Sign outside the lecture hall at the American Art Museum where Darwyn spoke.

I never got a chance to blog about Darwyn Cooke‘s lecture at The Smithsonian American Art Museum a couple months ago during the Snowmageddon. Instead, I thought I’d share a couple of the notes I furiously typed into my iPhone during the event and some pics I managed to snap. Apologies ahead: I own a first gen iPhone 3G and the camera sucks, so picture quality is kinda meh.

He speaks with a gravelly voice, like the chief of a newspaper or a Parker-like character from a film noir. He’s reed thin and possessed of a certain class, as if he’s living in the same ’60s of which he so adoringly speaks. He wears a crisp suit and looks comfortable and smooth.

Cooke did all his own lettering for his adaptation of "The Hunter."

He gets choked up when he speaks of Westlake. He’s visibly awed by the legendary writer’s effect on him, how Westlake became the wonderful person Cooke always hoped he’d be. His voice cracks when he mentions Westlake, and his droopy, hound dog face grows longer. There’s much love in this man.

Cooke regaling us with tales of AWESOME.

He tells a story of how he remembers the smell of his dad’s Old Spice cologne. His father would put on a jacket and tie to go dancing with his mom.

Cooke reads from Donald Westlake's original novel, "The Hunter"

Cooke’s 1960s is chock full of art, where furniture and cars are individual masterpieces along with typography, book covers, and more. To Cooke, things just looked good in the ’60s… as opposed to the boring little metal boxes people drive around in today.

A page from Cooke's "The Hunter"

Cooke shuns the label “creator” or “artist.” To him, he’s an entertainer. A storyteller. A workman-like view towards his chose profession: no nonsense and no pretense.

“You can’t sell Red Tornado comics to real people. They wanna read about… skiing!”

Regarding technology, Cooke spoke of how animated the title sequence to Batman Beyond on a Mac in his spare bedroom. It blew traditional animators’ and media techs’ minds at Warner Brothers, who had up until that time, shunned the use of such devices to develop new animation.

Darwyn Cooke, ladies and gentlemen.

Cooke pointing out the elements of AWESOME in his work.

Darwyn sketched Parker when he autographed my copy of "The Hunter"

Darwyn also sketched Green Lantern when he autographed my Absolute Edition of his masterpiece "DC: The New Frontier"

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One of the coolest personal experiences I’ve had of late involved meeting and hanging with a bunch of cats from Palantir Technologies, a Silicon Valley-based company that rocks a pretty cool data analysis tool. I’ve known about their software for some time, and I’ve heard good things about their products and services from some of their clients in the Intel Community and DOD. What I had not experienced, however, was Palantir’s AWESOME corporate culture.

I met Palantir’s Drew and Jon at the Gov 2.0 Expo in DC, where Palantir had spared no expense in setting up the biggest and baddest-ass booth in the entire expo hall. Instead of developing the same old tired convention booth marketing concept, Palantir had designed a cool little area in which to simply hang out and get to know their people. Drew described it as their “mullet booth: business in front, party in back.” While they flaunted the customary multiple widescreens on which to demo the Palantir system, the real draw of the booth was the pleather couches and full-on Wii gaming setup they had going on behind it. Oh yeah, and they were serving their visitors complementary beer. Motherfucker, JAM.

What Drew &  Jon showed me was a corporate culture that valued their people’s AWESOME way more than their products and sales of their products. As I learned, Palantir is all about its people. They let their teams self-organize to solve problems, and they provide tons of on-site perks that enable a creative, fun atmosphere. I got the chance to see this culture of AWESOME in action when I got invited to Palantir Night Live at Palantir’s Tysons Corner office last night.

Pro setup at Williams Sonoma? Nope. Just Palantir's AWESOME kitchen, complete with daily catering menu for its peeps.

Every month, Palantir Night Live features a rad speaker in the national security, intelligence, tech, or other related community that Palantir touches. Last night it was Michael Chertoff, former Secretary of Homeland Security and Skeletor lookalike. The event is a social one and underlies a key facet of Palantir’s people-based marketing strategy. The draw of this event has little if anything to do with the company’s products and everything to do with its culture. Palantir peeps are young, hip folks who enjoy socially building their business. So that means they value facilitating knowledge exchange (via AWESOME catering and bar service) amongst a variety of people in their social business circle. You saw govvies rubbing shoulders with bloggers at Palantir Night Live.

I would be greatly interested in seeing the sales leads generated from events like these, if those are even metrics Palantir tracks for the success of its marketing events. As a social business, I see Palantir experimenting a lot more in non-traditional selling, i.e. allowing its community of interest (customers, personnel, etc) to recommend the company within existing trust networks.

Skeletor-- er, Chertoff, draws the hotness of DC blogger "K Street Kate."

