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POSITIVITY SUCKS
(LET’S NOT BE SO NEGATIVE   ABOUT NEGATIVITY)
THE WAY BRANDS SPEAK         vs THE WAY PEOPLE ACT
RULE 1:TECHNOLOGY CHANGES.PEOPLE DON’T.
PEOPLE HAVE ALWAYSENJOYED SOCIALISING
FLIRTING
NETWORKING
SHOWINGPHOTOS
ENJOYINGMUSICTOGETHER
ANDTHAT’SREALLYALLTHEY DOONLINE
BUT THEY HAVEALSO ALWAYS ENJOYED...
BRAGGING
LYING
MAKINGTHEMSELVESLOOKPOPULAR
GOSSIPING
TRYINGTO GET LAID
COPYINGMUSIC
ANDTHAT’SALSOWHATTHEY DOONLINE
NEGATIVE IMPULSESARE MORE MOTIVATINGLET’S COMPARE...
•ChastitySEVEN     •TemperanceVIRTUES   •Charity          • Diligence          •Patience          •Kindness          •Humi...
•LustSEVEN    •GluttonyDEADLY   •GreedSINS     • Sloth         •Wrath         •Envy         •Pride
CHASTITY
LUST
NEGATIVE IMPULSESLEAD MEN TO...
CHALLENGE CONVENTION
RAISE ARMIES
BUY BMW
WE ALL SUFFER FROMNEGATIVE BIAS
WE ALL EXPERIENCELOSS AVERSION
BAD ISSTRONGERTHAN GOODJONATHAN LEHRER,WIRED
RULE 2:NEGATIVITY ISENGAGING, UNIVERSAL& TIMELESS
EVERYONE IS BANGING ONABOUT STORYTELLING:GOOD STORIESHAVE CONFLICT
THE PLAYS OFSHAKESPEARE
THE BIGGESTBOX OFFICE MOVIES
THEBEST-SELLINGARTISTS
I CAN’T GET NOSATISFACTION
HEARTBREAK HOTELARE YOU LONESOME TONIGHT?SUSPICIONSHE’S NOT YOUSUSPICIOUS MINDS
PRETTY MUCHEVERYTHINGBY ABBA
THE MOST PLAYEDSONG OFTHE 20th CENTURY
THE MOST WATCHED SHOWWORLDWIDE THIS YEAR
PEOPLE DON’TREMEMBERWHERE THEY WEREWHEN CHARLES & DIGOT ENGAGED...
BUT THEYREMEMBERWHERE THEYWERE FOR THIS...
AND WHENMICHAEL JACKSON DIED
MOST NEWS ISACTUALLY‘BAD NEWS’
JOKESUSUALLY AT THEEXPENSE OF OTHERS
GOSSIPALWAYS AT THEEXPENSE OF OTHERS
3 FACTORS IN THE SUCCESS OF VHS:VIOLENCEHORRORSEX
3 FACTORS IN MOSTTECHNOLOGICAL ADVANCE:
GAMBLING
PORN
WAR
WHAT DOESTHIS MEANFOR(ONLINE)MARKETING?
THIS IS HOW MOSTADVERTISINGSEES THE WORLD:
THIS IS REALITY
UPLOAD?NOT LIKELY ;-)
I DON’TNEED ABRANDTOFILTERMYCONTENT
$30,000,000
SOCIAL MEDIA ISAN OPPORTUNITY?
SOCIAL MEDIA ISMORE OF A THREATTHAN AN OPPORTUNITY
16% POST FORREVENGE
CAN NEGATIVITYBE POSITIVE?
OUR EXPERIENCE:
TRADITIONALFEMININEHYGIENE ADS
AN ALTERNATIVEPOINT OF VIEWFOR LACTACYD
YOUR VAGINAIS VULNERABLE!
1,000,000 HITS IN   FIRST WEEK
SALES UP +34%
THERE’SNO POINTTHINKING‘WHAT WOULDGOOGLE DO?’YOU’RE NOTGOOGLE!
IT’S A BIT LIKE:Q. HOW WOULD   GEORGE CLOONEY   SEDUCE A   BEAUTIFUL WOMAN?A. HELLO, I’M   GEORGE CLOONEY.
