Is it just me, or is business getting extraordinarily complex?

Oh, it’s just me?

I’ll pretend I didn’t hear that. Because here’s my thesis: nothing is easy anymore. Only the strong will thrive. Just as jobs for low-skilled labor are as scarce as flowers on Mars (or has that changed, too?) successful careers for high-skilled professionals in marketing, technology, industry, and the like are not for the weak of spirit.

Top five reasons why Work is So Complicated Now:

5- The oversupply of really smart people, devising new stuff. Innovations are everywhere.

4- Global everything, with all the cultural differences, language barriers, legal obstacles, and heavy competition that brings. (Leben ist schwierig.)*

*Life is difficult (German).

3- TECHNOLOGY.

2- Related to #3, new communication techniques, and a startling abundance of information sources, some of them reliable. Who can possibly read it all? Or remember 50% of what one would like to know?

1- Energy. And I don’t mean alternative. I mean the kind that you and I need just to keep up, let alone lead the pack.

How does a marketing professional serve clients brilliantly, especially when staffing is short, budgets are tight, and careers can live or die by short-term ROI? Few people can glide by for too long anymore without hard work. (And yes, I suspect that once, in a faraway time, perhaps the 90s, some mythical ad people could do just that. Probably they had talent, or charm. Something like that.) In a profession that has at times received and on a few occasions even earned the dubious distinction of being composed of hot air (yes, marketing, unfair as that may seem) the air has cooled, at least for the moment.

Now, working smart is critical. Just for starters, keeping up with industry news and trends is a marketing must. At vSA, we’ve become selectively engaged with Twitter, for example. We can use it to quickly get the word out about news of interest to important editors and our clients’ prospects. We’ve also seen that our clients can sometimes benefit as much by having customers make positive comments about their products on Facebook and post engaging videos on YouTube as they do from certain trade shows. More than in the past, we feel the need to monitor even relatively recent vSA work to assure that it’s up to the minute: for example, some Web applications we created to help clients sell online four years ago need to be updated… already and probably not for the last time.

But we have an additional responsibility as well. Outside of subjects that are clearly “of our industry,” it’s become more incumbent than ever to follow world news, fast-changing consumer trends, the mood of the nation, the day-to-day state of various segments of the economy, and more. Today I learned something more about Total Recall, a Microsoft research project based on the prediction that an archive of an individual’s digital data, largely generated without much of that individual’s thought, through GPS, cell phones, cameras, credit cards, health records and everything else he or she does, will someday create a pretty comprehensive record of that person’s life… and will thus change the way humans use and recall memory. Concepts like that, when they achieve traction (aside from being in my opinion pretty creepy) are always appropriated by business and marketing interests. So we marketers need to know about them. I also learned today that some prominent economists are concerned that the Obama administration has lost its way in pushing for regulatory reform of the financial markets and that these same economists fear that another economic collapse may be just scant (really scant) years away. Mmmm, hope they’re wrong, but better bear it in mind.

My point is that to be truly excellent as a high-level consultant in marketing today requires vision, diligence in meeting world situations face-to-face and the energy to continue to understand the ways people want to communicate now – and what these people want and need to hear. No hot air.

I’m not sure if this happens in other fields – I’m guessing it does – but I find that an awful lot of what goes on in the world reminds me of the primacy of communication. Then, when I think about communication, I think about the importance of being logical. Which leads me to the enormous hoopla about executive bonuses, namely, those unfortunately paid by AIG to its people.

It would be easy, speaking of logic, to feel a need to comprehend why AIG sallied forth with a plan that (in retrospect) looks a lot like a greedy company hurling toxic waste at already angry taxpayers. But let’s not look back. This is now, and AIG brass have in their fists very nice bonus checks (which some may be loath to return because – of course – they’ve already committed them to a new vacation home or liposuction for the whole extended family). American taxpayers are madder than wet hens as they gaze at their household bills, their unemployment checks, oh, and let’s not forget their 401 (k) statements, now printed on post-it notes due to the reduced number of digits in the account balances.

It’s the present that worries me. The new U.S. administration has a lot to do. Most likely (!) we should REALLY tighten up our bonus rules for companies taking tax dollars from annoyed citizens. But we should admit (if sourly) that the estimated $218 million (gulp!) in AIG bonuses is a trifle in comparison to the $XXXXXXXXXXXXXXXXXXXXXX* in total loans, bailouts, offerings to the gods and whatever else we’re throwing in the fires of the Great Recession. *(I’m looking for a total dollar figure but there are so many choices I’m getting terribly confused). And because we are v-e-r-y busy with important matters, surely we shouldn’t act draconian and transparently political and impose a retroactive 90% tax on this AIG bonus money. Pul-eazze. What if these were working class people? Or union members? Who the heck gets taxed 90% on ANY form of income? Sure, we must address the gaping holes we find in our new recession-fighting programs, and there will be plenty of those. I’m saying that this done-deal-already-contracted-already-paid AIG bonus is a foolish distraction at best and a damaging misuse of our government’s, news media’s and public’s valuable focus at worst.

I like the idea of highly bonused AIG executives graciously returning the money. But whether that happens or not, let’s move forward with the business at hand. Let’s not spend too much energy and time chasing a couple of hundred million dollars that, even though it sounds like a lot, in the end will mean Very Little in the face of the Very Much we need to fix.

A glance through my last couple of weeks’ email dispels – at least for me – the widely held concept that email has depersonalized communication, harshened our tone, and further isolated us from one another. Oh, sure, “you’ve got mail” on your screen is not the same as a perfumed note with dried violets inside (but how often did you ever get such a thing even in the “good old days” of snail mail?)

In my email, here are just a few happy examples received in just in the last few weeks:

From one high school friend to another, copied to a whole group of us scattered around the world, solace upon his losing a much-loved job (this was accompanied by an excellent essay on why and how he should consider self-employment):
To quote David Brown, “the rest of your life is the best of your life”.

A coworker from 25 years ago connected with me through email and shared these thoughts on children – his range from adults to a toddler, so he certainly knows:
When you have kids you get to watch how nature and nurture interact to make a whole person with his or her own quirks, strengths, weaknesses and, of course, with everything that makes us all human together.

And from a member of my book group, a heartfelt sentiment about middle age:
I can’t remember s**t these days.

I hear from someone in my family, or an old and new friend, nearly every day in part because no one needs a stamp to get in touch. And because email is easy and quick. That’s fine. Their emails feel to me as personal and wonderful as any note or card in the mailbox, plus simpler for the sender to accomplish than a phone call when time is short or schedules are odd. Email me anytime.