THIRSTY-FISH is increasingly asked to speak on Generation Y - the bumper crop of 18-28 year olds who are reshaping our cultural and consumption patterns. Numbering 68 million in the U.S., Generation Y is increasingly the most influential generation today, even above Baby Boomers (78 million) or Gen X (20 million). In Europe, Generation Y numbers 140 million strong! What are the implications of this generation on the future of organizations? More posts on this topic later.

 

For starters…let’s talk about the name Generation Y. Admittedly, it’s a rather awkward or non-intuitive moniker for this Generation. Thankfully, the Journal of Quebec proposes one theory, as illustrated in the cartoon to the left. But in all seriousness, the name “Generation Y” is most likely a lazy derivation as the Generation that follows “Gen X” (ages 30-48). Still, it’s no wonder we’re all a little confused about what these generations are called, or at what ages they officially start or end.

With that in mind, here’s a Pop Quiz: with some of the other names and references to Generation Y:

• Millenials - Year 2000 reference
• Gen Why?- They sure do question everything
• Internet Generation - Few if any remember life before web sites or cell phones
• Gen Next - Forward focused in perspective
• MyPod Generation - Besides the digital music reference, they expect mass customization
• Baby Boomlets - Most are the progeny of the Baby Boomer generation
• Echo Boomers - Same as above, with additional reference to wide impact of Gen Y on society
• Boomerang Generation - Many are returning home after college, still trying to find their way
• Generation Now - Little patience for accepting things they way they are
• Generation Waking Up - Raising the bar on global sustainability and change

What other names for Generation Y do you think belong on this list? Please post your suggestions in the comments section.

If any of you flew across the Midwest last month, you may have discovered the following brief article on Corporate Storytelling (which includes a profile of THIRSTY-FISH in the mix), as featured in Midwest Airlines Inflight Magazine.

Here’s the link to the article in full

“Storytelling is an essential tool to activate and accentuate your efforts, whether they are related to business development, sales, marketing or internal change,” says Michael Margolis, president of THIRSTY-FISH, a boutique story and strategy consultancy in New York. According to him, there are three types of stories every organization should cultivate.

FOUNDING STORY

A parable that describes the roots and history of the company can become a great source of pride for employees, as well as a marker of credibility to customers. This story can help anchor and reinforce a set of ideals or beliefs at the heart of the business. This story can be promoted on your Web site, in sales materials, in the annual report and through dozens of other outlets.

VALUES STORIES
These short vignettes describe a situation and how an employee handled the situation. Famous corporate cultures such as Nordstrom and Marriott were built upon extensive catalogs of stories that reinforced the right attitude, thinking and behavior from employees. These tales can be used to train workers, build a vibrant culture and even guide strategic decisions.

CUSTOMER STORIES
You’d be amazed at what you learn when you listen to the customers’ stories. They may value your product or service for a totally different reason than you thought. These stories are your greatest sources of learning, and they can be used as testimonials when you market to consumers. The most forward-thinking corporations today invest a lot of money listening to customer stories.

Have you ever wondered about the science of storytelling? The latest issues of Scientific American takes on this challenge - The Secrets of Storytelling: Why We Like a Good Yarn - a nice survey article on some of the latest research on storytelling - and evidence that supports the primordial human instinct to get down to storytime.

Below is an excerpt that especially struck my fancy, about the universality of story themes across culture, even across the evolution of time. Other examples cited in the article including cognitive psychologists, evolutionary biologists, and cultural anthropologists.

Boy Meets Girl …
A 2006 study by Jonathan Gottschall, an English professor at Washington & Jefferson College, found relevant depictions of romantic love in folktales scattered across space and time. The idea of romantic love has not been traditionally considered to be a cultural universal because of the many societies in which marriage is mainly an economic or utilitarian consideration. But Gottschall’s study suggests that rather than being a construct of certain societies, romantic love must have roots in our common ancestry. In other words, romance—not just sex—has a biological basis in the brain.

