SlideShare ist ein Scribd-Unternehmen logo
1 von 37
Downloaden Sie, um offline zu lesen
GREAT PLANNERS ARE SCHIZO
THE WINGMAN
THE TRUTH SEEKERS
The “conscience”
Open to anything (vs. clients)
Impartial on work (vs. creatives)
Liberated from agendas (vs. account people)
THE LINCHPIN
><
GREAT PLANNERS ARE SCHIZO
great planners are schizo
INSIDEOUTSIDE
INSIDE
our job is to know our clients’
businesses, our teams, the process
& the rules through and through
our job is to bring the oxygen.
divergent thinking. perspective. OUTSIDE
great planners are schizo
CITY COUNTRY
CITY
you’ll probably live in a city. cities
are awesome. soon over 50% of the
world’s population will live in them.
cities have cultures and norms and
rituals that are awesome. go cities.
a lot of people don’t live in cities.
yet, they have valid cultures, rituals,
perspectives and norms (protip: it’s
really hard to find those in one-way-
glass focus groups). being smug
about “flyover states” is a stupid
thing for a planner to do.
COUNTRY
great planners are schizo
BEING
SOMEONE’S
BITCH
BEING
A
BITCH
BEING
SOMEONE’S
BITCH
you are in a service industry.
client says jump, you say “how
high?”
you are on a team.
if the creatives are in a crisis, you
buy them cake and work with them
until they have it worked out (even if
you explained it to them ten times
already).
your account person needs unusual
help with a meeting (ie making you
read a script about cleaning
testicles)? you do it.
the client isn’t being objective
about their brand? you need to try
to fix that.
the creative is off-brief? you need
to speak up.
your account man isn’t giving you
enough time to write a brief? raise
the flag.
BEING
A
BITCH
great planners are schizo
COLLABORATORLONE WOLF
COLLABORATOR
you are a creator. planning requires
a creative process. but to get to a
smart solution, you’ll need
perspectives, opinions and
pressure tests against other
thinkers. drop the ego and let that
happen.
you are a creator. planning requires
a creative process. a creative
process requires alone time,
mulling, sitting with a blank page in
front of you and ultimately taking on
the responsibility the brief. don’t be
afraid of that.
LONE WOLF
great planners are schizo
NERDPOET
NERD
ahhh data. it’s everywhere and no
modern planning process is
complete without diving into the
spreadsheets and studies and
databases and nerding out.
ahhh stories. the stuff of magic, the
pathway to connecting with people.
no modern planning process is
complete without a bit of dreaming
and what if’ing.
POET
great planners are schizo
KNOW
EVERYTHING
KNOW
ONE THING
KNOW
EVERYTHING
planning requires thoroughness.
you have to bring it all in - the
books, the studies, the
conversations, the visits into other
worlds, the reports, the data.
you must, must, must be able to
crystallize your thinking into simple,
clear, logical flows and statements.
a great planning deliverable doesn’t
lay out everything you know; it only
reveals the things that everyone
else must know.
KNOW
ONE THING
great planners are schizo
LOVE
BIG STORIES
LOVE
THE DETAILS
LOVE
BIG STORIES
find the big story of the brand. know
it through and through. be
audacious with it.
pull that story all the way through to
the tweets and the words on the
back of the package.
LOVE
THE DETAILS
a few things no matter what...
BE BRAVE
BE POSITIVE
thank you

Weitere ähnliche Inhalte

Was ist angesagt?

Strategic Planning Cheats
Strategic Planning CheatsStrategic Planning Cheats
Strategic Planning CheatsAndreas Krasser
 
The History of SEO
The History of SEOThe History of SEO
The History of SEOHubSpot
 
A Hunter's Guide To BS-Free Insights
A Hunter's Guide To BS-Free InsightsA Hunter's Guide To BS-Free Insights
A Hunter's Guide To BS-Free InsightsTom Morton
 
Useful Thoughts From Advertising Mentors
Useful Thoughts From Advertising MentorsUseful Thoughts From Advertising Mentors
Useful Thoughts From Advertising MentorsVishal Ostwal
 
How to Create a Killer Creative Brief with Wild Alchemy
How to Create a Killer Creative Brief with Wild AlchemyHow to Create a Killer Creative Brief with Wild Alchemy
How to Create a Killer Creative Brief with Wild AlchemyUnited Adworkers
 
