Content transformation 3: how winning is done

 

Let’s be honest. There is a high likelihood that one or both of the following things will happen before you’re done if your project is of any real size and significance. 

 

Half of the C-suite will head off to their next exciting role. 

 

The subject matter experts in the house will grind their teeth and write angry emails about the loss of the 5,000-word, jargon-filled masterpieces that got a whole 10 views last year and are apparently vital to the integrity of the organisation. 

 

And important people, who know next to nothing about digital, will listen.

 

Sooner or later, you will lose at least some, and maybe a lot of ground. 

 

The path to success is far from straight. 

 

So, how do you win? 

 

When I’m in those sorts of situations, after giving my blood, sweat and tears to a project, and getting a result for the client and their end users, Rudyard Kipling often arrives in my head:

 

The question is, does this mean your content transformation project has failed?

 

Those of us who’ve been doing this for a while learn at some point to take the long view. I think it’s part of that ‘adulting’ thing I’ve heard about. 

The web, and the wider landscape of digital products and services, is now a central part of our society and our culture. 

 

It’s worth fighting for. 

 

The digital transformation game is a long game, and there is always the possibility that we will fail in the end. 

 

However, it’s still the early phase of the Digital Age and we’re not done yet.

 

Within this, content design is, unsurprisingly, a tough gig. 

 

But it’s a worthwhile gig. Content design brings real change where it counts – to the real people with ‘user needs’. Often, these are huge, important needs arising at highly stressful times in people’s lives. 

 

I’d like to leave with a couple more quotes. 

 

The first is [not from Gandhi but is in fact] from a trade unionist called Nicholas Klein, who in 1918 said:

 

“First they ignore you. Then they ridicule you. And then they attack you and want to burn you. And then they build monuments to you.”

 

However, as a Buddhist, my favourite quote is from that wise sage Rocky Balboa:

 

“Let me tell you something you already know. The world ain’t all sunshine and rainbows. It’s a very mean and nasty place and I don’t care how tough you are it will beat you to your knees and keep you there permanently if you let it. You, me, or nobody is gonna hit as hard as life. But it ain’t about how hard ya hit. It’s about how hard you can get hit and keep moving forward. How much you can take and keep moving forward. That’s how winning is done!”