Hi-Tech Industry: Making Money Working

Pedro Sorrentino is the first international student to attend Boulder Digital Works, a graduate school based in Boulder, Colorado that exists to build the next generation of digital professionals. Prior to moving to the States, he was the head of marketing and PR for Mediamind (Nasdaq: MDMD) in São Paulo, Brazil, his homeland.

Although startups and Madison Avenue agencies are perceived to have little in common, coffee shop-hopping entrepreneurs and modern “Don Drapers” actually share more characteristics than you might think, and they can learn a lot from one another.

The most valuable assets for startups are time and team. When working on a big idea with little money and a short time to make it real, Mark Zuckerberg’s corporate mantra “move fast and break things” is particularly a propos. Getting user feedback and making (and then fixing) mistakes as quickly as possible can help startups avoid bigger problems and bring home the bacon in the long run.

It seems that now, more than ever, it’s time for “Mad Men” everywhere to heed the advice of the entrepreneurs setting up shop in basements and coffee shops around the world.

Here are five lessons Madison Avenue can learn from startups. Add your own thoughts in the comments below.

1. Be T-Shaped

Big multinational advertising behemoths that hit their stride before the rise of the web often struggle to deliver high-quality digital and interactive work. In many cases, a hesitance to move forward or a lack of technical knowledge within a company’s talent base are at the root of this.

“Startups are most likely to have a small team. Consider eight people and a situation where four or five of them are programmers. They are not just going to do technical stuff. There’s a demand to have a broader line of thought, since there’s no one else around to do the work,” says John Keehler, principal at ClickHere, the digital division for The Richards Group.

Marketers should strive to be T-shaped professionals. This concept was born inside the creative agency Ideo and is about professionals with versatility and the ability to think like a designer or a programmer, even if you work with marketing.

T-shaped professionals have a broad view of things. In startups, this is a reality, but when it comes to big agencies, people tend to be divided in silos.

Advice for Madison Avenue: It’s important to have a wide vision and understanding of everyone who’s involved with the campaign that you’re working on. This versatility saves time and brings more ideas to the table.

2. Test, Fail and Learn

Brent Daily is the COO and co-founder of RoundPegg, a Boulder-based TechStars startup that provides online HR solutions for discovering professional personalities. He thinks that a good startup culture is one that believes “it’s OK to make mistakes and be a spectacular failure.” On the other hand, he agrees that agencies can’t easily bring this acceptance of failure into their ecosystems — after all, if they fail, their clients also fail and that can represent a huge loss of money.

Agencies should consider testing marketing campaigns and products on the web as “beta tests.” Getting feedback from users via the web is a low cost way to get a feel for how the community will take to ideas. After optimizing based on user feedback, campaigns would then be better prepared to launch on other mediums, such as TV or print. When it comes to digital, users tend to enjoy sharing their opinions and giving solid feedback. “There are so many places to go and test advertising rather than doing expensive focus groups, that the result is usually a pretty low-cost test bid for them,” says Daily.

One good example of open innovation is the startup UserVoice. The service positions itself as “customer feedback 2.0″ and allows companies to ask for feedback on an organized web platform. Perhaps some day more companies will substitute the traditional focus groups for this lower cost web alternative.

Advice for Madison Avenue: Before starting a huge ad campaign and spending millions of dollars on media, use the web as your test arena and get quick feedback from your customers.

3. Leverage PR 2.0

PR 2.0 is the art of using social tools to reach and communicate with key stakeholders. There used to be a time when public relations was all about relationships with journalists and sending out press releases. Taking clients to lunch, picking up the check and smiling was the way to go. This method still exists, but is on its way out.

Public relations is now about the art of dealing with, well, the public. Journalists are still very important, but nothing beats the credibility of your customers, and they are probably already talking about your product. The question is: Are you listening?

Fortunately, there’s less and less space for companies with bad products to succeed by deploying exceptional marketing. We as consumers just don’t accept that anymore. Product quality is the true advantage — attaching that strength to a sound PR strategy enables companies to listen to what consumers are saying, engage them and build brand awareness.

