Don Draper. Agency Leadership? Maybe.
Posted on 18-Dec-2008 at 5:13 in Account Planning

It was  the episode about American Airlines. Situation is (STOP IF YOU HAVEN'T SEEN IT) that American Airlines crashes, and Pete Campbell finds out his father is on the plane.  Sterling Cooper decides to dump their existing airline client, "Mohawk Airlines" to go after American after hearing from an inside source that there is a real possibility they'll be looking for a new agency.   (Agencies are always on the hunt!)

In the beginning of of this episode, Don Draper and silver-fox Roger Sterling walk up to the desk where the entire staff is listening to the gory details broadcast over the radio.  Immediately, Don Draper sees this midst of boo-hooing and panic and says something to the effect of "Okay. We can't do anything about it - everyone get back to working on the account "MOHAWK" that hasn't crashed and is still playing the bills!" 

May sound insensitive to you, but it spells A-G-E-N-C-Y L-E-A-D-E-R to me.  He identified an environment that was going to be toxic to productivity and morale - solution, it's not your account that crashed - be thankful. 

Then, Roger Sterling asks Don Draper (a Mohawk loyalist) to do the dirty work and tell the Mohawk Client that they are resigning them. Just watch that scene alone (Don Draper and the Client) and you will admire how he balances his loyalty to Sterling Cooper and the soon-to-be terse Client relationship. (This scene alone should be something all account managers review in their "101" books about managing Clients and Agency relationship.)

Don Draper's behavior has been far from 'leader' on many occasions. 
But in this one episode, just this one episode...he managed Client expectations without losing sight of the agency's overall goal, and managed morale and productivity within the team.  

It was leadership the way it should be:  Respected not Popular.

...................................................................................................................

Brand Loyalty vs. Brand Evangelism
Posted on 11-Dec-2008 at 6:21 in Account Planning

Brand loyalty has been proclaimed by some to be the ultimate goal in marketing.  I beg to differ.  A great achievement in marketing is brand loyalty, yet the highest achievement should be Brand Evangelism.   Here's why:

brand LOYALTY

a consumer's commitment to repurchase the brand repeatedly and will put aside their own desires in the interest of the brand. 

Brand Loyalists are those who will buy/support your brand during a recession. Companies reward them for their spending and give them special perks that keep them coming back to spend.  They probably believe in your product, but can rely more on the 'special' perks and rewards to support it.  Sometimes their 'loyalty' can be easily swayed if they don't receive a special perk or something they want from the brand.

vs.

brand EVANGELISM

consumers are so enthralled with a brand that they are willingly to freely promote (sometimes exhaustively) and support the brand extensively. 

Brand Evangelists are like those 'religious' people who knock on your door fervently to share their message.  They will stop going to restaurants who don't serve their beverage (think Coke/Pepsi), they will be the first in line at the store when a new product is unveiled (think Apple/Windows), and they will, if they have to, spend more money (think choosing 1 airline or hotel regardless of price to support the brand).

Brand evangelists don't need to be rewarded in perks or specialities, as they don't need to be bought. And their 'evangelism' comes with a price - time.  From Nike to Apple to Coca Cola, all of these brands have a history that supports and defines the evangelists who follow them.  

When you have an army of brand evangelists supporting your brand with fervor - you've reached the highest achievement -- real passion. 

Take the time to turn your brand loyalists into evangelists - they are worth it.
 

...................................................................................................................

photo envy
Posted on 7-Dec-2008 at 12:54 in Account Planning
Great photographs are more than show stoppers, but truly heart stoppers.  And that heart stopping photograph(s) creates an impact called "Photo Envy,"  or my personal definition: a sincere appreciation/admiration for the quality and emotional effect a photograph has on one.  Have you had it before?  You know when you do.   Luckily, Photo Envy is not easily cured (thank goodness!) but it can be helped.   Only by understanding the method behind the mastery.  As in, when you come across a photograph or series of photographs, and you are so compelled  to find and query the photographer.  Why that angle? Why that image? Why those people or places or things?  Meaning, why THAT ONE over ANY OTHER ONE? 

 
We all have those moments throughout the day (honest & real moments) that are forced into our memory.  Because we don't have a Rick D'Elia walking with us to capture it.
How unfortunate for us.
How fortunate for those who do.

