Celia is a marvel to behold. Her zest and natural instincts have turned TechDrawl into a leading voice for technology entrepreneurship in the South. I am continually surprised by her unlimited compassion for startups and the real people behind them. She understands a community is only as good as the support it gives. Equally important, Celia has earned the right to be critical of the ecosystem she loves. Through truth, wit and fearless tenacity, she actually has a grander plan for us all. Impressive.

Ben is a legend — literally, he’s the 14th member of Georgia’s Technology Hall of Fame. Authentic to the core, he’s the real deal (technology entrepreneur, venture capitalist, and investment banker). It’s seldom in any career to have the opportunity to partner with an industry pioneer — founded Peachtree Software in 1977 — and for that alone, we’re honored. Yet the best news is that only scratches the surface. I’ve now firsthand witnessed what makes Ben tick. He knows the biggest vision requires the smallest details, and leadership means you inspire the smallest details by having a damn BIG vision. His ability to evolve and scale to the situation is jaw-dropping to watch. Ben has a timeless relevancy that’s lacking in many of today’s business leaders. Needless to say, I have much to learn.

So, why TechDrawl? The answer requires I share the highlights of our new plan. (Hint: we’ve been working on a major redesign since December.) We’re evolving TechDrawl to take an expanded look at technology and geekery in the South. Our intent is for the South to become the story — meaning you, your companies and the tech community will be pushed, pulled and positioned on the world stage. More on that with the upcoming launch…

We too plan to become the story. Expect BIG things to come from TD51.

The other important piece to our plan is TechDrawl will be incubating technology companies, with most being our own startups. It was important for us to keep our IP-equity flames burning. And as it turns out, Ben had been wanting to jump back into the tech entrepreneurship game for sometime. The outcome is TD51 (the super-secret commercial wing of TechDrawl). We previewed our first company, Mediasode, at the superbly hosted 2010 Startup Riot. For the full vibe, visit TD51.

All of which brings us to Fred Squared… F2 is transforming into a holding company, where we plan to manage our equity stakes in TechDrawl and other IP.  All future work will be under the expanding TechDrawl flags. I’ve assumed the role of TechDrawl’s CEO and Ben is now the Chairman. Randy, Dave and Celia also have key executive roles, but the reality is we’re all co-founders doing whatever is needed to succeed.

With grace, time and hard work, our long-term vision is to leverage Fred Squared as a vehicle to invest in the community we love. Until then, we wish the best for everyone. I hope you do the same for TechDrawl…

Enjoy! (And for the record, Disney-Pixar’s UP was the best film of 2009.)

Earth update: (Moving forward starts with knowing where you stand.)

Fact 1: Tribes define us. Always have. Conversations free us. Always will.

Fact 2: It’s already happened. The world is ours. There is no one else to blame.

Fact 3: Everything is getting smaller. The mass was removed. Relationships matter.

Fact 4: Attention. If you want it, wow us with something to believe in. If not — next.

Fact 5: Connect the dots: consumers < customers < people < fans < true believers.

Fact 6: Obsession is powerful when shared. Fandoms make (or break) their object.

Fact 7: Foggy? Then catch-up. Cluetrain, Seth and Hugh shine a bright light.

And so a new journey begins. One that brings us all closer to the truth — humans evolve faster than our surroundings. We are far more complex than your marketing. You create what we control. And, we’ve usually moved on by the time your institution arrives on the scene. In a cynical world the only real currency we have is love. (Lust is only credit.) For those select few who get it, we follow with all our heart. For those who don’t, brand-up on this:

Net Fandom – How 10K true believers will change your world!

Belief 1: In an always-on, micro-media culture there is no such thing as blind loyalty. Everything is earned. Each experience enables the next. Remember, the last one is always in danger of being just that.

Belief 2: Thanks to something called social media, we now share the good, bad and ugly of each experience with everyone we know. Especially, the bad and ugly.

Belief 3: Continual conversations combined with choice disproves the idea that customers own your brand. Ownership implies customers care enough to stick around during the bad times. We don’t.

