"The story is like an iceberg: Only 10% is visible" and other quotes

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This document contains a collection of quotes related to storytelling, marketing, games, and the intersection between fiction and reality. It discusses how people connect with stories and brands through shared narratives, and how emerging technologies are blurring the lines between what is real and not real. The quotes also address the importance of play, happiness, and using stories to make people's lives better.

People don't buy products, they buy stories!
(Ty Montague, Co:)

Marketing in the future is like sex. Only the losers will have to pay
for it.
(Jon Bond, KBS+P)

The shortest distance between two people is a story.
(Terrence Gargiulo, Makingstories)

Millennials are non-linear thinkers
(Lynn Silipigni Connaway, OCLC)

Reality compared to games is broken!
(Jane McGonigal)

The opposite of play isn't work: it's depression
(Brian Sutton Smith)

Happiness is not a noun, it is a conjunction
(Eric Weiner)

Like games, stories are rehearsals for life
(Frank Rose)

ARG's blur the line between reality and fiction
(Lisa Baertlein, Reuter)

The story is like an iceberg: Only 10% is visible.
(Carlton Cuse, Lost)

Idea = Emotion x Funcion
(Rei Inamoto AKQA)

We want to tell stories that make people's lives better.

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Approaches, Issues, Applications edited by Steffen P. Walz and Sebastian Deterding © 2014 Massachusetts Institute of Technology All rights reserved. No part of this book may be reproduced in any form by any electronic or mechanical means (including photocopying, recording, or information storage and retrieval) without permission in writing from the publisher. MIT Press books may be purchased at special quantity discounts for business or sales promotional use. For information, please email [email protected] This book was set in Gentium Book Basic 10/14pt by Toppan Best-set Premedia Limited, Hong Kong. Printed and bound in the United States of America. Library of Congress Cataloging-in-Publication Data The gameful world: approaches, issues, applications/ edited by Steffen P. Walz & Sebastian Deterding. pages cm Includes bibliographical references and index. ISBN 978-0-262-02800-4 (hardcover: alk. paper) 1. Games-Social aspects. 2. Play- Social aspects. 3. Creative ability- Social aspects. 4. Social psychology. I. Walz, Steffen P ., 1973- editor of compilation. II. Deterding, Sebastian, 1978- editor of compilation. GV1201.38.G36 2014 306.4'87- dc23 2014013731 10 9 8 7 6 5 4 3 2 1 POSITION STATEMENT LOSING IS FUN McKenzie Wark If "Never work!" was the apex of critical strategy in the twentieth century, perhaps "Never play!" could be the same point of extreme negation for the twenty- first. It is of course almost impossible to never work, but it at least defines an ambition: to abolish wage labor and the commodity form. It was and remains a surprisingly popular ambition. The cycle of struggles in the overdeveloped world in the late twentieth century took it as their lodestar, whether unwittingly or not. The whole counterstrategy of making work seem like something else, like play even, stems from the boredom that both wage labor and the commodity form generated. This boredom is spreading even to what was once called the underdeveloped world. By their tens of millions, peasants left the land, in China and else- where, and in some cases ended up in the factories that make the world's commodities. But it's getting harder to keep them there. The riots and suicides at Foxconn are just the tip of the iceberg. Nobody much likes to do this sort of work if there's any option. In the overdeveloped world, work is only one of the ways of creating a value chain and extracting a profit. The more advanced form of spectacular economy extracts value from play. This is why the critical slogan of the times might need to be "Never play!" Where play was some kind of alternative for so many late-twentieth-century avant-gardes, from the Situationists to the Fluxus movement to the New Games movement, the overdeveloped world in the twenty-first century is all about recuperating those energies, those desires, those appetites, for the commodity form. There are several versions of the recupe.

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