Advertisement Ideas Quotes

The best ideas come as jokes. Make your thinking as funny as possible.

All the papers that matter live off their advertisements, and the advertisers exercise an indirect censorship over news.

A good ad is worth so much more than just a little ad spend.

The reason that online ads are 80% of the time ignored lies in the fact that we have started forgetting creativity when creativity is as important as data.

Digital trends have made it easy to run ads for each and every business type irrespective of the business size.

If you want to have an effective ad, you need to work on communicating your message in the most effective way. Keep it clear, concise and non-confusing.

An advertising strategy is based on proper research which guides you in this entire process of customer acquisition with the help of ads.

Customers are becoming more and more concerned about the environment. They don’t want to associate themselves with any product or brand which is not working hard to protect the environment.

The creative process requires more than reason. Most original thinking isn't even verbal. It requires 'a groping experimentation with ideas, governed by intuitive hunches and inspired by the unconscious.' The majority of business men are incapable of original thinking because they are unable to escape from the tyranny of reason. Their imaginations are blocked.

Sometimes the right business decision is to let it go - to let go of an underperforming employee, to let go of an unprofitable branch, to let go of a weak advertising campaign, and to let go of an idea that fails to create the hype you wanted it to be.

If you want your customers to start eating spinach flavored ice cream, your idea won’t need as much cultural change as it will if you want your customers to start taking a coffee pill in the morning instead of fresh brewed coffee. Obviously, the latter will require more efforts and more marketing.

Sound an alarm! Advertising, not deals, builds brands.

Templeton was down there now, rummaging around. When he returned to the barn, he carried in his mouth an advertisement he had torn from a crumpled magazine. How's this?" he asked, showing the ad to Charlotte. It says 'Crunchy.' 'Crunchy' would be a good word to write in your web." Just the wrong idea," replied Charlotte. "Couldn't be worse. We don't want Zuckerman to think Wilbur is crunchy. He might start thinking about crisp, crunchy bacon and tasty ham. That would put ideas into his head. We must advertise Wilbur's noble qualities, not his tastiness.

Universal literacy was supposed to educate the common man to control his environment. Once he could read and write he would have a mind fit to rule. So ran the democratic doctrine. But instead of a mind, universal literacy has given him rubber stamps, rubber stamps inked with advertising slogans, with editorials, with published scientific data, with the trivialities of the tabloids and the platitudes of history, but quite innocent of original thought. Each man's rubber stamps are the duplicates of millions of others, so that when those millions are exposed to the same stimuli, all receive identical imprints. It may seem an exaggeration to say that the American public gets most of its ideas in this wholesale fashion. The mechanism by which ideas are disseminated on a large scale is propaganda, in the broad sense of an organized effort to spread a particular belief or doctrine.

Be creative while inventing ideas, but be disciplined while implementing them.

Big ideas come from the unconscious. This is true in art, in science and in advertising. But your unconscious has to be well informed, or your idea will be irrelevant. Stuff your conscious mind with information, then unhook your rational thought process.

How can even the idea of rebellion against corporate culture stay meaningful when Chrysler Inc. advertises trucks by invoking “The Dodge Rebellion”? How is one to be bona fide iconoclast when Burger King sells onion rings with “Sometimes You Gotta Break the Rules”? How can an Image-Fiction writer hope to make people more critical of televisual culture by parodying television as a self-serving commercial enterprise when Pepsi and Subaru and FedEx parodies of self-serving commercials are already doing big business? It’s almost a history lesson: I’m starting to see just why turn-of-the-century Americans’ biggest fear was of anarchist and anarchy. For if anarchy actually wins, if rulelessness become the rule, then protest and change become not just impossible but incoherent. It’d be like casting a ballot for Stalin: you are voting for an end to all voting.

In the years that followed, the goal went from taking huge risks to create new industries and grand new ideas, to chasing easier money by entertaining consumers and pumping out simple apps and advertisements. “The best minds of my generation are thinking about how to make people click ads,” Jeff Hammerbacher, an early Facebook engineer, told me. “That sucks.” Silicon Valley began to look an awful lot like Hollywood.

If you are going to use the results of market research to make a big business decision, then it’s a good idea to do quantitative research rather than qualitative.

When the web started, I used to get really grumpy with people because they put my poems up. They put my stories up. They put my stuff up on the web. I had this belief, which was completely erroneous, that if people put your stuff up on the web and you didn’t tell them to take it down, you would lose your copyright, which actually, is simply not true. And I also got very grumpy because I felt like they were pirating my stuff, that it was bad. And then I started to notice that two things seemed much more significant. One of which was… places where I was being pirated, particularly Russia where people were translating my stuff into Russian and spreading around into the world, I was selling more and more books. People were discovering me through being pirated. Then they were going out and buying the real books, and when a new book would come out in Russia, it would sell more and more copies. I thought this was fascinating, and I tried a few experiments. Some of them are quite hard, you know, persuading my publisher for example to take one of my books and put it out for free. We took “American Gods,” a book that was still selling and selling very well, and for a month they put it up completely free on their website. You could read it and you could download it. What happened was sales of my books, through independent bookstores, because that’s all we were measuring it through, went up the following month three hundred percent. I started to realize that actually, you’re not losing books. You’re not losing sales by having stuff out there. When I give a big talk now on these kinds of subjects and people say, “Well, what about the sales that I’m losing through having stuff copied, through having stuff floating out there?” I started asking audiences to just raise their hands for one question. Which is, I’d say, “Okay, do you have a favorite author?” They’d say, “Yes.” and I’d say, “Good. What I want is for everybody who discovered their favorite author by being lent a book, put up your hands.” And then, “Anybody who discovered your favorite author by walking into a bookstore and buying a book raise your hands.” And it’s probably about five, ten percent of the people who actually discovered an author who’s their favorite author, who is the person who they buy everything of. They buy the hardbacks and they treasure the fact that they got this author. Very few of them bought the book. They were lent it. They were given it. They did not pay for it, and that’s how they found their favorite author. And I thought, “You know, that’s really all this is. It’s people lending books. And you can’t look on that as a loss of sale. It’s not a lost sale, nobody who would have bought your book is not buying it because they can find it for free.” What you’re actually doing is advertising. You’re reaching more people, you’re raising awareness. Understanding that gave me a whole new idea of the shape of copyright and of what the web was doing. Because the biggest thing the web is doing is allowing people to hear things. Allowing people to read things. Allowing people to see things that they would never have otherwise seen. And I think, basically, that’s an incredibly good thing.

America…is being lost through television. Because in advertising, mendacity and manipulation are raised to the level of internal values for the advertisers. Interruption is seen as a necessary concomitant to marketing. It used to be that a seven- or eight-year old could read consecutively for an hour or two. But they don’t do that much anymore. The habit has been lost. Every seven to ten minutes, a child is interrupted by a commercial on TV> Kids get used to the idea that their interest is there to be broken into. In consequence, they are no longer able to study as well. Their powers of concentration have been reduced by systematic interruption.

Commodified fantasy takes no risks: it invents nothing, but imitates and trivializes. It proceeds by depriving the old stories of their intellectual and ethical complexity, turning their truth-telling to sentimental platitude. heroes brandish their swords, lasers, wands, as mechanically as combine harvesters, reaping profits. Profoundly disturbing moral choices are sanitized, made cute, made safe. The passionately conceived ideas of the great story-tellers are copied, stereotyped, reduced to toys, molded in bright-colored plastic, advertised, sold, broken, junked, replaceable, interchangeable. What the commodifiers of fantasy count on and exploit is the insuperable imagination of the reader, child or adult, which gives even these dead things life- of a sort, for a while.

It will help you recognize a big idea if you ask yourself five questions: 1 Did it make me gasp when I first saw it? 2 Do I wish I had thought of it myself? 3 Is it unique? 4 Does it fit the strategy to perfection? 5 Could it be used for 30 years? You

I began by saying that our history will be what we make it. If we go on as we are, then history will take its revenge, and retribution will not limp in catching up with us. We are to a large extent an imitative society. If one or two or three corporations would undertake to devote just a small fraction of their advertising appropriation along the lines that I have suggested, the procedure would grow by contagion; the economic burden would be bearable, and there might ensue a most exciting adventure--exposure to ideas and the bringing of reality into the homes of the nation. To those who say people wouldn't look; they wouldn't be interested; they're too complacent, indifferent and insulated, I can only reply: There is, in one reporter's opinion, considerable evidence against that contention. But even if they are right, what have they got to lose? Because if they are right, and this instrument is good for nothing but to entertain, amuse and insulate, then the tube is flickering now and we will soon see that the whole struggle is lost. This instrument can teach, it can illuminate; yes, and it can even inspire. But it can do so only to the extent that humans are determined to use it to those ends. Otherwise it is merely wires and lights in a box. There is a great and perhaps decisive battle to be fought against ignorance, intolerance and indifference.

