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Business Digital Technology

Boost Audience Engagement With A Branded “Ask Stack”

A smart “Ask us” experience opens new digital territory for marketers adapting to the same AI that is threatening their content.

Brands, publishers, and media companies are facing an emerging threat: the unauthorized use of content.

Giant tech companies like OpenAI, Microsoft, Amazon, and Google are scraping proprietary messaging from commercial websites and mobile experiences. They are aggregating the unstructured web of words, images, PDFs, audio, and video from web pages, reviews, product lists and detail pages, technical specs, newsletters, learning centers, author bios, and user profiles, and representing it for use by their customers via their large language model applications (LLMs), search results pages, service chat bots, and AI agents.

The practice effectively rebrands your company’s messaging under a new authority established, owned, and managed by the content aggregators.

For publishers that have invested billions of dollars and decades of work into content marketing and audience engagement, the sudden lack of controlled distribution feels like an earthquake. The business impact is comparable to the shift from traditional media to digital in Web 1.0, and from static to dynamic brand engagement in Web 2.0.

The argument against big tech training its AI on commercial content is hazy because most of the source data is public and posted freely. It is actively promoted with the intent of broad consumer consumption.

There is also a precedent for content aggregation and curation without any need for prior authorization. We see this business model everywhere from the Yellow Pages to Yahoo’s web directories to Google’s AMP project, Facebook’s Instant Articles, and Apple News. AI agents like ChatGPT, Claude, and Gemini are arguably on the same spectrum of content collection and dissemination.

However, the speed of this transition and the ensuing market confusion about content validity is putting unplanned pressure on marketers and corporate counsel to reestablish their brand’s relevancy when their work is not being attributed. They suffer financial harm when traffic to their sites falls off a cliff because they lose the opportunity to convert visitors into customers. A cottage industry of law firms are stepping in to defend IP and copyright infringements amid AI solutions that are training upon commercial content without the publisher’s permission.

Where legal constructs often struggle to keep pace with technical innovation, the US Copyright Office is stepping into the fray. Recognizing the speed, precision, and proliferation of AI agents that are training and re-distributing publications without authorization, they are recommending a prompt federal response as a matter of corporate protection and individual privacy.

As conflicts often do, threats to common assumptions expose what we may be taking for granted. An an emerging technology, AI agents are forcing us to confront the distinction between authorship and ownership, and to define the proper degree of attribution.

Despite these legitimate concerns, the underlying market demand for a better digital experience is strong.

Modern consumers, especially younger generations, embrace AI experiences as a superior means of learning and working. Indeed, the threat of AI to the workforce isn’t job replacement as much as it is recognizing that those who leverage AI to their jobs better and faster will outperform their peers.

The “old ways” of searching the web are cumbersome.

Engaging with well-built AI demonstrates the small mindedness of legacy search has been. We needn’t deal with oddball search prompts and having to scan lists of widely variable static results. It’s no longer necessary to click through consent forms and close annoying overlay ads on a destination site just to preview content. We needn’t sacrifice our anonymity and privacy for the knowledge we seek, or at least AI offers the opportunity to reset a clean slate.

On the flip side, companies spend billions of dollars annually on branding and content marketing in owned, earned, and paid media. They’re constantly repositioning to optimize search results to satisfy the elusive algorithms among the platforms that created this mess.

The drumbeat of performance marketing used to sound like this… Build your brand. Generate lots of content. Generate quality content. Amplify in social. Be authentic. Be responsive. Engage. Think like a publisher. Capture, convert, and grow your audience to optimize revenue. Wash. Rinse. Repeat.

Seemingly out of nowhere, the same brand managers that have been dutifully producing and publishing content have been caught flat-footed. The proliferation of AI agents are pushing content into places that authors didn’t attend and without attribution.

Consider the modern Google search results experience. This once-familiar web page now resembles a interactive application.

Google search results for how to fix a leaky faucet shows a series of AI agents which I'm labeling an Ask Stack
Figure 1: Google Search Results are built upon AI Overviews & More by Google Labs project that resembles more of an interactive application than a web page.

In Figure 1, the search results are a fraction of the page’s real estate. The source links (circled in red) no longer surface the source name. Instead, the tiny images burden the user to identify these visual markers and then manually engage with them via mouseover and click-throughs to see the source content.

Moving below the fold, Page 1 results are structured to retain traffic within the Google ecosystem. Visitors see video links to YouTube (owned by Google), a new “People also ask” section with more search prompts displayed in two separate blocks, discussions and forums that are heavily weighted toward Reddit, and sponsored results.

Following last year’s updates to the Google algorithm, all of the commercial investment in content and performance is pushed deeper into Google’s search results. In turn, companies must allocate budget paid ads and video content to maintain their visible relevance on the search results landing page.

What is an “Ask Stack” and how can it help marketers reach their audiences?

An Ask Stack is a collection of AI agents assembled in place of a traditional web page like onsite search results. It is designed to engage site visitors in a more immersive interactive experience, and can be utilized to assist visitors with needs beyond the brand’s reach.

Here is an example of Ask Stack.

Imagine you visit your favorite automotive brand. As a recent new owner of a Polestar, I’ll use their site as a visual example.

Example of an Ask Stack for Polestar.com

Instead of the annoying chat bot that pops up on the bottom-right screen (which Polestar mercifully suppresses), imagine a subtle visual cue in the site’s search icon up in the global navigation that triggers a mega-menu.

