Role players

On the evidence of this headline, my job is half way to being a soap opera

I was scanning the comments to this excellent blog post about how our jobs are getting worse. One of the commenters asked: “When did a job become a ‘role’?”

My guess is, about the time that we started to think of ourselves as the romantic leads in a heroic work-based melodrama, which is about when we started to treat CEOs as philosophers and action heroes rather than businesspeople. Graduating from a job to a role implies we are acting the part rather than just doing something. We’re important enough to have an image.

As in any soap opera, in business not all roles are equal. Some hams overact to get attention. For example, a dedicated Talknormalist passed me details of Steve Lundin at BIGFrontier (“Our event archives provide a walk through the wild west days of Chicago’s burgeoning technology scene”), who is apparently the company’s Chief Hunter and Gatherer.

He’s certainly playing a role. You might have an opinion as to what that role is; I’ll let you come up with your own description.

Research on Factiva shows that, in UK work-related press articles, the roles-to-jobs ratio changed dramatically between 2001 and 2007. In 2001 there were about 10 jobs for every role. In 2007, the number of roles peaked: there were only four jobs per role in the press. Then, when the recession hit, the ratio declined to seven jobs per role. The higher this graph went, the more we were writing about roles:

Compare the shape of the graph with the Office of National Statistics estimates of UK employment and UK vacancies during the same period:

Best to be cautious when drawing a conclusion from this, because more or less every economic graph goes up between 2001 and 2007 and then goes off a cliff. But I’d guess that, when everything seemed exciting and full of promise, we fantasised (and were told) we had an important role. When we were fired, it was from our meaningless jobs.

Conference call etiquette

Still don't have an answer to the penguin question

I’m doing more conference calls these days, but so is everyone else. It’s the perfect activity if you are working from home: your boss knows you are apparently doing something, but it’s the sort of activity that needn’t interrupt other home-office tasks – such as watching Homes Under The Hammer, or playing internet poker.

Another reason that I’m doing more calls is that, for decision makers who don’t like to make decisions, it’s the answer to every question:

Me: If penguins wore trousers, would they be better off with a belt or braces? They’ve got no hips, but no shoulders either.

Decision maker: I’ll set up a call

There are informal rules of etiquette for these calls. If you are new to conference calling, the most important thing is to have another activity – such as deleting spam, indulging in ritualised self-harm, or squeezing out quiet tears of rage – that you can perform comfortably at your desk during the call.

I almost finished that paragraph off with “…to avoid disappointment”, which is ridiculous. Conference calls are institutionalised disappointment. We tolerate them only because we don’t have to look each other in the eyes while we waste each other’s lives.

So, for newbies, this is what to expect:

Day minus 2: Marketing Person 1 decides we need a call to discuss the Penguin Pants Project Crisis that you have created. A flurry of emails results, during which we establish that there are no mutually acceptable times for the next three months. Eventually Alpha Male 1 sends an irritated email saying that his PA could possibly try to move some things around for him because he’s about to get on a flight to Singapore. PA instantly offers six available slots in the next 48 hours. The call is set up for the day after tomorrow.

D -1: Marketing Person 1 sends calendar notification to all announcing that The Bridge Has Been Set Up. It includes dial-in details for a list of 25 countries, not including the one you are in – but including Slovakia and Norway, where your company doesn’t have offices.

Day zero: Emails from three people asking if our call is still going ahead, because if not they have another call that’s quite important, but don’t worry they’ll cancel the other call, even though it’s quite important, if our call is still going ahead.

Time -55 minutes: Email from someone who is confused by daylight saving time, asking where everyone is.

T -15 minutes: Email from Marketing Person 1 to remind us that the call is in 15 minutes. Response email from Alpha Male 2 warning that his previous call with Important Customer might not finish on time to join our call. Try to get the ball rolling without me, he says, difficult though it might be.

T +2 minutes: After frantic and unsuccessful attempts to dial in, you call from your mobile using the Slovakian access number. It’s just you and a marketing intern on the call. The intern has been instructed by Marketing Person 1 not to say anything during the call. Small talk is difficult.

T +5 minutes: Someone who speaks no English dials in using the Norwegian access number. This may, or may not, be a mistake. Small talk not improving.

T +5 to T +15 minutes: A new person joins each time you get three words into a sentence. Fragments of speech about difficulty of using access codes, and weather in New York/Singapore/Slovakia, occur. Alpha Male 1 and Alpha Male 2 have not joined yet, but seven middle managers you’ve never heard of are present on the call. They seem to know each other, despite being based in different continents, and exchange opinions about previous relevant conference calls to which you were not invited.

