Teach, Inspire or Get Out of the Way

It is sometimes amazing, yet altogether predictable, what people find interesting in the stuff they share online. A recent article from John Tierney of the New York Times details a study regarding what kind of information travels fastest over the internet. Sex? Puppies? Politics? Guess again. The most likely topics to be forwarded where either highly detailed pieces about science or technology - or awe-inspiring missives of a positively profound and important nature. We're talking about "The Promise and Power of RNA" or slide shows featuring the depths of the galaxies and God's creation. People either seem to want to learn something new or interesting (not necessarily useful) or feel connected to a larger view of the world (i.e., out-of-the-ordinary or routine). Sure, recipes, financial advice and daily jokes will always be in the mix, but at a higher level, we seek value, either by what we send (and what that says about us) or by what we read (and how that somehow completes us). We all want to feel smarter and part a larger purpose. As I sit here contemplating viral campaigns for our precious list of clients, I'm openly wondering - what about their product or service elevates the collective consciousness? If I can tap into any of that, we are going to be golden. To view Mr. Tierney's article, visit http://www.nytimes.com/2010/02/09/science/09tier.html.