Within the mega-menu is an embedded application and a search field cycling through a series of creative prompts that invite engagement.

For example:

  • Show me Polestar dealers nearby
  • Show me a model comparison between Polestar and similar electric vehicles
  • Help me price a vehicle within a budget of $40,000 including taxes, title, and licensing in Texas.
  • How does Polestar rate among Uber and Door Dash delivery drivers?
  • How do I make the switch to a fully electric car?
  • Where can I find the best auto insurance rates?
  • Map a route from my home in Austin to the Crescent hotel in Dallas with super fast charging stations, a pitstop at Buc-cee’s and that bakery in Waco that sells cherry ice box cookies. Include weather and traffic reports, and tell me what time I need to leave in order to arrive by 4:00 pm.
  • Show me a complete and healthy meal plan each evening this week and box lunches for the kids. Attach a shopping list ordered by the main grocery sections. (I like to charge my Polestar at my local HEB, so the two brands are interlinked in my mind.)

You get the idea… The level of user engagement is endless.

The genius of this approach is that it doesn’t presume. Visitors are free to approach your brand on their terms. Even prompts that grate against traditional notions of sales and marketing (e.g. competitive comparisons or asking for an unfavorable safety rating) are still being conducted within the authority of the brand as a convenient courtesy to the consumer.

Where branding is fundamentally an act of trust-building, companies that truly value transparency and actively engage their consumer base are best suited to adopt an Ask Stack strategy.

How should marketers develop and pitch an Ask Stack to their leadership?

Recognize that your content is valuable!

You’ve invested heavily in your content to attract audiences and set your company apart from the field. Your content is an important business asset and it’s ripe for leverage among AI agents. That leverage needs to be on your terms.

Quantify the value of your content marketing program. (If you need help doing this, ask your favorite AI to assist!) Here are the typical budget categories and percentage of spend that I see among my agency clients:

  1. Content Creation (30-50%): This includes writing, designing, video production, and other creative services required to produce blogs, social media posts, whitepapers, videos, infographics, etc.
  2. Distribution and Promotion (20-30%): This includes channels like paid ads in social media and search engines, syndication, and paid partnerships.
  3. Technology and Tools (10-20%): This includes CMS licensing and managed services, organic, technical SEO, analytics, email marketing, and tools used for creation and performance marketing.
  4. Personnel and Agency Fees (15-25%): This includes variable fees for agencies and freelancers independent of fixed operational costs (internal producers) and capital expenditures (CMS design, build, integration, program development).
  5. Research & Planning (5-10%): This includes costs to inform content strategies e.g. audience engagement, keyword research, competitive analysis, and consultation.

These categories and percentages vary based on your business goals, content maturity, and target audience. They reveal investment concentration for spend alignment and optimization.

Tighten up your understanding of assistive vs agentive vs agentic AI language.

Christopher Noessel published an outstanding primer with visuals to help you understand the evolving relationship between humans and machines that merits important distinctions. Properly articulating the need will help you make a business case and communicate with your designers and engineers.

Google’s AI Principles are a set of philosophical core values about how the company intends to use AI. You can weave these into a forward-looking pitch, although they’re as nebulous as the company’s original “Do no evil” mantra. They lack commercial application and don’t speak to fair use of published content.

Monetize your content.

Dappier (short for data happier) helps companies monetize their content with permissions-based training of AI agents and LLMs.

I recently met with Dappier CEO Dan Goikhman [LinkedIn] for coffee to discuss his approach to the large-scale problem facing brand managers and publishers. His company helps brands monetize their content directly (via their marketplace) and indirectly (via a collection of AI agents / Ask Stack).

The direct path to monetization is straightforward. Dappier maintains an AI marketplace of firms willing to pay to train their LLMs and AI agents on your commercial content.

The Dappier Marketplace resembles a familiar consumption-based payment model (similar to SEM marketplaces) with pay-per-query bidding.

This is the direction large media companies and publishers are headed as they struggle to optimize revenue in common channels like advertising, sponsorships, subscriptions, memberships, events, and affiliate programs. You can follow all of OpenAI’s partner deals. My former employer Automattic (parent company of Tumblr and WordPress.com) is rumored to be negotiating with OpenAI and Midjourney to train on their 100s of millions of webpages.

I’d recommend evaluating direct monetization for…

  • companies with large volumes of content (1000s of individual webpages)
  • companies undertaking an AI Readiness assessment
  • companies invested in a consumer data platform (CDPs)
  • companies with a master data management plan (MDM)
  • companies with a firm grasp of their digital strategy during this period of rapid transformation

The indirect path to monetization is a brilliantly-conceived Ask Stack experience.

This is how Dappier works: they take your branded content and pre-train it for use by LLMs and natural language APIs via RAG models (retrieval augmented generation). RAG models are AI frameworks that provide a much deeper engagement experience than a traditional LLM that may be out of date or lacking context like product data and the history of an existing client relationship.

Plainly speaking, Dappier combines your branded content with your customer data (e.g. emails, chat logs, and social media posts) with content from premium providers in news, weather, sports, and finance.

This aggregated data set allows your to build a highly engaging ask-your-brand experience. You can deliver a factually accurate and highly relevant experience to your audiences in real time.

Invest in Reddit content and community engagement to optimize SEO.

