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?TRANSCRIPT
EVIDENCE How I know
there’s a language problem.
MISSION (accept it)
WAR!
FOC
US
SEDUCTION A future with
unlimited freedom, mobility,
community, and beauty.
“Nation Roused”
THE SHIFT
Motorist lobby
turns to human
psychology.
ANTI-PLANNER Jane Jacobs,
cantankerous busybody.
SYMPTOMS (for new stories)
HEALTH “We’re from the government,
and we’re here to help poison your body with
regulated foods.”
CONSENSUS
All good planners love ‘merica.
Do you?
FREEDOM FIGHTER
SPRAWL Falling for the lies of
MAD MEN
Enter the
GR
AB
ME.
AGENT CHANGE OF
BE THE
Learn. Focus. Share.
