assumption that we will bag the mess ourselves). I insisted that they should clear the plate of unmentionables and they did so rather begrudgingly. It was only a few minutes later that a male waiter came to ask how our son was.Finally, pollution appears to be the order of the day. The endless streams of motor vehicles result in permanent fumes cloying one's nostrils. Littering is also fairly rampant, even in rice fields and farms, and cigarette butts are strewn everywhere.Having said all the above, Bali does have its saving graces. Much of its cultural heritage, artisanal traditions and warm hospitality has remained. The island also possesses breathtaking natural and rural environments that are largely pristine. Unfortunately, crass commercialisation has reduced the natural charm of the island and its inhabitants. Many things are tagged with a dollar - or rupiah - sign. While its tourism infrastructure has modernised and improved, service standards have unfortunately not progressed at the same pace. Off to Undulating Ubud SourceTo recharge, refresh, and relax, my family and I are heading off to Ubud this afternoon for a short break. Considered one of the more scenic and rustic spots in Bali, Ubud is the cultural centre of the island dotted with numerous art galleries, craft markets, museums and temples. From what I've seen and read, the Ubud region is full of picturesque scenes - rustic rice terraces, swaying coconut palms, charming temples, and healing resorts.Of course, we will also be travelling to other parts of the island like Kuta Beach, Tanalok, and the Mara River (we'll be staying a night at the Mara River Safari Lodge to experience lions upclose and personal). Hopefully, we'll be able to catch a procession or two - those are quite spectacular from what I've seen and heard. Do take care during the interim and see you all next week! NTUC Income Scores with Flooding Ad This morning, I was alerted to this full page advertisement in The Straits Times by Tessa Wong, one of its journalists on her Twitter account. Created by NTUC Income, a leading general insurer in Singapore, it caught the eye of many on Twitter who retweeted it to their friends and followers.I applaud NTUC Income for scoring several goals (this being World Cup season) with this:1) Taking advantage of a hot and very current issue at the top of everybody's minds.2) Linking it creatively to it's products and services, without having to say too much.3) Using a very powerful visual (a flooded car) and giving it due acknowledgement in the credit line for the photograph.4) Writing a strong headline that is closely associated with the photograph with a nicely crafted double entendre woven into its meaning.5) Being nimble enough to pull off such an advertising stunt despite being one of the largest insurance companies in Singapore.The best thing about this advertisement is that it is eye-catching without being offensive to anybody. Well done NTUC Income! Digging Deeper To Find Gold Finding treasure requires a lot of investigating and digging. Just ask Indiana Jones! (source)In any successful marketing endeavour, one must be willing to think, live and breathe like one's potential customer. This also means that preconceived notions and prejudices must be tested and thrown out the window if they are proven untrue.What are some of these common misconceptions and myths? Let me offer some examples.1) The clubbing and pubbing scene in Singapore is only full of young adults who love to party, drink till they drop and camwhore.The truth is that young adults don't drink alcohol that much, preferring instead to sip their capuccinos and frapuccinos in cafes. On the contrary, there are lots of older adults who pub and club.2) Orchard Road shopping centres are always crowded and hence should be avoided. Neighbourhood HDB malls (in public/subsidised housing estates) are usually less hip and happening.Just visit Tampines Mall or Jurong Point on a weekend to see the truth for yourself!3) Seniors are normally tea-imbibing, chinese chess playing, tai-chi practising folks who have all the time in the world.With the rise of dual-income households, who actually takes care of the babies in your home? The family dog?4) Museums and art galleries are dull, intellectual and quiet places. Nobody goes there except school kids.On the contrary, some 2.8 million visitors visited NHB's museums last year.5) Social networking channels are full of dangerous digital denizens who are ready to spam, flame, or troll your organisation when given the opportunity.They are also be full of people who are civic-minded, community-oriented and likely to support a worthy cause. Just check out the 16,150 members (and growing) in the Singapore Police Force's Facebook page.Conventional wisdom may sometimes be fraught with folly. Smart marketers know that the truth isn't always found in stark contrasts of black and white. Rather, it is painted in various shades of grey.The worst thing one can do is to launch a new business, product or service based entirely on hearsay. Similarly, holding back on an opportunity just because most people are afraid or wary of doing so limits the ponds and rivers where you can fish in.To understand how your targeted customers truly behave, spend time talking and interacting with as many of them as possible and observe what they do. Spending time walking the talk, going down to the shops and observing actual consumer behaviours are critical in preventing mis-alignments of strategy with reality.The next time somebody offers an excuse why a particular product or service is destined to succeed/fail, don't just go with his or her opinion. Dig deeper and harder to unearth the nuggets of truth. They can mean the difference between striking gold and hitting a granite wall. Ritz Carlton's Legendary Service The Right People and Processes makes Ritz Carlton the epitome of guest luxury and experience (source)At the kind invitation of the Singapore Tourism Board, I had the privilege of learning all about Ritz Carlton's famed service strategies from Diana Oreck, its Vice President of Global Learning & Leadership Centre. A two-time winner of the Malcolm Baldrige Quality Award, Ritz Carlton manages 77 hotels in 24 countries, employs some 35,000 staff, and generates some US$3.2 billion in annual sales.In the words of Oreck, Ritz Carlton's business practices are not rocket science. What's difficult though is staying the course and ensuring that its service is consistent. Embracing the notion of customers for life, the hotel chain considers its 'Ladies and Gentlemen' to be the most important resource in its commitment to guests. Its strong emphasis on staff development has led to a low employee turnover rate - from a mid 50% (1991) to a low 20% (2009).With its legendary Gold Standards of service, Ritz Carlton provides all employees with a credo card emblazoned with its world famous motto: "We are Ladies and Gentlemen serving Ladies and Gentlemen". In Oreck's words, "You cannot control how a customer behaves, but you can teach your employees how a lady and gentlemen behaves". This emphasis on its employees can also be seen in the hotel chain's Employee Promise which goes like this:"At The Ritz-Carlton, our Ladies and Gentlemen are the most important resource in our service commitment to our guests. By applying the principles of trust, honesty, respect, integrity and commitment, we nurture and maximize talent to the benefit of each individual and the company. The Ritz-Carlton fosters a work environment where diversity is valued, quality of life is enhanced, individual aspirations are fulfilled, and The Ritz-Carlton Mystique is strengthened."With a near obsession to understand both the expressed and unexpressed needs of guests, Ritz Carlton has Three Steps of Service:1) A warm and sincere greeting. Use the guest's names.2) Anticipation and fulfillment of each guests' needs.3) Fond farewell. Give a warm good-bye and use the guest's name.These basic behaviours are critical as a person only has 7 seconds to make a good impression in person, and only 2 seconds on the phone to do so.Ritz Carlton also has a set of 12 Service Values (which are pretty self explanatory). These are grouped according to three categories:Mystique1) I build strong relationships and create Ritz-Carlton guests for life.2) I am always responsive to the expressed and unexpressed wishes and needs of our guests.3) I am empowered to create unique, memorable and personal experiences for our guests.Emotional Engagement4) I understand my role in achieving the Key Success Factors, embracing Community Footprints and creating The Ritz-Carlton Mystique.5) I continuously seek opportunities to innovate and improve The Ritz-Carlton experience.6) I own and immediately resolve guest problems.7) I create a work environment of teamwork and lateral service so that the needs of our guests and each other are met.8) I have the opportunity to continuously learn and grow.9) I am involved in the planning of the work that affects me.Functional Values10) I am proud of my professional appearance, language and behavior.11) I protect the privacy and security of our guests, my fellow employees and the company's confidential information and assets.12) I am responsible for uncompromising levels of cleanliness and creating a safe and accident-free environment.According to Oreck, the golden nugget in personal service is to ensure that one doesn't overshadow the customer (its theatrical and performative in a way). She also shared about how each staff is empowered with a budget of $2,000 to make it right for guests - provided of course they are bona fide (they have ways to tell scammers from genuine ones).Other than its array of measuring tools like mystery shopping and customer surveys, Ritz Carlton's famous Daily Line-up, which is like a team huddle every morning for 15 minutes amongst employees in each department. This process provides a "teachable moment" for supervisors to train their team members.Finally, it became evident that Ritz Carlton's success lies in implementation. My two most important takeaways from the session were that the "flawless execution of the basics" is key to any service endeavour, coupled with the need to ensure that the strong belief that culture is not just part of the game, but the game itself. Collecting versus Creating - A Digital Dilemma? Don't just collect tonnes of digital crap! (source)Beyond the curation of online information (text, photos, videos, games etc), social media strategists should also learn how to be judicious in the art and science of collection. However, just like working in a museum, collecting digital "treasures" need to be done purposefully.Frequent online users collect (and consume) a lot of things.We collect email addresses, mobile phone numbers, and MSN nicks.We collect fans, friends, followers and commenters on social networks like blogs, Hardwarezone, forums, Facebook, Twitter, Flickr and Youtube.We collect news and updates from an entire range of aggregators like Digg, Channelnewsasia.com, Huffington Post, Tomorrow.sg, Ping.sg and more.We collect RSS feeds, blog posts, links, retweets, shared photos and videos, graphs, charts, slideshare slides and the like.Admittedly, we also collect lots of digital drivel - celebrity slip-ups, social shenanigans, camwhore photos, and political skeletons in the closet. We also collect lots of irrelevant and irreverent information - tweets on that cute girl in the bus, Facebook grunts and grumbles, and the cries of despair in 140 characters or less.