Startups take advantage out of this. When a startup offers a great solution with its product, normally there’s an engaged early adopter community ready to give free feedback. Agencies should take advantage of it, too. What better way to improve your business and its product than getting direct feedback from your core users? Initiatives like Starbucks’s customer feedback and idea generation site mystarbucksidea.com are the right way to go.

Advice for Madison Avenue: Remember that having a great product is key. But listen and allow your early adopters to influence the next meeting with your client’s R&D department.

4. Bootstrap It

If a startup can run for months (or years) without without getting funded, Mad Men can dabble in testing and running campaigns without buying media. Agencies could learn a lot by testing out the old startup method of bootstrapping; that is, getting by without external help and being cautious with expenses.

Startups, for example, use free social tools like Twitterclass="blippr-nobr">Twitter, Facebookclass="blippr-nobr">Facebook and YouTubeclass="blippr-nobr">YouTube all the time to save money and still reach large, influential, highly-targeted audiences. Increasingly, agencies and large advertisers are beginning to catch on and test them out; the Old Spice guy campaign is a very good example of this.

As that campaign proved, a Twitter account and some YouTube videos can go a long way. What’s better is that using these tools is cost effective, even if you count time invested. We know that the Old Spice guy videos were not a simple production, but this campaign was comparatively inexpensive because starting with social media is much cheaper (and oftentimes more powerful) than a TV commercial.

Advice for Madison Avenue: Remember that you can do more with less when you have a good idea and a strong plan for execution.

5. Open Up to Feedback

Good startups spend a lot of time crowdsourcing opinions and getting feedback from their communities and mentors in order to improve their products. Agencies, on the other hand, usually won’t share copy or ideas with one another or their communities until a campaign is ready to launch.

Some agencies though, are finding that it doesn’t hurt to ask others for creative or production input — that’s what Victor & Spoils is all about. Based in Boulder, Colorado, the ad agency calls itself “the world’s first creative (ad) agency built on crowdsourcing principles.”

John Windsor, Victor & Spoils CEO and former VP of strategy and innovation at CP+B, understands how disruptive new technologies can be, especially when they relate to the ad world. “We’re moving from a world of scarcity to a world of abundance. The rise of the curator class has a new generator of social creative/digital directors,” says Windsor.

This is a company that has tapped into the startup principles and made its business faster, global (it has people from all around the world giving input) and without the legacy issues that you see on Madison Avenue. As time passes, we can draw a line between businesses that embrace change and the ones that fear new ways of doing things.

Advice for Madison Avenue: Embrace change and don’t fear the unknown. Others can help your cause if you give them the right opportunity.

More Business Resources from Mashable:

- What’s the Value in a Brand Name?/> - HOW TO: Run Location-Based Google Ads/> - HOW TO: Get the Most From a Small Business Social Media Presence/> - Top 5 Qualities to Look for in Startup Job Candidates/> - Why the Best Online Marketing May Be Headed Offline

Images courtesy of MadMenYourself & class='blippr-nobr'>Flickrclass="blippr-nobr">Flickr, jolien_vallins

For more Startups coverage:

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What a truly brutal election. One rare exception was the crushing of Texas Oil's Proposition 23 in California (see CREDO's campaign at stoptexasoil.org), which proves that even unlimited corporate cash can be beaten back -- if it is disclosed and fought by grassroots mobilization.

At CREDO, we fight hard on the issues, but we don't take sides in partisan elections. As someone who cares about progressive issues, there is no doubt that Tuesday's results will make for even harder times for our country. It is crazy making to realize just how extreme and misinformed much of the new Congress will be.

There is little reason to expect any useful legislation from the Tea Party-dominated House or the dysfunctional Senate. Swing votes in the Senate have really troublesome names: Lieberman, Nelson, Manchin, and Pryor. In fact, this Congress will do damage to anything even remotely progressive.

