The BUZZ Thing
A news line in TOI (dated 16th Feb ’08) left me wondering the similarities between in elearning and a newspaper. The news line titled “Creating the Buzz Factor” talks about the newspaper being recognized as one of India’s buzziest brands with the Buzzy 10 awards. The brand also underscores the yawning gap between all other media brands – across delivery platforms, be it print, television or internet.
What is BUZZ?
Buzz is when a product touches the heart and minds of the customer. Buzz is the customer’s way of saying: I am delighted with you; therefore I keep talking about you.
What is the X factor which has lead this brand to be the buzziest, when all
Newspapers sell the same headlines and the news?
Is it difficult to find define …
It’s the difference between the content (here news lines) management and designing- the way the news items appear with catchy headlines, the language which is easy to connect and comprehend, and the most important how these news items are spread across as per the relevance and rationale. In other words, we are talking about content designing.
Now, let’s see how TOI has achieved it?
As stated by Seth Godin: "Ideas are not a sideshow that make our factory a little more valuable. Our factory is a sideshow that makes our ideas a little more valuable. In the world of ideas, we can often be distracted by side shows: competitive rivalry, market one up-man-ship, readership claims.Those who believe in side shows compete for the side shows. They miss the big thing and the next big thing. In due course, they either perform on the sidelines or perish. Remember: there can be no buzz if you don’t drive the market. There can be no buzz without the ideas. There can be no buzz without delight."
I believe same applies for effective Instructional Design. Though an ID does not have full control or has mastered the base content, yet to groom it in a manner that it becomes learner’s delight – depends upon the ID’s core capabilities. It is just a difference of a Valuable Idea- out of box thinking which can make the BUZZ thing buzzing.
What is BUZZ?
Buzz is when a product touches the heart and minds of the customer. Buzz is the customer’s way of saying: I am delighted with you; therefore I keep talking about you.
What is the X factor which has lead this brand to be the buzziest, when all
Newspapers sell the same headlines and the news?
Is it difficult to find define …
It’s the difference between the content (here news lines) management and designing- the way the news items appear with catchy headlines, the language which is easy to connect and comprehend, and the most important how these news items are spread across as per the relevance and rationale. In other words, we are talking about content designing.
Now, let’s see how TOI has achieved it?
As stated by Seth Godin: "Ideas are not a sideshow that make our factory a little more valuable. Our factory is a sideshow that makes our ideas a little more valuable. In the world of ideas, we can often be distracted by side shows: competitive rivalry, market one up-man-ship, readership claims.Those who believe in side shows compete for the side shows. They miss the big thing and the next big thing. In due course, they either perform on the sidelines or perish. Remember: there can be no buzz if you don’t drive the market. There can be no buzz without the ideas. There can be no buzz without delight."
I believe same applies for effective Instructional Design. Though an ID does not have full control or has mastered the base content, yet to groom it in a manner that it becomes learner’s delight – depends upon the ID’s core capabilities. It is just a difference of a Valuable Idea- out of box thinking which can make the BUZZ thing buzzing.
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