Franchisees: master storytellers caught in a literate machine

December 11, 2008

chaplinmodernFranchisees have primarily retained their geographically-specific, oral culture. As a species we have survived because of our ability to listen to and tell stories (a narrative), appropriate to a specific narrowly-defined physical landscape.

  • We’ve never needed to be that smart at rational decision making, especially if time and complexity are added.
  • We’ve evolved to look for dangers in certain places only.

The most vibrant research is coming out of the fields of behavioral finance, social psychology, law and economics, neuroeconomics, etc.

  • Basically, we walk around scratching ourselves with a belief that our rational brain (neocortex) is in charge, while in fact, 90% of what we do is caused or strongly influenced by our reptilian brain or the limbic system. [We think Spock is in control but we behave as if we’re Lucy Ball.]

Mankind has evolved primarily as a member of tribal structure within a hostile natural environment. Only since the industrial revolution,  has a phonetic alphabet gained its ascendancy in the West.

Our culture (Literate Man) views oral or tribal civilizations as more primitive, backward. Voltaire’s Bastards worked very hard to stuff the native genie in the bottle and they were extremely successful in doing so. There were some unintended consequences (externalities) though with this world view: slavery, theft, genocide, arms race, environmental collapse…

The printing press was the technology that revolutionized Western civilization. It brought with it many impressive and life-enhancing benefits. These, through a rational, Literate Man’s eyes, make them superior to the older, oral traditions.

The Gutenberg Galaxy (phonetic literacy) is an infinitely repeatable, homogenous and repetitive juggernaut. Franchise agreement is an example of an archetypal, industrial revolution machine. It is a colonial instrument intended to be used to control the savages (see indentured service).

A new technology (electronics) came along and now we in the West are in a postliterate age. And this scares the hell out of the self-identifying rational Supermen (ie. the franchise bar). They can hear the drum beats over at Blue MauMau.

  • All the franchisees have to do is to cast off their own blinders and assume their rightful leadership role via internet information sharing.

We know how to flip the switch, notwithstanding the huffing and puffing.

— Modern Times, Charlie Chaplin

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