Search May Not be Sexy Anymore, But It Pays the Bills

First published August 5, 2010 in Mediapost’s Search Insider

Is it just me, or is search getting boring? It’s been months since we’ve had a good, ruckus-raising tidbit to get our teeth into. The Bing-Yahoo integration? That’s the best you can do? Yawn.

Is it me…

I suspect that it is, in part anyway, me. To be honest, I haven’t been much of a “Search Insider” lately. In the past few months, precious little of my time has been spent pondering the industry. I’m way behind on industry news and haven’t attended a search conference or event for a few months. My days have been full with the busy-ness of running a business. I’ve had other things on my mind.

My first Search Insider column ran six years ago and since then, I’ve written 276 columns, counting this one.  That’s a little over 220,000 words — most of them at least tangentially relevant to search. Perhaps the well has just run dry.

Or is it search?

But then again, perhaps it’s the industry.  Maybe search just isn’t that sexy anymore. Remember the day when Google was going to change the world? Remember how marketers just couldn’t wrap their heads around this “search” thing? Back then, I could get righteously indignant and bang out a column wondering when the world would “get” how important this it. But now, they’ve got it. It seems silly to proselytize search now that Google has become a verb. Search has come, has conquered, and we’ve all moved on. Again…yawn.

Sure, there are always new search entries in the marketplace, but when’s the last time somebody used the words Google Killer? Is it because Google is invincible, or is it just that we really don’t care anymore? Even Aaron Goldman, who surely has squatter’s rights on “Google Killer,” hasn’t squeezed it into a column since last May. In the last year, only three Search Insider columns have used the term. When we Insiders stop caring about the world after Google, imagine how disinterested the rest of the population must be.

Search and the Oxygen Cycle

As I watch my family’s day-to-day routines unwind, I realize that search is like air. We use it without thinking about it. We just accept it. And so, the industry that lies behind the query box falls into the same category as the biochemical process that ensures we have oxygen. I don’t care how it works, as long as it does work.

So, maybe search is boring. Maybe it’s lost its luster, ceasing to be a bright shiny object. Maybe the cool people have all moved on to social media and mobile, where they attend conferences wearing block logoed T-shirts, sipping free mimosas and talking about how no one gets Foursquare. It’s the same group you used to see at the search shows, waiting to board the bus to the Google Dance.

But I can’t help thinking that perhaps this is a good thing. You can only be cool for so long. Sooner or later, you have to grow up and do some real business. It’s the difference between a bar pick-up and a marriage. Social might be sexy, but search pays the bills and puts food on the table.

On second thought, maybe a little diversion is just what the doctor ordered. Look over here, all you journalists and financial analysts! Look at what’s happening where the really cool people play. Ooh and aah at these social widgets and nifty apps. Meanwhile, we search people will drudge along, cranking out a few more billion in search revenues.

How and Why I Blog

i-have-nothing-to-sayMy last post on the psychology of entertainment forced me to ask myself an important question: why the hell do I blog anyway? I thought it might be helpful to work this out in the full transparency of a blog post. As I find the answer for myself, perhaps someone else will find it useful as well.

Talking to Myself…Online

For me, my blog is a little more structured exercise than talking to myself. It helps me take some of the ideas I’m exposed to and give them an intellectual workout. I suppose at first I intended my blog to be a promotional vehicle but as I started to blog, I realized that provided poor motivation to continue to blog. I don’t really structure my blog posts to be rapidly disseminated. As I said before, I break pretty much all of Guy Kawasaki’s rules for successful blogging. But then, Guy doesn’t blog the same way I do. It doesn’t serve the same purpose. For Guy, blogging is a broadcast channel. For me, it’s an intellectual “grist mill” that allows me to pull ideas together in new combinations.

Truth be told, I don’t really have a structure that I follow when blogging. I sit down and start typing about whatever happens to be on my mind that day. I try to set an hour aside a day, but often I find the clock running on to two hours and I reluctantly have to pull myself away and get to the rest of my daily to do’s. Worse, often I get on a track that’s impossible to cover in a single post. For example, a single comment on a single post got me wondering about the psychology of entertainment and that resulted in a string of 14 posts that’s still going on. When this happens, it’s very difficult to know where to end each post.

