Dieser Blog ist umgezogen!

Achtung!! Dieser Blog ist umgezogen. Ab jetzt schreibe ich auf http://growthbystory.de/.

Freitag, 2. März 2012

Aufbruch, Strategie und Frühlingsgefühle - Die Fluidnetwork-Leseparade.

Im Märzen der Blogger... 

Die Temperaturen steigen, der Winter scheint überstanden. Mittlerweile ist es morgens sogar hell. Und in meinem Garten sind die ersten Schneeglöckchen bereits durch den Boden gestoßen. Der März ist für mich immer mit Aufbruch verbunden. Die zum Jahresbeginn gefassten Pläne und Strategien nehmen nun Fahrt auf - oder werden mit einem Lächeln durch Neue ersetzt.

Vom Aufbruch handeln auch die Lesestücke meiner verehrten CoWorker der Fluid-Leseparade, die ich in dieser Woche präsentiere:

Wer im März einen Frühjahrsputz auf seiner Homepage plant, findet bei Bernd Lohmeyers Lesetipp eine praktische Ordnungshilfe gegen zugemüllte Startseiten:

----------------------


"Lieber wenige gut strukturierte Einstiege, als viele tiefgehende. Ein Klick mehr ist OK, solang die Entscheidung für den Klick schnell erfolgt."

Synopsis: Die Startseite einer Website ist wichtig für ihren Erfolg. Sie ist die Verteilerseite zu dem weiteren Inhalt der Site. Doch wie soll man sie aufbauen, um den Information Overkill zu vermeiden? Anhand der Website zweier Universitäten zeigt Tobias Karsch von eResult im UsabilitBlog.de unterschiedliche Ansätze auf. So wird auch dem Nicht-Fachmann klar, worauf wir alle bei der Gestaltung der nächsten Startseite zu achten haben. 
(gelesen von Bernd Lohmeyer )

----------------------
Den Frühjahrsputz beinahe abgeschlossen hat Facebook. Nach dem neuen Design der Nutzerprofile, wird in wenigen Tagen das Timeline-Design für die Facebook-Seiten ausgerollt. Allerdings trifft das Design nicht überall auf Gegenliebe:
----------------------


"Was bedeutet nun diese Rückkehr zum "digitalen Narzissmus"? Nun, es ist nichts anderes als die Rückkehr zur selbstlosen Darstellung der Unternehmen wie sie in den besten Web 1.0 bzw. Anfängen des Web-Zeitalters schon vorherrschend war."

Synopsis: Dialog unerwünscht. Mit der neuen Timeline für Facebook-Seiten wird die Kommunikation zwischen Marken und Fans in den Hintergrund gedrückt. Ist das das Ende der Social Media Utopie vom Konsumenten auf Augenhöhe? Oder gar das Ende von Facebook. Das fragt sich Markenberater Markus Hübner.
(gelesen von mir)

----------------------
Es wird sich herausstellen, ob Facebook im diesem Frühjahr die richtige Strategie eingeschlagen hat. Warum gibt es überhaupt so viele schlechte Strategien? Damit beschäftigt sich der nächste Lese-Tipp von Valentin Heyde. Und Achtung: Es handelt sich um ein Buch.
----------------------


"A good strategy does more than urge us forward toward a goal or vision. A good strategy honestly acknowledges the challenges being faced and provides an approach to overcoming them. And the greater the challenge, the more a good strategy focuses and coordinates efforts to achieve a powerful competitive punch or problem-solving effect."
Synopsis: Es gibt diese Bücher, die ständig unbewusstes Kopfnicken bei mir verursachen. Die innere "Ja, genau" in mir provozieren und mich gedachte Listen erstellen lassen, wem ich am besten sofort eine Ausgabe des Buches zuschicken sollte. Mit markierten Textstellen und einem Vermerk: "Bitte nicht nur unters Kopfkissen legen, sondern lesen und verstehen. So ging es mir jetzt mal wieder mit Richard P. Rumelts "Good Strategy, Bad Strategy". Auch wenn er klar aus der Business-Perspektive kommt, lesen sich viele Sätze auch wunderbar passend für den Bereich Kommunikationsstrategie. Rumelt wäre mir auch in den vergangenen Wochen ein genehmer Argumentationssidekick gewesen, wenn es mit Kunden darum geht, was Strategie ist. Was nicht. Und warum das wichtig ist.
(gelesen von Valentin Heyde)

----------------------
Allerdings wird auch der beste Stratege verzweifeln, wenn die Kultur eines Unternehmens gegen ihn arbeitet. In einem solchen Fall bieten sich ausgedehnte Spaziergänge in der Frühlingssonne an. Das soll ja beruhigen. Oder man beherzigt die Vorschläge aus dem Lese-Tipp des Medienlotsen:
----------------------



 "Strategy drives focus and direction while culture is the emotional, organic habitat in which a company's strategy lives or dies."

