Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Apathy, Attitude & Aptitude, Authenticity, Colleagues, Communication Strategy, Complicity, Context, Creativity, Culture, Singapore
Once upon a time – when we lived in Singapore – our oven stopped working.
We called a repair person and when they arrived, they noticed our kitchen sink and said:
“You have hot and cold taps, you are rich”.
Now while we knew we our place on Club Street was nice … it wasn’t overly special. It was pretty old and offered the same facilities we’d always had and that our friends and colleagues also had.
But it was that comment that snapped us out of our blinkered bubble … because while having a hot and cold kitchen tap is normal for so many, it wasn’t there and we’d been too arrogant and ignorant to realise it.
What’s worse is it was obvious as fuck if we had been a bit more self-aware.
But I tell you what, we were after that.
That wake up call was the foundation of my love of spending more time with people than behind desks. Living in the jungle, rather than hanging out in the zoo. And while it is not fool proof or all encompassing, it’s a damn sight better than relying on data that either removes the ‘humanness’ from the information or actively categorizes millions of people’s hopes, dreams, fears and ambitions into convenient, corporately-friendly, bite-sized chunks.
It’s why I laugh when I hear certain people talk about ‘culture’ … because frankly, many don’t know what the fuck they’re talking about. Not just because they see – and dissect everything – through the lens of marketing, but because like I did in Singapore, they choose to think their bubble is everyone’s bu
It’s one of the reasons I love talking to fans of sports teams.
Let me tell you, nothing reinforces how much logic is personal rather than universal than a conversation with them.
And it’s both brilliant and important.
Because where certain individuals like to suggest fandom and loyalty is expressed through the semi-regular purchase of a particular product or the recognition of specific ‘brand assets’ … the reality is neither of those have much to do with how fandom or loyalty is truly embraced.
For those really into whatever they’re into, you discover their emotions, motivations, hopes and dreams are inherently linked to the work, actions, decisions and outcomes of whoever/whatever they believe in. Work, actions, decisions and outcomes that may not make sense to anyone else other than them.
And while some may question why you would bother caring about what they think if they’re outliers, as the old saying goes, ‘it’s better to mean everything to someone than try to be something for everyone’.
But it’s more than that.
Because those ‘outliers’ are beacons and magnets to the masses …
Helping them discover, develop and explore who they are and who they can become by opening new possibilities rather than reinforcing and reflecting what everyone knows and where everyone has already been.
It’s the approach that built NIKE … built Apple … built Liquid Death … built Metallica … built Gucci … built all the brands who have an authentic, energetic role and position in different subcultures. [Which. despite being the names most marketing departments point to in terms of aspiration, rarely get challenged because ultimately, most organisations are built to follow processes rather than potential]
And while I fully acknowledge you have to work hard to attain it, the basics aren’t difficult.
You just have to give a shit about what others are interested in and doing.
But sadly we live in a world of corporate convenience … where the economic benefits of process complexity, C-Suite complicity, and/or pundit popularity beats spending unfiltered time listening, learning and experimenting with the very people who create the subcultures around your category than you do yourselves.
Which is why the most important thing we can do for our work, clients and career is make sure we’re comfortable being uncomfortable, because the only thing that will keep us ahead of things like AI, is looking to the edges rather than aspiring for the comforts of the middle.
Filed under: A Bit Of Inspiration, Context, Details, Freddie, Liquid Death, Queen, Tattoo
As you all know, I love the band Queen – or should I say Queen up to, and including 1984, when they were still rock stars rather than entertainers.
Anyway, I found an article recently where Freddie talked about the way the band operates behind the scenes … specifically why there is a difference between leading a band on stage and leading the band as the boss.
While it is true Queen was definitely a band – with all 4 consistent members contributing songs/hits to their repertoire as well as each member having a specific role within the bands operations, for example bassist John Deacon was in charge of their financial interests – you do get the impression that while all 4 members may have been equal, Freddie was maybe a little more equal than all the others, ha.
That said, what I love about what he says is that it’s a beautiful reminder words matter, details matter and understanding matters … and given our industry seems to be at a place where every man and their dog has ‘hot takes’ that they spout liberally with all the definitiveness of God – despite many not having had any direct experience or knowledge on the subject matter they’re claiming expertise in – the value of precision has never been so important.
