THE HUGHTRAIN: “THE MARKET FOR SOMETHING TO BELIEVE IN IS INFINITE.”
1. We are here to find meaning. We are here to help other people do the same. Everything else is secondary.
2. We humans want to believe in our own species. And we want people, companies and products in our lives that make it easier to do so. That is human nature.
3. Product benefit doesn’t excite us. Belief in humanity and human potential excites us.
Think less about what your product does, and think more about human potential.
What statement about humanity does your product make?
The bigger the statement, the bigger the idea, the bigger your brand will become.
4. It’s no longer just enough for people to believe that your product does what it says on the label.
They want to believe in you and what you do. And they’ll go elsewhere if they don’t.
It’s not enough for the customer to love your product. They have to love your process as well.
People are not just getting more demanding as consumers, they are getting more demanding as spiritual entities. Branding is a spiritual exercise.
These are The New Realities, this is the Spiritual Republic we now live in.
5. The soul cannot be outsourced. Either get with the program or hire a consultant in Extinction Management. No vision, no business. Your life from now on pivots squarely on your vision of human potential.
6. The primary job of an advertiser is not to communicate benefit, but to communicate conviction.
Benefit is secondary. Benefit is a product of conviction, not vice versa.
Whatever you manufacture, somebody can make it better, faster and cheaper than you.
You do not own the molecules. They are stardust. They belong to God. What you do own is your soul. Nobody can take that away from you. And it is your soul that informs the brand.
It is your soul, and the purpose and beliefs that embodies, that people will buy into.
7. Why is your brand great? Why does your brand matter?
Seriously. If you don’t know, then nobody else can- no advertiser, no buyer, and certainly no customer.
It’s not about merit. It’s about faith. Belief. Conviction. Courage.
It’s about why you’re on this planet. To make a dent in the universe.
8. I don’t want to know why your brand is good, or very good, or even great. I want to know why your brand is totally frickin’ amazing.
Once you tell me, I can tell the world.
And then they will know.
2018 HUGHTRAIN INTRODUCTION
This Manifesto (which was more of a short rant than anything else, to be honest) came in Summer, 2004 after I had drawn a series of what are now 7 seminal marketing cartoons, that I had created in my usual “back of business card” format. Here they are (PS None of the original seven are for sale, by the way):
At the time, social media was just starting to take off, and I was predicting that it would have a massive effect on the advertising business (I turned out to be right about that, although I had no way of predicting Facebook, Google et al). My own career as an advertising copywriter was floundering at the time, I knew social media was my future but my future had not arrived yet.
But in the meantime, I was asking myself, what’s the point of it all, anyway? Why do people care about ads? Why do they care about brands? What is it that my clients are really selling?
“You can’t drink any more bottled water than you already do. Or buy more wine. Or more tea. You can’t wear more than one pair of shoes at a time. You can’t get two massages at once…
“So, what grows? What do marketers sell that scales?
“I’ll tell you what: Belief. Belonging. Mattering. Making a difference. Tribes. We have an unlimited need for this.”
And this was precisely what these earlier 2004 cartoons were aiming at. I guess great minds think alike etc.
Though it sounds a rather cheesy thing to say, there is a direct link between our spiritual selves and our marketing selves, just as there’s a link between our spiritual selves and every other realm that our consciousness inhabits.
And I thought if I could bring that link to light, I could create a lot of value there, and that would be a interesting and rewarding way to spend one’s career.
But where to begin?
It turns out I was wrong in the end. The future of advertising WASN’T the Hughtrain, wasn’t all that touchy-feely, marketing-as-soul-food stuff.
The future turned out to be in fact the exact opposite, something far more cold and dead (See ‘sweatshop’ cartoon above). It turned out to be all about algorithms and bots and Facebook and Google and… a lot of stuff very few people actually care about. You can read all about the great, fraudulent dumpster fire that it became over on Bob Hoffman’s blog.
So what’s left?
The same thing that’s always left, the stuff that never goes away. Quoting Seth one more time: “Belief. Belonging. Mattering. Making a difference. Tribes. We have an unlimited need for this.”
So instead of asking yourself what the next big trend is, the next big thing coming down the ‘pike, ask yourself instead, what DOESN’T change? What will ALWAYS matter to people? And how do I get my product or service to be a part of that equation?
Think about it.
[TO BE CONTINUED…]
“Tribes” 10 Questions For Seth Godin
(Originally published October 8th, 2008 on the Gapingvoid blog)
My friend and mentor, Seth Godin has a new book out, “Tribes”. As has become a regular gapingvoid tradition, to celebrate the launch I e-mailed Seth 10 questions, which he kindly answered below. Rock on.
1. For the benefit of gapingvoid readers not yet familiar with your work [all 14 of them], let’s get the main schpiel over and done with: From your perspective, what is “Tribes” about?
It explains why top-down, buzz-driven media is the past, not the future.
The world has always been organized into tribes, groups of people who want to (need to) connect with each other, with a leader and with a movement. The products, services and ideas that are gaining currency faster than ever are ones that are built on a tribe.
