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Sunday, June 3, 2007

“Alaia”: Craft

Now we have said that the last toothway to New Jerusalem had failed; and if you do not recall this matter, we will refresh you here.

And of course we have told how Hank Makeway came to the gums of Kailani Tate and cleansed them; here.

And the clarification, here, and the first tooth, here, and the error, here and here.

Now the goddess asks Hank a difficult question: how can he challenge her to assert her own great worth, when he knows—as her maker—that she hath not the strength for that assertion?

She asks him in bleakness; but his answer shall be craft. . . .

Craft

“These are Drink-Deep,” Hank says, “and Paneity.”

Under the weight of her attention, the horses shy.

“They are a transformation,” Hank says. “If you wish it. What is immured in worthlessness, in Paneity, is opened to freedom in Drink-Deep.”

The toothway goddess stares into the horses’ souls. She sees herself in wine-dark shades embedded in their fires. Their shape is internal to her own; to ride the horses’ path is to travel her own road, and enter New Jerusalem.

She gives the most tenuous murmur of consent.

Hank leads the horses to the left edge of Kailani’s mouth. He puts one hand on each of the horses’ backs.

“You may still refuse,” he tells the goddess.

She is silent.

So Hank nods. “Here,” he says.

In this process the smith takes part; horses are wise, but they have not the vision to bind a goddess to her self-conceit, nor do they have a smith’s invariance of purpose. Hank is integral to the transformation, as much a beginning and ending to the young goddess’ road as the horses or the gums.

The world twists in on itself. It rushes through him, until his skin and his teeth are alive with the waves of the horses and the goddess-mind. The knot pulls tight and the mortal consciousness of Hank Makeway dissolves to foam. Only a rootless remnant of attention remains, grasping desperately in the darkness for anything that shines.

There.

The knot pops from the thread.

Something grasps for its name, uncertain if it is horse, smith, or toothway. An intolerable pressure of ignorance builds up before at last its mind gasps, Henry.

“Henry,” he says. “Hank. Hank Makeway. I’m in the toothway. I’m . . . I just . . .”

He surges up to his feet.

“Are you all right?” he says.

“That is unfair,” says the goddess. “It is taking me rather longer to locate my name, considering.”

“I’d be widely praised,” Hank says, “by cartographers, if you’d settle for I-791.”

“I-791,” she says. “Intercity 791. Alaia.”

“Alaia Goodway,” he offers.

“Is this New Jerusalem?” she asks.

“What we usually say,” Hank says, “is that the experience shares a nomenclatural homology with New Jerusalem, but is topologically distinct; or, that is, not as such.”

Skeptically she defocuses her perception of him.

“This is knowing that you are a road to New Jerusalem,” Hank Makeway says. “This is the experience that encodes the same information as an experience that being there encodes as a place. This is being a toothway bounded by Drink-Deep and Paneity, who will remind you always that at a certain point and a certain time, we said together, ‘this toothway we have built is good.’”

“This toothway we have built,” she says. “Is good.”

For a long moment Hank simply contemplates his finished task; and there is love and joy burning in him like a fire.

Then he shakes himself free of the mood and takes up again the burdens of a smith.

The truth of the road has been defined, and the truth of its purpose; but there are three months, at least, of detailing work to go.

Hank walks up and down the ways. Flesh-Ripper plants the last teeth of the lower jaw, and Crust-Cruncher of the roof. Hank and the goddess clean and sort the threads of Kailani’s destiny and make a cavity-retardant shell for all her teeth.

Sometime near the end of this the yearning for completion becomes a wistfulness.

It is hard for a smith to let a toothway go; and harder for a toothway to surrender its smith.

But inevitably they reach the point where they can no longer find any little piece of work un-done; and with a last bittersweet polishing of the enamel, Hank Makeway declares his mission closed.

“You’re as right a road as ever made by smith,” he says.

Numinous in the mouth of Kailani Tate the goddess contemplates herself; and like the seraphim she finds it just.

