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Marketing communications and the 'state of now' in Canada.

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Blackberry – new face, same old problems.

Author: StarMediaGuy

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(UPDATE: ) The company finally announced a new CEO. But press coverage since has outlined how the two founders have basically been shuffling deck chairs on the Titanic when it comes to real change in either management or governance. The markets have, therefor, continued to pound the co.

 

The founders and creators of Blackberry must have spent too much time in the lab, or maybe their once billion-dollar portfolio value may have led them to a life of drug or alcohol-infused decadence? How else do you explain what an absolute hash – what a complete cockup – what a total DISASTER – they have made of their own company’s reputation and relationship with the marketplace?

I just watched the opening five minutes of PBS’s “Report on Business.”  The topic? Blackberry.

FOR FIVE MINUTES!

On probably the most prestigious television news channel among a very hi-brow set of American business people.  The story was, of course, about the fact that RIM has, finally, bowed to investor pressure and appointed a new CEO. Did RIM take this golden media moment to reinvigorate consumers?  To reassure investors?  To outline a vision for the future of this once-great company?

They did not.  I’d like to find their PR guy or girl and wring their bloody neck! RIM will be a case study for future biz-school’s on “HOW TO FUCK UP A MASSIVELY SUCCESSFUL PRODUCT, by completely screwing up your relationship with the markets.

It’s not like their PRODUCTS are crap! I had a Blackberry, and loved the way it handled emails. MUCH better than my current iPhone. Music sounded just as good from the BB as from the iPhone!  But I still own an iPhone, now. Because RIM, like Apple, created a kind of closed ecosystem for it’s products. UNLIKE Apple, however, the ecosystem didn’t let me thrive. It didn’t let me DO the kinds of things on my phone that I wanted to – at least not without a bunch of hassle. So they had a problem, and they took waaaay too long to fix it.

Kind of like the change at top management. They had a problem, and they took waaaay too long to fix it.

PR? Problem: took waaaay too long to fix it.  Oops.  Except it’s still not fixed.

Not after watching the disastrous example of corporate communications gone bad that was today’s new RIM CEO telling the world that “we don’t really need to change too much. Just evolve.”  May be true, but OMG, what a lousy message!!

January 23rd, 2012  |  Posted in Branding/Marketing, Business Advice, High technology and marketing.  |  Comments Off

“Confidence Men.” Great book. Ironic? title.

Author: StarMediaGuy

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Powered through Pulitzer Prize-winning author Ron Suskind’s “The Confidence Men” over the last couple of days. What an amazing job of reportage on the financial crisis, Wall Street, and, as he calls it: “The education of a President” – in this case, Barack Obama.

The book has an amazing depth of detail on the inner workings of both the White House and Wall Street, and it offers so many lessons it’s hard to know where to start. One thing becomes incredibly clear, though, and that is that Washington and Wall Street have spent WAY too much time scratching each other’s back. The process whereby senior government officials are welcomed into big business for brief periods where they make huge money, and then go BACK to government to supposedly ‘govern’ the industries that just made them rich, is deeply flawed. And it has recently crushed ‘The American Dream’ for most citizens of the United States.

The really sad news in Suskind’s book tho, is about the missed opportunity that the ’08 crisis presented – a chance to rein in the ‘off the books’ banking and accounting tricks that have led to the biggest bankruptcies in global history, and the defrauding of millions of people’s pensions, savings, and retirements. Unfortunately, President Obama chose as his senior economic advisors and gatekeepers men – and they were all men – who were both cosy with, and philosophically aligned, with Wall Street and its massive ‘financial services industry.’ An industry that had, over the preceeding couple of decades and with the help of the Bush presidencies, managed to gorge itself on the carcass of America, turning American debt into opaque, dishonest, and massively profitable financial ‘instruments’ that, when the chickes came home to roost, was found to be a house of cards built, sometimes quite literally, on nothing. One mortgage could be included in 40 or 50 different ‘investment’ vehicles, each taking a little piece of the pie. Do the math – that just doesn’t add up. And the bankers knew it, but just kept running anyway.