How well this works for the company’s business development strategy remains to be seen, but I can attest to the AWESOMEness of the culture. Their focus on people really underscores the value of a social business. Palantir doesn’t even use a whole lot of social media marketing because their in-person social marketing works so well.

I should also mention that a couple of my former Detica colleagues got picked up by Palantir when that company was unceremoniously acquired and assfucked. One whose work I respect a great deal told me how much he loves his new job and how he feels great working for Palantir. It’s people like this guy whose trust is based more on social culture than the old work-reward hierarchy that tells me there is something imminently special about Palantir. I would LOVE to work with these cats if given the chance.

For more on Palantir Night Live, check out the Twitter hash #pnldc and @palantirtech.

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As my 2010 evil plans evolve, I thought it prudent to establish a professional outpost for business I may undertake. Lo and behold, I give you @Du4.llc.

“What is this crazy madness?” you might ask. “What the hell do you know, Du4, that entitles you to hang a shingle?”

Well, it’s pretty simple. Over the past year, I’ve digested quite a bit of stuff that’s made me question the concept of “work.” Now, financial issues aside, work has never been terribly fun for me. There have been great jobs and great people, but never anything that exactly flipped my passion switch. Ultimately what I came to recognize is that there was no persistent stream of AWESOME in my work. @Du4.llc gives me the chance to change that.

If you believe all the Gary Vaynerchuks and Chris Brogans of the Web, then you may think 2010 is the year of the entrepreneur. Now more than ever, there are tons of resources available to launch anyone into turning their passions into work… or redefining work as passion. Semantics aside, it was that realization that catapulted me over the edge into launching a business of my own.

So what is @Du4.llc?

In short: @Du4.llc enables AWESOME.

The major criteria for work I undertake through @Du4.llc is that it’s AWESOME. This may entail embedding with a client to determine what’s AWESOME about their company… and what’s not. It may entail speaking to conferences and groups about AWESOME stuff (stay tuned for some exciting announcements about this soon!). It may involve conducting research and analysis programs into the deeper concepts that make up the super-concept we all know as “AWESOME.” It may be taking perfectly mundane and pedestrian tasks and turning them into something AWESOME.

For the time being, Must.Be.AWESOME!!!.com will act as the launch point for @Du4.llc activities. Eventually, I’ll get around to retooling the site to deliver better value for my clients, my raving fans, and anyone else who’s been participating in the convo. But I’ve got plenty to keep me busy in the meantime. In future posts, I’ll describe a little bit about what I’m doing for clients, how I’m designing my business around my own personal brand, and discuss some of the successes and failures that happen to me. If you want to do business with me or just learn more about @Du4.llc, shoot me an email at du4 at mustbeawesome dot com.

Thanks to everyone who’s been supportive of this venture. Thanks to you, @Du4.llc is gonna be AWESOME.

Short answer: Pretty much.

Umair Haque over at HarvardBusiness.org beat me to the punch with his Manifesto on Awesomeness. Now, on the whole, I like Umair’s writing. He’s crazy. I mean, look at this guy:

Dude looks like he’s got so much rumbling around in his brain, rays of badassness might come flying out of his peepers.

Umair argues that the days of innovation are over. Innovation, in Umair’s estimation, is old hat and not inherently COOL ENOUGH to continue to be that shining beacon in the distance that we should all be striving for. Instead, we should be yearning for AWESOMENESS, which he describes thusly:

Awesomeness happens when thick — real, meaningful — value is created by people who love what they do, added to insanely great stuff, and multiplied by communities who are delighted and inspired because they are authentically better off. [Emphasis mine.]

Putting all the other stuff aside, I want to hone in on the two things I highlighted above: love and insanely great stuff. Umair is right on the money in describing something that is AWESOME as something that has been born of love. It is often someone’s passion that produces anything of remarkable import.

From such love, insanely great stuff can come. I think this needs no further explanation. Plenty of other 21st century troubadour poets have said as much more eloquently than I.

Love + insanely great stuff = AWESOME. I can get behind that.

There is a GREAT conversation happening in the comments section of Umair’s post in which I highly encourage everyone to go participate. While I dig the guts of Umair’s manifesto, I still think he’s missed some things. Furthermore, many commenters – including quite a few bean-counting, butt-headed, bitch-assed defenders of Ye Olde Way Of Doing Things – have attacked him, pointing out his assertions’ naivety and the mere GALL – GALL, I tell you – that Umair would use such a silly word like “awesomeness” to replace the sacred golden cow of Innovation.

Umair, like a true son of the Social Media Masses, responded that The Awesomeness Manifesto is open source. That means, YOU can go edit it. Don’t like the concept? FIX IT. Think of a better pillar of Awesomeness that Umair missed? GET IN THERE.

What would NOT be AWESOME, but in fact be kinda LAME, would be if you just said something stupid about it in the comments (mine or Umair’s) and pretended to care.