Attention - Suresh Dinakaran's Blog

Respect the Unexpected. Expect the Unexpected!

Psychology 101 has this to say ” The brain remembers what it least expects, so deliver the unexpected “. The brain being the laziest organ in the body is mostly on default mode, plucking our accumulated behaviors and responses that have taken space in its warehouse over the years and wanting us tenants to respond in the ‘ usual ‘ manner.

That said, in a zeitgeist craving for attention(the most coveted social currency), with all the deficit of time, resources, patience and buying power, default mechanisms will not work.

Build in enough flexibility and buffer to prepare for the unexpected. A margin of safety. Life does throw curve balls ever so often. So, make provision for the unexpected when you design your life. That way, we will not be caught like a deer in the headlights.

To expect the unexpected shows a thoroughly modern intellect. Resilience is all about being able to overcome the unexpected.

Most people want to be circled by safety, not by the unexpected. The unexpected can take you out. But the unexpected can also take you over and change your life.

Probably easier said than done but it is uncertainty which fills life with beauty, excitement, and joy. For an adventurous life, seek not security. Dance with uncertainty to create magnificence and beauty.

Fear is a reaction, creativity is a response.

“ When nothing is sure, everything is possible “– Margaret Drabble

For those keen on understanding the importance of it, I would urge you to read this blog on uncertainty.

ENDS

Knead the Need: Move the Needle!

You step on the accelerator and the speedometer needle moves. The expression ‘ moving the needle ‘ was inspired from motoring. No prizes for guessing that.

In a distraction obsessed world, the biggest skill that we can acquire or improve on is to keep, retain and control our attention. It’s one thing not to fall prey to distraction and another to find the best use for your time, attention and effort. That is based on what is of the most significance to you. It is a calling that you will begin to recognise- focus, attention & effort on something that will actually ‘ move the needle ‘, to take things from where they are, to where it ought to be.

Pardon me for stating the obvious. The whole world is in constant motion. The earth moves, the clouds move, the waves move and we too must move. Move and reach the destination of your choice.

The three Ps will help us find our needle its vein. A physical goal, a personal goal and a professional goal. Together they achieve balanced productivity and regardless of what is going on in your life, if you accomplish these three things every day, you will move the needle in your life.

Most people set goals at the start of a new year. With a clean slate and fresh start, we’re optimistic, excited, and enthusiastic about the possibilities that lie ahead. But then reality sets in.

It’s harder than you thought it would be.

You don’t feel like you’re making progress.

Through no fault of your own, the world is in disarray (Pandemics, civil unrest, economic fluctuations, job loss, ruinous relationships etc.)

The goal you wanted to accomplish feels so far in the future or so far out of reach. You figure: why bother?

Does any of this sound familiar to you? If so, don’t worry. You’re not alone.

The best way to be where you want to be a year from now is to do something today you’ll be glad you did-Seth Godin

And it doesn’t have to be something big.

We underestimate the impact and potential of starting small and taking consistent action.

By breaking any endeavor up into the smallest manageable parts, you make visible progress, increase your motivation, and gain momentum.

Maybe you want to write a book, build a business or start a podcast. Writing elaborate business plans and conducting extensive research might make you feel productive. But these activities won’t necessarily move the needle forward.

The paradox of designing the future is that what you get done today is the only thing that matters. Tiny actions pile up and amass to something big and awesome.

If you need it, knead it. Move it. Move the needle.

ENDS

Can You Pull Off Modesty as a Social Strategy?

‘Modesty’

Modesty is showing restraint in the appreciation of oneself and of one’s qualities.

In literature, modesty is unpretentiousness in the expression of feelings.

Modesty is the color of virtue.

There are several explanations going around but the above is a reasonable summa summarum of what modesty is. We get the message.

Impressions matter in life. Whether it’s a client meeting, an office get together, a first date, a job interview, how others perceive us, can define or destroy our goals. That being said, in a team setting where cooperation and collaboration is the rote, display of luxury items be it watches, bags, shoes, cars or any such could actually be a party pooper. Especially if they are done with the intent to enhance and communicate social status.

