Don’t tell people how to do things, tell them what to do and let them surprise you with their results.
— George S. Patton

I believe that great leaders are passionate people who set a vision and inspire teams and individuals who’ve been given the space to make the vision a reality.

Itay Talgam delivered a great presentation at TED where he uses different styles of symphony conductors to deliver a powerful message about how to lead talented individuals. Very insightful.

The best meal I ever had wasn’t at a fancy restaurant, made by a celebrity chef, with an award winning wine. It was at a small B&B in Chame, Nepal. Because it was freezing cold we huddled around the kitchen fire where dinner was being made.

The whole family helped out. Kids were preparing veggies, the husband was making the dough for bread and mom was in charge of everything and everybody. Friends and family came and went.

That Dal Bhat was the best meal I’ve ever had. Because it was an authentic experience.

The word authentic keeps popping up lately. Tourists increasingly want authentic experiences. In social media, you need to be authentic to be successful. To be authentic is to be real and genuine.

Simon Sinek, who writes fantastic stuff about leadership by the way, talks about imperfection and authenticity in this blog post.

That’s why so much marketing is junk. People try to make it too perfect and as a result, the message isn’t authentic anymore. It’s like most marketing comes from the same assembly line. Killed by process, approvals and egos.

Imperfection is not always a bad thing, when it creates authenticity. Keep this in mind for your business. Don’t mold it like everybody else’s (but don’t use your bathroom as a place for imperfection). Give staff some room to be themselves so they don’t  sound like robots and give them the ability to think on their feet and give customers personalized attention.

And in social media, authenticity is a must. Don’t always try to craft the perfect message. Be yourself and try to have meaningful relationships with your network. Just don’t be stupid. And when you make a mistake, apologize.

I’ll finish by quoting Simon one more time.

A few weeks ago I spoke about our online marketing activities during the 2010 Olympics in Seattle. I stayed in the Sheraton; great hotel. They left a really nice note in my room, including this card to encourage me to share my experience on Tripadvisor. Simple and effective.

In the age of social media; passion wins. Because passion and caring about your customer cannot be faked anymore.

People who are passionate about their customers will deliver better products and experiences. Better products and experiences generates positive word-of-mouth. And in the age of social networks, word-of-mouth is the new branding.

People who are passionate about their profession have the opportunity to create a network of fans in social media. And in the age of social networks, your  network of fans is the new resume.

Tourism BC’s online team: Sarah, Jeanine, Holly, Karen, Mikala, William, Jose (on a PPC mission at the time: Dima)

The traffic on our websites during the games was significant enough to have a day-to-day look at our tactics and adjust where necesary. What’s media talking about? What are people talking about in social media? Is there a cool story we can leverage through content? Is there something unexpected? Should we send a Field Reporter? Do we make adjustments to our PPC campaigns? Daily huddles and conference calls with our online partners allow us to quickly change plans.

We turned one of our boardrooms into a command centre for the occassion: the Battlestar. Watching the games on a big screen and real time Tweets. Because we’re geeks after all.

This is also my opportunity to thank everybody on the online team, other Tourism BC teams and our partners who were instrumental in making the best use of this Olympic opportunity!

Traditionally, DMO stands for Destination Marketing Organization. But would consumers and industry be better served if the ‘M’ stood for Management instead?

Consider my destination brand definition from a few posts back.

1. The sum of experiences of a traveler during a trip (but not all experiences are equal)
2. The sum of all stories somebody has hears about a destination (but not all sources are equally credible)

It’s clear that the visitor experience is the best form of destination branding. It will generate great memories people will relive, lead to repeat visitation and word of mouth referrals.

And when you read Ana Pollock’s Reputation, Reputation, Reputation post you will understand how actions by others can dramatically effect a destination brand.

Some will argue that all of the above is part of marketing. But semantics aside, changing the ‘M’ in DMO to Management would broaden the traditional focus and increase the scope into things that also matter.

I’m not talking about a visitor centre or a training program. I’m talking about generating a vision for the destination, looking at all aspects of the destination experience and working with extended groups of stakeholders to truly manage and deliver an end-to-end world class experience.

And when you satisfy your visitors, wouldn’t a destination be a better place to live for its residents as well?

Bran Ferren is the CEO of Applied Minds and the former president of Walt Disney Imagineering, Disney’s R&D division. This lecture is almost 2 hours long and it is very good. While watching this lecture, I put together another piece of the puzzle that reveals the process and methodology we use with Tourism BC’s online team and Rob Munro’s team at technology partner T4G.

