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It is better
to not be on
the web than
to be on and
not know why
John Sumser

Reality
is more
complex
than
it seems.
John Gall

It's better to
do a few things
really well than
than to do
a lot of things
badly.
If you can't
make the necessary
commitments of
time and energy
to your
electronic
marketing
efforts
scale back
your plan.
John Sumser

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Nowheresville

(December 04, 2000) It's always dangerous when we get too literal. After pondering an article about Beatnik in the New Gig, we decided that we grokked things enough to get out our bongos. We were almost ready to grow a goatee. Man, that lingo seems so familiar.

It turns out that while we weren't looking, there was a retro beatnik revolution. It's a Russian Space Mission. It's a record company. It's audio software. It's a band. It's a user's group (community). You can even get a beatnik job (which tells you in pure beatnik fashion that there is no such thing).

Did you know that a beatnik ran for President? No tie!

Or that the web will write a "groove" for you? Perhaps that's the way to exchange poetry with a real California Beatnik.

According to British Fashion News:

One of the coolest looks around, which doesn't rely on irony, is beatnik style. Simplicity is the key to getting it right. Budding beatniks should stick to black and invest in a beret and a polo neck for effortless cool. The only accessories needed are plenty of eyeliner, pale lips and poker straight hair.

They must have been wandering around our offices. Or maybe they met Ralph at bongobeat. We got to looking for a picture of Maynard G (for Walter) Krebs. Some think he was the quintessential beatnik. Some think he wasn't.

Turns out that our industry is located in squaresville, daddy. It's nowheresville, man, Can you dig it? We didn't even know there was a jobsville.

The point of this morning's ramble is that there are deep trends in the culture that we don't always see. Reaching out to workers who have roots in these cultures requires the kind of research (see above) that the web is great for. Take a look at the Maynard G. Krebs Dictionary to remind yourself about the complexities of a subculture. It's a lot harder to reach into the HipHop world or the immigrant subcultures. However, they have similar depth. Accommodating and celebrating is what real 21st Century Diversity programs will be about.

Meanwhile, Beatnik is the kind of technology that just sneaks up on you when you aren't looking.

- John Sumser

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