Peace Out

Graduation day! With Britni McCotter, Basia Tunkis, Suzanne Bonifaz & Sarah Granger   Photo courtesy of B McCotter

Whew! The last 2 weeks have been a blur! I can't believe I graduated 2 weeks ago in Austin - and now here I am settled into LA! 

If I really want to freak myself out though, I just think back to 1 year ago today: when I arrived in LA for my internship at Participant Media. Little did I know then how much I would love this city and wind up moving here! 

Going back to school has been quite a remarkable journey, bringing its own unique opportunities and challenges. And while our recent graduation closed that chapter, it has prepared me for this next one. As I've begun to look for jobs here in LA I'm thrilled to find so many exciting opportunities that are directly related to my work experience and recent education. What's the next for this dMBA graduate? I dunno exactly. But I am having a blast exploring the different options.

Thanks for taking this journey with me via this blog. This will be my last entry here, but if you have any questions feel free to contact me. In the meantime...

I spotted this mural on 6th St. in ATX shortly before graduation.

Capstone - The Beginning of the End

I took this photo over Spring Break while hiking in Pacific Palisades.  At 512 steps, this staircase is supposedly the longest set in all of Los Angeles.  That meant, of course, that I had to climb them.  But why someone spray-painted "Tech" onto them, I'll never know. Or, perhaps, I really do.

I've mentioned earlier that I dove into all things digital a few years back because I wanted to stay on the cutting edge of where business is going. This inherent drive to stay ahead of the curve eventually landed me at St. Eds' dMBA program. My foray into both technology & this program has, at times, been an up hill climb. Nevertheless, these experiences have prepared me well for "Capstone".

"Capstone" is the final 7 week term of our program. During this time teams are assigned to companies to help them research, develop & execute a plan of action to solve a problem or launch a project. Its not an internship - its richer than that - we are knee deep in problems... & solutions.

We are a week into this new term... 1 unlike any other.  In addition to our Capstone (I have the best freakin' team ever in Kevin Kettler & Gabe Maldonado) I've picked up 2 clients of my own & am consulting with an international nonprofit org and start-up company.  I love the mix of these various organizations - they are all in very different industries & each has different levels of comfort with digital/social marketing & community building.  As such, I've been required to adjust my approach & presentation to not only each client, but to various members of my clients' teams.  For the eager & prepared, I'm jumping right into strategy & execution.  But for the more skeptical, like a dutiful business student, I'm presenting metrics to justify the ROI, generating buy-in from cynics & following up with designing & delivering training for employees.

Is it weird that I've used several pics of Travolta to illustrate my points on this blog?  No? I didn't think so.

This experience is a 360 view of digital/social media in practice. My clients, those who are in position of authority in their orgs, range from Gen X'ers to Baby Boomers.  From them its becoming clearer & clearer that we've spent the last 2 years in a bubble.  Now, its been a great bubble - but a bubble nonetheless.  Most of my cohort are Millennials so we've been in a bubble in which it is obvious that digital/social media are valuable tools.  But to some of my clients, these tools are strange & foreign. Capstone is about translating what we've been learning into practical business application. Said another way, we've been studying the individual pieces of the puzzle for 2 years - now is the time to put those pieces together.

View from LA's Giant Steps in Rustic Canyon

Capstone means I've traded in my jeans (classroom attire) for my Ann Taylor pencil skirts & suits (to meet with clients). And its awesome. I love returning to the "real" world and its incredibly rewarding to put these dMBA puzzle pieces together for clients... the view from the top of this climb is spectacular!

For more photos from my travels, follow me on Pinterest!

South Buh-Bye

Dancing with Anne Marsen from Girl Walk // All Day after the SXSW Premiere

So long South By!  Another great festival has come & gone and, for me, it was bookended with some really great film events: First, the opening night premiere & dance party for GirlTalk's Girl Walk // All Day. Then I wrapped up the fest with perhaps a SXSW world record: 15 hours in 1 day at the Alamo Drafthouse (South Lamar) watching movies! Lemme know if you got that beat!

In between losing myself in films, were the invaluable panels.  A major sentiment I noted this year across various panels was the idea that for digital/social media campaigns to be successful they must be fully integrated into a business & marketing plan, rather than existing in its own digital silo. This approach was encouraged from both large & small media companies: "Digital media should be a company wide effort, not just the effort of 1 or 2 people" was the advice from Bravo's panel, Top Chef: How Transmedia is Changing TV. And reps from small media start-ups concurred, "Content creators need to be marketers & marketers need to be content creators. There is a behavioral shift & this is perhaps what slows down change." (Screw the Big Screen, We Have the Web!) 

