Chilled Out

Many Januaries ago, I landed at Midway Airport around 12:00 am after my flight had been delayed several hours due to a winter storm.  It was pretty cold, and windy, (which I expected,) but the snow was surprisingly gloppy (which I hadn’t expected), and was rapidly falling in teaspoonful-sized portions and sticking to everything made of asphalt, concrete, metal, glass, or anything else. I guess gloppy is easier to manage than icy, which might have explained why the flight wasn’t cancelled.

I cursed myself for having scheduled an early-morning interview for the following day. Thinking that a taxi would not make great progress in this weather, I boarded the (then) new Midway (Orange) Line north to Chicago’s Loop where I would transfer to the Ravenswood (Brown) train.

En route to the Jackson Street station, I remembered that the Brown line didn’t go north to my neighborhood after midnight (more cursing ensued).  I got off the train at the Jackson Street and was surprised that I was able to hail a taxi after only a few moments. The driver who was especially chatty, had a thick (almost caricature-level) Chicago accent and sported the obligatory Ditka mustache.

My pulse quickened a bit, when he entered Lakeshore Drive, the always-busy expressway that follows a serpentine course along the coast of Lake Michigan. I would have welcomed some stop-and-go traffic. Though the driver seemed remarkably at ease under the conditions, and talked  about growing up in Chicago and offered commentary on the local sports teams, while periodically reaching out of his open window to give the driver-side wiper a snap to dislodge the accumulating snow.

As cars blew past us, my driver became increasing agitated by others’ reckless habits  especially with SUVs that zoomed past us at speeds that were well above the safety threshold under these (or even dry, sunny)  conditions.

When one vehicle, came close to colliding with us–first from the rear and then from the right side–as it roared by the driver shouted his disapproval, while deftly injected a physics lesson–that covered friction, inertia, and maybe conservation of angular momentum–before pivoting back to his assessment of the baseball team from Chicago’s Northside:

After a few more moments I directed the driver to get off of Lakeshore Drive. He advised me that it he did that it would “take forever” to travel north because of stoplights and slow traffic. The thought that slow-paced traffic, on a straight-line road, seemed rather comforting. I told him that I had an interview in a few hours, so it would give me an opportunity to nap, so I was cool with “forever.”

“Wake me up if you get stuck so I can push you out,” were my last words before nodding off.

Seemingly moments later, the driver called out “Sir, I’m on Lawrence, near da Sears and Roebuck’s, which way am I turnin’?” Forever had arrived more quickly than I’d anticipated.

Minutes later I was in my apartment where I changed clothes, plopped onto my futon and crawled beneath the comforter. I closed my eyes momentarily and jumped up remembering I had an interview in a few hours. I anticipated a hellish morning commute to the West Loop, and set my alarm for four hours later.

Still more cursing, for a few moments,…then a brief, necessary, and wonderful slumber ensued.

(Oh, about the video. I don’t have a mustache, and thus recorded the video in Zoom, so as to make a digital one. It didn’t stay on very well, next time I’ll grow one, or glue one on.)

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No Congress Left Behind

(originally published in 2017, thus refers to the “current US government shutdown” from that time. Though no need to worry, you can expect government shutdowns every 2, or 3 years for the rest of your lives.)

My fellow Americans, we are a nation at risk.

The current US government shutdown is but the latest symptom of a protracted malady. Drastic, immediate, measures are required if we are to begin healing.

We, the people,  must fix this situation because Congress is incapable of doing so on its own.

Therefore,  I’m  proposing a new law, which is based on the wildly successful education guidelines that have had robust bipartisan support for decades.

Just look at the shiny, happy people watching No Child Left Behind being signed into law:

 

No Child Left Act Signing Ceremony (President George W. Bush signing bill into law, surrounded by John Boehner, Ted Kennedy and school-age students).

No Chid Left behind

No Child Left Behind  Law Signed Into Law

While, Congress has long tried to privatize traditional public services, (most notably education), it has repeatedly failed to show adequate yearly progress (AYP) in its own work. We can change that with just a few, simple, Draconian, measures.

I call the law No Congress Left Behind, affectionally known as  “NCLB, Too.”  A key provision of NCLB, Too  is that failure by Congress to meet AYP goals will result in demeaning,  punitive measures.

If Congress fails to meet AYP goals for two consecutive years, it must submit a two-year improvement plan. If we’re lucky, the plan involves all members of the House and 1/3 of the Senate losing their reelection bid.

