A Bigger Voice

Part 2, Brains on Fire: Interview with Spike Jones

"People ache for the human connection."

--Spike Jones, Chief Firestarter, Brains on Fire

In Part 2 of my three-part interview with Spike Jones from Brains on Fire, we cover lots of ground, from what it takes to have a strong culture to how movements live both offline and online to how building a community is an organic process. We also touch on having fun, saving the day and being profitable. Photo by brainsonfireflicker.

Two of my key take-aways as a wisdom entrepreneur:

• A traditional entrepreneur can get caught up in the goal of making money, to the detriment of growing the business. Likewise, a wisdom entrepreneur can be so enamored with their cause that engaging and empowering kindred spirits can suffer, to the detriment of building a movement. Spike reminds me that focusing on "the other" is where it's at. Whoever is in your community, find ways to tap into their passion and co-create with them.

• Defining your brand (part of the Crystallizing phase in A Bigger Voice) and staying true to it is important, whether you are a traditional entrepreneur or a wisdom entrepreneur. Fun is part of the Brains on Fire brand and you can see it throughout their work. I especially like how it comes out in how they welcome viewers to their site.

Enjoy Part 2, which is approximately 12 minutes long.

Throughout Part 1 and 2 of this interview with Spike, I make reference to the Tequila Shots Book. You'll find that and more (including other podcasts) on the Published section of their site.

In Part 3, Spike reveals more lessons learned on building movements, including one that I found to be completely counter-intuitive. Stay tuned.

Update on Networking Naturally Program

In offering the Networking Naturally Program, I'm realizing it's become a case study for A Bigger Voice. I'm seeing how the model works "in the field." Some thoughts:

• Crystallize: It was difficult for me to develop this program, to help others learn to network better and realize the benefits of networking, until I could get to the essence of what would make this program different. Ahhh...the sweet feeling of innovation--a new solution to an old problem!  When I hit upon the idea that there are underlying principles that successful networkers use, independent of their personality and style, I tapped into my own wisdom. That led me to the name of the program, "Networking Naturally," and marketing copy that described what it is that I was offering. The stunning result has just emerged from recent activity on the participant-only blog: A Community of Givers. Participants were asked to answer the question, "What do you want help with?" It wasn't too long after the answers came in on the blog (as comments) that I could see participants giving first before asking for anything. This one of the principles of Networking Naturally.

• Build Community: There are three primary tools for building community, Marketing, Networking, and Technology. In addition, communities are built around a central question, one that is expansive enough to keep everyone engaged for a long time. The central question for the community forming around the Networking Naturally Program is, "How do I network more naturally and more effectively at the same time?"  A great question to explore as there's no quick answer. Marketing this program has shown me the wide range of tools that are now available--from email announcements to my ezine list to talking about the program on Twitter, Facebook, and LinkedIn, to postings on three blogs (all my own.) Networking has played a large part in getting the word out--via my connection to the Northwestern University Alumni Association. This is a relationship that started several years ago when I did a series of interviews with Northwestern alums for a Northwestern-sponsored career podcast. I'm learning that networking with groups that have a large distribution list can accelerate the path of a wisdom entrepreneur, by delivering a critical mass that becomes the core of the community. Technology has been the final piece of the puzzle, creating a sense of community from people coming together all over the world (literally!) to learn about networking. I set up a participant-only blog, thinking it was just a central repository for information. It's been that and more, one of the great success stories of the Networking Naturally Program. To give you a sense of the activity, in the first week alone, there were over 3000 hits on the blog. You can use Marketing, Networking, and Technolgy well and still not have a community. My colleague on A Bigger Voice, Ellen Ingraham, who served as the networking consultant during the pilot last year, has a been a wonderful partner in creating a culture of giving and role-modeling community-building skills. She's a natural at both.

• Sustain. Efforts are underway to look at how to sustain this Community of Givers, after the program ends on April 29. I purposely did not monetize as much as I could have from this first go-around on Networking Naturally Program, when community-building and giving back was really the intention. The fee for the public is $37 for all four teleseminars. 100% of the fee from those registering through Northwestern University (as a partner in marketing this program) is being donated back to Northwestern, to fund future career programs for alumni. Monetizing, to create sustainability, will come afterwards. 