(I hear the opinion that these call-hangers don’t contribute. If we look at the conference call as an attempt to make a decision, this is certainly true. On the other hand their real job is to send emails afterwards to a Senior Person which

1. Questions the wisdom of any decision, hinting that it might undermine Senior Person’s authority

2. Suggest Alpha Males 1 and 2 might be unhappy with the outcome agreed on call

3. Subtly implicate you as the cause of both

This makes sure that any decisions will swiftly be reversed, giving them the opportunity to build a career based on lurking destructively in the background.)

T +15 minutes: Alpha Male 1 joins from airport lounge, and asks us to recap summary of Penguin Pants Project Crisis. Marketing Person 1 attempts to do this, but airport announcements picked up by Alpha Male 1′s phone keep cutting in.

T +20 minutes: Alpha Male 2 joins, and tells us to carry on as if he wasn’t there.

T +21 minutes: After 10 seconds, Alpha Male 2 announces he hasn’t received the agenda for the call from Marketing Person 2. Intern is silently surprised when he is blamed by Marketing Person 2 for this. He is sent to email the document (which he doesn’t possess) so that Alpha Male 2 will have the opportunity to learn why he was on the call after we hang up. Alpha Male 2 asks that, in the absence of an agenda, Alpha Male 1 clarifies Marketing Person 1′s recap of the summary.

T +25 minutes: Silence.

T +26 minutes: Alpha Male 1 remembers he muted his phone because of airport noise, and starts clarification again, which is twice as long as the recap, which was twice as long as the summary.

T +33 minutes: Alpha Male 2 remembers you are on the call, and asks you for the Penguin Pant Crisis action item options. You list the action item options as quickly as possible. You recommend that we decide, while we are on this call, which action item option to take.

T +35 minutes: Long silence.

T +38 minutes: Alpha Male 1 breaks silence by announcing they are calling his flight, so let’s pick this up next week. Call-hangers burst into life to say sycophantic goodbyes to Alpha Male 1, including jokes about performance of local sports teams. Marketing Persons 1 and 2 compete to thank Alpha Male 1 for sparing this time because they know how busy he is, but discover he has already hung up.

T +43 minutes: Marketing Person 1 proudly announces that she has been given access to Alpha Male 1′s diary to schedule follow-up call, and suggests a time. Alpha Male 2 says he knows that Alpha Male 1 is not available at that time, because Alpha Male 1 has offered to meet Alpha Male 2′s Important Customer. Marketing Person 1 says she has Alpha Male 1′s diary in front of her, and Important Customer is not in diary.

T +46 minutes: Alpha Male 2 says he knows that Alpha Male 1 is not available at that time, because Alpha Male 1 has offered to meet Alpha Male 2′s Important Customer. Marketing Person 1 says she has Alpha Male 1′s diary in front of her, and Important Customer is not in diary.

T +49 minutes: Alpha Male 2 says he knows that Alpha Male 1 is not available at that time, because Alpha Male 1 has offered to meet Alpha Male 2′s Important Customer. Marketing Person 1 says she has Alpha Male 1′s diary in front of her, and Important Customer is not in diary.

T+52 minutes: Alpha Male 2 politely points out that his agenda hasn’t come through yet.

T +54 minutes: Everyone agrees to pencil the meeting depending on Alpha Male 1′s availability. Alpha Male 2 points out that Alpha Male 1 is meeting his Important Customer during that hour, so we might be wasting our time.

T +57 minutes: Exaggeratedly polite goodbyes. Marketing Person 2 says we made some great progress today.

T +60 minutes: You are accidentally CCed on an email from call-hanger suggesting that you placed Alpha Male 1 in an awkward position, and that they should revisit any decisions offline before the follow-up call.

The War On Hyberbole

Forget the death, maiming, destruction and ruinous expense: war can also be an opportunity to photograph your dog

We’re at war. I’m sure you noticed.

There are the usual military wars but, for people who like to call talk radio stations at 4am or visit their golf club bar to complain, the real wars are closer to home.

For example, if you’re the type of person who, before forming an opinion, wonders “What would Jeremy Clarkson think?”, you will have noticed that there is a War on Motorists going on. Don’t worry, car fans. I live two minutes from the A12, and I can tell you that you’ve already won this one. My advice to militant motorists: rather than whining about speed cameras and fuel tax and congestion charges and cycle lanes and car parking charges in the letters pages of local newspapers, open up a second front. Tarmac over the Eurostar line and invade France. Just as long as you promise not to come back.

