When I was at R/GA, we got invited to do a big pitch in China.
I was travelling a lot so asked some of my brilliant colleagues to help me with developing the overall strategy.
When I came back, I found they had done a ton of work.
Huge amounts of research.
Huge amounts of analysis.
Huge amounts of thinking.
It was fantastic, there was just one problem.
It was all wrong.
Not because what they had done wasn’t true or accurate, but simply because they’d fallen for planners achilles heel.
‘What they thought was interesting and new wasn’t interesting or new for the audience they needed to talk to.’
While they will never make that mistake again, you’d be amazed how much this happens.
I used to see it in China all the time.
Westerners coming into the country for the first time and throwing down all the things that they found fascinating without realising what they were saying was just normal life for anyone there.
The vast populations of cities.
The local alternatives to twitter, youtube and facebook.
Wechat’s amazing array of features that are embedded in everyday life.
The incredible migration of the country during the New Year festival.
The amount of money spent on 11.11
Yawwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwn.
It’s such an easy and dangerous mistake to make.
Driven by a pinch of arrogance here … a sliver of laziness there … and underpinned by a big dollop of what I wrote about a while back.
I see it all the time … doesn’t matter whatsoever if it’s strategists talking about cultures of other nations or cultures in other parts of their own nation.
Hell, some of the stuff I heard spouted in London planning circles have been bordering on embarrassing.
From using data without any element of context to allegedly reveal ‘why Northern values are unique values’ right through to a continuous barrage of repurposed and reclaimed ‘trend reports’ which enables them to state with utter certainty they know how ‘TikTok is shaping culture’ … despite never once referring to China, where the platform has been in operation for years and where culture there are literally light years ahead of the West in terms of how they use it and how they are influenced by it.
Seriously, when I see or hear this stuff, I wonder if they realise it say’s far more about them than the people they are supposedly expertly explaining?.
Look, I totally appreciate there are many reasons why this situation is occurring.
And as I said, there are many parties guilty of this situation.
But – and it’s a big but – we, as individuals and a discipline, have to take some blame for it.
Thinking we don’t have to interact with people to talk about people.
Believing having an answer is more important than having understanding.
Valuing individual revelation more than contextual appreciation.
All this does is lead to work that satisfies our ego while boring our audience to death.
We can be great.
We can be valuable.
We can push the potential of creativity.
But it won’t happen if we continue to think if it’s new to us, it must be new to everyone.