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Multi-tasking, in many ways, is over-rated. Engaging in a second task while your computer is running a large query definitely makes sense. But there are many scenarios where multi-tasking leads to poor quality work or just less productive output.

Whenever I’m behind a car that is driving dangerously below the speed limit on the freeway, it’s always been an oblivious driver on a cell phone. How annoying is watching a person answer email during an important presentation? I just read an article that claimed people actually answered incoming text during sex.

If I’m really interested in a football game, you can bet that I’ll shut down my laptop. If I’m having a serious conversation with my wife, I’m not going to concurrently check my social networking sites on my iPhone . We know intuitively that to really focus, we need to be single-tasking. That’s when we are really productive, producing work with quality and depth.

I actually designate “Single-Task Days” for myself. I list out what I want to accomplish for that day, then prioritize each task. If two tasks are about equal in importance, I give higher priority to the task that I’m the LEAST excited to do. My reasoning is that I will always find ways to do tasks that I enjoy.

During these days, I really try not to let other things distract me from my list. These are some of my favorite days, when I let myself really focus on singular tasks. It’s during these days that I sometimes feel myself in a zone, when my tasks seem so much clearer and answers come easier. Such days can result in a great sense of accomplishment and progress — that is, until you are back to multi-tasking the next day.

For those who read this blog for insights on social media, I’ll be posting such topics on Lift9’s blog page moving forward. MeetJohnSong will continue to be a personal blog about personal insights and topics around company building. Thank you for your interest.

Front entry into Yonsei University Campus

Front entry into Yonsei University Campus

Twenty-four years ago, I was but a young man just finished with college in the states, studying at Seoul’s Yonsei University to rediscover my ethnic culture and learn Korean.

Korea, at the time, was just developing into one of the Asian “Tiger” economies, and preparing for its coming out party, the 1988 Seoul Summer Olympics.  The country was bustling with rapid change, but persevering poverty and third-world status was evident everywhere.

At the time, I was a poor student, living on my parents’ generosity and by teaching English here and there. As a young man, I was a bit awkward, lacking self-esteem and confused about my identity as a Korean-American. While the Korean people were curious about me, my Western attitude and poor Korean language skills made me an outsider. Still, being able to lose myself in a sea of black-haired people, all around my height, was an amazing and uplifting experience. My personal growth in Seoul established a solid foundation for building my self-esteem in the ensuing years.

A few years later, Korea hosted a successful 1988 Summer Olympics. Sure, there were some strange manifestations of the country’s insecurities during the ‘88 Games, such as protesting against American teams because of Hustler magazine’s write-up on Seoul’s red-light districts and a reference to  ”kimchi-breath” ladies of the night. The most embarrassing moment was when a Korean boxer lost to an American fighter, but protested by sitting in the middle of the ring, which incited local fans into nearly storming the ring to assault the referee.

In the end, however, the positives far outweighed the negatives. Seoul never looked back and continued on a torrid pace toward modernization.

It was during this awkwardness in my life and the development of Korea that I met Shari, a Korean-American from Chicago also studying Korean at Yonsei University.

In general, I’m not a very romantic person. However, on a rather chilly day, I ventured into one of the wooded areas on Yonsei campus to carve our names on a tree, and to hide a picnic basket full of  fruits. When I finally lured her to the magical spot, she laughed, telling me that I had misspelled her name.

Through fate, good luck, along with lots of effort on both our parts, we’ve survived 23 years of marriage and raised two  college-age sons. I’m definitely less awkward now.

Last week, I was in Seoul again to visit my sister who lives there now. Seoul, I must say, is no longer awkward either. It is a city that has come into its own. Its people are now chic and cosmopolitan. There are no signs of the old poverty. Everything is new and modern. Seoul boasts one of the best road and mass transportation infrastructures in the world.

In the 80’s people blatantly stared at every foreigner. Now, most foreigners are pretty much ignored. The hip places now cater to the young locals. There are many promenades of boutique shops, hopping cafes, chic bars and people strolling in the latest fashions from Europe, America and Japan.

More than one million foreigners now work in greater Seoul, many filling jobs that the locals are no longer willing to do.

While modern Seoul is truly impressive, I was at times nostalgic for the “old awkward” Seoul. One day I visited Yonsei campus, secretly looking for my tree from 24 years ago. I wanted it to know that Shari and I were still together, that the markings still meant something.  Try as I might, I could not find the tree.  In the end, it mattered not, as the journey itself stirred so many amazing memories of my awkward and naive youth.

I left Seoul for Seattle the day of our 23rd wedding anniversary. I shared with Shari my adventure looking for “our” tree and how I wanted to bring back a picture of it as an anniversary present. Then, we reminisced together and laughed and laughed.  It was quite enough, really.

Vietnamese fish hot pot

Vietnamese fish hot pot

I just spent a week at our Ho Chi Minh office, aligning our company’s vision with the research team there. It was fun and rewarding.

