When presented with a problem, there is an intuitive solution that comes to mind for Don Draper, its normally the most immediate and easiest resolve to this problem. But for better engagement and group buy in, what normally happens is that he taps into the observations, perceptions & memories of Richard (Dick) Whitman and reveals them. We actually see two different characters that you really get to know while watching the series MadMen.
Don Draper and Richard Whitman are clearly identifiable, they have their own beliefs, they make choices. As shown in this clip, both a #system1 and a #system2 thought process is revealed during this Hersey pitch. You can see in just under 4 minutes the audience experiences an unexpected joy or inspiration, followed closely with the painful experiences and very similar automatic association of painful tales of Richard Whitmans childhood.
The biggest lesson that can be learned from the Hershey’s pitch is that “Everyone has their own story to tell”. That is what makes us human and this is what connects us. Look into the statistics, look at the sources where the most engagement comes from, look at what types of conversations and what types of content is being shared right now. What is the context of this human message or affection? If your delivering high quality content, then this lowers the barrier to entry. Actually being able to identify the context in which decisions, conversations and observations are made by your audiences/users, will drive systematic improvements.
Like Pardot have shown in this infographic, there are ‘innovations’ in Marketing Automation. These technologies are in the marketplace to support the large corporations traditional Models. Which is fine, because the budgets that are being spent doing the same thing that has always been done, are normally greenlit by Fat Hippos that are disconnected customers. But imagination and creativity cannot be plotted on any graph.