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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

Curmudgeons Corner

Thursday, May 31, 2007

Robot Guy has an analysis of the current space effort entitled "Why Do Space At All." The analysis contains all of the usual complaints about NASA. It is bureaucratic. It wastes money. It is not using the right hardware to go back to the Moon.

The first two complaints are certainly true, but I think irrelevant. The third is debatable (and indeed is being debated ad infinitum, ad nauseum.)

Any government agency tasked with doing anything is going to be bureaucratic and waste money. It is in their nature. Complaining about that fact is sort of like complaining that a Bengal tiger tends to maul and eat other living creatures. The trick is not to wish that NASA did not behave like a government agency, but to find ways to reduce those bureaucratic and wasteful tendencies as much as possible.

Providing focus on a single mission, which the Vision for Space Exploration tries to do is one way. Encouraging innovative programs, such as COTS and the Centennial Challenges is another.

Balancing out NASA's bureaucratic and wasteful ways is that it has access to far more money than any private business could realistically have. A lot can be done with 16, 17, 18 billion a year, even considering NASA's infrastructure needs.

That leads us to the third complaint and there I am in the midst of a puzzlement as to why it persists. Despite the hyper ventilation from certain quarters, there seems to be no evidence that the Orion/Ares approach is so dysfunctional that it is bound to fail. Is it the absolute best way to get back to the Moon? Define "best."

In the best of all possible universes, with no budgetary and political constraints, it probably isn't. But we don't live in that universe; we live in ours. So we have to make do.

And, really, isn't complaining about Orion/Ares sort of like complaining to President Jefferson that Lewis and Clarke were not going to get to the Pacific is the best possible way. It would be inconceivable two hundred years ago to suggest that the best way to cross the Louisiana Purchase would be to walk and paddle about in collapsible boats (which had all sorts of problems that would sound familiar to rocket scientists today.) But the answer would not be to hold Lewis and Clark back while we argue over methods.

The first mass migration to the American West took place using Conestoga wagons. But the really interesting fact is that most people who went west in the 19th Century took the train. Neither technology was directly the result of the Lewis and Clark Expedition. But their exploration did show that the West was worth going to, worth settling.

I suspect that is what will happen with VSE. Most people in this century will not migrate to space because of any transportation technology developed by VSE. But because those future astronauts will have explored the Moon, Mars, and asteroids, discovering resources that will enrich our species, those that follow will develop the means to get at those resources cheaply and reliably. A lunar base will serve as a destination, given a lunar COTS program especially, for those inventive folks who want to go back to the Moon on their own dime.

It is therefore not NASA's job to build the rockets (or space elevator) that will get you beyond the Earth. That is your job. I suggest getting to it.

Conference countdown



The New Craft Future Voices conference is due to open in just over one month. It offers the opportunity to hear prominent international keynote speakers that include Paul Greenhalgh, Bruce Metcalf, Joruun Veiteberg, Marie O'Mahony and Sandra Alfoldy.

This will be the first craft conference to fully integrate theory and practice. Alongside a conference programme that includes over 50 papers from academic researchers and practitioners, there is a major international exhibition that showcases 26 exhibit proposals from seven countries, and represents a total of 37 practitioners and over 70 pieces of work. Digital, Radical, Innovative, Fine and Process - the exhibition exposes a diversity of activities within the crafts and takes stock of its fast changing cultural and creative role. Attendees will also receive a fully published set of conference proceedings. There is still the opportunity to register for the conference by visiting the conference website.

If you are attending, we wish to hear from you. Our intention is to develop a rich discourse around the future of craft. So, leave a comment here that addresses one or all of these questions:
  • What will you be bringing to the conference?
  • What are the key questions on the future of craft you want to raise?
  • What are the priorities for the future of craft?
  • How can we better develop an international craft research community?

Red Hat crafts new OS for the small and poor

Summit Between 9 a.m. and noon, Red Hat developed a new desktop operating system strategy.

