by Sandy Malloy, San Francisco Bay Region Chapter, News Division

David Meerman Scott, a marketing strategist whose work I see all the time, wrote a post on his WebInkNow blog, “Apple Is Not Different,” in which he opines that no product or company matters outside the context of the problems they solve for the user.  Says Scott, “What your buyers do care about are themselves and they care a great deal about solving their problems (and are always on the lookout for a company that can help them do so.)”

Substitute “patrons” or “customers” or “clients” or “users” for “buyers” in this statement and “librarian” for “company” and you have a situation that we librarians should take to heart.

Scott cites Apple as an example of a company whose products are considered cool.  But even the coolest products are only as good as the problems they solve.  Sleek design?  That solves the problem of “ho, hum, I have a computer on my desk”; in other words, boredom.  The “it-factor” of being a member of the Apple tribe?  That solves the problem of needing to feel a sense of community or belonging.  Lack of viruses?  Congratulations, you’ve saved the trouble of buying and maintaining a lot of external virus detection software.

Do you believe you should create a brand for yourself?  Remake your image?  Market your library?  SLA’s Alignment Project gives you tools to do all these things, and they are important, but mean nothing outside the context of understanding your clients and how you are going to solve their problems.

So, it’s not “my library.”  It’s YOUR library (you, my client) and I’m going to do my best to understand how you want to use it.  Do you want it on your desktop?  In your pocket?  Would a regular email newsletter help you do your job?  What about tweets of new articles that are available?  A spreadsheet of leads?  What can I do to help you get new business, or satisfy regulators, or help you look good to your boss?

Even the language barrier cited by SLA alignment research speaks to connecting with our clients.  When we use their language, we say that we understand the organization’s business or at least enough of it to be on their wavelength when it comes to solving problems for them.

As a group, we librarians or are a very service-oriented group.  But we can also be proprietary about what we know and the resources to which we have access.  In promoting ourselves and our libraries in terms of resources and our own knowledge, we are, in marketing-speak, touting features.  What we need to be touting are benefits.  To quote Mr. Scott once again, being aware of “what’s in it for me? [the client]“, we are “addressing real problems rather than reverse engineering a benefit based on the feature set. ”

Sandy Malloy is Senior Information Specialist at Business Wire, a Berkshire Hathaway company, the San Francisco-based distributor of press releases where she has worked for almost 22 years.  She received her MLS from the University of Southern California and has been an information broker, public librarian, academic librarian, medical librarian and sales representative (though not all at the same time.)

by Laura Dushkes, Pacific Northwest Chapter, Solo Librarians Division

In your graduate work, you learned how to catalog and conduct a reference interview; you learned about databases and collection development. And, you brought with you all the experience from your previous work life.  Now you have a job. Of course you’ll do a good and conscientious one, but that’s not enough. You must continuously prove your value.

But they hired me! They must know my value! They have a library, so they must know the value! Or, They hired me to start an information center, so they must know the value of that!

True, but you’re working for a business. Whether for-profit or not-for-profit, your company has a mission other than getting books and information in the hands of citizens.  Your library’s mission is the mission of the organization.  If you don’t show that your work adds to this mission, you might be seen as expendable. You can go a long way to preventing that. It’s a three-step process:

1. Track itTake a “snap shot” of your library. Pick data that make sense for your setting. Such data might include:How many books/journals does your library hold?
   How many people use your services (pick a period of time)?
   How many questions did you respond to? (pick a period of time)?
   How many hours is the library staffed?
   How many square feet does the library use?
2. Better itLook at this information and see where you can improveCan you move from check out cards to electronic check out?
   Can you create a presence on the intranet to show your new holdings?
   Can you start a blog with items of interest to a work group?
   Can you attend staff meetings and introduce yourself and your services?
   Can you weed to create needed space?
   Can you work with another department that needs help with research or organizing their work?
   Can you digitize copyright-held materials to make widely available?
3. Communicate itNow you have a “before” and an “after.”  Everything you did to improve your library – processes, materials, relationships – can be demonstrated in numbers or statements. Don’t just say what you did. State the benefit.I created an intranet pageso that our satellite offices can get the same new information as our main office.
   The catalog was paper; I created a digital catalog, making it accessible to everyone.
   Last year 40 books were checked out. This year the library circulated 350, increasing the use of already-purchased materials.
   I helped marketing do the research for a proposal that won a $1 million account.