“I wish we were not parting,” Alaia Goodway says. “And may Lauemford treat you well.”

There is the lightest tone of teasing in her voice, and Hank sticks out his tongue before returning to his camp.

“Want the horses?” he says.

“Crust-Cruncher,” she says, “perhaps.”

So he pats Flesh-Ripper on the neck and he sets Crust-Cruncher loose. He gathers up the material implements of his craft and he cooks his last meal in Kell’s gums.

It will be four years before the main teeth come in and the standards will call this toothway safe; but Alaia is an impatient god. The first pilgrims and daredevils are riding through before Hank’s even packed his bags.

OC Expert Interview: Lee LeFever, Common Craft

The Online Community Expert Interview is a monthly series that features Online Community thought leaders driving online community strategy and practice at their companies. This month's interview features Lee LeFever from Common Craft.

Lee LeFever, Common Craft Lee has designed, built and managed online community websites since 1999, when he founded the online community program at Solucient, LLC (a healthcare data company). In 2003 he founded Common Craft, LLC, a consulting company that specializes in Social Design for the Web (www.commoncraft.com ) . Lee was the social designer for the March of Dimes Share Your Story Online Community in 2005 (www.shareyourstory.org) and has worked on community initiatives with Boeing, Microsoft and Geffen Records among others.

You've been working in the online community space for a number of years. What major online community and collaboration trends have you seen at your company? What are you advising your clients now?

Two big things come to mind:

1) In terms of overall trends, community is a big focus in the business world - and it feels real this time. When I started working with customer communities in 1999 I spent a lot of time describing the concept and evangelizing. There was a lot of misunderstanding, doubt and nay saying. When the bubble burst it added fuel to the fire. In the last couple of years, the tools have improved, there are many exciting new models and success stories and your average Internet user has a renewed, more positive perception of community. While there is still misunderstanding, it's exciting to see renewed focus and attention in the community space. Already this year there were two well-attended conferences focusing on community (CommunityNext and Community 2.0).

2) In my experience, there is a much needed focus on the role of the community manager. Companies are starting to understand that community isn't a technology that you plug in and leave alone - it's a way of doing business that takes time and hard work. In the best success stories, there is almost always a person or small group that understands community processes, sets expectations, and balances the needs of the community and the organization. Community management is an important skill we need to develop more in the future.

Do you have examples of a few major corporations / sites doing interesting things with online communities? Who are you paying attention to?

I've been really interested in Dell's Ideastorm. I'm hearing frustration from companies that relates to filtering community "noise" into actionable and valuable data. While Ideastorm may not be a traditional community, it is an interesting experiment in enabling members to propose/promote/demote the ideas that they value the most. Of course, the onus is clearly on Dell to close the loop and react to these suggestions in a balanced way as they did recently in agreeing to ship the Linux operating system.
Another example is Ducati Motorcycles who recently moved away from a traditional marketing department in favor of working with a customer community. The quote I've seen is that the community is at the"center" of the organization's structure. At Common Craft, we're currently working with Microsoft on community-based support and I've been really impressed with their level of commitment and focus on community as a part of their future business.

What are areas of growth in corporations in the use of online communities, from an investment, feature, or member growth perspective?

I'm excited about the evolution in modes of community participation. In the past, "community" was often enabled through a message board, email list, newsgroup, etc. While these are all very useful and popular today, they are now part of a much broader set of features that enable member participation in a community. Let's face it, discussion is intimidating online and off. We can now offer members a number of ways to participate that don't have the social pressure of a discussion (but may offer a gateway to discussion).
One way to look at this is through what I call "community currency". In this case, currency means the basic unit of exchange between members. It may be discussion, or it may be photos, videos, friend lists, social bookmarks, ideas, how-tos etc. These form the foundation of exchange and a chance for trust to develop as a community gets started. Another example is the ability for members to take small actions that enable the community to be better organized or more dynamic. Examples included adding tags to content, ratings, reporting spam, bookmarking, adding friends, joining/creating groups, etc. All of these concepts are part of re-thinking what community participation really means.