This latter comment on what slows down the embrace of change was discussed further by this panel as a cultural issue: "Technological problems are a reflection of the culture." This sentiment was echoed by another panel I attended, Meaningful Use & Beyond: Health Software, Etc.  Presenter, Fred Trotter, claims that issues in the relationship between IT and healthcare are not technical - that the appropriate technology already exists - but rather that changes are slow because of political reasons.  Now political isn't just a Democrat vs. Republican thing - but rather, perhaps more significantly, its the smaller scale politics and bureaucracy which exist in the everyday workplace. During my 15 hour movie binge at the Alamo I grabbed a quick lunch with a friend who told me about his thoughts and efforts at his job to implement social media to already existing platforms.  His ideas are all solid & there are case studies to back up why they would add value to his organization... the only thing that remains is navigating the layers of bureaucracy & creating buy-in from others across his organization.
  
Articulating my friend's challenges, Marc Schiller lamented that, "digital typically gets siloed... & its essentially at the kid's table", (Empowering Filmmakers, Marketing/Distribution Keys). "Digital is not its own thing [however], rather its about the amplification of content". As an MBA student, who has spent more hours than she cares to remember on statistics, I agree with Schiller's assertion that analytics are critical to sharply defining your plan, measuring success & identifying weaknesses. Bottom line from Schiller, "More data allows for more insight into the most profitable revenue streams".  

My big take-away from this year's SXSW is "Integration = Success". While technology is moving rapidly, what slows down progress more than anything is perhaps culture & entrenched ways of doing things. As we approach graduation & I spend more and more time consulting and applying what I've been learning in the dMBA program, I'm finding myself navigating people and organizations who are sometimes shell-shocked by new media. In working with many of them I find myself labeled "the digital person". But as these panels have reminded me, & as the dMBA program has trained me - the value in digital technology is not in digital itself, but in its seamless integration across an organization or venture.

Most of the above panel links will take you to recordings of the discussions... or for something completely different (& fun!), check-out "Sh*t Panelist Say" from Flow Nonfiction below.

The Artist & PressPausePlay: Films for Our Time

PressPausePlay from House of Radon on Vimeo.

When we look back at every other industry that was built in the 1920's and 30's we look back and say, 'We wish we were there then because, wow, wouldn't it have been cool what we could have done?' This is even bigger than that.  And most people are ignoring it saying, 'oh there's a recession, rah rah rah.' This is the best shot you've ever got.                                               ~ Seth Godin in PressPausePlay

Do you remember the scene in The Artist when silent film superstar George Valentin has his nightmare of a world filled with sound?  My favorite shot is when a feather delicately floats down then unexpectedly hits the ground with a loud BOOM.  Like many before and after him, poor George found himself in a world rapidly changing due to technology - a world where one minute you're at the top and the next minute you're spiraling out of control trying to cling to the what used to work. 

I loved The Artist.  All I knew about it going into the theater was that it was a modern film shot audaciously as a silent black-and-white film.  Knowing only that, I settled into the theater prepared to be transported to another time and another place.  What I didn't know going in was how closely the film parallels the current reality of the film industry.  One genius aspect of the film is how it transports you to the 1920's while still maintaining a foot solidy in 2012.

I adore the irony of The Artist winning the Oscar for Best Picture... after all, The Academy has a reputation for being old-school and the SOPA controversy is framed as a battle between Hollywood and the tech industries. But then there is Harvey Weinstein's delicious take on the whole thing.

What is the message at the heart of the film? "... it’s a film about technology. We are surrounded by all these magical gadgets, we’re texting, tweeting, reacting, and blurting, but it’s getting in the way of our humanity, just as the advent of sound was getting in the way of George’s art. What’s happening with technology, people can’t really have conversations.” But you don’t have to give in, you can resist. Just because technology changes doesn’t mean you have to let it change you."                      - Harvey Weinstein on The Artist

While The Artists beautifully illustrates the emotional havoc disruptive technology can create, the documentary PressPausePlay artfully explores our world as it is transformed by digital technology.  By weaving stories on both sides of the disruption in the film, music and design industries, the film doesn't spell things out for you... the film... and our world... well, they're more complicated than that.  If you're looking for clear cut answers, PressPausePlay isn't for you.  

One thing that is evident from both The Artist and PressPausePlay is, that as technology changes so to must business models. Like with the dawning of the "talkie" era, the film industry is struggling with how to move forward.  Specifically, the stinging defeats of SOPA indicate the expectations of an online world.   But as indicated in PressPausePlay, we don't really live in a black and white world where its "us vs. them" - but rather, to thrive, we must ask ourselves, how can we embrace change, like the former Fox Broadcasting Chief, Barry Diller.  

