Time to Hook Up: Employers and Freelancers Make A Beautiful Partnership

This afternoon, I tuned into the International Freelancer's Day Conference hosted by Ed Gandia, founder of the International Freelancer's Academy. One of the presenters, Erik Vonk described in detail why he believes society-at-large has now entered the "Era of Dynamism," during which people worldwide will begin to work for themselves.

Here are some key points from Vonk's presentation.

Today's worker has become global and independent.The way we used to work was rigid and carries significant liabilities. Today no one believes in job security or job loyalty. Temporary enterprise is flexible, talent-centric, and networked. Exchanging competencies for income is no longer tied to a job. In 2011, 59% of workers had been employed in the same place an average of only four years. In short, there is nothing permanent about work anymore.

Migration-enabling developments are prevalent all over the world.
There is an uncommon transference of wealth globally -- for example, we all buy oil from "somewhere else." This new "transference" creates dynamism and fluidity.

Todays modern temporary enterprise is platform agnostic. 
In society, we are beginning to see that on-demand work arrangements have evolved from being tolerable to being desirable to being aspirational.
1. The "position" does not define work platform. Agreements today are based on supply and demand. The need for certain competencies within an organization determine the work platform.
2. Any eligible position can be filled by a contractor.
3. Megatrends promote this dynamic situation.

A number of realities define the work world today, including these often misunderstood myths about taxes and business method.1. Myth: Contingent [temporary] work produces tax savings. Reality: The revenue value of an independent contractor to the IRS/government is the same as for employees. An organization saves money by using independent contractors, but the IRS/government gets the same money no matter the work status of the worker.

2. Myth: A payrolled contractor has independent status. Reality: An independent contractor employed by a third party [for example, a temp agency] does not have independent contractor status.

3. Myth: Self-incorporation [being "incorporated"] leads automatically to tax compliance. Reality: The rules that surround compliance lie with the IRS or with individual states, not with the "incorporation" of a particular business. Nevertheless, incorporation does act as a liability shield for the independent contractor and also, incorporation may make it possible to change from an employee status to a vendor status.

What does/will "Obamacare" mean to independent contractors?
1. Provides access to health insurance
2. Creates federal health insurance requirements for everyone.
3. Creates health insurance exchanges, places independent contractors can go to buy state-operated policies.

The individual mandate means that -- as of 2014 -- every individual must be enrolled in a health plan. Those not covered will pay a penalty through tax returns [Note: there will be exemptions for those below the poverty line and certain exemptions based on religious rules can be sought.]

The solo practitioner may live in a state that offers coverage to a small business or as individual. That capability varies among states.

How can we freelancers thrive?
1. Inform prospective clients about tax realities and be informed with tax, legal, and business issues.
2. Play into the momentum. The desire is there. Megatrends are pushing the tsunami of change and influencing the role of work in the society toward independence. Be informed and help others to understand.
3. The last barriers are crumbling: retirement options (401Ks, IRAs); health coverage (Obamacare, regulatory initiatives, the marketplace already underwriting plans); banking and insurance; IRS (villianization of independent workers is waning through efforts of entities like the Freelancer's Union); more examples of progressive employers (IBM, for example has "liquid" players, Microsoft modern thinking is prevailing).

The best advice is: Keep your options wide open.
1. Worldwide companies are looking to replace fixed costs with variable expenses. They want access to talent pools.
2. Continue to think from the organization's perspective. increasingly, the "business plan" -- not historic work conventions -- decide who will be employed and who will be contracted.
3. Do not be guided or distracted by fear-mongering: Get good advice and move ahead confidently.

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Erik Vonk is an internationally recognized expert in the field of freelancing and independent contracting. As the architect of the staffing contract between Randstad Staffing Services and the Atlanta Olympic Committee, he orchestrated the provision of all 16,000 paid personnel for the Centennial Olympic Games in 1996. This is still the largest single supplier contingent workforce arrangement on record. He is the author of the book “Don’t Get a Job, Get a Life” (2000), which makes the case for replacing outdated employment conventions with "on demand" work platforms. Follow him on Twitter: @erikvonk.

