Writer, Church leader, Eccentric Nut, Marketer

I'm Church Leader, Writer, Speaker, Marketer, Kindness Project Founder, Broadcaster and Superhero. But most important I'm a Husband, Father and a worshiper of Jesus.

20 March 2014

You can't do anything without doing anything


"Advertising is poison gas. It should absolutely attack you; it should rip your lungs out. Great ideas can't be tested. Only mediocre ideas can be tested."
George Lois - Art and Copy.

As communicators... we should loathe white noise.  We should despise it.  We should be repulsed by it. It should be an opposing polar magnetism type repellant. It needs to be the bane of our existence.

Especially in cities of mid to smaller stature, there is an urban message canvass that provides grandiose opportunity.  While there still exists nearly as divergent a population base as large markets (simply in smaller proportions)... to those like myself who are fascinated by holistic city transformation, therein lies the true possibility to mobilize a higher percentage of the collective TOGETHER.  This means strong churches & ministries... but also strong businesses, non-profits, and organizations.

But you do can't anything without doing anything.

George Lois's "poisonous gas" IS a poisonous gas conviction to me as a communicator.  We too often succumb to the soothing haze of white noise without even knowing it's happening.  It's a siren song.  It leads to repetitive ineffective patterns, cliched phrasings, safe words and imagery, lazy market analysis and mimicked techniques you read about on the internet.

In fact, it's worse than you think.  While unintentionally blending in with white noise can start off because of simple inattentiveness or ignorance... continuing down that road it will lead to FEAR.  If you won't use poiseness gas because you're afraid of negative fallout, you may find you've cheated your message, product, serve, brand or business out of it's rightful place of importance.

Jesus was fearless as a communicator.  So fearless that he HAD to be put to death because the faulty man-paradigms couldn't hold him.  His message was paramount over his life... since he WAS and IS the Son of God, there was no way that he wasn't going to see that message communicated not only to those in his "network"... but in His entire Kingdom. 

We must do SOMETHING to combat the lure of white noise.  If you really BELIEVE in your message, product, serve, brand or business... we need to use the right "poisonous gas." Don't settle.  

Email me bigearcreations@gmail.com if your message deserves find its way out of the white noise... and you wanna talk "poisonous gas"


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