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Game of Thrones Daily
PUT YOUR BEARD IN MY MOUTH
trying on a metaphor
Jules of Nature
cherry valley forever
d e v o n
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will byers stan first human second
One Nice Bug Per Day
Aqua Utopia|海の底で記憶を紡ぐ

bliss lane
almost home
EXPECTATIONS
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professional orgasms
Every now and then, there comes an article that makes you think that maybe you're not that wrong and that you should keep on doing what you believe, no matter what. This is one of it.
Imagine for a second that you're the brand manager for BigSave supermarkets. Your job is to build the BigSave brand so that customers prefer you to SaveMore, and HugeSave. You know how wonderful BigSave is. You want to spread the word. You want consumers to see inside your brand. You want them to know how responsive you are, and how pleasant you are to engage with, and how willing you are to work with them and help them. Building the brand is absolutely essential to your career and central to your life. Once you leave the house in the morning, it is the most important thing you do. Now let's talk about the average consumer. The average consumer couldn't give a flying shit about BigSave. If BigSave exploded tomorrow, the average consumer wouldn't bother picking up the donuts. The average consumer has other things on her mind. Like why she gained 2 pounds last week, and why her father is looking pale, and why the fucking computer keeps losing its WiFi signal, and why Timmy's teacher wants to see her next week, and what's that bump she noticed on her arm? The point is this: our brands are very important to us marketers and very unimportant to most consumers. Please read that again. Are there some brands each of us are attached to? Sure. Are there brands we buy regularly? Sure. Is our attachment to a handful of brands strong and nonsensical? Sure. The problem is we buy stuff in hundreds of categories and are strongly attached to only a few brands. The idea that our attachment represents "love" or any of the other woolly nonsense perpetrated by brand hustlers is folly. The clearest demonstration of the weakness of the cult of brands is the dismal performance of social media marketing. We were promised that social media would be the magic carpet on which our legions of brand advocates would go to spread the word about the marvelousness of our brands, and would free us from the terrible, wasteful expense of advertising. It has done nothing of the sort. In fact, it is often the exact opposite. Social media is usually where people go to scream about the mistreatment we get at the hands of companies. And where companies go to beg forgiveness. A recent study reported that among a brand’s fans, only .07% — that’s 7 in ten thousand — ever engage with the brand’s Facebook posts. On Twitter the number is even lower — 3 in ten thousand. And these are not average consumers. These are the brands so-called "fans." (This is a correction from original post which had the number at .7%) A study I quoted here recently by Havas claims that “in Europe and the US, people would not care if 92% of brands disappeared.” Having a successful brand is very important to a marketer. But the idea that it is anything like that to a consumer is folly. Brand babble is just the faulty conflation of marketers' needs and consumers' interests. Modern marketing is operating under the delusion that consumers want to interact with brands, and have relationships with brands, and brand experiences, and engage with them, and co-create with them. Sorry, amigo. Not in this lifetime.
Via http://adcontrarian.blogspot.com.br/2015/03/what-brand-babblers-dont-understand.html?utm_source=feedburner&utm_medium=email&utm_campaign=Feed:+blogspot/lcfIS+%28The+Ad+Contrarian%29
adverse opinions
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Adverse opinions are a pain. Hitler didn’t like them. The Spanish Inquisition didn’t like them either. The Islamic State frowns upon it.
Disney didn’t like it when Tim Burton thought he bring “other things” to the table, and neither did one of the might-have-been-a-Beetles-label when they dismissed the guitar as a thing of the past.
Adverse opinions are a pain precisely because they are adverse. And, in adversity, we are forced to argue (if we’re the arguing type), to reflection (if we’re the silent type), and to think (if we’re the humane type). Either option requires some effort, and, in most cases, we’d rather stay put in our little corner, or we’d rather defend ourselves, fighting tooth and nail, in joy and in sadness.
Luckily, for me, and for mankind in general, social media allow us that, more than ever. We are all entitled to an opinion, we hoist our flag, with relative ease, in any comment or post (unless you’re a Saudi or a Turk), and words have never had so much power. Freedom of speech, our combined voices, has been the century’s greatest gift.
