Cavemen Speak. A marketing lesson from Family Guy S04E27.

Watching another Family Guy marathon on BBC Television earlier this week, I came to realize that we need to start taking back-to-basics marketing seriously. What marketing lessons do you see in this brilliant piece of storytelling?
I believe there are many lessons to observe in this Family Guy episode. They are detailed under the video. I encourage you to watch the full episode. It rocks. Hard.

On Evolution.

People are social animals. They live in hordes. We like to call that communities. Basically we’re still cave men. That’s how our mind works deep inside. As result, we can look at “Cavemen Sales processes” to understand marketing and communication lessons for today.

Cavemen Speak. Peter Invent Wheel. No one want wheel. Maybe Peter Wheel Sales Pitch not good enough?

Peter tries to sell the wheel to potential customers by putting up a story to convince them. He tries different tactics, tactics that might sound familiar to you:

  • Benefit Communication: communicate the strengths of the product. And believe people are rational enough to get the benefit. Failed.
  • Promotional Communication: communicate your product and offer an extra. Believe people are really eager to get the extra that they buy the product. Failed.
  • Means-End Communication: communicate your product as a means to an end. In traditional TV advertising this is often seen. Failed. Well, I didn’t actually in the episode but it often does in reality.

So, everything fails, huh? Yes. And maybe because the fragment doesn’t show how Cavemen Trade happened. It occurred while surrounding around the fire. Not on an advertising stage.

The snag: Cavemen didn’t have an “advertising stage”. They had a conversational fireplace.

There’s a snag in the above. Cavemen didn’t have an advertising stage. They had a conversational fireplace where all stories within the community resided. Sounds familiar? It should be. Today’s consumer sphere is mostly happening in a conversational fireplace. Yes, Think social media.

In case the context is similar, one should deploy the success factors. These elements are the essence of back-to-basics marketing – which I detailed in an earlier post.

Back-to-basics Marketing. How Cave Men Traded.

To describe characteristics of Back 2 Basics Marketing, one can look at how “Marketing” worked in the age of the cavemen. Let’s dig a little deeper into that.

Cavemen initially had no media except for their own voice. Speech was important. It was the manner to transmit information from one to another. This not rarely occurred in “community gathering” fashion, to know, gathered around a fire.

It was the perfect moment to inform people about specific skills, knowledge and expertise another community-member possessed. The way information was transmitted was mainly through telling stories. Stories are easier to remember, pass through, etc. than e.g. bulleted lists.

Furthermore, discussing one’s “business” ( = something he could provide to the community) in a public forum (the fire) resulted in a strong focus on delivering quality and servicing customers. Successful cavemen entrepreneurs made sure their quality & service was endorsed over and over by customers around the fireplace. Today we call that customer advocacy & ambassadorship.

Finally, because of the above context, there was no single cavemen offering “crap” to the market. Crap couldn’t survive very long. All products and services had value that exceeded the pure financial one. Crappy products, services (and hence brands and enterprises) were put to flames during the community gathering.

Back 2 Basics Marketing

Back 2 Basics Marketing

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Marketing Trend 2014 (& way beyond): Back 2 Basics.

It’s that time of the year again. End of year is always a good time to look back. But more importantly, it’s a moment to look ahead. That’s what most of the trend reports do. They predict what’s going to “trend” in the upcoming year. And that’s exactly my biggest issue with trend reports.

Trends are not limited to a small time span of one year. So basically, all trend reports are talking about what’s going to “hype” in the upcoming year. That’s a shame. Because a hype is not structural. A hype is not significant. A hype can project a wrong image. It can be torn apart from the deeper parameters that are the rationale behind a trend. And yeah, marketers just love jumping onto hypes – for better or for worse.

Back to Basics Marketing: 2014 – 2020

I’m not willing to look cocky here but since a couple of years now, one can notice marketers who drastically alter the way they think, see and do marketing. What’s more important, they’re being successful while doing so. It’s my personal believe – and hope, if I may be that naïve – that as from 2014 this way of thinking, seeing and executing marketing will become dominant.

