These comments are from Trend 3 of Seth’s book: Meatball Sundae.

My comments on Trend 1 are here.

My comments on Trend 2 are here.

Trend 3:  Need for an authentic story

Comments: The examples in this chapter are well-known to anyone who spends time on the web. The Walmart fiasco and George Allen are great ways to NOT keep your story straight.

The underlying issue goes back to the lack-of-control in the distribution methods, which I discussed in the trend 1 commentary. But there is another issue, best summed up by a quote from Ben Franklin – “Three can keep a secret if two are dead.”

In other words, people talk. And, if you are trying to cover-up something, or fabricate a message, you’ll be uncovered straightaway. There are millions of people talking and millions of methods of sharing information. There are so many outlets that, for all intents and purposes, it approaches infinity. And, if all of these people start talking about you, well….

Most people will give you some leeway if you are honest and genuine.  They might not agree with everything you say or do, but they will give you the benefit of the doubt. Several people may even stop to consider your ideas and opinions.

However, once you are discovered being a phony, the situation turn into a feeding frenzy – like sharks in bloody water.

Here’s one way to put it – If you are being authentic, any misstep (or difference of opinion) will generate empathy. Your audience will appreciate your efforts and will overlook small discretions. On the other hand, if you are being covertly sly, all your attempts at ‘authenticity’ will come under ridicule and generate great distrust. The tables turn once you are discovered.

This is similar to the concept of the Uncanny Valley in robotics.

(Note: I paraphrased my last statement from the Wikipedia entry…)

On to the next trend…