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The Keyser would be proud

Yesterday we talked about invisible enemies and actionable fear based motivation.

Behold: The Monster Steam 1200 pitch.

It not only cleans 99% of all germs and bacteria, it sterilizes and sanitizes as well and protects your beloved family, from parent to babies. 

Textbook.

Lessons from the Keyser

Q: what do you do when your product, in this case detergent, cleans so well that all dirt is washed out and you still need to grow your business?

A: You inform the public about microbes. Invsible organisms that infiltrate and get your clothes and skin dirty. They require multiple cleanings, as you never know when they are truly clean. 

But you can beat them, if you clean your clothes (even better to use new products) more often.

While it is good practise to demonstrate value of your product or service, sometimes it is better to point at gains that one is in danger of losing if no action is taken. 

The hard part is to find a balance between a fear that motivates and a fear that paralyzes. 

In our minds our dreams are real

District Major of Amsterdam Zeeburg, Fatima Elatik, compared the right wing politician Geert Wilders to Hilter. Of course she meant it differently and she had a more nuanced thought in mind. When given the chance to explain her statement, she does.

I found nuanced statements after googling a "hand me down" soundbite. The soundbite I overheard, some people tell each other, was "she called all PVV supporters nazi's".  Nowhere near the original tweet or the explanation given. Yet typing those words into Google let me a story about the incident, meaning other people interpreted the story the same way or were given a similair account.

What we mean or say, and what other people hear (and more importantly) retell, often will change as it passes from one group to another. Though we can't control how people interpret our statement and actions, we should be aware of the fact that meaning is assigned to us that we may or may not want to be associated with. Sometimes this leads to unexpected customers and fans, othertimes not so.

Either way, fact is that if we believe something to be true, sooner or later it will become part of our reality and govern our behaviour towards others. 

Looking for the bright side of business and life

*This post is inspired by me taking my own medicine, ha! 

A nursing home in Germany built an exact replica of a bus stop in front of the facility to stop Alzheimer patients, who walk out the the home. The only difference is that buses never stop there. “It sounds funny,” said Old Lions Chairman Franz-Josef Goebel, “but it helps. Our members are 84 years-old on average. 

Their short-term memory hardly works at all, but the long-term memory is still active. They know the green and yellow bus sign and remember that waiting there means they will go home.” The result is that errant patients now wait for their trip home at the bus stop, before quickly forgetting why they were there in the first place. 

“We will approach them and say that the bus is coming later today and invite them in to the home for a coffee,” said Mr Neureither. “Five minutes later they have completely forgotten they wanted to leave.” 

This ia a good example of a bit of creative thinking by focusing not on what is wrong, but on

a) what is there;

b) what is working within behaviour shown;

c) amplifying the positive instead of stopping a negative.

Which can be a quite usefull way of working, especially when trying to get client buy-in.

There is this form of therapy, called Solution Focused Brief Therapy. It is a form of family and personal trauma therapy. The big difference being: it refuses to discuss the problem you are experiencing. Quit bluntly, one of it foundational premises is that: the solution and problem are not in direct relation to each other. 

It asks the following questions:

what is wanted (vs what is wrong)

what is working (vs why is it wrong)

what are the strengths (vs what are the weaknesses)

what small steps along the lines of what is working can we amplify (vs what overarching strategies can we develop)

So from a business p.o.v. instead of doing research to become an expert at the clients problem, what if you focus time on getting the client to discribe the solution (say a margin growth of 8% by next year) and specify the ways this perfect solution could be noticed ? (read # of items sold, downing of cost by x amount etc...)? 

The second thing SFBT does is asks on a scale of 0 to 10 as to how close you are to your dream solution. If it is a 3, then you identify the things that make it a 3 and try to build on that. Most companies will not be a " 0", so there is always something positive to work with that enables you to achieve initial succes and momentum.

When you know what success looks like and what already is contribution towards it, you now start to focus on identifiying the ways to amplify this. 

Because again, the solution may not have any connection to the problem. But by starting from a "perfect solution" and working back to present day situations, time is used in a postive and constructive way. Even more so, because most people will have a harder time talking about their problems than about nice things.

See..like the Alzheimer patients mentioned earlier, sometimes trying to change hardwired bad behaviour can be to much trouble and in the end not bring you or the client the results both of you wish. 

But by working with what is there (and accepting that there is a negative and positive in every situation) and seeing how you can enhance the positive, you just might end up in a place where you, your client and your competitors did not expect to end up. And get there quicker, with a stronger bond between you and your client.

skills to pay the bills

I dumb down for my audience
And double my dollars
They criticize me for it
Yet they all yell "Holla"
If skills sold
Truth be told
I'd probably be
Lyricly
Talib Kweli
Truthfully
I wanna rhyme like Common Sense
(But i did five Mil)
I ain't been rhymin like Common since
When your sense got that much in common
And you been hustlin since
Your inception
Fuck perception
Go with what makes sense

Jay-Z "Moment of Clarity"

the above lyrics show the difference between a mainstream star and a profitable one.

