I have a presentation on Fast Twitch Media and Twitch Point Planning that asks the question are our brains evolving bigger or smaller? Larger, posited Timothy White back in the 80s when I asked a question about evolution during a John’s Hopkins symposium, but I’m not so sure.
As software takes over decision making for us, it seems we have to think less. That is, unless we’re deciding which GPS to use — the Garmin or the Android phone app. (They are not perfectly in synch! Oh my.)
One of the things coders and engineers cannot do very well is humor. It’s not that they are genetically indisposed to humor, but humor can’t be programmed. There is no algorithm. And therein lies the value of the creative mind.
Humor is a wonderful tool in society and well valued in content creation that surrounds marketing. I still giggle each time the BBDO/ATT “flash mob gone wrong” ad appears, though it is wearing out. Humor gets noticed and it disarms. It is an elixir that helps a sales message get consumed. Branded utility is the rage these days in mobile apps, but soon that utility will become commoditized and we will need to smile as we tweak our media and our apps. Might as well begin now; add a spoonful of humor to your digital selling and see what happens. Peace!