We all want to believe that there are people out there that are superhuman. Actors and actresses that are flawless. Athletes that amaze and are amazing. Business people who have the midas touch. We have a craving to believe that these people are special. Above the fray. And their pr machines work tirelessly to pump out messaging that builds that perception.

And then we have the brands. They do the same thing. They want us to believe,  and many of us do, that their leadership is flawless, their brand is gold-platted and the products are untouchable. And again, marketing and communications experts are spinning it to make us believe the above descriptions.

Both celebrities and brands broadcast messaging that is consistent with deity-building. And that’s why Tiger Woods is on the cover of this week’s Newsweek. He and his team built an image of perfection. And then his humanity peaked through the curtain with a late night car wreck. And then more of the curtain came open with refusing to talk with police. And then more of the curtain with domestic troubles. And then the women. And now Newsweek. Big magazine covering big stories.

I believe the Tiger Woods saga will prove to be the beginning of when the business world “gets” that broadcasting messages without listening for the response is a very slippery slope. Building perfection will not work. And…one way engagement will not work anymore.

I believe this will be the case study that  finally convinces the business world, the celebrities and the athletes to stop talking to themselves and start listening to: 1. who buys the products 2. who buys the movie tickets, and 3. who pays for the seats at the Forum.

Brands in the Outdoor Industry have had it great for over two decades. Consumers love many of these brands. Ski in them, bike in them, paddle in them, run and hike in them. Wear the stuff and look cool at cocktail parties. And they have talked incessantly about their favorite brands. Consumers are reviewing product, tweeting, blogging and having conversations over coffee about their new outdoor stuff.

The brands have been tone deaf to the these conversations. They continue to  broadcast messages from the control tower.

We have our examples where the great unwashed have stormed the Bastille. BPA, Sigg, South Butt…and there will be more.

And there will be many more if brands continue to broadcast like robots and not engage.

When I was ten years old my Grandfather ,Paul Keck, introduced me to famous comedian Joe E. Brown. We were in the elevator and my Grandfather said, “Mr. Brown, I would like you to meet my grandson, Paul Kirwin.” He shook my hand, asked all about me, the elevator door opened, he smiled, and said it was good to meet us both. I felt like a million bucks. And so did Grandpa.

Now, that’s humanity.

I once saw Bob Hope eating a hamburger at the In-N-Out Burger in LA. He had another older gentleman with them that I think was his driver. Several average Joes came up to his table to say hello. He greeted everyone and everyone went away smiling.

Thanks for the memories Bob. And tens of millions would agree with that phrase.

He knew who he was.

A comedian who worked hard and got lucky.

He was one of us.

Brands should talk and listen like they are one of us.

It will serve them well.