Educational Multitasking

Also, when I blog, I simultaneously learn. I bounce back and forth between TextEdit (using Word for blogging causes no end of headaches when importing into my blogging platform) and Google, exploring threads and “berrypicking” ideas. Often, I don’t have enough time to search for empirical backing. If an idea appears interesting, it gets thrown in with a link. My blog is a place to speculate in the open air, not to worry about making each post bullet proof. I try to make sure everything passes my personal “gut test” but I expect my readers to call me on concepts that are obviously off-base.

My motivation for blogging is simple: I have ideas that I want to share, both mine and other ones that I run into. I try to be fair when I am presenting the ideas of others, providing links to the original source. I find the challenge of translating these ideas into words very healthy. It helps me internalize them, bringing them into my own perspective. I tend to favour academic work that borders on marketing. I’m become an armchair neurologist, psychologist and sociologist. The common link I look for is the “why” in human behaviour.

For me, blogging is a means to an end. I know other authors, including Chris Anderson, Seth Godin and John Battelle, work their book ideas out through their blog. I suspect I’m following the same path. After my first book which came out last year, I already have several ideas jostling for their place in the queue. The blog allows me to jump back and forth between these ideas, picking up a thread and pursuing it, then dropping it for another. I suspect blogging is the attention deficit approach to book research. The benefit, I hope, is that in the process, you expose potential readers to your thoughts, leading to a very healthy and helpful vetting before anything actually makes it to paper.

There’s a Reason It’s Called Out of My “Gord”…

I also don’t consider my own blog as a promotional vehicle for my company, Enquiro. There is inevitable overlap, and you can find my posts on our corporate blog, ask.enquiro.com, but the musings and thoughts belong to me, not Enquiro. We have a few bloggers in Enquiro and they are all finding their own voice. We take a very organic approach to this content creation, trusting that our shared passions will keep us somewhat aligned, rather than pushing editorial guidance down from above. Writing is much more rewarding and effective when you’re writing about something you care about. As the CEO and President of Enquiro, it’s natural that whatever I’m interested in will eventually find it’s way into the company’s corporate strategy in one form or another, but outofmygord.com is definitely not a corporate blog. The name (which I’m rather proud of, by the way) very much indicates what this blog is about, random thoughts that are bouncing around my cranium. Just like any given group of readers, some of my staff reads the blog every day, and others don’t. It’s not compulsory.

For me, the discipline of regular blogging, although difficult to maintain, has been very rewarding. If I could spend all day blogging I would, but so far, I haven’t figured out a way to keep the wolves from the door through blogging alone. Also, although my visitor stats have been consistently climbing, I have little idea who actually reads my blog. My readership, I suspect (at least based on the comments that get submitted) includes a number of SEO’s looking for backlinks. If you’re one of them, here’s the drill. I look at all feedback, sort out the obvious spam, and post if a comment looks thoughtful and adds to the conversation, even (in some cases) if it includes a fairly subtle backlink. No, I don’t use no follow tags (yet) so I figure that if you go to the trouble of making an intelligent comment, I’ll repay you with a little link love.

Advice? Just Write, Often and Regularly…

If you’re looking for advice on blogging, I’m not sure there’s much I can give. There are certainly bloggers with a much more commercial approach than I have, and they have the visitor numbers to show for it. What I would say is that you need to post often. I try to do 5 posts a week, and I usually manage at least 4. If you approach blogging like I do, with no set agenda or editorial guidelines, it’s hard to know which posts will become popular and which ones will go virtually unnoticed. I’m the worst judge of this. My most popular posts are ones I would have never expected to go viral. And my favorite posts often seem to be read by me and me alone. But, if you keep cranking them out, day after day, I believe your audience will eventually find you. Traffic to my blog has increased about 6 times since I started becoming more regular in my posts.

Finally, I acknowledge that the findability of past posts is abysmal on my blog. I was going to reorganize the site, but I recently decided to migrate the contents to WordPress (which has proven to be a much bigger pain than I thought). I’m hoping the change of platform will allow me to do some retroactive categorization and organization.

