Penn, Clinton, the Scorpion and the Frog.

Yesterday's New York Observer spanks Clinton's sad sack pollster and Burson-Marsteller "genius" CEO, Mark Penn. It's a great read for fans of disaster novels or greek tragedy with a little Eddie Haskell mixed in...

“I think that virtually every schoolchild knows that she is ‘ready on day one,’ said Mr. Penn, referring to one of the slogans he designed for Mrs. Clinton. “If you look back—at the beginning she was ‘ready for change and ready to lead’ and that’s something that built a large coalition that carried her through Super Tuesday. Between then and now, there was a period where the campaign didn’t have resources to play ahead in those states it needed to campaign in.”

Mr. Penn seems genuinely surprised that a big fat wave has squished him and his Lady Fair. What a bag of hammers.

Enough about him. What can we divine in this shocking and strange landscape called America?

Yes, we can... Change we can believe in.

[I'm] Ready for change and [I'm] ready to lead.

What are the archetypes and resonances at play in the above phrasings? What are the generational markers that characterize and identify each? What are the opportunities?

What do they each convey and embrace as avenues for the exercise of energy and ambition?

How do you integrate them into your messages of brand and affinity?

How can they tell you what and who they switch off and switch on?

Phew. So many roadblocks as you plot world domination and your minions think up positioning for said onslaughts of vision and synergizing.

Fear not; here's a handy thought-starter. Scrawled up a few years back, it's a quick romp through the ages and surrounding zeitgeist for decision-makers with very little book time, thought time, or just big tin ears.

The below mauve-y colored snippet contains some "suddenly" urgent, familiar, yet boomer-confounding themes and words (Yeah, some of the categories need explication if you miss the show, others are clear). See if you agree with the characterizations. Lord knows we argue about them around here.




To see the full multi-generational matrixical fabulousness, here it is, or click the picture below. Play nice, and be a Kreskin for good, not evil.