Find a way to back into the message

Lessons learned from sitcoms writers

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I was listening to an interview with a writer from a successful animated sitcom.

Bill explained that their mission in the writer’s room was, humor first, helpful second. Because if a concept for an episode was really funny, he said, they would find a way to back into the message.

It’s brilliant way to approach the creative process. Focus on the intentional, and trust that you’ll sweep up the incidental on the way.

But it’s also an effective way to approach business. The goal, after all, is to create value. To do something useful. To make something people want. The result of achieving that goal, is revenue. That’s the compensation we receive for kicking ass at job number one.

Stratten’s book on marketing strategy puts it perfectly. He writes that we can use the internet to greatly help our business, but the internet should not be the business. Making money is not a business, it’s the result of good business.

We must remember that if we decide to hang out our shingle. Because in the same way that a large group of people who have gathered for an hour a week can easily deceive themselves into thinking that’s church, an individual who spends all his time going to conferences and having coffee with strangers and creating the perfect status update can easily deceive himself into thinking that’s running a business.

It’s not.

You actually have to do something real in the world. Otherwise you’re just jerking off.

What value are you creating, really?

For a copy of the list called, “33 Ways to Approach Unhappy Customers,” send an email to me, and you win the list for free!

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Scott Ginsberg
That Guy with the Nametag
Author. Speaker. Strategist. Inventor. Filmmaker. Publisher. Songwriter.

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“Scott Ginsberg’s employee training on approachability was the absolute perfect fit, and completely exceeded everyone’s expectations, including mine. The feedback we received from our team was that this was hands down the best training they have ever been to. Scott found out what was important to us and gave us several options for training solutions. I would highly recommend him for a variety of industries, and I would happily work with him again!” — Anne Conway, PHR | Corporate Director of Training and Development, | Lodging Hospitality Management

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