Jon Burkhart – Constant Curiosity – Author Glassboard
JON BURKHART [00:00:06] Hello, my name is Joh Burkhart, and I am here to talk to you about firecracker curiosity, how you and your brands can be more memorable in the moment. We should start off with an apology. I am sorry for personally ruining marketing for you and for everyone else that actually cared and wanted to talk to their friends on social media. For my sins, I am going to use the C word. I am a marketing consultant. But probably etter at being a keynote speaker and an author of the book News Jacking and wait for it, The Fast Forward Files, which I’m so excited because I get to talk to you about the curiosity continuum ripped from the pages of said town. Now, what we’re gonna do is I’m going to talk to you about how to get and keep attention and how your brand can be more platypus and be more gazelle and maybe, God forbid, stop being so slothful, so slow and low in energy or head in sand, ostrich like, I don’t want to hear anything bad. Okay, so what we’re gonna do is I’m going to talk to you about why how do brands get and keep attention. I thought it was social media. That’s why I started studying putting brands on Twitter in 2008 and then I messed up and ruined everything because of this. This right here is my best drawing of a goldfish. I thought and built a tiny little empire on playing off of your eight second attention spans and then somebody with a red logo came and ruined everything for me in 2012 and have kept on chipping away and now we don’t even think of anyone with a short attention span because of the N word. And you know what that is? That is Netflix. Netflix came on and now people can watch for hours. Do you know about the term binge racing? That means someone has seen that a new episode, new series have come out on Netflix and they decide in 24 hours they’re going to be glued to their iPad watching a series and watch the entire series within 24 hours. This happens. This is rampant in cold countries like Canada, Norway, Sweden, etc. They binge race like all winter long. And you know what? They use the principles of George Loewenstein. George Loewenstein is the God of curiosity, and what he did, and I mean it just pardon me, Mr. Fish. I’m just going to literally do a boring diagram around you. What George did is he is the inventor of the curiosity gap. Look at that little house for my fish. Now, what we got here is low curiosity, high curiosity and what do you think this is? This is knowledge. So essentially what you can see from this diagram as my voice broke because I’m going through puberty. What you can see from this diagram is if you don’t know very much about something, you’re not very curious as you start to know something about it. You’re more curious. You’re more curious, more curious, more curious. And then when you know too much about something like me knowing way too much about Wolverhampton Wanderers beating Man City in the FA Cup final, of course, once you know too much about something. Knowledge. Yeah, your curiosity goes down. How do we nip away at just making sure people don’t know too much, but they go just enough to be curious that ladies and gentlemen of the jury is what I want to discuss.
JON BURKHART [00:04:41] So what we’re gonna do, if you’ll allow me, is I want to talk to you about how do you create curious content for your brands that will get and keep attention? How do you keep people where they don’t go over the top, where they know don’t know too much? I think it’s because you have to find the right question. And I think sometimes the question is not obvious. In fact, sometimes it’s not rational. Like, let’s say you like IKEA. So you like IKEA. You need to know where is your closest IKEA? When is it open? Well, obviously that’s at Brent Cross, isn’t it? If you’re London based and that is not a firecracker question, that’s something you can Google that will not get and keep people’s attention. There’s a finite, rational answer to that. What I want to do is I want to find a firecracker question and I want to help you find that. So what I’m gonna do, in addition to learning how to erase, is I’m going to help you create something that pops. Wow. I would say firecracker, a firecracker pops. But if you will go with me on a flight of fancy. I want to show you in a second. How one brand creates firecracker content that pops. And that would be it’s provocative, provocative. It’s original. It’s playful and it’s surprising. Now I am going to take you through a brand’s journey of the firecracker curiosity journey. But first I, if you will allow me and let me humour you. I want to show you how this firecracker brand has gone across the curiosity continuum.
JON BURKHART [00:06:52] So this is it. That’s far. Look at his beautiful yellow and go round like cut off the legs of our gazelle. Sorry, buddy. We extend it here and this is. Here we go. I’m trying not to be in on the line here. Can’t sit on the fence because you know what happens. In different, the people down here. The ostrich and the sloth have massive levels of indifference, yep, they do. And this is curious. And this is chaotic. And this is structured. Okay, so this is our, and when I say our I mean, the amazing Karla Johnson and myself, this is our curiosity continuum. We want to show you how IKEA, the global furniture brand, has travelled along this continuum. So I would say, let’s think about a provocative question that you can ask, that people literally type into Google and they ask about IKEA. It ain’t going to be what time Brent Cross opens. What about something that is in the heart of everyone? When they go in, it’s almost like it’s bubbling up fear that everyone who goes to IKEA deals with. How about is IKEA the place where relationships go to die? I want to unpack that. That’s provocative. Oh, my goodness. Well, IKEA have built my theory, iKEA has built their entire customer experience around answering that question. So go with me on this flight of fancy. True story. One week before I got married to the love of my life, still married. We went to IKEA and I found out that my lovely wife from Wolverhampton has bad taste. Or at least different from mine. And you know what? I had to deal with that. Also, I found we went to IKEA and we ended up getting all these things that weren’t even on our list. So it’s like what a second, we didn’t come here for that. So IKEA built a store around how do we help couples stop fighting? And when they finished fighting, maybe they can have some meatballs at the end. Then what other things do you fight about even when you go home? We fight about not being able to put it together. So they buy up Task Rabbit and they’ll come and build it for you. Or let’s go on a flight of fancy to India where they just launched. And guess what? You know what? They don’t even put furniture together. So the data said they don’t like doing that in India. So now in India, they put it together for you. It’s a service. They have taken provocative questions. Had original answers and they had an element of playfulness and surprise to that and I’m gonna end with an example. So as you can see, the IKEA looks at things in so many different ways. They’re not they’re not basically a gazelle, just all about efficiency and experimentation. They do have some elements of efficiency, but they probably find themselves more just experimental and more about risk and seeing risk as learning and also their high energy. High energy. So unlike the low energy, low energy, low innovation of the sloth and gazelle.
JON BURKHART [00:10:43] So if I can leave you with one example, I would say please be more like IKEA. Move, find yourself moving from experimentation and efficiency in some of the things you have to do, data driven things, but find yourself also looking at the humanity and just being messy and playing around with how to get into the heads of couples who go to IKEA to fight and break up. I’m gonna leave you with one final story. I don’t want your brand to be down here. Be way up here and sink to indifference with head in the sand. You can’t do that in 2019. So imagine you’re Edward Land and you take a photo of your daughter and your daughter says, Daddy, Daddy, I want to see that picture now. I want that magic in my moment now and Edward engineer and chemist and scientist by trade was like, I will solve that for you, daughter. He creates Polaroid and it goes on to revolutionise photography. But 10 years later or more can’t remember. He gets into video and spends a decade trying to figure out video in the world wasn’t ready for it and the company sunk into bankruptcy because he wouldn’t give it up. Head in the sand. We’re gonna do the Polaroid for video. Ladies and gentlemen of the jury, I ask you, please find yourself moving along the curious continuum. Find out that your content has got to start with a provocative question, an original answer, and make sure that answer is playful and surprising. If you do this, you’re going to have more fun. Bring more people along the way and keep the customer like literally the fiery, fiery hot centre of where they need to be, which is loved and cared for almost like they trust you like a friend. Thank you for listening.