Instead of Manufacturing Hype, Just Start Doing Great Work
I got a call to do some filming for a marketing agency in Los Angeles. I had the date open and it sounded interesting, so I decided to go.
The filming took place in a Beverly Hills mansion, probably the largest single-person home I’ve ever been in. On the way in I waved awkwardly to the car valet who was hosing down a Porsche, then said hello to the personal chef chopping vegetables in the kitchen. All over the studio, which looked a bit like what I’d imagine a porn set to be, there were whiteboards set up with verbal cues. Most of them related to the science of persuasion: scarcity, limited-time offer, feel better about yourself. Read More