Reddit content is a major component of the Google search results example in Figure 1 with prominent links back to the forum. This presents a good opportunity for clever marketers to surface their content in an organic manner within Google’s Ask Stack.

Supercell, the parent company of popular gaming titles Clash Royale and Clash of Clans, publishes their news and support content to branded subreddits. They redirect users to their Reddit posts with active moderation and participation by community leaders.

Keep in mind, Redditors are notoriously skeptical of sponsored content. Gaming studio EA holds the title for the most downvoted comment in Reddit history for its cavalier response to a customer complaint (“The intent is to provide players with a sense of pride and accomplishment for unlocking different heroes.” has -668k downvotes as of this writing).

Study Reddit use cases to ensure it’s the right venue for your content strategy. Follow the basic tenets of social marketing… Know your audience. Be authentic. Tailor your voice.

Convert corporate communications to storytelling platforms that seed AI agents.

When building your Ask Stack, don’t forget to include corporate communications generated by press relations, analyst relations, and investor relations.

Where this branded content is often sanitized B2B messaging, it’s a strong source for AI training and consumer reach via conversational agents. As web- and mobile-ready composable content, these materials can be repackaged as high-impact experiences that complement your AI strategy.

Here are some in-market examples of various types of branded newsrooms in which I’m affiliated and can answer questions:

Starbucks
https://stories.starbucks.com includes a tight integration of news and product announcements with consumer-facing interests around coffee house culture, coffee sourcing, in-store music, and employee bios.

VMware
https://news.vmware.com has case studies, press releases & podcasts.

T-Mobile
https://www.t-mobile.com/news is a branded mobile newsroom.

Salesforce
The brand’s unique personality and voice are captured in two content platforms https://salesforce.com/news and https://salesforce.com/blog

Uber
https://uber.com/blog and https://uber.com/newsroom split a global network of publishers into multiple languages.

Hilton
https://stories.hilton.com aggregates distinct brands into a single storytelling news center.

Each of these examples are headless WordPress frameworks that support rich multimedia content and story layouts, press and media kits, leadership biographies, localized editions, advanced search, custom editorial permissions, support for single sign-on integration (SAML), and essential integrations like email marketing signup. All of these corporate communications can be rolled into an Ask Stack while functioning as separate browsable experiences.

Let citizen experiences in the public sector inspire your branded Ask Stack.

My work as Head of Partnerships at 10up has led me to explore emerging AI tech at AWS and GTS a unique firm designing and building citizen portals for federal, state, and local agencies.

GTS has a suite of offerings built on top of AWS tools like Amazon Connect, Bedrock, Lex, S3, and EC2. Browse GTS case studies to see how properly funded projects can be deployed.

A final word of caution about over-reliance on a branded AI.

This summer my daughter Mary (with whom I am still wrapped around her finger) transferred to Texas A&M University (which is really weird as I’m a proud Longhorn).

We had a positive experience engaging with an AI agent named Liam at Northpoint Crossing, a large student housing development backed by Ares Management Corporation.

Liam helped answer some questions about available floor plans, pricing, amenities, and scheduling a tour scheduling at Northpoint Crossing. When we called the property, Liam answered the phone with a voice of inflection that sounded so human, I asked him, “Are you a human?” Incredibly, Liam helped us locate one of the terms buried in an addendum of our rental agreement.

Unfortunately Liam is limited beyond the scope of the residential property. It cannot provide any information about the university, the Northgate neighborhood in which it’s built, or even the retail shops on the property. It’s missing a lot of helpful information to prospective renters, residents, and their parents let alone partnerships with nearby businesses seeking to reach their young adult audience.

My word of caution is to balance your Ask Stack with a real human connection. Consumer reviews of Northpoint Crossing are absolutely terrible (contrary to Mary’s lived experience there) and negatively influenced our purchase decision. Predictably, the common thread among all the complaints is not being able to reach someone that can help them when Liam couldn’t.

Don’t be that kind of brand. Make it easy for people to buy!

I can help you design and build a branded Ask Stack!

I’m happy to help you develop this digital strategy for your brand. Let’s connect!

Feature image is from Ana Municio on Unsplash

Categories
Books Business Leadership Writing

A Critique of Smart Brevity® In Corporate Communications

The truncated business writing style Smart Brevity® aims to solve problems that plague communications: incoherency, inconsistency, and verbosity.

The goal of Smart Brevity® is simple: tell people what they need to know and why they should care with the option to read further.

In principal, this is great advice. Writers should be more thoughtful of their readers. They shouldn’t burden them with unnecessary details or force them to grok the purpose of a message.

Recognizing the modern need to structure messages for mobile consumption unencumbered by physical limitations of the printed page, this style of truncated communication helps tighten biz speak in digital sales materials, technical guides, emails, announcements, and status reports.

As an offender who writes dense emails and Slack posts, I welcome the KISS reminder from my technical colleagues!

Likewise, I’m skeptical about mandating the Smart Brevity® model across an organization without caveats.