The very idea of massified advertising meant that large cirulation newpapers were not in the business of selling information to people but rather of selling the attention of their readers to commercial concerns... to tap into the resorvoir of resources constitutred by the growing urban populations

If you have no idea whether the problem is with your product, price, or something else, then it’s a good idea to start with a little research. It’s going to help you understand what the main problem is, or why people are not buying more of your products.

Details that could throw doubt on your interpretation must be given, if you know them. You must do the best you can—if you know anything at all wrong, or possibly wrong—to explain it. If you make a theory, for example, and advertise it, or put it out, then you must also put down all the facts that disagree with it, as well as those that agree with it. There is also a more subtle problem. When you have put a lot of ideas together to make an elaborate theory, you want to make sure, when explaining what it fits, that those things it fits are not just the things that gave you the idea for the theory; but that the finished theory makes something else come out right, in addition.

Everyone's for a free Tibet, but no one's for freeing Tibet. So Tibet will stay unfree - as unfree now as it was when the first Free Tibet campaigner slapped the very first "FREE TIBET" sticker on the back of his Edsel. Idealism as inertia is the hallmark of the movement...He's [the guy with the bumper sticket] advertising his moral superiority, not calling for action. If Rumsfeld were to say, "Free Tibet? Jiminy, what a swell idea! The Third Infantry Division goes in on Thursday," the bumper-sticker crowd would be aghast. They'd have to bend down and peel off the "FREE TIBET" stickers and replace them with "WAR IS NOT THE ANSWER.

First, study the product you are going to advertise. The more you know about it, the more likely you are to come up with a big idea for selling it.

The important thing for you to remember is that it does not matter in the least how you got the idea or where it came from. You may never have met a professional hypnotist. You may never have been formally hypnotized. But if you have accepted an idea - from yourself, your teachers, your parents, friends, advertisements, from any other source - and further, if you are firmly convinced that idea is true, it has the same power over you as the hypnotist's words have over the hypnotized subject.

What Hitler did was advertise unoriginal ideas in an original way. He gave voice to phobias, prejudice, and resentment as no one else could. Others could say the same thing but make no impact at all. It was less what he said, than how he said it that counted. As it was to be throughout his ‘career’, presentation was what mattered.

It goes right back to the idea of the Power of Positive Thinking, which is so strong in America because it fits in so well with the Power of Commercial Advertising and with the Power of Wishful Thinking, aka the American Dream.

It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea.

Don’t surround yourself with "yes" men and women. Stay close to people who aren’t afraid to tell you when you are wrong. “You need people around you that you can trust to say "that’s a shit idea," Hegarty says. “Every McCartney needs a Lennon.

Another reason Hawthorne set his story in the past (in lies) was 'cause he couldn't say directly all the wild things he wanted to say. He was living in a society to which ideas and writing still mattered. In 'The Custom House', the introduction to The Scarlet Letter, Hawthorne makes sure he tells us the story of The Scarlet Letter occurred long ago and has nothing to do with anyone who's now living. After all, Hawthorne had to protect himself so he could keep writing. Right now I can speak as directly as I want 'cause no one gives a shit about writing and ideas, all anyone cares about is money. Even if one person in Boise, Idaho, gave half-a-shit, the only book Mr Idaho can get his hands on is a book the publishers, or rather the advertisers ('cause all businessmen are now advertisers) have decided will net half-a-million in movie and/or TV rights. A book that can be advertised. Define culture that way.

It has often been suggested to me that the Constitution of the United States is a sufficient safeguard for the freedom of its citizens. It is obvious that even the freedom it pretends to guarantee is very limited. I have not been impressed with the adequacy of the safeguard. The nations of the world, with centuries of international law behind them, have never hesitated to engage in mass destruction when solemnly pledged to keep the peace; and the legal documents in America have not prevented the United States from doing the same. Those in authority have and always will abuse their power. And the instances when they do not do so are as rare as roses growing on icebergs. Far from the Constitution playing any liberating part in the lives of the American people, it has robbed them of the capacity to rely on their own resources or do their own thinking. Americans are so easily hoodwinked by the sanctity of law and authority. In fact, the pattern of life has become standardized, routinized, and mechanized like canned food and Sunday sermons. The hundred-percenter easily swallows syndicated information and factory-made ideas and beliefs. He thrives on the wisdom given him over the radio and cheap magazines by corporations whose philanthropic aim is selling America out. He accepts the standards of conduct and art in the same breath with the advertising of chewing gum, toothpaste, and shoe polish. Even songs are turned out like buttons or automobile tires--all cast from the same mold.

Obsessing about one medium versus another is a waste of energy - it is the cultivation and management of ideas, and the people who generate them, that is the crucial factor.

Fact and fiction carry the same intrinsic weight in the marketplace of ideas. Unfortunately reality has no advertising budget.

It’s never been easier for audiences to skip, filter, or avoid advertising, so the best ideas are the ones that respect that the audience needs to get something out of the work; it should inspire, satisfy, or motivate them. You can’t just bombard people with messages anymore.

[…] the lady, her eye catching sight of an advertisement of somebody’s cocoa, said ‘Shocking!’ and turned the other way. Really, there was some excuse for her. One notices, even in England, the home of the proprieties, that the lady who drinks cocoa appears, according to the poster, to require very little else in this world; a yard or so of art muslin at the most. On the Continent she dispenses, so far as one can judge, with every other necessity of life. Not only is cocoa food and drink to her, it should be clothes also, according to the idea of the cocoa manufacturer.

It is a good idea to start the year by writing down exactly what you want to accomplish, and end the year by measuring how much you have accomplished. McKinsey imposes this discipline on its partners and pays them according to how many of the things on their lists they accomplish. Leadership

An old advertising maxim says you've got to spell out the benefit of the benefit. In other words, people don't buy quarter-inch drill bits. They buy quarter-inch holes so they can hang their children's pictures.

So what's your doll's name?" Boo asked me. "Barbie," I said. "All their names are Barbie." "I see," she said. "Well, I'd think that would get boring, everyone having the same name." I thought about this, then said, "Okay, then her name is Sabrina." "Well, that's a very nice name," Boo said. I remember she was baking bread, kneading the dough between her thick fingers. "What does she do?" "Do?" I said. "Yes." She flipped the dough over and started in on it from the other side. "What does she do?" "She goes out with Ken," I said. "And what else?" "She goes to parties," I said slowly. "And shopping." "Oh," Boo said, nodding. "She can't work?" "She doesn't have to work," I said. "Why not?" "Because she's Barbie." "I hate to tell you, Caitlin, but somebody has to make payments on that town house and the Corvette," Boo said cheerfully. "Unless Barbie has a lot of family money." I considered this while I put on Ken's pants. Boo started pushing the dough into a pan, smoothing it with her hand over the top. "You know what I think, Caitlin?" Her voice was soft and nice, the way she always spoke to me. "What?" "I think your Barbie can go shopping, and go out with Ken, and also have a productive and satisfying career of her own." She opened the oven and slid in the bread pan, adjusting its position on the rack. "But what can she do?" My mother didn't work and spent her time cleaning the house and going to PTA. I couldn't imagine Barbie, whose most casual outfit had sequins and go-go boots, doing s.uch things. Boo came over and plopped right down beside me. I always remember her being on my level; she'd sit on the edge of the sandbox, or lie across her bed with me and Cass as we listened to the radio. "Well," she said thoughtfully, picking up Ken and examining his perfect physique. "What do you want to do when you grow up?" I remember this moment so well; I can still see Boo sitting there on the floor, cross- legged, holding my Ken and watching my face as she tried to make me see that between my mother's PTA and Boo's strange ways there was a middle ground that began here with my Barbie, Sab-rina, and led right to me. "Well," I said abruptly, "I want to be in advertising." I have no idea where this came from. "Advertising," Boo repeated, nodding. "Okay. Advertising it is. So Sabrina has to go to work every day, coming up with ideas for commercials and things like that." "She works in an office," I went on. "Sometimes she has to work late." "Sure she does," Boo said. "It's hard to get ahead. Even if you're Barbie." "Because she wants to get promoted," I added. "So she can pay off the town house. And the Corvette." "Very responsible of her," Boo said. "Can she be divorced?" I asked. "And famous for her commercials and ideas?" "She can be anything," Boo told me, and this is what I remember most, her freckled face so solemn, as if she knew she was the first to tell me. "And so can you.