Unfortunately, for myself, and all of us, stupidity has never run so freely, and the devices behind which we hide never before have allowed us to be so arrogant, petty and judgmental as we are today. And this, it has nothing to do with adverse opinions.
I’ve watched Monica Lewinsky’s TED Talk just this morning. In 19998, this 22 year old girl was about to become the leading star of the “dark side of the web.” In 1998, we took our greatest weapon and, not knowingly, turned it against ourselves.
We are just one step short of being a cyber bully when we forget to ague for the sake of the argument, and just start being judgmental – When we not only do not share, but also ridicule someone else’s opinion. We instrumentalize social media while we splinter it – we use it to our benefit while we try to annihilate everything social about it.
“Isn’t the same as always, just through a new medium?” Yes. I’d say we’ve moved from the school playground to a bigger one – a bigger, global, perennial and unforgetting playground.
When did our lives become so uninteresting? Is it the way to empathy that boring?
Quando pensamos em eventos que estão distantes no tempo, seja no passado ou no futuro, nossa tendência é pensar abstratamente no motivo "por que" eles aconteceram ou vão acontecer, mas, quando pensamos em eventos que estão próximos, imaginamos concretamente "como" aconteceram ou vão acontecer. […] Ações distantes têm a mesma textura que campos de milho à distância, mas, enquanto sabemos que um campo de milho não é "na verdade" como "parece" ser ao longe, esse é uma idéia praticamente indistinta quando se trata de eventos distantes no tempo.
in Stumbling on happiness, by Daniel Gilbert
[…] você provavelmente acredita em duas coisas: primeira, se você nunca ouviu antes a expressão 'rio da vida', significa que você ainda é muito novo. Amém. Segunda, você acredita que, mesmo que essa metáfora bem clichê de conduzir um barco no rio da vida seja uma fonte de prazer, para onde o barco está indo é muito mais importante. Brincar de capitão é um prazer em si mesmo, mas a verdadeira razão pela qual queremos conduzir nosso barco é levá-lo para a uma ilha paradisíaca. A natureza de um lugar determina como nos sentiremos quando lá chegarmos, e a capacidade exclusivamente humana de pensar sobre o futuro nos permite escolher os melhores destinos e evitar os piores. Somos os macacos que aprenderam a olhar para frente porque, ao fazer isso, podemos ir ao supermercado da vida e, entre os vários destinos possíveis, escolher o melhor. Os outros animais têm que passar pela experiência para aprenderem sobre dor e prazer, mas nosso poder de olhar para o futuro permite que imaginemos o que ainda está por vir e, assim, nos poupar das duras lições da experiência. Não é necessário tocar no fogo para saber que dói, muito menos passar pelas experiências de abandono, desprezo, despejo, rebaixamento, doença ou divórcio para saber que é preciso tentar fazer o melhor possível para evitar finais indesejáveis como esses. Queremos - e devemos querer - controlar a direção de nosso barco porque alguns futuros são melhores do que outros, e mesmo à distância deveríamos ser capazes de distingui-los.
Daniel Gilbert in Stumbling on happiness
Growing from depression, part 1.
As a teenager and through my early twenties until now, depression was a constant, though cyclic, part of my life. Still, as a teenager, I didn't quite realize how, by being ignorant about which habits and behavior patterns triggered depressive stages, this would affect me greatly in adult life.
It all started when I was thirteen and I spent almost two years with a chronic gastritis that would make me vomit every two days. Soon, my mother and I found out that this was some kind of unconscious nervous manifestation, which I knew not how to control. By then, I couldn't understand how can one be unwittingly nervous. From biting my nails, to playing with my hair and having bulimic outbreaks, I had it all.