I encourage you to check out Rick D'Elia's site and/or blog for more insight into the moments he is lucky enough to capture.

And don't be afraid to get your photo envy on too.
Tell him that I asked you too.  ;-)

...................................................................................................................

An easy 5-point assessment for 2009
Posted on 30-Nov-2008 at 12:47 in Account Planning

With only 1 month left in 2008, some companies have yet to start their '09 planning  due to the financial uncertainty now.  The definition of strategic planning (wikipedia) is:  "...an organization's process of defining its strategy, or direction, and making decisions on allocating its resources to pursue this strategy, including its capital and people."  That definition has nothing to do about where you are now, but EVERYTHING to do about where you want to be. 

If you're one of those companies waiting to see what happens - then you'll be playing catch-up for the rest of the year.  Not a good place EVER.

Strategic planning can easily be given a jump-start with a 5-point questionnaire to assess your current business situation.  It cannot be done with you and/or your team alone.  It should also involve your most critical partners (i.e. who is most integral to your success) that can be employees, clients/customers, or a combination of both. Why?  How else can they be vested in the vision?

Choose a day or week in December to do your assessment.  The goal is to obtain the critical information that you need to better enable your company to perform in 2009 and beyond.

The easy 5-point questionnaire (outlined below) needs to involve 2 parties:  (1) YOU/company/entrepreneur and (2) a critical partner (employees or customers, etc.) whom is considered integral to achieving success.  One key rule in choosing your planning partner:

Choose a partner(s) that will provide the most honest, open feedback.
Repeat:
Choose a partner(s) that will provide the most honest, open feedback.

It will not work otherwise. Their feedback is critical in empowering you with a real-time assessment of where you are now, how you got there, where you want to be, and how to avoid mistakes in the future.  

5-point assessment:

1. In 1 word, describe the company.
2. What are the company's strengths?
3. What are the company's weaknesses?
4. How does the company show appreciation and recognition?
5. List the needs of the company AND the needs of who they serve.*
   

*Whoever you choose as a partner, #5 should be tailored to them.

If you choose the right partner (one that is providing you with honest, open feedback) than comparably both of you should have different answers.  Why? Because different answers will show the real opportunities and challenges to begin strategic planning in the right way.

To easily sum this up:

Openly engage in the assessment
+ Include the right partners in the process
= Everyone vested in 2009 planning and overall goals

So, you have 31 days left.
Go for it.

...................................................................................................................

Thanks & Giving
Posted on 27-Nov-2008 at 6:53 in Account Planning
Today. A day dedicated to Thanks & Giving.
Tomorrow.  I hope the beginning of days in finding Thanks & Giving in everything.
Not just one day.

Everyday, find 1 thing to be thankful for.
Everyday, find 1 thing to give too. (unconditionally, without payment, guilt, or obligation).
And next Thanksgiving, imagine the multiple thanks & giving that you'll have accumulated.  What a difference a year can make.

So, happy Thanks & Giving to you and yours.
Hoping that today is just the first of many more days of Thanks & Giving in your life.
 
Best Wishes.

...................................................................................................................

Start Interview Dating.
Posted on 18-Nov-2008 at 5:00 in Account Planning
If we compared interviewing with dating, we would most likely NEVER choose our partner after 1 interview or a few meetings.  It's too short a window.   So, why do we do it in business??

We've all experienced  'speed interviews' with top candidates OR as the top candidate, that after a few short meetings we scream 'YES' into hiring commitment.  How often has that worked consistently and for the long-term?

The solution is to spend the time and energy in INTERVIEW DATING. 
It works if you are the one Hiring or want to be Hired; (1) target a person(s) who you want to hire and/or a person who you think you want to work for (2) Schedule regular meetings (weekly coffee, lunch, cocktails, etc.) over the course of a few months to a year and (3) at the very least, invest 3 months or 3-5 separate meetings to truly evaluate the person. That's what dating is, right?  Evaluating whether or not you want to go the next level (or whatever that next level of commitment means in your world.  ;-)   )

And Interview Dating should work just like, well, dating:

• with the right candidates/companies, you'll easily find ways to meet regularly over the course of a year.  Simply because you'll enjoy each other's conversation.
  