Back to Basics Marketing has an in-depth rooted hate towards the artificial distinction of Digital Marketing vs Analog Marketing. It doesn’t really matter what media holds the content. The medium is not the message. Marshall McLuhan was wrong. Oh wait, he was right when he coincided the phrase. Today’s media evolutions prove that he’s wrong.

Back 2 Basics Marketing

In practice, back to basics comes down to the fact that “content marketing” is “media agnostic” – it can be online, social, print or face-2-face. The real question is who your target community is and what’s the best way to reach out to them. There’s e.g. less clutter in print marketing today. It means an opportunity for your business to get noticed. Is going back to “older, traditional” marketing matter the true meaning of “back 2 basics marketing”? No it’s not.

Back 2 Basics Marketing is not so much about going back to adult media

Back 2 Basics Marketing goes way back in time. Back 2 Basics Marketing deploys the tactics that were valid in the age of the cavemen. Those are still very powerful today because we all still have cavemen brains.

Throughout mankind’s evolution and consequently the evolution of communication media, marketing altered those tactics in favor of quick wins though. But as evolution continues, those quick wins disappear. The very essence becomes more important.

Back 2 Basics Marketing

Back 2 Basics Marketing

The essence of Back 2 Basics Marketing

To describe characteristics of Back 2 Basics Marketing, one can look at how “Marketing” worked in the age of the cavemen. Let’s dig a little deeper into that.

Cavemen initially had no media except for their own voice. Speech was important. It was the manner to transmit information from one to another. This not rarely occurred in “community gathering” fashion, to know, gathered around a fire.

It was the perfect moment to inform people about specific skills, knowledge and expertise another community-member possessed. The way information was transmitted was mainly through telling stories. Stories are easier to remember, pass through, etc. than e.g. bulleted lists.

Furthermore, discussing one’s “business” ( = something he could provide to the community) in a public forum (the fire) resulted in a strong focus on delivering quality and servicing customers. Successful cavemen entrepreneurs made sure their quality & service was endorsed over and over again by customers around the fireplace. Today we call that customer advocacy & ambassadorship.

Finally, because of the above context, there was no single cavemen offering “crap” to the market. Crap couldn’t survive very long. All products and services had value that exceeded the pure financial one. Crappy products, services (and hence brands and enterprises) were put to flames during the community gathering.

Expanding Lean, Mean and Agile: from Dev. to Comm.

Lean, mean and agile communications.

Lean, mean and agile communications.

I’ve been active for about 8 years now within the IT industry. And I always envied developers up until very recently. They could work in a lean, mean and agile way. We couldn’t. Marketing and Communication professionals not rarely fall back to “methodologies, tactics and strategies” that proved their power in the past. However, marketers and communication professionals taking this road are about to experience “armpit ponds” nobody has ever witnessed before. They’ll sweat. They’ll have to start working. Instead of talking. But why?

Digital Technology revolutionizes the communications business.

Art and copy have a new partner, technology, and it’s revolutionizing every part of the communications business. It lead to a new mindset. The idea of being ready to fail quickly, to be more agile in a consumer-dominant culture. How can you as a brand or enterprise communicate in a great way in this new, consumer-driven, multi-channel, fast-paced context? By getting as lean as developers!

Lean, mean and agile for Communication and Marketing

Developers learned us that we need to be open for an early failure. It’s better to realize early that something doesn’t work than to invest people’s time in further elaborating and researching an action that won’t deliver the results.

As marketers have more and more to do with platforms and OS, they need to understand their thinking and processes might need a big shift. They need to work, get things to market and learn fast. They are forced to do it cheaper, leaner and more collaboratively. They need to find ways to operationalize hacking and experimentation. This requires flexibility. Especially in one’s mind!

How to organize for Agile Communications?

Well, first of all. Get rid of your old school marketing thinkers. They’ll only slow down the process because mostly can’t cope with the uncertainty. An agile communications process begins with a ‘minimum viable brief’ (MVB). This dynamic document covers only as much as it needs to provide a framework of insight and inspiration. It shows the big idea but is chopped into smaller building blocks, allowing to get sprint and iterate accordingly. That’s being lean, mean and agile: mock up ideas fast, test assumptions and generate reactions in real-time.

