paul macfarlane

MAKE BETTER THINGS
TO MAKE THINGS BETTER. 

   Cure cancer and AIDS.

   End starvation, bring clean water to millions. End human trafficking.

   Stop wars, end poverty and bring abundance and sustainability to all.
   If your business or brand can do any of the above, I’m there.
   Call me now.

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   But that’s not the point.
 

    The point is this: every business, every brand, every agency, every single one of you has the potential, right at this moment, to do something about the widespread rise of modern stress, anxiety, fear, hate, and depression all around us.  Even right here in the digital “social” media world that raises impossible expectations, divides us into binary identities and forms gnat-brained jitters.
   

    These are human problems.

   Human problems that we may well transcend when we become virtual cyber beings someday.
   But until then...

 

HEAL SOMETHING HUMAN
AND BECOME A HERO.

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    That means when you hire an agency or freelancer, when you get hired by a client, think about your own humanness. 
    Think about your customer, your target audience and maybe think about the given problem/solution in deeply emotional, practical human terms.
    There is always something you can do to create some happiness, laughter, beauty, joy and hope.

   But please for the good of the business or brand, make sure it’s relevant, that it comes from the true essence of the brand. 
    Yes, putting on a mask, whether funny, helpful or compassionate can work for a time.
    Healing something that’s deeply true and truly deep in that business can literally move mountains.

    No more cheap “purpose” or sentimentality.
   

    Real humanness takes curiosity, understanding, love and respect for the audience and expert nuance.
It can also mean challenging the audience because that shows respect, too.

   This is what I mean then: Make better things to make things better.

   Better humanness, better creativity, better audacity, better compassion, better wisdom, better art, better writing, better sounds and images...

 

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   I’m never too busy to help.