“You do find these commonalities,” Gottschall says. He is one of several scholars, known informally as literary Darwinists, who assert that story themes do not simply spring from each specific culture. Instead the literary Darwinists propose that stories from around the world have universal themes reflecting our common underlying biology.

Another of Gottschall’s studies published earlier this year reveals a persistent mind-set regarding gender roles. His team did a content analysis of 90 folktale collections, each consisting of 50 to 100 stories, from societies running the gamut from industrial nations to hunter-gatherer tribes. They found overwhelmingly similar gender depictions emphasizing strong male protagonists and female beauty. To counterbalance the possibility that male storytellers were biasing gender idealizations, the team also sampled cultures that were more egalitarian and less patriarchal.

“We couldn’t even find one culture that had more emphasis on male beauty,” Gottschall notes, explaining that the study sample had three times as many male as compared with female main characters and six times as many references to female beauty as to male beauty. That difference in gender stereotypes, he suggests, may reflect the classic Darwinian emphasis on reproductive health in women, signified by youth and beauty, and on the desirable male ability to provide for a family, signaled by physical power and success.

Other common narrative themes reveal our basic wants and needs. “Narrative involves agents pursuing some goal,” says Patrick Colm Hogan, professor of English and comparative literature at the University of Connecticut. “The standard goals are partially a result of how our emotion systems are set up.”

Hogan does not consider himself a literary Darwinist, but his research on everything from Hindu epic poems such as the Ramayana to modern film adaptations of Shakespeare supports the idea that stories reveal something about human emotions seated in the mind. As many as two thirds of the most respected stories in narrative traditions seem to be variations on three narrative patterns, or prototypes, according to Hogan. The two more common prototypes are romantic and heroic scenarios—the former focuses on the trials and travails of love, whereas the latter deals with power struggles. The third prototype, dubbed “sacrificial” by Hogan, focuses on agrarian plenty versus famine as well as on societal redemption. These themes appear over and over again as humans create narrative records of their most basic needs: food, reproduction and social status.

Noah Brier deserves major street cred for his latest project Brand Tags. This cool little website collects individual word associations related to global brands. Anyone can co to the website, and input one word or a phrase that captures your personal brand impressions of Apple, Google, Pepsi, Red Cross, and dozens more. Its a fascinating branding exercise, reminiscent of a Brand-driven Rorschach Test. Just imagine what we might learn as the database of tags grows…currently 1.1 million impressions and counting. Results are even displayed in cloud view!

Now, if you’re in the brand business (or even just a student of the topic ), I hope you know of Kevin Roberts’ work — Lovemarks, and his even better sequel, the Lovemarks Effect. But have you spent any time on the complimentary web site called lovemarks.com? Launched several years ago, the lovemarks website invites anyone to nominate a brand as a lovemark - but it gets interesting: you are asked to tell a story explaining why this brand plays such a cherished or important role in your life. The thousands of anecdotes shared to date are quite personal and profound, and speak volumes about the role of brands in our modern lives.

Both websites serve as wonderful examples and learning platforms for Brand Storytelling and its psycho-emotional depths. 

This being the 60th anniversary of the United Nations, the UN recently produced a 60-second public service announcement to help communicate the value of its work. Narrated by George Clooney, this short video moves beyond traditional clichés, and really captures the Brand Story and relevance of the United Nations…considering they had 60 seconds and all.

I’m equally struck by the UN’s 60th anniversary logo (see image to the left) - what a great way to reinforce the iconic nature of the blue helmet as a symbol of peace!

The 60-second video is called “Peace is Hard” and is worth a look on Youtube!

We’re gearing up for a big week in Hawaii - co-producing a conference with HANO (Hawaii Association of Nonprofit Organizations).

HANO recently interviewed us as part of the conference promotions. The conference theme is “Telling the Nonprofit Story” and we are excited to deliver a conference keynote and several breakout sessions.