  • It risks oversimplification and missing important details.
  • It sanitizes communications to something more technical and transactional. Sometimes writers need to communicate fresh ideas and educational material without assuming foundation knowledge like teaching a new concept, relaying historical context, and articulating a strategy with a detailed plan.
  • It places an imbalanced burden upon the transmitter to get the message right for an audience they may not know. How can they presume to know the receiver’s acumen and what they need?
  • It can come across as abrupt or blunt. Radical candor is not an excuse to be an asshole.
  • It fosters siloed communications. Creative people may not speak up out of fear of being tone-policed or accused of violating a nebulous signal-to-noise ratio. They’ll overthink their message without the cultural grace to speak openly if imperfectly.
  • It dumbs down communications for executives. Blaming workplace failure on ineffective communication (a stated justification for implementing the model) reveals a manager’s inability to think strategically before acting decisively. If you’re too busy to get to the heart of a matter, especially if your people cannot even see the problem or they struggle to articulate it, you cannot expect your organization to reach peak performance. Even worse, blame-shifting can have catastrophic results. It’s your job to unearth root causes and properly support the necessary fix.
  • It’s not universally applicable, and therefore it’s confusing when expressed as a blanket mandate.
Artistic rendering of Kevin Malone from The Office humorously mocks the problems of truncated messaging models like Smart Brevity® when he says why waste time say lot word when few word do trick.
The Office brilliantly mocked clipped speech.
Reprinted with permission by the artist Miranda Lawrence.
Buy this print

Axios, the AI company behind Smart Brevity®, claims the model is built by journalists “to prioritize essential news, explain its impact on readers, and deliver both in a concise and visual format.”

I see the parallel between this style and journalism’s generational trend toward clickbait headlines amid social platform word limits. While these formats may currently be the most popular means of news dissemination targeting shorter attention spans, they don’t address the classic liberal notion of sense-making and idea exploration that long-form media delivers.

The pursuit of brevity isn’t the right level of analysis for strategic thinking and compelling storytelling. Creative writing orchestrates words and sentences toward persuasion. How often is the mind moved by the heart? What of the poetic license among great leaders to rally their team to a cause?

Universally applied, the model over-indexes on short-form writing. Even the Smart Brevity® explainer mirrors the cringe tech-bro style mocked on the r/LinkedInLunatics subreddit often characterized by single sentence paragraphs written in a simple shallow style. These posts lack nuance, counterpoint, and analysis to burn strawmen. They drift into the realm of “glurge” when their stories seem fabricated or overly sentimental. They rely on single bullets and distracting emojis 🔥🔥🔥.

For companies mandating Smart Brevity ® – especially distributed teams where tone can be missed in async communications – I advise augmenting this model with a few other tools to avoid the Law of Instrument cognitive bias.

  • You have more than a hammer. Not every problem is a nail.
  • Focus on substance over style.
  • You’re asking people to be a writer and an editor. Barring investment in AI like Axios to serve as the virtual editor, recognize editing for brevity is one of the hardest aspects of writing. Cut your people some slack, especially if they’re contributing to a healthy culture of ownership and craftsmanship.
  • Be sure you have an alternate means for deeper freeform reflection and creative expression, e.g. internal blogs, meetups, and structured sync calls above the weekly cadence. Give people space to think out loud, especially on speculative endeavors.
  • Be intentional about how you store various types of communication so recipients can control their personal capacity for information flow. For example… Slack is for daily ops and quick syncs (preferably in channels, not DMs). Notion / Figma / Miro / Mural are for idea capture and markup collaboration. Gdrive is for storing artifacts. Internal blogs are for deeper personal and/or team reflections with nested comments. External blogs are for market listening and thought leadership. Email is for external communications only (ideally).
  • Where structure is necessary, e.g. CRM, PRM, ERP posts, provide a template that captures what managements wants to see, and measures what is important. Include a field for freeform narratives in the writer’s voice.
  • Establish asynchronous communication as a core organizational value. Give people the time they need to consume and respond to messages in their own time without expectation if it’s not urgent.
  • Develop your own messaging framework centered around your vision for the market, your mission, and your core values that everyone can orient themselves and reference.
  • Embrace diverse personalities and include everyone. Great leaders help people find their voice and speak their mind as matter of individual dignity and for the common good.

For anyone concerned with clarity and cohesion in their writing, I recommend the classic handbook Elements of Style. Professor Strunk & author E.B. White encouraged brevity, active voice, and proper grammar more than 100 years ago.

UPDATE: I came across a delightful New Yorker article, The Dubious Wisdom of Smart Brevity. To wit, the product developer and marketer in me recognizes the model as a slick opinionated vehicle for Axios promotion (and why I made liberal use of ®).

Feature image is from Thomas Griggs on Unsplash

Categories
Self Technology

Open Letter to a Hurting WordPress Community

There isn’t a person among us that hasn’t been touched by the trauma of divorce.

The WordPress community is suffering a severe separation.

I’m not referring to the fight between “daddy and mommy” as others describe Automattic and WP Engine, rather the procreative and unitive aspects of visionaries and integrators.

The visionaries are the product and service leaders among us that express bold horizon goals for the open source project. They have big ideas about the power of WordPress and the kinds of problems it can solve.

The integrators are the creative and technical contributors that map out the pitfalls and milestones to reach the horizon goals expressed by the visionaries.

Like matrimony, the give and take between a visionary and an integrator is necessary to bring our best ideas to life. Neither can effectively succeed without the other. Both need each other to navigate the perilous forest on their way to the mountain summit.

As with any sacrificial love, the glimmer in a visionary’s eye needs articulation just as the integrator’s mission needs a destiny.

The relationship between visionaries and integrators is an independent third entity that is paramount and set apart.

