Derek Beere
July 22, 2010
1. Great post Suzi, I enjoyed reading it!

   It’s an interesting time for a lot of brands as they try to discover new ways to break through the clutter, how they can best reach and serve their audiences, and a lot of the time, how can they do all of this (and more) without big advertising budgets.

   I couldn’t help but think of a personal experience. I had the amazing opportunity of working with the Krispy Kreme brand when it was launched here in Connecticut. Talk about a true passion brand that relied on zero advertising and mostly on word of mouth and a public relations strategy to generate that excitement and chatter. To me, it’s always been the world of public relations that helps a brand truly connect with their audience and it seems like a lot of the presenters at this conference touched on a lot of tried-and-true PR tactics. For example, Maker’s Mark inviting bloggers to test product, Zappos and their amazing customer service, etc. All are brand touch points focused on positive experiences that ultimately inspire their audiences to do what they want most: talk about them!

   Good stuff! See you around,
   Derek

Suzi Craig
July 22, 2010
2. Really good point Derek — the missing link is PR. And I see the approach in PR these days is along the lines of the Brian Solis’ of the world: http://www.briansolis.com. If you haven’t read his book Engage, do it now. He was at this conference as well (I didn’t sit in on his session because I’ve heard him before).

   The new PR is not controlling the message, it’s connecting the dots to get the right people in your conversation, just like you said. We’re all trying to make something interesting happen — the trick is playing matchmaker and instigator to make it happen!

Rohit
July 22, 2010
3. Suzi,
   Thanks for this great recap and for offering your takeaways on the conference. I’ll be sharing your post in a tweet not only because I found it highly engaging to read, but because I love your choice to focus on quotes and key takeaways rather than trying to capture the conference verbatim. This is, in my humble opinion, the way to write a recap post. Thanks for a great read!

   R

Suzi Craig
July 22, 2010
4. Rohit –

   Thanks so much for your feedback. As much as I can, I try to bring the mojo of a real world experience to those who were unable to be there. It’s so hard to replicate an in-person experience through an online channel. I struggle with connecting the dots but am intent on bridging that gap as much as possible.

   I’m glad you found it interesting enough to share. You totally just made my day!

   Many thanks.

deko web tasarım
August 5, 2010
5. Thanks good topic ..

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Cheryl Rice
July 14, 2010
1. Great insights, Suzi! Sometimes it’s tough to figure out the best way to contribute to the conversation — but trying to force something to “go viral” is a recipe for failure. It’s better to just be honest and authentic, and to share what you know.

   I just watched the follow-up video of the guys who found the Double Rainbow Guy and interviewed him. I was so moved (okay, blubbering) over how much joy he has, with obviously so little “material” wealth. That is far from noise — it’s a great story!

Jonathan Tufano
July 15, 2010
2. Suzi,

   Great post.

   But what does it meeee-aaan?

   This is a fantastic example of the power of authenticity, in today’s world of hollow offers and false claims, authenticity rings true.

   People are desperate for it. They can’t get enough of it. It almost seems to good to be true, but it sure seems like the more real and true to themselves organizations (or people for that matter) are, the more successful they will be, and happier too…

   I’m starting to think that rainbow guy is onto something…

Peter Larson
July 18, 2010
3. Great article, Suzi. Good food for thought for 35+ curmudgeons like me.

   I agree with your spirit in making online conversations what we need them to be (meaningful). That spirit aligns with so much else that we see going on in the world around us; a growing collective realization that we have to find methods to change mechanisms that we once thought were unchangeable. Although the web is changing all the time, I think we still see it as this thing with its own inertia, and feel too small to make it what it needs to be.

   It’s a giant shift for those of the older generations to invest the time in this form of communication. Our good old business world is used to directly correlating action to result. Engagement in the correct online conversations can be more indirect and long-term.

   Sorting through the noise is daunting…we need to each use our own compass to not be overwhelmed, but to see where the meaningful thinking/conversations are and then to be willing to invest the time in them. This is particularly hard…There is so much out there!

Suzi Craig
July 19, 2010
4. Pete: You are spot on in calling it “this thing with its own inertia.”

   Not to overgeneralize but it does seem like the younger set owns the web because they see a purpose in that ownership, just like they see a purpose in getting a degree or buying an iPhone. In talking about feeling too small to make change, do we think the online world belongs to those who are already immersed in its language and culture? If that’s the case, are we battling more than the technology barrier, and also slipping into a Jets v. Sharks atmosphere?