First of all, young people all around the world understand the potential marketing power hidden inside the walls of social media sites. Social media is intuitive to all people exposed to it. That’s why its adoption is growing at such a phenomenal global rate.

The Vietnamese team needed just some clarification to be fully aligned. Having all employees who believe in a shared vision is a huge step toward our eventual success.

Research work, however, can be demanding and at times somewhat tedious. Building a work culture that is conducive to creativity, collaboration and high production requires some thoughtful planning and constant tweaking.

In my other ventures, our teams had built employee-driven work environments that resulted in high retention rates and high output. At ZeroDash1, for example, we had competitive video game matches to break up the days. Because the staff enjoyed those matches, they made sure that deadlines were always met, so that the matches would continue. However, in other cultures, trash talking video matches with one’s manager may be counter productive, as “saving face” and respecting elders trump an appreciation for  ”fun-loving” bosses. This would certainly be the case in the Korean culture, for example.

In the Vietnam office, we want to bring over the “spirit” of our headquarters in Seattle. But we also want a local favor to creating a nurturing, collaborating, and rewarding environment.

I don’t have all the answers as how to create such an environment in Vietnam yet. Acknowledging that, however, is the first critical step. We expect to turn to our local employees for input. They will be the ones to create such an environment WITH our support.

On this trip, I learned a lot spending time with the team. I know that they believe in our vision and have the same passion for life and work as I do.

On my last day, we went out to a group dinner at a “local” restaurant, owned by a friend of one of the team members. It’s a covered patio-style restaurant that specialized in a certain fish (looked like smelts). The place was packed with loud chatter of people enjoying meals with their friends and family. It excited me to be off the beaten path of tourists and in such an authentic environment.

We first got some deep-fried fish (smelts), then some grilled ones. We topped off the meal with a delicious community hot pot of fish soup.

I’m certain that I would not have wondered into this restaurant alone. The experience is one that I will keep for a lifetime. In the end, the meal symbolized how we can learn so much from each other. We are not there thinking we will be only teaching our business methods, but that we will be learning much as well and tasting the local culture.

Grandmothers

My flight to Ho Chi Minh City from Seattle was on Asiana Airline with a stop over in Seoul. A petite Korean grandmother and I shared a row with a seat between us.
She was very polite and generally non-intrusive, except for wanting to feed me. First, she insisted that I take half of her bag of gummy bears. The two courtesy pieces I took out of politeness just didn’t cut it. Then, she wanted me to finish her dinner (beef stroganoff), which she barely touched. Later, I had to eat half her chocolate almond bar, even after trying to refuse several times. Ever try to say ‘no’ to a Korean grandmother bent on feeding you? Not easy.
I love grandmothers. Once, on a crowded Metro in Paris, a French grandmother sitting next to my wife, shielded Shari’s (my wife’s) head from various backpacks of absent-minded teenagers clowning around with each other. Her disapproving look eventually settled down the youngsters, but she continued to hold Shari for a little longer for reassurance.
In Ho Chi Minh City on my last trip, I saw a granddaughter, around 11-years-old, in clean but worn clothes walk her elderly grandmother across a very busy street with obvious tenderness and steeled determination. It moves me to see such love and interdependence across generations.
I was very close to my late maternal grandmother who helped raise me in the most amazingly selfless way. I’m the first son of her only surviving child. She also had been a widow since her early 20’s, never remarrying. Myself and my siblings were her life. Unfortunately, like most youngsters, I didn’t appreciate her at the time while she was living with us. Her lessons of love, however, have very much stuck with me as an adult.
I fondly remember, she too loved to feed me.

This is an oldie, but an invaluable “goodie” lesson about the potential impact of social media.
When the iPhone first came out, AT&T billing system gave customers detailed report that itemized each time they went onto the internet. Since the iPhone allowed such easy access to the internet, this meant a very bulky monthly bill for many people. One person decided to show her 300-page bill on YouTube. It got substantial play and has been viewed more than 2,000,000 times now.
The embarrassment forced AT&T to change its billing system quickly, which is not an easy task. The expedient fix of the problem was in the end a good result for not only the customers, but also for the company itself.
The missed opportunity may have been to applaud the young woman in the video for making the problem so obvious, and then launching a social media campaign that explained how the company listened and reacted appropriately.

My mother (71-years-old) called me excitedly to tell me that she had a “text” conversation with my son Jef (20-years-old) yesterday. Here is a creatively paraphrased version of the conversation as I understood it (I put in parenthesis what I imagine they were thinking).

Grandmother: “Hi Jeffrey, this is grandma. I was thinking of you. What are you doing?” (Hey Jef, I just learned to text and want to show off to you )

Grandson: “Hi gm, at festival” (What? My grandma is texting me)

Grandmother: “What kind festival?” (He texted me back! He texted me back!)

Grandson: “Bumbershoot. Music festival. Dank.” (I wonder why she is asking?)

