People of Berkeley – Piet van Reeuwijk

Di [email protected] Settembre 22, 2024 #act, #Action, #Advanced, #Affect, #affiliate, #Age, #Agency, #Alert, #amp, #Ann, #API, #App, #Application, #Applications, #ARR, #Art, #Attention, #Attract, #Authentic, #B2B, #Bar, #Base, #Based, #Beat, #beneficial, #Big, #Biggest, #Bing, #Book, #Boom, #Boss, #Brand, #Break, #Breaking, #Brother, #Build, #Building, #built, #Business, #Buy, #buyer, #Choice, #City, #Client, #collect, #Collected, #Commerce, #Communication, #Communications, #Community, #Companies, #Company, #complet, #Complete, #Complex, #Concept, #Connect, #Connecting, #Connection, #Connects, #Cons, #Consultant, #Core, #Corona, #Corp, #Corporate, #Corporation, #Cos, #Council, #Couple, #Cover, #coverage, #Create, #Creative, #Crisis, #CRO, #Cult, #Culture, #custom, #customer, #Customers, #Dance, #Day, #Days, #Decision, #decorations, #Define, #defined, #des, #Desk, #Detail, #details, #Develop, #Development, #Device, #Difference, #Differences, #Difficult, #Direct, #Discover, #Disney, #Drive, #Driver, #Early, #earn, #ECOS, #Ecosystem, #Effect, #Effective, #Effectively, #Embrace, #Enchant, #Enchanting, #Energy, #engaging, #Enterprise, #Era, #Erin, #Europe, #European, #Event, #Exact, #Executive, #Explained, #Eye, #Fan, #Fantastic, #fast, #Faster, #Father, #Favor, #Favorite, #fee, #Finally, #financial, #Find, #fine, #Finish, #Fire, #Firm, #Focus, #Follow, #Founder, #Full, #Future, #Gain, #Gen, #Global, #good, #Google, #Great, #Grow, #growth, #Guide, #Hard, #Hat, #Hearts, #High, #Higher, #hold, #home, #Hood, #House, #Hub, #Human, #Humans, #Hype, #Hypocrisy, #Identify, #image, #Images, #Importance, #Important, #information, #insight, #Insightful, #International, #Internet, #iOS, #Issue, #Issues, #Ive, #jump, #Kids, #King, #labor, #Land, #Large, #Las, #Late, #Learn, #Leave, #Led, #les, #Lessons, #Level, #Life, #Link, #List, #Live, #Living, #Long, #Love, #Magazine, #main, #Making, #Matter, #Means, #Medi, #Media, #Mention, #Methods, #Mix, #mixed, #Model, #Money, #Moral, #move, #Moved, #Multiple, #National, #Native, #Net, #Network, #News, #NFL, #Night, #Order, #Origin, #Original, #Pain, #Paper, #Papers, #Part, #Partner, #Peak, #People, #Perfect, #Persona, #Personal, #Phone, #Photo, #Phrases, #Pioneer, #Pixels, #Place, #Placement, #Plan, #Point, #Points, #Policy, #Position, #Positioning, #Potential, #Power, #Powerful, #Precise, #Predictions, #Price, #Printed, #Pro, #Process, #Processing, #Promo, #Promote, #Pros, #Prospects, #Public, #publish, #Pull, #Purchase, #Purchasers, #Purpose, #Put, #Quick, #RACE, #Rap, #Rate, #Real, #Reasons, #Resonate, #Respond, #Review, #Rise, #Rising, #River, #Robust, #Satisfaction, #save, #Scenarios, #School, #Science, #Search, #Sell, #Share, #Shares, #Ship, #Shop, #Shoppers, #sign, #significant, #site, #Smile, #Social, #Source, #speak, #Speaking, #special, #Specs, #Speed, #Spend, #Stand, #Start, #Started, #Starting, #startup, #status, #Stay, #Stories, #Story, #Storytelling, #Street, #Study, #Subject, #sues, #Surprising, #System, #Table, #Tag, #Teach, #Teacher, #Tech, #Technology, #ten, #Thematic, #thousand, #Time, #Times, #Tip, #Tire, #today, #Tool, #Top, #Total, #Trans, #Tree, #Turn, #Uncover, #Uncovering, #understand, #unique, #Unit, #University, #USA, #van, #Vice, #Virtual, #war, #waste, #Ways, #web, #Weve, #Whats, #WhatsApp, #White, #Work, #World, #Worth, #write, #Wrong, #Year, #years

I used to work for the biggest commerce journal writer within the Netherlands, then moved to an thrilling Amsterdam-based communications company affiliated with Edelman. Whereas there have been many causes behind it, the largest driver for the choice was as a result of my future boss informed me: ‘Such a stuffy writer isn’t for you, come over right here and we’ll make a guide out of you, you are able to do it’. I actually had no concept on the time, however she had completely hit the nail on the top.