(Of course, the fact that almost all online applications are FREE doesn't help, but I digress)If we are not careful, we may end up collecting and re-spewing so much third party data and information that we become postboxes. With everything served in bite-sizes, one can easily over-indulge on digital candy and become bloated with (mis)information.Perhaps it is time to apply the axe more frequently. Cut down on the streams of information coming your way. Be purposeful and selective in what you read, share, monitor and write. Separate the wheat from the chaff.Instead of just being a passive collector and a disseminator, be a creator and a curator. Divide your time between reading/skimming other people's content, and rolling up your sleeves to create something meaningful and worthwhile of your own. These can be in the form of blog posts, Facebook notes, Youtube videos, Flickr photos, an audio recording of your thoughts, or anything else that adds to the body of knowledge.Of course, not everybody can write, tweet or produce an online episode as well as the kings and queens of social networks like Xiaxue, Seth Godin, Natalie Tran or Danny Choo. However, I firmly believe that original and real insights are sometimes more valuable than repurposed content.Life is short. Don't just be a digital drifter or a real-time recycler. Let others hear your voice and know who you are. More importantly, do it for yourself and invest in the future. Don't Lose the Long Form! The greatest literary works Like "War and Peace" are not puny (source)As more and more people consume information in byte-sized pieces, and veer towards Twitter, Facebook and other social networking platforms, it appears that we are losing the benefits of length.Wait, hang on a minute. Am I telling you to be verbose and long-winded while beating about the bush? Isn't instant, real-time and succinct responses the beauty of the age of digitisation?Well, before we get all fired up in a 140 character frenzy, consider this:* The greatest works of literature on the planet are not thin. Think the Bible, Koran and J.R.R. Tolkien's Lord of the Rings.* Getting a PhD - the crowning glory of education (to some) - often requires one to write a pretty voluminous 100 page (or more) dissertation (of 100,000 words or more).* Even advertising is going towards the long form with the phenomenon of branded entertainment, and this is further evidenced by the rise of Transmedia Storytelling.* If you think about, sustaining a blog over a long haul is a form of long form writing, broken into multiple short chapters. However, most blog posts are short excerpts rather than thoughtfully articulated and nuanced pieces.One of the greatest dangers arising from the ubiquity of weapons of mass distraction is that it reduces our ability to focus and concentrate.Think about it. When was the last time you went to a meeting without stopping at least once, twice or more to glance at your mobile?The frequent breaks in attention may also affect our ability to write and analyse critically. Strategic plans, business analysis, competitive intelligence, and market research all requires long, hard and drawn-out study and interpretation.In fact, one of the greatest dangers of veering towards short methods of presenting (like powerpoint) is that it can make you stupid. Just ask the US Army about the folly of digital versus real bullets.What can one do about this?First, take a deep breath and try to clear yourself of all distractions. Switch off the mobile, turn off the blackberry, and log out of MSN, Facebook, and Twitter.Next, try to read a book with at least 300 pages or more every day. It doesn't matter what your progress is like, so long as you chisel away at the tome, bit by bit. Subscribing and reading the quality press - Business Week, The Economist, and Financial Times - may also help you to digest more complex information and to reproduce them when needed.You can also try to keep a blog, a paper diary, or a wiki of your life, and force yourself to pen some words or phrases regularly. Use this platform to engage in analytical exercises and stretch yourself intellectually and linguistically.Finally, one should embrace the concept of lifelong learning and be willing to learn newer and more complex concepts, theories and ideas. A good habit is to write down and reproduce what you have learnt at conferences and workshops.PS - For those of you who hanker to read longer and more well-developed articles, check out this great resource. Eye Power versus i-Power SourceIn the age of digital dominance and wicked widgets, one tends to lose the use of one's primary senses. Lulled by the comforts of computers, one can become oblivious to one's immediate surroundings and end up relying more on secondary rather than primary data.By inadvertently shutting ourselves to the real world and gluing our eyes (and fingers) on our mobile computing devices, we may then rely on third party "gurus" and "experts". We put our trust on the charts, trends, data, and analytics churned out by researchers who are often located half a world away. This may have grave consequences for marketers. Let me explain why.For a start, different markets have vastly different characteristics. People living in a tight, tiny, and highly connected urban environment like Singapore has very different geographic, socio-demographic and psychographic characteristics from a city in the United States, Europe or Australia. Most homes here are also small public apartments, and are inevitably more claustrophobic than sprawling suburban houses in the West. This means that people here tend to go out of their homes a lot more than their Western counterparts. Again, this affects buying behaviours.Asian traditions and its emphasis on frugality also exert a critical difference in our purchasing behaviours. We are value shoppers and often wait for discounts, promotions and freebies before opening our wallets. The impact of group dynamics is also stronger in Asian societies - we are a lot more communal than individualistic here and this shows in our purchase habits.What this means is that we shouldn't just rely wholly on digital analytics. One should be careful about confusing Facebook behaviours with face-to-face ones. If you want to know how people are truly interacting with your product or service, go down to the shopfloor and study how they really behave. Listen to those conversations between potential customers and retail assistants. Use your eyes to see what customers actually do before opening their wallets (eg do they look at the price tag first, or the logo, or the features on the box?).Such offline observations can also occur at the homes, offices, schools, and other places where people hang out. Eavesdrop (without appearing too rude!) if you can on what people are discussing, especially when it comes to lifestyle choices (shopping, movies, museum visits, picnics). Sense their body language and what seems to attract them more than others.There is a time and place for secondary data and statistics. They form a useful base for us to launch new marketing efforts. However, do not just trust in them alone. Instead use your eyes (and ears, noses, mouths and hands) to see what people are really doing instead of what they say they are doing. You may be surprised at the difference. Singapore's Pavilion @ Shanghai World Expo At the Shanghai World Expo 2010, the country pavilions are especially significant as they are iconic representations of what each country has to offer. After visiting those from Europe and the Americas, as well as those closer to home in China, Australia and Southeast Asia, how does Singapore's Pavilion compare?Join me for an in-depth tour of the Singapore Pavilion at the Shanghai World Expo.Designed by architect Tan Kay Ngee, the Singapore Pavilion's theme is Urban Symphony. Evoking images of a music box, it "forms an orchestra of elements and a symphony for the senses – from the choreography of the plaza’s water fountain, the rhythm of fenestrations on the façade, the interplay of sounds and visuals, to the mélange of flora on the roof garden."After getting around the rather long and and snaky queue, we saw videos of expatriate families who became permanent residents and loved it there. They include this cute caucasian girl who spoke brilliant Chinese.We're one of the few pavilions with a fan as a gift to all visitors, shaped like an artist's palatte.There were a total of four interactive stations on level one, which had trampolines for people to jump on. The pattern in the middle shaped from kwalis (or woks) was supposed to react to these actions.Unfortunately, most of them weren't working due to wear and tear. :(Displays like this helped to showcase the city's urban skyscraping splendour. Notice the prominent Far East Organisation logo in the exhibit - one of the pavilion's major sponsors.These colourfully dressed performers were certainly a sight for sore eyes and provided an attractive visual break.More queues, this time going up and around the pavilion to the second section (or movement).Hmmm.... what are these unusual looking blotches on the wall? Let's look closer at the texts.Ahhh.... these are vital statistics and figures of all the important things that we Singaporeans measure. One could consider them as a giant KPI board.More performers greeted us with pleasant smiles along the way, this time decked in chilli-red fusion Malay costumes.After at least 15 minutes or so, we finally got into the experiential theatre, which was phase 2 (2nd Movement) of the pavilion.Inside, we watched a rather stirring music video on the pavilion's theme song called "Every Touching Moment". It starred Stephanie Sun, Tanya Chua, JJ Lin, and A-Do. I thought it was quite well made and perhaps the high point of the pavilion.You can join me in experiencing the sensation by watching the video extracted above from Youtube for your viewing pleasure.Finally, we clambered all the way to the open-air "3rd Movement" of the pavilion.Here we were greeted by an array of tropical plants like orchids, palms, ferns and other indigenous Singapore flora. It also offered excellent vantage points for views of the neighbouring pavilions.A close-up view of the plants which helped to portray our claim to fame as a Garden City (or a city in a garden).On the ground floor of the Pavilion, we spotted some uniquely Singaporean food like laksa, satay and chicken rice (catered by Kriston), as well as a souvenir shop featuring the mascot of Singapore's Pavilion called Liu Lian Xiao Xing (榴莲小星). Here's Alvin