Belief 4: Surprise and delight are now kinda expected, thus their effects don’t last as long. Goodwill is subject to shorter attention spans too. The bar has been raised, so you better wow us.

Belief 5: Again, connect the dots: consumers < customers < people < fans < true believers. You don’t stand any chance of winning if your focus is left of people. Deal with it and change.

Belief 6: All is not lost. We love brands that give us something to believe in — that inspire us to aspire for more. Do that, and we’ll lead the charge for you. We’re your forces of good — the true believers.

Belief 7: Love survives the occasional aggravation. Beliefs trump facts. And people listen to other people. Your true believers persuade the rest to follow. Welcome to Net Fandom.

Fandom [fan-duhm] -noun. ”A microcosm of core fans characterized by a feeling of close camaraderie, belief and purpose with others who share a common interest. A fandom can center around any area of human activity. The advent of the Internet has significantly facilitated fan association and daily involvement.”

Belief 8: A fandom is the single most powerful and passionate entity in this world. Cherish, if your world is so lucky to have one. Our network of influence, grassroots capabilities and contagious enthusiasm are unmatched. Just ask Obama.

Belief 9: Your Net Fandom can create movements or topple institutions, as we are a revolution of the mind. We know exactly how to start, spread and end that in which we love. Your marketing and advertising are illusions.

Belief 10: Yes illusions, but your marketing and advertising are very helpful to us in spreading the word. Think of them as connective collaboration — tools we use to convert people into fans. The mutual benefit being certain fans become true believers.

Belief 11: Your success and our fandom are symbiotic. Fortune and glory are directly tied to the engagement-level and love of your Net Fandom. As we grow, you grow. And most importantly, never confuse the opposite. Just ask General Motors.

Belief 12: Each has a specific role. You create and we control. As the creator, we look to you as the source of what makes the fandom tick. You have our utmost attention. It’s your creation we love and share. In return, we control your reach and popularity.

Belief 13: Your Net Fandom is worth far more than an army of consumers. Products are commodities, and customer allegiances can change on a dime. History favors a small group of true believers. Disagree? Let’s see how unlucky you become without us.

Belief 14: A brand (company, celebrity, politician, religion, etc.) only needs 10,000 true believers to be a cultural phenomena — to start a movement millions will follow. The same 10K keep the flame burning through thick and thin.  Of course, the more the merrier.

Belief 15: A true believer buys a majority of what you sell. Volunteers for marketing, sales and PR. And complains the loudest when needed — while continually providing key input and growing your Net Fandom. Each is as valuable as anyone you pay six figures.

Belief 16: A true believer is the purest form of a viral expansion loop.  Each of us recruits an average of 14 people per year to your brand (7 casual buyers, 5 fans and 2 true believers). Do the math — a 2X repeater that grows in conjunction with your Net Fandom.

Belief 17: As the creative source of your Net Fandom, you must also embrace the idea of open source. True believers want to use your work to tell their own stories. Sit legal, sit — as you remain the inspiration, determine the canon and receive the ultimate credit.

Belief 18: Acting corporate is the fast lane to losing your Net Fandom. We despise ivory towers, being handled and most suits. Be real. Speak human. And above all, be raw. All three are endearing to true believers. Think Kevin Smith, but don’t copy him.

This, and so much more!

Belief 19: You know us as Star Wars and Star Trek. But we’re also Apple, Google, Deepak Chopra, Gov. Charlie Crist, Iron Man, Miley Cyrus, Oprah, Rachel Maddow, Sugarland, UPS, Xbox 36O, Yo Gabba Gabba! — and thousands more… We’re everywhere.

Belief 20: We’re easy to find and love when you join the conversation. Facebook, Twitter, YouTube and the rest of the social media toolbox have replaced major networks as the great aggregator of people. We’re happy to have a conversation on your website too.

Belief 21: Product features equal about 24% of the reason we love a brand. The total experience from the first buy through service to the next purchase is around 25%. Point being we primarily love a brand for how you make us feel. Yep, 51% is simply belief.