My interpretation of Bran’s argument is that there are two types of people; the requirement thinkers and the big idea thinkers. Requirement thinkers are driven by process, documentation and figuring it all out before you start. Big idea thinkers are visionaries, innovators and driven to make things better. To achieve excellence, you need diverse talent and constructive tension to generate a vision, and an aligned team who’re great at implementing using a requirement process but are comfortable with continued evolution. Sounds a lot like our team.

I also like his statement that “consensus based management is the most evil process for destroying innovation I can think off“. I don’t disagree. Although desirable, it often leads to mediocrity or an insane waste of time.

The part I’m referring to runs from minute 24:30 til minute 46:00. There’s more great stuff, you have to watch it.

In another article I found Bran said: “Big-idea companies are run by passionate maniacs who make everybody’s life miserable until they get what they want.”

Guilty as charged. Sort-off.

I often joke around with one of my co-workers that the time to get things done is when a lot of people are on vacation. No nay-sayers, no roadblocks, nobody to get permission from, nobody to get feedback from, nobody to sign-off on anything. Seth Godin’s latest posting also talks about using the least productive time of the year to be the most productive as you can be. So go ahead, and get stuff done now, before it’s too late.

Excellent video of an interview PhoCusWright president Philip Wolf conducted with Kayak CEO Steve Hafner during the Travolution Summit. I’m a big fan of Kayak. Both their business model and their Interface are things envy. A must watch for strategists in the travel industry.

My favourite quotes:
About his OTA days: We all build great companies. None were great websites, they don’t search everything, they don’t show you everything. there is a bias in how you display the results, in particular on the Hotel side. Wouldn’t it be interesting to build a website that we wanted to use. And we weren’t biased about what we sold and we would allow you to build supplier direct or agency direct cause that’s what we do as consumers. So as executives, why don’t we build a website like that.
The middle is a mostly PPA, we’ll get a commission or a referral fee.
The next phase is turning Kayak into a vertical ad network.
Our goal is simple. We want to be the number one travel side for consumers information world wide.
Conditions you need for meta search. You need fragmentation in the supplier and agency community. You need a deep penetration of online booking habits. And then you need a vibrant marketplace for monetizing that traffic.
This month we’ll do 45M queries. That more then pricelines, that’s half the size of Orbitz. We do more searches a day then United Airlines.
My observation would just be that Travelocity, Expedia, Orbitz, Kayak; we’re all websites. So the website should be were you put your efforts,; were you innovate. Where you eliminate all the friction for what the consumer wants to do. And I would warrant you that these websites haven’t changed all that much in quite a long time despite having massive human capitol and massive P&L’s.
Travelpost; if you’re going to Tripadvisor its really hard to get to the hotel review. They post lots of impressions and clutter around it. We’re going to fix that.
Our mission statement is: Number one travel site world-wide. Best place for advertisers to market their services. And do it with the lowest operating costs ever seen. We’re going up against Google, we’re going up against Expedia, and we’re doing it with a Craigslist operating philosophy. It’s crazy.
Here we are, 10 years into online travel and buying a simple airline ticket still sucks. We need to fix that part of the equation before we move definitively into the complex travel.
Microsoft is in a tough spot. They’ve gone on record to say they want to compete against Google. They’re not really going to get there with horizontal search so they’ve got a strategy to go vertical search. So they’re assembling the Microsoft Office of vertical search. You’ll see them buy a real estate site, a job site, a travel site, and weave that together into a search volume competitor to Google.
Any place that consumers goto for travel information and that advertisers spend money on is a competitor of ours. Plain and simple.
We’re small or a reason. Not because we can’t hire. We’re small because we want velocity on the website development. I want to continue that innovation stream and beat those other guys at having a great website.
There is a lot of disruption still to come on the user generated content side. If I had to start another company in this space, that’s were I would start. Nobody today has done a great job at integrated user generated reviews with data about rates and availability, what’s a deal, and what’s not, etc.
Thanks for making this available Kevin.

As the importance of our web presence is growing every day, we have to make sure we can meet the demands of our organization and it’s stakeholders. So we have posted two positions to strengthen our unit.
The first position is an Online Specialist whose primary responsibilities are related to managing our User Experience but understands the context of the big picture.
The second position is an Online Specialist whose primary responsibility is to manage our Search related activities; both through Search Engine Optimization and Search Engine Marketing.
If you, or somebody you know is ready for the challenge, please check out the detailed descriptions and send in your resume. Tourism BC is a great place to work and our online programs unit rocks (see picture below of our Rock Band extravaganza last Friday).

Mikala (Mickey-La) on guitar, Holly (H-meister-C) on drums, Jose (J-Go) on the mike