Do you remember Goldilocks and the Three Bears?
This is a clear illustration of societal conditioning. As you know, Goldilocks is portrayed as a white character with a sense of entitlement, freely acting on her impulses, taking what she wants, and showing little concern for consequences. The narrative appears to condone and even facilitate her inconsiderate behaviour. On the other hand, the Brown Bears are hardworking individuals who maintain their livelihood, food, and lifestyle. Despite Goldilocks' careless actions, the bears are portrayed as submissive, continuing to accommodate her in their home, inadvertently conveying a message of tolerance, acceptance, and patience toward those who resemble the Goldilocks archetype in society.
Driven with purpose
Some of our most impactful moments emerge amidst adversity, and these moments become part of our story, shaping our resilience, and fuelling our determination to persist. You will be unstoppable, if you create a purpose for the work that you are doing that is bigger than yourself. What a statement! Think about it, if you have a reason or story to keep showing up the daily grind will not be overwhelming or drain your energy. I think by anchoring your work to a purpose larger than yourself, you create a compelling story that keeps you going, driving you past obstacles towards meaningful achievements.
The story of Willie Sutton
A journalist asked the infamous Willie Sutton, “Why do you rob banks?” and he answered, “It’s because that’s where the money is.” Another journalist asked him, “Why do you rob banks with a machine gun?” and he answered, “It’s because they won’t give you money when you show up with a great personality.”
The story of Willie Sutton and his responses to journalists offers valuable lessons for businesses and marketers. Much like Sutton targeted banks because they were where the money was, it's crucial for businesses to focus their messaging on the audience most likely to be interested in their product or service. This highlights the importance of identifying a target market and concentrating efforts on reaching it effectively. Sutton's consistent use of a machine gun to achieve his goal also underscores the value of straightforward and consistent messaging, which helps build trust and credibility with an audience.
It's you, uniquely you
Nowadays, small brands cannot afford to participate in traditional media buys, so social media is the only place where they talk about their brand. This morning, I realised that it’s been almost 2 months since I activated my Clubhouse account, and I still haven’t joined a conversation room. For those of you who are not aware, Clubhouse is an invitation-only social audio app. Apparently, Clubhouse is the home for people who are disillusioned with social media censorship and unequivocally condemn all other forms of racism and hate speech.
This new storytelling approach which is not visual will take a little while to catch on. As the Clubhouse rooms disappear after they are over, and as recording a room is against the rules - “going viral,” in the traditional sense, isn’t really possible. I think the Clubhouse app could help brands to attract new clients, as it’s an ideal platform to consistently define, express and communicate who you are, who you serve and why you are currently dedicating your life to serving your target market.