Geek Job Guru: Marketing Is Inevitable

Marketing Is Inevitable

Ever get tired of how we pros “have to market”? You see ads all over the internet hawking things from megacorporation products to people’s webcomics. “Personal Branding,” a term I’m fond of, seems to be on it’s way to becoming a dirty word. If you’re looking for a job or working on your career, which is probably why you’re reading this, chances are you’re sick of being told to “market yourself.”

I’d even give odds at one point someone told you to “go market yourself/your book/etc.” and you responded with a rather creative use of obscenities.

We know we need to market ourselves these days. Gotta hustle the artbook. Have to make connections for the job. Time to get people to buy that indie game. The market changed five minutes ago and you have to refocus on a different audience. You may even work in marketing, which these days has to be a pretty crazy adventure to judge by my friends in the industry.

I’m entirely sympathetic and I’m a guy that enjoys marketing himself. We’d like to get away from it, probably because we’re tired of hearing about it all the time. “Marketing” is becoming like “Networking” in that everyone tells us we need to do it, and at this point we’d like them to dearly shut up about it.

Be it your career or your small business or your side gig, I’m sorry, marketing is inevitable as part of your job or jobs. It’s not going away any time soon barring societal collapse, and in that case we have lots of other problems. But knowing it’s inevitable I’d like to talk about why it became so inevitable in our daily lives and professions and even hobbies.

If we understand why we can’t avoid marketing, we can work it into our job search or our consulting business or whatever geeky ambition we have or hope for. We may not always like it, but we can see the outline of why this is almost inflicted on us and make it work.

Or at least tolerate it.

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Review: Twilight of the Elites, America After Meritocracy

Twilight Of The Elites CoverReview: Twilight of the Elites, America After Meritocracy

ISBN-10: 0307720462
ISBN-13: 978-0307720467

PROS:

  • Book transcends petty politics while being straightforward and realistic.
  • Proposes understandable models of elite decline.
  • Reviews historical issues past and present on elite decline, providing useful fine detail.
  • Explains its subject matter smartly, realistically, and accessibly.

CONS:

  • Proposed solutions could focus more on actual solutions.
  • If you follow news closely, some sections will literally be “old news” and will be more of a review.

SUMMARY: Must-read book for people concerned about what’s gone wrong in the American (and world) culture and economy.

I’m going to be putting this review in the “Geek As Citizen” slot for this week because this is a book that aspiring Geek Citizens really should be reading – though it’s focus on economics, psychology, and systems also makes it a heavily – but accessibly – geekonomic tome.

Christopher Hayes takes on a subject that we’re all concerned about, but not always inclined to analyze, namely, what happened to our elites and how have they gotten so much wrong despite supposedly being so, well, elite

It’s easy to understand why the subject is important, because we’ve seen a decade or two of serious problems, often build on foundations of previous decades of elite incompetency we missed. Financial meltdowns, housing bubbles, pointless wars, Catholic Church sex scandals, lead many of us to figure that something has gone terribly wrong with the people who supposedly are qualified to run things. Worse, it seems the people who messed up haven’t been punished or in a few cases were even rewarded.

So, what happened – because we really wonder how much more of this our culture, economies, and planet can take.  How did we end up with, well a Twilight Of The Elites? (Yes, a reference to the oft-quoted Twilight of The Gods).

Off the bat a book like this could descend into political polemics, or even be focused more on selling books via outrage than solving a problem (another issue of elite incompetence in a way). Hayes, to his credit, both wears his liberal politics on his sleeve but also shows both an open mind and a lot of empathy in his subjects. Hayes isn’t busy wagging fingers and feeling self-righteous, he wants to solve problems and understand what’s going on; he even empathizes with some dysfunctional elites because some of us might be just as messed up were we to exchange positions.

This is a guy who can look at people who have done massively awful things and actually take a moment to empathize with them – before explaining how much they messed things up.

Thus the book, though very readable and even at times a bit poetic, has a refreshing and blunt realism without rant or contrived outrage. This makes it very useful because you can get maximum information with minimal BS.

Hayes starts off by reviewing our discontents about our elites, and then jumps straight into the nearly unquestioned idea of meritocracy, the belief in a system where people succeed on their merits. This rather beloved myth actually has its roots in a political parody, and the irony becomes even more apparent because the parody being taken seriously in many ways resulted in a rather mockable system. It’s apparently produced an elite that is not meritorius, but one that starts poitness wars and covers up horrible sex scandals.