It’s a shameful tale, but its not the only profound story in “The Confidence Men.” There’s also amazing insight into the inner-most workings of Obama’s White House. Some things that I’m amazed have been made public, specially so soon after the fact. The book includes, verbatim, a copy of the memo written to the President outlining how his most senior staff were undermining his decisions. It also makes it clear that sexism had an ugly role to play in making Obama’s White House a pretty dysfunctional place in the first years of his reign. Women were ignored, over-ridden, or shut out of the process. And former Wall St. insiders, like Treasury Secretary Tim Geithner, believed – perhaps with good reason, perhaps naively – that any attempts to impose strict new rules on the banks, in the midst of the crisis, might have brought the whole economy to a grinding halt.

If the last three years have, in fact, ‘educated a President,’ then there is still hope that Obama can live up to the promise of his election. The senior staff have been replaced, wholesale, at this point, and new people are running the White House. But the loss of confidence in Obama may be too deep, at this point, for him to get to a second term next year.  Then again, what are the alternatives?  Mitt Romney, the likely Republican candidate, certainly seems to be as much of a ‘friend to business’ as anyone in Obama’s inner-circle was. It’s hard to see, basically, where the game that sees the 1% get richer, and the 99 get screwed over, is going to change any time soon.

“Confidence Men,” at the very least, gives you a pretty clear understanding of just how difficult a job it is, to pass legislation in America. And also just how much the individual principles and beliefs of the people at the very top have an all-too-human influence on the affairs of the whole wide world.

January 14th, 2012  |  Posted in Random thoughts  |  Comments Off

Distracted Driving Laws? Yes, please.

Author: StarMediaGuy

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A lot of jurisdictions are coming out with new ‘distracted driving’ laws and, as much of a pain as it will sometimes be not to be making phone calls while on the road, I have to say I agree that the new laws should be as tough as possible.

It’s not just that texting and dialing divert your attention, it’s the KIND of attention they require that is the real problem. The attention it takes to focus on tiny numerals and keyboards and screens, is a very focused attention. Whereas driving requires a very broad attention, to be aware of what’s going on all around you.

And I don’t know about you, but I know that MY brain does NOT switch gears between those two types of cognitive function in an instant. It’s almost like I need a little physical distraction moment to get OUT of the sharp focus on a monitor or keyboard-type activity. And driving doesn’t give you that kind of “I’ll just switch gears for a moment and not be present” interlude. Or, if it does, such interlude might end with a loud bang!

Which is why, unlike eating a burger or drinking a coffee – which can be distracting, but not in the same way – I think it should be totally outlawed to text, type, dial or read anything while your vehicle is moving. It’s amazing how fast a few keyboard clicks can have me on the wrong side of the center line! I’ve been driving for decades, and nothing has ever caused me more moments of panic than texting while I drive.  It’s just obvious, really. So bring on the new rules, I say. I’ll save my anarchy for some other arena.

Tags: distracted driving, law, texting
December 15th, 2011  |  Posted in Random thoughts  |  Comments Off

Alberta’s tourism future…

Author: StarMediaGuy

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On the eve of the annual Travel Alberta Industry Conference (#TAIC on Twitter) it seemed like a good time to glance at the future prospects for our industry.

There is a lot of confusing and conflicted information out there these days about where the world’s economies are going, and what effect that is having, or is going to have, on the tourism industry. The good news is….there’s GOOD NEWS!

The Asia-Pacific region is expecting a strong year, with up to 6% growth helped by more low-cost air carriers, according to this report from Jakarta.

Closer to home, Chemistry Consulting in BC has put out a nice little study comparing my old home province, and my new home in #Alberta, in terms of various tourism metrics. The results will shock those in British Columbia.  Alberta fared better than B.C. on 12½ indicators out of 20, with things like World Heritage Site numbers, camper satisfaction surveys, and even an increase in US visitation numbers. BC has been trending steadily down in US visits, and while  much of Alberta’s US increase might be attributable to the much stronger business ties Alberta has with its oil and gas partners, Travel Alberta’s more scientific and research-based approach to its US marketing is probably also paying off.

