The Musings Of An Opinionated Sod [Help Me Grow!]

The difference?

Well Apple have been able to find a way – by design or by good fortune – to still make their products desirable even when they’re the ‘establishment’ … and whilst I am sure many Apple owners think they’re better than individuals who don’t own or use their products … it could indicate the actual meaning of the word ‘elitism’ – like ‘luxury’ – has evolved and it’s definition can no longer be limited to simply representing a select group of people whose intellect, wealth, training or/or experiences enable them to be viewed by the masses as the group whose views carry the most weight or value.

Of course there’s many reasons for this high value perception … from the fact they beautifully under-design and powerfully engineer their products, right through to the fact that compared to their competitors [ie: Microsoft, IBM, SONY] they are smaller and less corporate so they have – and should have – a challenger brand persona. However regardless of the number of reasons [of which there will be many] the commercial value of this perception is huge because when people think of Apple, the general [Western] consensus will be that Apple make beautifully designed and engineered products that fundamentally understand people’s rational and emotional needs whereas the competition simply make products that perform ‘functions’.

Is this view fair?

Nope … and I do worry where Apple are going given they seem to be more focused on squeezing every last possible bit of profit from the iPod than the development of totally new tech [but as I wrote here, I can’t blame them]… however there was something in the article that I particularly liked and it was this:

Apple represents the “auteur model of innovation,” observes John Kao, a consultant to corporations and governments on innovation. In the auteur model, he said, there is a tight connection between the personality of the project leader and what is created. Movies created by powerful directors, he says, are clear examples, from Alfred Hitchcock’s “Vertigo” to James Cameron’s “Avatar.”

Let me show you something:

Film director James Cameron

W+K founder Dan Wieden

Apple’s Steve ‘GOD’ Jobs

BBH founder John Hegarty

Not very cool looking are they?

I’d bet if you went into a meeting room and didn’t know who they were, your first reaction would be to discount their creative intelligence creds because they didn’t ‘look the part’.

Hell, I bet that if they worked in adland, they’d be out on their ear by now – deemed to be ‘too old’ to be relevant, which is quite funny given they are still producing things that are not just impacting our World, but regarded as highly creative.

As many of you know, I have quite a close relationship with both Virgin and Google … and one of the things I’ve always found funny is how many people say they’re ‘cool’.

Let’s remember, Virgin is a company run by a dyslexic, bad-jumper wearing beardy 60 year old and the other is founded by a couple of tech nerds who have a logo that looks like it was designed by a kindergarten teacher.

A pensioner and a couple of colour blind geeks … and the World thinks they have companies that are cool!!

The thing is – like Jobs and Cameron etc – they have all created companies/products that are a reflection of themselves … companies/products that reflect their unshakeable belief in their philosophies, values and approach … which is why they can spend enormous amounts of time and money on elements that a more process-driven corporation would regard as superfluous because to them it’s more than just achieving financial success, it’s about proving to their peers [and themselves] that their ideas are right, with the masses as the biggest jury in the World.

This doesn’t mean Jobs, Branson etc aren’t commercially astute – that is that’s so far from the truth it’s not funny – but it does mean they ultimately want to be judged by what they do, not what they say … which is why this bunch of old and/or nerdy men have been able to impact society to a much greater extent than all the latest trend spouting, web 2.0, uber-cool, media commentators and agencies put together.

Do all trend spouting, web 2.0, uber-cool, media commentators and agencies talk shite?

Of course not – just like all the pensioners and nerds of the World aren’t impacting the planet with their great ideas – however what I would say is these old/nerd guys believe in the power of DOING STUFF … stuff that crosses categories because they are built on values and philosophy, not just capabilities … whereas my industry – an industry that is supposed to be all about applied creativity let us remember – seem far too comfortable these days just talking about doing stuff.

But do you know why I personally like these guys so much?

Not just because it takes a long time to warm up or because it doesn’t run very well … it’s because it continually fills up with questions to things that should be relatively simple to process.

I know planners are supposed to be able to express the complex in simpler, more interesting and engaging ways … however my problem is that I rarely feel there is one particular view that I am 100% comfortable with.

One of the pleasures of doing this blog is seeing how certain opinions of mine have changed over the years.

Actually, it’s not a ‘pleasure’ … but it certainly makes interesting reading and demonstrates the value in talking to as many people with diverse backgrounds as possible as well as the value reminder that it’s human nature to change – be it our opinions, aspirations and/or pants.

The reason I bring this up is that as much as I like being asked to present at conferences etc, I always find it a bit of a nightmare because I know they want me to express a forthright point of view and I want to express a forthright point of view … but I know there’s rarely ever only one viewpoint so I have to really look/think about all the options before I can feel comfortable saying what I personally believe [at that moment in time] is right for the issue I’ve been asked to speak about.

Saying that, I do tend to cover my arse by [1] highlighting the other key viewpoints in my presentation [2] explaining why/how I came to my conclusion and [3] acknowledging that whatever I have just spoken about could all be irrelevant by the time I’ve finished my presentation because people have this nasty habit of changing their minds and opinions.

Mind you – all that is very easy compared to when you start a company and want to put down all the ideas/values/philosophies that have been lying around your head for a few years.

Seriously, nothing is as big a mindfuck as having to articulate all your gut feelings and opinions into something that resembles some kind of well thought out, commercially viable, longer-term focused, philosophical order.

Why am I going on about all this?

Well I have been asked to talk at a conference about the power of creativity and as part of that, they’ve asked me to write a paragraph about what my general view is.

Now the thing is, the power and value of creativity is quite a massive subject … it is something that can go and grow into all sorts of areas … so to be able to come up with something that covers off all the possibilities is pretty difficult however I’ve given it a shot and I’d love to know whether you think I’ve done a good enough job or whether it’s another example of planning wank ie: conversation puffery with pseudo-intelligent sound bites thrown in.

Creativity is more powerful than guns, money, governments and Angelina Jolie.

I believe creativity comes in many shapes, sizes and skills and by understanding and appreciating it, you can start to build things that can change your World and maybe a few other people’s as well.

Of course, nothing is as disturbing as the fact there are some people who actively seek out my blog out by name, but putting that aside, it would appear the Police could clear up a hell of a lot of their perv crimes by simply tracking – then following – some of the individuals who pop by here.

Examples:

jesus knocking the door
evolution of fatherhood
lindt chocolate bunny
mohammed ali
happiness at the misfortune of others
“2 dogs fucking” indian name
make you go blind
what did napoleon look like
jerking off make you bald
the tin man wanted a heart

I seriously don’t know whether I should feel honoured or devastated … but on the bright side, I can’t possibly feel as bad as the people who were looking for Mohammed Ali and ended up here.

Planners create fate, not ads.

Remember, add your own – but stick to the underlying message of each ‘value’ – or you’re off brief and slapped on the wrist!

Thank you to everyone [or anyone] who took part in this.

Of course the 5 statements I’ve written over this week don’t scratch the surface of the things planners should know/do … but this is a starting point and as things progress, I may/will call upon you to add some nuggets on matters such as commercial appreciation, collaberation, breadth and depth of opinion and remembering that sometimes what people say is the next big thing is an old thing with a fancy-pants new name.

In the meantime, I come back from China tomorrow so will have a look at what you’ve come up with and then blatantly rip it off and pass it off as my own.

In all seriousness, thanks so much for this … I’ll see where we’re at and what Baz says and try and give you all an update as/when it happens.

Saying your curious means nothing. Showing tangible results of your curiosity means everything.