All posts by punchline

Taiwan has very effectively used humor to fight false Covid news
Taiwan has very effectively used humor to fight false Covid news

How do you counter bullshit?

Around the world, attacking such hoaxes head on has repeatedly been shown to be hopeless, counterproductive.

Well, there’s lessons for all of us in the way Taiwan’s dealing to Coronavirus misinformation.

Instead of tackling fake news directly, the 23 million people country, (one of the few to have shoved the Covid genie back into its bottle), has seen its government being deliberately subversive, and counterattack falsehoods with humour.

‘Humor over rumour’ has effectively quashed misinformation around CV-19.

As Quartz reports in this article, Taiwan’s digital ministry rebuts with a joke within two hours of spotting a hoax post.

It’s based on the principle that people like to share funny memes on social media.

This approach allows the government to take back control of the narrative.

Taiwanese government agencies have even employed professional comedians to help their cause.

One meme countering a false report of a toilet paper shortage – where the paper was supposedly being used for face masks instead. A cartoon character of Taiwanese premier Su Tseng-chang sashays his rear end, telling people “We only have one par of buttocks”, alongside an illustrated graphic showing that toilet paper pulp is imported from South America and has no effect on face mask production because those materials are sourced locally.

Taiwan’s enlightened approach is a storytelling breath of fresh air.

Among all the bad news of Covid-19, a touch of glee does a power of good.

The lesson for all storytellers across government and private sectors is that laughter can and should be used for good, although its effectiveness needs to be carefully gauged as this ‘Humor, Comedy and Consumer Behavior’ article in the Journal of Consumer Research points out.

So sure, humour needs to be used cleverly (what storytelling shouldn’t!), but as the nation formerly known as Formosa has shown, it can also be used to counteract lies.

Big ups to Taiwan for setting an example.

Everyone will have to reset their stories as we come out of Coronavirus lockdown
Everyone will have to reset their stories as we come out of Coronavirus lockdown. Photo by Aziz Acharki on Unsplash

Exactly how business changes and morphs as we come out of Covid lockdown is a very murky crystal ball.

There is no playbook for the situation the world’s in, and we don’t know the ending…for individuals, for communities and for companies.

One aspect which will evolve are the stories businesses tell of themselves and to themselves.

Even more so, an organisation’s first most important story (their Million Dollar Message) almost invariably will need to be totally reinvented.

The encapsulating 2-10 words that, a mere two months ago, perfectly described a firm’s what and why is now quite probably redundant.

The BBQ or informal function inquiry as to ‘what do you do’ will no longer have the right resonance.

The expression which does all the heavy lifting and acted as a North Star for an institution’s storytelling on its website, sales documents and social media may now seem irrelevant.

For example if international and business travel become (initially at least) minor components of Air NZ’s offer, how should it reframe its value proposition?

How does travel and tourism convince us that they’re actually sustainable?

Can food and food production systems succinctly tell us stories that they’re on the side of the planet?

Post-Covid-reset

The post-Covid-reset by businesses will not only be in product and service offers.

The story and stories promoted post-Covid will need to reflect a new reality of a completely changed world – one where you have to demonstrate sustainability, if not positive contribution, to our planet.

You might be able to unearth an authentic story on your own that reflects this.

But because most of us (myself included), can’t see the wood for the trees, most find it impossible to do by themselves.

Punchline’s promise is that its two-hour questioning-framework will reveal the words that are at least 80% of the way there in describing why someone should be interested in your offer.

By taking this expression – and applying more thought, time and tweaking – a business has the basis for their own bona fide Million Dollar Message.

A firm’s first, most important story is the most difficult one to bring to light. It is a concentrated narrative, very often incorporating a magical metaphor, that most writers and branding agencies shy away from.

But as they say, never let a serious crisis go to waste – tell your story in a different way, today.

‘Stay home, save lives’ misses an opportunity to increase its impact - ‘Omne trium perfectum’

Messaging and stories are going to be a key element of snuffing out Coronavirus over what will be a tricky target.

