The world is currently standing “on the cusp of a post-industrial revolution.” So writes Vijay Vaitheeswaran in his new book, Need, Speed and Greed: How the New Rules of Innovation Can Transform Businesses, Propel Nations to Greatness and Tame the World’s Most Wicked Problems, out March 13. Vaitheeswaran, a 20-year veteran correspondent for The Economist and adviser to the World Economic Forum, wrote the book, he says, as a way to inspire bottom-up solutions to top-down problems like resource depletion, climate change, and growing income inequality. We spoke with Vaitheeswaran about the importance of disruptive technologies, social entrepreneurship, and embracing China’s rise.

Co.Exist: As you point out in your book, modern humanity has arrived at the first phase of an unprecedented “innovation revolution,” yet many are being left behind. Why is that and what are we gonna do about it?

Vijay Vaitheeswaran: First, I think it’s a wonderful time to be alive. Shockingly, this might be the best time to be in the bottom billion because of transformations like mobile telephony and micro-credit. But it’s getting much harder to be in the middle class in places like America. The principal reason for this, I think, is that educational systems are increasingly out of touch with the needs of the ideas economy. The current education system that our and other countries developed was suited to the industrial revolution, a one-size-fits-all model for education that treats people as commodities. But we’re in an innovation age where creativity, individual initiative, willingness to think out of the box and disrupt established business or even lifestyle patterns is much more important than simple manual tasks that produce the next widget. So I think the great challenge for developed economies like the U.S. is to reinvent education. The challenge for each one of us is to keep relearning how to learn.

You alluded to the growing income disparity in this country. How do you counter the growing sentiment that capitalism itself is responsible for our economic woes and government is the solution?

It’s fashionable today to say that capitalism is to blame for our problems--especially things like the middle-class squeeze. Or to say that China is eating our lunch and blame overseas competitors. We live in a dynamic world. We’ve always had overseas competitors as we were to countries like Great Britain before us. And capitalism is the greatest engine of wealth creation and improvement of the lives of ordinary people that the world has ever known. So I will actually argue that we need more capitalism, not less, but that we need a better kind of capitalism. One where we go from “greed is good” to “greed for good.”

We need to go from 'greed is good’ to 'greed for good.'

Rather than the Wall Street style of capitalism with perverse incentives that rewards an industry that sucks up a lot of resources while producing little social or economic value, i.e., the Wall Street banks, I want to see us reward the productive economy: entrepreneurs and innovators who are combating the wicked global problems we have like climate change and pandemic threats and so on. We should give more rewards to capitalist entrepreneurs and the new breed of social entrepreneurs who are motivated not only by money but also by social capital, by wanting to do good by society.

So what should the role of government be in all of this?

I think government has an absolutely essential role in enabling the innovation future, but it’s different from what we’re seeing right now. I think the wrong role is industrial policy, that is government bureaucrats deciding which industries are strategic, picking technology winners, subsidizing specific companies with favored kinds of technologies--even if they’re attractive or cuddly like solar energy. And history shows this. China’s new breed of state capitalism is a very dangerous and pernicious way of approaching the role of government by funding state-owned enterprises that in effect crowd out the private sector and hog up the credit that’s available. These businesses are not subject to anti-trust laws so they prevent a level playing field for private enterprise, be that domestic or foreign. The right way forward for government is to level the playing field by funding, for example, government and academic R & D. That’s a role for taxpayer money. It’s also making sure there’s a proper rule of law among other things like bankruptcy laws. We have the best bankruptcy laws in the world since they enable a culture of risk-tasking, entrepreneurship and failure, but also a second chance. These are very important pre-conditions for innovation to flourish.

Innovation is not a zero-sum game. And China rising does not mean America has to decline.

So which of the Presidential contenders offers in your view the most hope for innovation?

It’s hard to say there’s an innovation candidate. I would offer one note of caution though: This mindless China bashing or denunciation of trade and rivals overseas coming from all the candidates, ignores basic economics. Innovation is not a zero-sum game. And China rising does not mean America has to decline. On the contrary, you can see this as a rising tide that will lift all our boats, just as the rise of Japan was a peaceful and prosperous endeavor that made America richer as well. To close our market and enter into a trade war is a beggar-thy-neighbor policy that would make everybody poorer, especially a trading nation like the U.S. that depends on open markets.

