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Hooks and Red Herrings - InOrbit 2016

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Why do some pieces of content garner coverage whilst others languish unseen and unloved? More often than not it comes down to the hook.

But what the hell is a hook? Hannah explains the difference between hooks and red herrings and provides tips and insights on how to improve your own creative processes.

Published in: Marketing

Hooks and Red Herrings - InOrbit 2016

  1. 1. @hannah_bo_banna hooks & red herrings @hannah_bo_banna
  2. 2. @hannah_bo_banna right now I’m taking a sabbatical
  3. 3. @hannah_bo_banna but I used to work for a company called distilled
  4. 4. @hannah_bo_banna my job was to make things that journalists wanted to write about & people wanted to share
  5. 5. @hannah_bo_banna during 2014 & 2015 we launched more than 50 creative pieces* *which left me needing this sabbatical
  6. 6. @hannah_bo_banna sometimes we nailed it
  7. 7. @hannah_bo_banna 3.8m visits | 475 LRDs | 410,000 ‘likes’
  8. 8. @hannah_bo_banna
  9. 9. @hannah_bo_banna other times, not so much
  10. 10. @hannah_bo_banna 31 ‘likes’
  11. 11. @hannah_bo_banna it’s incredibly difficult
  12. 12. @hannah_bo_banna so why do it?
  13. 13. @hannah_bo_banna to gain links & coverage, and social shares
  14. 14. @hannah_bo_banna why?
  15. 15. @hannah_bo_banna links from highly authoritative sites, increase the authority of our clients’ sites
  16. 16. @hannah_bo_banna over time this translates into stronger organic rankings
  17. 17. @hannah_bo_banna stronger organic rankings = more money (for the vast majority of websites)
  18. 18. @hannah_bo_banna but it’s not just about organic rankings
  19. 19. @hannah_bo_banna coverage on high authority sites builds trust & credibility, and, over time, increases brand recognition
  20. 20. @hannah_bo_banna social sharing of the content we create offers similar benefits
  21. 21. @hannah_bo_banna plus you can use this content to build audiences which you can then remarket
  22. 22. @hannah_bo_banna but it offers even more than that...
  23. 23. @hannah_bo_banna ultimately, I do what I do to help build meaningful brands
  24. 24. @hannah_bo_banna we have a tendency to use ‘company’ & ‘brand’ interchangeably
  25. 25. @hannah_bo_banna but they aren’t the same thing at all
  26. 26. @hannah_bo_banna what does ‘brand’ actually mean?
  27. 27. @hannah_bo_banna brand to impress firmly; fix ineradicably; place indelibly
  28. 28. @hannah_bo_banna therefore...
  29. 29. @hannah_bo_banna a brand is not a brand unless it leaves a lasting impression
  30. 30. @hannah_bo_banna & it needs to be a favourable impression
  31. 31. @hannah_bo_banna I believe that companies need to build brands that mean something to people
  32. 32. @hannah_bo_banna content is a great space to play from that perspective
  33. 33. @hannah_bo_banna if you create content people love, then by extension, you’re creating a brand people love
  34. 34. @hannah_bo_banna I am unapologetically passionate about this
  35. 35. @hannah_bo_banna I want to do f*cking great work good isn’t good enough, & ok is never ok
  36. 36. @hannah_bo_banna but unhappily, my work isn’t always f*cking great This piece is a commentary on our society’s obsession with ‘likes’. I like to think that I’m not personally obsessed*, but when it comes to my work this is the validation I crave.. *Actually maybe I am a little obsessed. If you want to share this deck that would be great, oh and follow me on twitter. Oh god. I am that child.
  37. 37. @hannah_bo_banna it appears that I’m not alone, I get a lot of emails like this:
  38. 38. @hannah_bo_banna Hey Hannah! We made this thinger, and we all think it’s great! We’ve gone to 200 journalists, but no one’s picked it up, and we’ve seen no social shares either. Any idea where we’re going wrong?
