It puzzles me why our an economic system is built in a way, that drives people crazy. It creates rapid start/stop imperatives. And it keeps on pushing, harder, faster, stronger.
Isn't it obvious that no material can endure the fast paced 'heat up, apply pressure & cool down' cycles? In this sense, humans are perhaps the most enduring materials of all.
This post observes how our economic system encourages us to be hot as customers and cool as citizens. We are expected to be in tune with the right temperatures (behaviours) constantly. This is a highly demanding ritual to be performed flawlessly. Our success rate can perhaps be easily monitored by the way we breathe.
Now let's read the "Breathing police report and behaviour recommendations." Take it away, Mr. Smith!
Breathing police introduces itself
I see you sitting at your desk, doing your work. I sit close enough to observe your every move and hear every sound you make.
Suddenly you take a deep breath and exhale as if you released a heavy burden. This catches my attention. What's wrong? Why are you making a loud sound? Do you know you're signaling the people around you that you're under (too much) pressure? Can you not control yourself?
After some time, I hear you breathe rhytmically, taking long slow breaths in and exhalling in a long, audible manner. This again I find to be unusual behavior. Why do you focus on yourself in such a way? This is not yoga time. I can't be persuaded, that you are able to breathe like that and work hard at the same time.
Companies hire me to develop their communications. I make creative concepts, write copy and think of tools (gamification) to engage my client's users and (would-be) customers. We invest much resources to build campaigns to promote the ideas and products.
And when we deploy our marketing tools - well, now - we do expect you to see them, like them, share them, promote them, we want you to comment upon them, to ask good questions, to collaborate with us using the tools that we built etc.
We do not care much about intangible post-buy statistics! We want our campaigns to be HOT, we want you to help spread the glory of our assumptions (of how things work and what you consumers really want).
We don't want to hear that you think our products are cool! We need to hear and see that we did something hot, hot, hot! and made you all wet-wet-wet!
Doing cool doesn't move things. It's OK, but OK&cool doesn't really cut it anymore.
Industries need more hotness for their dollar. Hotness means reaction. Reaction implies action. We translate actions into sales. So you see, we need you to keep on taking actions by reactions to our initiatives.
So go ahead, scream from the top of your lungs and be totally excited when you recommend our services to your family and friends. Work with passion, burn out and buy our hot stuff. Hell, yeah ;)
Now that it has become evident, that our marketing efforts are generating enough hot interactions, hot leads and so on and so forth down the sales funnel, I want you to cool it. That's right. Now take it easy. Keep calm and __whatever__. You are not supposed to get carried away beyond our visualizations. All desired reactions have been planned, no need to invent your own passion outlets.
Be nice. Speak low. Stay cool, calm and collected.
Use the surplus passion for your work. The passion we stir up inside you, is stirred up for a reason. Transform the passion into hard work. For your hard work we will pay you so you can achieve the images we create, afford the standards we set, buy what we want to sell. And when I say 'we', take responsibility and know, that 'we' includes 'you'.
Burn out your passion according to the funnel!
... is the maxim of them all!
What's going on?
How you are I can tell by the way you breathe. So I expect you to do these opposites all the time:
(1) hold your breath with excitement when you see my ad, but by all means,
(2) breath quietly and steadily at work and public spaces.
For all other types of breathing, you are kindly forwarded to yoga school. Balance the hot and cool there, where this is expected. Don't disturb your (work) colleagues by unusual (and audible!) breathing patterns. They might think something is not in order.
END REPORT --->
Thank you Mr. Smith for your honest contribution.
Dear readers, keep breathing. Create by breath. Make breathing conscious. Our breathing is our statement. Be true in your breath.