Bring this to the attention of your boss or board in the way they like to get information (even if it means a PowerPoint!). They will quickly see you as more than “overhead.” They will see you as a vitally important part of the organization.

Laura Dushkes is the solo librarian for NBBJ, the 3rd largest architectural firm in the U.S. and 10^th largest in the world, with six offices in the US, as well as offices in the UK and China. She also teaches Special Librarianship at the University of Washington’s iSchool. She has an MA in History as well as her MLIS from the University of Washington.

by Rebecca Jones

A few weeks ago Jane Dysart, Kim Silk and I were fortunate to hear Daniel Pink talk at the Rotman School of Management Life-Long Learning Conference for Leaders, ‘How to Get Your Business Back to Reality.” His latest book, Drive, bases “the surprising things that motivate us” on 40 years of human motivation research.  It wasn’t his discussion about what does or doesn’t motivate us that caught my attention, although that is fascinating and worth a blog post(!); it was his discussion about the need for organizations to challenge and re-think base assumptions on which they are building their strategies.

I’m increasingly concerned that that the library sector and information profession must do just that: challenge, re-frame and quite possibly re-think our base assumptions and the practices and approaches built on those assumptions. Pink re labels assumptions “orthodoxies”.  Labelling and viewing what we, as a sector and profession view to be truths as “orthodoxies” rather than assumptions forces us to see the deep-rooted concreteness of these “truths”.  It is these deep roots that make it somewhat painful to question the validity of these orthodoxies today and, more importantly, tomorrow and into the future.

I laugh, both because laughter is healthy and because for a profession that has an orthodoxy (yes,  a truth – an assumption!)  of finding and delivering answers to any question, we aren’t really too comfortable asking and considering questions about our practices, approaches, strategies or organizations. I don’t think we’re really any different than any other sector; wrestling with those types of questions is akin to wrestling itself – invigorating for some, uncomfortable for others and the outcome is unknown.  And, yet, to be future ready we must challenge those orthodoxies and ensure our practices, perceptions and approaches are ready for the future – whatever that future may hold. I may not like wrestling, but I absolutely hate the thought of seeing the library sector or the information profession perceived as irrelevant in the future, so I’m willing to be uncomfortable and to engage in the challenging discussions and re-framing required.

SLA is designing its future. Next week the Board will begin considering the assumptions and “orthodoxies” held true by an association that’s more than 100 years old. SLA’s future for the next 100 years will be designed by standing in that future as Jane Dysart challenged the association to do in Information Outlook in 1993 when she was SLA President.  Jane has always questioned orthodoxies, often without even realizing she’s doing it, because she is naturally curious. She has taught me so much about the value – and fun! – of curiousity.  Curiousity leads to discoveries. We need to be curious about what type of association will be indispensable to an indispensable sector and an indispensable profession. We need to ask questions about what that association will “look like”, how it will enable its members and how members will enable it. How will the association differ from other information and library sector associations?  Will members come together at an annual conference in the future? Why? How? What services will so delight members that they’ll prize the association above all others?  Curiousity rarely, if ever, “killed the cat” and it will help us discover the questions, re-frame our assumptions, and design the future we want, need and will delight in.

Get involved in SLA’s Strategic Vision Project. Stand in the future & see the SLA that will be indispensable for you – and contribute your voice here.( http://futureready365.sla.org/05/27/sla-strategic-vision-project/)

Jane Dysart, Juanita Richardson & Kimberly Silk at SLA 2010

Rebecca is a partner with Dysart & Jones Associates. She is the former director continuing education at University of Toronto’s iSchool, and still an instructor & member of the Advisory Board.   Early in her career she was incredibly lucky to work for 14 years in large corporations in managerial roles in libraries, records management, human resources and IT. She’s an SLA Fellow and, with her wonderful Competencies Committee colleagues, a recipient of SLA Leadership Award.

by Graeme Byrd

Reposted by permission from FMYI (www.fmyi.com/blog/single/we_are_information_sherpas)

We definitely are in the information age. People are sending 1,200 tweets per second (tps) and spending 800 million minutes a month on Facebook posting 900 million objects. Wow. What do we do with all of this information that is constantly being thrown our way?

With all this information being shared in a digital fashion, even Seth Godin has posed the question about The future of the library.

