Strategy and Sausages:
A British Strategic Planner in Germany
Tuesday, 14 April 2015
Work that works
A few years back, there was an outbreak of manifestoes (or is it manifesti?). I'm not sure what the collective noun is for manifestoes, but I'll go for a manifest of manifestoes. They were everywhere, from boardroom walls to your TV screen.
But, like every fad, manifestoes were popular for a reason. They are a nifty, shorthand (usually) way of reminding you what you're about. I have recently found a great example for Planners on the Canalside View Blog. It's a few years old now, but just as relevant for Planners old and new as it was then.
The first point is the best one. Stimulate work that works. I say it's the best one as, years ago, this was our single-minded proposition for Planning at Saatchis. Note that it's about stimulation, not inspiration. There is a difference.
The other 23 points (OK, a bit much, but I always knew Planners did more work than anyone else in the agency!) are mostly good, with some gems and one or two duds (or, rather, generalisations):
Give a sh*t about the work Create the conditions for great work Be brave Go beyond the brief Speak with authority Make research your friend Be multi-faceted Be a source of clarity (hooray!) Speak the truth Define the problem Embrace iteration Offer solutions, not just strategies Shape behaviour Deal in the specific Cultivate many relationships Work through conversation Beware of Case Studies See people not consumers (hooray!) Balance the new and the old Be interesting Make something Work comfortably in public Have fun
Not much to it, is there?
When I was little, I wanted to be a spy. I got off to a good start, studying Psychology at Trinity College, Cambridge but somehow got side-tracked into the wonderful world of advertising and marketing.
My children's books: