Lately I've been telling people that I'm interested in interactive communication. They don't know what that means, or at least what I mean. Here it is: Interactive Communication is mass communication that is responsive on an individual level. It not only allows a user to navigate, but also guides and directs users to help them reach their goals. It applies operations theories to information to efficiently bring understanding to the person interacting. The end goal of this communication should be to connect people with people for business transactions or education or enjoyment. To have guided someone through an E-commerce experience, for example, and then to leave them only the opportunity to say, "I'll trade for that" is to throw away the potential for a customer relationship. Communication should be a two way experience. Input must be received in as human a way as possible. With language, with sound, with video, with expression. The more we can use technology to bring together interested parties the better. The more abject technology makes our experience the quicker we commoditize, and essentially cannibalize, our source of greatest fulfillment in life- the human touch.

What Do You Stand For?

April 12, 2006

Big MooI’ve been reading “The Big Moo” edited by Seth Godin. It’s a “collaboration of 33 of the world’s smartest business thinkers”. The articles are not credited to individual authors so I’m not sure who made this point, but one chapter asks the question, “What do you stand for?” The author sites the example of Bruce Katz who started the walking lifestyle movement. Through standing for something bigger than his product, Rockport shoes, he was able to not only grow to a $200,000,000 company in just a few years- he had a great impact on the healthy lifestyles of a large group of people.

I’ve considered what I think my “big moo” or category altering proposition should be and I think I’ve found it. I am passionate about ‘understanding’. I subtitled my blog with the word ‘truth’ which some may see as a bit wierd. But at a core this is what makes me tick- the pursuit of truth and understanding. Can this go hand in hand with branding and interactive communication? I think it should.