Filed under: A Bit Of Inspiration, Colenso, Dream Bigger, Dream Small, New Zealand
A few years ago, Colenso launched a book entitled Dream Small.
It was the result of some planners and a photographer going on a road trip – cross-crossing the country, talking to young people they met on their journey about the life they lived and their hopes for it.
It was not positive reading.
This was a generation who increasingly felt tolerated rather than welcomed. Expected to follow what had gone before them rather than be supported and celebrated for adding to it. Who were expected to be grateful for what they had rather than talk about what they didn’t.
It’s why we weren’t surprised when we soon saw young adults leaving NZ in their droves. Driven by a desire to have a life where they had choices rather than a lack of them. Who could embrace their individuality rather than feel increasingly conformed.
What made it especially hard for them was that throughout their early years, all they saw, heard and experienced was hope, positivity and freedom. As we noted at the time, NZ is a magnificent country but due to its size, there kids reach a point where they are forced to face the harsh reality that unless they don’t come from a family of wealth, they will need to conform, adapt or – in some ways – surrender, to survive.
I should point out not everyone felt this way.
I should also point out that some of this is a byproduct of where NZ is, rather than who NZ are.
But by the same token, the amount of people who expressed these feelings and opinions to us ensured this was not a few isolated incidents – as proven by the number of people who have left over the past few years.
Zoom forward 2 years and we were out on the road again.
No focus groups.
No fancy hotels.
No restaurants.
Just listening to opinions and experiences straight from the mouths and streets of those who – despite experiencing the same economic and cultural barriers that we highlighted in Dream Small – have found a way to create, explore or fight for the future they want.
The result of this is Dream Bigger – a book that captures the new rules of success as defined by a generation who face an almost constant barrage of judgement, misunderstanding and abuse by many across society, media and politics.
Dream Bigger is a very different type of book to Dream Small … and yet, there are still commonalities.
They are continuously told they lack ambition, drive and ability.
They are left to their own devices to chase what they want and what is important to them.
But rather than feel isolation and despair – as we heard so much in Dream Small – we hear an audience who feel empowered by the confusion and misjudgment of others.
Part of this is because they’ve only experienced a life full of chaos and change and so feel totally comfortable with it. Part of this is because the internet has completely changed what they can do and how they can do it. But unlike previous generations who blindly believed in the path that had served so many so well over the years – this group know that doesn’t exist anymore and with that has come a sense of freedom.
I’m really proud of this book.
I’m really proud of my team who have sweated blood, sweat and tears over it.
And I’m really proud of Colenso for yet again, investing in something like this when everyone else just outsources their understanding or refers to the same generic research pumped out by research agencies who are focused more on convenience than nuance.
Or said another way …
Where so many agencies like to visit the zoo, Colenso encouraged and supported us to go play in the jungle.
We launch Dream Bigger tonight at a private function for media and clients but over the coming weeks, I’ll be writing a bunch about it … because not only did we hear many incredible stories that need to be told, we met a generation who are not the lazy or unmotivated mass that certain people like to suggest they are, we met a generation who are the new industrialists that NZ has never needed so badly.
If you are interested in knowing more before then, get in touch.
If you’re a company in NZ and care about your future, you probably need to.
Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Ambition, America, Amsterdam, Asia, Attitude & Aptitude, Auckland, Australia, Bands, Billionaire, Birkenhead, Bonnie, Campaign Magazine, Canada, Career, China, Colenso, Colleagues, Comment, Context, Corporate Evil, Creativity, Culture, Dog, Dream Small, Easter, Empathy, England, Experience, Family, Fashion, Fatherhood, Hong Kong, Japan, Jill, LaLaLand, London, Management, Martin Weigel, Metallica, Michael Jordan, Miley, Mr Ji, Mum, Mum & Dad, Music, My Fatherhood, New Zealand, Nike, Otis, Paul, Paula, R/GA, Relationships, Rockstar Games, Rosie, Shanghai, Singapore, Sunshine, Sydney, The Kennedys, The Kennedys Shanghai, UK, Virgin Atlantic, WeigelCampbell, Wieden+Kennedy
I have written before that apart from my friend Paul, I owe almost everything in my life to the fact I left the UK and went on an adventure.
Without that, I would not have met my wife … would not have had my son … would not have had my pets … would not be working with rock stars … would not have had all the life experiences and adventures I’ve been fortunate to enjoy and almost certainly would not have the career I currently enjoy.
That’s pretty huge when you think about it and while there’s a whole list of people I need to thank for making it all possible, one of them is an old boss.
Who was a prick.
I had a rather complex relationship with this individual.
Because while they were pompous, petty, condescending and rude, they were also smart, knowledgable and experienced.
On top of that, they gave me a shot on a couple of projects that they probably shouldn’t have. I should point out that wasn’t because they necessarily believed in me – it was more there was no one else to do it – but I appreciated it all the same.
Anyway, when I decided to leave – to go explore opportunities in another country – they were pretty pissed off with me.
While I’d love to say it was because they didn’t want me to go, the reality was they were frustrated I was leaving after they’d agreed to give me a payrise.
That this ‘rise’ was still below market rate and they’d fucked me around for literally 2 years, seemed to have completely slipped their mind … which is maybe why on the day I left, they thought it would be ‘funny’ to write the following comment in my leaving card.