and I striking a pose after our trip around the pavillion.Acknowledgements: This tour of Shanghai World Expo was made possible by Coca-Cola as part of their recent blogger's tour to the Shanghai World Expo for APAC bloggers. Your Most Important Customers With courtesy from Starfleetyachts.comWho should you pay the most attention to in your organisation?A) The guy or girl who makes a purchase of your product or service.B) The shareholders of your firm, watching over its profit margins with eagle eyes.C) The sales assistant working hard to seal that transaction.D) The CEO of the company, issuing orders and barking edicts to ensure everything is in order.E) The storeman, ensuring that the goods are delivered on time.F) The finance manager, helping to keep track of expenses and revenue for the organisation.Caught between the devil and the deep blue sea, most of us would probably mouth off the most politically correct term, ie A), the actual paying customer himself or perhaps B), the shareholders providing much-needed capital injection. After all, without their cash, the rest could call it quits, pack their bags and go home.The truth however isn't as straightforward as it seems. Often, C) to F), ie one's colleagues, bosses, and direct reports, play a critical role in the execution of any strategy. Without their belief, support, and enthusiasm, the best laid plans of mice and men WILL go awry. Getting internal buy-in is one of the most important tasks in management and leadership. Traditionally, those in higher positions of power have an easier task than those occupying the lower rungs of the corporate ladder. However, this needn't always be the case - one can exert positive influence through one's own knowledge, networks, and areas of specialisation.In this day and age where social media channels and digital platforms provide instant ideas at the click of a mouse, the most difficult task isn't in thinking about what to do. Understanding customers, reaching them through superior audience analytics, and pinpointing their likes and dislikes is now run-of-the-mill. Almost everybody would have read a Seth Godin, Malcolm Gladwell, Mitch Joel or Clay Shirky book.Rather, the greatest impetus should lie in getting the people involved in the actual jobs of delivering value to the customer (and shareholder) to do so, while being centrally aligned to corporate goals and ideals. Without the buy-in, support, and more often than not, friendship of internal customers, the greatest strategies will come to nought.PS - Check out this brilliant internal customer mapping tool from Johnson Controls which is available free: The Promise and Peril of Starbucks Taylor Clark doesn't like Starbucks. However, he does patronise its outlets. Apparently he is not alone, as there are many who publicly profess their distaste for Starbucks' "almost burnt" brew while still swarming towards their outlet.That in a nutshell is the premise behind the book "Starbucked" authored by Clark, a Portland-based journalist who appears to have more than a little caffeinated chip on his shoulder while appearing to be balanced in his authorship. Unlike the more glowing titles featuring the world's most famous purveyor of coffee as experience, Clark squarely places both the pros and the cons of the cafe behemoth in his book.In case you don't already know, Starbucks rules. With more than 17,100 stores in almost 50 countries around the world, it is the largest coffeehouse company globally. Unlike McDonald's however, each store is owned by the company itself, which makes the chain even more impressive asset-wise.Starbucks around the world (courtesy of Wikimedia commons)Unlike a typical business book, "Starbucked" doesn't just share the secret formula behind Howard Schultz's meteoric success as the CEO and Chairman of the chain. You get truckloads of trivia about the history of the bean, its ascendance to the throne in traditionally tea-drinking countries, as well as the moral dilemmas created by superstar coffeehouses charging US$4 per cappuccino when only 5 percent of that cost ($0.20) comes from the roasted coffee beans themselves (the raw product from farmers costs even less).For sure, one can pick up tips about Starbucks stellar success from its corporate heritage (its first outlet was opened at the Pike Place Market in Seattle in 1971 by Jerry Baldwin, Zev Siegl, and Gordon Bowker), its razor-sharp real estate strategies, its spot-on modular store design and renovation processes, its incessant emphasis on productivity, as well as its emphasis on coffee as theatre.Readers can also learn about how Schultz's romantic obsession with experience led to him purveying the word third place (first coined by sociologist Ray Oldenburg). While the use of the term is contested by Oldenburg himself, it is hard to imagine a more apt description of a Starbucks store - from Seattle to Singapore to Seoul. While its omnipresence and ubiquity appear to be fairly welcomed around the world, Starbucks has also raised the ire of many tradition loving stimulant sippers. In Clark's book, the following transgressions were claimed:-Killing the character of neighbourhoods and employing predatory tactics to take out locally owned coffeehouses.-Causing the suffering of millions of Third World coffee farmers by paying unfair prices for beans.-Pedding a product that is harmful to our health (and to our delicate palates).-Exploiting its employees and cruching their attempts to unionise.-Homogenising the planet and destroying cultural diversity by saturating the world with its stores.In a chapter called "The Seattle Colonies", Clark chronicled how Starbucks' globe-conquering ways encountered resistance in regions like the Middle East and Beijing (which was later soothed by the engagement of superstar Zhang Ziyi), while being warmly embraced practically everywhere else. Its troubles with unions appear to be a long-running feud, although the short employment terms of most its staff make any industrial actions difficult to sustain.Engaging Zhang Ziyi as a spokesperson helped Starbucks swell in China (source)Overall, the book is well-written in an often witty and sometimes caustic fashion. While Clark makes no bones about detesting Starbuck's erosion of indigeneity, he also admits that it does have its virtues. Be emphasising uniformity and quality (albeit at a rather steep price), Starbucks helps to bring forth a calming and reassuring presence in an increasingly unstable corporate world. And that perhaps is the true "Holy Grail" in its caffeinated offerings to the world. Touring Asia & Australia at the Shanghai World Expo After visiting the various country pavillions in the European and American zones of the Shanghai World Expo, we focused our attention on the regions closer to home. Due to the shortage of time, we could only enter the Singapore pavillion as the queues to most of the Asian pavillions were rather formidable. However, I did manage to take some quick external shots of the various Asian pavillions which captured my interest.Here's a brief photographic journey of some of the pavillions which we saw.Indonesia's pavillion looked pretty impressive in terms of size, albeit a little like a typical conference building with the flags and pillars and all.The Bayon looked pretty sad and uninspiring in the tiny Cambodia pavillion. A pity considering how impressive its ancient temple architecture truly is.The colourful hands provided some visual candy at the otherwise boxy Philippines pavillion. I overheard some nice performances emanating from inside, true to the spirit of Filipinos being great singers, dancers and actors.Australia's pavillion had a nice wavy shape and a brownish-red facade, reminiscent of Ayer's Rock in the Australian desert. It was quite a crowd puller too.Across the "causeway", the Malaysian pavillion used the traditional Malay Minangkabau roof architecture to attract the attention of visitors. It also had a continuous show outside comprising singers hailing from the major ethnic groups (Malay, Chinese, Indian) performing multi-ethnic songs. Thailand's pavillion was a highly popular one with long snaking queues. It had a beautiful Siamese architectural style that was reminiscent of its stupas, and a cute mascot shaking hands with visitors. Like Malaysia, Thailand's outdoor performing area was pretty well-received.Finally, and quite a distance away, I managed to spot the awe-inspiring China Pavillion. It is made of traditional dougong or brackets, which date back more than 2,000 years. This was easily the most impressive pavillion in terms of both size and architecture. A closer look at the humungous Chinese pavillion, which is also termed as the "Oriental Crown" or the "Crown of the East". It is the only permanent structure erected for the Shanghai World Expo.Finally, a shot of the rainbow-coloured hues of the bridge spanning the Huangpu River which provided a spectacular view to us on our return home.Follow me as we next go up close and personal with Your Singapore pavillion.Acknowledgements: This tour of Shanghai World Expo was made possible by Coca-Cola as part of their recent blogger's tour to the Shanghai World Expo for APAC bloggers. The Importance of Imagineering Widely popularised by Disney, the concept of "imagineering" comes from its two words of origin:Imagination, which is the act of dreaming and visualising a desired end-state;andEngineering, which is the pragmatic process of constructing and building to put it in place.Contrary to popular belief, the word first came about not from Disney but Alcoa - a metal producing firm (short for the Aluminium Company of America). I love how they developed this idea in a Time magazine ad in 1942, which goes like this:"For a long time we've sought a word to describe what we all work at hard here at Alcoa... IMAGINEERING is the word... Imagineering is letting your imagination soar, and then engineering it down to earth"SourceOver at Disney, imagineering is responsible for the building of rides and attractions at its multiple theme parks. While the ideation and brainstorming process is important, it is also critical that these flights of fancy be shaped into a concrete and coherent form. According to Wikipedia, it works on a few core principles:1) The need to fulfill specific requirements. For example the California Adventure ride called Soarin' Over California was created to allow guests to enjoy the sensation of flight, but to do it in a cost effective manner where all guests can have an ideal viewing position.2) The archiving of ideas that can be developed and elaborated upon for future uses. In the case of Disneyland, one of the early attractions called the Museum of the Weird was repurposed later to become the Haunted Mansion.3) The principle of "blue sky speculation" where ideas are generated without any limitations whatsoever in a paradisiacal world.4) The necessity of always improving upon one's work, ensuring that there is room for constant innovation.5) The objective of telling a story in the most immersive and holistic