There's still time to be join in--to get an inside view of community-building, as well as learn some valuable networking skills, and to connect with a community of givers. All sessions (MID-DAY and EVENING) are recorded and replays are available through May 31, 2009.  Go to www.naturalway2network.com to register.

Kim Dority, Part 4: Sustaining the Cause

Keeping in mind the mission is [to] disseminate information that helps people change their lives..., who can we work with that will allow us to move that ...mission forward?

--Kim Dority

This final part of my interview with Kim was the most illuminating part of our conversation (at least for me!) Kim talks about ways to generate revenue and stay true to your mission at the same time, the connection between accountability to the mission and being financially sustainable, and how ultimately, true financial viability is required to create change in the world.

This recording is about 12 minutes long.

Okay, one of the best quotes from Kim that I can't resist highlighting:

"Many non-profits are in the business of disseminating information...
Information is not free. If you are going to be a grown up about it, and be responsible for the long term success of being able to deliver that information, it's important... to have it be financially sustainable."

Beautifully articulated. My thanks to Kim for her wisdom and time. You can contact Kim via email, kdority [at] disaboom.com, LinkedIn, or Twitter (@gkimberly).

One final lesson. In these interviews, I feel privileged to connect with kindred spirits.  This is part of community-building. If you are a wisdom entrepreneur or starting down that path, spend time finding your kindred spirits. Help them to be more of who they are and it will create a stronger, more engaged community.

More on Three Cups of Tea

Last month, I blogged about Greg Mortenson's decades-long journey as a wisdom entrepreneur. Mortenson is the author of the best-selling book, Three Cups of Tea.

Last week, Mortenson was in the news, having received the Star of Pakistan, Pakistan's highest civil award presented by the country's president, and in our uniquely American way, being named ABC News Person of the Week.

Here's the video from the latter. It highlights very clearly Mortenson's wisdom and as a ending note, Charlie Gibson gives a nod to the sustainability of Mortenson's efforts.

Find more videos like this on www.truveo.com.

My thanks to Dave Murphy, who has been with me on my journey as a wisdom entrepreneur since the beginning (December 2007), for pointing out this video. When I am knee-deep with other stuff (e.g., launching the Networking Naturally Program), Dave brings me back to my core purpose in life--to help others turn their ideas and wisdom into a sustainable and scalable movement. Everything else is in service to that.

Etsy: E-Commerce Meets Community

Etsy, the online marketplace that connects buyers and sellers of "all things handmade," was named to the Fast Company 50, a listing of the world's most innovative companies. An interview with the CEO by Fast Company reveals the focus on community as well as commerce--profiles of Etsy sellers with personalized videos, virtual gathering places to share learning and interests, forums for niche groups to form.  An excerpt:

Fast Company: Is there a bigger idea behind Etsy?

Etsy CEO: To help people make a living by doing what they love and making things. Technology makes the first part happen because it gives people access to markets that were previously bounded by geography and other variables. But we also wanted to go back to a time when markets meant personal interaction--when you knew who you were buying from.

Financially, Etsy is doing very well. They make their money when goods are listed, sold, and promoted on the site. According to Fast Company, "it tripled its gross sales in 2008, to $90 million." It's also attracting venture capital.

Community works. And works. And works.

Three Cups of Tea

I just finished the book, Three Cups of Tea by Greg Mortenson and David Oliver Relin. Dave, my friend from Traverse City and a partner in crime on spreading the word about A Bigger Voice, had seen Mortenson speak last month at a local school.

Dave described Mortenson as an ordinary, humble man, doing extraordinary things, against all odds--a single voice that had turned an idea into a movement.  I was hooked enough to order the book.

The book is a wonderful example of how one person can make a difference and what it takes to be successful on that journey--listening more than speaking, humility, persistence, a compelling vision, an ability to create allies in unexpected places, courage, and faith. Faith that despite the lack of you name it--money, supplies, time, people--there is more than enough in the world to manifest our vision. More than enough willingness. More than enough know how. More than enough heart.