CEO Matthew Szulik and CTO Brain Stevens spent much of their morning time in front of Red Hat Summit attendees here dropping vague hints about a new desktop OS. The executives, however, refused to answer any specific questions. Instead, they talked in lofty terms about shipping a desktop as a service, creating a "new paradigm" in the process.

Click here to find out more!

In reality, Red Hat's latest desktop play isn't new or cutting edge at all. The software maker will work with Intel's white box business to pre-install something called Red Hat Global Desktop on PCs and notebooks. The software/hardware pairing will be aimed at small businesses and governments in developing countries, primarily those in Asia, South America and Africa.

Let's be very clear here. Most of you reading about Red Hat Global Desktop will not be able to get the software in its refined form. Red Hat has no plans at this time to ship systems with the OS to North America or Europe. Those countries that do receive the OS will only see it on a most limited number of Intel-based systems.

At its core, Red Hat Global Desktop is a trimmed down version of Red Hat Enterprise Linux Desktop 5 – a product aimed at corporate workstation users. The thinner OS has close to 700 applications where RHEL D5 has close to 1,500. Red Hat Global Desktop will also run on lower-end, cheaper systems and have a two-year support cycle instead of the seven-year support on RHEL D5.

Red Hat plans to release a new version of Global Desktop every year.

"The whole thing is about speeding new features and innovation," said Gerry Riveros, a marketing manager at Red Hat, during a press conference.

Red Hat will have to work very fast to ship the features it promised earlier in the day.

For example, CTO Stevens talked about shipping Google Docs-style applications for Red Hat that are web- as opposed to client-based. The executive also talked up a revamped GUI for desktop operating systems.

"(Global Desktop) will evolve into all the stuff (Stevens) is talking about," Riveros said.

Red Hat's message, however, is more than confusing.

Time and again, executives derided the notion of "shipping another Windows clone." That old desktop model is dead, they said.

But, when asked about what Global Desktop will look like, Riveros said, "It's the same desktop that you and I are used to."

Red Hat's orchestration of the Global Desktop reveal proved odd as well. As mentioned, company executives refused to answer desktop Linux questions during the morning sessions simply because they wanted to announce Global Desktop at noon. Three hours passed and then the company rolled Stevens out once again – this time giving him permission to respond to reporters' queries.

Red Hat remains cagey about the pricing details for Global Desktop. It won’t say how much OEMs are paying for the software until it ships with products in July.

Red Hat's attack here proves far more limited than, say, Canonical's recent move securing Dell as a distributor of Ubuntu on PCs and laptops. Dell and Canonical seem willing to throw Linux at a broader set of consumers and business customers than Red Hat.

You can, of course, special order Red Hat Linux for Dell boxes. But Red Hat still isn't willing to try and team with a major OEM to mass market a really fantastic version of Linux attractive to a wider audience.

Red Hat has done and abandoned the consumer Linux thing before. This time around, a very limited set of customers will see a trimmed down OS on systems from white box makers. For the rest of us, it's a waiting game.

You'll have to wait to see Red Hat expand the program to other countries, so that the, er, Global Desktop becomes global. You'll also have to wait for Red Hat to craft something that really isn't a traditional desktop clone. ®

Craft in America, Pt. 2


Did you catch it?

I settled into to watch the 3 hour airing of CRAFT IN AMERICA, ready be inspired and educated. I was not disappointed. I love to watch artists working! I love to hear them talk about their process. I want to know what drew them to a specific craft. For three hours I felt like I was sitting at the feet of these artists, drinking in their lives.

It was wonderful.

It is the best part of my job here as CE for hobbies. Many professional craftspersons and artists reject the category when listing their blogs here, yet there are many bloggers who began their craft blogs as hobbyists and have grown to professionals in part because of their blogs. They build community online, support each other and regularly give us glimpses of their process.

And I "have to" read their words to share them with you. I tell ya, sometimes life is hard.

Among my favorite "process sharing" craft bloggers:

Sharon B's In A Minute Ago shares everything one might wish to know about embroidery and bead embellishment.

