StratScraps_v83
the things that sell are not the same as the things that work.
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The creative process:
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heard the term “career bucket list” the other day. Which I like a lot better than having a certain level or seniority you’re striving for.
Mine includes:
A commercial with a monkey.
A jingle and/or the introduction of a mascot.
A strategy dept. with a legal budget
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Mandatory Reading for Strategists/Planners/People who work with either:
Weigel noted that there is no central definition of what “Strategy” is.
So the man just went ahead and wrote the 13 natural laws of strategy.
Hard to find much to disagree with in there.
Source (read the whole thing)
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Proposition #1: The nature of strategy is unchanging
Proposition #2: Strategy is about consequences
Proposition #3: Strategy is about the future
Proposition #4: Strategy is not a science
Proposition #5: Strategy cannot be separated from action
Proposition #6: Strategy is simple
Proposition #7: Strategy is story
Proposition #8: Strategy is negotiated
Proposition #9: Strategy is culturally contingent
Proposition #10: Strategy cannot escape the realities of logistics
Proposition #11: Technology does not change the nature of strategy
Proposition #12: Strategy can be avoided, but strategic effects cannot
Proposition #13: Strategy is universal and unchanging - but strategies are specific, contingent, and adaptive
Also, this passage:
Strategy is a creative discipline. Strategy is a creative discipline. Strategy is a creative discipline. Strategy is a creative discipline. Strategy is a creative discipline. Strategy is a creative discipline. Strategy is a creative discipline. Strategy is a creative discipline. Strategy is a creative discipline. Strategy is a creative discipline. Strategy is a creative discipline.
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Oh, you thought things mattered?
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People talk so much about “we’re number 2 so we try harder” but don’t talk much about why DDB was able to sell in such a risky thought…
Bring back the Advertising Philosophy as a way for agencies to retain some level of control over the output.
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Three Questions on Media Criticality
I don’t know what this is but its really cool.
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Just finished recording the audio for the Sweathead Do Together talk I’m giving (tickets here) about how we need more nonsense in the industry. Opened up twitter to see a tweet from Zoe Scaman that sums it up pretty well.
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Links:
The complete guide to remembering what you read. This seems like something I really need to find time to read.
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Baiba Matisone continues to raise all ships: LINKS FOR THE STRATEGY BEGINNER
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Tidbits
Its not a “year one” campaign… Its a year [however old the brand is] campaign
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“Insights are epiphanies”
(thanks Mark Pollard for the single best definition I’ve come across. Lets end the debate)
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When you ask people to tell you about love, they tell you about heartbreak.
Ads do not need to reflect the target audience. They need to appeal to them
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Deep down in their hearts, people in business know perfectly well that advertising creativity works. It’s simply that they do not feel comfortable with the fact that it does. It messes with the map of the world they hold in their heads. They would rather pretend that their success is attributable to efficiencies, economies of scale, cost-cutting or any MBA guff than to think that it might be due to psychological factors.
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When presenting: one thing.
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When reviewing: take a step back.
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If only interjecting in the middle of a meeting to point out “I think we’re anchoring” was an effective way to solve it once you recognize.
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Every time I come across something I might want to include in a newsletter or have a thought that feels worth saving, I save it here. Feel free to drop in any time to check out a dump of strategy adjacent thinking and links.
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I had planned on writing something longer related to the talk I’ll be giving around how to fight mediocrity with play, but I’ve been feeling pretty burnt out. So you’ll just have to settle for the real thing.
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WEEKLY MONSTER
not really a monster, but something weird I found in my downloads.
