Their Mindsets Must Change, Not Ours

by Jay Deragon on 03/16/2012

 “Corporate cultures” have influenced our consciousness over time. The very fiber of the human network has been molded over time to not think in the mindset of a human rather we have become a “commercialized target” for acquisition to be tricked into  a transaction or trained to adopt institutional thinking.

The mindset of the human network is changing. Open communications where everyone can connect and collaborate with anyone is breaking our minds out of the molds of the past. These molds have shaped us into who we are but we have awoken and are not happy to whom we have become..

Who we are is reflected by our experiences, knowledge and relationships. When enabled to “connect” with many others of the same human fabric we begin to understand who we are and not what we have become. In other words all this social stuff is raising  human consciousness of “who” vs “what”.

Brands and Institutions Need to Connect with Human Consciousness

The use of all this social stuff by institutions reflects old mindsets. The messaging remains centric to “what” they offer and not “who” they are. The marketing schemes show “what they think people want” vs. “listening to who” people are and what the people really want. There is a separation of “consciousness” between the human vs. institutional networks.  The human networks thinks about relational matters (who) while the institutional network thinks about “what” they need from the human network, transactions.

Their Mindsets Must Change, Not Ours

In a ZDnet article titled : Mindset Change Critical to Social Media Success” states: But, some still buck this trend, said Ebenezer Heng. He said  that it is a “fallacy” when businesses choose to ignore social media totally to avoid problems and challenges that may arise from adopting such platforms, such as security and negative branding.

Noting the growing influence of social networks, Heng said: “Consumers always talk about their experiences with businesses they patronize. Everyone is a publisher in the social media world, from blogs to forums. Content now drives awareness, not advertising.”

To best tap the power of social media platforms, he said business should adopt “the right mindset and technique”, and not simply the medium itself. “Social media means allowing the company to become human, to react to its consumers, to reach out, ask them [questions] and then actually listen to the answers,” he added.

Carlyn Law, consultant and director of PR agency Sixth Sense Communications, said businesses should not blindly use “a blanket strategy” but look instead at carving out a mix of online tools and content that suits their concepts and brand values.

I like what Ebenezer Heng said but oppose what Carlyn Law said. Her statement that organizations should “carve out a mix of online tools and content that suits their concepts and brand values does not show the  consciousness of the human network rather the mindset of institutional thinking. The human network is naturally drawn to people, places and things that reflect their concepts and values. Until organizations understand the values and concepts of the human network they will not create a “conscious connection” to our network. 


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