   Or, is it simply that we cannot visualize tomorrow’s manifestation from today’s current potential? Yet, what it will be is 100% up to what we start doing today. Not just that other guy already on here. You, me and that guy.

   Like everything else that requires a new way of thinking, we need to step back and assess where we are so we can distance ourselves from current habits. Great — you’re on Twitter blasting away. But, as our Double Rainbow friend would say: what does it mean?

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Jenn
April 28, 2010
1. You have no idea how hard it was for me to resist stealing those Girl Scout cookies when they sat on your desk while you were gone for Spring Break. It was a pleasure working with you - good luck with all you do Corrie!

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Ed Kuryluk
March 30, 2010
1. Suzi, great post! I feel your joy and pain. Smile, this is all a good thing. And heading in the right direction. I don’t know what direction that is, but at some point in the future we are all going to look at this as “remember when?” CT Tweet Crawl is leaving a mark.

   Anyhow, I just got home from our second Infinite Mind Share. Our audience is strong, yet the common theme is “Fairfield County hasn’t embraced online networking”. The opportunity is ours. As I’ve told you before, Amy and I will carry the torch for Fairfield County (actually I’d be honored!). We have two events under our belts, the next one (April 27th) is nailed down, May is in the works, and june or july is being tossed around (beach, fireworks…hmmm!)

   Count us in as producers for the Fairfield County version of the CT Tweet Crawl!

Kathy Hokunson
March 31, 2010
2. Hey Suzi-
   We all appreciate your efforts and energy bringing this virtual group of friends together in such a huge way IRL. We are happy to rally and keep this great ball of energy moving forward.

   Rebecca and I are putting together the May event details and will let you know soon.

   Again big THANKS to you and Fathom.

Seshu
March 31, 2010
3. I concur with my friend Ed that this heading in the right direction. I would only add, though, that having one producer and a co-producer for each town would be wise. I would be happy to take on Avon/Simsbury. Looking for a partner who will join me in this wonderful adventure. TweetCrawls have been great for me and my business and this will be an opportunity for me to give back. Do let me know when and where the next Infinite Mindshare Meetup is going to be. I would love to lend a hand.

Cindy Panioto
March 31, 2010
4. Suzi, although I have yet to make one Crawl, I love the whole concept and apprciate your new direction to keep the movement growing! I’d love to help and wiling to co-produce in the Avon, Canton, Simbury area, Seshu. We have so many small businesses to spread the social media word to and I know we could have a great set of Crawls in the Farmington Valley.

Ed Kuryluk
March 31, 2010
5. @seshu The next Infinite Mind Share will be at Taco Loco in Black Rock (Bridgeport) on April 27th 6-8. They just won Best Margarita in Fairfield County from Fairfield County Weekly (and this is like the 4th time in a row). They have created a special Infinite Mind Share margarita for the evening! All are welcome. Join the Facebook page to keep up with our goings on.

   Best,
   Ed

Seshu
March 31, 2010
6. Cindy - Please contact me - fei8ht at gmail dot com. I look forward to meeting you!

   Ed - I’ll try and make the IMS meetup. With kids it’s a little tricky to get away for the evening. I’ll do my very best to be there.

Mike @2ndot
March 31, 2010
7. Hey Suzi

   You know me always up to the challenge, I’ll talk to Diana and see about doing one in Middletown, or if she’s too busy, I’ll plan one for Farmington a new restaurant just opened on the Farmington River, tight by George’s. They are supposed to be building a deck along the river so that would be a fun one.

   Thanks again for all your efforts, I would never of met so many great people if it wasn’t for you.

   Mike…

Ed Kuryluk
March 31, 2010
8. @seshu I hear you about the kid thing. Kept me from a couple of TweetCrawls too

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Bruce Kaechele
February 3, 2010
1. I’ve heard mostly positive reviews with a few naysayers. Can’t remember which blog I saw this on - one of the many interviews Godin did to launch I think - but one commenter remarked that it is just more “be all you can be” stuff you can find in any self help motivational book. Can you see any truth in that, Suzi? Is it new thinking or repackaged thinking?

Suzi Craig
February 3, 2010
2. The basic concept, that we all need to focus on making ourselves remarkable, is nothing new.