Some Wisdom from Walt

For the next week or two, I’m going to be on a much needed spring vacation with my family. During that time, I’m going to try to keep up the posts, but expect them to be much shorter. And, in the spirit of the vacation (which is in Southern California) I’m going to share some of the lessons I learned from Disney, one of my favorite companies, and from Walt Disney (one of my personal heroes). After that, I’ll pick up the psychology of entertainment thread again and see where it goes from here.

10 Things I Learned from Disney – #2: Values are Non-Negotiable

Walt_young_featureWalt Disney’s values were forged in the hardscrabble reality of Kansas City, growing up in a family led by a father that never was quite able to grab success by the tail. Walt was a deeply spiritual individual who held the importance of American and Family values above all else. He spent the rest of his life pursuing an ideal – that of clean wholesome family entertainment. Walt was scrupulous about it. I suspect the adult movies that are now released through Disney’s production arm, Touchstone Films, would have earned a disapproving frown from Walt. Yet of all the major studios, Disney is still the one synonymous with family entertainment.

The normally affable Walt could quickly become contentious when his values came into debate. He drove the overall moral tone of Disney entertainment with an iron will. The door was open for technical and creative innovation, but heaven help the poor Disney employee who let their moral guard slip, even for an instant. It’s only very recently that Disney Park employees were allowed to have a beard, a mustache (ironic, considering Walt himself sported one) or sideburns. Walt felt facial hair detracted from the clean, wholesome image he wanted to maintain in his parks. And the classic Disney films each strove to be more than entertainment – they each carried a strong moral message, usually about the value of a strong family unit.

Whether or not you agreed with Walt’s highly idealistic views, you had to admire the ardor with which he defended them. Walt felt that a corporation without real values was a soulless organization without direction. And his values still live in Disney’s corporate values today:

Values Make Our Brands Stand Out

    * Innovation
          o We follow a strong tradition of innovation.

    * Quality
          o We strive to follow a high standard of excellence.
          o We maintain high-quality standards across all product categories.

    * Community
          o We create positive and inclusive ideas about families.
          o We provide entertainment experiences for all generations to share.

    * Storytelling
          o Every product tells a story.
          o Timeless and engaging stories delight and inspire.

    * Optimism
          o At The Walt Disney Company, entertainment is about hope, aspiration and positive resolutions.

    * Decency
          o We honor and respect the trust people place in us.
          o Our fun is about laughing at our experiences and ourselves.

Are they defended as strongly as they were when Walt was alive? I suspect not, yet it’s a testament to the man that for must of us, Disney and family values are synonymous.

Values are a highly personal thing. You might not subscribe to the same values that Walt did. But the fact is, values have to live at the heart of an organization. They breathe life into it and give it a purpose that’s not open to negotiation or compromise. They are the bearing points that can always be relied on. They stand above profit statements and quarterly earning reports. If they don’t, all you have is a bunch of people standing around trying to figure out the best way to make money. And there are better things in life than that.

The Spring Search Insider Summit: Where is Search Going?

First published March 11, 2010 in Mediapost’s Search Insider

In my last column, I talked about Steve Ballmer ruminating about the future of search. Steve isn’t the only guy thinking about this. A number of people I’ve talked to in the last few months have been pulling their crystal balls out and doing a little prognosticating about where searching as we know it might go in the future.

I think we (and by we, I mean anyone remotely connected to the search industry) all agree that we’re at the cusp of a sea-change in our world. Most everything we know will get swept along with this change: revenue models, our search experience, marketing strategies, the role of search agencies, the tools we use — and even the very platforms we use to launch our search.
One simply can’t overstate the importance of this. So, with another Search Insider Summit rapidly approaching, the folks at MediaPost and I have decided to turn the entire summit over to that one central question: Where is search going?

Those of you who have ever attended a Search Insider Summit know the basic premise: spirit a number of the smartest minds in search away to a fabulous location and let them share ideas for three-and-a-half packed days of brainstorming. This time around, on lovely Captiva Island in Florida, I want the future of search to be on the tips of everyone’s tongues.