  39. 39. @hannah_bo_banna this next slide is mean (I’m sorry)
  40. 40. @hannah_bo_banna when people tell me their piece isn’t working, & I take a look, I typically feel one (or more) of these things ugh, this is shallow there’s nothing new or different here I’m confused, I just don’t get it this isn’t something I’ve ever wondered this is so ugly I think my eyes might bleed ugh, this is patronising there’s nothing I can identify with here cool, but so what? if I shared this it would say nothing good about me I don’t think this shows what you’re claiming it shows this isn’t something I care about you promised me something & haven’t delivered
  41. 41. @hannah_bo_banna for what it’s worth, other people definitely feel the same about some of my pieces
  42. 42. @hannah_bo_banna but if we want to get better at this (and I do - desperately)
  43. 43. @hannah_bo_banna then we really need to look at this stuff
  44. 44. @hannah_bo_banna who in here has failed like me?
  45. 45. @hannah_bo_banna who else wants to get better?
  46. 46. @hannah_bo_banna I heart you
  47. 47. @hannah_bo_banna
  48. 48. @hannah_bo_banna ok, so let’s start with the basics
  49. 49. @hannah_bo_banna it can be useful to think about creative pieces in terms of 3 core components: the content, the execution and the hook
  50. 50. @hannah_bo_banna content
  51. 51. @hannah_bo_banna here the content is data from the book ‘Daily Rituals’
  52. 52. @hannah_bo_banna in this instance the content is the photos & stories
  53. 53. @hannah_bo_banna execution
  54. 54. @hannah_bo_banna the execution is how we display the content
  55. 55. @hannah_bo_banna this is a 24 hour timeline, with colour coded activities & interactive filters which allow you to compare & contrast the routines of creative people
  56. 56. @hannah_bo_banna here we’ve created a photo gallery, when you scroll the photos change from day to night & the stories appear
  57. 57. @hannah_bo_banna hook
  58. 58. @hannah_bo_banna hook something which captivates
  59. 59. @hannah_bo_banna hooks are tricksy
  60. 60. @hannah_bo_banna the hook is invisible which when you think about it, is sort of the point
  61. 61. @hannah_bo_banna if the fish could see the hook, it would be unlikely to bite
  62. 62. @hannah_bo_banna as such, often the hook isn’t the piece itself, it’s what lies beneath
  63. 63. @hannah_bo_banna this is hard to explain in the abstract...
  64. 64. @hannah_bo_banna
  65. 65. @hannah_bo_banna explicit = what the piece is
  66. 66. @hannah_bo_banna implicit = why the piece resonates with us
  67. 67. @hannah_bo_banna explicit: how creative people structure their days...
  68. 68. @hannah_bo_banna implicit: great minds don’t think alike, work your own way...
  69. 69. @hannah_bo_banna explicit: how people live around the world...
  70. 70. @hannah_bo_banna implicit: how their environment impacts them...
  71. 71. @hannah_bo_banna the hook is what evokes the emotional response
  72. 72. @hannah_bo_banna the three components (content, execution and hook) are not discrete units, they work together
  73. 73. @hannah_bo_banna in an ideal world all 3 components should be strong
  74. 74. @hannah_bo_banna but interestingly, a strong hook can make for a successful piece, even if other components are weak
  75. 75. @hannah_bo_banna (this is not one of our pieces)
  76. 76. @hannah_bo_banna
  77. 77. @hannah_bo_banna this gained coverage on 500 sites
  78. 78. @hannah_bo_banna why?
  79. 79. @hannah_bo_banna
  80. 80. @hannah_bo_banna ‘beer’ isn’t *quite* the reason here’s what I think is going on...
  81. 81. @hannah_bo_banna explicit: the beers people drink around the world...
  82. 82. @hannah_bo_banna implicit: how this maps to our personal preferences & world view...
