Wednesday, May 16, 2012

What is now "commonly considered to be the result of experience, will be recognized in the next generation, as no such result at all"

Excerpted from Oliver Wendell Holmes, Sr. Medical Essays: Homeopathy Currents in Medical Science Border Lines of Knowledge

A medical man, as he goes about his daily business after twenty years of practice, is apt to suppose that he treats his patients according to the teachings of his experience.

No doubt this is true to some extent; to what extent depending much on the qualities of the individual. But it is easy to prove that the prescriptions of even wise physicians are very commonly founded on something quite different from experience. Experience must be based on the permanent facts of nature.

But a glance at the prevalent modes of treatment of any two successive generations will show that there is a changeable as well as a permanent element in the art of healing; not merely changeable as diseases vary, or as new remedies are introduced, but changeable by the going out of fashion of special remedies, by the decadence of a popular theory from which their fitness was deduced, or other cause not more significant. There is no reason to suppose that the present time is essentially different in this respect from any other.

Much, therefore, which is now very commonly considered to be the result of experience, will be recognized in the next, or in some succeeding generation, as no such result at all, but as a foregone conclusion, based on some prevalent belief or fashion of the time.

There are, of course, in every calling, those who go about the work of the day before them, doing it according to the rules of their craft, and asking no questions of the past or of the future, or of the aim and end to which their special labor is contributing. These often consider and call themselves practical men. They pull the oars of society, and have no leisure to watch the currents running this or that way; let theorists and philosophers attend to them. In the mean time, however, these currents are carrying the practical men, too, and all their work may be thrown away, and worse than thrown away, if they do not take knowledge of them and get out of the wrong ones and into the right ones as soon as they may.

Sir Edward Parry and his party were going straight towards the pole in one of their arctic expeditions, travelling at the rate of ten miles a day. But the ice over which they travelled was drifting straight towards the equator, at the rate of twelve miles a day, and yet no man among them would have known that he was travelling two miles a day backward unless he had lifted his eyes from the track in which he was plodding.

It is not only going backward that the plain practical workman is liable to, if he will not look up and look around; he may go forward to ends he little dreams of.

Tuesday, May 15, 2012

The elements of an N-of-8® story

As I’ve often written in my articles, story development is deliberately interactive, allowing us to establish a dialogue with customers and hear it in their own words.

In my use of this qualitative, iterative N-of-8® process, we present three stories in customer listening groups of eight physicians. Customer response and participation is key in this process.

The stories are presented in raw, “unpackaged” format in order to gain the most valuable customer input. This means they are simply typed on a page – not an ad, brochure, or commercial.

Each story is divided into main components (headline, introduction, claim, call to action, etc.). They must be crafted as a narrative, not simply a recitation of bullets points. So there are the components of good stories: setting, characters, action, conflict, hero, resolution, and sometimes, even a moral.

Conflict is essential to these stories. Author Robert Penn Warren said, “No conflict, no story,” and my experience has led me to agree.

When, considering the angles for the three different stories, you make them deliberately distinct and appropriately provocative.

For example, for a new biologic treatment for a rare disease, you might begin with these three angles:

1. Patient Impact
Content: awareness of the disease, their feelings about it, and their current usage of treatments
Tone: emotional Voice: second person “you”
Reference: research data from patient organizations and disease societies
Close: you can count on us, so make Brand your preferred medication

2. Speed of Effect
Content: process of care, action of agent
Tone: urgency
Voice: third person “it”
Reference: cause of symptoms, mechanism of drug, dosing levels, clinical trial data
Close: what role could Brand play in helping you feel better faster?

3. Functional Living
Content: connect with condition and problems it causes, easy to understand how drug fits into lifestyle about it, and their current usage of treatments
Tone: authoritative Voice: first person “we”
Reference: ethnographic research of impact on activities of daily living
Close: treat at first sign of symptoms

I've doing many N-of-8® groups in the past few months, and have more planned in several countries this summer.

Monday, May 14, 2012

16 selected works from the AGORA 9 showcase


For the ninth year in a row, AGORA was a vast showcase for Columbus’ visual artists held at Junctionview Studios in the Grandview Heights neighborhood.

And AGORA is not a quiet art exhibit – in fact, it’s almost a party atmosphere.

Saturday, I joined other art enthusiasts to observe 450 pieces of artwork on display created by around 200 artists.  Plus, there were 8 bands, 6 food vendors, 10 craft vendors, art cars, a fashion show, a fire show, live comedy, even an Instagram installation.


I agree with Halie Williams from Columbus Underground who wrote, “I was immensely impressed with not only the number of works showcased, but the amount of talent and diverse pieces of artwork.”

AGORA celebrates Central Ohio's diverse and talented creative community. AGORA guests have the opportunity to view and purchase hundreds of works of art, wander through working artists' studios.

Below are a few of my favorite works from the exhibition.


















Friday, May 11, 2012

1 of my favorite pieces of public art in Shanghai

To conclude my series of favorite examples of public art, here is one I saw in Shanghai.














It enhanced its shopping environment and inspired many conversations.

This is just one of many forms that public art can come in.

Thursday, May 10, 2012

12 favorites examples of public art in Europe

Continuing to share favorite examples of public art, here are some I've admired in Europe.

Public art can come in many forms.  

It need not always be permanent; it can be modern or historic.  

But in the end, it enhances its surroundings and inspires conversations.














Wednesday, May 09, 2012

14 examples of public art I enjoy around Chicago

State St (near library)
Today, I'm happy to share some of my favorite examples of public art, as I highlight Chicago and its neighborhoods.


Public art can come in many forms.  

It need not always be permanent; it can be modern or historic.  

Millenium Park

Chicago Historical Society

Daley Plaza

Chess Pavilion at North Ave.

Near Diversey Harbor

McDonald's University

Wacker Drive

Millenium Park

St. Helen's School in Bucktown

near South Side on Roosevelt Bridge

Belmont Ave police station

NBC Plaza

Paulina Station, on Lincoln Ave
But in the end, it enhances its surroundings and inspires conversations.





Tuesday, May 08, 2012

5 of my favorite examples of public art around Columbus

skyline from Columbus State Comm College
As I continue sharing some of my favorite examples of public art, today I highlight Columbus and nearby towns in Ohio.

Public art can come in many forms.  It need not always be permanent; it can be modern or historic.  But in the end, it enhances its surroundings and inspires conversations.