Lean-In Lessons

In December 2010, Sheryl Sandberg, the COO for Facebook, set off a media storm when she gave her now famous Ted Talk about on “Why we have too Few Women Leaders”.  In her talk she discussed the challenges women face in wanting to grow in the work place while at the same time feeling a societal pressure to step away from a career to a more traditional family life. Sandberg explained that, in order to succeed, women need to “lean-in” and become more aggressive on voicing what they want in and out of the workplace. The popularity of the talk led to Sandberg publishing the now famous book Lean In: Women, Work and the Will to Lead. Lean-In has sparked numerous debates over the roles of women in the workplace, and has even inspired women in other countries to write their own stories for their cultures, such as CEO of Baidu Inc. Jennifer Li, and Joy Chen, the author of Leftover Women, both from China. All these books center on several key takeaways, which not only apply to women but men as well.

Source: BWW Static

1. Take more risks

Sandberg states in Lean-In that women are less likely to take career risks than men. However, in the marketing world, our job is all about meeting challenges and taking risks to create the best new campaigns possible. One example of a marketing risk taker is Anna Bateson, the director-global marketing and communications for YouTube (to take this position she had to move her family from their native London to California).  Not only has she helped to grow the branding of YouTube, but she was also responsible for launching the successful YouTube documentary “Life in a Day” – the first YouTube movie of its kind. By taking user generated content, creating a participatory campaign and movie, Bateson helped to further expand brand awareness of YouTube beyond its normal audience. It’s important in marketing roles that both women and men look not only for their next career step without fear, but also are not afraid to use new types of marketing channels and ideas in their current positions.

2. Stop pleasing everyone

What Chen, Li and Sandberg have all tried to communicate to women is that you must have the courage to gain confidence in yourself, and find the will to push through and lead. Being a leader does not mean that you can always please everyone, especially the higher a person climbs in a company. A prime example of this is Yahoo CEO Marissa Mayer. When she entered her job in early 2013, her approval rating was high inside and outside Yahoo. However, when she began changing policies such as Yahoo’s work from home policy – her approval rating began to go down, even though studies have shown that working from home actually slows the progress of a work day.  Mayer’s progress has been slow, and while Yahoo is yet to make financial gain, there have been some successes such as the purchase of Tumblr, boosted moral internally and the development of a popular weather app.

3. See a corporate jungle gym, not a ladder

Many of us come from parents who went to college, then graduated and took a job that they had until they retired. However, these are the career paths of the past and not the present. Those who are in the workforce must allow for themselves to take varied paths that will help them grow. Today, many people do not necessary have jobs in the major they studied in college, or stay in the same field for a career lifetime. Joy Chen, of Leftover Women, began her career as a Deputy Mayor of Los Angeles, California, then became a global head hunter and finally has found success as an author.  This is not an organic path, but one filled with new obstacles and challenges – they key makings of a fulfilled career.

4. Dare to dream of goals

Sandberg was quoted as saying in Lean In, “I believe everyone should have a long-term dream”. Having a “dream job” is a perfectly normal thing to want, but Lean-In does recommend to get a dream job that you set new career goals for yourself every 18 months. These goals will help you to have immediate career goals while still learning new skills. By setting these small goals it allows for you to get one step closer to your overall dream job.

When looking at your career, it is important that you know when to take a risk, follow the path that is right for you and with the support of others learn to reach your dream goals. Only then will you be able to have the ability to move from – “I’m not ready to do that” to “I want to do that.”

Goodbye Facebook

Today, I woke up and did my usual morning routine. Roll out of bed, feed cat, roll back into bed, grab smart phone, and check Facebook. Except for today when I logged onto Facebook I had sudden realization – Facebook is not for me. I’m tired of getting ads because somehow Facebook’s back end has determined what I like or the constant changing of UI without any user testing or choice. And as it turns out I am not the only one feeling the Facebook fatigue.f_logo

According to a “recent Pew Research Center project found that 42 per cent of young adults between 18 and 29 reported spending less time on Facebook in a typical day last year than in 2011. Their age group was also the most likely to anticipate decreased use this year” (Mills par 7). Facebook is a company built on this demographic – what happens now when it’s core set of users is depleting? Is Facebook the next MySpace? (I know MySpace made a “come back” but ask yourself – do you use it?)

Many of those surveyed many said they were too busy, weren’t interested or waste of time/bad content (Van Grove par 3). The key to a good site is rich content and Facebook’s changes have caused that content quality to go down. Even busy people will check a website filled with rich content. Granted we can’t change someone who posts all about what they have been eating but Facebook can change the kinds of ads we see and how our content is received. Quality is what Facebook seems to be forgetting. If the content of Facebook doesn’t improve how can things like Facebook Home truly be successful?

The Pew study also said that many users do end up going back to Facebook after a time. As one student put it, “They’re on Facebook, you sort of have to be. But there’s a subtle guilt associated with it, or a realization that it’s not a choice. Something that’s not a choice isn’t necessarily as cool as it used to be” (Mills par 10).  Let’s hope I don’t start feeling guilty to soon.

References:

Mills, Carys. “‘Facebook fatigue’ and the aging social network | Toronto Star.” thestar.com | Toronto Star | Canada’s largest daily. N.p., n.d. Web. 23 Apr. 2013.

Van Grove, Jennifer. “Study: Facebook fatigue — it’s real | Internet & Media – CNET News.” Technology News – CNET News. N.p., n.d. Web. 23 Apr. 2013.

Trends for 2013

2013 represents a new year for not just individuals, but industries as well. In the print media industry, as we all know, things are constantly changing – so what will be the trends and changes for the industry in 2013? I give my top 5 picks in no particular order.