Below are short excerpts with links to the full interview: 

“Whether it has been lobbying US senators to protect California’s Mojave Desert, bridging the digital divide in New York, building an entrepreneurial class in Morocco, or giving a collective context to the cultural genocide in Tibet, each organization must find its story of truth – as well as allow supporters to feel located within the collective story. Now, I have the privilege of helping other organizations and companies to harness their best story to reveal their hidden potential and achieve their long-term success.” [read the full interview with Stephanie]

“Storytelling is an essential tool to activate and accelerate your efforts, whether they are related to fundraising, advocacy, or internal change. In the end, stories will allow you to succeed faster and in a manner that has people invested in a collective future…Storytelling is a leadership philosophy. Look at any organizational challenge through the lens of narrative; I guarantee you will discover new insights and solutions.” - [read the full interview with Michael]

 

On April 25, the NYU Stern Business School will host its 9th Annual Business Plan Competition, including a special track for social entrepreneurs competing for a $100K prize. Over the last few weeks, I have had the opportunity to serve as a semi-final judge and new venture mentor to teams competing in the social enterprise track. 

As the finalists prepare for their big pitch at the end of April, I’ll be leading a brown bag lunch to help these entrepreneurs hone their 15-minute pitch. Come the finals, they’ve have 15 minutes to tell their story (with the assistance of powerpoint in the background).

Having coached several teams already, here’s what I’d say are EIGHT KEY LESSONS for teams eager to sell their business idea in this competition:

1. Explain Why YOU: People invest in people, not ideas. So give the judges/audience a sense of why you’re the right person. llustrate your committment, knowledge, and expertise. How many years have you been at this? How has your life experience prepared you for this endeavor? Show the judges that you are real, genuine, and passion-driven.

2. Don’t Over-Describe the Problem: Most of us are aware of the overwhelming and intractable problems out there. Unless you’ve got a really unique take or identify a completely overlooked problem…don’t devote more than one slide (90 seconds) on this topic. The more targeted you can be here the better - e.g. “poverty” versus “18-25 year olds in urban communities with untapped talent and potential who seek job opportunities.”

3. Present a Focused Solution: This is what everybody’s waiting for. A simple yet elegant idea for a better mousetrap. The more tangible and clear your product or service can be the better. Most important - Why are you distinctively positioned to deliver this solution? Think really hard here…the “competitive advantage” question is one that I see teams fail to really address again and again. Don’t let a naive answer undermine your perception of credibility.

4. Make it Real: Describe how this is more than just an “idea”. Have you beta-tested the product? Run a demonstration project? Any evidence that there is both a need and demand for your solution? Let people know that you have already begun to experiment with implementation, and have some real on-the-ground experience and lessons learned to date. If so, share them.

5. Find the Emotional Hook: People buy based on emotion and then justify through logic. So how will you get your audience to self-identify with your message? What is it about your business idea that they can personally relate to? In order to find the emotional hook, begin with basic ego needs - who benefits from a transaction with your solution? Does it include any intangible benefits such as “status/prestige”, “feeling good”, or “belonging to something meaningful”?

6. Justify Your Model of Change: Since this is a business plan competition for social entrepreneurs, you’ve got to justify how your idea will generate social change. Get specific. How will launching a fair-trade business in Asia really alleviate poverty? More than superlatives, judges want to know how you will move the needle on this issue. What kind of social return on investment is generated - and can you substantiate it?

7. Describe the Critical Path: Show how you are ready to hit the ground running. Now that you’ve convinced people about the idea and the team, you need to build the judge’s confidence that know how to implement. Say you win the $100K prize, what will you do with this money? Describe your plans, including why you’ve chosen to prioritize certain expenses. How you plan to spend the prize money is DIFFERENT than your start-up or first year budget. You need to present both. Describe short-term milestones, and why these activities are key in scaling the business.

