Blind Shenanigans of Marketing
I’ve seen millions of dollars spent by corporations knowing that in many cases there were some behind-the-scenes blind shenanigans going on. It is not our intention for this to happen but it is our responsibility to gain some awareness so we can take action.
A few examples of shenanigans:
1. Agency Timesheets – I heard a talk by Alex Bogusky formally of Crispin Porter + Bogusky. He said their agency spent so much time filling out client time sheets and stopping client work before it was polished to prevent from being penalized for overworking accounts that they failed the clients. Their solution was to stop tracking client hours and start providing client results. Once this happened creativity and productively improved.
2. Noise – When you are surrounded by the noise of the day such as rushing work, forcing solutions and co-workers whirling around you it is impossible to be creative. Think about where you really get your inspiration – in the car, shower or sitting quietly outside. This is the moment that the client is paying for. Not the extra 5 hours you worked producing nothing useable. It’s the time you spent taking a break from the noise which allowed your brain to function. Leave the office on time and return with solutions.
3. Learning – We have the ability to learn anything. Malcolm Gladwell discusses the 10,000 hour rule in “Outliners.” He believes it takes 10 years to master something. I believe that once we spend 10 years mastering the violin, yoga or marketing any offshoot can be easily integrated. But it requires daily maintenance. In marketing we can get so focused on the project that we may delay a necessary ritual of daily learning. What changed on Facebook today? How does the economic situation impact our client and what can we do to help?
4. Communication – We struggle with this at home and work. Everyone communicates differently and this can cause missed deadlines, hard feelings and negative environments. The Four Agreements by Don Miguel Ruiz are what we need to put into action for ourselves and those around us. In a work situation it is a disservice to make a client pay for our inability to communicate. The first step is simply to respond to clients. We don’t need to have all the answers, we just need to hear them.
The Four Agreements by Don Miguel Ruiz
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.
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.
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.
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.