manner. This means that every detail, no matter how tiny, is taken care of.I believe that these principles are just as important to smaller companies and businesses in Singapore, as they are to corporate behemoths like Disney and Alcoa.To succeed in a crowded marketplace such as ours, one needs to look at solving any forms of customer inconvenience as much as possible. Be relentless in the drive towards perfection and leave no stone unturned in the bid to provide exceptional experiences.One should also possess an unfettered imagination and a bold desire to transform the consumer offering. Do not be hemmed in by the limitations of conventional wisdom from the onset. Instead be daring in setting new benchmarks that differentiate yourself radically from your competitors.While doing so, be meticulous in record keeping and ensure that you have proper files of ideas that could be rehashed for future innovations. These archival inputs could be more important than you think.Finally, and perhaps most importantly, one should not neglect the mechanics of making things work. While building those all important castles in the sky, do consider how you could engineer and construct the physical/process/people solutions needed to achieve those lofty goals. Intelligent, Innovative and Integrated Cities Like any other geek, I love glimpses into the future that technology can bring. Social technologies and mobile devices like smart phones have now evolved to the stage of bringing networked information, intelligence and interactivity to the masses.Against such a backdrop, it was a treat to listen to Piers Fawkes, CEO of PSFK and creator of the Good Ideas Salon. Speaking on "Intelligent Cities, Innovation and Sustainability", Piers shared about the multiple ways that urban jurisdictions can embrace leveraging on the social and mobile web.With the Foursquare phenomenon, everybody is connected not just textually but geographically too. Mobile apps like these can now access real-time and positional information. They include shared traffic information through Waze in the US, as well as the thousands of other restaurant and food apps.Through devices like the Withings Connected Body Scale, highly personal information like one's weight, fat mass and lean mass can also be monitored. Such details can be sent wirelessly to a website for private (or public) access later.In the phenomenon labelled "PERSONAL CITIES", devices collecting personal data about our lives can give individuals deep insight on their habits and behaviours. These systems are often passive, gathering data in the background from day-to-day activities. Over time, this information gives people the tools and motivation to improve their lives.Can you be everywhere at any one time? With technology, you can.Maplink’s tool calculates the optimal route to travel up to 25 addresses (similar to Gothere.sg here in Singapore). Wireless parking systems can help deliver information on available spots, while Runkeeper's live tracking feature enable people to share their runs in real time.AllBikesNow is a mobile application that offers users real-time information on the availability of bikes at bike-sharing stations. Perhaps more quirky is a possible solution for social feasts - Fallen Fruit - a service which creates maps of fruit trees that grow on or over public property.Source: DailyDOOHLabelling these inventions under "HELPFUL CITIES", such systems aggregate information from publicly available data and use them to deliver useful location based services that can be accessed through the web and mobile applications.With the push for environmental sustainability, it is important for finite resources to be consumed wisely. Many buildings can now self-monitor their use of energy and water through the intelligent consumption of utilities. An example is Intel’s Home Energy Management System, which provides applications for baby monitoring, package tracking, security systems, and home maintenance. Another example is HP Lab's project called the Central Nervous System for the Earth (CeNSE) which monitors buildings and the weather.On a more social level, a bar in New York City called the Exchange Bar & Grill, is planning to price its menu items as though they were stocks. The prices of its drinks and food will then fluctuate according to their popularity!Naming these innovations under "EFFICIENT CITIES", Piers shared that as buildings become intelligent enough to monitor their own status, they are able to more efficiently allocate resources based on usage. These services aim to match resources with those who need them when others do not. Local communities immediately benefit from sharing available resources in ways that optimise usage for everyone.In a sense, one could aggregate one’s carbon footprints and then reward people accordingly based on their environmental impacts.An Interactive Crime Map informs local communities of where recent crimes have occurred, and this is adopted by Oakland Crimespotting. Population movements can be also be tracked (eg Milan) using location data from cell phones for urban analysis.Source: Boegerweb.comMobile apps can also power instant citizen reporting of city issues. An example is CitySourced which allows users to immediately report any problems through their handphones.Communal resource sharing can also be promoted through SoCal Edison's smart grid system which alerts one on places to charge electric vehicles. Such inventions can usher in Intelligent Urban Vehicles that can drive themselves, Eg General Motors' new electric smart vehicle.Source: Wired.comDeparting from cities into the rural terrains, Biosystems Engineeering researchers at Iowa State University have also designed a network of underground wireless soil sensors. Such systems help to improve the efficiency of farming practices.The end goal of these innovations is the creation of "COMMUNAL CITIES". A wealth of information is exchanged between people and the city around them. What's important though is that the real time analysis of data can lead to immediate changes in the infrastructure that help people live, work and play better. Ultimately, this could be the objective for city councils and municipalities around the world. A Visual Tour of Shanghai World Expo Targeting to be the most visited World Expo event in history with an ambitious 70 to 100 million visitors, the Shanghai World Expo, is also the most expensive ever held in the history of the world's fairs. Considered to also be the largest (yes, they do love superlatives there!) at 5.28 square km, the World Expo is themed "Better City - Better Life", signifying Shanghai's new status in the 21st century at the "next great world city". More than 190 countries and more than 50 international organisations have participated in the Shanghai World Expo.Located at downtown Shanghai covering either side of the Huangpu River, the pavilions of the official corporate partners of World Expo (like Coca-Cola) are on the northern bank of the river, along with the Urban Best Practice Area while the south bank of the river are the national pavilions, Chinese pavilion, and the World Expo Park.Join me for a pictorial journey of the World Expo, beginning with the European pavillions.Free ferry services help to bring visitors across the Huangpu River, making it easy for visitors to get to either banks.Maps like these are everywhere to make it easy for visitors to navigate around the sprawling area.Our first pavillion here belongs to Serbia, with an interesting multi-coloured brick design.Spain's organic looking pavillion was covered in fibrous wicker made claddings.Another highly popular pavillion, this time belonging to France.Norway breaks away from the conventional rectangular shapes with its more outdoor oriented pavillion.One of the hot favourites, the UK pavillion comprises plant seeds in plastic tubes arranged to look like a giant seed.The Danish pavillion had a circular helix shape which provided good vantage points.These bicycles show the significance of the green movement at Copenhagen, the capital of Denmark.Along the way, water coolers like these help to provide much needed hydration in case it gets too hot.Both rubbish and recycling bins like these were everywhere too. Surprisingly, the place was spotlessly clean despite the massive crowds.We decided to plunge into a pavillion with no queue, namely that of Estonia.Inside, we were greeted by these huge piggy banks that exhorted people to donate to worthy causes. Hmmm....Our next plunge into the air-conditioned darkness went to Finland, which was shaped like a bowl.These Finnish performers were quite well-received and the Chinese visitors took photographs with them. In fact, I noticed that all Asians have a habit of taking non-stop photographs (myself included)!Inside the pavillion, I was awed by a beautiful artistic video wall which added a surrealistic quality to the experience.On display were also various products of Finnish craftsmanship, like these bags here......as well as the world-famous Nokia brand of handphones. These mobile phone screens showed the faces of visitors in different hues.The souvenir shop was a popular haunt after the visit. Here's June from Coke striking a hard bargain. :)Our final visit at the European section was to Belarus, a brightly coloured pavillion which caught our attention.Inside, multi-hued displays of architecturally unique buildings and houses provided lots of room for - you guessed it - photographs!From Europe, we made a "trip" across the "Atlantic" to the Canadian pavillion.These long queues, like those to the US Pavillion, were the subject of some jokes among us (like whether they were handing out PR application forms).Inside the sprawling pavillion, we were treated to this spectacular video feature wall which changed every few seconds or so. The entire mood was highly atmospheric, and showcased the multi-ethnicity and diversity of Canada (not just lakes, mountains and blue skies).My friend Motohiko took a ride on one of these bicycles around......and experienced a 3-D animated video installation wall.A beautifully shot panoramic theatre greeted us next, showing scenes of urban and cosmopolitan chic.After the long walks, we paused for an icy treat.Our next stop was the Brazillian Pavillion, just as World Cup 2010 is around the corner.This was probably the most focused pavillion of all, as everything was about football, soccer heroes, and......the world famous Carnival (or Carnaval in Portugese), which is a grand and hedonistic party held annually 40 days before Easter.The final room had this moving video wall that made me a little vertiginous and nauseous.Up next, our visit to Asia and an in-depth look at the Singapore Pavillion!Acknowledgements: This tour of Shanghai World Expo was made possible by Coca-Cola as part of their recent blogger's tour to the Shanghai World Expo for APAC bloggers. The 4 Rs of Coca-Cola's Social Media Strategy As the world's leading consumer brand, Coca-Cola generates significant online interest (although perhaps not as much as technology