We all read lots articles everyday. It is rare when an article sticks out and can be something of beacon while moving forward in our lives, an article that pertains to all parts of our lives – business, personal, social and family. FastCo makes a number of great points in this article, here are two that stand out in my mind:
5. NARRATIVE IS A DELIVERY VEHICLE TO MAKE INFORMATION STICK.
More than just a means of entertaining ourselves, narrative is how we understand the world and make decisions. Each of us is the leading character in the stories we tell ourselves, and we use these as a framework for organizing the messages we receive. Narrative is also how we remember: A story out of chronological order is nearly impossible to remember, but information that has a beginning, a middle, and an end becomes something we can own, embrace, and share.
Start thinking in stories. 2013 is when brands start actively listening to their customers’ stories, and figuring out how they can play a supporting role. It’s also the year they begin to tell their own, linking together their most important messages to form a coherent, memorable whole.
7. TECHNOLOGY MOVES TOO FAST TO CARE ABOUT.
The 8 track, the CD, the Pentium chip, FireWire–people used to invest in products just to get their hands on these new technologies. They were a real differentiator, and a kind of magic. But it’s become too much, too fast. The Internet runs on an alphabet soup of languages and protocols, and only a slim population of early adopters counts pixels or processor speeds anymore. The rest of us just want to know what it’s like to use.
Talk about experiences, not features. Technology is there to enable an experience, and as long as it doesn’t get in the way, most consumers would rather not worry about it. The smartest brands in 2013 will follow suit, emphasizing the product or service, not the features that make it possible.
Onward and upward in 2013.