John Winsor

Optimism

I recently noticed that Gallup International reported the findings of their annual Voice of the People survey. In it, they found that Africa was the most optimistic region of the world. In an editorial piece the New York Times, writer Lydia Polgreen surmised that the reason for African's optimism was either the fact that the people are very religious or that things in many regions are so desperate that they can only get better.

I have a different take on it. While spending a few months living in Mexico each year and having the occasion to travel to Africa I am always struck by how optimistic and happy people really are. What I've found is people in places like Mexico and Africa focus on their immediate situation, their family and friends, and don't get obsessed by things they can't control like so many of us that live in the U.S. and Western Europe.

The story that tells of this contrast the best is the one about the Mexican Fisherman and the American Businessman that I wrote about in Beyond the Brand and blogged about last year.

I always have to remind myself to let go of those things I can't control and focus on the gifts that I have both in business and personally. That's a hard thing to do in today's hyper connected, over stimulated world we live in!

Feeling Uninspired?

You could always try wearing what Steve wears.

More Shepard Fairy

Yesterday I wrote about Toyota's connection with street artist and Obey Giant creator, Shepard Fairy. For inspiration, it's worth checking out the Obey Giant site, especially Fairy's Manifesto. Here's  what he has to say about the Obey Giant project:

The OBEY sticker campaign can be explained as an experiment in Phenomenology. Heidegger describes Phenomenology as "the process of letting things manifest themselves." Phenomenology attempts to enable people to see clearly something that is right before their eyes but obscured; things that are so taken for granted that they are muted by abstract observation.

The FIRST AIM OF PHENOMENOLOGY is to reawaken a sense of wonder about one's environment. The OBEY sticker attempts to stimulate curiosity and bring people to question both the sticker and their relationship with their surroundings. Because people are not used to seeing advertisements or propaganda for which the product or motive is not obvious, frequent and novel encounters with the sticker provoke thought and possible frustration, nevertheless revitalizing the viewer's perception and attention to detail. The sticker has no meaning but exists only to cause people to react, to contemplate and search for meaning in the sticker. Because OBEY has no actual meaning, the various reactions and interpretations of those who view it reflect their personality and the nature of their sensibilities.

How can you use Phenomenology to reawaken a sense of wonder around your products and marketing? Can you stimulate a new sense of curiosity in your customers?

Toyota Co-creating

After my post about the Mazda/Quiksilver and the BMW/Joshua Davis connection I noticed in Transworld Business that Toyota has connected with artist Shepard Fairy, the street artist best known for Obey Giant, and his design agency, Studio Number One, to create print advertising, posters, and T-shirt art.

In an attempt to attract young male consumers to its truck offerings, Toyota is launching a new marketing initiative that aligns its product with action sports. The company has focused its new effort around the sponsorship of the Dew Action Sports tour.

Instead of using traditional agencies and marketing methods Toyota has connected more deeply with their customers by allowing influencers in youth culture to guide their way. This customer-centric, co-created approach is bound to be more successful than a more traditional approach.

The Marketing of Sustainability

I was starting to write a post today about the marketing of sustainability when I ran across Seth Godin's great post regarding global warming he put up yesterday. Seth's thoughts could also be applied to selling sustainability. 

Magic Does Happen

Today I picked up the sports section of the newspaper and smiled.

Jason McElwain, the 17-year-old senior, manager of the Greece, NY, Athena High School  basketball team, got to suit up and play in the home finale.

McElwain, who is autistic, was considered too small to make the junior varsity, so he signed on as manager. For the past two years he has played the same role with the varsity team to stay near the sport he loves.

With the team ahead, McElwain entered with four minutes on the clock. The 5-foot-6 manager hit six 3-point shots and a 2-pointer and was carried off the court on his teammates' shoulders.

Expect to see a movie soon. After the game his parents have received inquiries from about 25 Hollywood production companies including Disney and Warner Brothers.

It’s nice to see that magic still happens!