[Advice] The Gap Between Here and There

The decision is the thing.

It looks romantic from the outside, I’ll be honest. A journey of a thousand miles begins with the first step, but you can’t take the first step without the decision to make the first step in the first place.

The gap between being there and getting here and the gap between being here and getting there are only covered by two actions:

Making a decision without much reassurance from others…

And

Doing the work without much appreciation from others about how difficult it is.

What covers the first gap (the one between being there and getting here) is making a decision. Making a decision to take action is scary and uncertain; and there’s usually very little reassurance from others. It typically begins when you are motivated enough to actually make the decision in the first place, and you’ll either be motivated by internal factors or external circumstances. And only one of these do you have control over.

What covers the second gap (the one between being here and getting there) is doing “the work.” Many people believe that “the work” or work ethic, is fading in American life. I prefer to believe that as the nature of “the work” shifts (from blue collar to white collar to “no” collar) the nature of the work ethic changes as well. Have I put in less “work” when I type up a 500-word blog post than a person has, who codes an algorithm all day in a language that looks like Mandarin to me?

It looks romantic from the outside, I’ll be honest. But on the inside, I can tell you, the work is what people observing you building your business, your project, your idea, or your processes from the outside aren’t going to see. And by “the work,” what these outside observers are really looking for are the tangible results of your efforts, your arguments, your research and your time.

Because, for better or worse, American culture is still built on getting results, rather than the nature and efficacy of developing, managing and experiencing, the process. For the peace builder, thinking about how to start building their project right now, I encourage you to cover the gap, first by making a decision, and then by doing the work.

For the peace builder (or anyone else who ever built anything) the decision is “the work.”

-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: https://www.twitter.com/Sorrells79
LinkedIn: https://www.linkedin.com/in/jesansorrells/

[Opinion] On Writer’s Block

Very few people complain about being unable to speak.

Even fewer people complain about being unable to nonverbally communicate a message.

But many, many people, when challenged to write down the story of their conflict scenario (in 500 words or less, which is about a page and half of writing) will “freeze” up and complain of writers’ block.

However, those same people will write a post a diatribe about the latest twist in their conflict drama on Facebook. Or they will tweet it out. Or they will post a meme, share a GIF, or “like” a photo that expresses how they feel about a conflict scenario in their life.

I know this seems like a tenuous argument, but follow me:

If the posting, tweeting, liking and sharing are forms of writing—and thus subject to writers’ block—why is it that so few people have so little trouble expressing themselves via these new methods of communication?

There are three things at work here:

The rate of formalized reading decreases exponentially after a person finishes high school and many people (other than for work) never pick up a book for reading (either fun or otherwise) ever again. But the immediate entertainment factor of social sharing short circuits this tendency.
Sharing and communicating via electronic platforms is so new (comparatively) as an adaptation of human culture that the “rules” of communicating are being written (and rewritten) even as the platforms shift and develop. This makes social communication and social sharing truly the “Wild West” of communication styles.
Formalized writing is often viewed as the purview of business, academics, and government, with little “real world” applicability to the daily lives of many people. This is a more subtle shift that has occurred culturally (at least in the post-Industrial world) even as the nature of work has changes to become less about brawn and more about brains.

These three factors (combined with the idea that providing the space of attention and focus for formalized writing to occur is still viewed as a luxury rather than a need) lead to people literally “freezing” when asked to write down what happened to them in a conflict scenario.

-Peace Be With You All-

[Opinion] The Data Driven Conflict Engagement Product

When people are searching for ways to resolve the conflicts in their lives, their workplaces, and even in their neighborhoods, they’re using Google to do it.

They’re reading blog content from the Huffington Post, watching videos on YouTube and talking to their friends and neighbors about the conflict, how to resolve it, or just venting about it.

But they aren’t searching for a mediator, a lawyer or even a conflict coach. They aren’t asking their friends for a referral, nor are they attending workshops and trainings to get resolution.

And, as frustrating as it may be for the accomplished peace builder, many people who could have used the services of a trained peace builder, come to them as a last resort, rather than as a “top of the mind” choice.

