Kill the 'Big Idea.' Long Live Steve Martin!
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Comedian Steve Martin can help strategists. Seriously.
Strategists get paid to be interesting. My quest to learn more about people and places has found me detonating dynamite in a dank Bolivian mine to observing forest-dwelling, Pagan priests. I’ve stretched what it is to be a social scientist. Learning stand-up seemed a natural next step, considering humor’s serious role in ads. I signed up for Steve Martin’s MasterClass.
What follows isn’t a 101 on joke-telling; I’m puny at puns and our humor may differ. Here’s a taste of what makes me titter, stolen from comedian Gary Delaney: “The Americans had Nyquil. The British had Lemsip. It was The Cold War.” Did that make you merely sniff? Suit yourself. But here’s something we might soon agree on: the big idea should be bludgeoned, and Steve Martin should be handed congratulatory mead, as his teachings on stand-up can help us craft campaigns.
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