The Mail tells us that the government is busy recruiting ex-ministers for a War on Dole Cheats. I approve of less thieving, but Labour ex-ministers of all people should know that it’s easier to start a war than to win one. Note also that Dole Cheats have been abusing the well-intentioned Tanks for the Homeless scheme for so long that they’re armed and ready to fight for what isn’t actually theirs. Well, they would be, but The Jeremy Kyle Show is on in half an hour, and after that the chippy’s open.

A quick scan through today’s news also shows that there are wars of varying believability being waged on our behalf on antibioticscybercrime, gold, de-legitimization, and media center software. It’s not an exaggeration, because they are exactly like real wars! If someone has to die so that media center software can be defeated, one day our kids will thank us.

Also in the news: Lance Armstrong has declared war on the French hotel industry. Either that or he complained about some French hotels; but that doesn’t sound quite as exciting when you’re writing a headline.

Among blogger armchair generals you’re never more than a couple of posts away from a fictitious War on Something. For example, over at loopy United Liberty, the dastardly US Government is waging a war on dogs, in which we must take sides:

A world where drugs are widely available legally would be supremely preferable to a world in which I have to fear that a SWAT team will break down my door and kill my pets

it concludes. I’m curious to see half a dozen sausage dogs in camouflage jackets trying to load a mortar, but I can’t say I’m rooting for either side, based on this article.

You could say – wait for it – that I don’t have a dog in this fight.

With everyone – and now their pets – currently conscripted in some media-invented war or other, our armed forces are going to be overstretched. I have a way to cut the workload: we can beat the internet’s lazy writers at their own game by declaring a War On Hyberbole.

There may be a million-strong Blogger Army against us, doubtlessly even now claiming they would die typing for the right to exaggerate, but I’ve got a plan to win that can’t fail.

1. We wait for one of the Blogger Army to announce that he or she is the General.

2. Ten comments later the rest of them will be far too busy complaining that this is exactly what Hitler would have done to fight against us*.

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* Ironically, on this occasion they would be correct.

You read the blog, soon buy the book

The first Ronald McDonald. Note that Mr McDonald is now the company's chief happiness officer, which makes me want to shove his head down a toilet even more.

To quote John Oliver from The Bugle podcast: “We are back! Is it better than ever? No. It was happening, then it stopped for a little bit, now it’s happening again.”

As Talk Normal starts the Autumn term, I have announcements.

News part one: monetization of assets

There’s going to be a Talk Normal book. That’s right! In a while you’ll be able to read the best of Talk Normal by paying money for it, rather than getting it for free!

But there will be lots of new material too. Before I write it, I have a question:

News part two: crowdsourcing

What would you want to see in the book of Talk Normal?

Imagine it’s the sort of stuff you get only on prescription. Suggest something in the comments, or email me if you are shy. There’s a limited edition Talk Normal mug for any that I use in the book.

News part three: don’t worry, I’m in control

People who should know better put me in charge of the Market Research Society‘s Social Media Conference on 23 September. Are they mad? I had to tell them that I might not make the planning meeting because I’ll be on the way back from Bestival. They would never have had this problem had they booked Brian Conley.

The keynote’s being given by Andrew Keen, who wrote Cult of the Amateur: How the Internet is killing our culture. On the face of it, it’s like putting on a Vegetarian Society conference and asking Ronald McDonald to keynote. I’m hoping it kicks off a bit, then at least I won’t have to do the: “No questions? Ha ha well it must have been an excellent presentation ha ha” covering thing after he finishes his speech.

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The enemy within

"Firmly grasp large-scale revolutionary criticism"

It’s not fair to blame everybody for the amount of crap that plugs up our inboxes. Anecdotal evidence suggests that a few people ruin it for the rest of us. This table of jargon that I compiled from 2009 press releases demonstrates it:

What’s can it mean? Read across the row. There’s a 3.7 per cent chance that a press release will use robust. But, if it also describes something as next generation, it is three times as likely (10 per cent) it will chuck in robust as well. And if it describes something as next generation and flexible, now there’s a 17 per cent chance you will find robust in there as well.

In short, the more jargon you use, the more you’re likely to use.

We get to the silly situation where, having described the product or service – or, I’m willing to wager, the solution – as next generation, flexible, robust, world class and scalable, more than a quarter of press releases chuck in easy to use as well.