I grew up from a highly gifted kid to become a frustrated teenager who would later evolve into an insecure young adult. This wasn't quite clear to me until, last year, pretty close to my 25th birthday, I had my first anxiety crisis (followed by two more in the next couple of weeks) that would culminate in one life changing journey through depression for more than one year. I remember, as if it was today, feeling lost in one of Lisbon's main squares and crying because I couldn't decide if I should take the bus or the subway, as if my survival depended on that.
By then, I had been given quite a few extra responsibilities at work (aka, I got promoted) I was having problems with some of my colleagues (aka, I had to manage a team) I had broken up with my 4 year boyfriend and my love life was a mess. My body warned me many times before that something wasn't right since I spent the three months before, cleaning cold sweating hands with toilet paper that I would bring to my desk in the morning, so I could type. I had moved into a new house in a great location and I had managed to entirely furnish it. And, I was miserable.
I realized that I was in deep shit when, for many weeks in a row, I woke up every morning thinking: you're a failure and everyone can see it.
The point is: being depressed helped me grow. Of course overthinking, procrastinating, being highly unmotivated, crying every morning with no apparent reason, suffering from physical pain and, ultimately, not being able to get out of bed and spending weekends in my pyjamas was a living hell. A real hell. However, and especially overthinking, made me actually think about it.
If you are disorganized, if you don't like planning and prefer to live accordingly to whatever direction the wind blows and, still, you have the ambition to be the best in what you do or feel an inner pressure to succeed, you will probably get depressed at least once in your lifetime.
As I said earlier, I was a highly gifted kid who became a frustrated teen because, putting it in a simple way, things were easy for me. I had no trouble learning and I was a straight A student. Frustration was a constant during my High School years because things weren't challenging enough. So, I spent three years motivated not to do the best I could, but doing just enough to get through. Planning was not in my vocabulary, dedication seem worthless and things were fine the way they were.
In college, however, things became more complicated and even more when I started working. The world is a cruel place full of other people who want to be the best at what they do. People People who lack neither skills nor ambition to succeed. Things get serious here, this is no longer High School.
Of course determination will only play its part if you're willing to plan your moves (and stick to it). Otherwise, you will impersonate a big fat bull ramming a wall and you won't realize (neither accept) why things do not go as you want.
Lack of planning leads to procrastination, which leads to anxiety, which leads to depression which leads to procrastination, which leads to a serious inability for planning.
If you strive for perfection (which doesn't exist, by the way) you must be willing to work. Hard. Hardwork always beats talent. And I was a very talented teen trusting solely that I could change the switch into hardworking mode whenever I wanted in a fantastic place called future.
Depression does not allow you to see the big picture. Or, in other words, the big picture is a place full of nothing, reduced to negative events, personality faults and zero solutions. Realizing what I needed to do to get out of there and not coming back cost me some friends, time and money. But it also put the emphasis on oriented determination.
There's this great TED talk from Andrew Solomon on the subject in which he says that ‘the opposite of depression is not happiness, but vitality.' And, of course, if you're suffering from depression right now this may sound quite useless to you. I hope not. I hope that, at least, you find strength to get help and start planning your way out.
(I'll definitely write more about this further on.)
Again, this is about people.
Please, stop trying to reach out (only) for numbers in order to explain behavior.
It's not that I don't love statistics or metrics. I do. They're great for the big picture. Usually right when you isolate people.
But each time you focus on numbers more than you should you're choosing quantity over quality.
It's like someone said, you will learn more about women by staying with the same for a lifetime than you'll learn by having many.
Please.
Friends don't do that.
Having worked for a bit longer than three years in Live Content, both in Lisbon and now in Sao Paulo, I realize how blessed I am for being part of a No policy environment.
All of us who are fortunate to work in social media, marketing, advertising or any other related field in this 'never sleeping always smiling' industry, have dealt with different kinds of over demanding clients who sometimes make you feel that you are part of those chosen to pay for humanity’s past lives sins by pushing you to sell sodas to diabetics or toothbrushes to babies.
Working in a No policy agency means you have to be bold enough to say, exactly, No.