• With the wrong candidates/companies, you'll easily know after a few interactions (but give it at least a 3-5 meetings to confirm) that this is not the right relationship.  Within those 3-5 times of meeting, look out for:
  

• how often they show up on time (or not or at all)
• Spontaneous or last-minute situations (change the location or time at the last minute.  Are they rigid? adaptable? frustrated?)
• Do they share the same info consistently? (or not)
• Sharing of personal info (is it too much, too soon, or not at all)
• Insight on their "areas of development" or weaknesses (negatively, over-apologetic, blame-gamers) 
• How open are they about their strengths? (confident, arrogant, overbearing, humble)
  
• How do they disagree/agree with certain "hot" subjects like race, religion, politics (wishy-washy, defensive, objective, overbearing)
  
• And finally, sounds silly but, would you bring them home to your parents?  (a telling sign if you would share them with your family)
  

Ultimately, you'll be courting the company/individual(s) over  time to truly evaluate their responses on several different occasions.  Yet, there is one more  important evaluation point not named above.  It is the REBOUND.

A setback or misstep is bound to happen on either their side or yours.  Great opportunity to evaluate (and also be evaluated) on 'crisis' reactions.  Without the pressure of hiring or being hired, it allows the 'real' self to show.  

Their responses will likely equal their true character and thus,  tell you whether or not you want to really to be hired or hire this person(s).

We can no longer expect to commit to a company/person that we've known collectively for 24 hours or less.   It's similar to the marriage rate in the US, 50/50 chance of working out for the long-term.  Interview Dating can be really fun when you find the right people to 'date.'

Don't wait until you're desperate.  That's when all the wrong decisions are made.  And "separation or divorce" never feels good (I don't care how amicable it is).
Invest the time and money now in Interview Dating. 

What have you got to lose?  Oh, just stopping the revolving door and constant resume updates.  That's all.



So, what's you story?

...................................................................................................................

GIVE ME A CHAPTER FOR THE DELOITTE BIG BOOK.
Posted on 28-Oct-2008 at 4:55 in Account Planning

...................................................................................................................

Making the Sky the Best Place on Earth.
Posted on 4-Oct-2008 at 10:04 in Account Planning

And as much as I appreciate the overall beauty of the campaign, my account strategist mind will always ask what's the so what?  What's the WIFM.  As in what's-in-it-for-me/the target audience/the traveler, et al.  Why should THEY care that YOU are promising to make the sky the best place on earth? 

Let's first ask the question: what is the real business of the airline industry?  Most would answer - transportation or transporting things or people from one place to another.   Good answer.  But go a little deeper into the real business of airlines.    The real business of airlines is "LIVE ARRIVALS."   That is reality.   Whatever airline we choose (and I personally love a first-class-window-seat with the utmost attention in case you were wondering) we need to arrive safely.    If you polled everyone on ANY flight (regardless of brand) that was about to take off, most would say they were praying, thinking, or hoping for a safe arrival.   Yes, the seats are comfortable, the wine is good, the flight times are perfect, but dear God (or whoever you call out too) get me there safely.   
We know that that is their real business. 
And they know that that is their real business.  
Now how they communicate that is a real test in creativity.

Let's keep it real.   No airline can guarantee your safe arrival.  We hope that they do everything humanely possible to ensure the safety of their passengers and their own crew.  (And I personally HATE turbulent flights and need a reminder that the pilots are NOT Kareem Abdul Jabbar or Peter Graves or friendly automatic pilot at the controls. Yes, AIRPLANE! is a cult-favorite of mine that falls into reality at times. Sorry, I digress.)  It is very helpful that airlines communicate their safety precautions often enough to not alarm us.  What they can definitely control is the in-flight experience.

So, what's really in it for me?  What's the real message to travelers from Air France? Let's just remove the photography, copy, logo, and just focus on the tag line:   MAKE THE SKY THE BEST PLACE ON EARTH.   That  great big atmosphere called SKY (only obtainable to humans in machines like airplanes) that now, because of Air France, will become the best place on earth.  
What a promise. 
What a commitment. 
What a campaign. 

