There is a story in every brand. In every product. Granted, not every story is immediately remarkable. As I discussed in ‘Is there Buzz in Boring’, this can be remedied. But even if your story is interesting enough, how do you get it out ? How do you turn a story into a conversation among your target audience and the media to pick up on it ? In short, how.
Years ago I was called by the Dutch Ministry of Foreign Affairs. This was around the time of the referendum on the European Union’s Constitution. People did not see the EU as important and the government was worried that Joe Schmo would not care for more rules and bureaucracy. Although I had been approached by the broadest, varying set of possible clients, their question still surprised me: can you buzz.
Maybe you’ve already found it. A small gem from Ted’s incredibly rich inspiration archives. A short video of Terry Moore explaining that for centuries, we have tied our shoelaces wrong. If not, watch it first and then return to this post. The bottomline ? Small changes in our behaviour can bring (significant) benefits. And here’s how understanding the underlying dynamics can help you innovate more succesfully. Most business success stems.
The Pebble ? Fot those not following Wired, Fastcompany and the likes, Pebble is a smartwatch and was one of the most discussed gadgets of 2013. And of 2012, when it hit Kickstarter and became the biggest crowdfunding success in history. They set out to attract $ 100.000 and got $ 10.000.000. The appeal ? Turn your watch into your 3rd screen. Notifications of texts, emails. An appstore for new.
The Santa Clause Principle is all about the power of social sampling. Who is the best person to run your sampling program ? Your customer. If you do it right, your fans are the best samplers in the world. They will tell the story best and know which friends should try your product. As a bonus, they do it for free. Check out the video for more details. As a.