SCREAM, Inc., a new Givatayim, Israel-based startup is launching their new disruptive marketing platform for businesses large and small. Their Director of Marketing Mr. Ami Loudenuf explains: “BASICALLY, WE HELP YOU MAKE POTENTIAL CUSTOMER’S LIVES A LIVING HELL UNTIL THEY AGREE TO BUY YOUR PRODUCT!”
SCREAM, Inc.’s proprietary technology has been honed and perfected in the Israeli market. “BASICALLY, HERE, IF YOU DON’T GET WHAT YOU WANT YOU BASICALLY DISRUPT OTHER PEOPLE’S LIVES AS MUCH AS POSSIBLE UNTIL YOU DO. IT ISN’T A LEFTIST OR RIGHTEST THING. WE SAW IT WITH THE GAZA DISENGAGEMENT AND WE’RE SEEING IT NOW. IT IS JUST A HIGHLY EFFECTIVE WAY OF CONVINCING PEOPLE YOU’RE RIGHT.”
Historical Analysis
An F$JNews analysis of past ‘disruptive’ marketing exercises in Israel has encountered exactly one which led to the desired results: a campaign by disabled Israelis for better benefits. In that case, the entire country really wasn’t all that aware of their plight. Otherwise, the technique has generally been ineffective. This particular columnist was more sympathetic with the current protestors prior to their adoption of disruptive marketing. When asked about the poor track record, Mr. Laudenuf explained, “IF IT ISN’T WORKING AT FIRST, YOU JUST HAVE TO GET LOUDER AND MORE DISRUPTIVE – OH, AND CALL THOSE WHO AREN’T BUYING FASCISTS OR TERRORISTS OR WHATEVER. THE TECHNIQUE IS REALLY SOMEWHERE BETWEEN DEMAGOGERY AND RANSOMWARE. IF YOU JUST MAKE THINGS HARD ENOUGH, YOU’RE SURE TO CONVINCE PEOPLE YOU’RE RIGHT!”
Psychology
Prof. Heva Fit, an advisor for Scream, Inc., explained the technique in more psychological terms. “IF A CHILD REALLY REALLY WANTS SOMETHING AND THEIR PARENT SAYS NO, THE CHILD JUST KEEPS SCREAMING AND BEING DISRUPTIVE UNTIL THE PARENT AGREES WITH THEIR POSITION AND GIVES IN. THIS SHOWS THE CHILD WAS RIGHT ALL ALONG BECAUSE THEY REALLY REALLY CARED ABOUT –”
Unfortunately, our Zoom interview with Prof. Fit had to be cut short because her children were calling her a dictator. The last thing we saw was her three-year-old daughter taking a hammer to the camera.
As we considered what Prof. Fit told us, it occurred to us that the entire country may be made up of children who think that if they scream loud enough they’ll just get their way.
Market Dynamics
When we asked Mr. Loudenuf whether Israeli’s experience compared with, for example, Lebanon’s (where 25% of the population came out for protests in 2019, as compared to 5% in Israel), he said, “OH, NO, NOT AT ALL. THAT WAS ABOUT THE PEOPLE FIGHTING A FOREIGN AND UNELECTED GOVERNMENT. BUT ISRAEL IS A DEMOCRACY AND WE WANT TO KEEP IT THAT WAY! IN ISRAEL WE HAVE TO DEVELOP AND DEPLOY METHODS OF CONVINCING PEOPLE WE’RE RIGHT: LIKE SCREAMING AND BLOCKING TRAFFIC. THIS NEED TO WIN SUPPORT IS WHAT MAKES THESE TECHNIQUES SO APPROPRIATE IN THE AREA OF MARKETING AND SALES.”
What’s Next
Having watched this marketing system in action, F$JNews came away convinced. We look forward to a world in which companies scream at reluctant customers and disrupt their lives until they agree to buy whatever they are selling.
The StartUp Nation has brought us numerous truly disruptive technologies… It was only a matter of time until they brought us truly disruptive marketing.