I have three explanations why the press releases might need to call on “easy to use” in this situation:

1. It’s really important for sales: the company thinks that something which is next generation, flexible, robust, world class and scalable might sell badly because we worry that we won’t find the on switch.

2. Ease of use is not an obvious feature: if you can’t even write a press release that ordinary people can understand, it’s unlikely we will believe you can make a product that ordinary people can use.

3. Once I watched a TV report on how they used to typeset Mao-era Chinese communist newspapers. Because the Mandarin alphabet has a basic vocabulary of more than 3,000 characters it was easier for the typesetters to keep entire ready-made Cultural Revolution jargon phrases at hand, like the one at the top of the page, and just assemble the daily paper from the revolutionary brainwashing twaddle kit with a few names thrown in.

When we close our minds we tend to rely on empty, grandiose phrases to please authority. Of course in the West we’d never do anything like that, because here we are free to choose which words we use. Apparently.

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Kicking off

Wayne's father Mickey

I completely agree with Sally Whittle’s excellent blog about the desperate press releases that use the World Cup as a hook to write about something else entirely.

I’d nevertheless like to point out to all these opportunistic press releasers that Talk Normal had got there first.

Core value judgement

Obviously I looked younger in those days

I know the exact moment I decided to give up playing rugby. I was being carried off the pitch on a stretcher with blood pouring out of my head, and one of the prop forwards patted me on the leg and said, “Well, Tim, looks like your journalism days are over”.

Whether or not you find this joke funny probably depends on whether you think rugby is a noble pursuit for tough people or 80 minutes of institutionalised assault. To tip public perception towards nobility and away from criminality, the English Rugby Football Union has just done what the establishment usually does in these cases: made a big statue.

At least when the Victorians did this, they usually had the subtlety to try and hide their hidden agenda. The RFU, with all the subtlety of a prop forward, decided to call the latest addition to the Twickenham furniture the Core Values sculpture. Why now? I looked it up: “Two years ago the RFU put together a task group to run an extensive consultation exercise. The Core Values project – the first time a sport has set out to define its value system in formal terms – identified the following principles…”

Speaking as a big fan of Rugby Union, it has always had hypocrisy as one of its unspoken core values. The game was proudly amateur when my dad played, and you were banned if you were even suspected of taking money to play – so his club secretly stuffed money in his boot instead.

There have been a lot of people bragging about their core values recently: companies in the US and UK are about three times as likely to claim in their press releases that they have core values as they were in 2000, as the graphs below show.

But where, I thought, are we most likely to find an increase in these core values? I thought it might be good to look for the phrase in press releases on military procurement. Defence contractors discovered many more core values during the period between 2003 and 2006 – which is an improvement on the 1990s, when they didn’t mention core values at all. I shaded the area during which BAE Systems was investigated over accusations of corruption (In 2010 it admitted false accounting and, in a settlement, agreed to pay £257m criminal fines to the US and £30m to the UK – but the company denies bribery).

Banks, however, had a core value growth peak much earlier. This time I shaded a period which covers the Senate Committee of Finance’s investigation into Enron and the complicity of banks in the creative accountancy that took place.

But the real stars of the core values show are in the securities business. They didn’t make much noise about core values in the past: again, not a single mention of the phrase in the early 1990s that I could find. But they are making up for it now. You are now about six times as likely to read a securities industry press release that mentions core values as you were in 2000.  I’m not going to insult you by pointing out which relevant period I’ve highlighted in the final graph:

Of course, my simple measurement doesn’t explore what those core values might be. A few weeks ago I spoke to  Dr Doug Hirschhorn, who is one of the top trader coaches in the world. I asked his what the values of his trainees are: “These people get paid an obscene amount of money. They are not curing cancer or creating new ways to feed people. It draws the sort of people attracted to sensation-seeking,” he said.

The sensation-seeking search for obscene personal wealth is a core value, I guess. I’m also guessing that it’s not the core value mentioned in those press releases.

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Pepsico management, enterprise databases and Nicole Kidman are like drunk Vikings. I think.

Which element of this picture is the enterprise database?

Enthusiastic Talknormaliser Marc alerted me to a tweet earlier this week from IDC:

jbozman It’s becoming very clear that enterprise apps and databases will be the “straw that stirs the drink” in the enterprise server refresh cycle.

