3/2/10       

Barry Chudakov

Metalife: A new way of seeing; A new way of thinking

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Barry Chudakov is the founder of Metalife Consulting, a multidimensional communications, brand, marketing and organizational development consulting firm that explores the effects of the tools of technology from a breadth of perspectives. 

According to Barry everyone has a Metalife.  They just don’t know it yet.

He describes Metalife as an exploration of the ways in which communication tools affect us and our businesses by unwittingly altering our lives. Having adopted these tools, we (often unconsciously) change and revalue our time, our focus, our bodies, our self-image, our health, our relationships, our social interactions, among other things.

Whenever we engage with communication tools—and this engagement is as old as the invention of the alphabet—we start telling stories with these new tools. Furthermore, our stories take on the nature or logic of the tools. We embody them in our stories, and very quickly in our lives and in our social structures.
 
In essence, our engagement with communication tools creates another life—a "metalife"—for us and for our organizations.  Just as metadata accompanies a digital photo, metalife is the discovery of another layer of thinking and behavior that accompanies our tools of perception. Each new tool such as an alphabet, an image, or an iPhone changes how we think, feel, and act—each new tool creates and then changes our metalives. Our communication tools function as windows that determine, in large part, our view of reality. When we change the window we change the world. 

By understanding this “meta” view,  we can build or enhance a brand, increase sales, reduce costs, enhance employee loyalty and retention, or restructure and revitalize an entire organization.

Barry will share riveting stories and discoveries from the Metalife practice.  He will open your eyes to a new way of thinking about things, including the paradoxes that lead to an understanding of Metalife and its tactical and practical applicability.

Prior to founding Metalife, Barry has been an advertising and television creative director; television writer and producer; audio producer and director; and a business consultant. After working as Vice President, Creative Director at MacLaren:Lintas in Toronto, managing $50 million of service and packaged goods accounts, Barry started his own company working with major advertising agencies, production companies, and direct clients in Toronto, Vancouver, Victoria, Houston, Salt Lake City, Seattle and Orlando.

He also has worked as a creative consultant with Microsoft Corporation, developing CD ROM-based multimedia interactive products, e.g. The Magic School Bus; worked as a creative consultant, associate producer and writer for Walt Disney World, developing a new brand, Walt Disney World At Home; hosted a midnight radio jazz show; written a 230-page biography, The Year Of Fresh Flowers, published in Stephen Covey's Executive Excellence, and published various articles, songs and fiction. 

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