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SUE AMSTERDAM
                         20 things
                      YOU SHOULD KNOW
                                SUEAMSTERDAM
maandag 26 maart 12
1. Be original, but don’t be obsessed
        with originality. We’re in the business to create
          stuff that works, not stuff that impresses other
                             creatives.

                                               SUEAMSTERDAM
maandag 26 maart 12
2. We’re not in the entertainment business,
                         but in the business business.
                      Beauty is a means not an end to itself.


                                                SUEAMSTERDAM
maandag 26 maart 12
3. We don’t hope, we measure.

                                         SUEAMSTERDAM
maandag 26 maart 12
4. Awareness metrics are utter crap.
            I am aware of Hitler, but I’m not a nazi. Have more
                  ambition with what you measure.


                                              SUEAMSTERDAM
maandag 26 maart 12
5. Producing crap takes just about
                      as much time and effort as producing
                           stuff that’s good or better.


                                              SUEAMSTERDAM
maandag 26 maart 12
6. Temper your ego.
                         We’re in the business of helping
                      our clients to score. Never forget that.


                                                SUEAMSTERDAM
maandag 26 maart 12
7. If you wouldn’t share the idea
                           with your FB friends, then
                        the idea just isn’t good enough.


                                              SUEAMSTERDAM
maandag 26 maart 12
8. First contribute to the success
                         of SUE and SUE will contribute
                         to yours. The other way around
                                   never works.

                                              SUEAMSTERDAM
maandag 26 maart 12
9. There is no such things as
                          highly talented people with an ego.
                      In a creative agency, the group is more
                             important than the individual.

                                               SUEAMSTERDAM
maandag 26 maart 12
10. Agencies don’t make
                       great work, clients do.


                                        SUEAMSTERDAM
maandag 26 maart 12
11. Great ideas get born in the intersection
                              between our know-how
                       and those of our clients. Try to create
                      as much opportunities for intersections.

                                                SUEAMSTERDAM
maandag 26 maart 12
12. There’s great power in
                          postponing the conclusion.
                          Postponing a conclusion is
                      creating the space for new ideas
                         to emerge. A bit like in sex.

                                            SUEAMSTERDAM
maandag 26 maart 12
13. Producers are the real heroes
                        of the agency. Worship them. They
                                 get things done.


                                              SUEAMSTERDAM
maandag 26 maart 12
14. Great ideas require a creative process. Protect
        this process, both against yourself, your colleagues
       and your clients. Sometimes this implies protecting a
             client from screwing up things. Clients will
                never blame you for trying to protect
                       the quality of your work.

maandag 26 maart 12
15. Be tapped into digital culture.
              The internet is one gigantic ocean of
             ideas, memes and stories that spread.
      Make sure you know what gets people excited. It’s the
                      essence of your job.

                                             SUEAMSTERDAM
maandag 26 maart 12
16. Don’t be modest.
                      Modesty never blows people away. And False
                         modesty is ego in disguise. Be eager.


                                                 SUEAMSTERDAM
maandag 26 maart 12
17. An idea for an idea is not
                an idea: prototype your idea and ask others
                           what they think and feel.
                         Always look for ways to make
                               the idea better.

                                            SUEAMSTERDAM
maandag 26 maart 12
18. Embrace failure and critics.
                It’s really OK to come up with bad ideas.
           They sometimes form the basis for a brilliant idea.


                                           SUEAMSTERDAM
maandag 26 maart 12
19. Do everything you can to protect
         the creative climate: a great creative process
                is a jam session. Soloists often ruin
                        a good jam session.

                                              SUEAMSTERDAM
maandag 26 maart 12
20. We design behavior.
            Worship behavioral experts such as persuasion
           designers, behavioral economists, game designers
                          and analytic ninjas.

