Category: Business Tips

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“As far as you can possibly go, +1”: Winding up summer reading and imagination (with Terry O’Reilly)–revisiting June, 2019

Recently, Terry O’Reilly replayed a classic episode of his show on marketing, “Under the Influence” from June 2019. As we say good-bye to summer 2023, I’m returning us to Terry’s brilliant insight that imagination can “change the world.”

During the past busy year, filled with training, teaching and writing, I haven’t often managed to tune in to O’Reilly. Thankfully, through the great podcasts that he produces for the award-winning (CBC) radio show, we can always catch up later. 

It’s been my intention to do so for some weeks. And then last Sunday, my friend Martha Fergusson observed that Terry’s “Bookmarks 2019” episode was especially “wonderful”—his annual show that collects the “outtakes” and extras that didn’t fit into earlier episodes of the season—not because they were weak or had errors, but because they came from books and sources that simply didn’t fit the topics of earlier shows.

And was Martha right!

When I listened to the episode today, I realized why O’Reilly is my kind of marketer. He celebrates reading by saying that “books are barbells for the mind. The best kind of books on marketing are the ones that aren’t books about marketing. Marketing is the study of what makes us tick.” . . . . Such books are about “authors sharing insights about the human condition.”

Marketing, entrepreneurship, media and the Arts can’t get any better than that.

“Bookmarks 2019” spans a gamut of O’Reilly (and his team’s) reading, all of which vivifies the human condition.  He lists a catalog on unconventional book clubs from around the world that get people reading and meeting; he describes the surprisingly tense core casting of the film version of To Kill a Mockingbird that made its success; we hear from a biography of Beatles’ producer George Martin that only a slight, chance conversation caused him to produce “The Fab Four,” against the odds; and we watch a clip of the “Mary Tyler Moore Show,” directed by the gutsy Joan Darling on the taboo topic of morbidity (“Chuckles [the Clown] Bites the Dust”)—now immortalized as a classic of television.

Citing Dave Trott’s book, Predatory Thinking, O’Reilly observes that in marketing and other creative activity, we tend to make decisions based on our limited experience and knowledge which shut down imagination. He notes that “in business it’s often seen as a sign of strength to have an immediate opinion on everything. But the problem with that is that it shuts down exploration. We all have blindspots” that limit our capacity to see creatively. “Quick opinions too easily slam the door on potential.”

He says: “It can be much more powerful sometimes to say ‘I don’t know.’ ” As the old adage has it, “We don’t know what we don’t know” (an expression recapitulated in the theme song of the community, “Happy Place,” of another classic sit-com,“Corner Gas,” as “I don’t know the same things you don’t know.”)

O’Reilly insists that “ ‘I don’t know’ opens a door.” That door can trigger imagination.

“Imagination is always as far as you can possibly go, +1.” And “that +1 can change the world.”

He concludes that “when judging creativity, you have to keep your antennae fully tuned for the smallest indication of massive potential.”

There is risk involved in engaging imagination–and (I add) consider how that is now affected by Artificial Intelligence (AI–ChatGPT)! But “risks become calculated risks when experienced hands are on the steering wheel.” It’s useful to tap into AI, but even AI (at this time) will often lack the spontaneity and insight of our own imaginations.  AI is a useful, even necessary, tool, but it won’t suffice unless accompanied, adapted and modified, by that “+1.” And by reading and reading even more, the application of what we read spawns precisely that experience.

So whether you’ve been on the beach or in your office this summer, when reading, consider that in the crucibles of each of our creative work, we need to imagine options “as far as we can go, +1.”

Check out Terry’s “Bookmarks” episode, below:

https://www.cbc.ca/radio/undertheinfluence/this-tv-episode-is-considered-the-greatest-of-all-time-1.5155531

And now it’s your turn: What are you doing that goes “as far as you

can go, + 1?”

Please write on my “contact” page.  I’d be delighted to hear from you.

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Want your stories to succeed? Build them on ideas that “stick,” say Chip and Dan Heath (from July, 2020)

I often blog on issues pertaining to stories and storytelling. But when blogging, I  haven’t  actually discussed what constitutes a “good” (or compelling) story.

Thirteen years ago, Chip Heath (a professor of organizational behaviour at Stanford University) and his brother, Dan Heath (a senior fellow in social entrepreneurship at Duke University), combined their research interests and wrote Made to Stick: Why some ideas take hold and others come unstuck (London: Penguin/Arrow, 2007).

