Filed under: 2026, A Bit Of Inspiration, Advertising, Ambition, Brands, Business, Creative Development, Creativity, Planning, Relationships, Strategy
So a few weeks ago, I spoke at StratCon in Berlin.
I had known about the event because I knew one of the organisers – Fran, from Jung von Matt – but it was my first time ever going.
I knew it was going to be good because the brilliant Paula Bloodworth told me how much fun she’d had when she spoke there previously – delivering a presentation that went down so well that I discovered it was still being talked about TWO YEARS LATER – but even then, I wasn’t prepared for how much I was going to enjoy it.
Part of this was because of the variety of ‘strategy speakers’ they had talking …
Rather than having people from the same discipline all through the day, they had strategists that covered a broad spectrum of the discipline.
Advertising,
Branding.
Research.
Consultancies.
Media.
It meant the audience not only heard a broad spectrum of thinking, it meant they understood the different issues, approaches and contexts that go into those specific areas of strategy … something that is sadly missing from many of the other conferences out there.
Another thing I loved was there were almost zero ‘agency/product pitches’ from the presenters …
We’ve all been to those talks that feel more like a ‘timeshare sales meeting’ than a place where you hear interesting opinions and perspectives … but there was none of that here. In fact, for a conference that had a very focused topic for the day, it was amazing how many different viewpoints we heard, aided by the fact there were a variety of strategists, from a variety of different disciplines of strategy in attendance.
And that range of speakers went one further …
Because not only were they different to the usual suspects at these sorts of events – bar me, obvs – they represented different lengths of time in the industry. In fact for Vinzenz – a young planner from Mother Berlin – it was their first ever industry talk and so not only did we have the privilege of learning what they felt was interesting and important for the development of his strategic career, he got to experience and grow from the experience.
More conferences should do this.
And finally, the thing I loved about StratCon was the audience.
Unlike in other markets where there will be some strategists who slag off every speaker because they think they’re better, smarter and more experienced than them [plot twist: they’re not] this felt like a real gathering of a community.
People coming together to share, learn, connect and hopefully be better.
It felt tangibly different to other conferences I’ve attended … and while that may be because it’s organized by the community rather than outsourced to a company who seek to monetize every element they can from every person and company in attendance or because German strategy is – as more than one attendee told me – ‘starved of inspiration’ so everyone went in with open minds and attitudes, the result was that StratCon was a lovely place to be.
Our discipline is in a weird place right now and as I said in my talk, for it to get better requires more than another fucking framework, an optimistic mindset or a sense of intellectual superiority. Which is why I liked StratCon so much, because it was where honesty – rather than sales pitches – prevailed … and if anything is going to help us get out of this small box we’ve walked ourselves into, it’s dealing with the issues that are holding us back rather than hiding from them with the deluded belief ‘the framework will set us free’.
A huge thank you to everyone who attended and the organizers of the event …
Not just for inviting me – which was amazing – but allowing me to spend time in a city that was hugely important to my Dad.
Walking around that first day let me feel I was close to him again and for that alone, I can never thank you enough.
I can honestly say while I was only in Berlin for a short time, I leave with memories, moments, people, stories and an amazing pre-event dinner, that will last a fucking long time. And given how many incredible things I did and saw on that trip, there’s no higher compliment I can give than to say you were one of the true highlights.
An extra hug of appreciation to Fran, Heleen, Vinzenz, Achim and ‘Hamster’.
Auf wiedersehen …
Filed under: 2026, A Bit Of Inspiration, Advertising, Apathy, Attitude & Aptitude, Creative Development, Creativity, Germany, Insight, Relevance, Resonance, Strategy
This is my last post for a couple of weeks as I head off on a stupid trip around the World.
Los Angeles.
London.
Milan.
Amsterdam.
And finally … Berlin.
While I’m excited for all the places I’m going – even more so, the people I’m meeting – I am especially excited about going to Berlin.
Part of that is because it’s one of my favourite cities.
Part of that is because I get to see some friends I’ve not seen for years.
Part of that is because I’ve been kindly invited to speak at the GWA/Strategy Collective ‘Strat Con’ conference.
The topic of the conference is basically a discussion around the future of strategy … which is appropriate given I think if we carry on the way we’re going, there won’t be one. Or at least a bright one.
And why do I say this?
Well, it should be obvious, but if I had to sum it up it’s this:
Everyone thinks they’re different. Everyone is exactly the same.
Of course, a lot of this is because we all use the same tools, systems, models and approaches.
Where the goal is less about impact and change and far more about ‘packaging efficiency’, all reinforced by ‘for profit’ gurus who flog their systems – and themselves – as business superchargers when they’re insurance salesmen enforcing a self-interest driven definition of category convention.
Add to this the increasing amount of clients who want anything relating to their business, their audience or their competitors sanitized or erased from the ‘planning process’ to ensure their ego remains unharmed, and you can see why it’s not just strategy fighting for its relevance, but marketing as a whole.
It’s kind-of why I also find it hilarious we’re so worried about AI when the real problem is us.
Our complicity to formats and systems means innovation, invention and originality is literally being filtered out of our process and thinking so how they hell can we complain about AI when we’re making it so easy to duplicate us.
