Get Googley

Insight can come from many directions. It can come from experience, observation, or understanding. It also comes from the knowledge of others.

I'm reading a book called, Everything I Know About Marketing I Learned From Google by Aaron Goldman. I don't know if I would go so far as to say it's fascinating, but it's definitely enlightening.

In the book, Goldman looks at 20 specific tactics Google uses to make it one of the most successful companies – and most popular noun/verb combo – on Earth. Ever.

Halfway through the book, Google's lodestar and its importance are explained. It gets shrunk down to one four-letter word. Data.

Google bases every decision on data. If no statistical evidence is presented to support a business direction, the decision is basically a hunch involving too much risk and a road not taken. One story goes that Google even tested 41 shades of blue for its toolbar before choosing the right shade.

A large part of the public relations profession is data collection, measurement, and analysis. If these necessary steps are not taken, we are essentially throwing darts into the night sky aiming for Orion's belt. While Google may takes this practice to the nth degree, you can't argue with the results.

Personally, I like Google's shade of blue.

Mistakes Were Made...

I like a project, particularly one that involves woodworking. So, I couldn't resist when a friend of mine asked me to take a look at his guitar to see if it could be fixed.

Seems he got a bit creative and wanted to give one of his guitars a new look. As you can see here, it ended up badly. The guitar is an electric acoustic Kramer that used to be white. Before this happened, I had played it a few times. It's a decent little guitar.

I can't shake the feeling like I'm a doctor hovering over a patient with a defibrillator, not quite sure if my next move will bring the patient back to life.

I'll post images of my work along the way as I prepare the neck and body for a new finish. I'm already recommending a return to white with a smart black pinstripe around the edges. Purfling is out of the question as it's not worth the time and expense; some areas of the body are ground down to such an extent it would be very difficult to carve a groove.

But I like a challenge. It's a great opportunity to learn something new. 

On Writing

I consider myself a professional intermediate good writer. But Maybe I'm a better writer than I think because most people I know say I'm too modest.

But this isn't about me. It's about writing and personal deadlines.

One thing is for sure, If you're a writer, your readers will enjoy less headaches if you stick to follow three simple rules:

1. Stay clear - Stick to one idea, finish it, and move on. If your point wanders, that is what your reader's mind is doing. How long will you keep his attention?

2. Be concise - Less words = more time your reader has for things far more productive. Like maybe their own writing. Extra words are indicated by strikethroughs on editors' desks or the, "red pen of discourage."

3. Don't over think - By over-analyzing, you are prone to fall into the errors of points 1 and 2.

A fourth point could be this: proofread, proofread, proofread again. This never fails to point out the silly errors you can't believe were missed.

This can be a humbling experience, but it will make you a far better writer.

Note: No words or egos were harmed in the application of these strikethroughs.