communicating coworking

[Will Bennis, Locus Workspace]

Hi all,

In a LinkedIn coworking group that I'm in (maybe it's "the" LinkedIn
coworking group? :), someone posted the following discussion question:

"...[w]e are discovering that the term coworking is causing
confusion.Which simple phrases have you found to effectively relate
coworking,especially in print media?"

I thought it was worth opening that question up to this group as I've
run into this same problem and still don't have a good solution. The
confusion I've experienced comes from the fact that coworking is so
similar (in meaning and spelling) to co-worker. If I say I have a
coworking space to someone who isn't already familiar with the
concept, their immediate reaction is often to assume that it's
something to do with a place for co-workers, and though perhaps
curious about what that could possibly be, it's not something they
think they're looking for (even if coworking is exactly what they're
looking for).

Anyone have a nice pithy phrase (or phrases) that they think really
communicate the core idea?

Thanks!

Will

[Alex Hillman]

I think this is a catch 22, in the context of media at definitely but also in terms of sales: 

Any familiar word is unlikely to catch the attention of the media, in comparison to a new word that requires some explanation. 

On the other hand, it becomes up to the interviewee to be good at describing what it is to the interviewer, and hope that things don't get lost in translation.

Personally, I appreciate having the prompt of "what is that?" to explain what we do, because the response is most often "That's awesome! I need that/know someone who would love that/do you know of a thing like that near me!?"

Learn your elevator pitch, practice it, love it. Evolve it. 

Mine looks something like, 

"It's like a clubhouse for anyone who doesn't have their own office...or periodically needs to get out of theirs. If you normally work from home, cafes, or libraries, you might want to try coworking [at Indy Hall]. You get to work next to smart, interesting, creative people from more industries than you can imagine."

It doesn't explain everything, but it sets up prompts for more conversation and dialogue, tailored to that person.

-Alex

/ah
indyhall.org
coworking in philadelphia

--
You received this message because you are subscribed to the Google Groups "Coworking" group.
To post to this group, send email to cowo...@googlegroups.com.
To unsubscribe from this group, send email to coworking+...@googlegroups.com.
For more options, visit this group at http://groups.google.com/group/coworking?hl=en.

[Cadu de Castro Alves]

Will,

I have the same problem here in Rio, because the coworking concept is not familiar to the people.

If someone ask me what about is my business and I say "it's a coworking space", this one usually don't understand.

So, I'm getting used to saying that my business is about a place to support startups and small business, 

that we host events and everything that can bring value to these kind of people.

I always say the term "coworking" and explain the idea to them, because I think it helps to spread the concept.

Some people ask me what is the meaning of coworking or why we call our space as a coworking space.

My two cents!

Best wishes,

Cadu de Castro Alves
BeesOffice Espaço de Coworking @ Rio de Janeiro
Telefone: (21) 2233-5126 / 8464-3958
Website: http://www.beesoffice.com
Skype: beesoffice
Twitter: @beesoffice

“The guy who invented the first wheel was an idiot. The guy who invented the other three, HE was a genius.” - Sid Caesar

[Alex Hillman]

Some simple adjustments to your response could make your (and their) lives easier...describe how it works/what it does first, then give it a name (coworking!) that they can associate with it for the rest of the conversation! It sounds like you're already doing that, Cadu.

The other aspect of using the word coworking involves tying it back to the roots of where coworking came from...Brad Neuberg, who first associated the word "coworking" with the basic ideas of working alone, but together, and the founders of the Hat Factory, and Chris, Tara, and others who set up this group in 2006.

Educating people about the roots of this broader community, and not just your specific venture/space/community, puts a lot of things into perspective for people who haven't heard of it before!

-Alex

/ah
indyhall.org
coworking in philadelphia

[Cadu de Castro Alves]

Alex,

I do that when people ask me to explain the concept of coworking or when I have time to talk to them.

In general, I talk to the people in the elevator[1], on the street, in a bar, a restaurant and so on.

I must be as clear and short as possible to "send" the message.

[1] I recommend everyone who have problems with how to say in a short period of time to read about "elevator speech".

[]'s,

Cadu de Castro Alves
BeesOffice Espaço de Coworking @ Rio de Janeiro
Telefone: (21) 2233-5126 / 8464-3958
Website: http://www.beesoffice.com
Skype: beesoffice
Twitter: @beesoffice

“The guy who invented the first wheel was an idiot. The guy who invented the other three, HE was a genius.” - Sid Caesar