xrematon

April 21, 2018

Hairy business

Filed under: Business,Consumer Trends,Futures,Innovation,Marketing,Uncategorized — by xrematon @ 10:34 pm
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Over the past year or so, I have had the opportunity to work on projects in the ‘personal care’ category – think all things hair, skin and other forms of beauty care.

Now, my first learning was actually that I had a lot to learn. Unlike food, where I not only have done many pieces of work over the years, but I am also deeply personally engaged given that I generally cook from scratch at least 10 meals a week, for personal care, I have limited exposure. I have bought the same brand of shampoo for the past 25 years and the same brand of facial cream for the past ten, and apart from other bare essentials (toothpaste and deodorant), I’m done. I have in effect opted out of some whole categories – make-up, more sophisticated hair care, treatments and styling and skin care (the latter, I realise now, is a particularly bit gap given that I am of the age when I should spending a good proportion of my disposable income on anti-ageing products. (For the record, I am currently relying on addressing wrinkles from within by eating lots of avocadoes).

But it turns out that personal care is a fascinating category which has some dynamics it shares with food and some which are quite specific to personal care. Let’s start with the similarity:

Personal care and food are both deeply influenced by the local cultural context. How and what we eat will, to a certain extent, vary depending on where we are: in the US, the UK and increasingly Europe, we shop from supermarkets and are happy to a certain amount of ready-made foods, going from dried pasta and bread all the way through to ready meals, and the food we eat will be quite diverse with many non-native items. In other countries, there are often stronger food cultures and more variety within that culture of food, for example think of all the different types of curry in Asia, but curry will still dominant, with fast food nibbling away at the edges.

In personal care too there are culturally-dependent preferences, for example beauty regimes in Asia are more complex and a lot of effort going into achieving fair skin. Interestingly one might argue, that just as with food, there is starting to be some globalisation/less variation across geographies. Think of the impact of social media on the convergence of aspirational aesthetics – everyone wants to look as lovely and beautiful as the Duchess of Cambridge or Meghan Markle etc.

However, there are important differences between the dynamics of food and personal care.

A key one is the direction of influence. In food, though we have ‘hot’ food cuisines, which become trendy for a year or two, for example it was Korean recently, but perhaps the crown has now gone to Scandi food, in general, food is becoming more ‘Westernised’. By this I mean that people are cooking less from scratch, there is greater consumption of processed and ready-prepared food, people’s food routines are changing with more snacking, whether to fill hunger gaps between meals or to replace meals entirely. And that’s not to mention the irresistible temptations of delights such as burgers, pasta and pizza.

In personal care, in particular beauty and skin care, the more interesting ‘stuff’ tends to be happening in the East first, in particular countries such as Korea and Japan, where people are willing to invest considerable time, money and effort into looking after their appearance. Fancy a 12-step skin-care regime anyone? It is from this region that the BB cream came, now a major staple in the beauty product world, as well as many other weird and wonderful products, such as syringe face-masks (not quite as dramatic as they sound!). So look East for beauty tips!

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March 21, 2018

Can graphic design save your life?

Can Graphic Design Save Your Life?

This is the arresting title of an exhibition I saw at the Wellcome Collection. It was a more interesting experience than I had expected, but I am not convinced I would answer ‘yes’ to the exhibition’s opening question.

Do you remember those iconic Silk Cut print adverts from the 1980s?

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Well, that’s what the exhibition started with – adverts to be admired for the way in which creativity was used to circumvent restrictions on advertising. This, in effect, is graphic design that brings you closer to the end of your life.

However, after this, the exhibits were centred on communications from the world of healthcare, and not just for patients, but also for would-be medics. The latter was covered by excerpts from text books and teaching manuals which were closer to works of art than academic material, as the below images suggest.

