Learning Organizations

The U.S. Marines are a learning organization.   During the year I was lucky enough to serve with them in Iraq, I was continually amazed at how fast information spread among them.   Then it would mutate, improve and become better adapted to the situation at hand.   The USMC skill and alacrity as a learning organizing was a necessary and key component of our success in Anbar province in 2006-8.   They adapted to changing circumstances and overcame obstacles.    

Like all greatness, the USMC success is based on apparent contradiction. The Marines manage simultaneously to be hierarchical and egalitarian.   The also have very strict rules and at the same time very flexible execution.  The commander’s intent is very important even if it turns out that the specific instructions did not survive first contact.  Finally, virtually all Marines are intensely interested in helping other Marines, although this is sometimes masked by their tough exteriors.  Officers take responsibility and interest in their men.   They spend a lot of time mixing and talking with them.   This is one of the things that make them a learning organization.   A lot of information passes informally.  The leader, in one sense, provided the organizational connective tissue. Anyway, scholars have studied Marine leadership for literally centuries and I know there is a lot more, but those are the lessons I took and the ones I think apply generally.

The Marine organization I saw in action in Iraq contradicts many of the stereotypes we hear about them.  I realize, however,  that if I say that I want my organization to be more like the Marines, most people will conjure up an image far different from the one I envision.   So let me fall back on some other ideas that have stood the test of time and are similar but civilian.  

I read In Search of Excellence when I started my MBA in Minneapolis in 1983.  It is hard to recall now what a ray of hope that book was for me and my classmates.  We were coming off the terrible end of the 1970s and had recently suffered double digit unemployment, double digit inflation and mortgage interest rates that reached 20%.  Pundits told us that America could not longer compete in the world.  We were doomed to become the hinterland for the Japanese juggernaut.   Our business models were defunct, they told us, and we better get used to being second rate, or at best a clumsy dysfunctional giant.  This wasn’t how it turned out, but the future didn’t seem very promising when the book came out in 1982. 

In Search of Excellence came along and told us about American companies doing excellent things and succeeding and it told us how.  In some ways the ideas were revolutionary, but in most ways they represented the traditional American adaptively. It was our American wisdom encapsulated.  This is one reason In Search of Excellence became one of the best selling business books of all time and why it remains in the core of classics on management and organization.  

The book identifies eight characteristics of excellent organizations.

  1. A bias for action, active decision making – ‘getting on with it’.
  2. Close to the customer – learning from the people served by the business.
  3. Autonomy and entrepreneurship – fostering innovation and nurturing ‘champions’.
  4. Productivity through people- treating rank and file employees as a source of quality.
  5. Hands-on, value-driven – management philosophy that guides everyday practice – management showing its commitment.
  6. Stick to the knitting – stay with the business that you know.
  7. Simple form, lean staff – some of the best companies have minimal HQ staff.
  8. Simultaneous loose-tight properties – autonomy in shop-floor activities plus centralized values. 

We can dress them up in terms more appropriate to 2009, but I think, precisely because they were distillations of successful practices, they still form the core of what a good organization should be like.   The only one I would explain is # 6.  It sounds less adaptive than it is.  The authors did not mean and I don’t think we want to stay with what you are doing now.   They were simply admonishing leaders not to just jump into the latest fads or spread themselves too thin with disjointed priorities.   They wrote the book at the tail end of the great merger mania, when giant conglomerates were making it difficult to identify core values or core competencies.  

I think the longer and updated version would be to branch out from core competencies rather than being distracted by every new thing that comes along.  I also think this should be modified with a little more systems thinking, but overall it stands.

A Continuous Process, Not a Plan

It was a nice warm spring day.  I ran around the Mall at lunch and had some random thoughts on using the new media.  I know that is nerdy, but it is what I do. 

Below is a pickup game on the Mall.  I am not sure what they were playing.  They had a soccer ball, but nobody seemed to be kicking it.  They were just wandering around.  BTW – I ran past them near the start of my run, and when I got back around them 20 minutes later they had made no progress. Maybe they were just enjoying the warm weather.