If they miss AYP targets for  three consecutive years, Congress will be forced to offer tutoring  (by public school teachers, scientists, economists, sociologists,) for  Representatives and Senators until they quit talking shit (about shit they know nothing about). This should put an end to remarks like this: ”I’m  not scientist, but I’m going  to tell you why scientists are wrong…”

After four years of missing AYP targets, Congress will be relabeled as a ”Corrective Action Congress.” This may result in replacement of members of Congress and will require Congress to  extend the number of hours that they have to work. Certainly the thought of working five whole days per week will scare them into compliance, eh?

After the  fifth  year of missing AYP targets, Congress will be restructured. This may include closure of the Congress (Yay!), or that Congress will become a “Charter Congress” in which a private company takes over Congress.

Since this Charter Congress operator  will be a  ”not for profit” organization, CEO pay will be capped at $2 million per year. Or $10 million, because,,,,DC is expensive as shit, you know.

Oh, and for the first year penalty….I’ll come up with  clever embarrassing hashtag and you can retweet it.

Contact your US representative and Senators  today and let them know that you support “NCLB, Too. “

 

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I Love Content, Season II

Content-Strategy Web Events

About a year ago, so that we could  share our learning with the world (and  dodge inclement weather), the West Michigan Content Strategy Meetup began hosting online events featuring content pros from around the world.

They were so much fun, we’re planning “Season II” with a recording session scheduled for November 9th (release details to come). “I Love Content” is our series title.

Our Season I episodes are listed below for your binge-watching pleasure.

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“Brand Video: Evolving Beyond a Selling Platform” (December 2017)

A few days before discussing  the winter webinar season with one of the group’s cofounders, I’d shared a video about video (so, very  meta) created by a colleague from my ad industry days, Dennis Ryan.

Laura agreed that Dennis would be a great candidate for our inaugural meetup/webinar. He agreed, too and we made arrangements for “beam in” from The Twin Cities.

We scheduled the event for December 2017, and it was wicked cold in these parts, and colder in Minnesota (I know…shocking). The webinar format seemed like a genius move.

”Why is Podcasting so F*cking Popular?” (February 2018)

For our second online event, Laura contacted Gretchen DeVault and Tera Wozniak Qualls , women entrepreneurs (fempreneurs) who host a weekly podcast about kickass women fempreneurs.

Once again, the weather outside was frightful, but our guests were so delightful.

If you aren’t familiar with Gretchen and Tera, or their Lean The F*ck Out podcast, you can acquaint yourself rather quickly with these episodes:

“Narrative Warfare: A Discussion with Deb Lavoy” (April 2018)

I’d interacted with Deb Lavoy on social media a few times over the years and thought that she’d be a great guest presenter and made plans to contact her at some point about a lunch-and-learn event.

Then a few months ago, Deb wrote a blog post based on her recent experience as a panelist at a National Academy of Science workshop.

“Narrative Warfare” is a hot topic and Deb’s post was excellent. My plan to contact Deb mutated from “contact her soon” to contact her now”.

Deb has been kind enough to agree to do a followup event (still to be scheduled) with us on this topic. Stay tuned.

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Bo Knows Content Marketing

Content:  I Know It When I See It

The term “content marketing” bothered me a bit when I first heard it.

I knew what marketing was. I’d taken courses in college and later worked for some large advertising agencies.

However,  I was hard-pressed to think of any examples of marketing that occurred in the absence of content. I’ve never identified any cases, have you?

Now, a few years later, I’ve come to accept the term “content marketing”, for a few different reasons. I won’t go into all of them, but becoming acquainted with  Content Marketing Institute was certainly a factor.

According to CMI:

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.

To be clear:  I still think that “content marketing” is a subjective,  imprecise term. Though I can accept the CMI definition of content marketing.  Because I recognize that we live in a subjective, imprecise, world.

And there are few terms more subjective or imprecise than  “content”.

I think that nowadays when most people a say ‘content’, they are referring to the types of content (text, video, illustrations…) that we compose on a computer.

However, there is so many other expressions  of content out there: pottery, wood carving, improv…

A couple of years ago, I learned of this group in West Michigan, who are undeniably content creators (and perhaps, content marketers). My introduction to the Crazy Ladies Quilting Circle caused me to  begin re-thinking the definition of the word content.

