In it, he proposed that script writers think about writing cross-platform characters with rich pasts and futures. This way, the stories would contain even more dimension and the characters would be infinitely more compelling.

…the form of storytelling is evolving, which means producers, agents, and everyone that comes in contact with your story, in addition to your audience, will be expecting it just as they expect interesting characters, dialogue they’ve never heard before, and situations that they’d either hate or love to experience.

I think it is quite smart. And, of course, I want to consider it in the context of the characters I work with every day — brands.

All brands in the market have a real (as opposed to a fictional Hollywood invention) past and a real present. While some are certainly more compelling than others, are their back-stories and present-day tales contextually rich? Can they be made deeper and more meaningful in a responsible, authentic way?  Or, if we tinker with the history, does it tarnish the future?

We have clients who don’t listen to our brilliance. The more fortunate few can’t get a photo to align like we want because of our limited HTML skills. We also get the pleasure of dealing with auto DMs on Twitter and live in places where it’s snowing another foot in town (or hit another record high for February). Wow. Can you believe the gift we’ve been given? (for those of you who don’t know me well yet, the sarcasm filter is about to rupture)

Something hit me today to put things into perspective.

In between a back-to-back meeting Friday and family obligations Saturday and Sunday, I have been thinking about any number of compelling subjects to cover. Lots of rumination on the subject of balance. There’s a post that Gavin wrote which struck a chord and I want to comment on. There’s even some amazing neurological research coming out that I’d like to consider.

As I sat down to start fleshing out some of these topics this evening, I stopped to read an article in our local newspaper (the Fort Worth Star-Telegram), which altered the way I’m seeing things.

Now, I want to talk about soccer (football) and homelessness instead.

Oh I’ll get back to heady account planner/marketer-type issues, but that will have to wait for another day.

The article I read was written by David Casstevens. It chronicled the work of two people in town who are dedicated to giving homeless men a connection to a street soccer team. It’s a local iteration of a national organization called Street Soccer USA, founded by Lawrence Cann. This particular group plays and trains regularly and even competes in with some of the 16 other homeless teams throughout the country.

Before the homeless men are allowed to compete — they will play an area team Saturday at the practice field one block west of the Presbyterian Night Shelter — each must open a savings account and deposit an agreed-upon sum every month. Gray and Wilson also request that they volunteer at the shelter. In the future, players will be asked to share their stories at churches, schools and civic-group meetings…

…They loaded into two vehicles and headed south. A member of Robbins’ church donated $200 to cover expenses for the daylong adventure. In Austin, they ate hamburgers for lunch and then went on a field trip.

“Do you want to put on your jerseys?” Gray asked.

Everyone did. Dressed in matching red and white, the players posed for a group photo and walked wide-eyed around the University of Texas. Most had never set foot on a college campus.

At that moment, this loose bunch of homeless men felt like — and became — a team, the North Texas Stars.

In street soccer, four players on each side compete on a hard surface about the size of a basketball court. The Stars played three games in a church gymnasium against what, for now, is the only other homeless team in Texas. The Stars won all three.

“Some guys were about to pass out,” Robbins recalled, smiling at their competitiveness and effort. “They played like this was for the World Cup.”

Perhaps I should pause here and open up my personal vault for a moment. I have played soccer for more than 30 years. It is part of who I am and aside from my wonderful family, the sport brings me some of the few moments of sheer joy in my days on this planet. For several years now, I have wondered how I could take this passion for the sport and use it to help others. Looks like Lawrence Cann, Karla Gray and Warren Wilson have opened up an avenue for just that.

Now, don’t get me wrong. Our industry’s work creates some profound and meaningful connections. And, I can honestly say that since I’ve started focusing exclusively on planning for my little company and thinking about the evolving world of business, I have had a genuine professional re-awakening. I am energized by what is happening and by what so many awe-inspiring marketing thinkers are doing.

However, this is an example of something so visceral, so raw that it struck a nerve. One person reaching out to another. A beneficent relationship at its most basic and pure. Help. Humanity. Hope.

It’s probably bordering on the cliche, but the issues that seem gargantuan to all of us are likely the envy of those without. And I guess sometimes it takes more closely understanding the plight of others to realize this.

I’m sure there is a lesson in here for marketers, but that seems wrong to even consider. I’d rather just reflect on the goodness of what Gray and Wilson are doing rather than soil it with talk of profit and loss. So, instead, I’m going to send my email of thanks to the reporter and start the process of connecting with these valiant missionaries to offer my assistance.

If any of you want to know what happens next, tell me. If there is enough interest to warrant it, I’ll post periodic updates.

It’s sort of like the Gestalt principle of nature.

What does that tell us about the field of marketing? Have the marketers been trying to act as the smart solitary member, yet the consumer masses are really better at adapting to accidental discoveries? Or, are the marketers starting to awaken to the rising pheromone levels launched by the discovery of conversation and authenticity?