Karina Givargisoff of Mission Magazine – The Good Troublemaker

Mission Magazine

Philanthropic media brand featuring women of empowerment, fashion supporting causes, and environment…

Mission MagazineWhat’s it like to build a magazine? From scratch. In your living room, with a team of interns. Without any experience, because you came from the fashion world, not publishing.

And not just any magazine: It’s digital, and turns pages so the experience is like a printed magazine with rich media extending beyond the pages. And each issue is more than 400 pages of extraordinary content with remarkable personalities. It also has a strong social mission at its core.

Mission MagazineKarina Givargisoff, Founder/Editor-in-Chief of Mission Magazine, joins Pavan Bahl (president of MouthMedia Network), host Dalia Strum, and guest host Amber Mundinger (SVP, Live Media & Strategic Partnerships for Rolling Stone) in front of a live audience on location at Spring Place. MouthMedia Network studios are powered by Sennheiser.

In this episode:

  • Givargisoff’s path to Mission Magazine, how she used to be a fashion editor, moved from London, and what led to starting Mission
  • After seeing a friend suffer, wanting to combine fashion and raising awareness for social causes
  • How generally female students fro\m Parsons New School of Design help putting together 400 pages of content
  • How to decide what missions to get behind
  • How causes are always women and environment, with issues coming up on mental health, want to do human trafficking issue, then teenage issue and social media
  • How the magazine turned into something startling, a fully digital magazine that flips like a paper magazineMission Magazine
  • What Givargisoff took from working at WWD, being a stylist a lot of job skills came over, managing a team meeting deadlines, good under pressure, problem solving
  • How the magazine is a positive thing that needs to exist, socially cause driven
  • Why Mission is focusing on local charities first, how vetting them with big support from Grant Thornton pro bono
  • How a percentage goes to charity after operating costs
  • Why treatment of girls in India and getting home safely been an important cause for Givargisoff
  • Being nimble and a small company, able to quickly pivot and change
  • Announcing the splitting into two entities – one for profit, one not for profit
  • Wanting to make a documentary series for each issue
  • Operating without a rulebook, it hasn’t been done before
  • Third issue is on mental health because of what Givargisoff has been through
  • Reactions from people in the media space, others, had one person from a big fashion brands say she’ll never do it, and how that motivated
  • So focused on the social mission, kept forgetting about the fashion
  • The effective albeit scrappy team
  • And an incredible story of humility, of falling, and of getting up again

Julie Vargas and Jonathan Aitken of Avery Dennison – Enabling Opportunities with Technology

Avery Dennison

Visual and contextual content relating to digital technology as a portal to amazing experiences…

Avery DennisonJulie Vargas (Director, Digital Solutions) and Jonathan Aitken (Director, RFID and Digital Partnerships) at Avery Dennison join host Dalia Strum and guest host Pavan Bahl on location at the Retail Innovation Lounge at South by Southwest (located in in Max’s Wine Dive) in Austin, TX. MouthMedia Network is powered by Sennheiser.

In this episode:Avery Dennison

  • Taking that extra piece and turning into an amazing experience and content
  • The trend of personalization
  • Augmented reality, tech behind authentication, and how consumers can bring products to life
  • A focus on integration of RFID into Rebecca Minkoff’s products, extending the relationship with brands after purchase, gamification
  • Apple’s camera with QR codes, and are QR codes back?
  • The future of using connective devices and UGC, Lululemon’s UGC app, how people are hungry to share their content, a lot of UGC are not noticed by brands despite being the most effective content
  • How brands start working with Avery Dennison, and the kinds of brands they work withAvery Dennison
  • RFID allowing a path to real-time inventory visibility
  • Trends toward sustainability and transparency, doing business as a collective, storytelling applications that are made possible with RFID, and a marriage of blockchain and RFID
  • Working with in-house content teams/studios vs. guiding as an agency
  • How tech has allowed and enabled opportunities
  • Creating an emotional connection with products
  • The “mitten story” as a great example of the power of RFID
  • Creating stepping stones, the path from QR codes to AR, serializing experiences, near- field tags
  • Ecosystem with partners, and a partnerships with MishiPay
  • What’s possible in a cloud-based model

24 Seven Presents: Beca Alexander of Socialyte – Influenced by Humans

Beca Alexander

Marketing with influencers and digital social engagement…

Beca AlexanderBeca Alexander, Co-Founder and President of Socialyte (a premier influencer marketing and casting agency), joins Lisa Berger, Dalia Strum, and Edward Hertzman in the MouthMedia Network studios powered by Sennheiser. Presented by 24 Seven Talent.

