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    Randy Olson
    Randy Olson

    RANDY OLSON: SESSION 2.4: “The ABT in Business”

    THE ADVERTISING VIDEO

    Here’s an article that presents the the advertising video I showed. What’s funny to notice is that the text of the article makes no mention of the three forces at work. Which just shows you how the average person, even when handed something like this, sees CONTENT way more than FORM.

    https://adage.com/creativity/work/microsoft-sam-every-covid-19-commercial-exactly-same/2251551

     

    THE THREE FORCES AT WORK

    David made this interesting comment:

    David Goldstein:
    Story of ME, story of US, Story of What Will Be….

    On Friday, Aaron Huertas made a mention of how strategists in the Democratic party are fans of Marshall Ganz and his “Public Narrative” concept, which is presented here:

    https://workingnarratives.org/article/public-narrative/

    Ganz talks about there being 3 stories: the story of self, the story of us, the story of now.

    Which is nice, but I gotta be honest — I don’t get it. We know there are three fundamental forces of narrative — agreement, contradiction, consequence. The realization of this didn’t begin with Marshall Ganz — it began in the 1700’s with the great philosophers and what they called “The Triad” (or the Dialectic) of thesis, antithesis, and synthesis.

    https://en.wikipedia.org/wiki/Thesis,_antithesis,_synthesis

    It’s the same three forces. Neurophysiology research now shows it’s how the brain is programmed.

    But what Ganz presents is basically BTA instead of ABT.

    He’s starting with the BUT in starting with the story of self. Think of Jerry Graff’s book, “They Say, I Say.” Notice the second part is the story of self — as in “here’s what I say.”

    Then he progresses to the story of unity or synthesis with the story of us, which unifies everything. Then lastly he ends with the story of now, which sounds to me like the “They Say” element.

    All of which says to me that it’s a strategy for polarization in society. But maybe that’s just me.

     

    PARK HOWELL’S SPIRAL

    Anu: Interesting that this model is a spiral vs. Campbell’s circle. Maybe I missed that, but why spiral vs. circle?

    Joseph Campbell’s “Monomyth” model is a circle where the hero eventually returns to the starting point, but is “wiser” as the Winkler video said.

    Park’s spiral is the same journey, but by being a spiral it shows visually that things are “a level up” when the hero returns to the starting point.

    You can learn more about it by ordering his new book!

    LINK TO PARK’S BOOK:

    https://www.amazon.com/Brand-Bewitchery-System-Spellbinding-Stories/dp/1734308117

     

    TELL YOUR OWN STORY

    David Goldstein:
    If you do not lead with a story then the audience will lead with a story that you did not intend!

    Yes, exactly. Next Wednesday for our final session we’re going to have as our special guest, my friend Dr. Shirley Malcom

    https://en.wikipedia.org/wiki/Shirley_M._Malcom

    A couple years ago I included this bit in the new content I added to the 2nd edition of my first book, “Don’t Be Such A Scientist.”

    Shirley’s Law: If you don’t tell your own story, someone else will tell it for you (and you probably won’t like what they say).

    She had said the same thing to me for years — you better tell your own story or someone else will. This became sadly true with Hillary Clinton as Trump began to label her as Crooked Hillary.

     

    REPETITION, REPETITION, REPETITION

    Evelyn Wight to everyone: I just want to say how helpful it is to hear some of this again – I am taking the course this second time and feel like I am “getting” some of this MUCH better now.

    YAY, EVELYN! You said exactly what the folks on our ABT Framework Team keep saying. They’ve heard all this stuff for 5 years at least, yet still find it valuable to hear again. And even the same for me — I find it valuable to hear myself telling it all again. It just takes a lifetime to completely soak in.

    Really appreciate your saying this — thanks.