Talib Kweli makes a good living of his personal brand of highly intelligent, mature rap. Jay-Z on the other hand makes loads more build on a foundation of his rap skills, but less and less dependent on those  rap skills.

In order to become a mainstream star, compromise around content will creep in
and stuff with no relation to your core business will become important.

And even then there is no way to be certain all this will make you a star.
As we know from work of Mark Earls, a major part of that is not in our hands.

Becoming a profitable brand on the other hand is very much within our hands.
It involves a distinct proposition that solves a problem in the lives of prospective consumers, whose value is clearly and uniquely communicated 

and backed up by a product and service that lives up to the communication.

Making sure we have healthy margins and focussing not on the mainstream,
but the people who buy our product, keeping them happy and growing that foundation.

Most people make most decisions about most products not out of loyalty towards most brands. They are open to try something new if given a compelling reason.

So next time you meet clients, ask them straight up what they really want, the fame or the fortune? One may follow the other, but it helps to know what to focus on first.

That will save both parties a lot of time and make for clear strategy, goals and accountability.

Advertising and Awareness

There is this story Gordon Livingstone tells in his book about Vietnam. As a young luitanant in the 82d Airborne he tried to determine the position of his platoon. His platoon sargeant walked up and asked if he knew where they were.

Livingstone answered: "according to this map, there should be a hill around here. Yet I don't see it." To which the sargeant said: "If the map doesn't agree with the the ground, the map doesn't work".

Our minds work quite the same way. They do not make sense of reality. 

They create reality. They create patterns out of incidents and give weight to events that just "are".

Because humans are irrational. We know this. And as marketers we try to exploit this. Only in order for that to work, we have to be able to step back and as Chuck D said: "Dont believe the hype".

Bob Hoffman once pointed out something about car commercials. We know that the buyers of cars are older. Yet the ads are created for an different audience. Because the map we (as irrational humans) have hinders us from agreeing with the ground.

Now having a wrong map is not always the problem. Daniel Kanheman tells the story of people who were lost in the Alps.

There is a group of Swiss soldiers who set out on a long navigation exercise in the Alps. The weather was severe and they got lost. After several days, with their desperation mounting, one of the men suddenly realized he had a map of the region. They followed the map and managed to reach a town.

When they returned to base and their commanding officer asked how they had made their way back. They replied, "We suddenly found a map." The officer looked at the map and said, "You found a map all right, but it's not of the Alps, it's of the Pyrenees."

The map, however wrong, gave them confidence to seek out a path down the mountains. In many ways this is what entrepreneurs and marketerts do. 

They seek out new ways of doing stuff. But much like the soldiers coming down the Alps (and mind you, these are people trained to make good decisions under pressure) if we look at how many campaings and products fail, it seems the time it does work has more to do with luck then skill.

The singles most important, and I would argue most difficult, skill is being able to see what is there. To just observe and notice, without starting to make assumptions. Without connecting or to letting your mind create reality.

It is something Zen Buddishm calles shoshin, beginners mind. But it would be more than just having no preconceptions or judgments. Being able to see what is there requires you to be able to focus and to be aware.

Whether it is the Account Manager talking to the client, without his mind wondering. Planners and Creatives needing to be able to look at what is actually being done and lived by consumers and not only to follow the brief or rely on research.

Focus, awareness and absense of judgement are the starting points to doing work that is, unexpected, capturing and effective.

Rob talked about investing in stressmamangement to help employees become better at their work. 

What I would suggest as a supplement is that, especially adland, industries that need imagination to thrive; we also invest in training our people to see past the personal frames, blockades and point of views. Having a resident psychologist to train with staff should be standard practice for an industry that uses them and other social scientists to see what other people are doing.

To actively start training the mind, not to learn, but to be able to shut down the constant stream of thought it generates. 

To become aware of wondering thoughts, lazy thinking and the kicking in of heuristics and mental models.

In order to capture the imagination of others we have to become masters of reality again, not of rationale.

how human nature can change consumption habits

The above commercial shows us a bias that can help producers and consumers change their habits to more eco friendly ways without less consumption.

It is called the Diderot effect

If you buy a bigger washingmachine, you of course need a better detergent to help with the bigger loads.

So if we want to change habits on a macro scale , look outside the category and see what social and cultural cohesion the item provides. Link to it and get the consumer to be consious of the link.

Want to sell more items as a retailer, well if you sell clothes, get your local hairsalon and shoeshop to have a sale to. New haircut leads to new manicure and pedicure leads to new shoes, new bag, new clothes, new person (well untill next season that is).

At the beginning I stated that it can be used to change habits to more eco friendly ways, but it can be, and has been, used for any number of goals. That depends on the intentions you have.