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What struck me most about the exhibits of medicines and other health products is the way in which they reflect the best in lowest common denominator communication approaches. The pill boxes below make it very clear what consumer need they are responding to. I have seen a similar approach used by smoothies and herbal infusions, which pitch specific products as the solution for a particular moment, whether it is the search for an invigorating uplift or a soothing experience.

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One area getting increasing interest as a way to increase public health is behavioural economics – for example making ‘good’ products easier to get hold of, whether this is about making them more visible or accessible on a shelf, or making the default option the ‘good’ one. Behavioural economics wasn’t mentioned in the exhibition but graphic design could be used in partnership with behavioural design to up the ‘oomph’ factor of a piece of communication or instruction.

And finally, it’s worth noting that it was a refreshing experience to think about paper and packaging which didn’t come alive. If the exhibition was repeated in 10 years’ time, it would be about how augmented and virtual reality can save your life!

February 21, 2018

The internet is awesome!

I know that the online world is no longer new but I recently had an experience which reminded me of how *cool* some of the things you can do online are.

I should point out that my relationship with online ‘stuff’ is incredibly functionally driven. I have been an early and committed adopter of some internet possibilities – for example I started banking online twenty years ago, I have been regularly ordering all my groceries online for 12 years and now probably make over three-quarters of my other purchases online too. However, I haven’t been a major social media user (my life is too boring to describe to others) and still do very little on my phone (I just really prefer a proper keyboard and bigger screen).

So what are my internet ‘wow’ moments?

Well, the most recent one was when I finally decided to do something about getting rid of the two rabbit hutches that have been littering our garden unnecessarily for several months. The hutches are not in good condition and so not appropriate for selling on eBay. I just wanted to get rid of them but wasn’t sure they would fit in the boot of my rather small car to take to the tip. So after a quick search on Google, I found Freelywheely, which seemed much more friendly and easy to use than Freecyle, and within 15 minutes of the hutches being posted on their site, I was amazed to find I had requesters. By the end of the day, I had eight interested people, ready to drive almost an hour to pick up these rather battered hutches! And now they are gone, which is amazing. But perhaps I was just lucky and rabbit hutches are actually the most sought after freecycle item!

Rabbit hutch

Whilst I am at it, here are two other internet ‘wows’.

Second on my list is Airbnb, which I first starting using four years ago and now have clocked up 11 trips. I just really like the fact we can rent out something for the number of days we want and not stick to the old limited arrangement of a week and Saturday to Saturday or equivalent.

My third item is not so much an internet business but picks up on the transparency that the internet allows. I am someone who gets frustrated with waiting for things and I also like to know as much as possible about how long things might take. So the opportunity to track – in absurd detail – where your packages are is brilliant as far as I am concerned.

Delivery details

However, it does set expectations rather high. I have recently ordered items off Amazon which I think are being shipped directly from China, rather than coming from a reseller based in the UK. These items have what now seems like remarkably long delivery times of four weeks. In addition, once they are dispatched, there is no further information about the item until it appears in your letter box, more often than not several months late, by which time I have already complained and been reimbursed for said item! I’m waiting for everything to be RFID tagged so I track its global journey. That would definitely be awesome.

December 19, 2017

No, you don’t see it

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What do you make of the rather enigmatic image above? Any clues as to what it might represent or where it could have been taken?

Well, it’s a photo I took from a visit to the Perfume exhibition on at Somerset House over the summer – which turned out to be surprisingly interesting and entertaining. Going round the exhibition made me realise how much of a construct perfume is – an insubstantial experience onto which we can overlay our own memories, prejudices, preferences etc. Obviously, this trait is exploited in order to create branded perfumes, where the constructs have been determined by the marketing bods at big commercial perfume houses.

Looking at the packaging used for perfume bottles over the past couple of decades makes clear how perfume is ‘of its time’ – a thing created for ‘then’ . A bottle from the 1950s looks as though it is a prop for one of the early seasons of Mad Men, whilst the ck one bottle appears pale and dated.

