A Literacy of the Imagination

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Some Truth About 'Big Data', Agnostic Storytelling & Journalism

A couple weeks back I gave a talk at the USC Annenberg Innovation Lab on how to use data and the stories behind the data to build intelligence and sustain markets.

It's an hour-long, so I thought I'd summarize some key points for you:

 - Immediacy and importance with information leave us, as readers and media participants, grappling over the choice of information we want to consume or with which we want to interact;

- Data isn't 'big' so much as it is curatorial and relevant given a particular context or set of contexts;

storytelling in 21c.png

- Normative methods for measurement (clicks, views, page rank etc.) don't represent true or scalable value, and actually commodify the media market, to include 'content' and the creators of it; 

- Discovery and serendipity (not filtering) are vital for critical thought processes;

- Stories are in actuality the predicates for markets and their growth; the question becomes how we look beyond the need to push content out into media environments and instead look at how storytelling is used to leverage cultural and business behaviors;

- We need to relearn how to think, and ask better questions, knowing that the 'answers' may not come to us right away or ever;

- Central or 'meta' narratives have been constructed over time to influence our perspectives of the world that often run in conflict with what we know to be true in our hearts; the choices we make (our freewill) can shift these perspectives and create new realities through personal and collective stories;

Whole Self & Narrative.png

- Cognitive bias can be reframed to look at 'truth' and 'circumstance' as inferential; the idea is that information streams have phases or stages that provide pivots through which we can understand operating context -- the thing that enables us to understand information and make better decisions;

- The future of the media business as a whole hinges on three things: 1. emergence (allowing stories and ideas to flourish without media or advertising bias), 2. socialization (syndicating information streams as part of the storytelling process), 3. learning (adapting to what we discover, when we discover it). 

Be vigilant in your pursuit of context. Think and act critically. Always consider your fellow (wo)man. Be kind, be generous, be unreasonable in protecting your civil rights, and those of others. Make great, inspiring media. Most of all, always be informed, and if you’re not afforded the opportunity, then trust your intuition... All fundamental truth resides in your heart. And with that, the stories you tell, the information you share, can only be, and will only be, magnificent.


Part I of FIVE EASY PIECES: On Curation, Content as Experience and Federated Systems #ThinkState

By Gunther Sonnenfeld, with key contributions from Brendan Howley, Ishan Shapiro and Gavin Keech

The following is the first of five posts on the evolution of the “Human Web”.

“An idea not coupled with action will never get any bigger than the brain cell it occupied.” ~Arnold Glasow

“If journalists can’t get people to interact with story, we’re going to be left behind.” ~Tim Berners-Lee


This is a moment of some import in the evolution of Tim Berners-Lee’s brainchild: the web’s ubiquity itself is in play—will the open web devolve into an archipelago of walled-garden content? What’s the future of search and collaboration around search as a life function? Will collaboration become search in this sense and vice-versa? Will scarcity and value co-creation find a new balance in the emerging collaborative marketplace?

Fifty years ago, UC Berkeley History of Science professor, Thomas Kuhn, published an extraordinary book, The Nature of Scientific Revolutions. Kuhn described scientific innovation as non-linear, a sawtooth of sorts; he argued that science plateaus, then gathers itself around a new idea set (almost always anomalies), and then leaps upward, a process later termed “paradigm shift.”

Kuhn’s “stair-step” of stasis-crisis-innovation aptly describes the Internet evolution, if one casts the mind back to an Alta Vista crawler indexing and Netscape’s browser as state-of-the-art, through Google’s mastery of page-rank search and targeted ad analytics, to real-time mobile social search and location-based services.

It’s time for a stock-taking.

This is the first in a series of posts examining five rubrics:

I. Transition from a scarcity-based web economy to the emerging collaborative marketplace: the nature of real value— and its reciprocity.

II. Now that we can debate value frameworks, why collaborate? Why is curation an active, adaptive skillset, not mere passive aggregation?

III. Knowledge federation as a convergent human technology: why is the nexus of digital collaboration and live event so powerful?

