CHAPTER 10Do Something Different
Bike Lanes
Your job is to create something unforgettable. How do you do that?
The place to start is the sideshow. Approaching this as the twenty-first-century sideshow, you see right away that it’s the odd, unusual, weird, and obsessive that stand out as unforgettable. The Internet rewards bold and crazy choices. Rebecca Black’s Friday was passed around because it was so oddly bad. Before that, Tay Zonday’s Chocolate Rain had similar success because, although Zonday can indeed sing, his video had such a weird vibe to it that it was hard to forget.
Look at Charlie Schmidt’s Keyboard Cat (25 million views) or Chris ...
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