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LABS >what is stopping us getting to great work?

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LABS >what is stopping us getting to great work?

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LABS >what is stopping us getting to great work?

  1. 1. >what is stopping us getting to great work?
  2. 2. IT REALLY IS THAT SIMPLE, SO WHY IS IT SO HARD?
  3. 3. >1 Most people would rather zig. Difference needs to be a shared ambition from the outset with an understanding that this means leaving the comfort zone. 1. Find Your Beach 2. Find Your Strong 3. Find Your Greatness 4. Find Your Fit 5. Find Your Epic 6. Find Your Forte 7. Find Your Happy 8. Find Your Hair Happy 9. Find Your Edge 10. Find Your Flow 11. Find Your Fun 12. Find Your Volcano 13. Find Your Force 14. Find Your More 15. Find Your Essence 16. Find Your Unusual 17. Find Your Flavour 18. Find Your Fave 19. Find Your Extraordinary 20. Find Your Naked 21. Find Your Grit 22. Find Your Belfast 23. Find Your Tribe 24. Find Your Freedom 25. Find Your Own Lane 26. Find Your Dancing Feet 27. Find Your X
  4. 4. >2 A strategic decision means not doing what everyone wants. Let’s agree early in the process on what we are not going to do and stick to it. ‘Strategy is about getting more out of a situation than the starting balance of power would suggest. It is the art of creating power.’ ‘A decision is a choice between alternatives in service of a desired outcome. The reality of limited resources makes this a zero-sum game: every additional thing we do subtracts attention and energy from everything else we do. A choice is not a choice until we decide what we will give up.’
  5. 5. >3.1 A creative idea needs creative direction not group consensus. Creative cannot be done by research or committee. Limit stakeholder involvement to those with sign off.
  6. 6. >3.2 A creative idea needs creative direction not group consensus. Research will not get you to great creative “A reliance on testing work raises the floor but limits the ceiling”
  7. 7. >3.3 A creative idea needs creative direction not group consensus. Research will not get you to great creative - QUANT
  8. 8. >3.3 A creative idea needs creative direction not group consensus. Research will not get you to great creative - QUAL 'Why are you telling us you're a loser’? ‘Customers don’t speak German. Translate it to English’ ‘It doesn't make any sense really.’ Avis, Audi, Apple, Guinness
  9. 9. >3.4 A creative idea needs creative direction not group consensus. To be truly great, an artist must be able to create a world of his own, born from that driving urge which is the very essence of all art. In conception, this world must be coherent, and full of the instincts, intuitions, and passions that move humanity. To bring it all to life, the artist must depend not only upon his graphic talent and creative ability, but on his fantasy and imagination.”
  10. 10. >4 Creative focus is not commercially limiting, it is commercially beneficial. Align on tight briefs and present sharp work. 56% Male / 44% Female If you want to speak to everyone, speak to someone. The more you say the less you communicate #PackMoreIntoLunch sold 54% of Burritos at lunch. Saying is not the same as communicating.
  11. 11. >5 Advertising is 80% idea and 80% execution.
  12. 12. >Making great work - the principles >1 When the world zigs, zag. >2 A strategic decision means not doing what everyone wants. >3 A creative idea needs creative focus not group consensus. >4 Creative focus is not commercially limiting, it is commercially beneficial. >5 Advertising is 80% idea and 80% execution
  13. 13. >thanks @LucianTrestler

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