 

The book, which has fascinated entrepreneurs, authors from multiple fields, researchers and academics alike, asserts one overarching tenet: Thinking, writing and other endeavours that provide “sticky ideas” (i.e. ideas that succeed by becoming popular and influential in contemporary culture) all exhibit the following six principles (“SUCCES”):

  1. They are simple.
  2. They are unexpected.
  3. They are concrete.
  4. They are credible.
  5. They are emotional.
  6. They have the structure of a story.     The Heaths say that the extent to which ideas are interesting (“Are ideas born interesting or made interesting?”) conforms to the ol’ nature vs. nurture debate. Say the Heaths: “This is a nurture book.”So we can all nurture our ideas so that they’ll become successful in the world.Right.

    But it’s not that easy, is it, or we’d all already be doing it (and often).

    The Heaths qualify that “there is no ‘formula’ for a sticky idea. . . . But sticky ideas do draw from [this] common set of traits [SUCCES], which makes them more likely to succeed.”

    (1) To aim for simplicity is not to “say it short,” but to craft our ideas to be “both simple and profound.” This amounts to crafting “a one-sentence statement so profound that an individual could spend a lifetime learning to follow it.” Think “proverb,” not “sound bite.” Consider Pareto’s Law, that (I paraphrase here) “80% of consequences come from 20% of the causes” (an unequal relationship between inputs and outputs).

    (2) To aim for unexpectedness, we have to get our prospects’ (or readers’) attention, keep their interest and raise curiosity for the time it takes to get our ideas across.

    An unexpected idea must “violate people’s expectations.” It has to be counterintuitive (e.g. the idea that a bag of movie theatre popcorn is “as unhealthy as a whole day’s worth of fatty foods” [16]). We can engage people’s curiosity over longer periods of time by “systematically opening gaps in their knowledge—and then filling those gaps.”

    (3) To aim for concreteness, we have to make our ideas clear by explaining them in terms of human action that involves sensory information. For instance, the urban legend that people were inserting razors in apples to poison children on Hallowe’en is compelling because it is concrete and “our brains are wired to remember concrete data.” Concrete language is needed if our idea is going to “mean the same thing to everyone in our audience.”

    (4) To aim for credibility, our “sticky ideas” have to carry their own authority. The Heaths cite presidential candidate Ronald Reagan as asking voters a simple question (to win the presidential debate against Jimmy Carter) that allowed voters to test the idea for themselves and find it  credible: “Before you vote, ask yourself if you are better off today than you were four years ago.”

    (5) To make an idea sticky, we have to make our audience feel something and to feel it “for people, not for abstractions.” It can be hard to find “the right emotion to harness.” The Heaths say it wouldn’t work to persuade teenagers to stop smoking by trying to trigger fears for the consequences. But if you “tap into their resentment of the duplicity of Big Tobacco,” you could cause that tide to turn (18).

    (6) To persuade people to act on our ideas, we have to tell stories about them. The Heaths say that firefighters exchange stories after every fire they fight, because doing so creates “a more complete mental catalog of critical situations” they may face, so that they will know how to respond.Researchers have found that mentally rehearsing such situations (in many fields of endeavour) helps us to perform better. And hearing stories “acts as a kind of mental flight simulator, preparing us to respond more quickly and effectively” (18).

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    Contrary to the average person’s expectations, we don’t need any particular education or expertise to use these six principles. The Heaths remark that many of these principles “have a common-sense ring to them” (18).

    But the reality that we are not swimming in brilliantly designed, sticky ideas, is due to what the Heaths call “the Curse of Knowledge” (19), the fact that “once we know something, we find it hard to imagine what it was like not to know it. Our knowledge has ‘cursed’ us.” The problem that results is that we find it hard to share our knowledge with others, because we “can’t readily re-create our listeners’ state of mind” (20). I’d call this a limit of empathy that can occur when we try to share knowledge.

    The only reliable way to beat this “curse of knowledge,” the Heaths say, is (1) not to learn anything—(generally not a good idea); and (2) to take your ideas and transform them, using the six principles of SUCCES.