Melody Johnson's FiberMania. When asked once why she doesn't write a book, she explained she has a blog!!

I have explained how to fuse, how I make patterns, how I dye, how to do the Escape Hatch Finish, how I knit, and how I paint and of course how I party. You don’t get menus and Mexican recipes in a quilt book, do you?

What would I put in a book that I haven’t tried to blog?

Posie Gets Cozy. Gorgeous photos, charming writing and super cute clothes!

Sonji Hunt has wonderfully visual art, a blog full of bubbly run on sentences and tutorials for many of her techniques.

not martha. A fun blog.. a entire catagory of "how to make stuff"!

Whip Up. Brilliant.

While I'm at it, I'm going to add one that's new-to-me and new-to-BlogHer. Noell Hyman produces Paperclipping. It's a Scrapbooking Video Podcast. Hmm.. I normally download podcasts to my chocolate phone and listen to them at the gym. Will have to see if I can watch this in a similar way!

Debra Roby blogs her art at A Stitch in Time and her life at Deb's Daily Distractions .

Craft in America: Community (part 3) - LIVE BLOG

One more hour to go in this blogging marathon! -- Part 3 of Craft in America: Community.

I may write up some final notes tomorrow after I've had a chance to digest it all. But first, Part 3...

The intro for this final part includes someone saying that it's "important to pass down traditions so people can know who they are and where they're from." I've never connected with this idea; it has always struck me as contrived and nostalgic. But perhaps this is because I'm from the dominant culture in this country, and not living in a diaspora. Or maybe I do relate to it -- I mean, how precious to me are my mugs and bowls made by potters years ago in my hometown? Perhaps I covet them because they remind me of who I am and where I'm from...?

Ah! Finally someone acknowledging that nothing is made by one artist alone, that it's also about influences around you. Another person cites Ellen Disanyake's theory of homo faber, that we are beings hard wired to making art. And the idea that making art, creating things, is the glue that holds us all together. "Crafts connect us to other times, other places, other people. How do objects hold us together?" That's the question setting off this section. Sounds more promising now...

Mississippi Cultural Crossroads brings together quiltmakers from different backgrounds who can come be together, talk, and escape into their work, finding reprise from life's difficulties. Women working as a group on a single quilt is a long tradition, but in a place with a long history of segregation, this place is breaking the mold. The string quilts are most amazing, made from tiny scraps and bits of material left over from making other things. The idea "how far can a needle carry you." The phenomenon of the AIDS quilt. There's too much to relay about this rich segment. Quiltmaking very well be one of the most sublime craft forms there are -- so endlessly flexible, expressive, and powerful. There is nothing simple about them!

Digging further into the idea of community, the film talks about schools and centers devoted to craft that emerged during the Arts and Crafts movement. The Penland School of Crafts is first, and the film runs through its creation story. The school has spawned dozens, if not hundreds, of studios where craftspeople, many former residents of Penland who like being part of a community, make all manner of work. One artist describes living around Penland as "cooperative competition," where everyone is pushed to do their best by the friendly force of the thriving community.

Sarah Jaeger is "the village potter" of Helena, Montana, and people seem to flock to her studio and showroom to buy work for their home. Her story is one I'm personally familiar with, not because I know her, but because the first craftspeople I knew growing up were "the village potters." She speaks of loving sitting around a table eating and talking, and how pots are integral to that. For some time, Jaeger worked at the Archie Bray Foundation where her day to day conversations with other residents provided a huge amount of influence and understanding. She aspires to "that elegant, folky thing," making work that is useful and beautiful.

Pilchuck Glass School is next, with Dale Chihuly telling the creation story. The narrator explains that unlike other craft forms, glass was something usually done in factories until fairly recently when the Studio Glass Movement emerged around 1970 in Washington state. Glass work is often necessarily communal, as for most glassmaking techniques it takes more than one person to make work. This segment offers great film of numbers of people making glass art in a big hotshop all at once.

