People Strategy 2.0

I have commented on it before, but I feel compelled to say it again.

Conversation Marketing (and "Web 2.0")is a people strategy.  I am constantly in conversations with colleagues and hearing (and sometimes relating) stories about large technology initiatives with significant spend that fail  because the company has not thought through the people strategy.

So, what do I mean by a "people strategy"?  It's not complicated - you need skilled players in the skill positions.  Much of the management movement in my professional lifetime has been away from actual management and away from appreciation of talent.  The trend has clearly been to take anything that is special and unique and turn it into a commodity that can (supposedly) be churned out by _any warm body_ that you can find to sit in the chair. 

This is particularly true in my core area experience as a project manager. I have often told friends that I would someday write a book called "Monkeys with Tools" about the fallacy that if you just have the right process and tools that any monkey could do the job. (Anyone that wants to collaborate - just get in touch!) Process and Tools are important - but they are less important than having the right people and good management.

Managers have increasingly been, not the ones responsible for the true development of their teams or for the results that their teams deliver, but rather, facilitators of HR documentation.  Most "managers" I know spend a significant minority of their time "managing", mentoring, or teaching anyone.  In many cases they are not even accountable or responsible for results that can be measured or observed at all.  Instead,  they are busy "managing up" to the boss and creating  ways (other than actual performance) to get visibility. 

So where is this general gripe and critique going?

It is leading to the statement  that you can't fake competence with customers.  Your blog is well written and compelling or it is not.  Your messages are either thought provoking and respectful or they are not.  Your campaigns are either effective and well executed or they are not. etc...

There is a lot less room to hide and a lot greater need to pay attention and be creative and passionate to succeed.

It is a people strategy. And that is a good thing.

Any thoughts?

Comments

[Dennis McDonald]

Agreed, As a project manager I find a good "collaboration tool" is just as important as a good "project management tool." A lot of project managers don't know about collaboration tools such as blogs, though. But as you say, it's not about the tool, it's about the management and the people.

[frank]

I heard of this post from @jowyang on twitter.

In my opinion and experience all the tools and process in the world can't touch having the right people - PEOPLE are our greatest assests!

One of the strengths of social media is just that - it's social. Although it's still in it's infancy social media is very much about people learning about and knowing others in the SM world. Getting known is what builds relationships and trust.

If you are not active in the SM world by being authentic, providing value and constantly participating the the 'conversations' then the trust and respect you could build will be lost.

The toolbox get's better because the right people get better at using the tools. Without the right people the tools just collect dust.

--
http://twitter.com/franswaa

[Chris Long]

It's interesting, though, how technology projects staffed with passionate, customer-focused people can limp ahead for a long, long time under poor management and inadequate processes/tools. To evolve from that point, I agree that getting the "people" pieces in place has a greater net effect than upgrading the toolbox... but boy, do folks love to hide behind the toolbox.