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Author: Brad Johnson

Brad Johnson is an author and blogger who helps writers discover their niche, build successful habits, and quit their 9-5. His books include Ignite Your Beacon, Writing Clout and Tomes Of A Healing Heart. For strategic content and practical tips on how to become a full-time writer, visit: BradleyJohnsonProductions.com.

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decade of social media

A few weeks ago, my friend Jay Baer and I started reminiscing about the last ten years. Can you believe we’re at the end of a decade? In many ways, this was the Decade of Social Media. For better or worse the social web has dramatically impacted relationships, history, culture, media, politic, and just about every other aspect of our lives. An amazing time to be in business!

What better way to end this era than a discussion with my favorite social media marketing pioneer? We decided to record a special conversation for you to discuss this era of the social web.

Ten years ago, the top social media sites were:

MySpace was on the way out. LinkedIn didn’t start until 2002. Google Plus was just a twinkle in our eye. And blogging was the hottest thing around.

I count myself lucky to be part of those pioneering days and I’m also fortunate to have been friends with Jay during this era.

Tune in to this special episode of The Marketing Companion. Jay Baer and I look back — and look ahead — at the world of social media and marketing in this exciting and transformational period.

Click here to dive into Episode 179

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Many thanks to our friend Scott Monty for the awesome show intro. Be sure to check out his introspective newsletter Timeless & Timely, where he covers the latest trends and the oldest principles.

Tim Washer is contributing creative direction to the show and he’s has worked for Conan O’Brien, John Oliver, among others. He helps corporations build more creative cultures.

 

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The post Assessing a decade of social media marketing with Jay Baer appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}.

No Justice, No Peace

1.

The summer of 2016 in Paris was a season of escalating heat, and 19 July was the hottest day so far that year. That afternoon around 5:15 p.m., about thirty kilometers north of the city in a suburb called Beaumont-sur-Oise, as the temperature reached its peak, a team of gendarmes in the Peloton de surveillance et d’intervention (PSIG) responded to a call on their radios in pursuit of ‘un homme musclé de type africain’ who was said to have violently evaded arrest. A brief foot chase ended when a bystander alerted the three policemen that the young man they were after had ducked into a ground floor apartment, where they found him a moment later, hiding facedown beneath a bedsheet in front of the couch. They used their knees to apply the total of their collected weight to his arms, legs and back in order to overpower him as he thrashed beneath them, crying out that he couldn’t breathe. They managed to cuff his hands behind him, and hauled him to his feet. On the frogmarch to a police van nearby, he complained that he was still having trouble breathing, and in the course of a few-minute ride to the gendarmerie across the river in Persan, the officers noted that he had begun to slouch in his seat, his head hanging forward and lolling back and forth. There was a hospital less than five-hundred meters away, but they continued to the station, where they discovered he had lost control of his bladder, and seemed to have blacked out. In the courtyard where they were parked, they laid him out face down on the hot pavement, and at 5:46 p.m. radioed for emergency medical services, who, finding him ‘clearly unconscious’ and unable to detect his pulse, asked the officers to remove the cuffs. The ranking gendarme more than once refused to do so, according to testimony one of the medics gave later, because the officers, who’d made no move to administer first aid, thought he was probably faking, and because he was ‘a very violent person’ who would surely try to escape. For the next hour or more the gendarmes looked on as the medical team administered CPR and defibrillation in an effort to revive the subject. Finally, at 7:05 p.m., the doctor pronounced him dead. This was Adama Traoré, who that same day had turned twenty-four.

 

*

 

In part because the French Revolution and the protests of May 1968 loom so large in the national psyche, labor rights take up a lot space in French culture, to an extent that sometimes eclipses other concerns on the political left, such as the need to reckon with the country’s colonial past. Over the past year, the violence with which the French police have met the gilets jaunes protests each Saturday has been widely examined in the press and criticized by the public. Within only a few months, eleven people had died in connection with the protests, and the thousands of recorded injuries included teeth, fingers, hands and eyes lost to rubber bullets, stun grenades, and tear gas canisters. As if it weren’t clear enough, the spirit in which law enforcement wields these and other weapons became shockingly vivid to me at the gilets jaunes’ May Day march last year, when the Compagnies républicaines de sécurité (CRS) set up checkpoints at which they confiscated breathing masks, goggles and other protective equipment. At one such checkpoint, a protester asked an officer, ‘We don’t have the right to protect ourselves?’ The officer responded that it defeated the purpose. What was the purpose, the protester asked. ‘To discipline the people,’ the officer gravely replied. The facts behind this sentiment are catalogued in a sixty-page report compiled by the Observatoire Girondin des Libertés Publiques, which details a return to the aggressive tactics of crowd control employed by the former Peloton des voltigeurs motoportés, a brigade of riot-busting motorcycle police that was dissolved in 1986 after two of its members chased down a twenty-two-year-old student protester, Malik Oussekine, and beat him to death.

The PVM was formed in response to the 1968 student/worker protests, but their brutality and their mechanics are rooted in French colonial rule. During the Algerian War of Independence, Paris police prefect Maurice Papon, in order to stifle support for the Algerian Front de libération nationale (FLN), created auxiliary brigades of police officers, which tortured, held indefinitely in extra-judicial detention centers, disappeared, and outright murdered Muslim workers they rounded up in regular raids on tenement hotels and shanty towns. This reign of terror reached its peak on 17 October 1961, when Papon gave orders to attack a peaceful march in Paris. ‘You will be covered, I give you my word,’ Papon told his officers. ‘When you inform headquarters that a North African has been killed, the ranking officer at the scene will have everything necessary so that the North African had a weapon on him.’ During the onslaught of unchecked police violence surrounding this attack, as many as three hundred protesters were killed. Many were shot or beaten to death; others, such as fifteen-year-old Fatima Bedar, were simply hog-tied and dumped into the Seine to drown.

Repression, forced relocation, surveillance, reprisal, intimidation and slaughter were skills Papon picked up as a secretary-general in the Vichy regime, where he directly oversaw ‘Jewish affairs’ in the Bordeaux region (for his role in the deportations he was finally convicted of crimes against humanity in 1998). But they were also time-worn pages in a nineteenth century colonial playbook that Alexis de Tocqueville, as a member of French parliament and later as Minister of Foreign Affairs, enthusiastically championed in the name of spreading liberal ideals and preserving French glory. Before adapting it for use as a police prefect in the fifties and sixties, Papon became intimately acquainted with this playbook as deputy-director of Algeria, a role he assumed in October 1945, just months after the infamous VE-Day massacre at Setif, Guelma and Kherrata, during which the French military killed as many as thirty thousand Algerians in retaliation for a spontaneous revolt that broke out when a soldier shot and killed a young farmhand named Bouzid Saâl for the offense of waving an Algerian flag.

Since 1978, it has been illegal in France to collect data related to race and ethnicity, a policy designed to expiate the sins of the Occupation government in which Papon was so instrumental, but which has instead provided Papon’s successors in policy and law enforcement a curtain behind which to enact their most racist instincts. Even in the absence of such data, reports by organizations like Amnesty International, Human Rights Watch and the French government’s own Défenseur des droits make it plain that for black and Arab residents of French banlieues like the one where Adama Traoré was killed, whose communities have been victims of globalization and de-industrialization for as long as anyone in France, state violence has always been a fulcrum upon which the double-bind of their existence turned: on the one hand, as an instrument of systematic exclusion from Frenchness, and on the other as punishment for not being French enough. It’s laughable to suggest France’s present approach to policing is only a response to the violence and destruction wrought by the gilets jaunes; Papon is long dead, but his legacy has persisted unrelentingly in the culture of law enforcement divisions, like the PSIG, assigned to minority and immigrant populations. ‘We don’t have to demonstrate in the streets to get killed,’ Adama’s sister, Assa Traoré, told me when I visited her at home this fall. ‘Our neighborhoods are their training camps, they practice on human flesh.’

Assa is the spokesperson of the Comité Vérité et Justice pour Adama, the public face of a protest movement whose original goal was holding the police to account for Adama’s death. Over the past three years, it has become a rallying point in a larger movement for social and racial justice in France. ‘With my brother’s [court] case,’ she said on the public radio station France Culture earlier this year, ‘we’re going to change things for all the Adama Traorés.’ Her level, penetrating gaze, and the long hair she wears variously in tight braids or a formidable afro, have made her irresistible to photographers. If the French media’s interest in her has at times felt superficial, she’s nevertheless managed to make her mark on public discourse by the force of her own will and intellect. On TV and the radio, in the pages of magazines or standing in front of crowds, she expresses herself in paragraph form, with searing moral clarity and in a steady voice that sometimes quakes ever so slightly with sorrow and anger. Meanwhile, the two books she’s written – Lettre à Adama in 2017, and Combat Adama in 2019 – have inscribed her family’s experience indelibly into a national narrative of systemic racism and injustice, and have solidified her role as a national civil rights leader. When I first met her, this summer, it was at a reading from the second of these books in the Paris suburb of Montreuil, to which she arrived two hours late. Taking her seat at the head of the room, she excused herself in only the most perfunctory manner for the delay, another quality that makes her such an effective spokesperson for a cause that’s often relegated to the margins of French culture: her refusal to apologize for the space she’s claimed in public life. If the press has learned to cover her cause to her satisfaction, she told me, it’s because she hasn’t given them a choice. ‘It’s because we’ve made them,’ she told me.

In Assa’s view, deaths like her brother’s form part of a post-colonial history whose human toll is invisible to much of France. ‘The story of Adama Traoré,’ she insisted, ‘doesn’t begin on 19 July 2016,’ or even ‘on 19 July 1992 in that hospital in Paris with his twin sister’. It begins in 1964 with her father, Mara-Siré Traoré, packing a small backpack and, against his own father’s wishes, slipping out of his house in the dead of night at seventeen years old. He crossed the border out of Mali and found his way from one country to the next, across the Mediterranean until finally he arrived in France, where he married two white French women before meeting Assa’s mother, Hatouma, and later, Adama’s mother, Oumou. ‘We can’t talk about our struggle without talking about our parents,’ Assa told me. As the spokesperson and figurehead of a movement that’s been gathering force over the past three years, she’s made it central to her message that the problems of the present start with the very real facts of our forebears’ lives. ‘All of this could be avoided if our parents were given an integral place in society,’ she said. ‘If they were taken into consideration, granted importance.’

It’s an importance they earned, as she sees it. Like half a million other men from North and sub-Saharan Africa, her grandfathers fought for France in the Second World War: one gave his leg; the other his life. Her father arrived during ‘Les Trente Glorieuses,’ the thirty years of economic expansion that followed the war, thanks in no small part to an immigration policy designed, in the face of a severe labor shortage, to attract temporary workers from Africa to rebuild the country on the cheap. It was as a construction worker that Mara-Siré found work when he arrived in the south of France, and it was as construction worker that he became a tireless provider for his seventeen children and their four mothers, eventually earning a post as foreman in Beaumont, where he moved with his family in 1988. Like millions of other immigrants in the twentieth century, Mara-Siré stitched himself into the fabric of French society, only to find himself confined by a racial and cultural divide that remains in place to this day.

‘We grew up all together,’ Assa told me. ‘My father worked hard to make sure we weren’t a broken family, even with all the separations.’ Mara-Siré was strict, Adama’s mother, Oumou, told me, but he had a warm laugh. He took enormous pride in the family he’d built, and the life he’d given them. He gathered them around and told them stories of his life in Mali, the misadventures of his early days in France. He kept the house full of food, and anyone who stopped by was offered something to eat. He placed an enormous value on education, and made sure his children had time and space to do their homework. With him at the head of the family, the Traorés lived in a kind of bubble, Assa told me, where the danger and the ugliness of the outside world didn’t reach. ‘That’s how we grew up,’ she said. ‘My father kept his family close, […] and he took care of us all.’

All that changed when, after a lifetime of breathing asbestos in the name of reconstructing France, Mara-Siré died of lung cancer – another Traoré who gave his life to the nation, Assa would later write: each as if ‘to help build a system that would kill a Traoré in the generation that followed.’ In order to make ends meet, Hatouma and Oumou found work as cleaning ladies, working twelve hours or more per day. Assa, who had assumed the role of caretaker during her father’s illness, was fifteen at that time, and now found herself playing the part of mother to her younger siblings. ‘I was the one who went to parent teacher conferences,’ she told me. ‘I was the one who went to pick them up from the station when they were detained.’ In a system that criminalizes the very existence of black boys, that turns its back on them in schools, and that passes them over for all but the most menial jobs, she said, losing their father was like ‘being cast out the door into a great void, in which they had to find their own way.’

 

*

 

‘I think honestly a big part of life for young men in these neighborhoods,’ the co-author of Assa’s second book, Geoffroy de Lagasnerie, told me recently, ‘is a complete estrangement from what we call the general politic.’ On consecutive days, Alton Sterling and Philando Castile were killed by the police in the United States. In the north of Paris, migrants and asylum seekers kept arriving in far greater numbers than the government was prepared to accommodate, and residents of the neighborhoods where they’d made sprawling camps were getting steamed. In a preview of the gilets jaunes movement, proposed changes to the labor law had resulted in enormous marches, widespread vandalism, violent clashes with riot police, and an Occupy-style encampment in Place de la République. Ever since the attacks in November, 2015, the city had been palpably on edge: on every face you passed in the streets could be read paranoia and distrust, and any public commotion caused a moment of sincere alarm. In June, thousands upon thousands of football fans descended on the city for the Euro Final, spilling out of bars and shambling through the streets and brawling on the train, and gathering nightly not only in stadiums but in a great, seething mass on the Champs de Mars. The Parisian bourgeoisie, consumed by the unfamiliar pressures of anger and fear, had reached an unspoken consensus that the city would surely be targeted once again, and when the tournament ended without incident, the entire nation had barely heaved a sigh of relief before, on Bastille Day, eighty-six people were killed during an attack in Nice. The military doubled down on Opération Sentinelle, a ceaseless patrol of the nation’s streets, and dozens of personnel vans, packed with clean-shaven, fully armored forces de l’ordre, lined Place de la Concorde and the rue du Rivoli. ‘Fear suits the government very well,’ Assa told me. In the days and weeks and months that followed, the idea became ever more deeply entrenched that the state would protect the public from the violence of black and brown men. Very few people were publicly making the case that black and brown men needed protection from the violence of the state.

