Почему бесполезный абсурд — лучший маркетинг, чем практичность

Вы только что открыли секрет вирусного маркетинга: бесполезный абсурд формирует ваш имидж намного лучше, чем скучная практичность. Если вы хотите, чтобы ваш личный бренд и ваши идеи распространялись, вы не можете быть «обоями» (Wallpaper) — незаметными и фоновыми. Вам нужна ваша «синяя горка».

• Чтение сложных и вдохновляющих текстов на английском языке — это невербально заявляет миру: «Я другой. Я не боюсь трудностей. Я инвестирую в себя!»
• Не бойтесь быть нелогичным. Поступайте так, как не советуют учебники.

Читайте текст «Useless Absurdity Will Define You More Than Useful Practicalities» на английском, чтобы научиться создавать самые запоминающиеся вещи — как в жизни, так и в изучении языка.

Hello, English learners! Let’s dive into the next law from Steven Bartlett’s «Diary of a CEO.» This law explains how to get people talking about you, your business, or your brand. The topic is «Useless Absurdity Will Define You More Than Useful Practicalities.»

The Blue Slide That Changed a Business

When Steven started his marketing company, he had a big office and a lot of money. He made some strange decisions. Instead of buying desks, he bought a giant blue slide for £13,000, which ended in a ball pit. He also added beer taps and a tree in the middle of the office.

These things were useless and absurd—no one really used the slide. But every time a journalist or client came to the office, they were fascinated by it. They wrote about the slide, took pictures of it, and called Steven’s office the «coolest» in the country.

The company never had a sales team because the slide sold the company for them! It sent a message: «This company is young, different, and innovative.» It showed their values without them having to say a single word.

Absurdity Is a Powerful Message

Think about the high-end gym Steven talks about. When his friend tried to get him to join, he didn’t mention the hundreds of useful exercise machines. He talked about the 100-foot climbing wall that no one ever uses. Why? Because the most absurd thing about the gym is the most memorable. It says something important about the brand: «We are the biggest and best, we have everything.»

• Tesla cars have useless but funny features like «farting mode» and «bioweapon defense mode.» These absurd features get people talking and sharing on social media. People have no reason to talk about a standard car feature, but they will definitely talk about a car that farts!
• BrewDog is a beer company that installed beer fridges in every shower in their hotels. It’s a silly, useless idea, but it perfectly communicates their brand message: «We are for beer lovers who don’t care about the rules.»

The Final Lesson

The most powerful brands are not defined by the useful, normal things they do. They are defined by the useless, absurd things that get people’s attention.

Why? Because normal is ignored. A normal office is just an office. A normal gym is just a gym. But a company with a giant slide or a gym with a useless climbing wall says, «We are different. We are special.»

So, the lesson is simple: to stand out, you have to be memorable. You have to be a little bit absurd. Don’t be afraid to take a risk and do something that seems a little crazy. That’s how you get people to notice you.

What is one absurd idea you have that could make your project or brand stand out?

Let’s practice English

And learn how doing something memorable and absurd can make people talk about you, your business, or your brand.

Quiz: Test Your Understanding

Q#1: Why did Steven Bartlett buy a giant blue slide for his office?

a) To improve productivity; b) To create something memorable and fun; c) To replace desks.

Q#2: What effect did the slide have on the business?

a) It was never noticed; b) It attracted media attention and clients; c) It wasted money with no results.

Q#3: Why are absurd features like Tesla’s «fart mode» effective?

a) They are useful; b) They make people talk and share the brand; c) They increase safety.

Q#4: According to the lesson, what defines the most powerful brands?

a) Useful and practical things; b) Useless, absurd, and memorable things; c) Standard products and services.

Q#5: What is the key idea for standing out?

a) Be normal and practical; b) Take a small risk and do something memorable or absurd; c) Focus only on efficiency.

Tips & Tricks to Apply This Lesson

1. Think differently – what unusual idea can make your project stand out?
2. Take a small risk – try one idea that seems a little crazy or funny.
3. Create a visual or memorable element – like a slide, unique design, or feature.
4. Focus on shareability – make it something people will want to talk about.
5. Align absurdity with values – ensure it communicates your brand’s message clearly.

ReadRise Takeaway

Being memorable is more powerful than being just practical. Useless, absurd, or unexpected actions get people talking, sharing, and noticing you. Normal is ignored; absurdity is remembered. Dare to be different, and the world will remember your bold ideas.

Key Words

• absurd – completely unreasonable or silly (абсурдный – совершенно неразумный или глупый)

The giant blue slide in the office was absurd, but everyone talked about it. (Гигантская синяя горка в офисе была абсурдной, но все о ней говорили.)

• useless – not helpful or effective (бесполезный – неполезный или неэффективный)

Some ideas may seem useless, but they can make people notice your brand. (Некоторые идеи могут казаться бесполезными, но они могут привлечь внимание к вашему бренду.)

• practicality – something useful or functional (практичность – нечто полезное или функциональное)

Practical things are useful, but they are often ignored by people. (Практичные вещи полезны, но их часто игнорируют люди.)

• brand – the image or identity of a company or product (бренд – имидж или идентичность компании или продукта)

A brand is defined not only by products, but by ideas and values. (Бренд определяется не только продуктами, но и идеями и ценностями.)

• memorable – easy to remember, striking (запоминающийся – легко запоминающийся, яркий)

The absurd climbing wall made the gym memorable to everyone. (Абсурдная скалодромная стена сделала этот спортзал запоминающимся для всех.)

• innovative – introducing new ideas or methods (инновационный – внедряющий новые идеи или методы)

Innovative ideas can make your company stand out from others. (Инновационные идеи могут выделить вашу компанию среди других.)

• attention – notice or interest from people (внимание – замечание или интерес со стороны людей)

The beer taps and tree in the office got a lot of attention. (Пивные краны и дерево в офисе привлекли много внимания.)

• risk – the possibility of danger, loss, or failure (риск – возможность опасности, потери или неудачи)

Taking a small risk with a crazy idea can be very effective. (Небольшой риск с сумасшедшей идеей может быть очень эффективным.)

• fascinated – extremely interested or amazed (очарованный, заинтригованный – чрезвычайно заинтересованный или пораженный)

Clients were fascinated by the unusual office design. (Клиенты были очарованы необычным дизайном офиса.)

• feature – a special part or quality of something (особенность – особая часть или качество чего-либо)

The Tesla «fart mode» is a funny feature that people remember. (Режим «пердежа» в Tesla — это забавная особенность, которую люди запоминают.)