The Elements of Persuasion

Terms of Endearment

Terms of Endearment is still a terrific film. It won 5 Academy Awards and even though it was made almost 30 years ago and it still stands up. John Lithgow plays the part of Sam Burns a very shy Iowa bank official. He falls in love with the married Debra Winger and has a brief affair.
Parts of the film were shot in the Midwest and the director used local extras. Lithgow says that before he was ready to shot his first scene he walked around town studying how locals behaved. He observed closely how they talked, walked and what they were wearing. By chance he met a local bank official. Lithgow began speaking with the banker when he noticed the shoes the man was wearing. They were two tone brown and cream wing tips. Lithgow new instinctively that they were the shoes he needed to wear. He told the astonished official that he needed the shoes immediately and paid a handsome price to the delighted man.

Lithgow said that literally walking in this man’s shoes helped him let go of the “sophisticated actor” playing a role. Lithgow wanted to become that banker from the inside out. He wanted to see and experience what his character was thinking and feeling.
In order to accomplish that level of empathy Lithgow had to let go of his own ways of behaving and walk a mile in another mans shoes. This letting go of one perspective and adopting another point of view gave Lithgow the freedom and power to express himself with authenticity. 

One need not be an actor to take advantage of this strategy. Changing perspectives helps people gain knowledge. The ability to see the world through an others eyes is a uniquely human skill and like any skill it needs to be practiced as much as possible.
So the next time you are in a quandary about someone else, take a John Lithgow moment.  Observe the person closely while suspending your own judgment. Be daring enough to walk in the other guys shoes.

Invest in Play

Its official-play is not frivolous. In fact, play makes people smarter and more resistant to the paralysis of fear. Dr. Stuart Brown has devoted his professional life to studying play. He took two populations of rat pups and deprived one group from playing. When the rats matured he exposed both populations to the scent of a cat. Both groups fled and hid. The group that was not play deprived slowly came out of hiding, sniffing around for the cat and eventually re-established a normal routine. The play deprived group never came out of hiding. They starved rather than returning to above ground activities. In autopsies Brown discovered that play deprived rats had smaller brains.

A playful attitude at work and life is a huge advantage during a crisis. When people are playful they signal that different feelings and ideas are OK to discuss. A playful environment encourages creativity and innovation. Maybe that is why Google and Microsoft have rooms filled with games; from computer to paddle tennis. Games are a safe place to fail and the more one fails the more one learns if one adopts a playful point of view.

 Bill Gates comments “Success is a lousy teacher. It seduces smart people into thinking they can’t lose.”  The great Tai Chi master Cheng Man-ch’ing urged his students to adopt a playful attitude and “invest in loss” He went on to say that the fear of loosing makes people hold on to old structures and ideas and that leads to rigidity and ultimate defeat. He was the embodiment of flexibility and playfulness. Even into his seventies he remained a peerless martial artist.

Here is an exercise to help see problems in a more playful light:

* Describe in one or two sentences a current problem (an example)  “we need healthier snacks during office breaks all we get are doughnuts”

* See the problem in your minds eye as a movie say a Western, Spy thriller, Musical

* Assign roles of hero, antagonist, supporting actors and bit players to the cast of real life characters

* How do you cast yourself…Hero, villain, or supporting player?

*  How are you and others dressed? What’s the dialogue? Where does the action take place? How is the problem resolved?

* Now recast the parts including your own part. If you were the hero, now play the villain etc… and run the movie in your head again pay attention to what happens next.

* What do you notice? What changes? How often do you find yourself playing the same role in every problem?

Fuel for Thought

Josh Tickell grew up in a place where you could fish in nearby streams and cool down in the bayou across a shady lane.  This was a place of abundance and beauty where neighbors served up mouth watering stews from local waters, then laugh and say “We eat everything that don’t eat us first.”

Things began to change. Josh watched the streams turn to sledge and the clear waters became so poisonous that most of the fish died and the ones that survived were too toxic to eat. The air turned the color of tar and stunk. Everybody got headaches and some become sick and a few died. Everyone knew what was going on.  The government did nothing more than put up a few signs warning not to fish or “Water unfit for swimming.” Oil refineries had come to Louisiana and Big Oil money kept politicians wealthy and silent.

These events deeply angered Josh who made a terrific film called Fuel. His anger motivated him to find alternatives to Big Oil. He spent his life documenting the rise of bio-fuels like corn, algae, solar, wind and ocean currents. He bought an old van and installed a diesel engine and fueled it with used vegetable oil he recovered from fast food restaurants. He drove across the country spreading the word about a cleaner way to power up.

What’s most gripping about Fuel is watching Josh change. Anger is a powerful motivator. It moved Josh to take action against Big Oil. Anger can also fuel wars. Bush/Cheney were able to harness the anger over 911 and use it to convince American’s to attack Iraq even though Iraq was not involved in 911. Sustained anger has a price. It causes burn out, apathy and depression. So Josh changed his strategy. “I stopped fighting from anger and I started looking for partners.” Maybe that’s what we all need to do. Share our personal story of hurt, betrayal, and rage. Next reach out beyond our hurt and connect with a community of partners and take action.