Godin believes that if one wants to watch a movie, “Netflix is a better librarian, with a better library…” Yes, the structure of a library is changing, but it continues to be essential to education, to future generations. Netflix may have a “library” of films, but is missing the human energy. “The librarian isn’t a clerk who happens to work at a library.” Wrote Godin, “A librarian is a data hound, a guide, a sherpa and a teacher.” Librarians – information professionals – are more critical to knowledge sharing than ever before because of the increased amount of information being shared.

A few weeks ago I had the pleasure of presenting to and spending a day with the Southern California Chapter of the Special Libraries Association, an international organization of information professionals, discussing knowledge management and the relationships people have to information.

An exciting day of 5 speakers discussing tools for information sharing, building relationships with vendors and best practices for knowledge professionals, followed by an afternoon of unconference sessions full of engaged professionals.

• Britt Foster, a gradating MLIS student and blogger with a passion for public libraries shared social media tools to help engagement.
• Sandra Crumlish with the St. Jude Medical provided examples of how working closely with vendors and building a partnership provides for better adoption of services.
• Scott Brown with Social Information Group and Christy Confetti Higgins, Oracle’s Cybrarian shared examples of Oracle’s internal virtual library and how one person has built relationships in an international company to engage their team and share knowledge management tools.

The theme throughout the day was that as a member of a small team of information professionals in an organization (often, a team of one) build relationships with other stakeholders. Libraries are powered by human energy (like FMYI) – sherpas of knowledge.

These special guides are trusted more by colleagues because they provide relevant tools and resources. Information junkies can be change agents empowering teams to make a difference.

While librarians are “information professionals” you also are a knowledge expert in your organization. Are you ready to be a change agent?

We are surrounded by Change agents who are empowering teams to make a difference. Ian Symmonds is helping revolutionize the future of education by advising schools around emerging trends. Kevin Carroll is changing the world with a red ball and helping create a positive atmosphere for youth through sport. And Cindy Romaine (the SLA President) is leading SLA to be Future Ready in an ever-changing world. We all have knowledge. We all can empower others to make a difference. We all can be change agents.

As leaders in knowledge management we are uniting as change agents as the future of information is rapidly changing. Are you ready today to be an information sherpa for your organization? Be Future Ready.

Keep empowering.

Graeme Byrd is the Business Development & Collaboration Manager of FMYI [for my innovation], a collaboration software company, headquartered in Portland, OR, committed to positively affecting society through sustainability and technology. Thousands of companies, nonprofits, government agencies and universities use FMYI to communicate and collaborate. Committed to building a better future and engaging his generation in sustainability, Graeme is the Chapter Leader for the Portland Professional Chapter of Net Impact and serves on Oregon Environmental Council’s Emerging Leaders Board. Graeme has been a speaker at Net Impact, Sustainable Business Oregon and Special Libraries Association events helping others become change agents.

by Ruth Wolfish, New Jersey Chapter, Engineering and Leadership & Management Divisions

In my role as SLA Chapter Cabinet (Elect, Current, Past) I’ve learned to be more “Future Ready” myself and have smoothly transferred these ideas to my professional life, so I thought I’d share them with you as these tips will be very pertinent to attending  conference.

Do your homework — be prepared.

Always have business cards with you.

Listen, listen, listen…then speak.

At least once a day try to sit with/or talk to someone you don’t know.

Attempt what scares you, you fail if you don’t try but if you try you may succeed.

Anyone you meet may be important in the future, so treat everyone as you would like to be perceived.

“So, join us in Philly and learn how you too can become future ready!”

by Amy Degner

A few years ago I left Hoover’s to stay at home with my daughter. When I returned late last year to do some contract work, I was immediately struck by how “future ready” Hoover’s had become. It wasn’t that Hoover’s had suddenly started rolling out forward-thinking innovations; the company had achieved this virtually at its inception, featuring both free advertiser-supported and for-pay premium access to Hoover’s company information during the mid-90’s. But, when I reentered the workplace this time, the electricity in the air was different. Hoover’s had a renewed sense of commitment to its customers and an intense focus on sparking new ideas to make their jobs easier.

We’re all budding visionaries at heart. The key is finding the right time and place to brainstorm. Sometimes it starts in the shower. Other times it’s a rough sketch drawn on the back of a napkin. At Hoover’s we simply refer to it as the “Innovation Lab.”