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The only bottle on display to stand the test of time is the one below – quite resolutely a timeless classic.

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The rest of the exhibition was organised through ten rooms, each of which ‘housed’ a scent created by a different modern perfumer, which we were encouraged to ponder over and capture our thoughts on using special little notes postcards.

What was most interesting was how far the set-up / design of the room influenced my interpretation of the smell. Some rooms were almost heavy handed in how they introduced the scent: one had a film of laundry flapping on a washing line against a blue sky with seats draped with white sheets.

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Others gave more clues but still left you space to create stories. For this scent, there two couches decorated with rather florid fabric. Was this meant to be a psychotherapist’s study? I could easily imagine a Brooklyn lady in her late 50s, with frizzy black/grey hair, big earrings, hundreds of books lining the walls, and her heavy scent in the background.

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And what would you make of the below?

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It was all too easy to fear the worst and I hesitated to approach and sniff. It turned out to be fine: a rather sickening, cloying smell, but distinctly more in the realms of perfume as oppose to just bodily odours.

There was one particular scent where the set-up was ambiguous. The friend with whom I visited the exhibition picked up on the black leather pouches and dark wood and thought of a boxing gym, and found the smell deeply masculine and sexy. But it turned out the intimate closed space and heavy sandalwood scent was meant to recall confession boxes!

These different scents were created by what would be described (unavoidably!) as the ‘new generation’ of perfumers – those who are ready to break with convention and take a different and often unorthodox approach to scent. Though I may use a mocking tone, on reflection, it did strike me that perfume and commercial scents are really still very conservative. Gender-neutral perfume actually isn’t really that ground-breaking; read the below blurb introducing a more ‘cutting edge’ perfume.

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Such perfumes come across as experimental, deliberating courting controversy, perhaps comparable to how art behaved a century ago with artists such as Marcel Duchamp taking a urinal and making it into an artwork called ‘Fountain’. I wonder how the world of perfume will settle down once it has got past this rebellious phase.

In the interim, we can enjoy the inventiveness. Fancy a perfume inspired by Nutella?

Or theme park rides? You can even get the smelly postcard of it.

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September 18, 2017

A duo of posts on physiological introspection – Part II

In the second part of these two posts on health/science books I have recently read, I will focus on Gene by Siddhartha Mukherjee.  I was particularly interested in getting to grips with this book as there is lots of chatter about genes. I have become aware of the fact that it is all too easy to merrily throw on some bullet points about genome testing, personalised health plans and diets etc, but what does this actually mean?

In reading Gene, I was struck by the fact that in order to understand how our thinking about genes has developed over time, we need to go back and look at how science explains differences between and among ourselves and also other living organisms. Perhaps, therefore not surprisingly, we spend some time with Darwin, as well as looking back at Greek philosophers/scientists, whose perspectives were always, surprisingly insightful/provocative, despite they effectively ‘knew’ less than we do now.

There was a section on the interest in eugenics in the US in the 1920s. Reading this made me realise how, when we look back in time, we often make simplistic assumptions about what ideas to associate with particular eras. Eugenics – that was obviously the handiwork of those nasty Nazis – well, not just them it seems. A number of medical professionals and politicians in the US were determined to stop ‘bad heredity’ and to set up ‘eugenic sterilizations of the feeble-minded’. In 1927, the state of Indiana passed a law to sterilize ‘confirmed criminals, idiots, imbeciles and rapists’ and other states followed with even stricter laws to sterilize men and women judged to be genetically inferior. This preoccupation with the right heredity was reflected in popular culture at the time, for example, by the late 1920’s, premarital genetic-fitness tests were being widely advertised to the American public. However, it is important to remember DNA testing, as we know it, had not yet been uncovered. Instead, they consisted of assessments of family histories to pick up on incidences of mental retardation, epilepsy, deafness, dwarfism, blindness etc.

