Chunky

Small is beautiful.

— Ernst Schumacher

Bevies of experts believe "micro-content"—marcom you mold into "bite-size, digestible chunks"—can counteract customers' growing intolerance of marketing.

I'm not so sure.

If micro means publishing crap, small isn't beautiful.

If micro means posting "rough and ready" videos, small isn't beautiful.

If micro means turning tractati into tweets, small isn't beautiful.

In all these cases, small isn't small: it's only small.

If your sole success-metric is views, micro may be fine.

But if conversions are your bag, better work at it a wee bit harder.

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Owning Up

To err is human; to admit it, divine.

— New Richard's Poor Almanac

Visit GiveWell's website and you'll find something remarkable: a label in the main navigation that reads "Our Mistakes."

Click and you'll jump to a page headed, "This page logs mistakes we've made, ways in which our organization has failed or currently fails to live up to our values, and lessons we've learned."

The page is long, long, long.

Alexander Pope once wrote, "No one should be ashamed to admit they are wrong, which is but saying, in other words, that they are wiser today than they were yesterday."

How many organizations are gutsy enough to own up?

Not enough.

On Income and Idleness

A great deal of harm is being done in the modern world
by belief in the virtuousness of work.

— Bertrand Russell

Ayn Randers go ballistic when Silicon Valley billionaires suggest a universal basic income would drive innovation and equality.

Can underwritten idleness ever be virtuous?

Watch an episode of Keeping Up with the Kardashians and you'll say no.

But philosopher Bertrand Russell—spared an encounter with Kourtney, Kim, Khloé, Kendall and Kylie—thought it could.

In his 1932 essay "In Praise of Idleness," Russell argued that overwork is overrated; and idleness, underrated.

With automation, he believed, people need work no more than four hours a day to keep civilization going.

Four hours a day would let them contribute fairly and earn their keep—and leave them ample time to study, think, play, and practice crafts. And as they do, innovation, charity, happiness and peace would flourish.

Sound utopian?

It isn't.

Russell's hope was simple: after millennia of "overwork for some and starvation for others," it was time for people to "stop being foolish."

And Russell was describing our future: a time when the "shared economy" creates enforced downshifting (provided the 1% don't win out and revoke the 13th Amendment; a strong possibility, in my opinion).

When you consider the fact most gigs in a shared economy pay too poorly to offer complete liberation, the Silicon Valley CEOs might be right: a universal basic income makes sense.

For the Ayn Randers and others who think overwork confers moral worth, I have just three words.

Get a life.

Conference Planners: Make Every Moment Instagramable

Planners, I pity you.

You haven't cracked Gen Y's code yet.

Now you have to wow Gen Z.

The US Census Bureau reports 74 million people belong to Gen Z. In just three years, they'll represent 40% of attendees.

Their intolerance of passivity makes the rest of us look like sheep; so does their penchant for social media activism.

And therein lies both the problem and the solution, says Skift.

No longer can you deliver your grandfather's conference and expect Gen Z to stand for it—or sit through it.

“If it’s not interactive, they’re not going to stay at the meeting,” planner Cindy Lo tells Skift. “They need to be entertained and they’re looking for those Instagramable moments.”

But if you try only to razzle-dazzle Gen Z members, Lo says, you'll fail. You have to razzle-dazzle them authentically. And you have to do it long before they'll even register.

And you have to do it long before they'll even register, because they judge a conference's real values before deciding to engage.

“Gen Z can sniff out fake so fast,” Lo says.

But how do you avoid appearing "fake?"

One way: avoid interruptive calls-to-action like "Tweet this!” in your marketing. Gen Z members understand marketing better than previous generations and abhor tacky commands.

Another: be Instagramable in your marketing. Use tons of imagery to promote your event, keep your copy short, and make both mobile-friendly. You'll not only convert more Gen Z members into attendees, you'll turn them into advocates for your brand.