The Musings Of An Opinionated Sod [Help Me Grow!]


Why We Need To Stop Making Frankenstein Aspirational …

Choices. Choices. Choices.

We’re surrounded by them.

Alternatives, options, added features … the choices are so endless that making any choice has become endless.

It’s why I spend so much time working out what the real problem is. Finding out what the real thing that that needs addressing … changing … challenging or owning.

Not just because that’s how the job is supposed to be done …

Not just because that’s how you make creativity, effective …

But because the more options we have, the more likely we are to see ‘Frankenstein-ing’ – where people want to take a little bit of one thing and shove it onto another, regardless of them being different ideas and by doing this, you literally dilute the potency of both ideas.

It’s the curse of people being blind, blinkered and seduced by features not focus.

Of abundance not sacrifice.

And that’s why I’m of the belief that the best way to make something great happen is not spend time creating endless options but instead, put all your energy into doing one thing fucking right and well. Or said another way, kick the shit out of needing ‘option B’.

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What Nottingham Forest And Guns n’ Roses Can Teach Us About Why More And More Industries Are Screwing Up …

A few weeks ago, my beloved Nottingham Forest imploded.

Despite having the best season we had experienced in decades, I woke up to the news that our manager, Nuno – the best and most successful one we’d had in decades, was potentially going to leave the club after just one game.

One.

A game that we had won and that I’d written about here.

Add to this that Nuno had very recently signed a new contract and the whole thing made no sense.

Until it did.

Because while details were still murky at the time, it appeared that a new, senior executive had joined the club and in a period of just 2 months, they had caused huge rifts with his decisions, stubbornness and ego.

Now I am not denying that the way our manager raised this issue – via an interview – had a lot of room for improvement, however the real issue was that a club bursting with optimism had burst in a matter of weeks because of one, senior, leader.

In many ways, this is not a story of football, but of modern corporate behaviour.

Let’s be honest, we’ve all seen it …

Where someone comes in and thinks they know how to do the job of everyone else better than everyone else – regardless of the fact they’ve never done those jobs or being as successful as those in the job.

And rather than start by listening, learning, discussing and collaborating … they immediately turn it into a ‘big swinging dick contest’ and before you know it, they’ve destroyed everything that made things special before they came.

People.
Culture.
Process.
Standards.
Everything.

But if that wasn’t bad enough, they then blame it on the people they went out of their way to undermine which they’ll then justify using words such as “efficiency”, “consistency”, “modernisation”, “uniformity”, business demands” and/or “unlocking the power of our collective strength”.

I should point out at this stage, this is not always the case.

But I should also point out, it is often the case … as demonstrated by the fact that despite the owner of Nottingham Forest publicly stating he supported Nuno and would be holding ‘clear the air talks’ shortly, he ended up ‘clearing Nuno’s desk’ and firing him.

So why does this keep happening – both in football and in companies?

Is it because companies like hiring psychopaths?
Is it because companies only care about the cash?
Is it because employees are idiots when not controlled?

While it would be tempting to say yes, we all know that’s not the case.

However there is a reason why I think happens more and more – and to that, I point to this brilliant piece by the original manager of Guns n’ Roses – Alan Niven.

Put simply, he highlights how too many companies hire senior leaders from other industries – believing their ‘business knowledge’ will help them achieve greater success. And while that sounds all well and good, they forget that while business may have some steadfast principals … every industry works very differently from one another and if you fail to realise how a specific industry truly operates – or you try to make it work how your previous industry operated – you find many end up tearing things down, rather than building them up.

Pretty much nails it.

And while he writes about the music industry, we don’t have to look too far to see this happening all around us.

Where people who have never made the work, decide and dictate how the work should be made.

Placing more importance on scale, conformity and cost-saving than creativity.

Believing the only thing that motivates is money, rather than acknowledging the importance of standards, craft and respect.

Of course every industry can improve.

Every industry has things they can tighten-up and evolve.

But if you’re not from the industry, you often see the bits you don’t understand as the bits that need to be addressed and then before you know it, you’re killing the very thing that drove and defined your value.

And everyone suffers … except the people who instigated all the change.

Because the way their remuneration is structured, even when they lose, they win.

Experience matters.

Not just in terms of the roles you’ve had, but how you gained them.

Because while outside perspectives are powerful and beneficial, when there’s more people with that context than there those who have the knowledge and understanding of how everything actually works … then you find that many of their strategies end up driving a companies demise rather than their future.

