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In the latest of a string of successes for my writings, my recent essay on Continuous Innovation has been posted to the RAPP Global Blog! This is directly at the "front door" for our agency worldwide, so it's a huge deal. Plus, I had the chance to work with some great people outside my regular circle here, which is just additional fun.

We wanted this version to be a little more readable and interactive than the original, so we came up with the idea of splattering it with links all over the place - making it the hyper hyperlinked remix version, if you will. Take a look at some of those links, they were half the fun in getting this done.

ESSAY: Continuous Innovation

Update: Received a wonderful comment from a user identifying themselves as the Chief Technologist for NASA at Langley, VA. Here's hoping I can help space exploration, if in some small way!

I guess I must be good at this essay thing. They had another writing contest here at work, and I decided to enter. I wasn't really looking to do anything special, just wanted to see for myself if it was a fluke: if it was possible that I could write that well again. I really figured I had no chance, because of course, they wouldn't let me win twice, right?

Well, they did.

This contest was supposed to be about "Innovation." Here's the full essay, along with the announcement email, from the same Global Strategy guy. Plus, some minor mentions from later in the year. Enjoy!

Continuous Innovation


You have two minutes to do something innnovative. 120 seconds. Go.


Can we all be honest with each other here? When you look at the results from your latest campaign and see a click-through rate of .05%, or an open rate of 1.14%, or an average time on site of 00:00:14 with a bounce rate of 85%, you're not excited. Even though these numbers may be well above standard for your client's industry, or average rates for the medium, you can't help but wonder about the majority. The ones that just didn't do what you wanted them to do.

So what happens? You get in the office the next day and flip through your Rolodex of optimization techniques, survey out a 30+ variable testing matrix that would confuse a rocket scientist, and set about to "move the needle." Brief, blow out, build and blast; you manage to make that K.P.I. look a little less S.O.L., and your client is happy to carry on doing the same thing with the same messages in a slightly better looking package. That needle's moved, but that majority? Still there.

So why doesn't this FEEL good? Why doesn't this inspire your work and infuse your day?

Why doesn't this feel Innovative?


90 seconds.


The fact is, a lot of the things we fill our day with are NOT innovative. And really, there's nothing wrong with that - great work relies completely on great execution. An excellent process or cutting-edge idea will be the inspirational equivalent of a blank sheet of paper if it isn't carried out with absolute attention to detail, timing, and budget. The world needs people that do this, and for at least some part of our lives, we all must be one of them.

The problem is we confuse Innovation with The Work. We can't block out 30 minutes on our calendar to just "Innovate." Innovation doesn't generate any discrete deliverable, follow any Visio flow chart process, or wrap itself up neatly into a revenue stream by the end of Q2. Innovation is like a rainbow: ephemeral, beautiful, and impossible to precisely predict.

But, you CAN create the right conditions for it.

Just like we all know that stormy-sunny mix that gives the best opportunity for a solar color gala, we all intrinsically know the circumstances that will foster innovation within our organizations. We know the value of those hallway conversations, the break room areas, the coffee machine (oh YES the coffee machine), the foosball table, the huge whiteboard, the iPod with noise-cancelling headphones. We know those things that don't have a direct return, the stuff that's expensed before the bottom line, the things that usually get axed when numbers need to add up.

We know what fosters innovation - we're just afraid of it.


60 seconds.


The core problem with innovation is that it is rooted in, and generated by the Unknown. We can fertilize and water the field all day long, but ultimately it is innovation that makes a seed become a plant. The fear is that you might throw all your might and resources into a singular project to foster innovative growth and... it doesn't happen. Or worse yet, you take your baby idea out of the incubator and try to introduce it to the real world and guess what? It fails.

You know what we call new ideas that succeed? Innovation.
You know what we call new ideas that don't? Failures.

Under this paradigm, it's easy to see why a project with unclear and uncertain returns would never get off the ground. It's understandable trying your hand at the tried-and-true before ever venturing off into the unknown. When the world is black and white, why would you ever want to put yourself in the red?

And that's your problem.

If you see every new venture, every weird idea, every novel concept as ultimately falling down the plinko machine into one of those two buckets, the risk is always 50-50. You're always that fixed distance away from perceived utter disaster, and you're always going to stay there.

Take a moment and think of the enormous gamut of problems you work with and attempt every day - from a way to remember to pick up the dry cleaning, to some method of resolving conflict with a co-worker, to influencing a new audience to buy your client's product.
The wrong thought is to rank these solutions the same way we would a coin flip - heads/tails, right/wrong, successful/not. We deal in a work that so tightly integrates with the human experience, that of communicating and carrying understanding of a client to groups of other humans. We play on emotion, on aspirations, on cognitive dissonance. So how can we call one idea absolutely innovative, or another absolutely a failure? How can we not appreciate the campaigns that "showed a small ROI" or "did sorta well" for what they are - learning opportunities.


30 seconds.