The Actual Practice of a Buzz Word

Cross Media Marketing – it is the buzzword that got thrown out a lot in the past couple of years in the print media industry. However, 2012 was the year when consumers really saw the applications of it come to them in full force: for example, the Chick-fil-A add campaign that blew up marketing blogs and Forbes Magazine. Chick-fil-A did this by sending out a direct mail piece to loyal customers using a PURL that drove these customers to Facebook that captured more information and received a special promotion. After that information was captured, customers could share the promotion with their Facebook friends and encourage new people to sign up. The results? Increased store activation or loyalty cards by 104% (Incubator, 2012).

From Chik-Fil-A
From Chik-Fil-A

With the success of this campaign in 2012, you can bet we will be seeing more of this in 2013.

Pantone Everything….

Pantone announced in December 2012 that Emerald green was to be the color of the year in 2013, but the presence of the company has expanded much further (Pantone.com). The popularity of the company and Pantone products really entered the market place in 2012. From the cellphone cases in Urban Outfitters to the new eye palettes just released by Sephora for 2013 – Pantone is turning into less of a color system and more of a marketing tool for larger chains. With the rise in customization in everything else, why wouldn’t someone want to have their own Pantone color just for them?

From beautezine.com
From beautezine.com

Get ready world, Pantone is no longer for print geeks, it’s for the mass market now.

Things Will Get Wider

EFI, one of the world’s leaders in wide format inkjet technology, during a showcase “highlighted the enormous potential growth opportunities in color digital printing for display graphics, predicted to grow by 20% year-on-year, and for digital label printing with 35% growth” for 2013 (Francis, par 3). As need for personalization grows even more in 2013 the use of wide format inkjet will increase. These printers allow for the single one stop shop digital system that includes finishing – an amazing addition for turnaround and those looking to get into wide format production (Francis, par 5).

From EFI
From EFI

Everyone Gets the Luxury Treatment

With the rise in digital magazines and open access to well designed publications online, one might think that the days of the printed book are over. That may only be half true. As digital publishing grows, really beautiful luxury printed books will rise. Luke O’Neill, author of the graphic design book, Computer Arts Collection, was quoted as saying “In 2013, I think there will be continued experimentation with print techniques and innovative finishes to really enhance the experience for the consumer who still likes to hold something in their hands” (Carney, par 13). Recent publications, like the graphic novel, Building Stories by Chris Ware offer just that experience to readers by incorporating multiple pieces of printed materials to make a unique story (check this book out it is AMAZING).

From Smithsonian
From Smithsonian

You Must Respond

In 2013 there is one thing everyone can count on – more digital devices. Whether it is iPhone version 55 or a new monitor, we are going to have more ways to look at cats online than ever before. That is why responsive design for media devices will become more important than ever (Qayyum, par 4). In combination with multi-touch campaigns, this trend will blend across multiple platforms.

From Creative Blog
From Creative Blog

References:

• Carney, R. (n.d.). Design trend predictions for 2013 | Design | Creative Bloq. Creative Bloq | Your daily dose of design tips and inspiration | Creative Bloq. Retrieved January 18, 2013, from http://www.creativebloq.com/design/trend-predictions-2013-11121414
• (2012). Chik-fil-A. Incubator, 3, 30.
• Francis, J. (n.d.). EFI showcases product roadmap at Connect. Print Week. Retrieved January 18, 2013, from http://www.printweek.com/news/1167385/EFI-showcases-product-roadmap-Connect/?DCMP=ILC-SEARCH
• Johnson, P. (n.d.). Chick-fil-A Introduces the Next Hot New Trend in Marketing – Forbes. Information for the World’s Business Leaders – Forbes.com. Retrieved January 18, 2013, from http://www.forbes.com/sites/philjohnson/2012/08/10/chick-fil-a-introduces-the-next-new-trend/
• Pantone. (n.d.). Pantone. Retrieved January 18, 2013, from http://www.pantone.com
• Qayyum, A. (n.d.). Six Expected Web Design Trends in 2013. Free Online Resources For Developers, Designers and Photographers @Smashing Hub. Retrieved January 18, 2013, from http://smashinghub.com/web-design-trends-in-2013.htm
• Sephora. (n.d.). Pantone Universe + Sephora. Retrieved January 17, 2013, from http://www.sephora.com

Revolutionary Textiles

Digitally printed textiles represent a faster turn around in production for clothing manufacturers world wide, but what about textiles the respond to your body temperature? Textiles like these are being to be refined and used within the garment industry. According to a recent article in Australia’s ABC news networks, textiles are being used for outdoor clothing items are treated with paraffins. “Paraffin changes its character. As you get hot it becomes more liquid and all that heat to pass out,” says Campbell. “As the body gets cold it solidifies and keeps heat back with the wearer (Catapult par 4).” These types of treated textiles can be seen in Goodnighties – a maker of pajamas for menopausal women.

An example of electronics printed into textiles.

Another really interesting avenue for textiles is the printing of electronics into the surface. “And there are a growing number of markets and applications possible, from health care (light therapy bandages and iontophoretic cosmetic skin patches) to electronic wallpaper, heated or lit clothing, and flexible solar cells for portable power (Preus par 3)”. Imagine the possibilities for third world applications for this technology.

 

 

 

References:

Goodnighties Sleepwear With Patented Ionx Fabric. (n.d.). Goodnighties Sleepwear With Patented Ionx Fabric. Retrieved October 8, 2012, from http://www.goodnighties.com/

Preus, J. (n.d.). Printing electronic circuitry – Fabric Graphics. Home – Fabric Graphics. Retrieved October 8, 2012, from http://fabricgraphicsmag.com/articles/0910

Smart fabrics – Indepth – Catapult – ABC Online. (n.d.). ABC.net.au. Retrieved October 8, 2012, from http://www.abc.net.au/catapult/indepth/s1435357.htm