You devote some time to Clayton Christensen’s notion of disruptive innovation.

I think we’re entering a disruptive age in the global economy. There are phases in economic history and we’re entering one in which we have many mature industries in the U.S. that are in desperate need of renewal. The auto and steel industries are great examples. I think that we’ll even see the Googles--the Internet 1.0 industry--being disrupted by the social media industry and the wave of big data. That’s an industry that knows how to deal with disruption and famously argues that you have to eat your own lunch rather than have your competitors eat it. I think that kind of mentality needs to be more widespread among the traditional heartland industries like medical devices or traditional industrial products. If they don’t reinvent their business models to be more frugal and cutting edge in terms of technology and customer needs, guess what? The Chinese, Indians, and Brazilians are going to do it and they’re going to do it cheaper and maybe even better. So the disruption is coming; the only question is whether the disruptive innovators are going to use forks or chopsticks.

Disruption is coming; the only question is whether the disruptive innovators are going to use forks or chopsticks.

Regarding energy, you counter those who say the best way to move toward a clean energy transformation is through government initiatives like the Apollo lunar mission.

The idea of a moon shot to solve the climate and energy problem is actually a dangerous idea. Here’s why: Talking about getting a man on the moon in a decade, costs be damned, was a wonderful way to galvanize a nation towards a goal and, yes, it got the country rallied; it got lots of kids interested in science and engineering. However, the challenge of bringing affordable clean energy in a sustainable way to 7 billion people around the world is the exact opposite problem of sending a rocket to the moon once, regardless of cost. Getting to the moon was a national security issue better suited to a top-down government approach where costs don’t matter and national pride was really at stake. But we need a markets-entrepreneurs-consumers business model to solve this problem. You could fill textbooks with the number of white elephant projects that government has tried to fund in energy. I understand the appeal of wanting a rallying cry, but let’s not confuse that with how we’re actually going to solve this.

One obstacle is the growing numbers of non-believers of climate change.

I’ve written a couple of books on the topic and it disheartens me to see the anti-science arguments gaining ground in recent years. We know there’s a finite quantity of fossil fuels in the earth, whereas the energy from the sun is infinite. So it’s just a question of getting renewable energy costs down which is starting to occur rapidly. Again, what we need more of is a level playing field. The external costs are not incorporated into the price of burning coal or oil, so the dirty polluters get a free ride putting clean energy at a disadvantage. My radical proposal is to abolish all subsidies for energy, including solar and wind--so no subsidies for anybody. The biggest losers would be nuclear and coal--not the wind or solar guys. So environmentalists are wrong to lobby for subsidies because they’re getting a few crumbs off the table. It’s the big dogs who actually end up with the meal. Instead they should argue for policies like carbon taxes or trading systems that make dirty energy pay its way at a fair price.

My radical proposal is to abolish all subsidies for energy. The biggest losers would be nuclear and coal.

You devote a lot of space to the quintessential techno-optimist Ray Kurzweil’s singularity theory, yet you don’t hold much stock in it?

I’d put it this way. I think the trends identified by the techno-optimists are actually right. If you stick to the facts, we are really entering a new golden age. But discovery doesn’t always lead to value creation. Once it enters the marketplace and changes our lives for the better, and you can find some sort of business model or societal value, then it’s innovation, not just a gadget or clever thought. Now we have not only Moore’s Law, but an even faster rate of expansion of genomics, considering how costs for sequencing the genome are collapsing. And if you look across the range of health, energy, and other areas, you not only see exponentially growing technologies but a convergence of these techs leading to new paradigms for personalized medicine that were unimaginable 10 years ago. So we can look forward to a wonderful few decades ahead where wonderful new industries will be formed. Whether this will transform humanity into a post-biological era is to me a bit more spiritual and mystical so I’m not gonna go down the road of the Singularitarians as they call themselves. But I think the facts on which they base their arguments leading to their inspirational thinking are certainly undeniable.

What about the other end of the spectrum, the eco pessimists like Paul Gilding who in his TED Talk last month questioned the notion that technology is going to prevent us from enduring some really tough times ahead.

