Go and read it. I’ll wait. And yes, I know it’s almost a year old–but it’s still completely relevant.
It makes so much sense to me! It’s not that DT’s ardent followers can’t see the criminal behavior, the looting of the public treasury, the constant lying and bullying, the attempt to accuse someone else of whatever it is he’s accused of today. It’s that they define corruption very differently than the rest of us to.
Of course, if this is accurate, it poses a big challenge for activists. When facts don’t matter at all because ideology is paramount, it’s really hard to change people’s minds.
I think it can be done, one conversation at a time. And those conversations have to be handled very carefully. They have to:
Respect the other person as a person (that means no name calling, among other things)
Seek common ground even when it’s hard to find
Avoid making the other person feel diminished, stupid, heartless, etc. and at the same time, not condoning the diminishment or insult of others (in the form of prejudice
This is a huge challenge. I recognize that. I’ve had some of these conversations. Van Jones has had some.
Van Jones, activist, speaking in 2015. Photo Credit: Department of Labor, Shawn T Moore
I’m a big fan of Massachusetts Senator Elizabeth Warren. She’s been my Senator for more than six years, and I was aware of her consumer advocacy for several years before that. In the crowded field of Democrats seeking the presidency, she’s my top choice.
I’ve been puzzling about this for almost two weeks, looking for something fresh to say that hasn’t been said before, as in this article by Megan Day:
In Warren’s scenario, Fox News’s politics will be defeated by a few principled liberal politicians engaging in a media blackout. In [Bernie] Sanders’s, Fox News’s politics will be defeated when the Left convinces a significant portion of the Right’s working-class base that they’ve been duped, and that the pro-worker left best represents their political interests...
By refusing to go on Fox News, Warren has demonstrated that she doesn’t take this task as seriously as she ought to. As Sanders has plainly stated, the power of the capitalist class is so formidable that it will take a huge movement of millions of united workers to actually overcome it in reality. Warren’s policy ideas are frequently excellent, but without a fundamental orientation toward the very people who stand to benefit from them, they stand little chance of materializing.
I agree with Day. Warren’s better policy initiatives are not enough if she’s going to rely on the liberal elite to make them a reality.
And she should know this. She’s a born organizer, and her speeches are very approachable. Like that guy in the White House, she understands how to talk to ordinary people with in some cases limited education, to make them feel excited by (and ownership of) her ideas.
Yes, Fox is toxic. But when people have swallowed poison, you go in and pump their stomachs. The argument she makes that she doesn’t want to enrich the network or legitimize it seems spurious. After all, Bernie Sanders attacked Fox during the Town Hall they gave him and televised.
And then it hit me that my own start in journalism was very relevant.
In 1972, as a 15-year-old junior at Bronx High School of Science, I got my first article bylines–covering peace demonstrations and other progressive events. I didn’t get them in the official school newspaper; writing for Science Survey was only an option for the students in the honors journalism English class.
I got them in one of the school’s underground papers. A paper called Insight, published by a small group of right-wingers who identified as libertarians. They ran my stuff with disclaimers: “the following article does not reflect the views of the management,” etc.
But they ran my stuff! I was able to share my viewpoint, encourage the peace and environmental agendas of groups I was involved with, and build a publication portfolio that led to a 45-year writing career and the authorship of 10 books and thousands of articles.
And even at the time, I felt that maybe the best part was that they put me in front of an audience that was skeptical of my views. They gave me a forum to reach people who disagreed with me. I have no idea if I changed anyone’s mind, but I was given that chance.
I recognize the political difficulties of impeaching with a hostile Senate. Until the Republicans–as they did when Nixon was president–find their outrage, impeachment will fail in the Senate, and removal for incompetence under the 25th Amendment will fail in the Cabinet.
However, what the mainstream Dems continue to ignore is the political cost of NOT impeaching–and the political opportunities in calling out the GOP hypocrisy.