Recently, a Globe columnist called for Canada to update its tourism strategy, and he made some good points.

So what’s next? Well, for Alberta, there are a lot of things in the pipeline. Travel Alberta is about to unveil its new branding at the conference, and a lot of insiders are pretty excited about what they’re seeing in the TV spots! Also, come next spring, TA is gathering in the operator-level co-op marketing funds that have been administrated by six TDR’s around the province. The shift should see over a million dollars in administration savings, and that money is intended to back in to the pot, to be available to help with operator’s marketing. It will also mean a much easier, more streamlined application process for the funds, specially if your biz operates in several regions of the province.

I have watched the changes that have taken place at TA since April 2009, when Travel Alberta was established as a standalone Provincial Destination Marketing Organization, and have been very impressed with the clear focus, rigorous, research-based planning, and just general professionalism that Bruce Okabe and his team have brought to the table. The organization is, in my opinion, a much slicker marketing machine, that is only now about to hit full stride. Time will tell how the new brand it going to resonate with our target ‘Explorer Quotient”market of Free Spirits, but from where I sit, as a marketing communications professional, the odds are good that Alberta is on track to keep surprising our competitors and nieghbours with how well our tourism industry copes in these uncertain times.

Tourism is no longer a ‘luxury’ item. For people who travel, and that is a lot of the world, travel is more of a need than a ‘discretionary purchase.’ We are going to keep doing it, come hell or high water. But the reality is that there is FAR more competition for my travel dollar today than at any point in history, and western Canada is going to have to keep upping its game to claw back market share. A greater focus on Asia and emerging markets, and moving quickly to establish a solid strategy in the mobile space will be crucial components of our successful future. And we DO have work to do, internally, to improve the quality of service we offer. But for those who get the mix right, the astounding energy and natural splendor of Alberta will continue to call visitors for the foreseeable future.

And probably beyond.

Tags: marketing, tourism, Travel Alberta
October 21st, 2011  |  Posted in Tourism Marketing  |  Comments Off

Missed Me! Tourism Marketing 101.

Author: StarMediaGuy

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I recently took a trip to the heartland of America. I like to take trips, and have been interested in how tourism functions ever since I was a about 6, sitting on the sidewalks of Salmon Arm, B.C., watching the vast array of American license plates driving by in the summer and, occasionally, hanging out in the lobby of the motor inn just to see the strangers, and wonder where they were going, and what brought them here?

So I’ve spent a lot of years being involved in the fascinating process of how tourists make their decisions about where to go, and what to see. And, in some ways, the process hasn’t changed much. What has changed is the vast volumes of data that barrage and overwhelm the traveler at every turn. So the bad news, from an operator’s point of view, is that your message is diluted, distorted, and overwhelmed.  The even WORSE news is that most of the tourism marketing agencies, websites, guides, CVBs and DMOs have done very little to address this data deluge, and in fact are mostly just throwing moreof the same-old, same-old on the pile, just like they did in ‘the old days.’  Except, in the old days, I probably had, at most, two possible ‘guides’ to Salmon Arm. One from the provincial government, and one from the local newspaper. Today, there are probably thirty or more places I could potentially get information from. But, as a tourist, that is NOT an improvement. It’s actually made the job of finding relavent information harder!

The point I’m working up to here is this: in order to be seen or heard by the tourist, your message must be MUCH MORE LASER-LIKE than in the past. You have mere seconds to make an impression, so you better damn-well know who you are, and what you offer. And it better be unique, and it better be compelling! Which means it CANNOT be ‘generic,’ it CANNOT be ‘all things to all people,’ you CANNOT ‘specialize’ in five things.  Tourism marketers today must be brave enough to eliminate most of their messaging. To ruthlessly delete that which is generic or, even worse, untrue.