Human advancement has always been a great race between development and degradation, between progress and regress or chaos and so I don’t posit that technology is going to solve all our problems. On the contrary, I acknowledge, in the “Need” part of my book, the argument that we live in an era of wicked global problems and tremendous challenges, opposed by the rise of the BRIC economies, by the growing population and the urbanization of the species. But to suggest we’re all going to hell in a hand basket misses the other half of the equation. The problems themselves stimulate a response and this is where The Club of Rome and other pessimists from the 1970s got it wrong. There are huge challenges with water and other resources, but the other side of the ledger is the innovation piece of the puzzle. When we have scarcity, you trigger investment, innovation. This is because development is a dynamic dance. Straight-line trends don’t actually last in real life; rather, you end up with dynamic responses. And that’s the beauty: markets, policy, and society responds. So Guidling’s concern is legitimate, which is why I’ve written a book arguing that the other half of this great race--the solutions part--needs to be done with far more vigor. In a sense my book is a call to arms for embracing a vision for innovation that is much more ambitious or disruptive and more democratic. If we can get 7 billion brains involved in solving these problems, then I think we have a lot better chance of succeeding using the new tools of innovation, than if we simply stick with business as usual.

Content marketing was a top priority for businesses in 2011, and it is going to remain so in 2012. That’s according to a study conducted by the Content Marketing Institute, a marketing education and research company.

In the past year, marketers distributed more business-to-business content on YouTube, LinkedIn, Facebook and Twitter than ever, according to CMI.

Content marketing encompasses new techniques and methods of sharing information. Spreading unique, helpful bits within the industry or with consumers creates brand awareness, new customers and client loyalty. Businesses should be sharing information from company research and client data. Data can be displayed in web infographics, articles outlining business tips, videos and slideshows.

SEE ALSO: Going Viral Visualized [INFOGRAPHIC]

This BlueGlass Interactive infographic suggests businesses look at Coca-Cola, Mint.com and American Express as examples of companies that are sharing great content. Coca-Cola has a huge online presence on Facebook, Twitter and other avenues where customers and potential clients can share ideas, photos and videos.

The companies outlined below make interactive material that people want to share, and, in turn, new methods of content marketing means new avenues to reach and converse with your customers.

What new and traditional social networking sites does your company use? Tell us in the comments.

Thumbnail image courtesy of Flickr, feel-the-silence.

Joco Todorovski via Mashable

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Heather R. Huhman is the founder and president of Come Recommended, a content marketing and digital PR consultancy for organizations with products that target job seekers and/or employers. You can connect with Heather and Come Recommended on Twitter and Facebook.

As the old saying goes, “If a tree falls in a forest and no one is around to hear it, does it make a sound?” Don’t let the same thing happen to your new product. This is where a solid content marketing plan comes to the rescue.
 
Susan Gunelius, author of Content Marketing for Dummies, defines content marketing as “the practice of developing awareness, recall, purchases and loyalty through the use of content published online or offline.” It is a cost-effective and easy strategy, although it can be extremely time-consuming. But trust me, it’s worth the effort!
 
Here are 10 steps you can take to improve your content marketing and drive awareness around your products.

1. Determine Organizational Goals

Ask yourself: What is my goal, and how is my content marketing plan going to help me accomplish it? These are things that need to be thought out before determining your content. By doing so, you can tailor your content marketing plan accordingly.

Each goal should be measurable and have a deadline by which you perform this measurement. For example, increase website traffic 25% by Jan. 1, 2012.

2. Identify Target Audiences

The next step is to figure out exactly whom you are targeting. This means researching everything about the audience to whom you will be delivering your content. Ask them questions, research website traffic data and determine their demographic information, including age, gender, education, location, etc.
 
From there, you need to figure out what your audience is interested in, both online and offline. What are they reading? What are they talking about? What are their likes and dislikes?
 
In this step, it is helpful to think like one of your clients or customers. Envision that you’re writing for one specific person, and then tune in to his thought process in order to succeed. Above all, listen to what that person wants, which is not necessarily the same as what you want. After all, you want him to be receptive to your content.

3. Develop Key Messages

What exactly does your audience want/need to hear? In general, determine what will differentiate you and your product, as well as what will help you to achieve the goals you have set. The end result should be one to three main messages, each with one to five sub-messages that offer a bit more detail.

4. Decide on Overall Content Marketing Strategies

There are three different types of content marketing strategies: long-form, short-form and conversations (e.g. sharing).
 