Agile Communications: re-aligning strategy after launch. Adapt & respond.

Agile Communicators are always open for change, if there’s an opportunity to change for better results. This can be followed-up easily after launch. The next step is focus on what’s working and what is not. And consequently experiment with other bets based on what was successful. Adapt and respond. Or die.

Dude, that’s not even possible. The role of values, vision and stories…

We heard a lot of marketers stating that this is not possible for brands and that it would harm your brand in the long run. Well, let me tell you something: not transforming into a lean communicator will harm your brand even more.

You can only act as a lean communicator when you have uncovered the core of your brand / enterprise. You must establish your core values up front and remain authentic. That’s why you need to catch the very essence of your brand. What’s the core story? What are the core values?

A core story and storytelling are a precondition for lean communication

Despite the ever-increasing need for flexibility/agility, brand-building is still about consistency. We must catch our core values and remain authentic up front

In today’s fragmented, information overloaded environments, getting real with audiences is a challenge. But that’s exactly why you need to start fast and collaboratively and adjust along the journey. Getting in the office the day after and completely altering the entire project? Hooray!

Samson meets F.C. De Kampioenen. Storytelling for Flemish brains?

I recently came across the below YouTube video. It mixes two of the most popular Flemish TV shows ever – F.C. De Kampioenen and Samson & Gert – into a video clip for the latter show. It got me thinking.

Could it be that there’s something like a narrative format that pleases Flemish brains? What constitutes those success factors? And did Bart De Wever – a nationalist populist politician – crack that same code to win elections?

So to answer the questions from the introduction, I strongly recommend to have a look at the above video after which we present some background on Belgium and the TV shows in particular.

Background: Belgium & Broadcasters

Belgium at a glance.

Belgium at a glance.

Belgium. One of the planet’s most difficult, absurd and surreal countries. Yes, we excel in chocolate, beers and waffles. And that’s a good thing. But apart from that we organized our country into distinct regions like a French-speaking part called Wallonia, a Dutch-speaking part known as Flanders and a mixed region known as Brussels.

There’s something remarkable about Flanders and its most popular TV shows.

Successful TV Shows on Public Broadcasting TV

The Belgian broadcasting landscape is organized along the same lines of the country. That is to say, TV is organized and managed by the regional governments. In case of Flanders, the Flemish government takes care of the media landscape. That landscape is a mixture of public broadcasters and commercial broadcasters. It’s important to realize that the public broadcasting service is quite popular up until recent changes in the media landscape.

What’s striking however is that this public broadcaster often airs the same shows. This allows them to recycle content without investing in the production of new shows. Equally important is to point out the fact that the ratings for these shows remain impressively high.

Over the last 20 years there have been two remarkable TV Shows. Those were so brilliant that they were aired year after year.

Flemish TV Shows as a cultural meme?

During my entire lifetime there seem to be two extremely successful TV-shows, one for ‘adults’ and one for ‘kids’. I’m respectively talking about ‘F.C. De Kampioenen’ and ‘Samson & Gert’. Both have been aired and recycled year after year that an entire generation of Flemish people actually knows these stories as if they were a cultural meme. Hey, I believe today they actually are one.

But why exactly are these shows that popular? I believe one needs to find the answer by looking at both shows. For me, it’s quite clear that both shows draw upon the same principle. The way the narrative is structured and told is the same. The only thing that differs between both shows is in fact that the one is for adults and the other one is for kids. In practice, it comes down to a family wide social TV watching experience.

The Flemish brain?

Why do these stories appeal the Flemish people that much? And why don’t these stories appeal to the Dutch-speaking neighbouring country ‘The Netherlands’? Yes, we tried to export both shows. The one for kids worked fine but wasn’t as big in the Netherlands as it was in Flanders. The TV show for adults was a complete disaster: Dutch people did not like it at all. Was it our humor? Or is there something more at stake here?

I believe that the TV shows are popular just because of the way the story is told. The stories are wired for a Flemish brain. The only thing I need to find is a method to analyze stories so to check whether this hypothesis is valid anyway.

