I used to believe anything was possible.
Now I know it is.
Yesterday I watched Austrian Felix Baumgartner break the record for the highest-ever skydive. His dive from near-space also broke the sound barrier, as he jumped 23 miles (a.k.a. 128,000 foot) to stick it in New Mexico.
This spectacle so entranced the rest of us that we broke YouTube in trying to watch. Only temporarily, but still—8 million people were trying to see this amazing success story and crashed access to the live stream. It was compelling
But even more power than watching the jump is the kick in the pants we
can get from Baumgartner’s focus, passion and perseverance. If you don’t take risks, you won’t move forward.
…via video, and every other medium.
I’m a big fan of The Wooster Group – an inventive, provocative theater company based in Manhattan. But this video, emailed out today to herald a forthcoming benefit, is just plain empty of meaning.
Better not to say (or video) anything at all, than to release a video without meaning. That generates annoyance, the absolute enemy of engagement.
My bet is that no one outside the Group saw this video before it was released. Always test…even if the tester is your partner or neighbor. It’s not about you, it’s about your network (AGAIN)!
Have you seen or watched nonprofit marketing content that annoys you, or is empty? If so, please share the what and why with us.