So how are most tourism marketing vehicles doing? Horribly, sad to say.

I looked at about a dozen different CVB and town and state websites before my last trip to Kansas. Most of them were a complete waste of my time. Why? Because they had TOO much data, that was too generic, and they were trying to be all things to all people. And so, to me, they were nothing.

There are exceptions, of course. Thankfully! A site with “The Top Ten Things to Do in..xxx”  Useful. The Hutchison Cosmosphere‘s list of “What to do if you have one hour. What to do if you have two hours.” Useful.

The funny thing is I discovered the Cosmosphere – America’s 2nd biggest Space Museum, and a highlight of my entire trip – from – wait for it -  Wikipedia!  Not from any tourism website at all.I only ended up on their website because I needed to know their hours of operation.

So most of the marketing dollars that the Cosmosphere spent online completely missed me – and I am their PERFECT target market – a sci-fi movie-lovin’ quasi-tech-geek, who couldn’t WAIT to see the Apollo 13 capsule!

The point?

Stop wasting your money on generic tourism marketing. Focus your marketing communications on meeting the informational NEEDS of your target markets, and try and get your message in front of them WHERE THEY ARE LOOKING. First steps? Get the Wikipedia and Google information about your business up to date, accurate, and interesting. Spend more time on this than on writing ads! Getting the ‘right’ information out in to the ‘real’ world is far more important for most small operators than any ads you can afford. Because tourists don’t want your ads, they want your info – and even then only if it fits with their interests and their existing travel plans. And that’s an amazingly small window of opportunity in the course of their busy, info-overloaded lives.

I could go on…and on, and on…but I know you’re already overloaded with this stuff. So I’ll shut up now. And hope that I caught you at that rare moment where some of this information might actually sink in. And if you are a tourism marketer, I just say this: Good luck!

Tags: marketing, Online advertising, strategies
September 29th, 2011  |  Posted in Branding/Marketing, Tourism Marketing  |  Comments Off

Wherever you go, there you are. Among people.

Author: StarMediaGuy

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Took a trip to Oklahoma and Kansas recently.  Partly to speak at the #140Conf on Small Towns, and partly to get out of MY small town, and remind myself that there’s a big ol’ world out there. One of the things that really struck me, tho, on this trip, was how similar people are, and the culture is, throughout North America.

The mall in Tulsa, Oklahoma had pretty much the same stores and food as the mall in Lethbridge, Alberta. The shoppers were pretty much the same mix – mall rats, moms, fashionistas, families, and impatient or weary-looking men. And I found being there just as exhausting as it is at home.  Then I went to the conference, in Hutchison, Kansas, and discovered that there are nice, friendly, interesting people in Kansas – just like in Alberta. Even the New Yorker’s were nice, and not ‘in-your-face’ at all. Another myth busted!

! The reason I mention this is because it strikes me that maybe, just maybe, part of where we’re AT on this planet, in these post-historical days we live in, is that it’s time for all of us to realize that everybody else is, in most of the ways that matter, JUST LIKE US! There really are fewer and fewer ‘foreigners‘ left in the world. Knowing that might help offset the desire to withdraw, raise the drawbridge, and go back to an ‘us versus them’ mentality, which tends to arise whenever economic times get tough. And which led to little things called World War One and World War Two.

I noticed a lot of the ‘buy local’ mentality in America this time. And it’s always funny when someone promotes that to me when I’m a tourist! So, what, I should NOT spend my money with you, now, but go home and spend it there? Is the product I’m buying actually MADE here?  Or six states over. Or in China. The world has moved on! The Global Economy is GLOBAL. Protectionism and ‘buy local,’ folksy and charming as that sounds, is cutting off one’s nose to spite one’s face. What if the Chinese stopped buying US financial instruments – one of America’s greatest exports?  Who’d be happy then? North Americans are now competing on the global stage – competing against the cheap labor of the BRIC countries, the technical wizardry of the Asian tigers, the sophistication of the Europeans. As is everybody else.  We’re all in this together. Most of us just want a decent life, good food and water, and the chance of a better future for our kids. Nobody’s ‘special’ or the ‘chosen of god.’ We are all – ALL – human beings, trying to be human.