How to analyze TV Shows as a story?

In order to find the “success narrative elements for Flemish brains” I’d like to analyze loads of the shows of both series and consequently compare both series to one another. The final goal is to demonstrate that both shows act on the same storytelling principles. Principles that are particularly appealing to Flemish people.

Until today however, I’m having some issues developing the right analytical frame to execute a proper content analysis. I would truly appreciate your help. Do you know any studies that have analyzed the narrative as such?

Content Analysis Framework to discover the narrative

In order to demonstrate that both shows rely on the same narrative principles, I’m looking to develop a framework for content analysis so to test my gut feeling. The below information from Dr. Chris Griffin seems a good starting point.

narrative analysis

narrative analysis

Has Bart De Wever cracked the code?

We recently held local elections, as my earlier article demonstrates. And regardless of the fact that they were on regional level, Bart De Wever was able to take it to higher levels. He had to anyway, otherwise his “story” wouldn’t have made any sense.

Bart De Wever, N-VA

Bart De Wever, N-VA

But now that we touch upon the story-aspect. Is the political success of Bart De Wever related to his storytelling tactics? Does he deploy the same techniques that F.C. De Kampioenen and Samson & Gert stories do? I believe he might have. What he certainly does is simplifying reality. This has been proven in a Ph.D. “N-VA. Analysis of an ideology.” that states “the party reduces democracy to a temporary dictatorship – meaning: the ones who won the elections are the only ones that can actually reign. In their story they are the only valid voice of Flanders. And this story is often repeated in media outlets: N-VA and especially Bart De Wever are the personification of the moral community of the “Flemish people”.

What else could explain “Flanders Only” popularity?

RE: ROI of Business Storytelling: Story of Horse Bust.

Have you ever experienced the web as a powerful tool for connecting people?

  • Yes: continue reading.
  • No, but I like the sound of that: continue reading.
  • Not at all and I believe it’s bullshit: stop reading and go back to google.

Do you want to read a story about the web connecting people?

The New Trade - Book on Business Storytelling

The New Trade - Book on Business Storytelling

I have experienced the power of the web. I felt how it can connect and engage people. And I want to share this story with you. Yes, I really want you to have a similar experience. Simply because it rocks!

linkedstories – connected people?

Below is the story of @vermeiretim connecting with @rafstevens with regards to his book project “The New Trade”.

If you like what’s being discussed in the below e-mail conversation, I suggest you read the book at some point. Highly recommended!

E-mail in: ROI of Business Storytelling: Story of Horse Bust.

Hi Tim, here it comes…

I would be honored to give you “a voice” in the book I am writing. The concept of the [book will be a mix of bizz-book-wrting, storytelling and blog-writing (with links to video, blogs, etc). I am in the final phase of finishing it. A draft should be ready within 4 weeks or so.

Here is my question to you: what is the ROI of storytelling to you?

To get you started on the topic I want to share this with you:
http://significantobjects.com/2010/10/08/horse-bust-beth-lisick-story/

Significantobjects is a project where a creative writer invents a story about an cheap second object to increase its value. In the test, invested with new significance by this fiction, the object is sold via eBay. It was a test of a group of people trying to prove that a good story sells, even if this story is false.

You can read more about the project/test here:
http://www.iddictive.com/2010/02/15/how-to-stand-out-by-telling-stories/
and here:
http://significantobjects.com/about/

This got me thinking about what Shawn Callahan of Anecdote calls “big S and small S storytelling:
The Uncanny Valley of Business Storytelling (http://www.anecdote.com.au/archives/2011/01/the_uncanny_val.html)

I quote him here: Big ‘S’ Storytellers understand plot structures, character development, scene design and a myriad of other storytelling principles and practices. At the other end of the spectrum is Small ‘s’ Storytelling where we find the stories we tell on a daily basis in conversations, anecdotes, recounts and examples.

Okay, here I go:
A part of my book is dedicated to storytelling as a “tool” to reveal what is happening in an organization. Here I’ll also be exploring how stories can drive internal communication to another level.

But another part of the book is dedicated to “how to use big ‘S’ stories to better connect to an audience.