BRAVO to the Air France agency team at BETC Euro RSCG, Paris (BETC EURO).  They successfully combined beauty and brilliance in airline advertising.  But most importantly, they creatively conveyed changing  fear of flight into the best experience possible on earth...only in flight. 

FAIRE DU CIEL LE PLUS BEL ENDROIT DE LA TERRE with Air France.   

Safe Travels.

...................................................................................................................

A Photo Story: from FutureClaw
Posted on 30-Sep-2008 at 5:08 in Account Planning
Future Claw Magazine

I love this photo essay.  The photographer, Peter Dean Rickards from Kingston Jamaica, displays a wonderful blend of the quirky and sensual.  Most appealing is how his black and white images immediately draw you in.  A juxtaposition title, "A Beautiful Nerd" and the up-and-close visual of the lips (without seeing her eyes/the windows to the soul) is even more compelling.  You definitely are interested in knowing who she is.   Who is she???

And then he accompanies his alluring visuals with provocative questions like, "Do you remember that girl...?"  "You know, the one who...." and my favorite, "...even if you don't remember her, she remembers you."   I was so disappointed when this photo essay ended!  Yet so engaged, I re-read it a couple more times to be sure I didn't miss anything.   The copy alongside the photos are spot on - giving an immediate personality to this girl that we want to know. 

The theme of  'school daze' is one  we can all relate to.    You can easily use your imagination and think of a beautiful nerdy girl from school. Who doesn't remember that girl?  ;-)

If it were an actual product or a service - I would buy it without hesitation.  The value of owning it would exceed any cost.

Don't you wish your brand story was conveyed like this?  Ah, maybe it already is. 

Check out the full photo essay at Future Claw.

...................................................................................................................

Be the ONE right now.
Posted on 29-Sep-2008 at 8:44 in Account Planning

If we were to fast forward 3-6 months from now, with the assumption the financial situation is less uncertain, would we not want to be recognized as the ONE business that provided the MOST during those times?  And have that recognition be amplified within our most trusted and respected circles of colleagues and constituents?  Absolutely.

So, fast-forward as if you have already received the accolades of being the ONE.  And start acting as the ONE (client, business, agency) that stood for certainty with a product or service amidst uncertainty. 

There is no better time than right now. 

 

So, who's doing it? 

...................................................................................................................

There is no room for Apathy in Advertising.
Posted on 27-Sep-2008 at 12:03 in Account Planning

I loved Tom Hanks' passion in the movie A League of Their Own when he screeched to his female ballplayers, "There's no crying in baseball!"  It was an expression that was repeated as a promotional one liner for the blockbuster movie that it became.  

I think we can begin re-energizing the advertising industry with a similar quote, "There's no apathy in advertising!"  The iconic (and heavily quoted) David Ogilvy might even agree if he were living today. 

The definition of Apathy (wikipedia.org) - Apathy (also called impassivity or perfunctoriness) is a state of indifference, or the lack of (or suppression of) emotions such as concern, excitement, motivation and passion.  Basically, an apathetic person doesn't give a damn.

I think apathy has become more common in the advertising industry today.  Have you noticed it?  More Clients are becoming less tolerable and more demanding (see previous blogs on "Clients Agencies Desire and Ad Agencies Clients want to hire) which leads some agencies to become less enthusiastic and more....oh God must I say it, "apathetic."  

Apathy does not support branding, strategy, or creativity in advertising.  It is a poison.  It spreads throughout an agency and it kills great ideas, morale, and inevitably, top-tier talent.  For a second, focus on brands like Merrill Lynch, AIG, and Countrywide as prime examples of what apathy can do.   Until very recently, these brands stood for strength and longevity until someone within the organization (most likely a leadership position) became apathetic.    Apathy within an advertising agency is much worse than a Merrill Lynch and AIG.  Yes, I said much worse.   When you are in an industry based on creativity, passion, and the drive to change the ordinary into 'extraordinary' --- apathy is lethal.  And no, the federal government isn't going to hold an emergency meeting to help out the local ad agency.  ;-) 

So, what's the solution?  Be the agency that empowers leaders to consistently choose excellence over mediocrity, competition over complacency, and fervor over apathy.  And reward those teams who do it best without focusing on just agency revenue (most likely, if done right, employee morale will increase tremendously and support agency revenue at the same time).