It was not until the 1950’s that the chemical structure of the gene was uncovered. I find it fascinating that so much had already happened, eg laws instituted, as described above, around a part of ourselves – the genome – which we had not really ‘seen’ as such and did not know really how it worked. As a child of the modern era, I have the naïve and simplistic assumption that we know everything before we decide to ‘use’ it!

Reading Gene made me realise that there in fact is much more uncertainty around the impact genes have than perhaps comes across in popular media and culture. One aspect to this is that there still seems to be much life in the nature versus nurture debate. This is down to the fairly new area within gene studies of epigenetics. As explained here, “Epigenetics is essentially additional information layered on top of the sequence of letters (strings of molecules called A, C, G, and T) that makes up DNA. If you consider a DNA sequence as the text of an instruction manual that explains how to make a human body, epigenetics is as if someone’s taken a pack of highlighters and used different colours to mark up different parts of the text in different ways. For example, someone might use a pink highlighter to mark parts of the text that need to be read the most carefully, and a blue highlighter to mark parts that aren’t as important….But the really interesting thing about epigenetics is that the marks aren’t fixed in the same way the DNA sequence is: some of them can change throughout your lifetime, and in response to outside influences. Some can even be inherited, just like some highlighting still shows up when text is photocopied.” So it seems looking at what it’s in your genome will only tell you so much; the messiness of real life has an important impact.

Another angle is the fact that only about 1 percent of our genome encodes proteins. The rest is DNA dark matter. It is still incompletely understood, but some of it involves regulation of the genome itself. As a reviewer observed, “Ironically, the more we study the genome, the more “the gene” recedes. … Some scientists are even moving away from the gene as a physical thing. They think of it as a “higher-order concept” or a “framework” that shifts with the needs of the cell. The old genome was a linear set of instructions, interspersed with junk; the new genome is a dynamic, three-dimensional body. The gene is not a Platonic ideal. It is a human idea, ever changing and always rooted in time and place.”

It makes me wonder what Gene – An Intimate History would include if it was written a hundred years from now?

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May 17, 2017

Homo Deus

Filed under: Business,Futures,Innovation,Technology,Uncategorized — by xrematon @ 9:32 pm
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In an earlier post, I gave some thoughts on Yuval Noah Harari’s first book Sapiens. Though I don’t normally like to read books by the same author, preferring to endlessly taste the new and different, I had the opportunity to get to grips with his follow-up tome, Homo Deus, as I received it as a gift.

As with Sapiens, it is an intoxicating read, with grand sweeping ideas set to make you think differently and challenge your assumptions about how you think things are progressing. In Homo Deus, the Big Idea is that now Man has learnt how to conquer famine and horrible diseases that used to wipe out whole populations, he can think about higher objectives. We can focus on achieving immortality and eternal happiness, making use of the latest technological innovations to reach this goal. Our brains and bodies will be re-engineered by algorithms with those controlling these algorithms becoming the elite and the rest rendered useless from a societal perspective.

Harari puts forward all too convincing evidence and examples of how the steps leading to this are already taking place. Whilst I agree with his prognosis of increasing and insidious inequality spreading beyond basic wealth status to social mental and physical wellbeing, I am not so convinced that the conversion to a technologically determined utopia (for some) will be that straightforward.

These ideas make sense when taking a macro, more ‘godlike’ top down perspective, but less so when going bottom up and thinking about how individuals think and act. For a start, people have become more wary about how their personal data is used. 84% of US consumers are worried about the security of their personally identifiable information.

And there are signs that people simply can’t bothered to keep collecting personal data if it is left up to them. Research among those who have invested in wearables, still very much at the early adopter stage, reveals that barely a third of them continue to gather information about personal performance. This is surprising low for what would otherwise be assumed to be the keenest part of the market.