Denise Wallace, jeweler, is next, reiterating that there's always a human desire to adorn and beautify, as we've heard a number of others say. As a descendant from an Alaskan native tribe whose parents focused on assimilating into American culture, she felt compelled to revisit her ancestral roots in her work, and to keep things going, keep traditions alive.

Donna Look uses birch bark from live trees to make stunning woven and sewn forms. Though not made to be used in a utilitarian way, they might be considered baskets. Ken Loeber, Donna's husband, is a jewelry maker. They collaborate to do a production line of jewelry. Even though he recently suffered a stroke, he still works in the studio and they have not had to stop their businesses. The couple's son also helps in the studio. It's like the family is its own craft community. They also received support from CERF while Ken was in the hospital. This segment is really about the larger craft community supporting each other without even really knowing each other.

Next we go to the Smithsonian Craft Show, where artists enjoy seeing each other's work and meeting each other. There's a great amount of support and care going on here. I think this activation of the community happens at all kinds of craft shows around the country.

The need for community, the need for support and understanding, and the need to be expressive -- these are the themes of this Community section. There are not big proclamations at the end. It just settles out on a nice even tone. I feel like I've seen some beautiful work, and it's a great record to have of these craftspeople. I haven't necessarily seen anything eye-opening or new. But it has been pleasant to watch, and I'm sure viewers will have enjoyed this program

Ten Ways We Ruined Multichannel Marketing

Multichannel Marketing used to be called "Direct Marketing". Those were heady times. Now, we've ruined our once-promising method of selling to consumers and businesses. Let's look at ten ways we ruined what we now call "Multichannel Marketing".

Number 10 = E-Mail And RSS: There was an inflection point in the late 1990s, when e-mail could have been saved, and one in 2004 where RSS could have been saved. We stood by and watched. What would have been nice is the creation of a marketable, non-geeky, non-technical solution that the customer could have pulled into her inbox. Obviously, that solution is RSS. But who trusts a three-letter acronym that has no meaning to anybody? Allegedly, we're brilliant marketers. But we couldn't market a technology that allows the customer to pull whatever she wants into a secure, trusted inbox folder, without interference from twenty-four spam-based messages. E-mail and RSS could have replaced direct mail as the best way to drive volume, had they been managed differently. We failed.

Number 9 = Short Term Focus: Ignore the pointless arguments about whether lifetime value should sit at the "C-Level" table. Once you've sat at the "C-Level" table, you'll find it isn't very glamorous. We do almost everything to drive business today. We gear most of our marketing measurement around how an e-mail campaign did at driving click-thru rates over a twelve hour period of time, or how a search term drove conversion during a session. Our management teams are given incentives to increase sales and profit today --- incentives that far exceed their actual contributions.

Number 8 = Integration: We were told that we had to align marketing and merchandising across channels, because the customer demanded it. Did your customer demand it, or did you read this in a $279 research report? If the latter is true, who benefits, the customer, or the one producing the $279 research report? We made huge mistakes aligning our marketing and merchandising. First, in order to align these areas, we realized we didn't have the systems infrastructure to align areas properly. Second, putting the systems infrastructure in place to meet this vision requires money --- so instead of investing in the customer, we invest in a systems infrastructure, benefiting vendors. Third, to align marketing, we made compromises that homogenize marketing, lowering response within any one channel.

Number 7 = Shipping: We butchered shipping and handling. We charged our customers $16.95 for a service that they can employ UPS to do for $10.95. Customers aren't dumb, they know they are being gouged. Worse, we offered customers free shipping, charging them nothing for a service they can employ UPS to do for $10.95. We trained the customer that charges for shipping are evil. We trained the customer to expect to receive merchandise for free, though it may be unprofitable at the scale of business we manage. Why didn't we train the customer to expect to receive merchandise for $5, or $7? Why didn't we build an equitable partnership with our customers?