Show, don't tell

Above three pictures taken in the Rotterdam subway this morning.

1) Advertising space in the wagon I was sitting in.

2) An ad announcing the sale of seasontickets for local Premiership Football club Sparta. 

For the season 2008-2009

3) The media company that sells the space, trying to convince potential advertisers for this medium.

If you are going to tell somebody, that doing business with you is a good idea, it might help to show it with more than words alone.

social norms, people and marketers

A couple of things caught my attention last week. And both got me thinking about social norms and biases.

First of, several people around caught a light bout of flu. Nothing serious or Mexican, just a bit of a temperture and some chills and coughing. However after asking them how seriously they were treating this (given the context), I was surprised to find out that they in fact did not see it as something serious. 

Reason being, they said that they most likely got it from a colleague or family member and that "it was doing the rounds". So they were not worried about it. It would pass.

The second thing is the ad you see at the top there. It is an ad for a Dutch electricity company. On it you see Maurice de Hond, a well known opinion poller in Holland. 

The tag line reads:"94% of Dutch Households pay to much". Which struck me as something odd to communicate. 

From research conducted by dr Robert Cialdini and by the work of Mark Earls we know that people copy behaviour of other people and that when told of a social norm, people tend to adher to it.

So saying that 94% pays to much, seems to me to generate the same effect as those I asked about their flu: "everybody is doing/having it, so I am not really worried or going to change my behaviour".

Now of course making people aware of the dangers of having a serious, and hugely viral strain of flu is important, as is letting people know that they are paying to much for utilities. 

I have no data to doubt the success of the ad campaign, but I am left wondering if, pointing out the possible fact that your neighbour is most likely the only one on the block not losing money by paying to much, could have a bigger impact on converting sales. 

As would getting one or two people to wear flu-masks could do more for awereness of the possible pandemic and get people to take it more serious.

The way we allow people to absorb and proces our information, is at least as important as the information itself, if we hope to inlfuence any change and action in human beings out in the real world. 

Perhaps common sense, but well worth remembering.  

what we can learn from pick up artists

Seeing as I am based in Holland, I thought it time to write a bit in Dutch, and for a Dutch blog.

As of today I will be blogging for Molblog, one of Holland's most read blogs about marketing.

My first piece of writing is here, but since some of you may not be fluent in Dutch, below is a translation.

What we can learn from pick up artists

There is a crisis. Not that economic one. No. There is crisis in the world of pick-up gurus. Yes, pick-up gurus. Men who can get every woman an teach followers how they can get laid as well.

It all started with a book several years ago. Called "The Game". It describes journalist Neil Strauss, on his quest to become PUA, Pick Up Artist. The book was a bestseller. But also ensured that women got insight into the workings of these PUA's. 

Because, despite all the shits and giggles, these gentlemen had a process. Their practices were secretly shared on forums and message boards. 

From opening sentences, to routines and field reports, PUA's were constantly trying to improve efficiency and speed up the scoring. 

Yet suddenly opening phrases were known, routines (a fixed linguistic pattern to achieve a positive result, think AIDA, but in the pub) were spotted and PUA's were ridiculed. This led to a number of the gurus proclaiming that they found a new way.

Method vs. Natural 
This new group was a response to the way it had been up till now. Until now, PU's were a series of steps and mechanics. First there was the opening, then the routine, then increasing the tension and finally .. action. Hence the name Method. 

But by now the audience knew how it worked, the effect became less strong. This led to even crazier openings, increasingly complex routines. But this did not lead to improvement in outcome. Only more noise and ridicule.

Group two said that a pick-up (PU) was a spontaneous, natural thing, and that you as a PUA attracted women by being yourself. The best self you can be, but still yourself. 

No script, no story,just a spontaneous interaction that had an open ending. If there is no script, then you could get caught, and if they liked you because of you, you do not need to worry about fullfilling the image what you portraying with your routines (self-insured and cocky, etc. 

For followers and gurus, this is a more difficult path. It requires self-improvement of personality, appearance and self-confidence before you proceed to chase. But if we believe the feedback the Natural way is beating Method. 

Not in the least because the practitioners are at least feeling better about themselves and are no longer stressed out memorizing routines. 

Action speaks louder than words

Yeah ... .. so what you're think. This is a marketing blog. Correct. And from a marketing standpoint there are some interesting observations. 

Google, Hyves, Facebook, HBO, Skype, show us that many of the strongest brands over the last 10 years were built by attracting customers through a disproportionate focus on product and service innovation. Not product and service communications (which still plays a role, but a lesser one). 

Research of the University of South London shows us the same. In a study of purchases over time, researcher Charles Graham discovered that despite large amounts of money brands spend, market shares remaines stable. He saw that the market shares of most brands in the study increased or decreased by 3 percent, but always within that margin. 

Only six brands increased their market shares by more than 6%. These changes were "not achieved by changes in promotional mix" but by "exceptional, strategic and structural innovation." 