After all, don't you remember how happily George Valentin danced when he finally embraced change?

Right now we' re not in a world where we can determine or predetermine where we think things are going to be. We're all operating in the dark. we have no clue as to what's going to happen and that to me is what makes it all fun. 

- PressPausePlay

Congratulations Suzanne and Rob!!!

Rob and Suzanne pitching their award winning business plan to Jackson Nat'l Life Insurance Co.

... it was less than 15 years ago that the Internet began to assume the role it now has in companies... the way they served customers, transacted business, worked with partners and managed employees.  Social technology is about to do the same thing: transform the way people work together and do business.  The only question is, how fast will you get there?

 ~ Groundswell: Winning in a World 

Transformed by Social Technologies

Looking around and looking ahead at the disruption of traditional business models, Jackson National Life Insurance Company recently reached out to college students across the U.S. looking for ways to integrate social media into their business operations.  Thus was born the Jackson Social Media Business Plan Challenge.  Well, guess who won the challenge... along with a cool 15K?  None other than Suzanne Bonifaz and Rob Flores, fellow classmates in St. Ed's dMBA program!

What is particularly exciting about their Grand Prize win is that the plan was developed for a traditional insurance company.  Often, when people hear about our MBA program focusing on Digital Media Management, they typically assume its solely focused on the music, film, tech and media industries.  While many of my classmates will work in these industries upon graduation, Rob and Suzanne's win demonstrates that the principles we've been studying apply across the business world.  While perhaps media is the most "glamorous" industry, its ultimately about all industries staying competitive and thriving in our ever-evolving new business environment.

Exemplifying the program's infusion of 'Digital Media Management' into a traditional MBA,  Suzanne and Rob applied the principles recommended by Forrester Research in Groundswell: Winning in a World Transformed by Social Technology (required reading for our Digital Consumer class).  For example, remembering that social media is ultimately about relationships and creating tight ties with the customer (rather than simply the technology), Rob and Suzanne didn't settle for the obvious answer of simply suggesting a Facebook or Twitter account.  Instead, they took into account the technographics of Jackson's customers to create a plan that would fit the overall objectives and strategies that would make sense for Jackson's unique needs.  Further, because Jackson is a financial services company, subject to strict oversight and regulation, they employed the "issue spotting" skills developed in our law classes. 

As our cohort nears the end our dMBA journey, (graduation is just over 3 months away!) it is inspiring to see our classmates succeed in applying to the real world what we've been studying.  Not only does this encourage us that businesses are clamoring for our skills... shoot... thanks for just making the rest of us look good!  

Congratulations Rob and Suzanne!

What?!?! 

You're not following them on Twitter?

Well, you should be!

@sbonifaz 

@RobdFlowers

Digital Casualties

How you are you keeping up in our digital and globalized world?  Hopefully you're faring better than Kodak who, after 130 years in business and at one time enjoyed a 90% marketshare, filed today for Chapter 11 bankruptcy. 

Once a blue chip company, Kodak actually developed the digital technology that has since cannibalized its own market.  That sad irony is only heightened by the many good decisions of Kodak's management which included setting digital aside in order to focus on products and services because this is what their customers wanted (at the time).  But as the seminal, The Innovator's Dilemma demonstrates, the path of blind customer service can kill innovation and is littered with the corpses of once thriving organizations.  

On the other hand, we have the entertainment industry.  Music, film and television companies have been fighting for years what consumers want: digital access to content.  The music industry brought us the bitter fight over Napster and the recent efforts of SOPA and PIPA have created a firestorm with popular websites shutting down in protest to successfully sway Congressional support.  SOPA and PIPA are backed by the Motion Picture Association of America (MPAA) and the Recording Industry Association of America (RIAA) who see their power, and their bottom lines, disintegrating. Many of these industry players are as old as Kodak and have held a monopoly for close to a century.  But the democratization of content production and distribution, made possible by the digital technology and the Internet, is disrupting these old business models.  

I feel for the entertainment companies at the center of the SOPA/PIPA controversy and who are struggling to protect their copyrights and battle piracy.  I am an advocate for artists and content creators who should be compensated fairly for their work.  After all, without protecting the talent, perhaps this SNL skit is a glimpse of a bleak future in entertainment. 