So I repeat my question here:
What is the ROI of storytelling?
What is your view on what is going here with the test of significantobject? Does a good story always sell, no matter true or false.
The auction for this Significant Object, with story by Beth Lisick, has ended. Original price: 99 cents. Final price: $62.95.

Like to hear your view. And if it is okay with you I will curate your answer in the book. Ofcourse you can read the draft of the book and still than decide if you are okay with publishing it in it.

Thanks for considering this.

Best regards,
Raf Stevens

__________________________________
CORPORATE STORYTELLER
Vroonbaan 67 I 1880 Nieuwenrode I Belgium
M: +32 486 85 15 81
E: rafstevens@me.com
I: www.corporatestoryteller.be

E-mail out: RE: ROI of Business Storytelling: Story of Horse Bust.

Dear Raf,

as a result of your request to reflect on the “ROI of Business Storytelling”, I’m honored to bring you my story.

“What is the ROI of Business Storytelling?”

When I first read this question, I was puzzled. What at first sight seemed a simple question proved to be a genuine brain teaser.

In order to even boost that thinking, I figured it might prove beneficial to pose this question to my follower base on Twitter. After all, the real-time message service, had already proven to spark conversations. What’s even more, on top of those conversations, one can build true stories.

In what follows I will try to explain how my “Big Story about Storytelling” stems from “Little Stories Conversations” on Twitter.

Conversation: monetary value of Business Storytelling?

To reach beyond my grey brain cells, I fired “What is the ROI of Business Storytelling” at the crowd. And yes, there it was: @joachimschulz noticed the question and replied – quite convinced – $ale$.

Twitter conversation with @joachimschulz about ROI of Storytelling

Twitter conversation with @joachimschulz about ROI of Storytelling

Now, that reply immediately related to an experiment Raf referred me to earlier: Significant Objects.

Significant Objects Experiment: story brings economic value

The Significant Objects experiment seems to prove that a good story behind an object (product) increases the value. The emotional value (story) can be monetized (economic value).

According to @joachimschulz and the Significant Object experiment that’s truly the case. A good story sells, always. I believe this isn’t 100% true.

Storytelling brings value, but not per se economic value.

Stories have business value. No doubt. For most businesses however they won’t bring immediate revenue or a higher margin. At least they won’t in the short run. They definitely will in the long run.

In the long run, all businesses need to evolve into a social, human business to stay in business. Stories support the transformation into a social business. Because social is human. And humans like stories – just as candy and sex. We simply can’t help it – it’s hard-wired into our brain.

That’s right, we still have that cavemen brain. And back in the cave days, stories were the manner to transmit information and knowledge in such a way that it was easy to notice, to remember and to share. The explanation speaks for itself: in an oral culture – where content is transmitted via speech – one needs a certain “angle” to find something compelling in order to receive attention, to be remembered and – especially – to be shared. And that’s where stories come into play.

Conversation: non-monetary values of storytelling?

Stories bring value. Period. But which values?

To tackle this question, I turned to my socially constructed professor again: Twitter. I teased the crowd with an – at first sight – simple question:

“Is it storytelling or storybuilding?”

And hooray, scored again. The conversations lead to the ROI spectrum of storytelling.

Twitter conversation with @jukkaam about Business Storytelling

Twitter conversation with @jukkaam about Business Storytelling

The ROI Spectrum of Business Storytelling

I’d love to thank @jukkaam for jumping into the question. He simply added “or storysharing or storyexperiencing #leadership” to the “Is it storytelling or storybuilding #justaksing” tweet – and by doing so co-created the ROI spectrum of Business Storytelling.

Yes, a spectrum. Because we later on realized we were actually having a wrong debate. We were not supposed to think in “or”. It was an “and” story.

We agreed to favor the Genius of the ‘and’ over the Tyranny of the ‘or’ (and we gave credits to @digitaltonto for this splendid quote). But in the meantime, we were talking about the ROI Spectrum of Storytelling.

The Return on Story Investment for Business is:

  • Stories create attention – because of their angle, their framing, their intriguing aspect.
  • Stories create engagement – because of the manner they grab the spectator.
  • Stories are made for sharing – because of the experience the spectator had. He wants to share it with his peers.
  • Stories are made to act on – people act on stories and even create stories about the stories.

