Strands of Genius: WTF Happened In 1971, Cultural Research, Everyone is Either a Fountain or a Drain
Guest curated by Corey Ahearne, Co-Founder Teer
Each year we aim to highlight 50 creative thinkers that have inspired us by giving them the opportunity to guest curate this newsletter, Strands of Genius. This edition is guest curated by Corey Ahearne, Co-Founder Teer.
:: A BIT MORE ABOUT GUEST CURATOR, COREY AHEARNE ::
LOCATION: Melbourne, Australia
It was early August last year and ADWEEK APAC in Sydney was awash with presentations about a revolutionary new technology upending the industry before our very eyes. Businesses in every corner of the region ought to embrace the dizzying pace of change, or risk obsolescence. I actually agree with much of that perspective but there were two presenters, two Fountains of energy, whose conversation flowed towards something more interesting, more urgent.
Rosie and Faris talked less about AI than about what makes this industry truly amazing: people and creativity. It was refreshing to hear creative inspiration bursting not from the newest, shiniest LLM, but from a seemingly endless well of unfiltered connections with nature, culture, travel, and of course, people.
Technology and what it delivers for marketers has always fascinated me, though this talk reminded me why I forged a career in the industry to begin with: a curiosity in people; how we listen, empathize, communicate and collaborate with one another. It applies both to the people we entice to buy our products, but critically, to the people and organizations we rely upon to help us do the enticing.
I’ve often wondered why, as a communications industry, we often fail to communicate well with each other. Present company excluded, of course!
This question led me to draw the curtain on an awesome 6.5 year stint at News Corp, most recently as strategy director, to join mate and former News strategy boss Usman Khan, at his Melbourne-based SaaS start-up TEER, where I’m Co-Founder and CRO.
Before I entered the industry, I dropped out of an applied science degree. Twice. I’d also spent years in the family business; liquor retail and hospitality. Thoroughly drained by alcoholic overindulgence (thankfully, that is well behind me), I took valuable lessons in human behavior into a fresh new career.
But conjure for a moment, a great experience you’ve had at a bar or a restaurant. What makes it so vivid in your memory? Is it the Wagyu, aged and cooked to perfection? The martini, dirtied just the right amount? I sure as hell bet it didn’t start with “scan the QR code to find our menu and place your order”. What memorable night out happens in the absence of a great host, who builds rapport and together with you, curates the experience?
The first hypothesis that led Usman to start TEER relates to that fond memory of yours: that X-Organisational Collaboration is the most underrated driver of marketing effectiveness. The way marketers and their partners work together is fundamental to the quality of output all parties can create together.
We at TEER feel that technology has a significant role to play in elevating the quality of human interactions across the entire marketing value chain, and ultimately to the quality of work that drives commercial success. Much like how the perfect martini isn’t the sole creation of an amazing mixologist, but in the quality of interaction she has with her guests, so much so that you’ll let her in on your dirty little secret: that you’ll have it with olive brine but no olive.
In a moment of serendipity as the conference wrapped up, I was introduced to Rosie and Faris by our mutual friend Zoë from Tourism Australia. I can’t remember the choices of cocktail/mocktail at the dive bar that night, but I vividly recall the human connection and free-flowing conversation about life as the highlight of those few days in Sydney. Come to think of it, Rosie recorded some of it…
In writing this intro, I was reminded of an interview I read in the WSJ recently with Travis Kelce, who recalls his most important life lesson. One delivered by a college football coach: Everybody you meet in this world is either a fountain or a drain. For Kelce, the lesson was learnt the hard way - “I need fountains,” the coach growled at Kelce. “I don’t need f—ing drains. Travis, you’re f—ing draaaining me!”. Well (heheh), Rosie and Faris are the example: Flowing Fountains of abundance, baby! Giant wellsprings bursting with life. I’m grateful for that night in Sydney with them, Zoe and Matty. Because, Fountains.
That’s what I admire about Rosie and Faris. It’s what I hope to bring to the industry this year through TEER.
To quote Kelce’s interviewer, J.R. Moehringer, “In a world of gutters, be a geyser.”
Editor’s Note (Genius Steals): We’ve never been more honored to be referred to as fountains :) It was so refreshing to meet and hang with Corey, and we loved learning about the twists and turns of his life. Despite jet lag and difficulties sleeping, we were only wishing we had more time together, not less! We can’t wait to see all that you accomplish with Teer and hope to hug it out again later this year :)
:: THE LINKS ::
WTF HAPPENED IN 1971
We're often led to believe that we've been living in a decades long era of rapid technological progress. This neat aggregation of charts makes a case for a half-a-century stagnation. I don't doubt the progress made in the world of bits, but the world of atoms, you could argue, has seen little progress since a successful moon landing in July of 1969. There are some exceptions, of course. Perhaps the low-hanging fruit has all been picked. Perhaps we need to get back to innovating. Peter Thiel and Tyler Cowen are outspoken on this debate. One that I find fascinating. Curious to hear what others think, especially now that we peer out over a new precipice with AI. (WTF Happened in 1971)
CULTURAL RESEARCH
The Growth Distillery is the trade facing name given to News Corp Australia's research division and independent Think Tank. I might be biased given my career, but the quality of consumer, category and cultural research we generate is world class; and some of it is publicly available right here! (The Growth Distillery)
EVERYONE IS EITHER A FOUNTAIN OR A DRAIN
I consider myself a sports fan but Australian Rules Football (AFL) is my code. So, my knowledge of Travis Kelce was absolutely brought about by Taylor Swift. This interview in the Wall Street Journal happened before the Superbowl outburst. Not excusing but I just found this interview quite introspective and was impressed with his self-awareness and strong sense of where he came from, before shooting to stardom as Taylor Swift's new squeeze, of course. (Wall Street Journal)
Looking for more from Corey? Coming Friday, look for an interview from him in your inbox!
:: AND NOW… SOME FAST FAVORITES ::
:: Game :: Scattergories was a huge hit in my childhood home
:: City :: El Nido, Philippines
:: Book :: Boy Swallows Universe - Trent Dalton (an amazing Aussie author and News Corp journo. It’s become a hit Netflix mini-series. It’s unmistakably Aussie. A must watch!)
:: Podcast :: Conversations With Tyler (Tyler Cowen) Check out his episode with British author Katherine Rundell. She’s a force and her biography of my favorite poet John Donne is a masterpiece.
:: Album :: Enter the Wu-Tang (36 Chambers) - Wu-Tang Clan
:: QUOTE OF THE DAY ::
The late Charlie Munger on humility and success: “It’s remarkable how much long-term advantage people like us have gotten by trying to be consistently not stupid, instead of trying to be very intelligent”.
Thanks for the opportunity to share a window into my world. In the words of my favourite poet, John Donne, “more than kisses, letters mingle souls.”
Strands of Genius is currently read by more than 15,000 subscribers. Support us by sponsoring an issue, encouraging friends or colleagues to subscribe.
It's called Genius Steals because we believe ideas are new combinations and that nothing can come from nothing. But copying is lazy. We believe the best way to innovate is to look at the best of that which came before and combine those elements into new solutions.
Co-Founders Faris & Rosie are award-winning strategists and creative directors, writers, consultants and public speakers who have been living on the road/runway since March 2013, working with companies all over the world. Our Director of Operations is nomadic like us, our accounting team is based out of Washington, our company is registered in Tennessee, and our collaborators are all over the world. Being nomadic allows us to go wherever clients need us to be, and to be inspired by the world in between.
Hit reply and let’s talk about how we might be able to work together :)