Thank you for the post and for coming to my defense. The most interesting thing about Alan's post is that it voices a frustration that served as the inspiration for the Engage. He's not wrong, he's exactly right. I couldn't find meaningful advice or instruction. And I believe I share your view in the beginning of the book...at 300 pages, it makes no apologies for the amount of information within, as there really are no shortcuts.
You're reading Engage and I'm not sure whether or not you read that chapter on metrics yet, but as you'll see, it gives you the framework on how and what to measure to capture everything necessary for KPIs, ROI, and also action that has a pre-defined impact on any effort. But you can't measure what you don't know to track. I believe that programs inspired by insight, data, and objectives (before you start experimenting) set the foundation for a program that might share some attributes with many of the "how to's" that are out there, but are unique in their content, context, execution, support, and measurement - and that's the point.
Much of the information online is helpful for inspiring creativity and direction. But, it's up to each one of us to get the answers through the hard work necessary to see how any of this applies to our unique challenges and opportunities that exist in each of our worlds. Meaning, we have to become the very experts in our space that we once sought to answer our own questions.
Great post Chris...thank you again.
My work will continue to focus on empowerment, placing place the responsibility of leadership and direction on us. Once we have the answers, we decide whether or not we can or want to capture that experience in a post such as "Top 10 Ways to Get from Here to There" or whether the real help lies in our ability to teach individuals to become self sufficient.
For the context, here's the comment I left on Alan's post:
Interesting article...I have to say however, that my greatest frustration when publishing guest posts is the amount of data and information stripped out in favor of punch, views, and shares. I also must share the sentiment you observe is that many of these posts raise more questions than they do answers.
When I write A-B-C "how to" articles, they're dramatically edited down or new angles are requested...and quite honestly...even if they weren't, they would only apply to certain circumstances. For example, I just met with a handful of small businesses as part of a Citibank initiative to help companies get started in social media (with specifics.) It was very different than anything I write, and in each case, the steps they would take the next day shared very little in terms of execution.
I spend every day experimenting with new media in marketing, advertising, communications, business, service, and I can assure you, that there is no "top 10 guide to do X" that will apply across the board. I answer my own questions in every case I work on and I share much of "how to get those answers" in my book and the blog.
I'm a champion of self-empowerment and the only replicable process that I've discovered that consistently works, is the processes used to obtain, interpret and implement insight into programming that's custom to the dynamics and challenges of the matter at hand - one company at a time.
Sometimes it's easier to think outside the box, when there isn't a box to begin with...
So the simple answer is, "I do know..."