In addition, I am not sure that people will necessarily be that keen on options which have been designed as perfect for them. Instead, realistically, they are more likely to go to opt for what is most satisfying. Food is the most obvious example here. Though vitamin pills have been around for a long time, we still bother to prepare food. Soylent is still has pretty niche appeal, despite its recent efforts to go mainstream. And I haven’t even touched upon resistance to genetically modified and other forms of manipulated food.

My final quick challenge is about something completely different and only an aside, albeit an interesting one. In chapter one, Harari uses lawns as a way to illustrate how many of our preferences and aspirations connect back to earlier dynamics in society, though we are often now oblivious. Lawns were the preserve of the rich and thus associated with political power.

But I would argue that the ‘smart set’ are now increasingly opting for astro turf.  In fact, this is actually another demonstration of how the elite are using better technology to improve their lives. But it could be done better: surely the super elite would have grass personalised to match their wellbeing needs, being in the right shade and right texture to deliver optimal stress release. Perhaps I should try that on Kickstarter…..

April 18, 2017

When something goes wrong at work, what happens?

The answer to this question is explored in Matthew Syed’s book, Black Box Thinking, which proposes that we could benefit from embracing our mistakes and learning from them in order to improve our performance. As with many of these books, the ideas they put forward are, on the surface, very compelling. Who could argue with the need for pompous senior health care professionals to accept they make errors, that hierarchy can be challenged, and the system reformed to ensure that people do not die from what are avoidable mistakes? The airline industry has shown that it is possible.

This is all well and good, but there is more to say about the process behind which we make decisions. Just pick up something by Malcolm Gladwell for instance. In Blink, as well as Outliers, we are introduced to people who are altogether brilliant at knowing what to do: they can make amazing snap decisions better than others who might spend hours on analysis and evaluation; and it’s often because they have in fact spent thousands of hours becoming expert in the area. That to me sounds a bit like what you want from a senior surgeon. So, it seems that it’s acceptable to work something out super quickly and trust your instincts, except for when it goes wrong. The key learning that comes out sounds surprisingly moral: avoid complacency and hubris.

But let’s go back to question in the title to this post: what happens if things go wrong at work. In my area of consumer trends and insight, I am not sure! This is both in terms of knowing whether things do go wrong or not, and if they do, what the implications are. Unlike in surgery or aviation, when a mistake can lead to the loss of human life, in marketing, the consequences are less clear cut.

Though it might be possible to argue that product sales or the loss of a client account are indicative, the more significant issue is that there is a lack of a clearly agreed metric or consensus over how such evaluations are to take place, let alone an obvious path or process for acknowledging these situations and actively learning from them. To be fair, I have known some agencies that carry out review sessions after big pitches or projects in order dissect what worked well and what didn’t. However, this is rarely consistently done, even within the same place, more often than not it is at the whim of how agency culture and priorities ebb and flow over time.

But the space where there is some energy and debate as to what is the right thing to do in marketing is not quite around learning from mistakes, but another form of improvement/trying to make things better: innovation. In a piece on Branding Strategy Insider, Geoffrey Colon argues that the challenge in marketing lies not so much in accepting that mistakes represent learning opportunities, but in being ready to have an open mind as to whether ideas might come from.

Teams of “experts and insiders” can be marketing’s worst enemy. Because they believe there is only one approach to finding a solution, they tend not to accept outlying ideas. When marketing teams represent a cross section of disciplines, the problems are quickly solved and the solutions are often applicable to other areas of business as well. One reason industries are being overthrown is that they don’t allow outsiders into their inner circle to provide new ways of thinking.

It seems the challenge for marketers lies not so much in removing the boundaries of hierarchy, but those of subject matter and discipline. But, at the end of the day, it is still about humility and being ready to accept that you don’t have all the answers – even if we can’t be too sure when it’s not right!

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January 14, 2017

Putting big money in the little things that make a difference

Filed under: Business,Consumer Trends,Innovation,Marketing,Uncategorized — by xrematon @ 4:28 pm
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I have had the opportunity to do a number of projects in areas different to my usual diet of FMCG-relevant global consumer perspectives. Health, and in particular cancer, have been the object of my intense focus over the recent months.

