Bore Me Once

Science fiction writer David Niall Wilson offers “ten thoughts about the internet,” all of which are spot on.
Here’s his sixth point:

Entertainment, laughter, things that make people return happily to your section of the universe – these are the best tools at your disposal. Lolcats has a very simple site with a million unpaid comedians drawing their traffic. It works. Corporate sites are like the old rabbit fur blanket I once owned, and the reaction my cat had to it. I would drop her on it, and she literally seemed magnetically opposed, leaped away in panic. Boring, overbearing web marketing is going to fail.

What’s sad is how long this point is taking to sink in. Dynamic Web sites are hard to create and maintain. They’re also open, fluid and fast moving, in other words scary as hell to a client culture and agency culture reared on antiquated notions of control.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.