The rise of the Holidork and 5 ways to spot one...

Holidork [Hol – ee – dork] - noun. Informal . a person who is unable to stop themselves from working even when on holiday. Comes from the combination of the words ‘holiday’ and ‘work’ with reference to the insult ‘dork’

By nature Hoilidork’s are guarded about their activity, they know that they should be relaxing but can’t help working – this forces the Holidork to be secretive about what they are doing.

To help spot the working holiday maker – better known as the Holidork here are the 5 defining symptoms.

1. Pre-Holiday

Along with the normal checks of tripadvisor, hotel.com and expedia. The Holidork will want to check geeky maps that show if the proposed destination has a decent data signal.

Long-time holidork’s won’t even have to check the map - they know for example that holidays to Tokelau, the South Sandwich Islands and most of Norfolk are simply a no-no (the latter for reasons that go beyond just a poor data connection).

2. On the plane

The holidork will be checking emails right up to the point where the stewards are threatening physical restraint and/or reaching to turn off the phone themselves. After which the holidork will continue to surreptitiously check for new emails even though logic, experience and science tells them that it’s impossible to get a signal at 30,000ft.

3. In the airport

Before the wheels have hit the tarmac the holidork will be checking, scanning, disconnecting and reconnecting their phones in search of the local network. The holidork will be operating safe in the knowledge that the ‘email police’ (stewards) are restrained in their own seats – the ‘crew prepare for landing’ announcement is the Holidorks cue. 

Desperately hoping for the new emails and activity that they need to positively reinforce their sense of self worth. The holidork can be spotted by their initial delight with the immediate advent of a new message only to be crushed by the realisation that it is just the local networks automated ‘Welcome to…’ message. Thereafter the Holidork can be spotted through Passport Control and at the baggage carousel by their smug, relieved expressions relating to a strong data signal and the banal nature of the conversation they are having with those around them about which carrier their phone has connected to.

4. In the toilet

The combination of peace and quiet, a seated position and a believable excuse make the holiday toilet the workplace of choice for any holidork with a significant other. Whilst this symptom is more difficult to spot the holidork’s estranged partner should be able to identify toilet based holidork-ing by: the lack of any odour resulting from a 20 minute visit, an uncommon frequency of toilet trips and continued tenuous excuses relating to ‘last nights dinner’ yet no interest in seeking pharmaceutical or other professional help.

5. At all other times

Sudden crankiness, mumbling under breath, a faraway look in their eyes, all of these are symptomatic of the Holidork. The added stress of dealing with work whilst away means that far from getting away from it all the Holidork has brought it all with them. However without the context of a working day and any visible reason for the pre-occupation the Holidork can seem as if they are not enjoying their holiday – which of course they are not due to the emails they received earlier about the new expenses policy or Nigel’s email about the new project he’s leading – leaving the Holidork mumbling and obsessing about the finer details and nuances contained within them.

Brilliant minds at Harvard, McKinsey and Dilbert are busy searching for a cure…in the meantime if you spot a Holidork, first take away it’s smart phone – then strike it with a bat, put it out of its eternal misery.

WHEN GOOGLE GOT SOCIAL

My view of Google+ for my employer Buro Happold

1st August, 2011

Google has said that ‘well over 10,000,000’ people are currently involved in the ‘limited field trial’ of Google+ surely proof (if any is needed) of its almost inevitable dominance.

Google unveiled Google+ on June 28th 2011 in beta form promising full integration with its Android mobile OS and Chrome Web browser. The company’s PR states that Google+ emphasises the ability to interact differently with separate 'Circles' of friends. It includes a sharing engine called Sparks, a many-user video conferencing platform called Hangouts, a group messaging service called Huddle, and a cloud-based photo and video album service with instant mobile-upload capabilities.

So what differentiates Google+ in the market and why should Buro Happold as an engineering consultancy be interested?

For a while analysts, journalists, pub pundits and end users have wondered when and how Google might break into social media. Indeed it has taken a lot longer than expected. With the change at the top as co-founder Larry Page took over day-to-day operations as CEO from Eric Schmidt there was an admission that they had ‘screwed up’ over social media. Unsurprisingly this coincided with the company’s change in focus.

Google has tried with social media in the past. They’ve tinkered and added bits and pieces. They bought YouTube in 2006, flirted with getting hold of Twitter and before that, in 2007, there was widespread gossip that they would buy Facebook for an estimated $25bn. Incidentally at the time this was seen as a ludicrously overestimated ‘hype value’. That now looks more like a bargain, with Facebook’s user-base having grown to 750 million and the site now valued at a conservative $70bn.
Google have added bits and pieces of social media integration. They integrated tweets into search results and more recently added the +1 function for users to ‘like’ Web content. But for a market leader of Google’s dominance this tinkering looked more like lipstick on a pig than the disruptive market leadership of a global giant.

Without a proper social function Google seemed to be going the way the dinosaurs of search (Alta Vista, Excite, etc.) once Google entered the market back in 1997.

Not anymore. Google+ is a game changer.

Not only does Google+ integrate with Google’s existing, burgeoning media empire – search, AdWords, YouTube and Chrome – it also integrates with the world’s fastest growing mobile channel: Android. Combine this with Gmail, Google Finance and Shopping and everything else that ensures that Google – more than any other website – is the default homepage of the world’s Web users and you have a compelling proposition. Then consider that rather than relying on co-operation between companies (never guaranteed – check out ‘frenemies’ Adobe and Apple) to drive integration, Google has stated that all employee bonuses will be judged on their personal success of integrating their products with social media (for ’social media’ read Google+).

