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Often times, you start a project with a vision — the big picture. You understand what’s needed and get to work. You build your product up, make it perfect, align it with objectives, data, best practices, trends and send it off to take a life of its own.

People look at it, get an understanding and where visions differ the discussion begins. Parts get changed, elements get thrown out or added to align visions, objectives and understandings.


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Twitter and other micro-blogging Websites are changing reading behaviors online. Attention is getting harder to get, people expect highly disposable content. Articles and posts are getting shorter, writers have to learn to be more concise. The following tips should help you convince readers to break through the reading barrier:

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Last Fall, I had the chance of working with a team of extremely talented creatives at Sid Lee on designing a content Website for Baby-Boomers. Interesting project, target audience and objectives, I couldn’t wait to see the site go up.

Last week, the Website went up. Now, if you’ve ever worked on a Website, you’ll know that launches are a bit funny. It’s easy to focus on the details, bugs and last minute fixes and miss the most important question: Does it work?

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I was at the « Seize the new business opportunities » conference yesterday. The objective of the conference was to highlight new business opportunities created by the current economic crisis. Most speakers (Seth Godin, Tony Chapman, etc) focused on the creation of products that lead to word of mouth and social marketing.

The presentations were all relevant and highlighted interesting ideas and success stories but globally, I felt that something was missing. My issue with marketing has often been that ROI is not always quantifiable and social marketing is not getting us out of the woods.

The reality is that ideas that spread are rare. With more than 30 000 new products launched every year, creating a community or Facebook application for each product will only create new clutter. Attention is scarce, time is limited and it’s already spread across 2+ networks. Most people are on Facebook, more and more people are joining Twitter, LinkedIn is essential if you’re in business, etc.

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