Grazers

Back to Grazers. grazingThere are some who sit home self-satisfied, saying they know what’s going on, when that’s damn near impossible.

And then there are those who not only yearn for the days of yore, they keep bitching about what is lost in the new era.

And then there are those who do their best to keep up. And they’re the majority of the population. They’re trying to cobble together a life. Trying to decide what is necessary. Whether to look for love online or in real life. Whether to turn off their devices to enrich the experience or be fearful of missing out.

It’s the culture stupid!

You might think it’s about money and quality and marketing, but the truth is the culture has changed, and those who do not adopt their companies and their products to the new culture are bound to be forgotten.

Today you can truly be famous for fifteen minutes and forgotten shortly thereafter.

The key is to sustain.

And you do this by being in front of everybody with a quality product on a regular basis.

And that’s damn hard to do.
Beyonce may be famous, but few know her new music.

And “Orange Is the New Black” may get great reviews, but who’s got 25 hours to dedicate to the show when there’s so much else to experience? Or, if you do, what else are you sacrificing?

So stop bitching and start figuring out how to play the new game.

Everybody else is.

Grazing – Bottom Feeders

Grazing – Bottom Feeders

bottom-feeder-capWe’ve got the bottom feeders, the lowest common denominator sites with traffic and ink that are all about clicks, like BuzzFeed and the Huffington Post. And now even the “New York Times” is worried it’s not playing the game right, it wants its writers to promote their words on social media, believing if you don’t join them, you’re dead, but that could not be further from the truth. Do you remember when “Rolling Stone” remade its magazine into bite-sized chunks when “Blender” made inroads with that style? Turns out “Blender” lied about its numbers, and the magazine is extinct today.

But stories keep getting shorter in the belief that people have a short attention span.

But the truth is people are overwhelmed with grazing, there’s so much information, that they can only go deep in a few areas, and those in the arts just cannot fathom this.

Nobody wants the album because unlike the artists who made them, they don’t care that much and don’t have enough time, they’d rather listen to ten tracks by different people than ten by one. Of course there are exceptions, but that’s just what they are. Some acts have deep fanbases, they’re the iPhones of the world, the rest are Windows phones or BlackBerries, with a few diehard fans who keep trumpeting their features while the rest of us ignore them, because the truth is we all want to be mainstream, we’re all afraid of being left on the scrapheap.

GRAZING – We know everything and we know nothing.

GRAZING – We know everything and we know nothing.

Grazing Cow-grazing-001We’re grazers, we’re surfers, according to Google, we pull our smartphones from our pockets 125 times a day. We want to be on the pulse, but no one is quite sure what the pulse is and everybody purveying is battling for mindshare, unaware that total domination is a fool’s game, unless you’re an element of a shocking news story or provide technology we can all use.

That’s right. Everybody can debate the merits of the iPhone versus Android. Some may only know you can get the latter cheaper, others know further deep details. But that’s because you use your phone all day long, you don’t listen to the same record all day long, you might not listen to music at all!

And everyone’s so overloaded, no one’s got any time. It’s all about the headlines and a few verticals. It may be the golden age of television, but who’s got the time to watch all those shows? And, if you are, you’re not listening to music.

And movies are a dying art form. My recommendation of the day is Bert Easton Ellis’s podcast, wherein he intellectually dissects issues of culture, film and TV. Michael Tolkin said his twentysomething children never go to the movies, Ellis said it’s hard to get his twentysomething boyfriend to watch a flick, and Tolkin said that just because Kevin Smith watches a movie every night, and discusses film with his brethren online, that does not mean it’s a mainstream pastime.

Huh?

Push – Pull

PUSH – PULL (output)

PushpullWe live in a pull economy. Nothing pisses off the audience more than pushing something they don’t want and didn’t ask for to their devices. Even if you don’t download the album, it’s sitting there in your purchases, pissing you off.