brands like Google, Apple and Microsoft). Each day, the beverage behemoth records about 5,000 English mentions online.How does the company manage its social media strategy then?According to Natalie Johnson, Manager of Digital & Social Media at Coke, the company embraces 4Rs - Review, Respond, Record and Redirect.Review is the process of listening, filtering and seiving of online data through various analytics tools and applications. Like any major company, Coke has a comprehensive strategy in web surveillance, trawling through digital platforms and networks for mentions of its name, and feedback from surfers.The next area of Responding is equally important. As cited by Natalie, the “Moses method” (ie Ten Commandments approach) doesn’t work for social media. One needs to constantly create, cultivate and nurture opportunities for dialogue and conversation.To do so skillfully, one needs to develop conversation starters. These are kind of like the opening lines which immediately stir interest.For example, consider this:- When you open a coke, 12,607 bubbles are born. Happy birthday bubbles!Vs- Coke 2-litres are on sale for the holidays at your local supermarket! (boring....)Coke also looks at empowering its subject matter experts to respond. These are captured by the Coca-Cola Online Social Media Principles. They could speak about areas as diverse as ingredients, marketing, research, logistics or other aspects which catches the fancy of digital denizens.Coke also has a comprehensive code of ethics and principles embodied by its Social media principles) as earlier cited. These include coverage of the company's online commitments, guidelines for online associates, as well as guidelines for online spokespersons. These are necessary due to the FTC's guidelines, which state that a company should not be unduly influencing bloggers without being transparent about its practices.The next R of Record involves creating little video vignettes, photos, blogposts, and other tit-bits of social media content on Youtube and other channels. What this does is to rely on 'purposeful entertainment' that informs and enlightens (often with a dash of humour) without trying to be too commercial.A whimsical example of this can be seen in the Youtube video below:For the final R of Redirect, Coke embraces a comprehensive strategy in generating link-love, SEO mentions, Search Engine Marketing, and cross-pollenisation (which is the sharing of ideas and links in a reciprocal manner).The company abides by four truths in this regard:1) You don’t own your brands2) Every day is an election day3) Fish where the fish are4) Success revolves around genuine, compelling contentAs a testimony to their success, Natalie cited how Michael Jedrzejewski and Dusty Sorg created a Facebook fan page for Coke which has 5.4 million fans. They are not compensated for this exercise, although Coke does invite them for exclusive tours and events now and then.Incidentally, Coca-Cola's fan page was the second most popular fan page on Facebook.In conclusion, traditional approaches to web marketing no longer work. Companies which embrace short-term thinking will only reap short-term results. What's important is for digital campaigns to revolve around securing sustainable relationships, leveraging existing audiences, and growing them for the future.The ultimate endorsement is getting fans to generate content for one's brands. This should be done through positive influence. Most importantly, one should have fun!Acknowledgements: This conference was made possible by Coca-Cola as part of their recent blogger's tour to the Shanghai World Expo for APAC bloggers. How Brands Can Apply Digital Communications Communication technologies have influenced brand-customer relationships in Asia, just as they have all over the world. Transparency and openness are now more important than ever before. Against such a backdrop, what could brands do to reach their customers?I found out the answers to this and more at a talk by Deirdre McGlashan, CEO of wwwins Isobar of Greater China during my trip to Shanghai. According to her, the ubiquity of digital technologies, concerns over sustainability, rise of globalisation, and increase in consumer activism mandates a new approach to marketing.These trends have meant that the butterfly effect in Chaos Theory - where a small event in one part of the world could trigger off a catastrophe elsewhere - now rings more true than ever before. Indeed, the new era of communications is open, continuous and on-demand.Against such a backdrop, denial can be destructive. Witness the problems which Toyota faced with the accelerator pedal that could have been better managed if they employed open communication technologies to get the message out earlier.Deirdre next shared examples of how wwwins engaged bloggers in China.For the launch of Disney's 3D Alice in Wonderland in China, key bloggers were provided with information and assets earlier than the general population. Icons were also created on Twitter and kaixinwang to promote the movie.(Source)When rolling out new flavours for Belcube - a brand of cheese - content was generated on poco.cn, a popular portal in China, and 20 blog leaders were invited to share their stories. Members of the public were also invited to collect virtual "Belcubes" in 7 flavours and participate in lucky draws.Over in the US, an example was given of how the Superbowl used a hash tag of #SB44 in Twitter, and aggregated the tweets with that hash tag to generate buzz.In the UK, Nokia employed a campaign called the "World's Biggest Signpost" which allowed SMSes, tweets and other text messages to be displayed prominent in a location in London. These updates are streamed live to Nokia.com, and all the sites on the signposts can be discovered on Nokia's website and Twitter account. Within two weeks, thousands of sites were referred.Another example was how Lego Mindstorms went beyond beta testing to get four volunteers to help co-create and shape the new Mindstorms. These are the ardent believers and alpha-consumers who made a difference.Even more extreme was the case of a crowdsourced car initiated by Local Motors. The company had a small production team, but they used a design contest to create their new vehicle. Using design and engineering skills from the community, some of which are contributed to the Creative Commons, Local Motors could bring an idea to market in only 18 months!(source)More examples of consumer participation can be seen in T-Remote Chat which transforms TV into an interactive experience, the fast growing popularity of Foursquare, and Jones Labels (a soda brand in the US) - which asks people to submit photographs for their customised soda labels.(Source)In Deirdre's own words: “The deer now have guns”. People are increasingly empowering their consumption choices, and brands need to move into that space with technology.What has changed? Well, the brands that win have moved:From those whose consumers tell the best stories.......to the symbiotic relationship between brands and consumers from development to use and everything in between.To conclude, this quote from Clay Shirky (The Observer, 15 February 2009) was shared:“More interesting than thinking about what’s possible in 10 years is thinking about what’s possible now but that no one has built.”Acknowledgements: This conference was made possible by Coca-Cola as part of their recent blogger's tour to the Shanghai World Expo for APAC bloggers. Why Silver can be Sensational Active Ageing award winners show the tremendous potential in the silver market (courtesy of mylifestylemap.com)A recent news article in The Straits Times got me all excited yet again about the oldest but most neglected market opportunity.Namely, the silver-haired (or seniors) market.If you don't believe that those uncles and aunties can teach you something, consider these statistics:By 2015, consumers aged 65 years and above are expected to spend US$1.5 trillion (S$2.1 trillion) annually within the Asia-Pacific region.In Singapore alone, that figure is set to hit US$10.8 billion - more than twice the projected spending of Singapore's young premium consumers (those under 34 years old) in 2016.With Singapore's current population at almost five million, experts believe that by 2030, about one in five residents here will be aged 65 and above.(Source: The Straits Times)The days of the aged looking forlorn, frail and helpless in their nursing homes are long gone. Silver-haireds are increasingly embracing an active ageing lifestyle.Other than F&B, travel, cinemas, beauty and healthcare services offering discounts and special prices for this golden market, technology firms have also realised the huge potential of getting retirees connected.Unlike their more docile predecessors, Baby Boomers are more educated and want to be reached via their mobile phones and laptops. Maybe it is time to start get grandmothers hooked on tapping on an iPad, sharing their nostalgic stories during those days of yore?The real estate industry is of course another major one. With lots of spare retirement cash and free time, silver-haired home owners will want to spend time dolling up their empty nests. This is as true in Canada, as it is in Singapore.Of course, the most critical market for the silver-haired population is the talent market. With their years of experience, milder temperaments, and more holistic perspectives of life, silver-haired workers can be a boon to employers. Especially those Gen X-ers and Gen Y-ers trying to understand this market.Unfortunately, the commercial market in Singapore still doesn't quite embrace the potential of the silver-haired market as this study shows. Time and again, we are inundated with brochures with too tiny text, advertising materials with too young models, and products - especially technology oriented ones - that are way too complicated for less than nimble fingers. The obsession with fast turnaround time and the pressure for retail assistants to make a quick sale have also turned off many a senior consumer who may be less given to impulsive purchases.Perhaps it is time for us to change our perspective and consider how we can better serve our more mature customers? After all, we'll all reach there one day. Coca-Cola's Brand-sational World Expo Pavillion My visit to the Coca-Cola Pavillion at the Shanghai World Expo was certainly one of the highlights of my trip. As a geek who firmly believes in the virtues of experiential marketing, branded entertainment and transmedia storytelling, I was almost brought to tears (fanboy style) by Coke's immaculate attention to details here.Every single consumer touchpoint in its pavillion, fashioned after its world-famous "Happiness Factory" transmedia campaign, was a 360 degree brand encounter. The entire holistic and immersive experience was orchestrated to stimulate the senses, from sight, sound, scent, taste to touch. For Coca-Cola fans, it was also highly emotional and community bonding.Let me bring you through the journey.We were all pretty excited as we board