Number 6 = Career Development: Who is training tomorrow's multichannel leaders? By default, our merchandisers are taking control of the future of multichannel marketing. Merchandisers have to sell products across all channels. They learned how to do this without having the systems infrastructure to be effective. While everybody else defended their own turf, becoming experts at managing a niche, merchants became the rulers of the roost. It will be a decade before anybody else has the multichannel knowledge and experience to rival our merchandising co-workers. Why can't I buy a $279 research report on how to manage career development in a multichannel marketing environment?

Number 5 = Channel Dominance: If you worked for a company that has a catalog channel, an online channel, and a retail channel, you know what I am talking about. Dell is about to learn all about channel dominance. Dell will learn that customers who are given a choice between buying something online or in a retail setting will inevitably migrate to the retail setting. Over time, this mitigates all of the advantages of the direct-to-consumer channel. The dominant channel, and the sales rhythm of the dominant channel, require the other channels to "support" it. Anytime one channel "supports" another, it becomes compromised. Why do you think Macy's, Neiman Marcus and Nordstrom are in an arms race to build-out their online infrastructure? Each business wants to use the online channel to "support" their store channel. Anytime the online/catalog channel "supports" stores, sales in the "support" channel suffer, degrading the potential of multichannel marketing. Eventually, the catalog becomes a "brand advertising" tool. Eventually, the online channel becomes a "dictionary" or "encyclopedia" used by the customer to purchase store product. Eventually, "direct marketing" as an art/craft is compromised, unrecognizable.

Number 4 = Marketing's Digital Divide: What a waste. Catalogers honed their craft over more than a hundred years. Then online marketers invented a craft over a decade. Brands use both tools to grow sales. But the skillsets used in each craft are different, and we haven't cross-pollinated folks how to work with both crafts. Go to a NEMOA or Catalog conference, and you'll bask in the knowledge of a generation of catalog experts who are in their 40s, 50s and 60s. Go to any online-based conference out west, and you'll bask in the energy of a generation of online marketing experts who are in their 20s, 30s and 40s. Different channels, different tools, different generations, different mindsets, same objective. It could have been different, had the dot-com explosion of a decade ago not divided all of us so much.

Number 3 = Profit: The all-mighty quest to achieve 6.9% pre-tax profit instead of 6.2% pre-tax profit, to drive "shareholder value", causes us to make decisions that look good in the short-term. We send remails of catalogs, wrapping a new cover and back page around the same creative, hoping our customers won't notice. Private equity buys numerous companies, integrates backend and management operations to reduce expense, and then cross-pollinates the housefiles of each company to save on rental/exchange/co-op expenses (I lived through a version of this at Eddie Bauer). Circulation teams outsource the most vital part of their business, customer management, to a random statistician at a compiled list vendor. We ship merchandise overseas to be assembled, then ship it back here, all to lower cost of goods by a dollar a unit. Then we grumble when the worker in Indiana who used to have a job can no longer afford our product because her job was "outsourced" by our very-own company. We farm out call-center activities overseas. How does the customer benefit from all of these activities, long-term?

Number 2 = Google: Multichannel Marketing is doomed to fail in a Google-dominated world. The very thing Google gives us as customers, the very thing we love (relevant choice), is what will destroy the businesses we manage. Today, we love it that Google drives 20% of our website traffic. Once online growth stops, and Google makes changes for no good reason that reduce our traffic from 20% to 14%, what is our recourse? That's the kind of change that gets an Executive fired. That's the kind of change that turns a 6.2% pre-tax profit business into a break-even pre-tax profit business. That's the kind of change that causes you to lay-off your online marketing analyst. That's the kind of power that Google holds over you --- you just don't see it today, because your online volume is growing year-over-year at acceptable rates.

Number 1 = The Punditocracy: There's a reason that some conferences lock vendors out of sessions. Everywhere you turn, some pundit is telling you what you must do to succeed, is telling you why you are a failure, it beating the living daylights out of the failure of a "brand". All too often, what they tell you to do requires you to purchase their services. All too often, this strategy creates financial and emotional benefit for the punditocracy, not for your business, not for your customer. The punditocracy hijack all relevant trends, turning them into "solutions" for your brand failures. If all of these "solutions" are so fantastic "in today's multichannel world", how come businesses aren't rolling in profit? The punditocracy pushes us toward their vision of the future, not toward a vision of what our customer wants from us. Our failure to shut out the punditocracy, to trust organizations not truly doing things in our best interest, to trust somebody with a "solution" over our own gut instinct, is causing us to lose control over our businesses, to lose control over the expense structure of our business, and to provide a homogenized "solution" to our customers.

