Posted tagged ‘University of Hawaii’

Some Kick-Ass Aquaculture Storytelling

October 29, 2011

I’m guessing everyone who follows aquaculture is aware to greater and lesser degrees of the technical, environmental, and political challenges the industry faces. Well (in the spirit of the adage, “Give a child a hammer and suddenly everything becomes a nail”), I’d like to talk a bit about the challenge/opportunity that doesn’t seem to be discussed with anywhere near the knowledge and sophistication with which these are talked about. I hesitate to call it “marketing” — I’m thinking about something more fundamental. Call it “storytelling”.

I don’t endear myself to my aquaculture friends who ask me for marketing advice when I tell them, “You’re not ready for marketing. You don’t even have a story”. They want me to share some magical secret about better packaging or website design or social media strategy. The real secret isn’t a secret at all: there is no stronger magic than a good story.

Below are two examples of some of the better aquaculture storytelling I’ve seen.  Whatever critiques I might make from a “marketing” perspective, there is no doubt that these are kick-ass stories — and without a kick-ass story behind it,  “marketing” is just white noise.

In the spirit of my previous post,  these examples draw from both the offshore and inland recirculating worlds.  I’m not vouching for the accuracy of any of what you’ll see in these clips; all I know is that the stories move me and make me want to know more.  Please let me know if they do (or don’t) have the same effect on you.

The first was shared with my by, I believe, Tetsuzan Benny Ron, the aquaculture program coordinator at the University of Hawaii:

The second was provided by Gareth Lott, founder and CEO at Aquanue:

Nice examples of aquaculture storytelling that can and should be emulated and built upon.


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