[Advice] Changing Our Approach to Distribution

Content distribution is hard.

Really hard.

Here’s why: It’s really difficult to research content, write content and edit content without a commensurate plan to “get it out there.”

Here at HSCT, we looked at the distribution part of creating content as secondary to the problem of generating enough content to actually be of value in the virtual space that we occupy.

As we have learned more and more about the process of writing, we have had to learn more and more about distribution systems. In our estimation, for the conflict consultant, seeking to make a dent in the conflict space, there are a few distribution mechanisms for getting attention (and eyeballs) on their content:

Social media—Everyone knows that social media is a place of content curation and content creation, but many people (not B2B/B2C brands) don’t think about Facebook, Twitter, LinkedIn or even Pinterest as being 2^nd party distribution mechanisms.

Email—Everyone knows that email isn’t “sexy,” but it keeps right on moving along. Email as a method for B2B content distribution drives around 4% of all traffic to the HSCT blog, with over 75% of that traffic being new visitors.

Curation Options—Many peace builders (and other content creators) don’t focus on curation tools such as Flipboard and StumbledUpon, as well as Quora. There are also secondary content creation options out there from Medium.com and LinkedIn publishing.

The “dark” Web—Sharing of articles, reposting and republishing of articles into private newsgroups (yes those are still around) and chat rooms (yes, those are still around as well) can be powerful connection drivers for the development of a peace builders’ content. We have found this is a growing area for our content, our approach and connecting people to our philosophy and business model.

Here at HSCT, we are using all of these methods. Our strategy is simple: Keep learning and researching, keep writing our articles, keep distributing our perspective and keep growing through distribution.

-Peace Be With You All-

Jesan Sorrells, MA
Principal Conflict Engagement Consultant
Human Services Consulting and Training (HSCT)
Email HSCT: jsorrells@hsconsultingandtraining.com
Facebook: https://www.facebook.com/HSConsultingandTraining
Twitter: www.twitter.com/Sorrells79
LinkedIn: www.linkedin.com/in/jesansorrells/

[Advice] Who Matters When Building Your Platform

For the peace building consultant, getting myopia in the pursuit of success, becomes a natural outgrowth of the work.

But there are people who matter, inside and outside, of all of this:

Family Members
Team Members
Business Mentors
Partners
The Customers/Clients/Buyers
The Audience

We listed those in our order, but other orders will differ, and certain pre-conditions may apply.

The savvy peace builder digs deep when building her project and makes the list. Without the list, there is no forward movement, and then myopia descends into noodling over email for half of the day.

We put the audience at the end of the list for good reason. The savvy peace builder knows that the people who applaud (or don’t applaud, or jeer, or deride, or ignore the project altogether), are not necessarily the most important people in the life of the business.

The savvy peace builder also knows not to confuse the noise of the applause (or the jeers, derision or silence of ignorance) with the importance of the project.

-Peace Be With You All-

[Advice] The Project Work Trap

The savvy peace building consultant looks at project work as another version of the golden handcuffs scenario, they started their project to avoid in the first place.

Work for time is the consultant’s version of not scaling. And, in order to effectively scale such transitive and necessary products as peace, honesty, good faith and courage, project work has to be the minimally viable product.

Developing books, developing processes, developing software applications, developing “train the trainer” processes and more are ways around, through and over the project work trap.

And the savvy peace builder knows this…

-Peace Be With You All-

[Opinion] The Voice

Before there was ever the written word, there was the voice that was heard.

The oral tradition of storytelling has along and ancient pedigree, dating back to the dawn of humanity and continuing on through this day.

We have invented tools to record or musings, our hopes, our dreams, our poetry, our songs, our defiance and our place.

The human voice carries meaning with which the written word can never fully compete.

And in the new world of podcasting, the technology for recording the spoken word and transmitting it to hundreds and thousands of people has never been less expensive.

We are living through a Renaissance of podcasting as the field expands (11 million podcasts at last count) and as the field does so, more and more people looking to find an audience, gather a tribe, and make some noise, are going to get on the bandwagon.

We’ve been diligently working on Season Two of Earbud_U, the conflict engagement podcast, bringing together interviews with people from various backgrounds and with various experiences, and asking them the ultimate questions, ultimately.