It was just five days after the attacks in Nice that word spread among members of the Traoré family that Adama had fled the police to evade an identity control – city hall had called that morning for him to pick up his new ID card, but he hadn’t gotten around to it – and had suffered a fainting spell of some kind at the gendarmerie. Around seven, Assa, who was leading a weeklong excursion to Croatia with a group of students, heard that he was in the hospital. Her mother and her brother Samba went to the hospital in Beaumont, but were told he wasn’t there. They called around to every other hospital in the area and each time were told the same. Among the rest of the family, ‘fainting spell’ had become ‘heart attack’. Meanwhile, at the hotel in Rabac on the Mediterranean coast, Assa kept herself apprised, trying to fight back a sense of panic that was rising in her chest. ‘I was saying to myself, how is it that, “he had a fainting spell, he’s in the hospital”,’ she told me. He was just twenty-four, and he was in perfect health.

She’d been to Beaumont just two days before she left. ‘I saw all of my brothers except Adama,’ she said. She’d ordered a birthday gift for him, a djellaba in black and gold, and she called to let him know it would be arriving in the next few days. He offered to come back to see her before she went abroad, but she said not to bother – she just wanted to send a kiss, she would see him when she got back. She remembers hanging up the phone, ‘and as I’m leaving […] I see the gendarmes coming, and I call my mother and say, “tell Samba to call the boys inside, the police are coming that way.” […] As soon as we see them we know we’re not safe.’

When Assa heard that Adama was in police custody rather than in the hospital, she was relieved. He’d been arrested before, and it wasn’t ideal, but, unlike a sudden mysterious health crisis – the term heart attack had reached her by then – it was a known quantity, something he could handle. For her brothers, like black and Arab boys in banlieues all over France, Assa told me, getting hauled into the police station was a routine established very early in life. Samba had called the fire department, and they’d patched him through to the gendarmerie. Assa’s mother called Adama’s mother, Oumou, and told her to go by the station. ‘Something strange is happening,’ she told her.

Oumou and her son Yacouba arrived at the gendarmerie around eight-thirty. They rang the bell and asked the duty officer over the intercom if they had Adama in custody. He let them wait while he went to check: after five minutes or so, he came back and said that yes, they had Adama inside, but it was too late for her to see him. ‘I asked if they had contacted his lawyer,’ Oumou told CNews the following day, ‘and he said, “Yes, we contacted everyone, if he asked, we contacted them.”’ But the rumor that Adama had suffered a heart attack persisted, so a little while later, around nine, Oumou rang the bell again. The duty officer reproached her for ringing so late. ‘I said, let me tell you something,’ Oumou recalled: ‘If my son dies, I’m going to file a complaint against you.’ The duty officer assured her that Adama was okay; and when, dinnertime having come and gone, another of Assa’s brothers, Cheikné, rang with a bag of sandwiches for Adama forty minutes later, the officer promised to pass it along. (The gendarmerie in Persan declined a request for an interview, referring me to the gendarmerie in Pontoise, who also declined a request for an interview, referring me to the Tribunal de grande instance in Pontoise, who also declined.)

In Croatia, Assa had just gotten out of the shower, sometime after eleven, when she got a call from her sister Baï. ‘As soon as I heard the way she was crying, I knew,’ she told me. For some time, as Oumou and her family tried to get accurate information, a crowd had been gathering outside the gendarmerie in Persan. Eventually, Yacouba had caught site of an officer and rang the bell; when the officer answered, Yacouba got his foot in the door, and demanded to see his brother. The officer asked for Adama’s mother, and let Yacouba and Oumou inside, where a female officer greeted Oumou, while the captain of the gendarmerie took Yacouba aside, saying that he had information he would share only if Yacouba promised not to make a scene. Yacouba agreed not to react badly, Oumou recounted the next day, and that was when they learned that Adama had been dead for more than four hours.

‘That’s when the war began,’ Assa told me.

With the crowd growing outside and the Traoré family demanding answers, France’s long history of urban revolts loomed large inside the minds of the gendarmes. In an internal inquiry of the Inspection générale de la gendarmerie nationale (IGGN) two weeks after the fact, the committee asked one of the pompiers who treated Adama if he’d like to add anything to his testimony. ‘I know that the gendarmes,’ he replied, ‘before they informed the family, said they had to call for reinforcements, because everything was about to go sideways.’ The crowd had been watching the personnel vans arrive with flashing lights. By the time the gendarmerie finally delivered the news, one hundred and thirty members of the forces de l’ordre had assembled at the scene.

Upon receiving word of her son’s death, Oumou began to wail. Yacouba cried out in anger. ‘I was in shock,’ he would recount in court nearly two years later. ‘I just remember throwing myself at him.’ Several gendarmes who were standing by ready to intervene testified that Yacouba grabbed the captain by the throat and dragged him to the ground. Within seconds they had immobilized Yacouba, sprayed tear gas in both his and Oumou’s faces, and put them out the door.

When Oumou had recovered from the tear gas, she rang the bell again, and the gendarmes said they’d let her in if she came alone. They explained that they’d been looking for Adama’s brother, Bagui, for questioning in connection with an extortion case, and that Adama, when he’d seen them, had fled. Oumou remembered telling Adama that Beaumont city hall had called that morning to say his new ID card was ready; that afternoon, when he crossed paths with the police, he hadn’t yet picked it up. In the van following the chase and his arrest, the gendarmes told Oumou, Adama had suffered a heart attack, which, together with the heat, could be explained by the presence of alcohol, marijuana and other narcotics that had been detected in his blood. She would later learn from another official that no test results had been available at that time. The effort to convince the world that Adama was a criminal, Assa pointed out to me, began with his own mother.

Having communicated this information, the gendarmes tried once again to show Oumou the door, asking her to calm the crowd. ‘They’re idiots,’ Oumou told me. ‘It’s not for me to calm that crowd, they’re the ones who got those people mad.’ When she refused to leave until she’d seen her son’s body, they brought the medical examiner to see her, who was still wearing her blue gloves. The examiner explained that Oumou couldn’t see Adama; he had bled from the mouth and nose, and a mother shouldn’t see her son in such a state. ‘I said to myself,’ Oumou recounted on CNews the next day, ‘if my son had a heart attack, he’s not going to bleed from his nose and mouth.’ She threw herself on the ground and wept. ‘It was God who gave him to me,’ she said, ‘and it was God who took him.’ Then she corrected herself: ‘But it wasn’t God who took him, it was the gendarmes who killed my son.’

The crowd outside the gendarmerie in Persan began revolting the minute Oumou and Yacouba were informed of Adama’s death, setting fires, launching firebombs, and confronting the forces de l’ordre who closed ranks to chase them back to the Boyenval neighborhood in Beaumont. As word of Adama’s death spread in neighborhoods all over Persan, Beaumont and Champagne, Adama’s friends and neighbors – who, as Assa puts it in Lettre à Adama, heard in his death ‘an echo of their own fear’ – took to the streets to riot. On Twitter, witnesses reported hearing gunshots and explosions. Boyenval was cordoned off, but by morning more than thirty cars had been set on fire, along with a nursery school and a municipal police station, and six law enforcement officers had been lightly wounded by pellet guns.

‘A movement without revolts, the media doesn’t show up, the impact isn’t the same,’ Assa told me. ‘With no revolts, there’s no movement at all.’

 

2.

On the night of 8 July 1981, a group of teens in the suburb of Lyon stole a car, took it joyriding, and set it on fire. Their example set history in motion. The months that followed came to be known in France as l’Été chaud – the hot summer – during which teenage boys from the predominantly North African housing estate les Minguettes ventured repeatedly into wealthier areas of Lyon and stole over two hundred and fifty cars, which they took for joyrides back to their own neighborhood, baiting the police into high speed chases before setting the cars on fire and fleeing on foot. Upsets like this were not unheard of in French banlieues; indeed, they had precedent in the shanty towns over which French banlieues were built, where during the Algerian War, activists and laborers took violently to the streets in support of Algerian independence. But the Minguettes disturbances distinguished themselves by introducing the burning of cars and public property to well-established tactics of smashing glass, looting shops and confronting the police. They also received far more attention from the media. Groups of young men were interviewed for nightly news broadcasts, and explained how they felt abandoned by the state to a future from which there was no escape. According to one broadcast, just four teachers served a population of ten thousand people between the ages of ten and nineteen. Garbage was left in the street, damage to buildings was left unrepaired, and immigrants and their children found it impossible to find a job. ‘We just want the opportunity to express ourselves,’ said one young man. ‘We want people to hear what we’re feeling […] after that, I’m certain they’ll understand, and that they’ll change.’

The Minguettes uprisings distinguished themselves in this way, as well: people did listen, and did change. President Francois Mitterand had taken office just a few months before, and his interior ministry, as part of a top-down political mobilization without precedent in France, commissioned a hundred-page report that called for a complete overhaul of the government’s approach to its immigrant and minority populations. The report emphasized, among other things, the necessity of correcting the misperceptions that shaped institutional and public conversations surrounding these populations: ‘Institutions must accept the working-class reality of these neighborhoods,’ the report asserts, calling ‘for every fraction of the population to be given the ability to express their own identity.’

In addition to heavy investments in education and employment policy, the government launched a series of social programs designed to meaningfully engage inner-city youths, building high quality recreational facilities, funding afterschool programs in sports and the arts and offering fully-funded youth vacations to other parts of France. It did all this according to a principle of decentralization, giving local governments the leeway to engage their communities as dictated by conditions on the ground. These so-called ‘anti-hot-summer’ measures actually worked for a good long while; the eighties saw no further ‘crises des banlieues’. When, in 1983, a police officer in les Minguettes shot and badly wounded an anti-racism activist named Toumi Djaidja, the result was not a violent uprising but rather a protest march, La marche pour l’égalité (or the Marche des beurs, as the media termed it, using the slang term for Arabs). The march began with just a handful of protesters in Marseille, but by the time it reached Paris, seven hundred and fifty kilometers away, it had grown to more than one hundred thousand strong.

The Mas du Taureau cité in Vaulx-en-Velin was a poster-child for these reforms: to combat the neighborhood’s reputation for drugs and crime, the government invested $12 million in renewal efforts: fresh paint, a new public library, a day-care center, landscaping, parks and so on. A newly-built, hundred-and-fifty-foot climbing wall had been open for only a week when, in October 1990, twenty-one-year-old Thomas Claudio died in a traffic accident after a police car – according to multiple eyewitnesses – swerved into his lane and knocked him off his motorcycle. In the four days that followed, hundreds of local youths looted stores, launched rocks at the police, and set fire to the local commercial center, in demonstration of a rage that they articulated clearly in interviews with the press: ‘The cause of the explosion wasn’t that someone died in an accident,’ a nineteen year old of Moroccan descent told the New York Times, ‘the reason was we had it up to here with the police.’

This sentiment was borne out by a 1994 Amnesty International report on police use of excessive force, which noted ‘a disturbing number of reports of shootings, killings and allegations of ill-treatment of detainees by law enforcement officers in France,’ that ‘a high proportion of the victims are of non-European ethnic origin, mostly from the Maghreb countries, the Middle East and Central and West Africa,’ and that ‘alleged physical and sexual abuse was often accompanied by specifically racist insults as well as general verbal abuse.’ Despite the government’s efforts on other fronts, in Mas du Taureax and communities like it all around France, law enforcement maintained a post-colonial attitude of contempt and mistrust toward the populations they were supposed to serve. ‘Peaceful marches aren’t going to accomplish anything,’ a young Vaulais told the eight o’clock news that week. ‘If things blow up, it’ll be heard. If there’s a march – well, silence flies off like the wind.’

Politicians on the left tried to make the case for an expansion of their efforts, but the images of the destruction wrought upon Mas du Taureau seized the country’s imagination. Jean-Marie Le Pen’s Front National took every opportunity to suggest that, as a party leader in Vaulx-en-Velin put it, ‘the solution to immigrants is not integration; it’s sending them back to their country,’ though of course a vast majority of the youth population there had been born in France. Meanwhile, in banlieues around the country, policemen and gendarmes continued to humiliate, harass, brutalize and kill young black and Arab men, more or less with impunity. In the years after Thomas Claudio died in Mas du Taureau, violent encounters with the police led to similar conflagrations at a rate of ten to fifteen per year: in Mantes-la-Jolie in 1991, for example, and in Sartrouville in 1992. In 1993 the National Assembly passed a law limiting access to citizenship for the French-born children of immigrants, and another formalizing law enforcement’s authority to carry out random identity checks of the sort Adama Traoré was fleeing the day he died – measures that raised the harassment and criminalization of minorities to the level of official policy.

As riots became a regular feature of public life, overheated coverage in the French press contributed to a growing national anxiety about crime and lawlessness in areas a lot of viewers would never visit. This same coverage led to a growing consensus that it was the ‘visible minorities’ own failure to assimilate that made their life so hard. With each new iteration of the Mas du Taureau model of revolt, the prolonged conservative backlash to Mitterand’s reforms spread; in 1995, when Jacques Chirac’s conservative government took power and the anti-hot-summer programs, already in decay, were replaced by a law-and-order ethic whose primary target was juvenile delinquency in the banlieues.