The New Media is NOT about technology any more than what you say on the phone or watch on television is about technology.    The new media is about using appropriate technologies and techniques with audiences or organization based on cultural, personal social, anthropological or organizational logics.   It is – in short – an intensely human paradigm.  Technology is the easy part – the transparent part.

The fluid and protean nature of the new media requires more flexibility and individual responsibility than we have seen in the past, and maybe more than many of us are comfortable with.  


 
In the new media, you not only learn by doing but you shape the reality by what you do.  That means that nobody merely observing the activities can properly understand the reality because it is in the process of being created.
 
Most organizations have a fantastic amount of expertise and knowledge locked in our people.  Together we can come to good decisions faster and better than committees of experts.   Our biggest challenge is to tap that power and channel it w/o ruining it by over directing the resource.   


 In general, I do not think a plan is possible, if what we mean by a plan is a specific set of things we will do and specific resources we will use.  The technological and social tools we will depend on five years from now or even next year have not yet been developed.   What we can bring into being is a process that will take us toward our goals, w/o specifying exactly what actions need to be taken.  In this way we can take advantage of all our aggregated knowledge, skills and passions for the work. 

Dinosaurs Die; Lizards Soon Starve

Everything must be produced before it is consumed but it is easy to forget the roots when you are enjoying the fruit.    I fear this is happening in the media in regards to the “new media”.   Pew recently issued a report on the media.  It is rich in detail and hyperlinks.  I recommend it.  The new media is killing the old media, but may not provide a viable alternative. 

I am an avid user and producer of the new media, but I recognize that the way the new media lives off the mainstream media is more parasitic than a symbiotic. Most of the reliable information gathering is still done by professionals and paid staff of traditional media.  The new media repackages and reprocess it.   In doing this, they sometimes add significant value.   Maybe the resulting remix is objectively worth more than the raw material.  But you still need the raw material.  Everything must be produced before it can be redistributed or consumed.

The new media produces a lot of free riders.  They consume the information products of the mainstream media (MSM) w/o paying for it. You can get away with this as long as there are strong institutions doing the grunt work. You can even disparage these plodding pedestrians.  They denizens of the old media are not nearly as quick, cool or beautiful as those in the new media, but they do what needs to be done.  Many people in the new media work for nothing.  Some do this voluntarily and they know it; others think their big idea will catch on or they will someday figure out a way to make money off that blog.  Just enough make the breakthrough to bucks and/or fame to keep the others running after the prize.  It is a great way to have fun and foster innovation.   It is not a very good way to produce a product day-in and day-out.   For that you need the plodding pedestrians and you need an income stream.

The business model that supported the old media is collapsing.   I don’t know what will take its place.  Newsweek featured a cover story where the author advocated a kind of iTunes business model.    Others have talked re the problem of making this work.  Micro payments might work, but probably will not.

One of the secrets to iTunes is the long tail. I mean the “tail” on a normal distribution curve.  Most of the sales are made near the center, but iTunes has found that the tails, i.e. the less popular to obscure titles, go on forever.  While they don’t sell many of any particular title, the non-mainstream titles are a group sells very well because there are so many of them.  These titles are often practically free for iTunes and w/o iTunes they would be practically unattainable. Yet iTunes gets $.99 for each of them with almost zero transaction or inventory costs.  The volume of the obscure is a major source of revenue. (Somebody still wants “Cool Water” by the Sons of the Pioneers.) I don’t think you will be able to do that with newspaper articles.   Yesterday’s news is not very valuable to anybody.  Nobody feels nostalgia for the news story their father read back in 1965, as they might for an old song.  So who will buy it?