  83. 83. @hannah_bo_banna as such I suspect the hook is the most important component
  84. 84. @hannah_bo_banna our most successful work evoked strong emotional responses
  85. 85. @hannah_bo_banna the work which failed did not
  86. 86. @hannah_bo_banna remember this?
  87. 87. @hannah_bo_banna when people tell me their piece isn’t working, & I take a look, I typically feel one (or more) of these things ugh, this is shallow there’s nothing new or different here I’m confused, I just don’t get it this isn’t something I’ve ever wondered this is so ugly I think my eyes might bleed ugh, this is patronising there’s nothing I can identify with here cool, but so what? if I shared this it would say nothing good about me I don’t think this shows what you’re claiming it shows this isn’t something I care about you promised me something & haven’t delivered
  88. 88. @hannah_bo_banna these issues are tough to deconstruct because we don’t see creative pieces as component parts, we see the whole
  89. 89. @hannah_bo_banna however, I think that each can be tied back to problems with the content, the execution, the hook, or a combination of the three
  90. 90. @hannah_bo_banna issues with content (?) ugh, this is shallow there’s nothing new or different here I’m confused, I just don’t get it this isn’t something I’ve ever wondered this is so ugly I think my eyes might bleed ugh, this is patronising there’s nothing I can identify with here cool, but so what? if I shared this it would say nothing good about me I don’t think this shows what you’re claiming it shows this isn’t something I care about you promised me something & haven’t delivered
  91. 91. @hannah_bo_banna issues with execution (?) I’m confused, I just don’t get it this is so ugly I think my eyes might bleed I don’t think this shows what you’re claiming it shows you promised me something & haven’t delivered cool, but so what? there’s nothing I can identify with here ugh, this is patronising this isn’t something I’ve ever wondered this isn’t something I care about there’s nothing new or different here ugh, this is shallow if I shared this it would say nothing good about me
  92. 92. @hannah_bo_banna issues with the hook (?) ugh, this is shallow there’s nothing new or different here I’m confused, I just don’t get it this isn’t something I’ve ever wondered this is so ugly I think my eyes might bleed ugh, this is patronising there’s nothing I can identify with here cool, but so what? if I shared this it would say nothing good about me I don’t think this shows what you’re claiming it shows this isn’t something I care about you promised me something & haven’t delivered
  93. 93. @hannah_bo_banna you’ll notice I keep coming back to issues with the hook
  94. 94. @hannah_bo_banna the hook is why a piece resonates,
  95. 95. @hannah_bo_banna if you create something which doesn’t resonate, people won’t feel anything
  96. 96. @hannah_bo_banna when we don’t feel anything, we don’t share, comment, or do anything, we simply move on
  97. 97. @hannah_bo_banna as such, I believe that finding a compelling hook is paramount
  98. 98. @hannah_bo_banna duh that’s obvious
  99. 99. @hannah_bo_banna yes it is
  100. 100. @hannah_bo_banna no one sets out to create content without a compelling hook
  101. 101. @hannah_bo_banna so, why do we fail so often?
  102. 102. @hannah_bo_banna where are we going wrong?
  103. 103. @hannah_bo_banna I don’t claim to have all the answers, but I have identified what I think are 3 of our biggest problems...
  104. 104. @hannah_bo_banna problem one: we rarely take the time to truly understand our audience’s motivations
  105. 105. @hannah_bo_banna I’d like to tell you a story...
  106. 106. @hannah_bo_banna my friend @mattbeswick started out making apps on facebook
  107. 107. @hannah_bo_banna ‘snowball throw’ was the most popular app he made (c. 2008)
  108. 108. @hannah_bo_banna the app let you throw a virtual snowball at a friend on facebook
  109. 109. @hannah_bo_banna within a week of launch over 800,000 people had thrown snowballs
  110. 110. @hannah_bo_banna I asked Matt why he thought the app was so popular
  111. 111. “I really have no idea”
  112. 112. “ummm, people like doing dumb sh*t on the internet?”