What should every CEO know about online communities?

I founded Common Craft because I'm convinced that online communities will represent a competitive advantage for organizations in the future. In my version of the future, the company with the most engaged and productive community of customers wins. It's hard work to really engage customers in this way, but once the relationship is there, the potential impact on innovation, anticipation of change, product development, marketing, etc. is huge and becomes a differentiator in the market. An online community is an invitation to get these new kinds of relationships started.

Scrapbooking dads: Can the craft industry attract the men it needs?

It was 2003 when I discovered scrapbooking. I had my first baby, an event that should immediately trigger an avalanche of scrapbooking marketing, and someone in my birthing class was having a scrapbooking "party," which is exactly like a Tupperware party, but far less useful. Having a background in both newspaper design and photography, I shuddered at the sample pages -- and still ended up with a $30-a-month paper/scissor/adhesive habit.


And I was one of the lucky ones; plenty of avid scrapbooking mamas spend far more than I do, if a trip to one of my many local scrapbooking stores, or one of the half-dozen direct-selling scrapbooking franchise parties is any clue. My eyes would pop as the person ahead of me would ring up a $100 purchase -- stickers and eyelets and stamps, oh my! The industry is now a whopping $2.6 billion, experienced in what the Wall Street Journal calls a "dot-com style boom." Like any good boom though, a bust seems to be looming. Growth has slowed, partially because of the reason I stopped scrapbooking: the ridiculous over-complexity of the craft. It's not just expensive, it's hard, and to do it the way they do in Creating Keepsakes, well, I'd have to quit my job.

And there was a key word in that last paragraph -- mamas. Though many women without kids are into scrapbooking (I can't tell you the number of wedding planning albums I've flipped through in the past five years), the papas are few and far between. I remember the host of that first scrapbooking party I attended, tittering that there were two men at her recent conference! It was attended by thousands of women. And two men.

Yep. Dads are in scrapbooks. They don't do scrapbooks.

But the scrapbooking industry has reached the natural end of its growth if it doesn't look to new markets -- in other words, the other half of the country. Men. Obviously (I can just feel the scrapbooking stuff-pushers saying to themselves), it's the cutesy animal stickers and surfeit of ribbons and ruffles and zigzag scissors that put men off... all we need is some tractors, some Army stuff, and we'll be good to go. Right?

Umm, wrong. I could have told you that. Though there will always be a few men brave enough to be in the spotlight at, umm, the Bayou Scrappin' convention, scrapbooking is not a build-it-and-they-will-come industry. No, oh no. Certainly my husband loves to organize our family photos and his favorite memories from high school wrestling in albums. But no matter how many sheets of camouflage-patterned cardstock they carry, he's never going to set foot in The Scrapdragon.

A few smart souls have clued into the impossibility of men embracing floral-handled eyelet hammers and have begun to offer custom scrapbooking services; $10 a page, plus materials, seems to be a common rate. This may be the niche the industry will have to stick with, as the boom does not appear to be materializing.

As for me, I was lucky: a year after I started scrapbooking, I developed a blogging and knitting obsession that cured me of the expensive hobby. Now I spend $100 a month on yarn and knitting needles but -- and here's the rub -- I can use my output! And maybe that, in and of itself, is why men will never become big clients of scrapbooking companies. They're into useful arts, and scrapbooking (especially given the much greater ease of online journaling) just ain't that useful.

Librarian’s place

Craft Warnings

Gossamer rain enveiling night
(Earth’s latest circuit nearly closed) just might
Mean more than weathermen surmise,
The questing man reasons as he plies
Narrow streets. Christmas being nigh,
Adorning lights fill in for stars on high
And salve the rawness in the air.
“Weather weaves a moody tale,” declares
The questing man, who in his heart compares
The spray of rain with memories grown faint,
Yet dampening the spirit with a plaint
Of longing. “The soul’s the instrument
Records the massive fronts of sentiment
Aroused when skies delight or tempests rage,
Those never forecast on the weather page.”
-Frank Wilson