GOOGLE SAYSDON’T BE EVIL
DON’T BE EVIL
BRANDS SHOULDNOT BE AFRAID TOEXPLORE THENEGATIVE.MAYBE. SOMETIMES.
FIND YOUR VOICENOT SOMEONE ELSE’S              - SETH GODIN
SOME EXAMPLES:
DEAR SEYOAN,WE NOTICED YOURECENTLY BOUGHTAN SLR CAMERA.WHY NOT SELL ITTO COLIN AND BUYTHIS ONE- ITS MUCHBETTER, AND WE’LLG...
A BMW FAN COULD START:       ILOVEMYBMW.COM
BUT THISWOULD BE MORE FUN:       AUDIPROBLEMS.COM
BMW COULD THENSELL IT TO MERC...
ITS NOT SO CRAZY.IT’S ALREADY HAPPENED...
RULE 3:YOUR BRAND DOESN’TNEED TO BE MY FRIEND                - ALAN WOLK
I DON’T BUY FROM FRIENDS                  - SEYOAN VELA
THANKS FOR  WATCHING!COLIN & SEYOAN
Positivity Sucks!
Positivity Sucks!
Positivity Sucks!
Positivity Sucks!
Positivity Sucks!
Positivity Sucks!
Positivity Sucks!
Positivity Sucks!
Positivity Sucks!
Positivity Sucks!
Positivity Sucks!
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Positivity Sucks!

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A talk we gave at the Madrid Online Expo about the Power of Negativity.

Published in: Business
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Positivity Sucks!

  1. 1. POSITIVITY SUCKS
  2. 2. (LET’S NOT BE SO NEGATIVE ABOUT NEGATIVITY)
  3. 3. THE WAY BRANDS SPEAK vs THE WAY PEOPLE ACT
  4. 4. RULE 1:TECHNOLOGY CHANGES.PEOPLE DON’T.
  5. 5. PEOPLE HAVE ALWAYSENJOYED SOCIALISING
  6. 6. FLIRTING
  7. 7. NETWORKING
  8. 8. SHOWINGPHOTOS
  9. 9. ENJOYINGMUSICTOGETHER
  10. 10. ANDTHAT’SREALLYALLTHEY DOONLINE
  11. 11. BUT THEY HAVEALSO ALWAYS ENJOYED...
  12. 12. BRAGGING
  13. 13. LYING
  14. 14. MAKINGTHEMSELVESLOOKPOPULAR
  15. 15. GOSSIPING
  16. 16. TRYINGTO GET LAID
  17. 17. COPYINGMUSIC
  18. 18. ANDTHAT’SALSOWHATTHEY DOONLINE
  19. 19. NEGATIVE IMPULSESARE MORE MOTIVATINGLET’S COMPARE...
  20. 20. •ChastitySEVEN •TemperanceVIRTUES •Charity • Diligence •Patience •Kindness •Humility
  21. 21. •LustSEVEN •GluttonyDEADLY •GreedSINS • Sloth •Wrath •Envy •Pride
  22. 22. CHASTITY
  23. 23. LUST
  24. 24. NEGATIVE IMPULSESLEAD MEN TO...
  25. 25. CHALLENGE CONVENTION
  26. 26. RAISE ARMIES
  27. 27. BUY BMW
  28. 28. WE ALL SUFFER FROMNEGATIVE BIAS
  29. 29. WE ALL EXPERIENCELOSS AVERSION
  30. 30. BAD ISSTRONGERTHAN GOODJONATHAN LEHRER,WIRED
  31. 31. RULE 2:NEGATIVITY ISENGAGING, UNIVERSAL& TIMELESS
  32. 32. EVERYONE IS BANGING ONABOUT STORYTELLING:GOOD STORIESHAVE CONFLICT
  33. 33. THE PLAYS OFSHAKESPEARE
  34. 34. THE BIGGESTBOX OFFICE MOVIES
  35. 35. THEBEST-SELLINGARTISTS
  36. 36. I CAN’T GET NOSATISFACTION
  37. 37. HEARTBREAK HOTELARE YOU LONESOME TONIGHT?SUSPICIONSHE’S NOT YOUSUSPICIOUS MINDS
  38. 38. PRETTY MUCHEVERYTHINGBY ABBA
  39. 39. THE MOST PLAYEDSONG OFTHE 20th CENTURY
  40. 40. THE MOST WATCHED SHOWWORLDWIDE THIS YEAR
  41. 41. PEOPLE DON’TREMEMBERWHERE THEY WEREWHEN CHARLES & DIGOT ENGAGED...