ALASKA NOIR

Sarah Palin is not the only interesting story coming out of Alaska. Ted “Hell No” Stevens is on trial for failing to report “gifts” from “lobbyists.” His is also running for reelection. The DNCC put together this little gem. I don’t like negative ads, but this one is too genre perfect to pass up. If you still have doubt that great political ads are story driven, this 30 sec spot should lay them to rest.

A quick 5-elements analysis: The Passion (irreducible core) of the ad is carried by the opening sound track – a cross between a political thriller and a local news stations investigative reporter theme. It establishes beyond doubt that this will be a crime story. The people in the van are our Heroes (we even see Stevens' house on a video monitor stressing their point of view is our point of view). Stevens is the Antagonist “He thinks he is above the law”. And crucially there is a moment of clear awareness when one “reporter” says disgusted, “And I voted for him.” Finally a transformative tag line “It’s not about Alaska anymore.” This is great stuff.

BTW, if anyone has any great Repub ads I’d love to analyze them. Most of what I’ve seen from the Repubs are tired retreads, but I’m probably missing something. Enlighten me, please.

VOTE EATING VILLAINS

Yes, Virginia, there are real villains in politics. In our book The Elements of Persuasion we stress not demonizing an antagonist. In the real world, as opposed to Hollywood, you should be careful using the V word. But there are times it fits. We are reaching one of those times.

I’m not talking about nasty attack ads. Those are often in the eye of the beholder. Your hero is my antagonist. Your scandalous lie is my biting social commentary. It’s an American tradition that goes back at least to the mercurial friendship and bitter hurt feelings of Jefferson and Adams. A little mud slinging keeps our democracy down to earth, and hurray for us for doing it. Americans are a scrappy bunch. That is one reason we’re such lovable galoots. But the desire to win can go too far.

If there is one thing all Americans should agree on it is that every citizen has a right the right, if not the duty, to vote. That is not a technical right granted by a benevolent State, it is an Inalienable Right made tangible by the sacrifices of our Founding Fathers and “watered by the blood of patriots” in every generation since. So organized voter suppression is truly villainous.

And what could be more villainous than a banker foreclosing on little Nell’s mortgage then twirling his metaphoric mustache as he has the sheriff tear up her ballot because she doesn’t live there anymore. According to the website The Michigan Messenger someone connected with Repubs is trying to do just this in battleground state of Michigan. The Messenger's post must have touched some nerve because a slander suit has been filed. TPM fact-checked to find out who was paying the attorney fees and got shined on by the shyster involved which is not a good sign.

If this is actually happening, shame on whichever party allows it.

Of course there are more sophisticated technical ways of denying – or enhancing - the vote (and both parties seem to do it). Check out HBO's Hacking Democracy - availabe on disk - a truly scary documentary. Perfect for your pre election Halloween Party.

BIG DOG BARKS

As we prepare to tune in to tonight’s Vice Presidential Debate it's good to remember that the big story news of the campaign this week already happened two days ago down in Florida.. That's when Bill Clinton finally came off the sidelines and delivered as strong stump speech for Obama. A great stump speech, well worth study.

Who ever wins tonight VP psychathon it will really just be more of the same – a struggle between hero and antagonist. Of course each voter gets to choose who is which. It is unlikely that the debate will actually move the story forward. If you are like me, I'm sure you will be sure your hero won. To move forward we have to get to the point of AWARENESS, a simple clear moment of decision when we really know what we need to do to make things right.

On the big screen the classic is the voice of Obi Wan Kanobi telling Luke Skywalker “Trust the Force, Luke” Luke does, and the Republic lives on.

That call to clarity, to making the right decision under pressure is what Clinton’s speech in Florida is all about. And notice how many times he uses the word decision.

Do yourself a favor and listen to it. If you like oratory, if you like listening to a a great storyteller capture the crowd’s imagination about something really important, do yourself a real favor and listen to the whole thing.

The best version I’ve found on the web is from the folks at Crooks and Liars (a great site BTW). Click here to see it. Go on. Click. 

My favorite part? After talking about how the mess we are in is the result of bad decisions not accidents, Clinton adds, “We have a saying in back in Arkansas, “If you find a turtle sitting on top of a fence post, it’s not there by accident.”

THE PHONE IS RINGING

Nothing grabs your awareness more than a ringing telephone. Unless of course it is a ringing telephone late at night when the noise might wake up your sleeping kids.

That’s the hook for a new ad the Clinton Campaign hopes will be a wake up call for the 8% of Texas and Ohia Dems who are still undecided. You can see it here.

This style of political ad, known as “Red Phone ads” after a 1984 ad run by Walter Mondale, are all about the moment awareness that allows the hero to prevail. You never know when that “Use the Force, Luke” moment will come for a Hero – or a President – but you know it will.