So, what can we do, together, to clean up our messes and make a brighter tomorrow?

 

September 26th, 2011  |  Posted in Random thoughts  |  Comments Off

Arrgh! My media integration…

Author: StarMediaGuy

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…is killing me!   This blog does NOT accept comments, and I can’t track who you are!  I’m SORRY about the missed connections, and it’s NOT MY FAULT! Bwaahaaahaa.

Facebook hides my biz page in some wierd way. My tweets show up automatically on LinkedIn, but refuse to post on this blog, which  I can’t get to accept my Google tracking code, which means I have NO idea if ANYONE is reading my rantings, and if they are, I’m NOT connecting!  But hey, I DID manage to get a snazzy new Mobile widget installed, and that makes this look great if you’re on a mobile! Score one for me.

Calgary statues chatting.

Do you understand?

So, what to do? Go back to square one, create a new online identity other than ‘StarMediaGuy’, so that I can get all the connections right between my various SocMed profiles?

And do I pick a new ‘name’, since I realized some people might think that ‘StarMediaGuy’ is just the purest form of arrogance?  “Star Media Guy – ooo, eee, who’s he think HE is, then?  A star?”

Um, no. You see, it’s just that my company has been named StarMedia for years and I’m a guy and I just thought….oh, never mind. Sigh.

Fact is, I’ve never been in ‘control’ of  how people perceive me in cyberspace. Or IRL, either, for that matter.  “Dance with the one who brung ya’, love the ones who love ya, and thank the rest for sharing.”  That’s been  a piece of advice I’ve given clients for years. I’ve worked with a lot of solo practitioners of all sorts of wonderful and arcane arts  – cultural creatives, some might call them – over the years, and one of the issues that ALWAYS comes up in trying to market such folks is the difficulty of separating my identity, what I do for a living, and how I communicate that to the world. For most such folks,, that line cuts pretty close to heart and home.  And, in today’s SocMed world, it’s getting ever closer and more real.

So it’s necessary, I think, for all of us to realize that, to a certain extent, we are always going to be misunderstood. And technology is NOT going to fix that. Better to accept that no communication is perfect, and garble WILL happen, and put it out there anyway.

And dance.

Dance with the one that brung ya’.

If she can get past that I seem to think of myself as a ‘star.’

Or a ‘guy.’

And that I’m misunderstood.   And, apparently, not TOO bright with the technology stuff.

Tags: Identity, integration, SocMed
September 15th, 2011  |  Posted in Branding/Marketing, High technology and marketing.  |  Comments Off

Deal with it. Tourism marketing, like all marketing, is undergoing a quantum flux.

Author: StarMediaGuy

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Recently, an article in USA Today’s travel section discussed how many states have cut back their tourism marketing budgets, just when the U.S. consumer has expressed an interest in traveling again, and spending is up about 3% in the past six months. Some states (Washington) have slashed the budget completely, others have dropped significantly.

http://travel.usatoday.com/news/story/2011/08/States-cut-back-on-efforts-to-draw-tourists/49757128/1?loc=interstitialskip

This is dumb, but understandable. Ads and marketing are the first things cut when times are tight. Which could have something to do with the fact that most marketing has such a hard time proving it offers any real ROI to a manager. When the numbers are fudged, the thinking is fuzzy, and the sales are elusive, it is any wonder that business heads feel justified in cutting back in this area? The ROI numbers I’ve seen over the years for tourism marketing efforts are indefensible. That must, and will, change.

But there’s an opportunity here. Like many industries, marketing has been stuck in an old model for a long time now – ever since the boomers basically took over the public discourse in the 60′s. And the people and organizations – and there are a LOT of them – who are still promoting themselves using the same old messages, in the same old mediums, are either in for a big shock, or have already started to decline. Because not only has social media and the ubiquitous net changed the dynamics of consumer interaction, the consumer’s relationship to marketing has also changed!