Belief 22: It’s time to tackle belief. If that scares you, you will fail. People want something to believe in. Something that makes sense of all the chaos. The paradox is your brand is not a deity. What we really want is for you to make us believe in us. Wow!

Belief 23: Revenue, assets, liabilities — oh my! (Let it go, Indiana.) In a market that changes on a dime, the only number that matters is your Net Fandom. We directly control your financial success. Invest in us, and the other numbers will be in your favor.

Belief 24: The Net Fandom for 24 floated the show in Season 2. Heck, we even turned cougar-bad into a badge of endearment. Our love complaints made it better. Hacks give us everything we want, but a creator who keeps us guessing while also listening is golden.

Belief 25: Backstory matters. A true believer wants to know every tiny detail. Who, what, when, where, why — and especially howseparate your Net Fandom from the casual customers of yesteryear. We love what you do as much as we love what you produce.

Belief 26: The bigger the universe you create, the more we believe in it. Both in fantasy and fact, we seek to interact with your world. That’s what fans do. The greater the engagement, the deeper our love. Each participation event increases your brand value.

Belief 27: A great story never ends. It gets expanded upon (if only in the Net Fandom), passed down from one generation to the next and eventually re-invented. The same goes for great brands. Together, new beliefs continually form…

Signed: a true believer.

Face it.  People (consumers for the SVPs in the house) don’t care about corporate silos, or the executive rational behind them.  What they do care about is having a great experience when they choose to interact with your brand.  The iPod and iTunes are one in the same.  UPS Tracking has a symbiotic relationship with UPS.com.  The Digital World has removed all lines.  Marketing, product usage and customer service are now part of a unified experience.  Fail at one, and you fail at all.  Or said another way — you have to succeed at all, to be a success.

This starts by breaking down the walls.  Allowing and enabling people inside your corporation to collaborate.  And if necessary, removing the old guard who refuses to change.  Once you have a team passionate to work together, the focus shifts to the product-channel sync.  A concept as old as time itself; the sync means you can’t force a square peg fit through a round hole.

Products must be designed and customized for the channel in which they live.  Software should behave differently from a website.  Kiosks are not the same as an IVR-based call center.  An iPhone App can do so much more than a .mobi site.  You get the point.  Great products take advantage of the differentiated benefits of the channel, while also conforming to the best practices.

Obtaining the product-channel sync is not a difficult process.  It’s simply a collaborative one.  Make sure your product engineers and information architects work together.  Ask marketing and IT to co-write business requirements.  Bring in channel specialists to tailor-fit your brand to the medium.  And above all, seek and integrate your customers’ voice into the development process.

Sure, you’ll have to ignore that policy and procedure manual you spent way too much time and money perfecting.  But, the end result will be so much better than the same old connect-the-dots project…  It’ll be a customer experience to remember (drive profits for SVPs still reading).

Turning advice into action:

1. Remove every wall that stands in the way of customer experience
2. Human factors experts are your friend — have them in every channel
3. Every department combines to form one being — say hello to your brand
4. Collaboration leads to satisfaction, innovation and the reversal of extinction
5. The product-channel sync works even better when your customers are involved

You make a ship for the sea, and a plane for the sky.  The same hold true in any business.  If you design your products for the channel, your company will soar high…

We’ve all seen it. Too many times the desire to make an application feature-rich gets in the way of the functionality being usable. You end-up with a bloated feature set that 95% of your audience never uses. (Think Microsoft Office.) In trying to appease every customer type, you actually loose your base in the process.  Given most of us don’t have the market cornered like Microsoft, what’s the answer?

You start by embracing simplicity and elegance in design. If something can be accomplished with one button, there is no need to add the noise of five more. Now apply that same philosophy to every feature of the product, and you’re well on your way to building something people will use.

When it comes to choice, the 80/20 rule still rings true. You only need to solve for 80% of your audience, which should comfortably fit within three to five personas. The other 20% (that matter) will be drawn to the larger halo, and the ones that leave were always planning on ditching you for a niche-ier brand someday.