From blogger to agency co-founder, four influencer categories, and being authentic and faithful to audiences

Beca AlexanderAlexander discusses how she fell into digital social engagement, was a blogger in fashion news and sold the blog despite not being profitable, she went to corporate America, had friends in the digital social engagement space who started personal style blogging, brands were reaching out, and they don’t know what to charge. She said she could negotiate their deals and take a cut, and then started Socialyte 3 ½ years ago, how the company acts as middle man to amplify brand messaging between services and brands to reach the right consumers, and how the only money used to be Google ads but that has changed dramatically. She mentions how she and her team began taking money from brands to write about the brands and became exhausted from running many stories daily, 24/7. Alexander received an offer to go to work, and also got an offer to sell the blog from a media company wanting to buy traffic from content websites. The blog articles were very opinion driven, and one can create traffic for differentiation but are brands skeptical about aligning? Influencers are in four different categories, and can be considered content creator. People follow people because they are posting about their luxury lifestyle. There are influencers, then there is actual high quality content, highly setup, with beautiful images curated in the feed, as if they could be in a magazine. Are these influencer posts reality or a manufactured, and how do they afford this lifestyle? How Socialyte is vetting content creators, looking for authenticity and consistent creation of content that is authentic and faithful to audience.

Micro-influencers, lone wolves and doubling up, and higher income for women

Beca AlexanderShe touches on a love/hate relationship with micro-influencers, how they don’t generally understand the business of influencer marketing, but this is one of the reasons Socialyte comes into the conversation, with them often being the first agency that sends them a 12 page contract and they “freak out”. What the micro-influencers do, where the agency sends them a product, the influencer creates an image for a product. Occasionally, micro-influencers are introduced to timelines that they don’t understand or appreciate — missing a day or deadline can have a significant impact on the entire campaign. What is the level of engagement brand wants to see? Alexander discusses how there is talent management, how influencer failures impact contractual expectations, why Socialyte requires influencers to keep content and posts on for a year, when posting products becomes no longer authentic, the 50/50 sponsor-to-organic content ratio needed, and engagement levels. She mentions how the audience will tolerate sponsored content if post is authentic, the way influencers can be sponsored, how there is no template for this process, KPI’s are different for every brand, and influencers are humans, not commodities, so everyone is an individual that creates content and shares it in very specific ways. Influencers have been seen as lone wolves, as they are limited in seeing the circles around them. Now influencers are friends with other influencers because they share similar lifestyles, how this can result in them posting together and getting double content which looks like more organic content. She says that consumers are living vicariously through influencers, how influencers enjoy travel trips for content, being able to segment by location, and how this is one industry in which men are making less money as influencers than females.

Vetting brands and influencers, two hours of Instgaram, and becoming Beca

Beca AlexanderAlexander details, in a round of personal questions, the considerations for vetting of brands, taking an agency fee, declining brands and products dealing with smoking and sex, her obsession with human psychology and how the brain works, vetting influencers on their business goals, being a basic human, how her schedule starts with two hours of Instagram daily, tattoos, being from Ukraine, boring Cleveland, a tramp stamp, how self awareness results in informed decisions, conserving brain capacity, being very accessible by email, and how her name became Beca.

Marcie Allen of MAC Presents and Taylor Bennett – The Story of Music and Brands

Mac Presents

Partnering music and brands with MAC Presents…

Mac Presents

Photo credit: Derek Garlington

Marcie Allen, President of MAC Presents (music experiential agency , bridging the gap between corporations and the music industry), and musician, entrepreneur and philanthropist Taylor Bennett, join Pavan Bahl, Rob Sanchez, and Marc Raco for the most applause-laden interview in the show’s history on location at Subculture in New York City. This live audience episode is powered by Peerspace and features music by Casey McQuillen.