Somewhere, but most likely spread, a bevy of government communications people are creating messages. You can’t envy their job.

It’s no easy thing to nail important ideas so that all of us understand and respond.

To add to the pressure, what’s at stake doesn’t come any bigger than Coronavirus.

Now ‘Stay home, save lives’ is good, but it could be better by applying the rule of three.

The rule of three has its own Wikipedia entry, and the Romans had their own version.

“Omne trium perfectum”

  • Everything that comes in three is perfect, or
  • Every set of three is complete

The statement is improved by obeying the rule of three, stretching it and upping its take home message (no pun intended, but…):

Stay home
Stay safe
Save lives

We provide a double hit of why staying at home is so important. Staying at home means we’re both safe ourselves, and helping others by doing so. We provide a why (stay safe) to the two requests.

The triplet has alliteration, and a useful double repeat of ‘stay’, which has different meanings in this case as well.

Finally, from a rhyming and lyrical point of view, a three punch poem is more pleasing.

This, of course, is just my opinion.

But if everything that comes in threes is perfect from the Romans’ point of view, it probably applies for us too.

By using the term Andra tutto bene, Italians have adopted a we attitude to Coronavirus. So should New Zealand
By using the term Andra tutto bene, Italians have adopted a we attitude to Coronavirus. So should New Zealand. Photo by Joel Filipe on Unsplash

We should avoid using the term self-isolating.

Instead we should use self-containing.

Why?

Because the language we use provides a feedback loop in our brain which can either be positive or negative. And negative or positive – our reactions are also contagious…much like Coronavirus.

So isolate means alone. Isolate implies looking inwards continuously. Isolate suggests we are attempting to single-handedly battle Coronavirus.

Wrong.

We are much better off invoking a collective norm. In other words, we need to battle Coronavirus together – it’s a ‘WE’ not an ‘I’.

Of course we have no playbook or template of how to handle the invisible scourge’s viral effects.

We are in unprecedented (or unpresidented as Trump once memorably said) times. It is only with a unity of purpose, together that we will overcome Coronavirus.

A recent, tragic example already informs us of the power of we as well.

In much the same way that the NZ Prime Minister Jacinda Ardern’s reaction to the March 15 2019 Christchurch Muslim massacre was ‘They are us’ as a national rallying call, so too must we adopt language that inspires hope, not hopelessness.

So let us start by rewording language, and call it self-containment, not self-isolation.

Let us use language of collective action for the common good, and remain positive in the face of uncertainty.

Above all, let us constantly remind ourselves of an expression (and graffiti) virally turning up in Italy – and of the power of language to lift us rather than lower us.

‘Andrà tutto bene’ – everything will be all right.

Honour fashion has crafted a perfect Million Dollar Message that is exactly on point for our time
Honour fashion has crafted a perfect Million Dollar Message that is exactly on point for our time

Ernest Hemingway was once apparently challenged (now believed to not be true) to write a story in six words.

His supposed answer was: “For sale, baby shoes, never worn”.

We fill in the dots, we figure out what must’ve happened, we feel a surge of sorry as we empathise with the parents.

My partner brought home a shopping bag the other day – and pointed out the great wording of the place she bought a top from.

Honour fashion: pre-loved, re-loved

The name ‘honour’ acts as both a noun (the name of the business) and a verb (as in pay respect to fashion).

Pre-loved is a much more emotive and affirming term than second-hand or used.

And Re-loved – that’s exactly what the new owner of the item will feel they’re doing with the piece of clothing (opps, fashion!).

We fill in the dots, we figure out what must’ve happened, we feel a surge of sorry as empathise with the parents.

Four words – a story which includes a business name – nothing else required. It’s a true Million Dollar Message, for the Vivian St, Wellington company.

Has anyone come across similar business succinctness (okay, you’re allowed a few more words)?

(And, if you or a colleague want greater clarity around business storytelling or help with your own Million Dollar Message, give Punchline a yell.)


