• Marketers don’t determine what people talk about.

    Posted on June 27th, 2011 by and currently 3 commenting.


    Remember these kits? I loved the way the paint smelled.

    My grandmother couldn’t read or write. But I learned a lot from her. She taught me early on to see beauty in the tiniest little things. Like buttons she carefully collected in little glass jars. Because she couldn’t read, I also I learned to treasure the gift of reading and writing.

    I never, EVER take it for granted.

    She was ashamed that she couldn’t read and hid it from me and her other grandchildren for a very long time. She actually “read the paper” every day. Looking intently at each and every page. I think it was the artist in her that let her just contently look at the paper each day. After I found out she couldn’t read, I often wanted to try and understand what she saw each morning as she scanned the daily paper. I remember picking it up to see if I could see differently. I just longed to see what she saw when the letters didn’t form words.

    She was also fascinated with paint by number kits. Remember those? But here’s the thing — she never once paid attention to the number on the painting and the number on the little containers of paint that came with it. I used to be amazed at how beautiful things came out when she just followed her own path.

    I am a rule breaker by nature.

    I HATE following rules. I hate routine. And sameness. Marketers and designers and social media folks have a way of copying each other without being overt about it. Have you ever noticed that? It seems we all want a set of numbers to paint by. Rules for this and that. Tactics that are proven.

    Here is what I believe.

    People are organic. If you are going to support the conversations your customers are having you have to be willing to break rules with your customers. To trust them. To let them break rules. To let go. Let them paint with the colors they choose. Tell stories they find interesting. You can set the stage, provide the outline. But they have to be the ultimate creators.

    I heard Geno say this the other day and it stuck in my heart:

    Marketers don’t determine what people talk about. People decide what they want to share.

  • http://twitter.com/jhamlin Jessica H

    Loved your story – Your grandmother must have had such an artist’s eye!
    This is one I’ll remember

  • W

    Great quote, Robbin!

    If you want to know what your grandmother likely saw, “read” a foreign newspaper. Chances are she could recognize a few words so try a paper in a language you’re familiar with, but not fluent. You can try visiting a foreign website for the same effect.

  • http://brainsonfire.com Robbin

    W, You are so right. At eight or nine living in rural South Carolina I didn’t have much exposure to foreign papers or websites. The concept of not being able to read was incredibly hard to grasp.

    Jessica, my grandmother was a true artist. She even used the left over paint to paint seashells and cards. I loved that about here. When she died we all wore bright colors to the her life’s celebration ceremony. It was fun to remember her.