Tag Archives: ethnography

Charlie Rose vs. George Lucas

la-et-st-charlie-rose-new-pbs-weekend-show-201-001Charlie Rose recently interviewed George Lucas. At the 16 minute mark, we see these two great men cross swords.

It’s a good talking point for those of us who are interested in the art of the interview (and especially the ethnographic, anthropological version thereof).

There are a bundle of strategies that make an interview work. One of the most important of these is not just the tone of questions we ask, but the tone of the attention we give to answers we get.

The idea, call it the “total approval rule,” is to indicate by body posture, facial expression and follow up questions that we approve of what the interviewee has said.

The idea, generally speaking, is that this initial approval will encourage the interviewee to be more forthcoming. In a perfect world, our initial performance of approval encourages answers worthy of a more genuine (less performative) approval.

(This strategy works in the real world. Today at lunch lean in and pay very careful attention to something said by your lunch partner. Nod and smile with a Southern’s grace. Hey presto, your lunch partner will instantaneously become 15% more interesting, [margin of error: +/- 3%.])

But something happens in the Lucas interview. No matter how much Mr. Rose tries to draw the great man out, Lucas will not be moved. He has a set of stock answers. He has a stock attitude. The fact that these answers are not very interesting, sophisticated or intelligent does not trouble Mr. Lucas.

He is, after all, George Lucas. (I have a friend in Silicon Valley who says that the moment you make your first handful of millions is the moment you stop growing. If you are not very careful you will always be that person, trapped in a haze of self congratulation, persuaded of your own sufficiency, your veritable perfection.) George Lucas has been a big sneeze for many years. He is the inhabitant of a celebrity culture in which every answer he cares to give is normally celebrated as completely riveting. He is now a great man grown a little tired of the pomp and ceremony of popular culture who doesn’t quite grasp that this popular culture has claimed him. It has forgiven him so many banal answers, these are the only answers he has left to give. Irony of ironies, this consummate story teller is now telling his own story badly.

But of course Charlie Rose is Charlie Rose. He is now so powerful and important in our culture that an interview with him is a little like being called to account by St. Peter. It is probably better, on balance, to bring your “A” game. You are now longer talking to 7:00 TV, those Entertainment Tonights of the world that are just happy if your mouth is moving once the film rolls.

It was interesting to watch the tension grow.

At around the 16 minute mark, Mr. Rose asked Mr. Lucas how he feels about his impending Kennedy Center award.

“Well, I could be glib.”

Something in Mr. Rose snaps, apparently, and he breaks the “total approval rule.”

“No, just be real.”

Holy toledo. This is Mr. Rose making clear that he will not stand for a rhetorical brush off. And now he dares actually instruct Lucas. He talks about the importance, the honor, of the Kennedy Center event.

Lucas is having none of this and reverts to the contempt with which Silicon Valley, Hollywood and people fashioned in the 1960s have always regarded the shadow puppetry of Washington.

“I don’t much care about awards.”

“But there are awards and there are awards,” Mr. Rose fairly explodes. He is now obliged to lecture Mr. Lucas on what the Kennedy awards are and why they matter.

Methodologically speaking, this is normally not done. It is almost the first thing they teach you in anthropology school. Don’t lecture the respondent. You are there to capture what they think. It doesn’t matter what you think.

Lucas will not be moved, “We get awards all the time.” And this draws the match to a stand off, both parties having made themselves clear.

In a sense this is a geo-cultural contest between different parts of the country. George Lucas takes the West coast position that doesn’t think much of conventional politics. Charlie Rose, a man who knows exactly that, and how much, these politics matter, begs to differ.

But this is also a study in the internal dynamics of the interview from which something can be learned. There are moments in an interview when I think we must be allowed the, let’s call it, “Charlie Rose allowance.” We can only be expected to indulge the unthoughtful (and the sanctimoniously unthoughtful, at that) for so long. And then we are allowed (perhaps obliged) to let the respondent have it, to lecture them on all the light (read “world”) they cannot see. This lets them know that we are rescinding their indulged status as respondent, the one that says, I am interested in everything you say. We are putting them on notice: up your game.