I encourage you to begin interviewing your next prime candidate with the expression, "There's no apathy in advertising!"   For those candidates seeking the best environment for their growth, expect a wide grin and immediate connection.   Expect a response like, "Wow, I'm really glad to hear an agency leader say that."   

Expect the beginning of your own agency version of a blockbuster movie -- one that involves a coveted clientele and top-tier talent begging to be a part of it.

What do you have to lose? 

...................................................................................................................

A Powerful Brand Story. In just 8 years.
Posted on 25-Sep-2008 at 9:05 in Account Planning

Think about it:  (Source: nytimes.com)

• Just 8 years ago, the name Barack Obama was not widely known to the majority of the country outside of the state of Illinois, or much less, the city of Chicago.
  
• Just 8 years ago, when Al Gore was running for President, Barack Obama was not even on the guest list for the Democratic National Convention.  
  
• Just 8 years ago, even the Illinois delegation did not have room at the Convention for the young lawyer who was not waiting his turn to seek  a higher office.
  
• Just 8 years ago, he went to Los Angeles anyway to attend the Convention, persuading the rental car agent to overlook his unpaid balance so he could make his way.
• Just 4 years ago, when Senator John Kerry received the Democratic presidential nomination, he campaigned in Chicago.  And was so taken with Senator Obama that he then INVITED him to play a premier role at the convention that just 4 years before that, he struggled to even participate in.
  
• Just 4 years ago, Senator Obama spoke at the Democratic National Convention where no one knew who he was.  He even remarked, "Even up to the time that I walked on the stage, where they were handing out Obama signs, people were thinking, what is this?” (source: Nytimes.com)
• And just earlier this year, Senator Obama led a brilliant strategic campaign to defeat the highly-favored and highly-qualified candidate and wife of one of the most popular presidents of my GEN X generation to clinch the Democratic presidential nomination.
• And just this past August, at the Democratic National Convention, the perseverance and vision of Senator Barack Obama came to a peak as he accepted the greatest position of his political career.  In front of a similar audience that just 8 years ago, didn't have a clue who he was or what he was about to become.
  

His brand story of "hope" is one that is not made up or politically crafted.  He's a living example of his brand story as-it-is.   We can easily connect to him because of its authenticity and consistency in this transparent world of deceit today.  Even more so, we connect because his story can be any one of us...just 8 years from now. 

So, what's your story? 

...................................................................................................................

The Client that Ad Agencies Desire.
Posted on 24-Sep-2008 at 8:52 in Account Planning

1. They believe in the Agency expertise.   Clients choose agencies for various reasons, but it normally comes down to one:  the agency has pools of talent and expertise the Client does not readily have access to.  Thus, the Client sees the agency's strategic and creative expertise as a significant benefit for them and their business.
   
2. They value a true partnership with the Agency.     These Clients do not exclude their Agency in anything.  Better yet, they include them in everything that they are allowed too.  Data, industry insight, and even important internal meetings are openly given to the Agency.  These Clients share this information without hesitation.  They know that it will better enable the Agency to perform.  The Agency is seen and valued as an integral part of the Clients core team. 
   
3. They are strategic by default.     These Clients applaud the agencies who keep their vision at the forefront.  They openly recognize the Agency for sharing out-of-the-box ideas and being thought leaders on their business.  These Clients are always willing to spend time strategizing on enhancing their brand and rarely spend the same amount of time reviewing the "size of the bar going down the left-hand side or whether the logo should be bigger."   These Clients are visionaries who are thinking of meeting their goals in 5 and 10 years, and want the best Agency to be right alongside them.
   
4. They are always willing to optimize.   These Clients understand shifting direction if necessary to meet the goal.   They expect their Agency to always be on the look out for better and more streamlined ways to lead their business.  They listen and value their Agency's recommendations to review, re-consider, and re-construct campaigns.   
   
5. They are the decision maker.   These Clients do not rely on 27 chefs in the kitchen to tell them how they like the Agency's work.  They value a partnership with an Agency that spends time trying to make them and their business exceed, and they readily know how to address and defend the work to 27 chefs or more.   These Clients do not hesitate to call in their Agency to help them better convey the strategy and  creative  in executive meetings.    An Agency member can walk the halls of the Clients organization, unknown, and hear praise for the work from the receptionist to the finance department.  The Agency/Client partnership is valued from every constituent.
   