Recent research published in the Journal of Personality and Social Psychology ( Deborah Small | Alixandra Barasch | Shalena Srna) says that when an individual uses luxury goods, the person is perceived as someone out to boost his|her own social value and hence selfish and a poor team player. As a result, they are less likely to inspire cooperation or be chosen by others for their teams. By contrast, in competitive situations, the same ostentatious person is often favored over more modest rivals.

Yes, The Devil indeed wears Prada. ‘ Conspicuous consumption ‘ was a term coined by Sociologist Thorstein Veblen in 1899 to describe people acquiring luxury goods and services not just for their superior quality but also as a visible sign of their wealth and status.

Status is a potent weapon for determining and influencing consumer behavior and the pursuit of status is highly valued in cultures that are characterized by hierarchy and tradition. This is the consumer insight that is leveraged by brands like Louis Vuitton or Burberry and the insignia display of LV or the Plaid is used unabashedly. Ostentatious consumers tend to be seen as more arrogant, less warm, and even less moral. The Devil Wears Prada is fictional but the association between luxury spenders and emotional frostiness is very real.

Context has a big role to play here. Name dropping, fancy clothes etc would be helpful in winning negotiations but where teamwork and cooperation is the call of the hour, modesty is a better approach.

The same Sociologist Veblen also coined the term ” conspicuous compassion “. Status signalling is not just about overtly displaying wealth or career success. It can come in the form of green credentials, altruism, being a rebel or a contrarian, or being cool, depending on which circle you are seen in and want to influence.

Being sincerely modest is not easy, because there is a great temptation to fall into falsehood. The playwright Prosper Jolyot de Crais-Billon (1707-1777) said: “Of all the virtues, the one which, in the world, always seemed to me to succeed least to the one who practices it, is modesty.” While the poet Pierre Reverdy (1889-1960) added: “The best thing about modesty is the intelligence that must be deployed to stick to it“.

There is a very close link between modesty and humility, but the line is a fine one. It would be tempting to see modesty only as a social convention, while humility would be truth in itself.

So, if status signaling is the intent, pay attention to context. Modesty Blaise anyone?

Tempted to offer a link here to an old article from BrandKnew on “ The Braggart’s Dilemma: How to Promote Yourself Without Being a Jerk “.

ENDS

An attraction called distraction!

” Your real competition is your distraction “– Anonymous

If you are reading this, amidst your deep immersive work, you shouldn’t be. This would seem weird coming from the guy who sent you this in the first place.

The achilles heel of our times: Staying focused and distracted by a lot of ideas.

We are living through a crisis of distraction. Plans get sidetracked, friends are ignored, work never seems to get done. Why does it feel like we’re distracting our lives away?

Donuts taste great when we are eating them. But we feel like shit some time after. We get a bit of short-term pleasure and long-term pain.

The two primary motivators of changing our behavior are:

Avoiding pain &

Experiencing pleasure

All the attention management strategies in the world will not work unless we feel the pain and the opportunity cost of distractions.

If anything, the world is becoming a more distracting place. Technology is becoming more pervasive and persuasive.

We all suffer from the shiny object syndrome. The thrill of the chase. And the after glow.

Our biggest obstacle is fighting our addiction with social media and the mobile phone.

Wasting time online, ironically consuming content about how to be a more prolific, successful creator.

Digital distractions create somewhat of a paradox. We get to avoid the pain of focusing on something that matters to us. And the dopamine hits we get from checking our emails or scrolling through our Instagram | Facebook feeds. That gives us a lot of pleasure.

But that little boost of pleasure becomes painful when we realise that we’ve wasted time on something that prevents us from accomplishing our real goals.

It’s hard to change anything until our motivation is strong enough. Before we can deal with our addictions to distraction, it is important to uncover our motivations.

A donut called distraction.

ENDS

Attention Piece!

It is said that attention is the rarest and purest form of generosity.

The poet J.D. McCatchy captured this essential fact beautifully in his observation that “love is the quality of attention we pay to things.”.