Martin Weigel- How to (not) FAIL
Martin Weigel- How to (not) FAILMartin Weigel- How to (not) FAIL
Martin Weigel- How to (not) FAILIvan Chernopyatko
 
Top 10 Planning Departments in Advertising Shortlist
Top 10 Planning Departments in Advertising ShortlistTop 10 Planning Departments in Advertising Shortlist
Top 10 Planning Departments in Advertising ShortlistJulian Cole
 
Pitching Ideas: How to sell your ideas to others
Pitching Ideas: How to sell your ideas to othersPitching Ideas: How to sell your ideas to others
Pitching Ideas: How to sell your ideas to othersJeroen van Geel
 
Hhcl how to write a creative brief
Hhcl how to write a creative briefHhcl how to write a creative brief
Hhcl how to write a creative briefRob Campbell
 
Crap. The Content Marketing Deluge.
Crap. The Content Marketing Deluge.Crap. The Content Marketing Deluge.
Crap. The Content Marketing Deluge.Velocity Partners
 
Design for Startups - Build Better Products, Not More Features
Design for Startups - Build Better Products, Not More FeaturesDesign for Startups - Build Better Products, Not More Features
Design for Startups - Build Better Products, Not More FeaturesVitaly Golomb
 
Rick James Model for selling innovative ideas
Rick James Model for selling innovative ideasRick James Model for selling innovative ideas
Rick James Model for selling innovative ideasJulian Cole
 
Human Kind
Human KindHuman Kind
Human Kindtriso01
 
What's Next: Authenticity - The Struggle is Real
What's Next: Authenticity - The Struggle is RealWhat's Next: Authenticity - The Struggle is Real
What's Next: Authenticity - The Struggle is RealOgilvy Consulting
 
TWIST: Using HumanKind tools in my personal life
TWIST: Using HumanKind tools in my personal lifeTWIST: Using HumanKind tools in my personal life
TWIST: Using HumanKind tools in my personal lifeHoward Laubscher
 

Was ist angesagt? (20)

Bbdo big idea_today
Bbdo big idea_todayBbdo big idea_today
Bbdo big idea_today
 
Strategic Planning Cheats
Strategic Planning CheatsStrategic Planning Cheats
Strategic Planning Cheats
 
The History of SEO
The History of SEOThe History of SEO
The History of SEO
 
A Hunter's Guide To BS-Free Insights
A Hunter's Guide To BS-Free InsightsA Hunter's Guide To BS-Free Insights
A Hunter's Guide To BS-Free Insights
 
100+ Beautiful Slides from #CannesLions 2016
100+ Beautiful Slides from #CannesLions 2016100+ Beautiful Slides from #CannesLions 2016
100+ Beautiful Slides from #CannesLions 2016
 
Useful Thoughts From Advertising Mentors
Useful Thoughts From Advertising MentorsUseful Thoughts From Advertising Mentors
Useful Thoughts From Advertising Mentors
 
How to Create a Killer Creative Brief with Wild Alchemy
How to Create a Killer Creative Brief with Wild AlchemyHow to Create a Killer Creative Brief with Wild Alchemy
How to Create a Killer Creative Brief with Wild Alchemy
 
The Minimum Loveable Product
The Minimum Loveable ProductThe Minimum Loveable Product
The Minimum Loveable Product
 
Martin Weigel- How to (not) FAIL
Martin Weigel- How to (not) FAILMartin Weigel- How to (not) FAIL
Martin Weigel- How to (not) FAIL
 
Consumers insights
Consumers insightsConsumers insights
Consumers insights
 
Top 10 Planning Departments in Advertising Shortlist
Top 10 Planning Departments in Advertising ShortlistTop 10 Planning Departments in Advertising Shortlist
Top 10 Planning Departments in Advertising Shortlist
 
Pitching Ideas: How to sell your ideas to others
Pitching Ideas: How to sell your ideas to othersPitching Ideas: How to sell your ideas to others
Pitching Ideas: How to sell your ideas to others
 
Hhcl how to write a creative brief
Hhcl how to write a creative briefHhcl how to write a creative brief
Hhcl how to write a creative brief
 
Crap. The Content Marketing Deluge.
Crap. The Content Marketing Deluge.Crap. The Content Marketing Deluge.
Crap. The Content Marketing Deluge.
 
