From time to time, my newsletter gets a little TOO long and then I cut and move some of the more self-contained chunks to here, so that people can read the newsletter and if interested can jump to here for more detail. This is one of those chunks.

If you are old enough, you will remember that the French Government blew up a boat belonging to Greenpeace in the Auckland harbor, New Zealand. (If you aren’t old enough – trust me – this is not a movie – this is history.) That was 35 years ago – 14 years after Greenpeace was founded to protest the detonation of a nuclear bomb. Since the early 90s Greenpeace has had a broader goal that puts Climate Change front and centre. They are but one organization fighting that particular battle.

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From time to time, my newsletter gets a little TOO long and then I cut and move some of the more self-contained chunks to here, so that people can read the newsletter and if interested can jump to here for more detail. This is one of those chunks.

AIDA is a marketing model that is well over 100 years old. It has gone through countless iterations, twists and turns. It has been cast out – only to reappear with different words. More stages. Less stages. The ‘Young Turks’ who run today’s corporate marketing department will be using some version of the AIDA model. It is a simple, timeless truth that goes something like this:

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Over here I share a lot of Gaping Void’s work. Hugh Macleod more often than not nails it. But this one needed a comment.

if it’s not a job, you are not an artist.

Boom! That’s the way it works, for anyone in the innovation or creative business. History decides what is ‘art’, history decides what is ‘important’ …

Meanwhile, you’re just doing your job, you’re just showing up, trying to be a pro, you’re just trying to be a grownup, you’re just trying to get paid.

Hugh Mcleod – Gaping Void

Whilst I don’t disagree that ‘history’ decides what is important – Hugh of all people knows that ‘history’ is not neutral. An example would be that ‘History’ for the longest time did not recognize art that came from (say) Africa, because we ‘superior’ Westerners were writing off thousands and thousands of years of ‘art’ – because it didn’t fit into our Western sensibilities and so classified the art into Natural History Museums.

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I discovered the three words process only last year from Chris Brogan. It worked nicely for 2019, so I repeated the exercise for 2020. Since publishing the three words in my annual new year newsletter, a number of people have asked questions;

  • where did the idea come from?
  • what are the rules?
  • can you tell me more about the process?
  • is it ok to have four words?

etc etc

So first – not my idea. I got it from Chris Brogan – but I don’t think he started it. To fill in some gaps – this is what Chris has to say.

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Sometimes the task in front of me seems to be so large and neverending that I get despondent. And then I read something like this and I just tell myself to shut up and get on with it.

John Steinbeck

I wouldn’t normally link to something like this – at least not on this blog – but this morning I also happened to catch Rob Long’s Martini Shot Podcast … a ‘shot’ in the arm over a few minutes. It’s the one dated August 21st that I want you to listen to. Sage advice and not far off from what I was writing about in this week’s newsletter and then seeing this … well ‘put up or shut up’ as they say.

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At Booming Toptal, No Stock for Employees or Investors

I mean none – 100% owned by Taso Du Val and I assume none by all the rest on this page.

As Toptal’s Chief Executive Officer, Taso manages Toptal’s core team of hundreds of team members distributed throughout the world, with a focus on innovation. Since Toptal was founded in 2010, Taso has led it to become the largest high-skilled, on-demand talent network in the world. Taso serves on the board of multiple organizations, advising on talent strategy and innovation for Fortune 100s and nonprofits. Taso has guest lectured at Harvard Business School, Wharton, and Oxford on talent management and entrepreneurship.

Toptal’s Web Site

Anyway, what he does and how he runs his business is – well – his business. But it got me to wondering … what he is advising those other companies to do when it comes to employee engagement? Employee motivation?

From where I sit, these words resonate;

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Leading US bosses drop shareholder-first principle.

As the article opens …

“The real test will be in deeds not words.”

Have to say until action – and I mean real action – this jury is out!

Read the opinion by Larry Elliott in The Guardian

Watching. I don’t think People First has won just yet!


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To be strictly accurate – we should be talking about Blocking Trackers

… I came across this article (note if you are using an ‘ad blocker’ … then guess what – they tell you that you have an ‘ad blocker’ on …. actually I don’t use an ‘ad blocker‘ – I use a ‘tracking blocker’.

That aside, I thought I would extract some pertinent quotes from the piece and add my comments. The piece appeared in Adage and was written by Jason Jercinovic – and so all the quotes below I attribute to him. Adage says that “Jason Jercinovic is global head of marketing innovation and global brand director at Havas.”

Havas is a pretty good agency that has produced some great campaigns for Air New Zealand, Global Mental Health and Canal+ – so I kind of feel that they (should at least) know what they are doing. I’ll go further. They do – but it is clear that they remain bought into the narrative of ‘poor us – we have to do this 1 for it to work’. They don’t.

So – let’s get too it …

and no one can blame the advertising industry for rapidly adopting them.

I can!

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