Tape Measure Hero

viral video tape measure pick up keys from across room

Recently finished another Phoenix Cast episode. Around the ~17:30 mark, the hosts discuss the problem with believing what we see on the internet.

Specifically, they’re talking about videos.

There was this series of very viral videos back in the day of construction workers using tape measures to pick stuff up from ten feet away, and it’s all fake, it was all a marketing campaign for a midwestern hardware chain.

…and there’s a guy who breaks down those videos into exactly how they do the cuts, how they do the pull outs, and it’s important to be able to look for things like that.

Conti and Current Events, Phoenix Cast

Did you ever see this?

Impressive, right?

As they mentioned in the episode, the whole thing was fake. It was part of a marketing campaign.

Unfortunately, they didn’t link to the videos in the show notes so I had to spend some time digging around to find them. But I’m glad I did.

Here’s the first breakdown:

And then the coup de grâce.

Do you know what’s important here? It’s not that these videos were fake or deceptive, or that they could be picked apart with some careful analysis.

It’s that most people who saw these videos believed that they were real. They probably saw it at some point, laughed, shared it with their friends, and never gave it a second thought.

That’s how propaganda works. You never go back to watch the debunk videos. The first one was good enough.

And you want to believe.

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Term Warfare

a list of terms for low intensity conflict

A dual release episode from the Cognitive Crucible and the Phoenix Cast.

In this crossover episode of the Phoenix Cast and Cognitive Crucible, John Bicknell is joined by John Schreiner, Kyle Moschetto and Rich Vaccariello. The podcast hosts discuss why they started their respective casts, how they view competition, the key take-aways of their casts, the top must listen episodes, and the other podcasts they listen to.

#78 PHOENIX CAST DUAL RELEASE

I think I’ve listened to a Phoenix Cast episode before, but I wasn’t a subscriber. I am now.

Two things that I took away from this episode. The first is the idea that podcasts like these are a form of “PME” – professional military education.

That seems like a no-brainer – of course they are. But there are still a lot of folks out there that don’t listen to podcasts – which is fine. It’s a form of media – but not everyone is into it.

The second thing is the concept of “term warfare.” This is something we see all the time these days when we’re trying to describe some niche element of warfare.

Credit to David Maxwell.

We should be careful when trying to introduce a new term into the already crowded military lexicon. There’s probably already a term out there that describes whatever you’re thinking about.

On the other hand, sometimes we do need a specific term. Sometimes that term matters.

Sometimes we should split. And sometimes we should lump.

I’ve got a few of the Phoenix Cast’s episodes in my queue. The focus of their podcasts is more cyber/IT – which is good, because I don’t get enough of that.

And speaking of “term warfare” and cyber – this is a reminder, cyber isn’t PSYOP. Cyber isn’t “IO.”

It is its own thing. And you have to understand it.

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