The solution to this is not to crank out more conflict coaches, conflict academics, conflict mediators lawyers, arbitrators and other professionals. The solution to this is not to develop another mandated, 40 hour certification process for training mediators, who will become volunteers, to address the needs of community mediation centers.

The solution to this is to build new, data driven products, that meet the consumers of conflict (who are searching, tweeting, reading, and examining at places other than where all the peace builders typically hang out online) where they are, rather than where the profession would like to them to be.

The data driven conflict engagement product, marketed to the right audience, based on their preferences and their searches, with data gathered from their requests, concerns, questions and issues, supported by content that informs, entertains and advocates for their concerns, could be the greatest product the field of peace building ever creates.

There are a few people working on this right now at Stanford, in Washington, DC, in Arizona and in Silicon Valley—but not nearly enough to meet the needs of people in conflict.

-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: http://www.twitter.com/Sorrells79
LinkedIn: http://www.linkedin.com/in/jesansorrells/

[Advice] On Distributing a Podcast

The issue with creating podcast content is the same issue that is apparent with all content creation: distribution is at the core of getting listener attention.

Just creating content is not enough—as is endlessly pointed out in blogs, essays and articles—there has to be a system created to make sure that the content gets from where it is, to the audience who needs to consume it.

Podcast content—or any other type of audio content—must have a distribution ecosystem arranged beforehand in order to be successful. In the case of The Earbud_U Podcast, our distribution system is as follows:

ITunes, Stitcher, The Blubrry Store, Player.FM and Google Play Music Store: These platforms are not places we built, but they act as locations for the audience to listen to the podcast, or subscribe.

The Earbud_U Podcast Page, RSS Feed, email list: These are platforms that are owned, rather than rented from other owners as the platforms above are, and as they are owned, they are the platforms that require the most attention from both the creator and the audience to grow.

Facebook, LinkedIn, Twitter, Google +, Instagram: These platforms are really for the marketing of the audio content, rather than acting as the location where content is located (similar to ITunes or Stitcher), or acting as the location where further “upselling” can happen (similar to The Earbud_U Podcast page). The content has to be marketed and driving the audience toward the content is the purpose of these social media networks.

Throughout any distribution system, is the possibility of feedback from the audience to the creator. Many podcast creators and producers have lamented the fact that there is little feedback available from the audience in regards to their content creation efforts (other than through downloads); though audience ratings on ITunes, and tracking page visits through Google Analytics, is a good start.

There are many issues with distributing podcast content. And with 250,000 podcasts, the distribution game is the one to be focused on after the content creation process is over.

-Peace Be With You All-

[Opinion] Marketing for the Peace Builder IV

There are three questions that the savvy peace builder should focus on when developing a marketing plan:

Whom do we serve?

This question can be answered with surveys and other formal and informal means. The question is not focused on the peace builder’s skill sets and where they’re comfortable. Instead the question focuses on the target audience for products, services, processes and philosophies. The question seems simple, but when the answer in the peace builder’s mind comes back as “everybody” there needs to be a deeper, more disciplined dive into the question from the target’s perspective.

Why do we serve them?

This question focuses on the four areas that many peace builders (and many entrepreneurs, business owners, and other self-starters) forget, because it is a question that delves into the culture of the marketing, the branding and the project that a peace builder wants to develop. The four areas are mission, vision, and goals. The mission describes what you want the project to accomplish, vision describes where you want the project to wind up, and goals describe the ways you will get there. The last area is the trickiest, because values—if only written down and not lived—can act as a boundary or act as rocket fuel. Either way, if they aren’t articulated, the peace builder may forget them and grab at whatever revenue generating idea comes along, in effect diluting their brand promise, distracting themselves, and ultimately going out of business.

How do we delight them?

This question really is the one that focuses on the savvy peace builder as a person who can delight, rather than as a widget (or a cog) in an industrialized, productized process. This is the question where the peace builder’s strengths, interests and passions can freely reign, to create a product, process, service or philosophy that the target market wants and that they can deliver successfully and generate revenues at the same time. Asking this question (and answering it well) can make all the difference between a peace builder who “burns out” after sustained people work, and the peace builder who stays engaged with learning and developing year-on-year.