We know this is true because it is only through the relationship that either is capable of bearing fruit.

The relationship is a living embodiment of sacrifice and potential. It belongs to neither partner alone because both are contributors and both grieve a painful loss when it terminates.

The WordPress marriage of visionaries and integrators has nurtured incredible achievements for 21 years, a remarkable hallmark in software longevity.

Before the rise of social media, WordPress gave nontechnical people a freedom of expression and discovery. It advanced the written word, and has helped ease the human toil of curation and sense-making.

The WordPress community has signaled signs of our rocky relationship since adolescence, yet we are ill-prepared walking through the shadow of the valley of disillusionment.

  • WordPress market penetration has stalled in the face of competing frameworks and lucrative closed systems like Shopify.
  • Top-down locked-in alternatives like Adobe and Sitecore continue to proliferate in the face of weak evangelization of enterprise WordPress to bring about simplicity, ownership, flexibility, the freedom to empower workers and ease toil at scale.
  • We’ve failed to bring economic and technical commercial buyers together on a common platform in service to their strategic goals.
  • We’ve fragmented editorial & developer experiences.
  • We’re masking the cracks of aging in a web component substructure while the market addresses commercial needs faster and better via modern frameworks.

Through the #wpdrama separation we ask ourselves, “Why is this happening? Why now? How did we get here?”

In our duress, we lose sight of where we are going. We look inward and blame our community.

We argue about attribution without an agreed standard (distasteful) and we speak past each other claiming overt and covert contribution without acknowledging the other (disrespectful).

The sudden exile of strong community members is a sign of death decay. So is our regression to tribalism in search of safety and stability.

We are bogged down with bad ideas and moving goal posts. Our disappointments turn into passive aggressive pettiness, anger, and then resentment. Contempt sets in with a fury, the marital death knell.

Everyone is feeling unseen and unheard, starving two of the deepest longings of every human heart.

As empty nesters in a struggling marriage must rediscover their delight in the other, the visionaries and integrators must rejoin. We need connective tissue to heal and bring new life to WordPress. Should those among us who’ve been cast aside choose to reconcile, our new path forward is through acts of contrition and penance, sincere apologies, grace, and forgiveness.

All contributors to WordPress deserve to be seen and heard. We should everyone back into the fold and celebrate their accomplishments. The tyranny of takeovers and ban hammers must be lifted, and us-vs-them language must be discarded.

Each side needs time and space to examine their conscience and be forthright about their hopes and fears, wants, and needs. Our new paradigm must addresses the serious problems of discipline, accountability, codependency, and healthy boundaries.

Individuals are reeling from lost connections with their community, their employer, a great product, a cause, and hope.

As with any war, the innocent suffer. Individual people in the WordPress community are nursing a deeper wound… The sudden and severe detachment of their personal identity to the the bold promises of open source.

Like many children of divorce, the medicinal effects of time are not sufficient because the loss is irreparable and permanent. Those who are suffering must learn to properly grieve these losses in order to restore their health.

I raise this final point because I see a confusion between self and society among some of the most outspoken among us.

Individual people who’ve dedicated time, talent, and treasure are naturally afraid. They are lamenting past choices and their future livelihood. The incessant infighting is causing long-term injury, and sense-making is nearly impossible wondering alone in the din.

Identifying one’s self with any vision or mission animates our passions and is the natural wellspring of all the good we’ve created! However, when taken to the extreme, we lose our sense of place.

Disorientation is a tragic mistake of boundary confusion by the individual person and needs to be reset to a healthy condition.

Altitude is the antidote to fear, uncertainty, and doubt (FUD).

It’s okay, actually optimal, to step back and reflect on where you stand personally, what lights your flame, and what you have to offer.

Until the dust settles, be sure you are taking the time to properly discern bigger questions about your own heading. What do you want? Where do you want to go?

Take care to not neglect the basics of healthy detachment! Eat well, drink water, go outside, call old friends, listen to podcasts and nostalgic music, learn something new, and practice self compassion.

Get back to your roots and why you were made. Your worth comes from who you are, not what you do.

Feature image is from Julia Eagle on Unsplash

Categories
Culture

Mosh Pit Spirituality: A Suburban Rite of Passage

One of the joys of raising teenagers is reliving their concert experiences.

Like us, they save their money to buy expensive tickets with obnoxious service fees “for convenience,” and like us, they’re making memories of great shows and good times with friends.

“What was your first concert” will always be a fun ice breaker. Every time I say Duran Duran, someone can hack an old credit card security question. It was a great show at Six Flags Over Texas in 1986 with my buddy Ben and a couple cheerleaders we met at a competing high school. They were our first teenage crush before Missed Connections on the Back Page.

My teenage son Simon recently got swept into a sudden mosh pit at a Catholic youth meetup in Dallas all of all places. Unfortunately a girl got knocked down (it happens), and some Karen mom weaved her way into the group to stop the moshing.

“The hell?” I said. What a devouring mother. While a Christian rock band is hardly the origin story of mosh, I’m sure the music was loud and exciting, and like so many trends of the 1990’s, grunge culture influences today’s teens the way swing dance and sock hop rockabilly did for Gen-X.

I told Simon about the early Lollapalooza and EdgeFest shows I attended at the Starplex Ampitheater in Dallas. With $10 tickets at the gate, the first Lollapalooza show sold out before I arrived. I paid a security guard to let me in via a side gate and wandered around to find my friends Amy, Jackie and May visiting from Longview.