The timing is impeccable. Questions are being asked about the long-term prospects of both Facebook and Twitter. Outside Tim Berners-Lee’s view concerning Facebook’s ‘compartmentalisation of the Web’ there’s an increasing disquiet about the ‘noise’ that users have to put up with at Facebook. The monetisation of the platform has certainly come at the expense of user experience and users seem to be increasingly intolerant of adverts and promotions clogging up their Facebook pages. There are questions over whether Twitter has a clear plan for how to monetise the business and no obvious answers. Meanwhile, Google+ doesn’t need to address these questions, nor does it need to clog user screens with paid for content. Google’s business already benefits from strong, resilient income streams and Google+ compliments these and its presence increases their value to all – the company, end users and advertisers.

However none of this is a game changer that would greatly impact an engineering consultancy outside of the marketing and IT teams.

The reason that Google+ is interesting to the likes of us is simple. Google, for the first time in the social media landscape, allows users of its service to create groups of friends and contacts. Google+ calls this feature Circles and it revolutionises how a social media site might be used.

With Google+ Circles a user is able to separately manage personal and business ‘friends’. So one moment you can share a business update about something you’re working on with your Business Circle and the next you can share the photographs of your mate’s stag do with your Personal Circle. This apparently small advance is a true game changer as are its implications for targeted sharing, exchange and social relationships in discreet, managed groups.

Let’s take education as an example. As a professional group, teachers have a difficult time dealing with the issues raised by social media. At the beginning of the year the National Association of Head Teachers called for new rules to establish how teachers should use social media with particular attention given to Facebook. The main issue the profession faces is striking a balance between having a ‘private’ life on Facebook complete with personal photos, opinion and discourse without being embarrassed by pupils finding out too much.

With Google+ this isn’t a problem – teachers can create student Circles and then actively engage in a social network for their classes. Imagine a university lecturer. He or she would be able to separate their personal life from their academic one. They would be able to concurrently manage multiple Circles and have a ‘Class of 2011 Circle’ a ‘Class of 2012 Circle’, etc. This would mean the class would be part of a discrete social network for sharing information. Email would become redundant. Communications would be easier. Thoughts, opinion, the wealth of data on Google and Wikipedia and YouTube, blogs, personal experience would be socialised and shared. Lecture notes stored in Google+ would be viewable on Android phones and tablets or on ChromeBooks. The traditional teaching paradigm is changed.Following graduation this Circle continues – helping the university keep track of alumni and ensuring that students going out into the world get the support of an established network.

Indeed with Google+ you needn’t even be in class. You could use another of Google+’ features – Huddle and Hangouts. With these teaching could be face to face without being face to face (i.e. via webcam) and rather than relying on a glitchy silo with issues of account sign-up and sign-in (such as Skype) it would be integrated and in front of you, right there in (what will quickly be) the world’s favoured social site. This then leads you to wonder about cross-border and distance learning. Access to guest lecturers and researchers in the field would also be easy and links no doubt quickly made.
So the role of the classroom changes. Pupils at all ages and stages could benefit from the same principles within a controlled environment. As can science or any other form of research. Indeed Circles and this sort of easing of mass global communication impact all industries and all sectors.

These changes impact on the demands of real estate. It’s this that makes Google+ relevant to Buro Happold:  Social interactions, social behaviour and social demand changes what we need or expect out of the places within which we live, work and play in civic and commercial society. A social media revolution which frees us of pre-existing boundaries changes the way we relate to one another and revolutionises our demands from those spaces and places. As engineers it is our role to anticipate change and to adapt our solutions so that they continue to be effective in delivering the visions of our clients which we can all share.

The world changes and with it the role of the engineer – we’re at the forefront of change.

Brand - A Q&A for the Benchmarks Brand Book

April, 2011

What are the key elements that make good branding design?

Deep respect and understanding for the client companies business strategy, it’s history and vision for it’s future. I truly believe the best work is borne from a partnership approach between the client and agency, the best work is done when there is no more than a cigarette paper between the client and agency team…this closeness forces the client to become invested in the outcome and the agency to feel engaged and responsible.

How far can a campaign stray from the original branding concept?

This is almost impossible to answer. Some brands have flexibility built in to their DNA, some demand consistency. Some brands are their campaigns, with very little manifestation outside of them, some don’t run any sort of discernible campaign and manifest themselves in other ways. In theory there is little or no reason why a campaign couldn’t stray an awful long way from the original branding concept, but in my mind there would have to be an element of truth that stems from the branding, some element of the promise - that relates to the customers expectation that enables an enormous departure but within the confines of the original brand truth or vision.

How important is the logo?

Very important. But only if it is part of a brand. Logo is easy, brand is difficult. Logo costs £295 and is available from your nearest crowdsourced logo monkey website. Brand is a lifetime’s work.

Can you cite any good examples?

Every time I see one of their vans the FedEx logo makes me smile - it’s a lovely little treat of clever typography and visual metaphor, consistently applied and I think it is yet to be bettered. The aol work is nice and I love the flexibility they designed in…I also think they have to be applauded for it somehow not coming across like they’ve ‘done a Google’ (although they have). I also think the essential Waitrose extension is a great example of how a brand can extend its range into potentially dangerous territory but through keeping to the core promise can fair extraordinarily well.

What skills and qualities do you look for in design groups you may hire to do your branding design?

This relates to my earlier answer. The key quality for me is to work with people for the long-term – with shared ideals about it being a partnership. I am a fairly trustworthy client with immense respect for the creative process, I therefore look for groups that trust that, have the confidence to work openly, have passion for what they do and above all else have a conviction for doing great work.