Late in 2010, Hoover’s launched its first in-house innovation lab, designed to stimulate creative thinking within the context of industry trends, customer needs, and competitor offerings. The mission of the Innovation Lab is to think outside the box, generate project ideas, and use the latest technology to push Hoover’s into its next generation. The lab has a dedicated space and staff who works with internal and external folks representing customer interests. Often our customer-facing folks (sales or customer service) will bring a specific customer issue, either seeking a solution or with a suggestion in hand. The Innovation Lab staff then works with the appropriate product manager to determine how the inventive idea fits into the overall product strategy.

Hoover’s Innovation Lab also sponsors monthly innovation contests, encouraging employees from all departments to submit ideas; the winner then works with the IT staff to bring the concept to fruition.  The lab also hosts an active online ideas community and an internal Innovation Lunch Series.

So far, Hoover’s has completed three monthly innovation contests focusing on wide-ranging areas of our business, from helping our customers to making our internal processes more efficient.

For Hoover’s being “future ready” doesn’t necessarily mean providing the latest and greatest widget. It’s more about keeping our finger on the pulse of our customers—knowing not only what their needs and wants are today, but also anticipating what will be important to them tomorrow…and then focusing Hoover’s talent in that direction. The Innovation Lab is just one way that our teams bring our customers’ future visions to life.

To my fellow librarians, what could you do to foster an “Innovation Lab” in your group, division, or company? How are you keeping a pulse on your customer’s needs today and anticipating their needs for tomorrow?

Amy is a stay-at-home Mom and Librarian in Austin, Texas. During her 10-year professional career, Amy has held a variety of roles including: Research Associate, Librarian, Market Researcher, Competitive Intelligence Analyst, Project Manager, Product Marketing Manager and Consultant. Amy enjoys a challenge and variety in her work (see previous sentence) and dreams of becoming a Children’s Librarian in the future.

by Alexander Polonsky

Linked Data is a quickly growing initiative for interlinking heterogeneous data and metadata in order to make it easier to access and search in a unified way. Linked Data appears to be the perfect paradigm to approach the problems faced by librarians. It addresses the issues of data interoperability, interconnecting data silos, and unified data access.

Libraries have been experimenting with Linked Data from the very start of the initiative. Below are some links that document this experience:

1. Linked Data at the Library of Congress: http://id.loc.gov/authorities/about.html
2. Linked Data at the National Library of Sweden: http://code4lib.org/files/LIBRIS_code4lib.pdf
3. Use cases compiled by the W3C Library Linked Data Incubator Group: http://www.w3.org/2005/Incubator/lld/wiki/UseCases

An important aspect of getting Linked Data is to use reference vocabularies, such as taxonomies, thesauri, and other related flavors. Reference vocabularies provide the magic glue that keeps the data together, by helping to: 1) standardize terminology across data sets, 2) link terms from related data sets, and 3) map query terms to the relevant terms in the Linked Data.

Get on the Linked Data wagon for a ride into the future!

Alexander Polonsky is the Director of Marketing at Mondeca. Mondeca is a new SLA member and will be exhibiting this year at the conference. Mondeca develops software for managing Linked Data and reference vocabularies.

Introduction (Toni Wilson)

We started CI Week on the FR365 blog with a description of what competitive intelligence is and what it is not, and we are closing the week with the same focus – understanding what CI is and the value it delivers for information professionals and organizations with goals to be future-ready.  This blog post offers a graphic and practical description of how CI can be applied in real-world situations.

Picture this:  You are stuck in a horror film – a typical B-movie situation that already has multiple people dead or missing.  Do you want to go into the woods alone searching for a friend who has run off after a half-werewolf, half-robot-alien creature from the future has killed two of your other friends already?  If only you knew something about the Were-Bot.  Does it get full on two people or does it want to eat more?  Does it sleep after eating?  Perhaps it doesn’t like the taste of librarians.  All of this information could help you choose a future path, action, or next step.  It would be useful in this situation to have a Competitive Intelligence report on Were-Bots, and a librarian would be just the person to put it together.  Whether your business is ladders or law, school or screwdrivers, knowing what your competitors are doing, the composition of your clients, or, like our B-movie situation, the eating habits of your enemies, is invaluable.  The addition of this in-depth information can allow you to analyze yourself in relation to your partners within the company, and how, as a whole, you can relate to those outside.  Competitive intelligence makes an organization future ready by researching, compiling, and analyzing information on THEM, and it is this information that allows the right choices to be made moving forward.