8. Remain Optimistic yet Humble: Conclude with a passionate plea for why you deserve to win the prize - and what great impact can come out of your work. Don’t be afraid to discuss your remaining concerns or vulnerabilities - it shows a great deal of maturity and perspective. And lastly, reiterate your commitment to this idea, regardless of whether you win the prize. There are plenty of other potential sources of funding and support out in the audience.

P.S. With just 15 minutes to make your pitch, PLEASE no more than 10 slides. You’d be amazed how many teams think they can get through 30-40 slides!

P.S.S. It all comes down who can tell the most believable story. Make sure you’ve assembled the pieces to present a coherent and compelling storyline that makes your idea come to life.

May the best story win! 

 

Thanks to our readers for spreading the word! I am grateful that Pop Anthropology is gaining attention. Just last week, I was quoted in a Contra Costa Times article. Its a rather ridiculous piece — all about the growing presence of stupidity within popular culture and some interesting thoughts about our collective psyche these days.

Here’s the link — Is Stupid the New Cool? My quote appears near the bottom.

Here’s an exciting event taking place in Brooklyn next week. Sadly, I’ll be traveling on the Left Coast (speaking at IIR Youth Marketing Mega Event) and will miss this panel discussion sponsored by The Change You Wan to See. If you are around, I strongly suggest you join this conversation.

We Can’t Believe, We Must Believe*
Monday, March 3, 7:30pm, free
The Change You Want To See Gallery
http://www.thechangeyouwanttosee.org
84 Havemeyer St, at Metropolitan Ave
Brooklyn, NY 11211

It has been said that the contemporary age is one of irony, where Truth and the meta-narrative have been shot through with holes. The collateral damage could be characterized as a crisis of meaning – one that is filled by the rise of fundamentalism and the creed of consumerism. We see the polarization of our population – the red state, blue state divide is decreed by pundits and pollsters to be more accurately a divide between those who believe and those who do not.

Where the Right makes universal claims, the Left takes a critical position, aiming to reveal an irrational or intolerant opponent. Faith, advertising and political spectacle are treated as mythologies to dismantle. While the dogma of fundamentalism and the Right’s fictionalizing are legitimately problematic, the implications of this reactionary focus are as well…

What are the casualties of the Left’s critiques? Is there a redemptive value to fundamentalism? Is there a way beyond this deadlock that addresses the pitfalls of dogma and those of distanced irony? What could a religion for disbelievers look like, and why could this be important? The Change You Want To See Gallery hosts a panel discussion exploring these themes with guests:

Stephen Duncombe (http://www.nyu.edu/classes/duncombe/)
Savitri Durkee (http://www.revbilly.com)
Zack Exley (http://revolutioninjesusland.com)
Simon Critchley (http://en.wikipedia.org/wiki/Simon_Critchley)

*The title for this panel is borrowed from a forthcoming essay by Andrew Boyd and Stephen Duncombe.

In case you live in a cave, the NY Giants won the Superbowl last Sunday. I was not in town to see the pandomonium that night, but instead watched the game from Florida with my almost ninety-year old grandparents. And sure to put me to shame, my grandpa Arkie knew more about the Giants team than I did!

This morning, the Giants returned to NYC amid fanfare celebration for a ticker tape parade up Broadway. While I’m more of a baseball fan than footballer, I jumped at the chance to be a part of history.

Apparently the history of the Ticker Tape parade originated here in New York City back in 1886 as a spontaneous celebration during the dedication of the Statue of Liberty. There have been over a hundred of these parades since, probably the most famous being V-day at the conclusion of World World II, and various World Championships won by local sports teams.

I thought you might appreciate a couple snapshots I grabbed from the corner of Broadway and Coartland Streets. The news reported that over 1 million people choose to brave the crowds and hang out on the corner with me. And yes, that’s Eli Manning in the photo below - Mr MVP chumming it up with the crowd, and his ‘onor Mayor Bloomberg.