MICROMEDIA BRIEF

Earlier this month we received a briefing on the greatest media revolution people will ever be invited to world stage. Goal 1:  by november is to invite 100 global brand ceos to Berlin to celebrate the 20th fall of the wall and to see the light that illuminates our planet corporate sustainability media replace the ad spot with something that is much better for young people's lives- Yes We Can help them network the race to end poverty

Any comments on this brief

chris macrae 301 881 1655 http://worldclassbrands.tv/

What We Know & What We Don’t Know – Micromedia Brief Draft 0

Citizens in rich nations started the 21^st century in quite a frightening way. They had almost forgotten what media is. Or more precisely, they had lost the knowledge of how to question what media is always bad for your being (eg stuff that addicts), what media always multiplies goodwill, and what media puts your civilization at most risk when you have too much of it. Think how an excess of pop, sugar drinks and obesity feed each others' vicious self-gratifications the wrong way round. Now contrast that depressing waste with models of those who live their life to the full by maximising what per cent of the time they spend at the experiential edge of that being’s unique capability to serve others.

Buried away in the toolbox of those who decode media and other lost knowledge puzzles is a method called grounded theory. Do go and search it the next time you are on the net. Grounded theory is a way of investigating an issue from scratch. It throws out conventional wisdoms and ignorances and it is surprisingly simple for people to do to each other. For example, take an issue that you want to investigate. Interview someone who may have an experience. Then read the transcript and highlight a very few remarks that surprised you because they said something you had not heard about that issue before. Go and question the person again on those follow ups. Some, of course, may be unimportant as it turns out that they did not correspond to deeply experienced views, but keep on iterating through those that do have practical reasons for why your interviewee cares passionately about them.

I have worked for clients who own the biggest brands for a third of a century. It may surprise you that 99% of their advertising agencies never do grounded theory. Their image-making business has little if anything to do with exploring reality of human being’s life critical needs except perhaps where there is a rich segment of people to pander snobbism to.

An excess of tv advertising spots are one of the most vicious systems of our times, just as credit cards are that get you into excess consumption debt. There is everything right and human with fairly offering credit when used to empower a person’s productivity. But there is everything wrong – ie anti-social, uneconomic and exponentially unsustanable – in compounding rates of interest at propostorus proportions to bubble up consumption markets that them crash. And yet this is effectively what Americans' brightest young minds were paid most to do in the 2000s.  And macroeconomists certainly didn’t do any grounded theory research until after the Wall Streets were flooded with toxic waste.

REMEDYING THE NEW ILLITERACY OF RICH CITIZENS

In dismal ways like these, macroeconomic and macromedia became the least economic pursuits that literate societies have ever chained their people to, or other hemispeheres too. So, rich parents urgently need to restore their own and then their childrens common sense of goodwill media -since there is no community, no education that prepares for action learning,  and no understanding of compound change, and so no future sustainability without hi-trust media.  As this guidebook shows, there is no better place in the world than Bangladesh to go benchmark the system designs of leading micromedia organizations, which are also known as the leading microcredit organizations.   

It turns out that the world’s best banks for the poor have always timed their sustainability investments in what the rich capitals of the globe will not let the poor try to empower themselves with.  In the 1970s the most basic investment was that of the poor’s very own community centres. In the 1990s, the critical innovation of banking for the poor was to invest in mobile and internet for the poor. Today as we enter the 2010s this is cause for the greatest celebrations on earth. If you are young and live in a developing nation, have you participated in the theme song you can hear me now

sung by the greenchildren and whose sales are used to design hospitals that eradicate unnecessary blindness ? or are you joyously looking forward to the YY dance that is being tested out for all of the 2010's global sporting meets?  or what other ways can we co-create now in mediating the best news our world has ever had occasion to propagate - as our human race unites to end poverty.