  42. 42. BUT THEYREMEMBERWHERE THEYWERE FOR THIS...
  43. 43. AND WHENMICHAEL JACKSON DIED
  44. 44. MOST NEWS ISACTUALLY‘BAD NEWS’
  45. 45. JOKESUSUALLY AT THEEXPENSE OF OTHERS
  46. 46. GOSSIPALWAYS AT THEEXPENSE OF OTHERS
  47. 47. 3 FACTORS IN THE SUCCESS OF VHS:VIOLENCEHORRORSEX
  48. 48. 3 FACTORS IN MOSTTECHNOLOGICAL ADVANCE:
  49. 49. GAMBLING
  50. 50. PORN
  51. 51. WAR
  52. 52. WHAT DOESTHIS MEANFOR(ONLINE)MARKETING?
  53. 53. THIS IS HOW MOSTADVERTISINGSEES THE WORLD:
  54. 54. THIS IS REALITY
  55. 55. UPLOAD?NOT LIKELY ;-)
  56. 56. I DON’TNEED ABRANDTOFILTERMYCONTENT
  57. 57. $30,000,000
  58. 58. SOCIAL MEDIA ISAN OPPORTUNITY?
  59. 59. SOCIAL MEDIA ISMORE OF A THREATTHAN AN OPPORTUNITY
  60. 60. 16% POST FORREVENGE
  61. 61. CAN NEGATIVITYBE POSITIVE?
  62. 62. OUR EXPERIENCE:
  63. 63. TRADITIONALFEMININEHYGIENE ADS
  64. 64. AN ALTERNATIVEPOINT OF VIEWFOR LACTACYD
  65. 65. YOUR VAGINAIS VULNERABLE!
  66. 66. 1,000,000 HITS IN FIRST WEEK
  67. 67. SALES UP +34%
  68. 68. THERE’SNO POINTTHINKING‘WHAT WOULDGOOGLE DO?’YOU’RE NOTGOOGLE!
  69. 69. IT’S A BIT LIKE:Q. HOW WOULD GEORGE CLOONEY SEDUCE A BEAUTIFUL WOMAN?A. HELLO, I’M GEORGE CLOONEY.
  70. 70. GOOGLE SAYSDON’T BE EVIL
  71. 71. DON’T BE EVIL
  72. 72. BRANDS SHOULDNOT BE AFRAID TOEXPLORE THENEGATIVE.MAYBE. SOMETIMES.
  73. 73. FIND YOUR VOICENOT SOMEONE ELSE’S - SETH GODIN
  74. 74. SOME EXAMPLES:
  75. 75. DEAR SEYOAN,WE NOTICED YOURECENTLY BOUGHTAN SLR CAMERA.WHY NOT SELL ITTO COLIN AND BUYTHIS ONE- ITS MUCHBETTER, AND WE’LLGIVE YOU 20% OFFYOURS,OLYMPUS
  76. 76. A BMW FAN COULD START: ILOVEMYBMW.COM
  77. 77. BUT THISWOULD BE MORE FUN: AUDIPROBLEMS.COM
  78. 78. BMW COULD THENSELL IT TO MERC...
  79. 79. ITS NOT SO CRAZY.IT’S ALREADY HAPPENED...
  80. 80. RULE 3:YOUR BRAND DOESN’TNEED TO BE MY FRIEND - ALAN WOLK
  81. 81. I DON’T BUY FROM FRIENDS - SEYOAN VELA
  82. 82. THANKS FOR WATCHING!COLIN & SEYOAN

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