Do I have your attention?

I think a lot about attention.

I mean like a lot.

Generating attention.

Securing attention.

Accepting attention.

Regenerating attention.

I think about attention for my clients and my projects.

Attention is something all entrepreneurs and thought leaders know they need to be successful, impactful, and fruitful.

Understanding culture has been a useful tool for attention gathering.

Often entrepreneurs and thought leaders over-index on tactics and tools and don't consider strategy and organization as so necessary - especially as it relates to culture.

Sure you can change culture, but to make the change, it will be expensive, extensive, and exhaustive - far better to embrace culture ticks and execute accordingly.

Culture can be relative to target audiences.

The relativity of culture makes the understanding, the appreciating, and the accepting of this invisible essence so necessary to take your concept from zero to one.

To be successful, it takes introspection, experimentation, and a willingness to embrace culture if you want to reach that loyal consumer who's perfect for your product, service, or idea.

Embracing culture can set you on a path propelling your business or idea forward.

Enjoy the ride + plan accordingly.

-Marc

Marc A. Ross is the founder of Brigadoon and specializes in thought leader communications and global public affairs for senior executives working at the intersection of globalization, disruption, and politics.

Ross Rant: Let's communicate like it's 1979

Ross Rant March 2018.png

Going back forty years, communications was pretty easy.

The communications environment was simple - it was one to many.

If you wanted the world to pay attention back then, you secured time on one of the few platforms that ensured your message would be broadcasted to the masses.

Today, such mass broadcast opportunities are infrequent. The communications environment is not so easy.

I count at least 27 different platforms which provide tools to communicate.

Tools which frankly make it more difficult for the communicator. Such abundance of tools causes strategic paralysis and organization failure due to rapid springing to the latest shiny object.

The world has changed. Get over it.

As communicators, it is true you now have to play on all these different platforms because it's doesn't matter what you prefer.

It matters what your audience prefers. 

It matters where your audience is seeking information.

It matters how your audience is processing information.

It matters when your audience is accepting information.

To succeed in this new communications environment, focusing on strategy and organization more and tactics less will be fruitful.

Tactics will change. Get over it.

In any given week you will hear it is SEO, Instagram is next, podcasts for sure, and most certainly email. 

Who knows which is correct, it doesn't matter.

Tactics come and go.

Tools come and go.

If you buy a drill at the hardware store, you are not purchasing a drill. You are purchasing a hole.

A hole which you can make from numerous tools, it just so happens that a drill is the best tool currently for the task.

Seeing a communication platform as a tool and just one of many solutions is essential.

Seeing tools for what they are and realizing the importance of strategy and organization as a means to better execution of tactics is essential.

You'll find the right tools to engage your audience, but without adequately identifying the strategy and without adequately setting the organization, your communications won't be as successful in 2019.

-Marc

Marc A. Ross is the founder of Brigadoon and specializes in thought leader communications and global public affairs for executives working at the intersection of globalization, disruption, and politics. 

Brigadoon Weekly: 1979, Logos, Behavioral Economics, Longevity, Growth Marketing

Brigadoon Weekly Aug 2018.png

1979, Logos, Behavioral Economics, Longevity, Growth Marketing 

Brigadoon Weekly
January 27, 2018
Curation and commentary from 
Marc A. Ross

Reporting from Alexandria, Virginia 

Brigadoon = Where entrepreneurs and thought leaders gather to discuss emerging issues shaping commerce and culture.


ROSS RANT

Let's communicate like its 1979

Going back forty years, communications was pretty easy.

The communications environment was simple - it was one to many.

If you wanted the world to pay attention back then, you secured time on one of the few platforms that ensured your message would be broadcasted to the masses.

Today, such mass broadcast opportunities are infrequent. The communications environment is not so easy.

I count at least 27 different platforms which provide tools to communicate.

Tools which frankly make it more difficult for the communicator. Such abundance of tools causes strategic paralysis and organization failure due to rapid springing to the latest shiny object.

The world has changed. Get over it.

As communicators, it is true you now have to play on all these different platforms because it's doesn't matter what you prefer.

It matters what your audience prefers. 

It matters where your audience is seeking information.

It matters how your audience is processing information.

It matters when your audience is accepting information.

To succeed in this new communications environment, focusing on strategy and organization more and tactics less will be fruitful.

Tactics will change. Get over it.

In any given week you will hear it is SEO, Instagram is next, podcasts for sure, and most certainly email. 

Who knows which is correct, it doesn't matter.

Tactics come and go.

Tools come and go.

If you buy a drill at the hardware store, you are not purchasing a drill. You are purchasing a hole.

A hole which you can make from numerous tools, it just so happens that a drill is the best tool currently for the task.

Seeing a communication platform as a tool and just one of many solutions is essential.

