Filed under: A Bit Of Inspiration, Attitude & Aptitude, China, Creativity, Culture, Cunning, Devious Strategy, Honesty, Relationships, Relevance, Resonance, Respect, Strategy
I’ve been a huge fan of what I call ‘devious strategy’.
It’s the art of giving people what they want but in a way that delivers what is in your best interests.
I first recognised it in China when I saw how the Government dealt with issues they faced.
Rather than simply dictate rules – which are often almost impossible to enforce – they created systems that looked – and often were – generous, but were also self-serving.
Case in point, collecting taxes.
To ensure small business – especially restaurants – declared the full amount of their earnings, they created a scheme where customers were more likely to ask for a receipt. They chose this method because they knew to provide a receipt, the retailer had to put the bill through the till … and the moment that happened, revenue would be registered and they would know what was the right amount of tax to collect.
And how did they get customers to ask for a receipt?
By making it like a mini lottery card.
Basically receipts have a little part at the top you can scratch off and find out if you’ve won money. Because no one is going to say no to the chance of free cash, they increasingly ask for receipts and – voila – the government increases the amount of taxable revenue they get.
Genius.
There’s so many examples of the Chinese Government using psychology to solve problems in ingenious ways, but another example I love is from the actor Daniel Radcliffe.
I wrote about this a few years ago, but in short, Daniel was fed up his photo was being taken – and sold – by the paparazzi every night as he left the theatre where he was performing.
So to counter them, he were the same clothes every night as he left the venue.
After a few days, the paparazzi realised no one would buy their photos given he looked the same in every one and so – despite giving them what they wanted – Daniel got what he wanted, which was the paparazzi leaving him alone.
Brilliant.
It doesn’t take long to see a ton of other examples from this to this … but the reason for this post is because of what’s going on with Twitter.
Since Evil Elon took over, he has increasingly been making the platform a place of hate.
For all his claims of ‘free speech’, it’s obvious he only cares about what he thinks is right.
Which is why I recently used this slide in a talk I was giving to Elon fanboys.
It was worth it, if only to watch their faces try to work out what I was saying …
Which is why sometimes, the best strategy to take on challenges is not facing them head-on … nor finding ways to navigate around them … but becoming their best friend to mess with the natural order of things.
Filed under: Advertising, Apathy, Attitude & Aptitude, Brand, Business, Comment, Communication Strategy, Consultants, Creative Development, Creativity, Culture, Distinction, Emotion, Imagination, Management, Marketing, Marketing Fail, Perspective, Planning, Point Of View, Relationships, Relevance, Resonance, Respect, Strategy
Don’t get me wrong, commercial creativity has a job to do.
It needs to create the cultural conditions for people to think/act in ways that benefit your client.
What ‘benefit’ means is both open to debate and individual contexts and needs.
But here’s where the problem lies.
Because for many companies, it’s no longer about creating the cultural conditions … it’s explaining EXACTLY WHAT THEY WANT PEOPLE TO THINK, SEE AND DO.
What they think is ‘advertising’ is delusional dictator-ing. If dictatoring is a word.
And there’s 2 reasons why it’s delusional …
The first is people do what is in their best interests, not a companies. And so unless a company lets go of their fragile ego and God-complex, they’re never going to understand or resonate with their audience. Resulting in either being ignored, or forever ever having a utility style relationship.
The second is when your only focus is telling people what you want them to think, see and do … you often discover it’s exactly the same as what everybody else in your category wants people to think, see and do.
So you end up with this.
Brand gets a lot of stick these days.
Its whole role and value is being questioned.
But the irony is the problem isn’t with the value of brand, but the understanding of what some people think a brand is.
Because a brand isn’t contrived wrapping paper placed around a functional product feature … it’s an idea that is as distinctive for how it see’s the world as it appears in it.
That some people will find this shocking not only explains why we are subjected to such ugly noise day after day after day, but how little companies/venture capitalists/consultancies understand, respect and value culture.
Filed under: Attitude & Aptitude, Childhood, Dad, Death, Family, Fear, Home, Jill, Love, Mum, Mum & Dad, Nottingham, Otis, Relationships, Respect
I’m not back.
Not properly.
But today is the 24th anniversary of my Dad passing away and I couldn’t – and wouldn’t – let this pass without mention.
24 years means I’m fast approaching him not being in my life for half my life.
And yet he is always there.
Maybe not always in the spotlight of my life, but always on the stage.
A warm presence.
A secure presence.
And sometimes, a surprising presence.
