Provoke Thought

Our clients typically seek our services in order to successfully share their mission with a wider audience. Most often they assume that we will help them explain to the world what it is they do and why the audience should care.

However, except for those who are already supporters, this strategy is bound to fail, simply because the audience does not wish to hear an explanation, no matter how good, about something they have not been given a reason to care about.

Therefore our first order of business is to share a story that elicits an emotional connection – the audience relating to the story being told. Only after this first step are we, as humans – as the audience – receptive to learning more.

Here’s Russian filmmaker Andrei Tarkovsky on how the moving image is uniquely poised to do this:

“In cinema it is necessary not to explain, but to act upon the viewer’s feelings, and the emotion which is awoken is what provokes thought.”