Karen Adair suggested a book to me the other day: 'World Wide Rave' by David Meerman Scott. She was really excited about the bits she'd read already, and eager to share.
'I just knew you'd appreciate this. I thought about people, and I just knew you were already trying to work this way.'
As she was talking (we were talking by telephone, that's how we almost always talk, since she's a 5-6 hour drive away) I Googled 'World Wide Rave' and David Meerman Scott.
'Wait, wait,' I said, interrupting Karen's eager flow of words. 'I've read this guy's other book. It's the book I told Rusty about and got him sort of depressed when he was preparing for his U.C. Extension PR class a while back.'
The guy's other book to which I referred is 'The New Rules of Marketing and PR.' I read it and shared it with Rusty Eddy. And we both recognized that we had to change some of our time-tested storytelling approaches to fit new methods of communication and the new media.
But, oh, my goodness, does that change take a lot of time and energy. To implement new practices, certainly. It's always difficult to change old habits and modes of thinking. But while it's difficult to change your own thinking and behavior, it's even more difficult to change the thinking and behavior of others. And we work with others. We have owners and bosses and fellow-employees and contractors and vendors. We have to change everyone's thinking and behavior. And first we have to get them to care, and even pay attention to what we're saying.
So the process of change is painfully slow, moving in fits and starts, as we make little changes, often at the margins, and lose the path ourselves because we still have to do lots of things the old way (because we haven't trained our team, yet).
'You can't teach an old dog new tricks.' That's not right. If the dog's at risk, he has to be retrained. But imagine that one or two people are trying to teach a pack of old dogs new tricks. Sometimes that feels as if there's no progress at all.
Not that my work-mates are old dogs resistant to change. Most (but not all) actually express real interest in doing things differently. Plus the company I work for is fairly modest in size, so there isn't a huge bureaucracy that needs to shift, just a few people. But even when we've talked about better ways to deal with daily fires, when the heat builds up, we all tend to reach for the good'ol fire hose and get to work. A familiar tool close to hand, and a familiar situation in which to apply that tool; it's difficult to remember that new trick.
So I work on side projects and extra-curricular activities and other ways to test the new, introduce the new. Building the new ways into regular behaviors, so we'll be ready to win tomorrow.