I think this was a nice idea we had in this country and a nice landscape to experiment with. But I think there comes a time in almost any experimentation or idea, where you have to evaluate it, maybe our time has come. In the context of the real world, not just the American world but all around, we haven't done too well. We are not a very good advertisement for the idea we represented. If you lose one wheel of the car, you might be able to get to the side of the road, and some freaks can make it on two, but if you lose three, man, you're in serious trouble. I think we've lost three.

the mass media are interested in attracting audiences with buying power, not audiences per se; it is affluent audiences that spark advertiser interest today, as in the nineteenth century. The idea that the drive for large audiences makes the mass media “democratic” thus suffers from the initial weakness that its political analogue is a voting system weighted by income!

But if lifestyle ads work by the third-person effect, then there will be some products for which it makes good business sense to target a wider audience, one that includes both buyers and non-buyers.32 One reason to target non-buyers is to create envy. As Miller argues, this is the case for many luxury products. “Most BMW ads,” he says, “are not really aimed so much at potential BMW buyers as they are at potential BMW coveters.”33 When BMW advertises during popular TV shows or in mass-circulation magazines, only a small fraction of the audience can actually afford a BMW. But the goal is to reinforce for non-buyers the idea that BMW is a luxury brand.

Perhaps you should put an advertisement in the papers. You can have it listed under livestock. Stallion sought, something like that." Now, that was uncalled for, and outright rude. "What a splendid idea," she responded. "Only why play with metaphors? The direct approach is always best. How does this sound? Gentlemen required for a temporary affair of convenience. Unexceptionable reference from previous lovers required. Must be willing to be named in criminal correspondence. Should be presentable, experienced, and have a strong back.

The television commercial has mounted the most serious assault on capitalist ideology since the publication of Das Kapital. To understand why, we must remind ourselves that capitalism, like science and liberal democracy, was an outgrowth of the Enlightenment. Its principal theorists, even its most prosperous practitioners, believed capitalism to be based on the idea that both buyer and seller are sufficiently mature, well informed and reasonable to engage in transactions of mutual self-interest. If greed was taken to be the fuel of the capitalist engine, the surely rationality was the driver. The theory states, in part, that competition in the marketplace requires that the buyer not only knows what is good for him but also what is good. If the seller produces nothing of value, as determined by a rational marketplace, then he loses out. It is the assumption of rationality among buyers that spurs competitors to become winners, and winners to keep on winning. Where it is assumed that a buyer is unable to make rational decisions, laws are passed to invalidate transactions, as, for example, those which prohibit children from making contracts...Of course, the practice of capitalism has its contradictions...But television commercials make hash of it...By substituting images for claims, the pictorial commercial made emotional appeal, not tests of truth, the basis of consumer decisions. The distance between rationality and advertising is now so wide that it is difficult to remember that there once existed a connection between them. Today, on television commercials, propositions are as scarce as unattractive people. The truth or falsity of an advertiser's claim is simply not an issue. A McDonald's commercial, for example, is not a series of testable, logically ordered assertions. It is a drama--a mythology, if you will--of handsome people selling, buying and eating hamburgers, and being driven to near ecstasy by their good fortune. No claim are made, except those the viewer projects onto or infers from the drama. One can like or dislike a television commercial, of course. But one cannot refute it.

When it first emerged, Twitter was widely derided as a frivolous distraction that was mostly good for telling your friends what you had for breakfast. Now it is being used to organize and share news about the Iranian political protests, to provide customer support for large corporations, to share interesting news items, and a thousand other applications that did not occur to the founders when they dreamed up the service in 2006. This is not just a case of cultural exaptation: people finding a new use for a tool designed to do something else. In Twitter's case, the users have been redesigning the tool itself. The convention of replying to another user with the @ symbol was spontaneously invented by the Twitter user base. Early Twitter users ported over a convention from the IRC messaging platform and began grouping a topic or event by the "hash-tag" as in "#30Rock" or "inauguration." The ability to search a live stream of tweets - which is likely to prove crucial to Twitter's ultimate business model, thanks to its advertising potential - was developed by another start-up altogether. Thanks to these innovations, following a live feed of tweets about an event - political debates or Lost episodes - has become a central part of the Twitter experience. But for the first year of Twitter's existence, that mode of interaction would have been technically impossible using Twitter. It's like inventing a toaster oven and then looking around a year later and discovering that all your customers have, on their own, figured out a way to turn it into a microwave.

Advertising is profoundly manipulative at its core. Its imagery strives to deprive us of realistic ideas about love, sex, beauty, health, money, work, and life itself, in an attempt to convince us that only products can bring us true joy. Its practitioners are trained in psychology, sociology, argumentation, poetry, and design. These are powerful tools in the art of persuasion, more so when deployed by a multibillion-dollar industry.

More than that, these adverts sell a dubious world view. They sell the idea that science is not about the delicate relationship between evidence and theory. They suggest, instead, with all the might of their international advertising budgets, their Microcellular Complexes, their Neutrillium XY, their Tenseur Peptidique Végétal and the rest, that science is about impenetrable nonsense involving equations, molecules, sciencey diagrams, sweeping didactic statements from authority figures in white coats, and that this sciencey-sounding stuff might just as well be made up, concocted, confabulated out of thin air, in order to make money. They sell the idea that science is incomprehensible, with all their might, and they sell this idea mainly to attractive young women, who are disappointingly under-represented in the sciences.

Over recent years, [there's been] a strong tendency to require assessment of children and teachers so that [teachers] have to teach to tests and the test determines what happens to the child, and what happens to the teacher...that's guaranteed to destroy any meaningful educational process: it means the teacher cannot be creative, imaginative, pay attention to individual students' needs, that a student can't pursue things [...] and the teacher's future depends on it as well as the students'...the people who are sitting in the offices, the bureaucrats designing this - they're not evil people, but they're working within a system of ideology and doctrines, which turns what they're doing into something extremely harmful [...] the assessment itself is completely artificial; it's not ranking teachers in accordance with their ability to help develop children who reach their potential, explore their creative interests and so on [...] you're getting some kind of a 'rank,' but it's a 'rank' that's mostly meaningless, and the very ranking itself is harmful. It's turning us into individuals who devote our lives to achieving a rank, not into doing things that are valuable and important. It's highly destructive...in, say, elementary education, you're training kids this way [...] I can see it with my own children: when my own kids were in elementary school (at what's called a good school, a good-quality suburban school), by the time they were in third grade, they were dividing up their friends into 'dumb' and 'smart.' You had 'dumb' if you were lower-tracked, and 'smart' if you were upper-tracked [...] it's just extremely harmful and has nothing to do with education. Education is developing your own potential and creativity. Maybe you're not going to do well in school, and you'll do great in art; that's fine. It's another way to live a fulfilling and wonderful life, and one that's significant for other people as well as yourself. The whole idea is wrong in itself; it's creating something that's called 'economic man': the 'economic man' is somebody who rationally calculates how to improve his/her own status, and status means (basically) wealth. So you rationally calculate what kind of choices you should make to increase your wealth - don't pay attention to anything else - or maybe maximize the amount of goods you have. What kind of a human being is that? All of these mechanisms like testing, assessing, evaluating, measuring...they force people to develop those characteristics. The ones who don't do it are considered, maybe, 'behavioral problems' or some other deviance [...] these ideas and concepts have consequences. And it's not just that they're ideas, there are huge industries devoted to trying to instill them...the public relations industry, advertising, marketing, and so on. It's a huge industry, and it's a propaganda industry. It's a propaganda industry designed to create a certain type of human being: the one who can maximize consumption and can disregard his actions on others.