The same rule applies to product options. Segment-driven choices are a good thing, but too many options only cause confusion. The best products in the world are ruthless in what they cut during the development cycle, as the companies behind them know intelligent simplicity equates to sales. For proof, just look to Apple as led by Steve Jobs.

Once you embrace your core audience, the first thing you’ll feel is a glowing sense of freedom — and relief. Your product now has clarity and market vision (i.e. things that increase sales). The other good news is you just reduced your costs without loosing the majority of your customers.

And that’s mass customization. Welcome to the brilliance of Henry Ford!

Sometimes it’s best to have a little mindless fun and nothing deeper. Welcome to the world of free online video games. There are over 12,000 free games at your disposal. With that, there really is nothing more to say, except: play and enjoy!

People talk of adventure, then regret.  The point is it’s all talk.  Everyone has dreams, but why do many of us choose not to follow them?  When did bitterness replace fear of failure as an acceptable emotion?

The most bitter folks I know are the ones who’ve lived their life on the sidelines.  Critical of everything because they’ve done nothing of their own.  Some even make good money, but they have no spark left in the soul.  Unfortunately, leaving this world full of regret…  Safe or not, bitter bites!  There is no soft-pedaling that one.  But, let’s tackle fear:

Fear of failure is usually the biggest obstacle that keeps us down and in-check with the rest of the sideliners.  But, most successful people will tell you that it was their failures that made them better.  The Catch-22 is the ‘idea of fear’ is the real villain in your life story, not the outcome of taking the field.  It’s the the idea of failure that makes humans cower.  The reality is fear and failure are actually good things.

Let that soak-in for a moment…

Embracing our fears head-on makes us better, sharper — more focused.  (Think WWII or every bootstrapped startup that made it big.)  In business and life, fear of failure channeled correctly actually strengthens our sense of purpose.

Take Pixar’s UP, and incredible new film about a man who finally decides to make good on a lifelong dream.  When we first meet the now elderly Mr. Frederickson, he’s become embittered with the cards life has dealt him — a sharp contrast to the boy adventurer we met in the first reel.  Without spoiling the plot, his decision to follow his lifelong dream brings life back to the one he’s living.  And the great thing is the outcome is neither what he dreamed nor planned — it’s better!

The lesson of UP is beautifully simple.  Life is an adventure.  We get what we give, and happiness requires participation.  The same truth can be applied to any dream you have, big or small.

So stop talking about adventure, and go take one!

Once you watch the video above, lets talk…  When we were kids, anything was possible.  I was a Jedi, and elite member of G.I. Joe, a Movie Director and a Thundercat — just to name a few.  Some may call that a vivid imagination, but it was real to me.  So real in that I created worlds and saved people in need. The worlds were my entertainment, and the people were my friends.  Simply put, as kids there are no lines. Reality and the ‘yet to be real’ are beautifully blurred.

Then we become adults.  Most of us are taught the real world has no room for our child-like imagination. Rosebud becomes a distant memory as the cubes and lines form around us.  Yet, every now and then we see that rare bird.  The one with the spark who reminds us what is was like to be a child.  It’s usually easy to spot one as they often dress, speak and act the opposite of normal.  Even the ones that blend-in share one common trait — the desire to change the world in which they live.  And guess what, many do.  In business these birds are called entrepreneurs.

The funny thing is every kid has the opportunity to be an entrepreneur.  To turn their dream into a startup, then into something more…  Their ideas can create new worlds and save people in need.  It’s up to us to never let their idealism go the way of Citizen Kane.  As parents, educators and mentors we can lead by example.  Not every kid or adult is meant to be an entrepreneur, but what about the ones who are?  How do we ensure every opportunity is granted?  I think it starts by telling them it’s not only okay, but honorable to dream big.  Let them know that every innovation given to the human race is because the inventor remained a kid at heart.  And, if you are an adult, know it’s never too late…  One idea combined with lots of hard work can change the world.

Let us start a new revolution in business.  Deliver a micro-economy of startups that will one day redefine the market as we know it.  And at the same time, mentor today’s kids to take our entrepreneurial spirt to even greater heights…  The call has begun.  Thundercats, HO!

