Giovanni Rodriguez at hubbub has a very good piece on “The Meming of Life”. Worth a quick read. He talks about 3 kinds of “best practice” ways that people are known to get ranked up in blogs. Posting comments on other blogs – Tailgaiting, Creating lists (like I have been guilty of) Aggregating and Baiting people to discussion. To net it out the one point that I could really relate to was “The experience led me to believe that we were entering an age of
disbelief that anyone can come up with anything that’s truly original.”
I do agree with his basic premise that doing something original is fulfilling in its own way. But, here are 2 questions:
1. In this age of instant copy and paste, how much value is there to original thought? I remember at Mercury we would come up with new positioning, demos, etc. each month only to see the same thing at competitors website within 4 weeks of our new message.
2. Is there anything necessarily wrong with seeing what works and repeating its success? The best companies in most industries (Microsoft for e.g.) are fast followers. Google itself did not invent search (only did it better) and nor did they come up with their business model – You have to thank Bill Gross of Idealab (Goto.com renamed Overture, sold to Yahoo) for that. There are also several studies that point to the fact that a good idea in one industry is worth taking to another and trying to do it better.
The one takeaway: I think best practices yield results. If significant investment in taking an original idea and making it work is made for the benefit of one company, then the collective also-rans benefit and so does productivity. The key I believe is how quickly and fast does someone execute and make a best practice “even better”. Each best practice in the community world that are discussed is something you need to implement (even in a small way) to see how it betters your community. Afterall not everything that works for one community will work for another – even if it is in the same category, same industry with the same objective.