“According to Eric Schmidt of Google, today we generate more data in a single day than the entire world created prior to 2003.”
That’s a tantalizing sound bite from Signal / Noise, a recent article by music industry critic Bob Lefsetz where he paraphrased Google’s Chief Foot in Mouth Officer, Eric Schmidt.
Schmidt’s quote is the headline to a great story, even if it’s not true (see Robert J. Moore’s article Eric Schmidt’s “5 Exabytes” Quote is a Load of Crap.
Like Lefsetz, we’re all trying to separate the signal from the noise. Lefsetz explains that for new acts to make it (air quotes), great just won’t cut it anymore. For a band to swim into Bob’s stream of consciousness (or ours) they have to be incredible.
You know the score.
There’s not enough attention to go around.
An inconvenient truth cometh.
Even incredible doesn’t always break through the noise. And good enough seems to find the signal more than its fair share of the time.
And in keeping with our brave new world of galactic over simplifcation, breaking through the noise all comes down to a couple of things.
1. Someone told a great story. 2. The story reached the right people.
A story with the right ingredients hooks us, just like a great melody or chorus in a song does, it makes us turn up the volume and focus our attention. It shakes you in to consciousness.
And that’s the kind of story we all have to learn to write.
And photograph. And video. And animate. And sing. Until we find our people (where ever they’re hiding). The people who lock on to the signal you’re broadcasting like a homing pigeon.
One person’s noise is another person’s signal.
p.s. For creative inspiration see the latest video from web fireball DollarShaveClub.com, who have identified their people (men with dirty arses apparently) and plan on pushing the toilet paper industry right out of the can with “Buttwipes made for men” that perfume the air with a “Gentle peppermint scent.”
p.p.s. Telling the truth in storytelling is optional. Just ask Eric Schmidt or Ryan Holiday, author of Trust Me, I’m Lying: Confessions of a Media Manipulator