No to one week deadlines for 12 month strategies. No to red line fees for your team's know-how. No to 'we have to publish this because our CEO said so'. No to 'we personally don't like that image'. No to 'can we change just this sentence'.
And I started by saying that I'm blessed because, in Brazil just as in Portugal, people are afraid. Afraid of the deadlines, the brand manager, the CEO and, ultimately, afraid of the fans.
By letting fear undermine your confidence and your beliefs you are not only, and most importantly, compromising results - they hired you for your skills, right? - but also compromising your relationship which, eventually, will lead you to lose the client.
Don't get me wrong: saying No is probably the hardest thing to do. It's not about being a grumpy cat all the time but pointing out solutions, delivering and gaining trust. When you say No you're also saying: I'm the best and I know what is best for you. And they'll expect you to prove that.
My guess is that you won't make it to more than a half of first meetings with your prospects. No one likes being told what to do. The other half, however, will love you because you had the guts to stand for what you believe it’s best for the brand and not just to win another client. I love you, man. But I won't let you leave the house with those pants on.
"Our default setting is that we're worthless: a reference point that can reassert itself no matter how far down the line we've travelled. Indeed […] we can end up scouring the horizon for confirmation of our poor self-assessment, no matter what our external attainments."
Robert Kesley, Get Things Done
[our structure, our needs, our goals]
"…it's not motivation that's lacking from the unproductive person, or the ability to order their lives (when motivated to do so). Often it's simply a resistance to formalized - imposed - structure. To those with ADD characteristics, such impositions feel abnormal: like a mental imprisonment. In fact, many can be thrown (rather then helped) by organizational aids such as a to-do list or daily plan or appointment book. They become just another barrier - something else banging on their unconscious door as a reminder of their 'deficit'.
As we plot our path towards productivity, therefore, we need to remain acutely aware of this. Formal structures imposed upon us may simply build our resistance to organization.
We have to ensure they're our structures - suited to our needs - and aimed at securing our goals."
Robert Kelsey, in Get Things Done
"… ADD characteristics can undoubtedly exist (or develop) in girls and can have a major impact on female adults […] Poor productivity at this level can also lead to enhanced feelings of guilt and inadequacy because women feel they're letting down others, while the male version is usually more focused on the personal consequences."
Get Things Done, Robert Kelsey
In school, we tell kids that once something gets to hard, move on and focus in the next thing. The low-hanging fruit is there to be taken; no sense wasting time climbing the tree. From a test-taking book: "Skim through the questions and answer the easiest ones first, skipping ones you don't know immediately." Bad advice. Superstars can't skip the ones they don't know. In fact, the people who are the best in the world specialize att getting really good at the questions they don't know. The people who skip the hard questions are in majority, but they are not in demand."
Seth Godin
in The Dip
[labour feels pain]
"And yet, troublingly, there is one difference between ‘labour’ and other elements which conventional economics does not have a means to represent, or give weight to, but which is nevertheless unavoidably present in the world: the fact that labour feels pain."
Alain de Botton
in Status Anxiety
[on failure]
"If we are anguished by the thought of failure, it is because success offers the only reliable incentive for the world to grant us its goodwill. A family bond, a friendship or a sexual attraction may at times render material incentives unnecessary, but it would take a reckless optimist to rely on these currencies for the regular fulfilment of his or her needs. Humans rarely smile without being tempted by robust reasons to do so."
Alain de Botton
in Status Anxiety
[on success]
"One of the interesting things about success is that we think we know what it means. A lot of the time our ideas about what it would mean to live successfully are not our own. They’re sucked in from other people. And we also suck in messages from everything from the television to advertising to marketing, etcetera. These are hugely powerful forces that define what we want and how we view ourselves. What I want to argue for is not that we should give up on our ideas of success, but that we should make sure that they are our own. We should focus in on our ideas and make sure that we own them, that we’re truly the authors of our own ambitions. Because it’s bad enough not getting what you want, but it’s even worse to have an idea of what it is you want and find out at the end of the journey that it isn’t, in fact, what you wanted all along.”
Alain de Botton