Next, Hayes explores exactly what happened, and the political theorists who have touched on similar issues for years if not centuries. Though it’s hard to do justice to his ideas – and indeed a short review isn’t enough – essentially meritocracy breaks down because those who benefit from it eventually subvert any ability for people to rise through the ranks. At some point the people who got to the top – even if they did so virtuously – will often be interested in making sure they stay there and only people they want get there as well.

Having established his theories, Hayes then “treats” us to an overview of our dysfunctions, from what builds functioning systems and builds trust in our systems to what happens when things break down. He points out, essentially, how one by one major social systems people rely on to know what’s true, to build trust, to get things done have stopped working. A lot of this seems to be common sense, but he uses examples and analysis to help give a near-visceral understanding of what’s wrong.

Finally, Hayes gives us a tour of major malfunctions. This is, oddly, a less interesting part of the book for anyone who’s a news junkie (like myself) as you’ve seen it all before – only in this case he puts things in context. This is useful and appropriate, but for some people this part of the book is “yeah, I know.” It is necessary for the overall context of the book however, so it’s inclusion is understandable.

Hayes lays out an excellent model for elite dysfunction, shows how things have broken down one by one, then looks at major scandals and issues to show just what happened behind the scenes of the last decade or so. He gives a small-to-big picture view in the book that makes his theories and analyses applicable . . . if you’re not too busy being depressed.

The book closes with a look at what can be done. This chapter is a bit weak because though Hayes remains hopeful and optimistic, a great deal of change is not made by grand outlines and scenes, but actions at critical points by people and groups. Thus he gives possible outlines of what may and could happen, but it is vague – and he knows it. Frankly, I’d like to see a followup book on specific actions.

Is the book worth it? Frankly, yes. In fact it’s not just a good book, Hayes’ empathy and understanding, building of systems and connections, is actually a good model for writing a book – it actually has influenced some of my writing goals already.

I consider this book a must-buy for:

  • Citizen geeks who want to know what went wrong and how to fix things.  As he proposes theories and systems there’s stuff we can work with.
  • Econogeeks who want to understand much the same thing – and get some good historical context.
  • Anyone who wonders what the hell happened the last twenty years.

This is a must buy, must keep, and a must-get for others book. I look forward to Mr. Hayes’ other works.

– Steven Savage

Geek Job Guru: No Economic Nirvana

(I’ve decided to consolidate my career posts under one column name for easier location – Steve)

Often those of us involved in creative professions or wish to be (which is all of us, for many of us are creative about our professions) find that we wish that we didn’t have to deal with the entire economics issue. There’s something unpleasant to having inspiration and genuinely good ideas, from code to comics, to be sullied by crass commercialism. We’ve seen sell-outs, we’ve seen crap sold as gold and unoriginality sold as the greatest thing.

Economics can also be depressing and dehumanizing. Not to mention boring for most people. Many of us pro geeks don’t want to deal with this.

I’ve been considering this on and off for awhile, and when Serdar wrote on the desire for people to disappear into art it started codifying some of my thoughts about the desire to ‘escape’ economics. We wish a pure art, pure creativity, pure technology without the seemingly base, and at times manipulative economics concern.

This of course concerns me as I try to assist people with their careers which, because I speak to geeks, are often creative as noted. But after some consideration I’ve come to two conclusions:

We can’t avoid economics in our creative endeavors, and in fact, we shouldn’t.

Economics Is Always With Us

I’ve four reasons we progeeks should not only stop trying to run away from economics, but actually embrace it in our lives, our education, and perhaps even our creativity. They are:

Economics Is Unavoidable

Economics is always part of our lives – simply, we can’t avoid it. Wether it’s how we buy a new computer, what we have to pay for a degree, or how to make enough money to survive, it is part of our lives. You can no more avoid economics than you can avoid breathing (which is to say, not for long).

We may think we can avoid this part of an economic system or that part (and we may well be able to), but in the end you can’t avoid economics as that is simply about the exchanges among people of goods, services, and so forth. Economics is part of being part of human and being part of society. Unless you want to avoid humanity and society, then you’re stuck dealing with economics.