Charles H. Frey has been the Manager of Reference Services at Neal Gerber & Eisenberg LLP in Chicago for four years.  He has been working in law firm libraries for 13 years and got his Library Science degree from the University of Kentucky.

Introduction (Toni Wilson)

This blog post, from an expert member of the CI Division, speaks to the importance of communicating the results of CI research effectively.  While we’ve been focusing to a large extent on the CI collection process this week, as it helps information professionals and their organizations become and remain ready for the future, communicating the findings from our CI collection efforts appropriately – so it’s absorbed and becomes part of the decision-making process – is absolutely critical.

Competitive intelligence (CI), at its most basic level can be defined as being future ready – or armed with the right information to the make the right decisions.  In this post-post modern, Web 3.0, social media, everything and intensely technology mediated world, information is ubiquitous.  Being “Future Ready” to me means being able to take information and elevate it by taking that information in whatever forms it comes and turning it into actionable intelligence.  Librarians or any information professional’s ability to turn reams of paper (or electronic documents) into a three-second sound byte or a neatly parsed phrase that holds meaning and contains value is the essence of being future ready.  In some respects, being future ready for special librarians engaged in CI is a matter of perspective and semantics.  For example, what the competitive intelligence world calls Early Warning Systems, librarians might call Current Awareness.  To be future ready, it’s time to stop thinking about research questions and to start thinking about business problems and how information-turned-into-CI, with the help of analysis, can help organizations solve their business problems with an eye to the future.

Zena Applebaum is a competitive intelligence professional at Bennett Jones LLP, a Canadian law firm.  She writes articles for industry publications and blogs regularly regarding topics important to the successful practice of CI.  Zena is currently the CI Division’s Vendor Relations Chair.

Introduction (Toni Wilson)

In this article from another of our CI Division experts, we move from understanding how CI makes information professionals and the individuals and organizations they serve future-ready to understanding the future of the practice of competitive intelligence itself.  In other words, as our respective marketplaces continue to change and evolve – prompting us to be prepared with competitive intelligence and insights – so does the practice of CI.  Another way to be future-ready is to embrace and prepare for changes in the way CI is practiced.

As the current chair for the SLA CI Division’s 2011 conference, I am particularly interested in what makes a conference session memorable and important.  One event I attended recently at the SCIP conference, which made an impression, was led by Dr. Craig S. Fleisher, a leading academic, expert and author – Dr. Fleisher delivered his interactive session, CI 2020, to a sold-out crowd.  The result was the collective reasoning of over 100 CI professionals regarding the future of CI.  Following are a few key takeaways:

1. The lines between primary and secondary research are blurring:  They will continue to converge due to the increasing use of social media in CI.  CI professionals may no longer specialize in one or the other in the future.
2. Info-glut, info-toxicity and data overload have us “drinking from an informational fire hose.”  This growing trend will require us all to become better analysts and create more sophisticated analysis.
3. Higher performance standards and certifications will be required.  Better standards for CI professionals to be measured by, as well as trustworthy certifications for CI personnel are a must.
4. The question of supply vs. demand is highly debated.  Forces increasing client demand include globalization and increasing competition.  However, CI professionals are not confident overall that enough educated practitioners can be trained with existing programs.

Dr. Fleisher will be leading a CI 2020 session at the SLA conference this year, entitled CI Unconference.  The results from these interactive sessions are used by Dr. Fleisher as part of a longitudinal analysis of the future of CI.  It’s very exciting that SLA’s members can take advantage of an opportunity to participate in this important, ongoing project, learn from the findings, and apply them to becoming more future-ready professionally.

Claudia Clayton is Managing Director of ViewPoint, a strategy, consulting and research firm established in 1993.  She leads the competitive intelligence activities of ViewPoint on behalf of major U.S. corporations in multiple industries.  Claudia is a committed and hard-working volunteer, primarily serving the members of SLA’s CI Division and the Strategic and Competitive Intelligence Professionals (SCIP).  She won SCIP’s Catalyst Award in 2007 in recognition of her commitment to the CI profession.  Claudia is the CI Division’s 2011 Conference Chair and currently serves as the CID’s Membership Chair as well.