Most participants on the new media are self-taught, self-regulated and self-directed.  We write about what we like and cover stories as we like to.  The new media is more about opinions and personal viewpoints than it is about facts.  Let me speak as a new media person.  I try to be factual in my writing, but I don’t try to get all sides and I don’t pursue a story after I get sick of it.   I hope what I write is interesting and it may be a supplement to the news, but it is not the news.  All I know about what I don’t see myself comes from the media.  W/o that, I would not know much. 

Some people in the new media like to think of the old media as slow-witted dinosaurs, deserving of extinction.  They see the new media as the quick-witted and adaptive and they are right.   But the new media depends on the old media to an extent most don’t appreciate.  When the dinosaurs die off, the lizards that live off their droppings soon follow.

The Ultimatum Game

We often “know” things are right or wrong w/o being able to express exactly how we know it.    And that is why we instinctively recoil at various types of injustice and immorality even when we can find no intellectual or legal basis. 

In our skeptical age, however, it is nice to have more empirical evidence.  Here I would point to the ultimatum game, which shows how people will seek justice even when it doesn’t do them any good.   In the game one participant is given a sum of money (say $10) and is supposed to divide with another participant.   The giver can offer any amount he wants.  The receiver has the option only of taking it or leaving it.  They don’t negotiate, hence the ultimatum.  If the recipient accepts the offer, both get to keep their share.  If the recipient rejects the offer, both get nothing.

A rational theory (or a cynical one) would suggest that the giver should offer as little as possible and that the receiver should be happy to get it, since the alternative is zero.   Yet wherever the game is played, the givers usually offer about half and in those cases where an unfair offer is made, the receivers almost always reject the offer, even though it means getting nothing.   This is a very human nature choice; it is not rational.  

Justice is not rational.  It is moral and emotional.  It is based on our humanity.  As GK Chesterton said, “The madman is not the man who has lost his reason.  He is the man who has lost everything except his reason.” 

The variations on the ultimatum game also show that it is not only about equality.  If both participants believe one of them has a better claim to more money, from expertise, work etc, they are willing to offer and accept different amounts.    What we are evidently looking for is shares corresponding to fairness, not mere equality.  I think this makes sense.  We should give people what they deserve tempered with compassion.   It is not fair to treat unequal efforts equally, nor is it fair to treat equal efforts unequally.  This is justice. 

I think that is why I am annoyed, like many Americans, about the AIG bonuses.  I don’t begrudge a bonus IF the person is doing a good job and deserves it.   A reward comes from doing a good job.  But it offends the fundamental concepts of justice to take taxpayer money to reward those who evidently didn’t prevent their firm from being destroyed – i.e. did a bad job.  It is like rewarding the captain of the Titanic for not hitting an iceberg – oh wait …maybe there should be no bonus.

How much more shameful is it to make a bonus for sinking the ship?  Even if it is only a figurative ship in the case of some of our financial institutions; they are still at the bottom of the economy and dragging many others with them. 

It points to the moral hazard with any kind of bailout.   It tends to protect bad behavior.   It may be unavoidable to protect the bad behavior that got us into this mess.  It will do us no good if we let it drag us all down to prove our point.  But we should not reward it.

It seems like we have been given an ultimatum.  What do we do?

Markets for Environmental Services

We are all excited that natural communities offset some of the carbon emitted by burning fossil fuels, but we have to put it all in context.   We have to recall that carbon offset is only one of the thousands of ecological services performed by natural communities.  I will say more about that below, but let’s start with the carbon.

Below is construction on a Hot-Lane interchange on I 495.  This area used to be covered with trees.  We traded trees for travel time. Everything we do is a tradeoff.  We should just be sure we know what trades we are making and make them well. More on congestion pricing at this link 

Carbon is as necessary to life as oxygen.   Growing plants covert carbon dioxide to biomass and release it when they decompose or respire and this cycle has been going on for billions of years.   The processes have been roughly in balance.  