It’s a no brainer. Before we can create anything worthy of other people’s attention, we have to learn to manage ours.

Our world is the outcome of what we pay attention to. Period. Attention is the currency of achievement.

Being present is the best present we can give ourselves. And to others. There is a curious power in being present. When we are present, we see the other person more clearly. We communicate better. We make lasting connections.

Unfortunately, in our always on, go-go-go world, being with someone who is fully present and therefore offering attention is rare.

Good work and great art comes from deep focus and deep work. Our ability to be prolific, create art that resonates, that strikes a chord , tug at the heartstrings and hit people in the face with a crowbar depends on our ability to focus.

Consider for a moment the kind of mental world we can construct when we dedicate significant time and attention to deep endeavors.

“Attention, taken to its highest degree, is the same thing as prayer,” Simone Weil observed as she considered the relationship between attention and grace at the peak of her short life. “Attention without feeling,” Mary Oliver wrote a generation later in her beautiful elegy for her soul mate, “is only a report.”

It’s hard to carve out time and space for work or art that matters if we’re always distracted by things don’t.

So, how much art have you made today?

” I truly believe that everything that we do and everyone that we meet is put in our path for a purpose. There are no accidents; we’re all teachers – if we’re willing to pay attention to the lessons we learn, trust our positive instincts and not be afraid to take risks or wait for some miracle to come knocking at our door “. Marla Gibbs

ENDS

Why 5% > 95% ?

No. The arithmetic may not look right. Contrarian and defies established norm. Yes.

But, dare I say, this is the new math.

A lot of our attention and effort is spent and invested in trying to onboard the laggards and the lurkers.

And it done by dumbing down. Offering more incentive. Creating urgency. Re-posting. Hustling to see if they would take some action.

Certainly not worth it. And very frustrating for anyone who leads.

Progress operates on a different GPS. It has a different route to take.

..then huge things would begin to happen.

The 95% who lurk and remain non-committal will almost always lurk. Thats okay.

The energy and the emotional labour has to go into the 5%. The place to focus on.

Because when their persistent, consistent and generous action begins to add up, change happens. And that may bring the lurkers along. And who knows, even activate them. They will catch up when they need to.

The chasm will get bridged at its own pace. And that’s perfectly fine.

There’s nothing wrong with the laggards and the lurkers. Remember, they are potential action-takers.

But for now, our focus, action, respect and gratitude is for all those people who are already showing up. And shipping out. Which is the 5%!

So, let’s stop falling over ourselves to dumb down. Average it out. Trying to appeal and please everyone and anyone.

When you seek to engage with everyone, you rarely delight anyone. And if you’re not the irreplaceable, essential, one-of-a-kind change maker, you never get a chance to engage with the market.

So, seek your MVA(minimum Viable Audience). This would be counter to what are taught (or expected to learn) in the ‘ School of Capitalism ‘ , but this is the simplest way to do the work that matters, impacts, changes and leaves an inspiring legacy.

Now you know- Why 5% > 95% ?

ENDS

One Picasso A Day?

If one were to ask what is the most loyal thing in the world, it would be the ‘ bodyclock‘. Time after time, day after day, it never lets you down in waking us up. I guess, that too, is a creature of habit.

Being an old schooler, waking up and writing down the ‘ to do task list ‘ of the day is de rigueur. And on the rare occasion, the list falls shy of occupying a full A4 page, disappointment gets writ large. After all, ‘ Men are from Mars ‘. And Machiavellian abilities for Herculean tasks are expected to go hand in hand. How remiss!!

We have been hardwired to think that working is productivity. But, is productivity working? After all, the map is not the territory. Nor is noise, the signal.

“ Distraction is the only constant “. How things have changed! In an on-demand, 24/7 society, where distractions cost millions of people relationships, health , peace, productivity and profitability, it’s time to pay attention to what matters most.

We are living through a crisis of distraction. Plans get sidetracked, family and friends are ignored, work never seems to get done. And that in the wake of first love and passion being firmly put long ago on the back burner, be it music or sport, travel or discovery, reading or writing..not worth it.

