Working recently on a new positioning for a client, and was reminded again of perhaps something we all know, but can easily forget: negativity is a turn-off.
We’d got an insight… The insight is true consumers tell us. But we’d couched it too much as a problem to solve. And that was a BIG no-no.
I think we’re all seeing this around us – and frankly feeling it too: the world feels a little scary and out of control. We’ve talked before about a VUCA world, but this feels next level: creeping authoritarianism, the cost-of-living crisis, climate weirdness, loss of rights, war…
It’s too gloomy to talk about, even think about too hard, and yet it’s in our faces all the time. Inescapable. And we’re weary.
Some of you may know that I’m half American. So, I’ve been paying recently (slightly obsessive) attention to the US elections. And it was adding to my sense of existential dread.
But then something changed. The presidential candidate changed. Now I’ve huge respect for the incumbent, but suddenly there was talk of hope. And joy. There were anecdotes about coconut trees, and – wow – smiles and laughter.
Then along came spectacular orator, Michelle Obama, and said, “Do something!”.
We’ll see what happens come November – you’ve probably guessed my vote… But one thing we can all learn and should remember where we want impact, where we want to make purposeful change? Stay hopeful and offer a sense of agency.
Would love to hear your thoughts!
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