IV. How might emerging technologies augment context to enhance value co-creation? Why will human beings find value in interacting with those technologies? How will artificial intuition contextualize open media ecosystems?

V. Closing the loop: human metadata as meta-value; an evolutionary predictive analytics / incentivization model.

PART I - Embracing & Cultivating the Great Divide

Curation: Content and Context. Managing scarcity in an emergent collaborative marketplace.

Let’s be honest with ourselves.

We often cannot search the way we want to.
We often cannot communicate the way we need to.
We often cannot connect meaningfully although we desire to.
We often cannot sell the way we want to because no one really wants to be sold to

There are stories in all of this. There have been for centuries. And where culture and business have evolved almost exclusively for themselves, in and of themselves, we cannot ignore the complex fact that everything is interconnected, and interoperable to a profound degree.

Here’s our three-fold response to that complex fact:

  • We see a new collaborative economy with narrative/meme/story as the medium of exchange.
  • This will culminate in an exchange, or series of federated exchanges, mediated and monetized by an adaptive, socialized search wholly integrated with a databourse—a means of incentivizing premium value via the open sale of structured permission data.
  • The true, permeable federation of those evolving “ecosystems” will synthesize into one, collective layer (the next phase of the Internet).

Perhaps this is where curation steps in to help better evolve our thoughts and actions.

Defining curation.

If you think “curation” is a process by which one aggregates, filters and slaps together cool video, photos, audio and/or text, please, you can stop reading this post.

Still here? Wonderful.

We can think of curation in the same way museums do; a museum curator typically has a background or interest in history, archaeology and/or anthropology. The social web - a system of nodes and connectors that exhibit vibrant anthropological dynamics, both old and new - has already evolved past the element of “conversational discovery” and into various forms of real, tribal connectivity. This means that we ought to be more invested in understanding human dynamics, as expression of the human condition. Maria Popova’s blog platform is a great example of this (Popova is a cultural anthropologist).

So we’re all great writers or great storytellers, are we? And blogging, somehow, will configure, redefine or resurrect our personal brands?


The folks with strong personal brands have worked on their stories for a long time. They curate with relevance attuned to their personalities and experiences, with carefully filtered, well-honed skill-sets. They are successful and influential for very good reason. Friend and colleague, Mitch Joel, comes to mind: Mitch practices what he preaches (based on quite a lot of experience), but also actively explores the unknown. What comes out of that is a rich array of blogs, vlogs, speeches, seminars, books (his second is on the way) and podcasts.

With that said, curation is no recipe, no blueprint designed to master a channel like Facebook, or manage your tweet stream, or improve your Klout score. These things have value, but they are not forms or extensions of “content curation,” at least not in the way they could be.

Curation is something you live by.

Think: mastering the saxophone or the art of bonsai. But know this. It is a mastery of what you know, could know, or are willing to discover, and, dare we say, it comprises functions or disciplines that live well beyond online spaces (especially social media).

The currency we then share is one of knowledge. But not quite in the way you might think. Co-creating value is paradoxical: the more you let go, the more valuable your content becomes.

Micro is the new macro (in a whole new way: mass realization).

Part of our evolutionary cycle is the discovery of knowledge and knowledge systems.

In a recent discussion with Dan Mapes, Founder of MagNet, Dan described the evolutionary process as one that “stair-steps” our levels of collective consciousness; in other words, evolution doesn’t occur in increments, rather it builds onto itself and skips over certain logic gaps.

If we subscribe to the Kurzweilean notion that technology is an extension of biology, what we are experiencing now is the next phase of the Internet, a state of mind that compels us to seek out specific information, gather it via consensus with specific affinity groups, and then act on it in very specific ways. These acts, mind you, are not so much logical as they are emotive and intuitive. And as much purpose or meaning as they may carry, they are actually quite illogical in their very nature.

Take for example the dynamics of social sharing or virality.

In an early engagement with Skype (through the agency I work for), we discovered that virality was really just a hype model – we actually constructed a mathematical means for proving it, and showed that, at best, most “things” have very short half-lives.

Douglas Rushkoff’s recent talk at PivotCon highlights the fact that the values we share in social network environments are memetic; in other words, we share what is useful, and once it isn’t deemed useful anymore, that meme dies on the proverbial media vine, or never gets a chance at life, period.

