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short thoughts

One-minute reads about communications, change + creativity in management. This is a companion site to www.sabguthrie.info

Economic growth is best understood as the rate in which firms solve problems. 20th century capitalism worked by efficiently allocating existing resources. 21st century capitalism works by efficiently creating new solutions to human... — Economic growth is best understood as the rate in which firms solve problems. 20th century capitalism worked by efficiently allocating existing resources. 21st century capitalism works by efficiently creating new solutions to human problems.
Every company is the sum of its knowledge. It has the ability to be useful to existing and potential customers.
Much company communication is stuck in SOS mode though. Sending Out Stuff. Many firms look to how they can tell their story differently through content. Instead they could do better by listening and determining how they can answer questions and solve customer problems.
In his book Youtility Jay Baer says the benchmark for content marketing should be: is this useful enough that people would actually want to pay for it?
These are short thoughts. For longer, more fully-formed thoughts covering business, public relations and change visit www.sabguthrie.info or sign up to email updates.

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This means breaching the barricades. Smashing down the walls between public relations, marketing and advertising. Learning to creatively solve problems for our clients rather than promoting our own specialities to the exclusion of others.
To achieve this we can do worse than to develop our sense of curiosity and play. Play is a kind of grounded fantasy. It’s neither completely real nor completely fantastical. When my four-and-a-half-year-old daughter plays with her younger brother in a cardboard box the box changes at their will. A boat instantly transforms into a car, or a shop or just a box to store toys.
As communicators when we have one foot in reality and the other in fantasy the tension between the two can be very productive. In fact this is the basic principle behind many creative methods.
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