And that’s where I need some help. I need passionate and compelling presenters who can “Captiva-te” our audience with their vision of where search is going. I’m looking for pitches around the central question. I’ve switched it up a little this time, dividing the primary question into six different sessions:

Where is the Core Technology Going? The engine that drives search is undergoing some significant tweaking, both in the labs of Microsoft and Google and in countless start-ups around the globe. How is the fundamental function of indexing and organizing information evolving?

Where is the User Interface Going? What will our search engines of the future look like? What is the next flavor of the 10 blue links? How will we query — and when we do, what will the results look like?

Where is the Search Experience Going? Already, we launch our searches from more and more places: mobile devices, entertainment screens, tablets and desktops. And the explosion of screens means the diversity will only continue to grow. How will the very act of searching change for us? And what will it mean for those of us doing the searching?

Where is Search Marketing Going? As search changes, the ways we use it as a marketing channel must also change. How will we adapt to the changing user experience and interface? What will our touch points with prospects who are searching for information look like in the future?

Where is the Search Marketing Industry Going? At past summits, we’ve talked a lot about how the search marketing industry has to change and adapt. Despite its rapid adoption and tremendous success, the search marketing industry is still in its relative infancy. Will stand-alone search agencies be part of the future marketing landscape? And if they are, what do we have to start learning to do — and what should we stop doing?

Where are Search Marketing Tools Going? One of the knocks against search is its lack of scalability. Tools have consistently scrambled to keep up with the changes and have made great strides in assisting the search marketer in keeping track of what is, by necessity, a tremendously granular management task. But what will those tools look like in the future?

If any of the above topics strike your passion, let us know. Send us a speaking pitch in the following format:

Introduction: One (short) sentence summarizing your pitch, along with the session you believe it fits into.

Description: No more than 300 words giving us more detail about what you want to speak about.

About Yourself: A little bit about you and why you’d make a compelling presenter on the Search Insider Summit stage.

Send all this along to my email: gord@enquiro.com and please cc my assistant: denise@enquiro.com. Time is short, so if you’re interested, please get your pitches in by next Tuesday.

10 Things I Learned from Disney – #1: Dreams Make a Difference

waltdisneyMy friend and fellow Search Insider columnist, Aaron Goldman, has gained a lot of mileage from one column. Sometime ago, he wrote a column entitled “Everything I Need to Know about Marketing I Learned from Google”. Since then, he’s managed to stretch that out into dozens of columns and an upcoming book. For the next few weeks, I’d like to take inspiration from Aaron and share a few things that Disney has taught me. I don’t expect to get nearly the same mileage that Aaron did (possibly because I don’t have the same attention span) but it’s certainly not because Disney is any less inspirational than Google. For me, Disney presents one of the great corporate histories of the 20th century and Walt has always been one of my personal heroes. But, I will restrict myself to 10 blog posts, one for each of the lessons that Disney has taught me about life and business success. So, let’s start with Lesson One:

Dreams Make a Difference

Walt Disney was possibly the biggest dreamer of the 20th century. Walt always had his gaze firmly focused not the future, quickly moving on from past successes. The next “thing” was always the most important “thing.”  He knew if you spent too much time patting yourself on the back, you’d have your sights focused on where you’ve been, not where you’re going.

In behavioural economics, there’s a saying, “Loss looms larger than gain.” Most of us, faced with a decision of protecting what we have vs. risking it all for a potential future gain tend to circle the wagons and protect the piggy bank. Not Walt. Walt drove his brother Roy crazy by constantly betting it all on a bigger and better dream. For much of it’s history, Disney rode a roller coaster that came frighteningly close to bankruptcy on more than one occasion.

Walt knew that dreams are the fuel that drive us forward. Dreams that focus forward can be achieved with passion and purpose. Dreams that look backward are just one step away from regret. We can do nothing about the past, but we can do something about the future.

Walt was much more than a dreamer, however. Unrealized dreams have not influence on the world beyond the holder of the dream. And that was the magic of Walt. Somehow, he was able to make dreams come true. He knew how to sell dreams, infusing them in others and thereby inspiring them. His dreams were highly contagious, spreading from him (and eventually his brother) through his company outwards to a circle of financiers and partners. Eventually, his dreams reached far enough to touch each one of us.