Design for Startups - Build Better Products, Not More Features
Design for Startups - Build Better Products, Not More FeaturesDesign for Startups - Build Better Products, Not More Features
Design for Startups - Build Better Products, Not More Features
 
Inspiring Creativity
Inspiring CreativityInspiring Creativity
Inspiring Creativity
 
Rick James Model for selling innovative ideas
Rick James Model for selling innovative ideasRick James Model for selling innovative ideas
Rick James Model for selling innovative ideas
 
Human Kind
Human KindHuman Kind
Human Kind
 
What's Next: Authenticity - The Struggle is Real
What's Next: Authenticity - The Struggle is RealWhat's Next: Authenticity - The Struggle is Real
What's Next: Authenticity - The Struggle is Real
 
TWIST: Using HumanKind tools in my personal life
TWIST: Using HumanKind tools in my personal lifeTWIST: Using HumanKind tools in my personal life
TWIST: Using HumanKind tools in my personal life
 

Andere mochten auch

To break the rules, you gotta know the rules
To break the rules, you gotta know the rulesTo break the rules, you gotta know the rules
To break the rules, you gotta know the rulesHeidi Hackemer
 
Building a Creative and Diverse Company
Building a Creative and Diverse CompanyBuilding a Creative and Diverse Company
Building a Creative and Diverse CompanyHeidi Hackemer
 
Getting Radical with Brand
Getting Radical with BrandGetting Radical with Brand
Getting Radical with BrandHeidi Hackemer
 
planning, creativity & planning for creative campaigns
planning, creativity & planning for creative campaignsplanning, creativity & planning for creative campaigns
planning, creativity & planning for creative campaignsHeidi Hackemer
 
ideas idea ideas: strategy talk with MAS
ideas idea ideas: strategy talk with MASideas idea ideas: strategy talk with MAS
ideas idea ideas: strategy talk with MASHeidi Hackemer
 
Coming off the Island: principles for a more collaborative, fast approach
Coming off the Island: principles for a more collaborative, fast approachComing off the Island: principles for a more collaborative, fast approach
Coming off the Island: principles for a more collaborative, fast approachHeidi Hackemer
 
Advertising is kinda dead but not really
Advertising is kinda dead but not reallyAdvertising is kinda dead but not really
Advertising is kinda dead but not reallyHeidi Hackemer
 
Digital Strategy 101
Digital Strategy 101Digital Strategy 101
Digital Strategy 101Bud Caddell
 
What is Comms Planning?
What is Comms Planning?What is Comms Planning?
What is Comms Planning?Julian Cole
 
BASE Awards presentation
BASE Awards presentationBASE Awards presentation
BASE Awards presentationIlya Petrov
 
4 Practices for Video Success in 2017
4 Practices for Video Success in 20174 Practices for Video Success in 2017
4 Practices for Video Success in 2017Julian Cole
 
Digital Strategy Toolbox
Digital Strategy ToolboxDigital Strategy Toolbox
Digital Strategy ToolboxJulian Cole
 
How to Build SEO into Content Strategy
How to Build SEO into Content StrategyHow to Build SEO into Content Strategy
How to Build SEO into Content StrategyJonathon Colman
 
What is Digital Strategy?
What is Digital Strategy?What is Digital Strategy?
What is Digital Strategy?Julian Cole
 
Hegarty final
Hegarty finalHegarty final
Hegarty finalthebyr
 
De Digitale Revolutie van de Ondernemer - Huis voor Ondernemers
De Digitale Revolutie van de Ondernemer - Huis voor OndernemersDe Digitale Revolutie van de Ondernemer - Huis voor Ondernemers
De Digitale Revolutie van de Ondernemer - Huis voor OndernemersSytse Kooistra
 

Andere mochten auch (20)

To break the rules, you gotta know the rules
To break the rules, you gotta know the rulesTo break the rules, you gotta know the rules
To break the rules, you gotta know the rules
 
Building a Creative and Diverse Company
Building a Creative and Diverse CompanyBuilding a Creative and Diverse Company
Building a Creative and Diverse Company
 
Getting Radical with Brand
Getting Radical with BrandGetting Radical with Brand
Getting Radical with Brand
 
planning, creativity & planning for creative campaigns
planning, creativity & planning for creative campaignsplanning, creativity & planning for creative campaigns
planning, creativity & planning for creative campaigns
 
ideas idea ideas: strategy talk with MAS
ideas idea ideas: strategy talk with MASideas idea ideas: strategy talk with MAS
ideas idea ideas: strategy talk with MAS
 
Just Effin' Do It
Just Effin' Do ItJust Effin' Do It
Just Effin' Do It
 
Coming off the Island: principles for a more collaborative, fast approach
Coming off the Island: principles for a more collaborative, fast approachComing off the Island: principles for a more collaborative, fast approach
Coming off the Island: principles for a more collaborative, fast approach
 
Advertising is kinda dead but not really
Advertising is kinda dead but not reallyAdvertising is kinda dead but not really
Advertising is kinda dead but not really
 
Digital Strategy 101
Digital Strategy 101Digital Strategy 101
Digital Strategy 101
 
What is Comms Planning?
What is Comms Planning?What is Comms Planning?
What is Comms Planning?
 
