Spam has had a curious effect on us, according to Seth Godin and others: it has conditioned us to click the Delete key almost instantaneously. The side-effect is that people now care even less about your company and all it's carefully-considered branding (unless they're trying to sell you something.) What is filling the vacuum? Ideas. It's no stretch to say that the Era of the Corporation is giving way to the Era of the Idea.
But many of our departments haven't gotten that memo yet. Take business cards, for example. If the only reason most people keep your card is because they want to sell you something, then you should consider the money spent on the cards to be your investment in creating a bunch of incoming sales pitches. Huh??? Who wants that? But what's the alternative?
How about "idea cards" as the paradigm to replace business cards? People care less now about businesses (other than their own) and more about ideas, so why not?
Full disclosure... I stumbled into this almost completely by accident. Here's how: I founded the New Urban Guild, which has hosted a number of initiatives, including Project:SmartDwelling. SmartDwelling I was published in the Wall Street Journal in late April, just before the Congress for the New Urbanism's CNU17 in Denver. I talk to lots of people at an event like CNU, and when it's over, I often have a hard time remembering who was talking about which great idea. And without a contact to attach the idea to, good follow-up simply won't occur.
But then it occurred to me: Why not do a Project:SmartDwelling card? Project:SmartDwelling isn't a company, a department, or a division of anything. It has no checking account nor corporate documents. It's just an idea... an idea I wanted people to be able to come back to later. So I did the card. Here's the front:
And here's the back of the card:
The response has been great! Because the card's about a cool idea instead of about me trying to sell you something, everybody wants one. I'm about to have to reprint.
Then, something else occurred to me: I still have normal business cards for the New Urban Guild and for Mouzon Design... but what about using them to promote another big idea? The New Urban Guild Foundation has been hosting the Original Green initiative for several years. The Original Green is the set of principles upon which Project:SmartDwelling is based. So why not use the otherwise blank space on the back of my "normal" cards to promote the Original Green idea? Again, the Original Green isn't a company or anything of the sort... it's just an idea. So here's what the backs of my cards look like now:
FWIW, if you're interested in reading more about SmartDwelling I, I've blogged about it a lot on the Original Green Blog:
The Beginnings of Project:SmartDwelling
The Wall Street Journal Story on SmartDwelling I
SmartDwelling I Windows & Shutters