As is indicated by Kodak's bankruptcy and MPAA/RIAA's flailing efforts to save their skin, these old business models are dying hard as the new business models struggle to take shape.  It is easy to look backwards to understand how business "should be done".  As we recently discussed in our Digital Consumer class, it took decades of observation of traditional business to come up with the classic Four P's (price, promotion, product and place) taught in every Marketing 101 class.  But with the advent of digital marketing and digital consumption... well, that's still a new frontier and the business principles governing success are still being discovered.

Its not just business models that are being disrupted, however.  The bankruptcy of Kodak and the struggles of the entertainment establishment are centered in the respective "company towns" of Rochester, NY and Los Angeles.  As these cities struggle with the economy they are a microcosm of larger shifts happening throughout the United States and the rest of the world.  They reflect the Brookings Institute's latest study which reveals a very real economic and power shift from the West to the East.

A look at an interactive map from the study illustrates that its not just certain cities and certain industries that are struggling to adapt to the new realities of a digital world.  As the U.S. and Europe struggle, other regions are gaining ground.  Competing as individuals, as organizations and even nations require re-shaping business models and business practices.

Hopefully you're not filing for bankruptcy or facing a radical shift in your specific industry, but are you keeping up in the digital landscape and adapting? If not, why not?  As I tell tech-phobic clients, "give it a try... its not like you can break the Internet!"  A great place to at least start is with Groundswell: Winning in a World Transformed by Social Technologies and The Facebook Effect: The Inside Story of the Company that is Connecting the World.  After all, if you're not learning... you're dying.

The Digital Bridge: Parker Westbrook

Meet my friend, Parker Westbrook.  Parker's a bad-ass... but don't take my word for it, she's just been named Krav Maga Instructor of the Year at Fit & Fearless. 

Yet, despite Parker's physical and mental toughness, there is 1 thing that leaves her a little queasy: technology.  Parker isn't alone, though. For those of us not born into the Net Generation, aka Digital Natives... the online and digital landscape can be daunting.

Now, I'm not a "Digital Native" either, and I'm certainly not a natural-born "techie" so I completely understand the feelings of overwhelm with technology for those of us who haven't grown up on the Internet.  But understanding that digital tools and platforms are critical to the new realities of our world, I've gone out of my way to embrace them.  This has left me in an exciting role of being a bridge between the 2 worldviews (that of Millenials and Non-Millenials) and I absolutely love it!  In being a "digital bridge" I relish being the calm voice, teaching and encouraging non-Digital Natives to harness social media for their own purposes.

Back to Parker.  She's got the training side of things down cold, but she's more than just about teaching people to kick and punch. Parker is driven to empower people to take responsibility for their own personal safety and well-being. Moved by her mission, and since she can't teach 24 hours a day, I began pestering her to broaden her digital footprint to reach a wider audience.

To that end, for the last several months I've worked with Parker to develop her online presence.  Together, we've developed an overarching strategy to communicate her message and I've trained her in using various online tools.  For me, the most compelling tool she's using is podcasting.  This idea was born out of Parker's unrelenting quest for knowledge exhibited by her habit of interviewing "people on the front lines of what’s happening in the world of combat sports, self-defense, and psychology".  When I learned about these interviews, drawing on my background in documentary filmmaking, it was a no-brainer to suggest she begin recording these interviews to share with her audience so they could hear first-hand lessons from assault survivors as well as leading experts in their field.  The results are inspiring podcasts published on her website.  As a part of her digital repertoire, the podcasts not only set her apart, but serve to educate a wider audience.

Working with a tee-tiny budget, Parker's digital footprint is all DIY.  Because of Parker's initial resistance to technology, one of the most rewarding parts of working with her has been encouraging and supporting her to embrace the tools to create and sustain her digital footprint.  When we first started working together she was skeptical about creating and maintaining her own website, etc, but its been fun for me to increase her digital confidence and prove to her that she can do it!

In addition to working with Parker on the digital platforms themselves, its has also been exciting to apply the business principles that we've been learning in the dMBA program - especially the areas of Marketing & Branding.  In fact, working with Parker has been a rewarding opportunity to put the Digital in Digital MBA! 

Thank you to Joni McClain of Love and Light Images for the use of Parker's photo.

It Takes a Team to Build an MBA

Yay! Fall semester... DONE! In a near consensus, this has been the most challenging term yet in terms of workload and complexity of the content.

But despite the demands of it all, this has actually turned out to be the most rewarding term. Last year was spent laying the foundation of a solid business education and this year has been all about putting that foundation into action.