Marching to Impeach the 45th President
Yes, I know: the failed impeachment of Bill Clinton came back to bite the Republicans, hard. But the situation with Bill Clinton is not analogous, because Clinton’s trial was caught up in lying about one incident that had nothing to do with the way he governed, and the whole country knew it was a railroading. This does not excuse Clinton’s consistently icky behavior nor his lying about it–and if the Republicans had been smarter, they would have gone after stuff like the pay-to-play scandal that involved donations to the Clinton’s foundation. That really was a corrupt and impeachable offense. Lying about Lewinsky seems pretty tame by comparison.
But all of those moral guardians who were so quick to impeach back then are strangely silent about a man who stole the election, lied at least 9451 times since taking office (as of April 3, 2019), reeks of financial corruption, has been accused by 20-some women of sexual misbehavior (let’s remember that Clinton’s Lewinsky lie was about a CONSENSUAL act, although the original impeachment investigation that turned up that story came out of allegations of harassment that deserved a full investigation), has no idea how to govern, engages in hate speech constantly, has destroyed important ally relationships, and oh, yes, colluded with at least one foreign government.
How the Democrats Can Capture the Conversation
The Democrats have a moment to seize. This is our time to hammer home the idea that a crooked, venal, incompetent president in service to foreign powers and big corporations has no right to be in office, and the Separation of Powers principle gives Congress a moral obligation to enforce our right to a better government.
Just as Republicans were so quick to pillory Hillary Clinton for using private email servers (just as her Republican AND Democratic predecessors did), beating this message into our heads until it became part of the culture, so the Democrats must make reining in the runaway criminal in the White House part of the culture. And, considering that several key members of the current administration have also used private email servers–and, unlike Hillary, they can’t plead ignorance or precedent–hold these same Republicans accountable for their sudden strange silence when it’s a Republican who gets caught,
John Bonifaz and others have identified at least 10 different categories of impeachable offenses. Any one of these would justify starting impeachment proceedings. All 10 at once make it imperative.
The Democrats have to follow through on that moral obligation. Their messaging needs to focus on such talking points as:
The threat to our democracy, to our very Republic, from a president who is beholden not to the American people but to his corporate pals (Koch Brothers in particular) and foreign governments–not just Russia, but Saudi Arabia and Israel, at least, plus cozying up to dictators in places like North Korea and the Philippines.
The scary parallels between DT’s patterns of speech and action (including his un-American demand for unquestioned loyalty, attacks on the judiciary/press/racial, religious, and cultural minorities, threats of violence, to name just a few) and the dictators who have risen as our enemies: Hitler, Stalin, Mussolini, Saddam Hussein–and thus, our patriotic duty to remove this man from power before he turns the country into a fascist dictatorship (interestingly, in researching these connections, I came across DT’s repeated passionate defense of Saddam and Libyan strongman Kadhafi during the 2016 campaign)–much as he has continued to defend other of dictators, including Putin, Duterte, and Kim Jong Un, among others.
The wisdom of our Founding Fathers in spelling out a process to determine whether a president has acted illegally, and removing that president from office if found guilty, right in the Constitution
Their responsibility and duty as members of Congress to the American people to protect us from these numerous criminal behaviors by upholding the Constitution
This could build on the momentum of 2018 and give people reasons to vote FOR Democrats, rather than simply against DT or Republicans in general. This is the sort of issue that can turn someone into a lifetime supporter.
Consequences of Failing to Act
OK, those are the positive motivators. Now, let’s look at the baggage Democrats will carry if they continue to let DT get away with the rampant criminality and incompetence:
Far too many progressives will sit out the 2020 election, feeling that the Democrats are just “Republican Lite.” (Yes, I’m intentionally using the low-calorie, low-substance advertising non-word, instead of “Light”.)
Democrats lose the moral high ground and lose momentum, maybe even find themselves facing a serious third-party challenge that would culminate in DT’s re-election (since we don’t have Ranked-Choice Voting in national elections in the US). This would likely hand DT a majority in the house again and set progressive politics back years, even as the climate clock is ticking.
The message to the Republicans will be “we don’t care enough to engage you over these crimes. Go and do whatever evil you want.”
Especially if re-elected, DT will be emboldened to do even more criminal acts, encourage even more race and ethnic divisiveness, stock the courts with even more extremist judges, roll back environmental and human rights protections even faster, follow the footsteps of those dictators even more closely.