If asked about his greatness, Edison would tell you about the thousands of ways he discovered how NOT to make a lightbulb. Einstein would tell you about the 42 years of life BEFORE he won his Nobel Prize for Physics. Michael Jordan would tell you about the 26 times he was trusted to take the game-winning shot and MISSED. Greatness only germinates from the ashes of failure. Innovation will only spark after countless ideas are tried, tested, and most are found lacking. The world's Next Big Idea isn't sitting out on the sidewalk like a lost penny - it's hiding behind a veil of missteps, mistakes, and missed opportunities.

The clear fact is that in order to foster innovation in ourselves or in our organization, we need to create a mentality that ALLOWS for failure. We need to build into our campaign plans an aggressive process for correctly identifying results, then extracting every single bit of meaning or understanding from them - both "good" and "bad." This knowledge then needs to feed our future works. This knowledge must be immediately shared within our organization. This knowledge needs to be openly celebrated in front of our clients, to prove how we've positively built from failure and made our partners' money really worth something in the long run.

We need to innovate, or we will become irrelevant. Therefore, we need to fail, or we will never find success. And when we fail, we must intensely scrutinize the results in order to innovate.


Time's up. Did you innovate? Did you fail? How about both.

I am pleased to inform you that our writing contest winner is once again Eric Swayne. Yes, that's right. Eric Swayne. Again.



Well done Eric!



This contest focused on innovation. As direct marketers, innovation is a bit of a strange bedfellow. I mean, we typically focus on a linear approach of testing, learning and then optimizing. Innovation requires new, often lateral thinking, is often inefficient and as Eric rightly points out ...gasp...can actually require failing, maybe even repeatedly, before getting to the Promised Land. And yet now more than ever our ability to innovate as customer obsessed agents on behalf of our clients is the litmus test by which we are judged as true leaders in our space.



Traditional executions across traditional channels, nuanced by creative and offer are simply not working as well as they used to. Consumers demand more...more relevance, more experience, more inspiration, more opportunity to co-create across multiple touch points. Across channels heretofore not even considered media. To truly succeed for our clients we are going to need to be brave, pioneering and yes, perhaps even fail from time to time. Different than many the Rapp way, the way of data igniting creative experiences, of direct marketing sensibilities informing new applications across emerging channels, gives us an unfair advantage. It slides the odds of success to our favor. And I am happy to take any advantage I can get, fair or unfair, on behalf of our clients.



Take the time to read Eric's entry on risk taking, on having the courage of our convictions and on our mandate to innovate as a brand. It is inspiring. Please join me in congratulating Eric on what is quickly becoming the Swayne Writing Contest. (Actually, the entrants are presented to a panel of judges without name!) I encourage all of you to participate in the next iteration and help us crown a new champion. Not to mention win a bunch of money :-)

This next one came from the CEO of all RAPP itself. He CCed our Global President, and the President of North America:

This is really well done Eric. I’d like you, [name witheld] and [name witheld] to trim this down, add a couple of real Rapp examples of innovation and put this on the website blog. This is a very relevant topic.


Thanks Eric.

And here's the blog he was talking about: http://opinion.rapp.com/. I'm working with other amazing luminaries of the RAPP stratosphere to get this live, and I'll let you know here when it's up.

I'm still utterly amazed and honored to win this go-round. The money's nice (VERY nice), but the validation as a writer and strategic thinker is many, many times more valuable. It's mind-boggling and humbling to have a reputation throughout the world-wide stretch of RAPP. I hope I'm afforded many more chances to do this kind of free-form, blue-sky thinking.

What Do You DO, Anyway?

I've been getting a lot of questions like this, since announcing that I'd become a full-time Interactive Project Manager, and when I get that blank stare I've always had this great quote from Sports Night running through my head (emphasis mine):

You guys know who Philo Farnsworth was? He invented television. I don't mean he invented television like Uncle Milty, I mean he invented the television. In a little house in Provo, Utah. At a time when the idea of transmitting moving pictures through the air would be like me saying I've figured out a way to beam us aboard the Starship Enterprise. He was a visionary and he died broke and without fanfare. The guy I really like though was his brother-in-law, Cliff Gardner. He said to Philo, "I know everyone thinks you're crazy, but I want to be a part of this. I don't have your head for science, so I'm not gonna be much help with the design and mechanics of the invention. But it sounds like, you're gonna need glass tubes. See Philo was inventing the cathode receptor, and even though Cliff didn't know what that meant or how it worked, he'd seen Philo's drawing and he knew he was gonna need glass tubes. And since television hadn't been invented yet, it's not like you could get 'em at the local TV repair shop."I want to be a part of this", Cliff said, "and I don't have your head for science. How would it be if I taught myself to be a glassblower? And I could set up a little shop in the backyard. And I could make all the tubes you'll need for testing." There oughta be Congressional medals for people like that. I've looked over the notes you've been giving over the last year or so, and I have to say that they exhibit an almost total lack of understanding of how to get the best from talented people. You said before that for whatever reason, I seem to be able to exert authority around here. I assure you, it's not 'cause they like me. It's because they knew two minutes after I walked in the door that I'm somebody who knows how to do something. I can help. I can make glass tubes. That's what they need.

