My consideration of kindness also makes me realize that as a planner I rarely have fought for the practice of kindness when considering communications development. So often the honest need of the person my client is looking to convince is subsumed by the political or business need the organization is fixated upon. When I see the power of kindness in communication I am truly filled with a sense of trust. I think of ads like this or the attention the latest Microsoft "I am a PC" ad earned from me as a response to the well-loved Apple Mac vs. PC campaign. I know as a an ad guy I am supposed to love Macs and am supposed to genuflect at the aforementioned ad but, to be honest my response has always been one of alienation. I watch the Mac vs. PC spots and just get the sense that I am not cool enough, curious enough, or courageous enough to be a Mac guy.I don't feel like I can trust the brand to trust me to be part of the brand. And I am writing this on an iBook G4. But the political considerations of the marketplace to grow Mac share and the use of basic political advertising to achieve that goal seemed more important than my need as a Mac user to be invited into a community of Mac users. My sense of alienation also could be fueled by a former creative director's love for the Mac vs. PC spots and his un-PC (Politically Correct) language around all things PC (Microsoft). I'm not sure but the latest Microsoft spot makes me feel okay with being an ad guy who thinks Twitter foolish, loves acoustic guitars and folk music, and would rather read Joseph Campbell and Alice Miller as applicable knowledge towards human behavior than the latest portmanteau operating as a human behavior insight.
Microsoft succeeds for me in sharing kindness. It is not an either or possibility. It is a useful practice of Hendrix-like mirroring. I feel invited in by it because I can see myself in it. I trust them a little bit more.