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So I’m back.
Jetlagged and with a cold.
For the record, I was away for work so don’t give me any shit, thank-you-very-much.
Anyway, while the bad news is I’m back and writing another post of rubbish, the good news is I’m too bloody tired to write too much so I’m going to leave you with this.
Now I know what you’re thinking, why am I showing you a video of a nutcase dancing like a lunatic.
OK, maybe you’re not thinking that at all … but the reason I like it is not because I’m a mean bastard, but because I think it shows how group dynamics work in society.
The reality is, everything we now take for granted once started off as being seen as weird.
From music to biro’s … society has always been quick to negatively judge new because as a species, we tend not to like ‘different’ very much.
However, as Gladwell states, there is often a tipping point that moves new from ‘avoid’ to ‘attract’ [though I’m not sure I agree with all his theory on how that is achieved] which is why I can never understand why brands resist pushing culture to embrace the new when keeping culture firmly where they stand ultimately minimises their commercial potential.
Oh I know why, because most marketing managers/directors only care about today, because the future will be someone else’s responsibility and why would they help them with that?!
Anyway, the lesson of all this is embrace the strange, because it doesn’t matter if you’re in Canada or China, these characteristics still ring true, even if the way to encourage the tipping point varies.
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