I’ve lost count all the acts I’ve seen there – Red Hot Chili Peppers, Porno For Pyros, Jane’s Addiction, Rage Against the Machine. Pearl Jam played one of their first concerts outside the Pacific Northwest because of all the airtime on 94.5 KDGE, one of the first alternative rock stations in the US under legendary program director, George Gimarc. I remember their hit Jeremy being about a local kid.

Back then, Starplex allowed blankets and coolers for a picnic in the grass hill beyond the covered seats. After dark, all that stuff became fuel for massive bonfires, which amped the band’s energy. Mosh pits formed around these fires with brave kids jumping through them. When security forces brigaded with fire extinguishers, another fire and another pit would spring up across the lawn.

Moshing is universal.

The intensity of the fiery Starplex mosh pits are similar to the hypnotic dhikr prayer chants of Sufi muslims dancing together.

Through a primal need for community, individual men give themselves over to a larger organism, participating in something more powerful than they could muster on their own. People of all faiths make supplications to God through their group identity.

The intensity of a loud Maori haka with its synchronized percussion of stomping, body slaps and guttural roars with wild eyes, jutting chin and flashing teeth taps a similar instinct.

Moshing is a primal awakening of suburban youth. It’s a rite of initiation, bound deep in a violence that is uniquely American (a topic I explored in A Grief Observed in American Cities). Following our roots as a radical rebel colony, moshing binds individual free will into a unitive creative expression. It’s a tribal group-think, a collective need to be heard.

Not all moshing is a collective expression; I’d argue individuals punching air does not constitute mosh. There is a YouTube video of a chick at a metal concert wandering through a pack of wildly flailing guys, oblivious to the danger she’s placing herself. A young man caught deep in his own ritual, head down, rotated violently from his hunched core and whipped his extended arm to backhand her clean across her skull, likely breaking her nose.

The unharnessed reckless abandon of an individual dancer didn’t survive the 90’s pits… The group would’ve overwhelmed an individual flailing person, or shoved him into the bonfire. He’d have pinballed among us, and forced to conform to the circling group or get beaten down by someone bigger. In the chaos, there is still order.

Mosh pits rarely included women. Brave young women would occasionally jump into the fray without any targeted aggression, like rough housing with older brothers. Inevitably they’d be protected by white-knighting guys who would surround her like a punk kid sister. It made for an odd chivalry where the sacrificial call to heroics is stronger than the need to be heard or to conform.

Why do we mosh?

In his book, The Courage to Create, The existential psychotherapist Rollo May connects rage as necessary to the creative process.

Moshing is a form of creative expression. It’s unfiltered yet ordered, impulsive yet socially restrained. Like all great art, moshing is best expressed within a set of boundaries, literally pressing into the personal space of others who are pressing into you.

Why does this happen?

  1. We have a deep need to express rage. As we press against the constraints of our existence, we experience a sort of death to ourselves, realizing that we are not in control of our ultimate destiny. Death is core to the human condition; becoming aware of our mortality, our limitations, and the societal structures that stifle individual creativity, we come to grieve the loss of our own life, and therefore our potential. Channeling this rage into a creative ritualistic dance is a transformative and liberating force because it transcends the individual. It stretches into the realm of legacy.
  2. We must confront our death. Awareness of death is a catalyst for creativity. For the creative person, the realization of our mortality evokes a sense of urgency and a desire to leave an impression, like ancient pictographs in a cave. Confronting death forces us to reflect on our purpose and our values. We’re inspired to create in search of meaning, to affirm our existence.
  3. We must transcend the anxiety of death. Engaging in creative pursuits helps us transcend our fear of death. When we create an enduring artifact of our life, even the memory of a concert, we’re gesturing toward immortality. We touch a sense of continuity, a significance beyond our physical existence. And for the Christian, a healthy reminder that we are indeed immortal, embodied souls not made for this world.
  4. We experience a symbolic death and rebirth. The creative process – even the ejaculatory expression of moshing – spans a momentary death and rebirth. Jumping into the pit, being swept into a pulsing circle of fire and sweat, joy and pain, forces one to let go of preconceived ideas, beliefs, and even aspects of their own identity to make way for new possibilities and fresh insights. In a crushing body of fist and elbows, your feet stamping to stay upright, there is no space for anything but the present. Presence is the antidote to life’s crushing anxiety about the regrettable past and foreboding future. The rush of adrenalin and cortisol triggers a Defcon One hyper-vigilance and situational awareness as an amygdalin survival instinct. The alligator brain takes over, and so violently we roll.

Creativity is also an expression of its time. Where abstract artists were a natural evolution of reductive thinking, moshing reflects cold war city kids of the farming and blue collar Silent Generation with uncles and teachers who fought in Vietnam. We faced a bleak future of crime and filth, inflation and job uncertainty, energy scarcity and war, with massive changes in the economy and technology. Concerts exploded with pent up rage, and for a moment, brought people together.

This transformative process that is essential to creative evolution. We rage at our death, and we mosh to be born again.

Feature image is from Jay Wennington on Unsplash.

Categories
Culture

Will Smith’s “Apology” Is Veiled Manipulation. We Deserve Better.

We don’t need another sorry-not-sorry apology from Hollywood.

See Will Smith’s apology statement on Variety.

