Trinkets, trash and adult colouring books
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Time management is dead. Project management is dead. The MBA is dead. Conventional marketing is dead. Traditional advertising is dead. Print is dead. ebooks are dead. Commercial radio is dead. Satellite radio is dead. Network television is dead. Social media is dead. Journalism is dead.
One of the more recent posts on this site had me thinking (inadvertently) about the liberal use of “death” in the context of business blog, article and book headlines and titles. (Which is a pleasant change as my thoughts are, for the most part, exclusively focused on death alone.) The death of all of the aforementioned topics have been written about. The list of “Is dead” and “Death of” articles and books goes on and on.
So, why all the dramatic (and often wildly overstated) predictions? Well, part of the reason rests with human nature. We like simplicity. We like a straightforward narrative. But more importantly, we like change.
In fact, according Russell Poldrack, a neuroscientist and researcher at the University of Texas, the brain is “built to ignore the old and focus on the new.” The brain is wired to appreciate novelty, which, as he surmises, is important from an evolutionary standpoint, as we don’t spend all our time noticing the things in our surroundings that don’t change.
Hey, that chair is in the same place! Hey, the rug is still on the floor! Hey, nobody is still buying that whole ‘sex addiction’ thing! (Sorry – that last one was a little too Tiger-Woods-centric).
Mr. Poldrack goes on to state that novelty causes the dopamine system to be activated, which is a “gimme more” neurotransmitter (also known as the “bank fee administrator” transmitter). So, our brains literally crave change. Or in the case of “trend-watching,” impending change. Which would explain why, given the opportunity to choose between Reflections On The Evolution Of Consumer Listening Patterns versus RADIO IS DEAD, people would be inclined to read the latter.
What does it all mean?
In short, when it comes to creating a headline for an article or a title for a business book, it’s important to convey the idea that you’re about to talk about is a huuuuuuge change. Even if it means stretching the truth a bit. Or a lot. It’s all about being more “changeyoriffic,” as Mr. Poldrack put it.
Okay. Poldrack never used that word. I kind of made that word up. It sounded more novel and exciting.
Randy Stein
March 5, 2010 @ 9:46 am
commenting on blogs is dead.
Ian Mackenzie
March 5, 2010 @ 3:57 pm
Also the death of witty Jim Monteath smackdowns, apparently.
ameet
March 5, 2010 @ 10:53 pm
I think a few pints are in tall order for the famous Monteath to arrive back on the scene.
Jim Monteath
March 5, 2010 @ 11:58 pm
I agree with David that sensationalistic, binary, melodramatic, win-lose “it’s the death of” statements are pathetic.
Although Disco really is dead. Seriously.
I find the possible role of dopamine uptake and the reticular activating system in processing observed change a fascinating explanation for why people pay attention to this (intellectually, without pharmacological experiment). However, I wonder if there might be a more atavistic system at play here: people like a fight.
When someone publishes an extreme viewpoint like “x is the death of y”, people pay attention. The author’s viewpoint may reinforce beliefs or fly in the face of them. This practice is called trolling, link-baiting or just plain being an asshole: writing something provocative solely to get attention, web-page hits, advertising impressions or publicity.
I find it tedious. Much like Disco.
Hmmm… did I just declare the death of “the death of”? What about all that Disco hatred? Isn’t this entire comment merely cynically provocative? What does “overuse of the rhetorical question and scare quotes” mean anyway?
PS: It’s difficult enough to post something challenging on your employer’s public blog–while desperately avoiding career-limiting or embarrassing faux pas–without having your colleagues set high expectations beforehand. I’m honestly flattered that you guys get something out of what I write, but I’m operating well outside my brief here. There will be disappointment. And tears.
David Chiavegato
March 6, 2010 @ 7:06 am
Jim, I find your “people like a fight” statement to not only be ill-conceived but borderline offensive. Do you actually believe that people will take extreme positions and use inflamatory language just to get attention? What kind of sick, perverted twisted, immoral, unethical thought process would lead you to this type of conclusion?
Jim Monteath
March 6, 2010 @ 10:57 am
Bite me.
Ask The Agency: Grip Ltd. – Breaking In - Marketing Man
June 22, 2010 @ 7:01 pm
[...] Nothing’s “dead.” It’s simply that we love the shiny and new. But at the end of the day, nothing fits more neatly into the file of people I want to be able to find following a successful pitch quite like and 8.5 x 11 page that provides speedy context and contact info. [...]