Developing a marketing plan can seem like a waste of time, but answering these three questions places the core of the plan under the peace builder’s control and make the development process smoother. In addition, commitment, consistency and persistence become reinforced through an engaging plan for marketing peaceful solutions to conflicts.

-Peace Be With You All-

[Opinion] The Other 95%

The people who start a project and eventually have the ability to finish a project—whether it’s a project to build peace in their lives, their neighborhoods, their families or their organizations—are in the low numbers.

This is because starting is easy (we celebrate starting school, starting a new job, starting a marriage) and comes with great fanfare, but finishing is hard and comes with…somewhat less fanfare.

The numbers of people who start and then finish are staggeringly low:

95% of people never start anything. They are your traditional organizational followers, employees, managers and supervisors. They are useful for scaling the project, managing the tasks, keeping the project in a static place, and creating just enough friction to keep everything interesting.

5% of people are starters. They are the traditional entrepreneurs, founders, visionaries and they exist in all realms, from academia all the way to religion. They are the “ruckus makers,” the risk takers, the adventurers, the explorers and they are the ones that the 95% laud, but are also secretly envious of.

However, of the 5% who start a project, 99% of that 5% fail, and their definition of failure will vary along a continuum, extending from “The idea was too early” to “The idea was too late” and every gray area in between.

1% of the people who start a project, succeed to the end. Again, definitions of success will vary greatly along a wide continuum, but the people who built, explored, started and finished, have created the opportunities and spaces for the other 95% to succeed to their own level.

There’s a lot of talk about the gap between the “wealthiest 1%” and “the 99%” in America (and worldwide) these days. There’s a lot of concern that the gap will grow and millions of bytes of data are being created to cobble together arguments, theses, and proposals about what to do to “fix” this gap.

But the fact of the matter is, the gap that no one wants to address is the motivation gap—the gap that exists between the 95% who never start and the 5% who do. A gap in motivation, discipline, courage, acknowledgement, support, belief, discipline and drive.

And addressing the presence of that gap requires 100% of us to answer the question: “What motivates me to start, or not to start, the project I’ve been dreaming about?”

Only individuals can answer that question, person by person, quietly, deep in their own hearts.

-Peace Be With You All-

[Strategy] The Temptation at Mass

When you build a product, create a service or develop a process, the temptation (whether at scale or not) is to pursue the acceptance of the masses and be for everybody.

When building, (and planning to build) the discipline is to be targeted and to pursue the special and the narrow—the long tail in essence.

The primary drivers for pursuing the acceptance of the masses at scale are fear, desperation and greed:

For money
For prestige
For status
For power

The fact of the matter is, the myth of mass acceptance as being the “golden ticket” to profitability over the long-term has been exploded by the presence—and the influence—of the most dominate communication tool yes invented by man—the Internet. Sure, there will be blips of products, services, and process, that will appear to catch the masses attention, but in reality, the mass effect is dying a hard death. As audience attention becomes harder and harder to contain and obtain at mass, the benefits of a product, service or process being for “everybody” erodes under the weight of mediocrity, ineffectiveness and banality.

For the peace builder, if the processes, services, products, and philosophies that you provide are not for “everybody” in conflict, the real discipline is in developing your own emotional and psychological responses to what that means, and then methodically acting on them.

-Peace Be With You All-

[Advice] 3 Stages to Launch – Part 2

There are three hard parts to launching any peace building project:

The first hard part is attaining technical knowledge (i.e. getting a degree, getting experience, phoning a friend, etc.).

When launching a peace building project, the savvy peace builder often doesn’t think too hard about the first part. In peace building fields from mediation to law, attaining technical knowledge is considered a rite of passage. Which is why peace building is so dominated by the presence of volunteer labor at one end (mediation) and highly paid labor at the other end (litigation) and there is a squeeze in the middle. As a result, many peace building practitioners continue to fund a self-perpetuating economy of training and certifications, rather than doing and experiences. This is a hamster wheel for another reason: The training and certifications are to reinsure that the peace builder continues to remain proficient in old skills they already know and practice (i.e. mediation skills) rather than training and certifying them in new skills that might be uncomfortable fro them to learn and practice (i.e. marketing, sales and business development).

