Archives For fast company
In the spirit of my post on How advertising turned anti-consumerism into a weapon, you have to check out what Burger King is doing with preroll ads.
Everybody hates preroll ads, so they did 64 preroll ads about how bad preroll ads are: Burger King has a Counterintuitive Solution to Your Deep Hatred of Pre-Roll Ads.
This is exactly what that Aeon article is about!!!
These ads want to be our friends — to empathise with us against the tyranny of the corporate world they inhabit. Just when we thought we’d cottoned on to subliminal advertising, personalised sidebars on web pages, advertorials and infomercials, products started echoing our contempt for them. ‘Shut up!’ we shout at the TV, and the TV gets behind the sofa and shouts along with us.
As a consumer, I love the subversive and disruptive nature of this strategy. As a marketer, I see the bar being raised further yet again. Time to step it up!
This perfectly aligns to my theory of hiring lifelong learners over people with a proven skill set. With unending market, tech and marketing disruption, if you are doing the same job today you did 10 years ago, you should consider yourself at risk. Similarly, whatever you’re doing today will change in the next 10 years, so lean forward and be ready to learn!
“Whether you’re a teacher or an engineer, when you start in year one of your career, you know a tiny fraction of what you’re going to know in year 10,” says Leschly. He wants employees who want to get better.
“Getting things done is a habit, and if you start every day by accomplishing something important, you’ll get more done than 90% of the people in the office.”
As a futurist, I try to think beyond the designers notes when it comes to the impacts of emerging technologies. I find that it’s often useful to imagine the unintended, seedy, improper, or illicit uses of new tools and systems. How might Invention X be hacked? How could it facilitate a user having disproportionate power over another person? How will it be used to help the user have sex? How would it enable someone to commit a crime? Thinking along those lines can help to uncover the more subtle connections between a new technology and incumbent systems, spot hidden security flaws, or even reveal markets for a product that the developer had ignored.