How to fail – my top 5 mistakes (plus an infographic of some things I did right)

After six years and quite a few job titles, the time has come for me to move on from the Muscular Dystrophy Campaign to an exciting new role as Director of Fundraising and Marketing for Dignity in Dying. In my last few weeks of an epic three month notice period I took stock of what I have learnt.

What I learnt, was how to fail.

My top 5 #Fails

1. I late adopted

Sometimes the “next big thing” is the last thing we want to hear about. When you are a one and a half man digital team (half of me, one web manager) you don’t want another profile to manage. For this reason, I was very late to the Twitter party – what opportunity did I miss when my head was buried in Facebook?

I think I made up for it later, and a combination of getting colleagues posting their own content on Twitter coupled with a bit of content curation (like Storify)  is paying dividends now. But it all should have happened a year sooner I think.

LEARNING: You’ve got to be in it to win, fail fast

2. I made my mind up

I’m stubborn. Once I have decided something is a waste of time, it is a waste of time.

I would tell people not to waste time messing around with Google+. “Meh to Google+” I would say, *tumbleweed*. But the goal posts are always moving, especially in digital places, and a closed mind will fast go down the path of making big mistakes. Is it time for a rethink?

Fortunately I often caveat my Google+ advice by saying,  “if three people ask you why you are not on there then, perhaps, you should consider it”. So I might just wriggle my way out of that one. But I am still questioning my thinking on it. I am a fan of Google products and have heard the Google+ described by a very smart man (smarter than me, as I have forgotten his name but it was in a Google+ hangout at BarcampNFP) as “a platform unlike any other”. Also I recently read that Google+ is Google. Deal

LEARNING: Beware a closed mind

3. Nothing is optimised for mobile

Not one stinking page on the sites I looked after. It’s all pinch in, pinch out, thumb around and pinch again. I know how important it is, but I have failed to make it happen. I’ve included it in my handover, but that is lame. Utter fail.

LEARNING: Try harder, it’s always possible/worth it

4. I spend more time capturing data than analysing it

So much bloody data! Email data, web analytics, Facebook insights, social media monitoring, direct mail response rates, dashboards, heatmaps, reports, income forecasts…will it never end!

But what did I do with it all? Did I notice what the data was showing me and recommend the right way forward?

Well, some of the time I made good changes and some of the time I spent ages crunching numbers, slaving over a hot spread sheet only to realise I don’t know what the bloody hell is actually going on. But I can make a nice graph.

LEARNING: Always be clear about the difference between reporting and analysis?

5. I work too hard (no really)

I wanted to prove how vital adoption of digital tools and tactics to an organisation like MDC was and is. To a certain extent, I think I may have, but in doing so I have made my remit and workload too large. After an intensive three day handover with my replacement, it dawned on me how much stuff beyond what is the core of my job I do.

I’m always sticking my nose into other people’s problems to – I like to fix things. I like to show people how to do stuff – I’m part trainer/part coach and I love that. But it does mean to get all the core work done, you have to read draft copy on the way in to work, arrive a bit early, leave a bit late, skip a proper lunch break and tweet from the train on the way home. I’m a victim of the ease of mobile working. (Got your violin out yet?)

In all seriousness, no matter how good someone is at their job and developing their role, the more they do that the harder they are to replace and the bigger the risk of them leaving is to your organisation. I know one (or perhaps two) small organisations that might very well close shop or shrink dramatically if one key member of staff left. That’s a genuine concern for the our sector I think.

LEARNING: Stay focussed, delegate something

Final thought (and the promised infographic)

A recent study has shown that if you want to learn from failure, the path to learning is to forgive yourself after you make a mistake. Sometimes that is easier than others, but I can always take solace that I did do some things right. To mark some of those things I did do right (I think) at the Muscular Dystrophy Campaign, I have created the infographic below.

It is by no means a masterpiece. I cobbled it together using Hubspot’s  Marketer’s Simple Guide to Creating Infographics in PowerPoint. But what it does do is mark the end of a huge part of my life and the start of an exciting new chapter in my career.

Thanks to all the people at MDC, who made this infographic possible 🙂

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