So ... 
Like PU gurus we are in a crisis. Consumers are more aware of our practices, trust the advice their friends more than our commercials and many businessowners and CFO's can't get a good answer to the question of "what that budget is contributing to the bottom line".

But therein lies the opportunity for our industry to show our value. Not by better creation of campaigns, but by challenging our customers and clients to learn, innovate and be of real value to the lives of consumers in those moments when they need us. 

Only we will have to look at ourselves first. For an industry that brags about innovation and creation, we have only played a modest role in the creation of the above mentioned brands or the many other innovations that we know. 

Not that there is no place for advertising agencies, but decades ago an agency developed the idea of the soapseries, now we fill the few minutes between content blocks. 

For just as women do not mind a talking to fun, spontaneous guy who, in addition to humor and self-confidence, actually has something to say, consumers have nothing against seduction by advertising, products and services, or spending money. 

Only the umpteenth variation on "Don't I know you from somewhere ..." will not get us of the list of "things which can be cut", just as it won't help PUA's get dates...

the power of culture and social norms

Ovens "big enough for a Christmas turkey". 

Freezers "with enough room so you always have food for unexpected guests".

Just two examples of clever marketing, using extreme events (once a year Christmas and let's say twice a year unexpected dinner guests) with latent cultural and social stigma's that still work on the (post)modern human beings decision making proces.

In each case they were used to sell us more. But the principle can also be used to change behaviour towards sustainability.

So ask yourself: what extreme situations with cultural resonance, and the possibility for social failure do you have within your particular business? 

These types of situations and this type of approach will allow you to change behaviour by make the unlikely (yet when it happens very socialy uncomfortable) become a focus point, thus making acceptance of the new behaviour seem obvious.

Perhaps a bit evil, but given the fact it worked the first time around, I am betting it would work again. 

the era of High Concept returns

"High concept often has themes based on an existing area of popular fascination—such as sharks, dinosaurs, flying saucers, the Titanic, and so on— thus having a ready-built foundation of subsidiary issues and ever-ramifying facts that can feed the machine, on levels ranging from the superficial to the intellectually or factually exhaustive".wikipedia

Better go and read this. Now that (at breakneck speed) technology enables us to belong to, and interact with likeminded people from around the world, the art of doing stuff that is: 

"easy (flows naturaly with needs and wants, instead of creating them artificialy) to sell (cash is king again) to a wide audience(facebook being an example: more and more oldies instead of just kids) because it delivers upon an easy to grasp idea that is original, interesting, colorful and sometimes humorous (pull people together and give them something to do)", is a skill marketers need to get reacquainted with.

Billy Apple exhibition in Rotterdam

thx to her. If you are in Rotterdam, do visit here.

don't care about being original, care about being great

note to self: adland problem #1

" A perfection of means and a confusion of aims,
seems to be our biggest problem"

Albert Einstein

Clients remember: output and risk not input and gains matter when judging creative work

The cultural and commercial worldwide success know as MTV Unplugged came about by sheer luck and coincidence.

Bon Jovi was asked to perform at the '89 MTV Awards. The crowd at home and in the audience responded with great enthusiasm to their stripped down version of two great electric songs. Executives at MTV took a chance and ran with it. The rest is history.

Never judge the work on how it came about. Best never to ask either. Only judge it by the outcome. For the process is often times messy and unruly and sometimes literally just takes seven and a half minutes to produce great work.

And don't worry if it will become a hit. You don't know. Look at the risk instead. If the downside is something you will survive, take a chance, so at least you know what does not work and you can move on to something else.

Nobody got ahead by staying at the back of the pack.

everything you need to know about getting a date and doing effective advertising

Flowers? No
Money? No (perhaps, but for the sake of argument, let's not open that can of worms)
Cars? No
Stylish dressing? No
Humor? Mehh
Good Looks? Don't hurt, but not really dealbreakers
Social skills? Usefull
Power? Hmmm...

All of the above are really just rationale that help propagate certain emotional triggers once all that matters is said and done.

So without further ado, and with an explanation following, the one thing you need to know, the only thing you will ever need to know, the thing you wish somebody had told you when you were younger... to get a date or to create advertising work that works is:

Get people to do something for you. *pin dropping*

Get people to do something for you. That's it. You don't have to believe me, and you are allowed to be sceptical.

But is it true. Under certain circumstances, which are not difficult to figure out or to set up, all you need to do, to be effective, is to get people to do something for you. Allow me to explain.

As I was walking around Berlin, I experienced something that amazed me.

Being approached by strangers, who, after spotting me and my mates standing there with camera's, would volunteer to take our picture infront of set building or whatever.

Total strangers who after taking the picture would, without being asked to, proceed to explain something about the place, ask what we had seen, so they could recommend other things and in some cases even offer to show the way or play guide. And all the while seeming to enjoy it and having a blast doing it. Absolutely amazing.

