All right, No four, this is, well we're talking about especially true at key points in times, uh something we called temporal landmarks. Hey, this kind of goes with the safari uh here like that, so uh dan Pink, he's a famous author, you guys should look at his stuff, it's amazing stuff. Um and he wrote a book called Wen and he started looking at moments in time and their significance, how time has such a huge significance on our behaviors. Um and there's a particular chapter in his book that I've always been fascinated with, and it's uh it's all the work around temporal landmarks. So rather than I hate those words, I know you hate those words, so what a temporal landmark is, it's a moment in time that you kind of evaluate your life, this journey you're on and you are more likely to make a decision to change. So let me give you a classic temporal landmark, It's your 50th birthday. So when people's 50th birthdays, it's kind of a landmark event in somebody's life. And a lot of people since maybe they're thinking in the twenties, you know, one of my victim would be a multimillionaire and I'm going to have, you know, models all around my, my pool and my big mansion, well, people 50 and they realize that's not it. They evaluate themselves, I don't do that. There are these temporal landmarks, these moments in time that we evaluate ourselves on how we're doing against that aspirational self, the hero and the hero I thought I was going to be. And the point of this is that if you can identify these temporal landmarks for your customer, these are moments where they're reflecting on, are they a hero? And most times were not the hero we wanted to be. We're just not. So if you can now integrate your brand and these moments in time and help them become the better version of ourselves, the hero you now become incredibly important in their lives, right? So let me give an example of life insurance. Actually, before I do, let me tell you some other temporal landmarks, there's a ton of them. You may think, well how, how's my brand, you know, get involved with somebody's 50th birthday party, you don't have to, there's a ton of them. The first one, our first think of yourself first. So the first day of the week Mondays usually are when people evaluate where they are in their career or where they are as a parent, getting their kid off to school. So on the first Mondays, we evaluate how we're doing against last week or what we have to do this week, the first day of the month, it's a great day when people start gym memberships because they look at themselves and they're like, you know what, I've got to get in better shape and so a lot of people infected will even wait till the first day of the month. Why? It's a natural first, it's like, it's a time to reset. A temporal landmark is a moment where you're like out with the old, in with the new will. So it could be the first day of the week, it can be the first day of the first day of the month, it could be the first month in a season. So the beginning of spring is a natural temporal landmarks. The first day of summer is a natural temporal landmark. There are, um, I wrote a couple other here, there are special holidays, Independence Day, people, people for Independence Day or christmas, um, particularly religious holidays are times where people reflect on their own selves at christmas time. Are we being charitable enough? Am I am I really think about the reason for the season, Right? So people look at themselves on these religious holidays, but there's also things care about things like the first day of school, every parent knows that first day at school when they're getting their kid ready, whether that's a kindergartner or a kid going to college, that's a moment where we reflect on, are we being good parents, are our child happy as a child ready for the next level? Um, first day on the job, your very first day on the job is your moment to out with the old, this is the new will, the new confident, you know, a guy who's gonna really change marketing, Um, your first home, your anniversary, see where I'm going, there are a book, there's like 87 different firsts that you're a brand. You can look at it, it's in Dan Pink's when that you could look at and go, how do I become a part of that first day of school? Because, you know, people are reflecting on, are they the hero? Are they the parent that they want to be? So if you are a snack company or you sell pencils, that's the day that today does your child have the best pencil so they can get to the place, you know, to become the top of their class. Now, all of a sudden the parents reflecting is have I prepared my child to be at the top of their class? So use these moments in time. These temporal moments are these landmark moments. And if you can do that when people are resetting, evaluating and then they're striving to become their best self, be the person that can help them be that guy that they're looking for.