ROI of Business Storytelling Spectrum

ROI of Business Storytelling Spectrum


Business Storytelling is in conversion, not in conversation.

I tend to believe that the real value of this Storytelling is in conversion. Stories help people connect with you (and your brand). In an ideal world, conversion occurs via 4 stages: attention – like – share – act. Stories contribute to each stage.

Nevertheless, one needs to take the costs for creating stories into account as well.

The more professionally crafted, the higher the engagement odds for the audience. But that doesn’t necessarily count for the sharing odds (viral sensitivity?). On the contrary, grabbing attention with a remarkable angle or concept doesn’t necessarily require a big bag of money, right?

Hope you liked my story on ROI Business Storytelling Raf!

Yours truly,

Tim Vermeire

This Monkey is in for some Candy. And Stories.

Monkey brains want stories.

Monkey brains want stories.

Please Listen very carefully to what this monkey has to say. He shall say this only once!

It’s monday evening. You had another marvelous meal with your family. Children are to bed. You’re all set.
Couch? Check. Tele? Check. Wife half asleep under the blanket? Check. Game on? Check. Candies? Check.

Hold on, wait a minute!

Didn’t you just enjoy a great dinner with wife and kids? Do you really need that candy bar? I thought children were to bed? I can tell you one thing: you don’t want candy. So why are you eager for candy than?
Well, simply because you have a monkey brain!

You’re telling me I have the brain of a monkey?

No offense, but yes I do tell you that you have a monkey brain. Period. Let me explain. In fact, you still have that brain from back in the days people lived in caves. And it’s that caveman that is hard-wired deep inside of you that makes you want to have candy. You know back in the cave days, sugar was scarce. So we took every single chance we had to pump sugar into our body.

Nowadays, we still have that same brain. We still take every chance we have to eat candy. However, in today’s world sugar isn’t rare it all. It’s everywhere. But our brain doesn’t realize that. What our brain also doesn’t realize is that it simply loves stories.

Monkey brain loves stories.

Back in the cavemen days, stories were the manner to transmit information and knowledge in such a way that it was easy to remember and to share. The explanation speaks for itself: in an oral culture – where content is transmitted via speech – one needs a certain “angle” to find something compelling in order get attention, to be remembered and – especially to be shared. And that’s where stories come into play.

Stories create an angle. An angle makes something remarkable. Something that is remarkable enough to be noticed. Something that is that impressive that you might remember. Something that is that awesome that you need to share it with your peers.

Storytelling as a means to pass information - cavemen speak

Storytelling as a means to pass information - cavemen speak

Stories are told with moderate voice, or even whispered!

As stated before, in oral cultures, information was passed along through the usage of stories. As people were unable to transcend distance, only those at the right time and at the right place were able to hear the information. They were close enough to hear a story being told. A story brought to them via the medium ‘voice’ or ‘speech’.

The medium wasn’t disruptive and messages weren’t loudly screamed at participants. People who wanted to take part were pulled towards the storytelling circle, because of their interests, because of the fact they belonged to the community.

What we should realize here is that “stories” and “storytelling” are hard-wired into our cavemen brain – as is our love for sugar and thus candy. OK. Fact. But doesn’t the monkey brain brings along implications for today’s business, marketing and communication?

Not authentic? Sleep outside of the cave... not safe for mammoths!

Not authentic? Sleep outside of the cave... not safe for mammoths!

The monkey brain and your business, marketing and communication efforts

I didn’t tell the story above without a reason. I want to distill some essential characteristics of human communication and relate them to the world of business, marketing and communication.

The thing is, we are still cavemen, all of us. Our brain still favors elements that are compatible with a cavemen environment. We live in a modern world with a prehistoric brain. So here we go, what are the implications of the monkey brain for business, marketing and communication?