So I asked myself: would asking for it have the same effect? Would me going up to total strangers and asking to have my picture taken, have some of the same generosity effects?

It turns out that it does. Walking up to elderly, kids, mothers, police men, and off course good looking females, pretty much resulted in the same things:

1) They were more then happy to take my/our picture;
2) When given the chance to, most were happy to either walk us to some other piece of culture, tell us what they knew about that one, or exchange numbers to continue the conversation at another time.

Asking a tourist or a local was not much different as far as the actual action taken was concerned. The conversation that took place after was, but that is natural as the context changes from interaction to interaction.

This experience a bit of an eye opener. And it also helped me cristalize certain vague ideas.

First of it made me even stronger in my belief that awereness is overrated. And that people who think in terms of

1) Awereness
2) Interest
3) Action/purchase

are missing the point and are wasting time and money that clients and agencies could and should be using more wisely.

As I touched upon here, the idea of figuring out the conversion side of things down the line, is thinking that is not going to help convince clients with limited budgets and consumers with selective attention.

Start with action in mind and build from there.

1) solicit an (predictable)act (of culture)
2) create a conversation ( and in the case of brands a relationship, though remember that the one with the least invested controls the relationship)
3) allow for the experience to spread

This is a far more effective way to go about things. Perhaps counter intuitive but effective.

Why?

1) First off because by getting people to do something for you, instead of you doing something for them, you can cancel out major penny gap effects.

See people are inherently selfish. If you cook a meal for others, you do so off course to have them enjoy that meal, but there is also the expectation of getting some kind of compliment. Nothing wrong with that, but the selfishness is always around. Not being acknowlegded makes for sour grapes fast

And well, most brands, when making that piece of funny film, commercial, ambient or giving that stuff away for free, act friendly but expect to monetize on that friendship at some point down the line. But as Dan Ariely has shown us, doing business after we have been social does not work, most of the time and for most industries.

By asking for action from the other party first a couple of things happen. The most obvious is the fact that you learn the other party's flight or fight mechanism. If they don't run away, or turn hostile on you, well you got yourselve a keeper.

Always nice to know up front and not after you did your whole song and dance routine, if only to keep you from overcommiting some sterile strategy that got the ok in focus groups (kicking a ball into the back of the net during a match is still the only way to score, nobody get's point for training extra had). Which off course does wonder for the accountability of the effectiveness of an agency, as you end up doing stuff that works in the field.

Secondly from action follows belief and enthusiasm. Or more exactly the belief that "If I do something for you, well you must be ok. Because no way in hell am I gonna do something for someone I do not like. And if I like you, well I might as well like you alot."

Asking up front for action (and by the way this can be a small action, because as long as it has some cultural/social element build into it and is asked in the right context, it will resonate and kickstart our heuristic mind and thus resulting in conversion with bigger than expected certainty) we thus avoid the problem that most guys dread: How to go from friends to lovers after you've invested time and resources, making her think you are friends. Or how to convert all that awereness into action.


2) As I said here, the magic starts after the act is performed. After having asked for an act (of culture) by the other party, and this act is performed, the other becomes part of something shared. And if it is something worth spreading, he will do so if only for the simple but powerfull reason to have something new to say to friends and relatives.

In my personal experience, having my picture taken by other tourists with a mobile phone, allowed me to get the picture bluetoothed or mailed to me, my mates there and at home and all of their friends. A simple and easy way to make the act of taking a picture into something more, a story/conversation starter.

Circumstances

As I noted above, one does need to take into account certain things before asking for action.
A couple of major once are:

1) the context of asking

When I asked to get my picture taken at the subway near the appartment outside of the tourist city centre, the results were not as great. Still not to bad (as most people even though we are selfish, or perhaps because we are selfish and do it to make ouselves feel good, still want to help others when asked), but not as great. So the obvious lesson is: Context.

Right time, right place, determine how forthcoming the other will be and how effective the proposition asked will enhance the status of the one being asked in the eyes of his peers (turning down a tourist in a non tourist part of town, may not make you seem a bad city ambassador as when you do it at Checkpoint Charlie.)

2) The culture of the solicitation

As noted above asking something at the right time and place makes for better response. To upp it even more the question posed has to have some culture in it. Asking somebody to take your picture at a tourist spot, feels natural and right. Our instincts do not raise red flags. And since we are genetically trained to spot that which stand out in order to survive, we should take into account the history of humans when asking.

Asking people to look after your bag in a library, or asking for a light inside a pub, also work. One because well library = earnest= safe = off course you would watch a bag. The other because pub/club = fun = flirting, fire = danger. With the smoking ban it becomes somewhat of a law defying act thus making you seem masculine. (But this all pure speculation. Though the results were good. Better then asking for your picture to be taken in a library, or having someone watch your stuff in a club).