If we look at this through an economic lens, Don Tapscott’s Macrowikinomics elucidates the further notion that value creation – no matter what the industry is – must reside in collaborative frameworks that are empowered by the individual. Economics are memetic in very specific ways, especially if we revisit or redefine the notions of currency and their respective carrier systems.

This was essentially the impetus for the eCommerce platform Dan and his team built at MagNet, which endeavors to federate social information sharing and purchasing. Dan and his team recognize the importance of allowing people, as individuals, to create or transact instances of their intent, and to build currency around content through consensus.

This is critical when we think about how most commerce and respective media ecosystems cannibalize themselves – at some point, we’re just feeding empty beasts. The social web itself has evolved as a conversation engine that has effectively become a repository for collective intelligence. While still quite challenging to measure and ascertain the meaning of “why” and “how”, we are no less gaining major ground in the way of assessing or analyzing associated behaviors. Further, when we match conversation to intent and action, we see very powerful results.

And this is precisely why we shouldn’t try to corral people into specific environments; let them do what they want or think they want to do, then draw the correlations in between, then empower them to do even better.

Here’s the really interesting part. Arguably, the more we connect, the more we purchase, and the closer we become to each other (and ourselves for that matter). But of course we can’t do it purely online.

Actions in the real world must inform our behaviors online (and vice versa). And whatever we do buy needs to come with a price that isn’t just grounded in monetary value. (This is discussed this at length in a post back in September.) Real value – thick value, as Umair Haque has identified and articulated beautifully – is the reciprocity that we seek, and is what can scale, especially in business.

The web is literally an application layer that wants to become more permeable. The Internet is an evolving network that, in truth, predated technology for centuries. Evolution was already here. And what we do, whatever we choose to do, has to have more meaning... Otherwise we have no interest or stake in actually doing it.

Lisa Hickey’s notion of accidental communities comes to mind here. Microcosms of thought, virtue and circumstance have culminated in micro-communities with the ability and intent to converge around ideas and see them to fruition. This is also where the real social networks will take shape, and are already doing so with great velocity.

However, like anything else human, these require care, nurturing and moderation.

Everyone is (or soon will become) a blogger... Now what?

Now of course there is one enviable component to the social networking game we must examine in earnest: participation.

The Gladwell / Anderson debate a few months back shed some serious light not only on what we construe to be participatory in social network environments (for example, are donations a means for true, social involvement?), but on the notion of complacency, and why curation simply cannot be passive. For one, blogging as we know it, will die a quick death if we are not careful (and we emphasize the phrase as we know it, not the discipline itself).

This is why talking about and/or creating experiences are so vitally important.

Look at all the noise created by folks (and organizations) who only talk about social media guide-points, or profess to be business coaches, or “experts” of one kind or another, but have little or no media marketing experience, little or no experience actually running or starting up a company, or little or no experience building relevant technologies. The fact that there’s nothing really to participate in (and we’re not talking about seminars or workshops) as an action step in the real world - such as a cause or some meaningful business initiative - says everything.

On a larger level, we need to stop maneuvering for a share of voice. We should focus our time and effort on improving the quality of our own voices and language. In other words, we should exercise our relevance.

How do we do this?

It’s a paradox: to find our own voice, and to converge with others—we federate.

The knowledge federation construct is built around the notion that information sharing, while a non-linear activity, can be organized in such a way that we don’t need to extract fact or truth, but converge around it.  Convergence allows us to tap into experiences of real meaning. Blogs themselves, for example, don’t usually converge ideas and actions: they reduce them to their core, or at least they attempt to. This is not a bad thing per se, but it poses a serious problem which is that blogs, universally, are not federated; if we are to develop manifestations of the “truth” or build meaningful consensus around the things we say or do, we must federate.

Collaborative storytelling (dynamic journalism or hybrid/participatory narrative) is a means for doing this.

One of the most interesting examples of this happened last year during the big tsunami warning that hit the southern shores of the Hawaiian Islands. Every news organization was trying to hit the ground running with “exclusives”, when the big players like CNN realized that the real news was coming from accidental journalists on the scene.

