Month: July 2008

community, technology

Dancing Around the World

Christa Avampato

In graduate school, my friend, Eric, showed me a video of a guy named Matt who was making a living dancing around the world. I loved the video when I first saw it, and had tucked it away into the recesses of my brain. Just recently, the cobwebs were dusted off when I received a post on my Facebook account application, Fun Wall. My friend, Jules, sent it to me, and I passed it on to all my friends. http://www.youtube.com/watch?v=zlfKdbWwruY.

“Where in the Hell is Matt” is a series of videos set to inspirational music that chronicle Matt’s own little dance around the world. There’s so much joy and community in this series of videos that they make you smile and reach for your passport. It just goes to show that individuals with passion and open-hearts can accomplish whatever they set their minds to.

To see all of Matt’s videos and learn more about him, visit http://www.wherethehellismatt.com/index.shtml

business, marketing, product

Waking the Dead – Reviving "Has-Been" Brands

Christa Avampato

In college, I had a boyfriend who loved Herbal Essence Shampoo. He wasn’t part of the target demographic, but he loved one of the scents so much that he just couldn’t imagine his morning shower without it. Despite this kind of following, every brand eventually grows old and stale if left untended. A.G. Lafley, CEO of P&G, says there are three routes for a dying brand: Abandon, Divest, or Re-invent. In the case of Herbal Essence, he chose the third option. I’m sure my former boyfriend is thrilled!

The P&G team didn’t perform any miraculous feats – they tightened up the demographic, modernized the packaging to stand out on the shelf and encourage the dual-purchase of shampoo and conditioner, and re-vamped the language with more current vocabulary and inuendos. This easy-to-understand process is allowing the fledgling brand to gain sales growth in the high single digits. Not bad, and certainly something not common in the current economy.

Process aside, I think A.G. Lafley is saying something much richer about product re-invention. It’s easy for product developers to fall in love with their product as is, for marketers to admire their own catchy phrasing and campaign themes so much that they can’t imagine anything more brilliant coming down the pike. For example, let’s consider the highly creative and relevant campaign by the Dove Brand – Campaign for Real Beauty. The simplicity and power of that statement resonated with a wide audience. That campaign has been around for a while, so much so that it’s beginning to become old news, especially in the wake of the touch-up work done on some of the campaign photographs. Those marketers need to be thinking about a re-invention now!

This is the trouble with brilliance that explains why we have so many one-hit wonders in this world. You have to let go of past successes as much as you have to let go of past failures in order to move forward. Product re-invention requires a constant, fervent belief that our best work is yet to be created. It requires that we push the envelope and challenge ourselves continuously. To take away that challenge and rest on our past success is to go the way of Sharper Image, Brim, and Tab.

For a look at the interactive case study on Herbal Essence’s re-invention, visit http://www.businessweek.com/managing/content/jun2008/ca20080617_465490.htm

career, community, work

Working alone, together

Christa Avampato

With the ever rising cost of commuting and increased pressures on our time, more and more companies are open to team members spending one or more days per week at home. I’m very lucky to have this type of deal – whenever we have a half day at work, I work from home provided there isn’t some pressing reason that I must be in the office. I’ve often spent that time at home, alone, in my studio apartment in front of my laptop. 


Recently, I’ve found myself seeking outdoor areas, cafes, even the occasional bar (only after 12 noon of course) that lets me set up shop. At first, my motivation was that a new setting would inspire some creativity, would afford me a different outlook. Then, I chalked it up to craving the nice weather or air conditioning. After a conversation with my friend, Moya, I know what’s going on. I want to work independently, but I also want to feel some sense of community while I work. Luckily, I am not alone in this pursuit. 


Last week, the New York Times ran an article entitled “Working Alone in a Group”. It spelled out this situation of telecommuters – grateful for the opportunity to not have to commute to work, but wanting a space other than home to get their jobs done. Telecommuters want a little company, a wi-fi connection, and a comfy chair. They don’t want distractions. And they’re willing to pay a little for it. The article provides a website that allows you to search for co-working spaces by zip code. 


The article goes on to detail a couple of the key areas in the Bay Area that offer this type of space, and then notes that what it all comes down to is moderating the distraction level. I think there’s something more though – having other people around us, even if we interact with them minimally, drives our creative pursuits. We are social beings, and while we may enjoy some degree of solitude, we also need to balance that solitude with a sense of community. Give this idea a couple years, and we’ll see co-working spaces popping up in every neighborhood.  

career, innovation, work

Innovation is an investment, not a cost, not a luxury

Christa Avampato

In case no one else has told you, the sky is falling. According to an article in the New York Times today, we’re going to hell in a hand basket, at least for the time being. This puts people like me who work in the innovation field into a bit of a bind. I whole-heartedly support (actually vehemently encourage) employers to consider how and how much each member of a team adds value. I’ve seen too many companies burn money in the street because they’re uncomfortable with asking every team member to articulate how they add value. And companies are worse off for it.

What I do object to is the idea that areas such as innovation, product development, and research are luxuries. Prada shoes are a luxury. Gourmet meals at 5-star restaurants are luxuries. Innovation, product development, and research are a company’s lifeline to the future.

Paull Young from Converseon sent me a blog post yesterday that is so good, I have to pass it on. http://bankervision.typepad.com/bankervision/2008/06/innovation-is-a-luxury.html
In the post, James Gardner, who works in innovation at a UK bank, talks about the five ways that innovators within companies add value. And suggests that if we wants to preserve our place within our companies, we should develop each of these five areas: invention, influence, entrepreneurship, thought leadership, and sponsorship.

The trouble I see is that areas like innovation are viewed purely as a cost – a nice to have if you can get it for $0. Bad idea. Innovation is an investment. Over time, it generates cash flow and does wonders for getting the best and brightest minds to beat down your door to play a part. And with tough times ahead, that talent is the only way a company is going to save itself from going under.

Picture above can be found at: http://www.aqua-aerobic.com/images/aquaology_innovation.jpg