They have to be; otherwise all the carbon would have been used up billions of years ago and life on earth would have perished.  This explains why a mature ecosystem absorbs little carbon dioxide.  And this is the problem with offsets.  An established old growth forest doesn’t remove much carbon from the atmosphere.   A rapidly growing new forest soaks up a lot of carbon, and that is what we are growing now, but eventually it becomes a mature forest.   In the short run, offsets can compensate for a small percentage of industrial CO2 emissions but in the long run carbon absorption will balance carbon release.  

The USDA has a good online calculator for how much carbon is sequestered in various types of forests.   Forests can sequester carbon in the branches, roots, soils and understory of living forests, as well as long-lived wood products (the wood that in your house will be around a long time.)   Offsets will buy us some time and they are worth doing for that reason alone, but there are lots of other reasons to preserve natural lands and maintain the ecological services they provide.   

Below is a clearcut.  This was covered by a mixed hardwood forest and I don’t know why the owner decided to slick off the trees.  I don’t like it, but it is not my business and this is not necessarily the end of the forest.  It can be replanted or grow back naturally, unless it is coverted to other uses.  By the end of the summer, this bare ground will be covered with vegetation and provide good wildlife habitat.  In three years, it will be ideal bobwhite quail habitat, for example.  It looks really ugly to human eyes, however.

Don’t it always seem to go that you don’t know what you’ve got ‘till it’s gone

We are used to getting ecological services for free or by imposing costs on others.   Economists call them externalities.   Among ecological services these include things like carbon, sediment removal, water, air, biodiversity, open space and natural beauty.   But it’s getting harder to get these things free and others are increasingly unwilling or unable to provide them as a public service and we are facing a tragedy of the commons.  By 2025 Virginia will probably welcome 3 million new residents and we are projected to lose a million acres of forest land to development.  (When a forest is harvested, it can grow back.  When it is converted to other uses, such as homes or parking lots, it is lost for a long time or essentially forever.) As our populations grow and demands increase, it becomes clearer that we have to find prices for these priceless goods.    Otherwise they will continue to be wasted and abused.

Markets can handle risk, but they do less well with uncertainty.  A market in ecological services requires a lot of the same things as other markets.   It is harder in the ecological services market because definitions and measurements are difficult.  Any measures have to be science-based and compatible with regulations.  Beyond that, markets thrive when transaction costs are low; rules are clear; there are credible measures; an adequate number of buyers and sellers and – perhaps most important , trust – trust that contracts will be honored, goods and services will be more or less as represented and trust that markets will persist for a reasonable amount of time.

Below are mature beech trees in front of a new pine forest. This is great wildlife habitat, since it combines old woods, young woods and ground vegetation.

Given the unusual nature of ecological service, the dominance of regulation and the need for a long-lived authority to define products and enforce agreements, there is a useful role for government to jump start the creation of a such a market.   Section 2709 of the new Farm Bill gives the USDA the responsibility to study and foster markets for ecosystem services.   In our region we also have things like the Bay Bank.   

Markets are usually the best way to aggregate information,  allocate resources and organize diverse needs and contributions.  Now is an exciting time for ecological services markets.    This is how it looks at the early stages of a market formation.   There are lots of entrants, a plethora of good ideas and chaos.  We have to tolerate ambiguity, while reducing it.  From all this ferment I am sure solutions will come.

Priceless Ecological Services

The problem with not putting a price on nature is that it becomes too expensive. Landowners may dread a visit by an environmental activist.   They fear the discovery of a rare species or a sensitive ecology on their land.  Why should that be?  

Below is the Lewis & Clark monument in Charlottesville, near the Omni Hotel where our conference on ecological services was held.

Think about what should be an analogous situation.   What if a geologist shows up at your house and says that he thinks there is gold on your land.   Do you throw him out of your house and avoid him next time he comes around?     If someone wants to show you a better way to grow pine trees or crops on your land, do you feel you have to call your lawyer to protect you?   Why not?