One was BJ Penn (the renowned extreme fighting champion), who, armed with a Skype account and a number of social media channels, was enlisted to report on the scene from his home. BJ and several other influencers converged around the story as a whole, and the news stream was given renewed context.

Similar scenarios were resident during the Haiti disaster (and still are), in which accidental journalism played a critical role in developing a hybrid, meta narrative.

The takeaway? With the right intent and action, journalistic and (micro)blogging disciplines can merge to create meaning and context in a highly fluid situation.

So, how do we optimize the accidental?

Curation as a means for context -- the nub of the second of our five pieces.


The following illustrations manifested by Gavin Keech represent the infocology of how content develops as a fluid experience, as well as what the variables for an experience might look like. These will be posted within each of the next four pieces to hopefully provide and gather more context; the last piece will actually walk us through what an interface experience might look like, with an emphasis on how purchasing and social value can align.

First, is the infocology of content as a fluid experience. While you can identify a pentagram shape within the design, do not be alarmed ;) Our intention is to build technologies around or representative of these flowcycles.

Part I of FIVE EASY PIECES: On Curation, Content as Experience and Federated Systems #ThinkState

Here are the precepts, or experiential drivers, for content interface variables. Please note that these are explorations, frameworks if you will, that address content dynamics, but do not intend to identify all of them (as dynamics constantly change).

Part I of FIVE EASY PIECES: On Curation, Content as Experience and Federated Systems #ThinkState

Clearly, this stuff is dense – we know this – but we want you to engage with us in a discourse around these recursive elements. We live in a world of complex systems; embracing complexity is the bridge to intelligence discovery, and of course, an approach for curating meaningful experiences.

Developing Open Narrative Frameworks #Transmedia #DynamicPublishing #ContentDevelopment

Our Media Holding Pattern(s)

It’s become no mystery to any of us that the media ecosystem (or echosystem as you might call it) is forcing the hand of developing new ways to tell and distribute stories. In fact, this isn’t really anything new, and it’s not endemic to one media type or discipline versus another. Just this week, AOL announced that it is hiring several hundred journalists to improve its content offerings, and presumably, explore new third-party relationships. Gawker has already committed to filling its distribution pipeline with stronger content offerings by hiring over 1000 journalists of its own.  And amidst these “content bunkers”, come the notions of how we can better filter, manage and curate content in meaningful and relevant ways.

If we hark back to the days of the first Internet gold rush, entities like ScriptShark, DEN (Digital Entertainment Network), StoryMaker, Homemade Entertainment (an entity I was a part of, backed by one of the founders of AC Nielsen | EDI), iFilm and a whole host of other players danced across the highwire of media distribution, hoping that innovation could somehow make up for the lack of bandwith (well, broadband...), and more importantly, audience participation.

In talking to my friends at movie studios and TV networks, we’re essentially in the same spot we were in 11 or 12 years ago... Perhaps even worse off on some levels. The independent film market is virtually non-existent. Studios on average make less than 20 movies a year, and while 2010 has enjoyed record box office numbers, the reality is that all of the moneymakers were a handful of tentpole films (Avatar being the biggest, of course). The biggest complaint amongst my friends on the studio and independent sides of the business is that very few of them, if any, are in production or going into production anytime soon.

Then of course, we have primetime and cable TV which are inundated with reality fare. Whether these shows are entertaining or not isn’t really the point; cheaper production costs mean it is harder and harder for producers to make money, higher-budget productions are much more difficult to justify and greenlight, and therefore, producers are far less incented to create more diverse slates of content, and arguably, content of greater quality. Despite this, upfront sales are quite strong – in fact, the numbers have spiked in the last 2 years – but what this leaves is a wake of uncertainty as to who the next generation of content creators and curators will be, and how soon the damn will break when it comes to qualifying these upfront buys. In other words, we can’t measure the same way we have in years past, and at some point soon, the numbers are going to expose some real holes to the very people who are subsidizing the market... Brands, and ultimately, consumers.