[Case in point: all the people smugly hating on Liquid Death because they’re re-evaluating their roll out into other markets … as if [1] they’ve never made a mistake in their life and [2] they’ve launched a brand that in just a few years is worth over US$1 billion. The delusional, egotistical, condescending imposters]
And just in case someone thinks it, I did not write this post to simply justify showing off my latest tattoo …
Probably.
Recently I was walking around where I live when I saw this …
Apart from being proud/relieved that the pranks from my childhood are still thriving [although, given I live in NZ, some may say it is evidence the country is running 20 years behind everywhere else] I couldn’t help think this could be a Mini ad campaign.
You see given how massive Mini’s are these days – at least compared to what they once were – I was surprised how small that one looked under that road cone.
With that in mind, maybe they could do a whole bunch of print ads that feature everyday objects from the road, which they then put next-to, or on, the car and – just like that – they’ve reinforced both the name of the brand as well as remind the car-buying public of its size advantage [albeit more because there’s so many bloody massive SUV’s on the roads these days, rather than because Mini are teeny-tiny]
You’re welcome BMW.
Please make your cheque payable to R Campbell.
Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Apathy, Attitude & Aptitude, Career, Colleagues, Comment, Creativity, Culture, Empathy, Football, Fulfillment, Leadership, Management, Nottingham Forest, Relationships, Relevance, Reputation, Resonance
One of the things I’ve always believed is that the role of a boss is to ensure that when their people leave – and they always will – they are going to a job that they didn’t previously think was possible for them.
A role where it is as much about who they are as what they do.
A position based on what they’ve made not just what they’ve written.
An opportunity created because they want to hire them rather than there’s a hire needing to be filled.
OK, there is one other scenario that makes me happy and that’s when someone leaves for love, family or to explore a personal passion … however in terms of ‘direct’ career moves, I feel I’ve done my job for my team when they leave for what I call, ‘a bigger life’.
Has this always happened?
No. No it hasn’t … however I am extremely proud that in the main, it has.
I should point out here I am in no way trying to take credit for my old colleagues success. The reality is they did it all by themselves … my only role was to ensure I created the conditions, environment and standards that let their talent and ambitions be expressed, pushed and celebrated.
This last bit is important because while the industry sometimes feels it rewards popularity more than experience, a career is built on what you do, not what you say.
Or said another way: What you’re willing to put in, not just what you want to take out.
Let me be clear, I am not suggesting you have to work to the extreme in terms of hours or workload.
Apart from that being completely counter-productive to enabling you to be the best you can be, who – apart from Tom in Succession – wants a career based on ‘being able to take more shit than someone else’?
That doesn’t mean you don’t have to graft – you do – but as I’ve written in the past, graft is very different to working to the bone or engaging in that other evil beast, hustle culture.
So what do I mean by graft?
Well, there are many interpretations, but for me – this quote by Nottingham Forest’s Taiwo Awoniyi, kind of captures it best.
The significant part is this: “I think I can make you who you want to be as a player. But it is your decision to come?”
Your decision to come.
YOUR decision to come.
The acknowledgement that to move forward, you have to choose to do it.
No shortcuts. No handouts. No guarantees. Yet you still have to show up.
But what I also love about that line is the bit that comes before ‘your decision to come’.
Because in just 14 words, the coach has told Taiwo they:
1. Believe in his ability but won’t make false promises.
2. Are focused on Taiwo’s ambitions and aspiration are, not theirs.
3. Will commit their energy to the pursuit of helping Taiwo achieve his goal/s.
Shared responsibility.
Shared commitment.
Shared effort.
In essence, he removed all the pressure being just on the player by saying to them, that they’re in this journey, together.
What this means is Taiwo knows the focus is on where he wants to be, not just what someone wants him to do.
That his graft will not be in vain.
That there’s a productivity to all he puts in.
And that success won’t simply be measured by what his boss achieves, but what his boss helps him achieve.
But, to have all that, the expectation is he demonstrates it through his actions and behaviours each day.
It won’t be easy.
It definitely isn’t a given.
But if you choose to take this chance – not just theoretically, but with everything you’ve got – then they will commit to helping you get where you hope you can be.
And maybe even beyond that.
Sadly I don’t know if that same attitude is embraced by our industry much these days. Of course it’s there with some people, but it’s unlikely to be the norm.
And why do I say that?
Because we’re seeing less and less training in companies these days … and what there is, is often outsourced to a ‘for profit’ individual/company who often are only doing it for self-serving reasons. And what this is resulting in is less independent thought and/or good people leaving the industry.