the Coca-Cola bus which brought us to the World Expo site adjacent to the Huangpu River.Here are some of the passes, tickets and wrist-bands needed to gain exclusive entry.At the Expo site, we were greeted by these chirpy employees from Coke, who acknowledged us as Coca-Cola VIPs.Here's how the "Happiness Factory" aka Coca-Cola pavillion looks like.Drink stands like these were everywhere at the World Expo site, courtesy of Coca-Cola, the official beverage sponsor.These characters from the Happiness Factory were ubiquitous. Over there, they are perched cheekily on top of a roof.More of the Coke characters "performing" on a stage. Perfect for photo moments.Once inside the pavillion, these various Coke memorabilia greeted me in the factory like setting. The text panel here highlighted Coke's environmental sustainability initiatives.Smile and say "cheese" at the Employee of the Month corner!Along the way, we were greeted by screens like these showing introductory "pre-briefing" videos. The anticipation was similar to that of visiting a theme park ride at Universal Studios or Disneyland.Once inside the scarlet red theatre (of course!), we seated ourselves comfortably for the main event.Members of the audience could be heard gasping, "Oohing", and "Aahing" during the screening of the short Happiness Factory movie.Unfortunately, I can't bring that screening to you. However, the Happiness Factory movie above (which shows what happens inside a vending machine) may be a good representation.After that cinematic experience, we were ushered out and greeted by more 3D Coke characters.Everybody was given a special sized bottle of Coke, chilled to between -2 and -5 deg Celcius.Here's my bottle of refreshment as I await the most exciting moment in the pavillion......and that was of course drinking it. However, we were taught by this girl to turn the bottle a few times, twist open the cap to let some gas escape, and witness the formation of ice crystals in the drink before imbibing it. The taste was awesome of course.More snowy characters from the set of the Happiness Factory.These little posters on the ceiling were full of friendly sayings on how you can use your Coke.I couldn't resist this photo opportunity next to a giant bottle of Coke and those luscious lips!Outside the pavillion, I chanced upon this souvenir shop and bought some collector's item bottles.A showcase of Coke bottles through the ages. Yes, the brand is 124 years old in 2010!These young kids enjoyed posing with the characters, while watching out for those bright red lips.Kids brightly dressed in national costumes with equally bright smiles preparing for a performance on stage. (photo courtesy of Coke)On one of the walls, Alvin and myself couldn't resist striking some silly poses. Feels like a "Where's Wally" game.The ultimate tribute to Coke's birthday celebration by one of our fellow bloggers from Korea. The Impact of Macroforces on Coke's Strategy Tom LaForge, Global Director of Human & Cultural Insights from Coca-ColaThis man has a dream job. Also known as the Global Director of Human & Cultural Insights at Coca-Cola, Tom LaForge's occupation is to sniff out trends, foresee the future, and position Coca-Cola in the ever evolving consumer market. At my recent trip to Coke's Global Innovation and Technology Center at Shanghai (courtesy of Coca-Cola), I had the privilege of listening to Tom's views on macroforces and how Coca-Cola responds to them.What are the eight macroforces according to Coke? Well, they are:1) Growth of populations;2) Spread of capitalism;3) Increasing affluence of consumers;4) Advances in medicine and psychology;5) Developments in technology and automation;6) Inceases in connectivity and mobility;7) Environmental changes;8) Globalisation.These macroforces have changed consumer expectations for brands and influenced businesses. To come up with this list, Tom did an amazing meta-analysis of books covering a whole range of topics from creativity, storytelling, cultural leadership, emotional to societal branding, capitalism, behavioural economics, environmental forces, and positive psychology. If there is a title on Amazon's business bestseller list, it'd be on Tom's reading list!From this content curation, a few things are obvious. First, businesses themselves are evolving and macroforces are responsible for this evolution. Business values are also changing, with the rise of right-brain skills, environmental awareness and social justice.Consider the change of role models from the suit and tie PC Guy of 1990 to the jeans and tees Apple Guy of 2010. The new corporate heroes are geeks made good like Steve Jobs (Apple), Larry Page (Google) and Mark Zuckerberg (Facebook), replacing corporate shirts like Lee Iacocca and Gordon Gecko.Courtesy of LADGMajor corporate relationships with governments, global ecosystems, civil society and companies are being reshaped by these macroforces.In the area of governments, Coca-Cola has worked with numerous causes such as Project nurture in Bangladesh (with the Gates Foundation), providing US$30 million for US AID, and getting Michelle Obama's endorsement for Let's Move!Coca-Cola is also heavily involved in "green" causes, working with the Worldwide Fund for Nature (WWF), assisting Thailand and Vietnam in sustainable agriculture, reforesting areas for erosion control, and introducing the iLohas and Plantbottle to reduce carbon footprints.iLohas has a bottle you can squeeze to reduce space for transportation (source).Working with civil societies, Coca-Cola was involved in the Hope for Haiti initiatives to re-establish crops and orchards, as well as various other partnerships.As Tom shared, these forces have changed dynamics between consumers, brands, marketplace, and companies. The new consumer now plays four roles in four arenas:1) Government – Citizen2) Global Ecosystem – Environmentalist3) Civil Society – Community Member4) Companies – ConsumerAs buying decisions in future will be based on BOTH price and sustainability, consumers want to know about the water footprint, carbon footprint, fair trade practices, and biodegradability of materials used.To cope with this, brands are changing fromYesterday (Residual) -> quality and safety toToday (Dominant) -> identity construction andTomorrow (Emerging) -> Societal constructionPositioning itself as a social construction brand, Coke feels that the role of marketers are changing:1800s – Physical Value and Industrial Revolution1990s – Analytic Value and Computer Revolution2000s – GlobalisationThe future – CREATIVE VALUE!So what are the key learning points? Well, our value as marketers come from doing what machines and computers can not do. We should instead embrace the following roles:1) Storyteller & Meaning Maker (see my post here)2) Creative3) Planet Steward4) Cultural Leadership5) Emotion Provider6) Aesthetic DesignerCiting the Cluetrain Manifesto, Tom proposed that future organisations need to speak with a human voice, be transparent, lighten up, have a point of view, be willing to share and encourage internal networking. Learning Coca-Cola's Secret Success Formula As the world's leading beverage company and global brand (with a brand valuation of US$68.7 billion in 2009 according to Interbrand), the Coca-Cola Company has a total of some 500 beverage brands, from diet and regular sparkling beverages to still drinks like fruit juices and fruit drinks, waters, sports and energy drinks, teas and coffees, and milk-and soy-based beverages. Globally, Coca-Cola has the world's largest beverage distribution system serving consumers in more than 200 countries a colossal 1.6 billion servings a day. Some of the firm's beverage brands include the ubiquitous Coke, Nestea, Powerade, Ice Dew, Georgia Coffee, Sprite, Fanta, vitaminwater, and Minute Maid. Considered to be the number one growth market for the drinks giant, China represents the pinnacle of the company's global drinks market. Little wonder then that the company has decided to locate its Global Innovation and Technology Center (GITC) in Shanghai. At the kind invitation of Coke, I had the privilege of visiting the R&D centre, and discovering how and why the 124 year old company still dominates around the world.Employing some 600 Coca-Cola China associates and the Pacific Group's R&D team, the GITC is one of China's few "green building". It boasts of environmental systems like rooftop solar panels, rainwater harvesting facilities, wind turbines to power street lamps, heat reflective surfaces, and other planet-friendly features. Hmmm...what do these empty and filled bottles of Coke represent?Ahhh.... the filled bottles represent Coke's 11% share of the China non-alcoholic drink market. I suppose this shows how much more room for growth there is here.This beautiful oil painting shows the different Olympic and world-class Chinese athletes like hurdler Liu Xiang and basketballer Yao Ming alongside the Coke brand.As part of the tour, we were given an exclusive peek at how the formula for different drinks products were created. They include not just the sweetness, colour and taste, but the way the bubbles fizz and the scent of the beverage. About 50 to 60 new products are created at any one time. We also visited a section of the centre where the shape and material composition of the various drink bottles are created and tested for various properties like strength, ability to be compressed (for recycling purposes like the amazing iLOHAS bottle below), beauty of shape, etc.NB - photos of this lab were not allowed due to sensitivity.As we proceeded on with the tour, I couldn't help noticing that every corner of the huge laboratory was colourfully branded. They include staff lounging areas like this.As well as lift lobbies which were brightly adorned with posters. Thanks to Motohiko Tokuriki for striking a nice pose here!To tap on the ideas of staff working in the centre, the GITC has branded suggestion boxes (with the Live Positively icon) available.Posters like these helped to motivate employees to give that little bit extra to reach the final goal.A roomful of Asia-Pacific bloggers (invited like me) at a tasting room. Apparently, there were occasional chefs invited by the company to create new recipes to go with Coke's stable of non-alcoholic drinks.These brightly coloured cushioned chairs were handy for briefing and training sessions. During the briefing, I learnt that Coke researchers work closely with supply chain, procurement, consumer insights and technical development groups, as well as bottlers and retailers. This ensured that the players in the value chain provided their inputs to the company.More chill-out ideation zones. According to research, it has been shown that a relaxed work environment works better because brain synapses work better in cooler temperatures. Alright!An occasional game of table soccer doesn't hurt in stimulating those neural impulses too!Some of these posters helped provided clues on the importance of fun at work. Behavioural psychology concepts like huddling and signalling were also applied