GETTING IT OUT THERE:
Everyone has a story. Some are better than others. Why is that? We've talked about interpretation, individual uniqueness, yet, a sameness in a number of domains. People with incredible stories seem to have unshakeable vision and stamina, though I'm not sure.
People are a combination of positive, negative and neutral situations over time: Sometimes amazingly high positive energy, sometimes amazingly low lows. When people like Anthony Bourdain pass unexpectedly from this life we often don't get a clear, or full picture as to why. We see the digitized highs, we don't see the reclusive lows. We broadcast a fraction.
"Though, we expect others to catch infinite meaning in those fractions."
They don't. That's why powerful narrative follows a structure. A structure that conveys relational elements. Context is everything, and mostly what we are missing. This is the eternal dilemma marketers are trying to solve. Creation of a context that is meaningful in terms of some domain of concern.
Focus on the ecosystem. Focus most intently on the decision makers. Who are they? What do they think? Why do they think that? This is the beginning of designing business narrative.
Talking to ourselves a never tiring, potentially dangerous practice. We can't really determine anything by talking to ourselves. Though, sometimes that seems all we've got.
Enter conversational dynamics. The forth and back of actual dialog. Not the imaginary conversations of our dreams. At fifty thousand feet our similarities are amazing. At ground zero, not so much. Individual peculiarity of interpretation reigns. This is why we market through structures that hold key narratives that can assist in our interactions with others. These structures enable repitition [cost reduction], submersion [deeper exploration] and recursion [knowledge built on knowledge].
"Co-invention of interpretation through the sharing of language."
The building of relationships.
Marketers call this engagement. The use often deceptive. Particularly when it comes to new media. The idea that impression equates to direct action a pedestrian concept designed into an ad revenue suction machine. Big brands can afford that bullshit, you can't.
Owning and operating your own content, and integrating that content into various social layer channels much more powerful.
Case Example ~ Situation | Solution | Result:
Situation > LED lighting solutions company floundering in a tumultuous sea of change. Large manufacturers awash in value-less distribution channels. Too many players, not enough margin. Too much noise, not enough clarity.
Solution > Focus on customization. Focus on narrative development highlighting concerns and care for those concerns. Focus on segmentation of the narrative for various personas. Focus on consultative, educational dialog highlighting the distinctions of value that customization delivers.
Results > [Updates awaited]:
Relation To Core: Acknowledgement, Observational Frameworks, Navigational Capacity, Bridging Realities, Human Interactivity's Ones & Zeros, The Language Of Coordination, Turning Business To Enterprise, Reciprocally Transactional Loops,