Every one of us, unconsciously, works out a personal philosophy of life, by which we are guided, inspired, and corrected, as time goes on. It is this philosophy by which we measure out our days, and by which we advertise to all about us the man, or woman, that we are... It takes but a brief time to scent the life philosophy of anyone. It is defined in the conversation, in the look of the eye, and in the general mien of the person. It has no hiding place. It's like the perfume of a flower -- unseen, but known almost instantly. It is the possession of the successful, and the happy. And it can be greatly embellished by the absorption of ideas and experiences of the useful of this earth.

The best way to get an idea across to the public, however outlandish, is to have the courage to present it to them in the first place. It’s easy to get sidetracked by overthinking something or trying to second-guess the general populace because of doubts and fears. They will be the ultimate authority on what they like and don’t like in the end.

If we cannot provide clients with the one thing they really want from us -- creativity -- there is little future for the ad industry as it is currently configured.

In creating an ideavirus, the advertiser creates an environment in which the idea can replicate and spread. It’s the virus that does the work, not the marketer.

But although quality, price, and advertising contribute to products and ideas being successful, they don’t explain the whole story.

La publicidad es el único trabajo en el que te pagan por hacer las cosas peor de lo que puedes hacerlas. Cuando presentas una idea genial y el anunciante desea estropearla, concéntrate en pensar en tu sueldo, y, en treinta segundos de cronómetro, endósale una mierda siguiendo su dictado y añádele unas palmeras en el story-board para salir a rodar el spot durante una semana en Miami o Ciudad del Cabo.

Yeah, well, my point is he stuck his neck out for you, and from what I know of him, he doesn’t really seem like the type to do something like that so lightly. Maybe he’s biding his time … or,’ she raised her finger, ‘maybe he’s scared of something … or someone. It’s probably his twin. The bossman. Old blue-eyes-creepysmile. What’s his name again?’ ‘You know his name,’ I said. ‘And can you keep your voice down, please? I’ve taken a vow of secrecy and anyone could be listening to you right now.’ Millie rolled her eyes. ‘And no, I doubt Valentino would be thrilled at the idea of me making out with his brother. Especially after everything that happened with Nic.’ ‘You know,’ said Millie who was now narrowing her eyes, ‘for someone with such a romantic name, he’s a real killjoy, isn’t he? He’s all, Ooh look at me, I’m sensitive and kind and I have a beautiful long name and pretty eyes, and then BAM! Psyche! I’m going to shoot you. You know what I call that, Soph? I call that false advertising, and I’m pretty sure it’s illegal.

Most people are not even aware of their need to conform. They live under the illusion that they follow their own ideas and inclinations, that they are individuals, that they have arrived at their opinions as the result of their own thinking—and that it just happens that their ideas are the same as those of the majority. The consensus of all serves as a proof for the correctness of ‘their’ ideas. Since there is still a need to feel some individuality, such need is satisfied with regard to minor differences; the initials on the handbag or the sweater, the name plate of the bank teller, the belonging to the Democratic as against the Republican party, to the Elks instead of to the Shriners become the expression of individual differences. The advertising slogan of ‘it is different’ shows up this pathetic need for difference, when in reality there is hardly any left.

The work I do is not exactly respectable. But I want to explain how it works without any of the negatives associated with my infamous clients. I’ll show how I manipulated the media for a good cause. A friend of mine recently used some of my advice on trading up the chain for the benefit of the charity he runs. This friend needed to raise money to cover the costs of a community art project, and chose to do it through Kickstarter, the crowdsourced fund-raising platform. With just a few days’ work, he turned an obscure cause into a popular Internet meme and raised nearly ten thousand dollars to expand the charity internationally. Following my instructions, he made a YouTube video for the Kickstarter page showing off his charity’s work. Not a video of the charity’s best work, or even its most important work, but the work that exaggerated certain elements aimed at helping the video spread. (In this case, two or three examples in exotic locations that actually had the least amount of community benefit.) Next, he wrote a short article for a small local blog in Brooklyn and embedded the video. This site was chosen because its stories were often used or picked up by the New York section of the Huffington Post. As expected, the Huffington Post did bite, and ultimately featured the story as local news in both New York City and Los Angeles. Following my advice, he sent an e-mail from a fake address with these links to a reporter at CBS in Los Angeles, who then did a television piece on it—using mostly clips from my friend’s heavily edited video. In anticipation of all of this he’d been active on a channel of the social news site Reddit (where users vote on stories and topics they like) during the weeks leading up to his campaign launch in order to build up some connections on the site. When the CBS News piece came out and the video was up, he was ready to post it all on Reddit. It made the front page almost immediately. This score on Reddit (now bolstered by other press as well) put the story on the radar of what I call the major “cool stuff” blogs—sites like BoingBoing, Laughing Squid, FFFFOUND!, and others—since they get post ideas from Reddit. From this final burst of coverage, money began pouring in, as did volunteers, recognition, and new ideas. With no advertising budget, no publicist, and no experience, his little video did nearly a half million views, and funded his project for the next two years. It went from nothing to something. This may have all been for charity, but it still raises a critical question: What exactly happened? How was it so easy for him to manipulate the media, even for a good cause? He turned one exaggerated amateur video into a news story that was written about independently by dozens of outlets in dozens of markets and did millions of media impressions. It even registered nationally. He had created and then manipulated this attention entirely by himself.

One of the best advertising people ever was Carl Ally. He said the true creative person wants to be a know-it-all. They want to know about all kinds of things: ancient history, nineteenth-century mathematics, modern manufacturing techniques, flower arranging, and lean hog futures. Because they never know when these ideas might come together to form a new idea. It may happen six minutes later or six years down the road, but they know it will happen.

In the old days, you either had to buy expensive advertising or beg the media to tell your story. Sadly, many organizations don’t realize that they have a much better option—they can tell their story directly to an interested market.

(About "From Hell") The idea was to do a documentary comic about a murder. I concluded that there was a way of approaching the [Ripper] murders in a completely different way. I changed the emphasis from 'whodunit' to 'what happened'. I'd seen advertisements for Douglas Adams' book "Dirk Gently's Holistic Detective Agency". A holistic detective? You wouldn't just have to solve the crime, you'd have to solve the entire world that that crime happened in. That was the twist that I needed.

Maybe God is only the most powerful poetic idea we humans’re capable of thinkin’,” he said one night, after a few drinks. “Maybe God has no reality outside our minds and exists only in the paradox of Perfect Compassion and Perfect Justice. Or maybe,” he suggested, slouching back in his chair and favoring her with a lopsided, wily grin, “maybe God is exactly as advertised in the Torah. Maybe, along with all its other truths and beauties, Judaism preserves for each generation of us the reality of the God of Abraham, of Isaac, of Jacob, of Moses—the God of Jesus.” A cranky, uncanny God, D.W. called Him. “A God with quirky, unfathomable rules, a God who gets fed up with us and pissed off! But quick to forgive, Sofia, and generous,

Jonah Berger, a social scientist well-known for his studies of virality, explains that publicness is one of the most crucial factors in driving something’s spread. As he writes in his book Contagious, “Making things more observable makes them easier to imitate, which makes them more likely to become popular. . . . We need to design products and initiatives that advertise themselves and create behavioral residue that sticks around even after people have bought the product or espoused the idea.

To establish evolutionary interrelatedness invariably requires exhibiting similarities between organisms. Within Darwinism, there's only one way to connect such similarities, and that's through descent with modification driven by the Darwinian mechanism. But within a design-theoretic framework, this possibility, though not precluded, is also not the only game in town. It's possible for descent with modification instead to be driven by telic processes inherent in nature (and thus by a form of design). Alternatively, it's possible that the similarities are not due to descent at all but result from a similarity of conception, just as designed objects like your TV, radio, and computer share common components because designers frequently recycle ideas and parts. Teasing apart the effects of intelligent and natural causation is one of the key questions confronting a design-theoretic research program. Unlike Darwinism, therefore, intelligent design has no immediate and easy answer to the question of common descent. Darwinists necessarily see this as a bad thing and as a regression to ignorance. From the design theorists' perspective, however, frank admissions of ignorance are much to be preferred to overconfident claims to knowledge that in the end cannot be adequately justified. Despite advertisements to the contrary, science is not a juggernaut that relentlessly pushes back the frontiers of knowledge. Rather, science is an interconnected web of theoretical and factual claims about the world that are constantly being revised and for which changes in one portion of the web can induce radical changes in another. In particular, science regularly confronts the problem of having to retract claims that it once confidently asserted.