In the immediate aftermath of watching the 2022 Oscars crumble, I tweeted a special nod to the last time we saw such an appalling disruption to an award’s show.

In the moment I admit the glee one feels recognizing a notable historical event happening in real time.

However, through the evening and next morning, I learned a good deal about the strange marriage of Will and Jada Smith, her “entanglements” and the public humiliation he has suffered in choosing to reconcile with his wife in their marriage. That helps explain why he became unhinged and severely overreacted.

Is “G.I. Jane 2” funny?

Given the violent outburst it supposedly elicited, and the predictable association in the aftermath, it’s worth examining what Chris Rock said. And before we can dissect the joke, we need the proper form of analysis in both the artistic expression and the venue in which it’s shared.

The best comedy is quite nuanced on multiple levels, playing into connections most people miss. The best comedians push themselves to the very edge of public speaking.

We need stand up comics because they exhibit courage and humor in a lost and hurting world. They dance along the precipice where the rest of us dare not tread lest we face humiliation, lost reputation and livelihood. Such is the genius of the comedic art form, and why comedic mastery is revered as something bold and brilliant when it works, weak and pathetic when it fails.

Chris Rock is among the elite comedians. He is routinely named near the top of “best comedians of all time” lists. He came of age through the trailblazing shadows of Richard Pryor, Bill Cosby and Eddie Murphy to break into broader entertainment. Jerry Seinfeld does an excellent job uncovering the unique dynamic of actors vs comedians, as well as the particular struggle of black comedians in his series, Comedians in Cars Getting Coffee.

Objectively, Chris’s popularity and success merit more than a dismissive swat of the hand. The guy is widely deemed funny. And where humor is a mark of wisdom, it’s worth noting what he has to say.

With the G.I. Jane joke, Chris is making several connections.

First he knows Jada personally having worked together on the wildly popular Madagascar franchise. Presumably, he thought he knew her well enough to play into the social taboo of commenting on a woman’s hair. Though he miscalculated her response to ribbing, his comments are offered in both a personal and professional context.

Chris is also working the premier entertainment award show with a long history of self-deprecation and public roasting. It is through public vulnerability that this type of humor overcomes an obvious wall between celebrities and their fans. For a moment fans are brought into the inner circle with a wink-wink / nudge-nudge level of familiarity they would otherwise never enjoy.

The G.I. Jane reference is difficult to pull off because to truly appreciate it, one must know not only the original film, but the story behind Demi Moore. Like Jada, her marriage to Bruce Willis faced public ridicule through her own entanglements with a young man, Ashton Kusther. In both cases, the couples embraced the fluidity of their sexual relationships publicly with a sense of defiance.

Demi also chose to shave her head for the G.I. Jane role. So too did Jada choose to shave her head and speak publicly about her decision, albeit for a different reason.

Still, in both cases, the act of famous women shaving their heads were seen as bold and strong. At the time, Demi made a notable mark of individualism and diversity early in Third Wave Feminism. Likewise, Jada might be seen as a hallmark of Fourth Wave Feminism celebrating intersectionality, and the rejection of women as objects of sexual gratification. Knowing she is embracing a medical condition as a stand against the perception of beauty, I imagine a second take on the G.I. Jane script might have been well received by audiences.

I don’t want to give Chris too much credit overthinking a line. Neither do I want to mitigate whatever pain he causes as a professed insult comment. Instead, I want to slow down rhetoric and recognize that when Chris offered an unscripted throwaway line in the moment, his comedic genius is on full display, and why he’s a great host for these award shows. He is able to make connections so incredibly fast, before anyone has a chance to appreciate his depth and charism.

Did Chris’s joke fall flat? It’s hard to say. In the moment, the audience laughed. So did Will, until he caught the glaring disapproval of his wife. I’ve heard it said the best jokes are the ones that fail, and I tend to agree.

Regardless of his intent, the joke clearly stung Jada in the moment. Chris immediately started to backpedal, but it was too late.


Will’s reaction cut deep for the public.

Truly, a remarkable moment in time, we see the pain of many people projected in what Will did next.

  • We see the pain of people suffering the humiliation of medical conditions they cannot easily hide.
  • We see the pain of cultural sensitivity around women’s hair as a traditional sign of beauty for its distinction and the time it takes to cultivate, during a period of social haziness as we collectively question masculinity and femininity.
  • We see the pain of infidelity as the details of Will and Jada’s marriage become public, and her role as a predator is seen by those devastated by traumatic betrayal.
  • We see the pain of whataboutism in racial commentary.
  • We see the pain of reactive violence.
  • We see the pain of lost chivalry as a cultural value.
  • We see the pain of celebrity narcism and stolen valor. With the award show’s declining popularity and subsequent spread of #theslap via social media, Questlove’s win for Best Feature Documentary will forever be lost to Trivia Night pub crawls.
  • We see the pain of our inability to collectively discern truth. Convinced the slap was staged in a pathetic bid to re-capture audiences, we can anticipate rampant skepticism that’ll block dialogue. This is not a reasonable conclusion considering this is not the kind of attention the Academy wants. Indeed we see the pain of Academy members outraged by the lack of security, the lack of venue ejection, the follow-through award, and the hand-wringing of sanctions days after it happened.
  • We see the pain of a divided upper and lower class. In what Bari Weiss has coined “The Great Unraveling“, we see institutional loss of power, exasperated by technology, where rules that apply to thee, do not apply to me.