It’s a calculated call. But when the quality of the interview is at risk, we must object and evoke the Charlie Rose allowance. Sure, the respondent may respond by, gasp, unclipping the microphone and quitting the interview. But the risk is worth taking. Nothing matters more than the data. Not even the respondent.

Dark Value, a new book published today

Ember Library Mediator

Here’s the abstract for my new book:

Innovators like Airbnb, Uber and Netflix are creating dark value. They are creating features and benefits they didn’t  intend and don’t always grasp. And because this value is hard to see, it’s hard to monetize. I believe dark value is a chronic problem in the innovation and sharing economies. To observe one implication of the dark value argument: Airbnb, Uber and Netflix are charging too little.

We will examine dark value created by AirBnb, Uber, Netflix, Evernote, Fitbit, and Facebook. We will show how to make dark value visible in three steps: 1. discover, 2. determine, and 3. declare. Ethnographers, designers, VCs, creatives, planners, PR professionals, marketers, story tellers, curators, programmers, content creators, and social media experts all have a part to play. For all of them, Dark value represents a new professional opportunity and a new revenue stream.

You can buy Dark Value on Amazon here.

Why buy it? If you are a culture creative in design, marketing, planning, ethnography, advertising, curation, this is a treasure map. It will also help you find new revenue streams, as you find dark value for others.  (It now occurs to me that “A Treasure Map” should have been my subtitle.)

What will it cost you? The price is $2.99. It will take you about 30 minutes to read. If you buy a copy, please send me an email and I will put you on a mailing list for updates. I’m thinking about a Keynote deck, and you would get this for free.

 

Make Ethnography Better

bloggables 3 d and four part.delineato

Ethnography has grown in the last couple of decades from a moody, friendless method in the social sciences to the belle of the business ball.

But clearly it has suffered in this rise to stardom. In the wrong hands, ethnography is now a license for the methodologically slap dash. To use the immortal words of Errol Morris, ethnography is now sometimes “cheap, fast and out of control.”

Part of the problem, I think, is that ethnography has been shorn away from anthropology. It was created by anthropologists (and to a lesser extent sociologists) and used in conjunction with anthropology (or sociology).

bloggables 3 d and four part.delineato

The advantage of adding “anthro” to “ethno” is that it allows us to put things captured in the life of consumer, user, or viewer in a larger, illuminating context. We can see, more surely, what it means. Without this larger context, ethnography devolves into simple observation, as in “this is what I saw when I was in a consumer’s home.”

Adding “anthro” to “ethno” also give us access to theoretical resources and intellectual traditions that contemporary ethnographers rarely seem to bring to bear on the problem at hand. (And I’m sure that I don’t need to say that the “problem at hand” for any ethnographer studying the ferocious dynamism of contemporary culture is usually formidable. We need any and all the powers of pattern recognition available to us. Airily dismissing the patterns made available by intellectual discipline and years of theoretical development is just dumb.)

How can we tell that someone is adding “anthro” to “ethno?” We are entitled to ask “where did you study anthropology?” (We could also use “sociology,” “film studies,” or “American culture.”) We are asking, “what do you bring to the table beside a claim to method?”

But this is only part of the problem. Too often, the researcher has no “depth of field.” He or she is incapable of seeing that this family, this home, the user, this community is a creature in motion changing in real change. Good observers have an acute sense of the historical factors at work here. They know what has happened in a very detailed way since World War II and they have a general sense of what has been happening in Western and especially American culture over the last 300 years.

bloggables 3 d and four part.delineato

This gives us a glimpse of “slow culture” as well as “fast culture.” (For more on the distinction, see my Chief Culture Officer.) And now we are really testing the abilities of the self appointed ethnographer. Do they have depth of field? Now we are entitled to ask, “tell me about any big, enduring trend in American culture. How did it take shape over time?”) (Don’t be surprised if they are astonished by the question.)