The message the Democrats must put forth is that we do care, we will hold him accountable, and we will keep the promises we made to represent everyone in the district. To get there, we progressives need to create a scenario where the Democrats see both the need to remove DT, hold him accountable for both his criminal behavior and his disastrous policies, and undo as much as possible of his anti-life, Profit Uber Alles legacy–and see the consequences to their careers and their party, as well as to the Constitution and the governed, if they fail to act.
“In a world that seems like chaos, your reflections are rebellious, daring and needed.”
My birthday sparked a lovely exchange with a devoted fan of the daily Gratitude Journal I’ve been posting on Facebook since March (and plan to turn into a book). She gave permission to post her comments, but not her identity. Hers are in regular type, and my responses are in italic:
Happy Happy Birthday! And I love all the gratitude and aha moments that you share. That level of reflection is an art unto itself. Sometimes being present is the best present we give to ourselves and others. HAPPY BIRTHDAY! Celebrate well!
Thanks for your sweet and thoughtful message. It means a lot that the work I do here is appreciated by you and others.
It really is. And what a journal to capture the rollercoaster that is that life-is-so-daily, so stand up for what you believe in, get outside to appreciate the places around you, love your people and carpe diem.
You teach us and re-affirm that with every post. In a world that seems like chaos, your reflections are rebellious, daring and needed. Your posts remind all your readers that little moments matter, that meals matter, that who we spend time helping matters, that community is important. All those messages are needed in the cacophony of today’s world.
And that’s exactly why I do it! I believe that modeling the world I want to live in actually does help create that world. I try not to attack people personally even as I vehemently disagree with them (though some in the current administration, as well as some of the trolls, make that very challenging). I try to share more posts about people repairing the world than destroying.
We hear lots of talk about being customer-centric—but then we see far too many examples of companies that DON’T walk their talk. I still remember seeing a sign inside a Blockbuster Video store, maybe 20 years ago, talking about their empowered employees. I went up to the counter clerk and asked permission to snap a picture of the sign; I wanted to use it as a positive example in the customer service section of the marketing book I was writing—and the clerk said I’d have to call corporate headquarters. What kind of empowered employee is that? I was so disgusted I never set foot in another Blockbuster.
Most companies will need to make three shifts at the same time to become truly customer-centric. All three are challenging but bring very big returns.
Create a culture where employees feel valued and listened to—where what they do makes a difference. Empower them not just to fix customers’ problems but to harness their own creativity to create preemptive change. IN the trenches every day, employees often have the best ideas for improving things. But they will only share those ideas if they think management will pay attention and that they won’t get punished in any way. No matter how crazy an idea may seem, give it a full airing. Often, you can modify it to be practical, and implement those pieces. Consider implementing a reward system for any idea. The reward doesn’t have to be monetary. It could be as simple as naming the employee with the best idea, or with the most ideas, Employee of the Month. However, if the idea saves or makes the company a big pile, the originator should get a money reward too. For hierarchical companies, this means letting go of command-and-control and making line employees feel that management really wants their ideas—which can be discussed in public meetings/assigned to study/IMPLEMENTATION committees and NEVER dismissed out-of-hand by a manager either 1:1 or in public. This takes training, of course.
Really listen to your customers. Don’t just wait for them to complain. Go out and ask them what they love about working with you, and what they’d like you to improve—and why.
A woman on a customer service call, taking handwritten notes
Treat this seriously and publicize the way their suggestions become innovations (including honoring them by name, if they consent). Not only will this show how responsive you are, it encourages more people to jump in with their own ideas.
Align your company with a higher purpose. If people feel that you’re making both a difference and a profit, they will become much more enthusiastic Employee turnover drops while productivity goes up, customer retention increases, and you might even become a media darling. For instance, can you identify, develop, and market a profitable product or service that actually helps turn hunger and poverty into abundance, war into peace, or catastrophic climate change into planetary balance?
Bonus tip, because I like to overdeliver: shift from a scarcity to an abundance mindset. Replace “yes, but” with “yes, and”: expand the possibilities, build off that suggestions until you’ve co-created something wonderful. Then go implement it!
