Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Authenticity, Communication Strategy, Corporate Evil, Creativity, Culture, Customer Service, Dad, Emotion, Empathy, Humans Goodness, Imagination, Innocence, Insight, Mum, Mum & Dad, Parents, Relationships, Relevance, Resonance
That quote is from my Dad.
I love it.
Not just because it’s from him, but because what it means.
You see he taught me – through his actions and behaviour – that the key to pretty much everything and anything is spending time really getting to know people rather than just focusing your attention on chasing the answers you want from them.
Given my Mum had a similar view means I guess I was always destined to place greater value in the authenticity of subculture than the simplistic, convenience of a focus group.
The reason I’m saying this is that everyone is banging on about the importance of speed, efficiency and optimisation, but are forgetting there’s a huge difference between information and insight … which may explain why society has so much but values so little.
What makes this even more frustrating is companies spend billions each year attempting to ‘earn loyalty’ from customers by trying to do things that they think are more personal to them … which is why I would suggest that if they’re serious about resonating with their audience [rather than just being mildly relevent] they could do with being more like my Dad. And Mum.
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Your parents were excellent teachers.
Comment by Lee Hill February 26, 2020 @ 6:40 amBetter training than you would find in companies today. Maybe the assumption is people already know this or maybe it is because the people hiring are in the dark, so don’t look for it.
Comment by George February 26, 2020 @ 7:02 amIsn’t it because talent departments are generally poor so most jobs are about filling a vacancy rather than finding someone who will add to the job?
Comment by Bazza February 26, 2020 @ 7:22 amI do think training in a lot of companies is about spending allocated budget as opposed to really considering what will evolve the standards and talent of the people. Not everywhere, obviously, but the vast majority of organised training I’ve seen has been focused on the mass, rather than the development of the individual. Unless they are seen as showing ‘high potential’ … and then often it’s only given on the condition you guarantee to stay for a year.
It’s weird. It’s like companies forget a smart workforce is a smart company and so investing in them is an investment in yourself.
Mind you, given the lack of investment in public education, it seems governments have forgotten this too.
Comment by Rob February 26, 2020 @ 7:30 amcompanies practice a fucking version of darwinism. training only goes to the fuckers who stick out the shit. and then they get trained on how to be fucks to others.
Comment by andy@cynic February 26, 2020 @ 3:55 pmThey were. I just didn’t realise it until much later.
Comment by Rob February 26, 2020 @ 7:24 amThis —> “there’s a huge difference between information and insight”.
Well said Rob.
There is rightfully a lot of conversations about data these days. My concern is it is being used like a guarantee of value, when there are so many factors that determine its success. In the right hands with clear understanding of how it is being used, it can be a powerful weapon. But too often I hear terms like “data fuelled processes” and when I ask what it the data and what process is it fuelling, I’m met with blank faces.
Comment by Pete February 26, 2020 @ 6:54 amI can tell you really enjoyed the conference today didn’t you?
Comment by George February 26, 2020 @ 7:00 amYou have the data fuelled process people too? They look so insulted when you ask them questions. Quickest way to separate the experts from the frauds.
Comment by Bazza February 26, 2020 @ 7:18 amall these fucks that say data to try and look like they know what the fuck theyre doing without knowing what the fuck theyre doing or why. peasants.
Comment by andy@cynic February 26, 2020 @ 3:54 pmHahahaha, I had this situation a couple of weeks ago. A partner company of a client of ours came in to show their data powered creativity – only to collapse into umms and ahhhhs when I asked them where was the data coming from, what was it focused on and how did it affect or influence the work coming out the other side.
I’m a big believer in data. I’m a big believer in research. But I’m also a big believer there’s a lot of people out there who mistake information for insight and don’t care about what the end result is, so just churn anything out under the data tag.
Comment by Rob February 26, 2020 @ 7:34 amHow to make friends by Rob Campbell.
Comment by Bazza February 26, 2020 @ 8:02 amhe makes trump look pleasant fucking company.
Comment by andy@cynic February 26, 2020 @ 3:54 pmWhere I disagree with this post is your view companies wish to earn loyalty. Of course some do, but throughout my career I have been left surprised with the arrogance some organisations have towards their audience. Genuinely believing they add so much value to their customers lives that loyalty is inevitable. One of the companies I worked with that displayed this trait produced orange juice.
Comment by George February 26, 2020 @ 7:08 amFair. Or at the very least, think the best way to get loyalty is to make more things for their audience to buy.
Comment by Rob February 26, 2020 @ 7:35 amIf you need to give an incentive to make people buy more of what they already love, are they really loyal?
Comment by Pete February 26, 2020 @ 10:32 pmi wish i worked with your parents instead of you campbell.
Comment by andy@cynic February 26, 2020 @ 3:53 pmTo be fair, so do I.
Comment by Rob February 26, 2020 @ 8:18 pm