This crusading spirit of the managers and engineers, the idea of designing and manufacturing and distributing being sort of a holy war: all that folklore was cooked up by public relations and advertising men hired by managers and engineers to make big business popular in the old days, which it certainly wasn't in the beginning. Now, the engineers and managers believe with all their hearts the glorious things their forebears hired people to say about them. Yesterday's snow job becomes today's sermon.

As for the public, the PR man, like the advertising expert and others who deal with people in the lump, including a number of would-be-statesmen and redeemers-at-large, conceive of that body as composed of non-ideographic units which are to be regarded not as ourselves but as, ultimately, gadgets of electrochemical circuitry operated by a push-button system of remote control. In fact, in dealing with the public in a purely technological society, the very notion of self is bypassed by various appeals to an undifferentiated unconscious, such appeals often having little or no relation to the vendible object or idea; in this connection history gives us to contemplate the fact that the psychologist J.B. Watson, the founder of American behaviorism, wound up in the advertising business. So history may become parable.

I’VE LOST FAITH in the saying “You’re only as old as you think you are,” ever since I got old. It is a saying with a fine heritage. It goes right back to the idea of the Power of Positive Thinking, which is so strong in America because it fits in so well with the Power of Commercial Advertising and with the Power of Wishful Thinking, aka the American Dream. It is the bright side of Puritanism: What you deserve is what you get. (Never mind just now about the dark side.) Good things come to good people and youth will last forever for the young in heart.

Rory’s Rules of Alchemy The opposite of a good idea can also be a good idea. Don’t design for average. It doesn’t pay to be logical if everyone else is being logical. The nature of our attention affects the nature of our experience. A flower is simply a weed with an advertising budget. The problem with logic is that it kills off magic. A good guess which stands up to observation is still science. So is a lucky accident. Test counterintuitive things only because no one else will. Solving problems using rationality is like playing golf with only one club. Dare to be trivial. If there were a logical answer, we would have found it.

That is the idea that we all hope you have learned in studying science in school—we never explicitly say what this is, but just hope that you catch on by all the examples of scientific investigation. It is interesting, therefore, to bring it out now and speak of it explicitly. It’s a kind of scientific integrity, a principle of scientific thought that corresponds to a kind of utter honesty—a kind of leaning over backwards. For example, if you’re doing an experiment, you should report everything that you think might make it invalid—not only what you think is right about it: other causes that could possibly explain your results; and things you thought of that you’ve eliminated by some other experiment, and how they worked—to make sure the other fellow can tell they have been eliminated. Details that could throw doubt on your interpretation must be given, if you know them. You must do the best you can—if you know anything at all wrong, or possibly wrong—to explain it. If you make a theory, for example, and advertise it, or put it out, then you must also put down all the facts that disagree with it, as well as those that agree with it. There is also a more subtle problem. When you have put a lot of ideas together to make an elaborate theory, you want to make sure, when explaining what it fits, that those things it fits are not just the things that gave you the idea for the theory; but that the finished theory makes something else come out right, in addition. In summary, the idea is to try to give all of the information to help others to judge the value of your contribution; not just the information that leads to judgment in one particular direction or another. The first principle is that you must not fool yourself—and you are the easiest person to fool. So you have to be very careful about that. After you’ve not fooled yourself, it’s easy not to fool other scientists... You just have to be honest in a conventional way after that.

When you are discovered by a householder—with revolver—in his parlor at half-past three in the morning, it is surely an injudicious move to lay stress on your proficiency as a burglar. The householder may be supposed to take that for granted. The side of your character that should be advertised in such a crisis is the non-burglarious. Allusion should be made to the fact that, as a child, you attended Sunday school regularly, and to what the minister said when you took the divinity prize. The idea should be conveyed to the householder's mind that, if let off with a caution, your innate goodness of heart will lead you to reform and to avoid such scenes in future.

There’s good reason for such worries. About a year after Pole created his pregnancy prediction model, a man walked into a Minnesota Target and demanded to see the manager. He was clutching an advertisement. He was very angry. “My daughter got this in the mail!” he said. “She’s still in high school, and you’re sending her coupons for baby clothes and cribs? Are you trying to encourage her to get pregnant?” The manager didn’t have any idea what the man was talking about. He looked at the mailer. Sure enough, it was addressed to the man’s daughter and contained advertisements for maternity clothing, nursery furniture, and pictures of smiling infants gazing into their mothers’ eyes. The manager apologized profusely, and then called, a few days later, to apologize again. The father was somewhat abashed. “I had a talk with my daughter,” he said. “It turns out there’s been some activities in my house I haven’t been completely aware of.” He took a deep breath. “She’s due in August. I owe you an apology.

Nina Zenik stood behind him, swathed in the red silk kefta that advertised her status as a Grisha Heartrender, one palm pressed to his forehead, the other to the back of his neck. She was tall and built like the figurehead of a ship carved by a generous hand. They were silent, as if they’d been frozen there at the table. There wasn’t even a bed in the room, just a narrow settee where Nina curled up every night. When Kaz had asked Nina why, she’d simply said, “I don’t want anyone getting ideas.” “A man doesn’t need a bed to get ideas, Nina.” Nina fluttered her lashes. “What would you know about it, Kaz? Take those gloves off, and we’ll see what ideas come to mind.

The results were unambiguous. The men in twenty-three of the twenty-four groups produced more ideas when they worked on their own than when they worked as a group. They also produced ideas of equal or higher quality when working individually. And the advertising executives were no better at group work than the presumably introverted research scientists.

But if there's one thing to learn from corporate execs, it's this: even if they aren't about to claim Anonymous's imagery for their next advertising campaign, it doesn't mean they can't, or won't, find some way of appropriating *something* about Anonymous. If someone can find an uncapitalized, exploitable, futurescanned, innovative, disruptive idea that can flourish in corporate boardrooms, they will.

Most of us do not like not being able to see what others see or make sense of something new. We do not like it when things do not come together and fit nicely for us. That is why most popular movies have Hollywood endings. The public prefers a tidy finale. And we especially do not like it when things are contradictory, because then it is much harder to reconcile them (this is particularly true for Westerners). This sense of confusion triggers in a us a feeling of noxious anxiety. It generates tension. So we feel compelled to reduce it, solve it, complete it, reconcile it, make it make sense. And when we do solve these puzzles, there's relief. It feels good. We REALLY like it when things come together. What I am describing is a very basic human psychological process, captured by the second Gestalt principle. It is what we call the 'press for coherence.' It has been called many different things in psychology: consonance, need for closure, congruity, harmony, need for meaning, the consistency principle. At its core it is the drive to reduce the tension, disorientation, and dissonance that come from complexity, incoherence, and contradiction. In the 1930s, Bluma Zeigarnik, a student of Lewin's in Berlin, designed a famous study to test the impact of this idea of tension and coherence. Lewin had noticed that waiters in his local cafe seemed to have better recollections of unpaid orders than of those already settled. A lab study was run to examine this phenomenon, and it showed that people tend to remember uncompleted tasks, like half-finished math or word problems, better than completed tasks. This is because the unfinished task triggers a feeling of tension, which gets associated with the task and keeps it lingering in our minds. The completed problems are, well, complete, so we forget them and move on. They later called this the 'Zeigarnik effect,' and it has influenced the study of many things, from advertising campaigns to coping with the suicide of loved ones to dysphoric rumination of past conflicts.

