The “human cloud” and the future of work

I’ve been working almost 40 years (more if you count high school and college jobs) and a lot has changed in how I work; where I work; and –obviously– the work itself. Smarter folk than I are thinking about this, too:

“In the same way that high-speed Internet access disrupted the corporate IT market, creating a “cloud” of web-enabled infrastructure, the human cloud is shorthand for how the web has disrupted the way we work. Companies rely on dispersed teams to get the best talent available regardless of location (or price) and many are using crowdsourcing and other innovative means to achieve their goals.

Meanwhile, many people who work in this new cloud have lives that look nothing like they would have even10 years ago: they may have contracts with a variety of clients, outsource themselves and their skills through a third-party service like Elance or ODesk or collaborate with coworkers in opposing time zones. The companies they work for, and with, may not even know what they look like, or where they live. This is the reality of the human cloud and it is changing us (and the companies we work for) in ways we may not fully realize yet.”

Given the “webby” nature of my work, I have a good bit of contact with the “human cloud” and find myself wondering how I would function there.

The importance of design at Apple

“…a friend of mine was at meetings at Apple and Microsoft on the same day and this was in the last year, so this was recently. He went into the Apple meeting (he’s a vendor for Apple) and when he went into the meeting at Apple as soon as the designers walked in the room, everyone stopped talking because the designers are the most respected people in the organization. Everyone knows the designers speak for Steve because they have direct reporting to him. It is only at Apple where design reports directly to the CEO.

Later in the day he was at Microsoft. When he went into the Microsoft meeting, everybody was talking and then the meeting starts and no designers ever walk into the room. All the technical people are sitting there trying to add their ideas of what ought to be in the design. That’s a recipe for disaster.”

–From an interview with John Sculley

Will advertising become obsolete?

What does Seth Godin think of advertising? Is it unnecessary? Here is his answer from a blog post at Real Time Advertising Week

“Not unnecessary. Gradually becoming obsolete, though. The cost of the ads goes up, the impact goes down. How can it not? Once people get a TiVo and a Facebook account, the way they allocate their attention changes. And that means the people you most want to reach don’t necessarily want to be reached.”

His answer has been on my mind since I read it. Advertising is “gradually becoming obsolete?” How does someone who works at a company that runs on advertising revenue react to such a statement? A few possibles:

  • Seth Godin is a smart guy and he’s been right more than he’s been wrong so we’re fucked
  • He’s right but it’s going to take a lot longer than he thinks it will
  • He’s partially right. Some advertising is becoming obsolete, but not the advertising that drives our company
  • Advertising is changing and we might call it something else but companies will always be willng to pay to to reach their customers with selling messages
  • He’s wrong. Advertising is here to stay. Period.

Did I miss any?

Frankly, to even wonder about this feels… heretical. Like questioning the flatness of the earth. I’ve written ads; I’ve voiced and produced ads; I’ve helped sell ads. Always taking it as a matter of faith that they worked. If they didn’t, why are businesses buying all these commercials we air on our (pick your medium)? And that they’d always be around.

Your thoughts?

The End of Management

My favorite nuggets from a piece by WSJ Deputy Managing Editor Alan Murray:

“Corporations are bureaucracies and managers are bureaucrats. Their fundamental tendency is toward self-perpetuation. They are, almost by definition, resistant to change. They were designed and tasked, not with reinforcing market forces, but with supplanting and even resisting the market.”

“The big companies failed, not necessarily because they didn’t see the coming innovations, but because they failed to adequately invest in those innovations. To avoid this problem, the people who control large pools of capital need to act more like venture capitalists, and less like corporate finance departments. They need to make lots of bets, not just a few big ones, and they need to be willing to cut their losses.”

“The new model will have to instill in workers the kind of drive and creativity and innovative spirit more commonly found among entrepreneurs. It will have to push power and decision-making down the organization as much as possible, rather than leave it concentrated at the top. Traditional bureaucratic structures will have to be replaced with something more like ad-hoc teams of peers, who come together to tackle individual projects, and then disband.”

Mr. Murry’s new book is “The Wall Street Journal Essential Guide to Management.”

What are they tweeting about your company?