So there you have it folks, ask (don't give) for something that seems natural, fun and sharable and people will most likey do it, with pleasure and talk about it afterwards. All markets are solliciations, so might as well ask.

briefings and/of the future

"I came into this motherfucker a hundred grand strong
Nine to be exact, from grindin G-packs
Put this shit in motion ain't no rewindin me back
Could make 40 off a brick but one rhyme could beat that
And if somebody woulda told 'em that Hov' would sell clothin
Heh, not in this lifetime, wasn't in my right mind
That's another difference that's between me and them
Heh, I'm smarten up, open the market up
One million, two million, three million, four
In eighteen months, eighty million more "

What do you do when you sell drugs, but you figure out that your rhyming ability can earn you that much needed goal of money, cars, hoes* faster and safer? You start rhyming off course. Quite obvious really.

Now what do you do if your artform is laced with refferences with regards to luxury items, such as clothes, cars jewelry etc? Get endorsments by those? Mehh..could go that way aka the "tommy hilfigger is my nigga" namecheck strategy by Mobb Deep.

Or how about you start your own companies (RoccaWear, Roccafella Film, Roccafella records, Armadale Wodka to name a few) in one or more of the markets you are already are advertising for as a platform? Get some of that equity out of those acts of culture instead of a paycheck? Sounds more like it, right..

Well if it does sound more like it then why is it not more common?Why is Jay-z worth more than 200 million and Mobb Deep say, one or two million? Leaving aside issues of musical taste and talent, the revenue streams were there for both of them, yet one took full advantage and the other did not.

And the difference: Effectual reasoning.

Effectual reasoning is basically the mindstate of an entrepeneur. It asks the simple questions: What do I have of value?
Who am I?
Whom do I know?
Will I survive if this path fails me?

In other words it starts with the available means and the risk and works toward eliminating risk (thus gaining ways that work), instead of stating a problem and rewards and then working towards achieving those rewards.

Now why is this distinction important? It could inginite the industry again to become the force it was during the the 1960's and it is the writing on the wall for those who continue to hold on to the olden ways.

Couple of factors also make it the perfect time to stop and think about our way of working.

1) Abundance in the West
2) Growing importance of cultures and regions where abundance is not standard


Right now the tech advances are such that companies/citizens in the West can pretty much get all the supplies they need for free or at bargain prices. So the need to spot a gap in the market, which will always be important, is not the primary point of entry anymore. If most markets are without scarcity and work for free, you will need to be about more than product differentiation and pricing. You need to be about you. And this is good because?

Well everybody is banging on about authenticity, story, narrative, recession, budgets, monetization, accountability and the likes. And well, they are right. By looking inward at what you have build up in the last decades, at the resources at hand, you will find true differentiation in little acts of culture or in processes that are unique to you. Things that could help your customers within habits established, without it costing you a dime. Again I like to stress that it is not just about soft stuff, but also the hard stuff that you have under your noses. Change the point of view and they become assests.

Africa, Asia, Latin America. Powerhouses of the now to next. But also places where resources have been scarce. And will continue to be for some time. However because of the somewhat levelling playingfield via the web and globalisation, the culture of making the most with what you have and not being tide down to methods (because the only criteria you have is, does it work, as in does it feed me, give me shelter etc NOW) all of a sudden becomes a major business advantage.

You see just coming up with an goal idea and then trying to get it spread without any backend, is nice when you've got funding. When you have to fund yourself along the way, you learn the value of conversion and monetization. And who likes monetization? We all do, and clients the most.

(The next creative advertising revolution will come from the third world cultures, largely because their definition of creativity is different. It is creating something out of practically nothing, not getting bogged down in form exercises that serve no value, but that is a post for another time)

Taking these (out of many more ) factors in account, working from a viewpoint that allows for quick connections and affordable failure enables us to achieve more tangible results, hence not only making the adland industry gain that much needed Accountability tag, but it also allows us to slip in the social(ist)/2.0 principles the plannersphere has been wetting itself (me included) over, up to the C-level.

And doing it all while not costing the client any money. And that is important. Because reality is, fear still works. Fear of loss of face, job, prestige, budget etc works. Quite powerfully.

Right now it works to stop advances, because we can't convey the value down the line. But it could work in our advantage as we focus on taking away fears because we elimate the downside instead of trying to figure out the upside in advance.

Off course this is easier said then done, hiring practices will have to change at agencies, training has to change at agencies, compensation will have to change at agencies. But guess what..That will happen with you or without you.

Don't say I did not warn you. Smarten up, open the market up...





*lyrics by Notorious BIG

coming full circle pt2.1 :shared responsibility

coming full circle pt 2: intent and output

Brenda Paz, 16, was an informant on Mara Salvatrucha, aka MS-13 in the state of Virginia in the USA. She wanted to turn over a new leaf, but was found out and murdered in 2003 . Paz was stabbed, and her throat was slit. Brenda Paz was 4 months pregnant.