Or as my mentor Lee Hill said:

“The greatest lesson I’ve learned is that when it comes to industry practice, logic is personal rarely universal”.

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Actions, Not Claims …

At a time where our industry seems to value – and talk about – capabilities more than creativity, I can’t help remember something a wily, old client of mine in China once said to me:

“Just because you have the best piano doesn’t mean you can play the finest music”.

The reason why this is especially pertinent is that – as someone who is older than the planet and has worked pretty much all over it – the one thing I’ve learned is the very best clients don’t get seduced by hype, headlines, PR releases, agency models and processes, panel invites, network configurations, the promises and claims of ‘the power of the network brought together under one roof’ … they believe the work does the best talking.

Given we – as an industry – have always talked about the importance of communicating benefits rather than features, this shouldn’t be a surprise and yet, it’s happening more and more often. There’s a bunch of possible reasons for why this is happening, but I can’t help but feel some of the main ones are we’ve forgotten who we are, what we do, and what is valuable about what we create – which has manifested in us making choices and decisions that make us feel smart, but – as Lucille Ball once said – not very clever.

Of course, there’s a lot of clients – and agencies – who don’t care, or don’t have the talent, experience or knowledge to recognise what quality, craft or even a sustainable, distinctive, differentiated brand even means or looks like … which is why we will continue to see a bunch of them burn down their own house down while proclaiming to have the best chefs in town.

Sad.

Especially given the people running these orgs tend to be the ones with the loudest voices saying they ‘understand business’.

Though to be fair they do, it’s just that it’s the ‘demolition business’.

As the old adage goes, ‘anything is easy if you haven’t got to do it’.

And too many people in positions of authority don’t. And never have.

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Fact Or Fiction …

After the heaviness of yesterday’s post, I’ve decided to lighten it with today’s.

By ‘lighten’ I mean, go even more superficial than normal.

So recently, I saw a guy wearing this shirt …

… and I couldn’t help wondering if it was an animal sanctuary or a Donald Trump ‘alternative truths’ factory.

On the positive, I paid more attention to it than I do most of the ‘dot-to-dot, cookie cutter, social landfill’ marketing-practice advertising that floods our every channel [and – ironically – ends-up triggering our internal firewalls more than our emotional desires or interest] because not only do all of them look, say, sound and behave the same as everyone else, they annoy the fuck out of us with their desperate attempt to shove their ‘brand asset’ down our throats when they’re not even a feature let alone an asset.

God, someone got out of bed the wrong side this morning didn’t they.

On the positive, this shirt should be a shoe-in for the Grand Prix Effie.

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The Case For Circumstantial Evidence …

Bloody hell, it’s the 1st September. Already.

This year has gone so quickly, which takes me back to this post I wrote about ‘the speed our kids grow up‘ and I am close to begrudging September before it’s even begun.

But hey, it’s Monday and no one needs more shit to deal with than that, so instead I’m going to swiftly move on before we all reach for the kitchen drawer and look for the sharpest knife.

Or maybe that’s just me.

So this post is about birthday cards.

No … it’s not April Fools, it really is.

I swear there have only been 2 sorts of birthday cards ever created: The sincere ones and the ‘sarcastic’ ones.

The former is an expression of how much someone means to you and the best wishes you have for their special day. The latter basically takes the piss about how fucking old you are.

That’s it.

A tried and tested formula through the ages.

Which is why I was pretty surprised when I saw this:

Sure, it’s funny.
Sure, it’s original.
But it’s also something else …

Validation.

Validation for the members of society who are saying the economy is bad while too many politicians try to claim it isn’t.

It may seem a small thing, but it’s also big … because the only reason the card industry would step away from their tried and tested birthday formula is when they see a big enough commercial reason to do it.

And it appears that the harshness of the economy is – apparently – a big enough reason.

So while I wouldn’t base all my argument on this fact, sometimes its the circumstantial evidence that is the most damning.

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One last thing:

Today is my 18th wedding anniversary and I GUARANTEE my wife has – consciously or subconsciously – forgotten about it.

So … as she never reads this blog, I will show her this post to prove I remembered and she didn’t, allowing me to ‘lord it’ over her in a rare moment of triumph and glee.

Oh who am I kidding, but it’s worth a try … it can’t be any more stupid than when we decided to have a ‘Diet Coke’ fountain at our wedding that turned into one giant, bubble of stupidity – as captured in the photo below, with my wonderful Mum peering over, ready to capture the idiocy with her camera.

Happy anniversary Jill. At least its important enough for one of us to remember ; )

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