By the way, if you've never seen Sports Night you oughta get that on your Netflix list right now. William H. Macy delivers that line, and boy does he sell it.

The New Job

Well, since my wife basically called me out, I should probably get back here and blog about my new job and what's been keeping me so busy. This is a long post, but I want to tell you the whole story of what's gone on here, since there's been a lot of changes and a WHOLE lot of God working in our lives.

So as a lot of you know, I'd been working at Texas Instruments, as a contractor. And for the record, I liked it there! I liked what I was doing (because I'd basically carved out my own role), and I liked who I was working with. There were really only two things wrong with my situation: my salary was below market value, and the benefits package I was getting as a contractor wasn't near what I could get as an actual employee.

Sure, there were a lot of other factors that irked me about being a contractor. Sure, it was hard to be the Project Manager and Get People To Get Stuff Done when they were employees and I was a contractor (blue badges vs. red badges... and don't get me started on those yellow badges!). Sure, they instituted this weird policy where employees could work from home but contractors couldn't - even though we both had the same equipment and were (assumedly) both sets of trustworthy adults. One of my contractor friends and I started calling this the Chinese Water Torture - no one droplet freaks you out, but add these things up and it gets overbearing. I wasn't to that point, but I can't say it didn't factor in.

So I'd been looking, for a while. Job boards, emails, interviews - the whole bit. At one point, I got a pretty serious interview from a company offering WAY more than I was making. Only one catch: the business was right on the edge of my moral standards. A lot of other people might not have felt a moment's regret doing this kind of thing, but I did. I told them that I probably wasn't their ideal candidate. That was one of the first interviews I had in my looking process, and it really colored my experience through every other encounter with a company. Others got serious (and I even got an offer at one point), but they never were in that stratosphere. I was glad to get interviews and offers, but in the back of my mind, I was always wondering if my value was actually way up there, instead of somewhere below.

I prayed a lot about this, and my friends from my church small group know that I wrestled a lot with this. Christians, on the whole, aren't taught a lot about how to deal with Ambition. We're allowed to strive for spiritual perfection, we all know that, but what about the rest? Is it wrong for a Christian to want to succeed in their career because they believe they can? Is it wrong to use money as one of the ways you measure that success? Is it wrong for me to want my family to live more comfortably? This search for the Contentment that isn't Stagnation is still something I'm trying to figure out.

My search seemingly concluded with an offer from the startup internet company GodTube, and I was really pumped about it. After all, it's been one of my passions to investigate this realm where Christianity and Cyberspace collide, and this seemed like the perfect opportunity to do so. I accepted the offer, knowing that the benefits and vacation weren't at all as good as I wanted, but believing that God had led me here and would work that part out.

About halfway into my two-week notice in my job at TI (what one should do during that lame-duck time is probably a blog post in itself), a friend there asked me if I'd be interested in another job opportunity. He had a friend at Rapp Collins, a full-service marketing agency, and they were having a BEAR of a time finding someone to come in as an Interactive Project Manager. The pay range was higher than what I'd accepted at GodTube, and I knew from my previous jobs with Ad/Marketing agencies that their benefits were usually pretty nice, too. So after praying about it, talking about it with my wife, and getting the input of respected friends, I decided to go ahead and interview there. This was a clear example of letting God show you the way he's planned, because I knew there were some hurdles to get over to get me working somewhere else after I'd already accepted another company's offer.

The interivew at Rapp went very well, and they were completely understanding of my situation. After 24 of the more stressful hours I've ever had, they contacted me with an offer. The benefits were there, the hurdles were overcome, and the pay was even back in the range of that first job - the one that had been nagging me ever since. I accepted, and had to inform GodTube that I'd been "made an offer I couldn't refuse."

I've been at the new job for a couple of weeks now, and I'm starting to see what God had in mind when he put me here. There's a lot of chaos, and a lot of work flow processes that have been cobbled together and held by sheer manual human labor because "they've worked so far." My new boss is extremely open to automating and streamlining these things, and has given me the task of doing just that. It's like a blacksmith creating his own hammer and anvil before starting a job - you're in a better position to do a good job because you made the tools. The word is that we've got a job coming in to do a complete redesign of a local corporation's web site, and I'm gonna be the guy Getting Things Done on that.

It's been a long journey, but I'm rejuvenated by my new surroundings. I lost the opportunity to pursue this "God and The Web" passion directly, but I'm going to start a new side project on that soon - keep looking here for details. What's more, I'm getting new leads to do some freelance design work, so I'm still gonna have the chance to get my hands dirty with some code and Photoshop. God's led me a long way to get here, and I praise Him for what He's done. Here's to more blogging from a new work address.