Answers On A Postcard?

OK, literature fans – try this on for size.
There’s a famous quote often attributed (incorrectly, it seems) to Winston Churchill, Samuel Johnson and Mark Twain.
In fact, it was Blaise Pascal who wrote in 1657, “I have made this letter longer than usual because I lack the time to make it shorter.”
I know, this isn’t University Challenge.
And there are no bonus points if you happened to know who said it first.
But I was reminded of this famous epithet this week when we were asked to pitch for a piece of new client business.
Presumably, these switched-on decision makers have thumbed their way through one too many massive pitch documents.
Their desks are sagging under the weight of countless tree-worrying proposals (and three sets of appendices).
So they asked us for a poster.
Admittedly, at A0, it was a pretty big poster.
But it was still a great exercise in self-discipline.
Taking all the information we usually churn out, and distilling it into a compelling snapshot.
It kept us focused on the things we had to say, rather than all the things we like to say.
Of course, it also allows the client to review all the proposals in a glance.
That’s some pretty smart thinking.
The only decision left – should we put Duran Duran or Kajagoogoo on the reverse side?

We're Gonna Have A Celebration!

Maybe it's a legacy of my trip to the US.
But I can't help feeling like a cheerleader.
Give me a set of pom-poms and I'll show you a star-jump.
There's something infectious about their celebratory energy.
They relish every moment of success, and cheer on a million more.
There's logic in that.
Ask yourself, what do you want your business to achieve?
Where do you want your career to go?
What do you want to accomplish out of life?
More importantly, how are you doing with your goals?
We're all too busy hiding our light under a bushel.
Not you Ian.
We forget the wisdom of the great Tom Peters who says "Celebrate what
you want to see more of."
It's simple, inarguable logic.
If you want people to make more sales calls, try celebrating the guys
who are already doing it.
If you want more awards, celebrate every win that comes your way.
If you want to make gains in a particular industry, celebrate the
stuff you already know.
Every time you celebrate, you'll reinforce the behaviours that count.
Now, give me a 'K'. Give me an 'E'. Give me a... oh, you get the point.

Haven't I Seen You Somewhere Before?

The money men in Hollywood are currently scratching their heads in confusion.
Despite being written off over a decade ago, Sylvester Stallone is spending his second week at number one.
His movie, The Expendables, is an over-the-top throwback to the action movies of the 80s.
Meanwhile, Edgar Wright's innovative and interesting film Scott Pilgrim Vs The World has barely troubled the top ten.
So who cares, and why does it matter?
Glad you asked.
I'll tell you.
Everyone, including you, dislikes the unknown.
It's basic human nature.
We all like to know exactly what we're getting.
Why else would sequels be so popular?
But what does that mean for creative agencies - who're constantly being asked for something different?
It means we need to wake up to what people really want.
In my long (x10) career, I've found that the wild, the wacky and the avant garde don't win pitches.
Sure, they grab attention in the room.
They might even trigger some interesting conversations.
But they'll never win the account.
We're all looking for something recognisable.
Identifiable.
Something that will strike a chord and draw us in.
Then we'll happily listen to the brand story.
To paraphrase a popular aphorism, familiarity breeds contentment.

Every Second Counts

Yesterday I was thinking about quality time, and how that can drive you forward, professionally and personally.
“But how am I supposed to do that?” you cried.
Well, three of you cried anyway.
Look, I get it.
You’re busy.
You and me both.
There aren’t enough hours in the day.
So much to do, so little time.
Stop me if you’ve heard any of these before.
Actually, don’t bother – no time for that now.
Here are my suggestions to get you started...
You could begin by getting the day’s worst task out of the way first.
Eliminate that nagging feeling before 9.30.
And keep your inbox clear.
More than fifty messages is too many.
Quick requests should be dealt with quickly.
Click ‘reply’ sooner, rather than later.
Give 15 minutes to admin and you’ll save yourself hours in the long run.
There you go – four free tips in the time it took you to read this post.
Now you’ve got time to be getting on with what you should be doing.
Rather than getting caught up in what you have to do.