In the fall of 2005, revolts erupted in 280 communes around the country when two teenagers, Zyed Benna and Bouna Traoré hid from police in an electrical substation in Clichy-sous-Bois, where they were electrocuted to death. Chirac’s prime minister Nicholas Sarkozy took an uncompromising law-and-order stance – referring to the boys who’d been electrocuted as ‘thugs’ and invoking the specter of Islamist terrorism. He issued an order to deport foreigners who took part in the violence – a performance for which he was rewarded with an eleven point bump in approval polls that carried him to the Palais Élysées.

 

3.

Assa Traoré grew up watching these transformations take place around her. She remembers a group of youth leaders from the Protection judiciaire de la jeunesse, a directorate of the Ministry of Justice that was created in 1990 to oversee juvenile criminal law, who gave a presentation in her class when she was ten. ‘When I heard them speak,’ she told me, ‘I said to myself, okay, this is what I want to do. I want to give kids guidance, to help them flourish, give them the freedom to be what they want to be.’ As she got older and continued her studies, it was natural to apply the values her father had instilled in her – the importance of education, a sense of responsibility for the well-being of her family, an ethic of duty and reciprocal care – to the world around her, particularly after her father’s death, when the injustices faced by young people in her community struck her with full force. As an adult, she undertook a sort of anti-hot-summer mission of her own in her role as éducatrice specializée­ – a youth counsellor for at-risk adolescents who experienced life in France in the same way as her brothers.

‘What happened to Adama,’ Geoffroy de Lagasnerie, a sociologist and philosopher who has written several books on criminal justice, said when we met in September, ‘is the result of a process that recurs more than once a month in a very institutionalized and routinized way. Always to the same type of person, always in the same ways.’ Among the sins that the French government declines to catalogue are deaths that result from encounters with police. But in 1993, after a Paris detective shot and killed a handcuffed seventeen-year-old, Makomé M’Bowolé, at point-blank range in an interrogation room, the French historian Maurice Rajsfus created the Observatoire des libertés publiques. Over the course of the next two decades, the organisation compiled exhaustive data on police violence, according to which ten to fifteen people die at the hands of the police per year. It’s a common enough occurrence that when such a death gets covered in national media at all, it tends to rate not much more than a brief summary of the press release government officials provide. This is the status quo in France and long has been – even after the massacre of October 1961, when over 300 protesters were killed, the French press mainly confined itself to parroting the narrative and figures released by the police.  ‘It’s always the same thing,’ explained Samia Tabaï, an activist I met at a protest this summer in Boyenval, the neighborhood where the Traoré family had once lived. ‘Journalists might take an interest, but they’re only interested in the police’s side of the story, they don’t interview witnesses, they get the official version and leave it at that.’

Over the years, an informal protocol has developed in response to this apathy in which the first step is to form an action group like the one on which Tabaï serves as communications director. Hers was formed in 2018, when a 26-year old man named Gaye Camara was shot and killed at the wheel of a Volkswagen Polo by police investigating the theft of a Mercedes-Benz. (The police have claimed he was trying to run one of them down; after an investigation, a judge recently dismissed the Camara family’s case.) In part because they take place in the same isolated communities as the deaths themselves, the protests and marches and rallies these committees organize seldom attract much attention, or, worse, attract attention of the wrong sort. Gaye’s brother Amadi Camara told me about a march the Comité Gaye Camara organized in Champs-sur-Marne, ‘The police in our town, when they saw us in our T-shirts, they told us, “Gaye deserved what he got.”’ (The city hall of Champs-sur-Marne did not respond to a request for comment.) This brand of cruelty had a political edge to it, according to Amadi; it was intended to provoke a violent outburst that would justify shutting the march down, and that would undermine the committee’s credibility and public image. The demonstration came off without incident, which is partly why it didn’t attract much attention in the mainstream press. And while it’s true that what the French continue to call riots still often command the news media’s attention for as long as they last, to a greater or lesser degree such uprisings are usually framed as the expression of a rage whose incoherence provides an ex post facto justification for the routine state violence that incites it, rather than – to paraphrase Frantz Fanon – as an intelligible political response to the way public indifference upholds that routine.

It was in this context that Assa left her job in Sarcelles to form the Comité Verité et Justice pour Adama, a group of activists that combines the Traoré family and friends with a group of experienced social justice activists from groups like the Mouvement de l’immigration et des banlieues (MIB). The objective expressed in the committee’s name – achieving truth and justice in the matter of Adama’s death – is a battle fought on three fronts: in the courtroom, in the media and in demonstrations in the streets. But in a broader sense, their work is very much of a piece with the work Assa undertook as an educator: picking up the government’s slack in her community, trying to give children and teens opportunities that her brother didn’t have to create points of contact between their lives and the larger world. To that end, they give local youths a prominent place in their activism, but they also host film screenings, panel discussions, concerts, athletic training and so on. At some of these the police stand watch in body armor, or from inside armored riot trucks. ‘My brother died by physical suffocation,’ she told me, ‘but psychologically, they’re all suffocating in these neighborhoods. […] There’s a pressure that kills them from the inside and it makes it very difficult to advance and to build, you’re being suffocated from every direction, from school, from work, from home.’

The Comité Adama uses the platform they’ve built to bring attention to other incidents of police violence and to show solidarity at other demonstrations or court cases. The Comité Adama has become synonymous with and enlarged a broader movement against these forces of suffocation. ‘It can’t be said,’ Lassana Traoré, Adama’s older brother, told me on the phone, ‘that we, the Traoré family, have achieved all this success. We’ve succeeded in advancing things a bit further. […] If we’ve become a symbol, we owe it to what came before, it’s thanks to them.’ Still, it’s true that anti-racism and anti-police violence movements in the past have often gotten snagged on the fundamental challenge of getting the public to listen, particularly when what they have to say implicates the public in such vivid and ubiquitous injustice.

In this regard – getting people to listen – Assa has been particularly effective. As her family’s spokeswoman, she’s become a familiar public figure, having made countless appearances on radio and TV programs since she first appeared, in 2016, on Quotidien, a nightly news and culture show. She’s been the subject of numerous magazine profiles and interviews. She’s attracted the support of a wide variety of celebrities, such as the rapper and actor Omar Sy, film-maker Ladj Ly, politicians like Jean-Luc Melanchon and the author Edouard Louis.

But in her hotel room in Croatia the night of Adama’s death, all of that was still ahead of her. At that moment, she knew only that she wouldn’t have the luxury of simple grief. Her supervisor at Les Vignes Blanches, the community center in Sarcelles where she worked, immediately booked her a flight back to Paris. Her students, heartbroken when they learned the circumstances of her leaving, wanted to return with her to Paris for support, but she insisted that they stay behind with her colleague: she had fought hard to arrange the trip, and it was exactly the kind of experience of the outside world she wanted them to have. Unable to sleep, she Googled numbers for news outlets such as BFM. ‘I got on the phone,’ she told me. ‘I said to myself, my brother’s death isn’t going to be a news brief […] where everyone moves on to something else.’ She had seen the same happen to other families too many times.

By the time she arrived back at her mother’s, calm had been restored in Beaumont. Assa was herself at loose ends, consumed by grief and rage. Jannier, the district attorney, had communicated exclusively with the Agence France-Presse, a news agency whose primary client is the French government, rather than making a public statement. This left journalists to piece together a narrative of what had happened from partial quotes. Le Parisien reported that a young man, during his arrest for ‘extortion of funds and domestic assault,’ had subsequently suffered a heart attack and been pronounced dead. Le Figaro reported the same. By morning, news outlets citing the same AFP report had clarified that it was the deceased’s brother, ‘a young adult, well-known to the police’ who was wanted for questioning in ‘an extortion case involving numerous people’. The deceased, they said, had ‘come into contact’ with the gendarmes, and had subsequently died of a heart attack. As yet, no one from the prosecutor’s office or Persan city hall had reached out to the Traoré family to let them know when they might see Adama’s body.  The press was their first priority. ‘That’s their way of controlling public opinion,’ Assa told me: ‘discredit the family and make the victim out as a criminal. Except with us it was impossible.’

To the Traorés, the official story strained credulity. They knew they had to get their version of events into the record while they still had the media’s attention, but apart from providing journalists with quotes contradicting the official story, Assa wasn’t sure how to proceed. At seven-thirty a.m., the Val-de-l’Oise police prefect, Jean-Yves Latournerie, was scheduled to give a press conference at city hall. A gaggle of reporters were there with cameras and microphones, attracted, as Assa would later write in Lettre à Adama, ‘by the car fires and the smell of trash burnt in the night’. Latournerie didn’t show up; instead, it was a trio of Adama’s friends who spoke to the press. The reporters were less interested in the circumstances of Adama’s death than in the previous night’s violence and destruction. ‘Well what do you expect us to do,’ one of Adama’s friends responded. ‘Uncork a bottle of champagne?’ A few minutes away at the Persan gendarmerie, a handful of the Traoré siblings, along with a small crowd of supporters, staged a sit-in on Avenue Jean-Jaures, demanding to see Adama’s body. A file of dozens of gendarmes emerged from the courtyard armed with riot shields and batons. The protesters formed a solid mass of bodies, and met them with their hands raised above their heads, refusing to back away. Sihame Assbague, a veteran civil rights activist, captured on video the moment a gendarme discharged his tear-gas gun into the center of the crowd.

In the days and weeks to follow, the Traorés interactions with the state became both more discreet and, in a way, more brutal. ‘From the very first night,’ Lassana told me, ‘we were visited by people who had experienced what we were going through.’ Zyed Benna’s older brother was among them. As were Amal Bentousi and Samir Elyes, who had been organizing against police violence for years. These veteran activists presented themselves to the Traorés as guardian angels, providing detailed advice on what to expect and how to proceed. It’s thanks to them that the family got through that first week, Lassana told me. ‘You have to put yourself in that situation,’ he said. ‘You don’t have the capacity to think, you’re crushed by sadness, you can’t sleep, there are riots going on all night, people coming in and out […] You don’t understand what’s happened.’

On each of the following four days, the revolts resumed at nightfall, and clashes with police grew more intense. The Traoré family, with the help of a lawyer the activists had recommended, conducted a battle with the district attorney’s office in the press and behind the scenes. Jannier announced to the AFP that Adama’s autopsy revealed a ‘very serious infection involving the lungs, liver and throat,’ and that no ‘sign of significant violence was found’. That same morning, after finally being admitted to the morgue to see Adama’s body, the Traorés were summoned to the police prefecture in Pontoise. Knowing the Traoré family was Muslim, a representative told the assembled siblings when they arrived that the authorities had arranged with AirFrance for Adama’s body to be transported immediately back to Mali, in order to be interred as soon as possible, in accordance with Islamic tradition. Furthermore, they’d made arrangements for any family member not in possession of a passport to be issued one right away. (In an open letter addressed to the people of Beaumont, Mayor Nathalie Groux claims this offer was extended merely as a courtesy.)

Their guardian angels had prepared them for this: if they accepted possession of Adama’s body, they would in effect be accepting the government’s version of Adama’s death. It was crushing, but they refused, and requested a second autopsy instead. More than three years have passed since that day, and they’re still waiting to learn the truth about what happened.

 

*

 

‘Everything he had, he was ready to give away,’ Oumou Traoré said when I asked her about her son. He was shy, but he was the type of person who would cross the street to carry an elderly woman’s groceries back to her apartment. ‘People knew him for that.’ He was a bit of a health nut, and unlike his brothers he didn’t eat candy, but, Oumou told me, he carried candy in his pockets because there were always little kids around and he loved to make them laugh. Yssa, a seventeen-year-old boy I met at a march in Boyenval this summer on the third anniversary of Adama’s death, told me, ‘Everyone knew Adama, he was a role model in the neighborhood.’ He was always surrounded by his friends, Assa said, and he and his brothers were particularly close – they took vacations together, they played football together, they had each other’s backs. ‘He was very calm,’ she repeated, ‘he never wanted to hurt anyone, but he stood up to injustice. He was a fighter, he wanted to defend everyone.’ In Beaumont, there was no shortage of injustice, she said: ‘So, yeah, he got into fights.’

‘But you can see how well loved he was,’ she said. ‘If he wasn’t so well-loved, we’d have never gotten this far.’ She and her family have made it a point to build their movement in Adama’s image, and indeed, they’ve managed to replicate the gentle attentiveness she describes, and a kind of community-minded joie-de-vivre. But they’ve also replicated Adama’s fearlessness and indignation. ‘A lot of families of victims,’ de Lagasnerie told me, ‘at the beginning, they think, if we respect the prosecutor, if we respect the judge, they’re going to treat us fairly.’ Other activists warned the Traorés against this sort of compliance. They’ve countered the official narrative so forcefully in both the press and in the courts that they’ve managed to keep the state on the defensive for the past three years. The sprawling nature of the Traoré family itself, and the strength of their commitment to each other – another value, Assa points out, transmitted to them by their father – has also made them unusually resistant to the power of the state, which in similar cases has been able to count on a family eventually being defeated by the demands and contingencies of their own everyday lives. It’s not only the lack of a public platform or affordable legal advice, but also long hours to work, children to care for, forbidding commutes to the centers of power in which they hope to be heard. But the Traoré family spreads these burdens among themselves. And while the mainstream media coverage of such affairs evolves slowly, with social networks activists have become their own media, bringing their case directly to the public in a way that’s difficult for journalists to ignore. Videos of statements Assa makes at demonstrations or outside courthouses and prisons, for example, are routinely viewed tens and even hundreds of thousands of times. ‘This is a radical change,’ de Lagasnerie told me. ‘I would say it’s the first movement in France that has succeeded in making journalists really doubt the decisions of the justice system and of medical experts.’