2017 Digital Yearbook
2017 Digital Yearbook2017 Digital Yearbook
2017 Digital Yearbook
 
BASE Awards presentation
BASE Awards presentationBASE Awards presentation
BASE Awards presentation
 
Auditing Your Agency's Business Model
Auditing Your Agency's Business ModelAuditing Your Agency's Business Model
Auditing Your Agency's Business Model
 
4 Practices for Video Success in 2017
4 Practices for Video Success in 20174 Practices for Video Success in 2017
4 Practices for Video Success in 2017
 
Digital Strategy Toolbox
Digital Strategy ToolboxDigital Strategy Toolbox
Digital Strategy Toolbox
 
How to Build SEO into Content Strategy
How to Build SEO into Content StrategyHow to Build SEO into Content Strategy
How to Build SEO into Content Strategy
 
What is Digital Strategy?
What is Digital Strategy?What is Digital Strategy?
What is Digital Strategy?
 
How Google Works
How Google WorksHow Google Works
How Google Works
 
Hegarty final
Hegarty finalHegarty final
Hegarty final
 
De Digitale Revolutie van de Ondernemer - Huis voor Ondernemers
De Digitale Revolutie van de Ondernemer - Huis voor OndernemersDe Digitale Revolutie van de Ondernemer - Huis voor Ondernemers
De Digitale Revolutie van de Ondernemer - Huis voor Ondernemers
 

Ähnlich wie great planners are schizo

Innovation in the Social Sector (v2)
Innovation in the Social Sector (v2)Innovation in the Social Sector (v2)
Innovation in the Social Sector (v2)ReadG
 
You're going to die and no-one is going to give a shit.
You're going to die and no-one is going to give a shit.You're going to die and no-one is going to give a shit.
You're going to die and no-one is going to give a shit.Chris Spalton
 
Design Thinking and Public Sector Innovation
Design Thinking and Public Sector Innovation Design Thinking and Public Sector Innovation
Design Thinking and Public Sector Innovation Ben Weinlick
 
Crafting Innovation
Crafting InnovationCrafting Innovation
Crafting InnovationSteve Green
 
What's Wrong with Elitist UX?
What's Wrong with Elitist UX?What's Wrong with Elitist UX?
What's Wrong with Elitist UX?Andrew Heaton
 
The Open Manifesto: how to work smarter, supercharge collaboration and (maybe...
The Open Manifesto: how to work smarter, supercharge collaboration and (maybe...The Open Manifesto: how to work smarter, supercharge collaboration and (maybe...
The Open Manifesto: how to work smarter, supercharge collaboration and (maybe...CanadaHelps / MyCharityConnects
 
How to do open and front end innovation. 5 Principles. Insights & experience...
How to do open and front end innovation.  5 Principles. Insights & experience...How to do open and front end innovation.  5 Principles. Insights & experience...
How to do open and front end innovation. 5 Principles. Insights & experience...Martin Malthe Borch
 
Being a Digital Do-Gooder (IxDA Berlin Event #53)
Being a Digital Do-Gooder (IxDA Berlin Event #53)Being a Digital Do-Gooder (IxDA Berlin Event #53)
Being a Digital Do-Gooder (IxDA Berlin Event #53)Clive K. Lavery
 
Best of sxsw 2015
Best of sxsw 2015Best of sxsw 2015
Best of sxsw 2015Ben Judy
 
Constellations for Change - Chapter 0 - Naked
Constellations for Change - Chapter 0 - NakedConstellations for Change - Chapter 0 - Naked
Constellations for Change - Chapter 0 - Nakedlouise_a
 
Digital Process
Digital ProcessDigital Process
Digital Processlednine
 
How to harness cognitive diversity to drive breakthrough innovation.
How to harness cognitive diversity to drive breakthrough innovation.How to harness cognitive diversity to drive breakthrough innovation.
How to harness cognitive diversity to drive breakthrough innovation.Sense Worldwide
 