Disney has not dreamed quite as big or successfully since Walt’s passing, but it’s still a corporation that knows the power of a dream. It has a history of recognizing dreamers and providing the superstructure required to lift those dreams up to the heights.

In Disneyland there is a plaque that says, “It all started with a mouse.” But really, it started with a dream. Walt Disney knew how to take a dream and leverage it to move the world. Powerful stuff indeed!

My Interview with Jeremy Victor at B2B Bloggers

Last week, I had the opportunity to have my first “Twitter-view” with Jeremy Victor at B2B bloggers. Jeremy and I took a very quick tour through some of the territory I explored in my book, The BuyerSphere Project (free pdf available on our site, print version available at Amazon). Jeremy has edited the Tweets into a cohesive transcript.

Some of the areas we covered:

  • What is the BuyerSphere and Why Should We Map It?
  • Where are B2B Marketers on the Digital Marketing Adoption Curve?
  • What are the main challenges facing B2B buyers?
  • The irrationality of B2B purchasing
  • What is the Risk Gap?
  • The Need for Face-to-Face
  • The importance of a website as a Digital Asset
  • Are blogs more important that websites?

A Farewell to SEMPO

Today, the election for the new board of SEMPO is open. It’s a little bitter sweet for me. For the first time in 7 years, you won’t find my name on the ballot. I’ll be stepping down from the board and letting new blood take over.

I’ve been privileged to serve on the SEMPO board since 2003. Only Dana Todd and Kevin Lee, both founding members, have put in a longer tour of duty. In that time I’ve served as Chair of SEMPO for two years and have been the Research Chair, along with Kevin, for almost the entire time. I’ve seen SEMPO grow along with the industry to the point today where it has hundreds of members around the world. Not bad for an organization that started with a handful of search marketers meeting after the sessions had ended at an industry conference, looking to create a shared voice and gain a little more respect. I would say – mission accomplished!

But there is still so much more to do! I’ve had the opportunity to help the current executive start to define what SEMPO’s role could be in the future. The challenge, as it is with anything involving search, is trying to define the scope of what constitutes our reach. Search in the last decade has morphed and seeped into every aspect of our lives. Defining the role of an organization that tries to wrap it’s arms around that has been an ongoing challenge. And this is a challenge that isn’t going to get any easier.

SEMPO has never had a dearth of aspiration. We have dreamed big! We have consistently punched above our weight. We have ridden over rough patches of controversy and dissension. SEM’s are an outspoken lot. Most have us have heard first hand the uproar that ensues when you get a bunch of search marketers in the same room. Imagine, then, the challenge of trying to be the global voice for those loud, passionate, stubborn and thoroughly glorious marketers. Passion has infused SEMPO from day one, from the drive of Barbara Coll to the amazing and ongoing dedication of SEMPO leaders including Dana Todd, Kevin Lee, Jeff Pruitt, Massimo Burgio, Chris Boggs, Bill Hunt, Sara Houlobek and many others. I have been privileged and humbled to serve on the board with all of them. They will always be my mentors and friends. We have been on an amazing journey.

This is not the place for a list of the accomplishments of SEMPO. This is just a place for me to say thank you for the opportunity. And in offering thank yous, I would be remiss if I did not include some of SEMPO’s amazing administrative support team at Virtual, Inc, especially Amanda Pierce, Paula Hunter and a man I hope I can always call friend, Andy Freed. There are others, but those are the ones that I have spent the most time with.

In an industry that’s a fractious and quick to criticize as this one is, it’s always easy to point blame. It’s much harder to stop bitching long enough to dig in and and do something about it. I can tell you from experience, SEMPO boards have always had the interest of the industry firmly at the core of what they do. Not one member I have ever served with has been in it for their own glorification or interests. Not one. Because after 7 years on the board, I can tell you there are much easier ways to grab the spotlight than to serve on SEMPO’s board. The amount of dedication and commitment required is substantial, and, at the executive level, nothing short of monumental. We, each one of us, love this industry and are here to push it forward. We have struggled with the best way to do that, given that our dreams are consistently much bigger than our resources, but our motivations have never been in question.