during group brainstorming sessions. After a hard morning touring the premises, nothing refreshes like a cold drink.One can easily pick up a beverage of choice from the many freely available drink coolers around the centre.Our final stop on the labyrinthine laboratory tour was the KO Lab which looked at collaborations with customers. The first section was an immersive computer video room with 360 degree visuals, surround sound, and sliding panels and tables. We were quite awed by the drinks which suddenly appeared on our table! It was certainly a theatrical and cinematic experience.An example of a mock-up store (source)At the KO Lab, there were different sections featuring fully-stocked mock-up retailers and distributors of Coca-Cola beverage products like convenience stores, restaurants, bars, and even karaoke rooms. The company helps its clients to design restaurant menus, posters, and point-of-sale materials featuring its beverages, and are able to provide detailed sales figures and consumer consumption patterns to its sellers. (Unfortunately, due to sensitivity reasons, photographs were not allowed here too.)After the tour, we took a walk through a beautiful garden in the middle of the centre. Like its other "green" features, this helps to reduce the overall carbon load of the complex.The huge staff canteen served lots of different nutritious lunch options for employees, all courtesy of the company. Of course, they all come with complimentary non-alcoholic thirst quenchers!A final photo of myself, posting beside an artistically rendered giant bottle of Coke. Cheers to more refreshing times ahead! Make Hay While the Sun Shines Courtesy of Dot Connector BlogI remembered how my Dad used to tell me that I should "Make hay while the Sun shines" - a saying that seems to ring immortally true, especially in this day and age of multiple digital distractions.We are in an age of endless streams of consumption. Steve Rubel himself has said it as much.Blogs, Forum posts, Youtube videos, Flickr photos, Facebook games, Twitter updates, HDTV, iPhones, MMORPGs, 3D Movies, and of course tha latest iPad. Let's not forget the more traditional forms of entertainment like books, newspapers, magazines, television and radio.What does this mean for us? It means that we can be so busy consuming that we forget to create.I love this post by Robert Pagliarini (author of The Other 8 Hours) which spoke about an iPad Killer which is far cheaper and better for creating. It is called the legal pad and only costs about US$0.58 each.This is far cheaper than an iPad, and better for ideating (source)What Robert proposes in his book (which I hope to read soon) is similar to what Gary Vaynerchuk suggests in his video and book Crush. Their main message is that we shouldn't waste our time just drifting along or going with the flow. We should make every single hour count and be creators, producers, crafters, artists, authors, and builders.The best way to ensure that you do not waste your day away in meaningless drivel is to set a goal of continuous creation. Make every waking moment apart from work and sleep an enriching and constructive one. Stretch yourself with a project that you can be passionate and energetic about.What sort of projects you may ask? Well, anything that requires you to mould, build and develop.It can be as simple as writing a blog post, taking and uploading a series of photographs, making a scrapbook, authoring a book, or designing a new website. It can be as personal as organising a family gathering for 100 relatives around the world, celebrating a loved ones' birthday party, or documenting your child's growing up years.It can also be as complex as starting a new business, movement, or religion.What is important though is to try to finish what you start. Rome wasn't built in a day. Neither was Boing Boing.net, the world's most followed blog.Finally, more words from the wise, this time from Robert Herrick (an old English poet) which was popularised in the movie Dead Poet's Society:Gather ye rose-buds while ye may,Old Time is still a-flying;And this same flower that smiles today,Tomorrow will be dying.Speaking of Dead Poet's Society, let me leave you with this beautiful scene from the movie:What are you waiting for? Go ahead and Seize The Day! Thinking versus Tinkering Don't suffer from analysis paralysis like Buridan's ass (courtesy of steelbeach.com)There are two schools of thought when it comes to entrepreneurship and intrapreneurship.The first believes that one should look at best practices and benchmarks. Check the files, dig up the archives, and examine the case history of a new idea. Interview people who have tried something similar and understand why they have failed or succeeded.The mantra for this group is to study, analyse, measure, calculate, research, verify, ponder, philosophise and then study some more. Only when the coast is absolutely clear and the battleship is totally bulletproof do they venture out into the deep blue sea. Even then, it is taken with tiny tentative steps.The second thrives on experimentation and testing. To this group, the proof of the pudding is in the tasting. Trusting their gut, they would rather talk less and do more, letting the trial outcomes from the marketplace be their guide.Unlike the first, the second probably believes a lot more in the importance of tinkering and toying. To get anything done, you need to get your hands dirty and "Just Do It". If you never rolled out anything to your customers, you will never know what their true blue, honest-to-goodness feedback will be.While I do not claim to know the perfect model answer, I can only hazard that the best way forward probably lies somewhere in between.Only fools would rush into something merely trusting in their own blind faith. At the same time, one should know when to plunge ahead with a new venture despite not knowing where all the blind spots are. Spending all your time debating the pros and cons will certainly result in opportunities flying out of your window.Which group do you belong to?Do you believe in studying the successes and failures of others, embracing purportedly positive practices, and insuring your enterprise from any hint of failure?Or do you believe in learning by doing, taking the attitude of "Ready, Fire, Aim", and adopting an empirical approach where the only real and important result is that of the actual market? How Coca-Cola Markets Holistically Coke Pavillion at Shanghai World Expo (Courtesy of Coca-Cola China)I'm selected by Coca-Cola to be one of two bloggers (the other is Alvinology) to fly to Shanghai for the World Expo to cover the launch of its pavillion, explore its new Global Innovation and Technology Center (GITC), and attend events such as its Founder's Day ceremony and an Expo Celebration Concert.The World Expo is going to be the planet's largest experience-rich destination offering exotic sights, sounds, scents, tastes, and textures hailing from all corners of the globe. I certainly look forward to seeing how Coke brings its brand to life at this global showcase. In preparing for the trip, I did some research on Coke's various marketing and branding initiatives. What I discovered showed its prowess as a holistic marketer which leverages not only on traditional channels and social technologies, but on the virtues of great storytelling and long-term sustainability. Tapping on Transmedia StorytellingOther than being one of the leading brands in the world, Coke was also a fore-runner in transmedia entertainment with its Happiness Factory campaign which first begain in April 2006 with a television campaign that told the story of what really happens behind the scenes when you buy a Coke from a vending machine. This commercial spurred the start of a highly successful customer loyalty effort that reached consumers on multiple devices including television, computer, web, gaming and mobile.According to its press release here, the idea behind the Happiness Factory - now in its third iteration as Happiness Factory 3 - is one of immersive entertainment and transmedia storytelling:"...Happiness Factory 3 further immerses consumers in the next chapter of the fantastical world inside a Coca-Cola vending machine. The now famous Happiness Factory workers are the stars of this series of uplifting ‘stories’ that bring their magical world to life across multiple media channels. The latest installment includes a new commercial, a music track featuring some of the hottest acts from the worlds of rock and hip hop, and a series of interactive video games."Courtesy of Visual StreakIt would be interesting to see if some of these ideas in transmedia entertainment could be imported to other industries, such as the museums and galleries where I work in. Of course, production values, interactivity and participation is a major attraction for such campaigns, and Coke scored pretty well here.Brand Advocacy through Expedition 206Continuing on the "happiness" theme, Coke recently launched a global "happiness" advocacy initiative called Expedition 206 which involves 3 Coke ambassadors travelling around 206 countries in the world over 365 days. These winners of a global contest have a mission to seek out "what makes people happy" around the world. Over the course of a year, these Happiness Ambassadors will be sharing their blog posts, tweets, videos, interviews and pictures on their adventures in every country along the way.Coke Happiness Ambassadors (courtesy of Mashable.com)According to the well respected Mashable.com, Coke does get social media. Quoting from this article:"...it’s impressive to see a company the size of Coca-Cola, not only talk the talk, but actually follow-through. At lunch yesterday, we got a chance to hear about the origins for Expedition 206 and it became very clear that Coca-Cola gets social media."Other than being paid airfare and accommodation to travel around the world, the team members have a series of scheduled stops along the way. They will be given per diem for food and local travel, but its entirely up to them what they want to do at each stop and what they choose to share online. Those who are keen to know more can check out their adventures here.Harnessing its 125 Year Old HeritageOne of the oldest beverage brand around, Coca-Cola was first launched on 8 May 1886 by Dr John Styth Pemberton, a local pharmacist. Its formula was purportedly produced in a three-legged brass pot in his backyard. Celebrating its 125th birthday next year, Coca-Cola is one of the few companies which pays homage to its long heritage through a museum called The World of Coca-Cola at Pemberton Place, Atlanta, USA.Over the years, Coca-Cola has been one of the most studied brands in the history of advertising. Some of the best known advertising slogans in the world such "The Pause That Refreshes" which first appeared in 1929, the evergreen "I'd like to buy the world a Coke" which involved a group of young people on a hilltop in Italy in 1971, and the more recent "Always Coca-Cola" in 1993.What I'm especially delighted to