Convergence & Audience Delivery

Again, monetizing content is not a new problem, it’s just taken on a new face. And this is not necessarily a bad thing. There is great promise to all of this.

What the new convergence of technology and media affords us is one very powerful thing: audience delivery. Social technologies allow us to mine for topical and sentimental themes. We can identify commonalities and passions between groups of people. We have an acute understanding of what they want to talk about, what they’re willing to share and why. We have new methods for measuring online media, and can serve it under 1-1 data constructs. We can test in dynamic new environments and ask people what they want and how they want it, when they want it. And all of this gives us a purview into how stories can be developed with and alongside of audiences.

The wonderful part about transmedia vehicles – all theories and academic bickering aside – is that we know that audience (fan) participation works... Shows like 24, Lost, True Blood and others have proven this. Niche films like District 9, Paranormal Activity and Kick-Ass have enjoyed stronger openings due to audience buzz and narrative involvement. Other vehicles, like Valemont University, have attached themselves to social memes and cultural phenomena and have enjoyed their own successes, including interesting partnerships with brands like Verizon, who are now starting to invest in plays that allow them to develop relationships with new audience segments.

Coke, who has had its Open Happiness initiative for well over three years now, has taken its constituent properties to whole new level. In fact, Coke is betting the marketing farm on transmedia. Why? Because audience participation is the key to reducing media waste and creating amazing new opportunities to productize and license narrative franchises.

Dynamic Segmentation & Interdependence

And that’s just it: segmentation opportunities abound.

But in order to better understand the breadth of opportunities around audience building and segmentation, we must divorce ourselves, I believe, from a codependency on technology and media. Rather than considering frameworks that are agnostic, we can make story development, technology and media interdependent. What does this look like? A macro framework could look something like this:

Developing Open Narrative Frameworks #Transmedia #DynamicPublishing #ContentDevelopment

You’ll notice that the labeled components of “media” and “technology” are entirely absent from this graphic (bear with me here, I will render an articulation of the publishing ecosystem in just a little bit). I have also intentionally left out any semblance of segmentation. Why? Because segments are adaptive outputs of audience participation and consumer attribution. In other words, we must allow the marketplace to vet out affinities, interests and sharing behaviors alongside of story development and respective media delivery systems. There is a framework, a system if you will, whereby we can simply use dynamic feedback loops to help guide and inform these stories, all of which carefully moderated and shaped through editorial curation.

Vet Alt! A Social Experiment in Dynamic Story Development

I recently had the privilege of conducting a unique workshop on transmedia story development at Gulltaggen in Oslo, Norway. There, I had about 40 people from all different professional levels – from C-Level execs, to students, to media planners, communications planners as well as copywriters and creative directors - who we broke up into 4 groups, and I tasked them in creating a narrative around a mutually agreed upon theme. The goal was to demonstrate that multi-platform narratives could be developed with just the core tenets of storytelling in mind, before any considerations around technology or media were made, and most important, that a sustainable experience (ala platform) could be cultivated. The results were impressive (at least in my opinion).

First, I gave them a storymaking framework.

Developing Open Narrative Frameworks #Transmedia #DynamicPublishing #ContentDevelopment

As you can see, there were four pillars, with a cause element in the middle (and by cause, not necessarily philanthropic, but causal, something that would incite and promote action). Experience would denote an event or situation had through a device, a place or simply a situation. Product would naturally culminate in anything you could sell, use or put on a shelf. Content would serve as the extension of the product and the experience, and would then tie into a service, meaning something that would provide value to people in their everyday lives. And around these components would be a story that could be collectively built, shared and distributed.

Then I gave them a short list of editorial guideposts to keep in mind as they developed the core story idea. They wouldn’t necessarily have to prioritize these things, just that they could use them as storytelling, and storymaking, drivers.

Developing Open Narrative Frameworks #Transmedia #DynamicPublishing #ContentDevelopment

Contextualization would involve putting all story elements and relative arcs into the context of now, or things that were relevant in profound ways to groups of people, and the people they were connected to. Narration would involve weaving those contextualizations together into a synchronous ecosystem, meaning that the story would require that different plot points be executed in specific situations within a holistic experience. Productization would involve turning those arcs into actual things that could be used or licensed as utilities. And delivery would entail that we could actually follow up on the promise of what the story asked people to do.

