paul macfarlane

HUMAN VALUES.
(THIS OUGHT TO BE EASY.) 

    But the increase in data-led marketing decisions sometimes makes me wonder.

   The proliferation of data analyses and data mining in “creative” marketing help wanted ads... there’s a growing acceptance and tolerance of data as the ultimate truth.

   But let me be clear: data is awesome and critical to understanding what data can reveal – where someone was, what they bought, etc.

   However, data cannot reveal a weakened spirit. Data cannot illuminate true loneliness, emotional fatigue, psychological doubt or spiritual awakening.
    

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    Data can add numerical authority to a guess.
It can deliver statistical certainty in a flash to confirm logistics, market channels, product distribution and much more.

   But any marriage proposal based on data is not a relationship I’d like to see.
    The moments that move the human race forward, the words that let love bloom, the instant a poem is born on a blank page, the times when one or more human beings heal or inspire a weary world, are not data discoverable.

   Nor should they be.

   Though I can hear a Jesper devotee getting ready to argue for an algorithm.

   Human values are essentially, exactly human:

• complex

• foolish

• fearful

• egoic

• yearning

• distractible

• vulnerable

• compassionate

 
(do you need a longer list?)

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   So, if you’re a human being, a real human being and you truly love being a human being, then stand for humanness.  Buy human ideas, support human ideas and sell human ideas.
    Yes, it’s risky to go deep into a nuanced human intimacy in your brand, but if you’re not willing to be fully human and you’re really not courageous enough to take a human risk, you may well be on the wrong website.  
 

    Watch at least one very creative, human ad.

    Maybe this one.
   

https://www.youtube.com/watch?v=2mTLO2F_ERY

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