Aliaonline
AliaonlineAliaonline
AliaonlineSnook
 
The Journey of Creativity
The Journey of CreativityThe Journey of Creativity
The Journey of CreativityMarc Rettig
 
12/15/2011 Webinar: Creative Placemaking: Thinking Beyond Projects
12/15/2011 Webinar: Creative Placemaking: Thinking Beyond Projects12/15/2011 Webinar: Creative Placemaking: Thinking Beyond Projects
12/15/2011 Webinar: Creative Placemaking: Thinking Beyond ProjectsNational Creativity Network
 
A conversation about Design thinking
A conversation about Design thinkingA conversation about Design thinking
A conversation about Design thinkingAbhinav Soni
 
CSUN Inclusive Design Changes Perspective
CSUN Inclusive Design Changes PerspectiveCSUN Inclusive Design Changes Perspective
CSUN Inclusive Design Changes PerspectiveJess Mitchell
 
Keeping UCD in an agile world
Keeping UCD in an agile worldKeeping UCD in an agile world
Keeping UCD in an agile worldVanessa Kirby
 
Surfing 101 : Managing for Change
Surfing 101 : Managing for ChangeSurfing 101 : Managing for Change
Surfing 101 : Managing for ChangeJoann Ransom
 

Ähnlich wie great planners are schizo (20)

Innovation in the Social Sector (v2)
Innovation in the Social Sector (v2)Innovation in the Social Sector (v2)
Innovation in the Social Sector (v2)
 
You're going to die and no-one is going to give a shit.
You're going to die and no-one is going to give a shit.You're going to die and no-one is going to give a shit.
You're going to die and no-one is going to give a shit.
 
Design Thinking and Public Sector Innovation
Design Thinking and Public Sector Innovation Design Thinking and Public Sector Innovation
Design Thinking and Public Sector Innovation
 
Crafting Innovation
Crafting InnovationCrafting Innovation
Crafting Innovation
 
What's Wrong with Elitist UX?
What's Wrong with Elitist UX?What's Wrong with Elitist UX?
What's Wrong with Elitist UX?
 
The Open Manifesto: how to work smarter, supercharge collaboration and (maybe...
The Open Manifesto: how to work smarter, supercharge collaboration and (maybe...The Open Manifesto: how to work smarter, supercharge collaboration and (maybe...
The Open Manifesto: how to work smarter, supercharge collaboration and (maybe...
 
How to do open and front end innovation. 5 Principles. Insights & experience...
How to do open and front end innovation.  5 Principles. Insights & experience...How to do open and front end innovation.  5 Principles. Insights & experience...
How to do open and front end innovation. 5 Principles. Insights & experience...
 
Being a Digital Do-Gooder (IxDA Berlin Event #53)
Being a Digital Do-Gooder (IxDA Berlin Event #53)Being a Digital Do-Gooder (IxDA Berlin Event #53)
Being a Digital Do-Gooder (IxDA Berlin Event #53)
 
Best of sxsw 2015
Best of sxsw 2015Best of sxsw 2015
Best of sxsw 2015
 
Constellations for Change - Chapter 0 - Naked
Constellations for Change - Chapter 0 - NakedConstellations for Change - Chapter 0 - Naked
Constellations for Change - Chapter 0 - Naked
 
Digital Process
Digital ProcessDigital Process
Digital Process
 
How to harness cognitive diversity to drive breakthrough innovation.
How to harness cognitive diversity to drive breakthrough innovation.How to harness cognitive diversity to drive breakthrough innovation.
How to harness cognitive diversity to drive breakthrough innovation.
 
Aliaonline
AliaonlineAliaonline
Aliaonline
 
The Journey of Creativity
The Journey of CreativityThe Journey of Creativity
The Journey of Creativity
 
12/15/2011 Webinar: Creative Placemaking: Thinking Beyond Projects
12/15/2011 Webinar: Creative Placemaking: Thinking Beyond Projects12/15/2011 Webinar: Creative Placemaking: Thinking Beyond Projects
12/15/2011 Webinar: Creative Placemaking: Thinking Beyond Projects
 
A conversation about Design thinking
A conversation about Design thinkingA conversation about Design thinking
A conversation about Design thinking
 
