Parenting, Dog Training, and the Power of Authentic Communication

With the limited time of being a parent to two little ones, content consumption occurs sporadically. Yet, each time I watch something, I inevitably analyze its methods, design, or shortcomings.

My core belief about what constitutes good content or communication is consistently reinforced every day:

• Authenticity - Is this story ABOUT a community, or does it embrace and echo their creative essence?

• Audience - Every decision should begin with them.

• The Trained eye - Dangerous, only you and your Director of Photography friends really care about your lenses.

• Relevance - Tell me a story I care about.

What have I been watching this week? Dog training and food (mostly focusing on human cuisine), balancing personal and professional interests. Let's delve into the canine world because it holds a compelling narrative.

I used to jest that Scottish people invented everything (which, to some extent, we did). I also asserted that Scotland serves as a blueprint for creative culture (arguably true). However, here's a hotter take:

• Effective communication surpasses any execution or format.

• British communication trumps that of the rest of the world in clarity and relatability.

Dog content provides a prime example.

Consider the nonsense key ideas peddled by some agencies. Short runtime (irrelevant if the content is engaging), formats to use (we confuse uniqueness of content with uniqueness of presentation), grabbing attention in mere seconds (you can't force interest, there’s no tricking viewers), production quality (the concept of the "trained eye" is outdated and limiting). It's all BS.

Now, let's talk about dogs.

Once upon a time, when I contemplated getting a dog, I became mildly fixated on "The Dog Whisperer." It was a staple on satellite TV in the UK, perfect for those lazy Sundays nursing a hangover. "Pawn Stars," "Storage Wars," "The Dog Whisperer"... I'm hitting the bullseye with my target audience here. However, Cesar Millan hasn't quite stood the test of time. Despite his high production values, broadcast television presence, and scripted messaging, he's become somewhat stale, a corporate giant ticking all the boxes but lacking real flavor.

When it came to training Summer during her puppy days, I leaned towards Will Atherton. Will occupies a middle ground in terms of content production. He offers a structured course for purchase, likely reaping financial success from it. His content is well-shot, he maintains a solid social media presence, but he adheres closely to established storytelling and formatting formulas. He likely has a team or partner agency handling his filming. He's like your average corporate player, mixing media and approaches, delivering good content but nothing groundbreaking. He's making the most of available tools and enjoying some success along the way.

Recently, I stumbled upon the disruptors I'd been seeking, and now I'm hooked. Their words resonate with me; I'm fully invested, and it only took two days. Are they revolutionary in their ideology? Not particularly. However, they're shaking things up with their approach, nailing storytelling and authenticity while disregarding conventional expertise.

Enter Cherry.hoggs, a duo of Cockneys in the USA urging you to ditch the kibble and delve into the science of alkaline protein and whole food diets for dogs. It's raw, it's unscripted (although probably meticulously planned), yet its authenticity shines through. They're true to themselves, firmly in control of their message, delivering simple yet powerful ideas, and beholden to no one. They're positioned as truth-telling disruptors, catering directly to their audience's needs rather than pushing products. Yes, they have things to sell, but it feels more like sharing than selling, and it resonates deeply. And the technicalities? Shot on a phone, auto captions, minimal editing—lighting be damned. They don't care, and neither do I.

Want to know the secret? If Cesar Millan communicated like this, I'd be tempted to give him another shot. There's a clarity in speaking your mind and speaking the truth that forges connections with people. Creative advisors, take note.

P.S. - Top three things not to feed your dog? Number one: anything from “that faaackin’ pet store.”

As you were.

MrMcK.

cherry.hoggs

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