Here’s the problem. Most of the work being done by ethnographers is being done here.

bloggables 3 d and four part.delineato

But this ethnography is stripped of the things that gives it real explanatory power.

What we need is something that heads in this direction.

bloggables 3 d and four part.delineato

If ethnography is to evolve, we want to migrate in the direction of “anthro” + “slow culture.” We could think of this as a “Northwest passage” strategy. Until we find a way to connect these worlds, the Southeast sector must remain poorer and less cosmopolitan.

It’s not clear to me what the practical solution is. I did a couple of posts about the C-school idea a few years ago and discovered some of the following programs, any one (or several) of which might take up this challenge. (Notice that I am not saying these places have a solution, merely that they are the kind of places that might come up with one.)

The D school at Stanford (David Kelley)
W+K 12 (Wieden + Kennedy school, Victor a German Shepherd pointer)
The Miami Ad School (Ron & Pippa Seichrist)
The VCU BrandCenter (Helayne Spivak)
The Berlin School of Creative Leadership (Michael Conrad)
EPIC (Ken Anderson and Tracey Lovejoy)
UC Berkeley School of Information (AnnaLee Saxenian)
California College of the Arts 
Royal College of Arts
MIT Media Lab
Rhode Island School of Design
IIT Institute of Design (Laura Forlano, thank you Sergio)
Ethnography Training (Norman Stolzoff and Donna Romeo)
Consortium of Practicing and Applied Anthropology
Ohio State (Liz Sanders)
University of North Texas
Wayne State
Columbia Business School (Bob Morais)
Fordham Business School (Timothy Malefyt)
Savannah College of Art and Design (Sarah Johnson and Susan Falls)

As I was noting here, the Annenberg School at USC is coming up fast.

Finally, I recently had lunch with John Curran and he tells me that things are afoot in London. I will leave it to him to reveal the details. (John, please send me a link so that I can include it here.)

I am hoping readers will let me know the programs I have missed.

Craig Young: an interview in SF

I did this interview for a project called Automated Anthropologist.  (I went to San Francisco and let it be known that I was prepared to do anything anyone told me to do, within the limits of morality, legality, and being Canadian.)

With the help of Maria Elmqvist (now a Strategic Planner at Perfect Fools in Amsterdam), I talked to Craig Young.

I like this interview for a couple of reasons but chiefly it’s Craig. Really clear, forthcoming, and helpful. I paid him, so I was making some small contribution to his economy. But he went above and beyond the call. (Maria and I approached another guy for an interview and he said, “not so much” in a way that sounded unmistakably like “go f*ck yourself.”  Craig’s generosity was especially welcome.)

Another thing I liked about the interview was the glimpse it gives of city life. In this case, of the invisible distinctions of space that are perfectly clear to Craig and a surprise to the rest of us (if and when discovered by the rest of us). The world is filled with this invisible distinctions. They surround us all the time. The secret of ethnography: keep an eye out. Ask everyone.

A third point to make is methodological. Interviews a guy like Craig is difficult because you are (I am) concerned that you are (I am) going to ask something insensitive. In addition to invisible spaces, there are invisible sensitivities, and the last thing you (I) want to do is blunder into them.

Hence my tone, which is deliberately convivial, kinda loud, and bit clueless.  The cultural logic is this: if this guy (me) is incapable of certain subtleties, he may give offense, but he doesn’t mean to give offense.  (We may think of this as the “big stupid labrador” defense.) I know this is counter-intuitive, but then it is a cultural logic, not a logical logic. Ironically, the more you signal an effort not to give offense (by agonizing over choice of words and so on), the more likely you are to give offense.

A fourth point, this one moral: there are people in the research community who believe that an interview with Craig offends morally and politically. The notion is that I am taking advantage of a power asymmetry. Yes, it’s true, asymmetries raise the possibility of exploitation. And then it’s incumbent on me to see and say what my motives were. The answer is that for the purposes of Automated Anthropologist I was talking to anyone who would talk to me. Did I take more than I gave? That’s a tough one. I paid Craig. So there was an exchange of value. Only Craig can decide whether he was properly compensated. The danger is that if we decide that we shouldn’t interview Craig for political reasons, he is denied the engagement and the pay. I think it’s for Craig to decide whether he wants to do the interview, and to remove this choice from him really does enact a power asymmetry. Apparently, we know better than he does. We decide for him. But this is not an easy issue.