    So instead of droning on like a CEO about the importance of “maximizing shareholder value,” JFK in 1961 famously shared his idea for an American moon mission, saying his country’s goal (as a culture) was “to put a man on the moon and return him safely by the end of the decade” (21). This statement checks off all the boxes of SUCCES and escaped the “curse of knowledge.”

    The idea, the Heaths observe, “motivated the actions of millions of people for a decade.” JFK was more intuitive as a leader than the average CEO is, operating today. JFK’s story stuck.

    The Heaths say that we needn’t be highly creative to create sticky ideas—such ideas can be systematically produced. A “paint-by-numbers” approach [seeking factors of SUCCES] will achieve more creative results than a “blank canvas” will.

    So we call can create “sticky ideas” that can make a difference in what we do. “Normal people in normal situations can make a profound difference using their sticky idea” (289).

    Use what sticks.

    Made to Stick has many more, illuminating stories and examples that nuance their six principles and give ordinary readers further substance to contemplate. If you work creatively in any industry (and who doesn’t?), take the time to buy this book and mark it up!

    Make it your creative Bible for your next media release, testimonial, blog posting or other copy—or hire me, so that I can do that for you!

    And now it’s your turn: Can you meditate on your latest project or idea, in the context of Chip and Dan Heath’s six “sticky” principles? How can you strengthen your idea to reflect them?

    The implications are profound—this is much more than just a great “summer read.”

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Tech leader Katrina German on “how to lead with kindness in your digital communications”

For many Saskatchewanians–indeed, many Canadians who simply use technology–the name Katrina German is synonymous with brilliance in the field. She has won numerous accolades, including the prestigious international “Women in Tech” award.

In a recent discussion on Canadian Lindsay Lapaquette’s “Workplace Communications Podcast,” Katrina substantiated her claim that we need to lead and communicate in marketing and online with “kindness” and empathy.

  • She asserts that digital communication is only ethical when it is inclusive, accessible for people with low literacy skills, includes women and assists women to participate in such underrepresented areas as venture capital.
  • Katrina reminds us that the algorithms that show us what we read online “very slowly shape the way we see the world and think about things.” Algorithms reduce the “grey” areas between black and white concepts by favouring inflammatory comments that polarize readers.  Subtlety and nuance are lost. Hardware and software can  “reduce opportunities for discussion, dialogue and conversation.”
  • “Ethical Digital,” the company for whom Katrina is CEO and Founder, has researched how internet use “can affect mental health, productivity, sleep, depression, and anxiety.”
  • Her team, based in the north end of the University of Saskatchewan campus,  argues for the need to “change how we communicate with each other and make it a lot healthier for other people.”
  • This is not simply a “feel-good,” “Kumbaya” kind of involvement, but contends that we need marketing and business to be “directly tied with what’s good for . . . . human beings.”
  • She says we need to have a major conversation around the need to remove “FOMO” (“Fear of Missing Out”) from marketing and to make creative changes to our language that refuse to “agitate consumers to buy out of discomfort,” the sense that they’re lazy or ignorant.
  • Sleep deprivation is a problem amongst tech users, and especially youth. So why not schedule your weekend or late night postings to get published during workday, daytime hours? –And not expect others to reply until then.
  • Among Katrina’s recommendations are to research the language and concepts behind our postings, so that we consider geographical differences in language that we may not know about (she cites terms like “gypsy,” “hacked out,” “yard sale,” and “smudging”). We need to apologize when we err, but also offer forgiveness to others when they make mistakes: perfection in language and thought isn’t realistic. But errors can be “opportunities for learning,” and should not be used for online shaming.
  • When we refuse to be fearful around language, but to be conscious of it and approach with a desire for human connection, success will follow. As Katrina closes:  “If you’re always coming at communication from the idea of connection, you’re probably going to win.”

Anyone in communication these days (and who isn’t?)  should definitely listen in:

https://lindsaylapaquette.com/katrina-german/

 

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On Creative Writing in the Age of AI in this month’s issue of ‘Tell Your Story Newsletter’

May 2023 Vol 5 Issue 5

Tell Your Story Newsletter (TYSN):
Specializing in Entrepreneurial and Linguistic Communication
Let me help you tell your story!

Welcome Mid-May 2023!