You see there are times where Dad appears seemingly out of nowhere.
From deep in the shadows to centrestage of the light.
Anything can trigger this.
A song.
A place.
A situation.
But the most common of all is a pair of eyes.
Specifically these pair of eyes …
As the title of this post reveals, those eyes belong to Anthony Hopkins.
And while the life of him and my father could not be further apart in so many ways, his eyes could easily belong to my Dad.
Not just for their shade or shape, but their character.
They are welcoming. They are warm. Caressed by lines around each eye that shows they have seen and they have lived. A journey that has led them through fields of pain, fear, laughter and love. And while you’re left in no doubt they have the power to make you feel fear or guilt with just a glance … that the lines around the eyes curve upwards, reassures you their resting condition is to let you in.
And that’s what my Dad gave me.
The power to always be let in. Even when I disappointed him.
Yes, there were times later in his life – when he was ill – that became a little harder, but even that was just temporary.
Because his main focus was for me to feel his love and support not his fear or wrath.
And his eyes were his way of reinforcing that.
I still remember a moment towards the end …
Dad had had many strokes by that time which had robbed him of his ability to talk and walk.
One day I got a call in Sydney – where I lived – telling me he’d been rushed to hospital and may only have 24 hours left to live.
I caught the first flight home and after a traumatic journey from the other side of the planet, I was with him … relieved he was alive, devastated he may die at any time.
At some point Mum and I were told we should get rest and go home.
Their house was literally 10 minutes from the hospital and they assured us they’d ring if anything happened.
Reluctantly we agreed and as I was saying goodnight, we looked at each other.
A firm, focused gaze into each others eyes.
I can still feel the intensity of that moment.
How the feeling of love was almost breathtaking in its power.
Because I knew exactly what those eyes looking back at me were saying.
What those eyes looking back at me were saying for him.
He loved me.
He was proud of me.
He was so glad I was there.
But it was even more than that …
It was him trying to take in my face.
Every line. Every mark. Every detail.
To ensure he remembered how I looked in case what we both knew was going to happen, happened while we were apart.
I remember how I felt my eyes were overflowing with water as I looked down on him in his hospital bed.
Our hands gripped so tight with me kissing his over and over again.
Holding back the tears in an attempt to express what I wanted to say.
That feeling you’re trying to lift a huge weight in an attempt to not break down.
Massive pauses between words to not let any cracks take hold.
And I managed it.
I told him, “I know … I know … and I love you so, so much my dear Dad”
Then there was a pause as I wondered if I should finish what I wanted to say.
And then I decided I would, just in case …
“And you have to be here tomorrow. You have to be Dad. Please be here”
And as we walked out of that ward, with me constantly turning around to meet his gaze with my eyes, I hoped that was not the last time I would ever see him.
It wasn’t.
Despite us going through a similar rollercoaster 3 months later … a time where he would sadly not be able to find the strength to yet again surprise his Doctors, Nurses, wife and son … he did then.
And I still remember how we knew he was feeling stronger from the moment we walked into that ward.
Because my dad – that wonderful orator – had mastered another skill. This time, the ability to talk … through his eyes.
A million words and emotions passed perfectly through a look from his beautiful, blue, kind, warm eyes.
And while you may think that when I see Anthony Hopkins I get upset, you’d be wrong.
Because when he appears on the screen – even when I’m least expecting it – I am grateful.
Because he doesn’t reinforce the loss, he lets me feel like I’m close to my Dad again.
My wonderful, warm, supportive Dad.
Which after 24 years apart, is a gift.
So thank you Mr Hopkins.
And thank you Dad.
I miss you.
Give Mum a kiss from me.
Filed under: A Bit Of Inspiration, Advertising, Anniversary, Attitude & Aptitude, Birthday, Colenso, Colleagues, Creativity, Culture, Cunning, Daddyhood, Emotion, Empathy, England, Family, Happiness, Health, Home, Hope, Jill, Love, Loyalty, Martin Weigel, Mercedes, Mum, Mum & Dad, Otis, Parents, Paul, Queen, Relationships, Resonance, Rosie, Shelly
So this is it, the last post of 2022.
Again, I want to say a big thank you to everyone and anyone who has read or commented on my ranting rubbish.
I have to say, I miss the comments.
I know it was my choice to stop them, but I do miss them – so maybe I’ll have to bring them back, even though I’ve become waaaaaaay more productive since they’ve been turned off as I don’t have to spend vast amounts of my time checking what insults have been written to me and about me, hahaha.
