Today we're kicking off a series of posts called "Being Lightweight" that will relate what lightweight means to us and hopefully help you think differently about how you focus your attention.

Working with Clients

Over the past year, we've evolved in how we manage our work with clients on custom videos.  Here are a few things that we do that helps us move quickly and stay lightweight.

Face-to-Face Not Required - We've never met the vast majority of our clients face-to-face.  I'm sure it would be nice, but we don't think it's required to produce a video.  What it does do, is cost both sides a lot money and take a lot of time that could be used for creativity.

Project Pricing - In terms of the time it take to create a client video, our projects are similar. To keep ongoing billing and at a bare minimum, we price by the project.  For us, billing by the hour would create another process that would create drag and introduce a time limitation that may impact the quality of the end product.  

Video Development - We apply the 37 Signals concept of "getting real " to developing custom videos. We involve the client at nearly every step along the way, starting with the script.  This lowers the risk that big changes will come late in the process and waste time on both sides.

Expectation Setting - Early in the relationship, we take a leadership role in outlining our system for completing the project.  We've found that it helps everyone to have structure. We set an expectation about response times and work to make sure that the project lead owns as many decisions as possible.

Single Point of Contact - We ask that we have a single point of contact on the client side. This person is our contact, but also a filter for input from their organization.

Of course our business is somewhat unique and every project is different.  However, I think that many projects get behind or off track because they are burdened with overhead, processes and bureaucracy that add weight without adding productivity.  Being lightweight in client relationships requires setting expectations, shedding as much weight as you can and focusing on what really matters.

Next up - Being Lightweight: Tools We Use

Upon a bit more investigation, I found that there is a personality test called a MACH-IV test that gauges a person's Machiavellianism.  Apparently there are "high machs" (likely to agree with Machiavelli) and "low machs" (unlikely to agree). Most people are in the middle (I'm a low mach).  Take the 20-question test here.

When I first read about all of this, I couldn't help but think about the spammers and blackhats of the web.  Aside from the trash that they produce, I'm fascinated by the people behind the spam.  Who are these people?  How did they get this way?  What motivates them outside of money? Do they know right from wrong? How can they justify their decisions?

Viewed with a Machiavellian lens, I see spammers a little differently. It makes me wonder if spammers are born vs. made. Perhaps this is the source of my fascination - that spammers aren't just unethical, but possibly a bit mental. An insightful article in Salon has this quote:

McHoskey's article argued that high Machs possess, to a greater or lesser degree, the qualities associated with classic psychopaths: a lack of remorse, pathological lying, glibness and superficial charm, a grandiose sense of self-worth.
Sound familiar? Here are a few interesting questions from the MACH IV test that is based on Machiavelli's "The Prince" (on an agree/disagree scale). How do you think a spammer responds compared to you?

5) It is safest to assume that all people have a vicious streak and it will come out when they are given a chance.
8) Generally speaking, people won't work hard unless they're forced to do so.
13) The biggest difference between most criminals and other people is that the criminals are stupid enough to get caught.
16) It is possible to be good in all respects.
9) All in all, it is better to be humble and honest than to be important and dishonest.

If nothing else, I can now start to incorporate this word into my day-to-day life.  Instead of obscenities, spam will now just make me say - oh how Machiavellian! Or, maybe it'll actually be - oh how $#@&ing Machiavellian!

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The second example is CFL Light Bulbs in Plain English (formerly New Light Bulbs in Plain English).  When we originally published it, it did not contain a warning about mercury and disposing of the bulbs properly.  This new version of the video contains a mercury warning. This updated video is now available in both free and licensed versions. Below is the updated, free version:

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We're so excited about this new direction.  We'll be providing all future Common Craft Show videos in free and licensed versions - and the licensed ones will be displayed in full length in the Store.

Patrick recently put these experiences into a new book called Managing Online Forums - "everything you need to know to create and run successful community discussion boards."  

I think the timing for this book is great.  With so much emphasis on Social Media, a lot of people are jumping into the fray and discovering that managing people in a community setting isn't easy.  I think Patrick's done a great job of getting to the real, practical issues and questions that arise and how to deal with them responsibly. You can find out more at ManagingOnlineForums.com.

Congrats on getting the book out Patrick! Nice work!