NEWS FOR A DAY

In today’s world it’s not about making an impact, but sustaining. Could it be that Bono’s been living too long in the echo chamber, hanging with forty and fiftysomethings who think they rule the world but truly don’t? Yes, older people build the tools, but it’s young people who utilize them. The older bloke will lament the loss of the record shop, the younger person has never been. If you want to make it in today’s marketing culture you must be online 24/7, picking up the nuances. Because it is about cred and it is about cool but if you think the old rules apply, you probably can’t name a YouTube star.

Money Culture

MONEY CULTURE

money-culture

It’s the number one aspiration. Religion is down, the arts supposedly self-satisfy, but the truth is everyone is pursuing money. The Ivy Leaguers go into finance, anyone with money or who desires some is conversant with the stock market, and if you’ve got money, you’ve won, no one can say a bad thing about you. Going public is the new record release. Not only is there a big initial splash, as well a run-up thereto, unlike with most music there’s an afterlife, as people see whether the stock goes up or down. If a company makes money, it doesn’t matter what their product is, what other indicators say, in the eyes of the press and the public they’re winners!
PERSONAL BRANDING

In the money culture, everybody’s selling. They’re establishing their brand from middle school, if not before. Everything’s on the permanent record and you’re either on the right track or not. And if you don’t have something to sell, you’ll never be a successful entrepreneur, the number one aspiration. Yes, in a nation where the corporation does not care about you, and most people have numerous jobs in their lives, the key is to work for yourself and make millions.

INSTANT ACCESS

If your product doesn’t fit this paradigm, you’re destined for the scrapheap, you’re being ripped-off, if your product is desirable. Everybody expects what they want when they want it. It’s not only intellectual property, but goods. Amazon, et al, are now delivering on the same day. To fight this expectation is to be delusional. Movie windows will collapse.

DIGGING DEEP

Everybody’s an expert on something, if only a TV series. Now you can sit at home on a weekend and devour the entire history of a production and go to work and pontificate on Walter White. In a virtual world, where products are fluid, it’s not about what you have but what you know.

INFORMATION ACCESS

Everything’s at your fingertips online. LTE has given most people instant access to information. So if you’re uninformed, you’re going to be busted.

Getting my attention to PURCHASE

Getting my attention to PURCHASE something…

got-my-attention-images We’ve got people yelling louder and the rest of us just tune out, we can’t stand the noise.

Where are we going?

We have techies looking to make coin shoving endless websites and apps down our throat. Many just a me-too variation on what’s come before.

We have got the “old wave” lamenting that the old days are gone. They acknowledge the game has changed, ironically they continue to play in the same damn way.

So don’t invade my yard if I don’t ask you to. I don’t want anything that looks like spam. Because cleaning the crap out of my digital life is already taking too much time. This is how it is for everybody.

So the question is how do you get my attention and keep it? Either very quickly or very slowly, usually the latter. – That’s how you get it.

Keeping it?

We turn to FILTERS..  – It’s all about the relationship. The “friendship”.

My friends respect me. My friends keep in touch. My friends don’t overload me. My friends don’t abuse the connection, asking for too much too soon, never mind all the time. My friends are there for me through thick and thin. I trust my friends. The bond runs deep.

Do you have a relationship with those who you are selling to? Do they even know who you are?  It’s a complicated process, but it’s today’s reality.

Yup, everybody purveying must maintain a relationship with those who are consuming, continually. It’s maintenance no different from making your product.

Sure, there are phenomena, that sell themselves.

But now, in an era where you can reach everybody with a click, it’s even harder to get their attention and to keep them focused.

That’s your challenge.

Social Media might just be OVER

We are all fighting for it but social media just might be over.

blogger-cookies2014 and…

the Internet is two decades old, at least in the mind of the consumer, we’re all wired 24/7 and the primary feeling is one of exhaustion. We’re at an endless buffet and we can’t stop grazing even though we’re full and after a while everything looks the same, nothing tastes that good.

Contrast this to the eighties, when music was expensive, everybody was watching MTV and we knew what was a hit and were familiar with it.