Long-form includes blog posts, articles and press releases — basically, anything longer than a couple of sentences. Short-form includes tweets, Facebook and LinkedIn status updates and graphics. Conversations and sharing includes participating in and driving conversations through blog commenting, link sharing and comments on videos. This type helps to encourage discussions between other thought leaders within your industry.
 
You can stick to one of these forms of content marketing, or you can use all three. They are each effective on their own, but they are also powerful when used together.

5. Draft an Editorial Calendar

Developing a plan is one of the most important steps to content marketing. However, it should be flexible. After all, things can always change. 

This is where an editorial calendar comes in. It should include strategies, specific tactics, suggested headlines, content deadlines and allocated responsibilities. This is a fairly major undertaking, but you’ll be thankful for your hard work once it’s complete — and you’ll save time in the long-run.

Not sure where to begin? Check out The Content Grid V2 by Eloqua and JESS3.

6. Develop Content

In order to even begin the marketing aspect of a content marketing plan, you need to develop the content you are going to use. It needs to be unique and different. Go back to your key messages and subtly incorporate them into the content without overtly selling your product. Content marketing is about creating trust through education and information, not using traditional sales tactics.
 
The infographic Is Your Content King? is a great visual of how important content is, especially for your marketing plan. 

7. Establish Relationships

It’s time to start building a relationship with your target audience. This means tapping into existing communities by sharing and commenting on their content, as well as establishing your own communities across various social networking platforms.
 
Remember, content marketing isn’t just about you. Like all relationships, you should aim to give more than you receive. Be sure to use the 80/20 principle: 80% of the content you share should be curated (in other words, not your own) and 20% should be your original content.
 
Find brands that have successfully made a name for themselves, and mimic the steps they’ve taken — but make sure to add your own unique flare. For ideas, check out how these three companies took content marketing to the next level.

8. Spread the Word

Determine industry keywords that are not only relevant to your product, but also are going to generate enough buzz. Search engine optimization (SEO) can play a huge role if you research thoroughly. For example, make sure the tags you’re adding to your blog posts are going to generate traffic, since this can help you get found in the first place. I’m a huge fan of both Scribe SEO and InboundWriter to help you accomplish this.
 
Also, spread the word through Twitter, Facebook, e-newsletters, etc. But be careful not to force your content where it doesn’t belong. It may seem like you’re trying too hard, and in turn, people may not be interested in what you have to say.
 
Eloque came out with a free ebook, The Grande Guide to B2B Content Marketing, a helpful read when it comes to content marketing. Plus, it’s useful for deciding which platforms you should employ and how to effectively use them.

9. Measure Effectiveness

Although this is one of the last steps, it’s one of the most important. By measuring the effectiveness of your content, you can determine whether or not your plan needs to be altered, or whether it’s working in the first place.
 
Keep an eye on pageviews, retweets, Likes, +1’s, shares and so on. Anything your audience can take action on is something, you need to pay attention to. Figure out how well everything is working — or why it’s not working at all.

10. Change the Plan As Needed

If something isn’t working, change it up. Be sure to pay attention to results, and then use them to your advantage.
 
The most important thing to remember about content marketing: It’s all about building connections and improving your audience’s product loyalty. One of your goals should be for people to recognize your product based off of the content you’ve been placing both online and off. For a more in-depth look into how to create your content marketing plan, check out: Content Marketing For Dummies – Cheat Sheet.

Have you used content marketing in order to launch a product before? What were the steps that you took in order to do this successfully?

Images courtesy of iStockphoto, BrianAJackson, keso

Grant Cardone

....Managing and leading yourself is the first step!

Photo courtesy ABC.

Anyone who has started a business has his or her own rules and guidelines, so I thought I would add to the memo with my own. My "rules" below aren't just for those founding the companies, but for those who are considering going to work for them, as well.

1. Don't start a company unless it's an obsession and something you love.

2. If you have an exit strategy, it's not an obsession.

3. Hire people who you think will love working there.

4. Sales Cure All. Know how your company will make money and how you will actually make sales.

5. Know your core competencies and focus on being great at them. Pay up for people in your core competencies. Get the best. Outside the core competencies, hire people that fit your culture but aren't as expensive to pay.

