Seth's Blog : Identity vs. logic



Identity vs. logic

Before we start laying out the logical argument for a course of action, it's worth considering whether a logical argument is what's needed.

It may be that the person you're engaging with cares more about symbols, about tribal identity, about the status quo. They may be driven by fear or anger or jealousy. It might be that they just don't care that much.

Sometimes we find ourselves in a discussion where the most coherent, actionable, rational argument wins.

Sometimes, but not often.

People like us do things like this.

       

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• Using video well
• Actually, more data might not be what you're hoping for
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Seth's Blog : Using video well



Using video well

The web was built on words.

And words, of course, are available to anyone who can type. They're cheap, easy to edit and incredibly powerful when used well.

Today's internet, though, is built on video. Much more difficult to create well, far more impactful when it works. 

My friends at Graydin, for example, needed only 140 seconds to make their case about their practice.

Because video costs more, is more difficult to edit and takes a different sort of talent to create, we often avoid it. Or worse, we cut corners and fail to do ourselves justice by posting something mediocre.

When copy exploded across the web, the professional copywriter felt threatened. Anyone could write, and anyone did.

When photography was added to the mix, the professional photographer felt threatened. Everyone had a camera, after all.

And now, the same thing is happening to video.

In each case, the professional has something to add, something significant, but she has to change her posture from scarce bottleneck to extraordinary contributor.

Great video doesn't change the rules. A great video on your site isn't enough. You still need permission, still need to seek remarkability, still need to create something that matters. What video represents is the chance—if you invest in it—to tell your story in a way that sticks. 

       

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• Actually, more data might not be what you're hoping for
• Amplifying social proof
• The momentum myth
• The toddler strategy
• Striking a chord

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Seth's Blog : Actually, more data might not be what you're hoping for



Actually, more data might not be what you're hoping for

They got us hooked on data. Advertisers want more data. Direct marketers want more data. Who saw it? Who clicked? What percentage? What's trending? What's yielding?

But there's one group that doesn't need more data...

Anyone who's making a long-term commitment. Anyone who seeks to make art, to make a difference, to challenge the status quo.

Because when you're chasing that sort of change, data is the cudgel your enemies will use to push you to conform.

Data paves the road to the bottom. It is the lazy way to figure out what to do next. It's obsessed with the short-term.

Data gets us the Kardashians.

HT: Marco

       

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• Amplifying social proof
• The momentum myth
• The toddler strategy
• Striking a chord
• The problem you can't talk about

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