So let's take a look at what happened and what we can do now. The media, unfortunately but not surprisingly, will be of no use in making sense of Tuesday's results, and even less so in helping chart a course for the future.

There is a lot of evidence that the state of the economy, and employment in particular, drive the results of elections -- and this one was no exception. As the saying goes, "If you think the economy is working, ask someone who isn't." We have an economy stuck in a deep ditch, with corporate profits and bank bonuses soaring while long-term unemployment is at near Depression levels.

The Republicans shrunk the first "stimulus" package and filled it with tax breaks, even as corporate Democrats helped them along, blocking any effort to restructure mortgages in bankruptcies, freeze foreclosures or force banks to lend money. The election outcome was partially baked in early 2009, when the White House preemptively conceded on the scale and provisions of the stimulus package and chose to coddle the banks. To watch this unfold was simply maddening.

Making matters worse were other factors. Among the most damaging were the actions of the conservative majority on the Supreme Court, which seemed energized by the new President, and took the radical step of rehearing a campaign finance case -- now known forever as Citizens United. In ruling 5-4 that corporations have the right to spend unlimited amounts of money for and against candidates, the Court transformed the electoral landscape in a way potentially more profound than its 5-4 ruling that seated George W. Bush as president. As many predicted, the Citizens United ruling unleashed the greatest wave of corporate spending in history, though it's a safe bet to say that their spending in 2012 will make this year's outlay look modest.

In an astonishing turn of events, the right wing was able to kill -- essentially murder in public view -- the organization that registered millions of poor and working class African-American and Hispanic voters in the last six years. I am speaking of ACORN, of course. By editing video completely out of context, and using the right-wing media machine to perfection, Andrew Breitbart was able to convince the mainstream media and eventually Congress, that ACORN was an election-stealing organization that had no qualms giving advice to pimps on how to increase revenues. Fulfilling Karl Rove's wildest dreams, Congress, including most Democrats, voted to block public funding for any of ACORN's laudable and effective housing or tax assistance programs, and ACORN died a quiet death. There would be no millions of new registrants.

Traditions are important in the Senate, but almost always to the detriment of progressive change. The health care reform effort was a victim of Senate conventions. Sen. Max Baucus of Montana, who chairs the critical Senate Finance Committee solely due to his long tenure, stalled development of a health reform package for many months in order to "negotiate" with Republicans on his committee. They weren't interested in the least, and walked away from the discussions muttering bizarre comments about reforms "killing grandma" and setting up "death panels" because Sarah Palin says so. The behavior of Baucus would be laughable if it were not so utterly destructive.

No matter what one thought of FOX News in the 2008 election, Murdoch's monster went on a rampage over the past two years. Serving as both an instigator and an amplifier for the craziest and most offensive pundits, FOX News misled and misinformed the American people on every issue, and effectively became the public face of the Republican Party. Glenn Beck's show became so toxic and spewed so much venom that one of his devoted fans took it upon himself to plot the execution of key leaders of the Tides Foundation and the ACLU, who had figured prominently in Beck's rants. Fortunately, the madman (the fan, not Beck) was stopped before he accomplished his mission.

We could go on, of course, on all the missed opportunities, the cave-ins, the sell outs, and the unpopular and misguided war in Afghanistan.

But the results are in. The House of Representatives is in the hands of the most corrupt Speaker-in-waiting ever, the Tea Party is ascendant, and the U.S. Senate, however dysfunctional it has been, is poised to be much worse.

For those of us who had hopes that the Obama Administration could seize the moment and enact popular progressive changes, this is a bitter pill. And like many, we grieve at the lost opportunities.

But now we need to brush off the dust, suck it up, and plunge back into substantive fights. Politics is not fair -- indeed, U.S. elections are rigged in profound ways! But walking away is not an option at CREDO Action, and we hope you will join us in some of the actions below we think are strategic in the new political landscape:

1. Commit to Taking Down FOX News. So long as FOX News has any credibility within the Beltway, it will be a pipeline for malicious material that will poison our political culture. Join our friends at Color of Change.

