#97: CES double standards, 5-part product messaging, Shine Theory, B2B content in 2019, and vulgar leaders
Happy Saturday, chilly people.
Current mood:
In this edition of The World's Best Newsletter:
1. CES 2019: This Time with Even More Double Standards!
2. A Simple 5-part Product Messaging Framework
3. Cashing in on Feminism
4. Shine Theory
5. A Marketing Spirit Quest
6. The Biggest Challenge for B2B Content in 2019
7. Quote of the week: Let us not follow vulgar leaders
Let's get into it.
1. CES 2019: This Time with Even More Double Standards!
Yay! Another CES has come and gone this week.
It has drawn heavy criticism in the past for lacking one-half of the population (ahem, women) on its keynote stage. This year, things were a better.
Oh, but what about booth babes? In the past, the event has considered banning its long history of the sexist use of booth babes - but has yet to do so - as 2019 saw plenty of scantily clad women hired to stand next to vehicles on display, like dancing girls promoting the Lamborghini massage chair.
(Can you IMAGINE if a female-dominated business world put shirtless men in the same function?)
But this year, the strongest eyeroll-inducing moment of hypocrisy and misogyny came in the form of a product award.
The CTA (who runs the event) had given, then rescinded an Innovation Award to a startup that made a sex toy for women, disqualifying it for being "immoral, obscene, indecent, profane, or not in keeping with CTA's image" and claiming it didn't fit into the robotics category (though they had filed 8 patents for micro-robotics.) The company was also prevented from exhibiting at the show.
However, actual sex dolls for men, plus virtual reality and augmented reality adult videos were allowed to be recognized and exhibit on the show floor.
Read founder Lori DiCarlo's open letter:
Men's sexuality is allowed to be explicit with a literal sex robot in the shape of an unrealistically proportioned woman and VR [adult video] in point of pride along the aisle. Female sexuality, on the other hand, is heavily muted if not outrighted banned. You cannot pretend to be unbiased if you allow a sex robot for men but not... [products for women].
And, via this article in VICE:
Try as it might to separate itself from adult industry consumerism, CES was founded alongside—if not thanks to—the sex tech industry. From the 90’s until 2012, CES coincided with the AVN Adult Entertainment Expo in Las Vegas, and the two shows grew up together as consumer tech like home video cassette recorders and displays developed with an evolving porn production industry in the 90s, and attendees to CES wandering over to meet porn stars at the Adult Entertainment Expo.
Molly notes at the end of her piece for Marketplace:
"Technology is part of all of our lives. I hope there’s a day when CES truly feels like it’s for all of us."
2. A Simple 5-part Product Messaging Framework
Nandini Jammi writes a great refresher on product messaging best practices and presents a simple five-question framework:
What are you?
What will you do for me?
Why you (and not someone else)?
Why should I trust you?
Why now?
These are the questions we ask ourselves subconsciously all the time when we encounter new products and services. This is key information we require to determine whether we’re in the right place.
3. Cashing in on Feminism
I'm quoted in this excellent read by Josefine Cook, who explores how capitalism affects feminism.
Using feminism as marketing bait also creates an “illusion of progress”. Martell says femvertising “tricks us into thinking society is more progressive than it truly is”. According to McKinsey & Company, an international management consulting firm, “Men are more likely to think the workplace is equitable, whereas women see a workplace that is less fair and offers less support.”
Martell explains this type of advertising creates “diversity blind spots”. “The truth is, we can’t solve problems as a society that we don’t see or understand clearly. By accepting these illusions of support, we are telling corporations they can cash in on feminism.”
PS: I have much to say about femvertising - and will gladly do it on-stage.
4. Shine Theory
For the past few weeks, AOC has been making waves as an outspoken member of the freshman class of Congress. One neuroscientist who studies political anxiety found that one reason she's captured the attention of the GOP and right-wing media is largely scientific - and rooted in their fear / anxiety.
One tactic being used in response, and in defense, is the practice of "Shine Theory." Coined by Ann Friedman and Aminatou Sow:
"Shine Theory is the simple premise that 'I don't shine if you don't shine...' and describes a commitment to collaborating with rather than competing against other people—especially other women.
AOC drew attention to it here in a discussion about imposter syndrome - and its antidote:
In a business environment where competition among women for coveted spots in organizations and leadership teams threatens the progress towards equality, this is a theory with practical application. Read more about the myths/reality of women competing against women.
5. A Marketing Spirit Quest
In this video interview, me and Justin Gray (founder of LeadMD) went on a marketing spirit quest to uncover the fundamental job of a CMO, newsletters like this one, freelancing, how to engage buyers over long B2B sales cycles, the role of the content, and trust.
It's 30 minutes of fun and hopefully some provocative thinking.
Watch it here.
6. The Biggest Challenge for B2B Content in 2019
In this webinar summary post from Pathfactory, I highlight what I believe to be the biggest divide between sales/marketing as it relates to B2B content.
B2B buyers are consuming content right now as a stand-in for what would traditionally have been them talking to a sales rep. However, a lot of content professionals are creating very top of funnel content that really doesn’t traditionally connect to the sales process.
So you have this big divide between the role content should be playing and the content we create. I think we need to figure this out in 2019 or risk the content profession being seen as irrelevant to business growth
7. Quote of the week: Let us not follow vulgar leaders
Let us not follow vulgar leaders
Who exploit the fear of death,
And promise the bliss of salvation.
If we are truly happy,
They will have nothing to offer.
“Happiness” from the book 365 Tao: Daily Meditations by Deng Ming-Dao
Have a stellar weekend,
Katie
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