A fifth point: I am glad to know even a little more about Craig and what life is like in the street. The idea of having to worry about people “stealing your stuff” is a revelation. I can’t imagine this order of disorder in my life. It’s all interesting to see that there is more order than I would have expected, certain work arounds, a schedule, a support network. All of these discourage the idea I tend to have of life on the street, that it is radically unstable and always on the verge of the cataclysmic. And I guess that’s one thing to take away from the interview, that life on the street is both quite stable and always on the verge of the cataclysmic.

A sixth point: the defense of this interview, the defense of all ethnographic work, is perhaps that the other is a little less other. I don’t think I carry diminishing ideas of people who live in the street. (I don’t romanticize them. I don’t blame them.) But it’s also true that, beyond that, I don’t know what to think. Ethnography, even a very brief interview of this kind, helps give us access to one another. And this is a necessary condition, I think, of empathy and aid.

One last point, everyone with a smart phone is now in possession of a fantastically good piece of recording technology. I wish I were doing more of these interviews. I wish we all were.

Post script: thanks to Maria Elmqvist who did the camera work and participated in Auto Anthro with intelligence and a real ethnographic sensitivity.

Bud Caddell

Whenever I have the chance to talk to Bud Caddell, I take it. This’s because while I know the future is badly distributed (in Gibson’s famous phrase), I fervently believe it must be somewhere in the near vicinity of Bud Caddell.

In this 10 minutes of interview, Bud talks about the following things

00: 37:00 mark (~) that with his new company Nobl Collective, he is learning how to configure the culture inside a company to articulate it with the culture outside the company.

00:58:00 the digital disruption changes these things in succession

  1. culture
  2. how brands communicate
  3. how products are made
  4. the teams within the organization

1:39 On joining the world of advertising and why he left.

3:43 the thing about that very famous Oreo campaign (that it took 6 different agencies, and a lot of money). This was not the “safe to fail” experiments the world now holds dear.

4:20 companies are having to learn to both optimize and futurecast, and that these are opposing challenges.

6:00 there is a tension in the corporation between pushing the innovation team too far away or holding it too close. (Amazon is the case in point.)

6:43 Nobl believes that companies take human choice away from teams. The point of Nobl is to restore that choice.

10:20 Bud is concerned that, all the noise to the contrary, we are actually moving away from small startup entrepreneurialism. Bigness is not dying, it’s once more on the rise.

11:56 Bud is concerned that with this culture inside, the culture outside (i.e., American culture) could narrow and something like a 50s monoculture

11:18 organizations are inclined to treat employees like errant children or robots. The point of the exercise find their strength, not assume their weaknesses. Give them autonomy. (Because they can’t navigate the future, they can’t create value, without that autonomy. My words, more than Bud’s. Sorry!)

??:?? Nobl aims to construct core teams with 4 properties

  1. customer obsessed (prepared to “leave the building” to find out more
  2. closely aligned with one another
  3. autonomous, free to discover an idea and test it
  4. organized by simple rules

Thanks to Bud for the chance to chat.

I am hoping to do more of these interviews. My assumption is that we are all works in progress working on a work in progress in a work in progress, and that to listen to one another as we configure works1, works2 and work3 is interesting.

One last note on method. This interview might stand as a grievous example of “leading the witness.” I was shocked when listening to it again to hear that my questions were more about me and less about Bud. Yes, you have to start somewhere. And yes, inevitably you are going to speak from what you know. But the very point of ethnography and the thing it does so well is to discover things you don’t think and hadn’t ever thought to think. It’s always a chance, more vividly, to get out of our heads into that of the respondent. Or to put this another way, I was insufficiently curious in this interview.

 

 

The real message of advertising?