  113. 113. @hannah_bo_banna throwing virtual snowballs does sound pretty dumb
  114. 114. @hannah_bo_banna but if that’s the case why did 800,000 people throw them?
  115. 115. @hannah_bo_banna *why* do people do (what essentially looks like) dumb sh*t on the internet?
  116. 116. @hannah_bo_banna what does throwing a virtual snowball really mean?
  117. 117. @hannah_bo_banna it’s wickedly ambiguous...
  118. 118. @hannah_bo_banna it could mean... hi
  119. 119. @hannah_bo_banna it could mean... I’m thinking about you
  120. 120. @hannah_bo_banna it could mean... I’m thinking about sleeping with you
  121. 121. @hannah_bo_banna throwing a virtual snowball at your Dad means something different to throwing a virtual snowball at that guy you met in a bar
  122. 122. @hannah_bo_banna but no one can call you on it without sounding like a crazy person
  123. 123. @hannah_bo_banna how does the way we use facebook feed into this?
  124. 124. @hannah_bo_banna in some contexts we favour transparency, in others we favour ambiguity
  125. 125. @hannah_bo_banna most of the things we do on facebook are public
  126. 126. @hannah_bo_banna but you don’t always want your intentions to be that transparent
  127. 127. @hannah_bo_banna which makes these virtual snowballs a pretty useful way to communicate
  128. 128. @hannah_bo_banna it’s likely that people were throwing virtual snowballs to: flirt or reconnect (without actually reconnecting) or just say hi (the list here could go on and on)
  129. 129. @hannah_bo_banna plus, as throwing a virtual snowball back is low-effort, the potential for virality is high
  130. 130. @hannah_bo_banna now all this might sound like ‘people doing dumb sh*t on the internet’
  131. 131. @hannah_bo_banna but I think we’re getting closer to the truth
  132. 132. @hannah_bo_banna this is important
  133. 133. @hannah_bo_banna “people like doing dumb sh*t on the internet” shows an alarmingly shallow & dismissive understanding of people’s motivations
  134. 134. @hannah_bo_banna “people like doing dumb sh*t on the internet” is a red herring
  135. 135. @hannah_bo_banna red herring something which is misleading or distracting
  136. 136. @hannah_bo_banna red herrings sound vaguely plausible, but don’t bear scrutiny (we’ll see a few more red herrings before this presentation is over)
  137. 137. @hannah_bo_banna why is this problematic from the perspective of finding the hook?
  138. 138. @hannah_bo_banna if you fail to understand why people do what they do you’re likely to fail to elicit the emotional response you desire from them
  139. 139. @hannah_bo_banna no emotional response = no action
  140. 140. @hannah_bo_banna ok, let’s move on to problem two
  141. 141. @hannah_bo_banna@hannah_bo_banna problem two: we don’t take the time to properly deconstruct success
  142. 142. @hannah_bo_banna we need to be able to accurately deconstruct success in order to have the best chance of replicating it
  143. 143. @hannah_bo_banna or, even better, to build upon it
  144. 144. 450 LRDs | 280,000 ‘likes’
  145. 145. @hannah_bo_banna why was this piece a success?
  146. 146. @hannah_bo_banna I hear a lot of nonsense like this:
  147. 147. @hannah_bo_banna “games get links, people love games, people love challenging their friends, social proof, blah-blah virality... something”
  148. 148. @hannah_bo_banna a game is a format, nothing more, nothing less
  149. 149. @hannah_bo_banna that’s a red herring
  150. 150. @hannah_bo_banna I also hear this:
  151. 151. @hannah_bo_banna people love music - they’ll always share this stuff!
  152. 152. @hannah_bo_banna music is a topic, nothing more, nothing less
  153. 153. @hannah_bo_banna if the game succeeded purely because it was (kind of) about music, then every piece we’ve ever created about music ought to succeed
  154. 154. @hannah_bo_banna they don’t
  155. 155. 17 LRDs | 73 ‘likes’
  156. 156. @hannah_bo_banna this is a red herring
  157. 157. @hannah_bo_banna so what happened?
