Who Knows Best?

OK, we all do it.

We believe we’re invincible.

Invulnerable.

Unbeatable.

That’s why we gamble

We refuse to believe that the house always wins.

We know we’ve got a good hand.

No-one can possibly trump that.

Can they?

Often, when we’re working with other people, we make the same mistake.

We don’t trust the other person to have what it takes to win.

So, thinking that we hold all the aces, we make our play.

Only for someone else to call our bluff.

It’s the law of averages

We can’t be right all the time.

So try giving someone else the benefit of the doubt.

Don’t Just Sit There – Do Something

A passive experience is no experience at all.
Participation is what makes or breaks a brand experience.
You’ve spent years, maybe decades, telling your customers how much you love them.
But unless you’re willing to prove it, you might as well stick your fingers in your ears and sing la la la.
Your customers want engagement.
A chance to say their piece, and play their part.
Earn your right to be in your customers’ space by letting them call the shots.
Listen, rather than talk, and you’ll be amazed at how much they open up.
If you really want to get under consumers’ skin, you already have the tools.
What are you waiting for?
Do something...

Surprise Me

In this ‘been there,

done that,

worn the t-shirt,

posted the pictures on facebook’ world,

it’s getting harder to genuinely surprise audiences.

The moment you try to replicate someone else’s success, you might as well tattoo “me too” on your forehead.

Real surprise comes from the unexpected, not the familiar.

Likewise, innovation comes from understanding.

You want to do something surprising for your consumers.

So put yourself in their shoes.

Think about their experiences.

If you were them, what would you like to see done differently?

It’s not about staging a new festival with your name over the stage.

It’s finding a way to transform the experience at a festival that people already enjoy.

You can show people that you’re on the same page.

You see life from the same perspective.

Show your fans that you understand their lives.

And that you thought of something they might enjoy.

That’s the best kind of surprise – something they might actually want.

You Can’t Reach Everyone

You know that saying about ‘you can’t please all of the people, all of the time’?

It’s true.

So why do we bother?

This is an aim of lots of marketers

To get an ad out there to find the widest possible audience.

Not everyone is going to like what they see.

Experiences, on the other hand are all about self selection

A brand might have ten different audiences.

And there’s an experience that works for each one of them.

When you’re playing in your audience’s space, you have much greater control over the message.

They’ll also appreciate you more for understanding their passions and delivering something exclusive.

Best of all, when they spread the word, they’ll have contextualised their experience accordingly.

Maybe that saying just needs rewriting.

‘You can’t please all the people, at the same time’.

Small change, big difference.

It’s Good To Talk.

Day in, day out, the one thing I do more than any other is........
Stop guessing you’re all wrong
......... I talk about Jack Morton.
Of course, that’s my job, and I love it.
Funny thing ...I realised recently that it’s getting a little easier
Of course that could be because I’m getting better.......
If you are going to keep shouting at the screen we’re never going to finish
No, it’s not that.
It all comes down to two words:
Experience brands.
That’s our focus this year.
It’s the story we’re telling to clients.
The mindset we’re applying to every new opportunity.
Suddenly there’s a story, a mission, a differentiator that everyone can really embrace.
It’s helping to position us in a completely different space.
It also helps prospective clients give a name to the kind of agency they want to work with.
Audiences are media agnostic.
And so are all the best ideas.
Rather than position one discipline as more effective than any other and trying to compete in other agencies the worlds we’ve built our own.
Like the Oklahoma land rush, it’s all about getting there first and staking your claim.
Welcome to Jack.
Population you.

Kevin Jackson is Out of the Office

Hello and thanks for your email.

Unfortunately, I’m out of the office doing something that doesn’t involve you.

Thanks to BlackBerry and mobile wireless I’ll receive your email within moments of you sending it.

And I know you appreciate the fact that I have to spend time on other projects.

But I thought I’d remind you of the fact that I’m not available.

Even though I probably am.

So if you need to speak to someone, here’s the number for reception.

They’ll be happy to put you through to my voicemail.

Your call is very important to us.