The offerings of Machiavelli (1469–1527), Guicciardini (1483–1540), La Rochefoucauld (1613–80) and La Bruyère (1645–96) give us an indication of the manoeuvres that workers may, aside from their regular advertised roles, have to perform in order to flourish: The need to beware of colleagues: ‘Men are so false, so insidious, so deceitful and cunning in their wiles, so avid in their own interest, and so oblivious to others’ interests, that you cannot go wrong if you believe little and trust less.’ GUICCIARDINI ‘We must live with our enemies as if they might one day become our friends, and live with our friends as if they might some time or other become our enemies’. LA BRUYÈRE The need to lie and exaggerate: ‘The world more often rewards signs of merit than merit itself.’ LA ROCHEFOUCAULD ‘If you are involved in important affairs, you must always hide failures and exaggerate successes. It is swindling but since your fate more often depends upon the opinion of others rather than on facts, it is a good idea to create the impression that things are going well.’ GUICCIARDINI ‘You are an honest man, and do not make it your business either to please or displease the favourites. You are merely attached to your master and to your duty. You are finished.’ LA BRUYÈRE The need to threaten: ‘It is much safer to be feared than loved. Love is sustained by a bond of gratitude which, because men are excessively self-interested, is broken whenever they see a chance to benefit themselves. But fear is sustained by a dread of punishment that is always effective.’ MACHIAVELLI ‘Since the majority of men are either not very good or not very wise, one must rely more on severity than on kindness.’ GUICCIARDINI

Big ideas come from the unconscious. This is true in art, in science and in advertising. But your unconscious has to be well informed, or your idea will be irrelevant. Stuff your conscious mind with information, then unhook your rational thought process. You can help this process by going for a long walk, or taking a hot bath, or drinking half a pint of claret. Suddenly, if the telephone line from your unconscious is open, a big idea wells up within you.

In this case, it’s half strategy, half engineering. The combination is going to be different in every situation, but the point is that it’s always outside-the-box, even outside-the-budget. Today, as a marketer, our task isn’t necessarily to “build a brand” or even to maintain a preexisting one. We’re better off building an army of immensely loyal and passionate users. Which is easier to track, define, and grow? Which of these is real, and which is simply an idea? And when you get that right—a brand will come naturally.

Acceptance leads to the direct experience of true love. It confronts us with the awareness that love has nothing to do with what is advertised in consensus reality, that there is a deeper love shunned by the outer world. This love becomes our task to explore, even if this means doing so alone. A most significant experience on the way to acceptance is to acknowledge aloneness. Aloneness (all-oneness) is our authentic nature. We are always alone. We came into this planet alone and we will leave alone. And also during our whole staying in this world, no matter how we engage in relationships, we continue to be alone, although we may forget about it or pretend it is not the case. True love have nothing to do with the idea that someone is the other half of my soul and that I need him or her in order to be whole and feel complete. Love is not being half of an entirety with another, love is being both a whole, is accepting to be alone, and only when you can be alone with someone there is true love regardless of whether this aloneness is accepted by the other or not.

Some people, most particularly the guy who came up with the concept, will tell you that 'The Grim Reaper' was a work of genius, a revolutionary approach to television advertising. But I’m here to tell you that was, and remains, a total and utter shit stain of an idea. And you don’t need to go any further than the first line of the ad to understand why: 'At first, it was only gays and drug users being killed by AIDS.' It is the word 'only' that pisses me off. 'Only gays and IV drug users.' that is to say: 'Only' people who don’t matter. 'Only' people whose suffering should be of no concern to you. Like I said. A total and utter shit stain of an idea. Defenders of the ad might argue that the 'only' was simply about identifying those whom the AIDS epidemic was affecting, and not a statement of this demographic’s value to the community. To which I would say: If you’re such a genius at mass messaging then you should be aware of how the word 'only' would work in the minds of those who are already looking for ways to subjugate the humanity of the people who are listed after the world 'only'.

The Shakers had indeed left the land that would become Shaker Heights long before, and by the summer of 1997 there were exactly twelve left in the world. But Shaker Heights had been founded, if not on Shaker principles, with the same idea of creating a utopia. Order—and regulation, the father of order—had been the Shakers’ key to harmony. They had regulated everything: the proper time for rising in the morning, the proper color of window curtains, the proper length of a man’s hair, the proper way to fold one’s hands in prayer (right thumb over left). If they planned every detail, the Shakers had believed, they could create a patch of heaven on earth, a little refuge from the world, and the founders of Shaker Heights had thought the same. In advertisements they depicted Shaker Heights in the clouds, looking down upon the grimy city of Cleveland from a mountaintop at the end of a rainbow’s arch. Perfection: that was the goal, and perhaps the Shakers had lived it so strongly it had seeped into the soil itself, feeding those who grew up there with a propensity to overachieve and a deep intolerance for flaws. Even the teens of Shaker Heights—whose main exposure to Shakers was singing “Simple Gifts” in music class—could feel that drive for perfection still in the air.

We want to allow millions of small businesses to accept credit cards for the first time, so we have to make it easy to sign up. We need easy sign-up, so we have to design simple software and eliminate paper contracts. We have millions of people signing up, so we have to keep our customer service costs down. We need to keep customer service costs down, so we have to have simple pricing, and net settlements, and no hidden fees, and no paper contracts. We need to have a low price, so we have to save money on advertising, so we have to have an amazing product, and hardware so cool that people talk about it, and a product that they can explain without our help.

To eat responsibly is to understand and enact, so far as one can, this complex relationship. What can one do? Here is a list, probably not definitive: 1. Participate in food production to the extent that you can. If you have a yard or even just a porch box or a pot in a sunny window, grow something to eat in it. Make a little compost of your kitchen scraps and use it for fertilizer. Only by growing some food for yourself can you become acquainted with the beautiful energy cycle that revolves from soil to seed to flower to fruit to food to offal to decay, and around again. You will be fully responsible for any food that you grow for yourself, and you will know all about it. You will appreciate it fully, having known it all its life. 2. Prepare your own food. This means reviving in your own mind and life the arts of kitchen and household. This should enable you to eat more cheaply, and it will give you a measure of “quality control”: You will have some reliable knowledge of what has been added to the food you eat. 3. Learn the origins of the food you buy, and buy the food that is produced closest to your home. The idea that every locality should be, as much as possible, the source of its own food makes several kinds of sense. The locally produced food supply is the most secure, the freshest, and the easiest for local consumers to know about and to influence. 4. Whenever possible, deal directly with a local farmer, gardener, or orchardist. All the reasons listed for the previous suggestion apply here. In addition, by such dealing you eliminate the whole pack of merchants, transporters, processors, packagers, and advertisers who thrive at the expense of both producers and consumers. 5. Learn, in self-defense, as much as you can of the economy and technology of industrial food production. What is added to food that is not food, and what do you pay for these additions? 6. Learn what is involved in the best farming and gardening. 7. Learn as much as you can, by direct observation and experience if possible, of the life histories of the food species. The

Book Ten; Chapter Six; Ignorantia "There must be a good side somewhere to this revolution," said Vertue. "It is too solid--it looks too lasting--to be a mere evil. I cannot believe that the Landlord would otherwise allow the whole face of nature and the whole structure of life to be so permanently and radically changed." The Guide laughed. "You are falling into their own error," he said, "the change is not radical, nor will it be permanent. That idea depends on a curious disease which they have all caught--an inability to disbelieve advertisements. To be sure, if the machines did what they promised, the change would be very deep indeed. Their next war, for example, would change the state of their country from disease to death. They are afraid of this themselves--though most of them are old enough to know by experience that a gun is no more likely than a toothpaste or a cosmetic to do the things its makers say it will do. It is the same with all their machines. Their labour-saving devices multiply drudgery; their aphrodisiacs make them impotent: their amusements bore them: their rapid production of food leaves half of them starving, and their devices for saving time have banished leisure from their country. There will be no radical change. And as for permanence--consider how quickly all machines are broken and obliterated. The black solitudes will some day be green again, and of all cities that I have seen these iron cities will break most suddenly.

millions—often more than the budget of the movie itself—studios regularly write off major releases as complete washes. And when they do succeed, no one has any idea why or which of the ingredients were responsible for it. As screenwriter William Goldman famously put it, nobody knows anything—even the people in charge. It’s all a big gamble. Which is fine, because their system is designed to absorb these losses. The hits pay for the mistakes many times over. But there is a big difference between them and everyone else in the world. You can’t really afford for your start-up to fail; your friend has sunk everything into her new business; and I can’t allow my book to flop. We don’t have ten other projects coming down the pike. This is it.