Explaining is losing, so let's call it Wellington University
It’s time to ditch Victoria University and call it Wellington University

It’s somewhat ironic and apt that Victoria/Wellington University’s name debate is now a political argument.

Ronald Reagan can perhaps lay claim to the phrase ‘explaining is losing’ – and that is exactly what happens when you use the term Victoria University. (Reagan’s contention was that messaging needs to be as simple as possible, with as little explanation as possible required).

This is where the name Victoria University comes undone.

Oh, you mean the one in Toronto, no, Melbourne, well how about Kampala, Uganda, or the other half dozen or so dotted around the world.

From simply a (removing) confusion point of view, Victoria University should be Wellington University.

Because the latter name is the start of the Capital’s university story. Paying homage to a dead monarch is a dumb way to begin your conversation with the world and the rest of New Zealand.

Now I do appreciate that some alumni of Victoria University may have a sentimental attachment to the moniker…but sorry, tough.

From a storytelling viewpoint – and everything is story – it should be Wellington University.

And the emotional blackmail being heaped on the people charged with running a commercial business needs to stop, immediately. Local body and national politicians need to remove their blinkers.

‘Explaining is losing’; and those fanning the flames for retention of a dead name should butt out.

The queen is long dead – Long live Wellington University.

(Alternative points of view, with its reasoning are welcome!)

A lexophile loves words, and playing with them.
A lexophile loves words, and playing with them. Photo by Eileen Pan on Unsplash

One of the roles in Toastmasters (I’m in Wellington’s Collider group) is Grammarian.

I had that function recently and was asked to introduce the word ‘lexophile’, an expression I’d never heard of before.

A lexophile is a lover of words, finding enjoyment in word play, anagrams, palindromes and the like.

While researching the term, not surprisingly I came upon some amusing examples (which were also described to me as ‘dad jokes’).

Here’s a wee list. Which ones take your fancy?

  1. A bicycle can’t stand alone; it is two tired.
  2. A will is a dead giveaway.
  3. Time flies like an arrow; fruit flies like a banana.
  4. A backward poet writes inverse.
  5. In a democracy it’s your vote that counts; in feudalism, it’s your Count that votes.
  6. A chicken crossing the road: poultry in motion.
  7. If you don’t pay your exorcist you can get repossessed.
  8. With her marriage she got a new name and a dress.
  9. Show me a piano falling down a mine shaft and I’ll show you A-flat miner.
  10. When a clock is hungry it goes back four seconds.
  11. The guy who fell onto an upholstery machine was fully recovered.
  12. A grenade fell onto a kitchen floor in France resulted in Linoleum Blownapart.
  13. You are stuck with your debt if you can’t budge it.
  14. Local Area Network in Australia : The LAN down under.
  15. He broke into song because he couldn’t find the key.
  16. A calendar’s days are numbered.
  17. A lot of money is tainted: ‘Taint yours, and ‘taint mine.
  18. A boiled egg is hard to beat.
  19. He had a photographic memory which was never developed.
  20. A plateau is a high form of flattery.
  21. The short fortune teller who escaped from prison: a small medium at large.
  22. Those who get too big for their britches will be exposed in the end.
  23. When you’ve seen one shopping center you’ve seen a mall.
  24. If you jump off a Paris bridge, you are in Seine.
  25. When she saw her first strands of gray hair, she thought she’d dye.
  26. Bakers trade bread recipes on a knead to know basis.
  27. Santa’s helpers are subordinate clauses.
  28. Acupuncture: a jab well done.
  29. Marathon runners with bad shoes suffer the agony of de feet.
  30. The roundest knight at king Arthur’s round table was Sir Cumference. He acquired his size from too much pi.
  31. I thought I saw an eye doctor on an Alaskan island, but it turned out to be an optical Aleutian.
  32. She was only a whisky maker, but he loved her still.
  33. A rubber band pistol was confiscated from algebra class because it was a weapon of math disruption.
  34. The butcher backed into the meat grinder and got a little behind in his work.
  35. No matter how much you push the envelope, it’ll still be stationery.
  36. A dog gave birth to puppies near the road and was cited for littering.
  37. Two silk worms had a race. They ended up in a tie.
  38. A hole has been found in the nudist camp wall. The police are looking into it.
  39. Atheism is a non-prophet organization.
  40. Two hats were hanging on a hat rack in the hallway. One hat said to the other, ‘You stay here, I’ll go on a head.’
  41. I wondered why the baseball kept getting bigger. Then it hit me.
  42. A sign on the lawn at a drug rehab center said: ‘Keep off the Grass.’
  43. A small boy swallowed some coins and was taken to a hospital. When his grandmother telephoned to ask how he was, a nurse said, ‘No change yet.’
  44. The soldier who survived mustard gas and pepper spray is now a seasoned veteran.
  45. When cannibals ate a missionary, they got a taste of religion.
  46. Don’t join dangerous cults: Practice safe sects.
A ad that is not telling us what to do, but questioning if we need help
This AA advertisement is not bashing us over the head telling us we should be doing something. It asks a double-meaning question