  158. 158. @hannah_bo_banna when we launched the game, we couldn’t get a single journalist to cover it
  159. 159. @hannah_bo_banna aaaarrrggghhhh
  160. 160. @hannah_bo_banna we submitted it to reddit (no one gave a sh*t)
  161. 161. @hannah_bo_banna we did some facebook feed ads (this had some effect, but it isn’t the full story)
  162. 162. @hannah_bo_banna then it went hot on reddit (not our submission, someone else’s)
  163. 163. @hannah_bo_banna eventually the social shares began to build & links and coverage started to come in
  164. 164. @hannah_bo_banna but
  165. 165. @hannah_bo_banna most of the links & coverage were coming from community sites & blogs
  166. 166. @hannah_bo_banna & we suspect that most of the editorial coverage (there was a little) came about as a result of the chatter on social & community sites
  167. 167. @hannah_bo_banna why did the piece work?
  168. 168. @hannah_bo_banna the game allowed people to discover something about themselves in a reasonably legitimate way this is the hook!
  169. 169. @hannah_bo_banna people loved playing & sharing the game, & we gained traction
  170. 170. @hannah_bo_banna in this case, it seems that when enough people share & talk about a game, some links & coverage follow
  171. 171. @hannah_bo_banna but don’t journalists cover stuff that ‘goes viral’?
  172. 172. @hannah_bo_banna once the game gained traction, why didn’t journalists cover it?
  173. 173. @hannah_bo_banna we had a theory...
  174. 174. @hannah_bo_banna we took what we had learned & tried to build upon it
  175. 175. @hannah_bo_banna 475 LRDs | 410,000 ‘likes’
  176. 176. @hannah_bo_banna wait… the LRD raw numbers are pretty much the same
  177. 177. 450 LRDs | 280,000 ‘likes’
  178. 178. @hannah_bo_banna 475 LRDs | 410,000 ‘likes’
  179. 179. @hannah_bo_banna what’s the difference?
  180. 180. @hannah_bo_banna this time journalists covered the piece
  181. 181. @hannah_bo_banna
  182. 182. @hannah_bo_banna why?
  183. 183. @hannah_bo_banna because people care more about emergency stopping distances than music?
  184. 184. @hannah_bo_banna kidding
  185. 185. @hannah_bo_banna that’s another red herring
  186. 186. @hannah_bo_banna the two games are very similar
  187. 187. @hannah_bo_banna they are both gloriously simple & easy to play
  188. 188. @hannah_bo_banna & yet, deceptively difficult
  189. 189. @hannah_bo_banna both games allow people to discover something about themselves in a reasonably legitimate way this is the hook!
  190. 190. @hannah_bo_banna but this time we gave the journalists something more to write about than ‘check out this cool thinger!’
  191. 191. @hannah_bo_banna
  192. 192. @hannah_bo_banna
  193. 193. @hannah_bo_banna remember I said that failure to deconstruct success is problematic?
  194. 194. @hannah_bo_banna if we hadn’t taken the time to deconstruct what worked & what didn’t we wouldn’t have seen this sort of success
  195. 195. @hannah_bo_banna ok, let’s move on to problem three
  196. 196. @hannah_bo_banna problem three: we fall in love with our own ideas
  197. 197. @hannah_bo_banna it’s incredibly difficult to be objective about anything
  198. 198. @hannah_bo_banna human beings have a tendency to search for, & interpret information in a way that confirms our preconceptions
  199. 199. @hannah_bo_banna this is called confirmation bias
  200. 200. @hannah_bo_banna we don’t know that we do it
  201. 201. @hannah_bo_banna which makes it all the more dangerous
  202. 202. @hannah_bo_banna in many scientific studies people have been observed to actively seek out and assign more weight to evidence that confirms what they already believe to be true
  203. 203. @hannah_bo_banna AND
  204. 204. @hannah_bo_banna ignore or underweigh evidence that could disconfirm what they believe to be true
  205. 205. @hannah_bo_banna I HAVE DONE THIS
  206. 206. @hannah_bo_banna I come up with what I think is an amazing idea
  207. 207. @hannah_bo_banna I do a bunch of research to see if it really is an amazing idea
  208. 208. @hannah_bo_banna as if by magic, all my research tells me that YES - THIS IS AN AMAZING IDEA!
