Here is the list of attributes our Influencers suggest in terms of why they buzz:
Something with which you personally associate 25.7%
Solves problems 11.0%
Easy to talk about 9.9%
So why is it so little of what comes out of the marketing/media sausage grinder provides this type of fodder?
As much as the publishing and broadcast media that cover these worlds bemoans the poor and dry state of politics, commerce and culture, they are as much at fault as any party.
Example: Obama says something that most likely believe (people in Pennsylvania turn to crime and religion when times go south), it's viewed as a momentum-crushing blow.
Example: Starbucks launches something that atcaully opens themself up to their customers (MyStarbucksIdea) and the bloggerati cry foul about how they are late to the game or executing it poorly.
Example: Widespread press cry out why America suffers such cultural paucity yet Larry King serves up regular doses of Paris Hilton, Lindsay Lohan and Dr. Phil.
Shame on you media! What person in their right mind would engage so willinngly with the fifth estate when the inevitable outcome is character assasination and being on the end of some type of ____---Gate (insert label of choice).
One can make a pretty good argument that buzzworthy stuff suffers not in spite of media who may say they want it, but because they attack it when it happens.
The world of 24-7 media and classless pundits are the #1 reason why companies, organizations, governments and cultural groups don't step out and take risks. There simply isn't a well-balanced risk-reward for being eye-catching, provocative or attention-getting. In the media world, the nail thats brave enough to stand up gets hammered down.
One of my favourite hobbies- sports is a cauldron for traditional-minded people doing the same thing over and over and not surprisingly getting the same results. How many aged, stubborn-minded taskmaster coaches does it take to realize that maybe a different way is plausible and effective?
Unfortunately sports media fuels this adle-minded operation. In these parts, hockey is a passion covered 'round the clock with television and radio riddled with old athletes and warhorses who defend the status quo and who will quickly jump in unison to keep executives and players on the straight and narrow.
A recent example that played out was Sean Avery using some innovative tactics in being a pest in front of all-star goalie Martin Brodeur. He was stripped bare by even the most ardent of tough guy supporters. If you've ever listened to the unfortunately popular Toronto-based show Bob McCown's PrimeTime Sports, it is the worst jury of hypocrites - whine because there are not enough characters in sports and tear a strip off those that do exist.
Refreshingly, today's Cool News of the Day post entitled "Creative Baseball" shows examples of managers and executives willing to step out of the box (or diamond in this case) and try stuff that has never been tried before in a spirited attempt to gain an advantage:
Bobby Cox - doing a clever releief pitcher swap
Joe Girardi - starting relief pitchers on a rain plagued day
Milwaukee GM Doug Melvin's - innovative thinking
Oakland GM's Billy Beane's Moneyball
and the reknown baseball showman Bill Veeck
Sports, business and society needs more of these big thnkers in a world plagued with staleness. Please help save us from our media.