Anthony Haynes died in Brooklyn for a blue bandanna wrapped around his head, the symbol of his allegiance to the Crips, a street gang originally from LA. At age 12 in 2000, Anthony was one of the youngest victim of the bloody gang war that was raging in south Brooklyn New York.

Their stories served as a backdrop for my personal thoughts on the interconnectedness of our lives and the fact that we need to accept that everything we do has more impact than that we think it does.

" Very few men today comprehend the totally integrating significance of the 99 percent invisible activity which is coalescing to reshape our future "
-Buckminster Fuller-


The fight against cocaine in Florida.
Cocaine as a drug got popular in the 1970s and early 80's. The drug became particularly popular in the disco culture, as cocaine usage was very common and popular in many discos such as Studio 54. So much so, that Time magazine wrote about it as the drug of the high society. And with the demand so grew the supply.

The main point of access for the South American cartels was the state of Florida. Strategically located a few miles from the Caribbean and being within driving distance of the major east coast cities, it was the perfect place to set up shop.

As members of the drug trade made immense amounts of money, this money also attracted much violence to southern Florida.

Outraged by the drug trade's increasing violence in their city, Miami citizens lobbied the federal government for help. President Reagan responded by creating a cabinet-level task force, the Vice President's Task Force on South Florida. Headed by George Bush, it combined agents from the DEA, Customs, FBI, ATF, IRS, Army and Navy to fight drug traffickers. It proved to be a success for a small period of time.

This law enforcement pressure drove many major players out of the picture, and forced the South American cartels, which were not about to lose out on the most lucrative market for their product, to find an alternate route for the import of cocaine. They found their answer. And then some.

There are known known’s. These are things we know that we know. There are known unknowns. That is to say, there are things that we know we don't know. But there are also unknown unknowns. These are things we don't know we don't know.
- Donald Rumsfeld -

Freeway Ricky, Crips and the fight against the Red Danger

The cold war was at it height in the 1980’s and the US involvement to stop communism from spreading as well. In it’s effort to fight communism the US got involved against the Sandinista government in Nicaragua. And as it turned out to fund the fight, cocaine profits were used.

The CIA, to amass as much funds as possible for the fight, allegedly recruited dealers. And to raise the money needed fast, the dealers switched tactics.

First of all to get away from the police heat they set up shop on the West Coast of America. Using Mexico to smuggle their dope. And instead of selling to the people of Beverly Hills or other places similar to the customer base they had catered to in Florida, coke dealers started selling the drugs in the ghetto markets of L.A.'s.

What at the time might have seemed as a foolish strategy to apply turned out to be the start of the longest war in the history of the US. One the government and various defense agencies did not foresee and, in the end could not control.

According to his wikipedia entry Ricky Ross was: Born on May 3, 1960 in Troup Texas and as a young child moved to South Central Los Angeles with his mother. Originally interested in tennis, he pursued a scholarship while attending high school. His coach would later find out he was illiterate and removed him from the school. To make money, he turned to selling drugs to pay for tennis lessons. It was through Henry Corrales, a college friend, that Ross was introduced to cocaine. Through Corrales, Ross found a connection to purchase cheap Nicaraguan cocaine: two Nicaraguan exiles and alleged agency recruits Oscar Blandon and Norwin.

And what helped him become the biggest dealer on the West coast of the USA was that he had access to one of the biggest gangs of LA: the Crips. And the arrival of an epidemic.

The crack that let the genie out of the bottle

Right around the time that the Latin drugs dealers, who were preparing to sell the drugs on the west coast of the usa were setting up shop, street-level drug users were figuring out how to make cocaine affordable: by cooking the powdered form into little rocks that could be smoked: crack.

Nothing was the same afterwards. Cocaine smoked gives a high unmatched by 10 times as much snorted powder. A tiny amount was needed for the high, so the price for cocaine dropped so low that everybody could buy it. More addictive and less expensive. A dealers dream.

Within a year, Ross' drug operation grew to dominate inner-city Los Angeles, and many of the biggest dealers in town were his customers. When crack hit L.A.'s streets hard in late 1983, he was the man at the right place to capitalize on this epidemic. Which he did, with a little unintended stroke of fortune.

The urge of the freedom fighting dealers to get as much money as possible drove them to give Freeway Ricky (named so because he had a lot of property along highways), drugs on consignment and at bargain prices. This allowed Ross to undercut virtually every dealer he encountered and expand his empire with rapid speed.

His main points of distribution were the Crip gangs of LA. And so with his expansion and growing wealth so did theirs grow.

The Crips are a primarily, but not exclusively, African American gang founded in Los Angeles, California. What was once a single alliance between two autonomous gangs is now a loosely connected network of individual sets, often engaged in open warfare with one another.

The Crips are one of the largest and most violent associations of street gangs in the United States with an estimated 30,000 to 35,000 members. The gang is known to be involved in murders, robberies, and drug dealing, among many other criminal pursuits.