Representing the deal, a seat at the adult table, and a market for authentic stories

Mac Presents

Photo credit: Derek Garlington

Allen reviews her “Southern belle debutante sorority girl” roots, being raised by two grandmothers, attending sixteen schools before fifth grade, then how she started her first company at 25, being a storyteller and solid salesperson, having knowledge on both sides of the music industry, being in music industry representing the deal, and how bad deals aren’t authentic or tell a story. The importance of paying it forward, measuring ROI in music/brand sponsorships, and how fashion brands are being introduced to entertainment marketing and mass consumer marketing. Allen’s creative things used in repertoire to bring allegiance, consideration of the music industry’s album sales being down, how 10 years ago no one wanted to do a sponsorship in music, and now music artists have a seat at the “adult table”. How a deal with Billy Joel and Citi was of value even though he didn’t need the marketing, how a deal like that can move the needle in a variety of ways for an artist, tracking metrics and how brands can measure success, lifting sales and getting press, how Imagine Dragons’ deal with Southwest Airlines produced a billion press impressions, and whether musical artists are celebrity influencers. How much of sponsorship with musical artists is the cool factor, how music is one of the most powerful ways to connect with consumers, and the Urban Outfitters partnership with Taylor Bennett for Pride Month happened because he came out as bisexual, and how that was so authentic. Consumers can smell through non-authentic sponsorships, the return of cassettes, and what’s fascinating about artists.

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3D Audio – Sennheiser Master Class with New Inc.

3D Audio

How 3D Audio enhances and impacts content, human experiences, art, and science…

3D Audio

Photo credit: Kevin Vallejos

Julie Kaganskiy (Cultural Director), and Seth Kranzler and Daniel Perlin (members), of  New Inc. (the first museum-led incubator and a coworking space designed to encourage collaboration and spark new ideas from the synthesis of different disciplines) discuss how 3D Audio will enhance sensory experiences, influence human emotions and perception through a new lens of viewing and interpreting art. They also take questions from the audience and cover the importance of really listening. Presented by Sennheiser in collaboration with MouthMedia Network.

Panelists

Julie Kaganskiy

3D Audio

Photo credit: Kevin Vallejos

Julia Kaganskiy is a cultural producer across art and technology. She previously served as global editor of the Creators Project, a partnership between VICE Media Group and Intel. In 2010, she founded #ArtsTech Meetup, an initiative that brings together digital artists and professionals from New York’s museums, galleries, and art-related start-ups. In 2012, she was profiled in the AOL/PBS series “MAKERS,” which honored women leaders. In 2015, she was named in Crain’s New York Business’s 40 Under 40 list, and has been cited by Fast Company (2011) and Business Insider(2013) as one of the most influential women in technology.

Seth Kranzler

3D Audio

Photo credit: Kevin Vallejos

Seth Kranzler is an artist, engineer, and developer working at the intersection of art and technology. He seeks to examine the impact of technological progress and expose new modes of interaction through the subversion of new technologies. His work manifests itself in installations, websites, and physical artifacts. He holds a Masters degree from New York University’s ITP program and a Bachelor of Science in Mechanical Engineering from Drexel University in Philadelphia. Seth cofounded Mixed Signals, an emerging concert series highlighting new works in electronic and digital video, music and dance. He also cofounded Channel Studio, a design and technology studio based in Brooklyn.

Daniel Perlin

Daniel Perlin is an artist and designer who believes in listening as a strategy for good design. Daniel got his start making work with things that make sound such as music, film, objects and sometimes spaces. After some years spent in Rio de Janeiro, where he worked in film and made work, he returned to New York where he attended NYU’s ITP program and the Whitney Independent Study program. During that time he started Perlin Studios, an experience and sound design studio in New York. Daniel has had the privilege of making things that cross many disciplines including sounds, interactive designs, objects, installations and performances. Recent work has included a solo performance at MoMA for the Lygia Clark Exhibition, an installation for the Costa Rica Pavilion in the Venice Biennial of Architecture, interactive work for Toyota’s Hydrogen Fuel Cell Vehicle and a kinetic speaker in São Paulo. He has worked with such people, places and things as Google, Vito Acconci, Maya Lin, Errol Morris, Todd Solondz, IBM, Toyota, Domus Magazine, Under Armour, The Whitney Museum of American Art, PS1 the Cooper Hewitt and The New Museum.

