– with Stefan Mumaw
Movies are not real. We don’t go to the movies for reality. We go to feel, to be moved.
Think about products that are sold in stores. Does the product itself make a person excited? Most products themselves are boring. We must use creativity to make them more interesting, to make people feel. Dog food is boring. But add a dog with the dog food and you’ve got personality. Add a story around the dog and you are moved.
Making ads and websites is not what we’re here to do. We are here to make people feel. Mumaw says no one really cares about the product. They care about themselves and how they can benefit from the product.
To create emotion, Mumaw suggests:
1. Putting human first, product second
2. Construct a story
3. Pursue empathy
Most people are driven by fear. How can we alleviate their fear?