2.Tell the Senate to pass the DISCLOSE Act during the lame duck session. We were able to defeat the Texas Oil Initiative, Prop 23 in California, in part because we knew who the enemy was -- having disclosure of corporate contributions brings the enemy out in the open for us to take on and fight. The DISCLOSE Act passed the House and came within a single vote of passing the Senate. One vote. You can join this fight by taking action with Public Citizen at http://citizen.org/disclose-act-action.

3. Keep fighting to end the Bush tax cuts for the wealthiest Americans. This issue will get resolved during the lame duck session. Take action here.

4. Sign up for the fight for a constitutional amendment to reverse the Citizens United decision by declaring that corporations do not have the legal rights of humans. This may take years, if not decades, but we should start now. Please join Free Speech for People: http://freespeechforpeople.org/.

5. Tell the FCC to use its existing authority to establish and defend net neutrality. Our friends at Free Press are leading this charge: here.

6. Demand that the Department of Justice and the Internal Revenue Service investigate the political organizations set up by Karl Rove to launder millions of dollars in secret cash to change the outcome of elections. Act now at http://act.credoaction.com/campaign/investigate_crossroads.

7. Defend the EPA from castration by pro-coal interests in Congress. The EPA accomplished almost nothing during the Clinton years because the Gingrich-led Congress used the budget process to prohibit the agency from doing its work. This battle has already started. The Sierra Club's Beyond Coal campaign is a great way to join this fight: http://sierraclub.org/coal.

8. Convince the Obama administration to stop appealing progressive court rulings on matters like the Defense of Marriage Act, Don't Ask Don't Tell, and the state secrets defense against torture and wiretapping. Urge the Department of Justice to change its approach at http://act.credoaction.com/campaign/stop_appealing.

9. Urge Democratic senators to do away with lifetime tenure for committee chairs and open up all chair positions to majority vote elections. This will go a long way towards more progressive legislation. Take action with us here.

10. Demand that the Department of Justice enforce the provisions of the national voter registration law that require state governments to offer to register all voters at departments of public welfare and motor vehicles. Many state governments simply ignore these requirements and this is a cheaper and more inclusive way of registering voters than the campaigns of the now dead ACORN. Urge Attorney General Eric Holder to expand voter registration: http://credoaction.com/campaign/enforce_motor_voter.

I suspect you are angry and exhausted at this point. I know I am. But let us not forget that the values and ideals we fight for are greater than any one election. They still endure, and so must our fight. We have a lot of work to do.

Michael Kieschnick, CEO

CREDO Action

eric seiger

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eric seiger

It seems that now, more than ever, it’s time for “Mad Men” everywhere to heed the advice of the entrepreneurs setting up shop in basements and coffee shops around the world.

Here are five lessons Madison Avenue can learn from startups. Add your own thoughts in the comments below.

1. Be T-Shaped

T-shaped professionals have a broad view of things. In startups, this is a reality, but when it comes to big agencies, people tend to be divided in silos.

2. Test, Fail and Learn

Advice for Madison Avenue: Before starting a huge ad campaign and spending millions of dollars on media, use the web as your test arena and get quick feedback from your customers.

3. Leverage PR 2.0

Advice for Madison Avenue: Remember that having a great product is key. But listen and allow your early adopters to influence the next meeting with your client’s R&D department.

4. Bootstrap It

Advice for Madison Avenue: Remember that you can do more with less when you have a good idea and a strong plan for execution.

5. Open Up to Feedback

Advice for Madison Avenue: Embrace change and don’t fear the unknown. Others can help your cause if you give them the right opportunity.