What had before had been a local gang fighting over blocks in LA, was turning into a drug army, able to buy heavier guns and increase the violence to heights unseen before. And to places that had never heard of the Crips (and their great rivals the Bloods), but now will not see the end of them.

The rise of MS-13 as an international force of mayhem

Any major alleged US government involvement with narcotics ended with the Iran Contra scandals of the late 80’s. What did not end was the smuggling of drugs via the Mexico route.
Up until the 1970’s Mexico was a place that people went to get soft drugs, mostly marijuana.

But as stated above, with the forced exile of dealers from Florida, Mexico became the primary route smuggle cocaine through. And with the fall of the major cartels in Colombia, the Mexican smugglers and their related gangs are becoming the ringleaders.

According to the LA Times: “ About 90% of the estimated 780 tons of cocaine entering the United States each year passes through the hands of Mexican drug traffickers, according to U.S. studies. Mexican traffickers see Central America as a natural hub between their Colombian suppliers and the smuggling routes the Mexicans control on the U.S. border. A war among competing cartels to control those routes, known as "plazas" in Mexico, led to more than 2,000 killings in 2007.U.S.

Officials said that Central American organized-crime groups, working with the Mexican and Colombian cartels under a subcontracting system, are reaping huge profits. That money, in turn, is fueling a crime wave, especially in Guatemala and El Salvador.” MS-13, by accident/luck, being one of the biggest actors and profiteers of this wave.

The MS-13 gang, aka Mara Salvatrucha 13, is one of the most dangerous gangs in the United States - and one of the most organized. Like many gangs, MS-13 was named after "La Mara", a street in El Salvador and "13th Street" in Los Angeles. The gang originated in El Salvador and initially consisted of violent guerillas that fought in El Salvador's civil war.

The Mara Salvatrucha gang moved into the Los Angeles area in the late 1980's as immigrants from El Salvador began arriving in the city. The early Los Angeles MS-13 gangs sought to protect El Salvadorian immigrants from the ruthless LA gangs. As with many gangs who's original intent was to protect others, the gang soon came to prey upon the Salvadorian community themselves.

In order to break up the gang the US installed a policy of deporting members to their home countries. But a deportation policy aimed in part at breaking up a Los Angeles street gang, backfired and helped spread it across Central America and back into other parts of the United States.

Newly organized cells in El Salvador have returned to establish strongholds in metropolitan Washington, D.C and other U.S. cities. Prisons in El Salvador have become nerve centers, authorities say, where deported leaders from Los Angeles communicate with gang cliques across the United States.

The lesson of the Iroquois

"In every deliberation, we must consider the impact on the seventh generation... even if it requires having skin as thick as the bark of a pine."

- Great Law of the Iroquois -

What was intended as a short and local fight against drug dealers in Florida, turned into (via foreign policy interest) an international problem devastating urban communities in the USA, bringing Mexico to the brink of total social unrest and allowing the violence the USA wanted to fight, back into the USA bigger and stronger than ever.

The Crips are in New York. MS-13 is gaining in strength across the entire US and various countries in Central America.

Of course to just write that the killing of young Anthony or Brenda Paz, is the result of a failed foreing policy strategy of the USA in the 80's or that drug dealer Freeway Ricky is sole responsible for the spread of violence caused by the Crips and crack cocaine is to easy and most of all wrong. I am willing to bet that nobody even thought of the posibility of things turning out as they did.

But the fact is, that actions taken, took on a life of their own and propageted their reactions in their own way. The output of actions taken many years before Brenda's and Anthony's deaths, did have effects on their lives.

Brenda Paz, born in Honduras and raised in LA, did migrate to MS-13 chapters in Virginia. Anthony did become part of the Crips in New York, because the Crpis were able to be there for him to join.

Both geographical locations are not natural habitats of these gangs, but became so due to policies and decisions made by individuals on both sides of the law.

So what does it all mean?

Perhaps it is too much to think seven generations ahead, but the Iroquois did get it right in spirit. And (don't laugh) so did Donald Rumsfeld.

The effects of our decisions are not a snapshot and do not live in a vacuum. They are always shared. Shared by all of those (known and unknown, intended and unintended) who feel the effects and act upon these decisions in their own way.

At the time of decision or down the line.

We need to remember this and "be willing to implicate ourselves in the consequences of our imagination"* and actions.

Thank you.

*quote by bruce mau

4 p's of my marketing thinking

• Predictive

• Propagative

• Personalized

• Participatory

presentation P&O Cruises

P&O: Staying ahead means thinking ahead

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About the Community, by the Community: a presentation by Neil Perkin

Neil Perkin asked people to help create this presentation about (online) communities. 

Below the result.

Hat tip to all for helping and to Mr Perkin for making it something special.

A Presentation About Community, By The Community

View more presentations from neilperkin. (tags: communications socialnetworks)