Zooming Through the Looking Glass
The next several months could redefine the future of transportation in the 21st century.
The startup company Hyperloop Technologies — which takes its name from Elon Musk’s proposed invention but has no direct connection to him — announced today that it will build a test track for the ultra-fast transportation service in North Las Vegas, Nevada…The company plans to test its custom designed electric motor to speeds of up to 540 km/hour (about 335 mph) on a 1 km (about 0.62 miles) long track.
—, “The Hyperloop Will Begin Testing in Nevada in 2016”
Airfares continue to increase and flying attire and attitude have become far too casual, trains have limited rail systems and nobody wants to use (or at least admit) that they’ve traveled on a Greyhound bus. Like energy, alternatives to traveling from Point A to Point B are actively being explored. The Hyperloop is just the latest example that proves innovation is where the brightest future resides.
The consequence of living in a minute-to-minute (even second-to-second) society has undeniably reached the transportation sector. People crave immediacy.
Here is a video illustration of future travel that would break the (speed) limits as we know them today.
Ladies and gentlemen: The Hyperloop.
If the forthcoming tests during the first part of next year are positive for this Jetsons-like method of conveyance, the public’s reaction and inquiry will be aimed directly at Hyperloop’s team at 100 miles per hour.
Well, technically 335 miles per hour.
The Bold, Fabled Glance
Steven Spielberg has done it again.
Roald Dahl wrote The BFG (Big Friendly Giant) in 1982 for generations of children to enjoy. Regardless of whether or not this was your favorite book growing up, it most likely ranked high on your list. And let’s not forget Charlie and the Chocolate Factory (made into a movie), Matilda (made into a movie), The Witches (made into a movie), James and the Giant Peach (made into a movie) and many more Roald Dahl literary classics that scream adventure and imaginative euphoria.
I present to you the first teaser trailer for The BFG released this morning.
Come next summer, we’ll get to be a kid again…a big kid.
‘One More Thing’ with PR
(Evigshed Magazine)
Every story has a beginning, middle and an end…
with twists, turns and surprises.
Distinguishing quality between firms/brands (ie- the grocery shelf test) is found on or between known and new. And working with media/journalists is a key dynamic in this task. Perhaps the most critical (and subtle) strategy in working with this relentless force of inquiry is knowing what the fourth estate wants to know and focus on.
One of the ultimate goals of a PR campaign is for its audience to ask about the company and/or products. The media is no different. Instead of focusing exclusively on responses one news release at a time, crafting an interweaving arc for the company sparks next-level intrigue.
Stories are what people want. They want it with their investments, their favorite consumer brands, charities, business partners, celebrities, television shows and movies, books, friends and family.
People read words and financial statements, but they connect with stories. And when this happens, the firm becomes more than a company and the governing philosophy reinforces the balance sheets. The firm transforms into an extension of the customer. Media/journalists want to invest their time in a Steve Jobs and Apple, reporting on the successes and failures alike with curiosity about what will happen next through an optimistic lens.
Steve Jobs > Steve Wozniak in the public eye because his personal journey of ultimately “playing the orchestra” with a hungry and foolish imagination is relatable and inspiring to people.
Strategically developing, promoting, and aggrandizing clients in a variety of ways in the PR universe is a tough, yet highly-rewarding venture. And elevating a company above its competition, in part, requires eye-catching opening statements to the media and the public.
Like a headline.
Happy Monday
2015 MLS Cup at Crew Stadium: 14 vs. 11
Evidenced by the unbelievable (not an exaggeration) non-call on a pass that rolled an unmistakable two yards out-of-bounds by a Portland Timbers player just 6 or so minutes into the game, the continuation of this play that led to a cross into the Columbus Crew box that was headed into the net by a Timber in obvious offside position, the officials made it clear to everybody watching that they were biased against the Crew with destructible consequences.
These two consecutive embarrassing miscalls led to an early 2-nil lead for Portland (instead of 1-nil), defining the tone with a favorite in mind.
Important: The head official, Jair Marrufo (chosen by the league) was the same ref that years earlier had granted a controversial free kick to the Chicago Fire against the Columbus Crew. The Fire scored and won on this undeserved kick. After the game, Marrufo received a signed jersey from the Fire player (Blanco) who benefited from the controversial whistle.
From subsequent yellow card offenses that were never shown to a penalty kick not being awarded to multiple instances of diving by the Timbers (appropriate team name), the officials’ IQ of soccer would scrape the bottom of a grungy gutter.
Disgraceful (and completely inexcusable), especially for a championship game at the professional level.
The crowd was electric and the atmosphere and energy before and during the match was special. Unfortunately, the Crew did not play its best game. That’s the truth. However, the prejudiced officiating changed the game and gave clear advantages to the Portland Timbers that influenced the result.
The final score was 2-1.
There are moments when we just need to laugh to take a break from crying, so here’s a very short, temporary relief for Crew fans everywhere.
Laughing and crying (at the same time) at something completely unrelated to our frustrations can work pretty well serving as a welcomed distraction.
This game will sting for a long, long time, but Crew fans must look on the bright side. Life can be very unfair, yet it’s those who find that shred of light in the blinding storm in the present who are able to find success in the uncertain future.
Have a Massive Week.
Jimmy's Daily Planet 