Two words, two meanings and a demonstration of the power of the right question to…stop…and…make…you…think.

You can’t help but flip between ‘over’s’ interpretation. It’s telling.

  • Am I drinking too much?
  • Am I sick of what drinking is doing to me?

There’s no judgment, no high moral ground, no finger-wagging.

There’s simply a little self-imposed jab at your conscious and subconscious.

If the answer to ‘Over drinking?’ is affirmative, here’s an answer, here’s one way to do something about it – Alcoholics Anonymous.

This recent billboard on Wellington’s Adelaide Road is understated cleverness; a telling subtle reminder that for some of us, drink is a demon but there are people who can help.

And of course, the ad’s timing following New Year (excess?) is pretty spot-on as well.

The right name in the right place is perfect. Duckworth Lewis Accommodation is exactly on point for cricket tragics
The right name in the right place is perfect. Duckworth Lewis Accommodation is exactly on point for cricket tragics

A brand name by association can be a useful thing.

Which is where Duckworth Lewis Accommodation has been clever in its nomenclature.

This boarding house (formerly a pub) could’ve called itself Adelaide Road, Te Aro, Hospital Visitor Accommodation, or any number of lesser names.

But, being located right beside The Basin Reserve (the home of NZ cricket), it’s taken a tangential approach to what to call itself.

Duckworth Lewis is a loathed, but sometimes necessary, way to figure out how many (adjusted) runs a team batting second must score if a limited overs game of cricket is affected by rain.

The eponymously named method or algorithm causes no end of debate among cricket tragics when it is brought into play (confession, I’m a cricket tragic!).

So, being only a well-hit six from the middle of the Basin’s cricket pitch, the name Duckworth Lewis will bring a knowing smirk from many.

And for those not as fortunate to be aware of cricket’s arcane rules, it will simply be an unusual but not off-putting name.

To put it another way: while appealing (which itself is a cricketing pun, check out its meaning here) to sporting fans, it’s not unappealing for the non-aficionado.

A subtle way to promote that you're good and old
A subtle way to promote that you’re good and old

Perhaps it’s indicative of alcohol’s margins that they often have great advertisements.

That is, they can afford to get their words right.

So, and in no way condoning or encouraging alcohol consumption (though I do drink), here’s a very clever way to remind people Stella Artois has stood the test of time.

“600 years of practice makes perfect”, as photographed recently near Wellington’s (ex-Westpac) Stadium.

As well, they’ve aligned themselves with excellence through a practice makes perfect analogy. Of course, the alliteration in how they promote themselves doesn’t go amiss either.

Understated but accurate, ancient but modern, subtly encouraging…makes me lick my lips simply writing about it. In a word, witty.

(And if you want assistance for your own slogan or statement, given Punchline a yell. We know how to make words work for our clients).