CSUN Inclusive Design Changes Perspective
CSUN Inclusive Design Changes PerspectiveCSUN Inclusive Design Changes Perspective
CSUN Inclusive Design Changes Perspective
 
Keeping UCD in an agile world
Keeping UCD in an agile worldKeeping UCD in an agile world
Keeping UCD in an agile world
 
National CXO Forum Colombo
National CXO Forum ColomboNational CXO Forum Colombo
National CXO Forum Colombo
 
Surfing 101 : Managing for Change
Surfing 101 : Managing for ChangeSurfing 101 : Managing for Change
Surfing 101 : Managing for Change
 

Kürzlich hochgeladen

kids gpaddfghtggvgghhhuuuuuhhhgggggy.pptx
kids gpaddfghtggvgghhhuuuuuhhhgggggy.pptxkids gpaddfghtggvgghhhuuuuuhhhgggggy.pptx
kids gpaddfghtggvgghhhuuuuuhhhgggggy.pptxJagrutiSononee
 
Fireman Resume Strikuingly Text............................
Fireman Resume Strikuingly Text............................Fireman Resume Strikuingly Text............................
Fireman Resume Strikuingly Text............................calvinjamesmappala
 
Moaaz Hassan El-Shayeb - Projects Portfolio
Moaaz Hassan El-Shayeb - Projects PortfolioMoaaz Hassan El-Shayeb - Projects Portfolio
Moaaz Hassan El-Shayeb - Projects Portfoliomoaaz el-shayeb
 
127. Reviewer Certificate in BP International
127. Reviewer Certificate in BP International127. Reviewer Certificate in BP International
127. Reviewer Certificate in BP InternationalManu Mitra
 
How to Host a Successful Webinar for Success?
How to Host a Successful Webinar for Success?How to Host a Successful Webinar for Success?
How to Host a Successful Webinar for Success?StrengthsTheatre
 
asdfasdiofujasloidfoia nslkflsdkaf jljffs
asdfasdiofujasloidfoia nslkflsdkaf jljffsasdfasdiofujasloidfoia nslkflsdkaf jljffs
asdfasdiofujasloidfoia nslkflsdkaf jljffsJulia Kaye
 
Nashon Holloway - Media/Press Kit - Priv
Nashon Holloway - Media/Press Kit - PrivNashon Holloway - Media/Press Kit - Priv
Nashon Holloway - Media/Press Kit - PrivNashonHolloway
 
10 Things That Will Shape the Future of Education.pdf
10 Things That Will Shape the Future of Education.pdf10 Things That Will Shape the Future of Education.pdf
10 Things That Will Shape the Future of Education.pdfEducationView
 
reStartEvents March 28th TS/SCI & Above Employer Directory.pdf
reStartEvents March 28th TS/SCI & Above Employer Directory.pdfreStartEvents March 28th TS/SCI & Above Employer Directory.pdf
reStartEvents March 28th TS/SCI & Above Employer Directory.pdfKen Fuller
 
wealth_spend_bharatpeVerse_Analysis .pptx
wealth_spend_bharatpeVerse_Analysis .pptxwealth_spend_bharatpeVerse_Analysis .pptx
wealth_spend_bharatpeVerse_Analysis .pptxAnuragBhakuni4
 
STORY OF SUSAN & JUDY - CEREBRAL PALSY.pptx
STORY OF SUSAN & JUDY - CEREBRAL PALSY.pptxSTORY OF SUSAN & JUDY - CEREBRAL PALSY.pptx
STORY OF SUSAN & JUDY - CEREBRAL PALSY.pptxsheenam bansal
 
Blockchain_TezosDeveloperCommunitySNSCE.pdf
Blockchain_TezosDeveloperCommunitySNSCE.pdfBlockchain_TezosDeveloperCommunitySNSCE.pdf
Blockchain_TezosDeveloperCommunitySNSCE.pdfVISHNURAJSSNSCEAD
 
Chapter-1 IATA, UFTAA, ICAO, FAA, CAA, ATAB, Conventions
Chapter-1 IATA, UFTAA, ICAO, FAA, CAA, ATAB, ConventionsChapter-1 IATA, UFTAA, ICAO, FAA, CAA, ATAB, Conventions
Chapter-1 IATA, UFTAA, ICAO, FAA, CAA, ATAB, ConventionsMd Shaifullar Rabbi
 