Old schoolers believe it’s about a publicity campaign. But I hate to tell them it took years for “Breaking Bad” to break, despite so many testifying it was the best television show ever. Because it takes a lot to get us out of our comfort zones, to partake of something new, because so much disappoints and we’ve got no time and because of the opportunity cost…if I sample this, I’ll have no time to sample that.

It’s why people drop out of social media. They believe people are listening. That if they keep doing it their audience, their personal brand, will grow. But seemingly everybody I follow on Twitter rarely tweets anymore. Albert Brooks used to be a constant. Michael Moore had a presence. Now it’s more like beating your head against the wall and so many huge players have given up because they don’t believe it pays career dividends.

They’re worn out.

I’m worn out too.

BLACK FRIDAY – CRIME WATCH

This year many shoppers will be out early to find those big bargains on Black Friday or online for Cyber Monday, but the criminals will be out too. The National Crime Prevention Council has 10 great tips to help you shop safely while getting those great holiday bargains throughout the shopping season.

bite out of crime

  1. Do not buy more than you can carry. Plan ahead by taking a friend with you or ask a store employee to help you carry your packages to the car.
  2. Shop online with companies you know and trust. Check a company’s background if you are not familiar with it. Remember, if it sounds too good to be true, it usually is.
  3. Save all receipts. Print and save all confirmations from your online purchases. Start a file folder to keep all receipts together and to help you verify credit card or bank statements as they come in.
  4. Consider alternate options to pay for your merchandise, such as onetime or multiuse disposable credit cards or money orders, at online stores and auction sites.
  5. Wait until asked before taking out your credit card or checkbook. An enterprising thief would love to shoulder surf to get your account information.
  6. Deter pickpockets. Carry your purse close to your body or your wallet inside a coat or front trouser pocket.
  7. Have your keys in hand when approaching your vehicle. Check the back seat and around the car before getting in.
  8. Do not leave packages visible in your car windows. Lock them in the trunk or, if possible, take them directly home.
  9. Tell a security guard or store employee if you see an unattended bag or package. The same applies if you are using mass transit.
  10. If you are shopping with children, make a plan in case you get separated. Select a central meeting place and make sure they know they can ask mall personnel or store security employees if they need help.

To find more useful shopping tips and personal safety information, visit the National Crime Prevention Council’s website at http://www.ncpc.org.

Unacceptable loss

Originally posted on I'm just sayin......:

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The number of veterans that are committing suicide each and everyday is unbelievable. I read that it was on average twenty-two a day! Twenty-two people that fought for the right for Word Press to even exist, decided that death was a better alternative than facing the stresses they faced. I don’t say this to suggest that they are weak and cowardly, in fact these are some of the toughest people society has to offer. They survived situations that most of us can’t even comprehend, only to die here at home fighting a battle within that they can’t win alone. The fact that I can sit and write whatever my feeble mind can conjure up is due to the men and women that protected that right over hundreds of years. My heart breaks when I consider the number of families destroyed and those left behind. I also consider the friendships I…

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COMUPTERS were like CARS

Once upon a time computers were like cars, computer like carin their infancy that is. At the turn of the last century, car owners were hobbyists, who could lift the hood and fix their automobiles themselves. As were those utilizing computers in the eighties. This is how many learned how to think, how to analyze, how to solve problems. You’d be sitting there flummoxed, trying this or that, working towards a solution. Oftentimes having to go for a walk or to sleep to uncover an answer.

But that does not mean I give up, that I can tear myself away from my devices when I hit a roadblock.

Like last night. Yearning to take a walk around the neighborhood, I went to hook up my Bluetooth headphones to my new Phone and they were not discoverable. In the sixties, you’d bring your problem to the shop, where some old guy with wisdom or some young guy who was brusque, but competent, would take your device from you and when you returned a week later it would work, it would be fixed. Today not only do these people not exist, almost no one exists, you’re on your own, baby.