Co-worker Jeff shares the following story from the road:

On Monday I was flying from St Louis to Milwaukee. My flight was delayed by an hour, which obviously I was frustrated. When I landed in Milwaukee, I went to the Enterprise counter to get my rental car. There was only one person working and 4-5 people waiting in line. When it was my turn, I gave her my info and then was told to sit and that somebody would come and get me in about 20 minutes. I told her that I was running late and that I was actually supposed to pick my car up earlier. She said she was hoping that the 20 minutes was an overestimate. I was steamed. But really I was steamed about the whole travel experience. So I tweeted that I had to wait 20 minutes for my car at Enterprise and why would only one person be working on a Monday, which I assume would be a busy business travel day.

Their person did come and get me within 20 minutes like the counter person had told me. I checked Twitter before I left the rental car garage and I had a mention from Enterprise Cares telling me sorry and asking me to follow her so she could direct message me. She also gave me her name (Elizabeth). I was very impressed by that customer service. So I followed her and immediately I had a direct message from her asking for my contract number and pick up location. I tweeted that I was very impressed with that service and that someone from the company actually acknowledged me and my comments. I sent her my info and explained that my frustration had been compounded by the fact that my flight was delayed. Not sure what will happen but just getting a sorry was good enough for me. By contrast, I tweeted about my AirTran flight being delayed on the way to Milwaukee and on the return flight to St Louis and have heard nothing.

Elizabeth transformed a frustrated customer into a happy customer. She put a human face on a corporation. And Jeff now knows someone at Enterprise he can call (tweet) on if he needs something. Companies large and small are figuring this out. How about yours?

Gas Station TV

My first look at GSTV (Gas Station TV) was at a Phillips 66 station on I-55. It probably took me no longer than 3 or 4 minutes to fill up and I guess there really isn’t much to do with that time, so why not. There were these really short sports/weather/news segments with commercial messages between each. Really can’t imagine someone paying for these but they obviously do. I foresee a time when we pay a premium to AVOID being hammered by ads. Ransom Ads.

War by Sebastian Junger

Sebastian Junger was recently a guest on The Daily Show but you really don’t get much of a feel for a book (or the author) from those segments. Not sure why I picked up War but it’s hard to put down.

The war in Afghanistan seems very… abstract to me. I know it’s going on and people are dying (although we see almost no images of that) but it doesn’t seem real. Junger’s book (and the documentary, I assume) makes it seem very real.

I can’t tell if Junger has any views about whether the war is right or wrong or if that’s even a relevant question from the perspective the people fighting it. But his account makes it difficult to imagine anything like “winning.”

“The fact that networks of highly mobile amateurs can confound –even defeat– a professional army is the only thing that has prevented empires from completely determining the course of history. You can’t predict the outcome of a war simply by looking at the numbers.” – page 83

“The moral basis of the war doesn’t seem to interest soldiers much, and its long-term success or failure has a relevance of almost zero. Soldiers worry about those things about as much as farmhands worry about the global economy, which is to say, they recognize stupidity when it’s right in front of them but they generally leave the big picture to others.” – page 25

“…at one mile out (an) aircraft carrier is the size of a pencil eraser held at arm’s length. The plane covers that distance in thirty-six seconds and must land on a section of flight deck measuring seven yards wide and forty-five yards long.” – page 34

“…he joined the Army because he was tired of partying and living at this mother’s house, and now he’s behind sandbags on a hilltop in Afghanistan getting absolutely rocked.” – page 67

“Once while leaning against some sandbags I was surprised to feel some dirt fly in my face. It didn’t make any sense until I heard the gunshots a second later. How close was that round? Six inches? A foot?” – page 71

“It certainly isn’t beautiful up there, but the fact that it might be the last place you’ll ever see does give it a kind of glow.” – page 71

“The problem with fear, though, is that it isn’t any one thing. Fear has a whole taxonomy — anxiety, dread, panic, foreboding — and you could be braced for one form and completely fall apart facing another.” – page 73

“If I had any illusions about personal courage, they dissolved in the days or hours before something big, dread accumulating in my blood like some kind of toxin until I felt too apathetic to even tie my boots properly.” – page 74

“There are different kinds of strength, and containing fear may be the most profound, the one without which armies couldn’t function and wars couldn’t be fought (God forbid).” – page 74

“…an enormous amount of war-fighting simply consists of carrying heavy loads uphill.” – page 75

“If you’re not prepared to walk for someone you’re certainly not prepared to die for them, and that goes to the heart of whether you should even be in the platoon.” – page 77

“(He) had some kind of crazy redneck strength that was more like hydraulics than musculature.” – page 75