‘She’s consolidated so many different struggles,’ Mami, a former colleague of Assa’s from Sarcelles told me this summer. While the movement’s success owes an enormous debt to the example and experience of activists who have stood beside them, social movements in France, de Lagasnerie explained, have in the past tended toward atomization. ‘Assa said right away,’ he told me, ‘in my family there are white people, there are black people, Arabs, Muslims, non-Muslims […] From the beginning she thought of the Comité Adama as a story of France. So it’s a story of whites, of blacks, gay people, straight people, tall people, short people, redheads, non-redheads – and that’s very new in activist discourse in France.’

It’s thanks to these efforts that a clearer narrative of Adama’s death has emerged. A transcript of the call between the doctor on the scene at Adama’s death and the dispatcher who had sent him on the call, as Vigroueux reported in the Nouvel Observateur, revealed that although Adama’s death wasn’t declared until 7:05 p.m., he was already dead when the emergency medical services arrived. What’s more, the exchange suggested that the gendarmes had misled the medical team profoundly about Adama’s condition: they claimed he’d had a three-minute seizure, and that he had needle marks on his arms, neither of which details the gendarmes mention in the testimony they’d later give, and neither of which was mentioned in the autopsies. The autopsies themselves were the subject of what Le Monde called, somewhat generously, ‘selective communication’: unmentioned in any of Jannier’s public statements is the ‘non-specific asphyxic syndrome’ that medical examiners in both cases pointed to as the possible cause of death. Jannier’s statements invoked ‘a serious infection touching several organs,’ ‘lesions consistent with hypertrophic cardiomyopathy,’ and the conclusion that ‘no trace of violence was found that could be given as a cause of death’. (The Pontoise prosecutor’s office did not respond to multiple requests for comment. Jannier retired at the beginning of this year and could not be reached for comment.) ‘I’ve noted only the salient elements of the different accounts given,’ he told Le Monde at the time.

At the request of the Traorés’ lawyer, the investigation was transferred to the prosecutor’s office in Paris. Jannier, in what many saw as a consequence of his mishandling of the Traoré case, was transferred from Pontoise to the Paris court of appeals. A subsequent medical report, in February 2017, confirmed the Traorés’ suspicion that Adama was not in fact ill at the time of his death. More than a year and a half later, another medical report ordered by a judge in Paris concluded that Adama’s death could in no way be linked to the actions of the gendarmes, and was instead attributable to a combination of a sickle-cell disorder, sarcoidosis and the heat. The following March, still another report, this one conducted by four of the nation’s leading experts in sickle cell and sarcoidosis at Traoré family’s expense, noted that Adama did not suffer from sickle cell disease, but rather was a ‘healthy carrier’ of the sickle cell trait; and it likewise noted that no stage-two sarcoidosis, from which Adama suffered, had ever been recorded as a cause death. ‘Adama Traoré’s death,’ the report read, ‘cannot be attributed to stage two sarcoidosis, the sickle cell trait, or the combination of two.’ The authors, as quoted in Le Monde, excoriate the science upon which the original report was based, and add that ‘it is astonishing that this forensic expertise has not taken particular interest in the concepts of positional asphyxia, which have been described in several studies dealing with deaths occurring during police arrests.’ In April of this year, based on the new report, a judge reopened the investigation into the circumstances of Adama’s death.

In the meantime, the Traorés’ relations with the state have grown more and more fraught. In November 2016, Nathalie Groux, the mayor of Beaumont-sur-Oise, tried to appropriate municipal funds in order to bring a defamation complaint against Assa for remarks she’d made in a TV interview. ‘The mayor has chosen her side,’ Assa had said, ‘and that’s the side of the police, which is to say, the side of police violence.’ (In her open letter, Groux explained, ‘I have faced calumny, insults, lies, that sometimes affect me as well as my family violently […] (when, for example, I’m treated as a ‘racist’ although my children are mixed race.’) Four of the Traoré brothers have been arrested and tried numerous times, including Yacouba, who in 2018 was sentenced to sixty days in prison for assaulting the gendarme who announced his brother’s death, and to three years for setting fire to a city bus. His brothers Bagui and Youssouf were arrested for ‘insults and violence against security forces’ during a protest against the mayor’s defamation case. In that trial, the brothers were convicted on all charges, including an assault charge supported by a single officer’s eyewitness testimony. They were sentenced respectively to eight and three months of incarceration. As I write this, two of them, Bagui and Yacouba remain in prison.

With so many of her brothers in prison, Assa herself has become a target for what the family calls judicial persecution. Results of the new investigation into Adama’s death were supposed to advance this fall, and although in mid-November a judge did finally appoint a new medical panel to conduct an analysis, so far there has been little news.In the month of October, Assa was the subject of four criminal indictments, three of which charge her with defamation for Facebook posts publically naming the gendarmes involved in her brother’s death, and one related to an event that took place in the spring of 2018, for which Assa is alleged to have obtained the wrong permit. None of these charges carry a prison sentence, but the total of the fines she faces is more than fifty thousand euros. (Through their lawyer, Rodolphe Bosselut, the gendarme’s declined to be interviewed for this story. ‘My clients are tired of being so regularly incriminated in public,’ Bosselut told me in a brief phone conversation, ‘while there’s a file open that says the opposite of what Ms Traoré claims.’) At her arraignment at the Tribunal de grand instance de Paris, to which she arrived twenty-five minutes late in a long black coat and Balenciaga sock-shoes, Assa stood with her arms across her chest as the judge read the charges, including the offending portion of a text she’d written under the title ‘J’accuse.’ The trial is set for May 2021, and Assa can’t wait. ‘They’re trying to transform the transgressors into the victims,’ Assa told me. ‘It’s a gift they’ve given us, and it’s magnificent […] We’ve gained even more support. They’ve made our cause even more legitimate.’

 

 

This summer, the committee invited the gilets jaunes to march with them in Beaumont to mark the third anniversary of Adama’s death, and as guests, the gilets jaunes were careful not to overstep. An army of Comité Adama volunteers, many of them local youths, donned green Justice Pour Adama T-shirts to handle security and logistics, ensuring that their supporters remained peaceful and didn’t inflict the sort of damage with which the gilets jaunes have become associated. As the march wound through downtown Beaumont, I watched a man in a yellow vest light a road flare and wave it over his head for just a moment, before a pair of teenage committee members made him put it out. A group of casseurs nearby, their faces masked and their hoods pulled low, made an inventory of the blunt instruments and projectiles in their bags. In their final decision not to put them to use, I read an implicit recognition of the committee’s authority, and perhaps an acknowledgement that the price for any violence they committed against state property would be visited upon a community to which they did not themselves belong. ‘For years and years,’ Maxime Nicolle, a gilets jaune figurehead, said from the stage at the end of the march, ‘you’ve been through things we’ve been experiencing for just eight or nine months […] I’m sorry for not having known, sorry for not having listened, sorry for believing what the media said.’

After the march, protesters spread sheets for picnics and uncorked bottles of wine in a field in Boyenval. A long line formed for barbecue. Everywhere you looked there were children – dancing on stage, chasing soccer balls, blowing bubbles that carried off in the wind. It seemed like a long time had passed since a fleet of coach buses destined for the memorial march in Beamont left from three locations in Paris, each to be pulled over by police so that its passengers could be assembled on the side of the road for an identity check of the same sort Adama had fled three years before, in order to avoid spending his birthday in jail. But that was how the march began.

The coaches made it to Beaumont nevertheless. After a torrential ten-minute squall drenched the assembled crowd, I watched Assa find her way to the head of the crowd so that the march could begin, taking care to stop and exchange cheek kisses with the many familiar faces she passed along the way. Riding in the bed of a truck, she led us past the gendarmerie, where she paused, and for a moment she let the boos and taunts of the crowd echo up and down the street. Then at her command the crowd fell silent. ‘This is where my brother drew his last breath,’ she said. ‘They left him there to die, and he died alone, without his family, without us.’

A pair of young women in their early twenties stood riveted in place, nodding gravely. Their names were Elodie and Brave, a hair stylist and a realtor. Later, they would tell me me that Assa’s strength and courage were an inspiration for black women all over France.

‘Today, we’re here,’ Assa said. ‘Together, we’ll turn this system upside down.’

 

Images © Chris Knapp

The post No Justice, No Peace appeared first on Granta Magazine.

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https://econsultancy.com/ashley-friedlein-marketing-digital-trends-decade-2020-to-2030/

This is a special year. 2020 always used to be ‘the future’ somewhere on the horizon. Well, here we are. We need a new future. Let’s go with 2030.

There have been quite a few ten-year retrospectives written on digital, and some (fewer than usual for some reason) 2020 trends and predictions, but not much looking forwards ten years. So that is what I would like to focus on first.

You can use the quick links below to navigate. And we’ve also created a downloadable PDF, which you can get for free here.

The decade to 2030:

2020 Digital and marketing trends:

The decade to 2030

What will digital/marketing look like a decade from now in 2030?

We know, of course, that there will continue to be advancements in technology, both hardware and software, and artificial intelligence is likely to bring about the greatest changes.

Quantum computing could also deliver seismic change within the next 10 years. Last September Google claimed ‘quantum supremacy’ in performing a calculation that would have taken a traditional computer around 10,000 years to complete in a mere three minutes and 20 seconds.

But here are five broad trends I see playing out in the coming decade.

1. In search of trust

Research has confirmed what we already expected: there has been a loss of trust.

People are shifting their trust to relationships within their control. Trust in institutions, companies, politicians, even brands, has been eroded. Trust in ‘big tech’ companies is also fragile in the wake of data and privacy scandals. Fake news has further undermined our trust in supposed facts.

Recent research from YouGov and Grey London into the levels of consumer trust in influencers and social media in the UK revealed that 41% of regular social media users say they have seen inaccurate content over the last month and 48% believe that profiles of celebrities are either ‘not at all honest’ or ‘somewhat dishonest’.

And yet Edelman’s 2019 Trust Barometer research found that 81% of consumers agree that trust is a deal breaker or deciding factor in their buying decisions. Perhaps understandably, trust is becoming more important as it becomes scarcer.

For marketers, and brands, this is critical and the battle of the next decade will be about (re)gaining trust with customers. Coming up with a new ‘purpose’, touting your ‘values’, claiming ‘authenticity’ and ‘transparency’ alone won’t cut it.

So how can we deliver trust in the coming ten years? Three areas stand out for me.

Consistency

There are various areas of branding that don’t get enough attention (salience, distinctiveness…) but consistency is certainly one. Professor Mark Ritson has written about the importance of brand ‘codes’, built consistently over time.

You might not like Trump, nor describe him as ‘trustworthy’, but you can perhaps trust what to expect from him?  Even his inconsistency is consistent. ‘Get Brexit done’ was successfully consistent.

In our attention-addled world it takes time and persistent consistency to get through and create the potential for trust.

Playing with brand codes: Cadbury removed wordage from its packaging to support Age UK, donating 30p to the charity for each one sold.

https://platform.twitter.com/widgets.js

Experience

There is a reason ‘customer experience’ has been, and remains, such a hot trend in digital and marketing. Trust can’t be claimed, it has to be earned. And the most important proof point in deciding whether to trust a brand is not how good its advertising is but what your (or others’ you trust’s) experience of the brand is.

You have to deliver on experience to build a trusted brand: “A good brand is a promise, a great brand is a promise kept” Tom Sitati, Director, Brandscape.

Humanity

Machines are already better than humans in many areas including, for example, image and speech recognition. This past year we have seen demos of machines holding conversations that are indistinguishable from actual humans. Computers are creating new faces that we cannot tell are not ‘real’. James Dean is being brought back to life to star in a new film.

But do we trust these superhuman machines? The best drum machines play slightly out of time to mimic more ‘natural’ sounding humans. Humans might be spooked or threatened by machine perfection and be more trusting of brands which can show vulnerability and imperfection.

To build trusted brands, then, we must be careful not to rely too much on machines, data and automation, but seek to (re)connect on a more human level.

Read more on this topic in the 2018 Econsultancy report Trust, Transparency and Brand Safety.

2. Humane tech

Related to the last point, we have also seen the emergence of “humane tech”, “calm tech” and other initiatives to try and redress the sense that technology is currently designed to manipulate our behaviour and exploit our psychological vulnerabilities.

Sacha Baron-Cohen’s November 2019 speech at the Anti-Defamation League confronted this head on and books like Nir Eyal’s “Hooked” have revealed how it is possible to design for addiction.

In DigitalAgenda’s green paper Power & Responsibility: 10 challenges and 10 ideas for change in the digital age the authors chart an evolution from tech euphoria, to tech fear (where we are now), to humane tech.

Philosopher Alain de Botton has challenged society to ask what has happened to ideas like ‘consolation’, ‘meaning’, ‘kindness’, ‘wisdom’.

The mantra of the last decade was “move fast and break things”. Perhaps now we need to work together and fix things? “Do now, think later” might concede ground to consideration, thought and respect? Fast is now faced with slow food, slow fashion, slow travel.

As the world has become increasingly connected, it has also become noisier. We struggle to focus on the things that matter. “Technology shouldn’t require all of our attention, just some of it, and only when necessary” says Amber Case in her book on designing calm technology.

There is evidence of a backlash against overly invasive and addictive technology. Mediacom’s 2019 ‘Connected Kids’ report found that Gen Z are taking steps to reduce their digital usage: 18% of 8–19-year-olds in the UK have deleted social media apps in response to the apps’ negative effects and 13% said they have cut down their social media usage, with 17% also limiting their screen time.