Need help? This is what I do in my consulting, writing, and speaking. I’m really good at finding opportunities for almost any company to “do well by doing good” (old Quaker saying): to find profitable niches that make the world better, and to create the products and services to fill those niches. Here’s my contact info. Want to learn more? Drop by https://goingbeyondsustainability.com/ and have an explore.
Never Under-Estimate the Immune System | John Hagel warns us of the almost reflex rejection of new ideas by the innately conservative culture of organizations, and which may be the central weakness of organizations to the world of today:
Every large and successful institution has an immune system– a collection of individuals who are prepared to mobilize at the slightest sign of any “outside” ideas or people in order to ensure that these foreign bodies are neutralized and that the existing institution survives intact and can continue on course. Just like the immune system all organisms have, this institutional immune system is adept at recognizing foreign bodies as soon as they appear and very effective at protecting the institution from infection. It is in fact what has helped large institutions to survive – they are in fact “built to last.”
But here’s the paradox: the immune system that has given large institutions extraordinary resilience in the past may be the very thing that makes these institutions so vulnerable today.
I clicked through to the original article. Hagel continues:
In more stable times, institutional immune systems are very effective at keeping institutions focused and on course, resistant to the distractions that might lead to their downfall. In more rapidly changing and volatile signs, this same immune system can become deadly by resisting the very changes that are required for the survival of the institution…
I’ve been involved in large scale transformation efforts for decades now and there’s only one lesson that I really have to share from all that experience: never, ever under-estimate the power of the immune system of a large existing institution…
[W]e need to craft approaches to transformation that have the ability to respect the power of the immune system and find ways to minimize the risk that the immune system will mobilize to crush the transformation effort. [emphasis in original]
Pointing out that threat-based change increases resistance, Hagel lays out a detailed transformational change action map that positions change as an opportunity. It’s worth reading.
Progressives and environmentalists often try to motivate negatively: through guilt, shame, and fear. And as I think about it, I realize the Right also uses negative motivations, notably fear and greed. Both sides are Chicken Littles, screaming that the world will end. So the far-Left gets people sunk and worried that the world will end, while the far-Right gets people on a treadmill of hatred, xenophobia, etc.
Neither of these approaches create positive social change. But Hagel’s focus on showing the opportunities does.
Boyd focuses on workforce issues, Hagel apparently on organizational transformation. My own focus is on opportunities for transformational social/environmental change to intersect and overlap with business profitability. In my own work, I often talk about the need to motivate positively. I’ve spent the last five years demonstrating those opportunities. I show business how to identify/create/market profitable offerings that turn hunger and poverty into abundance, war into peace, and catastrophic climate change into planetary balance–not through guilt, shame, and fear, but through enlightened organizational and personal self-interest. Thus, my speaking and writing focuses on building profitability through those social and environmental change products and services. A successful initiative:
Finds money in making the world better
Creates brand loyalty leading to repeat and ever-larger purchases
Encourages customers to spread the word about your good work, inspiring an army of unpaid brand ambassadors
Reduces operating costs and internal resource consumption (in keeping with Hagel’s challenge to avoid igniting the corporate immune system by minimizing new initiative’s need for resources )
And of course, actually does improve things for those suffering the consequences of crises like hunger, poverty, war, and catastrophic climate change
DT forces out Attorney General Jeff Sessions for not being enough of a yes-man, and replaces him with someone expected to be a complete toady, who has stated publicly that he thinks the White House should replace Sessions with someone who will muzzle the Mueller investigation
Two years ago, possibly the most corrupt, venal, and dishonest presidential candidate ever nominated by a major party managed to come up with an apparent majority in the Electoral College.
Forbes leads 13 million Google results on DT bullying (screenshot)
Corrupt: Numerous scandals involving diverting business to his hotels in DC and Florida, daughter Ivanka’s role in government and thin line between her business and his politics, refusal to disclose his taxes and thus conflicts of interest, violation of the Constitutions Emoluments Clause from the moment he was sworn in…
Why do I say “:apparent majority”? We knew immediately, in November, 2016, that a lot of funny business went on; Green Party candidate Jill Stein filed for a recount in three key states (we still don’t know why key elements within the Democratic Party supported the Republican efforts to block these recounts, only one of which was carried out). We know now that at least one foreign government was actively interfering in the election. To me, this means the current occupant of 1600 Pennsylvania is not there legitimately.