Hey Pete. So why the leave from social media? You are an activist, right? It seems like this decision is counterproductive to your message and work." A: The short answer is I’m tired of the endless narcissism inherent to the medium. In the commercial society we have, coupled with the consequential sense of insecurity people feel, as they impulsively “package themselves” for public consumption, the expression most dominant in all of this - is vanity. And I find that disheartening, annoying and dangerous. It is a form of cultural violence in many respects. However, please note the difference - that I work to promote just that – a message/idea – not myself… and I honestly loath people who today just promote themselves for the sake of themselves. A sea of humans who have been conditioned into viewing who they are – as how they are seen online. Think about that for a moment. Social identity theory run amok. People have been conditioned to think “they are” how “others see them”. We live in an increasing fictional reality where people are now not only people – they are digital symbols. And those symbols become more important as a matter of “marketing” than people’s true personality. Now, one could argue that social perception has always had a communicative symbolism, even before the computer age. But nooooooothing like today. Social media has become a social prison and a strong means of social control, in fact. Beyond that, as most know, social media is literally designed like a drug. And it acts like it as people get more and more addicted to being seen and addicted to molding the way they want the world to view them – no matter how false the image (If there is any word that defines peoples’ behavior here – it is pretention). Dopamine fires upon recognition and, coupled with cell phone culture, we now have a sea of people in zombie like trances looking at their phones (literally) thousands of times a day, merging their direct, true interpersonal social reality with a virtual “social media” one. No one can read anymore... they just swipe a stream of 200 character headlines/posts/tweets. understanding the world as an aggregate of those fragmented sentences. Massive loss of comprehension happening, replaced by usually agreeable, "in-bubble" views - hence an actual loss of variety. So again, this isn’t to say non-commercial focused social media doesn’t have positive purposes, such as with activism at times. But, on the whole, it merely amplifies a general value system disorder of a “LOOK AT ME! LOOK AT HOW GREAT I AM!” – rooted in systemic insecurity. People lying to themselves, drawing meaningless satisfaction from superficial responses from a sea of avatars. And it’s no surprise. Market economics demands people self promote shamelessly, coupled with the arbitrary constructs of beauty and success that have also resulted. People see status in certain things and, directly or pathologically, use those things for their own narcissistic advantage. Think of those endless status pics of people rock climbing, or hanging out on a stunning beach or showing off their new trophy girl-friend, etc. It goes on and on and worse the general public generally likes it, seeking to imitate those images/symbols to amplify their own false status. Hence the endless feedback loop of superficiality. And people wonder why youth suicides have risen… a young woman looking at a model of perfection set by her peers, without proper knowledge of the medium, can be made to feel inferior far more dramatically than the typical body image problems associated to traditional advertising. That is just one example of the cultural violence inherent. The entire industry of social media is BASED on narcissistic status promotion and narrow self-interest. That is the emotion/intent that creates the billions and billions in revenue these platforms experience, as they in turn sell off people’s personal data to advertisers and governments. You are the product, of course.

[Huxley's Perennial Philosophy is concerned with] the need to love the earth and respect nature instead of following the example of those who 'chopped down vast forests to provide the newsprint demanded by that universal literacy which was to make the world safe for intelligence and democracy, and got wholesale erosion, pulp magazines, and organs of Fascist, Communist, capitalist, and nationalist propaganda.' He attacked 'technological imperialism' and the mechanisation which was 'increasing the power of a minority to exercise a co-ersive control over the lives of their fellows' and 'the popular philosophy of life... now moulded by advertising copy whose one idea is to persuade everybody to be as extroverted and uninhibitedly greedy as possible, since of course it is only the possessive, the restless, the distracted, who spend money on the things that advertisers want to sell.

The most insidious part of the traditional marketing model is that “big blowout launch” mythology. Of course, equally seductive is the “build it and they will come” assumption that too many people associate with the Web. Both are too simple and rarely effective. Remember what Aaron Swartz realized. Users have to be pulled in. A good idea is not enough. Your customers, in fact, have to be “acquired.” But the way to do that isn’t with a bombardment. It’s with a targeted offensive in the right places aimed at the right people. Your start-up is designed to be a growth engine—and at some point early on, that engine has to be kick-started. The good news is that we have to do that only once. Because the next step isn’t about getting more attention or publicity. The endless promotional cycle of traditional marketing is not our destiny. Because once we bring our first customers in, our next move is to set about turning them into an army.

Terrell, Paul, 66–67, 68 Tesler, Larry, 96–97, 99, 114, 120, 136, 301 Tevanian, Avadis “Avie,” xvi, 259, 268, 272–74, 300–301, 303, 308–9, 362, 366, 458–59, 461 textbook industry, 509–10, 554 “There Goes My Love” (song), 498 “Things Have Changed” (song), 412 “Think Different” advertising campaign, vii, xviii, 328–32, 358 original Jobs version, 577 Thomas, Brent, 162 Thomas, Dylan, 19 Through the Looking Glass (Carroll), 235 Thurman, Mrs., 12 Thus Spoke Zarathustra (Nietzsche), 119 Tiffany, Louis, 123 Time, xvii, xviii, 90, 166, 218, 290, 323, 381, 383, 429, 473, 495, 504, 506 SJ profiled by, 106–7, 139–41 Time Inc., 330, 473, 478, 504, 506–7 Time-Life Pictures, 330 “Times They Are A-Changing, The” (Dylan), 168, 207 Time Warner, 506 Tin Toy (film), 248 Toshiba, 385, 386 touchscreens, 93 Toy Story (film), 285–91, 305, 311, 372, 373–74, 427, 428, 430, 434, 437, 472, 565 basic idea for, 285–86 blockbuster success of, 290–91 budgeting of, 288

word-of-mouth advertising. This is the Information Age, for Pete’s sake, so provide as much as you can. This can get more interesting if your product or ser vice is more interesting, but every product or ser vice can create a community—even bottled water or shaving cream. And I could go on with a chapter of ideas to expand on the concept, but you’ll do it yourself as you start down the path. Just think of your Web site as a community. Focus on it, not on you, and look to get involved with and serve that community at every turn. A good consumer example of a Web site that builds community is Stonyfield Farms, producer of organic dairy products (yogurt, milk, etc.). Their Web site offers terrific information on organic foods and how to help protect the Earth. They also provide recipes and a multitude of other information on wellness. One thing they could do to improve their community is to prominently promote a subscriber program. As of this writing, they

Back in Russia, where they’re still getting acclimated to the whole capitalism thing, most TV advertising took a straightforward approach to persuasion. Thus, even though I don’t speak Russian, I had no trouble understanding Russian ads. They were all along the lines o: “Oh, no, there’s a stain on the tablecloth! What will Mom do? Thank goodness for this effective detergent!” Not so in Japan, where sophisticated consumers have grown bored with simple persuasion, forcing advertisers to get wildly inventive. Japanese TV ads have at this point evolved into an abstract mishmash of symbols and sounds. Your average thirty-second Japanese commercial is something like: Here’s a man holding a giraffe. Now the giraffe morphs into a rainbow. The rainbow is friends with a talking pencil, and they live together on a spaceship. A few seconds of laughter! A snippet of loud reggae music! Fad out. At least half the time, I have no idea what the product being advertised is or what it does. And yet I very much enjoy the ads. They’re like short-acting hallucinogens.

The people we find truly anathema are the ones who reduce the past to caricature and distort it to fit their own bigoted stereotypes. We’ve gone to events that claimed to be historic fashion shows but turned out to be gaudy polyester parades with no shadow of reality behind them. As we heard our ancestors mocked and bigoted stereotypes presented as facts, we felt like we had gone to an event advertised as an NAACP convention only to discover it was actually a minstrel show featuring actors in blackface. Some so-called “living history” events really are that bigoted. When we object to history being degraded this way, the guilty parties shout that they are “just having fun.” What they are really doing is attacking a past that cannot defend itself. Perhaps they are having fun, but it is the sort of fun a schoolyard brute has at the expense of a child who goes home bruised and weeping. It’s time someone stood up for the past. I have always hated bullies. The instinct to attack difference can be seen in every social species, but if humans truly desire to rise above barbarism, then we must cease acting like beasts. The human race may have been born in mud and ignorance, but we are blessed with minds sufficiently powerful to shape our behavior. Personal choices form the lives of individuals; the sum of all interactions determine the nature of societies. At present, it is politically fashionable in America to tolerate limited diversity based around race, religion, and sexual orientation, yet following a trend does not equate with being truly open-minded. There are people who proudly proclaim they support women’s rights, yet have an appallingly limited definition of what those rights entail. (Currently, fashionable privileges are voting, working outside the home, and easy divorce; some people would be dumbfounded at the idea that creating beautiful things, working inside the home, and marriage are equally desirable rights for many women.) In the eighteenth century, Voltaire declared, “I disagree with what you say but I will fight to the death for your right to say it.”3 Many modern Americans seem to have perverted this to, “I will fight to the death for your right to agree with what I say.” When we stand up for history, we are in our way standing up for all true diversity. When we question stereotypes and fight ignorance about the past, we force people to question ignorance in general.