Predictably Obama’s camp initially cried foul calling Clinton’s “fear mongering”, but then pivoted smoothly and came out with an ad of its own (see it here) that asks “Wouldn’t you rather have the person taking that call be the one that keeps you out of war rather than the one that got you into one?” Very nicely done.

But it doesn’t really answer the core question. Who is better prepared to be Commander in Chief? Luckily JACK NICHOLSON, on this own dime apparently, has weighed in with one of the really great ads of the year. It is more than worth a watch. It is worth two or three. It is great political filmmaking by a great filmmaker. Click here.

The line I really love? When Jake Gittes says, “What can I tell you Kid, when you’re right, you’re right, and you’re right,” which neatly puts to bed the whole issue of the vote to authorize force then moves on, to stirring martial music, towards a “makes you want to salute” close. If Hillary had done that months ago we could have cut to the chase a lot sooner. Nicholson’s ad is brilliant political story telling. Now watch it again.

STRIKE OVER! STORYTELLERS WIN!!

Yesterday the WGA voted by over 92% to end the 14 week-long writers strike. Writers still need to discuss and ratify the new contract - in LA the meeting has been scheduled for February 25^th – but it is all over but the shouting.

With writers however, the shouting is usually the most interesting part. This time around the tensions that often make WGA strike meetings the most entertaining show in town never really surfaced. Why?

One reason is the Internet itself. Blogsites like United Hollywood, Strike Life and The Late Show Writers on Strike kept frustrations from festering to the toxic levels needed to trigger intramural paranoid fantasies (paranoid fantasies are after all a WGA specialty).

Even more important was the decision to mount continuous pickets. In The Elements of Persuasion we talk about how working (and walking) closely together stimulates mirror neurons, increasing brand loyalty and bonding. It works for Starbucks. It worked for the WGA. Writers who spent months in close proximity carrying picket signs and chanting now know how emotionally powerful and healing “walking the line” can be. The LAT has a nice page on what it all felt like. Click here.

There are a few issues still on the table. Most important is jurisdiction over “Reality TV”. In my book it is shameful that the WGA allows writers – any writers – to work under contracts that offer no health care and no pension. But as I was reminded on the picket line, the WGA is a Guild, not a Union.

That distinction is rapidly fading. The increased militancy the picket line bred, particularly among the strike captains from whom future WGA leadership will be drawn, means the days of sweetheart deals for the media conglomerates is all but over. To all those who went on strike to secure the future – JOB WELL DONE!

PITCH PERFECT

On Tuesday February 19^th Bob and I will be giving A FREE WORKSHOP on how to use the five-element story model we describe in The Elements of Persuasion to polish the pitch for a film or television project. We are doing it with our friends at FilmIndependent, the not-for-profit organization that promotes independent film making here in LA with its Spirit Awards. To find out details about the evening, click here.

Pitching a film project is verbal story telling at its most refined, containing elements of writing, acting and direction. Literally millions of dollars hang on having a tight and compelling song and dance. Many filmmakers dread the experience, but it can actually be a lot of fun. And you won’t stop pitching once you get the cash – you’ll have to pitch the film to every member of the cast and crew all through actual filming and post production, then go out on the road and pitch it to the news media as part of the publicity campaign. So it just makes sense to get your pitch perfect.

We are billing the event as a fast, interactive evening for “writers who get nervous, actors who leave out crucial details, and directors who want to get the suits to see it their way.” If you have a film idea – and who doesn’t? – come by and lets work on polishing it together.

You do have to be a member of FilmIndependent. But if you live in LA and you love film you probably are already. If not, you can join right here, If you hurry there may still be l time to vote on this years Spirit Awards. It is money very well spent.

CLOVERFIELD

Sometimes where you see a film is as important as the content of the film itself. This is particularly true of genre films you see in a theater near where the events in the film take place. Your familiarity with the locations helps draw you in, and drawing you in so that you can experience the visceral rush of the ride is the whole point of this type of film. 

I just saw Cloverfield at the perfect venue – the Regal at 42^nd Street and Eighth Avenue in Manhattan. Icing on the cake – it was a first night after-the-bars close late show packed house of bartenders, waitresses and busboys - horror buffs all. I loved the ride. If you like SciFi you want to be sure and see this one..

But Cloverfield, a modern day Godzilla shot Blair Witch style, has such a strong sense of time (one strangely bifurcated day) and place (Manhattan from Spring Street up to Central Park) that I’m not sure how I would have felt watching it at any other location. For the last week those have been my literal stomping grounds as my partner and I did a consulting job for a NYC design firm. Don’t get me wrong, This flick isn’t a classic. It is the sort of low-brow high-concept trash you expect from the J. J. Abrams’ brand (and I mean that in a good way, believe it or not) Still it is only 90 minutes long, so what have you got to lose? And you definitely need the big screen and the occasional snarky comment from the back row to get the full effect.

I can’t say more without shamelessly spoiling, but there is a lot to study here in terms of hero, so you’ve got a week see it, then lets talk more. If you do go see it, start the conversation by posting comments. Let me know how it played in your town.