The past 21 months have been a barrage of broken promises, broken treaties and international agreements…sabotaging the environment, education, and the safety net…diverting billions in tax breaks to those who are already among the wealthiest people and corporations in history, while slashing funds to human services…inciting violence against his opponents…attacking people of color, women, disabled people, the press, his critics, and others…tearing immigrant children from their families and imprisoning them, and failing to keep good records of what kids they stole from whom…threatening the citizenship of children born in the US…appointing a proven liar and probable multiple sexual predator to the Supreme Court…blaming others every time something goes wrong (which is frequent)…appointing corrupt Cabinet members who snack at the public trough while making no pretense of actually carrying out their departmental mandates–it’s far too long a list to fully document here; it would go on for hundreds of pages. I am more ashamed of this administration than of any previous one. Being an American is embarrassing these days.
It is time for this disgraceful man to leave office–preferably in handcuffs. It is time for his enablers in Congress to step down and apologize to the American people. It is well-past time. We have at least two paths to get him out: impeachment and the 25th Amendment *removal for incompetence).
Since March, I’ve been writing a Gratitude Journal every day and posting it on Facebook. I’ve gotten a lot of benefit out of doing this, and I make the time no matter how busy I am, and no matter how rotten a day I’ve had. Even the worst days have things I can appreciate.
We do lead an amazing life. But rather than jealousy (and I know you’re speaking in hyperbole), think about what steps you can take to have a more amazing life. Here are a few ideas to get you started:
1) Decide, consciously, to have a happy life; this is something I did in my 20s and I always refer to it as my best decision ever. Even better than my wonderful marriage—because it made that marriage a success.
happy people leaping for joy
2) Frame things positively. This gratitude journal is an example: I had to find good things to say the day we lost a Peru vacation day when our connecting flight from Ft. Lauderdale was canceled, the day [Supreme Court nominee Brett] Kavanaugh was confirmed, and even the day Yoshi [my stepfather] was killed by a careless motorist as he crossed in the crosswalk with the flashing light engaged. Seek out the benefits of every experience.
3) Dedicate one four-hour block per month (to start) to do something amazing. Climb a mountain, go to a spa, start a movement to change something you don’t like…whatever. Everyone can find that much time to create amazingness in your own life.
4) Dedicate some small bit of time every day, even 15 or 30 minutes, to doing something you love and that feels important: read a book, get a little time outside, cook a cool new food…endless possibilities.
5) Notice and appreciate the beauty of ordinary things. I find one of the things I get out of the Gratitude Journal is I’m always on the lookout for what I’m going to write about, so I pay a lot more attention to the beauty around me, and take pictures to help me remember and share that beauty.
And here’s a sixth I should have included: have something in your life that’s bigger than you and gives you purpose. Mine is to help businesses identify, create, and market products and services that address things like hunger, poverty war, and catastrophic climate change–and make a profit. When I discovered this purpose, at age 57, I felt like I finally had an answer for “what do you want to do when you grow up?”
#WeBeleiveHer demonstration supporting Christine Blasey Ford -Northampton, MA, 9-27-18. Photo by Shel Horowitz
This month, in my newsletter, I’ll be reviewing Our Search for Belonging: How Our Need to Connect is Tearing Us Apart, by Howard J. Ross with Jonrobert Tartaglione. Ross, of course, wrote well before Brett Kavanaugh was nominated to the Supreme Court. But as I was reading, the relevance of his work to the Kavanaugh/Ford hearings stood out for me.
I am a survivor of childhood sexual assault. The attack happened when I was 10 or 11, but I didn’t tell anyone until I was 16. That didn’t make it any less real or any less painful. It was the defining trauma of my life.
The Senate hearings brought something home to me:
White, straight men with economic privilege attacked Dr. Ford for speaking out, for not speaking out right away, for not presenting enough evidence (when the Republicans refused her attempts to call witnesses or have an outside investigation). White, straight men with power were in such a great rush to vote in someone who made obvious lies under oath and may well have been a serial sexual assailant that they belittled her and lionized him. Meanwhile, white, straight men without economic privilege made death threats against her and forced her from her home. White, straight men defended the high school and college rape culture even while accepting Kavanaugh’s unconvincing explanation that he was far too pure to have participated in that oppressive culture–despite considerable evidence to the contrary on his own calendars and yearbook.