But lack of comments aside, it’s been a big year … mainly because it has been the first year in a couple of years without any lock-down. And yet I still find it bizarre seeing people not wearing masks and being able to get on a plane again.
To think of the isolation, suffering and pain so many people suffered, the speed of the bounce-back has taken my breath away. Of course there are still people enduring tough times … but given the horror of the pandemic has seemingly been replaced by the threat of nuclear war and economic collapse, maybe COVID wasn’t so bad after all.
That said, I’m so grateful for the ability to travel again as it meant I was able to go on a trip that I’ll never, ever forget.
A trip where I got to see my beloved Martin getting married in Portugal.
A trip where I got to see my beloved Nottingham Forest getting promoted at Wembley.
A trip where I got to see my beloved Queen in concert with a ticket I bought 2 years earlier.
A trip where I got to see my beloved Paul, after the longest time we’ve been apart in 52 years.
It was, without exaggeration, one of the most special times in my life … with stuff I thought I may never see – or see again – so you will understand why I still feel so grateful to be able to have experienced it.
But beyond that, there were many other things that made this year memorable.
We did some fun work including Beyond Binary, Rick and Morty, Phone It In and Give Up On Humans. Our agency Christmas gift was interesting too. I say interesting, but I mean ridiculous, especially compared to last years more sophisticated Restraining Order, haha.
I wrote a pretty decent April Fools post that conned a few people.
And then, more seriously, I wrote some posts about my dalliance with depression, fulfilment, prejudice and respect that seemed to mean something to people, which made me feel happy it helped in some way.
I worked with Metallica, Miley Cyrus, Muse and Journey, to different degrees of success and enjoyment, hahaha.
We produced Dream Small … which I’m not only very proud of, but has led to conversations and change I never imagined we could have.
The way Otis – and his school – dealt with his dysgraphia diagnosis.
I celebrated my Mum’s 90th.
I got to see the wonderful Maya and Bree again, after years.
I was somehow featured in a book.
My Bohemian Catsody office mural … featuring Rosie amongst others.
I laughed myself stupid about Gi’s shit explosion while also being proud as punch of my wonderful team with our WARC/Cannes Global Grand Prix for effectiveness … followed up with us winning the same achievement at the NZ Effies … followed up by us winning the Global Grand Effie a few weeks later.
Renovating the old Colenso table to give it – and the irrepressible, unmistakeable Kate Maitland – the respect and recognition they deserve.
Lizzie and Amy’s news.
And Paula’s wonderful ray of sunshine.
Then finding the brilliant Briar and Shelly … with Martin and Meg arriving in Jan. [Which in Meg’s case, is almost 2 years in the waiting]
And last – but certainly not least – seeing Boris get pushed out quickly [literally and figuratively] by Liz Truss, even though the evil Tories somehow remain in power.
Of course there was some sad and disappointing stuff.
The loss of the irreplaceable and wonderful Dan Wieden.
Queenie … which hit me far more than I ever imagined it would.
Ben. Who left us too soon.
Mike’s motorcycle accident.
Henry, Liam and Robin left the team.
My first dalliance with COVID. And Jill too.
The bullshit that Simon P was forced to deal with and face.
Not to mention the horrible situation one of our clients was exposed to by the worst of society.
And then too many terrible global events, with the situations in Ukraine and Iran being possibly the worst of them all. What makes these last two even more disturbing is how the media only pay lip service to them. As if they don’t deem the horrors ‘relevant’ enough for their viewers and readers so they hide it on pages 5 and 6 … behind articles on energy bills, political scandal and sports scores.
I know it’s Christmas, but instead of having that one extra drink or buying that one shitty pressie, donating that money to organisations who offer support and help would be amazing. Two of them are this for Ukraine and this for Iran.
2022 has reminded me how privileged and comfortable my life is.
While compared to many, I have only experienced that sort of life, there have been times that have challenged me.
1999 was horrid.
As was 2015.
And last December was arguably, the worst month I’ve ever faced.
But this year, from a purely personal perspective, has generally been pretty special for me and one of the biggest reasons for that is my family.
I know we’re all supposed to say that, but it’s true.
Not just for who they are, but because for some reason, I feel we got even closer.
Emotionally.
Supportively.
Connectively.
To be honest, I thought we were already as close as you can be, but I discovered there’s actually no limit to the level of connection you can feel with loved ones and that has left me feeling a bit overwhelmed.
