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 In
this section I want to unpack the notion of creating more than you
consume which I hope will become something of a mantra for people
who use the site. It started as a way of challenging how I worked. But
is evolving as an alternative to consumerism. Consumerism is lazy thinking
- there is far more to human experience than using or buying stuff.
If you want to understand how I got to this then read More
creativity please or koan
no 10
In memories are made of this I address on how people
create the past. And the implications of this for communicators.
Use expertise
is about how professional communicators might do everyone a favour by engaging
with people's expertise instead of trying to informationalising them to
death with the brand as know-it-all.
When disaster
strikes, consumerism as a model doesn't help us. Service brands that
help people cope in a crisis are usually rewarded
with high levels of loyalty and word of mouth. But that is because they
are good at anticipating what people are likely to do and capable of
doing. Which is usually to improvise.
Marketing
LOVEs to segment. All of which assumes your audience are aggregates
of individuals. Who stay the same. Of course if we wear different hats
then segmentation starts to unravel. Which it is.
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Planning Craft 
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