Seeing tools for what they are and realizing the importance of strategy and organization as a means to better execution of tactics is essential.

You'll find the right tools to engage your audience, but without adequately identifying the strategy and without adequately setting the organization, your communications won't be as successful in 2019.

-Marc

Marc A. Ross is the founder of Brigadoon and specializes in thought leader communications and global public affairs for executives working at the intersection of globalization, disruption, and politics. 

FIVE ARTICLES TO READ

What makes a great logo: Four critical qualities that nobody talks about. http://bit.ly/2DCqy5B

Tim Harford: how behavioral economics helped kick my phone addiction: What economic theory can teach us about reining in our screen habits. https://on.ft.com/2DCr43x

'The goal is to automate us': welcome to the age of surveillance capitalism: Shoshana Zuboff’s new book is a chilling exposé of the business model that underpins the digital world. Observer tech columnist John Naughton explains the importance of Zuboff’s work and asks the author 10 key questions. http://bit.ly/2DBIxsS

Two kinds of marketing http://bit.ly/2DCactE

Longevity — the biggest business opportunity of the 21st century: Industry needs to recognize that aging is not just a problem, but an opportunity. https://on.ft.com/2DBK81z

DISRUPTION

Go to bed! Brain researchers warn that lack of sleep is a public health crisis: WP reports, a growing number of scientists, not normally known for being advocates, are bringing evangelical zeal to the message that lack of sleep deserves as much attention as the obesity epidemic.

Sleepless in Saskatchewan: Canadians are sleeping about an hour less per night now than they were in 2005.

Moon water: The European Space Agency wants to mine the moon for oxygen and water.

Betting on Bitcoin: Tax breaks, land deals, and cheap energy have spurred cryptocurrency mining in the nation of Georgia, which wants to be a digital data leader.

E-commerce powers China to world’s top retail spot: China is expected to overtake the US this year to become the world’s largest retail market, propelled by the country’s three-decade economic boom that has spawned the top global e-commerce market By the end of this year, e-commerce will make up over a third of all retail sales in China, compared to around a tenth in the US.

Global luxury brands are going all out with their digital Chinese New Year campaigns to ring in the Year of the Pig. 

Bloomberg Innovation Index: World’s most innovative countries:

1. South Korea
2. Germany
3. Finland
4. Switzerland
5. Israel
6. Singapore 
7. Sweden
8. United States
9. Japan
10. France
11. Denmark
12. Austria
13. Belgium
14. Ireland
15. Netherlands


Yogurt: Americans didn’t eat a meaningful amount of Greek yogurt in 2007, but now it accounts for half of American sales and now supermarkets stock 300 to 350 different yogurt products. Americans eat 14 pounds of yogurt per year.

To learn another language, nurture your own: When it comes to learning foreign languages, research shows that children perform better in a multilingual environment than total immersion.

“Brain Training” video games: The brain-training industry is forecast to be worth more than $8bn by 2021. The claim is that tailored video games can sharpen cognitive skills and delay the hallmarks of senility such as memory loss.

PODCAST

This Week in Startups: Rachel Hepworth: She's head of growth marketing at Slack, breaks down how startups can best "go to market and grow." http://bit.ly/2DAwj3u 

SONG

Portugal. The Man - Feel It Still (ZHU Remix)https://goo.gl/aJvk1T 

Did you know?

Ten.png

E-commerce powers China to world’s top retail spot: China is expected to overtake the US this year to become the world’s largest retail market, propelled by the country’s three-decade economic boom that has spawned the top global e-commerce market By the end of this year, e-commerce will make up over a third of all retail sales in China, compared to around a tenth in the US.

Global luxury brands are going all out with their digital Chinese New Year campaigns to ring in the Year of the Pig. 

Earth's tilt may exacerbate a melting Antarctic: Space.com reports, new research finds that over 30 million years of history, Antarctica's ice sheets responded most strongly to the angle of Earth's tilt on its axis when the ice extends into the oceans, interacting with currents that can bring warm water lapping at their margins and leading to increased melting. 

Bloomberg Innovation Index: World’s most innovative countries:

1. South Korea
2. Germany
3. Finland
4. Switzerland
5. Israel
6. Singapore 
7. Sweden
8. United States
9. Japan
10. France
11. Denmark
12. Austria
13. Belgium
14. Ireland
15. Netherlands

Did you know?

Yogurt: Americans didn’t eat a meaningful amount of Greek yogurt in 2007, but now it accounts for half of American sales and now supermarkets stock 300 to 350 different yogurt products. Americans eat 14 pounds of yogurt per year.

Sleepless in Saskatchewan: Canadians are sleeping about an hour less per night now than they were in 2005.

To learn another language, nurture your own: When it comes to learning foreign languages, research shows that children perform better in a multilingual environment than total immersion.