In Ross’s paradigm, those white straight men have set up an us versus them situation. They’ve turned Dr. Ford–and by extension, any survivor of sexual assault, including me–into “other”–something to marginalize, ignore, and/or discredit (my choice not to say “someone” is deliberate, because dehumanizing is a lot of what happens in these “other” situations). While both the Left and the Right engage in this kind of behavior, from my point of view, the Right uses the tactic both more viciously and more consistently).
Watching the highlight video clips, I found Ford quite credible. Watching Kavanaugh attack her, I perceived a sense of entitlement, attempts to dehumanize, and even the tired old tactic of calling the whole thing out as a partisan attack–not to mention that his testimony was crammed with false statements. It sickened me, just as watching Clarence Thomas use similar tactics to deflect similar accusations against him sickened me in 1991. To the Kavanuaghs and Thomases of the world, as a survivor of sexual assault, I will always be an outsider, even though I am male.
In Ross’s view, one key piece of identity politics is the difference in perception between members of the dominant and non-dominant groups: members of dominant groups typically don’t often think about the experience of those in non-dominant groups. Yet, a person of color or a woman or someone who identifies as another type of minority experiences daily reminders that society puts up physical, psychological, economic, and other barriers.
The Kavanaugh/Ford hearings illustrate that difference in perception really well.
I think many of us perceive ourselves or are perceived by others as outsiders in various ways. I have certainly experienced that as a Jew, as a northeastern progressive, as an activist, as someone involved in various liberation struggles. Yet, to a person of color or a Muslim, I would be perceived as part of the in-group that excludes them. That these categorizations are fluid was brought home to me when I ran for City Council in my town, in 1985. I knocked on the door of a man who said, “You’re Jewish, I’m Polish. We’re both Eastern European. We have to stick together against the Irish and Italians who run this town.” I had seen the Polish population as very much a part of the majority culture in this area, and I, as a Jew, was an outsider; he saw it differently, and that opened my eyes.
In the Kavanaugh case, the ignoring strategy no longer worked, so he moved to attempts to discredit, presenting a wide range of emotional behaviors in the process.
Back when I was representing domestic violence survivors in their family law cases, I witnessed a very high proportion of the abusive men on the other side cry in court. For a long time, I thought it was intentionally manipulative, but after a while I came to see it as genuine decompensation as they confronted for perhaps the first time their inability to control the realities they had constructed. For once, someone else — their victims, the court — was writing the script, and they simply couldn’t handle it. The mirror held up to their behavior undid them, at least temporarily; even more so, the loss of control over their little worlds.
If I had had any doubts previously about the truth of the allegations against Kavanaugh, they disappeared when I heard him sniffling his way through the small part of the hearings I listened to yesterday. The angry outbursts I read about later further sealed the deal. I found myself not just certain the assaultive behavior had occurred, but concerned about his wife and daughters — a man who would come that undone during high profile hearings is almost certainly still engaging in those behaviors, in my experience, and I’d wager he’s still a problem drinker as well.
The old white guys in the Senate, and the one in the White House, are similarly breaking down. They are grasping desperately at their control of the world, the reality they have lived for decades, and they are angrily and sometimes tearfully acting out as it is slowly but certainly removed from their collective grip.
The fall of white male supremacy really is happening right now, in painful slow motion, and it is deadly for sure: survivors of domestic violence are at the most risk when they finally decide to leave.
Now more than ever, we need to support one another, we need to make collective safety plans, and we need to keep working to leave white male supremacy behind.
As the primary author of two books in the Guerrilla Marketing series (Guerrilla Marketing to Heal the World and Guerrilla Marketing Goes Green) and a speaker at the recent Guerrilla Marketing Summit, I was very interested in how the digital marketing pioneer Hubspot views the whole Guerrilla Marketing concept and brand.
In their seven examples, I was particularly thrilled that they included UNICEF’s super-successful Dirty Water campaign.
