Death by a Single Pinprick

Death by a Single Pinprick

Unless you are a balloon, one single pinprick should not worry you.   In ancient China, death by a thousand pinpricks was both a method of torture and a means of execution reserved for the most heinous of crimes.    The author of this blog has personally been  pricked over a thousand times and is still alive and well.  Ah, the pricks has to happen in a short amount of time to be effective, you’d say.  And you’d be right.    Much has been said lately about the nudge theory based on the book and thesis by the same name.  The study of which, gained the father of  Nudge, the Nobel prize in economics in 2017. 

Nudge-Improving-Decisions-Health-Happiness
Nudge-Improving Decisions Health Happiness

Does It Work and How?

In my experience;  as with allot of things,  it can be “willed” to work.    Through grit and tenacity anything can be used to one’s advantage.  The truth is: a 1% nudge is only going to get you 1% down the road.  Half the time that 1% on its own will revert back in a short span.  As in our Chinese torture example, right off the bat you need to make hundreds of little nudges simultaneously for it to be effective.    Sounds like allot of work.   Correct.  Is it worth though, doing hundreds even thousands of little things?  Why not just make one huge move? 

The Secret of Nudge

In a certain high level of competition; be it athletics or industry,  the huge move of one competitor is normal offset by the same or similar effort of other competitors.     There is only that many big moves that one can make.  Therefore, in order to gain a competitive advantage over the competition,   economist and sport trainers alike, started looking at ways of leveraging many consistent small improvements.

Easier Said Than Done

Nudge and systems thinking should be synonymous.  Simply because this large amount of small but constant interactions should be tracked, monitored and tweaked in real time to be effective.    Being a video guy in the R of SA, I’ve been jaded allot.    Clients get a website.  They think it is the be-all and end-all.  But almost nothing happens.  They get SEO.  Almost nothing happened.  They hear video and SMM is all the rage, they get that, too slowly things start to happen.  A single pinprick will destroy a balloon, but it will hardly harm a man. 

Here is a nice info graphic:

Nudge-Theory examples
Nudge-Theory examples

Ethnography

Ethnography is the systematic study of people and cultures. It is designed to explore cultural phenomena where the researcher observes society from the point of view of the subject of the study.   An ethnography is a means to represent graphically, through video documentation or in writing the culture of a group.
 

Who has read the book by Paco Underhill, 
Why We Buy: The Science of Shopping
?

There is a revised edition  out for the internet-era.  I cannot wait to get my nose in one.   Having said that, the new edition is already more than a decade old.    It will be a curious read.  

After disruption there is a reversion to the norm. 

For TV and video producers this is the worse of times and the best of times.    Tech is cheap, the tools of the trade is great and the resources on how to use them is ample.    But what is missing?    Experience, maybe?   A deeper understanding of the old systems gave form to the new?

Let me break it down for you

Before we shoot a single frame, we take keywords from the provided script and see how they will behave as search phrases.  Below is a screen grab from a company that we used to do work for.    This company;  like many others at the time, moved all their media in-house.  There is nothing wrong with such a move per say, as long as it works.  In this case, it seems to me,  that it does not.

The Production value is great, but the view count tells a different story.

 

Ten out of Ten (A System for winning)

How do you guarantee a 100% hit rate?

Watch this video:

Can it be?  Is there a system for winning?  Well, yes.  But this is not the whole story.  I’ve been fascinated, since being a music student in collage, with system thinking.  Back then it was my contention; and it still is, that the code to The Beatles songwriting can be cracked.  It can be analyzed and replicated.  

So here is how the system works: 

Maybe Daren took the metaphor too far and then I ran with it.    At DCL it is my pet subject “to recognize the patterns”  …  “to game the system” …”to find a shortcut to making videos trend“….

One can definitely do most of the heavy lifting with one’s mind.

(By the way, here are one of the songs made with the mentioned “system”.    Not based on the Beatles algorithm, but on the rock anthems from the 70s through the 90s.    Let me know what you think.)