Hey, Marketer! Got An Idea? Read This Before You Pitch It to Anybody.

The Art of the Imperfect Pitch, a compelling article from Professor Baba Shiv at Stanford Graduate School, tells us exactly how to sell our ideas to other people. Shiv bases his advice on brain research, especially that of American neuroscientist Robert Sapolsky..

To put it simply, Shiv describes the "X framework" wherein anxiety and fear and contentment oppose one another on the bottom and, on the top, excitement opposes apathy). If, while facing a decision, a person is fundamentally anxious or fearful, that decider will seek to avoid additional stress by "playing it safe." If, on the other hand, the decider is feeling contented, he or she is ready for some risk or excitement -- in other words, open to a new idea.

In a nutshell:
Those with ideas to sell, should avoid pitching their ideas to anxious/fearful colleagues who are predisposed to apathy and likely to retreat from change or risk. Rather, the pitch should be directed to a contented colleague -- a "champion," if you will -- who is open to excitement and change.

Caution:
Shiv suggests that ideas be pitched in draft or incomplete form, not in full-blown detail. Why? As Shiv puts it, "I have observed time after time that if you build a polished prototype, others will see flaws. If you build a rough prototype, they will see potential."

Here is a final key point from Shiv:
"So, from an innovation standpoint, you must discern where your ultimate target manager is on this X Framework. The tip here is that people habitually ride one pathway or the other. Type I personalities are those who instinctually stay on a groove between stress and comfort. These people typically fear making mistakes. In contrast, what I call the Type II personalities are those who tend to move between boredom and excitement … I have found that chief marketing officers and chief information officers, tend to be Type IIs."

And who are the Type Is? The maintenance folks like the information technology managers and chief operating officers.

We knew it was true and now we know why.

Source: Morning Advantage newsletter (September 6) from Harvard Business Review

One More Reason You Need Video Marketing Now and Ten Reasons to Produce It for the Tablet

A compelling video from Gary Hennerberg convinced me that video and tablets -- together -- will lead the digital marketing revolution. Gary is a direct marketing consultant, copywriter and author of Online Video Marketing Deep Dive, so it's no surprise that he is armed with facts, explanations, inspiration, and more than a little great copy, 

In the six-minute video, Gary cites ten reasons marketers need to think about creating video for the tablet market today, including these highlights:

1. The number of tablets purchased this year doubled over 2011, reaching 119 million in 2012 (Gartner). Smartphones started the trend, but this is the early part of the curve for tablets. Takeaway: Get ready now.

2. We’re in the post-PC era, and the amount of video watched on tablets has jumped 26%. iPads presently account for 95% of tablet video viewing. Takeaway: The iPad won’t play Flash, so convert your legacy videos to a format that doesn't rely on Flash.

3. Tablets are one of the most rapidly adopted technologies in history. Tablets are used for "watching" everything (TV viewing, included). Takeaway: The future is “location-based video.”

4. Video viewing is a “given” on tablets. Takeaway? Got a tablet? You want video.

5. Tablet users are three times as likely to watch video on their devices. Takeaway: Shoot and upload your videos in HD, whenever possible. Tabbies expect quality.

6. Nineteen percent of tablet users watch video once a week, nine percent watch daily. Better yet, One in four viewers is willing to pay to view. Takeaway: These users have money and are willing to spend.

7. The heaviest concentration of smartphone and tablet users combined occurs between the ages of 25-44, but the tablet cohort is 28% more likely to be age 65 and older and 25% less likely to be 18-24. Takeaway: Tablet users tend to be well-heeled.

8. Three in five tablet owners reside in households with a $75,000+ income. Takeaway: See takeaway #7, above.

9. Tablets will become the preferred, primary device for millions worldwide by 2015, overtaking notebook PCs by 2016, says Forrester. Takeaway: Start early and travel fast to master this marketing channel.