But, Season One is about halfway through and your can hear all of the episodes, featuring all of our guests, by clicking on the links below:

Earbud_U, Episode #1 – Darren MacDonald

Earbud_U, Episode #2 – Jared Campbell

Earbud_U, Episode #3 – Brad Heckman

Earbud_U, Episode #4 – Elin Barton

Earbud_U, Episode #5 – Diane Lange

Earbud_U, Episode #6 – London Ladd

And…

-Peace Be With You All-

[Opinion] Build Your Own House

When living in a house that someone else has built, there is always a sense of something that could be better, roiling around underneath the veneer of “being comfortable.”

Walking around in that house, the renter (or person paying the mortgage) always notices nails sticking out, annoying rough edges and corners of door jambs and knobs, cabinets that are the wrong height and colors of the walls that are “off.”

But, most people put up with those irritations in a house, because…well…it takes a lot of technical—and emotional—knowledge, to design your own house, to your own specifications, that’s comfortable for you.

It’s the same thing with the houses that we have built on top of the virtually property space of the web: social media platforms, apps, websites and many, many other items.

Too many clever people in the web space complain too much and too loudly, about the houses they are paying rent to live in. And as clever as they are, they are not picking up a pen, a ruler and sitting at a slanted desk, to design and build something of their own.

In order to develop the web past where it is now, we need more clever people building houses, versus renting houses.

And the amount of real estate is always expanding…

-Peace Be With You All-

[Opinion] The “Willy Loman” Mentality

A “Willy Loman” mentality is slowly growing out there, even as the era of the door-to-door salesman is really about to kick off in a big way.

The mobile phone, and the immediacy with which that piece of hardware allows products and ideas to come to consumers, is the new house door.

Attention spans wane and doors close much, much quicker in the mobile world now, than they did in the physical world of the actual door closing in the Fuller Brush Salesman’s face.

We understand that the dynamism of having to be interesting in seven seconds or less seems daunting, but the same dynamism that depresses, can also allow the savvy, the entertaining and the persistent to scale at or below cost.

That last part is important to remember for those who are daunted, just like it was important to remember when selling vacuums door-to-door.

Persistence in the face of 4.5 billion doors closing in seven seconds or less can be either a deterrent to trying in the first place.

Or, it can be the lifeblood of the salesman that Willy Loman could have been.

-Peace With You All-

Jesan Sorrells, MA
Principal Conflict Engagement Consultant
Human Services Consulting and Training (HSCT)
Email HSCT: hsconsultingandtraining@gmail.com
Facebook: https://www.facebook.com/HSConsultingandTraining
Twitter: http://www.twitter.com/Sorrells79
LinkedIn: http://www.linkedin.com/in/jesansorrells/

[Advice] The Hard Thing About Now Its Too Late

The savvy peace builder is either all in—or not.

But, at a certain point, financial realities take over and the rent must be paid, or the electric bill, and the savvy peace builder must make the choice to make making peace a side hustle.

Now, typically the word hustle comes with negative connotations, but mostly it should be associated with little sleep and much success.

But, when the main work (the 40 hour grind) takes over more and more time and energy from the hustle that matters (the peacemaking pursuit) the savvy peace builder will sometimes kill the side hustle by dividing time away from it even further.

This is how many entrepreneurial ventures end, dissected and subdivided under the scalpel of the 40 to 60 hour work week and the “sure” thing that brings security, a steady paycheck and fewer uncomfortable conversations with spouses and children.

The tough decision—the hard thing about this hard thing—is that diversification of focus and talents leads to more work not less; but making the decision to keep it to one-and-a-half hustles makes all the difference between “man I’m glad I lost sleep to build this project” and “man, I wish I’d taken the time when I had it to build this project. But now it’s too late.”

Now, it’s too late.

-Peace Be With You All-

Seduced by the ZMOT

There is a zero moment of truth.

Google researched this a few years ago, and the upshot of the idea is, that, due to the amount of content we are consuming on a daily basis, the modern Western consumer has so many more options to try and research before they buy.

There are other elements that tie into this, including the brand being what customers says that it is and advice to brands on how to avoid interruptive advertising, but the idea remains relevant for us in the conflict fields.

For practitioners and participants in the process of conflict, the nature of change and attaining the skills to be successful at managing conflict and change, there is a zero moment of truth as well.