Audhina Nur Afifah Resume & Portofolio_2024.pdf
Audhina Nur Afifah Resume & Portofolio_2024.pdfAudhina Nur Afifah Resume & Portofolio_2024.pdf
Audhina Nur Afifah Resume & Portofolio_2024.pdfaudhinafh1
 
FAHAD HASSAN NOOR || UCP Business School Data Analytics Head Recommended | MB...
FAHAD HASSAN NOOR || UCP Business School Data Analytics Head Recommended | MB...FAHAD HASSAN NOOR || UCP Business School Data Analytics Head Recommended | MB...
FAHAD HASSAN NOOR || UCP Business School Data Analytics Head Recommended | MB...FaHaD .H. NooR
 
ASDFSDFASDFASDFASDFOUIASHDFOIASUD FOIJSADO;IFJOISADJF
ASDFSDFASDFASDFASDFOUIASHDFOIASUD FOIJSADO;IFJOISADJFASDFSDFASDFASDFASDFOUIASHDFOIASUD FOIJSADO;IFJOISADJF
ASDFSDFASDFASDFASDFOUIASHDFOIASUD FOIJSADO;IFJOISADJFJulia Kaye
 
Chapter-4 Introduction to Global Distributions System and Computerized Reserv...
Chapter-4 Introduction to Global Distributions System and Computerized Reserv...Chapter-4 Introduction to Global Distributions System and Computerized Reserv...
Chapter-4 Introduction to Global Distributions System and Computerized Reserv...Md Shaifullar Rabbi
 

Kürzlich hochgeladen (17)

kids gpaddfghtggvgghhhuuuuuhhhgggggy.pptx
kids gpaddfghtggvgghhhuuuuuhhhgggggy.pptxkids gpaddfghtggvgghhhuuuuuhhhgggggy.pptx
kids gpaddfghtggvgghhhuuuuuhhhgggggy.pptx
 
Fireman Resume Strikuingly Text............................
Fireman Resume Strikuingly Text............................Fireman Resume Strikuingly Text............................
Fireman Resume Strikuingly Text............................
 
Moaaz Hassan El-Shayeb - Projects Portfolio
Moaaz Hassan El-Shayeb - Projects PortfolioMoaaz Hassan El-Shayeb - Projects Portfolio
Moaaz Hassan El-Shayeb - Projects Portfolio
 
127. Reviewer Certificate in BP International
127. Reviewer Certificate in BP International127. Reviewer Certificate in BP International
127. Reviewer Certificate in BP International
 
How to Host a Successful Webinar for Success?
How to Host a Successful Webinar for Success?How to Host a Successful Webinar for Success?
How to Host a Successful Webinar for Success?
 
asdfasdiofujasloidfoia nslkflsdkaf jljffs
asdfasdiofujasloidfoia nslkflsdkaf jljffsasdfasdiofujasloidfoia nslkflsdkaf jljffs
asdfasdiofujasloidfoia nslkflsdkaf jljffs
 
Nashon Holloway - Media/Press Kit - Priv
Nashon Holloway - Media/Press Kit - PrivNashon Holloway - Media/Press Kit - Priv
Nashon Holloway - Media/Press Kit - Priv
 
10 Things That Will Shape the Future of Education.pdf
10 Things That Will Shape the Future of Education.pdf10 Things That Will Shape the Future of Education.pdf
10 Things That Will Shape the Future of Education.pdf
 
reStartEvents March 28th TS/SCI & Above Employer Directory.pdf
reStartEvents March 28th TS/SCI & Above Employer Directory.pdfreStartEvents March 28th TS/SCI & Above Employer Directory.pdf
reStartEvents March 28th TS/SCI & Above Employer Directory.pdf
 
wealth_spend_bharatpeVerse_Analysis .pptx
wealth_spend_bharatpeVerse_Analysis .pptxwealth_spend_bharatpeVerse_Analysis .pptx
wealth_spend_bharatpeVerse_Analysis .pptx
 
STORY OF SUSAN & JUDY - CEREBRAL PALSY.pptx
STORY OF SUSAN & JUDY - CEREBRAL PALSY.pptxSTORY OF SUSAN & JUDY - CEREBRAL PALSY.pptx
STORY OF SUSAN & JUDY - CEREBRAL PALSY.pptx
 
Blockchain_TezosDeveloperCommunitySNSCE.pdf
Blockchain_TezosDeveloperCommunitySNSCE.pdfBlockchain_TezosDeveloperCommunitySNSCE.pdf
Blockchain_TezosDeveloperCommunitySNSCE.pdf
 
