Posts Tagged 'thoughts'



keep watching

strategy results

More wise words, this time from Winston Churchill.

the right track

train arriving

Something occurred to me while reading this superb presentation from David Gillespie.

Media platforms are very similar to platforms in train stations.

It’s important to be on the right one, but only insomuch as that helps you get somewhere else.

Sometimes, choosing the wrong platform will take you somewhere a long way away from where you wanted.

But you can easily change the platform without changing the journey or the destination.

And so it is in advertising.

Platforms are just the start.

It’s the journey to the destination that matters.

David’s got a load of other good stuff on his blog – go take a look.

perceptions of value

A great talk by Rory Sutherland on the value of advertising:

Rory makes the daring assertion that a change in perceived value can be just as satisfying as what we consider “real” value; his conclusion has interesting consequences for how we look at life.

UPDATE: TED have posted a transcript of the fantastic Q&A session with Rory that accompanied this talk – take a look here.

Quote taken from the TED site. Many thanks to Dave Trott for introducing me to Rory’s speech, and to Anjali for alerting me to the Q&A.

maybe it’s you

maybe it's you

Neil has just shared a wonderful list of things you need to ask yourself before you’re even allowed to think about saying “my client doesn’t get it.”

His third point really struck me [I've changed the wording a bit for context]:

The client refuses to ‘do’ your idea, because you / they have never tried it before, and it’s unproven.

But let’s face it: the problem isn’t that the client is risk averse.

It’s just that you haven’t persuaded them that the idea’s good enough.

Or worse, they think it is a good idea, but they don’t trust you enough to do it without screwing it up.

The list summarises many questions we should ask ourselves on a daily basis.

Go read the rest of it here.

the self-select few?

sheep sign

Monday’s feed your curiosity post got lots of visitors, and many of them clicked through to the featured sites.

I was really pleased about that, because the post’s purpose was to share their great content.

However, somebody made a really interesting observation:

“I looked at those blogs you linked to. They were all really good and all, but their blogrolls all link to the same sites. They all seem to reference each other too. Are you all part of some secret club? Is this just a clever ruse to promote your particular way of thinking?”

It’s true.

We’re all linking to each other.  We’re all connected on twitter too.

I’ve always seen that as a good thing: the evolving group discussions help to sharpen my own thinking.

The community aspect is very important too.

But is this ‘clique’ healthy?

Does it really improve our thinking, or are we in danger of becoming a homogeneous planning ‘cult’?

It would be great to hear your thoughts.

learn something new every day

wise people never stop learning

There’s always something new to discover and explore.

The best education never ends.

Inspired by a comment on yesterday’s post

novelty: the banned wagon

bandwagon

If everyone else is doing it, that doesn’t mean you have to as well.

Once you’ve noticed it’s a craze, you’re probably too late for the party.

By its very nature, novelty is unsustainable.

It works well in the short term because shiny, new things are intriguing.

But all too soon, the craze will pass; the shine will fade, and the crowd will move on.

That’s fine if all all you’re looking for is a brief flurry of attention.

But if you’re looking for lasting results, meaningful benefits will win every time.

Be very clear about the value you’re providing with that iPhone app, social networking widget, twitter account, etc… doing something just because it’s shiny rarely delivers a worthy return on investment.

A subtler approach – with less pop, but more sizzle – will likely get you much closer to where you want to be.

More thoughts in a similar vein in this great post from Le’Nise Brothers, and this AdAge article on the evolution of iPhone apps.



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