Archive for

What does Google’s management change say about the open source way?

Last week, Google CEO Eric Schmidt announced in a post on his blog he was stepping aside and Google co-founder Larry Page would take on management of Google’s day-to-day operations as the new CEO. Although Schmidt is staying on as Executive Chairman for now and will continue to have an ongoing role in the company, many including myself, were surprised by the news.

I see Google and Red Hat both as fantastic poster children for openness as a successful business strategy. I’ve written many times about how the open source way deeply impacted our work at Red Hat even beyond building software. I’ve also written about Google and the open source way, and pointed to this famous post from Google’s Senior VP of Product Management Jonathan Rosenberg explaining Google’s commitment to openness.

But what does Google’s management change say about the open source way?

Before you answer, here are a few things I’ve read this week and found interesting:

[Read the rest of this post on opensource.com]

A State of the Union address delivered the open source way?

This evening, United States President Barack Obama will be delivering the annual State of the Union address at 9pm EST (if you want to learn more about the tradition of the State of the Union address in the United States, the White House has put together a nice video about the history and making of it here).

The president’s staff is trying out an interesting concept during tonight’s address. Here is an excerpt from an email sent out this afternoon with the details:

This year we’re trying something new.  As President Obama addresses the Nation, we’ll offer a companion stream of visual aids, including charts and quick stats about what’s happening in the country.  You can view this feature at WhiteHouse.gov/SOTU.

Immediately following the speech, stay tuned for our live Open for Questions event with policy experts from the White House answering your questions about key issues in the speech.

They’ve branded the event with the slogan “Watch & Engage” and have planned a whole week of events where citizens can participate in interactive sessions with government officials including President Obama, Vice President Joe Biden, Press Secretary Robert Gibbs, Secretary of Education Arne Duncan, Secretary of Health and Human Services Kathleen Sebellus, and many others.

I’ll be interested to see how this plays out. Over the past two years, I’ve been excited to see many attempts within the US government to increase transparency, improve sharing of information, and create better forums for citizen collaboration. I’ve also seen examples where transparency, openness, and engagement are more spin than substance.

Which will this be? I’ll have to stay by my computer tonight and find out. If you decide to do the same, please feel free to share your experiences and opinions.

[This article originally appeared on opensource.com]

Is your brand out of control?

I’m lucky enough to have the opportunity to spend much of my time these days doing something I love—helping clients position and manage their brands. My experience helping build the Red Hat brand over ten years had a profound impact on the approach I take to brand positioning.

In the past year, as I’ve applied open source principles I learned at Red Hat to brand positioning projects in many different types of organizations, I’ve started thinking a mashup of classic brand positioning concepts and tenets of the open source way might help provide some clues for how brands might be better managed in the future.

I’ve put my time where my mouth is, and am currently in the process of writing a book entitled The Ad-free Brand: Secrets to Successful Brand Positioning in a Digital World, which will be published this fall.

Rather than writing the book behind closed doors and only revealing the finished product, I thought I’d share some of my ideas with you along the way, taking a cue from the open source way and releasing early and often.

Today, I’d like to explore the traditional role of brand positioning, and share some ideas for how I believe it might change to remain relevant in a digital world.

Audience or Community?

Typical marketing experts would define positioning as the art of creating meaning for a brand that occupies a distinct, valued place in the minds of members of a target audience.

But is the idea of an audience for brand messages outdated? Certainly in the heyday of traditional advertising, brands had an audience. The brands spoke, consumers listened… or didn’t.

Continue reading →

Are you an expert in building communities? Prove it.

Over the past few months, I’ve started moonlighting as a contributor on the Management Innovation Exchange (MIX), which we’ve featured regularly on opensource.com. My posts on the MIX focus on how to enable communities of passion in and around organizations.

A few months ago, the MIX announced a new contest, the Human Capital M-Prize, which is looking for the best ideas on how to unleash passion in our organizations.

Since this particular challenge is right in my stomping ground on the MIX, and because many people who regularly read and contribute to opensource.com probably know better how to enable communities of passion than almost anyone else in the world, I thought I should highlight the contest in the hopes that some of you might enter.

Details? From the MIX website:

The MIX and HCI are looking for the boldest thinking, most powerfully-developed vision, and the most cleverly-designed experiments for unleashing passion in our organizations. What is your bold new idea or radical solution to the lack of engagement and passion in our workforce? What game-changing story or hack can transform employees everywhere into more engaged, motivated and productive contributors?

If you have a story or hack you think might fit, go here to learn more or enter the contest.

The deadline for entries is January 20th—only about two weeks away.

The grand prize winner will get a chance to present their story or hack to a global audience at the HCI Human Capital Summit in Atlanta in March, and there are other interesting prizes as well. So if this sounds compelling to you, get on over to the MIX and submit your entry.

Make our community of passion at opensource.com proud and let’s show these future-of-management-types that we open source folks know a thing or two about building community.

I’m writing a book

For my first post of 2011, I thought I’d share some interesting news: I’m writing a book.

The title is The Ad-free Brand: Secrets to Successful Brand Positioning in a Digital World. It is intended to be a hands-on guide to help organizations of any size in any industry effectively position their brands in a what I’d call a post-advertising world.

I’m writing it not just for marketing/communications types, but for anyone who is interested in learning more about how to effectively position their brand using 21st century tools and strategies, whether the brand is a product, a website, a small business, a non-profit, a person, or a Fortune 500 company.

As those who’ve read my brand positioning tips know, I’m a bit of a positioning junkie. But my frustration has been that I haven’t found a really good resource that helps people manage and grow brands that can’t afford (or choose not to do) big fancy advertising campaigns. If you read through the classic texts like Positioning: The Battle for Your Mind by Jack Trout and Al Ries, they are filled with examples of executing positioning through advertisements, taglines, and marketing campaigns.

But as good as the positioning concepts themselves are, I’m not sure the advertising-driven execution of these concepts is as relevant in 2011 as it was in the 20th century. My goal with The Ad-free Brand is to teach people the timeless principles of good brand positioning, then show them how to apply them a new kind of way using the lessons I’ve learned from the open source world and elsewhere.

As some of you know, I spent the first part of my career in book publishing, first as a literary agent then as an editor. Writing a book is something I’ve always wanted to do, so I’m kind of excited, but also pretty nervous. Yikes!

The Ad-free Brand will be published by Pearson/Que sometime in Fall, 2011. I’ll keep you up to date on my progress along the way. Finally, I just want to say thanks for coming by and reading some of my posts this past year. If you notice me writing a few less original posts during the next few months, now you know why:)

Happy new year!