On Tuesday, prior to going on @CNBC to discuss $TWTR’s “new low” @Jason Calacanis called for a new Twitter tag line and Superbowl ad.
While an idea for a TV Spot might be a future post I’ve actually given the tag line a good deal of thought (during constant conversation with Boomers and Snake People alike on the value of Twitter to my life and the world). I responded with the picture at right.
For those unfamiliar with the heart-shaped tent, “Belong Anywhere” belongs to AirBnB (picture taken at a bus stop on 5th Ave in NYC). It is the best campaign I've seen in a very long time.
Copywriting has produced some astounding campaigns over the last 100 years.
“It'll leave you breathless.”
The difference is that these were all tied to physical products. Hardware. Limited by the space they occupied and the functions for which they were designed.
Technology products change everything. They're not tied to hardware. They can adapt their usefulness to the lives of their users. A platform can be as ubiquitous as the desires that are most central to human beings.
Platforms, all. AirBnB’s ad is genius precisely because of its basal elements. Every one of us wants to belong. To love and to be loved.
Community has been a driver of humanity since we first stood upright. We needed to belong to find new horizons — to go somewhere we’d never been.
But there’s a truth even more central to who we are…
Without Individuality there is no Community.
We've been brazenly confronted with the importance of free speech this year. In a world where our community is getting larger and more connected the value of a global conversation will only rise. More than “What Twitter Can Be”, or what Twitter is currently doing with Vine and Periscope, Twitter must be a place where everyone can be heard.
Should Jack have applied the same focus and self-criticism that Silicon Valley is known for (the kind of focus that produces great product) during an earnings call? No. Might this impact some of Twitter’s decisions going forward — yes it might.
As Rosa Luxemburg said, the freedom of speech is meaningless unless it means the freedom of the person who thinks differently.
$TWTR is valuable primarily for two reasons. It gives everyone a stage from which to speak. And it gives everyone an auditorium in which to listen. It allows our hustling world to listen to itself.
From a crying child to a silent spouse, Twitter embodies a desire we all share: to “Be Heard — Everywhere”.