Related: Mark Cuban on Why You Should Never Listen to Your Customers 

6. An espresso machine? Are you kidding me? Coffee is for closers. Sodas are free. Lunch is a chance to get out of the office and talk. There are 24 hours in a day, and if people like their jobs, they will find ways to use as much of it as possible to do their jobs.

7. No offices. Open offices keep everyone in tune with what is going on and keep the energy up. If an employee is about privacy, show him or her how to use the lock on the bathroom. There is nothing private in a startup. This is also a good way to keep from hiring executives who cannot operate successfully in a startup. My biggest fear was always hiring someone who wanted to build an empire. If the person demands to fly first class or to bring over a personal secretary, run away. If an exec won't go on sales calls, run away. They are empire builders and will pollute your company.

8. As far as technology, go with what you know. That is always the most inexpensive way. If you know Apple, use it. If you know Vista, ask yourself why, then use it. It's a startup so there are just a few employees. Let people use what they know.

Related: Three Steps for Getting Started in Mobile Commerce

9. Keep the organization flat. If you have managers reporting to managers in a startup, you will fail. Once you get beyond startup, if you have managers reporting to managers, you will create politics.

10. Never buy swag. A sure sign of failure for a startup is when someone sends me logo-embroidered polo shirts. If your people are at shows and in public, it's okay to buy for your own employees, but if you really think people are going to wear your branded polo when they're out and about, you are mistaken and have no idea how to spend your money.

11. Never hire a PR firm. A public relations firm will call or email people in the publications you already read, on the shows you already watch and at the websites you already surf. Those people publish their emails. Whenever you consume any information related to your field, get the email of the person publishing it and send them a message introducing yourself and the company. Their job is to find new stuff. They will welcome hearing from the founder instead of some PR flack. Once you establish communication with that person, make yourself available to answer their questions about the industry and be a source for them. If you are smart, they will use you.

Related: Is Any Publicity Good Publicity?

12. Make the job fun for employees. Keep a pulse on the stress levels and accomplishments of your people and reward them. My first company, MicroSolutions, when we had a record sales month, or someone did something special, I would walk around handing out $100 bills to salespeople. At Broadcast.com and MicroSolutions, we had a company shot. The Kamikaze. We would take people to a bar every now and then and buy one or ten for everyone. At MicroSolutions, more often than not we had vendors cover the tab. Vendors always love a good party.

This article is an edited excerpt from How to Win at the Sport of Business: If I Can Do It, You Can Do It (Diversion Books, 2011) by Mark Cuban.

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20 Ideas for Social Media Content That Engages

Written by Jeff Bullas - http://www.jeffbullas.com/?p=14527">View Comments
Categories: Blogging, Content, Content Marketing, Social Media

The cry of “Content is King”  has been a rallying call for bloggers and on-line publishers for years.

Creating and marketing your content is now as easy as typing text and uploading images and videos and then hitting the publishing button.

This has been facilitated by the advent of social networks and blogging software that facilitate fast efficient multi-media publishing.

The reality is that everyone is now a publisher as social media has provided easy to use tools which has put a personal printing press in everyone’s hand.

We are not only creating but sharing this content on desktops, laptops, ipads and smart phones to our Facebook and Twitter streams. The mobility of the smart phones has accelerated this publishing revolution that allows us to share anytime and anywhere as the impulse takes us.

The more engaging the content whether it be video or text the more likely it is to be shared.

The “Content” Explosion

To put some perspective on the scale of this on-line publishing phenomenon here are some facts and figures

• In 2010 on Facebook alone there were 30 billion images published by millions of “authors”
• 5 Billion Photos published on Flickr by 2010
• YouTube figures reveal that 48 hours of YouTube videos are uploaded every minute as of May, 2011
• It is estimated that over 330 million blog posts are published every year

Content is what drives people to subscribe to blogs, search on YouTube and play on Facebook. Internet users are looking for information and content that

• Informs
• Educates
• Solves problems
• Entertains

The Thirst for Knowledge

In a knowledge economy the thirst for information and meaningful content is never ending.

If you dig deeper into the term “social media” you will be reminded that content can be any type of media and format. Media in all its formats that was previously hidden on personal computers or buried in files offline can be published to a variety of  social media platforms that host and make public your previously unpublished media. These include social media platforms such as Flickr for photos and images as well as Slideshare for presentations such as your last Powerpoint workshop.