As brands, and marketers, over the next ten years what are we then to do?

Very few of us are big enough just to try and shout louder than the rest. Instead we really do have to understand our brand essence, more than ever before, and find ways to make that connect with our prospects and customers in a more human way.

We will need to make conscious decisions about what we stand for as brands and businesses and the implications for how we therefore use technology. We understand why streaks in Snapchat, duets in TikTok, or video auto play in YouTube or Netflix, work to drive usage but are these appropriate ‘tricks’ for our brands?

TikTok: Everything you need to know

Of course, over the next ten years we will have ever more ‘human’ data sources available including biometric and sensory ones: voice, language, touch, sentiment, expression, mood etc. Recently Facebook bought a ‘brain-machine-interface’ start up called CTRL-Labs that is working on ways for people to control devices simply using brainpower.

But for most of us I believe the opportunity in the next ten years isn’t actually about futuristic technological capabilities. We aren’t using most of the technology already at our disposal. The real opportunity for most marketers is still to create brands, propositions and ideas that tap into the emotional, irrational, messy and imperfect world of real humans – albeit often using technology as an enabler.

3. Personalisation 2.0

Where does all this talk of trust and humanity leave perennial trend-darling ‘personalisation’ then?

According to our recent research with Adobe for the 2020 Digital Trends concern around how customers felt about their data and privacy ranked in the top three most significant business worries.

Then there was GDPR. And now CCPA in California. In 2019 Firefox and Safari started blocking third-party cookies by default and Chrome introduced anti-tracking measures. Apple continues to make changes to Intelligent Tracking Prevention (ITP) in Safari, making (re)targeting and measurement of iOS audiences a challenge.

Talk about taking back control. It looks like the sovereignty of self is also a movement.

How are we meant to personalise if we have no personal data?!

It gets worse. Gartner recently predicted that 80% of marketers will abandon personalisation efforts by 2025 due to “lack of ROI, the perils of customer data management or both”.

However, I don’t think personalisation is going away but it does need redefining. Actually, it has never been very well understood anyway – what is targeting vs customisation vs personalisation? If we’re honest, actual individual-level ‘personalisation’ for most has only extended as far as “Hi [first name]” in emails anyway.

The challenge, and opportunity, of “Personalisation 2.0” is about delivering the personalisation customers actually want whilst respecting the privacy they expect.

Oxymoronic as it sounds, this means we need to get good at “anonymous personalisation”.

Great waiting staff, great landlords/landladies, or the famous village shopkeeper don’t actually need to know who you are to give you personal attention and cater to your needs. The sales assistant who can see you looking lost in a shop, offers to help and walks you to the product you seek whilst informally chatting doesn’t need to know who you are to deliver an experience that feels very personal.

Digital experiences too can feel personalised without actually having to know who you are. I could pass you my phone and you could use Uber and it would feel personalised to you – you choose the car, you get it to come to you, you can see it coming live, you get the updates, you leave the feedback (yes, ok, I pay…). Maybe it is coming soon but even Uber doesn’t use the data it has about me to try and do clever ‘personalisation’ like predictive journey suggestions. And I might not want it.

As customers we want to be recognised without necessarily being identified; we want to be treated as if each business cares; we want customisation according to the context and circumstances; we want ease and convenience; we want less friction; we want to be able to express our needs without judgement.

All these things engender a feeling of ‘personalisation’ but can be done without personally identifiable information.

Personalisation 2.0, therefore, will focus on:

  • Simple, intuitive, friction-free, ‘effortless’ user experiences.
  • Capturing explicit preferences from customers (“zero party data”) that do not necessarily require them to be personally identifiable.
  • Using available non-personal data signals, enhanced by the predictive power of machine learning, to near-magically adapt to the particular context and environment to super-serve customers’ needs and goals in the moment.
  • Maximising intimacy and relevance without infringing privacy.
  • Allowing users to configure and control their experiences in realtime without having to give up their personal privacy.
  • Building zero/first-party relationships based on transparency and trust but which don’t necessarily involve revealing actual identities.

personalisation

4. Everything-as-a-service

We know about the rise of the gig economy and the subscription economy. Royal Mail forecasts that the value of the subscription market will have increased 72% over the five years to 2022.

There is pretty much nothing we don’t now subscribe to: content (Netflix etc.), food (Hello Fresh etc.), shaving (Cornerstone etc.), office space (WeWork etc.), sex toys (Teaserbox etc.).

We know also about the rise of software-as-a-service (SaaS) as part of the wider move to the cloud. There is also PaaS (platform-as-a-service) and IaaS (infrastructure-as-a-service). Further on in this article we’ll consider DaaS (data-as-a-service).

Over five years ago I suggested it was time for marketing-as-a-service and three years ago encouraged us all to think of your product or service from a subscription mindset.

Over the next ten years we should consider “everything-as-a-service” as we build business models, products, propositions and brands.

We need to be (re)configurable, scalable, modular. We need network and ecosystem thinking. Being available on demand and adaptive to the context in which we surface will be a pre-requisite for success.

This applies not just to data, systems and applications but to processes, people and organisational structures. Agile is just the beginning.

This way of thinking goes back a long way. In the classic, and hilarious, Stevey’s Google Platforms Rant he explains Amazon’s Jeff Bezos’s ‘Big Mandate’ of 2002, that all teams would henceforth expose their data and functionality through service interfaces and these interfaces must be designed from the ground up to be externalizable (to be exposed to developers in the outside world).

Jeff had the vision of EaaS almost two decades ago. Scott Brinker featured some great insight into Amazon’s innovation formula last quarter, based on a talk at the MIT Platform Strategy Summit by Dirk Didascalou, VP of IoT at Amazon Web Services (AWS), and captured in this graphic which Scott created:

amazon's innovation formula
Amazon’s ‘formula’ for innovation. Source: Chiefmartec and Scott Brinker.

We examine and explain the elements of this formula in our Digital Shift Report: Q4 2019 but you can see that the original technology-as-a-service vision has extended into the organisation to include how it is structured, how work gets done, and even the culture.

The next ten years will see us not just trying to break down data and technology into more reusable and composable parts, but service-oriented thinking will also continue to change how we structure our organisations and how we get work done.

From a marketing point of view, we have already mentioned the codes that should underpin brands – elements that can be re-composed to great effect. We are seeing design move beyond designers towards design systems that embrace atomic design and other patterns to deliver what we might call ‘design-as-a-service’. If we can crack our brand and design codes and build a system to bring them to life then, perhaps, we will have discovered the DNA of customer and brand experience.

This coming decade requires us to break down everything into micro services and figure out how to orchestrate the assembly, and constant re-assembly, of the component parts to deliver amazing experiences for our prospects, customers, staff, and other stakeholders.

5. Ecommerce and the environment

We have been under the impression that ecommerce is positive for the environment as it means fewer shopping trips requiring a journey by car.

However, there is increasing evidence, particularly as our shopping behaviours themselves change, that ecommerce might actually be the least environmentally friendly way for us to shop. If so, as the pressures to tackle climate change through more environmentally-friendly ways of living increases in the coming decade, it is only right that ecommerce comes under much greater scrutiny and we may have to rethink, or at least adjust, its operating model.

Unilever is known for its commitment to reducing the environmental impact of what it does. The consumer goods giant worked with industry body SEAC (Safety and Environmental Assurance Centre) examining its own data and industry analysis of the supply chain to work out the CO2eq emissions per item for different routes to market, including ecommerce and store sales, for various beauty and personal care products.

The results vary by country and product but the chart below, showing the UK data, identifies ecommerce as a worse offender than store sales, largely because of the extra emissions caused by packaging and delivery.

unilever co2 per item ecom vs brick and mortar

We all recognise the cardboard packaging of home deliveries. An artefact which lasts just minutes as we open our delivery and put the packaging straight in the recycling. Amazon is making efforts to reduce its packaging and last August announced it would fine other vendors on its platform who over-packaged their products.

But Amazon’s carbon footprint is still not far off that of Denmark or Switzerland and 30% of the solid rubbish the US generates now comes from the packaging of home-delivered products. Around a billion trees need to be cut down just to provide the ecommerce packaging for the US and the packaging for Christmas returns alone emits an additional 15 million tons of carbon into the atmosphere.

Since 2000 there has been a rise of 9% in passenger car miles on Britain’s roads. However, there has been a 56% rise in the number of miles travelled by home delivery vans in the same period. It seems ecommerce is making traffic worse not better.

The inconvenient truth we need to face in the coming decade is that it is the very same ‘effortless customer experience’ that we strive to deliver that is also driving an ecommerce revolution that may be damaging the planet we’re trying to protect.

There was a time when you waited days for an ecommerce delivery. That window has shrunk to specific same-day slots. With internet of things, delivery to car boots or home access, fridges auto-replenishing and so on… the end game of the ideal home delivery experience is that we forget that anything is being delivered at all. Shipping will become incidental to the purchase experience.

For a long time, we have been part of the supply chain getting goods the ‘last mile’ to our homes. But soon why even walk ten minutes to a shop when it can painlessly and near instantaneously come to you?

Thankfully, whilst ‘digital’ might be more part of the problem than we have recognised, it can also be part of the solution. OLIO, for example, uses technology to connect neighbours to share food, and other things, rather than throw them away. Reusable packaging solutions like LimeLoop and RePack are emerging. Technology is helping power the ‘circular economy’ which encourages reuse, recycling and a reduction in waste.

2020 Digital and marketing trends

So much for the ten-year perspective megatrends. What can we expect in 2020?

6. Ecommerce, social, advertising, UX, SEO etc.

To get the low down on what we can expect across a range of specific digital marketing disciplines I recommend you check out the 2020 trends and predictions we’ve collected from our trusted industry experts:

And the following are excellent short briefings on specific platforms and media that offer new opportunities for marketers over 2020:

7. Messaging

In my 2019 trends I opened with the observation that there were “no new digital marketing disciplines”. That remains broadly true for 2020.

However, messaging is interesting as, like email and social media before it, it is an entirely new medium. At least relatively ‘new’ from a marketing and business perspective. And a medium that is growing very fast.

In 2019 there was a lot of hype around ‘conversational marketing / UI’ that centred mostly around chatbots. That has largely fizzled out. But the level of conversations taking place in messaging apps – both in addition to, and instead of, other forms of communication like email – continues to rise sharply.

It seems certain that we as marketers will need to understand and embrace this new medium in the same way as we had to grapple with email and social before. It is likely we will follow the same adoption trajectory: at first there will be specialist roles and technologies; then there will be confusion and tension over who ‘owns’ messaging as a medium; then we will seek to integrate messaging across the organisation as just another touchpoint in our omnichannel world.

mobile marketing

As a medium, messaging has many different applications and opportunities for digital and marketing practitioners. Including the following:

7.1 Advertising in messaging apps

Snapchat recently reported that total users are over 210 million globally (up 24 million users year-on-year) and a revenue increase of 50% year-on-year to $446 million in Q3 2019. In the US they have just introduced a new “Dynamic Advertising” option which allows brands to sync a product catalog and select specific audience and campaign objectives for Snapchat to then deliver ads in real-time, adjusting product changes like price or availability to match stock levels.

Instagram meanwhile launched its highly anticipated camera-first messaging app, Threads, allowing users to share their Stories, private messages, videos and more with their Instagram close friends. Instagram is also launching “Reels” which many see as Facebook’s answer to TikTok as it focuses on short from (15 sec) video content. The Top Reels section on Instagram’s Explore page gives the most popular Reels the opportunity to go viral on the platform.

Last year Facebook also announced that adverts will be coming to WhatsApp in 2020 and the back ends of Instagram, Messenger and WhatsApp are being integrated to allow data and messaging to travel much more freely between them.

There are plenty of opportunities, therefore, for marketers to get creative with innovative new advertising formats and achieve real reach. As well as paid media there is the opportunity to engage consumers in the feed or via stories if done well.

The brave may even consider how to run their own customer groups and communities on messaging apps. For example, Tango Squads, Adidas’s community initiative to engage young footballers, has used Messenger and WhatsApp.

7.2 Payments & ecommerce via messaging

Facebook Pay is now available in the US. Users can make seamless product purchases on any of Facebook’s three messaging apps: Instagram, WhatsApp and Messenger. Currently payments are restricted to transfers, person-to-person payments, and payments to businesses on Facebook Marketplace.

In certain countries, WhatsApp for Business now allows SME business customers to provide a mobile storefront for customers to browse and discover their products. Couple this with seamless payment options, as above, and suddenly the gap between messaging and commerce disappears.

Social commerce has not yet taken off in the West quite as much as it has in Asia. And ‘messaging commerce’ is an even newer subset of this. But 2020 will see more brands, marketers and ecommerce practitioners experimenting with this huge opportunity.

7.3 Professional & business messaging

This is an area I am particularly close to as, whilst not busy with Econsultancy, I also run Guild, a premium messaging app for professionals and businesses. Econsultancy runs various groups on Guild for our subscribers as well as our CMO ‘Digital Advisory Board’.

Even in 2018 a Microsoft study of 14,000 professionals showed a stark difference across the generations with Gen Z almost as happy using chat apps to speak to colleagues as they are setting up face-to-face meetings. The chart below from the research shows the different communications methods used at work across the generations. Chat is shown in purple and clearly increases significantly, at the expense of email, phone and in-person meetings, in the younger generations.

