Lies – fantasy spelled out loud

This post is a part of the blog relay leading up to Media Evolution The Conference 2013. This is the third

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post in the relay. Yesterday Brit Stakston from the Stockholm based PR Agency JMW wrote about not underestimating the power of power and reminded

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I remember it vividly still 20 something years later. I just entered what was going to be ten years of passionate interest in acting by joining in on a first workshop in my little hometown. It was the legendary Bobo Hermansson who gave me the insane truth. As a five-grader this was revolutionary, explosive stuff.

You have a life-time behind you of parents & teachers teaching you the wrong thing. You were told to tell the truth. In this room, viagra pill color right now, this stops. You need to start lying. You are still young, so your natural ability to lie is still there to natural alternative of viagra be saved. If you are unable to lie, you are unable to give life to characters and to shape anything believable whatsoever.

If I briefly sum up my career you soon realise it is a potential haven of truth-seeking activities stacked on one another. I studied Social Anthropology to uncover the western ethnocentric lie of ”development” viagra seized by canada customs and ”under-developed” cultures. Became a journalist and news reporter to uncover the lies of the power. And founded my content marketing agency Matter to kill the lies of advertising and start communicating authentically. I dedicated my work life to different shades of truth. I loved the truth hard enough to forget the essence of lies. See, here is where Bobo Hermansson was right. Lying is an essential part of fantasy. And to be able to lie is the possibility to escape into fantasy and to get other people believing in this fantasy with you. Obviously this connects to creativity. Lying is fantasy spelled out loud. In a first exercise he wanted us to tell the rest of the group about our summer, with immense passion and love for the subject. Without letting one word of truth pass your lips. The task was to lie for three minutes straight. Try it sometime. It aint easy. However, easy or not is missing the point. This is forced creativity and it works to expand your ability to imagine stuff and to give life to a story. And how does this connect to authenticity? I started Matter to change marketing communication to valuable content for real people instead of deceiving with false and annoying messages stuffed down your throat. Here is where you go ”Hey, is he real? Lying is bad

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too!”. Yes, but if this is how you feel then you are still missing the point. I am not talking about the lying that comes with deceiving people or in any other disrespectful way by any mean hurt people. I am talking about the power to imagine and how this is an essential tool to imagine a world different from the one we have. The lie in itself is therefore not morally corrupt. It is the intentions, its content

and its consequences that

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defines it morally right or wrong. And this connects to what we do at Matter. For our clients we could easily only depict the ”truth”.

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How things are. And by god we do. A lot of what we do is editorial content with authenticity at its core. Our clients customers canadapharmacy-drugnorx getting the possibility to talk openly on a subject relating to the brand in question. A lot of the content marketing out there is just like this and that is all fine. I just wish that we could start using our imagination a bit more. Lying (fantasy spelled out loud, remember) is an absolute a necessity if any disruption is to happen. So, start practicing your lying abilities and imagine up new stuff. But don’t deceive and don’t do harm while lying. On The Conference this year I will be hosting a Masterclass with the fantastic Karen McGrane. Not much lying to be hoped for there, we will walk through how to make your content adaptive and mobile. On the other hand, the content that you wish to create (and make adaptive) could be fantastic lies, enabling people to imagine a world different from the one we have.    

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