Surfers watch weather maps for low pressure systems that will generate big waves in the days ahead.
Experience tells you which breaks will get the best waves - the best spots are usually busy.
Out in the surf pack on big days there is a strong hierarchy, a pecking order, a combination of experience, talent and bravado.
In any group there are usually those who make their presence known quietly and others who bully and yell like greedy anxious seagull waiting for the next chip.
No matter what type of surfer you are - with every big wave you catch you have to wary of the dumpers that close out, the ones that suddenly explode out of control, sucking and grabbing you into the white water turbulence and smashing you across the reef.
There's always a risk in whatever we do - in surfing, the nirvanic reward, a perfect tube - the self realisation, the hoots from your peers, the applause from the crowd.
It's how you handle the situation that counts.
From the observers point of view standing safely on the cliffs above, the "spectacle" of both victories and defeats at the hands of the elements - that's sport, that's entertainment, that's business and relationships.
AND there is a significant difference between those doing the surfing and those observing from the shoreline.
Up on the hills and out in the water there's little sympathy for the weasel bloke smashed across the reef, picking up the pieces of his expensive broken board, crawling up the rocks and out of the water. The chorused boos and indifference of the crowd.
"At least I was in the water" he says defiant and raising his finger, oblivious to the quick buck mentality road of destruction.
It's not the destination but "the journey", the "how we got here" that echos idol collective.
A new day, more waves to conquer, another surfer paddles out.
UK TV's - UK's Britans Got Talent, Susan Boyles Youtube video singing "I had a Dream" from the 1985 stage show Les Miserables now over 13.6 million (Friday) 20.6 million (Saturday) plays and over 100,000 people compelled to comment in less then a week - fantastic, this clip a great study in digital media convergence, online customer engagement and a reminder that although first impressions are important, you can never judge a book by its cover - ie a Universal Truth .
So what are people saying right now?
A quick check and real time graph of what's happening
Why so popular?
Apart from the fact the girl can sing! It's also about how the clip was edited and put together, it has all the elements of great story telling and movie making. Set the scene, introduce the characters and problem, create the conflict points and character arcs, deliver the twist and finally the resolution. From a technical point of view - professionally produced, great music, professional editing and very clear messaging.
But not every Hollywood picture wins an Oscar - so what makes a good story?
Universal Truths
A good story has to touch our hearts, to create an emotional response, something we can relate to and can embrace. If we are moved enough we are compelled to comment, blog, share the experience (or buy/ complain). In advertising and marketing there is nothing more powerful then trusted referral and word of mouth to drive your brand influence.
A happy customer tells three and an unhappy one x10!
Interestingly, Les Mis was first panned by the critics back in '85 but acheived success through a groundswell of word of mouth support and went on to international acclaim, countless awards and still runs today in Londons East End.
In todays online media world, referral is as simple as a click but the key here is that the content has to be worth watching and of value to the reader (we've all known those web newbies that feel compelled to mass send those chain letters, virus alerts and cute cat photos).
With all online, email, search and social networks like Twitter and Facebook, your readers decide if they want to know more and click in contrast to the old shotgun interupt and repeat rules of conventional advertising - but don't get me wrong, television is still the 800 pound guerilla of video where most people spend their leisure time. For finding information, sharing and creating for media the web rules.
The quality of your blog, your tweets, your photos, your videos all count. What you say matters to building your brand, your subscribers and influence. In the online world we are not all professional writers, journalists, musicans and film makers. We don't have to look pretty nor have the family connections to achieve success. Like singing in the village and being rediculed by the local kids - its your creativity and passion that matters.
It will be interesting to see the BGT's TV ratings this week, the advertising rate card and to personally watch the rise and rise of Susan Boyle (rock on chick!)
I forgot to mention in my last email our Presenter search, please find details below and feel to forward if you know someone who may be interested.
The Market
With high production cost pressure and increasingly fragmented audience attention there are limited growth opportunities in movies, TV and advertising roles for professional talent to help build their media profile.
Access to viewers has changed with the YouTube revolution BUT where's the money is often asked.
As you know with CLIVEevery website can now easily add a professional presenter or spokes person which significantly increases website visitor engagement. It provides a new revenue opportunity for talent.
Talent/ Presenter Search
As part of our ongoing expansion program we are always looking for new talent.
Australian exporters targeting International markets
Australian tourism targeting International visitors
Government and corporates communicating online to English as second language Residents
International clients (we did a job for an Israel company last month)
Over the next few months we will begin to include all kinds of talent - dancers, musicians, anyone/ thing we can put on screen who can perform, inform and sell.
If you know of any potential presenter/ talent then please feel free to forward this message on.
FYI - Audition Process
We've slightly changed the CLIVE Audition process - instead of going through the whole expensive audition and transaprent video encoding process each time we've broken it down into steps.
We do a call out, (through our network including you, Star Now and our subscribers)
Hold pre auditions (shoot to green screen) once a month OR they can submit the own audition anytime via Youtube (more).
If they are OK we post to our Pre Auditions page (potential clients can then see)
If there is client demand for a Presenter and they pass our selection criteria we then bring them on board as one of our Certified Professional Presenters
This is Part 1 in a new creative project I'm working on looking at Australian Digital Media Strategy.
As every business owner knows the economic landscape has been rapidly altered after the stock market crash of last year - it's a bit like looking out the window after the Pearl Harbor attack - most of the destruction done, the full reverberating impact still too early to tell.
The old supply demand ratio and attitudes (including the much maligned Y-Gens) of the last twenty years has changed, as a result, new thought-models, approaches, attitudes and opportunities will surface and prosper.
In today's market Buyers are now back in full control - cash is scarce and surviving companies must actively compete. As a supplier you are either a commodity or added higher value - the middle ground will be flattened.
A contracting marketplace offers smart expanding companies the ability to increase market share as their competitors retreat and defend - head in sand, reactive.
From the laggard industrial manufacturing complex through the Information Economy we will move towards an Innovation/ Creative Economy
One of the biggest impacts will be on the media, advertising and the entertainment/ Internet video space (think how Ipods changed the music industry and how faster broadband wil impact video, film and television).
There will be an accelerated shift towards online video advertising and marketing away from conventional television, newspapers and magazines.
A great little video from PRBlogger
How PR works online
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This then raises the question of who are Australia's most influential Internet users?
How would you create a list? Some initial thoughts...
Top 100 Australian Bloggers - how many subscribers? How many comments? (any list needs to be contextual and relevant)
Facebook and Linkedin - how many friends/ associates - engagement and influence?
Google - number of articles and links etc
Corporations/ Government - The Telstra's, News Ltd's, Seven Sunrise, politicians and celebrities
Twitter/ Flickr/ Youtube and so on
Engagement
Once you have your list how do you engage?
In sales, the best customer is through a trusted third party referral.
For example, hey Scott, you're in marketing do you know a good event management company? Absolutely - Monique at Creative Stars.
Most people begin any new purchase with a search (see How PR works online above).
The question is how do you engage influencers without trying to sell them, ie jamm a message down their throat like historial repeat and interupt advertising?
WIIFM - What's In It For Me?
What is your product or service? (keywords and message)
What does it mean to your customers (wants and needs)?
Inspire
In the online world original, quality "content is King".
Find a creative approach, create something new and share. [Goes for swim and walks to coffee shop]
At coffee this morning the idea crystallizes. I've been looking to incorporate more of my photography interests (particularly portraits) within my work.
Surfers watch weather maps for low pressure systems that will generate big waves in the days ahead. 
