Dreaming is essential for doing business and for doing business communication . The need to sleep gives us the possibility to dream and the dream is linked to our imagination, and the imagination is linked to the ability to take risks, to uncertainty as part of reality.
Dream first, then act!
Imagine, accept the risk and act, as possible futures are present imagined and subsequently realized .
The present, therefore, is an imagined and then realized future: to complete a project you need courage , to accept a certain amount of risk, a risk to be taken in order to be able to translate the imagination into action.
An entrepreneur who doesn’t dream cannot be courageous and a cowardly country slips into bureaucracy and stagnation.
The imagination must be translated into action and the image into identity .
To win this challenge we must make an effort to rediscover the immense wonder that we carry within us , the same wonder of a child who sees the world for the first time (an experience that we have all had!).
Communication and Sales live on Emotions
Winning Stories are those capable of giving emotions to those who listen to them, for example through fun, games, dissonance.
One must have the courage to break the mold in order not to succumb to the dictatorship of silly rules imposed by others. Surely all the techniques of unconventional communication must also be read from this point of view, from Guerrilla Marketing to Scent Marketing , from Experential Marketing to Viral Marketing , as well as the entire panorama of online communication practices, with social networks to lead the way.
Communicating on the Web: Beauty and Speed
The Role of Irony , of joking, as for example in Satirical Communication , is somewhat that of unmasking our hypocrisies, clichés and prejudices to which we are all inevitably subject, creating a cognitive short circuit, a short circuit of perception, a dissonance.
The concept of dissonance goes hand in hand with that of Divertimento .
What does having fun mean?
“Divertimento” literally means (from the Latin “divèrtere” or “devèrtere”) “to change direction”, “to turn elsewhere”, “in the opposite direction”, “to deviate”, “to take another direction”. Having fun therefore in a broad sense means “changing perspective”, “looking at things from another angle”.
Why do we laugh?
Thinking about it for a moment, when does a certain situation, a certain episode make us laugh, amuse us? We laugh and have fun when a certain known or hypothesized reality reveals itself to us in an unexpected way, messing up the expected and dragging us into the unexpected.
Something unusual, which breaks the mold, which breaks the normality, the regularity of events, amuses us because it shifts our perspective .
With reference to online communication , the DarkComet challenge of storytelling therefore consists in being able to balance the communicative components, reconciling:
- on the one hand the breaking of the schemes, the complexity, the poetry, the beauty, the fun, or rather the elements necessary to express and narrate a concept
- on the other the essentiality of the Web, with its timelessness in an infinite space, with its immediacy .
To build effective communication (I have also spoken of effective communication here and here ) that is truly in support of sales , it is therefore necessary to mix 6 key elements :
- utility (in the sense of building relationships proving capable of providing useful solutions)