Happier, Healthier, Better – 2018 Ford Trends Report with Sheryl Connelly

Sheryl Connelly

Big picture global macro patterns and behaviors, with Sheryl Connelly…

Sheryl Connelly, Global Trends and Futuring Manager (a.k.a. Corporate Futurist) for Ford Motor Company, talks with MouthMedia Network President Pavan Bahl about the insights and implications of the 2018 Ford Trends Report. Recorded at the MouthMedia Network studios, powered by Sennheiser. Read the 2018 Ford Trends Report here.

Data for all, giving younger people purpose, and seeking solutions

Connelly reveals how the report previously was kept proprietary and inside Ford, but now it is cascading it widely, as it is functionally agnostic. The brief is that the more it was shared that Ford received more insights. She discusses how trust is a trend that can’t be overestimated. She reviews the personal note to the reader, and how disorientation, disparity, and inequities cannot be ignored anymore, that people want to explore them and look for solutions and how the world is committed to looking for solutions. Being thoughtful in how to engage young people to give them purpose, working in emerging markets, endeavoring to be sure Ford is meaning the same thing around the world, elevating to truly a global space. How the whole landscape of automotive industry is evolving, and Ford is playing a leadership role.

An activist awakening, mental and physical health, and the Ford Hub

Uncertainty and confusion globally, an activist awakening, discovering the degree of intolerance of opposing viewpoints, and the understanding of the impact of individual actions on change. When thinking about solutions, whether women can feel safe and have accessible options, a societal cultural shift, how mental well being goes along with physical health, creating a culture of curiosity that opens the door for innovation, the impact of sleep on health and weight loss, disconnecting from work in order to grow and explore, and mending the mind. Retail, and pop up retailers such as Story offers evolution in use case and agile experiences. And the Ford Hub brand experience in the World Trade Center Oculus in New York City.

Managing data, autonomous vehicles, and the changing family

How the younger generation doesn’t care about giving personal information, and how brands can be distinguished by how they act as stewards of info. Autonomous driving features/autonomous vehicles, how we are already driving a semiautonomous vehicle, so the building blocks are already there. Bringing autonomous vehicles widely into reality will be partly dependent on legal, municipal, and other influencers, and how with this comes a greater level of responsibility for Ford. In 2021, when Ford brings its first autonomous vehicles to the streets will they be ride hailing and package delivery vehicles. Ford is “all in” with major investment and commitment, and it is something definitely coming. What it looks like offers various possibilities, addressing concerns of jobs going away. In the past the biggest fear with automation was what we’d do with our leisure time, but that didn’t happen. A lot of data in the “singled out” section—a lot of data on what average family means, for first time in America’s history there are more single people than married. Yet people maintain that single people are treated differently, and the definition of the nuclear family has changed. What kind of vehicles does that now mean, understanding how shifts might change affects how and where production is determined.The future plays out in ways that are tough to imagine. The resilience of the human spirit, and awe inspiring, head scratching data.

 

24 Seven Presents: Angela Wei of Milk Agency – Finding the North Star of Content

Angela Wei

Compelling content, experiences and partnerships for brands as part of a complex creative ecosystem with Milk Group

Angela WeiAngela Wei, Managing Director of Milk Agency (a creative agency, production resource and brand partner as part of Milk Group, a culturally conscious company), joins Lisa Berger, Edward Hertzman and Dalia Strum at the MouthMedia Network studios powered by Sennheiser. Presented by 24 Seven Talent.

Collaboration and expression, brand collaboration, and the grey area in between

Angela WeiWei discusses how Milk Agency as an extension of Milk Studios (Milk Group), a full service creative studio started 20 years ago as one of the first independent photo studios, how the agency as an incarnation of Milk is a platform for creative collaboration and expression, the culture platforms, how Milk.xyz features emerging talent and cultural stories, and the most recent iteration is Milk Makeup (direct to consumer and then via Sephora), and how Milk Group developed organically, but is a complex ecosystem. She shares he career path an early employee at Razorfish, from digital content to the ad world, working at MTV and at Discovery Channel, becoming interested in how those brands collaborated with other brands, working at Time Inc. in branded solutions, and interest in the grey area between brands when collaborating.

