Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Communication Strategy, Confidence, Crap Campaigns In History, Creative Brief, Creative Development, Creativity
It’s easy to look at the past with rose-tinted glasses.
There’s few who do this better than the ad industry.
So many saying everything was better then. More interesting. More creative.
And while there’s an argument more culturally iconic work was produced in the past than the present – driven by factors such as marketing having a greater influence in the C-Suite right through to a lack of alternative options for driving business – we can’t forget the past also produced things like this …
Look at it.
LOOK AT IT.
On the positive, it shows the flex of the material in ways you won’t forget, but on the negative …. errrrrm, where shall we start?
Elton John recently said something that I really liked about looking back.
In essence, he said if you always look at the past as the time where everything great happened, you may as well give up.
He didn’t say those exact words, but it was kinda-like that.
His point was desire, context and openness change everything.
And while that shouldn’t mean just because you do new work – or have the ambition to do it – it’s automatically better than everything that went before, neither does it mean something from the past is automatically better than whatever came after it …
What people forget is it takes hard work to be good.
Even for the most gifted and talented, it requires real effort and graft.
Doesn’t matter if it’s past or present … doing something of note means putting yourself out there and waiting to be judged.
That’s an incredibly vulnerable position to put yourself in.
To choose to put yourself in.
To be forced to put yourself in.
And while there are ways to increase the odds of a positive outcome, there’s no guarantee it will work which is why there’s two things worth remembering …
First is whether creating something for yourself or others, make sure you enjoy [and be allowed to enjoy] what you’re doing and what you’ve done because – as Rick Rubin said – if you don’t, then it’s pretty certain others won’t either.
Second is if someone hates something simply because it’s new, then remember that means they probably like the ad above and suddenly their comments mean jack shit and should be treated as such.
That doesn’t mean you can phone any shit in. [See point 1]
But it does mean you can ignore their rose-tinted bullshit too.
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: A Bit Of Inspiration, Attitude & Aptitude, Dad, Death, Family, Love, Mum, Mum & Dad
I was going to say the reason for this post is because I’m still in a sentimental mood from yesterday’s Valentine’s day post.
Then I thought, ‘who am I trying to kid?’.
Because as much as I appreciate I can be a prick, I know I am also a massive sentimentalist.
Which is why this article affected me so deeply.
I can’t imagine what that must have felt like, but I do know what the impact would have been.
When I got married, I made sure I had a picture of my Dad on the table with us.
It was this one.
I wanted him there, even though he wasn’t really there.
And while it may sound weird, it made the whole occasion feel more complete … more perfect.
Which is why I get why the bride in this story would want the man who had received her father’s heart, at her wedding.
And I love that he came.
That he knew what it meant for her and for him.
That literally nothing would stop him from attending.
Because despite being invisible, he could see the thread that connects them.
He appreciated this was a chance to say hello, thank you and goodbye all at the same time.
A way to tell each other the person who is so important to both of them lives on, even though he’s gone.
I wrote about a similar situation a few years back … except this one was a chance encounter.
It still gives me goosebumps.
Still overwhelms me with emotion.
And while the price they both paid for that encounter was one of unimaginable pain, I also know how much I’d give to have that one additional moment with my Mum and Dad … which is why I’m so glad the bride and Mrs Carter got to have that with their respective loved ones.
Because while memories never leave us, moments stop us getting too lost in them.
I’ve written a lot in the past about how Valentine’s Day is more about fear than love.
I’ve written about how I purposely proposed to Jill before Valentine’s Day, rather than immediately before it.
I’ve also talked about how for the first 10+ years of our marriage, we never spent this day together.
But today I’m going to do something different.
Don’t get me wrong, I still hate Valentine’s Day – or at least, the way it tries to shame people into engagement – but it’s time to write something that honours the day.
You see right now, I love my wife more than I may ever have loved her.
That’s not some rose-tinted glasses bullshit, it’s true.
Now of course I’ve always loved my wife … but we’re at a place where things just feel even more special. Of course we’ve had our ups and downs – mainly caused by me – but we’re currently in a place where I feel we’re stronger, closer and more united than ever.
I won’t lie, it feels wonderful.
Not that things weren’t great before, but there is a different calmness that now sits between us. I can’t quite explain it, but it even more special.
I don’t know how this happened.
Maybe it’s due to our age.
Or maybe where we live.
Or how we live.
Or maybe it’s to do with Otis.
Or – most likely – it’s more to do with the choices and priorities I’m making.
But whatever the reason … the foundation feels like it’s even stronger than ever and after almost 20 years together, that’s an amazing thing to feel.
I always knew I was going to marry someone from ‘overseas’.
Maybe it was because my Mum was Italian or because my parents kept reiterating a life of adventure existed just beyond England’s shores … but it always felt inevitable I’d end up with someone not from England.
To think we went from meeting in Australia to living together in Singapore in 6 weeks seems even more incredible as I get older.
Of course that was all down to Jill.
That she was willing to take a leap of faith for a bloke she hardly knew.
A bloke who needed an emergency operation within 3 weeks of meeting so the first time she ever spoke to my Mum was to say, “hello, Rob is in hospital”.
A bloke who said, “we’ll only leave Australia for 2 years” and then proceeded to move her further and further away every 2 years … forcing her to start again while I walked into a ready-made world, thanks to work.
It’s easy to give platitudes early in a relationship … but to still feel lucky and grateful so long into a relation is – at least to me – a sign of something special.
And that’s what Jilly is.
A incredibly special human.
I love her. Always have. But even more today.
And while I could go on, I know she would rather I didn’t.
Mainly because – unlike her husband – she hates being the centre of attention. So instead I’ll leave you with one of the most beautiful stories of love I’ve ever read.
I’ve written about it before.
And I appreciate many would think it’s incredibly sad.
But nothing captures what true love is, like the last sentence. However, just like the real thing, you have to go through a lot to really understand it and earn it – which is why I ask you to read the whole piece, rather than just skip to end for the one-night stand version of it.
Happy Valentine’s Day to everyone.
I hope you have found or known love like Dan Aykroyd has.
And if not, there’s always time.