I often hear questions from new and aspiring bloggers about what should you publish and how do you find the inspiration for the content. It isn’t difficult if you start to let the imagination run free.

20 Types of Content Types and Formats that Engage

1.Videos

The development of inexpensive video cameras with high definition and now included in smart phones as a standard feature allow you to record impromptu interviews or capture presentations and keynote speakers. The mantra to keep top of mind is to “think like a publisher”

What can you video and publish?

1. Formal interviews which are arranged in advance with prepared questions and answers
2. Casual impromptu video interviews at a conference
3. Presentations either in part or full and full edited or unedited
4. Video products such as clothes or items that you can publish to your on line store that show the product and how it can be adjusted or worn
5. “How To” videos that instruct and teach
6. Grab your smart phone and obtain people’s feedback or comments as they happen about your product, service or store. This will provide authentic and real testimonials that money cannot buy

2. Presentations

Slideshare is the primary site to upload your presentations and with over 50 million monthly visitors and 90 million pageviews it now ranks as one of the top 250 websites in the world. It also supports document sharing.

1. Share PowerPoint and open office presentations privately with colleagues and clients
2. Share publicly with the world
3. Publish documents from MSOffice, OpenOffice and iWorks
4. Upload PDF’s that educate and inform

Also make sure that the presentations and PDF’s are well structured for scanning and skimming with good headings and subtitles.

3. Images

King of image uploading is Flickr but other platforms to consider is Google’s Picasa (now included in Google+)  and of course Facebook. High definition images that are well produced can provide high engagement.

1. Images that should be publicly shared do not just have to be photos but can be creative designs in high definition that visually present a concept
2. Photos at events demonstrates active participation in your industry and can provide high credibility through association
3. Product images that display your products in all their high definition glorious detail
4. Appropriate photos of staff at work and at play can provide a personal insight to a company that humanizes companies which is vital on a social web

4. Text Content

Text content is one of the oldest of formats since the pen and pencil was invented but still maintains its importance as a primary publishing medium.

What are some highly engaging text formats that help you sell your products and services?

1. White papers – these are typically topical reports that demonstrate thought leadership vital for prospects and buyers and are generally 8-12 pages in length
2. eBooks – Sometimes called a whitepaper on steroids can be 20-100 pages in length and can be free (in the short form) and maybe sold in the longer format. Presents complex information that is visually attractive
3. Case Studies – Customer and readers love case studies that validate strategies and tactics. They are typically 1-2 pages long and with the narrative structure of the a story and are based upon real life events.
4. Enewsletter – Email is a very powerful form of marketing with a list that you own and people have opted into a subscription. It can be purely text based or you can create HTML formats that includes images, links and optimized for a social web making it easy for people to share with their friends

5. Audio

Audio and radio has not died but evolved and podcasts and audio are still widely used. Podcasts can also be very effective when packaged together with a Slideshare presentation and a PDF

1. Podcasts: Pre-recorded presentations either by one person or a goup that dicuss a topic that educates and solves problems for your listeners
2. Live on-line radio shows with interviews of experts

This list is not exhaustive but will provide you with some tips that will maybe inspire you to engage in many media types that communicate with your readers , prospects and customers.

Sometimes bundling a range of formats for the same information will allow you to reach a broader audience that a singular media type cannot.

What media and formats do you use for your  content marketing and what is most effective for you?

Source of Facts and Figures: Royal Pingdom

Image by dirkshaw

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Tags: audio, Content, educates, Engages, entertains, Facebook, Images, Marketing, Photos, podcasts, Problems, Publishing, solves, text, Video, youtube

I do wish authors would stick to writing on topics they know something about.

Starbucks are NOT using QR codes to streamline the way they interact with customers. The barcode they are using looks nothing like a QR Code and is a standard stacked linear barcode PDF417 http://bit.ly/wRfJB9

Google identified over 100,000 businesses in the U.S. as Favorite Places on Google in December 2009 for heavens sake. Business owners have not been able to create a printable QR Code for their listing in Google Places for over a year.

When using images of QR Codes to illustrate creative ways to use them it’s a good idea to ensure they work. The wine bottle QR Code resolves to a non-existent URL.

For really creative uses in the last 12 months take a look the Top 10 QR Codes Of 2011 http://bit.ly/A0LCSO

Nice!

!!!

Relationships matter!!!

Some good points there!

The influence of FB!