So number three talks about how brands that guide people along the journey, this journey become memorable, important and eventually iconic. And so I think about how you're, you're handing them a spear, you're handing them a rock, you're handing them some sort of tool to accomplish what it is that they would like to um yeah, to accomplish so that if you can see your brand as this, I'm helping you with the tools with the map with protection, sunglasses, whatever it may be, I'm I'm along to support you on your safari, you the right word to support. I think this is what, you know, you talked about earlier on steve is this idea that sometimes we get so caught up in the brand that we support or in the brand that we're doing the creative for, that we forget that you are one very small element. I don't care how big you are, I don't care if you're google or Apple, you're just one small element in people's lives in this journey that they're taking. Um, and so the support thing is really, really important. So remember years ago I was, I was running research for Sun ships, you know, the snack company and I'm not particularly environmentally aware, I'm just not. And I remember when our brand was going through this whole thing around, you know, we want to be the first sustainable snack company. This was a decade and a half ago, and I remember thinking, I said at first I was like, whatever I'm doing, it's fine, it's my job, I'll do it. But I noticed when you're, when you're talking to people and you're in the brand team and you're in the day to day and you're talking to people who are really environmentally conscious and how important it is to save our planet. You start being bring bring those beliefs on yourself. And all of a sudden I started thinking like my world, like I'm going to save the world by, by making son ships, Uh, the bag, one bag for one chip chip flavor, in fact more environmentally sustainable. And it's gonna be a compostable bag. And that became my whole identity was like, I'm going to and I start thinking about the role of the brand was such a big part of me. Well, it's because I was only thinking about the brand 10 hours a day when I was going to work. Your customers are not like that. They're not, they think about you for a split second and then they move on to the next goal. They move on to the next story. And so, and so I think what you said is really, really important and we, as marketers and creatives, we forget because especially if you only work on one now, I think with you steve you probably work on so many different brands. You don't fall into this trap. But if you're on the client side, you fall in this trap because for nine months, 18 months, three years, some people up there for 10 years have only thought about their brand and you can't help but feel that your brand is much more important in people's lives. Therefore you only talk about your brand and in the reality of things, um that's just not how people live.
yeah, we get closer to becoming heroes by reaching the conscious goals that we set and non conscious goals that society or other sets for us. What does, what does that mean to explain it to this, this kind of dense guy here in life? Um, you know, I'm sure you guys go through this all the time, right? That in life you set goals for yourself, I want to lose £20 I want to get my college degree, I can't wait to get married. These are conscious goals. And the reason why you're setting these conscious goals is because when you reach those goals, good things happen. If you feel good, right? When you reach a goal, you feel as if you are, you're more of your idealized self, the person you strive to be. So those are conscious goals. We have those, you know, goals all the time, Big life goals, but also even small goals like, hey, I'm gonna go exercise today. So every time you reach a goal, whether it's a small goal or a large goal, there is a bit of dopamine, that's really right. You, you, if you're consciously where you met that goal, you feel good on your wedding day. That's why, you know, you, you remember your wedding day, you remember the birth of your child, you remember that first job, you remember graduating from high school, Right? So these go into memory. Those are goals that you set. But did you know that there are a ton of goals that you never really consciously or setting for yourself, but you're striving for and those are the ones that society sets for us. So being, you know, things like being a good human being right? Like we have societal norms and, and when we have, when we're going along this journey, um, we are actually being kind of guided to reach societal goals. Don't murder people, right? That's a goal like that. Whether we know that that's a journey that society is setting us up for two, not murder people, and so every day that you don't murder, it's frankly, you're reaching a goal that society sets for you. And so what I wanted us to think about was that when you help your customers reach those conscious goals, or even those goals that were not even aware of that, we're kind of, you know, that are being set for us and probably even more so than non conscious ones. If you can associate your brand with reaching these goals, you can become iconic, and that's, in fact the way to become iconic.
So there's other books out there in particular building a story brand that really brings home this lesson is that we view the world from the perspective that we're the heroes in our story. But most marketing is broken because the brand's position themselves as the heroes of the story, which we feel we don't feel connected or understood. Usually in those stories where there's two heroes, they find each other for a bit. Anyway. Right? So in this, you don't want to be fighting with the folks that you actually want to be the guide for. So talk to us about how do we strive to become our aspirational selves? Yeah, so there's this whole field of psychology called narrative psychology, a narrative psychology, is this science that it's studying or it looks at how we experience life is through stories that were either told as kids or um you know that some people would even say, you know, thousands of years ago stories were being written or at least communicated to help help establish societal norms, what's appropriate behavior. Um and in those stories, you will find that there is almost always in almost every story a hero. And so books, entire books have been written about these stories and a journey. And like there's one here I even have, it's called 20 Master plots, 20 Master plots by Tobias or Ronald Tobias or the seven basic plots. This book was from Christopher Booker. The idea is that these scientists have studied stories across all societies across the globe and found out that there are particular journeys or stories that are told again and again and again and again. And I think even in the story brand work from Donald Miller, he even talks about that there are specific stories that keep coming up as as um you know, as a prize winning, you know, um, stories, right? It comes up again and again. Why why are why are stories, why can you tell the exact same story again and again in a slightly different way and still win an Academy award? It's because they're built on narrative psychology stories that our ancestors told and it becomes a part of our DNA. So because of that, if you know that your customers are constantly on a journey, they may not even know it steve right? But they're in their minds. Their world is nothing more than a story. They're living out a story every day. Then it's important to understand what constitutes that story. And ultimately the biggest thing you need to know about is in everybody's personal story. They're the hero, just like you said, they're a hero. So if you're not talking to them or helping them realize your hero or telling them how you can help them become a hero, you're missing a large part of your kind of customer's desires for you as a brand