The second hard part is getting the hardware together and attaining a certain level of comfort with it, particularly if it is new.

When launching a peace building project, learning new hardware (or software in the case of many entrepreneurial peace builders) is the second hardest part. Admittedly, there are ton of applications and software solutions that can be cobbled together to create the operational infrastructure for a functioning business model. But too often peace builders (as do many other entrepreneurs) become so focused on avoiding learning the new application (or fiddling with it constantly) that they miss completely the third hardest part of developing and launching a peace building project—sales.

The third hard part is developing content—and allying with partners in that development—and getting that content distributed to the right audience to genrate a lead, create a relationship and to close a sale.

When launching a peace building project, content development—books, articles, blog posts, podcast episodes, workshop/seminar content, and on and on—is seen as the most overwhelming aspect of launching. At the core of most content development practices are three objectives for the peace builder to consider:

What do I want my content to do? (i.e. drive brand recognition, drive sales, create actionable leads who will pay, etc., etc.)
Where do I want my content to be distributed? (i.e. from a workshop, from a blog post, from a podcast, etc., etc.)
Who do I want my content to target? (i.e. women with children, business owners with conflicts, men in divorce, judges in arbitration, etc., etc.)

Unfortunately, many peace builders get caught in a spiral of focusing obsessively out of fear on “how to make money” rather than focusing on “how to make a difference.” To be successful as an entrepreneurial peace builder, the things is to manage thinking about how hard the three hard parts might be to accomplish collectively, rather than avoiding actually taking the concrete steps to think (and act) differently about at least one of them individually.

-Peace Be With You All-

[Opinion] Google for Podcasting

The rumblings have started through the podcast world, and the big players haven’t said (or written) anything about anything yet, but I’m sure there’s been all kinds of back end, off line chatter for months now. And, two days ago, Google announced that content creators of podcasts can get their shows listed in the Google Play Store.

There are several significant issues with podcasting, which have been addressed by writers here, here and here. The Google announcement (you can check out the link to the announcement page here and the interview they did with Libsyn (a podcast distribution company) here) while great in the light of Google discontinuing Google Listen in 2012, doesn’t answer how this new venture is going to significantly impact podcast content creators positively in two areas where they struggle:

Getting accurate audience analytics

and

Developing a strong marketing and branding process.

Let’s all be clear for those of you who consume, but don’t create, audio content:

Itunes and Apple doesn’t care about audio content (i.e. podcasters don’t get accurate download information and analytics on listeners (i.e. who’s listening when and through what device)) because Itunes and Apple don’t make any money off of downloads of podcasts.

Yet, Itunes is where most podcasts (even The Earbud_U Podcast) are located. Apple has ruled the roost for 10 years during this era of podcast creators struggling with inaccurate distribution metrics and having podcasters beg listeners to give review of podcasts in Itunes to demonstrate they are listening. And all this was happening while Google was busy developing life sciences projects and tanking Google+. This phenomenon of inaccurate analytic data also haunts how podcasters monetize what is still an expensive process for many content creators to start, while showing little traction (even less than starting a blog in some cases) early on in the production process. This combination of inaccurate analytics, the struggle to get traction and the lack of support from the larget distribution platform on the planet, leads many podcasts to be abandoned by frustrated creators.

Thus, the question: Is having a podcast in the Google Play Store going to improve the tracking and analysis of downloads and listeners for the benefit of podcast creators, in a way that Apple has caved on providing or developing?

In other words, by submitting to Google Play Store and Google Play Music, are podcast producers going to have access to the entire suite of Google products to track and monetize their downloads, i.e. have access to Analytics, Search, Google Ads (which Google promises not to put on top of creator owned content, or insert into content mid-show) and even Google My Business?

This leads to the second concern that wasn’t addressed in the interview that Google did with Libsyn: Branding for podcasting is all about getting the right audio content, at the right moment in front of the right listeners. This leads directly into the vagaries and complications of getting discovered through Google search, which to Apple’s credit, they have largely left up to the content creator to manage and struggle with. Most branding and marketing for podcast content is a shot in the dark, leaving many podcasters thinking that the best way to market is as an “always on, always downloadable” piece of content; and then, to go off and make content in other areas, bringing those audiences over to the podcast from platforms that have nothing to do with podcasting. A lot of these decisions are based on how Google manipulates its search algorithm in relation to podcast content in particular and audio content in general. There’s no “You Tube” for audio content.