Of course you are delighted to find gold on your land and you are enthusiastic about making it more productive in terms of crops or timber because it makes your land more valuable and gives you more options.   Finding rare species or having local environmentalists take unusual interest in your land will have the opposite effect because the benefits of the ecological services are widely shared by the greater community, while the landowner bears the expenses and the downside risk.  This is more than unjust; it is stupid.

I am continually astonished by the passion among landowners I meet to be good stewards of their land.   Most want to leave a legacy to future generations.  They are willing to spend money and time to protect and improve the environment, but landowners need to be concerned about open-ended liability and uncertainty related to changing standards.   And they are afraid that self-appointed “stakeholders” will dictate expensive or specific solutions and that they will lose control of their land.

Above is spring-time coming to Charlottesville, VA on March 13

Environmental gold 

Endangered species are rare and precious, like gold.  Ecological services are valuable and useful products of the land, just like timber and crops.   But unlike gold, timber or a corn crop, we lack a good way to price most ecological goods and services.  I am not advocating that we find the price of everything and value of nothing.  But value has to have some relation in price society is ready to pay.  As it stands today, beyond the rewards of virtue, landowners have few incentives to produce ecological services and little financial support to make needed investments.   Let me return to my gold analogy.  You discover gold on your land. The estimated value of the gold is $1,000,000 but it requires a $50,000 investment to get it. You would be foolish not to make this investment because you will make twenty times as much as you spend. Now imagine that you still are required to make that $50,000 investment and let the miners use your land, no matter how inconvenient, but all the gold that you get from your land is distributed equally to everyone in the country. How generous. Your share is less than a penny, but you also get the satisfaction that you have done something nice.  Of course, other stakeholders might still demonize you (it cost them nothing to complain) if you are less than 100% enthusiastic about paying the full costs or if you cannot come up with the $50k. 

Welcome to the priceless world of ecological services.

The incentives are wrong.  We have to change them and make it more profitable to produce or protect clean water, air, wildlife and natural beauty.  This will give the incentive and the means to those who do the work and make the decisions.  When I mentioned this incentive problem to an apartment dwelling friend, he scoffed and told me that landowners just had obligations and that we should just pass laws forcing them to comply.  Let’s overlook the totalitarian aspects implied by this statement and consider only the practical implications for our environment.  Is a command, compel and control paradigm the best way to move forward or should we try to get cooperation?   

Governments can make all sorts rules, but enforcing them is difficult w/o general support. (Many of the most environmentally degraded countries in the world have beautiful laws on their books, but nobody pays attention.  Don’t be fooled by so-called international comparisons,)  This is especially true in out-of-the-way places, i.e. places like forests.  A lax & casual attitude toward rules you don’t support is easy when nobody is watching.   But making one-way, difficult to enforce, rules has worse implications than simple non-compliance.  We also lose the ideas and intelligence that may solve some of our worst problems.

Enthusiasm needed, not mere compliance

Nobody is saying we should just get rid of the rules.  Anybody who remembers how things were thirty or forty years ago knows that we needed to take action and it worked.  But a generation ago, environmental protection was simpler.  Big sources were easy to identify.  You could look up to the smokestack or down to the pipe and make a rule to stop it.  We did a good job of cleaning up and we have eliminated most of the easy ones already.   I tried all day to find a dirty smokestack so that I could put the photo with this post; I couldn’t find one.  Today we not only have a challenge controlling pollution; we have even a bigger problem finding and identifying them.  More than 70% of the pollution entering Chesapeake Bay comes from non-point sources.   It is no longer the end of the pipe, or even the end of the cow, but pollution may be run–off from suburban lawns or fertilized fields.  It might be from your house or car.   Beyond that, environmental degradation can occur both from things you fail to do and from things you do.  We have a big storm water problem in Northern Virginia because people make sure water quickly runs away from their houses, but they don’t provide a place to soak in.  And drivers demand that tons of salt be dropped on any ice or snow that dares form on roads.  (BTW – we essentially require people to pollute the Bay by allowing the threat of lawsuits to fall heavily on anybody who fails to salt.  Sometimes bad things happen because of not in spite of our best efforts.)