Source: Microsoft

From a marketer’s point of view, it is even more interesting to see how fast messaging is growing as a medium for stakeholders external to the organisation, including prospects and customers. Facebook’s research into consumers’ behaviour and expectations around messaging businesses, Why Messaging Businesses is the New Normal, showed that the majority of those surveyed had messaged a business in the previous quarter. Those surveyed in emerging markets were 2.4x more likely than those in mature mobile markets to say they message businesses. The benefits customers cited were: easy to use, anywhere, any-time, time-saving, effective, reliable, documented, fun, real time/fast.

According to the research “…the majority say being able to message a business helps them feel more confident about the brand. By helping to establish confidence and trust, messaging can uniquely draw people and businesses together into an ongoing conversation, ultimately enabling more meaningful connections than ever.”

There are obvious applications for messaging apps around customer service, like KLM’s use of WhatsApp, but 2020 will see messaging become a greater part of businesses’ communications infrastructure and marketing both internally and externally with customers, suppliers and other stakeholders.

8. Digital & marketing transformation

Last year I wrote about digital transformation and the year before about a new operating model for marketing. We may have moved beyond infancy in digital transformation but we are very far from adult.

We are entering turbulent years as transformation teenagers seeking to understand what exactly it means for us as things continue to change.

8.1 Culture

We have learned that digital transformation is not just about technology and data. It is also about business models, leadership, people, process, mindset and culture.

2020 will continue to see us wrestle with new ways of working, new ways of organising ourselves and embedding news skills, capabilities and mindsets. The table below, taken from Econsultancy’s “Effective Leadership in the Digital Age” summarises the differences between more traditional business cultures and ‘digital’ ones.

8.2 People, roles and capabilities

‘Digital’ is proving remarkably resilient in job titles. Just when it looked like we had passed ‘peak CDO’, Unilever recently announced it is creating a chief digital and marketing officer role to ensure the business is ‘future-fit’.

Variants of CMO / Marketing Director continue to flourish with the words ‘customer’, ‘digital’, ‘experience’ and ‘growth’ often seen. Personally, I think it is better to try and clarify, even redefine, what a CMO does, and what marketing is, than come up with new job titles.

The impetus behind our Modern Marketing Model (M3) was to provide a framework for marketing that embraced both ‘classic’ marketing and digital marketing so we did not need such existential job title angst. But, as Russell Parsons, editor of Marketing Week acknowledges, for 2020 we can expect more of the same.

One area where more consensus has been achieved is the recognition that marketing needs to balance both the long and short term to be effective. Mark Ritson wrote about Binet and Field’s famed research last year and also refers to ‘two-speed’ branding which consciously allows for both a short-term focus, typically more sales-activation and conversion oriented, whilst investing in longer-term brand building to build a platform to reap future rewards. In 2020 we can hope to see more ‘long term digital’ thinking and increased efforts to marry digital and classic marketing as part of this move to deliver in the short term and the long term.

An area where there is much less clarity, and therefore some confusion and tension, is between ‘Marketing’ and ‘Product’. The importance of ‘product’ as a function, and the roles within it, has risen in recent years. In part, this is because of all the new start-ups and scale-ups championing the role of product manager as learned from Silicon Valley. In part, it is also due to the rise in importance of technology-enabled customer experience. ‘Product’ typically sits at the intersection of technology, the business, and the customer.

Product management can be part of the remit of a modern marketing function given its customer focus. The problems is, like ‘digital’ and ‘data’, many marketers just don’t understand this new discipline well enough to manage it and integrate it properly with everything else they are doing. 2020 will thus see more friction but hopefully, with experience and training, greater cooperation and reconciliation between ‘marketing’ and ‘product’.

8.3 Process

‘Marketing ops’ is a few years old now. Just as marketing is learning agile from the world of software development, we are creating marketing ops in a similar vein to the dev ops technology function.

The main job of marketing ops is to help wire up all the data, and align various mappings, migrations, processes and data/logic flows, within a governance framework, so that all the marvellous omnichannel real time personalisation experiences we talk about are even remotely possible to deliver.

However, one of the interesting findings from Econsultancy’s research with Adobe to produce our joint 2020 Digital Trends report, is that “outdated workflows” are the number one problem for organisations trying to deliver better customer experiences – see the chart below. For 2020, then, we can expect a lot of the work on improving processes to be around how to optimise workflows and prevent them from being the barrier they currently are.

top three internal barriers to creating succesful experiences

Digital Transformation: 2019 in Review

9. Data

We have been told that data is the new oil. We do not have a problem finding and extracting this data oil. We have a glut of data crude oil. But we do have a problem refining it and turning it into something disproportionately valuable. 2020 will see us working on the following as the new frontiers of data.

9.1 Data digitalisation

Econsultancy’s recent Digital Transformation and the Role of Data report makes the case for the need for a data transformation to take place before digital transformation is fully possible.

The table below, taken from the report, does a great job of showing how we need to move beyond the ‘crude oil’ state of data where we merely digitise it to a much more refined state of digitalisation where we use data to create and liberate new value.

9.2 Data-as-a-service (DaaS)

Also elaborated in Econsultancy’s Digital Transformation and the Role of Data is the idea of “data-as-a-service” (DaaS). This is a powerful idea and makes possible a lot of the other trends discussed in this article including atomic design, personalisation 2.0, and ‘everything-as-a-service’. DaaS enables the creation of modular systems that enable, for example, personalisation at scale without complete chaos.

The report’s author, Laura Chaibi, describes DaaS as follows: “Data can also become a service underpinning business, built on the premise that data serves multiple clients and stakeholders with varying needs to be met at the same time.

“Data-as-a-Service (DaaS) is a data framework that essentially splits data access and usage from where the data is stored, freeing the data for multiple uses with speed and ease of access and the ability to scale usage. DaaS data agility is a substructure of digital transformation acting as a reinforcement to solutions enabled through digital transformation. DaaS data can permeate all corners of businesses and how they run with the aim to amplify capabilities and sustainably scale.”

From a marketing perspective this means that DaaS enables:

  • A centralised holistic view of consumers and customers and their relationship to the business, products and services and across an industry.
  • Tracking the touchpoints consumers and customers have across lines of business.
  • Building out metadata for wider context about the touchpoints tracked, to create new solutions, products and services.
  • Understanding customer history and building out a profile of customer preferences.
  • Understanding and prioritising valuable customer segments and where to focus strategies around audience segments and types.
  • Working towards predicting customer behaviour and actions and eventually aiming to influence the favourable behaviour or actions from the consumer through prescribed marketing, product and service prompts.
  • Fostering loyalty and minimising customer churn.

9.3 Data-driven operating models

To date we have largely focused on data architectures, processes and workflows. This is understandable as it is a hard problem to tackle in its own right. For example, the diagram below, taken from McKinsey’s “A technology blueprint for personalization at scale”, shows a proposed architecture for resolving the complexities around CDPs, DMPs, DAMs, DSPs etc.

data and martech stack for personalisation at scale, by mckinsey
Source: McKinsey.com

Once we have figured out the data ‘plumbing’ and got it flowing efficiently (made more powerful and adaptable by the aforementioned DaaS) then we are faced with creating an operating model for our organisations that can be data-driven. The diagram below, from BCG’s “The Dividends of Digital Marketing Maturity” suggests the key elements required to move towards this with ‘connected data’ just one of the six ingredients.

six enablers digital marketing maturity, bcg
Source: BCG.com

The picture becomes more complex when you consider that all this data is not just data within your direct control but exists outside your organisation too. 2020 will continue to see more (often open, increasingly realtime) APIs allowing data to be streamed between organisations and other entities.

In my 2019 digital trends I asked the question about the ‘brain’ needed to run this complex ecosystem. Many technology vendors offer decisioning engines that aspire to be this brain. But beyond specific technologies, this is more a question of figuring out the correct hypotheses, KPIs, rules or even AI to drive the system in an optimal way to deliver the desired business results.

In a fundamental way this a matter of strategy: you must encode your business strategy in your data and decisioning engines to reach the goal of a data-driven operating model. Over 2020 we will see ‘data’ continue to be an operational area of focus but it will also be the subject of more strategic initiatives.

9.4 Data in the dark

Whilst there is no shortage of data available, it is also the case that the richness and transparency of what we can see as marketers has been curtailed in the last years.

It began a decade ago when Google stopped providing the keyword data for searches that led to a visit to your site in Google Analytics. Since then we have had a combination of privacy regulation like GDPR, Apple and others preventing tracking via their browsers, and a behavioural shift into private communication spaces (in particular messaging apps) which are encrypted or provide very little visibility to marketers.

Over 2020 this has a number of implications:

  • Ad spend will gravitate further to the big “walled garden” platforms but also to media owners who have a well-defined niche and first-party data.
  • There will be renewed efforts by brands to get first party data rather than rely on second, or third, party data. Even more valuable than ‘observed’ first party data is customer-driven explicitly-expressed preference data – the aforementioned ‘zero party data’.
  • Companies will look beyond current tracking methodologies to ‘post cookie’ alternatives, like device or behavioural ‘fingerprinting’, to try and establish unique identities. However, Google announced they will “aggressively restrict fingerprinting across the web” and there is no clear winner in the battle to offer a Universal ID

9.5 Data capabilities

The dearth of skills and capabilities around data is a well-worn challenge. Econsultancy research and best practice guides have repeatedly highlighted data as one of the key – usually lacking – skills of the modern marketer. This will continue to be a concern for 2020 and beyond.

10. Customer experience

We end on a trend that is very far from new but equally far from being over. Customer experience has consistently topped results of surveys into marketers’ key challenges and opportunities for years.

As with digital transformation, customer experience is no longer an infant but is entering its teenage years, trying to figure out exactly what it is and how it fits in. There are a few areas of CX, like voice, AR and VR, which have been hyped for a few years already but which will remain significant only for a few and experimental, if anything, for most over 2020.

10.1 Design is the new digital

If data has been the new digital for the last few years, then perhaps design is now taking over as the new digital. That exciting ‘new’ thing, with new job roles and ways of working, that no-one is quite sure how to fully embrace and where it fits in with business as usual.

“Design thinking”, as a user-centric way to address problems, has been around in earnest for several decades and began to emerge even earlier in the 1970s. But it is only now truly rising to greater prominence and brands like GSK are treating design as a strategic partner to marketing.

In part, this is because of the concomitant ascendancy of customer experience as a strategic imperative. In part, it is because all companies are becoming product/software companies to some degree. Certainly, the change in the world’s most valuable companies in the last decades points very clearly to organisations who espouse design thinking. More recently, the inside whispers among product scale-up businesses have let slip a secret new truth: you should have two designers for every engineer!

The value of design may now be recognised but, like with digital before it, there are new growing pains to deal with. As design teams grow there are questions and tensions around how it exists as a discrete function or not, what job titles and roles are right, what career progression exists, how the design capability is structured and it how it works with other functions.

“Design Ops” (like DevOps and Marketing Ops before it) is emerging as a specialist discipline to grapple with the growth and 2020 will see further such meta-roles as organisations create both specialist design roles whilst trying also to cajole broader multi-disciplinary teams into being more design-led.

Atomic Design, as per Brad Frost’s 2013 book of the same name, is not new but will continue to gain traction and attention over 2020. As we move towards design systems and processes, rather than isolated projects or deliverables, then the atomic design way of thinking makes a lot of sense. Its almost DNA-like approach to design fits very well with the trends towards ‘data/everything-as-a-service’, the increasing alignment of coding and design, and looking at data in a more modular and ‘componentised’ way.

In our search for efficiency and scalability, whilst maintaining the flexibility and adaptability to deliver different customer experiences across a whole range of screens, devices and touchpoints, the principles and methods of atomic design hold a lot of promise.

10.2 Customer need states

In 2020 we will continue to map customer journeys. And we will continue to try and remove pain points and friction. However, our efforts so far have largely been around documenting and improving existing operational tasks that we understand customers need to complete to interact with us. A lot of our efforts focused at first on digitisation and then, in recent years, we have endeavoured to deliver ‘omnichannel’ experiences.

This year it feels CX will begin to move beyond just transactional experiences and start to cater to customer need states and deliver to those also. It may be that those needs have nothing to do with digital or omnichannel. Primark has succeeded so far with no ecommerce and BT is returning to the High Street.

True, a common customer need is for experiences to feel effortless. Reducing customer effort should continue to be a core CX goal. Mobile, real-time, contextual, on demand, self-service, 24/7 availability… these will continue to be areas of focus for 2020. However, these things will become basic expectations before long.

Thinking harder about how CX can meet customer needs requires more nuanced insights, more innovation, around both practical and psychological needs. Ultimately, this might be around a customer’s mood, how they are feeling, how they perceive their relationship with you as a brand – including the themes of humanity and personalisation we addressed earlier. Equally, last year saw much discussion around brand values and purpose. CX has a vital role in bringing these to life.

Home delivery and packaging is one area of customer experience that is fast evolving to meet both brand needs (which might include reducing costs and environmental impact) and customer needs (which might include being able to take delivery when not at home as well as their own environmental concerns).

Drones have not yet arrived but the likes of Bloom & Wild’s “letterbox flowers” are delivered in boxes with different coloured interiors, depending on the collection and season, in boxes that fit perfectly through your letterbox. Home delivery wine retailers are experimenting with flat bottles made from recycled material which improves deliverability and reduces the environmental impact of using glass.

PillPack, owned by Amazon, is “a full-service pharmacy designed around your life”. They coordinate with your doctors and insurance to gather your prescriptions, schedule your first shipment and order your refills, package your medication by time of day and send them to you for free. If you don’t want to do this online you can even do it all by phone. This goes beyond modelling the typical customer journey across channels. It is a service that is very much modelled around the customer’s actual needs.