   But, Godin is not interested in being a personal coach. His goal is to connect the dots of “you need to be remarkable” to “because our economy depends on it.” His rally cray is not a personal journey rally cry — it’s a “get off your arse because if you don’t, we’re doomed” rally cry.

   I say the naysayers are naysaying because they’re scared of what he’s asking, or they just don’t understand how he’s tying the implications of one person to the masses. In other words, we are the masses! And, if we want to be just another cog in the wheel vs. a linchpin, that’s our choice. But that choice has consequences and the consequences are severe.

Bruce Kaechele
February 3, 2010
3. Since I haven’t read the book yet (hint, hint) I’m at a disadvantage but…a machine or an economy or a world for that matter can’t survive with just linchpins. Being a cog in the wheel or a brick in the wall is a role that needs filling, too. Because they’re the ones that get stuff done. If everyone is a leader we’ll just spend the dance stepping on each others toes.

   (BTW - I’ve seen linchpin misspelled as lynchpin, the definition of which should be “a person that hangs themselves by thinking they are the only person that matters.”

Suzi Craig
February 3, 2010
4. Yes, you are at a disadvantage because I am holding your next read hostage. But, I am almost done.

   So, from my take, I don’t see that he is suggesting we all become the CEO of Pepsi. What he’s saying is that if you are working at ChuckE Cheese, find a way to become indispensable before they automate your job. The old method of “I’ll just do this crappy job now until I wait for something bigger to come along” is going to ruin you. If you are the best you can be — which goes beyond just doing the job, such as taking care of customers and doing things that need to be done even if it’s ‘not your job’, and finding ways to turn a potentially bad experience into a great one (because you WANT to and not because it will lead to a pay raise) — you are on your way to linchpinning.

   And not lynchpinning because it’s definitely not about holding yourself apart as a star. It’s much more about transferring the hard work from physical labor (which we hold in high regard and which we have a lot of) to emotional labor which starts with yourself but ultimately affects everyone around you. Would you fire the one person at the restaurant who knows how to sober up the chef, can handle the obnoxious customer and trouble shoot when the last order of steaks didn’t arrive? (That’s similar to one of his examples.) You can fire, however, someone who shows up to work on time, does the job that’s expected of them but can’t be relied on to take charge of anything outside their duties.

   What we’re talking about, and this is my rally cry now, is a paradigm shift. You can choose to be a cog and that’s cool. But, if you are hoping to survive in an economy that can easily replace cogs, know your reality.

Tia Martinson
February 3, 2010
5. I view your take on Linchpin holding hands with your post on breaking the rules. I am on my feet cheering you on. Realizing that fulfillment comes from having a voice and a purpose that you can control is light years ahead of the “old American dream” as outlined by Godin. I just received the book from Amazon, so I may have additional comments forthcoming as I have barely begun.

Suzi Craig
February 3, 2010
6. Thanks for your thoughts Tia.

   Funny — I probably have already, for some reason, been sipping the kool-aid on this per my “make your own rules” post and that’s probably why I’m such an ardent fan of Godin’s linchpin rally cry.

   Can’t wait to hear what you think Tia. You are one of my biggest fans and definitely a perfect example of what a lot of people are already doing — taking charge of who you want to be instead waiting for the definition to come to you!

Be indispensable at Work? — Jason Seiden
March 9, 2010
7. [...] Marketing guys. [...]

Courtenay
March 15, 2010
8. This is a great post, and it reflects my actions of the past months. As a result, my company is sending me to your upcoming “Social Media Certification”. I can’t wait!

Suzi Craig
March 15, 2010
9. Courtenay -

   I can’t wait to hear more about your thoughts on this - and I look forward to having you join the class!

   For more reading on Linchpinness, here is a really interesting discussion I jumped into on an another blog: http://jasonseiden.com/indispensable-i-doubt-it-youre-simply-not-that-important/

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ash
December 22, 2009
1. I have added your ecard and linked this post up on

   http://www.bannerblog.com.au/news/2009/12/agency_client_xmas_cards_2009.php

Kari Streiber
December 23, 2009
2. Suzi -
   Glad you guys like the Krampus video. It’s just an honor to be nominated in the same category as Jack Bauer! Happy holidays to everyone at Fathom!

Our Big Xmas Idea | Engine Digital Inc. / Blog
December 23, 2009
3. [...] SurfTheDeepEnd – Fathom [...]

Suzi Craig
April 27, 2010
4. This is no template. Home grown.

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