Besides the content however, the how of getting things done is quite different this year. Laying that foundation last year required a lot of independent reading, writing papers and doing homework ensuring that we individually understand the core business principles. This year though, working in teams to get our projects done wasn't just assigned, it was critical to our success. From my fabulous teammates in New Venture Creation, to my awesome partner Tish in Digital Law and my tireless collaborators in Branding and Promotion, I've loved working in groups this term as the dynamic simulates what its like to be out in the working world again... working with different personalities & experience levels, negotiating compromises, balancing strengths and encouraging each other when things get tough... There were a lot of moving parts to manage but doing so made all the difference to our success.
Aside from our assigned teams however, studying for Law... sheesh - I don't know how I would have digested all that content if it wasn't for my study buddies. To give you an idea of all the cases we had to master in a short seven weeks, here they are, shown w/ Basia's head for scale.

Anyhoo - its time for a break over the holidays before we come back in the Spring to wrap this thing up.

Until then, dMBA'ers congrats on a tough but valuable semester.
Go ahead and strut... we've earned it.

Digging Deeper

The dust has settled and yesterday's euphoria has faded. Yep, we had a successful pitch yesterday - our team has even been approached by multiple people about making the business plan a reality... but its Friday night and I'm back doing homework.

I did take today off a bit. I was just drained after yesterday, so I slept in... did some family stuff... even caught part of the Tennessee Williams marathon on Turner Classic Movies.

But looming over the day were the three Branding & Promotion papers I wanted to get out of the way today so that I'd have the weekend free. You know, free to study for Tuesday's Digital Law final exam. Free to study for Tuesday's New Venture Creation final exam. Free. Yay. Free.

Well, two papers are down... one to go. After the 2nd paper I hit the gym to feel alive again. I admit it... I was pretty bitter about another weekend eaten up with school. But then I blew out my eardrums at the gym with this gem from Linkin Park and I'm ready to dig deeper... cause after the finals on Tuesday, I'm free.

PS - thank you PW for introducing me to this stress-busting song!

I Got My MBA Today...

OK - not really. We've got one more semester to do this spring... then we'll officially have our MBAs... but today... we earned our stripes today!

New Venture Creation has been one of my favorite classes in the program. In this course we've taken just about everything we've been learning for the last year and a half... Marketing, Finance, Branding, Accounting, Law... seriously, ALL of it, and in a mere 6 weeks have applied it by creating a business from scratch... then today we pitched that plan to a panel of judges and potential investors for feedback.

Holy $#$%^. We've done A LOT of presentations and public speaking throughout this program, but this assignment was like fighting for your life. These panelists didn't hold back in their critiques so we had to come prepared to NAIL it. Throughout the course of this class we've had other professionals and entrepreneurs provide us with feedback as we've developed our pitches. From this it seems that 1/2 the lesson has been to stay open and flexible to this professional feedback and make adjustments as needed; the business plan my team and I pitched today was very different from that first pitch we did in the beginning - you know... back when we simply had a "good idea". In the interim, my hardworking teammates, Britni McCotter and Gabe Maldonado and I reshaped this mere good idea into a viable business plan with high earning potential.

Congrats to my dMBA cohort - it was a blast celebrating w/ you this evening on a job well done!

Digital Law... Its Like Angry Birds!

Digitial Law. Its like playing Angry Birds. Specifically, its like one of the levels where everything is made of concrete and you just keep throwing yourself at it hoping to break through.

For our Digital Law class we are each assigned a case to analyze with a partner which we then present to our classmates. Tomorrow my partner, Tish and I are presenting the U.S. Court of Appeals case of Comcast v FCC concerning issues of net neutrality and regulation. Important issues to be sure... but if you're not getting an MBA in this stuff, read the Wiki version instead - it'll spare you a headache.

OK, as much as I gripe about reading for Law, the truth is, my classmate, Crystal and I were just chatting today about how reading page after page of these court documents is re-shaping how we think about everything we now see. Not just in terms of the law, that's a given... and the promise of becoming issue spotters is already coming to fruition. But, also, really, its strengthening our mental toughness. To break down this FCC case, Tish and I have had to meticulously comb through this case (beginning over Thanksgiving Break... yay!!!) to tease out the issues buried in legal jargon and evaluate the dense assessment of the Appellate Court. To get through it I just pictured myself as a little Angry Bird just busting through the concrete and annihilating monkeys!...sheesh... I am really becoming a Digital Dork!

