Ironically enough, lottery thinking is a chronic problem.
Lotteries of all sorts grab our attention and change our agenda.
A lottery is an almost random event, a longshot, one that promises to change your life (for the better if it’s a money thing, for the worse if it’s medical, etc.).
The simple and immediate nature of the outcome is an essential part of the lottery’s power.
Getting hit by lightning, finding the perfect job, having a djinni grant three wishes–these are all lotteries.
We spent billions of dollars keeping liquids out of carry-on luggage for no rational reason. It was simply a negative lottery, one that momentarily got the public’s attention and then became part of a narrative about control.
There’s a mismatch between how vivid an outcome is and the odds that make that outcome likely or important to our daily plans. High media attention plus sudden change plus low odds tend to focus our minds more than the opposite.
The problem with lottery thinking is that it takes us away from thinking about the chronic stuff instead. The pervasive, consistent challenge that will respond to committed effort.
PS relevant aside: The other day I was passed by someone who was headed toward me, at high speed, in the middle of the street. He was on an electric skateboard. He had on a face mask, of course, but it was askew. He wasn’t wearing a helmet and he was vaping, all at the same time. Go figure.
Culture fit is an interesting topic. Some revere it, while others revile it. (OK, maybe not that extreme… but wasn’t that fun to say/read?!)
About a year ago, I wrote about hiring for culture fit because around that time I was seeing more and more revile than revere for this topic. The topic has resurfaced in recent weeks, especially as it relates to diversity and inclusion.
Ruth Bader Ginsburg: “A court ought not be affected by the weather of the day, but will be by the climate of the era.” Martin Ginsburg: “The law is never finished. It is a work in progress, and ever will be.” (On the Basis of Sex, 2018)
Welcome to the second installment of the Field Guide to Reporting on Web Vitals! In Part 1, we covered:
What Core Web Vitals are
Why they matter
What tools you can use to measure them
In this post, we’ll outline two out-of-the-box solutions to integrate Core Web Vitals into your reporting. To illustrate this solution, we’ll use Google Data Studio (the Portent dashboarding tool of choice).
How to Report on Core Web Vitals in Google Data Studio
We recommend two methods of pulling Core Web Vitals data into GDS to create a comprehensive and automated web vitals report: the Chrome UX GDS connector and PageSpeed Insights.
To use this connector, go to Data Studio and select “Create” at the top lefthand side, and then “Data source.”
Search for “Chrome UX Report” and it will appear at the bottom. Click into the connector.
Enter the origin URL of choice, and then click “Connect.”
This connector only accepts origin URLs like “https://www.portent.com,” and does not accept full URLs, such as “https://www.portent.com/blog.” For additional information on how to input URLs, Google has provided an excellent resource for details about the Chrome UX connector.
After you create the data source, it’s ready to use and configure in Google Data Studio.
Here is a sample slide of how we recommend visualizing and reporting on the Core Web Vitals metrics, with five reporting elements called out.
This sample slide focuses on Cumulative Layout Shift (CLS). The five reporting elements are what help bring context to understanding CLS, and how it is trending on our website over time:
Last Month. This is a sideways 100% stacked bar chart that displays “Poor CLS,” “Needs Improvement CLS,” and “Good CLS.” I’ve set the date range to “Last Month,” and included each metric’s percentages for clarity. You can also mouse over each individual section to get a pop-out box of the metric name and result.I’ve also color-matched these to the Search Console report, for visual continuity.
Change Over Time. This is a 100% stacked column chart, set back as far as we have available data for the metric. This timeframe will vary from metric to metric (for example, the Largest Contentful Paint metric only goes back as far as September 2019.) The data reads from left to right, with left being the earliest data available, and right being the most recent. This chart allows you to see where improvements are being made and how. The metrics here are also “Poor CLS,” “Needs Improvement CLS,” and “Good CLS.”
Device Type. While seeing Core Web Vitals as a whole is useful, it’s also critical to understand that these metrics may behave very differently on desktop, mobile, and tablets, and therefore score differently. Having a “Device” filter allows you to see where these metrics are most impacted. The “Last Month” and “Change Over Time” charts are 100% stacked charts so that they are responsive to this filter.