A content pyramid, a culture shift for younger generations, and working with makeup lines when you have a makeup line

Angela WeiShe mentions content as a pyramid — at the top are films and featured commercials, down to snackable content at the bottom – and how Milk creates throughout the pyramid. She touches on how modern marketing is not enough, content is the future, brands being publishers and that people haven’t figured that out yet. The industry is intertwined, with big media houses pushing to keep integrity and trust, and how younger people are more comfortable with brands as a culture shift, with brands engaging more and creating dialogue. Wei says that an audience is a pyramid too, scaling is meaningless without a true purpose and a north star, and collaboration has to come down to the foundation of what a brand is about. Plus, the impact of having a makeup line on having makeup brands as clients, and Wei brings a seaweed snack.

Diminishing IP value, evaluating success, Virginia Wolf

Angela WeiWei covers the “barbell model”, pure performance marketing now, how a type of brand determines the type of brand content and experiences, pop ups, embedding a brand experience that you take with you, how the IP value of brands are diminishing, how content is also what you input, and customizing content. She also shares perspectives on the ROI of branding and experiences, how one measures success of experiences and branding, and how it is usually qualitative, the impact of expectation of clickable marketing, and the danger of the expectation of never ending growth. And, Wei’s favorite books, being inspired by Virginia Wolf, the importance of curiosity and reflection, having space to explore, a crazy dog person, and how challenge comes from discomfort.

 

Find more MouthMedia Network podcasts at www.MouthMediaNetwork.com

24 Seven Presents: Rudi Anggono of Google Zoo – User First

Creative think tank for brands and agencies at Google…

Rudi Anggono, Head of Creative + New Experiences for The Zoo at Google (Google’s “creative think tank for brands and agencies”, with a mission “to push the limits of creativity thanks to Google’s platforms and technologies”), joins hosts Lisa Berger, Edward Hertzman and Dalia Strum at MouthMedia Network studios powered by Sennheiser. Presented by 24 Seven Talent.

Driving sales with a creative team, Westworld, and YouTube

Anggono discusses how The Zoo at Google help clients and agency partners to think of creative ways to use technologies, who is their most ideal client, the importance of being open-minded and ready to innovate in the content space, how The Zoo is a creative team that is part of the Google sales organization, and helping clients to innovate in the video space, which is mostly YouTube. He shares an example of a successful partnership with HBO about Westworld, working as a creative consultant with the show and many partners to extend the brand experience of the show beyond HBO, partnering with show runners, creating a fictional character Aiden living within website, and promoting in the YouTube platform. Anggono talks about YouTube as a cultural channel inspired by culture and informing pop culture, and how it is more like a platform engaging in two-way communication.

Measuring success, Deep City, and relationship building

He reviews how to look at what Google has done creatively, and why one should always start with the user first, who would use it, how people behave, expectations, whether Google is getting into proprietary content business, measuring success, and find creative ways to provide content for brands. He touches on whether it is better to have 10M views or 5k engagement, the impact of monetization of videos, completion rate and watch time, working in tandem with other creative agencies, creating Deep City in partnership with the in-house architecture team, and the importance of relationship building and networking even within a company like Google to people who share the vision of ideas.

The risk of losing authority, robots, and reading

Anggono covers the view of content studios replacing agencies, if content goes too far, the risk of losing authority, and a new form of product placement. Plus, a round of personal questions covers getting inspired, favorite books, “The Industries of the Future” by Alex Cross, robots, reading, being very curious, having media literacy, trying to look up a footnote, and the decision on what to believe.

24 Seven Presents: Johanna Mayer-Jones of Dow Jones – Great Stories, Distraction, and a Valuable Use of Time

Storytelling that drive brand partnerships with the Dow Jones content studio…

Johanna Mayer-Jones, Vice President, Client Solutions at Dow Jones joins hosts Lisa Berger, Edward Hertzman and Dalia Strum at MouthMedia Network studios powered by Sennheiser. Presented by 24 Seven Talent.

How great stories cut through clutter, a solutions toolbox, and the nature of genuine content

Mayer-Jones discusses how telling great stories cuts through clutter, makes the person engaging feel like it is a valuable use of time. Content Studio associated with Dow Jones. She talks storytelling, recalls a branded car driving around country capturing beautiful footage with real people doing great work, and the ability to incite change with content. She mentions how being part of the Dow Jones solutions toolbox is a way to solve consumer problems, and looking at page views vs. a better journey to useful metrics, current attention spans, video ads vs. short films, a video about N. Korea as a great example of capturing attention, and the nature of genuine content.

