Start Up Blog

Our writing really matters

Posted in entrepreneurship by Steve Sammartino on July 26, 2011

This guy put some effort into writing the words that appear on his website. The result of his writing is around 10,000 people shared it with their friends. Read it.

www.alittlebitofsomething.co.uk

The words we publish matter a lot.

twitter-follow-me13

Alternate words

Posted in entrepreneurship by Steve Sammartino on July 23, 2010

The words we use shape our behaviour. They even create bias, prejudices and potentially create a subconscious blue print for our strategic thinking. So in the spirit of solutions – I’ve list some new and better ways of saying old words.

Old word is Target. Replacement word = Audience.

A target is something we shoot at, aim for and maybe even kill. We care not for them. We care about us, and try to dominate them to bring home food for the night. An audience is a group of people we try to impress. We ask for some time on the stage (permission based), give our best performance and hope they throw flowers, not rotten tomatoes. If we do particularly well they’ll ask for an encore (supporting product to buy?) and tell their friends to come see the show.

Old word is Consumer. Replacement word = Person.

A consumer devours everything in their path. By defining people as such we subconsciously want them to mindlessly fill their life with stuff. We are not asking them to think, or consider, just act. We care not how the item bought for consumption is used and whether or not it enhances our world or theirs. It’s a production and factory mentality which is quickly becoming outdated.  A person has feelings, emotions and aspirations. We are people, while they are consumers. The ‘we’ are people mindset is far superior to the ‘they’ are consumers view. It will take us much further and we’ll go there together.

Old word is Retiree. Replacement word = Projecteer

Retiring is an industrial revolution hangover based on physical labour taking it’s toll on men an woman. We must stop and rest in our final days because we having no energy left or have become less useful (in a physical sense) to the industrial machine. It was invented because the hours people have worked since the industrial revolution is beyond what is meant for humans. A Projecteer is what will replace the concept of Retirement. In fact, retirement will diminish as passion projects and life long idea work rises. We will be projecteers with specialist skills which are valued and revered as we gain in years and experience. Our mental faculties will flourish with improvements in diet and medicine and older generations will reclaim their position at the top of the human hierarchy.

Old word is Demographic. Replacement word = Tribe.

The problem with demographics is that a teenager is no longer a teenager. A teenager is a goth, an emo, a surfer, a skater… The same can be said for any age group or geographic locator. We are no longer definable by statistical clustering. Our values and attitudes are less likely to be defined via demography, but the tribes we move in, which now very often include people from disparate backgrounds and ages. The net enabled us to find the tribes we really belong to.

Old word is Non-profit. Replacement word = Social profit.

It’s nothing short of insane to have the word non-profit associated with organisations that build positive social outcomes. The word profit isn’t exclusive to financial output. Actually the word profit comes from the latin ‘Profectus‘ meaning to ‘make progress.’ The financial element was added much later. In this sense organisations providing social progress should move quickly to communicate the social profit they are making and in doing so remove the negative connotations that come with the word ‘non’.

Smart entrepreneurs shape peoples thinking with the words they use.

twitter-follow-me

Seek.com.au – Trolley Radvertising

Posted in entrepreneurship by Steve Sammartino on October 22, 2009

Seek has pulled off another piece of radvertising with Trolly.

This is spot on for seek. Classic single minded proposition showing breadth of jobs.

Well done Seek marketing crew.

Radvertising – James Boag

Posted in entrepreneurship by Steve Sammartino on March 24, 2009

Here’s some more radvertising from local Tasmanian beer brand James Boag. Watch it, then I’ll tell you why it is radvertising:

Sure, it’s very entertaining, even funny. But as I’ve said many times before this isn’t why is ‘radvertising’, it’s because the creative idea is inextricably linked to the product…

  • Brand Heritage evident in the visuals and story
  • The core idea of ‘special water’ relates strongly to the brand and it’s Point of Difference
  • It’s conversation worthy, which means it’ll spread digitally, like it is right here on startup blog
  • And yes, it’s a joy to watch

The only negative, if there is one, is the potential for it to do a ‘category job’ for all beers Tasmanian, but that is inherent in their proposition and difficult to avoid.

The lessons for startups trying to create ‘radvertising’ is simple, make sure your ‘creative idea’ is linked the actual product.

twitter-follow-me

New York Series: Nice copy writing

Posted in entrepreneurship by Steve Sammartino on February 10, 2009

Here’s a nice piece of copy writing I found on a store in Soho. The thing I like is that ‘fun’ have finally entered categories which go beyond toys, chocolate bars and candy.

img_0397

Life was meant to be fun, so I think it best we inject it into our startup regardless of what category or industry we play in.

This is awesome…

Posted in entrepreneurship by Steve Sammartino on January 7, 2009

So after the last blog post I had a quick response from Cheng Lau on Twitter.

Click here to see it.

I was a bit confused at first but just followed my instinct and clicked. Then I was WOWed! It makes the point much better than I did.

Thanks Cheng!

Tagged with: ,
Follow

Get every new post delivered to your Inbox.

Join 1,225 other followers