This weekend my daughter who teaches English in Belgium told me about a conversation with a student, which went something like this:
Student: “You like to write, don’t you.”
Daughter: “How did you know that?”
Student: “Oh, you’d be surprised what someone can discover on the Internet. [Laughs.] I read your blog, and was especially touched by the entry about…” That led to further discussion, and a warm human connection.
The exchange made me think about why anybody writes anything, from blog entries, to advertising copy, to business plans. It isn’t merely to express ourselves, but rather to reach out for a connection.
To illustrate, let me turn to the 1979 song by The Police, “Message in a Bottle,” with these lines of the chorus:
I'll send an SOS to the world…
I hope that someone gets my
Message in a bottle
and these first lines of the third verse:
Walked out this morning
Don't believe what I saw
A hundred billion bottles
Washed up on the shore
The point of the song, according to its author, is the comfort of recognizing that we’re all alike in trying to connect—to communicate.
I believe there’s a deeper lesson to be learned. It has to do with intent.
In the chorus of the song “Message in a Bottle,” the intent is inward focused. It’s all about “Hey, look at me.” However, in the third verse, the focus becomes outward focused. It’s the sudden realization of “Hey, look at all of you.”
If the flood of media gushing from the Internet has taught us anything, it’s that “Hey, look at me” doesn’t accomplish much. It’s just more noise.
“Here’s something for you,” on the other hand, accomplishes a lot. Metaphorically speaking, a sea full of bottles with the same “Here I am” messages is unremarkable, especially to another castaway. But imagine opening a bottle and finding a recipe for coconut soup, or instructions for building a raft and navigating back home, or even just a note saying “I know you feel alone, but we’re all in this together.”
The point is this: To really stand out, be helpful. When the rescue ships sail, they’ll look for the person with the coconut soup recipe first.