Playmaker's Forum
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We live and work in a sea of strategy -- influence strategy, in particular. Whether it’s Obama, Oprah, or Ozzy Osbourne, they're all the byproduct of messages, symbols and signs that policymakers, businesspeople and celebrities promote (or hide from) to advance (or defend) their programs, reputations and brands.
But how do you know what plays they're running? How do you crack the code of spin? How do you predict their next move? From the publishers and practitioners of the first system of influence strategy, this blog offers running commentary on who's running plays and why.
Fiat
Fiat: FT
Definition
The declaration of information or demonstration of capability to a marketplace. Fiats are characteristically run without fanfare and rely on the position of the player or the merits of the declaration to shift a competitive dynamic.
Trial Balloon
Trial Balloon: TB
Definition
The preview and testing of preliminary ideas or tentative plans. To reduce a player's exposure, Trial Balloons are often run without attribution to the player or positioned as temporary.
To The Terps
Give These Links a Look-Over
March 3, 2010
To Professor Simon's Tuesday courses:
Your pre-class reading and prep are in the six bullet points beneath. Please follow the instructions in bold for each of the six points. We will use them as a jumping-off point for in-class discussion.
- The Standard Table of Influence Strategies. Please explore the table and familiarize yourself with the terminology.
- Koval III, John M. "The Plays of Corporate Social Responsibility: Aren't They All Red Herrings + Screens?" Playmaker's Forum. Leave a comment or respond to an existing comment.
- Romm, Tony. "Microsoft exec pitches Internet usage tax to pay for cybersecurity programs." Hillicon Valley. Read and consider for in-class discussion.
- Kelly, Alan D. "GM Runs Unconventional Plays to Fuel Chevy Volt." Influence Strategy Map. Read and consider for in-class discussion. I'll be asking questions like, "What plays would 'you' run if you were GM?" I'll also be asking, "What plays would you run if you were (1) an environmental activist or (2) a GM rival like Toyota or Nissan.
- Playmaker China. Read and comment on one of the four most recent posts or respond to an existing comment.
- Get your daily influence strategy updates. Follow us on Twitter. @playmakeralan
Note: Before posting your first comment, you have to click on the register button beneath the post. Once you're registered, you can follow the discussion and continue posting by clicking on the permalink to each post.
I'm looking forward to a thoughtful discussion on influence strategy on Tuesday.
Posted by: John Koval
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Call Out
Call Out: CT
Definition
An overt public expression of doubt or concern, usually aimed at a competing person or organization, intended to call into question a flaw in the opponent's position or message set. Call Outs often have a tone of moral authority; they're judgmental and direct.
Jam
Jam: JM
Definition
The attempt to disable or disorganize a rival's activities or communications. A Jam is typically intended to obscure, slow, or stop the delivery or acquisition of ideas or information of a rival.
The Health Care Duel
How Will the Republicans Shoot Down the Democrats’ Trial Balloon?
March 3, 2010
Trying to pass health care legislation has been slower than molasses on a winter day. And it seems like Washington is in a perpetual winter. For the last year, Republicans have been running Call Outs + Jams saying that the Democrats’ health care bill is too expensive and that Democrats are using unsavory tactics to gain support.
To that end, the Democrats now believe that they cannot break through the Republican log-Jam; so they’re running their most serious Trial Balloon yet on the use of budget-reconciliation, a maneuver that requires majority vote in the House and Senate, to pass the long-contested piece of legislation.
Rest assured, Liberals will be monitoring the effects of this Trial Balloon closely with mid-term elections right around the corner. Already, Nancy-Anne DeParle, Director of the White House office of health reform, ran a Preempt by saying she is confident that reconciliation will be successful.
As for the GOP, they can run a Red Herring + Recast and argue that the division within the Democratic Party shows that the bill at this point is not ready. Or they can stick to their guns on the Call Outs + Jams that seem to have worked thus far.
What is your opinion on the health care debate? Are Democrats or Republicans in the wrong? Take the poll and let us know.
Posted by: Alice Hu
Photo Credit: Pritchett Cartoons
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Ping
Ping: PG
Definition
An oblique reference or suggestion, enabled either by a player's mere presence in a marketplace or its implied interest in topics, ideas, events, and developments.
Trial Balloon
Trial Balloon: TB
Definition
The preview and testing of preliminary ideas or tentative plans. To reduce a player's exposure, Trial Balloons are often run without attribution to the player or positioned as temporary.
Google Wireless
Google Tests the Water in Telecoms Industry
February 17, 2010
Google is a real-life Screen on innovation in high-tech. In the past year it’s rolled out Google Wave and more recently Google Buzz. And now, the Silicon Valley powerhouse is up to its old tricks again.
Last week, the company announced – via a Trial Balloon to test marketplace feedback – that it would start experimenting with new ways to offer faster wireless Internet. The search giant further led on, with a Ping, that it hopes to build the country’s most cutting-edge broadband network.
By announcing the move, Google is running an inferential Call Out on the current state of the telecommunications industry. The more telling question, however, still remains unanswered: How will competitors counteract Google’s move? On one hand, they can run a Preempt by offering consumers a better Internet deal. Or, they can run a Red Herring + Recast and say that free wireless Internet for everyone is unfeasible.