“The fact that networks of highly mobile amateurs can confound –even defeat– a professional army is the only thing that has prevented empires from completely determining the course of history. You can’t predict the outcome of a war simply by looking at the numbers.” – page 83

A “Vietnam moment” was one in which you weren’t so much getting misled as getting asked to participate in a kind of collective wishful thinking.” – page 132

“…much of modern military tactics is geared toward maneuvering the enemy into a position where they can essentially be massacred from safety. It sounds dishonorable only if you imagine that modern war is about honor; it’s not. It’s about winning, which means killing the enemy on the most unequal terms possible. Anything less simply results in the loss of more of your own men.” – page 140

“The enemy now had a weapon that unnerved the Americans more than small-arms fire ever could: random luck. Every time you drove down the road you were engaged in a twisted existential exercise where each moment was the only proof you’d ever have that you hadn’t been blown up the moment before.” – page 142

“War is a lot of things and it’s useless to pretend exciting isn’t one of them. It’s insanely exciting. The machinery of war and the sound it makes and the urgency of its use and the consequences of almost everything about it are the most exciting things anyone engaged in war will ever know.”

“War is supposed to feel bad because undeniably bad things happen in it, but for a nineteen-year-old at the working end of a .50 cal during a firefight that everyone comes out of okay, war is life multiplied by some number that no one has ever heard of.” – page 144

“The moral basis of the war doesn’t seem to interest soldiers much, and its long-term success or failure has a relevance of almost zero. Soldiers worry about those things about as much as farmhands worry about the global economy, which is to say, they recognize stupidity when it’s right in front of them but they generally leave the big picture to others.” – page 25

“…at one mile out (an) aircraft carrier is the size of a pencil eraser held at arm’s length. The plane covers that distance in thirty-six seconds and must land on a section of flight deck measuring seven yards wide and forty-five yards long.” – page 34

“…he joined the Army because he was tired of partying and living at this mother’s house, and now he’s behind sandbags on a hilltop in Afghanistan getting absolutely rocked.” – page 67

“Once while leaning against some sandbags I was surprised to feel some dirt fly in my face. It didn’t make any sense until I heard the gunshots a second later. How close was that round? Six inches? A foot?” – page 71

“It certainly isn’t beautiful up there, but the fact that it might be the last place you’ll ever see does give it a kind of glow.” – page 71

“The problem with fear, though, is that it isn’t any one thing. Fear has a whole taxonomy — anxiety, dread, panic, foreboding — and you could be braced for one form and completely fall apart facing another.” – page 73

“If I had any illusions about personal courage, they dissolved in the days or hours before something big, dread accumulating in my blood like some kind of toxin until I felt too apathetic to even tie my boots properly.” – page 74

“There are different kinds of strength, and containing fear may be the most profound, the one without which armies couldn’t function and wars couldn’t be fought (God forbid).” – page 74

“…an enormous amount of war-fighting simply consists of carrying heavy loads uphill.” – page 75

“If you’re not prepared to walk for someone you’re certainly not prepared to die for them, and that goes to the heart of whether you should even be in the platoon.” – page 77

“(He) had some kind of crazy redneck strength that was more like hydraulics than musculature.” – page 75

“The fact that networks of highly mobile amateurs can confound –even defeat– a professional army is the only thing that has prevented empires from completely determining the course of history. You can’t predict the outcome of a war simply by looking at the numbers.” – page 83

A “Vietnam moment” was one in which you weren’t so much getting misled as getting asked to participate in a kind of collective wishful thinking.” – page 132

“…much of modern military tactics is geared toward maneuvering the enemy into a position where they can essentially be massacred from safety. It sounds dishonorable only if you imagine that modern war is about honor; it’s not. It’s about winning, which means killing the enemy on the most unequal terms possible. Anything less simply results in the loss of more of your own men.” – page 140

“The enemy now had a weapon that unnerved the Americans more than small-arms fire ever could: random luck. Every time you drove down the road you were engaged in a twisted existential exercise where each moment was the only proof you’d ever have that you hadn’t been blown up the moment before.” – page 142

“War is a lot of things and it’s useless to pretend exciting isn’t one of them. It’s insanely exciting. The machinery of war and the sound it makes and the urgency of its use and the consequences of almost everything about it are the most exciting things anyone engaged in war will ever know.”

“War is supposed to feel bad because undeniably bad things happen in it, but for a nineteen-year-old at the working end of a .50 cal during a firefight that everyone comes out of okay, war is life multiplied by some number that no one has ever heard of.” – page 144