Archive for the 'best practices' Category

02
Nov

Zune TV Campaign Falls Short Of Classic iPod Ads

Zune TV ads are circulating around the blogosphere, such as these YouTube clips on the Zune Insider Blog .

Of course the question is, how do they compare to Apple’s famous campaign of the dancing silhouettes?

The ads, which try to emphasize the social functionality of zune, show the product in use at a dog park with breakdancers. Or at a hip hop show… So, it’s a very different take than Apple’s — it’s not iconic, like the silhouettes, but emotional and lifestyle driven. The visual style isn’t high production level, it’s amateurish, handy-cam style — almost YouTube-ish, like those Vonage ads, which showed real people doing real stupid things.

So, here zune (or is it “Zune” with a capital Z?) is trying to strike an emotional tone and create a lifestyle product around the products core, social-driven functionality.

But these ads fail and fall short of iPod’s classic campign because:
1) The users featured in the zune ads aren’t representative — they’re fantasies: What couple will really take their dogs to a park with their zunes to exchange music? What park exists where world-class breakdancing and dog-walkers mingle together?

I’m all for fantasy-showcasing campaigns, but if these ads really wanted to be realistic they’d show a 22 yr old, dorky male on a subway, trying to flirt his way into a girls heart by sharing a love song with here — not some niche urban culture than only exists in downtown SoHo.

2) The amount of actual footage of these ads that showcases people using the product, or even shows the product at all, is so minimal. This will leave people wondering — what is this ad actually for? What is the product?

Compare that to the apple ads, which spend every single second pumping up the core of what the iPod is about — technology so simple and hip it will make you want to dance your ass off.

Zune, I’m sorry, but you’ve got to come up with something better if you want to wrestle with the big-boys.

28
Sep

What is reddit and why should anyone care?

At the top of the page it reads: “reddit is a source for what’s new and popular online. reddit learns what you like as you vote on existing links or submit your own!”

“But what does it actually do and how do I use it?” I wonder, as I stare at the homepage of ranked hyperlinks…


Turns out reddit.com is social bookmaking of news headlines, a great idea since neither Yahoo’s method of editors selecting what’s top-news, or Google method of search-spider driven rankings, seems valid

But even though reddit might be cool and novel, and word about it is spreading fast, the site doesn’t mention anywhere on the homepage what it actually is. So, new visitors are forced to stare in confusion and ask: Rededit, what are you?

Get a clue, reddit, and add an “About” page on the site.

21
Sep

Tips for Working Successfully in a Group

There are teachers and then there are mentors. Randy Pausch was the latter for me while I was in grad school at Carnegie Mellon University’s ETC. Right now he’s batteling an illness, and all of his former students have his well-being our our minds. Randy was just one of those guys — who you care about because he cared about you.

Here’s his take on how meeting should be designed (and here’s the .doc version). It’s great advice for any business:

Tips for Working Successfully in a Group

By Randy Pausch, for the Building Virtual Worlds course at Carnegie Mellon, Spring 1998

Meet people properly. It all starts with the introduction. Then, exchange contact information, and make sure you know how to pronounce everyone’s names. Exchange phone #s, and find out what hours are acceptable to call during.

Find things you have in common. You can almost always find something in common with another person, and starting from that baseline, it’s much easier to then address issues where you have differences. This is why cities like professional sports teams, which are socially galvanizing forces that cut across boundaries of race and wealth. If nothing else, you probably have in common things like the weather.

Make meeting conditions good. Have a large surface to write on, make sure the room is quiet and warm enough, and that there aren’t lots of distractions. Make sure no one is hungry, cold, or tired. Meet over meal if you can; food softens a meeting. That’s why they “do lunch” in Hollywood.

Let everyone talk. Even if you think what they’re saying is stupid. Cutting someone off is rude, and not worth whatever small time gain you might make. Don’t finish someone’s sentences for him or her; they can do it for themselves. And remember: talking louder or faster doesn’t make your idea any better.

Check your egos at the door. When you discuss ideas, immediately label them and write them down. The labels should be descriptive of the idea, not the originator: “the troll bridge story,” not “Jane’s story.”

Praise each other. Find something nice to say, even if it’s a stretch. Even the worst of ideas has a silver lining inside it, if you just look hard enough. Focus on the good, praise it, and then raise any objections or concerns you have about the rest of it.

Put it in writing. Always write down who is responsible for what, by when. Be concrete. Arrange meetings by email, and establish accountability. Never assume that someone’s roommate will deliver a phone message. Also, remember that “politics is when you have more than 2 people” – with that in mind, always CC (carbon copy) any piece of email within the group, or to me, to all members of the group. This rule should never be violated; don’t try to guess what your group mates might or might not want to hear about.

Be open and honest. Talk with your group members if there’s a problem, and talk with me if you think you need help. The whole point of this course is that it’s tough to work across cultures. If we all go into it knowing that’s an issue, we should be comfortable discussing problems when they arise — after all, that’s what this course is really about. Be forgiving when people make mistakes, but don’t be afraid to raise the issues when they come up,

Avoid conflict at all costs. When stress occurs and tempers flare, take a short break. Clear your heads, apologize, and take another stab at it. Apologize for upsetting your peers, even if you think someone else was primarily at fault; the goal is to work together, not start a legal battle over whose transgressions were worse. It takes two to have an argument, so be the peacemaker.

Phrase alternatives as questions. Instead of “I think we should do A, not B,” try “What if we did A, instead of B?” That allows people to offer comments, rather than defend one choice.




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