You're Not Thinking Fourth Dimensionally

I don't know about you, but I'm delighted that someone has seen sense to bring back Futurama.
As intelligent, insightful comedies go, it's pretty much the best TV has to offer.
I saw an old episode recently where the Professor was attempting to explain how the Planet Express ship manages to travel at light speed.
He claimed that it's not the ship that moves, it's the space around it that shifts.
Einstein may be spinning in his grave at such audacious heresy, but there's an interesting principle here.
And I think it's the key to understanding success at hectic pace of modern life.
For me there are two choices:
1) Be as frantic as everyone else to create the illusion of success.
2) Be the constant, and allow the world's hectic energy to gravitate around you.
Kinetic energy in the workplace is just an illusion.
It doesn't get things done.
Let me give you a simple example
Your annual leave.
You leave, feeling that the world will change irrevocably while you're away.
But you'll return to find that the decisions you were waiting for are still pending.
The business world seems to be moving ever faster but the route to success is to spend time, quality time engaged in the things that are going to make a difference for you.
The rest are just scheduling conflicts

The Walk Of Fame

What is it about the Hollywood walk of fame that gets the tourists
huddling around the various names captured on the pavement?
It's the same with the hand and footprints outside Mann's Chinese Theatre.
Other than giving people to opportunity to compare their hand and feet sizes
FYI George Clooney has massive feet
it's still just a bunch of impressions left in the cement.
Yes there is the finding your favourite or even recognizing and old
familiar name buts it's more than that.
It's about finding a sense of belonging.
For one brief moment you and the star are joined together.
We're all from the same place.
It's celebration of all we can achieve
That is why it's important to recognize your achievements both as a
group and as an individual.
Mark and celebrate your "wins" wherever they arise.
That might be a new brief, the completion of a project or a new client win.
They all deserve a moment of celebration.
Whether that's cakes in the office or Champagne at The Ritz.
Every star deserves their moment in the spotlight.
Have to go, meeting with the council about getting my name on the pavement

Hire The Smile

Regular readers of the blog (that means YOU) may recall that I’ve written before about the central tenet of McDonalds’ hiring policy.
They believe in hiring the smile.
If the attitude’s right, the specific skills can be covered in training.
It’s easy to dismiss that viewpoint as quintessentially American.
After all, it’s the land of ‘Have A Nice Day’.
But strangely enough, I noticed just as many miserable, surly servers in the US and you’d expect to see here in the UK.
Which is why the coffee shop on Franklin Avenue in Hollywood was so refreshing.
And I don’t just mean the strength of their java.
Everyone was upbeat, from the bus-boys clearing the tables to the chefs in the busy kitchen.
The service was out of this world.
Someone, somewhere realised that the motley collection of oddballs occupying the booths and sitting at the counter pay their wages.
More than that, they also pay their tips.
So the endless requests for more water, or new napkins, or extra cutlery, was met with a smile and a can-do attitude.
It was the perfect example of the golden rule of service - "whoever has the gold makes the rules".
I was happy to keep their tip jar topped up.
And I have no doubt that some of them will make it in the movies, because they gave the performance of a lifetime.
Remember, all the world’s a stage.
And if you have trouble smiling through it, better get some Vaseline for your teeth.

Disney Matters

When I look back on my passion for experiences, it begins with one person.
Walt Disney.
By all accounts, he wasn’t the nicest guy in the world.
But back in the 1950s, he understood brands better than anyone else.
He knew he could keep on churning out animated classics.
But they only engaged a couple of senses at a time.
Walt wanted to invite people into his world.
Give them a multi-sensory experience that brought his brand to life.
He took a bunch of scrubland in Anaheim, and gave us Disneyland.
Visiting the original theme park last week, I realised it’s not about the rides.
They’re over in seconds.
It’s the whole package.
Anticipation as you hear the screams of excitement.
Impatience as you join the queue.
Laughter and sometimes terror.
Then the memories you share after the fact.
Families seem to come together once a year for their trip to Disney.
And he gives them plenty to talk about until next time.
Something that unites them.
There’s that old saying: ‘The family that plays together, stays together’.
In reality, the same principles apply.
Whether you’re mum and dad with 2.4 kids, or a company with 100,000 employees.

Mind The Tumbleweeds

I know, it’s been very quiet around here.
Don’t worry, I haven’t forgotten about you.
I’ve been busy exploring the land of opportunity.
Brushing up on my brand experiences.
I’ve visited the graddaddy of them all – Walt Disney.
And I experienced the Coffee Bean on Hollywood Boulevard.
Everyone comes back from their holidays with stories to tell.
I guess I’m no different.
Except that I won’t be boring you with a slideshow of photos.
I’ve come back with lots of energy.
A new vision.
And a soupçon of jetlag.
Best of all, I’m ready to share.

Dressed For Success

How many times have you been getting ready for a meeting or a pitch, when someone pipes up and asks what the dress code is?
The answer’s always the same – dress smart, like the client.
Take a look around your office.
I’ll bet it wouldn’t take too much imagination to picture most of your surroundings in your clients’ offices.
We keep talking about how clients buy people, not agencies.
So I can’t understand why anyone would want to hide their people behind a veil of corporate homogeneity.
We’re here to sell ideas.
We want to convince people that we’re inspired creatives.
And then we walk into their offices looking like a bunch of insurance sales people.
Don’t be afraid of theatre.
Or dressing the part.
I promise they’ll remember you more if you’re willing to stand out.