I had a chance to check it out last night. That show is so ridiculously addicting. Being a family man myself, I just can’t get enough of the absurdity of this Heisenberg/Walter character.
Now I’m torn between waiting for the rest of the episodes to come out on Netflix a year from now, or biting the bullet and buying the season. The difficult choices we are faced with in life… I tell you what!
So, as I’m watching this free episode, I realize that because they released it for free they felt compelled to overload it with a LOT of advertising. Being a Netflix only household, I’m not used to watching ads anymore… it’s been a while since I had to wait through the noise to continue the story I’m immersed in.
Isn’t that what most marketing and advertising feels like today?
Just a bunch of non-sensical noise.
When you are living a life of clear intention, purpose, and presence, its hard to really get derailed by interruption like this. The noise doesn’t really effect or move you.
As the conscious movement grows around our planet, the noise becomes less relevant to more people.
Sure, there are plenty of people that can still be easily distracted and persuaded with flashy, noisy marketing and ads, and this is why its still worth companies’ time and resources to market through these channels.
However, for those of us whose target audience consists of the more purposeful, conscious, “unplugged from the matrix” types, there is a new marketing edge that has nothing to do with noise.
In fact, this particular marketing edge, has the power to cut through the noise, and draw people into the power of now, the conscious, and open them up to your intention and what you have to offer the world.
My Big Wheels and Ed’s TV
As a kid, there was nothing I loved more then ripping around the neighborhood on my Big Wheels.
You remember those, right? (or am I dating myself?… #childofthe80s)
I’m pretty sure mine was a Knight Rider one. Or maybe Dukes of Hazzard.
Either way, this thing was so cool… and FAST! Big Wheels were those low riding tricycles with big wheels in the back and a skinny wheel in the front. They had the ability to give you that really cool skidding/burnout action around the curves if you handled them just right.
Well, I rode mine on the sidewalks in front of my Dad’s store… Ed’s TV.
My Dad was the local TV, VCR, Video Camcorder guy. Sales, Service, you name it. Anything to do with that cutting edge technology, my Dad was the go to guy in the local area.
He started his business the year I was born, 1977, and by the early 80s, his business was booming.
I remember our family being able to afford to outgrow our little townhouse, and my parents were able to build their very own custom house, on a nice 1 acre property bordering the local dairy farm in Telford, PA. (just a walk down the street from Ed’s TV!) And they were able to put a swimming pool in the back yard with a really nice deck.
Life was good.
My Dad’s business worked because people knew him. Like truly knew who he was as a man… as a person. He was an honest, ethical, hard working business man that knew what he was doing. No flashy advertising necessary. Sure, he marketed and advertised, but back then, the message was all about conveying trust and authenticity. By representing his true self, and just being Ed, without the phony front, my Dad was able to gain a positive reputation that sustained our family for many years.
Something happened later in that decade and in the early 90s. The big box stores started gaining momentum, and the Circuit City, Best Buy, Costco, Walmart movement began conquering the local area with all of their hype, flash, and noise. Suddenly, the next generation was entranced, almost hypnotized by the craze, without a true, conscious understanding of what big economy, big corporate shopping would mean to the people around them.
My Dad took this time pretty hard. He thought of himself as less relevant and lost some self-confidence in this economic shift. More people were concerned about price and commodity product then they were about who they shopped with and trusted with their business, and this was hard to not take personally.
The noise had seemingly taken over.
The marketing edge of the 90s was big noise.
The louder you shouted, the brighter your sign, and the bigger your sales… the more you “won” in business.
(depends on your definition of winning of course)
The Conscious Shift Toward Authenticity
Fast forward to 2013.
The noise is losing.
The economy is changing.
People are changing.
There is hope and it is beautiful.
What I see happening right now, is a much needed shift back toward sustainable community, authenticity, and being real again.
The time I grew up in was one of small businesses flourishing, innovation thriving, craftsmen/women and artists being the heart and lifeblood of our communities and culture, and that time is coming back around again. (Yes, that was an intentional Rage Against the Machine lyric in case you caught that)
The machine is collapsing, and modern entrepreneurs and artists are raging against it with an unforeseen weapon: authenticity.
You see, I believe that Love ultimately wins. The only chance we have at Love, is to be true to ourselves, raw and authentic, open and vulnerable.
The fruits of big corporate economy were power, greed, destruction of small business, art and craftsmanship. The fruits of the new conscious economy are love, beauty, art, innovation, creativity, social consciousness, community, collaboration and so much more.
And so as I watched the commercials during Breaking Bad last night, I couldn’t help but think of the contrast in marketing edge that I saw earlier in the day.
The old marketing edge was noise.
The new marketing edge is authenticity.
My good friend Jonathan Mead put this out into the world yesterday. What he does in this video is the very reason I was attracted to Jonathan and his work in the first place. It’s the same reason I am compelled to work with people like Ryan Earnhardt (watch Ryan’s videos at Creative Sound Lab) and Ron Czecholinski, a friend and partner that is dedicated to sustainable community and collaboration. It is also the same reason why I created The Artist’s Flight Formula.
Authenticity. Vulnerability. Love.
People that bring authenticity to work in their business get my attention. The noise does not.
Are you cutting through the noise right now with how you communicate to your audience?
Does your TRIBE know your greatest weaknesses, failures, wounds and the difficult parts of your story?
Have you embraced the new marketing edge of authenticity?
Are you OK with just being authentically you?
My Name is Jason Spencer and I Build TRIBES