But, as Crystal and I were discussing today, this understanding of the law is already paying off as a recent digital/copyright case has hit the local news. Botticelli's, a small but popular Austin restaurant, has suddenly become embroiled in a lawsuit with corporate giant, BMI (shout out to my friend Vicky Garza for some awesome reporting!). What strikes me the most about this story, is that the business owner apparently ignored repeated requests from BMI to cease the copyright infringement. If this is true, it seems the Botticellis didn't understand the gravity of copyright infringment and perhaps thought they were too small for BMI to trifle with. But as we're learning in Digital Law, size doesn't always matter (I'm being nice, this is the Wiki version) ... so as painful as it can be at times, it makes me glad I'm learning this stuff... you know, so I can annihilate the monkeys! Yep... Digital Dork.

Great Article from Digital Media Zone!

Check out this article, Female CEOs Take on the Digital Media World from Digital Media Zone! Its an encouraging article to follow up from my recent post discussing NPR's report on the dearth of women in technology. Yep, the women in our program are poised to take over the digital media world - I'm especially talking to you Suzanne Bonifaz, Sarah Granger, Britni McCotter and Basia Tunkis!

The Grind, Part II

Not a day off for 3 weeks.
8 hour days on the weekends: researching, writing, reading.
The Grind.
Its worth it, right?
I'm not complaining really... just a drooling vegetable.
I miss poetry & art.
24 days till the last final.
Then LA.
24 days till working out at Wild Card.
Wild Card.
Where I just train.
That's me at my happiest.
If I can stay standing in the ring during a workout w/ Ray... I can do business school - no problem.
I'd rather go another 3 minutes w/ Ray than read another Law case.
I miss poetry, art, LA and Wild Card.

The dMBA program receives Innovative Program Award!

How cool is this!!!

The MBA in Digital Media Management was recently awarded the 2011 "Innovative Program" award from the International Digital Media Arts Association at its annual conference in Savannah, Georgia. Each year one university program is selected by digital media professors and industry experts recognizing innovation in disciplines related to digital media. Recent recipients include the Savannah College of Art & Design, the University of Florida and the University of Georgia. The dMBA program was the first business program to receive such recognition.

Congrats to all of the cohorts,
faculty and staff of the dMBA program!

Special thanks to my classmate, Conrad Heinz, for the slideshow pics in the right-hand column, dMBA Innovation Award Celebration, hosted by Dean Kelliher.

The Grind

My head just exploded.

This is why (WARNING, your head may explode by reading the following passage):

Using standard HTML, SoccerMANIA.com’s webpage might, in fact, be in-line linking to the Pelé photo stored on, say, “SoccerPASSION.com.” If that is the case, when the person seeking to visit SoccerMANIA.com’s webpage uses his browser, the browser would (1) download SoccerMANIA.com’s webpage, (2) parse through the various HTML commands of that webpage, (3) per HTML code, display the text “We proudly show this photo,” (4) also per HTML code, Dear God, stop now! Save yourself! ...follow an in-line link to the image stored on SoccerPASSION.com, (5) download the photo to the user’s computer directly from SoccerPASSION.com, and (6) display the image in the browser below the text. Because the visitor cannot see any of these actions take place, he probably—but mistakenly—will assume that the copyrighted photo of Pelé is stored on and served by SoccerMANIA.com. Indeed, even though the image was actually transferred directly from SoccerPASSION.com, the address shown on the user’s browser will still indicate something akin to “http://www.SoccerMANIA.com/webpage.html”. This is because browsers display the address of the file (here, a webpage) that they are currently rendering; they do not in any way indicate the location from which each component element of a webpage (such as an image) originates. (Perfect 10 v Google, Inc. et al.)

This goes on for nearly 50 pages. Yes, 50.

I've always wanted to read "the classics", you know, Austen, Tolstoy, Joyce. In grad school I'm reading the classics alright - the classic cases and high-court decisions in business and digital law: Campbell v Acuff Rose, Sony v Universal, Napster, Grokster, Perfect 10 v. Google, etc.

I'm learning a ton... important stuff about the application and evolution of law in the digital age - in particular about copyright law.. but this is the grind of business school... reading till I'm cross-eyed. I've recently quipped that after graduation I will never read again. My boyfriend thinks that I should then taking up knitting - but I suspect he is purely selfish on that point and just wants free, custom-made knitwear. Whatever, too much to read till then.

What's keeping me going right now? This awesome quote from our New Venture Creation guest lecturer, Ryan Gravelle*:

Entrepreneurs have a chance to make the world a better place and solve big problems. We've already got enough ways to post pictures of lunch.

I look forward to graduation. Not simply because I'll have time to learn to knit (maybe - who am I kidding?), but because I am chomping at the bit to start putting my dMBA education into practice!