“Brain Training” video games: The brain-training industry is forecast to be worth more than $8bn by 2021. The claim is that tailored video games can sharpen cognitive skills and delay the hallmarks of senility such as memory loss.

Feeling stuck with your comms?

Our team of communications experts designed a risk-free, 5-minute communications audit that can help you grow your brand and increase your thought leadership. We start by asking a few questions about your business, what communications tools you currently use, as well as, your business objectives.

Once the audit process is complete, we will review the data and complete our analysis.

From this analysis we will provide a multi-page report and with a score based on a 100-point scale that evaluates your thought leader communications on the basic digital practices that drive results and increases attention.

Step One:

Simply fill out the form below and our team of experts will take care of the rest. We ask that you fully complete the questionnaire to be evaluated accurately. Once the communications audit is submitted, our team will begin filtering through your publicly viewable digital footprint.

You will receive a confirmation email where you will be invited to schedule your free consultation with Caracal Global Founder Marc Ross. We take 2 business days for the evaluation process to be completed from start to end.

Step Two:

A detailed report will be provided during your scheduled consultation call. This analysis will show you at least two improvements that can grow your thought leadership communications reach and engagement.

Take the audit here: https://www.caracal.global/audit

News from the Brigadoon community

Long-time Brigadoon supporter, speaker, and attend Perry Smith has a new project.

Minute Man Restaurant of El Dorado, Arkansas, soley owned and operated by Ms. Linda McGoogan, has partnered with Matchbox Food Group founder and Arkansas native Perry J. Smith to revive this legendary brand.

Minute Man was a pioneering fast-casual restaurant founded in Little Rock by entrepreneur Wesley (Wes) Hall in 1948. The original Minute Man location opened at 407 Broadway on May 26, 1948. At the height of its operations, the company had 57 company-owned and franchised locations throughout Arkansas, Tennessee and Louisiana.

Perry J. Smith is an Arkansas native and career restaurateur and states that he has been a huge fan of Minute Man since he was a child. "My earliest restaurant experience was at a Minute Man on Cantrell Road in Little Rock. I think I was about 7 years old. McDonald's had opened down the street and all the kids were pestering their parents to take them for hamburgers. My dad said 'No, but I'm going to take you to an Arkansas restaurant to get a real charcoal grilled hamburger and fries. I was hooked."

You can read more here.

Brigadoon announces speaker line-up for 2019 event in Utah

BrigadoonLogo (1).jpg

FOR IMMEDIATE RELEASE

January 14, 2019

Contact: Marc Ross | marc@thebrigadoon.com

Brigadoon announces speaker line-up for 2019 event in Utah

“the goal of Brigadoon is for all participants to leave the gathering more informed on emerging issues shaping commerce and culture and more energized from spending time in the Wasatch mountains."

ALEXANDRIA, VIRGINIA, January 14, 2019: Brigadoon Sundance 2019, will take place on February 24-26 at Sundance Mountain Resort in Utah.

The independently organized event will feature subject matter experts from a cross-section of disciplines, backgrounds, and sectors.

"Brigadoon harnesses the business of expertise and fosters conversations with specialists in their fields who lead sessions that are intimate, low tech, powerpoint free, and engage all participants," said Marc Ross, founder of Brigadoon. “The gathering is designed to transformational, not transactional. The goal of Brigadoon is for all participants to leave the gathering more informed on emerging issues shaping commerce and culture and more energized from spending time in the Wasatch mountains."

Brigadoon Sundance 2019 with will be the seventh gathering organized in Utah and will feature the following speakers:

Kelsey Durkin | Writer + Comedian @ KeepOn

Brook Hazelton | President, Americas @ Christie’s

Tanya Meck | Partner and Managing Director @ Global Strategy Group, LLC

Dan Owen | Vice President - Head of Industry Sales @ The Weather Channel - IBM

Jason Prall | Co-Founder @ The Human Longevity Project

Michael Rivera | Executive Director, Founder Central at USC - Marshall School of Business

Jessica Stone | White House Correspondent @ CGTN America

Deloris Wilson | Inclusive Innovation Fellow @ Institute for Technology Law and Policy @ Georgetown Law + Founder + Lead Strategist @ AXL

###

About:

Launched in 2013, Brigadoon is the global community where creative, curious, and compelling entrepreneurs and thought leaders gather to discuss emerging issues shaping commerce and culture.

Brigadoon is an opt-in, word of mouth community of leaders looking to learn from others to create a network of leaders committed to public service, solving problems, and building businesses.

From salon dinners to excursions, and multi-day gatherings, Brigadoon organizes a number of events in distinctive settings that involve all participants and foster deeper connections.

Contact:

Website = thebrigadoon.com

Twitter = @the_brigadoon

Instagram = @thebrigadoon