Whilst I have realised that there is a vast amount to learn in these fields, it is also possible to find some familiar principles. One of these is acknowledging the importance of the customer perspective, whether a ‘bog standard’ consumer or a patient. The reason this is so striking in medicine and the more clinical side of healthcare is that traditionally the clinical perspective is the one that dominates and drives how things are done. Whilst this ensures that the patient has the greatest chance of getting better in one sense, it does not necessarily mean that the patient experience is the best. For example, recent surveys found that patients treated by London hospitals reported poorer experiences compared with those treated by hospitals in other English regions, despite the fact that London houses many of the top centres for cancer with world leading experts and cutting edge equipment.

However, there are signs that there is growing recognition of the need to factor in more of the non-clinical angles to being a patient.

  • There is important policy support. The latest cancer strategy included a commitment to ensuring that ‘every person with cancer has access to the elements of a Recovery Package by 2020’. The Recovery Package is part of an overall support and self-management package for people affected by cancer and includes a Holistic Needs Assessment which encourages healthcare professionals to understand how patients are feeling not just physically, but also emotionally and what’s behind this.
  • It is possible find examples of small tweaks to process, ‘little things that make a difference’, which are being instituted and at very little or no additional cost. The North Shore–LIJ Cancer Institute, one of the largest providers of cancer care in the New York metropolitan area, gives radiation patients and family members tours of the treatment rooms in advance to help address fears about going through the daunting and unknown experience of radiotherapy.
  • There also examples of where things were done differently, even though this did have major cost implications. The new cancer centre at Guys Hospital was built using input from a panel of cancer patients with the result that it houses the first radiotherapy machines in Europe above ground, despite the fact this was significantly more expensive. This means that patients will not receive their radiotherapy treatment in a windowless bunker below ground level, as usually happens, but be in more positive environment for what is already an unpleasant experience. Likewise, in the US, health care provider Bellin designed a freestanding facility for cancer, locating it off a major highway several miles from the hospital. This centre houses all oncology and administrative staff members and provides comprehensive and coordinated care. The facility not only makes it easier to deliver efficient service, but also offers a more calming experience for patients with easy parking; specific design codes of soft colours, natural materials and lots of natural light with a garden visible from the infusion room. Without patient input, Bellin would have followed a consultant’s recommendation to simply add a more ‘impersonal’ cancer wing to its hospital.

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Let us hope that, despite the uncertain economic climate, these important principles continue to be practised and do not return to be empty statements of intent.

December 15, 2016

The new Design Museum – photo essay

Filed under: Innovation,Uncategorized — by xrematon @ 7:45 pm
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Something visual for a change….

This week I had the opportunity to pay a visit to the Design Museum, moved from its old site in London Bridge to a newly refitted building off High Street Kensington.

The building is nestled alongside Holland Park and set a bit of a way back from the bustle of the street. The museum is also close to the block of luxury flats which were developed simultaneously and formed part of the same property deal (more detail on this, and about the architects, can be found here.)

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The most striking feature about the building is the huge (some might say over-sized) atrium into which one walks on entering.

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The atrium certainly creates a lovely airiness, but it also means that everything else is either squatting in underground bunker floors or squeezed off at the edges. As an example of the latter, let’s take the cafe, often an important part of the museum experience – a place to sit, rest weary legs and chat after gazing at an endless vista of intriguing displays. In the Design Museum, the cafe is not more than a glorified small alcove off to one side of this atrium. It has no access to daylight (there are no windows) and, even though I visited at a non-peak time (early-ish morning midweek), it was already very full.

However, I did enjoy spying other elements of interest in the building, such as the spiralling beams coming off the triangular skylights…

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…as well as the concrete pillar stretching up one side.