Chapter-1 IATA, UFTAA, ICAO, FAA, CAA, ATAB, Conventions
Chapter-1 IATA, UFTAA, ICAO, FAA, CAA, ATAB, ConventionsChapter-1 IATA, UFTAA, ICAO, FAA, CAA, ATAB, Conventions
Chapter-1 IATA, UFTAA, ICAO, FAA, CAA, ATAB, Conventions
 
Audhina Nur Afifah Resume & Portofolio_2024.pdf
Audhina Nur Afifah Resume & Portofolio_2024.pdfAudhina Nur Afifah Resume & Portofolio_2024.pdf
Audhina Nur Afifah Resume & Portofolio_2024.pdf
 
FAHAD HASSAN NOOR || UCP Business School Data Analytics Head Recommended | MB...
FAHAD HASSAN NOOR || UCP Business School Data Analytics Head Recommended | MB...FAHAD HASSAN NOOR || UCP Business School Data Analytics Head Recommended | MB...
FAHAD HASSAN NOOR || UCP Business School Data Analytics Head Recommended | MB...
 
ASDFSDFASDFASDFASDFOUIASHDFOIASUD FOIJSADO;IFJOISADJF
ASDFSDFASDFASDFASDFOUIASHDFOIASUD FOIJSADO;IFJOISADJFASDFSDFASDFASDFASDFOUIASHDFOIASUD FOIJSADO;IFJOISADJF
ASDFSDFASDFASDFASDFOUIASHDFOIASUD FOIJSADO;IFJOISADJF
 
Chapter-4 Introduction to Global Distributions System and Computerized Reserv...
Chapter-4 Introduction to Global Distributions System and Computerized Reserv...Chapter-4 Introduction to Global Distributions System and Computerized Reserv...
Chapter-4 Introduction to Global Distributions System and Computerized Reserv...
 

great planners are schizo

  • 3. THE TRUTH SEEKERS The “conscience” Open to anything (vs. clients) Impartial on work (vs. creatives) Liberated from agendas (vs. account people)
  • 8. INSIDE our job is to know our clients’ businesses, our teams, the process & the rules through and through
  • 9. our job is to bring the oxygen. divergent thinking. perspective. OUTSIDE
  • 12. CITY you’ll probably live in a city. cities are awesome. soon over 50% of the world’s population will live in them. cities have cultures and norms and rituals that are awesome. go cities.
  • 13. a lot of people don’t live in cities. yet, they have valid cultures, rituals, perspectives and norms (protip: it’s really hard to find those in one-way- glass focus groups). being smug about “flyover states” is a stupid thing for a planner to do. COUNTRY
  • 16. BEING SOMEONE’S BITCH you are in a service industry. client says jump, you say “how high?” you are on a team. if the creatives are in a crisis, you buy them cake and work with them until they have it worked out (even if you explained it to them ten times already). your account person needs unusual help with a meeting (ie making you read a script about cleaning testicles)? you do it.
  • 17. the client isn’t being objective about their brand? you need to try to fix that. the creative is off-brief? you need to speak up. your account man isn’t giving you enough time to write a brief? raise the flag. BEING A BITCH
  • 20. COLLABORATOR you are a creator. planning requires a creative process. but to get to a smart solution, you’ll need perspectives, opinions and pressure tests against other thinkers. drop the ego and let that happen.
  • 21. you are a creator. planning requires a creative process. a creative process requires alone time, mulling, sitting with a blank page in front of you and ultimately taking on the responsibility the brief. don’t be afraid of that. LONE WOLF
  • 24. NERD ahhh data. it’s everywhere and no modern planning process is complete without diving into the spreadsheets and studies and databases and nerding out.
  • 25. ahhh stories. the stuff of magic, the pathway to connecting with people. no modern planning process is complete without a bit of dreaming and what if’ing. POET
  • 28. KNOW EVERYTHING planning requires thoroughness. you have to bring it all in - the books, the studies, the conversations, the visits into other worlds, the reports, the data.
  • 29. you must, must, must be able to crystallize your thinking into simple, clear, logical flows and statements. a great planning deliverable doesn’t lay out everything you know; it only reveals the things that everyone else must know. KNOW ONE THING
  • 32. LOVE BIG STORIES find the big story of the brand. know it through and through. be audacious with it.
  • 33. pull that story all the way through to the tweets and the words on the back of the package. LOVE THE DETAILS
  • 34. a few things no matter what...