Top Polish planners answer what inspires them in their everyday work. Little spoiler - inspiration is everywhere. All the answers from the www.pl2bp.pl website - project dedicated to strategy planning run by Paweł Loedl, VML Poland and Bartosz Piński, Wunderman Poland.

1. WHAT INSPIRES ME
Planners’ view

2. WHAT INSPIRES ME?
Inspiration cannot be defined or described in
most of cases. However, we asked some planners
working in leading Polish agencies to explain
how they work. Their answers could be a
guidance to know where inspiration grow.

3. Street, Internet, Fakt (Polish tabloid),
The Economist, Scientific Databases (EBSCO, ProQuest)
MARCIN EJSMONT (GREY)

4. I think it depends on situation and context. I just try to have my
eyes wide open and observe the reality. However I would
recommend to search the solution for most difficult things in
simple thinking. In a long strategic projects, where there are
multiple phases it’s very easy to lose yourself. Therefore, I
recommend “common sense” as an inspiration.
TOMASZ BARTNIK (ONE11)

5. Everywhere I can. From everyday press, gossip sites,
observing people during shopping to blogs, case
studies, books. And last, but not least, interviews
with normal people who buy our products.
ANNA ROMAN (HAVAS)

6. First of all I try to understand the people’s
perspective. The ones we want to convince to do
something. And inspiration can be everywhere -
research, reportage, some quote from discussion
board or photo.
BARTEK HANUS (LOWE WARSAW)

7. It’s fascinating (I know how it sounds) to observe and
to eavesdrop people in supermarkets, shopping
malls, public transport. Chats in the queue or by
shopping shelfs are definitely more valuable sources
of knowledge than piles of researches.
GRZEGORZ BEREZOWSKI (NAPOLEON)

8. Everything. I click on everything, read discussion boards, watch, watch,
watch. I make a lot of cross-references - search Google, expanding the
scheme. I meditate which speeds up the process a lot. I got my eyes open
and try not to miss anything. And classical techniques - metaphors,
analogies, mind maps, negations, displacement - changing the
surrounding and context. I change keyboard for notepad and pen, then
pen to crayons. Changing a tool change way of thinking.
JACEK STUDZIŃSKI (WELL)

9. I look for it everywhere. In the places I can find some clues. At the bus
stop, in overheard phone call. At the cafe, in the two friends chat, even in
mimics and gestures during conversation. And of course on Facebook -
it’s a mine of thoughts and opinions. Of course, reports and researches
are valuable sources of knowledge. However, it’s good to leave your desk
for a while and have a 5 minute talk with consumer or seller. I must admit
it’s hard considering your workday duties, but can be very helpful.
ANNA KOSTRO (VML POLAND)

10. It’s a cliche - it is everywhere. In traveling, music, literature, movies,
museums, garden work, meetings with friends, discussions, conflicts,
conferences, concerts, shopping malls, forests, beaches and long closed
drawers. My motto is inspiration comes from the outside. That rule never
let me down. On the other side, I don’t believe in “tools” because every
problem is unique and new. When someone ask me about tools I always
answer: notepad and pencil.
MAREK STANISZEWSKI (HAVAS)

11. I think that there is no such a thing as inspiration. But
there is an ability to see the motivations of someone’s
behavior and understand what we are looking at.
Normally, it requires a lot of intelligence. It took some
time until I got it.
KRZYSZTOF DWORZYŃSKI (SAATCHI&SAATCHI)

12. In people.
In technology.
In Biedronka.
Everywhere you can.
WOJTEK WALCZAK & RADEK KACZMAREK
(MELTING POT)

13. WHAT INSPIRES YOU?
Paweł Loedl
@ploedl
Bartosz Piński
@bartoszpinski
PL2BP
www.pl2bp.pl
www.facebook.com/PL2BP