Friday, April 17, 2009

OnlineSpin: Why Inventing Matters

Last week Max wrote "Total Time Spent Online Is Not Indicative Of Online Media's Worth."

Cesar Brea wrote in response, "Max, I agree with your premise that over the long run, as offline and online blur, this apparent 'market inefficiency' goes away.

Meanwhile though, it's useful to consider why it persists, because the opportunities for advertisers and the firms that serve them are at the evolving margin of the problem -- parsing when the more expensive / inexpensive channel is or isn't worth it, or when the focus should be on the sum rather than the parts.

For some folks, whose pitches (say, for beauty products) depend on reaching people more emotionally, TV is still a more dominant channel for reaching people in 'lean-back' mode.

For others whose products engage the left-brain more (e.g., refinancing a mortgage), online channels catch and engage them better when they're 'leaning forward.'

Autos are a good example of a sector where online spend is ramping up fast because the need to appeal to both mindsets is more balanced.

These are advertisers for whom 'experience marketing' -- designing and optimizing spend across multi-channel campaigns -- will be especially relevant, and will push their organizations and agency partners to move toward the world you describe....

Or, as William Gibson put it, 'The future is already here. It's just not very evenly distributed."'

Friday, April 17, 2009
Why Inventing Matters
By Max Kalehoff

The best and most inspiring ideas often come from people outside your periphery. That's why we hold Interesting Café at our startup, Clickable. It's a community discussion led monthly by a different interesting person, who provokes and shares wisdom through a personal story. Last month, we hosted Garrett Brown, Oscar-winning inventor of the Steadicam. Garrett shot with this game-changing instrument on nearly 100 movies, including "Rocky," "The Shining" and "Return of the Jedi."

I'd like to share highlights from an interview during his visit. Garrett's gems are valuable to anyone who develops solutions to problems -- meaning everyone.

What does invention mean to you?

I understand invention to be finding something that's missing and filling that gap. Those are the two polar, indispensable components. Filling a gap that nobody's missing is stupid, and finding one you're unable to fill is hopeless. To me, invention is the combo. It's identifying something missing, and being able to fill it.

How does passion play into invention?

Passion has elements of fierceness and joy. It has elements of obsessions swirled around in it. Passion is something you may almost do excessively, but you do for the reasons of joy and pain that come with it. The word is so debased in language and commercials that I'm almost reluctant to even say it anymore. But yes, I have a passion for the moving camera. I love what happens when you move a lens someplace it hasn't moved before, or in a way it hasn't moved before. And that, fortunately, is a place I've been fortunate to slide into here and there and do things.

Why do some inventions succeed and others fail?

An invention fails if it doesn't deliver something that somebody wants... There are lots of inventions that are simply not sufficiently wanted or needed, and they're a great waste of time and money. There are other inventions [when] you have an aching need and want for something -- and the damn invention doesn't quite do it well enough. That's frustrating as well.

What's the balance between human spontaneity versus automation?

Robots, at least of the industrial sort, are as far from spontaneity as you can imagine. Their every aspect is programmed and arranged, and therefore repeats endlessly, perfectly. But at the moment, a human -- bionic, augmented and tireless -- brings a lot to this party that a robot brings very expensively. A human brings judgment of the results and the process, of perception of quality, and an incredible manipulative quality we all have, courtesy of evolution.

How do you know when the usage of an invention becomes art?

When you are moved by what is done with it; when you are moved in the ways art can move you. The invention of the violin became art when people learned how to play it. And curiously enough, the Steadicam is the same. It is an instrument, strangely enough. By the time people learned to play the Steadicam well, they did things that had an emotional effect on people. That was exciting.

You suggest that invention should be part of every job description. How do we make inventiveness ubiquitous?

I believe that, I really do. We teach kids to do all sorts of things, but we don't teach them to think about things in the inventive way -- and why don't we? It's something you should be alert for from earliest childhood. You should be conscious that when you do devise something, when you fill a gap, you have invented. I'd love to see kids thinking in that way, and growing up to be adults that think in that way... that solve their own problems, and acquire stuff for themselves that they want, whether or not it can be bought off the shelf. The process of doing it is absurdly easy... it's ridiculously easy to get a machine shop to build you a gizmo. You sketch it, they'll help you make it, you try it, and if it doesn't work, you make another. You can't imagine how much fun that is.

Our country is in a mess right now. What role does the inventor psyche play in getting out of it?

We need to be innovating more than ever. We've innovated hugely in our history. We need to invent our way out of this, because we've made a mess of the world. We've jeopardized many of the world's creatures. We need to invent the green way to live on this planet, the sustainable way. For us to carry our nearly eight billion souls along, we need to invent, devise and have the will to follow through on the rather not impossible task of giving people enough food, water and shelter to live a decent life and remain productive themselves.

(You can view our full Garrett Brown video interview here. Also see him online at GarrettCam.)

Max Kalehoff is vice president of marketing for Clickable, a search-marketing solution for small and mid-size businesses. He also writes

Online Spin for Friday, April 17, 2009:

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