To create extraordinary lives, we can (re)learn to “unplug” from the constant barrage of disruptions and “plug in” to the tools, strategies, and mindsets that will allow us to harness our attention to reach our highest potential.

You sit down at your desk to work on an important project, but a notification on your phone interrupts your morning. At home, screens get in the way of quality time with your family. Another day goes by, and once again, your most important personal and professional goals are put on hold. Story of our distraction fueled, notification driven lives.

If we can prepare ourselves to be as indistractable as possible, zero in on distilling the vital few from the trivial many, and be prepared to look in the ugly mirror, we can stop running on the treadmill of mediocrity. Not just that. With high focus, extreme prioritization and unflappable emotional labour, we can all get to producing our ‘ one Picasso for the day .’ What do you uniquely do that matters the most? After all, you can only do one thing really well at a time. SIP by SIP. Engage in some Mutual Fun!

Most big, deeply satisfying accomplishments in life take at least a few years to achieve. This can include cultivating a loving relationship, writing a book, getting in the best shape of your life, raising a family, building a business, and more. A few years is a long time. It is much slower than most of us would like. If you accept the reality of slow progress, you have every reason to take action today. If you resist the reality of slow progress, five years from now you’ll simply be five years older and still looking for a shortcut.

Where’s your paint brush? The canvas and the easel awaits. And your version of the Guernica.

So, time to offer a serenade to life, in all its terrifying and transcendent uncertainty, sung in ink, watercolor, and wonder.

WANTED: Editor-in-Chief: For LIFE!

I was never even mediocre at either math or arithmetic. Hence, if this fails to add up, I am completely at home with it.

” So the writer who breeds more words than she needs, is making a chore for the reader who reads ” – so said Dr. Seuss.

Every year at the Oscars, the award for Best Picture gets all the fanfare( a couple of year ago, of course Will Smith had other ideas). That may be stating the obvious. What might be not so obvious is in contrast, the award for film editing flies under the radar. But you may be surprised by the correlation between these two awards.

Since 1981, only three films have won “Best Picture” without also being nominated for “Best Film Editing”.

Why is editing so crucial in filmmaking?

A good film editor removes distractions by eliminating trivial or irrelevant things. She uses deliberate subtraction to add life to the ideas, setting, plot, and characters.

The best films are exceptional not because of what we see but because of what we don’t see.

We can draw parallels here. And use the same principles to edit our own lives. We might be from Mars or Venus but on Mother Earth our never ending to-do list need not be a perennial match for our Herculean, Machiavellian competence and calibre that we seem to have been willy nilly blessed(cursed?) with. Probably there is a space to begin by ‘ separating the vital few from the trivial many ‘. The over ignored practice of essentialism.

Mind you, this is no easy task. To distill and rein in our incorrigibly elastic task list. How will we answer our ego? Or camouflage our insecurities? We find comfort in “keeping our options open”. But having too many options leaves us without direction. Having a few focused options gives our life a clear direction and makes decision-making easier.

Eventually, every cut we make brings joy. Maybe not in the moment, but soon we will realize the time we have gained can now be spent on something better.

We, as people, systematically overlook subtractive changes, instead following our instincts to add. There is nothing inherently wrong with adding. But if it becomes a default path to improvement, that may be failing to consider a whole class of other opportunities.

The paltry rate of subtraction in our life or organizational-improvement journey is appalling. To improve a redundant piece of writing, few produce an edit with fewer words. To improve a jam-packed travel itinerary, we hardly remove events or places to allow us to savor the ones that remained. To improve a Lego structure, we hardly take pieces away. Whether we are changing ideas, situations, or objects, the dominant tendency is to do so by adding.

In an increasingly attention starved, attention craving economy, subtraction has a noticeability problem. When we add things, apparently it gets noticed. But when we subtract..we seem to miss the point.

Life has a way of taking over. We start running on auto-pilot especially when we are overwhelmed, in over our heads, or simply worn out from all that life is throwing our way. And this year, life is throwing more than ever our way.

After a while of trying to keep all the balls in the air, we stop paying attention and simply start reacting. Amidst all the chaos, we know something has to change, but we don’t know what or how.

