We are fortunate to be working and living in a unique moment in time. The industrial age is behind us and we are now in the "connection" age. Or are we? The snapshot on the left is a group on LinkedIn. I was a professional member but have found my posts being moderated and not shared, a select cadre of individuals featured and labeled as Manager's Choice, all with the intention of remaining a pure "on topic" group.
But here is the problem. The group is generic. The middle of the normal curve. They are making average products for average consumers but the middle curve is melting. The right and left tail are where the eager consumers are located. If we aren't truly connecting or able to provide context from the "edges" what are we waiting around for? Look at the interaction on the site. Much on linkedin has become heavily moderated and tailored to lurking, judging, and ignoring. It is vital to be open to hearing different perspectives, ideas, and insights. The Normal is shrinking and the shots are being called from the edges. Are you marketing to the edge or are you doing things the way you have always done them?
Seth Godin is a powerful force and teacher if you are willing to listen. A few years ago I heard him speak. He said many things but here is what resonated with me. Once you learn to see something, your perspective changes. He uses the wrestling example. The moment you realize that the entire match is fake, you begin to notice things that you can't unsee. The choreographed non-spontaneous wrestling moves, grunts and groans, false heroes, and fake blood become too obvious to ignore. This happened to me as a medical writer. When you realize you are not being valued in a current audience, you go and find a new audience. I now work directly with high-value clients that are willing to be remarkable. As Kurt Vonnegut instructs, "jump off cliffs and grow wings on the way down."
I created Data & Donuts and Alzheimer's Disease: The Brand to be as Seth would say "generous" and to create "art". I am hoping to encourage those from the edge to gather and discuss how we can best impact the evolving healthcare conversation.
An article in the NY Times described the forging of the art market in China. Exactly what Seth Godin mentions in the Inbound 2013 keynote speech. Once you copy the original, its no longer art--it is color by numbers.
As creators of words, content, media, and yes, hopefully art, we need to connect. We need to engage. We need to risk failure. Remember the lesson of the fermata, play the note as YOU feel it should be played. Innovation occurs when we invite connection.
Thoughtful discussions about content development and outcomes analytics that apply the principles and frameworks of health policy and economics to persistent and perplexing health and health care problems
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In a world of "evidence-based" medicine I am a bigger fan of practice-based evidence.
Remember the quote by Upton Sinclair...
“It is difficult to get a man to understand something, when his salary depends upon his not understanding it!”
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