In this more complicated environment, we really need to use the power of people’s imagination and intelligence. But you cannot force people to be creative.  The rule makers cannot even know which rules to make. With the right incentives, however, individuals all across America will be actively looking for opportunities to make things better.  The best way to  harness this “people power” is through a decentralized, distributed decision-making method, where individuals are autonomous but aggregated.   That way we can take advantage of all the information available to the masses of unrelated individuals and allow those people closest, most affected and most knowledgeable to have the greatest impact.   All these things together is what we usually call a market.    We need market solutions to environmental challenges.

Comparing Apples to Apples

Typical economic statistics do not include most of the things that keep us alive.   A big reason is that we just don’t understand that “ecological services” we get for free because we have not figured out good ways to measure them.     Estimates of the true worth of ecological services can range from near zero (a free good) to absurdly astronomical figures.   I suppose we can say that they are priceless in both cases.   

But we do indeed need to find a way to measure these services, because anything that doesn’t get measured gets wasted.  Anything that belongs to everybody gets abused by anybody.   And anytime the ones getting the benefit are not the ones paying for it … you get the picture. 

Robin near the road to Charlottesville VA on March 12, 2009

Above is a spring time robin.  

We discussed how to value and compensate ecological services and compare them to more conventional economic measurements at an ecosystems services seminar in Charlottesville.   There was a lot to think about and  I will write more about it tomorrow. 

Until then, there is a good Congressional Budget Office (CBO) explanation of how a Federal cap & trade on CO2 would work

Carbon Tax Shenanigans

A solution is elegant if it is gracefully concise and simple; admirably succinct.  Elegance also implies beauty and a profound understanding.   The opposite of elegant solutions are clumsy, complicated and cumbersome.  The parts fit together poorly and there are too many of them.  We are working toward this sort of non-elegant solution to our problem of CO2.  

I read today in Scientific American that the EPA will begin a carbon register.  This will be a sort of Doomsday Book of carbon emissions, detailing emissions great and small with the eventual intent of regulating and taxing them.   (You will recall that William the Conqueror commissioned the original Doomsday Book precisely so that he could squeeze the maximum taxes out of the newly subjugated Saxons.) 


The announcement of the carbon Doomsday Book was greeted with ecstasy and enthusiasm by the chattering, regulating and taxing classes.   They anticipate this will be as useful to them as the medieval version was to the Norman barons.  If it moves, tax it; if it keeps moving, regulate it and if it stops moving subsidize it.   This becomes much easier if you have detailed records.  I am not against taxing carbon.  On the contrary, I think we should tax it a lot.  It is the most elegant way of reducing greenhouse emissions and weaning us away from oil, which is often controlled by bad men in unstable places.  (We don’t fight wars FOR oil, but we certainly have trouble BECAUSE of it.)  The carbon tax is elegant in its simple form.  It creates the proper incentive and it has a minimal effect on freedom.  It actual solves the problem while letting people and firms use their intelligence, imaginations and energy to find innovative ways to  benefit from the new situation.   That is why we won’t get the simple version.  

Inelegant solutions persist because they create opportunities for well-placed people to squeeze out fees, skim off profits & collect tolls.   A good metaphor, in fact, is a bumpy, winding toll road full of steep turns and choke points.  Lots of people can collect tolls at these places.  Others exploit the traffic charging higher prices to those who inevitably get stuck on the road.  Garages make money by fixing flat tires and broken axles.  The authorities can reward their friends with permits and special exemptions.  And all the crooks can pretend that they want to fix the problem. They probably hold telethons; celebrities attend; politicians make promises. All this frenetic activity distracts the mass of people like a shinny object.  They may even thank the perps for being inconvenience and ripped off.  Occasionally, someone will smooth down a few bumps or fill some pot holes.  Regulators will force some of the greediest exploiters to lower their prices, and everybody is grateful, but those who could really solve the problem in a systemic way make sure that nobody builds a bypass that will improve conditions at the expense of their sweet deals.
 