Mortenson's story reinforces the principles of A Bigger Voice:

• One voice can start a community. Starting with an idea and a promise to a village elder in Pakistan to return and build a school, Mortenson grew his community into a melange of tribal leaders, religious clerics, mountaineers, school children, taxi cab drivers, military personnel, widows, philanthropists, librarians, journalists, well, you get the idea. Just about anyone that he came into contact with who resonated with his cause became part of his community.
• Community creates stunning results. Schools that normally would take the better part of year to build came together in less than three months, with the help of villagers who embraced the vision of a place to educate their children. Religious leaders banded together to support and endorse Mortenson's work, to remove the obstacles of local village politics.
• Sustainability requires monetization. Mortenson tells about being on the edge of financial disaster, for long periods of time, even with benefactors who provided substantial donations. With the publication of a bestselling book, and a speaking schedule that is booked a year in advance, I'm guessing that monetizing is no longer an issue and that sustainability is now a reality. The point is that even with a non-profit in place, a board, and a thriving community, this work was not sustainable until Mortenson was able to create a steady revenue stream.

All entrepreneurs, not just wisdom entrepreneurs, should read this book. It has given me perspective and inspiration on my own journey with A Bigger Voice.

Why Monetizing Before Community-Building Doesn't Work for Books

I'm reading The Long Tail by Chris Anderson and this paragraph got my attention:

"In 2004, 950,000 books out of the 1.2 million tracked by Nielsen BookScan sold fewer than ninety-nine copies. Another 200,000 sold fewer than 1,000 copies. Only 25,000 sold more than 5,000 copies.  The average book in America sells about 500 copies. In other words, about 98 percent of books are noncommercial, whether they were intended that way or not."

Yowza. If you are hoping to get rich with the next New York Times bestseller, think again. Focus on community-building instead. (And then write a book that your community loves.)

1,000 True Fans

Great post by Kevin Kelly that touches on alot of what ABV is about. In ABV terms, Kelly makes the case for why technology and a community of kindred spirits is enough to monetize and make a living. The intriguing part is that he says the community doesn't need to be all that big. 1,000 True Fans---the people who love your stuff, talk about it, engage in whatever idea or product you are selling. A wonderful excerpt:

“The key challenge is that you have to maintain direct contact with your 1,000 True Fans. They are giving you their support directly. Maybe they come to your house concerts, or they are buying your DVDs from your website, or they order your prints from Pictopia. As much as possible you retain the full amount of their support. You also benefit from the direct feedback and love.

The technologies of connection and small-time manufacturing make this circle possible. Blogs and RSS feeds trickle out news, and upcoming appearances or new works. Web sites host galleries of your past work, archives of biographical information, and catalogs of paraphernalia. Diskmakers, Blurb, rapid prototyping shops, Myspace, Facebook, and the entire digital domain all conspire to make duplication and dissemination in small quantities fast, cheap and easy. You don't need a million fans to justify producing something new. A mere one thousand is sufficient.

This small circle of diehard fans, which can provide you with a living, is surrounded by concentric circles of Lesser Fans. These folks will not purchase everything you do, and may not seek out direct contact, but they will buy much of what you produce. The processes you develop to feed your True Fans will also nurture Lesser Fans. As you acquire new True Fans, you can also add many more Lesser Fans. If you keep going, you may indeed end up with millions of fans and reach a hit. I don't know of any creator who is not interested in having a million fans.”

It brought up the question of whether there's a difference between a True Fan as he describes it and a vibrant community as I describe it. I think a vibrant community encompasses both True Fans and Lesser Fans.

See this interesting post on the analysis of on-line communities. Be sure to scroll down for the start of the article as my browser shows so much white space at the top, it looks like a blank page. The author states that on-line communities have three social rings--the most densely connected inner ring sounds like Kelly's True Fans. They are the ones who "will stay and build the community....Although small, they are a powerful force of attraction."

What I gather from Kelly's post and the analysis of on-line communities is that one should focus on developing the inner ring first. Creating the true fan is the most efficient way to building a community.

Kelly also talking about new ways to monetize your community--by having them fund your next project as creator. As in "when my tip jar gets to be $1,000, I'll release the next chapter of my book."  Interesting concept.  A few pay for the benefit of the many, because they perceive that much value.

Okay, I'll stop talking about the Kelly's post. Get the full meal here.