“To get people to build a boat you don’t need to get them to weave canvas, forge nails, or read the sky. You need to give them a shared yearning for the sea.”
— Antoine de Saint-Exupéry
Ok yea, but you also really need to delegate who is going to do the weaving, the forging, etc. Otherwise everyone is just going to work on their own captains outfit and wonder why the ship isn’y being built.
(In other words –and I’ve said this before– good Project Management and Account teams are possibly the most important components to getting good work made).
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“It would have been impossible to predict the invention of the wheel, because the act of prediction would have meant that you then created the wheel.”
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Arthur Shopenhauer once said:
“The task is not so much to see what no one has yet seen, but to think what nobody yet has thought about that which everybody sees.”
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STRAT SCRAPS OF MY OWN:
The following are scraps from things I’ve made, thought, or mocked up. Some aren’t entirely right, most aren’t finished thoughts, but stealing from my archives rather than from others for a change…
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I had this thought… We’re always trying to find the overlap between our circles… Why don’t we just start there? Looking for :Social Expectations, Brand Perceptions, Consumer sentiment, and relative brand position feels like a more focused version of the 4 C’s.
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A brief template I wrote a long long time ago:
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A note I found in my pocket written on a receipt:
“New ways to scratch old itches”
¯\_(ツ)_/¯
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Planning Nerdery. Deck Structure formatted as the Hero’s Journey
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Chicken Scratch Translation:
Has anyone ever used a trend report in a way that significantly impacted the work? They feel like a door to inevitable culture mirroring.
We’ve built an industry around this: “What’s changing and how to adapt.”
But this is whats important… “Why this change happened / what it indicates. What this trend tells us about the emotional lives of people.
A trend report on what is still true despite the change might be more worthwhile.
How changes are intersecting with things that have always been true.
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I really like when creative teams explain the differences between different concepts they bring forward.
e.g. “This creative concept focuses more on the product, this one on the aspirational lifestyle for the consumer, and this one on the attitude of the brand”
There was no need for me to draw this as a triangle, it isn’t the food groups. But seeing this level of intention from a creative team is always a sign of talent. (They shouldn’t be bringing concepts that are better than others, but that tackle the problem in different ways).
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A random, 1 slide keynote doc I found on dropbox… No idea where I was headed with this…
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My weekly planning template I used to use when I had a functioning Printer (fuck inkjet printers btw)
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A thing I made and have never used, but continue to reference…
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Start with facts. 27% of pet owners feed their pets twice a day
Make an observation about that fact: And they almost always feed them at breakfast and dinner time
Make some emotional generalizations and see what feels sticky. (this is the hard part): Pet owners feel guilty eating in front of their pets.
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WEEKLY MONSTER
