CRUNCH - All things crunched.

all communication is designed to move people and the hero's journey or the monomyth is the critical path of any communication strategy. the bit that moves the user from a current point to the desired location. various forces are at play ... factors that resist the arc of communication movement. this is the bit that stands between the provided stimulus and the expected response. factor number one is the context, the broader space where the brand lives - in lives of the people, in the roles it plays and the promises it keeps the second bit is about the people an area where brand thinkers have invested far too much energy and resources into understanding people. the better brand teams have this one step further and are making attempts to understand the people of the people. the ones who matter to our audience the third piece is the insight - not there are several schools of insight mining, insight writing and insight delivering. there are those who state it as an observation, t

THERE are possibly 2 inertias the human mind could hit.  1. the need for movement or progress or change and the  2. the lack of inspiration  or direction or pursuit    Whilst the first is an internal process of creating restlessness with the existing the second is purely a function of the environment. There is the individual and the surrounding and many have argued how both are inseparable. Change is a process that unfolds over time; we live change forward but can only see it backwards. The fantasy of a silver bullet (disambiguation) makes real change untenable. Overall, change does not come merely because it is wished for, however righteous or noble the cause, and whatever the intensity of one’s feeling or disgust with the existing. Change needs to be visualised as an entire system, a mechanism geared to deliver a new outcome,  unfolding over time, gathering strength and momentum from actions deliberate and accidental, navigating hurdles and harnessing occasional tailwind