10. Ten percent of a publisher’s audience are “power viewers” willing to watch five or more videos in a given day. Takeaway: Consider producing an ongoing series of educational and instructional videos to build trust, authority, and a following. Then you can sell.

Check out Gary’s complete video here.  There's lots more good info in the full monty.

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How Does A Quick Printer Flourish?

I was scanning Twitter awhile back and the following tweet came up from Daniel@GlobalElements.

Need a new set of business cards? Give me a call 720-542-6105 I can print 1000 Premium cards for only $49.99 CALL TO…

Daniel is a printer in Denver. 1,000 business cards for $49.99 isn’t all that remarkable, but I was intrigued that somebody was actually advertising a specific service, with price, via tweet, so I took a look at his website.

Global Elements is doing all the small printing stuff – banners and signs, brochures, business cards, CD inserts, door hangers, flyers, invitations poster, rack cards, sell sheets, stickers, tickets, and rush printing. They're also creating promotional products, doing website design, development, and content management, and doing social media for clients.

So, does this mean a quick printer can still flourish? I'm betting that's exactly what it means.

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Macro Trends That Should Be Part of Your 2013 Campaign Planning

7. Big Opportunity Hides in “The Second Economy.”

Digitization is creating a second – and relatively silent -- economy that’s vast, automatic, and invisible. McKinsey Quarterly calls this the biggest change since the Industrial Revolution. As an example of this second economy, Professor W. Brian Arthur contrasts a simple flying experience in 1990 to the digital frenzy accompanying every aspect of an airplane flight today – registration, check in, luggage handling, security, etc. “So we can say that another economy—a second economy—is silently forming alongside the physical economy … This suggests to me that the main challenge of the economy is shifting from producing prosperity to distributing prosperity.”

Takeaway: What revenue possibilities might be hiding in your organization's “second economy”?

Source: McKinsey Quarterly

6. The Marketplace Wants Ever Newer, Ever Fresher.

Trendwaching talks about “Newism” and employs attentive eyes and ears in 170 countries, all focused on spotting trends. 

Takeaway: How might your organization employ its own “trendspotters”?

Source: Trendwatching Brief.

5. Re-imagine.

A few weeks ago, I was trying to imagine what a home entertainment center might look like in three years. Of course I “saw” wireless systems, image projection everywhere, and voice control. But I didn't see any headphones. Surprise: A recent tweet from @HomeTechDudes, reported on the new Microsoft patent that imagines headphones as an accessory that docks everything to the mother ship. [Headphones?]

Takeaway: In the planning stage, imagine old systems in new ways.

Source: http://www.engadget.com/2012/07/03/microsoft-patent-headphones-accessory-docking/

4. Specializing Is the Newest Old Trick.

Nobody understands “targeted” better than marketers. Still, it’s still difficult to grasp all the "niche niches" that digital can mine. Jess3 is a case in point. Here’s a creative agency that specializes in data visualization – meaning, these folks are expert at turning a complex idea into a single glance.

Takeaway: What current capability can you hone or craft into a unique product/service? 

3. America Is Getting Self-Employed.

Labor historian Richard Greenwald believes that the American workplace is undergoing a shift every bit as profound as our 19^th century move from farms to factories. The current trend, which Greenwald predicts will accelerate in coming years, sees up to 50% of Americans self-employed as free agents, contractors, day laborers, consultants, etc. “These white-collar folks are workers. And, in the new economy, collar doesn't signify class the way it once did," Greenwald says.

Takeaway: Reconsider the attributes and benefits of non-employee talent.

Source: HuffingtonPost, June 15.

2. Everybody Wants Something To See.

I’ve been subscribing to and following Natalie MacLean’s wine commentary since she went online a decade ago. I remember her early-- and cutting edge--foray into electronic newsletters. I’ve watched her successfully sell ebooks and master social media. MacLean has always been ahead of the marketing curve. No surprise, then, that her website is full of lush photos and devotes a tab to “video.” Natalie’s June and July blogs feature an online video interview with Rex Pickett, author of Sideways (from which we all learned to declare, “I’m not drinkin’ any •••••• merlot.”). 

