When Cice­ro finis­hed a speech, the audi­ence used to say, „What a won­derful speech! What an incre­di­ble accom­plish­ment!“ But when Demo­sthe­nes hur­led his indict­ment against Phil­ip of Mace­don, the peo­p­le leapt to their feet and shou­ted angri­ly, „Down with Philip!“

Today, more than 2,000 years later, we look back and rea­li­ze: It’s all hap­pen­ed befo­re. Not­hing much has chan­ged. The only real­ly big dif­fe­rence is that back then we had to come to the mar­ket­place to hear the roll call- and only tho­se who were the­re heard it. Good or bad, adver­ti­sing has always exis­ted, long befo­re social media exis­ted. The­re was some­thing to buy long befo­re digi­tal plat­forms, too – and tho­se don’t do any­thing but shout the lou­dest in the mar­ket­place. It’s just that today the mes­sa­ge rea­ches the who­le world in a split second.

Com­mu­ni­ca­ting your mes­sa­ge and craf­ting it so it does­n’t get lost in the shuff­le is what mat­ters most today and every day. „Down with Phil­ip!“ – and not­hing else. Beau­tiful spee­ches and their noble inten­ti­ons are chee­red and cele­bra­ted, but not­hing more comes of it. So, will the­se tac­tics per­sua­de anyo­ne to buy your wares?

It may well be that the diver­si­ty of sup­p­ly has grown expo­nen­ti­al­ly. And it’s a fact that the speed at which the mes­sa­ge can be spread has grown imme­a­sur­a­b­ly. But the DNA of the audi­ence and their moti­va­tio­nal prin­ci­ples have remain­ed the same. The­re have always been rich and poor, bright minds and duds as well as good and bad sel­lers, cus­to­mers and goods: all the­se cate­go­ries have always exis­ted. Only their quan­ti­ty and fre­quen­cy have changed.

On the fol­lo­wing blog pages, we want to get to the bot­tom of the cen­tral argu­ments of today’s com­mu­ni­ca­ti­on. Whe­ther you share our opi­ni­on or not, it is undis­pu­ted that the search for the right for­mu­la often invol­ves tho­se who want to shape their com­mu­ni­ca­ti­on accor­ding to prin­ci­ples that we cri­ti­cal­ly ques­ti­on. Coin­ci­dence? From our point of view, not at all. „The heart has its reasons that the mind does not know,“ as Blai­se Pas­cal said. We are con­vin­ced of the truth in that state­ment. And of this very truth we will also try to con­vin­ce you by means of this blog. You – and the crowd of skep­tics who never tire of clai­ming that they have the magic for­mu­la nee­ded to sell your product.

Accom­pa­ny us on our blog “Think befo­re doing”