Alternative marketing thinking


Doing work versus doing Work.

Clay Shirky has an interesting point on how work, in today’s context, means different things to different people. The distinction between work and Work. (Capital-W) Work is what we have considered for years: your boss tells you to do something, you do it, and you get paid. By contrast, (little-w) work is motivated by inherent interest and generally unpaid. Think of the difference between an Encyclopedia Britannica editor doing Work, and a Wikipedia editor doing work during spare hours. Clay argued that user testing techniques developed over the past 25 years for Work no longer apply for work. We shouldn’t be asking, “Can you complete the task?” but rather “Are you motivated to do it in the first place?” Read more here.


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