Takeaway: What photos, graphics, and video can your organization affordably gather to capture eyeballs? 

Source: Natalie MacLean's blog.

1. Saying “No” Is Smart.

Greg McKeown writes for the Harvard Business Review. On April 30, he cited “one thing CEOs need to learn from Apple.” Pointing to Steve Jobs approach, McKeown makes the case for culling, paring down, and throwing out. “Jobs cut out profitable business lines at a time when the company appeared it could least afford to do so, culling the business down to four clear product lines.” McKeown concludes with this advice: “So next time you’re leading an offsite strategy session, don’t be satisfied with a list of priorities that you’re going to say ‘yes’ to. Go through the process of answering the essential strategy question: 'What will we say no to?' That question will reveal the real tensions in your team. It is that question that will uncover the core trade-offs in your organization. It is that question that can deliver the rare and precious clarity necessary to achieve game-changing breakthroughs in your business.”

Takeaway: Read McKeown’s advice again.

Source: HarvardBusiness Blog, April 30, 2012.

Objective: Get Publicity. Tactic: Publicize Publicity.

What adds up to “publicity” today? How about the fact that you already got publicity.

I subscribe to PR Newswire for Journalists. The top – and only -- release this morning was as follows:

05-Jul-2012 

 * Bliss Drive Reaches #1 Position for Highly Competitive Key Phrase: 'Orange County SEO'

And your point is .... ? 

Here's what the first paragraph of the press release says: "Bliss Drive, a full-service Internet marketing and web design company that is located in Irvine, California, has just achieved a crucial milestone. They have climbed their way to the top of Google's search results, and now the company's website sits proudly at the number-one position for a highly competitive key phrase, Orange County SEO."

No doubt, today's press release will Bliss-Drive the company's Google positioning up even further.

And, really, that’s what search engine optimization is all about, isn’t it?

Annoying, perhaps. Effective, definitely. Executed, blissfully.

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Will Facebook Go the Way of Yesterday's Yahoo? This Expert Says “For Sure.”

Facebook will lose dominance as a major Web company in less than a decade, Eric Jackson, founder of Ironfire Capital said in a June 4 video interview broadcast on CNBC's Squawk on the Street.

"In five to eight years they are going to disappear in the way that Yahoo has disappeared," Jackson said. "Yahoo is still making money, it's still profitable, still has 13,000 employees working for it, but it's 10 percent of the value that it was at the height of 2000. For all intents and purposes, it's disappeared."

Jackson assumes that Facebook will not be able to evolve any better.

“When you look at Web companies … there have been three generations of Web companies over the last 15 years: Web portals, social Web, and, currently, companies that are purely focused on Mobile (phones or tablets)…. No matter how successful you are in one generation, you don’t seem to be able to translate that into success in the second generation, no matter how much money you have in the bank or how many smart PhDs you have working for you."

Jackson forecasts Mobile as Facebook's Achilles heel. "I think Facebook will have the same sort of challenge moving into Mobile … The world is moving faster. It’s getting more competitive, not less, and those who were dominant in their prior generation are really going to have a hard time moving into this newer generation."

Google, too, will struggle, Jackson predicts. "Specifically, with Google, in five to ten years, the world of typing into a blue box on your desktop PC to get search terms? That’s going away. In the world of mobile, search is far less profitable for Google."

How can a company with 900 million subscribers disappear? It won't. "I think Facebook is NOT going bankrupt … but something new is coming along that we haven’t seen yet probably… People will be fascinated by it and attracted to it …[As for Facebook] what makes you successful in generation one, doesn’t make you successful in generation two. [In the world of mobile], Facebook is still a big fat website.”

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Source: Cadie Thompson, Technology Editor, CNBC.com