We then chose a theme. The news of the day – and a lot of fear propagated by the media – centered around the Icelandic volcano, Eyjafjallajokull. We figured that this would be a perfect cornerstone for story development, especially since it represented so many social, political and economic ramifications (and still does).

Developing Open Narrative Frameworks #Transmedia #DynamicPublishing #ContentDevelopment

We then took a recess, allowing the 4 groups to ideate around the theme, given the framework. The groups would then convene amongst themselves, and develop a foundational narrative that would include ways to create and incent participation amongst advocacy groups or anyone willing to get involved.

30 minutes later, this is what they came up with.

Developing Open Narrative Frameworks #Transmedia #DynamicPublishing #ContentDevelopment
Vet Alt! in Norwegian means “all knowing” or “know everything”. The groups borrowed the idea from Jules Verne’s 20,000 Leagues Under the Sea. The concept, at its core, was quite simple: there is a society of people that live inside of the volcano, people of the Earth, and the eruptions are a reaction to the social, political and environmental ills that we have perpetrated on each other; the only way to get the eruptions to stop, are to employ acts of focused (not random) kindness and goodwill. The more we do this, the closer we would come to forging new relationships with the people of Eyjafjallajokull, and as a mutual reward of paying things forward, these people would tell us secrets about Mother Nature and our human ecosystems that would empower us to do great things in helping to improve the world.

Pretty intriguing idea, and the really nice part about it (and in true transmedia style) was that this concept took a real situation and blended in fantasy elements so as to create a nice balance between entertaining and informing (predicated on the notion that the purpose of media is to entertain and to inform). Here’s what I mean and where things get really interesting.

First, through open telepresence networks (such as the one that Cisco supports), we could get people to tell their versions of the volcanic story in real-time. Real people would curate. They would become journalists. They would contribute to a larger narrative about what the volcano represented to them as people, the fears they were dealing with, and how other groups of people around the world could help them in various ways.

Developing Open Narrative Frameworks #Transmedia #DynamicPublishing #ContentDevelopment

Then we could create a currency system. Those willing to help in specific regions could administer and pass along things like energy credits for those in danger of losing power in their homes, or whole communities in danger of losing their power grids. Scientific and philosophical theories and solutions could be created as collective IP and shared as part of that currency system. Specifically, people would talk about their needs – consumer needs, if you will - in relation to their immediate environments. In exchange, major brands could offer up commodities such as food, water and clothing, in exchanges that were managed and monitored by the very communities in need... Something similar to what you would see on a mercantile exchange, or the NASDAQ, except these would be microsystems.

Developing Open Narrative Frameworks #Transmedia #DynamicPublishing #ContentDevelopment

Now we see the emergence of a true platform. Storytelling portals would form, places and pass-throughs for the more formal exchange of ideas, media and information. With a new currency system, would come the activation of barter through various social and digital channels. Causes could be aligned to specific groups and regions, and people could actually see the effects of their participation in real-time and mapped across the different regions of the world. People would also establish new connections with each other by virtue of the causes they aligned with and the activities they shared in.

Developing Open Narrative Frameworks #Transmedia #DynamicPublishing #ContentDevelopment

Now, new services would unfold, making infrastructure more valuable and enabling people to literally take action. New business opportunities could take shape. Educational systems could be revitalized. Moreover, studios and publishers would see an opportunity to support this larger narrative, invest in some of “side stories” as new branded entertainment vehicles, or simply support specific regions that they felt had relevance to their product, their message, or both. Studios could even resurrect related franchises that may not have done so well without this new storytelling context.

Developing Open Narrative Frameworks #Transmedia #DynamicPublishing #ContentDevelopment

As new affinities would develop around franchises old and new, we could also realize new learning opportunities. For example, kids at the middle or high school level who had never heard of Jules Verne could now learn about his writings in a wholly new context, and more importantly, they could contribute to the new storymaking paradigm in their own way, relating the story elements of his work to Vet Alt!, or related franchises via games, electronic books, music or any number of media types. More importantly, people, particularly our youth, would develop a greater sense of their place in the world.