Synopsis: Strategie und Kultur leben in Unternehmen oftmals eine Haßbeziehung. Während erstere vor allem auf Profitmaximierung ausgerichtet ist, verbraucht letztere Unmengen an Zeit und Ressource bei der Entwicklung. Shwan Parr zeigt in eindrucksvollen Beispielen, warum Unternehmenskulturen in Zukunft eine noch prominentere Rolle im Organisationsentwicklungsprozess spielen müssen. Firmenlenker und Start-ups sind gut beraten, sich die die 10 Regeln am Ende des Beitrages genau durchzulesen, denn wer möchte in ein paar Jahren mit seinem Geschäftsmodell kaum Kunden und nur wenige potenzielle Mitarbeiter begeistern...?!?
(gelesen von Jan C. Rode

----------------------
Strategie hin oder her. Echte Frühlingsgefühle bekommen Apple-Fans beim Gedanken an das iPad 3.  Es wird in den kommenden Tagen vorgestellt. Und hoffentlich wird der neu Apple Chef bei der Präsentation den Erfolgsrezepten von Steve Jobs treu bleiben, die Frauke Peter im Netz aufgespürt hat.  
----------------------



"Making Numbers Meaningful: The bigger the number, the more important it is to find analogies or comparisons that make the data relevant to your audience. [...] $700 billion is like spending $1 million a day since the day Christ was born."

Synopsis: Schon etwas älter, aber deswegen nicht minder spannend: 10 Observations von Carmine Gallo, warum Jobs Präsentationen so außergewöhnlich und greifbar waren - spannend zu lesen und äußerst lehrreich für jeden, der gelegentlich präsentieren darf oder muss. Eine Messlatte, an der man eigene Präsentationen immer wieder aufs Neue messen kann! (gelesen von Frauke Peter).

----------------------
Während die Bauern im März beginnen ihre Felder zu bestellen, beschäftigt sich Jörn Hendrik Ast diese Woche mit der "digitale Ernte": Wie muss man die Inhalte pflanzen, damit Website-Besucher nicht abspringen? Neudeutsch wird das Conversion genannt. Jörns Lesetipp zeigt die schockierende Wahrheit, dass nicht jede bunte Blumenwiese zum Verweilen anregt: 
----------------------


"Here are four principles Ogilvy’s research turned up. If you ignore these principles, your images will generally reduce your readership. If you apply these principles, your images will increase your readership."

Synopsis: Wow, wir Onliner lernen von einem Werber-Urgestein der sich mit Anzeigen in Printmedien beschäftige. Aber sowas von! Dieser Artikel des Neuseeländers Bnonn Tennant stellt einige Grundfragen und räumt auf mit dem Irrglauben so mancher Webdesigner man müsse Hypes folgen. Mit sehr anschaulichen Beispielen verdeutlicht er worauf man in Sachen Layout und dem Spiel mit Bildern online achten sollte. Sehr lehrreich! (gelesen von Jörn Hendrik Ast)

----------------------
Und schon sind wir am Ende. Wer es bis hier hin geschafft hat, der hat wirklich frühlingshaften Lese-Elan bewiesen. In diesem Sinne verabschiede ich mich mit einem kleinen Gedicht: 

„Frühling lässt sein blaues Band
Wieder flattern durch die Lüfte;
Süße, wohlbekannte Düfte
Streifen ahnungsvoll das Land.
Veilchen träumen schon,
Wollen balde kommen.
Horch, von fern ein leiser Harfenton!
Frühling, ja Du bist 's!
Dich hab’ ich vernommen! “
( Eduard Mörike)

PS: Einigen wird sicher aufgefallen sein, dass ich mit neuer Firma in das Frühjahr starte. Mehr darüber was die Three-Headed Monkeys alles vorhaben, gibt es auf unserem Blog.

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