                                         SUEAMSTERDAM
maandag 26 maart 12
SUE AMSTERDAM
                           @SUEAMSTERDAM
                      HELLO@SUEAMSTERDAM.COM
                       WWW.SUEAMSTERDAM.COM




                                          SUEAMSTERDAM
maandag 26 maart 12

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20 things about SUE Amsterdam

  • 1. SUE AMSTERDAM 20 things YOU SHOULD KNOW SUEAMSTERDAM maandag 26 maart 12
  • 2. 1. Be original, but don’t be obsessed with originality. We’re in the business to create stuff that works, not stuff that impresses other creatives. SUEAMSTERDAM maandag 26 maart 12
  • 3. 2. We’re not in the entertainment business, but in the business business. Beauty is a means not an end to itself. SUEAMSTERDAM maandag 26 maart 12
  • 4. 3. We don’t hope, we measure. SUEAMSTERDAM maandag 26 maart 12
  • 5. 4. Awareness metrics are utter crap. I am aware of Hitler, but I’m not a nazi. Have more ambition with what you measure. SUEAMSTERDAM maandag 26 maart 12
  • 6. 5. Producing crap takes just about as much time and effort as producing stuff that’s good or better. SUEAMSTERDAM maandag 26 maart 12
  • 7. 6. Temper your ego. We’re in the business of helping our clients to score. Never forget that. SUEAMSTERDAM maandag 26 maart 12
  • 8. 7. If you wouldn’t share the idea with your FB friends, then the idea just isn’t good enough. SUEAMSTERDAM maandag 26 maart 12
  • 9. 8. First contribute to the success of SUE and SUE will contribute to yours. The other way around never works. SUEAMSTERDAM maandag 26 maart 12
  • 10. 9. There is no such things as highly talented people with an ego. In a creative agency, the group is more important than the individual. SUEAMSTERDAM maandag 26 maart 12
  • 11. 10. Agencies don’t make great work, clients do. SUEAMSTERDAM maandag 26 maart 12
  • 12. 11. Great ideas get born in the intersection between our know-how and those of our clients. Try to create as much opportunities for intersections. SUEAMSTERDAM maandag 26 maart 12
  • 13. 12. There’s great power in postponing the conclusion. Postponing a conclusion is creating the space for new ideas to emerge. A bit like in sex. SUEAMSTERDAM maandag 26 maart 12
  • 14. 13. Producers are the real heroes of the agency. Worship them. They get things done. SUEAMSTERDAM maandag 26 maart 12
  • 15. 14. Great ideas require a creative process. Protect this process, both against yourself, your colleagues and your clients. Sometimes this implies protecting a client from screwing up things. Clients will never blame you for trying to protect the quality of your work. maandag 26 maart 12
  • 16. 15. Be tapped into digital culture. The internet is one gigantic ocean of ideas, memes and stories that spread. Make sure you know what gets people excited. It’s the essence of your job. SUEAMSTERDAM maandag 26 maart 12
  • 17. 16. Don’t be modest. Modesty never blows people away. And False modesty is ego in disguise. Be eager. SUEAMSTERDAM maandag 26 maart 12
  • 18. 17. An idea for an idea is not an idea: prototype your idea and ask others what they think and feel. Always look for ways to make the idea better. SUEAMSTERDAM maandag 26 maart 12
  • 19. 18. Embrace failure and critics. It’s really OK to come up with bad ideas. They sometimes form the basis for a brilliant idea. SUEAMSTERDAM maandag 26 maart 12
  • 20. 19. Do everything you can to protect the creative climate: a great creative process is a jam session. Soloists often ruin a good jam session. SUEAMSTERDAM maandag 26 maart 12
  • 21. 20. We design behavior. Worship behavioral experts such as persuasion designers, behavioral economists, game designers and analytic ninjas. SUEAMSTERDAM maandag 26 maart 12
  • 22. SUE AMSTERDAM @SUEAMSTERDAM HELLO@SUEAMSTERDAM.COM WWW.SUEAMSTERDAM.COM SUEAMSTERDAM maandag 26 maart 12

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