Ultimately the marketing opportunity is to take one’s brand, and what it stands for, and understand our customers’ need states, and marry those together in a way that works for both and feels like a natural, effortless, fit. The customer experience is the expression of that fit in action.

10.3 Workflow optimisation

As we saw earlier, according to our recent 2020 trends research with Adobe, “outdated workflows” are the number one problem for organisations trying to deliver better customer experiences.

For customer experience these workflows relate in particular to design and data, as we have already examined, but also content in the broad sense – any asset which needs to be created and managed as part of delivering an end customer experience.

Content, and content marketing, has mushroomed in recent years but we are now struggling to orchestrate and optimise that content in an efficient, co-ordinated and deliberate manner, particularly across channels and media. Roles and responsibilities around ‘content’ are still not always clear which compounds the workflow challenges. Over 2020, we will see the increased industrialisation, or ‘operationalisation’, of content and content marketing.

Tell us your thoughts – What do you agree with, disagree with, or think Ashley has missed? Let us know in the comments below.

Econsultancy can help

If your team needs upskilling in any of the areas discussed by Ashley, Econsultancy offers a variety of Fast Track training courses, as well as bespoke Marketing Academies. Subscribers can access all of our research, including Best Practice Guides, trends reports and briefings.

The post Ashley Friedlein’s marketing & digital trends for 2020 to 2030 appeared first on Econsultancy.

What’s the most fascinating content marketing tip you’ve discovered this month?

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This past weekend the Sunday Review from the New York Times declared the past ten years as the “Decade of Mistrust” and suggested that “Americans learned that they shouldn’t believe anyone or anything.” This rise in mistrust seems connected to the rise of bullshit too – and so it felt like a fitting theme for my first post of the new year. 

But this doesn’t have to be a negative thing. Non-Obvious thinkers aren’t afraid of bullshit. We see it all the time and have learned to be strategically skeptical. And in this new year, the world needs more of us to have this mindset.

It all starts with maintaining a healthy skepticism and this week there were several stories that might have inspired more need for this skepticism than usual. Here are a few …

Why All Those Neflix “Most Popular” Lists Might Be Bullsh*t
Are Netflix’s recommendations really based on unbiased algorithms and numbers, or are they rigged in favor of the platform’s own original productions? This exploration from Gizmodo takes a deeper look at some of the platforms picks for “best of the year” – and finds some suspicious choices. Read this exposé and decide for yourself. 

New Pew Report On Media Trust In The Age of Trump
This latest report from Pew looks at the relationship between political beliefs and faith in journalism and finds some interesting parallels between those beliefs and how much people believe in the media itself. It is disturbing, though, just how eroded trust in the media has become – partially through shoddy work but perhaps even more because of authoritarian leaders and manipulative politicians who aim to benefit from the distrust.

11 Trends Changing the Way We Read
While the eleven points in this article aren’t what I would call “trends” – they are interesting observations of how the way that we read and what we read has been shifting. From movie adaptations of film to the rise of activist books for children, there are some interesting shifts happening in how we read and this article will give you more than one to get your mind racing.

What’s the most intriguing writing tip you’ve uncovered from this post?

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Readers love great characters. Think back to your favorite stories of all time. You might remember the story points, or you might not. You might remember the best bits of dialogue, or you might not. You might remember the setting descriptions, but let’s be honest, you probably don’t

 Character Development - Create Characters Readers Love

But the characters? You’ll remember the characters for the rest of your life.

How do you do that? How do you create great characters? The short answer is character development, but what is character development and how can you use it to create characters readers love?

That’s what we’re going to talk about in this article.

Ready to get started with this characterization lesson? Let’s do it.

What Is Character Development?

Character development is the process of creating a character and then throwing them into a story so that they evolve and display their full personality.

Note that one of the first things I mentioned above is to throw your character into the story. 

Some writers spend months or years building a character, figuring out their every personality trait, filling out long surveys about their favorite foods and what kinds of clothes they love to wear. 

They spend so much time on characterization, they never write their book! And if they try, they can’t figure out why their character doesn’t feel like the ones in their favorite novels.

That kind of characterization is fun, but it can easily veer into navel-gazing. 

Instead, put your characters to the test.

The best form of character development is the following:

Five Steps of Character Development

  1. Give your character a goal.
  2. Make it hard for them to achieve that goal.
  3. Set up a difficult choice, a dilemma, for your character.
  4. Have your character choose.
  5. Show how your character’s life is different after the choice.

Interestingly enough, those are the same five building blocks of a story. 

Below, we’ll talk more about how to accomplish each of those things, but for now, just remember this:

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Create a Character Sketch

One of the best tools for character development is a character sketch, or character profile. This is where you record details about a character to better understand them. 

I’ll summarize the process below, but for a full guide, you can read about how to create a character sketch using Scrivener, one of our favorite writing tools, here. (By the way, if you haven’t heard of it, here’s a review about whether Scrivener might be for you.)

You can mix and match elements to create your own character sketch template, but here’s what a character sketch might contain:

  • Character name
  • Photo (I just find something on Google image search to serve as a likeness)
  • Character type (see 8 types below)
  • One sentence summary
  • One paragraph description (including a physical description, occupation, flaws, good attributes, and mannerisms)
  • Goals (what do they want)
  • Conflicts (what keeps them from getting what they want)
  • Narrative (what do they do in the story)

Remember, the best way to do character development is to throw characters into a story. Don’t sketch characters for their own sake, but to find where they fit into the story.

8 Types of Characters

This is obvious, but most stories contain many types of characters, not just one. Below, I’ve listed the eight types of characters.

When you’re creating your character sketches, write what type of character they are beside their sketch.

  • The Protagonist. The protagonist is the character at the center of the plot whose choices drive the story and whose fate determine the story’s outcome.
  • Point of View Characters. Some stories have multiple central characters, e.g. Game of Thrones. The term for a central character when there are multiple ones is a Point of View character. These characters carry the narrative, and in a story told in third person limited point of view they will be the only character whose thoughts and emotions the reader can see.
  • The Villain. Not every story has a villain, but for the ones that do, the villain is the chief source of conflict. Also known as the antagonist.
  • The Mentor. The mentor is a character who steers the protagonist, helps get them out of trouble, and provides chances for reflection. A mainstay of the hero’s journey plot structure, in many types of stories, without a good mentor, the character’s journey will end in tragedy (e.g. think about Hamlet, who had no mentor).
  • The Sidekick. A sidekick is a character who supports the protagonist. Besides the protagonist and villain, they have the most opportunity for characterization, and provide dialogue opportunities and an insight into the character’s mindset. Sidekicks appear in all genres, from romance (e.g. Mercutio from Romeo and Juliet) to adventure (e.g. Samwise Gamgee from Lord of the Rings) to mystery (e.g. Inspector Beauvoir from the Inspector Gamache series) and more.
  • Side Characters. Side characters often have fully developed personalities, long interactions with the protagonist, and perhaps even deep backstories. However, they rarely make decisions or change throughout the story.
  • The Chorus. A term from playwriting, these side characters may have names and vague descriptions, but they do not have fully developed personalities and are chiefly there to serve as bystanders.
  • Suspects. Specific to mysteries and thrillers, suspects have fully developed personalities and they serve as objects of exploration for the investigator. They should all have motives and appear at least somewhat guilty of the crime, if only to serve as red herrings

For more on each of these character types, check out our guide, 6 Character Types Your Protagonist Needs Around Them.

What Makes a Good Character

On my podcast, Character Test, my cohost and I have found that there are four criteria that you can use to evaluate a character, to test and see whether a character is good or not.

Here, I’m not talking about whether they are morally good, but whether they are interesting, relatable, entertaining, and worth following. In other words, this is about figuring out will readers love them.

Also, this is what makes a good character. If you want to know how to make a good character, scroll down to the Character Development Steps section.

1. Good Characters Have Goals

Good stories are about characters who want something and experience challenges to get what they want. 

Desire is central to good stories, good characters, and to the human condition itself. Good characters have deeply held desires and are willing to make sacrifices to achieve those desires. 

That being said, those desires don’t have to start out as anything big

As Kurt Vonnegut said, “Make your characters want something right away even if it’s only a glass of water. Characters paralyzed by the meaninglessness of modern life still have to drink water from time to time.”

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2. Good Characters Face Challenges to Their Goals

As nice as it would be for your character to get everything they wanted without having to do any work, it would make for a very boring story! 

I like what bestselling author Kristina McMorris told me: “I only give my characters a happy ending if they’ve worked really hard for it.” Kristina’s novel Sold on a Monday was on the New York Times bestsellers list for twenty straight weeks, so she knows what she’s talking about!

3. Good Characters Make Decisions

Good characters take control of their own fate. They take action. They make choices, and they suffer the good or bad consequences of those choices. 

Bad characters let life happen to them. Bad characters allow others to make choices for them. They never take action in their own lives, and it’s their lack of decision-making ability that makes them boring.

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4. Good Characters Are Epathizable 

I made this word up but I think it’s going to stick!

Editorial note from Alice: Stop trying to make “empathizable” happen, Joe. It’s not going to happen.

You can empathize with good characters. Even if they are villains (especially if they’re villains), you can understand where they’re coming from, and maybe even relate. 

Good characters, in other words, are human.

Bad characters are so foreign or perfect or evil that you can’t relate to where they’re coming from. 

Bonus: Good Characters Change

Many will argue with this, but not all good characters change. In fact, you can tell a great story where the protagonist doesn’t change. 

Take James Bond. In a few novels and films he changes (e.g. Casino Royale) but in most, James stays the same stoic, cocky person he started out as. And the novels are still great!

Or Inspector Gamache, my favorite detective from the series by Louise Penny. Inspector Gamache starts out as the perfect gentleman, thoughtful leader, and unerring investigator and ends each novel the same way. There are a few individual books where he goes through deep inner turmoil, but even then he re-emerges the same, amazing person, just a little bit stronger and surer in his ways.

There are many great stories where the character changes. It’s especially a hallmark of the hero’s journey (which is itself a form of character development). But it’s not always a requirement of a good character.

Character Development Steps

Now that we’ve talked about what makes a good character, how do you actually develop a character readers love? The answer is that you lead them through a good story.

You might think that you, the author, creates a good character. And to some extent that’s true. But the story tests the character, forces them to reveal the deepest, darkest, best, and most intimate aspects of their character. 

Without a great story there would be no reason to get to know your characters. 

Even more, from a writing perspective, it’s the storytelling process where we first discover who these characters we’ve made are. It’s by putting them through conflict, giving them difficult choices, and seeing how they solve those problems that we see what our characters are actually made of. 

That means you can’t start this process soon enough. 

Instead of spending all your time dreaming up individual traits of your characters, throw them into the story and see what happens. That is how you will get to know them.

One quick note: I’m indebted to Shawn Coyne and Story Grid for much of my thinking of each of these five steps. To learn more, visit Shawn’s guide, Storytelling’s Five Commandments.

1. Desire. Find something your character wants right away.

What are your character’s goals? What does he or she want? 

There are two types of desires: felt needs and deep-seated desires.

If you’re like most people your character will want many things. At the same time, they probably want one or two things that are deeply held, maybe even subconscious. 

For example, a character might say she wants an outfit so she can be cool. That would be an example of a felt need. But in reality, whether she’s willing to admit it to anyone or not, she might want a family, since her parents were killed in a car crash. That’s a deep-seated desire. 

Often a scene, chapter, or even book will begin with a felt need, but then center on the deep-seated desire in the middle and climax of the story.

In my memoir, Crowdsourcing Paris, I began with a felt need to go to Paris, but the book centers on my deep-seated desire for authenticity and self-acceptance.

What does your character want?

2. Conflict. Make it hard for them to get what they want.

The established storytelling advice is appropriate here: “In the first act, put your character up a tree. In the second act, throw rocks at them; in the third act, bring them down.”

To take the analogy further, it’s their desires and goals that put the character up a tree. It’s the conflict you create, perhaps through an antagonist, that functions as the rocks. 

What obstacles do you need to put in front of your character to keep them from getting what they want?

And what lengths is your character willing to go to get what they want?

These challenges build and build until finally, the character has to do something. They have to choose.

3. Dilemma. Setup a difficult choice, a dilemma, for your character.

Choice is the heart of character development. THIS is the real test of our character, and the moment where we see their true self.

Shawn Coyne says there should be a crisis, or a dilemma, in every scene. That’s a lot of choices for your character! But it’s brilliant, because their dilemma is both what drives the drama of the story as a whole and also what 

The choice must be difficult. This isn’t a choice between whether your character wants pizza or hamburgers for dinner. 

Instead, the dilemma is between two very good things—for example, love or money—or two very bad things—would you rather be struck blind and never get to see the love of your life again, or have the love of your life maimed before your eyes.

In Crowdsourcing Paris, I faced the difficult choice between whether to do a series of very embarrassing, uncomfortable, and, in the end, life-threatening adventures; or give back the $4,300 my audience had given me to complete the adventures and not go to Paris. Tough choice!

How can you give your characters a major dilemma? 

If you want to know more, read about the all-important literary crisis moment here.

4. Choice. Have your character make the choice.

The climax of every scene, act, and book as a whole is when the character who has been faced with a dilemma finally makes the choice and takes action.

Yes, that’s right. Your character has to take action. 

A character who passively allows situations to carry him or her through the chaos of life doesn’t make for a good character.

No, your character must choose and take action on that choice.

This is where your character shows who he or she is, which also means this is the best example of show don’t tell.

5. Change. How is the character’s life different now?

Now that your character has made a choice, how is their life different? What has changed? Are things better? Or are things worse?

Resolve the tension you’ve built and show the change.

Those are the five steps of character development. Note that if an average novel is fifty to seventy scenes, that gives you a lot of opportunities to develop your character! 