Maybe it’s because NZ is so far from everyone, we feel closer to each other. Maybe it’s because we don’t see the people we love so often, we have become more reliant on each other. Maybe it’s because we just have gone through some stuff that it reinforced how special we are to each other. Maybe it’s for reasons I’ve not wanted to admit before because it challenges the priorities I’ve lived by before.
Who knows, but what I can say is I love my ramshackle collection of Campbell’s.
Including Rosie, of course.
They’re not perfect.
They can drive me nuts.
But they’re mine and I adore every bit of them.
Which is why I want to sign off by saying to them – and to the rest of you – that whatever you do over this period, I hope it gives you all you want and all you need. I am grateful for everything every one of you put in my life and I hope 2023 – as scary as many are suggesting it will be – will surprise us all with its happiness and fulfilment.
Just as long as mine is happier and more fulfilling than yours.
Hey, I may be getting more tolerant in my old age, but I’m still as only-child demanding as ever.
Have a great one. Back Feb 1. I hope to see you in 2023.
Filed under: A Bit Of Inspiration, Attitude & Aptitude, Audio Visual, Brand, Comment, Confidence, Context, Craft, Creativity, Culture, Emotion, Experience, Legend, Loyalty, Management, Metallica, Music, Relationships, Relevance, Resonance, Respect, Trust, Truth
Late last year, Metallica launched a new song called LuxEterna, from their upcoming new album, 72.
While it is a brilliant return to their roots, the choice of ‘yellow’ as a key colour was met with some negative commentary from ‘brand purists’.
I don’t mean fans, but brand and design folks.
This was amazing for 2 reasons.
The first is our job is to keep things moving evolving rather than continually replicating what’s gone before, so if anyone should be open minded to change, it’s brand and design folk.
[It also highlights my problem with people who keep banging on about ‘brand assets’, because they are confusing recognition with interesting. Or worse, thinking recognition beats being and doing interesting stuff for audiences]
Secondly, the album was designed – as many have been – by the brilliant folk at the wonderful Turner Duckworth … and given their body of work, if anyone knows about designing modern iconography, it’s them.
But overall, I just found the whole debate amusing.
Metallica have always approached albums as a way to express their current frame of creative mind … and given they always look to inject something new or challenging into their work, the choice of yellow seems the perfect way to communicate ‘next chapter’.
In the case of 27 Seasons – also known as the first 18, and arguably, most significant years of your life – James said this …
“There’s been a lot of darkness in my life and in our career and things that have happened with us … but always having a sense of hope, always having the light that is in that darkness, keeps us moving. Without darkness, there’s no light, and being able to focus a little more on the light instead of how it used to be and how horrible it is, that can only be a good thing. There’s a lot of good things going on in life — focusing on that instead helps to balance out my life. And there’s no one meaning to it — everyone has some sense of hope or light in their life, and, obviously, music is mine.“
When you read that, it’s not hard to work out that the use of yellow is part of a bigger idea around the album rather than a desire to build a one colour brand which some have claimed.
Unsurprisingly, they’re the same people who talk about brand assets like you can just buy them off the shelf rather than make them a byproduct of what you do, so that they have value in them that you also keep building.
By pure chance, I was asked by people connected to the band to do a talk to a music publishing company.
While not specifically related to Metallica, I was asked by someone in the audience for my opinion on their ‘new image’ and whether it risked upsetting their core audience.
I had thought this question may came up, which is why I had prepared an answer.
After informing them I had never known a brand – let alone a band – who knew their audience as well as them … and if you listen to the track, I doubt any of their fans would mistake a revitalised Metallica for Ed Sheeran … I said this.
“If Rock n’ Roll is about rebellion, then surely there’s nothing more rock n’ roll than Metallica using yellow rather than the category norm of black?”
It was met with applause.
And some disgust, hahaha.
But here’s the thing …
Brands – and bands – don’t move forward if all they do is give audiences the same thing over and over again. Nor will they if they just give audiences exactly what they want over and over again. Longevity is as much about keeping people on their toes as it is satisfying their passion and curiosity and you only stand a chance of achieving that by following what interests you, not what interests everyone else.
Metallica get this more than most.
It’s part of the reason they have stayed at the top … because by doing things that interest them, they do things that interests more people rather than just the same people.
As I wrote for MTV years ago, brands can learn a lot from bands … because while brands may think finding shortcuts or disguises allows them to optimise their efficiency, everyone else can tell it’s because they’ve run out of ideas or energy.
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By the way, 72 Seasons comes out tomorrow. This is not a sponsored post. Well, not directly anyway, hahaha.