If the art of advertising (one of them anyhow) is closing the distance between the brand and the consumer, you can’t do much better than this.

Do we know you?  Yes, we know you.  This is sometimes the most urgent question advertising has to answer.

I’m told that the people responsible for this work at Digitas were  Michael Frease and Jeremy Bacharach.  Hats off to Jon Hall, Senior brand manager at Whirlpool  (See Dale Buss’ interview of Hall in Brand Channel here).  I would especially like to know the names of the people who did the ethnographies.  Really top notch work all around.

Acknowledgements

Thanks to the magnificently talented Scott Donaton.

Bosco 3.0: ethnography and design to the rescue

I’ve been thinking some more about Bosco, the kid who knows all about meth labs and not a lot else.

It’s a problem that demands anthropology, ethnography, design thinking, strategy, marketing, several of the intellectual practices we now have on tap.  (See the preliminary posts here and here.)

One approach: transfer the knowledge possessed by kids of privilege.  So that Bosco does not suffer that pernicious disadvantage of constrained horizons or what we might call a “cosmopolitan gap.”

There’s an inclination to say, “Perfect!  It’s a simple transfer.  We find out what Tommy (child of privilege) knows and send this knowledge to Bosco.”

EmberBut of course it’s not this simple.  Knowledge is not data organized according to a single scheme.  It is not something that exists independent of communities and practices of knowledge.

So it’s NOT the case that Bosco’s knowledge of the world looks like this on a grid of knowledge.  (B = the things on the grid of knowledge that Bosco grasps.)

Ember

Tommy’s richer knowledge of the world does NOT look like this:.  (Where T would stand for the [many more] things Tommy understands.)

Ember

So it’s NOT the case that all we need to do is to communicate Tommy’s knowledge to Bosco.

Instead, knowledge is variously assembled and framed so that what is knowledge in one system may not show as knowledge in another system.  Or knowledge in one system may show in another, but it takes on a new place or significance.  This is an elaborate way of saying we don’t just need to know what Tommy knows but what Bosco knows.  And then we have to build a translation table.  Not a Rosetta stone, but something more complicated and calculating.  Less a translation table, more a translation machine.

Notice that we are not taking the postmodernist bait and sliding into that sophomoric relativism that says Tommy and Bosco live in  worlds so different that communication or transfer is impossible.  This is good fun to debate in a university seminar.  But when it used to frustrate our rescue mission, specious nonsense turns dangerous too.

Off the bat, I can see two ways that cultural creatives can help.

architecture of knowledge

This is what ethnography is for, after all.  We can sit down, and capture the categories of Bosco’s knowledge, how these go together, what assumptions they rely on.  We can build a rough model of the inside of Bosco’s head.  And with this we can begin to figure out when, whether and how to begin the transfer of knowledge from Tommy to Bosco.  We noted in previous post that this transfer will have real implications for Bosco’s relationships with friends and family, but that’s not the problem we are solving here.  Our task is to discover what Bosco knows and the way he thinks and to use this to prepare the way for a transfer of knowledge.

visualization of knowledge

This is the really interesting part.  And now I am at the edge of my competence.  The idea here is to represent Bosco’s existing knowledge and to help Bosco see how new knowledge attaches.  Because as we know knowledge is adhesive.  This is why it’s easier to get knowledge if you have knowledge.  And of course knowledge is also hierarchical.  It’s hard to learn some things if you don’t already know other more general things.

This is a job for the designer, to create a visualization of what Bosco knows and to use that to introduce him to new knowledge and show how he can “attach” it to existing knowledge.  Where necessary we will build some intermediating pieces of knowledge, so that Bosco can learn something for which his existing system of knowledge does not yet have points for adhesion.  (Or we hold back knowledge until other knowledge is in place.)

Effectively, the cultural creatives will occupy a lab that might as well be called “the inside of Bosco’s head.”  We will know what he knows, what he is ready to learn, and what he has to learn to learn something new.  We will constantly be working on a grand visualization that helps Bosco assimilate new and useful Tommy knowledge.

These are thoughts only.  Your comments, please!