Within the early days

My household is from Wageningen and the East Dutch (virtually German-like) tradition was good for me. However then my father’s work moved us to Lelystad, a brand-new metropolis on the reclaimed backside of the IJsselmeer lake. This new child city was a social experiment, with sq. neighbourhoods and angled streets that had no names however used numbers as an alternative. It was a metropolis in a barren wasteland, with precisely three worthwhile issues: staggering cultural and social variations, throughout rugged nature stuffed with pioneering species, and a unbelievable public library. I need to’ve learn each e book in there, as a result of I couldn’t at all times spend my days exterior.

At college, I used to be proficient in arithmetic, physics and chemistry, so I went to review in that course, ascribing excessive standing to the STEM topics. Or at the least, I did, till I found that my language means was effectively developed –in all probability because of Lelystad boredom mixed with that nice library – and that language was a robust device for the comic, instructor, and pastor that lurked inside me.

So off to Edelman, the place they taught me morals. One of many executives as soon as mentioned: ‘He who can’t write, can’t advise’ which resonated with me considerably, and led me to suppose ‘And he who doesn’t learn, can’t write’.

Beginning at a startup

At one level I jumped ship to work for a startup within the coronary heart of Amsterdam. It was a fledgling web entry supplier the place, so as to get monetary savings and doubtlessly have sufficient for salaries, we pulled the UTP Cat. 5 cables for the Ethernet community via the constructing ourselves. The very first web connection for 3,000 international journalists on the 1997 European Council in Amsterdam? That was us. Thirty t-shirts and a singular transatlantic connection to web hub MAE-East within the US. Then as soon as we began seeing development, the founders bought the corporate to the enemy – a nationwide telecommunications firm – and that was our whistle to collectively depart. Luckily, many people had been granted simply sufficient shares to begin corporations of our personal.

My enterprise companion and I began a communications company, specialising in B2B communications and PR for know-how corporations. Or relatively for anybody that was making an attempt to promote one thing obscure and onerous to make engaging. We took satisfaction in breaking down advanced subject material, uncovering the main points that had been worthwhile and understood by the shoppers. Most significantly although, we knew methods to get our prospects’ prospects transferring.

In fact we did the 4 P´s, constructed the model message, wrote disaster eventualities, labored on positioning, and defined to a number of purchasers that after the iPhone and with the speedy development of know-how, the world would by no means be the identical once more. And that is nonetheless true to today, although the predictions have moved on to AI. However above all, we prioritise the tales that flip the world the wrong way up – not the specs, however the why. Not the pixels, however the priceless image they create.

Tales and science

300 thousand years in the past it was at all times concerning the tales, portray photos on the cave partitions and telling one another tales across the campfire at night time. Instructive tales, connecting tales, entertaining tales, insightful and convincing tales, with flattering, tickling, hurting, contrasting, thrilling, surprising and enchanting phrases. Tales that caused a smile and a tear, a slap on the desk and a warming embrace.

However then science got here alongside and taught us that we weren’t in love however responding to alerts fired off from neurotransmitters. That microprocessors with extra cores and the next clock pace are higher. And that the traits of 1 model of automotive are extra beneficial than one other, and so it must be our desire – even when it doesn’t make you sing and dance or make our hearts beat any quicker.

How fantastic is it then {that a} renewed give attention to speaking our model teaches us once more to search out phrases, phrases and pictures that actually transfer us? The fervour that connects us to all the financial and social ecosystem wherein we discover ourselves? As a result of one can not exist with out the opposite; coverage and communication each affect one another. That’s the significance of storytelling, a fantastic artwork we had began to neglect; the facility of phrases and creativeness to color the proper image.

Storytelling is Berkeley’s energy. Not just for our purchasers, however to information those that work right here as effectively. I’ve come to really feel at residence with it. And in the meantime, in my hometown of Wageningen, they’ve began to grasp it too. For a century Wageningen has been the placement of the world’s finest agricultural college, which has made the Netherlands the world’s second agricultural exporter. However no person knew it till they lastly put the proper phrases to it: Foodvalley. And since then, now we have decked that phrase out with quite a lot of decorations.

Who’s your favorite storyteller? The Grimm brothers. They collected German folks tales within the late 19^e century that thrilled younger listeners and taught them life classes. Disney later gave these authentic tales a honeyed twist: Cinderella, Snow White. Cultural appropriation.

What would you sing at a karaoke night time? In Dutch, Malle Babbe by Rob de Nijs. A buyer sings a couple of girl who earns her dwelling with the oldest occupation on this planet, however not like the others, he actually loves her. Hypocrisy and a warped morality that you realize will come again like a boomerang – scrumptious.

What’s probably the most used app in your telephone? I learn my printed newspapers, with Het Financieele Dagblad as a favorite, after which Google issues like ´Why is parallel processing useful for AI purposes?´ and ´What does the flamenco artist’s identify El Camarón de la Isla imply?´. I take advantage of WhatsApp with the 4 out-of-home kids and observe the stay information. With X, nonetheless I finished; an excessive amount of self-congratulation of the political and journalistic elite.

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People of Berkeley – Piet van Reeuwijk

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