The New Face of Marketing (Meet Major Nelson)

The digital audience seldom falls for slick marketing ploys.  We can’t be told or fooled into doing something.  Companies have to gain our respect the hard way — by earning it. Leading brands that understand the shift are focusing on the full customer experience to move widgets, and know marketing and operations are two sides of the same coin.  In three words: authenticity now matters.

So, what exactly is marketing’s role these days?  Plenty is the short answer, but it requires old-school marketeers to pull a Yoda (i.e. relearn what you’ve learned).  Make sure you know exactly what your key segments want, and insist marketing co-write product requirements.  Be the first know customer service issues, and communicate how long it will take to fix them.  And absolutely, use social media to join the conversation — two-way communication for the uninitiated.  The easiest way to get started is to help your audience.

Take a look at what the Xbox 360 brand is doing with @majornelson (Larry).  They help gamers game.  Using a blog and now Twitter to talk with 360 gamers on a daily basis, an authentic bond has formed. Larry Hryb continually gives his readers the best insider tips and free codes, keeps gamers informed of the latest on the 360 platform and addresses service issues (warts and all) head-on.  His following has grown so large, Major Nelson has become a de-facto communication channel for the hardcore 360 audience. Impressive as it is real.

The point is we no longer need smoke and mirrors.  You simply have to prove you care for and are willing to help your customers.  (Who’da thunk it?)  Millions spent on brand building, and all we really wanted was for you to be human.

Turning advice into action:

1. Learn the ins and outs of social media like the back of your hand
2. Drag your brand from the ivory tower — be naked and real
3. Daily communication builds digital and social credibility
4. Helping your audience increases sales, satisfaction and loyalty
5. Keep the conversation going, as the value far outweighs the cost

Marketing teams need not fret.  The ‘ad-age ‘ is over, but the age of communications has just begun.  And you’re suppose to be the Jedi.  So, start talking…

When I see a company fall for this PT Barnum routine, I know the end is near.  (Last one out, turn out the lights!) These critic-consultants whispering in your ear have no long-vision, hatched no dreams and have no ability to meaningfully contribute to the intellectual property. They only want to make money from it, and will bail the moment the company has been sucked dry. Which happens more times than not.

So why is false greed seductive?  Sure, some owners are in it solely for the money. These sharks will always be sharks, and are easy to spot. (Hint: Usually the ones who don’t create from the start.)  What is far sadder, is when an inventor-entrepreneur is convinced the startup must grow-up and become corporate.

Fresh ideas are traded-in for the same rotten processes that have been recycled for over 50 years. Innovative thinking gets scrubbed vanilla because the society norm is to be a lifeless corporate brand who plays it safe.  The team wanting to change the world gets labeled a cost, and either bails or gets laid-off. The vultures, vampires and bottom feeders become co-owners, executives and the ‘professional’ workforce.  In short — the dream dies.

How do we stop this madness? For starters, simply look to the success stories.  Companies like Facebook and Pixar all share a common trait — they follow their own path, changing the worlds in which they live (and never vice-versa).  By sticking to a long-vision, honoring innovation and creativity above all else and understanding it’s the audience that matters, these startups become the de-facto brands.

So, trust the vision of the founding team.  These are the folks who work many a night and weekend for the passion of the idea and the potential to rock the planet.  Treat them right, and they’ve got your back.  A meaningful company is forever formed. From there, grow positive by learning to identify the good talent from the critic-consultants.  And yes, there are great mentors, investors and partners out there who are willing to help.  AKA, the ones who know how to create.

Turning advice into action:

1. Surround yourself with people who share the vision
2. Always pay more for creators than advisors
3. Embrace trial-and-error over playing it safe
4. Innovation is a cost — the cost of doing business
5. Forever value the founding team and your core audience
6. Forcefully ignore/remove those who ‘clean-up’ companies
7. In the end, know it’s more profitable to lead than follow

Most importantly, it’s never too late to do the right thing.  And, it’s always better to never do the wrong.