#7. PRACTICE THE ART OF COLLISION
The Reese’s Peanut Butter Cup is a metaphor for life. What seems completely new is often just an unexpected combination of the familiar but previously disconnected. This is Innovation 101, but too often we forget, and think the one asset we have is the answer, rather than asking what we can bundle it with to transform its value.
— Mark Payne on Blogging Innovation: The Ten Tenets of Transformation – Innovation blog articles, videos, and insights
Peruse my blog and you’ll see I pretty much chronicle my experiences as an ultra light, non-funded, start-up entrepreneur. You’ll also see that I divide my time, not necessarily equally, among two main efforts: 1) called :Twetailer, which has morphed into :AnotherSocialEconomy and 2) :edu.cyn.in. While both were born out of a burning desire to correct something I found profoundly wrong, yet so “simple” to fix, I’ve always considered them to be worlds apart. That was until I tried to fill a void in my execution plans – sales & marketing. Now I know these are not subjects to be treated lightly but, in my own defense, I was primarily concerned about the Guy Kawasaki lesson How to Change the World: Defensibility. With all that reasonably taken care, I started educating myself on Search Engine Marketing (SEM). As a matter of fact, my very last post was how I used that new knowledge to rethink AnotherSocialEconomy’s :Widget. Who knew? It was not only another entry point/channel/stream into the system (remember, I’m a techie) but it actually competes – quite nicely, with Pay-Per-Click (PPC), Cost Per Click-through (CPC) and Cost Per Action (CPA).
In the early days, I tried getting schools to pay for the edu.cyn.in service but, being a techie and not a sales rep, failed. There was either not enough budget to go around, not enough qualified staff to support the service, or, simply the FUD Factor (Fear Uncertainty and Doubt). But I’m a persistent bugger and based on my prior experience with social software on the Internet, within enterprises and even within schools, I just couldn’t give up.
I knew the service was greatly appreciated by the kids. I knew the service was greatly appreciated by educators – albeit a special select few. And as a parent, I also knew the frustration of organizing events, committee meetings, car pools, other extra-curricular activities and even purchasing related goods and services.
And on top of all this pressure to sell edu into schools, I was still struggling to sell AnotherSocialEconomy – which needed a way to reach retailers & consumers.
Started getting that sinking feeling
Things just seemed to be getting worse. Was I going to be one of those start-ups with a great idea – in my case, two great ideas that no one other than myself, Dom & a few others knew about? It’s not like I don’t know my limitations. I think I’m a pretty good technical business analyst, software product manager, maybe even a social media manager. I love pre-sales demos, presenting at shows and conferences, have a pretty cool online education story to tell, love story telling and I’m pretty pleased with my stickman videos and presentation creations. But I just can’t seem to get past this marketing & sales hump. I’ve tried to bring in others but it just hasn’t gelled yet. Maybe some seed money would be the way to go. Either way, if I don’t get any traction, I’ll probably have to drop edu. Yikes! That would really hurt because not only have the Cynapse folks been more than fair with me (I’m also a struggling Reseller), it would mean that my daughter Sara & friends would lose the service.
Back in my IBM days, Perseverance was not only a welcomed characteristic, but encouraged too (by some). In a company of over 390,000 (at the time), it was all too easy to say things like; “I’m waiting for so-and-so to get back to me”, or, “Today’s first agenda item is to decide when we’ll meet again to discuss this matter”. If you truly wanted to make a difference, you had to persevere – you had to press on people, press a few buttons, or, as my wife Anna says, I just had to continue being the real pain in the ass I can be.
Dropping edu, dropping, AnotherSocialEconomy, getting a real job are options I’m just not ready to accept yet. What I really have to do is find a better way to persevere.
Do you have any suggestions on how I can make edu & AnotherSocialEconomy work for each other? Stay tuned for Part 2.