* Ryan attributed the quote to Kevin Neuse, but Kevin told me it was from an article he Tweeted about. If you know the name of the article, lemme know!

Another Driveway Moment Brought to You by NPR

The bright, happy faces to the left are those of my dMBA cohort (it was early in the program - we all look a lot more tired now). Quick - do you notice anything unexpected about this picture? Your hint is a reminder of what the program is: an MBA program with an emphasis in Digital Media Management.

If you caught NPR's, Addressing the Shortage of Women in Silicon Valley last week you might be surprised to learn that 46% of the students in our cohort are women! Not only are we beating the odds in technology, however, it turns out our cohort beats out the national average in U.S. business schools where a whopping 70% of the student body are men!

Now, I've worked for tech companies for the last few years and as a former volunteer with the non-profit, Girlstart*, I wasn't surprised to hear about the shortage of women in technology. So perhaps its precisely because of that background that upon hearing NPR's report I felt so appreciative to be a part of a program that is opening doors for women in these areas**.

With the focus in digital media, we are not only learning the language of business (accounting, finance, marketing, etc.), we are also learning the language of technology so that we can be the bridge between the various functions and stakeholders of an organization. And, according to NPR's report, it is precisely women who are needed to help propel such organizations towards success:

One of the things that's a barrier to our ability to grow is our ability to hire the best talent. If we could get more women to go into computer science, we would have more talent to hire from.

Mark Bregman, senior exec at Neustar
& former chief technology officer @ Symantec

To be clear, this is an MBA program, so we're not being trained to be the much needed engineers as discussed in NPR's story. Because of the digital media focus, however, we are improving our fluency in information technology; many of us can write code and we've all taken classes in AdobeCS5 - and then of course, there was the assignment where we built a computer from scratch!

These skills set us up to be that organizational bridge... now, if I could just cross that bridge between me and the end of the 50+ pages I gotta read for Digital Law tonight... (sigh)



*An award-winning, Austin based non-profit whose mission is to empower girls in science, technology, engineering and math... check 'em out!

**Yikes! For full disclosure, I have to say that the newest cohort has only 2 women! I'm not sure how that happened... but based on the previous years this is quite the anomaly. Let's just hope so!

Burgers in the Digital Age

One of the best advantages of grad school is having access to world-class professionals who are at the top of their field. In today's Branding & Promotion class, John Moore, the marketing guru of Brand Autopsy, shared with us his insights. Particularly rich about Mr. Moore's talk are the principles he shared which are timeless and yet, never more applicable than now in the digital age. 



As I've previously discussed, organizations are catching on to how easy and essential it is to connect via social media and utilize digital tools, so the question becomes: if digital makes it so easy that everyone is doing it, how does one cut through the "digital noise" to effectively connect with their inundated audience? One obvious place to start is with data mining and the ability to target your audience with online tools. Yeah, yeah, yeah... like I said, that's an obvious place to start, but it lacks the teeth of solid business principles and the deeper understanding of an experienced marketer. 



To address this question of "cutting through the noise" Mr. Moore spoke about the need of setting yourself apart and being "talk-able" for your audience. Now, note, this strategy leverages digital tools - the tools are the means, they are not the ends, a mistake often made when getting caught up in the hoop-la of social media. Mr. Moore illustrates his point with burger restaurants. Now, a burger joint is a good old-fashioned brick-and-mortar business where, generally speaking, the product is pretty much the same from one place to the next. So how do you set your burger apart? Its those unique "touch points" that make the burger, the restaurant and the experience unique. Its the details of these touch points... from customer service, to the menus, to the furniture... in other words, the personality of your place that creates the resonance, the "talk-ability" of your organization. And talk-ability is what we want, digital or otherwise, as up to 50% of purchasing decisions are based on word-of-mouth marketing. 



My big take-away from today’s talk was creating that talk-ability factor for the long haul – not just one big splashy event or press release that people stop talking about in a few days or weeks. Its about creating something more significant than buzz... its about showcasing your organization’s personality throughout it's lifetime. Oh, and the other take-away… a shared craving for burgers that my classmates and I immediately satisfied with a trip to HopDoddy’s Burger Bar on SoCo!

Putting Out Fires

Do you know how to use a fire extinguisher? I sure didn't. I've seen them in my workplace, I even have one under my kitchen sink, but if a fire actually broke out I could only hope that I'd get it right.

