It riles me up to no end to hear some bright-eyed know-it-all declare “what we really need is some engaging story telling to ignite our flaccid content marketing strategy.” There are an abundance of douche marketing “storytellers” ready to sell us a breathless how-to book, or charge us a hefty consulting fee before they tuck us all in, sit on the end of our beds, and crack open the white-paper edition of Go Dog Go! and put us to sleep with some nighttime fable of how to create lovable marketing content that will engage and connect us to the thought leaders that will flip our funnels and turn us from faceless users to loyal brand advocates.
But I digress.
Digression is what I’m here to write about today. Digression is a maddening art and a truly guilty pleasure that squanders time. Taken too far it can be worse than oral surgery. Done right it can delight and leave us begging for more. Who among us hasn’t sat stupefied in the presence of some absolutely horribly pedantic story teller who just. can’t. seem. to. get. to. the. goddamn. point? Yet, who can argue with Lord Byron’s brilliant epigram, about his lover, Caroline:
“Caro Lamb, Goddamn”
Or the shortest, sad story ever told, attributed to Hemingway:
“For sale: baby shoes, never worn.”
While brevity is the soul of wit, and short words always win out over longer synonyms, our Ritalin society can be tagged with the depressing acronym: TL;DR — “Too Long; Didn’t Read.” The art of spinning a yarn, telling a tall-tale, being a true raconteur (a person who can tell an anecdote in a skillful and amusing way) just doesn’t seem to fit when declaiming on a four-part framework for calculating the ROI of website personalization.
After all: story telling is the original entertainment medium. Think of Homer sitting around the fire and telling the story of brave Ulysses to a crowd of illiterate Greek kids. The heart of the story-tellers is the spoken word — not the written — and it would do us all well to remember that stories were invented around the campfire, delivered from memory by a story teller, and is the origin of the theater, the novel, film and ultimately the place from which the music of language was tested and perfected. Digression in a story is a way to build suspense, foreshadow events, explain and provide background, and show off one’s erudition. How to weave a footnote into a narrative is a delicate balancing act that few can pull off.
In this era of TED talks and the Moth Radio Hour, Podcasts, personal reminiscences, and self-indulgent blogs such as this one, this is no surfeit of stories to consume. Headlines beg for our limited attention, we get seduced by clickbait and listicles, A/B tested by algorithms to see what reptilian part of our hippocampus will cause our right index finger to flex and click. So in our quick-twitch, Adderal-amped lives, let’s consider the luxury of digression; of stretching out and letting a story teller take their time, hook our attention like an angler sets the barb in a fish’s lip, and hold us for 1,000 pages from one sentence to the next, always wanting more. Let’s follow the footnotes, spend sometime looking up a word, chasing more information, and realize we live in an age of amazing possibilities when it comes to digressing and falling down the rabbit hole of digression where incredible discoveries might be found.
My late friend Jimmy Guterman was fascinated with the impact of hypertext — links embedded in text — which could be followed by the reader down different paths. He would have laughed at the concept of corporate storytelling and punctured the conceit with some droll bon mot. He quoted, in the Harvard Business Review, Fast Company founder Alan Webber, opening a conference about content and context by saying “…Webber began the two-day event by arguing that storytelling is overrated….”
Before HTML came on the scene in 1994, Jimmy and I experimented with a hypertext project using the engine behind Microsoft’s help engine — the name escapes me — to digitize the rules governing yacht racing. Jimmy took it further into fiction, but I can’t find any examples on his blog. Experimental fiction has played with alternative plot tracks — Julio Cortazar’s Hopscotch has two different possible chapter sequences. Video games — the most lucrative entertainment medium extant today — represent one of the best manifestations of interactive story-telling, the hype that was touted around “interactive television” in the 1990s, when viewers could pick different plot lines or camera angles.
Two writers embody the beauty of digression for me me. Thomas Pynchon in Gravity’s Rainbow and David Foster Wallace in nearly all of his books, but especially his masterpiece Infinite Jest. In 2005, Wallace wrote a profile of a right-wing talk radio host for the Atlantic Monthly. The print edition, which I read on an Acela to NYC, was a masterpiece in taking the principles of digital hypertext and linking onto the printed page. The editors at the Atlantic reformatted the digital edition, using color cues on words to designate footnoted material.
“Navigating the baroque structure of footnotes within footnotes on either the original manuscript or galleys would have been nearly impossible, so we worked on a printout of pages in the ingenious design of our art director, Mary Parsons.”
Here’s a link to their explanation of how they edited and formatted the piece. It presages some amazing examples of interactive journalism and storytelling such as the iconic New York Times piece on an avalanche tragedy, Snowfall.
Here’s the text as it is formatted online:
And here is what the reader sees when they click on the colored words with the [+] prompt:
For me the revelation has been reading William Manchester’s three-volume epic biography of Winston Churchill, The Last Lion on a Kindle. While e-books are a bit of a tragedy in terms of substantial additions to one’s physical bookshelf, the developers at Amazon have introduced some amazing things in the decade they’ve been perfecting the Kindle interface. For example, any Kindle user is familiar with the ability to look an unfamiliar word up in a sentence simply by highlighting the word and seeing a pop-up definition appear. That in itself is an amazing service to readers like me who are guilty of skipping past some obscure word and missing the opportunity to add something new and amazing to our vocabularies. But it’s the addition of Wikipedia that takes things to a whole new level. Consider when Ma
I read Wallace’s Infinite Jest through the first time without taking the time to follow each and every foot note to the end-notes. When I finished the novel — a serious door stop at 1000 plus pages — I started to read those notes and realized what I had missed.
What we have before us, to go back to Guterman’s piece about Alan Webber, is “context within our content”, the ability to stay in the narrative but take a digressive detour out without losing our places. I think it’s incumbent on any writer to indulge their reader’s with some detours, to walk them down a side-path to some hidden spot. In all our wheel spinning in search for optimization and algorithmic textual perfection, take off your shoes, kick back, and get lost down the rabbit hole of digression. Who knows what surprise you might stub your mind on.