Consumers will still follow the herd, but these days ‘the herd’ is led by their friends, relatives, and trusted curators – not by the television networks, the popular media of the day, or your brand! (Unless you’re Apple, of course. And, let’s face it, you’re not.)

To a great extent, in today’s world, promotion doesn’t work. Shouting louder doesn’t work. “Ad-speak” doesn’t work. We, as consumers, are sick of it. We know it’s bullshit, generally, and we do our best to ignore it. So all the money you spend shouting?  Wasted. Blathering? Wasted. Bullshitting? Worse than wasted – you’re going to get busted, soon, and your brand is going to die.

Good riddance, I say.

I am so sick of brands and companies feeding me slicked up fluff that has little relationship to the reality of my ‘brand experience.’ The money I spend with you is a vote from me for what you promise. And if you don’t deliver, I’ll go elsewhere. That’s why business is so much more beautiful than politics. In politics, nobody’s promises mean a damn. In business, those who keep their brand promise tend to have success. And, through social media, the world now has a public way to keep score on this.

So, wanna have success in this rapidly evolving new world of marketing? Look deeply in to your brand, your destination, your business. What do you TRULY excel at? What promises do you truly stand behind? Start sharing those in public, and the world will rapidly vote on whether they believe you or not. And if the world votes ‘no,’ you better change what you’re doing. My first tip? Look deeper. Does your promise meet their needs, or are you still trying to get them to meet yours?

Not that there’s anything wrong with having your needs met. It’s just a lousy basis for a relationship.

The kind of marketing, advertising, and promotion that is going to work in the future, hell, is working NOW, is that which adds real value to my experience as a consumer.  Add to my value of my experience. In other words, you are going to have to serve me, and get over the idea that I’m there to serve you.

In many ways, it’s like marketing is growing up. We need to have adult relationships with our customers, recognizing that, in all successful relationships, there is a give and take. And it’s a good idea to give more than to take. That way, people are likely to be around when you really need them.

Like, say, during an economic downturn.

Tags: marketing, tourism
August 3rd, 2011  |  Posted in Branding/Marketing, Tourism Marketing  |  Comments Off

Alberta’s Economic Future – IS it time for ‘an adult discussion?’

Author: StarMediaGuy

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Recently, I had the pleasure of listening to a report from “The Premier’s Council for Economic Strategy,” thanks to the folks at the Lethbridge Chamber of Commerce.

The brain-power on this panel is impressive, to say the least. From former Bank of Canada Governor David Dodge, to the knighted science adviser to the Bill and Melinda Gates foundation. Twelve people with vast business and economic experience, tasked to begin ‘an adult conversation’ about the needs of today, to prepare the province for a prosperous future.

It’s interesting to me, and a sign of the times, that the Council’s foremost recommendation could be summed up by the famous bumper sticker: ““Please Lord, send another boom. We promise we won’t piss it away next time.”  The issue, as the Council succinctly pointed out, is that we ARE ‘pissing it away.’ By using our oil wealth to “pay for the groceries.” And the sad thing is that few people seem to think that’s likely to change.  The phrase ‘political will’ comes to mind, but that’s more wishful thinking than reality.

Not only do we spend our NON-renewable resource wealth to cover the year to year operating expenses of Alberta, but the habits of ‘easy money’ mean the lack of rigorous management in ONE area of our economy, tends to slide over into ALL areas. Health care being the prime example. According to the knight on the panel, Alberta spends 30% more on healthcare than other regions of Canada, but ‘according to all relevant criteria, gets no better health care.”

That is nothing short of shameful, and pretty much defines ‘pissing it away.’

The second major recommendation of the Council that I find fascinating is this:  “We need a new ‘compact’ with our Aboriginal populations.”