So the carbon Doomsday Book will form the basis of some kind of cap & trade.  Cap & trade can work. It worked beautifully, inexpensively and elegantly to reduce the pollution (SO2, NOX etc) that led to acid rain.  But it requires as preconditions a relatively small number of participants with an easily measured output working under roughly similar conditions enjoying available alternative options all subsumed under a system that can ensure against cheating and/or excessively gaming the system.   Carbon cap & trade meets none of those conditions because carbon is everywhere. 
 
Every human activity produces CO2.  Notice I did not use the qualifier “almost”, because you are producing CO2 as long as you are breathing and even after you stop doing that, you continue to emit CO2 when you decompose.  When you include other greenhouse gases, such as methane, you covered almost anything you can think of doing beyond breathing.   

CO2 is not pollution.  It is a necessary part of the ecological system.  We just may have added a bit too much of it for the current balance.   That means that regulating this is extremely difficult through anything except a very simple tax on the fossil forms of CO2 (oil, coal, gas etc). 
 
You can imagine the absurdities & shenanigans that will come from a political interpretation of the cap & trade on ubiqutous carbon.  Politically powerful groups will get exemptions.  Others will figure out elaborate ways to game the system.  Maybe if all our employees just held their breath … I am not completely unbiased.  My forests produce carbon credits, which I could sell to rich celebrities, who can then devastate the atmosphere with guilt-free impunity. I explained how I rationalize this in an earlier post, but you will find people a lot smarter than I am with even better rationalization.  They will all form long lines at the government trough.  Most will get more than the couple hundred dollars a year my forest land earns by doing things less useful than growing trees. 

The cap & trade will cost us at least $646 billion (yes billion with a b) by 2019.  I think that is a price we must be willing to pay.   Price is the only thing that reliably stimulates conservation and energy innovation.  Experience shows that CAFE standards just make activists feel good and provide political cover.  And all the talk about conservation is just people talking until the prices go up.  In 2006, the U.S. succeeded in reducing its CO2 emission during a time of rapid economic growth.  No other major country had ever done that.  How?  The only thing that was different was price of oil.  

Besides, it doesn’t have to be all downside.  The potential energy solutions are related to some very cool technologies (nanotech, biotech, better materials etc) and the advances might well be worth more than the cost – IF the incentives are right.   We need to keep it simple and elegant.  A simple tax on carbon will do that.    Cap & Trade might work for carbon too, but given the fecklessness of politicians it will probably cost more than it should and produce less innovation than it could.

You can read more about the advantages of a carbon tax v cap & trade at this link.  

Targeted Online Advert

I wanted to experiment with Facebook advertising, so over the weekend I made a simple ad directing people to one of my blog entries and ran it for three days in to college students in Germany and Poland . It took less than five minutes to make and submit the ad. I just wanted to see what would happen.

The complaint about advertising is that it mostly falls on those who don’t notice the ad or don’t care about what you are selling. (Many people treat commercial breaks as bathroom opportunities.) So, you don’t know who saw your ad. You don’t know if those who saw it paid attention. You don’t know if people who paid attention cared about it. And you don’t know if those who cared were committed enough to do anything. For Facebook ads, you pay only if someone clicks through to your site. The completed transaction indicates that the person is interested in your content because they took a required action to get to you. The ad may have appeared in thousands of places, but you pay only for the ones who saw it, paid attention, cared about it and took action to get more information. Google, Yahoo etc, offer similar deals.

You get the advantage of precise targeting, the Holy Grail of marketers through the generations. You can be reasonably certain that your advert for Denture Cream is not reaching an audience of mostly teenage girls. It is a fascinating new world for marketers and public affairs professionals, but it seems like nobody has figured it out how to thrive sustainably in this embarrassment of riches. Maybe those who know are not saying, but those who say clearly don’t know. Anyway that is why I did my experiment.