However, that’s also the point, because character isn’t revealed all at once, but slowly, challenge after challenge, choice after choice.

Character Development Tips and Tricks

The five character development steps above show you how to reveal your character through story, but over the centuries, writers have figured out a few shortcuts to help us create even better characters. 

Here are a few character development tips and tricks. Check back for more as we update this list!

1. Flaws

Every good character is broken in some way. Why? Because every person is broken in some way, and it’s our flaws that make us human and relatable (maybe even empathizable!).

As the saying goes, “Success builds walls. Failure builds bridges.”

What is wrong with your character? It might be deep-seated, like inherent selfishness (e.g. Han Solo), or it might be something simple, like they can’t help but spill food on themselves (e.g. Clara from Inspector Gamache).

2. Orphans

There are ten times more orphans per capita in literature than in the real world.

I made that statistic up, but think about it:

  • Luke from Star Wars
  • Harry Potter
  • Frodo from Lord of the Rings
  • Pip from Great Expectations (or pretty much every Charles Dickens hero)
  • Jane Eyre
  • Every superhero ever (Spiderman, Batman, Superman, Supergirl, all of them)
  • Kvothe from The Name of the Wind
  • At least half of all Disney characters (Bambi, Aladdin, Frozen, Sleeping Beauty, Cinderella)
  • Anne of Green Gables
  • Any Roald Dahl protagonist
  • Daenerys Targaryen and Jon Snow (and pretty much every other character in Game of Thrones eventually)

Every one of these characters is an orphan. If you expand it to losing one parent, the list goes on even further.

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Why do writers love orphans? For two reasons, I think: because they’re immediately empathizable and because they are the masters of their own fate (see step four above!).

3. Highlight Strong Appearance Traits

Whether it’s a very long nose (Pinnochio) or vast physical strength (Jean Valjean from Les Miserables), we often remember characters by one specific trait that they have. 

When you’re describing your characters, don’t describe every aspect of their appearance. Choose one or two physical traits that are especially striking and focus on them. Your reader will fill in the rest with their imaginations.

4.  Voice

Good characters have their own unique voice, their own unique way of talking.

Perhaps they speak with a Long Island accent with lots of slang, or maybe they insert profanity every other word. Whatever it is, find a few verbal ticks that your character has. Even better, keep track of them on your character sketch so you don’t forget!

Note: this is often one of the hardest parts of character building. George R.R. Martin talks about how he has to write several chapters from each of his point of view characters’ perspective before switching to a new character because it’s so difficult to transition into a different character’s voice.

5. Your Character’s Fate Is Often Determined by Their Mentor

For your protagonist, the mentor figure is often the most important character. In fact, the presence or lack of a mentor often determines their fate. A hero with a good mentor will often succeed, whereas a hero without a mentor or with a corrupt mentor will fail.

Choose your mentor carefully!

Character Development Writing Exercise

Now that you know everything about developing characters, let’s put your new knowledge to practice! Use the creative writing exercise below to practice developing a strong character.

And if you’re to create a character sketch for your novel, check out our guide on how to create a character sketch with Scrivener.

Good luck and happy writing!

What is your favorite characterization tip above? Are there any I missed? Let me know in the comments.

PRACTICE

Let’s put your character development to use with this creative writing prompt:

  1. Choose one of the character types above and spend five minutes sketching out their character using the character sketch template above (Character Name, type, one-sentence summary, goals, conflicts).
  2. After your five minutes are up, write about your new character as he or she goes through a scene using the five character development steps: desire, conflict, dilemma, choice, and change. Write for ten minutes.

When your time is up, post your practice in the comments section. And if you post, be sure to give feedback to at least three other writers.

Happy writing!

The post Character Development: Create Characters That Readers Love appeared first on The Write Practice.

Low

He came to with a start, his phone buzzing with a text from Danny: ‘There in 10, see u.’ He stared at the message unseeing, Aki’s words ringing in his head. Become horse not tiger. It was the opposite of Blake’s dictum. The horses of instruction and reason pulled in the opposite direction from the tigers of wrath and instinct. Aki was saying follow reason. Follow the horse, not h-dash-in. She was telling him not to take heroin. Had she had a change of heart? Or had she been saying this all along and he’d heard her wrong, deliberately, for his own reasons?

He was still staring at Danny’s text. It took a long moment for the words to register. There was no chance he would make it across the city to Bandra in ten minutes, but Danny’s ten was an ordinary man’s hour. He had plenty of time if he set off immediately.

‘Thoda tho dena, yaar,’ said one of the young junkies. His attempted smile exposed front teeth crusted with a layer of brown tar.

Ullis left a small helping of powder on the foil.

‘What is your good name?’ It was the junkie with the mullet.

‘Dominic,’ he said. ‘And yours?’

‘I am Sonu. Welcome to my home.’

‘It’s very nice to meet you,’ said Ullis.

‘Mujhe bhi,’ said Sonu.

He took a last drag and passed the foil to his friend. He said the stretch of sidewalk they were sitting on had been his home for almost a year now. A comfortable place, except during the monsoon. What did Ullis think of Bombay’s monsoons?

 

*

 

‘I find it hard to believe that people live here. It’s uninhabitable for most of the year but the monsoons are murderous, the entire city flooded with filth,’ said Ullis, looking up at the clear night sky, alert to augury and fray. ‘It’s unlivable yet people live here. It’s true of everywhere, true and getting truer as the years pass. You can see it if you look for it. First the water rises slowly, so slowly it’s imperceptible. But you know it’s higher than it was last year. It’s higher and you have to raise your house. You raise your house and then you raise it again. Now the water comes suddenly. Huge water, huge lakes, great rivers where it has always been dry. Flash floods in places that have never flooded before. Then the water doesn’t come at all. It dries the earth, cracks it open. There are cracks where there was moisture, a new desert, and people become water refugees. They take their animals and move to the cities. But the city can’t handle the influx. The riots begin, the killings, the long struggle, tribes forming and reforming, everybody living for the day, for the next few hours. It’s already happening. It’s already crazy that we live the way we live. Look at the huge fissures in the land and in the water. Think about earthquakes. Entire towns flattened overnight. Or washed away overnight. Your house shredding around you, your street washed away, your car floating upside down among the trees.

The permafrost thawing faster than anybody imagined, abruptly thawing over vast tracts of the Arctic, and the billions of tons of carbon that’s locked into it, waiting to be released into the atmosphere, to make everything hotter. More heat, more water, more displacement. We say, how can this be? Yet we endure, year after year we endure. It’s a natural calamity, we say. The hand of God is upon us but we take pride in our resilience. We shall overcome. We’ll bounce back. But it’s happening more often and it gets worse every time. And what do you do afterwards? Do you go back to the town or neighbourhood or village that has washed away or dried up? Do you try and reconstruct your life? How do you do it when the old world is gone? How do you live through the next catastrophe? How do you persist? How do you rebuild knowing it will happen again? You search the sky for clues, listen to the birds and the dogs for a warning, and you pick up and move on, go somewhere new to start again. Why do you do it? There’s nowhere to go and everywhere is the same.’

 

*

 

Sonu looked at Ullis for a moment in amazement. Then he nodded vigorously and nodded out, his forehead coming to rest on the sidewalk.

‘Chalo, good night. I mean good morning,’ Ullis said politely, swaying in the direction of the traffic.

It was almost six and the crows were awake, making their usual outsize clamour. For how long had he nodded out? It felt like hours. On the sidewalk a woman stirred a great battered cauldron. There were benches to the side, already crowded with early morning tea drinkers waiting for the brew. The smell of strong tea boiled with milk was one of the smells he associated with the city, along with the smell of sewage and flowers. His stomach seized pleasantly. It occurred to him that he had kept some food down, the kebabs from Jungle Beats. Soon he’d be able to hold a glass of water, though this was always a bad sign. It meant you were getting accustomed to heroin, which in turn meant you were a beat away from the wild turkey of withdrawal and the many and varied pleasures of hell the wretched bird brought in her wake. If he were to change his religion, what shape would the new faith take? Was he shedding or acquiring? Quitting drugs – what an idea. How final and unaccommodating. Like being left without faith or protection in a pagan world. How newly opened to emotion it left you, your immunity to ‘feelings’ newly suspended. This was what it meant to kick drugs. You were kicking against God. It was a futile exercise.

He found a taxi waiting at the junction.

‘Bandra,’ he said. ‘Thoda jaldi karna.’

‘You want to go from Sea Link?’ said the driver in only slightly broken Bombay English. Ullis noted the seesaw rhythm and the emphatic tempo. Here it was, one of the great dialects of the world, in which English was bent and reshaped to fit the needs of the living city.

‘Yes,’ he said, ‘please.’

‘Mujik?’

‘Okay,’ said Ullis. ‘Thank you.’

The driver put the radio on and turned down the volume and old Hindi music wafted into the car, a snatch of R. D. Burman, the composer in full orchestral mode with a knowing nod in the direction of jazz, those frantic violins over a battalion of congas, a man rhythmically panting . . .

Ullis settled back into the seat and wound down the window. Warm air blew into the car, bringing scents of night jasmine and cinders.

‘Enjai,’ said the driver.

Was Bombay the only city in the country in which speaking English was not considered a subversive elitist activity? Perhaps, but it was also the city in which speaking English was considered a deeply subversive elitist activity. The city had changed its name. It had changed the names of streets, museums, government buildings, universities, airports, restaurants and libraries. Most recently Elphinstone Road Station, which shared its name with the college Ullis had taken pride in not attending, had had its name changed to Prabhadevi. The spree of renaming was the mark of a broken civilisation thathated English and aspired to it atone and the same time. Even the people in charge of the city, leaders of the current regime such as Niranjan, aka Ninja seth, took care to denigrate Englishwallahs in public while enjoying a westernised lifestyle in private. Prominent among them was the founder of the party who was still its spiritual head, the cartoonist turned demagogue who had changed his name from Thakré to Thackeray but insisted the city change its name in reverse, from Bombay to Mumbai.

Where would it all end except in the sea?

As they crossed the Sea Link, the day went from dark to bright in a single slow-motion sweep. The inky sky, shot through with streaks of pink and mauve, went to full day though the sun had not yet shown itself. It was as if someone had turned the dimmer on a chandelier without bothering about subtlety or atmosphere. He knew who that someone was. Winding down the window he shook his fist at heaven, which by now had revealed itself fully.

‘Take it slow,’ he said aloud. ‘Let me catch my breath, why don’t you? I’m dizzy with the speed. Slow it down, you’re going too fast.’

‘Not too fast,’ said the driver, ‘speed limit is eighty kph. See?’ He pointed at his speedometer, which hovered around seventy.

‘I see nothing,’ said Ullis, echoing Schultz, a favourite childhood television character from a show about American prisoners of war who outwitted their foolish Nazi captors week after week. The show had been on his mind lately thanks to the new reality of America, the resurgence of blood and soil, the display of blond hair and polo shirts and burning torches, a fundamentally decent populace imprisoned and manipulated by charlatans, playing up the need for comedy in the face of its opposite.

He said: ‘I see nothing. I hear nothing. Most of all, I know nothing.’

The ride passed in companionable silence.

 

*

 

All around him the city swarmed, the junkyard city with its million-dollar views of the junkyard, ahead of him the Palais Royale, newest and highest of high-rises, surrounded by slums on every side, an embodiment of the city’s long-standing tryst with ugliness and wealth, the building’s construction delayed while municipal officers extracted the largest bribes possible, around it a forest of other high-rises, grandiose exercises in excess, a secret society of unsold apartments in overpriced buildings, the neighbouring red-light district razed and remade into office towers, the street of opium dens and hashish parlours become travel agencies and retail emporia, the Soviet-era blocks of unbridled Brutalism beside nineteenth-century examples of genteel Victoriana, the whole breathtaking tumbledown palace taking shape now out of the early morning smog, all around him the glorious ash-heap of the city coming into view degree by unexpected degree, the abandoned textile mills converted into chic prefab nightspots, the tanneries razed and reconstructed into white-walled art galleries, the surviving docks and fisheries coming to life, entire neighbourhoods submerged under the smell of dry fish, the banyan and peepal trees turned into shrines with a bit of coloured fabric, a stub of lit candle, a smear of kumkum, the silk-cotton trees become homes for the homeless, every tree and corner and street and neighbourhood an endless gradation of caste and ghetto, the ocean of lower-middle, islands of upper-middle, and the ever-flowing river of middle-middle, the East Indian convention halls and doilied homes where elderly couples dance the twist, singing along to Jim Reeves and Cliff Richard, a print of blond blue-eyed Jesus above a perpetual candle in the living room, the young courting couples and married couples huddling in the dark on the seafront, trying for a moment of intimacy away from the eyes of joint families and predatory constables, the secret beach at Mahim and its dirty brown sand, the miles-long railway station market stalls already setting up to sell cheap underwear, pirated movies, sex toys, time-saving kitchen gadgets and fresh marigolds for the temple, the air-conditioned windowless rooms that exist beyond day or night where the figures on the couch are always interchangeable and the drugs on the coffee table cut with powdered milk and local anaesthetic, where a girl dances alone in the kitchen to music no one else can hear, music more basic than the 4/4 EDM playing in the rest of the house, and as the taxi sped past neighbourhoods he classified according to the drugs he had taken and the houses he had taken them in, the city became a catalogue of unstable highs and terrible lows, the years of addiction and withdrawal that marked his life before he met Aki one Saturday afternoon in Manhattan.

 

The above is an extract from Jeet Thayil’s Low, which will be published by Faber on 23 January.

Image © Roehan Rengadurai

The post Low appeared first on Granta Magazine.