DIY portable Skype phone utilizes cordless junker

We've know the Skype tinkerers are out there, and while we caught wind of a DIY cordless Skype phone project about two years ago, we think it's about time for some fresh efforts to surface. Thankfully, we're apparently not alone in those sentiments, as the crafty gurus at Instructables have devised an (admittedly iffy) way to morph a nearly-useless cordless landline telephone into one of the "portable Skype" variety. Essentially, all you need is a traditional cordless phone that you don't mind destroying, a soldering iron (and subsequently, a steady hand), a few 3.5-millimeter cables, and a dash of luck. Although there seems to be a bit too much risk involved in this hack-job for us, we certainly wouldn't mind any of you engineering folks to give it a go and see what turns out, but be sure to read through the fine print -- we're pretty sure "electrical shock" and "going up an smoke" are both byproducts of bad karma mixed in with this concoction.

Julia Louis-Dreyfus Talks Craft, Career & Yada, Yada, Yada On 'Inside The Actors Studio,' Monday, June 4

Bravo's "Inside the Actor's Studio" welcomes Emmy, Golden Globe, Screen Actors Guild and American Comedy Award winner Julia Louis-Dreyfus to the stage on Monday, June 4 at 8 PM ET/PT. Host James Lipton takes an in-depth look into the comedic actresses life, career and yada yada yada...

During her wide-ranging interview with Lipton, Louis-Dreyfus reveals what life was like as a cast member on "Saturday Night Live," her experiences on "Seinfeld" and her success after living with the "Seinfeld Curse," among other topics. Following are excerpts from the interview.

ON "SATURDAY NIGHT LIVE:"

"I did a show called 'The Practical Theater's Golden 50th Anniversary Jubilee,' and we were a really big hit. The producers from 'SNL' came and saw the show. Like those weird stories you hear, they came backstage, and they said, 'we want you to be in the cast of 'SNL,'' and I said, 'yeah, sure.'"

ON HOW "SEINFELD" CAME TO HER:

"I got four scripts delivered to my house for this show called 'The Seinfeld Chronicles,' written by my friend Larry David. I read the scripts, and they were fantastic. They were completely different from anything that was on television right thenSo I went in, and I met Jerry. I didn't know him at all, and we sat down, I remember he was eating a bowl of cereal, and we talked for a while."

ON ONE OF HER FAVORITE "SEINFELD" MOMENTS IN "THE NIP" EPISODE

"One of my most favorite things that we came up with was when George says to me, 'you didn't send me a Christmas card?' and I say, 'Oh, you want a Christmas card? You want a Christmas card?' and I grab his head, and I go, 'here is your Christmas card.' (Motions rubbing George's head in Elaine's breasts).

ON "SEINFELD" CO-STAR SEINFELD AND CREATOR LARRY DAVID:

"Jerry is very singularly focused on his comedy, and very calm in the center sometimes of some major storms. Larry was much more anxious and hysterical."

ON ELAINE'S FAMOUS DANCE MOVES:

"It was hard to do from a humiliation point of view."

ON FILMING THE LAST EPISODE OF "SEINFELD:"

"It was incredibly emotional in a way which is hilarious, because we were so smug about loving each otherIn fact we would always get together in a huddle, before we did every show and, in that huddle Jerry began to cry, which caught us all off guard, I of course totally lost it."

ON "THE NEW ADVENTURES OF OLD CHRISTINE:"

"I was trying to develop a show and I thought, well, what do I know? What comes to me sort of naturallyAnd I thought, oh yes, of course, motherhood. I've got to do a real show about being a mom."

