The art of manipulation has many interesting theories, commented and analyzed by theoreticians, sociologists, psychologists and so on. One I particularly like is the strategy we use to manipulate our own perceptions, as well as our public’s perceptions.

We have three different strategies, which are:

  • same box thinking: operating with the same concepts, where your message and content are within the confines of existing communication
  • bigger box thinking: breaking down and going beyond the boundaries of the original concept to provide messages and content on a bigger scale
  • small box thinking: changing an element or focusing on a small size of the existing concept.

Today I’m talking about the bigger box thinking. This means you have to cross the boundaries of the initial communication in order to place the messages and also the information on a higher level.

oana vasiliuAs an example, I chose the case of Daryl Goodrich, the Olympic Director, the one who won the competition for London 2012 Olympic Games Video.

“I was handed the opening lines of a script. It said before there is an Olympic champion there has be eight finalists, before there is a final there have to be 64 Olympians, before that there have to be 202 national competitions, before that thousands of athletes, and before that, millions of children must be inspired. We built it from here.” (Sunday Times, 10th of July 2005)

Excellent? Maybe brilliant? No, it is just a bigger-box thinking. We just have to be creative enough.

Better tomorrow,

PR Pret-a-Porter.