Barack Obama has one, John McCain tried to co-opt one. Arianna Huffington has built the most popular blog in the world around one. Harley Davidson and Apple are titanic brands for the very same reason. They sell a chance to join a group that matters.
The punchline is that the only way to lead a tribe is to lead it. And that means that marketing is now about leadership, about challenging the status quo and about connecting people who can actually make a difference. If you can’t do that, don’t launch your site, your product, your non-profit or your career.
I’d argue that you understand how to tap into this need, Hugh. Lots of people don’t like your work–screw them, we don’t like them anyway. The people who do like, who find that it resonates… it’s likely that we’ll like each other. You lead us to a place we want to go.
2. Your seminal bestseller from a few years ago, “Purple Cow”, made the assertion that “Everyone is a Marketer”. Though this would now be considered pretty standard doctrine for marketing geeks Everywhere, at the time I remember it seeming a pretty radical, new, challenging thought. In Tribes, it seems to me you’ve upped the ante by asserting that “Everyone is a Leader”. Care to elaborate?
Sure. The idea that everyone is a marketer is still hard for a surprisingly large number of organizations. Non profits (most of them) don’t see the world that way. Neither do traditional factories or many other businesses. But it’s so clearly true, I don’t even have to outline here how the product is the marketing, how the service is the marketing, how every human being who touches something is doing marketing.
Well, if we go a giant step forward and realize that it is for and about the tribe, that tribes–connected, motivated groups of people–are the engines of growth, then it seems clear to me that what marketing means today is leadership. If you’re boring or staid, no one will follow you. Why would they?
3. Anyone who knows you would consider you a leader, in your own unique way. And the same could be said for a lot of the people you personally hang out with. But it seems to me that this book was not written for those type of folk, but for people who have yet to really consider themselves as leadership material. It seems to me that the main thrust of the book is about trying to get them to make the leap from “Follower” to “Leader”. Is there any truth in that?
Everyone isn’t going to be a leader. But everyone isn’t going to be successful, either.
Success is now the domain of people who lead. That doesn’t mean they’re in charge, it doesn’t mean they are the CEO, it merely means that for a group, even a small group, they show the way, they spread ideas, they make change. Those people are the only successful people we’ve got.
So the challenge is: your choice.
4. As you well know, I’m fascinated with marketing, both for myself and for my clients. Looking over my work from the last couple of years, I increasingly see marketing [by that I mean, GOOD marketing] as a function of LANGUAGE and NARRATIVE. In other words, the art of marketing is figuring out a way to talk to people in the market in a manner they SIMPLY HAVE NOT been talked to before. And then when I’m reading your book, I keep thinking that, SO MUCH of being a leader is simply providing people with a good narrative to explain their actions.
In other words, it’s far easier to lead if [A] You’ve got a great story that’s easy for you to share and [B], more importantly, you have a good story that is EASY for other people to share.
So much traditional marketing is built around the idea of “Merit” i.e. good quality, good prices etc.
But the older I get, I keep asking myself, “What’s the story here? What’s the REAL story that people are GENUINELY going to want to tell other people?” Do you see Storytelling as a form of Leadership? How about vice versa?
In All Marketers Are Liars, my point was that people buy stories, not stuff, and it’s stories that spread, not stuff. An iPod made by Garmin wouldn’t be an iPod, would it? It’s the story and the affect and the whole aura that makes it worth $200.
I think you’ve hit the issue on the head. Leaders tell stories. Gandhi or King or Che or yes, Rush Limbaugh. They tell stories. The stories matter and the words matter. Of course OF COURSE the product has to live up to the story, the service has to be there, the story has to be true. But no story, not idea, no marketing.
5. We all have different things that motivate us, that gets us out of bed in the morning. Some people want money, some people want power, some people want fame and applause. You seem very driven “To Affect Change”, both on an individual level, and collectively within companies. Where does that drive come from? Were you born with it, or has it just grown with you over the years? Is it something that is still constantly evolving? If so, how?
It used to be a curse, but now I’m getting used to it.
I’m pretty impatient with things that are as they are instead of as they could be. I’m impatient with people who grumble and settle and then get old and die. I’m energized by people who see things differently and make changes happen. We’re all so lucky, what a sin to waste it.
6. When I finished reading “Tribes” I was both stunned and delighted in equal measure to see my name cited in the Acknowledgements section as an influence in the creation of the book [Thanks!]:
“Years ago, Hugh MacLeod, the world’s most popular inspirational business cartoonist (who knew you could do that for a living?), drew a cartoon (his most popular one ever) with the caption, ‘The market for something to believe in is infinite’- as soon as I read it, I knew I wanted to write a book about that idea.”
Well, I certainly have some ideas about what that cartoon means to me, though I’d be curious to hear your individual take on it. What it says to you, personally. Thoughts?
That was the second title I had in mind for the book. And I was going to include the image itself, but then it showed up all over the web and so…
The point imho is this: You can’t drink any more bottled water than you already do. Or buy more wine. Or more tea. You can’t wear more than one pair of shoes at a time. You can’t get two massages at once…
So, what grows? What do marketers sell that scales?