Integrated partnerships with brands, a talented team, and solutions vs. one-offs

She talks about the need to understand why and how audience engages, the value provided content can create in solving business problems, the desire to be a partner, how the evolution of content moves from a campaign to how can we work with you integrated as a partner, and client solutions vs. one-offs. Mayer-Jones discusses her smart team of multitalented and multi-faceted marketing experts as a flexible unit to collaborate, a new way of working from understanding business, working as a solutions toolbox, and being able to offer real talent. She reveals how Dow Jones was one of first publishers to partner with Alexa, and going to another exciting level with great stories on Alexa. She offers how being fully engaged allows people with a traditional way of working to collaborate with the next generation of smart people. And, an appearance from a special snack from a trip to Scotland.

Fake news, passion and balance, and risk as an asset

Mayer-Jones dives into the world of fake news, how The Wall Street Journal is a brand-safe environment, that security is critical, the meaning of client solutions, being a part of a revenue engine, what kind of content gets the team excited, and being passionate about doing things differently. A round of personal questions cover being inspired by mom who moved from Israel, worked hard to be successful, and became a judge in family court in the UK. The crucial nature of balance, how people are globally coming together, her journey from the UK to Hong Kong to New York, traveling for a year with a backpack, learning about cultures, stopping in Hong Kong, recently having twins, and taking risk as an asset. And she offers poignant final thoughts that “Good Ideas come form anywhere and everywhere” and to encourage everyone to engage with others to contribute idea.

24 Seven Presents: Kathleen Griffith of Grayce & Co – Content Relationships

Marketing and strategy specializing in the female consumer…

Kathleen Griffith, Founder/CEO of Grayce & Co (an agency working with general market brands to future-proof strategy by considering women in their narrative, and female-equity brands to go further, faster with women) joins Lisa Berger, Edward Hertzman and Dalia Strum in the MouthMedia Network studios powered by Sennheiser. Presented by 24 Seven Talent. (Griffith’s profile)

A symbiotic relationship with big and small brands, a need for intimacy in marketing, and positioning messages as a girlfriend

Griffith shares how her strategy agency works with the entire supply chain, including content strategy, working with iconic brand like Vice and Verizon, along with a big opportunity with small, cult and emerging brands. She discusses how the agency can leverage what they learn from the smaller companies for big brand clients, and bring big brand thinking to smaller upstarts. She offers an example of Glossier, explores the focus on women entrepreneurs, creating editorial and informative media content squarely around what women need without pushing product or service, putting editorial and media first and product second, and how conversations often start with that a brand is getting something wrong with female consumers. Griffith mentions the need for greater intimacy and access into the lives of women, and how often creative misses the mark, why advertising isn’t enough, and how the solution isn’t mere not storytelling, but often instead positioning a message as a “girlfriend”.

Building a company with a specific focus and culture, choosing a meaningful name, and Build Like a Woman

She reveals what motivated the agency focus, a huge opportunity to speak to in a more nuanced way, and how she had opportunity to work with people who want to create positive messaging so she began creating a culture of people she wanted to work with. She explains the deep attention to culture within the agency, and how many things revolve around food. Plus, a snack is delivered of incredible pizzas with truffle oil from Shroomtown. And, the touching family genesis of the name of the agency Grayce & Co. Griffith dives into an initiative with Entrepreneur Magazine called Build Like a Woman, helping many female founders who are talented but not able to take an agency, how the initiative involved taking agency services and democratizing them with aspects including intelligence, growth, project management, a digital grand playbook, and a business plan, build like a woman. She discusses the goal to get these women to seven figures or beyond, for pre-seed and then so they can raise money. She also clarifies why it’s not for her agency to determine whether a woman is qualified — if the founder believes in an idea it is good enough for them. Plus, a debate about what makes a quality startup. And, how this is an amazing pipeline.

Cannes Lions, being inspired, and looking to the future

Finally, Griffith talks about working with Cannes Lions , and “See It, Be It”, the opportunity to work with the “world’s biggest festival and awards for the creative and marketing communications, entertainment, design and tech industries”, and how the industry is behind driving change, moving from 3% creative directors to more than 10% already. Personal questions are answered by Griffith, with mentions of significant inspiration from other people, being the compilation of the five people closest to you, what one would would do if one weren’t afraid, and freefalling and catching oneself.