note, however, is that the global brand has a heritage blog (just like us) called Coca-Cola Conversations which traces the history, culture and collectibles of the soda conglomerate. One of the juicy nuggets in its virtual pages was the story of the 25th Anniversary of New Coke.New Coke (Courtesy of Board of Hi Five)Those of us old enough to remember its launch in 1985 would recall how it became one of the greatest marketing fiascos ever. The positive thing though is how Coke decided to be transparent about it and to even celebrate it as an example of how brands truly belong to the consumer and not the company.Living Positively with the World's Soda GiantFinally, the latest feather on Coke's bottle cap is the launch of the Live Positively global initiative which is part of the beverage giant's move to make "a lasting, positive difference in the world." Coke's tenets for global sustainability are embodied in the noble goals like encouraging active healthy living, energy management and climate protection, developing of underprivileged communities, sustainable packaging and water stewardship.According to Coke's sustainability report card in 2008-2009, it managed to:- Launch more than 160 low- and no-calorie beverages in 2008;- Contribute US$82 million to charities around the world either directly or through the Coca-Cola Foundation;- Ensure that almost 100% of its beverage packages in the European Union include guideline daily amounts labelling;- Recover the equivalent of the bottles and cans sold in the system.Locally in Singapore, Coke has also launched several positive living initiatives such as a partnership with the Public Utilities Board (PUB) and Singapore Scouts to reduce household water usage by 5%. Coke has also been an ardent supporter of the International Coastal Cleanup in Singapore, an important initiative (which my friend Siva would agree) that resulted in the collection of 2697 items, weighing 205kg, all within 1.5 hours at the Lim Chu Kang beach last year.Coastal Cleanup Singapore (Courtesy of Ammado.com)What else does the global giant have in store? Well, stay tuned to find out as I make my way to China's "Paris of the East" next week. Even Google is Doing Paper Advertising! As I was checking my snail mail a few nights ago, I had to do a quick double take.An envelope with one of the world's most famous online brands jumped out at me.Yes, it was a letter from Google, the world's number one player in the Internet space! As I opened the envelope (which came with a time-limited-hurry-before-it-expires offer on its cover), I was greeted by a letter and a brochure. You can see the contents of the letter below:What this tells me are several things:1) Direct marketing still works, even for the most pure-bred online behemoth;2) Purportedly old school hardsell copy and graphics may still work for the right target audience. I noticed the use of the words: FREE, HURRY, EXPIRES, INCREASE YOUR SALES on the various collaterals provided, as well as the use of a voucher;3) Perhaps nothing beats eliciting an urgent response than to use a time-limited offer and tap onto that fear in each one of us;4) Sometimes emails alone just aren't enough when it comes to battling the numerous spam filters. When it comes to physical paper mail, your recipient would at least have to glance at them FIRST before keeping or discarding them;5) If you need help at any time, you are invited to call an 800 number, NOT visit a website or email a customer service personnel. That's right, Google the world's most online company, is relying on Alexander Graham Bell's 'antique' technology to provide customers with that personal touch. I suppose this is the fastest way for potential clients to clarify any doubts in the quickest manner.What is your take on this? Are We Philosophers or Pragmatists? After working with so many people throughout the years at all levels, I find that there are two distinct personality types.The first, whom I call philosophers, are those who love to examine the fundamentals of every decision in the organisation. Thriving on discourse, these deep thinkers love to indulge in intellectual discussions and question the reasons for management mandates and policies that don't fit into their worldview.Are you as profound as Confucius....(source)Before embarking on any new task, philosophers want to be assured that each step of the way is carefully thought through and pondered. Nothing is too small to be teased apart into its individual components, studied, and reflected upon. To them, action is a dirty word while analysis is nirvana.The second, whom I call pragmatists, are the exact polar opposites. These roll-up-the-sleeves specialists love to dive into the challenge, no questions asked, and are at the starting blocks even before you say "Get ready". Their mottos are "Do first, ask later" and "Mine is not to reason why, mine is just to do or die."...Or as ready to zoom once you're off the blocks? (source)Pragmatists do not like to ask questions, consider options or valorise the vicissitudes of their work. To them, speed is of the essence, and every minute wasted on paperwork is a minute lost. Once the gates are open, they will carry on from A to Z until you say "stop".Which category of workers are more important to an organisation? I believe that both are necessary.Jobs like policy formulation, strategic planning, financial management, market research, systems architecture, and human resource development require some element of philosophising. You need to establish the raison detre of the organisations, where its vision and mission lies, and what approach is best in these roles.Other jobs require people who can move quickly and independently, and where some degree of haste is necessary. They include marketing communications, public relations, operational management, sales, logistics and system administration.My more important point, however, is that we should try develop BOTH our philosophical and pragmatic selves at work, and to use these different facets according to the occasion.As an example, a market researcher may want to seize an immediate opportunity to get feedback on their competitor's product if the launch is happening tomorrow. Similarly, somebody looking at building a robust IT architecture may want to study in detail a major system failure which just took place an hour ago.Similarly, a sales executive may want to beef up his knowledge on human psychology and consider a different strategy to target his client's weak points. Likewise, a visitor services manager may want to study how other retail businesses do it, and reflect upon what works and what doesn't in customer interactions.The next time you think about your hiring and training needs, consider the balance between the philosophers and the pragmatists and how you can tap onto the best of both worlds. How to Manage "Gen Y" Workers How are Generation Y (Gen Y) workers perceived in general? What should organisations do to attract and retain Gen Y talents? Are they any different from their older and more senior colleagues?The answers to these and more were covered in a recent talk organised by the Institute of Advertising Singapore which featured the results of a joint research project between the GMP Group and Temasek Polytechnic. Also known as the Millenial Generation, the term Gen Y refers to the cohort of individuals born from the 1980s and 1990s. In the GMP-TP survey of some 2,610 respondents (including about 567 Gen X-ers and Baby Boomers), they are considered those between 18 to 27 years of age.Generational Diversity in Today's WorkplaceAccording to the findings, Gen Y's themselves considered other generations work ethics to be slightly positive, while other generations' perceptions of Gen Y was seen to be slightly negative. Personally, I don't subscribe to the stereotype that Gen Y workers are more difficult to manage (some call them "Gen Y Not" due to their perceived rebelliousness) and in fact, such thinking can be detrimental.Fortunately, all generations (Gen Y, Gen X and Baby Boomers) considered their organisations to be fair to all employees and not age-biased.Recruiting & Retaining Gen YOn the critical issue of starting salaries, the research showed that most Gen Y-ers had high salary expectations despite the adverse economic climate during the Nov-Dec 2008 period.What's interesting to note were the differences in views when it comes to retention strategies as seen below:Top Factors That Motivate Gen Y to Stay In Organisations1) Opportunities for career advancement (63%)2) Good work-life harmony (41%)3) Good relationships (40%)Retention Strategies Most Used by Organisations1) Opportunities for career advancement (43%)2) Emphasis on learning & development (37%)3) Good compensation (24%)From here, it can be seen that opportunities arise in tailoring one's HR strategy to be more aligned to the desires and needs of our younger workers.Work-Life HarmonyInterestingly, this dimension seems to hold the greatest resonance between all generations. The majority "disagreed slightly" that there is work-life harmony in Singapore. Which is nothing new really!Key challenges cited which affect work-life harmony are:1) Workload (75%)2) Time (70%)3) Senior Management does not care about Work-life Harmony (55%)What's more alarming to note though was that other generations feel that Gen Ys work less than their official hours, while Gen Ys themselves feel that they work more than their official hours. When Gen Ys have to work long hours, they themselves feel that its due to their own internal desire to work while other generations feel that it could be due to their own backlog of work (ie low productivity).Ouch!LeadershipFinally, most Gen Y-ers believe that it is most important for their leaders to be caring (54%), inspiring (45%) and competent (44%). However, managers from the other generations believe in demonstrating competence (52%), honesty (32%) and a forward-looking orientation (31%) to the Gen-Yers they lead and manage.Gen Y-ers prefer relationship-oriented leaders, while their managers believe in a more task-oriented approach in leadership.So What Can We Do?According to TP and GMP, Gen Y-ers should:1) Adjust their salary expectations;2) Focus on opportunities for career progression;3) Take a practical attitude towards work-life harmony; and4) "Just Do It!" rather than to always expect their managers to be their bosom buddies.On the other hand, their managers who are Gen X-ers and Baby Boomers should1) Communicate to inspire and explain why (show appreciation, regular dialogue, more 'face-time', be authentic). An example is to shift the conversation from making bricks to building a temple;2) Engage Gen Y-ers through coaching and mentoring;3) Provide different strokes for different folks (multiple reward systems and benefits);4) Focus on deliverables and not methods;5) Understand that just because you did it doesn't mean they have to;6) Teach them differently - from telling to asking.What do you think of these suggestions? Do you agree with the results of the survey?