After weeks of unseasonable cold during March and April, the past week or two has brought near record-breaking warmth to Saskatchewan. During April, our temperatures varied within one week from -30 degrees to above 20 degrees Celsius! And as I’ve prepared this issue of “Tell Your Story Newsletter,” daily temperatures have risen to nearly +30 degrees — all signs of
climate change.

And yet the sunshine and warmth feel so welcome, after another interminable prairie winter–and a Covid one, at that.
With May, the grass of neighbourhood yards has started to “green up,” robins are taking flight (and charging our windows) and Saskatchewanians are breaking out flip flops, bermuda shorts, and our ever-important sunscreen.

As the ground finally thaws, gardeners like my friends and colleagues, Ashleigh Mattern; Julie Barnes; Laura Zink and Tom Yates prepare to plant the seedlings they started last winter, or the inviting annuals and perennials already on “show” in our favourite garden centres.

Painfully aware that Covid-19 is not behind us (as hospital wards still show), some of us continue to “mask up” when visiting hospitals, but also in grocery stores and other indoor settings where many congregate. Covid has not “done” with us, although outdoor activities bring us more of a reprieve.

In “Article One,” this month, I visit an influential posting by Jessica Lam Hill Young over LinkedIn, on how creative writers must adapt to Artificial Intelligence (AI) or face obsolescence.

And in “Storytellers’ Corner,” I visit a smart networking pointer from American psychologist and marketing guru, Robert Cialdini.

I wish for you, good readers, time to enjoy the remainder of spring, before summer (too quickly) takes its place.

May we all be conscious of the blessings that still grace our lives, even in these late pandemic times.
Sincerely,
Elizabeth
Principal
Storytelling Communications
www.elizabethshih.com
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IN THIS ISSUE:
ARTICLE 1: Creative Writing in the Age of AI
STORYTELLERS’ CORNER: Dr. Robert Cialdini on Persuasion
SHOP NEWS
ABOUT US
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Article One: Creative Writing in the age of AI

Much ink has been spilt lately over the rise of AI, notably with ChatGPT and its competitors.

In a posting on May 5th on the social media network I most often teach to newcomers, LinkedIn, SEO specialist, tech marketer, copywriter and strategist Jessica Lam Hill Young wrote persuasively about how AI will genuinely change the landscape for copywriters and content writers (including me).

From her office in Hong Kong, Lam Hill Young contends that 90% of writers will eventually be replaced by AI, especially for relative newcomers to the field, who have “under five years of experience.”

She says that when reviewing recent applications for an opening of a writer for her team, she repeatedly saw “the same red flags,” such as generic cover letters (from templates); blog writing focused more on SEO than on in-depth thinking (relying on repetitive phrasing, obvious statements, impersonal writing); and unclear writing that is also “clunky,” and without “brevity,
conciseness and elegance.”

She calls for a “radical paradigm shift” so that “copywriters and content writers become marketers, not writers.” Here are her seven tips for creatives who want to avoid career obsolescence, as AI deepens and intensifies its influence:

(1) Instead of taking instructions from a client (as writers often do), become “a marketer” who “deeply understands and persuades the target reader to take action.” This matters, because AI cannot “feel and speak to the pain points of your reader with human empathy.”

(2) Develop a niche in topics that AI struggles with, such as developer content, specific B2B audiences (yay!), technical content, tech thought leadership and medical writing, amongst others.

A painful reality, Lam Hill Young says, is that for “wellness or B2C” writers, “it’s game over, soon.”
(3) Search back at original data on your topics, get first-person insights (by interviews or webinars) and “read thought leadership” in the field you’re writing about (“Forbes,” the “Harvard Business Review,” “The Economist” and “The New York Times” are all great places).

(4) Diversify your skills so that you don’t just write content/information-based writing: “Master copywriting, website copy, email copy, social media posts, nonfiction writing, etc.,” because “these are all interrelated.”

(5) Don’t crank out “volume.” Good marketing writers don’t produce 6000+ words/week in which nothing stands out. She recommends that we raise our fees and “spend more time on 2000 words/week that actually matter.”

(6) If you’re making the mistake of charging by word count, stop! It “devalues your work as an output of volume.” Instead, write projects that are not about meeting a target length.

