Tag Archives: psychology

Try Looking Outside to Solve the Problems Inside

February 9, 2010

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Quick – who recently said this in reference to his organization’s social media efforts?

“…if our consumers are younger, and they love video games, and they have shorter attention spans, and they love interactivity, and they love social media, and everyone blogs, and everyone’s on Facebook, why wouldn’t we put ourselves right in the middle of that?”

What social media or Government 2.0 champion could have said this? Could it have been Federal CIO Vivek Kundra? Maybe Director, New Media and Citizen Engagement at GSA, Bev Godwin? Principal Deputy Assistant Secretary of Defense for Public Affairs Price Floyd?

Nope. Try Ted Leonsis, owner of the Washington Capitals. In this week’s Washington Post, Leonsis discusses why the team is aggressively using social media to engage with their fans and the potential impact that social media can have on his team and on the sport. Sound familiar? Sound anything like what us in the Gov 2.0 and social media communities have been telling our bosses and clients for years now?

Leonsis goes on to say that, “what’s unique and different about us is that most organizations are managed [with the thinking], ‘We’re bricks and mortar, we’re buildings, and we have this Web operation beside us,'” Leonsis said. “We’re kind of different. We look at the Web as being our basic power plant, kind of like electricity, so the Web and communicating in this fashion is second nature to us now. It’s not like we go brochure, television, mail. It’s Web, and then everything else. It’s social media first, and everything else.”

Hmmmm…sounds like his perspective, experience, and business acumen would be a valuable addition to the Gov 2.0 conversation, don’t you think?

I recently read a fascinating article in the latest edition of Fast Company – “A Problem Solver’s Guide to Copycatting.” This article argues that instead of solving our toughest problems through brainstorming or consulting with experts, we should start looking for analogues outside our industry because someone (or some thing) has probably already solved our problem. For example (from the Fast Company article),

“In 1989, the pilots of the Exxon Valdez ran it into Bligh Reef, spilling enough oil to cover 11,000 square miles of ocean. To finish this cleanup job, you’d have to clear an area the size of Walt Disney World Resort every week for about five years. One major obstacle was that the oil and water tended to freeze together, making the oil harder to skim off. This problem defied engineers for years until a man named John Davis, who had no experience in the oil industry, solved it. In 2007, he proposed using a construction tool that vibrates cement to keep it in liquid form as it pours. Presto!”

This methodology, this thinking, that someone who has absolutely no experience with or knowledge of your organization might be able to solve a problem that your top domain experts haven’t been able to crack is a totally foreign concept to most organizations, especially those within the government. What if instead of talking with the Gov 2.0 “experts,” we started getting more people from outside of Government involved in Gov 2.0? Think about the value that Craig Newmark has brought to the Gov 2.0 discussion. Or Tim O’Reilly.

The social media community seems to have realized the value these outsider perspectives can bring – just last year I attended conferences featuring Jermaine Dupri, Brooke Burke, and Jalen Rose. This year, Gov 2.0 events like Gov 2.0 LA reached out to Hollywood to get that perspective and author/entrepreneur/professional keynoter Gary Vaynerchuk will be speaking at this year’s Gov 2.0 Expo. Getting these influencers involved as speakers is a great start, but we need to achieve more consistent engagement beyond just singular events.

What if the next Director of New Media and Web Communications for DHS was someone like Mike DiLorenzo, Director of Corporate Communications for the NHL? What if we talked with some behavior modification psychologists about the best way to change people’s behavior from one of “need to know” to “need to share?” What if we studied Native American tribes to learn more about how they build and maintain a unique culture even in the face of extreme changes?

While government may be unique, the problems we’re facing aren’t. The challenge shouldn’t be in solving them, but rather, in finding out who or what has solved them already.

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