“Good” CLS and “Poor” CLS compared YoY. We picked the “Good” and “Poor” metrics to highlight in the scorecard, with “Last Month” as the date range, and YoY comparison data underneath. This will tell you at a glance how your website ranks and how the metric has changed compared to the previous year.
Definitions. Core Web Vitals each measure a specific aspect of a user’s experience with a web page. We’ve used this section to reiterate what that measurement is, and what is considered “Good,” “Needs Improvement,” and “Poor” as it relates to each metric.
This format is repeatable for all three Core Web Vitals metrics, and First Contentful Paint. These are the first four pages of the report:
PageSpeed Insights via the URL Embed Tool
The second data source we recommend using in this web vitals report is PageSpeed Insights. To achieve this, we have embedded PageSpeed Insights measuring “Portent.com” in the final page of our GDS report:
To embed this report in GDS, click on “Insert” in the top navigation bar, and scroll down to “URL Embed.” Draw a box on the GDS slide where you want PageSpeed Insights to appear. In our report, we’ve dedicated most of the slide to the embed box for maximum visibility and ease of use.
After placing the box, you can define the URL of the embed. Simply replace the below URL with the URL you want to measure:
Embedding a URL into GDS functions as if you’re on the PageSpeed Insights page, except that it’s accessible in your GDS report, supplementing the Chrome UX Web Vitals data.
While the previous month’s Chrome UX data is available beginning the second Tuesday of the month, PageSpeed Insights are available to you all the time. It gives you an instant pulse check on all metrics and how they measure in real-time.
This report aggregates mobile and desktop separately, so remember to toggle between the two and see how they compare. This report defaults to mobile first, so you’ll need to toggle to see desktop:
PageSpeed Insights also outlines specific opportunities and diagnostics to give you tangible actions to improve your Core Web Vitals scores.
Benefits of Each Data Source
Using these out-of-the-box solutions, you have access to Core Web Vitals in your reporting in an automated and refreshable format.
The benefit of the Chrome UX report is being able to see trends in Web Vitals and change over time. PageSpeed Insights provides you with real-time measurement of your website and tangible action items to improve your Web Vitals scores.
Ultimately, using both sources in tandem and building a Core Web Vitals dashboard will help you get a better baseline understanding of which metrics you may need to improve, thus positioning your website for a smooth transition when Core Web Vitals become a ranking factor in the Google SERPs.
If you’re a futurist of strategist you’re in the business of widening your perspective. This is useful for seeing better into potential futures, but it’s also a powerful thinking tool for understanding what got you (or your client/company) here. This is important and often overlooked: what got you here, won’t work (as well) or be sustainable in the future. It’s valid when you go from individual contributor to manager as it does to go from today’s success to tomorrow’s. There’s a reason why this is hard to imagine and even harder to do: Fast gets all our attention, slow has…
Professional wrestling isn’t about wrestling, of course. It’s about who’s up and who’s down. The stated rules are there to be broken by some of the participants, and it’s not professional in any useful sense related to the sport of wrestling.
And the metaphor is powerful in many areas of life.
But we can’t understand the metaphor without understanding the forms of status that are on offer.
There is the status of affiliation. This is about belonging, about knowing and living with the rules. It’s about weaving together the culture and this affiliation leads to a form of popularity.
And then there is the status of dominance. This is about winning at any cost, cheating and subjugating. It’s about unraveling the culture in service of just one aim–victory over the others.
Professional wrestling creates tension between the two forms of status. We know that we all benefit from affiliation, but often are swayed by the avenging dominator if we see ourselves in them.
The theater of status happens in our daily lives. It’s who sits where at the meeting, or who gets to announce that the Zoom session is over. It’s the insurgent and that the status quo. It’s the dramatic back and forth between someone who seeks power and someone who is tired of being told what to do.
The successful affiliator doesn’t seek to out-dominate the dominator. Instead, affiliators weave together enough persistent community pressure to get things back on track. And sooner or later, people realize that the triumph of the dominator, while it can be painful, is short-lived.
Everyone wonders what the future holds for events if people are unable to travel or gather in large groups in the short term, and how the industry may be impacted in the long term. One thing we know for sure: Whether you are an event organizer or speaker, your business is changing. Given this disruption of the events industry, I’m super excited that my new book Standout Virtual Events: How to create an experience that your audience will love, which I co-wrote with Michelle Manafy, is out now.