(Admittedly if you avoid humanity and society then your creativity is kind of for naught anyway)

Economics Is Part Of Life

As I noted economics is essentially unavoidable. Therefore since it is unavoidable, we might as well dive on in so we can at least manage our economic lives. Since we can’t get away from it, we can be good enough at it to survive and prosper.

If we accept economic realities, educate ourselves on money and such, look into the best ways to deal with our financial interests, we can have more fulfilling lives. This in turn can help us realize our creative potential and goals because we are economically suited for it. We are not sullying ourselves – we are surviving.

Good economic knowledge can ensure your creative endeavors survive and even thrive.

Economics Can Inspire And Educate

Since economics is part of lives and we might as well jump into it we should also realize it can be inspirational, educational, and actually assist our creative sides.

In the hard truth of economic and financial realities we understand the human condition. Those of us who write, draw, compose, and thus explore the human condition will be better at it if we understand economic issues. Characters will be more realistic, artistic interpretations more realistic, and our exploration of feelings will also be informed about issues of money and the like.

Economic realities also help us understand social and historical systems. To embrace (however reluctantly) good economic knowledge gives us a better idea of how the world runs. That in turn can lead to knowledge we can apply elsewhere; a more realistic fictional setting, better software because we understand real-life systems, etc. Considering how much of human life is touched by economic concern, understanding it means we’re simply better creators.

Economic Knowledge is Responsible

Because economic issues are unavoidable, part of life, and indeed informative it also means that when we learn economic principles and practices we can be more responsible. We can support our art, make better decisions in our voting, and manage our lives more effectively. This makes us better citizens, better friends, and better at surviving so our talents can benefit others.

I’m not saying you’ll enjoy it (unlike, say, me), but will be something that in short can make you a better person.

 

Having spelled out why we should embrace economic knowledge and participation as geeks and creative people, that still leaves one question open; why at times people get so adverse to learning more about economics. I’d like to focus not on typical reasons but one specific one that I think is often overlooked.

The usual reasons of course are that we find economics boring, mercenary, deceptive, and that it degrades our art. Thats understandable entirely. But the level of vitriol we see towards “sell-outs” and degradation of art can get pretty intense. It’s almost as if to many of us there’s a point where a person focused on mercantile pursuits becomes the very antithesis of a creative person.

(Well actually we’ve probably seen plenty of examples of that).

Two Kinds Of Obsessives

My theory is that that the Economic Obsessive is the same thing as the Artistic Obsessive, as lost in inhuman theory as the artistic person is lost in creativity. The Economic Obsessive is the antitheses of Creativity that causes us a lot of heartache and drives us away from being fully economic participants as they seem to sully the very idea of money, finance and the like.

We’ve met Artistic Obsessives. They’re the people lost in the world of their creativity. That’s their thing, at times unmoored from real-life concerns like making a living. Yes they know their subject, often they can be incredibly talented. They just don’t get the real world.

I think there are Economic Obsessives that are the same way. Lost in theories and abstractions, ideologues of ideas that are dead things stuffed and mounted, out of touch with human concerns and creativity. They’re ideologues acting as if they are informed, scientific and human experts but really they don’t know what they’re talking about.

You can probably name a few politicians, theorists, and government appointees that fit this description.

Of course the Economic Obsessives usually wield more power and influence as they have money (through luck, being paid to spout their jargon, or from the days they actually were productive). Lacking creative (or even at times human) understanding they often end up stomping on creative endeavors and the like.  Their “vision” is one of their own economic ideas and theories, disconnected from other concerns.

But in the end, Economic Obsessives are no different than Creative Obsessives. They just cause more damage if anything else and thus are easier to dislike as they’re more visible and effective. In turn, they are one of the reasons many of us sour on learning about and following financial concerns, for each ham-handed creativity-destroying action on their part leads us to unwisely wish for a heaven of pure, unsullied creativity.

That however is not the case. We’re all part of this world. If we, the creative and the progeeks and our like can take economic control of our lives, we can support our creativity, have better lives and have better careers, and be less at the mercy of other economic forces. That’s why it’s well worth gaining good knowledge of finance, budgeting, money, and so forth.

Don’t let the negatives drive you away from economic participation and awareness.

– Steven Savage