This playmaker thinks that Comcast and Verizon should be shaking in their boots. Google has already revolutionized how we use the Internet. Now it seems that it plans to change the way we get Internet.
Posted by: Alice Hu
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Bait
Bait: BT
Definition
The overt provocation of an opponent through action or information, usually intended to draw an emotional, rather than rational, response. This play typically compels an opponent to move in the direction of the player - like a bull charging a cape - against its better judgment.
Screen
Screen: SN
Definition
The attempt by a player to borrow issues, ideas, events, or other symbolic references to advance its agenda or thwart a competitor's movements.
Carrie Underwood's Play on Tony Romo
The Star QB Isn't The Only Playcaller
January 12, 2010
While driving into Playmaker's Global HQ this morning, I heard for the first time Carrie Underwood's Cowboy Casanova (I know, the song is four-months-old already), in which she alludes to a certain ex-beau who may or may not play QB for the Dallas Cowboys.
Anyhow, the song lit up my playmaking radar screen for the sheer amount of plays she ran on Señor Romo in the song. So in the spirit, we couldn't help but create a poll to see what plays you think she's running, or at least what her primary play is (see Playmaker's Poll on homepage).
So watch the video and go vote, but don't cheat, or risk Miss Underwood taking a Louisville slugger to both of your headlights.
Posted by: John Koval
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Disco
Disco: DX
Definition
The concession or sacrifice by a player of an element of its platform in order to preserve or advance its overall agenda or argument. The central tenet of a Disco is that forward progress cannot be achieved by the player unless or until the player first moves backward (i.e., one step back, two steps forward.)
Jam
Jam: JM
Definition
The attempt to disable or disorganize a rival's activities or communications. A Jam is typically intended to obscure, slow, or stop the delivery or acquisition of ideas or information of a rival.
ET Phone Rome
November 12, 2009
The Holy Grail of Discos
Four centuries ago the Vatican ran a play on an astronomer of considerable notoriety. The man's name was Galileo and the Pope's play was a Jam on the star-gazers theory that the Earth (and by insinuation, the Vatican) weren't the center of the universe.
This week, the Pope's chief astronomer conceded that other intelligent beings could exist in outer space. The move is - in the parlance of an influence strategist - the Holy Grail of Discos. By conceding faulty judgment, the Vatican can now credibly go forth and convert aliens to Catholicism without appearing hypocritical.
Would Galileo be pleased? It's hard to know for sure. But we think if he were alive today, he'd run a Bear Hug + Call Out on four-hundred years of obstinacy. Or perhaps, in his old-age and wisdom, he'd simply run a Fiat and say: Better late than never.
Posted by: John Koval and Alan Kelly
Photo Credit: AP/20th Century Fox
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Bait
Bait: BT
Definition
The overt provocation of an opponent through action or information, usually intended to draw an emotional, rather than rational, response. This play typically compels an opponent to move in the direction of the player - like a bull charging a cape - against its better judgment.
Call Out
Call Out: CT
Definition
An overt public expression of doubt or concern, usually aimed at a competing person or organization, intended to call into question a flaw in the opponent's position or message set. Call Outs often have a tone of moral authority; they're judgmental and direct.
Where in the World is Hillary?
In Pakistan, Calling Out the Government
November 2, 2009
U.S. Secretary of State Hillary Rodham Clinton upped the ante in the important yet increasingly uncomfortable relationship between the United States and its nuclear-armed ally Pakistan.
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Bait
Bait: BT
Definition
The overt provocation of an opponent through action or information, usually intended to draw an emotional, rather than rational, response. This play typically compels an opponent to move in the direction of the player - like a bull charging a cape - against its better judgment.
Pass
Pass: PS
Definition
The strategic withdrawal from a marketplace or play action. Typically a player will exit or 'bail out' of a marketplace to preserve its resources and/or focus them elsewhere for competitive advantage.
Letterman's Lantern
A Late Nite Play by a Late Nite Playmaker
October 19, 2009
To diffuse a brewing extortion plot, Late Show host David Letterman's revelation that he had sexual relationships with women on his staff is a textbook Lantern. It's a strategy we credit to political commentator Chris Matthews, who says it's best to hang a Lantern on your own bad news before someone does it for you.
Although Letterman may not have known there was a name for the play he was running, it's clear he understood its implication. The comedian knew from the outset that
if he played his cards correctly -- by going to his attorney and eventually to the DA to set up a sting operation -- he'd be able to go before his studio audience and portray himself as the victim rather than the villian (see The Elements of Influence, pps 168-175).
True enough, his plan seems to be working. Although his audience was slightly uncomfortable during his confession, they laughed and some even applauded him after the show for his honesty.
To be sure, some of the comedian's biggest detractors -- of which he has many -- will still try to Label him a hypocrite and attack him with Call Outs. But because he ran the Lantern on his terms, these plays will be less likely to resonate. In the end, Letterman's Lantern may end up saving his reputation and his job.
Photo Credit: BBC/AFP
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