Month: April 2015

  • One Human, One Block, One Year: An Idea for Solving Homelessness

    So file this under pie in the sky, hopeless ideas that have no chance of coming true.

    Unless, that is, one person tries to get it going.

    NPR published an interesting article the other day about Homelessness in Seattle. One stat stood out: “According to the latest count, in January, more than 3,700 people live on the streets of King County. The number of people sleeping outside shot up by 20 percent in just the past year.”

    3,700.

    Via NPR

    That number sounds enormous when you are thinking about how a government agency could fix the problem. And the government has proven it can’t do it. Here’s another stat from the article, one that should make you pretty mad. “All told, under a 10-year plan put together a decade ago by a public-private partnership called the Committee to End Homelessness, roughly $1 billion has gone to the cause.”

    $1 Billion spent in 10 years. 3,700 homeless. At $100 million spent per year, we could just pay every homeless person an annual salary of $27,000 and just close down whatever services are trying to solve the problem.

    But 3,700 is also a really small number.

    King County has 2.044 Million people. For every 1 homeless person in Seattle, there are 550 non-homeless. This is the math I use to think there’s an opportunity at fixing this problem.

    One Human, One Block, One Year
    The idea is simple philosophically. Homelessness stops being a macro issue that we need “leaders” and “organizations” to try to solve. Homeless people need to stop being nameless, anonymous shadows that we can easily ignore on the side of the on ramp.

    Let’s make homelessness a neighborhood cause. And not just a neighborhood cause, but a block cause.

    I’m going to guess that almost every city block contains the following things:
    – A house with an unused shed, mother-in-law attachment, garage or other structure that could be fitted with a simple bathroom. (And if not, a group of 20 people who’d split the rent on an apartment for someone.)
    – At least one if not more people who hire part-time help.
    – Someone who is or knows a psychologist, therapist or life coach.
    – A teacher.
    – A retired person willing to occasionally give someone a ride.
    – Someone who’d spring for a bus pass.
    – Neighbors with extra clothing they can give to a specific human.
    – People who will donate money to make sure someone they know is well fed.

    When you think of the idea that 550 people working together could help a single person get off the street, it seems almost mathematically insane that we have homeless people in the first place.

    Now yes, I know that there are gigantic holes in this idea. Addiction, dementia, stubbornness, safety. These are all issues that would have to be dealt with. Then you’d have to get through the government red tape of permits, zoning, etc…

    But doesn’t it seem doable? Doesn’t it seem like if everyone who lived on your block assembled for two hours one Sunday afternoon, you could come up with everything you need to get someone a home, a part-time job, a wardrobe, counseling, a bus pass, some education and tutoring, addiction treatment if necessary, and most of all – friends in a neighborhood. Friends who want to see their guest succeed and move on to successfully re-start their own life in 12 months.

    That’s my utopian idea. One human, being helped by one block of neighbors, for one year.

  • Join Me at the American Ad Federation Seattle This Thursday

    Well this should be fun. You’ve seen it before. We get 4 people who know everything there is to know about a topic and I ask them a lot of questions for 90 minutes. And try to throw in a joke or two along the way.

    Here’s the scoop for this Thursday from the AAF website:

    FORTUNE Magazine recently published a survey of the world’s most respected brands. The Seattle area boasts 6 in the top 30.

    As marketing and advertising professionals that call the Seattle area home, we are global stewards for the brands by nature of our profession. Join AAF Seattle as we continue the discussion around diversity and multiculturalism from the perspective of driving brand engagement, both from the agency and brand perspective.

    We’ll touch on such topics and questions as:

    How prepared are we to support billions of consumers that share the Great Circle of the Pacific Rim?
    What are the key insights we can share on how to optimize the brand experience and messaging?
    What role does multiculturalism play in our ability to connect with consumers?
    What works (and may not work so well) when it comes to strategy to addressing diversity in your teams and your advertising message?

    Who are the experts? A really strong group.
    Ben Rudolph – Director, Sales Evangelism, Worldwide Retail Channel Marketing, Microsoft
    Natalie Rouse – CEO, Southern Cross International
    Ken Cho – Co-Founder and CEO, People Pattern
    Shelly Kurtz – Executive Director, NBC Universal, International Media Distribution

    Hope to see you Thursday. Email me if you have a question or topic you want me to sneak in.

  • How Tidal Goes Against All Current Product Development Theories

    I’m not an expert in the music industry. I have no idea what the future olds for Pandora, Spotify, iTunes and now Tidal, Jay-Z’s new streaming service that describes itself as, “Introducing the first music streaming service that combines the best High Fidelity sound quality, High Definition music videos and expertly Curated Editorial.”

    However, I have spent some time in the last 4 years teaching some classes on marketing new products. I lean heavily on the insight of Steve Blank, because, well he seems like a really smart guy. And Mr. Blank espouses a product development process that leans heavily on the following:
    1) Finding a problem that customers have.
    2) Developing hypotheses on how the customer wants that problem solved.
    3) Testing that solution with as many customers as possible.

    You’ll notice that all 3 principles of the process include the term, “customer.”

    Tidal seems to use a completely different theory. Summarizing bullets from the Washington Post, Tidal’s offering is based on the following:
    1) Consumers will develop a sense of ethics, i.e. a willingness to see musicians actually make some respectable royalties from music streaming, which they currently do not.
    2) People will want exclusive content and hear directly from artists.
    3) Those who subscribe to the premium service will receive higher sound quality.

    Let’s compare the Tidal plan to the Steve Blank plan.
    1) Is my problem that I think musicians are underpaid? Do I really care what musicians make on each song I listen to? Probably about as much as I worry that the 1st Associate Director on House of Cards can afford her rent. Or that the Copywriter on AT&T’s Barles Charkley commercial is being paid fairly by his agency.
    2) And honestly, there are somewhere in the neighborhood of 3.2 billion bands in the world. if Taylor Swift or Jay-Z stick their music someplace I can’t get it, will I even notice? What problem is being solved by taking music away from my channels of choice?
    3) I’d love to see the research that says, “When Andy is at work listening to music on his headphones, what he really wants is higher fidelity music for $250 a year.” Even if this is true for some people, how many? How good can music sound? And won’t I need a pair of $800 headphones to even notice?

    This isn’t a bash on Tidal. It’s simply an observation. They are taking avery non-technology product management approach, and that puzzles me because I live in my own little Seattle technology bubble. Obviously with the star power they’ve assembled, the deck is stacked in their favor, so they can skip some of “Lean Startup” type principles. They’ll have great marketing, get lots of exposure and be able to test the product in real time.

    More choices for music is better than less, so I hope they do well. It will be interesting to see how their product development plan works out.