SEEK-Clients that embody all of the above!

...................................................................................................................

The Ad Agency Every Client Wants to Hire
Posted on 24-Sep-2008 at 10:33 in Account Planning

1. They win new business in the slowest economy.  They are thriving (and not just surviving) in times when other agencies are begging for business.  They are the ones that are attracting new clients who don't seem to have a budget, but will find the funds to just work with the agency.  Why?  Because they are good at what they do ALL THE TIME. 
   
2. They have a strong competitive set.   They name agencies that are "realistically" in their league.  They talk about their competitors and their work with a sense of admiration.  Their competitors stand for integrity, break-through ideas and creative solutions.  They always pay attention to the agencies ahead of them, and those behind them.  It is important to them to stay within that specific competitive set.  They love the challenge of surpassing (and the threat of getting passed by) so much that they stay on the cutting-edge even when they don't need to. 
   
3. Their teams represent their values without words.    They encourage clients to walk in unannounced any day of the week.  They are proud of their natural environment with or without clients in the agency.  Observe their teams managing business on a day-to-day basis.  Do you see a display of camaraderie before egos?  Solutions before whining?  Team recognition before individual?  Agencies that show true camaraderie, without it being forced, will openly invite clients to see their business as-it-is.
   
4. Their executive team demonstrates the world.   They proudly have all people represented in executive roles; women, men, people-of-color (and not just married to a person of color but are themselves), regionally distributed, and are age diversified.  Imagine the brilliant ideas and solutions that are generated from such a vast group!  And they do not display this diversity as something 'special' - they believe in it so much they can't imagine functioning any other way.   It represents the caliber of clientele they want to attract, as well as the talent they want to retain.  This agency has global visions regardless of where they are located.
   

Being the ad agency that every Client wants, is it really that hard? 


SEEK-Agencies that embody all of the above.  They exist!

...................................................................................................................

The Power of the Brand Story.
Posted on 21-Sep-2008 at 8:12 in Account Planning
Those of us in the daily grind of advertising work in brands all day; brand personality, brand voice, brand building, brand positioning, brand equity, yadi yadi yah.   But in all the day-to-day monotony, how often do we remember the brand story?  Those stories.  The inspiring narratives behind the brand.  The who, what, and why of the thing that we are working to reposition, re-create, or just solidify.  The original story that emotionally connected people with the brand.  I would argue that most brands have lost sight of one word:  connection.  They are scattered all over the place and have lost focus with their original connection to the people who desired their product, and made them a brand.

I would like to focus on small anecdotes of brand stories that I connect to. (feel free to add your own list) :

Our dictionary defines Apple as both a fruit (biblical in origin, given to Adam by Eve if you read the good book) AND also the most iconic, innovative, and creative brand birthed from the master Steve Jobs (can you tell that I'm a follower?) who in 1983, asked John Sculley of Pepsi-Cola to be his CEO by saying, "Do you want to spend the rest of your life selling sugared water to children, or do you want a chance to change the world?"  His intent was to always change the world.  His brand story exemplifies powerful perseverance that connects with us because he is a true visionary, in a world where those individuals are scarce.  (If any advertising exec or CEO said that line today in a job interview, and they could stand behind this, don't just sign - give your DNA)

^{Or Pierre Omidyar, founder of EBay, who opened this online auction store (on his personal website) to satisfy his girlfriend who couldn't find online collectors who shared her passion and interests.  Starting out as a forum for people to sell and bid, it soon became a meeting place for people of common interests to share their items and soon, a venture capitalist paid $4.5 million for a 22% stake in the company.  His brand story is one that showcases a creative solution to what was a 'slight' challenge.  His idea gave us a reason to re-purpose our goods for someone else to love.  We connected with EBay because it connected "us" to more of "us" -- people who shared our same passions and interests, with fervor. (OMG if Pierre's girlfriend didn't marry him after this, I don't even want to know who she ended up with.  Maybe Bono from U2 would be acceptable.)}