  209. 209. @hannah_bo_banna so we build the thinger, we launch the thinger
  210. 210. @hannah_bo_banna AND NO ONE GIVES A FLYING F*CK
  211. 211. @hannah_bo_banna & I’m left to wonder how could this happen?
  212. 212. @hannah_bo_banna I did everything right!
  213. 213. @hannah_bo_banna but the truth is, I didn’t
  214. 214. @hannah_bo_banna confirmation bias coloured everything I did
  215. 215. @hannah_bo_banna I misled myself
  216. 216. @hannah_bo_banna oh god, am I a red herring?
  217. 217. @hannah_bo_banna are we all?
  218. 218. @hannah_bo_banna fortunately there is stuff we can do about all of these things
  219. 219. @hannah_bo_banna one take the time to try to understand your audience’s motivations
  220. 220. @hannah_bo_banna don’t accept shallow explanations of what motivates your audience
  221. 221. @hannah_bo_banna if the explanation you’re given sounds overly simplistic, it might not be the whole story
  222. 222. @hannah_bo_banna question everything
  223. 223. @hannah_bo_banna big companies use market research agencies to gain insights about their audiences
  224. 224. @hannah_bo_banna they run focus groups, have user groups, do huge studies...
  225. 225. @hannah_bo_banna if you have access to that stuff, then use it
  226. 226. @hannah_bo_banna but most of the companies I’ve worked with don’t
  227. 227. @hannah_bo_banna but there are things you can do
  228. 228. @hannah_bo_banna google it! “love [your company]” “hate [your company]” “love [your competitor]” “hate [your competitor]” “love [category]” “hate [category]”
  229. 229. @hannah_bo_banna talk to your customers (or people who look like your target audience)
  230. 230. @hannah_bo_banna stalk your customers
  231. 231. @hannah_bo_banna
  232. 232. @hannah_bo_banna@hannah_bo_banna two take the time to properly deconstruct success
  233. 233. @hannah_bo_banna run retrospectives, sit down and try to figure out what worked & why
  234. 234. @hannah_bo_banna read your coverage!
  235. 235. @hannah_bo_banna read the comments!
  236. 236. @hannah_bo_banna read what people said on social media!
  237. 237. @hannah_bo_banna you should definitely do this for your own content, & you can also do this with competitor content
  238. 238. @hannah_bo_banna don’t be lazy
  239. 239. @hannah_bo_banna those tools we’re all so fond of can tell us *what* was successful, but not *why*
  240. 240. @hannah_bo_banna knowing why is infinitely more useful
  241. 241. @hannah_bo_banna also...
  242. 242. @hannah_bo_banna go make friends in the bar - over beers you’ll often hear the real story behind the success
  243. 243. @hannah_bo_banna speaking of which, you should also try to deconstruct your failures & the failures of others
  244. 244. @hannah_bo_banna@hannah_bo_banna three what the hell do we do about falling in love with our own ideas?
  245. 245. @hannah_bo_banna we know we have a tendency to search for, & interpret information in a way that confirms our preconceptions this is confirmation bias
  246. 246. @hannah_bo_banna which could be dangerous when we’re trying to figure out whether or not we’ve come up with a good idea
  247. 247. @hannah_bo_banna the bad news...
  248. 248. @hannah_bo_banna knowing that confirmation bias exists doesn’t cure it (which is a shame because that would be a nice easy fix, huh?)
