Building Community

The Story of Content

Had you asked the average Minnesotan in early 1991 to handicap that year’s U.S. Senate race, the vast majority would’ve no doubt told you that the chances of an obscure political science professor defeating a millionaire incumbent businessman were approximately the same as the proverbial snowball’s in hell. The problem, as is often the case, was money, or lack thereof. For every dollar that the challenger, Paul Wellstone, had in his campaign war chest, the incumbent, Rudy Boschwitz had 7. As it turns out, Wellstone had him right where he wanted him.  He would manage to squeeze by Boschwitz in one of the biggest upsets in American electoral history. Wellstone’s secret weapon? Storytelling. Coming two years after the breakout [...]

I See You

South Africans typically greet each other with the Zulu word Sawubona--Sawa for short--which translates literally to "I see you." But the greeting has a deeper, transcendent meaning as well which can best be understood thusly: “I recognize not only your physical form but your humanity. On its most molecular level, Sawa is an articulation of solidarity with other human beings, and it helps strengthen a sense of community and belonging. Iconic South African figures such as former President Nelson Mandela and Archbishop Desmond Tutu credit the double entendre with helping sustain freedom fighters during the country’s dark days of apartheid. Building community is also the key to creating the quality content that is central to effective brand marketing strategies. [...]