Hack for No 2 Sun Tzu rule for the networked world

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The 2nd rule 0f the 10 Sun Tzu rules of the Networked World

Make our messages as small as possible.

An example

Once again, this rule is intimidating at first, but we can be assured that if pundits are telling us to do something, then they already know how to do it. So for an example, have a look at the link to BNET that I posted yesterday morning to a handy resource for Prospect Qualification.

Note well how they have worked out a simple decision tree and each step is small enough to do.

The General Idea

This is not a new idea at all. We often break complex jobs into small steps.

We are not, however, making information chunks small for the sake of it.  If we do, we are in danger of disemboding information and rendering it unintelligible.

But feed forward and feedback must come in ‘glanceable’ amounts – like the speedometer on our car. The information must arrive at exactly the point that we need it (not at exactly the point Head Office feels like sending it!)

Our Overall Goal

To think in networked terms, I want to reach everyone one of my fans and I want to reach potential fans – the friends of my friends.

So I have to think like Twitter.   Not only do I keep my messages under 140 chars, I allow for the RT and keep them even shorter!  After all, they are 5 times more likely to be read when they come from a close friend.

The technicalities are easy, it is the substance that counts.

The technicalities can be learned quickly enough. What is harder to work out is when and where people need information.

And the viral potential of the message

Hairdressers are often very good at txting reminders for appointments.

What we need too are messages that will go to the “end of the line.” What are we likely to retweet because we want other people to know that information too?

My local deli for example, could tweet its specials to customers who have requested tweets. That makes it easy for me to retweet and invite someone to lunch.

Hack for the 2nd rule

For each customer group that we have identified in 1a and judged to be a qualified prospect in 1b, we can ask:

  • What information do they need from us to organize themselves with people around them?
  • What is their purpose when they use my message?

Isn’t that why we love resources so much?  They become a lego block in a project of our own.

Recap of the 2nd rule

So we need to go back to the scenarios for defining our fans in 1a and think again.  Do we know what our potential customer is trying to achieve?

When we do, communicating is ever so easy.

(And it is so hard, when we try to jump steps.  Find time this weekend to work on your scenarios!  You can do them in the shower, in a walk in the woods, while waiting for your daughter to finish ballet class!).

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Get it done, completely

Day 3-15 at Xoozya

Wow! Day 3 became Day 15 in no time as I was buried in a demanding pitch.  The work I did on strategic planning 12 days ago is in the form of scribbled notes in a box.  I wonder if I can read my writing.  It’s such a waste of time to have to pick up tasks that have been suddenly abandoned.

The secrets of successful protovation

Hence the flip-side of protovation and an amplified, connected life.

Only start what you finish and dispatch in one move.

And the corollary of that – break tasks into small pieces.

Finish what you are doing as you go and put it away, file it properly, as you end it.

Who would have predicted that the internet world will make us tidy.