Words drive the cause

“I have a dream”, “Think different”, “Liberty, Equality, Fraternity” —just three phrases out of hundreds demonstrating how well-chosen words capture their instigator’s ambitions. These phrases helped helping Martin Luther King, Steve Jobs and the French nation change their respective worlds.

21st century story making

If some words are more effective at bringing design strategy to life, how do we make these words work in a way that’s appropriate for the 21st century? Brands can connect with their audience in an increasing number of ways. We don’t just need to find the words that make the story compelling — we have to also think about how to share this story across multiple communication platforms.

Which is why the hot new blingo word in brand is “transmedia”. The basic premise of transmedia is rather than using different media channels to retell the same story, you use them to communicate different parts of the story. Its success relies on fragmenting a story and making each platform do what it does best which, in turn, makes for a richer, longer lasting story. This means that words and the ability to storyboard and create an engaging narrative becomes even more important to how designers go about their business. It’s no longer enough to think that an image is worth a thousand words. In a transmedia world, what lays behind that image needs to be broken up and re-assembled into different formats through different technologies in a way that heightens interaction.

Starbucks “Cup Magic” launched for iPhone and Android devices in the U.S. this month. The app works by pointing your phone’s camera at the red holiday season coffee cups and 47 additional objects, such as bags of coffee, on display at Starbucks retail locations, bringing to life all five Starbucks holiday characters.

Starbucks has had a pretty successful year in terms of digital and mobile strategy and execution with the launch of a mobile payment app and a QR code program, all which are intended to enhance the in-store brand experience.

Check out the video below to see how the app works:

I like where AR is headed and how brands are finding purpose in its use rather than seeing it as something “cool” and “neat” to add to their digital program. When done correctly, it becomes a part of the digital mix and can extend the brand experience.

On dropping out of college…

Again, you can’t connect the dots looking forward; you can only connect them looking backwards. So you have to trust that the dots will somehow connect in your future. You have to trust in something — your gut, destiny, life, karma, whatever. This approach has never let me down, and it has made all the difference in my life.

On being fired from Apple, which turned out to be the best thing to ever happen to him…

Sometimes life hits you in the head with a brick. Don’t lose faith. I’m convinced that the only thing that kept me going was that I loved what I did. You’ve got to find what you love…Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do. If you haven’t found it yet, keep looking. Don’t settle. As with all matters of the heart, you’ll know when you find it. And, like any great relationship, it just gets better and better as the years roll on. So keep looking until you find it. Don’t settle.

And the overall lesson…

And most important, have the courage to follow your heart and intuition. They somehow already know what you truly want to become. Everything else is secondary.