(7) Spend all your free time playing with AI so you can understand its limitations. Actually use ChatGPT: when you feed it your prompt, does it write better than you? While marketers can build “briefs” (i.e. summaries, guides or arguments that present key points to stakeholders), Lam Hill Young writes, genuinely great writers “should OWN that brief. For example, the hiring marketer can give a bit of context, topic, audience, campaign goals, etc. . . .
but NOT tell the writer what to write and the outline, etc. The writer should be the one deciding on angle, messaging, sources, structure, storytelling, etc., after diving deep into the subject matter.”

And, she adds, “the writer should be a savvy enough marketer to tell the hiring manager when there are problems with the content request.” Friction will definitely result.

Writers who are thought leaders will take an email or a question or a prompt from an editor and “run with it,” successfully. Lam Hill Young says she seldom finds that amongst freelancers, and only with in-house creatives.

World white paper giant Gordon Graham (a Canadian with whom I share my website designer) added further that more work will transpire for well-read editors who can polish up drafts written by AI. And “there will be lots of opportunities for writers/editors who can write with AI and then humanize its drafts.”

Creatives need to plan writing “strategically around context, audience and business goals.”

Gone are the days of Googling sources to create content. ChatGPT and its rivals are mastering that, as we speak.

Currently, Lam Hill Young writes, ChatGPT doesn’t work to develop client content on highly specialized topics, but writers whom she recommends, Jacob McMillen and Julia McCoy, are exploring those limits. McMillen responded that AI can create remarkable writing for long-form
if it is tackled one section at a time. (But AI’s capacity grows rapidly and will soon do more!)

So researching with paid subscriptions, listening to podcasts (Eric Anderson’s, Christina Cherneskey and Lenore Swystun’s are faves of mine), listening to webinars and interviewing real people are the best ways to write original, interesting and useful content.

Later last week (May 11th), Lam Hill Young (linchpin that she is) added five resources for those of us striving to learn about AI, while living “real lives”:

(1) The Neuron – AI News –is a weekly AI newsletter collecting the latest and most popular in AI developments by expert curator and journalist Pete Huang. You can find them in one handy email “before they pop up in your feed.”
(2) Prompts Daily –A “Prompts Engineer” is now a career! Get all the latest prompts in a daily newsletter and creative ideas to get the most out of AI tools, using those prompts.
(3) AI Chat Slack channel by Ruben Hassid. This channel has a brilliant tagline: ” ‘Master AI before it Masters You’ .” This can be a great community chat for AI-related matter.
(4) The Superhuman newsletter by Awais Khan. This is new to Lam Hill Young, but she finds reason to keep reading. What do you think?
(5) There’s An AI For That is a huge directory listing 4,120 AIs for 1,158 tasks and more, updated daily. Whatever you need, AI will be on it, if it hasn’t already mastered and archived the field. https://join.theneurondaily.com/

And now it’s your turn: what are you using AI to do, in your work or business? And with what results?
Please write in; I’d be delighted to hear from you!
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STORYTELLERS’ CORNER . . . .

STORYTELLERS’ CORNER: Words, stories, riddles and articles on marketing, writing and language learning
This month: Dr. Robert Cialdini on Persuasion

The great psychologist and marketer, Dr. Robert Cialdini (best known for his book, Influence), recently posted on LinkedIn a method for applying persuasion to networking.

When someone is introducing you to another person, group or larger audience, Cialdini suggests these pointers:
(1) As a receptionist for a company, a woman (let’s call her Lucy) might introduce clients to colleagues by saying, “Do you have a question about commercial real estate? I’ll put you through to Peter.”

(2) Lucy’s supervisor asked her to change her introduction to: “I’ll put you through to Peter . . . he has 20 years of experience and is the go-to expert in this region.”

(3) By making this change, the securing of appointments increased by 20%. And signed contracts went up by 15%.

All the receptionist did was bring Peter’s genuine authority to awareness.
Because Peter did have that experience and he was in fact the expert in this field. So this leaves us with an idea for how to bring authority to the surface in your organization: Cialdini says we should always answer these three questions:

(i) Who should introduce me? If possible have someone else introduce you and your credentials, so you won’t be seen as a braggart.

(ii) When should I be introduced? Try to be introduced right before you speak, whether in a meeting or at a presentation.

(iii) What credentials should I give my introducer to use? Your expertise, experience, titles, awards, achievements can be mentioned . . . as long as they’re relevant to your message.
Don’t be (too) modest. Leveraging strong, relevant credentials will help your audience to choose you for their project(s).