I’ll tell you what: Belief. Belonging. Mattering. Making a difference. Tribes. We have an unlimited need for this.
7. Your books and blog posts seem to have one thing in common, they seem to be getting shorter and shorter with every passing year. I have no problem with that; I think people genuinely prefer short reads, over long ones. For people aspiring to publish their own books one day, what advice would you give them re. deciding on a book’s length?
Try to write a book or a blog post that can’t possibly be any shorter than it is.
8. I think aspiring writers have a lot of romantic illusions about “The life of an author”, which have little to do with the actual hard-nose reality of the publishing business. What do you think are the hardest lessons for a first-time author to learn?
Books are souvenirs that hold ideas. Ideas are free. If no one knows about your idea, you fail. If your idea doesn’t spread, you fail. If your idea spreads but no one wants to own the souvenir edition, you fail.
Book publishers don’t make authors successful (clarification: 175,000 new authors a year, 300 become successful because of publishers). Authors make themselves successful by earning the privilege of having a platform, by creating ideas that spread, and yes, by building a tribe. (Harry Potter anyone?)
9. You’re a busy guy. Besides writing books, you have paid speaking gigs, your blog to keep up, and your various start-ups and businesses to manage. When do you find time to write the actual books? Do you have a regular set time for working on it [first thing in the morning, say], or do you just somehow find the time whenever?
I don’t set out to write books. I don’t make time for them. They just force themselves on me. If I resist, the idea makes me miserable until I write it down.
I can go three or six months or longer with nothing, and then an entire book just sort of appears. If I have to grind it out, I’m not going to write it. That’s not true for everyone, but that’s what works for me.
10. You’ve been publishing your books for about a decade now. Obviously, in that time period there’s been a lot of changes in the world. But for the sake of simplicity, let’s narrow the field down a bit, to the “Purple Cow”, new-marketing world you’ve been happily residing in. What’s the biggest change you’ve seen in this brave new world, since Purple Cow and IdeaVirus first hit the bookstores?
There’s no doubt that the biggest change is that most smart people now realize that the world has changed.
When I started, I was working in a status quo, static world, where the future was expected to be just like the past, but a little sleeker.
Now, chaos is the new normal. That makes it easier to sell an idea but a lot harder to sound like a crackpot.
(Originally published October 8th, 2008 on the Gapingvoid blog)
LIFE AFTER THE DUMPSTER FIRE
I can’t help noticing how all these big institutions I grew up and started my career with, all seem to be big ol’ dumpster fires these days.
Washington is a big ol’ dumpster fire.
Social Media is a big ol’ dumpster fire.
Advertising is a big ol’ dumpster fire.
Ad tech is an even bigger dumpster fire.
As China gears up for world domination, America is arguing about transgender bathrooms i.e. it’s a big ol’ dumpster fire.
The European Union is a big ol’ dumpster fire.
Brexit is a big ol’ dumpster fire.
Silicon Valley is a big ol’ dumpster fire, or if it isn’t, it’s certainly working on it.
Even Star Wars is is a big ol’ dumpster fire.
Big ol’ dumpster fires, everywhere you look.
But counter-intuitively, that means good news for some of us. That means opportunity.
The world may be on fire, but the need for the good stuff- finding meaning, mattering, making a difference, making art, being in the zone etc- is still as strong as it ever was, perhaps more so.
Eventually the flames will die out, as they always do. Which means, while the Mr and Mrs Dumpster Fire are busy checking their Facebook, Mr and Mrs Phoenix are rising from the ashes, discovering new lives and new worlds and new possibilities in the process.
(On that note, now would be a good time to quote Kipling. Enjoy:)
“IF” by Rudyard Kipling (1865-1936):
If you can keep your head when all about you
Are losing theirs and blaming it on you,
If you can trust yourself when all men doubt you,
But make allowance for their doubting too;
If you can wait and not be tired by waiting,
Or being lied about, don’t deal in lies,
Or being hated, don’t give way to hating,
And yet don’t look too good, nor talk too wise:
If you can dream—and not make dreams your master;
If you can think—and not make thoughts your aim;
If you can meet with Triumph and Disaster
And treat those two impostors just the same;
If you can bear to hear the truth you’ve spoken
Twisted by knaves to make a trap for fools,
Or watch the things you gave your life to, broken,
And stoop and build ’em up with worn-out tools:
If you can make one heap of all your winnings
And risk it on one turn of pitch-and-toss,
And lose, and start again at your beginnings
And never breathe a word about your loss;
If you can force your heart and nerve and sinew
To serve your turn long after they are gone,
And so hold on when there is nothing in you
Except the Will which says to them: ‘Hold on!’
If you can talk with crowds and keep your virtue,
Or walk with Kings—nor lose the common touch,
If neither foes nor loving friends can hurt you,
If all men count with you, but none too much;
If you can fill the unforgiving minute
With sixty seconds’ worth of distance run,
Yours is the Earth and everything that’s in it,
And—which is more—you’ll be a Man, my son!