This kills me, because I love this industry.
Sure, it can drive me nuts but at its best, it’s something truly special.
Special work.
Special people.
Special possibilities.
It has also given me a life that – in all honesty – I never imagined was possible, however I had some bosses through the years who were like Taiwo’s and for that I am eternally grateful to them. [Just so you know, I also had some utter pricks, but I’m even grateful to them because they showed me who I will never want to be]
This post has gone on for far too long which is why I’ll leave anyone who has got this far with a gift.
If you want to know if you’re working for a company that really cares about your growth or cares more about their own, ask your CFO this simple question:
“What percentage of the companies budget is dedicated to staff training”.
Trust me, their answer will tell you all you need to know.
You’re welcome.
Filed under: A Bit Of Inspiration, Alcohol, Aspiration, Attitude & Aptitude, Beer, Career, Childhood, Comment, Culture, Friendship, Mischief, My Childhood
I haven’t touched a drop of alcohol since I was 15.
That means almost 40 bloody years!!!
And yet, over the years, I’ve been arrested for being drunk and disorderly all over the World … even though in reality, I was just being a stupid idiot.
A sober, stupid idiot.
For people who know me, that shouldn’t be too hard to imagine … however the reality is ‘being a stupid idiot’ is why I stopped drinking in the first place.
Not because I ever had a problem with how much I drank – if truth be told, I only ever got properly ‘drunk’ twice in my life and, being so young, meant I never had too much access to alcohol in the first place – but because I had a problem with feeling out-of-control.
I appreciate that may make me sound like a psychopath, but what’s even stranger is that I have a very addictive personality.
Over the years, that’s got me into a bunch of different types of trouble … which is why I am so glad my addictive side is offset by also being in possession of a stubborn-as-a-mule side.
What this means is that if my addictive side goes too far, my stubborn side kicks in and stops me dead.
I don’t just mean ‘stops me’ for that moment, I mean it stops me doing whatever it is I was doing, for good.
It’s like the ultimate flex … showing my addictive side that as influential as it thinks it is, it decides what I do and don’t do. And nothing proves that more by ensuring that when it stops me, it never ever lets me do it again.
It’s why I stopped drinking alcohol.
It’s why I stopped playing fruit machines.
It’s why I – eventually – stopped eating so much shit.
It’s also why I never tried drugs because it’s a given I’d have gone all in on them.
However, I am a bit confused why it hasn’t stepped in to stop me walking around like an idiot. But then, I guess I am choosing to do that rather than because I have a compulsion to – which is, arguably, even scarier.
Or sadder.
Anyway, I am writing all this because I read something recently that triggered all these thoughts.
It was something the actor/host Rob Brydon said this about the best time to be in a movie.
I love that. I love it for the objectivity, the vulnerability and the self-awareness.
Some people dream of being in a movie.
Some people dream of writing a hit song.
Some people – god forbid – dream of working in advertising.
And that’s great, until you let that define who you are.
Because the moment that happens, you’re no longer in control of who you are.
You are at the mercy of those around you.
Desperate for the acclaim. Hurt by any criticism. Doing all you can to stay where you think you are .. and yet, always craving to be something more.
Some companies actively try to cultivate this attitude …
Making you feel you’re special for being where others aren’t.
Letting you enjoy the trapping of industry success and clout.
Feeding your confidence with stories of acclaim and fame.
But while this is going on, they’re slowly changing the dynamic.
Shifting you from a position of strength to dependency.
Turning the screw until they’re the one in control.
Where you’ll be complicit to whatever keeps you in favour.
Because to be let go by them would feel like you no longer exist.
Until they decide you don’t.
Trust me it happens.
It’s kind-of why I started Corporate Gaslighting.
Because the way they win is creating the conditions of control. And shame.
But this post has taken a bit of a turn …
Because while that quote from Rob Brydon may be about the dangers of getting what you want, it wasn’t the point I was originally using it for this post.
The real reason was that when I read it, it reminded me of something The Chemical Brothers once said.
Something to do with alcohol consumption – which is where this post started, just to connect the dots in case you were as lost as I appear to have been.
You see, they were once asked, “What’s your favourite part of being drunk”.
To which they gave one of the best answers to any question I’ve ever heard:
“The second before you know you’re going to be sick”.
Those are the words of someone who has been there more than once.
Who has learned the lessons of excess the hard way.
Who’s personality is all addiction, and no stubborn.