More Business Resources from Mashable:

- What’s the Value in a Brand Name?/> - HOW TO: Run Location-Based Google Ads/> - HOW TO: Get the Most From a Small Business Social Media Presence/> - Top 5 Qualities to Look for in Startup Job Candidates/> - Why the Best Online Marketing May Be Headed Offline

Images courtesy of MadMenYourself & class='blippr-nobr'>Flickrclass="blippr-nobr">Flickr, jolien_vallins

For more Startups coverage:

We could go on, of course, on all the missed opportunities, the cave-ins, the sell outs, and the unpopular and misguided war in Afghanistan.

For those of us who had hopes that the Obama Administration could seize the moment and enact popular progressive changes, this is a bitter pill. And like many, we grieve at the lost opportunities.

Michael Kieschnick, CEO

CREDO Action

eric seiger

New Yorker's Music Critic Moves to News Corp.'s Daily - NYTimes.com

Sasha Frere-Jones, a music critic at The New Yorker, will become the culture editor of The Daily, News Corporation's so-called iPad newspaper which is currently in development.

Olympus launches enhanced kit lens on Japan-only E-PL1s: Digital ...

Pulse Brings You News and RSS in an Elegant Flow

eric seiger

eric seiger

eric seiger

New Yorker's Music Critic Moves to News Corp.'s Daily - NYTimes.com

Sasha Frere-Jones, a music critic at The New Yorker, will become the culture editor of The Daily, News Corporation's so-called iPad newspaper which is currently in development.

Olympus launches enhanced kit lens on Japan-only E-PL1s: Digital ...

Pulse Brings You News and RSS in an Elegant Flow

eric seiger

It seems that now, more than ever, it’s time for “Mad Men” everywhere to heed the advice of the entrepreneurs setting up shop in basements and coffee shops around the world.

Here are five lessons Madison Avenue can learn from startups. Add your own thoughts in the comments below.

1. Be T-Shaped

T-shaped professionals have a broad view of things. In startups, this is a reality, but when it comes to big agencies, people tend to be divided in silos.

2. Test, Fail and Learn

Advice for Madison Avenue: Before starting a huge ad campaign and spending millions of dollars on media, use the web as your test arena and get quick feedback from your customers.

3. Leverage PR 2.0

Advice for Madison Avenue: Remember that having a great product is key. But listen and allow your early adopters to influence the next meeting with your client’s R&D department.

4. Bootstrap It

Advice for Madison Avenue: Remember that you can do more with less when you have a good idea and a strong plan for execution.

5. Open Up to Feedback

Advice for Madison Avenue: Embrace change and don’t fear the unknown. Others can help your cause if you give them the right opportunity.

More Business Resources from Mashable:

- What’s the Value in a Brand Name?/> - HOW TO: Run Location-Based Google Ads/> - HOW TO: Get the Most From a Small Business Social Media Presence/> - Top 5 Qualities to Look for in Startup Job Candidates/> - Why the Best Online Marketing May Be Headed Offline

Images courtesy of MadMenYourself & class='blippr-nobr'>Flickrclass="blippr-nobr">Flickr, jolien_vallins

For more Startups coverage:

We could go on, of course, on all the missed opportunities, the cave-ins, the sell outs, and the unpopular and misguided war in Afghanistan.

For those of us who had hopes that the Obama Administration could seize the moment and enact popular progressive changes, this is a bitter pill. And like many, we grieve at the lost opportunities.

Michael Kieschnick, CEO

CREDO Action

eric seiger

Tuesday, November 16, 2010

Making Money Working

1. Be T-Shaped

2. Test, Fail and Learn

3. Leverage PR 2.0

4. Bootstrap It

5. Open Up to Feedback

More Business Resources from Mashable:

For more Startups coverage:

1. Be T-Shaped

2. Test, Fail and Learn

3. Leverage PR 2.0

4. Bootstrap It

5. Open Up to Feedback

More Business Resources from Mashable:

For more Startups coverage:

1. Be T-Shaped

2. Test, Fail and Learn

3. Leverage PR 2.0

4. Bootstrap It

5. Open Up to Feedback

More Business Resources from Mashable:

For more Startups coverage:

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