I’m delighted to hear it. I just don’t really know what I’m hearing. I was worried that everyone else knows what being a straw that stirs a drink is and I didn’t, so when I started to type the phrase into Google, I was pleased that it immediately suggested, from previous searches, “what does the straw that stirs the drink mean?”. Educate us, bountiful internet:

The urban dictionary suggests that it is a term used to describe someone who is the life of the party, and suggests Party Viking as an alternative – which I like much more, as “databases will be the ‘Party Viking’ in the enterprise server refresh cycle” suggests your software is even now wearing a little plastic helmet with horns on it. It is stripped to the waist and barfing behind your data center’s sofa. I don’t think that’s what IDC means, but I wish it was.

The journal Strategy and Leadership has an article about Pepsico management, which uses the straw-drink analogy as its title. The abstract explains the process of being the straw that stirs the drink as: “Strategic Planning is clearly a line function at PepsiCo”. Clearly this concept is not all about Viking hats.

Over at eLearn University, I consulted “The Defining Moment: The Straw That Stirs The Drink Of Motivational Leadership” to learn that “There are three ways to transfer your motivation to others. Give them information, make sense…” and then I gave up before I got to how to tell the story of your Defining Moment, lacking as I was in motivation to finish the sentence. They tell you this at Leadership University? God knows what they teach at Leadership Remedial School.

And I also find also that, according to The Hidden Meaning of Birthdays by Nancy Arnott, Geminis are this type of straw - as long as they are Geminis who were born on 20 June. Think of the Party Vikings she suggests like Errol Flynn, er, Nicole Kidman or, um, Lionel Ritchie. According to Arnott, people born on this day are inevitably straws that stir drinks, which suggests a possible management fast-tracking strategy at Pepsico: get Ritchie in. He’ll kick ass All Night Long.

But back to the 20 June Geminis: “Expressing your passionate feelings tends to churn up strong emotions in those around you… every event at work and on the home front elicits a Richter-scale reaction from you,” she says; which sounds about as unlike Kidman or Ritchie as it’s possible to get.

But what do I know? I don’t even understand a phrase that can be variously used to describe acting like a Viking, the process of strategic planning at a multinational consumer packaged goods company, talking about yourself under the pretence that you’re inspiring people, exuding earth-trembling passion in the style of Nicole Kidman or, to bring us back to where we started, making it obvious to people that their old computers are too slow.

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Tech PR: twice as much business jargon as average

If you think the picture's dull, imagine the press release

Last week I pointed out that some of our most hated business jargon terms really caught on during the dot-com boom, where a lot of crap was spoken by a lot of people with MBAs. Their qualification could stand for “Master of the Bullshit Arts”, ha ha ha. See what I did there? It doesn’t stand for that really.

Well it’s unfair to single out the dotcommers and their graduate degrees, I’ll admit. So, to redress the balance, look at this graph: the top seven business jargon words that I’ve used before, and their frequency in US press releases over that period. Along the x-axis, US press releases in general; along the y-axis, technology press releases. Not just dot-com: any type of techie or telecoms business, consumer or not.

Over 20 years, consistently in every year, for every phrase, techies use business jargon about twice as much as the average. That’s maybe understandable for a word like scalable, which has a technical meaning of sorts. But world-class? There’s no excuse.

Maybe more tech PR is business-to-business. But that is a rubbish excuse too.

Occasionally someone posts on Twitter that I blame PR people for causing our jargon problem. As I pointed out last week, British journalists haven’t been doing their jargon-filtering job either, and at least the non-techie PR people among you can feel better today. Not good mind you, just better than that other lot.

Talk Normal in meatspace

"Tools that help us": keeping my options open on instruments of torture; you never know.

Thanks to Claire Thompson and her extremely constructive The Tools That Help Us initiative, I’ll be a panellist in a session called Cleaning Up Communications at Tempero, 14-16 Great Portland Street, London W1W 8QW, on 25 June at 2pm.*

Click on the link to sign up. It’s free. Also on show: Darika Ahrens, Grapevine Consulting, on #fixpr; Richard Ellis of the Public Relations Consultants Association; Molly Flatt, 1000 Heads; Adam Parker, An Inconvenient PR Truth.

I’m allowed to talk for five minutes – rather than the five hours I’d prefer – so I’m taking advice on what to say if you’re coming along and want me to do requests.

Otherwise, show up and ask me a question, and we can exchange ideas. Remember when we used to do that? Now we can go to Twitter and ask the opinion of millions of people we don’t know, instead of just five of us. But let’s give this conversation thing one more go. For old time’s sake. Promise I won’t ask again.

* To save you the trouble of looking it up: North Korea v Ivory Coast, Brazil v Portugal.

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One of the symptoms of an approaching nervous breakdown is the belief that one's work is terribly important.
Bertrand Russell

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