We talked a little bit about that in this post here, but it remains indicative of our modern day that the zero moment of truth—the moment at which we decide to pre-shop our notions, read and get advice from others, watch a conflict video on line, or ask questions of other individuals—for conflict practitioners, is a moment of great impact.

But for participants in conflict, there seems to be a dearth of materials and resources, leading to the ultimate moment of truth, where conflict participants attempt resolution themselves, and may succeed, fail or just surrender.

-Peace Be With You All-

(D) x (V) x (F) > R…

….where, of course, the R (Resistance) is a constant.

When was the last time that dissatisfaction, a vision for change and quantifiable first steps were greater than R in your organization?

Conflict as a process is change.

But people in organizations become so comfortable with the outcomes of the conflict process—that is disputes—and their outcomes—that is dysfunction—that R remains a constant.

Think back to your immediate family.

How long has R been around about conflicts that matter?

Now, in an organization, where familial ties do not bind, how much stronger—and constant—is R when it comes to real, meaningful innovation?

You know, the kind that involves people, not software…

Jesan Sorrells, MA

Principal Conflict Engagement Consultant
Human Services Consulting and Training (HSCT)
Email: jsorrells@hsconsultingandtraining.com
About.me: http://about.me/Jesan_Sorrells
Twitter: www.twitter.com/Sorrells79
Facebook: https://www.facebook.com/HSConsultingandTraining
LinkedIn: www.linkedin.com/in/jesansorrells/
Website: http://www.hsconsultingandtraining.com

7 Points of Articulation

As journalism continues to crumble, thought leaders and cultural critics still write about blogging with a rhetorical sneer.

But, we don’t know of any other way for an aspiring writer (or journalist) to gain an audience before getting the job title.

In essence, the process for developing a resume has changed from writing down accomplishments on an 8.5 x 11 inch piece of paper and then showing up at a scheduled time to engage in a false dance and (hopefully) get hired to perform a job, to a process whereby if the aspiring writer isn’t blogging, tweeting, creating images and videos, and podcasting before the call comes from the major leagues–well then they don’t get picked at all.

And, since every blogger is not going to wind up with the name recognition of Andrew Sullivan or a writer for TechCrunch, there are seven different areas that a blogger may want to consider as they develop their blogging career:

Reciprocation: The rule of reciprocation says that we try to repay what another person has done for us. In the realm of blogging, this rule applies through comments on, social sharing of, and curation of, content from yourself and other sources.
Commitment: The rule of commitment says that, once people have agreed to do something, they feel compelled to follow-through on the agreement. In the realm of blogging, this commitment is demonstrated by showing up and writing every day.
Consistency: The rule of consistency follows from the rule of commitment and states that people have a tendency to behave in ways that are stubbornly consistent with whatever stand they have initially taken. The successful blogger (not Andrew Sullivan level, but being able to buy an extra cheeseburger occasionally) should be ridiculously consistent.
Social Proof: The rule of social proof states that people view behavior as correct when they are surrounded by others doing the same thing. In the realm of blogging, this means channeling blog content through social distributive channels, aimed at gaining positive reinforcement from an audience.
Liking: The rule of liking really focuses on the fact that we do things for people that we like and that we build a connection and relationship with over time. Building connection with fans through backlinking, responding to comments, curating other people’s content and other ways of connecting follow from that rule.
Authority: The rule of authority states that we tend to defer to others in authority based on physical attributes, titles, or even clothes and other trappings of “power.” When you’re blogging consistently, with liking and social proof, it gives the blogger authority. Don’t have authority yet? Well don’t give up. Outlast the other bloggers.
Scarcity: The rule of scarcity says that we want more of what we can’t have—or that is in limited supply. In the digital world, where it seems as though every blogger is giving away content for free, scarcity comes to a blogger when they use their influence and authority to build a niche audience for their content, their point of view and their process through their writing. Scarcity also comes through building an effective distribution network for blogged content, including social media channels, email distribution lists, subscriptions and on and on. Combined with consistency and commitment, scarcity becomes the gold under the dross.

There’s a lot of talk about how blogging is disappearing, along with journalism. But, as the Internet of Things really ramps up, we don’t know how content is going to be managed on these devices, without bloggers having a voice at the root of the Internet of Things…websites….

-Peace Be With You All-