When was the last time ‘ nurturing our heart and soul ‘ was part of our to-do list? It hardly makes the list of things to take care of during the day. If we prioritize the nurturing of our heart and soul, by taking time to listen to what they want, by engaging in soul-soothing activities and by using them to guide our actions, we can get our life back. We’ll remember who we are(otherwise in the stage called life, we are all practicing ‘ selective amnesia ‘) and begin to attract people and projects that are a perfect fit for the real us.

So what is the take away? Yes, you guessed it, take away, to make way!

BEGINS

Is SAD the new HAPPY in Advertising?

Let’s begin with the obvious. It’s an always on world. While being perennially and technologically connected, geography being history and all of that, at no time have humans been so socially disconnected in the real sense.The need (and significantly unmet) desire for human bonding has never been greater. Nuclear existence has stoked the potential that is kinetic in humans. There is a clamour to reach out and brands are bending over backwards to suit the new found relish for the pathos.

It’s a given that sad news travels fast. But, advertising that stokes emotions( or SADvertising as it is being called these days) that strikes a strong emotional piano chord and opens up the tear ducts, travels fast, wide and deep. Empathy meets exponential sharing, opens up a floodgate of brand conversations,triggers otherwise hard to come by response, sustains brand dialogue and keeps all stakeholders be it brand owners, ad agencies or end users, happy (ironic as it may sound!).

Why the sadness?

It is said that sad emotional content has the capacity to make people feel more emotionally connected to one another, especially powerful in our detached digital world. This sad connectedness makes people more likely to take an action such as sharing content, donating money, or buying a product.

Communicating sadness can create behavioral change

Scientifically speaking, when we hear interesting stories, specifically stories that make us feel distress or empathy, our brain produces two chemicals: cortisol, which links with our sense of distress and helps us focus our attention on something, and oxytocin, which is associated with our sense of empathy. When these two chemicals are triggered, studies show that people are more likely to give money to a cause related to the story they’ve heard.

Check out this video to understand more https://www.youtube.com/watch?time_continue=4&v=DHeqQAKHh3M&feature=emb_logo

In short, the study reveals that it is possible for a story to change a person’s behaviour by changing their brain chemistry. What does this mean for brands? Sad stories have the potential to move people to make a purchase. This is why we’ll likely see more of these sad ads in the future.

We have moved on from an era of media scarcity to an era of attention
scarcity. Getting people’s attention is what we’re trying to do, and I
think that meaning, something that people can relate to on a very
visceral level, is what drives a lot of the decisions we make when we’re
talking about things. Hyper competition has forced brands to not only
assure customers a good product or service but make it very relatable
and more meaningful than any other good product.

Over time brands have realised that the consumer culture has evolved
and people are more reflective and mindful of their lives. There is a
constant search for deeper layers of meaning once you have all the
things you need and most of the things you don’t need but desire. The
ad industry of the last decade was mean, cynical and celebrated
bitterness. Those were the days when brands wanted to be Sexy,
Swaggering or Sweeping. That showed up in most of the work that was
put up. Don’t blame them as it seemed to work for all concerned. But,
then after a while, people got sick of it and when a voice and tone which
conveyed exactly the opposite stuck in, the positive reaction was
overwhelming.

Lets list a few of the work from yesteryears where brands have stirred up a flood of emotions all over the world and that includes P&G and its commercial released around the Olympics(https://www.youtube.com/watch?v=sUg6s-uIp1w), Honda’s Project Drive In(https://www.youtube.com/watch?v=_kRU9Au-fhk), Coca Cola Life in Argentina(https://www.youtube.com/watch?v=xPb1t3jU3sI), Nestle Good Life commercial in India(https://www.youtube.com/watch?v=syZju6ui394), Google’s Dear Sophie(https://www.youtube.com/watch?v=kcHV_Dv9tlo), Dove’s Beauty Patch(https://www.youtube.com/watch?v=XpaOjMXyJGk), John Lewis(https://www.youtube.com/watch?v=r9D-uvKih_k), Budweiser’s Puppy Love(https://www.youtube.com/watch?v=7p_3lITiK_Q), the charming tale of a canine equine romance or Expedia’s commercial(https://www.youtube.com/watch?v=-CzSeFHrSfM) about same sex marriage where the father fights his prejudice etc.

