The Secret Life of Comedy – Generate

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The secret   life of comedy BY ESPEN BRUNBORG

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primate.co.uk sprintr.io @ebrunborg

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Comedy.

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Genesis CHAPTER 1:

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FIN

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The publishing machine CHAPTER 2:

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1. CMS

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2. Template

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Classic I

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Classic I Classic II

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3. Theme

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4. Content *Sarcasm

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5. Your website

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Jackets all look the same too, but hey, I’m pretty sure I know where my pockets are. –YARON SCHOEN “

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Design abstraction NAVIGATION CHECK-OUT CAROUSELS TEMPLATES FOOTERS WIDGETS SIGN UP DASHBOARD GRIDS EFFECTS VARIABLES ICONS

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Conformity and efficiency have a price. And that price is design. That price is a feeling of humanity. Of something that’s been created from scratch. –MARK BOULTON “

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Problem Solution

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Your problem is that you make shit. A lot of shit. Cheap shit. And no one cares about you or your cheap shit. –JOSHUA TOPOLSKY “

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They want the good shit.   And they will go to ﬁnd it somewhere. Hell, they’ll   even pay for it. –JOSHUA TOPOLSKY “

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The good shit CHAPTER 3:

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Fast

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Fast Universal

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Fast Universal Intuitive

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Fast Universal Intuitive Invisible

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Fast Universal Intuitive Invisible User-centric

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Fast Universal Intuitive Invisible User-centric Scientiﬁc

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Fast Universal Intuitive Invisible User-centric Scientiﬁc Slow

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Fast Universal Intuitive Invisible User-centric Scientiﬁc Slow Individual

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Fast Universal Intuitive Invisible User-centric Scientiﬁc Slow Individual Surprising

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Fast Universal Intuitive Invisible User-centric Scientiﬁc Slow Individual Surprising Impressive

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Fast Universal Intuitive Invisible User-centric Scientiﬁc Slow Individual Surprising Impressive Visionary

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Fast Universal Intuitive Invisible User-centric Scientiﬁc Slow Individual Surprising Impressive Visionary Artistic

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Fast Universal Intuitive Invisible User-centric Scientiﬁc Slow Individual Surprising Impressive Visionary Artistic VS

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Convention Science Utility Expression Art Beauty VS

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Music & Comedy CHAPTER 4:

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Jeff Greenspan ARTIST AND CREATIVE DIRECTOR

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Hipster Jokes BONUS CHAPTER:

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…

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Rhythm = expectation and reward.

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SETUP CONFRONTATION RESOLUTION

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SETUP CONFRONTATION RESOLUTION

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Music sets expectations and meets them. Comedy sets expectations then breaks them. Good storytelling relies on both. THE GREENSPAN HYPOTHESIS

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Good designers tell good stories.

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Music Comedy &

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Music {Templates Metrics Predictability UX Usability Performance Pattern libraries Styleguides Consistency Design systems Functionality

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Beauty Surprise Humour Personality Difference Friction Conﬁdence Random Unpredictability Emotion Complexity Comedy {

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Comedy helps sell   the product, music helps the user make the purchase.

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Why so serious? CHAPTER 5:

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We focus on establishing the rules of storytelling instead of actually telling good stories.

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I’M BORED WITH WHAT PASSES FOR WEB DESIGN THESE DAYS. SHOW ME SOMETHING INTERESTING GOD DAMMIT! –ANDY CLARKE “

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Boring = less money.

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Adding a gorilla playing the drums will increase sales by 10%. #PROTIP

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Adding Jean Claude Van Damme will increase sales by 24%. #PROTIP

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Creative = more money.

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At McDonald’s we’ve seen ROI 54% higher with creative that wins Cannes Lions than creative that doesn’t. – MATT BIESPIEL, MCDONALD’S “

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Creatively awarded campaigns generate 11x more market share growth than non-creatively awarded campaigns. – ALEXIS NASARD, HEINEKEN “

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There’s more to it than consistency, usability, and performance. #ACTUALPROTIP