The question then is: If a large podcast creator whose content already generates 10 million downloads a month (i.e. Serial, This American Life, The Adam Carolla Podcast, The Jay Mohr Podcast, The Marc Maron Podcast and on and on) is going to be ranked at the top of a Google search in Google Play Music (where they dominate without being listed in Google Play Music currently) how does that impact who gets listed highly in the Google Play Music library for listeners?

And then, what is going to happen to the searchability of the content of the mid-range folks (people like Arel Moody and The Art of the Charm Podcast–among others) who already are struggling to market themselves and rank as highly as the big players?

And then, where do smaller podcasters (like The Earbud_U Podcast, The Launch to Greatness podcast, Grammar Girls, and others) whose content doesn’t rank highly in their own niches (or who are having to partner with other podcasters to form networks (like The Rainmaker Platform, Relay.FM and others), because audio content consumption hasn’t happened yet at mass in their niches?

Google moving into the space of promoting podcasts in their store is interesting to me as a podcast creator, in the same way that IHeart Radio partnering with podcasters and Spotify also partnering is interesting to me. None of these moves take away the core responsibilities of the content creators, which is to create an engaging, interesting and motivating platform and then to create audio content on top of it.

In the future, as more and more marketers, organizations and brands discover the power of the spoken word, I predict a time when all of the branded, walled garden, distribution players (don’t be surprised if in three years Facebook announces it will launch a search service for podcasts) will seek to bend the arc of engaging content creation (and content creators) in their direction. This might be good for the field of podcasting (which is still niche at around 200,000 podcasts compared to 1.5 million blogs) but the audiences are growing, slowly, niche by niche.

And don’t worry. I already got Earbud_U approved to be in the Google Play Store, and I’ll let you know when it goes live.

-Peace Be With You All-

[Advice] The Productivity of White Space

The human eye is a powerful bundle of tissues, nerves and liquid.

As the most complicated mechanism (short of the brain) in the human body, the human eye can see, take in information and transmit that information for interpretation in the brain.

One of the first things that a practicing artist must learn while still a student, is the value of white space: Those places in the piece of art where there is “nothing,” instead of “something.” The artist must dismiss her natural tendecy to trust what her eyes—that confuse the crowded appearance of the world, with meaning—see is “there,” and search diligently for what is not.

There are a lot articles on the Internet, which fall into the genre of the “new self-help.” These articles focus around “hacking” your life to become more “productive.” Some of them offer valuable information in the form of listicles, without much explanatory content, research based findings, or even a really good argument about how to implement all of the tips at a practical level. This species of article has become so rampant in parts of the Internet, that they are approaching the level of pornography in their ubiquity.

But what do the human eye, seeing, art production, and the “new self-help” all have in common?

The lack of—or the crowding out of—white space in the world.

The human mind has a limited attention span.

And the messages from various signal bearers (i.e. family members, neighbors, co-workers, etc.) tend to “crowd into” the human mind, creating distractions that cause a loss of focus, a loss of clarity, and sometimes, a loss of personal purpose. The solution to this limited attention span problem (or limited bandwidth problem) is not to read another productivity hack article on the Internet and then to vainly attempt to apply its proscriptions.

The solution is to focus ruthlessly on carving out more white space.

More absence of messages that don’t matter, in order to catch the signal of messages that do matter. In principle, this just reads like another “new self-help” proscription with no basis in practical fact, so here are three initial questions to ask yourself before carving out more white space in your personal interactions, your personal productivity, and even in your personal perspective on the world:

Is this action I’m taking right now (or think about taking later) going to give me the highest value beyond just this moment (or the next)?

Am I providing value to someone else by having this interaction with them, or am I not?

Am I playing the long game, the short game, or not playing a “game” at all by having/not having this interaction, taking on this task, or engaging with this person?

Through discipline and with an understanding of the power of absence, your human attention span can focus on the things that matter, and be more productive.

-Peace Be With You All-