I have my own goals and plans for the coming few years and knew it was time to step down, both for my sake and for the sake of the organization. As tough as it is for me to personally turn this corner, I know it’s the right path to take. When you cast your vote, I ask you to do so with careful consideration. We need a strong and healthy SEMPO, because the organization has provided a respected voice for this industry. Search marketing now has a global footprint and that voice has to continue to be heard. It has to be heard from Beijing and Oslo, from Milan and Buenos Aires, from Osaka and Sydney. And it has to be heard from Phoenix, Denver, Chicago, San Francisco, New York, Toronto, Vancouver and Seattle

I like the saying Farewell, as it really embodies my wish for SEMPO. Fare well in the future. Continue to Dream and Do. Continue to be passionate. Continue to talk, connect and be heard.

I’ll miss you.

What I Learned at TED: What It Means to be Human

It was 5 amazing days in Palm Springs. It was my first TED conference, TEDActive. And, as one would expect, it was a revelation. You leave TED with a cranium crammed with disparate ideas, all jockeying for position. On Saturday, at the poolside farewell party, we were all intellectually shell shocked, either sitting numbly in the Palm Spring sun or grabbing a watergun and reverting to childhood. I started talking to one Bing engineer and soon we were sucked back into a conversation that was much too intellectual for either of our idea-soaked brains to contend with. As he said – “I thought I had had my last TED-conversation. I gotta go veg somewhere!”

So, what exactly did I learn at TED? Well, it’s hard to pack over 50 minor and major explosions of revelation into one blog post, but there were some highlights and from them, one major theme. That I can share.

Don’t Judge a Book by It’s Cover

If one went by appearances alone, one would walk away from a TED conference horribly impoverished. The riches here are found in the most unlikely places. Take Temple Grandin. I grew up in a cow town in Alberta called Sundre. Sweats and rubber boots are perfectly acceptable on the main street of Sundre and jeans, a baseball cap and cowboy boots are considered formal wear (if the jeans are clean). Temple would be right at home. She came on stage, no nonsense cow girl that she is, looking every bit the part. Temple was terribly out of place, but Temple has been out of place her whole life. She is, as she explained, an anthropologist on Mars.

grandinTemple is a high functioning autistic, with Asperger’s. She has a PhD and is possibly the best known autistic in the world. She is THE leading expert in livestock handling and has written over 100 academic papers, both on her chosen area of expertise and on autism. Temple has given the world a great gift, a glimpse inside the fascinating and baffling mind of autism. The problem with autism is that it often comes with a highly developed skill in one area, in Grandin’s case, empathizing with animals, but little skill in communicating that to others. Temple Grandin has been our guide and interpreter into autism. And on the TED stage, she was amazing. We soon forgot her outside appearance and gave ourselves wholly over to her message.

RaghavaAnother was Raghava KK – a young Indian artist. Raghava first appears to be an immature, giggling and slightly nervous teenager that is about a deep as a wading pool. But that impression lasts about 25 seconds. Then you dive into a bottomless ocean of passion, insight, emotion and, above all, compassion. Raghava held us spellbound for 18 minutes as he led us through his short but amazing life, including no less than 4 phoenix like artistic deaths and rebirths, each precipitated by a major life event.

These were just two examples. There were many more: Dan Barber, a chef, who is one of the best communicators I have ever had the pleasure of seeing on stage,  and Adora Svitak, a 12 year old from Tacoma who caused us to completely rethink our notion of “childishness.”

The Dualism of Humans

So, those were some of the highlights. There were many. I particularly liked Robert Scoble’s recap. He was, of course, at TED in Long Beach and I was in Palm Springs, but the content was the same (by the way, don’t feel that TEDActive is a step down from TED, it’s a step in a different direction, more informal, more casual and, according to many, more fun).

But what was the overall theme of TED? For me, it brought to light an idea I’ve been wrestling with for some time – the dualism of human nature.