Do you have an, idea, problem or pointer involving any aspect of language, communications or marketing? Please share it with me; I’d be delighted to use it in an upcoming issue.

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SHOP NEWS: 

At risk of boring my readers by repetition, I need to express particular gratitude again this month to the staff of (Revera) The Franklin assisted living building, for taking care and sensitivity in welcoming my elderly mother back to her home, after she endured a very trying time in hospital.

Particularly wonderful were Mason and Charmaine in advising me on the gastroenteritis that infiltrated so many seniors’ facilities last winter, which made several residents, including my family member, very ill.

Mason quietly and masterfully disinfected the suite involved and Charmaine advised on protocol for hospitalization in a very stressful time: Thank you, to you both!

While the experience I witnessed at Royal University Hospital demonstrated the breakdown of hospital care that fills the daily news, I also owe tremendous gratitude to parish nurse Laura Van Loon, who advised me on how to emerge from a terrible lack of care to safer rehabilitation at home.
Once again, thank you, Laura!
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Entrepreneur of the Month: Stephen Cavan
. . .
Based in Saskatoon and soon to be Calabria, Italy, Stephen Cavan has been a highly motivated entrepreneur in several fields, over the years:

While teaching Greek and Roman Classics at U of S, he began a hobby of brewing beer at home.

But the lack of available supplies motivated him to start his own business, opening Paddock Wood Brewing in 1995.

Steve’s purpose was to sell the best ingredients for making beer. Selling ingredients eventually transformed into selling the finished product. By 2012, his hobby had yielded over $1M in sales in Canada and employed a staff of 15.

The market for craft beer grew very slowly and most local bars hesitated to offer it. So in 2012, Steve opened a bar–The Woods Alehouse–to showcase the world of craft beer. But managing a bar/restaurant with roughly 30 employees became what he terms a “hot potato.”

He was happy to sell that business after four years.
Most recently, since 2019, Steve has retired from brewing and become certified to teach English as a Second Language (ESL). Through his wonderful wife, Kathleen (formerly of the English Department and St. Andrew’s College, U of S), I began to discuss with Steve my own interest in ESL.

Steve has been teaching privately on the “italki” platform, since 2020 and has mentored me to do the same, while we both teach some in-person classes on business and academic topics.

Steve’s current plan is to teach English from retirement in Italy, combining in-person and online classes to a growing number of intellectually curious and admiring students.

Thank you, Steve, for your commitment to the ESL industry. And I hope we will collaborate in the future, as well!
There are always new businesses, non-profits and entrepreneurial programs to promote. Please write me to share your success stories!
I’m excited for what’s ahead in our entrepreneurial community.
But for now, this is a wrap for mid-May!

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ABOUT US:

Between 2011 and December 2018, Elizabeth Shih Communications chronicled the stories of B2B marketing and communications on the Prairies and across the country.

Effective January 1, 2019, I rebranded as “Storytelling Communications.” I now help newcomers to Canada land better jobs and economic immigrants to secure contracts by improving their English skills; I help SMEs close more sales by communicating more effectively; and I help major companies tell their legacy stories.

Interested in learning more? Please contact me through my CASL-compliant
website (www.elizabethshih.com). After I receive your message, I’ll be pleased to discuss projects with you!

STAY IN TOUCH:

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Contact us

 

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On “YXE Underground”: Meet a Supporter of our City’s Minorities–Haven Seto

 

Those of us who love to learn  about “off-the-beaten-track” ideas and people tend to love podcasts. And among local podcasts, I particularly enjoy “YXE Underground,” from communications specialist (and former CBC journalist), Eric Anderson.

YXE Underground shares the stories of “people who are flying under the radar but still making a difference in Saskatoon.”

As a teacher of English as a Second Language, I often teach and tutor newcomers (new and economic immigrants) who are striving to  integrate into our community.  So I was especially delighted to hear Eric’s episode on  Haven Seto–a first generation Canadian who directs the employment programs at Saskatchewan Intercultural Association (SIA).  In that work, Haven helps new immigrants and Indigenous people find “meaningful employment” in the city. He has been a “servant leader” among us, since 1964.

He also mentors young athletes through the Chinese Martial Arts Academy, creating community leaders for tomorrow.

But until Eric’s podcast, I had not met Haven. Have you? Take a listen!

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