It cost me $16.93 to reach thousands of people over a three day period and get 180 new visitors to my blog entry on forestry. That doesn’t sound like many, but when you consider that on an average day I get only around 500 visitors to all the pages put together, it starts to add up. Mine is not a commercial site and I don’t sell or promote anything, but for someone who is in business a prospective, interested customer in the shop (so to speak) is probably worth the nine-and-a- half cents it costs. Advertising Age has an article about this. They say that Facebook is now sending more traffic to some sites than Google. I believe it. In addition to targeting, Facebook has the community aspect going for it. It is a pseudo-personal relationship, but it can seem real, elevating a targeted online ad to almost a word-of-mouth recommendation.

Interesting implications. Will Facebook steal market share from Google? Will Google create its own version of Facebook? Will both be displaced by an idea not yet formed and events that haven’t yet happened? The world of new technologies changes so quickly and it is possible to identify the winners only after they have come and gone. Sic transit gloria mundi – much faster than ever.

U Street & Black Heroes

U Street was a cultural center in the past and is so again.  It was where Duke Ellington played.  For a while it was the biggest and most prosperous black community area in the U.S.   It fell on hard times in the 1960s, but recently has bounced back. 

My friend Victor bought a townhouse in that neighborhood about fifteen years ago.  He got a really good deal on the place, but the neighborhood wasn’t nice back then.  We went to dinner at his house one time and somebody set a car on fire a couple of houses down from his.  Victor assured us that this had never happened before and it evidently was an abandoned car.   The fire was set more out of boredom than malice.  Still, it is not something you see every day and it is an unpleasant smell.  Things are much better now. A big plus is the Green Line Metro stop.   Development follows the Metro in the suburbs and redevelopment comes to neighborhoods near city Metro stops.  

At the Metro stop is the African American Civil War Monument.  It looks a little out of place.  Most civil war monuments are in the midst of fields and forests.   This one is a little cramped in the city, surrounded by streets and pavement.   There was not very much to see at the monument itself.  I walked around a couple of times, but there was a sign for a museum a couple blocks away, so I walked up there.

The museum was worth the trip because of Hari, one of the curators.   He had an obvious love for the history and a knowledge that went along with that.   He told me that around 10% of the Union Army was made up of African Americans.   They were often employed in reconnaissance and what today we would call counter insurgency.   They protected the camps and the supply lines.  It is a crucial and very dangerous task, but one that by its nature is largely done away from the main body in relative obscurity.   You can read more re the museum at www.afroamcivilwar.org.   It is worth going to see.  It covers a neglected part of our American history.  We should remember bravery and honor sacrifice.

Hari told me about a John Wells Jefferson, who was a colonel in the 8th Wisconsin Infantry, raised Wisconsin in 1861 and served primarily in the Mississippi Valley.  Jefferson was a descendant of Sally Hemmings and probably Thomas Jefferson (DNA evidence has recently indicated that Sally Hemming’s children were at least related to Jefferson).  John W. Jefferson was part African American, but passed as white, according to what Hari told me.  The connection is with Chrissy’s ancestor, who was with a Wisconsin regiment during the Civil War. I don’t know if he was in the 8th Wisconsin.  He wrote a series of letters home.  The originals are in Norwegian (the family had immigrated from Norway to Wisconsin only a couple years before). I saw translations but I don’t remember the details.  I will have to find the letters and see what I can find out.

I also saw Ben’s Chili Bowl.  It has been more popular since Barack Obama went in there for a bowl of Chili.  I like chili, but there was a big crowd so I didn’t go in.  I wasn’t that hungry.  Anyway, I have to be careful with chili.  I don’t get along with the commonly used chili spice – cumin. I cannot really taste it, but it gives me awful heartburn and is better avoided.

Above is the equestrian statue of Winfield Scott Hancock, one of the heroes of Gettysburg.