The title of this post is a quote from the novelist Colum McCann.
And he’s right.
Over the years I’ve received many emails from people wanting to get into planning and asking if getting a job in account service might be the way to do it.
And every single time, I’ve replied with the words, “it might be, but don’t give up on getting a job in planning first”.
I know it’s hard to get into planning without any experience.
And by experience, I mean planning.
I’ve never subscribed to this point of view – in fact I still take great pride in the fact that while I was at Wieden, I only ever hired 3 people who’d been planners before, preferring to fill the department with people I found smart, interesting, mischievous and creative but still living a life rather than embracing the comforts, cliches and limitations of the advertising bubble lifestyle.
Of course not everyone is like that – hence the 3 planners I hired who had been planners previously – but in China, there was definitely a conformity to the discipline that I was desperate to break.
Which is why I was very cool with hiring juniors.
People with no experience in the discipline but a history of doing interesting things.
Now I’m back in the Western World, it seems that people are more reticent to do that.
Not all of course, but many.
Maybe it’s because clients want people who know their industry on their account.
Maybe it’s because agencies want people they can tell clients have experience in their industry.
Maybe it’s because no one has the time to train people anymore.
Whatever it is, it’s not a good thing for the industry – or the discipline – and it’s certainly not a good thing for those who are interested but never get a shot, which is why my advice to them is this …
You may end up discovering you don’t like planning.
You may end up discovering you’re not good at planning.
You may end up discovering your career is nothing like the one you hoped for.
But don’t give up. Not yet.
Don’t take no for an answer too easily.
Or look for short-cuts.
Not just because Colum McCann is right when he says the only things we should chase are the things that may break our heart, but the reality is nothing easy is really worthwhile.
Not in the long-term anyway.
And hey, if I can do it, then there’s more than a good chance you can too.
So keep trying. Keep learning. Keep pushing … because focusing on what you might gain is much more powerful than thinking about what you might lose.
Good luck.