Craft Caucus

History was made last week as a new Congressional Caucus for America's small brewers held its inaugural meeting Tuesday, May 15 in Washington, D.C. The timing of the inaugural meeting was ideal as it was held just prior to the official "American Craft Beer Week" reception held on Capitol Hill by the Brewers Association.

The House Small Brewers Caucus, co-chaired by U.S. Representatives Peter DeFazio (D-Oregon) and Greg Walden (R-Oregon), is currently composed of 34 Members of Congress who share an interest in the issues of importance to America's small brewers.

Brewers Association Board of Directors who were in Washington that day to participate in the American Craft Beer Week celebration, listened as Congressman Walden stated that the primary mission of the Caucus is to provide an interactive opportunity to learn about the dynamics of running a small business as a brewery, the brewing process itself and the quality and value of the beer and brewing activities.

Several other Congressmen also in attendance spoke briefly to the group, among them Congressman DeFazio who is himself a homebrewer and a primary sponsor and leader in the successful effort to pass House Resolution 753 of 2006 commending American craft brewers and recognizing the first American Craft Beer Week.

"The fact that Members of Congress recognize the unique place small brewers and craft beer have in our society, is extremely gratifying and important," said Brewers Association President Charlie Papazian, also in attendance at the meeting. "There is a very real danger that the voice of the small members of the brewing community may not be heard over that of its larger brethren, so a group of legislators bound by a common interest in the history, tradition and excitement that are hallmarks of today's small brewers, should help ensure our issues get fair consideration."

For more information on the Caucus, please visit the official web site http://walden.house.gov/smallbrewers/pages/home.html.

Immediately following the Caucus meeting, the doors of the House Agriculture Committee Hearing Room were thrown open to welcome Members of Congress, Congressional staffers and specially invited guests to one of the most unique receptions in the nation's capital.

Only in its second year, the American Craft Beer Week Reception is an extremely popular Capitol Hill event. With attendance close to double last year's tally, it's clear that craft beer's popularity is on the rise on the Hill. Attendees are provided with a program of suggested beer and food pairings and are then free to explore the brewing landscape and follow their tastes in creating their own beer and food combinations. Twenty-three craft breweries provided beer for the reception, allowing attendees to choose between 19 distinct styles, all complementing a selection of artisan cheeses and chocolates on-hand.

Thatching revival rescues ancient craft

From the Telegraph: Thatching revival rescues ancient craft.

A boom in demand for thatched roofs has rescued the centuries-old English craft of reed-cutting from the brink of extinction.

New schemes have been launched to begin harvesting reeds commercially in wetlands across Britain and a new generation of apprentices is learning the ancient trade to meet the soaring requirements of the thatching industry,

Video Game Craft Goodness

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Alice over at Wonderland is the queen of finding video game related crafts and we love her for that. (Well, that and many other reasons) Now she's found some more great perler bead items including these great classic Zelda fridge magnets. On a closer look at the Etsy artist the magnets cam from, I also found the Mario Mushroom magnets and the Pokeball coasters. Also included on the page are a Goombah and a Toad fridge magnet. They are all available for a nominal fee and are hand made, one of a kind items. Add to that free shipping and you've got yourself a sweet piece of custom game art.

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CBR 77: 2nd Anniversary

As we begin our third year, we decide to go for broke and test our mettle with a super-sized show dedicated to brewing excellence. A special guest returns to help us soak up the alcohol of some big, powerful beers.

Beers:

Links:

Ranking:

  • Greg - 1. Dark Lord, 2. Speedway, 3. Woody IPA, 4. Woody Creek Wit, 5. Smoked Lager 6. Super Duper Dog 7. Bud
  • Jeff - 1. Speedway, 2. Dark Lord, 3. Woody Creek Wit, 4. Woody IPA, 5. Super Duper Dog, 6. Smoked Lager, 7. Bud
  • Aron - 1. Speedway, 2. Woody IPA, 3. Woody Creek Wit, 4. Dark Lord, 5. Super Duper Dog, 6. Smoked Lager, 7. Bud