It was March 15, 2023, and I snapped a photo that changed my life. And I’ll explain how it can change your life, too.
On that date, I was attending the annual SXSW festival in Austin, TX, and enjoying a wonderful late-night meal with my friends Joseph Jaffe and Eric Qualman. Suddenly, people stood up and quietly walked out of the upscale restaurant. It was surreal, like being in a Stephen King movie!
My back was to the door. Where were these people going?
Nowhere. They stood on the sidewalk, pointing their smartphones to the big Texas sky. My friends and I had to see what was going on. So we left our hot food and walked outside.
It wasn’t an alien invasion, but it was close. A dazzling drone show lit up the heavens, telling the story of a new sci-fi television program coming to the Paramount Network. Hundreds of drones were programmed along custom flight paths to depict scenes from the show.
To top it off, the display ended with a sky-high QR code that sent viewers to a website with the show’s trailer.
While drone shows have become a staple of city celebrations and sporting events, this was novel—the first time we had seen such a display.
We all took a photo of the drone-ad to share with our social media audiences:
In that moment, the line between marketing and magic blurred. We weren’t just watching an ad; we were living inside one.
The mesmerizing advertisement became the epicenter of buzz at SXSW, and with more than 300,000 influential people in attendance, that’s a perfect place to make a rumble.
Now, we get to the interesting part. How did this photo change my life, and possibly yours?
The revelation
I’ve spent nearly two decades researching and writing about one crucial problem—how can our marketing messaging become the signal above the noise in a world of oversaturated content?
I witnessed one of the most astonishing examples of a brand becoming “the signal.” Every person in this restaurant abandoned their hot food and cold cocktails to stand on a street in Texas to see an ad—not just see it, but record it and share it with social media audiences worldwide. It wasn’t just a signal above the noise—it was a supernova.
Remarkable.
Unprecedented.
Perfect.
For weeks, I couldn’t get this drone show out of my head. I played this mind-game: If somebody gave me the challenge to create an ad so disruptive that people would leave their hot meals to see it, could I do it? No.
What was the lesson for businesses desperately wanting to be “the signal” to their customers? Was there a scalable process behind this brilliant idea that could guide breakthrough marketing strategies? Was this a clue to the future of creativity and our place in a world dominated by artificial intelligence? I became obsessed with this story in the sky.
One word kept pounding in my brain: Audacious.
Audacious! Is that what it takes to stand out in the world today?
Audacity as a strategy
AI is here. Nipping at the heels of our skillsets and jobs.
Being merely competent won’t cut it. Competence doesn’t create conversations. Competence is ignorable. But audacity? That’s the currency of attention in our overstimulated world.
What if the key to becoming “the signal” isn’t shouting louder, bending AI prompts, or spending more, but the simple human bravery it takes to be … a little nuts?
I discovered that Giant Spoon had created this viral sensation, an agency behind many of my favorite marketing success stories over the years.
I called Marc Simons, one of the agency co-founders, and asked him if he and his team would reveal all their creative secrets to me for a new book. “Absolutely,” he said. The opportunity was irresistible, a siren call to a marketing geek like me. I jumped on a plane to visit him in New York City, the beginning of a journey that included meetings with some of the greatest creative geniuses from around the world — and they all gave me their secrets!
They helped me answer this question: In a world where AI is overwhelming our content world, how do we fight back? How do we unleash the uniquely human fireworks of marketing creativity?
And today, my friends, please welcome one answer to this question:
The reveal
After more than two years of research and writing, I’d like you to meet my new book, Audacious: How Humans Win in an AI Marketing World.
So, you see how the story in the Austin sky truly changed the course of my life. But how does it change yours?
Whether you’re a marketer, entrepreneur, or business owner, you’re longing to be seen, to be heard, to be discovered, and that is more difficult than ever. How do you establish brand awareness in a world where content from bots already dominates more than half the internet?
Here’s a little movie preview of what’s in store for you with this book:
Filled with inspiring stories, hundreds of practical ideas (for businesses with any budget!), and all-new case studies, Audacious describes the essential human elements needed to:
- Disrupt the story narrative
- Disrupt where the story is told
- Disrupt show tells the story
Early readers of the book have been delighted, calling it “a masterpiece,” and “an essential path forward.” This will fill your head with ideas and your heart with hope. And, it’s a lot of fun!
You might have noticed that the book cover is a one-of-a-kind AR experience — the first book of its kind in the world! The cover will display abstract art based on the stories in the book!
Inside the book there is a puzzle, videos, and secret surprises. After all, a book named Audacious better be audacious, right?
Why did I spend all this time writing and publishing this book? I’m desperate to get my ideas out to you. I’m a teacher. I know that people need help navigating this overwhelming marketing world, and I have ideas that will help. I’ve spent thousands of hours bringing this to you and I know you will love it. This is my best work.
And this cool little book does not cost much money. Please order your copy today, and let me know how you like it!
CLICK HERE TO FIND AUDACIOUS ON SALE!
PS I also have an all-new speech to go with my book. This new talk was recently the highest-rated speech at a national marketing event, and I would love to bring it to your company or association. Drop me a line!
Need a keynote speaker about brand communities? Mark Schaefer is the most trusted voice in marketing. Your conference guests will buzz about his insights long after your event! Mark is the author of some of the world’s bestselling marketing books, a college educator, and an advisor to many of the world’s largest brands. Contact Mark to have him bring a fun, meaningful, and memorable presentation to your company event or conference.
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