^{Howard Shultz joined Starbucks in the 1980's and took a trip to Italy that changed his way of thinking about coffee, and inevitably America's too.  His brand story is one of uncommon changes for selling a common commodity.  He positioned a Seattle coffeehouse into a global brand. And we connect with him because of his drive and determination in thinking the 'new' in an everyday product.  Sheer brilliance.  (Even with the ups and downs of Starbucks, Howard Shultz is a prime example of not losing sight of the original story behind the brand.  He closed his stores early one day to just re-focus.  I'll stay an advocate just because of that!)}

<sup>Every brand has a story.   And that story should always find a place and space to connect with its audience.  When in doubt, go back to the brand story (the reason for being) - and deliver the connection.   You won't go wrong.


SEEK-the brand story to connect with your audience!</sup>

...................................................................................................................

The 4 Agreements: Does it work in business?
Posted on 12-Sep-2008 at 4:12
I have recently completed the powerful book, "The Four Agreements" as authored by don Miguel Ruiz's Toltec teachings.  My descriptives for this reading: Powerful.  Invigorating.  Resonating.

So it got me thinking...thinking about an idea that I have.  Running my business with these four agreements as our corporate mission (edited of course):

1. Be Impeccable With Your Word
Speak with integrity. Say only what you mean. Avoid using the word to speak against yourself or to gossip about others. Use the power of your word in the direction of truth and love.
Clients do not find advertising agencies because they always tell them what they want to hear.  And those clients who do, are very disappointed.  Advertising agencies who make up multiple promises to just win the business in the short-term, but never follow-through in the long-term will always lose.  Even after they "won."  You never win on false promises.  Bottom line:  Align yourself and your business with impeccable words.  Anyone that you do business with, from clients to vendors to your employees, will always value and respect (not necessarily agree) your word.

2. Don't Take Anything Personally
Nothing others do is because of you. What others say and do is a projection of their own reality, their own dream. When you are immune to the opinions and actions of others, you won't be the victim of needless suffering.
We are creative, passionate individuals. Our concepts and ideas are like our souls.  To have multiple people critique or comment feels like they are stabbing our inner core.  Get over it.  We're all works in progress.  And if we choose to not take anything personally, yet still defend and sell the work that was put forth, you stand for something far greater than just your product, but true character.

3. Don't Make Assumptions
Find the courage to ask questions and to express what you really want. Communicate with others as clearly as you can to avoid misunderstandings, sadness and drama. With just this one agreement, you can completely transform your life.
If we had a dime for the assumptions made up in advertising, I would be on one of multiple personal yachts in Monte Carlo.  Assumptions do nothing but confirm fabrications.   Always ask questions and always confirm information.  Because when you're able to translate back someone's vision with UNassumed expertise, you have exemplified a true partnership.  Assumptions are too hard to manage. I'd rather lead with the truth at all costs. 

4. Always Do Your Best
Your best is going to change from moment to moment; it will be different when you are healthy as opposed to sick. Under any circumstance, simply do your best, and you will avoid self-judgment, self-abuse and regret.
If I can promise that every person on my team  can sincerely say they've done their best, at their level for their client, will I really jeopardize anything?  I doubt it.  When passionate and creative individuals strive for the best, they'll always produce the best at that time, and continue working towards greater gains in being 'the best' - I know because I live it.  And I have colleagues who live it even after I've thought, they reached their peak. 


Stand for something and not just everything.  Be brilliant and not mediocre.  You'll be proud to be in the minority on this front.  ;-)

...................................................................................................................

This adblog has been read times

Account Planning

Don Draper. Agency Leadership? Maybe.
Brand Loyalty vs. Brand Evangelism
photo envy
An easy 5-point assessment for 2009
Thanks & Giving
Start Interview Dating.
GIVE ME A CHAPTER FOR THE DELOITTE BIG BOOK.
Making the Sky the Best Place on Earth.
A Photo Story: from FutureClaw
Be the ONE right now.
There is no room for Apathy in Advertising.
A Powerful Brand Story. In just 8 years.
The Client that Ad Agencies Desire.
The Ad Agency Every Client Wants to Hire
The Power of the Brand Story.

weeums
LEBOW
adbeats
adcracker
afternoonslug

Back to my admin