Screenshot of a still from the UNICEF “Dirty Water” video
After all, my two Guerrilla books are the ones that extend the Guerrilla Marketing concepts to the worlds of social change of environmentalism. This was a bit of a gamble for UNICEF; there were obviously significant costs in everything from developing the branding to shipping the filthy water. I hope they’re replicating the campaign in other cities, and creating strong follow-up messaging targeted specifically to those touched by this campaign, to keep them donating into the future.
My definition of Guerrilla Marketing is a lot broader than Hubspot’s. To me, Guerrilla Marketing has three main parts:
Being nimble in our thinking and actions, seizing opportunities quickly, including news tie-ins
Going outside and beyond conventional thinking patterns–disrupting the mental flow to get noticed, to move people to action, but in ways that don’t feel obnoxiously intrusive
Focusing not on how great your brand is (the mistake I see so many marketers make. I call it “we, we, we all the way home) but on the results: the benefits, the problems solved, the pain relieved, the wants and needs met or exceeded–whether for the individual customer or for the planet and the species that live on it.
Hubspot’s choice of the Bounty sculpture is a beautiful example.
Ideally, Guerrilla Marketing will be done at little cost, too. But, as the UNICEF and Grammy examples show, there are plenty of Guerrilla Marketing opportunities that aren’t necessarily cheap.
Let’s look at those two more closely, because they offer us very different lessons. It will take you exactly three minutes and 40 seconds to watch the two videos. Go ahead; I’ll wait.
UNICEF
This elaborate campaign involved creating a brand, bottling filthy brown water, and offering it on the streets of New York. The goal: to increase awareness that the clean, drinkable water we take for granted in most of the US (and the developed world generally) is unimaginable luxury for people at the margins in developing countries. Many have to drink filthy, disease-causing water, and many get very sick. The campaign encouraged people to use the money they currently spend on bottled water to provide clean water for those who don’t have it. Each dollar could supply a thirsty child for 40 days. The video documents the whole campaign, in a fast-paced three minutes.
I found this very effective. I love the way they were able to not just raise awareness, but funds. The negative branding is definitely a Guerrilla tactic, and the results are clearly positive. Bravo!
Grammy Ad
This was an expensive missed opportunity. Maybe it’s a generational thing, but this one really didn’t work for me. Great concept, but terrible execution. I want the protagonist be moved and touched by what he’s seeing, but he strolls through the talking posters, blithe and indifferent. He’s not even glancing at the posters! What’s going on in HIS head? We don’t even get a hint. Have the talking portraits of Harry Potter and the constant animations of things people didn’t animate in the past made a talking poster no-longer-special? And while my wife frequently accuses me of ADD, I found that I hadn’t even processed and recognized one song before it switched after a few seconds to something else. (And OK, I confess, this was not music I’m familiar with anyway). Some of the problem was that the songs all sounded so similar and all seemed to have the exact same beat.
I also think the choice of having multiple copies of each poster was unfortunate. Yes, I recognize that’s a common way to display posters in urban environments. It has NEVER worked for me. I’ve studied some of the advertising masters like David Ogilvy, and they taught me the importance of white space: of having one central object (or person, animal, tree…) able to stand out from what’s around it, because of that empty space around it. If I were buying billboards, instead of, say, 9 medium-sized repeated pictures, I’d use the space for one much larger version of the image. I’d use that white space and not add to the clutter.
Imagine walking down the street and seeing a 20-foot billboard suddenly start to sing with its one and only mouth! Imagine hearing snippets of three or four songs that each have a clear identity, in a true medley, each sung by one giant poster of an artist you recognize instantly. Would you be as blase as the protagonist? I doubt it!
So maybe the commercial would need a full minute instead of 39 seconds. That’s OK. In print copywriting, it’s perfectly OK to take as much time as you need to tell the story; I’ve seen emails with links to 40-page sales letters. Even in broadcast, even though airtime is expensive, we’ve seen many successful commercials that ran an hour (they’re called infomercials and they run on shopping channels). The UNICEF video was three entire minutes and I watched without multitasking, because I was interested both in their message and how they promoted it. If you can’t get it done in less than a minute, either buy more airtime, or script a commercial that CAN get it done in the time you bought.