It seems to be human nature to think the worst won't happen to us - perhaps that's why I never bothered to learn how to use a fire extinguisher before. Last week though, while on a stroll through Hollywood (do I know how to take advantage of a mid-term break or what?), we came across a free lesson in using fire extinguishers. When offered, I jumped at the chance to learn a new skill. It was actually pretty simple:

1. Turn the pin to break the seal,
2. Pull the pin,
3. Aim the hose at the base of the fire,
4. Squeeze the trigger, like you're killing zombies, until extinguished.

During our Digital Law, Policy & Ethics class today it dawned on me that what we're studying is kinda like learning to use a fire extinguisher. Our law professor, Russell Rains, assures us that his goal isn't to train us to be lawyers, but rather, as MBA students, to skillfully spot the legal issues that naturally arise during the regular course of business. As digital MBA students, we are also focusing on legal issues unique to the digital environment.

Laws continue to evolve, and this evolution is sped up by ever changing technology. The first copyright laws in the U.S. primarily only applied to books and maps, but those laws have obviously been updated in the ensuing years to reflect the new realities created by new technologies. I may never be a lawyer, but I'm excited that I am being equipped to put out fires, digital and otherwise.

dMBA - There's an App For That

Last week we wrapped up our 1st fall term in Year 2 (Y2) of the dMBA program. With classes in Business Law & Ethics, Project Management and Applied Digital Convergence (ADC), its exciting to observe how Y2 builds on Year 1 (Y1).

Y1 was all about the "nuts and bolts" of business, you know, the theories and science of business - accounting, finance, marketing - the foundation of a solid business education. Now, if Y1 was all about the science of business, Y2 is unfolding to be about the art. The rich class discussions in Law and ADC require critical and creative thinking as these areas are more finessed and not so black-and-white as most of the courses from Y1 - but these Y2 discussions wouldn't be possible without the foundation of Y1. Perhaps more importantly though, is that Y2 is allowing for the application of the principles we studied in Y1 and putting them into practice with new courses like Project Management and New Venture Creation.

My favorite application, however, is happening outside the classroom. I am currently producing a short animated film and am having a blast! Working on this film has put me back in touch with my creativity and I am loving it! From directing the voice actors to collaborating with the illustrator and animators, this creative outlet is just what I need to balance out all of my studying!

Just as rewarding, however, as the creative outlet, this production has helped me see how much I've learned since beginning the dMBA program. Perhaps if I hadn't produced anything before, I wouldn't notice what all I've been learning. With this film, my 1st since starting the program, I notice that I'm thinking about, and managing, the project in a more holistic way. From our HR courses to Accounting to Interactive Technology & E-Commerce to Law, I am now instinctively applying what we're learning in the classroom to the production process.

I'm thrilled to be returning to my creative roots, but am even more thrilled to apply to the creative process all that I've been learning!

* The above illustrations are an early storyboard from my current film illustrated by Zara Steadman.

Stay Hungry. Stay Foolish.

One week of classes left in this term and I have a billion chapters of Business Law to read, 2 papers to write for Applied Digital Convergence (ADC) and a final project and presentation for Project Management - aggghh! Its always this way towards the end of the term where I get cranky about the sheer volume of work and wonder how its all gonna get done.

And then I heard the news that Steve Jobs died today... and it all got put into perspective. The first thing I thought of, of course, is his contribution to the world via digital technology - how he put the power of technology into the hands of the consumer and has radically changed how we communicate and express ourselves. In ADC Jobs and Apple are hot topics in examining the notion of "disruptive technologies" - and as digital media MBA's we are being trained in how to nurture and spot "the next big thing" in business.

But in re-watching Jobs' 2005 Stanford University commencement address - I'm struck by an even greater legacy than mere technology - that of a philosophy and perspective that allowed his creativity and visions to change the world.

As I prepare for the last week of this term in grad school, I am struck by the profound impact that this man, who didn't finish his undergrad, has had on the world. Maybe I'm just feeling wistful - but it seems like everything I really need to know he says in his speech - and the opportunities from grad school are just the icing on the cake.

My favorite lines from his address:

You can't connect the dots looking forward,

you can only connect them looking backward.

Believing that the dots will connect down the road will give you the confidence to follow your heart even when it leads you off the well worn path and that will make all the difference.

Keep looking, don't settle.

Remembering that you are going to die is the best way I know to avoid the trap of thinking you have something to lose.

You are already naked, there is no reason not to follow your heart.

Your time is limited so don't waste it living someone else's life.

Don't be trapped by dogma which is living with the results of other people's thinking.

Don't let the noise of other's opinions drown out your own inner voice.

And most important, have the courage to follow your own heart and intuition - they somehow already know what you truly want to become.

Stay hungry. Stay foolish.