Clearly the members of this group create content. It’s interesting to learn  of their strategies of  incorporating  ‘yo-yos’ and “monkey wrenches” (I love the domain-specific derivatives of terminology )  into their content products.

I won’t chronicle my  entire acceptance journey, but let’s just say I’ve come to like this definition of content: from Dictionary.com:

“something that is to be expressed through some medium, as speech, writing, or any of various arts:a poetic form adequate to a poetic content.”

While the definition doesn’t explicitly list pottery, or improv, or photography…their inclusion is implied.

In short, everything we produce is content. We’re all content creators.

Like many terms in our lives, the definition of content (therefore content marketing) is a slippery, squishy, elastic one.

The proper definition is in the eye of the beholder, or as Justice Potter Stewart once wrote in a US Supreme Court opinion (about a specific category of content):

“….and perhaps I could never succeed in intelligibly doing so (provide a shorthand description).  But I know it when I see it….”

Likewise, “content marketing” may be hard to define, but you’ll know it when you see it.

Let’s look at an an unconventional example of content marketing in the following section. 

What Did Bo Know And When Did He Know It?

I especially like the previous definition of content, because it includes non-traditional examples of content. Thus, according to the definition, artful expressions such as this as  would be considered content:

The content-creator  making the catch, and the ascent up the wall,  is Bo Jackson, considered by many to be  one of the premier athletic performers, of the 20th Century.

ESPN named Jackson the Greatest Content Creator in history (OK, they didn’t say content creator…I think it was “athlete” or something like that).

Jackson is known as  Heisman Trophy-winning three-sport star in college, and his brief—though brilliant— stints in both Major League Baseball and the NFL.

If we accept that athletic performances are content (as I do), then Bo Jackson is an A-list content creator.

At the height of his fame in the late 1980’s, he played baseball full-time for the Kansas City Royals and football part-time for the Los Angeles Raiders (following baseball season’s end).

At the time Jackson was under contract with athletic-apparel manufacturer, Nike, which produced one the  of most memorable ad efforts  of the era:  the  “Bo Knows” campaign.

The first Bo Knows ad featured a smart script, with an ensemble cast of some of the era’s notable athletes, and a  famous blues-rock guitarist who delivered the mother of all dad jokes.

Nike  made a solid media buy, too.  The  ad launch coincided  with  Jackson’s appearance in the  starting lineup in his first baseball All Star Game.

Nike and its ad agency, Wieden and Kennedy did good work, but there were some things that were beyond their control.

Moments before it aired, Bo Jackson hit  a long home run in his  first swing in the All Star game….the call was made by legendary  Dodgers announcer Vin Scully and a recently  term-limited president making the call.

Yes, Vin Scully and the Gipper behind the mic  as a Heisman Trophy winning NFL sensation hits a home run in The All Star Game.

Nike (and W&K) got a bit lucky there.

To extend the Lefty Gomez adage, of “I’d rather be lucky than good”:  on this night, Nike and W&K were  good AND lucky.

To truly appreciate the full context of the ad’s premiere, it’s helpful to watch Jackson’s at-bat that preceded the airing of the spot.

This was his first All Star game, he was the first batter for his team and he hit a home run on his first swing:

And merely three outs later, the first of  the “Bo Knows” ads premiered:

Oh, Bo Diddley… if there were only  Nobel Prize for Dad jokes….

In light of this ad (and Jackson’s timely All Star home run), let’s consider a customized CMI definition of content marketing:

Nike provided a strategic marketing approach in which Bo Jackson focused on creating and distributing valuable, relevant, and consistent content (touchdowns, home runs, acrobatic catches) to attract and retain a clearly defined audience (sports fans, and those who buy athletic apparel)  — and, ultimately, to drive profitable customer action (buying ‘Swoosh’ logo clothing).

Epilogue

An injury cut short Jackson’s  football career, but he  was able to return to baseball for a few more seasons. With an artificial hip, no less.

His determination to play baseball again led to another series of Nike spots featuring  his bionic hip, his rehab routine, and rant-prone comedian Dennis Leary.

 In 1993, he returned to Major League Baseball with a new team (the Chicago White Sox), and a new hip. In his first at bat of his comeback season he hit a towering home run:

Of course he did that (he’s a master content-creator). Thus, Nike subsequently sold more apparel.

Because Bo knows content marketing.

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