Noah Kagan, a growth hacker at Facebook, the personal finance service Mint.com (which sold to Intuit for nearly $170 million), and the daily deal site AppSumo (which has more than eight hundred thousand users), explains it simply: “Marketing has always been about the same thing—who your customers are and where they are.”5 What growth hackers do is focus on the “who” and “where” more scientifically, in a more measurable way. Whereas marketing was once brand-based, with growth hacking it becomes metric and ROI driven. Suddenly, finding customers and getting attention for your product are no longer guessing games. But this is more than just marketing with better metrics; this is not just “direct marketing” with a new name. Growth hackers trace their roots back to programmers—and that’s how they see themselves. They are data scientists meets design fiends meets marketers. They welcome this information, process it and utilize it differently, and see it as desperately needed clarity in a world that has been dominated by gut instincts and artistic preference for too long. But they also add a strong acumen for strategy, for thinking big picture, and for leveraging platforms, unappreciated assets, and new ideas.

Innovation and disruption are ideas that originated in the arena of business but which have since been applied to arenas whose values and goals are remote from the values and goals of business. People aren’t disk drives. Public schools, colleges and universities, churches, museums, and many hospitals, all of which have been subjected to disruptive innovation, have revenues and expenses and infrastructures, but they aren’t industries in the same way that manufacturers of hard-disk drives or truck engines or drygoods are industries. Journalism isn’t an industry in that sense, either. Doctors have obligations to their patients, teachers to their students, pastors to their congregations, curators to the public, and journalists to their readers--obligations that lie outside the realm of earnings, and are fundamentally different from the obligations that a business executive has to employees, partners, and investors. Historically, institutions like museums, hospitals, schools, and universities have been supported by patronage, donations made by individuals or funding from church or state. The press has generally supported itself by charging subscribers and selling advertising. (Underwriting by corporations and foundations is a funding source of more recent vintage.) Charging for admission, membership, subscriptions and, for some, earning profits are similarities these institutions have with businesses. Still, that doesn’t make them industries, which turn things into commodities and sell them for gain.

Equity financing, on the other hand, is unappealing to cooperators because it may mean relinquishing control to outside investors, which is a distinctly capitalist practice. Investors are not likely to buy non-voting shares; they will probably require representation on the board of directors because otherwise their money could potentially be expropriated. “For example, if the directors of the firm were workers, they might embezzle equity funds, refrain from paying dividends in order to raise wages, or dissipate resources on projects of dubious value.”105 In any case, the very idea of even partial outside ownership is contrary to the cooperative ethos. A general reason for traditional institutions’ reluctance to lend to cooperatives, and indeed for the rarity of cooperatives whether related to the difficulty of securing capital or not, is simply that a society’s history, culture, and ideologies might be hostile to the “co-op” idea. Needless to say, this is the case in most industrialized countries, especially the United States. The very notion of a workers’ cooperative might be viscerally unappealing and mysterious to bank officials, as it is to people of many walks of life. Stereotypes about inefficiency, unprofitability, inexperience, incompetence, and anti-capitalism might dispose officials to reject out of hand appeals for financial assistance from co-ops. Similarly, such cultural preconceptions may be an element in the widespread reluctance on the part of working people to try to start a cooperative. They simply have a “visceral aversion” to, and unfamiliarity with, the idea—which is also surely a function of the rarity of co-ops itself. Their rarity reinforces itself, in that it fosters a general ignorance of co-ops and the perception that they’re risky endeavors. Additionally, insofar as an anti-democratic passivity, a civic fragmentedness, a half-conscious sense of collective disempowerment, and a diffuse interpersonal alienation saturate society, this militates against initiating cooperative projects. It is simply taken for granted among many people that such things cannot be done. And they are assumed to require sophisticated entrepreneurial instincts. In most places, the cooperative idea is not even in the public consciousness; it has barely been heard of. Business propaganda has done its job well.106 But propaganda can be fought with propaganda. In fact, this is one of the most important things that activists can do, this elevation of cooperativism into the public consciousness. The more that people hear about it, know about it, learn of its successes and potentials, the more they’ll be open to it rather than instinctively thinking it’s “foreign,” “socialist,” “idealistic,” or “hippyish.” If successful cooperatives advertise their business form, that in itself performs a useful service for the movement. It cannot be overemphasized that the most important thing is to create a climate in which it is considered normal to try to form a co-op, in which that is seen as a perfectly legitimate and predictable option for a group of intelligent and capable unemployed workers. Lenders themselves will become less skeptical of the business form as it seeps into the culture’s consciousness.

The law that is imposed on us is the law of the confusion of categories. Everything is sexual. Everything is political. Everything is aesthetic. All at once. Everything has acquired a political meaning, especially since 1968; and it is not just everyday life but also madness, language, the media, even desire, that are politicized as they enter the sphere of liberation, the sphere of mass processes. Likewise everything has become sexual, anything can be an object of desire: power, knowledge - everything is interpreted in terms of phantasies, in terms of repression, and sexual stereotypy reigns in every last corner. Likewise, too, everything is now aestheticized: politics is aestheticized in the spectacle, sex in advertising and porn, and all kinds of activity in what is conventionally referred to as culture - a sort of all-pervasive media- and advertising-led semiologization: 'culture degree Xerox' . Each category is generalized to the greatest possible extent, so that it eventually loses all specificity and is reabsorbed by all the other categories. When everything is political, nothing is political any more, the word itself is meaningless. When everything is sexual, nothing is sexual any more, and sex loses its determinants. When everything is aesthetic, nothing is beautiful or ugly any more, and art itself disappears. This paradoxical state of affairs, which is simultaneously the complete actualization of an idea, the perfect realization of the whole tendency of modernity, and the negation of that idea and that tendency, their annihilation by virtue of their very success, by virtue of their extension beyond their own bounds - this state of affairs is epitomized by a single figure: the transpolitical, the transsexual, the transaesthetic.

How I Turned a Troubled Company into a Personal Fortune. How to ________ This is a simple, straightforward headline structure that works with any desirable benefit. “How to” are two of the most powerful words you can use in a headline. Examples: How to Collect from Social Security at Any Age. How to Win Friends and Influence People. How to Improve Telemarketers' Productivity — for Just $19.95. Secrets Of ________ The word secrets works well in headlines. Examples: Secrets of a Madison Ave. Maverick — “Contrarian Advertising.” Secrets of Four Champion Golfers. Thousands (Hundreds, Millions) Now ________ Even Though They ________ This is a “plural” version of the very first structure demonstrated in this collection of winning headlines. Examples: Thousands Now Play Even Though They Have “Clumsy Fingers.” Two Million People Owe Their Health to This Idea Even Though They Laughed at It. 138,000 Members of Your Profession Receive a Check from Us Every Month Even Though They Once Threw This Letter into the Wastebasket Warning: ________ Warning is a powerful, attention-getting word and can usually work for a headline tied to any sales letter using a problem-solution copy theme. Examples: Warning: Two-Thirds of the Middle Managers in Your Industry Will Lose Their Jobs in the Next 36 Months. Warning: Your “Corporate Shield” May Be Made of Tissue Paper — 9 Ways You Can Be Held Personally Liable for Your Business's Debts, Losses, or Lawsuits Give Me ________ and I'll ________ This structure simplifies the gist of any sales message: a promise. It truly telegraphs your offer, and if your offer is clear and good, this may be your best strategy. Examples: Give Me 5 Days and I'll Give You a Magnetic Personality. Give Me Just 1 Hour a Day and I'll Have You Speaking French Like “Pierre” in 1 Month. Give Me a Chance to Ask Seven Questions and I'll Prove You Are Wasting a Small Fortune on Your Advertising. ________ ways to ________ This is just the “how to” headline enhanced with an intriguing specific number. Examples: 101 Ways to Increase New Patient Flow. 17 Ways to Slash Your Equipment Maintenance Costs. Many of these example headlines are classics from very successful books, advertisements, sales letters, and brochures, obtained from a number of research sources. Some are from my own sales letters. Some were created for this book.