  • Don’t push it, Pull me. But pull me hard, Baby!
    The storytelling phenomenon from the cavemen clearly demonstrates that information or messages should not disrupt (push). Creators and distributors of information made their content that relevant that people were basically dragged towards them. In this manner, creators could whisper the story to the people in the circle. The circle is what we label today as a community.
    Today, with so-called social media, we have the chance to spread stories and make them easily accessible for anyone. Through conversations about the story, the community is build. No need for shouting. Whispering works just fine.
  • Connect people, Stupid!
    The whole point of the cavemen culture was to connect people by creating a “shared knowledge base” crafted through stories. Because of mankind’s evolution we altered from this and we started screaming our information. After all, screaming was the only way to reach people spread across the globe.
    Today, with the rise of social conversation digital media, we have the chance to act close to our monkey brain again. We can whisper messages to people in our storytelling circle slash community. To match the monkey brain, a whispering approach seems to work well. As a result we need to show ourselves in our authentic way, fully transparent.
  • No spinning please, those sleep outside of the cave.
    Social control was rather big in cavemen society. People that told stories that weren’t authentic or fully transparent weren’t appreciated. They were condemned to sleep outside of the cave. Pretty unsafe for mammoths!
    If you aren’t authentic and transparent today, you’re well on your way to loose all the monkey brain people – which is basically everybody! So you might want to consider…

Old marketing versus New marketing

It seems as if the above reflections result in the same conclusion as made by market researchers. Here’s something I found through Twitter (yes, Twitter): a “bit of Polle Demaagt” from InSites Consulting. I believe at the end, we (try to) indicate the same thing. For those who rather have schemes than a story, I’m talking about the scheme below.

Old versus New Marketing - Insites Consulting / Bits of Polle Demaagt

Old versus New Marketing - Insites Consulting / Bits of Polle Demaagt

That’s why I Whisper through the Web in XL, Medium and Small

The above shows why I whisper through the web. Yes, I don’t wear a monkey suite. And yes, I do realize that the baseline “screaming is from the past” doesn’t completely fit. But I hope to have demonstrated that in the cavemen era people whispered in a community – they did not scream to people outside the community (who didn’t care about the information) and that we consequently altered from this, but that we now have the chance to go back to acting like our monkey brain loves most.

See which stories I whisper through the web? Hit the below links:

Oh, just one more thing.

The above is just my story, framed for a special purpose. I could have framed it completely different. But here’s why I did not.

Just one more thing - Steve Job sentence

Just one more thing - Steve Job sentence

The story of me ending up writing this story

Date is March 2010 or something like that. I decided to set-up this blog. Did get an average of 23 people a day. Hooray!

OK, it helped me to get rid of my writing anger. But clearly, it soon appeared that I wanted more. So I ended up thinking about adding some touchpoints for the blog: a twitter account, mention it on linkedin, tumblr account, etc. Options were numerous.

I decided to go for Twitter first. I think we were September 2010 by then and it’s one of the key drivers of writing this piece.

Twitter as a home-cooked private teacher

There you are. You have a twitter name. Congratulations! Now what? What to do with it?

I decided to consider Twitter as my private teacher as I figured a lot of interesting people had to be active on Twitter: MBA professors, Industry Thought Leaders, etc.

Twitter is full of crap

Twitter

Twitter - try to craft it into a first-class professor

Setting up an attempt like crafting Twitter into a first-class MBA professor is hard. Quite frankly, I’ve unfollowed loads of people that I followed at the start of my Twitter experience.

But one guy has been there almost from the very start. And I’ll probably never unfollow him: @rafstevens.

@rafstevens, my Storytelling teacher

I was intrigued by Raf’s project “The New Trade”, a crowd-funded and crowd-sourced book on Storytelling for business. So I asked Raf: “how does the collaboration process work?”. Raf kindly replied me “why not have a phone call about that” and provided his phone number. I promised to call him the day after. I didn’t. It slept my mind. My apologies.

However, I decided to take this “social error” (not calling as promised) into an advantage. After all it gave me the time to get more details and insights on the entire storytelling thing.

I used Twitter (and @rafstevens in particular) to obtain an MBA in storytelling. With Raf’s expressions and links to other world-class storytellers I started to realize what it’s all about. Or at least, I believe I do. I wonder if Raf thinks so too.

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