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Planning, chaos and creativity

August 13, 2013 1 comment

I’ve had a number of conversations recently that have revolved around the following kind of scenario and problem.

You’re a writer – or musician, or artist, or any other sort of creative person. You do your thing and you want to make money from it. Ideally, quite a lot of money. But you don’t have a clue how you’re going to achieve it. How do you get people to take notice? How do you get people to buy what you’re selling?

Well, don’t ask me – I’m hardly a model of commercial success. But here are some random thoughts.

When you first look at your situation, what probably strikes you is that it’s chaotic. I don’t have a formal definition of chaos to offer, beyond the usual one of events appearing so unpredictable as to appear random with no obvious structure or organising principle. The second thing that probably strikes you is that to get from where you are to where you want to be, there are few obvious ways forward – and they’re all impossible and blocked. Whatever you do is likely to have unknown, but probably minimal, effects. It’s difficult to read the situation in any constructive way that gives you a sensible plan.

It’s likely you’ll feel the normal advice you’ll get about how to get people to pay attention and part with money – marketing, SEO, social media – just doesn’t stack up. You haven’t got the kind of money, time or expertise that sort of marketing requires. You haven’t got the ‘social mass’ of a million Facebook friends (or even a dozen followers on Twitter) to get more people to gravitate towards you. And you don’t believe the promises of people who say they can get you high up in Google rankings, either.

[There is, incidentally, a whole literature on marketing with social media. One thing that stands out for me are is that much of it is about creating effects at the margins, so it’s only useful to large companies – a 5% increase in clickthroughs on web advertising is worth something if you have a zillion ads being viewed a day, but not if you’re looking for people to click a link from a blog that gets three viewers a day. And anyway, the major social networks are mostly rejigging their search algorithms to favour their big business advertisers.]

What’s next? Well, society isn’t ‘chaotic’ in any formal sense of the term. But functionally it is, from your point of view. In terms of cause and effect, you don’t even know if you have any levers available to pull or buttons to push, let alone what effects they could create. And you don’t know how the world is going to look in a week’s time, let alone a year’s time.

Business planning often revolves around identifying a goal, scanning the environment to assess your strengths and weakness, and for opportunities and threats. Then you identify ‘unknowns’ and seek to find out more about them, so you can set up contingency plans and mitigation plans.

But often this process falls at the first hurdle, because you can’t positively identify how or when something you think of as a strength might become a weakness, or vice versa; you may not be able to determine whether something is an opportunity or a threat (or both), and you can be pretty sure that whatever contingency plans you have, the contingency that actually arises will be one that won’t be covered.

For example, how many businesses have planned for the impact of contact with an alien species? And yet if you look at the World Economic Forum 2013 report on global risks, which summarises the views of over 1,000 risk analysis experts, it identifies several ‘X factors’ – important risks with unknown consequences. They include runaway climate change, significant cognitive enhancement, rogue deployment of geoengineering, the costs of living longer and the discovery of alien life forms. None of these things can be ‘risk managed’ or mitigated by any organisation operating alone, and I wonder how many religious leaders have seriously considered what their stance would be on first contact with an alien race, and how they would advise their followers and how their followers would react – and what the global consequences of the religious issues alone would be.

Under these circumstances, how is it possible to make chaos work for you? The short answer is that you can’t, in any direct way. But you can learn how to enjoy the ride.

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