The Age of Conversation @ Work

My contribution to The Age of Conversation eBook is a simple essay (just over 400 words) on why work is personal and how we discover what is truly timeless. This was always the case, of course -- work is personal. Only in recent years, especially with the use of new tools and media that allow us to connect at increasing speed without the constrains of geography and physical fitness, more minds have joined in the creation of what's next. 

Many of the questions every age asks itself are recurring, and they all fit under one timeless question: will what we do have an impact? We all want our work to outlast us. Period. And what makes a brand stand out is also what makes it worth engaging with. So there is another corollary question that goes with that -- what makes people join a brand and buy that product or service vs. another?

I used the title The Age of Conversation @ Work for two main reasons:

1. Passion and heart have power in the flow of change -- conversation helps people with the constant need to make sense of what is happening around them and create what's next
2. Conversation is a competitive advantage -- the output resulting from conversation is so much more powerful and easier to join

Successful brands -- our own and those of our products and services -- stand out for one simple reason. Find out more about my take by purchasing the eBook. This was a labor of love by 100 different authors; the proceeds go to Variety, the Children's Charity -- so stay tuned to learn about where to purchase it.

And while we're thinking about conversation at work, I would love to read your take on some powerful examples.

• What new product/service ended up selling better in the marketplace as the result of conversation?
• Which brands positioned the company in a new space by reinventing the conversation it was having with its customers?
• How did conversation lead the alignment of teams to serve customers better?

There is a method to my curiosity. We will look at how conversations can help you ask for permission to test run your projects before they go to market on a large and more committed scale. And we will also take note of what kind of storytelling will result from tested conversations.

Comments

[Mark Goren]

Conversations @ Work is a great topic – and can be branched out in all different areas.

Not that I'm a guru on this, but I've always thought it was interesting to see how different people test a website before launch. Essentially, it boils down to two approaches (types of conversation):

1. Spend lots of money, set up a formal procedure, ask lots of questions and observe.

2. Ask random people and watch how they navigate.

As it relates to Conversation @ Work, I truly believe that method #2 is a smarter approach.

Why?

1. You can learn a lot by watching how people behave. Body language can say a whole lot (and is still a conversation).

2. Conversation doesn't have to be expensive. In fact, the more natural and unencumbered, the better.

3. False, expensive, contrived setups can affect the flow of conversation.

I wonder what other branches will grow out of this post, Valeria. I think this topic is much bigger than 400 words!

[mindblob]

Valeria,

WOW! "Passion and heart have power in the flow of change"... where can I sign? : )

Your perspective is adding even more interest in reading the e-book... I just can't wait!

About question number 2 : I like the case story of the Coke / Mentos buzz. Remember? 2 guys dropping Mentos in Coke bottles to make an unexpected video ballet. Millions of hits on their video page.

When Coke, decided to take some distance away from the buzz, Mentos did go the opposite way. They indeed took position in a new space and reinvented the conversation by launching a mini-site with a contest, asking more video ballets.

[Steve Roesler]

As always, Valeria, you connect what appear to may to be parallel paths (work and life) and unite them into a whole.

And when you note correctly that work is personal, you move the conversation away from "work/life balance" and toward the focus of "life" and the part that work plays in it.

The first time I was at the Acropolis I was so overwhelmed with the aura and the history, I sat down and ate a peanut butter and jelly sandwich just to bring me back to reality.

I liked the aura part better.

[Valeria Maltoni]

Mark -- and yet I managed to fit it in because in a conversation what you offer is a thought for consideration. You'll have to wait until Thursday to read my FC Expert post to have a real life example of that. Conversation is a process that begins in the minds -- and hearts -- of the people joining in. No amount of money will help there, the appropriate conditions will.

Luc -- I just know that we're all selling our posts to each other. I'm buying for sure. The Mentos/Coke example if perfect. As I recall it was around for a while before it was 'discovered' -- we still have the bazaar mindset. We want to find the special something and show everyone.

Steve -- I was talking about it tonight with a person I met at a store (we talked for 2 hours; hence my weekly post for FC was hatched in my mind). When you look at work as part of life, you put things in the proper dimension and build a life that works, as FC used to say in its tagline.

Thank you, really. My post is now incomplete without reading your comments. And this is Conversation @ Work.

[David Reich]

"Conversation is a competitive advantage."
Absolutely right... in marketing, in business relationships, in personal relationships and in life.

[Valeria Maltoni]

David:

Wait until you read my weekly FC Expert post, there is an example of that from last night.

[Connie Reece]

Valeria,

I love this line in your response to Mark: "Conversation is a process that begins in the minds -- and hearts -- of the people joining in. No amount of money will help there, the appropriate conditions will."

This morning I wrote a post about my father being a gifted salesman because he didn't rely on a pitch; he started conversations with customers. Your statement above reminds me of a related discussion with friends today: can conversational marketing be taught? It seems that some people get it instinctively because it's in their hearts, not just their minds, and they know how to create the appropriate conditions.

Others can't seem to catch on. They're not able to use conversation to make a real connection with someone, at least not in the context of marketing. I'm not implying that a marketer or sales person has to become friends with all his or her customers, just that they need to treat their customers as real people, not just means to an end.

Interesting conversation going on here ... and just makes me even more eager to devour this e-book when it debuts.

[Valeria Maltoni]

Connie:

Conversation to me is a process and a mindset that may deliver outcomes like connection, relational thinking, and service behavior. The ability to create this space is directly proportional to the awareness of self and human dynamics.

In a way, it cannot really be taught. I've been in many a conversation where the other party was just waiting to blurt out what *they* wanted to say. It may be shown from example. If you read the story about NetApp and the company's culture, Tom Mendoza talks about conversation and behavior that lead to tangible results.

Your father is exactly right. People often walk around with solutions. Unless there is a problem, it doesn't matter what solution you have.