“You’ll be back. Come crawling”.
I remember watching him going around telling people what he had written, laughing hilariously at his own ‘joke’ and while I didn’t take it too much to heart – because everyone knew he was a bit of a prick – it still hurt.
Little did I know then, how those 5 little words would play such an pivotal role in how my career would turn out.
You see, when I ended up in this other country, I initially found it very difficult.
Not just because I didn’t have friends, contacts or a job … but because my Dad was very ill back in the UK.
In all honesty, the temptation to go back was huge but there were 2 reasons I stuck it out.
1. I wanted to show my gratitude to my parents for supporting and encouraging me to go, despite them going through a terribly tough time because of my Dad’s major stroke.
2. Those 5 little words.
While I’d like to think the former was the biggest motivator, I fear it may have been the latter.
That’s pretty pathetic isn’t it … especially as I could have gone back without having to go back to that old job.
But I wasn’t going to let him have the satisfaction directly or indirectly.
And so I persevered.
Pushed, prodded, walked the streets, did shitty, temporary roles … anything that kept me from gaving to go back with my tail betweeen my legs.
And it everntually worked out.
Not because of any talent I did or did not have, but because of my perseverence.
And willingness to take any bullshit salary … hahaha.
But for me, getting a break was my main objective … because while I knew I was not the smartest strategst, I knew my work ethic meant I could out-work most.
Now don’t get me wrong, I appreciate that is a toxic trait – but it is my trait – and back then, it was a way for me to prove my worth to agencies/clients who didn’t have to give me a chance or keep me on board.
Of course, over the years, my motivation for continuing to explore the possibilities of the World and my career have evolved.
These days it is far more about wanting to feel I’d be making my parents proud than it is me reacting to 5 little words from a toxic, little manager.
But I also have to acknowledge that without that persons toxic motivation, it is unlikely I would be in the situtation I currently enjoy.
So thank you AC … you were a strange little man, but for all the fucked up shit you did – and there was plenty – you did one thing right, even if it was wrong.
And while I doubt you even remember me – let alone care what I’ve done – it doesn’t matter.
Because I didn’t come back and didn’t come crawling and so for that, I won, so there.
It’s Easter long-weekend that then leads into a big week for me/Colenso – from us hosting Fergus and his OnStrategy podcast to me saying goodbye [for the second time] to someone who is very special to me … so have a great weekend, overeat Chocolate and Hot Cross Buns and I’ll see you Tuesday.
Till then, this is for you AC.
With thanks.
Filed under: A Bit Of Inspiration, Attitude & Aptitude, Authenticity, Dream Small, New Zealand, Youth
I saw this picture recently and it made me laugh …
However while it was made for amusement purposes, there’s a lot of truth in it.
Especially that Tuesday afternoon picture.
Which leads me to my point.
There’s a lot of talk about ‘the great resignation’.
How people – predominantly the young – are leaving their jobs in unprecedented numbers.
Even Beyonce is referenced because she touches on it in her lyrics to ‘Break My Soul’ …
Now, I just fell in love
And I just quit my job
I’m gonna find new drive
Damn, they work me so damn hard
Work by nine, then off past five
And they work my nerves
That’s why I cannot sleep at night
I’m lookin’ for motivation
I’m lookin’ for a new foundation, yeah
And I’m on that new vibration
I’m buildin’ my own foundation, yeah
But what I find interesting is how many companies seem to be missing the point.
That they seem to think that youth are basically retiring.
That they must have untold millions in the bank to fall back on.
But that’s not the case.
They’re over being treated the way they are by companies.
Being told ‘you matter’, but get worked to fuck.
Or not given training or growth.
Or simply seeing racism, sexism, favouritism.
That’s why they’re resigning.
It’s not that they don’t want to work … or earn money or grow … they just don’t want to be broken or feel they are sacrificing life for hell.
Recently I sent a bunch of people around New Zealand to listen to what youth culture thought about their life.
For a nation seen by the rest of the World as almost perfect, their view was quite different.
We’ve turned this into a book called, Dream Small.
It’s a collection of stories and opinions from across the nation by a generation who feel more tolerated than welcomed.
Similar to America In The Raw, there’s no hype, no judgement, just people being allowed to speak about how they see life.
When you read it, you realise the great resignation should actually be labeled, ‘the great reset’.
Though for some, it could also be called ‘the last hope’.
Youth get a bad rap.
They’ve been dealt a pretty shit hand.
Promised so much until they realise it was all a lie.
Where to survive you have two choices … comply or escape.
For many, escape is not an option.
Too many responsibilities or too little opportunities.
So they are left with the realisation their life is one where they can only dream small.
How wrong is that?
How terrible is that?
But I’ll tell you what’s worse …
The ‘adults’ know all this but pretend they don’t. At least in public.
Preferring to maintain silence to either maintain control or to not have to accept their role in it.
Which leaves me with this …
If this is happening to youth in NZ, imagine what is happening elsewhere.
And yet I still have more faith in their ability to make a better world than I do with the majority of members of my generation.
I’m very proud of what we’ve done, which is why we will be doing a bunch of presentations and talks about what we heard and why we believe everyone in NZ – and beyond – should care about this issue. However if you want to know more – or more specifically, the impact it will have on your future – drop me a line as we’d love to chat, regardless where you’re located.