When I say dualism, you may think of a Cartesian sort of dualism, a divide between the physical and the spiritual, between mind and matter. But my dualism is more rooted in evolutionary psychology and brain function. This dualism splits the nature of humans into two levels of neural function, cortical and sub-cortical. It’s the difference between “Blink” and “Think”. And that dualism was the thread that run through almost every session at TED 2010.

It started right from the opening talk, given by one of the iconic figures in helping uncover this human dualism – Daniel Kahnemann, the inventor of behavioral economics. Kahnemann explored the difference between experiential happiness and remembered happiness. You see, our happiness is usually based not on what we did, but what we remembered doing. And that is altered by our subconscious biases. For example, the end of our experience often determines how we feel about the whole thing. Hence the logic of the big finale. And remembered happiness doesn’t account for duration. Now, rationally this makes no sense. That’s one half of the dualism. But ration doesn’t live in the other half. That is ruled by emotion. So, our happiness is whittled out somewhat arbitrarily by our emotional biases.

I suppose if we accept that, we could go on accepting our rational short comings. But here’s the other part about dualism. Our irrationality is hidden from us. In fact, we take our irrationality and thinly disguise it with a layer of supposed rationality. Again, let’s return to our happiness. Our future decisions are dictated not by what we actually experienced as happiness, but by what we remember as happiness, which is filtered through our irrational emotions. This means that all this irrationality is baked right into what we believe is ration without our being any the wiser. We build our houses of logic on the shaky ground of emotional bias. This is the essence of behavioral economics.

This is essential to understand in looking at this dualism. It’s not two separate halves, it’s more like two different strings tied into a complex Gordian knot. Logic and emotion are intertwined and interlinked. Even when we think we’re standing on the purely rational side, every decision we make is being influenced by emotion, lurking just below the cortical surface.

Sarah SilvermanThe yin and yang of emotion and logic is not a bad thing. In this union lies love, idealism, art and the essence of our humanity. But we also have to accept that in it lies hate, fear, prejudice and the essence of our animalism. We have to accept and understand who we are and, more importantly, the limitations of our logic. We have to call a spade a spade. And this, to me, what the theme that ran through TED. It started with Kahnemann, but it tied Michael Specter’s talk about how fear and irrationality can bring science to a standstill, Michael Shermer’s presentation about how we are biased towards decisions that minimize risk but also minimize opportunity, Sam Harris’s view that morality can no longer be artificially divorced from the rigors of the scientific method and even chef Jamie Oliver’s plea for us to stop eating ourselves into oblivion. But our duality came into it’s sharpest focus during the controversial presentation by comedian Sarah Silverman. Here, in the most intellectual of arenas, Silverman tested our ability to divorce our minds from our emotions by delivering a gut punch to our sense of propriety. It was impossible to remain intellectually detached from Silverman’s satirical attack on taste and political correctness. Even TED curator Chris Anderson couldn’t help himself, twittering that Silverman was “god-awful” and afterwards realizing he too had been caught in a visceral trap, forcing him to offer the most passive aggressive apology I have ever heard the next morning. The collective intellect of TED struggled with our reaction, which could find no redemption in logic. Some laughed (I did), some were disgusted (I had twinges of this). But it was what it was. We are human, as Silverman brilliantly revealed, and we reacted in a human way. Let’s accept that. Let’s embrace that.It is time to uncover the irrational roots of our logic and make decisions with a full and complete understanding of what really drives us.

For me, after all the talks and presentations, that was what stuck. The question posed by Chris Anderson at the beginning of TED was, what does the world need now? For me, the answer was – The world needs a better understanding of what it means to be human, to be gloriously imperfect and irrational. The world needs us to not be hindered by our irrationality but be driven by our passion. The same things that can hold us back, if we choose not to understand them, can drive us forward, if we accept and accelerate them.

Interview with Stefan Weitz posted at SNL

Apologies for my brief hiatus from blogging last week. I was in Santa Cruz for an extended weekend with my wife, which was fabulous…thanks for asking. Also got a chance to catch Wicked in SF. It was a great way to kick off the weekend.