My sense is these pains didn’t come from Will’s slap. Indeed, the audience laughed presuming it an improvisational pratfall. Even Chris laughed when he said “Wow! Will Smith just slapped the shit out of me!” Imagine if Will never said a word, never expressed his indignation. We’d have a different perspective entirely.

The pain we all feel comes from his rage.

Will’s very words are of ancient biblical proportion. From the Book of Genesis, God spoke and the entire world formed. He gave man the power to name the creatures of the earth. When Will demands that Chris not say his wife’s name, he is acknowledging the power of the spoken word. He is precisely correct. We know this because in an instant Will silenced an entire theater with tens of millions of viewers watching live by his words.


The Anatomy of a Proper Apology

Whether it’s a parent teaching their child, or a CEO accepting responsibility of their brand, there are key elements of a true apology.

  1. Recognition that the action is objectively wrong.
  2. Admission of harm caused without mitigation.
  3. Admission of guilt without shifting blame.
  4. Expression of remorse and sincere regret.
  5. A promise of penance and to do better next time.
  6. A request for forgiveness, without expectation of receiving it, after the other conditions are met.

Did Will’s apology meet this standard? Unfortunately, no. He mitigates harm, shifts blame away from himself under the guise of a loving reaction, and draws into question his remorse.

Will wants to be excused for his emotional reaction.

At a base level, I agree. We ought not judge people’s character by their worst moments in the throes of passion.

Reactions to extreme stimulus should not define us because they cut deep to our core in milliseconds. Reactions are formed in our psychological personality developed from childhood, shaped through our upbringing and codified in our biology. Even for the wisest stoic sage, reactions to extreme pain is incredibly difficult to control.

Will needs to own his reaction fully, and promise to examine what is hurting himself so badly that he’d over-react. “I’m sorry, but…” apologies just don’t fly among mature well-grounded adults.

Note the difference in reactions between Chris and Will.

Chris immediately backpedaled when he saw Jada’s reaction. He exhibited a healthy sense of shame for having done something wrong, even if he couldn’t articulate it in the moment. His immediate reaction was to try and make it right with words of reassurance.

Will laughed, looked at Jada, then confronted Chris. He stood up, marched into the limelight with tunnel vision, without any common sense or concern for how unacceptable he is behaving. He raised his hand, slapped a smaller submissive man whose eyers were closed, chin exposed and hands behind his back. Will then walked back to his seat and made a vile statement on public television not once, but twice that shocked every voice in the theater into silence, and sent network sensors scrambling.

The differences in their reactions is rooted in temperament and perspective. We know anger masks fears and insecurities. In that moment, Jada and Will were overcome by their own feelings of humiliation, without any consideration for lighthearted positive intent. They broke the social contract they hold with their fans, too haughty to laugh at themselves as beloved members of a bigger human family, as people who suffer the difficulties of life like the rest of us. Blinded by their own malice, all they could see in the moment was an affront to their dignity, a threat to their status.

Will should apologize for his narcissistic hubris. He has forsaken any gratitude for the privilege he enjoys from wealth and fame. He should apologize for surrounding himself with sycophants who are clearly enabling him to project his disillusionment. He should apologize for expecting the poor and marginalize to understand his plight, let alone accept his bad example.

Will is blame shifting from Jada and himself to Chris.

Will is not the victim here. Neither is Jada a martyr.

Will fails to acknowledge his own hubris that’s permitted him to physically assault others. He does not own culpability with his underlying contempt, nor can one reasonably expect he’ll change.

Will seems to not appreciate stand up comedy as as art, arguably a form more courageous and sophisticated than the thespian’s. The comedian lives by his wit and survives alone without the safety net of a retake and supporting cast.

Reconciliation comes from though humble contrition!

We don’t know Will’s heart, we can only judge by his behavior. What seems apparent from the video is that Will’s immediate reaction to the joke was laughter. His violent reaction followed Jada’s glare.

Anyone that has suffered deep feelings of betrayal, especially among those with whom we are most vulnerable, will recognize moments of lost control, childish impatience and the demand for outcomes beyond our ability to affect them. It’s reasonable to believe Will is fed up with the grotesque mocking of him, his wife and their children in popular music and videos.

I see the trauma of a broken man, who for a moment lost his well-groomed persona mask, unintentionally exposing himself to the world. His is a recurring nightmare we’ve all experienced.

Will’s stammering acceptance speech exhibits hallmark symptoms of PTSD. He struggled to articulate himself, the impossible task of reconciling his person and his persona. We recognize the agony of grief, a never-ending fall from the greatest night of his professional career to lowest point of confronting himself in front of the whole world.

It is common for people suffering from PTSD to feel like they’re experiencing an outer-body experience. I’d wager Will felt this way. Unless he’s an a priori narcissist, he’s probably reeling from witnessing his own behavior that, to him, seems so out of character from the person sees himself to be, and the person he aims to project.

That slap has been winding up for years. It cannot be adequately addressed by a corporate apology released to the press.

Feature image is Emerging Man (1952) by Gordon Parks in the Nelson-Atkins Museum of Art in Kansas City. Inspired by Ralph Ellison’s novel Invisible Man about an African-American man living in solitude underground, invisible to society. The image evokes a sense of emotional isolation, the loneliness and fear of reconciling our person and persona.