Now, this isn’t a bunch of left-wing social welfare namby-pampy hand-wringers saying this, folks. These are the brightest minds available, and they are recognizing the profound truths of the future of Canadian society. What truths?  Aboriginals will make up the majority of Saskatchewan’s population within a few years. Natives are having more babies -WAY more babies – than white folks like me. Hallelujah!  Canada needs kids to run it’s factories, design its websites, fell its trees, dig its oilsands.

BUT, unless we figure out a way to constructively engage with the governance of native peoples in this country, Canada risks having a growing segment of its population being alienated, angry, and unwilling to support the economic ambitions of the rest of us. And that reflects the second profound truth – native governments have, and will continue to have, REAL POWER to influence the economic course of our nation. Just look at what’s happening with Alberta’s desire to build a new pipeline to the west coast, so that we can start selling our gas to Asia and getting way more money for it than from the US. Native groups in BC are strongly against the idea, citing environmental concerns.  And, yes, there are concerns. Economic development is always a question of trade-offs. Always! We here in Alberta seem willing to trade the particulate emissions and water degradations of the oilsands, because we know, either in our wallets or our guts, that the payoffs outweigh the costs. But most natives I know weigh things on a different set of scales, and we as a society are going to need to negotiate fair compromises with their point of view. The Supreme Court has said so, in no uncertain terms.

And this renegotiation is not a job for the oil companies! This is a mission for the federal and provincial governments. And it’s going to take a real change in our approach to our indigenous population. A real change in attitudes, and approach. On BOTH sides of the bargaining table! The old, colonial realities of oppressed and oppressor need to be left in the dustbin of history, and a new willingness to see each other as equals needs to be developed, and nurtured. Again, on both sides, if we are to have the kind of constructive, imaginative, and creative conversation that can open up new possibilities, new dreams, and new abundance for Canada, and for its First Nations people.

I can only hope I’m around long enough to see it happen. It will be a grand step forward in our maturation as a country.

Ho!

June 27th, 2011  |  Posted in Lethbridge Business, Random thoughts  |  Comments Off

Leonard Brody on the f..fu..fuu…future! Oops…the NOW!

Author: StarMediaGuy

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Heard a fascinating speech by Mr. Brody of the Clarity Digital Group, in which he somewhat stunned an audience of 300 at the Lethbridge Economic Development ‘trends’ luncheon – when he wasn’t making us laugh.

His point, reiterated in several fascinating ways, is that we are A: in the MIDST OF the greatest turning point in human history, and B: We are physically, mentally, socially DIFFERENT HUMAN BEINGS today than ever before in the long saga of humanity. Different than we were even in 1990, before ‘the net’ took over.

And these are not theoretical differences we’re talking about – these are actual changes to our neural networks, changes in our behaviour as a species, and changes to our environment, unlike anything seen in the past. Now, obviously, if you know me then you know that I am in agreement with this premise. But Leonard had a few points that are truly fascinating, and which I have heard nowhere else before.  One was about how we trust online, in the digital world:

‘We are like children. maybe adolescents, if you’ve been at it since ’93, when the real web took off.’  (Oh, goody, I’m an adolescent! My roommate at the time won a ‘Best of the Web’ award…in 1993! )  His point being that we trust like children online. Which means we have low tolerance for interference or manipulation (Amen!), and also that if you screw with our trust, we will NEVER forgive you! Ever.

You will be shut out, and being shut out of my web of connections, and the web of people who trust me, is going to have real economic, social, and even romantic consequences for you. Research, he says, shows that those with the biggest social networks also have higher incomes, better lives, and are even more likely to have a life partner!

For me, tho, the most fascinating image was the slide of brain activity among the young versus us older folks.  When bombarded with stimulus, today’s young brain lights up like a Christmas tree versus the old brain. I know that my brain has changed in the years I’ve been ‘plugged in’ full time.  Which means, theoretically, that we, as a species, are getting smarter.

And just in time, one might say.

June 1st, 2011  |  Posted in High technology and marketing., Lethbridge Business  |  Comments Off

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