In between Defying Gravity and bird watching on the California coast, I did get a chance to post Part One of an Interview with Microsoft’s Stefan Weitz on Search Engine Land. It was the kick off of a series I’m doing on where Search goes from here. Stefan and I talked mainly about Microsoft’s “Decision Engine” strategy and what Microsoft currently thinks is “broken” about search. An interview with Stefan can’t help but be interesting, so I encourage you to check it out over at Just Behave.

In the meanwhile, I’m still hopping across the country, but am hoping to get a few new posts done on the Psychology of Entertainment in between plane rides and racking up Hilton HHonors points. Why do I feel a compelling kinship to George Clooney’s character in Up in the Air?

The Best of 2009 from Out of My Gord

For those of you who follow me on Twitter (@outofmygord) you know that I usually tweet the top 3 posts of the week and the month. Now that an entire year has past, 140 characters just didn’t seem to have enough bandwidth to include the favorites of both my readers and myself, so I’m doing a special post looking back at the past year. Here, in somewhat scientific reverse order, is the best of Out of My Gord for 2009

10.  The Top 10 Reasons We Love Top 10 Lists

I knew this one was going to come back to bite me. This rant about Top 10 Lists actually ended up making my own top ten list. Yes, I know..the irony is delicious. Just shut up and read the damned post.

9. Who Says Subliminal Advertising Doesn’t Work?

Nothing like a viral video to get the retweets. But truly, mentalist Derrin Brown has an amazing example of the power of subliminal persuasion.

8. A New Way to Think About Attribution

An irresistible combination: Attribution models, the cognitive influence of ads and Avinash Kaushik getting married. A long and fairly involved post exploring a possible attribution model

7. The Usability Acid Test

Everyone says they do usability testing, so why do so many sites suck so bad? I think the answer lies in how deeply a concern for the customer is embedded in your corporate culture. Here are some sole searching questions to ask yourself.

6. A Lesson in Social Media from Glee

Fox’s runaway hit show is more than good TV, it’s a carefully planned assault on all social media fronts. Here I walk through what makes Glee so damned viral. Too bad they suck at search.

5. Aligned Intent: A Different Ad Engagement Metric

Another long post that was actually part of a week long series sparked by the cluelessness of Ruport Murdoch. Here I look at some of our recent findings about engagement with ads and the role of intent. I’m convinced this is really important stuff in understanding how online advertising works.

4. The Cult of Technology

Bell curves always have fascinated me. I am always amazed by how we all feel we’re unique, yet statistically we’re so much alike. This is also true for how we interact with technology. The truth is, all digital marketers are outliers on the curve, yet we make decisions assuming we represent the majority. Bad mistake!

3. Google: Bad Behavior

What would a year be without at least one rant at a search engine? Eager not to disappoint, I went off on Google and their plans for behavioral targeting in this post. And, predictably, my posts with the highest degree of bile seems to be the ones that attract the most eyeballs.

2. Microsoft’s Walk vs Microsoft’s Talk

Yes, another rant snagged the top 2 spot. Microsoft’s announcement of their $100 million campaign to support the release of Bing got me a little hot under the collar. I still think the alternative I offered in the last paragraph was brilliant, if I do say so myself. In hindsight, I still believe I was right, but I do have to say that I believe Microsoft is moving in the right direction. They’re just going far too slow for my tastes. Less talk and more walk – and I stand by that!

1. Your Brain on Google: Interview with Dr. Teena Moody

By far my most popular post was the transcript of my interview with Dr. Moody at UCLA. Dr. Moody was with the team of researchers that did the first fMRI study on search engine usage. This, of course, was right up my alley so I was eager to talk to Dr. Moody about it. We touched on a number of interesting areas.

In looking over the list, I have to say that with a few exceptions the readers got it right. My most popular posts were also my best ones. I’ve learned that quality comes with quantity. You just have to keep pumping it out – some will be hits and some will be duds. And, while I’m writing the posts, I’m a terrible judge of which will be which. As you have probably realized, I made a commitment back in the fall after an unforgivable lapse to regular blogging and so far I’ve managed to keep it up.

I hope you’ve enjoyed the posts over the last year.