If you think this means my talk at Strat Con is going to be depressing, you’re right … it is.
Or should I say the first half is …
The second half will hopefully leave the attendees feeling a bit more hopeful.
Maybe excited even.
We’ll see … I hope so, I want the discipline and the industry to win.
And the good news is we have the talent, the brains and the creativity to do it … we just need to step out of the ‘brain jail’ we’ve all slowly walked our way into, encouraged and pushed by certain individuals who have a vested financial interest in taking us there and then keeping us there.
So see you in a couple of weeks, because while I’ll be back from my trip much shorter than that, I think we all could do with a rest from me.
Including me.
Besides, any bruises I end up with after my speech will need some time to recover.
Ta-ra. See you on Monday 13th July.
Filed under: 2026, A Bit Of Inspiration, AI, Attitude & Aptitude, Confidence, Conformity, Craft, Creative Development, Creativity, Culture, Independence, Individuality, Planners, Planning, Point Of View, Strategy
One of the many things I love about China, are their proverbs.
Whatever the subject, there will be an expression that captures the issue in a brilliant, wonderful way.
And there’s so bloody many of them … and each one not only makes you nod your head in agreement, but also makes you think and then look at things differently afterwards.
Anyway, I heard one recently that I love.
In fact, I love it so much I’m going to use it as the ‘final lesson’ in a presentation I’m writing for a talk in Berlin – more of that in tomorrow’s post.
The quote is this:
I love it.
I love it for a load of reasons.
One of them being that China tends to encourage conformity rather than individuality – so this is beautiful for simply challenging that convention.
But the other reason is that it sums up the heart of the presentation I’m writing.
Especially in a world where so many people are – rightfully – worrying about the impact AI will have on their job, career, livelihood.
Because to take that quote one step further …
If you spend years doing all you can to become a perfect, straight tree …
A tree who stands perfectly with all those other perfect straight trees …
Not only could you find yourself being chopped down and turned into boards, you may discover that’s all you were ever going to be allowed to be.
Or said another way:
When you blindly follow someone else’s definition of ‘best practice’, the result isn’t just that you get turned into boards … it’s that your career is spent being walked on and walked over by people who never cared what you could become, only what they could become.
Which is why if you want to increase the odds of living a bigger life, be the wild tree.
Because while others may mock your shapes, bends and scars … you’ll know they’re signs of a life well lived, not a life walked upon.
Filed under: 2024, A Bit Of Inspiration, Attitude & Aptitude, Clients, Collaboration, Comment, Complicity, Conformity, Consultants, Culture, Marketing, Marketing Fail, New Zealand, Outdoor, Planes, Professionalism, Research, Strategy
So yesterday I wrote a post about Air New Zealand’s frequent flyer ‘air points’ promotion.
I pointed out how I don’t think they understand the real needs, wants and motivations of their top tier passengers and that it doesn’t matter how much data you have, if you don’t understand what it’s really saying, it’s useless.
Worse … it’s commercially dangerous.
Especially if you choose to ignore 2 consistent ‘hidden’ traits of humans:
1. All of us have areas of hypocrisy.
2. Most people tell you what they think will help protect their beliefs rather than reveal them.
I ended the post asking how the hell could they get so many key elements wrong for such an important relaunch … suggesting the research company they used looks like they spent too much time with the data and not enough – if any – with actual customers.
So imagine my surprise – and delight – when last night, I received this:
Not sure this is the best ‘ad’ for Kantor.
Or the research industry, to be honest.
And just before I get any hate, I have a lot of time and respect for the research industry – when it’s does properly and well. But frankly, we’re witnessing far too many focusing their efforts on how to ‘optimise’ their efficiency [read: using AI and bots] and redefine their position [read: being consultants rather than informants] the the work coming out ends up – ironically – making us ask more questions than have greater understanding.
Don’t get me wrong, I know research is not perfect – what the hell is?
I also appreciate that any research is better than none.
However when companies act like they – and only they – have all the answers, then they better be OK with owning their mistakes … because if they don’t, they’re no longer valuable to business, they’re a danger to it.
I get we live in a time of corporate hutzpah – where no one must show any weakness or vulnerability – but what that also means is we’re living in a time of Emperor’s New Clothes and we all know how that turned out.
Filed under: 2026, A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Colenso, Collegues, Creative Brief, Creative Development, Creativity, Perspective, Planners, Planning, Point Of View, Process, Provocative, Relationships, Resonance, Respect, Strategy, Technology
A few months ago, the lovely James Welch [stupidly] invited me to have a chat about my perspectives on creativity, technology and process.
Why? I have no idea … maybe he was being charitable.
Whatever the reason it ended up – surprise, surprise – being a ramble about why I’m a nightmare to work with, an ‘acquired’ taste and absolutely not an idea megalomaniac.
The good news is only one of these character evaluations came from James … which, on second thoughts, may not be such good news after all.
Anyway, I thought I’d post it …
Not because I have a career death wish, but because if someone out there is finding it hard to sleep, listening to it will help them drift off in no time … albeit having to endure some horrific nightmares along the way.
Not because of what I say – even if some of the perspectives are pretty bleak – but because you’ll hear my dulcet tones saying it.
You can watch it here.
Don’t say I didn’t warn you …