what's your story? | planners as marketers

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Thomas Edison said "Genius is one percent inspiration, ninety-nine percent perspiration." Ingenious group efforts require (1) a story animating enough to excite the patient and sometimes risky effort required to achieve it, and (2) a rational process by which to direct the effort productively. Process is indispensable. But when problem solvers become immersed in process they can lose sight of the inspiring goal. If problem solvers have lost sight of the goal, they must re-envision it—literally, see it again. Marketers have something to say about this. Bestselling author Seth Godin says that marketers are storytellers. Consumers pretend that they’re rational about products they buy. But consumer data shows people are not rational. Instead people rely on stories. Stories matter! Planners used to tell more stories of their own devising. We used to be professional marketers for strengthening our communities. We need to be professional marketers. Maybe it's time for planners to tell new stories—stories strong enough to change goals—goals planners are specially equipped to pursue. So what's your story?

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Page 1: What's Your Story? | Planners as Marketers
Page 2: What's Your Story? | Planners as Marketers
Page 3: What's Your Story? | Planners as Marketers

EVIDENCE How I know

there’s a language problem.

Page 4: What's Your Story? | Planners as Marketers

MISSION (accept it)

Page 5: What's Your Story? | Planners as Marketers

WAR!

Page 6: What's Your Story? | Planners as Marketers

FOC

US

Page 7: What's Your Story? | Planners as Marketers

SEDUCTION A future with

unlimited freedom, mobility,

community, and beauty.

Page 8: What's Your Story? | Planners as Marketers

“Nation Roused”

Page 9: What's Your Story? | Planners as Marketers

THE SHIFT

Motorist lobby

turns to human

psychology.

Page 10: What's Your Story? | Planners as Marketers

ANTI-PLANNER Jane Jacobs,

cantankerous busybody.

Page 11: What's Your Story? | Planners as Marketers

SYMPTOMS (for new stories)

Page 12: What's Your Story? | Planners as Marketers

HEALTH “We’re from the government,

and we’re here to help poison your body with

regulated foods.”

Page 13: What's Your Story? | Planners as Marketers

CONSENSUS

Page 14: What's Your Story? | Planners as Marketers

All good planners love ‘merica.

Do you?

FREEDOM FIGHTER

Page 15: What's Your Story? | Planners as Marketers
Page 16: What's Your Story? | Planners as Marketers
Page 17: What's Your Story? | Planners as Marketers

SPRAWL Falling for the lies of

Page 18: What's Your Story? | Planners as Marketers

MAD MEN

Enter the

Page 19: What's Your Story? | Planners as Marketers

GR

AB

ME.

Page 20: What's Your Story? | Planners as Marketers

AGENT CHANGE OF

BE THE

Learn. Focus. Share.

Page 21: What's Your Story? | Planners as Marketers

MORE!

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