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As my visit had no ambitions beyond getting an impression of the museum, I did not explore the exhibits in any detail. but here are some that caught my attention.

Firstly, one almost de rigeur for a design museum – a vase made by 3D printing – surprisingly light.

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Secondly, the more ‘off the wall’ item – a jacket woven from human hair – which I found personally so repulsive that I couldn’t to be near it any longer than was required to take this picture.

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Thirdly, a rather random, whimsical offering – a close-up from a kitchen mock-up constructed entirely out of wood.

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My final image are the water jets you come across as you walk back to join Kensington High Street. I am sure they will be a great hit with children on hot summer days, though I don’t think you will find me coming back to appreciate them. I would rather spent the time admiring the rural aesthetics of my garden.

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July 1, 2016

Disrupt Yourself

Filed under: Business,Coaching,Innovation,Uncategorized — by xrematon @ 9:48 pm
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Disrupt yourself

I have some confessions to make: in my first year of work, I often went to the library as an important way to get information and new ideas; and on one occasion I had to catch a late afternoon flight from Paris to take a VHS tape of an ad mock-up to the co-ordinating agency in London as the last Fedex delivery had been missed. There was no other way to get the creative work over. This was an analogue world and created tasks that now seem more than faintly ridiculous.

So it was with interest that I picked up my latest ‘worthy tome’ (part of my ongoing effort to broaden my reading matter beyond ‘story books’) had the catchy title of “Putting the Power of Disruptive Innovation to Work – Disrupt Yourself” by Whitney Johnson.

Sadly, the book disappointed. Though my opening anecdotes highlights I am only too deeply aware of the changing context in which we lead our working lives, none of this came through. It was a rather one-dimensional self-help book giving lots on the ‘how’ to bring changing into one’s professional life, but with little sense of the burning platform of ‘why’. To me, it would have been more compelling to also highlight the risk of redundancy of opting for stasis and certainty.

The introduction presents an interesting challenge – that of applying what is traditionally regarded as a business concept – the S curve – to individual experience. I have already read a book which used this ‘conceit’ of using business practices for personal problems to good effect (futures techniques to navigate personal life choices).  In ‘Disrupt Yourself’, there was less of a single-minded approach and more of a ‘pick and mix’ one to referencing examples/analogies from the business world as well as individual experiences. This links to another shortcoming – it suggests that personal disruption is more relevant for the more entrepreneurial, ie those who naturally conflate their professional development with the development of a business. What of those who those who aim to operate within the system? Or are they just redundant anyway?!

In a similar vein, I also would have liked examples of people who tried to change and it didn’t work; is disruption really for everyone? And what about negotiating forced disruption that is thrust upon you rather than proactively seeking it? Clearly, the latter sounds ‘better’ (more aspirational/what we know we should be doing), but there may be valuing in taking a softer approach to help others cope with unsought change.

Finally, I would like to highlight the connection between ‘Disrupt Yourself and another book I recently read about growth mind sets. Both present the importance and value to be gained from challenging oneself to continue to learn and make progress, but there are interesting differences of approach. Whilst the Dweck book is a eulogy to redefining failure as an important to step to improvement, Johnson gives more space to acknowledging how rubbish failure can actually feel in reality and that it can be worthwhile accepting this. In the chapter entitled ‘Give Failure Its Due’, she writes, “When I fail, I am mortified, but I am also heartbroken. I have envisioned a future in which I would achieve a goal, and perhaps be hailed as the conquering hero. And then I didn’t and I wasn’t. I have learnt it is important to grieve….We often think of loss of a marriage or a loved one, but there is also the loss we feel when a professional dream – even a small one – is dashed.” Thoughtful and though-provoking.

As a floating freelancer who has never bothered to set up their own company, I constantly need to reinvent myself as I chase after the latest opportunity/hot prospect, whether it is a project about shopper trends, international development or cancer care. Disrupt myself – indeed I must.

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