We live in a time of immediacy

I often contemplate on this fact. So many times do I see marketing efforts, and communication attempts where the company or the brand are trying out new channels, media, messages or methods if you like. They are spending a lot of resources trying to get that quick fix to make things better.

I remember back in my college days studying the arts of visual communication – that there are some simple and very basic principles in the way we create ideas and story tell. One of my teachers came with the statement, that there are 4 basic ideas, where everything else is generated from. I’m not sure I support that statement, but I know one thing based on my own experiences.

Instead of jumping from one method to another, in which there are a million and then some, by focusing and understanding the principles will create the best foundation to create your own methods.

the Philosopher Ralph Waldo Emerson (1803-1882) wrote in his time the following:
“As to methods there may be a million and then some, but principles are few.
The man who grasps principles can successfully select his own methods.
The man who tries methods, ignoring principles is sure to have trouble.”

Arnt Eriksen. Simplifying the complexity
of marketing and communication.


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