  249. 249. @hannah_bo_banna *but* I suspect that being aware of it, does help
  250. 250. @hannah_bo_banna looking for evidence that something is a ‘bad idea’, rather than a ‘good idea’ might actually take you further off-track (these things are rarely binary)
  251. 251. @hannah_bo_banna doing more research won’t necessarily lead you to the right answer (data is not the same as insight, most of the time you need more insight, not more data) this does not mean ‘screw the research’
  252. 252. @hannah_bo_banna here’s what can help
  253. 253. @hannah_bo_banna step away (I believe the chances of you suffering from confirmation bias are heightened when you’re too close to the idea)
  254. 254. @hannah_bo_banna seek to build a diverse team who trust each other, respect each other, and push each other
  255. 255. @hannah_bo_banna if that’s not possible build a diverse support network (go & make friends in the bar tonight)
  256. 256. @hannah_bo_banna stay open & don’t make it personal (this is really hard)
  257. 257. @hannah_bo_banna pay attention to the unexpected
  258. 258. @hannah_bo_banna & avoid jumping to conclusions
  259. 259. @hannah_bo_banna
  260. 260. @hannah_bo_banna ‘beer’ is rarely the answer
  261. 261. @hannah_bo_banna whisky might be...
  262. 262. @hannah_bo_banna above all else, don’t be too quick to either embrace, or write off ideas: it’s likely that they’re neither 100% ‘good’, nor 100% ‘bad’
  263. 263. @hannah_bo_banna refine, refine, refine
  264. 264. @hannah_bo_banna one final thought
  265. 265. @hannah_bo_banna when you start working on that next ‘thinger’
  266. 266. @hannah_bo_banna focus on making people feel something
  267. 267. @hannah_bo_banna but ideally NOT these things ugh, this is shallow there’s nothing new or different here I’m confused, I just don’t get it this isn’t something I’ve ever wondered this is so ugly I think my eyes might bleed ugh, this is patronising there’s nothing I can identify with here cool, but so what? if I shared this it would say nothing good about me I don’t think this shows what you’re claiming it shows this isn’t something I care about you promised me something & haven’t delivered
  268. 268. @hannah_bo_banna revisit this throughout the process
  269. 269. @hannah_bo_banna does this content make people feel any of these things? ugh, this is shallow there’s nothing new or different here I’m confused, I just don’t get it this isn’t something I’ve ever wondered this is so ugly I think my eyes might bleed ugh, this is patronising there’s nothing I can identify with here cool, but so what? if I shared this it would say nothing good about me I don’t think this shows what you’re claiming it shows this isn’t something I care about you promised me something & haven’t delivered
  270. 270. @hannah_bo_banna if the answer is yes, try to find a way to fix it
  271. 271. @hannah_bo_banna you may not be able to solve all the issues
  272. 272. @hannah_bo_banna but do the best that you can
  273. 273. @hannah_bo_banna launch things!
  274. 274. @hannah_bo_banna learn things!
  275. 275. @hannah_bo_banna & seek to continually evolve & improve
  276. 276. @hannah_bo_banna
  277. 277. @hannah_bo_banna good luck out there x
  278. 278. @hannah_bo_banna Hannah Smith Content Strategist & Drunken Ne’er-Do-Well
  279. 279. credits Big love to Mark Johnstone who helped me put this together. images: nobody likes me - http://www.iheartthestreetart.com/street-2/ I’m out of bed & dressed - http://banksy.co.uk/ phone lovers - http://banksy.co.uk/ no ball games - http://banksy.co.uk/ don draper - http://www.thewrap.com/7-questions-with-mad-men-star-jon-hamm-emmy-contender-quickie/ no finish line - http://www.quotesvalley.com/images/50/there-is-no-finish-line-5.jpg danbo - https://www.flickr.com/photos/nomadic_lass/6889892777/in/set-72157629144987013 unicorn - http://queenofheartsonthesleeve.tumblr.com/post/58736423727/ok-not-much-but-here-it-is-3

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