Do you think original content is dead? Me, not so much, but I’ve been called a dreamer.

I hear lots of people complaining about it – how the Internet is just a recycled, regurgitated mess with everyone parasitically aggregating a minuscule amount of “real news”. This usually comes from someone lamenting the death of traditional publishing or relaying the demise of true journalism. They typically either have relied on and have deeply desired someone else to tell them what to think or have made money off of a tightly controlled, elite vetting process.

Just as often, people are distressed at how our society has changed and are exhausted by the rapid crumbling of many social structures, traditional media being one example. Sadly, I have to say it – that is not going away. The world is different today than when Walter Cronkite was on TV. I wish I could be more gentle, but there it is. You can argue the merit, but it’s hard to argue the case against the fact that things have changed, and in many cases, are not going back to the way they were.

The “real ideas are dead” view, in my opinion, has little to do with the actual newsworthiness (or not) of traditional media, nor does it realistically recognize all the cool info out there on the Internet, much of which is more interesting and relevant than the Big 3 has ever provided us. Yeah, the aggregating sites that do regurgitate are out there, and I don’t much like them either. Frankly, I don’t see the Associated Press as much different. It’s now just a problem of scale – way too much scale.

In all fairness, perhaps you know someone (are someone?) who rightfully has noticed that, on the web, everyone has become a news source, and are, well, maybe just not comfortable with that. That sentiment I get, especially if you favor good grammar and spelling. Just because you blog doesn’t mean you are interesting. Just because you can say it doesn’t mean you should. Even allowing for style and freedom of speech, some people are pretty much crazy and having a podium to encourage their rants seems counterproductive to society at large. All that is a true enough observation.

I take the proactive ground on this debate. I say, if you think no one on the web is making original content, then get thee to your word processor! Become the original source! Do quality research, put a voice to what people do care about, and give us your good stuff. I don’t care if it’s investigative or editorial, just make a commitment to being quotable. Embrace the burgeoning landscape of citizen journalism and be the 21st century version of Walter C, or maybe the next best selling author, or maybe a Poet Laureate. The field is wide open and the fruit is there to be picked. (OK, I haven’t had breakfast yet….I’ll work on my metaphors…)

Here’s my challenge to you and the one I am taking up this week: I am going to go for one full week without referencing anyone else’s material. If I use a picture, it’s because I took it, drew it, or am in it (I know the peacock has nothing to do with the story, but hey, I took it, it’s beautiful – I’ll work on creating more relevant stuff). If I write about ideas, it’s ones I’ve had. If I do video or audio, I helped create it. This is an experiment to see if I can do it. It’s a chance to see if my ideas even have enough merit to be on this page. It’s a chance for us all to put up or shut up.

So, I’m asking you – are you in? Wanna play along?

I love great marketing. When I see clever advertising, or an attractive brand, or an engaging headline, I smile. When an individual or company can cut through the noise, or do something differently, or use a turn of phrase in an interesting or amusing way, I notice. I experienced one of these great every day marketing examples this weekend and thought I’d share it with you to enjoy and appreciate too.

I took a small trip and stayed at Hyatt Regency DFW in the Dallas-Fort Worth airport. It’s a rather nice hotel and the interior design is superb. It was also the most comfortable bed I have ever slept on in a hotel. My sweetheart and I both commented that we’d buy a bed like that for our home because of its comfort.

The hotel had also done a really nice job in the paint colors, the artwork, the rugs, the bedding – everything. It just worked and made even going to the ice machine an artistic, enjoyable experience. I remember thinking about how I could duplicate the look at home for myself because I liked it so much.

As I was gathering my possessions to leave I noticed a “Hyatt at Home” brochure. Hyatt sells everything I saw in their hotel! If I want to buy that uber comfy bed, I can! If I want to have that bedspread and those pillows, they’re mine. Isn’t that cool? Everything I experienced, down to the exclusive soap and shampoo, was available for sale.

To me, Hyatt has taken a huge leap forward to integrate marketing into their customer service experience this way. It’s clever and very calculated. Even if all you do is take that brochure, you relive their hotel experience. And, Hyatt doesn’t make beds and they probably don’t own a bath soap company. They simply negotiated a branding relationship with the vendors they already used to license and market what they were already doing. They looked at the total experience they were offering and figured out additional ways to monetize it for themselves – in a way that also benefits their customers.

Like I said – I adore great every day marketing examples. I think I will apply this one more fully to my own business today. How about you? Got any great marketing examples to share?

Many times, when people answer a question with “I don’t know”, it’s more of a push off than a real answer. They don’t want to think about it right now, they don’t want to commit, or perhaps they don’t want to be held responsible for the fall-out from the answer.

But, done right, an honest “I don’t know” can be one of the most powerful entrepreneur tools available.

By getting in touch with the place inside of you that holds no judgment, or decisions, or prejudice, you can experience a world of creativity and insight that isn’t available to know-it-alls. By being willing to be vulnerable enough to ask a question instead of always being the one to answer it, you can open yourself up to new possibilities, innovative ideas, and – dare I say it – out of the box thinking.

The key to experiencing the power of a true “I don’t know” moment is rather straightforward – you have to be willing. And, you might have to practice a bit. So, to help you practice accessing that perfect intersection of creativity and inspiration, here are some tips:

Embrace the Value of Mistakes

Most people don’t like making mistakes, but they seem to have no problem forging ahead with their ideas and doing whatever might seem right instead of admitting they don’t know. They are more afraid of being embarrassed about seeming ignorant than they are about going right ahead and proving in action that they are!

If you make peace with mistakes and instead see them as the natural process of learning lessons, the pressure to seem like you know something instead of sitting with “I don’t know” for a bit will ease up. Once you can get past the automatic impulse to “do something” (even if it’s not the right something), the closer you will be to discovering the actual right something to do.

Make Asking Your Mode of Operation

Again, asking another to help you can perhaps feel demeaning, or seem unprofessional, or maybe – heaven forbid – reduce your credibility. But, really, the most successful people in the world, in business and in life, all ask questions much more of the time than they do nearly anything else.

Think of the added benefits of asking from a marketing point of view – it shows that you care about others, it shows you are more focused on them instead of yourself, it allows you to have up to date market data, and it helps you communicate that you are approachable. Even if you don’t want to ask a real, in the flesh person, at least have an open enough mind to entertain others’ opinions from books and training materials. Two heads ARE better than one.

Accept that Vulnerability is Attractive

How many people flock to help a person who knows everything? Nearly no one! People help others that need help. You can pretend you know everything, build a persona of invincibility, and you can have coffee by yourself. Or, if you’re willing to accept that vulnerability is attractive, you can easily draw in others who have much to offer you. Asking questions (and sincerely listening to the answers) can be a tool you use to allow others the saving face to come in and offer their help.

It’s nice to fantasize about being a well-respected guru who has people traveling from all over the world to seek their counsel, and maybe some day you will be that. But even the most famous of spiritual leaders, enlightened political figures, and a host of wealthy, famous people often greet those travelers with a question – NOT an answer.

We can all learn something from others around us, both the known and the lesser known genius minds among us, as well as the ones living now and throughout history. But, lessons don’t get learned if we aren’t already in a state of “I don’t know”, so get there are fast as you can!

Together, we are stronger!
Vicki Flaugher, the original SmartWoman

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