Grandmother: “Yes, drink lots of water. No alcohol. Are you with friends?” (I’m so cool)

Grandson: “with gf.” (?? This is just like when mom bothers me)

Grandmother: “You’re a nice boy and good to your grandma. I love you Jeffrey. Be safe.” (I like texting)

Grandson: “Ok grandma. Peace.” (My grandma is pretty chill)

Want to talk to the young people today? You have to use their mode of communciation. Kudos to my immigrant mother for teaching herself how to text. I’m impressed she figured out how to use the phone key pad to type. My wife had just bought her a phone and put her on our AT&T family plan — with unlimited texting.

Boston College has stopped giving out emails to its incoming freshmen. Social media is the preferred mode of communication for Generation Y and Z.

I have some young people helping me with a Lift9 video. They are creative and energetic, but not very responsive to email. So, I texted them for updates and got immediate responses. My conclusion is that these young people are not used to opening their email accounts.

Even among my “older” friends from Gen X and some baby boomers, I communciate much more regularly through Facebook, LinkedIn, Twitter, or Instant Messaging than through email. While inside the corporate environment email is still the communication of choice, there is fundamental shift happening in the way people communicate.

Understanding this new shift is critical to marketers. Email and direct marketing having been losing their effectiveness. What will replace (or augment) them? Text and social media marketing? Many people think so, but no one has come up with a solution that is viably measurable or one that can prove tangible ROI.

Here is your (our) opportunity.

Surveys have shown that around 74% of people believe recommendations from friends or acquaintances, while only about 14% believe in brand advertisement claims. Having credible people be your brand  enthusiast can be extremely powerful, especially when communicated in an authentic manner — as part of a person’s normal conversation.

Let me use my friend, Kendall Kunz, a well-known entrepreneur and executive in the Seattle area, as an example.

Recently, he tweeted:

meetkendall01

Kendall is a Lexus owner, expressing a perspective that many would agree with. So, why would Ford not contact Kendall? He is most likely not a credit risk. His Lexus is being serviced for reasons unknown. Why not at least engage and build rapport?

Here’s another tweet:

meetkendall02

I get Nordstorm emails, most of which are not even relevant to me because they consistently send me information about women’s apparel. I think both Nordstorm and Macy’s has a chance to step up and not just get Kendall’s business for the day (or a shopping trip), but to build a ongoing rapport with Kendall. Again, it’s an opportunity for getting involved in the conversation for the brand(s). What’s the lifetime value of a customer like Kendall?

Later, Kendall tweets:

meetkendall03

Ok, Ford is now out of the conversation and Lexus gets a big kudo from Kendall, who by the way has a lot of friends with high-end cars. You can’t buy these types of advertisements.

Finally, here’s another tweet from Kendall:

meekendall04

Crimson C is a lounge in Pioneer Square trying to get more visibility. It actually has a promotion for drink vouchers if you introduce the lounge to 20 friends. Kendall wasn’t aware of the promotion, but really just wanted people to stop by.

These are authentic conversations on social media. Kendall is peddling brands without even thinking about it. One man, a few examples, imagine the possibilities that are out there  in social media for brands to be so much more engaging.

Christina Kim wears your emotions on her sleeves

Christina Kim wears your emotions on her sleeves

I’ve been following the Solheim Cup, a golf team competition between American and European women.

The competition is intense and the enthusiasm of players and the gallery contagious. On the American team, Michelle Wie and Christina Kim are two players with very different playing styles, personalities, and even looks. However, they share the common Korean ancestry like me. They are Korean-Americans proudly representing America.

These two players contribute not only with their play, but enormously as teammates with their personalities and energy. Wie, the teenage phenomenon, is now 19-years-old.  She’s been a media sensation since the age of 14 by bombing drives and dominating junior golf. She later caused a stir by competing against men, and now is a rookie on the LPGA. Michelle is one of the hottest draws for TV and tournaments whenever she plays. She is graceful with feminine good looks on her thin 6-feet frame. On this team, however, she’s a youngster and happy to be just a teammate of great golfers.

Christina, is short and chubby (think Margaret Cho). She is also the biggest personality on the team. Christina wears her emotions out on her sleeves after every shot.  She is contagiously enthusiastic. Every player teamed with Christina has an extra bounce in her step.  Christina screams at the ball while in flight, she dances after shots, she smiles at the crowd, she poses confidently in front of the camera under her french beanie. The gallery loves her. Some golf announcers are politely critical of Christina’s actions, but so what?

Koreans, in general, have fared well in professional golf. Y.E. Yang just won the PGA tournament overtaking Tiger Woods on the final day. However, all the Koreans in the PGA and LPGA are seen as stoic and reserved players without much personality. They are known for mental toughness and consistent ball striking.

However, the Korean-American golfers, such as Wie and Kim, as well as Anthony Kim on the PGA, are brash, expressive and in-your-face competitive. They have an edge that exemplify the youth in America today. They add life to an old stodgy game.

Such showmanship is generally frowned upon in the traditional Korean culture. That’s why we are Korean-Americans. That’s why even in the business world, we Korean-Americans can be so entrepreneurial. We don’t mind taking risks and drawing attention to ourselves, whether you like it or not.

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