Developing Open Narrative Frameworks #Transmedia #DynamicPublishing #ContentDevelopment

Even further, more brands would jump into the mix, seizing opportunities to make their products more relevant, and reward students for their active participation. And if new segmentation groups would result in this, then so be it. Now, we would not only see greater sales opportunities, but greater media opportunities, whereby consumer relationships could be cultivated and sustained in meaningful ways.

Developing Open Narrative Frameworks #Transmedia #DynamicPublishing #ContentDevelopment

The New Publishing (and Media) Ecosystem

The example provided above is hypothetical, although we have seen and executed initiatives that either contain or resemble many of the elements that are mentioned. In my belief, we are not far away from a complete media transformation, in which open networks will determine and co-create value and allow for the nurturing of things like sentient learning, metadata and analytics systems. We, as people, comprise these networks. We are the media that we make.

I’ve introduced this graphic in other posts, and perhaps now it might be a tad more relevant ;) Here’s a stab at what this ecosystem might look like, and the various dynamics at play.

Developing Open Narrative Frameworks #Transmedia #DynamicPublishing #ContentDevelopment

Not all media types or disciplines are accounted for, but hopefully you can see that everything is more or less inextricably linked. We cannot create messages without content behind it. We cannot build loyalty and manage relationships without meaningful experiences. We cannot predict audience engagement without being connected to the very people we want to sell to. We cannot sustain sales without allowing people to share experiences and respective products via communications they feel comfortable with and on their own terms. We cannot innovate and build products and services without each other. We cannot tell stories without each other. In sum, media silos and specialty camps do nothing for us unless they contribute to something bigger than themselves.

Above and beyond that, commerce has become a social practice. Currency systems, as we have discovered, don’t have to rely on hard capital inputs or outputs. And we don’t have to replace the systems we already have in place, we just have to improve them.

Are Brands the Future of This New Storymaking Paradigm?

Well, the short answer, the bottom-line driven answer, is that brands are the ones purchasing our media. But they're also helping to create it, and have realized that they can create and/or cultivate powerful ecosystems by virtue of the media platforms they own.

As someone who has led a fairly entrepreneurial career path and has (fortunately) had the opportunity to do a lot of different things in and around the media ecosystem, a lot of people thought I was crazy to end up back at an agency. But in truth, I dare to say, it is probably easier these days to tell stories in innovative ways inside the walls of an agency than it is to do it on the outside and try to get funding entirely from studios or independent production entities.  The reality is that brands have the money and the desire to experiment – after all, as we all know, the media models we’ve come to know and use are severely broken. This is not to say that “branded entertainment” properties will become the norm for all marcom outreach efforts tomorrow, but you can make a safe bet that content development is and will be. And the fact is that this is one discipline that provides some of the most promising (and profitable) white space opportunities in media, or what Henry Jenkins has well established as our convergence culture.

(In Conclusion) Becoming Storymakers

There is another aspect to this that begs introspection: the imminent reestablishment of our storymaking roles. One of the great failures of media over the last several decades is the notion that each one of us must fit inside of a box with respect to how we contribute to content, and type of content we create. But we must ask ourselves how it is that we have a limited number of filmmakers and films, a limited number of authors and books, a limited number of TV writers and shows, a limited number of playwrights and plays... The list goes on and on. To boot, we have endless reams of mid-tail content on sites like YouTube, yet a very small portion of that content (to no one’s surprise) has any real meaning or relevance to who we are as people and our desired roles in society.

Culturally, we are all storytellers, and as societies of people, we all have the potential to be storymakers. There is absolutely nothing that is stopping us from creating paradigm shifts other than ourselves. But we do have to break these old systems of thinking at the highest level. We must reengineer our story development methodologies. Perhaps we should remove methodologies altogether. And it is a fair assumption that this will happen sooner than later, simply because something has to give.

As for open narrative frameworks, all that is required to innovate is a pen and paper, and the abject desire to create something extraordinary.