The flip side of this (which is worrying) is that it has become a trend. The
word ‘ emotional ‘ is now become the most over used word in client
agency briefs. If you are used to agencies creating a trend which should
ideally be the case(rather than following one), its time to take stock. We
just might be at a tipping point on this one. But, till such time, it sinks in,
it’s cry, cry, cry till you succeed for brands and agencies.

Go, grab your tissues!

ENDS

https://www.groupisd.com/story

https://www.brandknewmag.com

https://www.brandknew.groupisd.com

https://www.weeklileaks.com

Marketing the new ‘Terms ‘ of endearment

Marketing the New ‘Terms’ of Endearment

Over the years, tried and oft used terms in the world of business and marketing have transcended convention. We seem to be in a perennial state of having to come to terms with these terms. Here is the term sheet on that.

Brand Owners, Advertisers and Marketers were once cosy with ‘ Mass Market ‘. Try and reach the maximum audience numbers through mass media. A lot of the times it was about Spray and Pray. Mass Market transitioned to ‘ Mass Customisation ‘ which went beyond one size fits all to one size fitting some. With the advent of Artificial Intelligence, Machine Learning and Data Science, we are now in an era of the ‘ Customer Segment of One ‘, where one individual as an audience is targeted with high degree of precision and success.

The disclaimers have been turned on its head as well. What used to be common place was a term going as ‘ Caveat Emptor ‘ which essentially was to say buyers beware. The entire onus and risk on buying a product or service was all on the buyer/end user. Now, in an over commoditised world, where we have moved on from push and control to pull and engage, where top down has given way to bottom up marketing, what is evident is ‘ Caveat Venditor ‘, where the accountability and responsibility rests fully on the seller. The wheel has gone a full circle.

Not until long ago, brands and their marketing plans were etched out keeping demographic groups in mind. A pre decided age group with a certain buyer persona was carved out and communication was created to influence and impact that community. The universe has changed dramatically. Brand marketers have now started addressing mindsets which throws conventional wisdom out of the window. As they have now begun to chant, RIP Demographics!

Consumer aspirations have taken a twist as well. Yesteryears we had all marketing and communication created to induce brand ownership. With so much millennial consumption happening, the entire paradigm has now shifted to owning experiences. The new brand mantra for marketers is CeX(Customer Experience) and the City. Ownership is passe, experience is the new aspiration.

Remember those days when the quintessential manna from heaven was ‘ brand loyalty ‘. Coveted, treasured, revered. Loyalty was royalty. In an era of surplus of goods, information, choices, services and a deficit of trust, attention and resources, ‘ customer infidelity ‘ has replaced loyalty. Cheaper, better, faster? Here we shift loyalties!

We were just coming to terms with the ‘ knowledge economy ‘ as it moved on from the ‘ Industrial Economy ‘and before we knew it we were bang in the middle of the ‘sharing/collaborative economy‘. The dust had hardly settled on that and now the entire attention is rooted on the ‘ attention economy ‘. In an age of perennial distraction, attention is the new premium.

Since advent of marketing, and the quest for differentiation, the narrative has revolved around a USP(Unique Selling Proposition). That feature or benefit which makes your brand distinct or unique from other competitors in the eco system.Then came the not so holy communion onslaught- the SOS- Sea of Sameness. Nothing unique, nothing distinct, the herd mentality, the also ran, the me too. Which prompted our research at ISD Global to discover what we have come to label as UFP- Unique Feelings Proposition– where state of the heart is what brands are appealing to win trust, loyalty, mind and wallet space.

Am sure we will have more to chew on as the intersection of consumer behaviour, rapid evolution of technology and the ever changing socio economic landscape will throw up more perspectives that we have to come to terms with. Till then, au revoir.

ENDS

www.groupisd.com/story

www.brandknewmag.com