tagged: lessons

Side projects get the centre stage

Tina (Swiss Miss) talks about the importance of side projects.

I am completely with her and always have a side project or two going on myself (biting my lip to not talk about the next one to launch). One of the things I like about side projects is that you end up dealing with more of the creative/production process than you might in your day job (making the assumption that many of you work at agencies).

In my current side project, I am being a designer and a ‘community manager’ and content curator, and writer. I’m not brilliant at all these things, but you learn a lot trying. And you end up respecting the real experts more too.

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Shippam’s teach us how to spread

It’s a question millions of marketers bore the hell out of each other with every day: How do we use social media to build up a community/following? Especially if we’re not a high-interest product.

Enter Shippam’s Paste. Their Twitter account proclaims to be the voice of their ‘social media EXECUTIVE [capitals] intern’. It’s juvenile, it’s riddled with bad grammar and its devoid of punctuation. And you know what, I find it quite hilarious, as do 6,237 people and counting.

Here’s an example of some of their recent tweets:

And the below tweet – which, by the way is a direct product-based call to action – received over 100 retweets.



Am I saying all brands should try to be irreverent in the hope that it gains followers? No. Because ‘brands’ don’t do things, people do. And it’s hard finding funny people that are capable of making others interested in them. Not to mention that not all brands would benefit from irreverence in the first place.

What I am saying is that this is clearly creating value for the brand (I’ve now heard of it) and yet this would never have been created off the back of any logical conversation. No formula, theory or rationale can ensure this kind of result – more likely it will kill it. No, it comes from creativity, braveness, imagination and an intimate understanding of the culture of social tools.

Thanks for reading why not try the beef paste.

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Where does your tone come from?

It frustrates me when people get seduced by shiny new stuff and ignore the important things. One of the biggest dangers in the digital age is the allure of perpetual novelty. There will never be another day when you can’t do something new. That’s exciting but also distracting.

This thought is captured nicely in a couple of quotes in Rework by the 37 Signals guys. This first one concerns companies’ unhealthy interest in change:



The things that don’t change are people and their motivations; feelings and spirit. Although I’ve never labelled myself such, I’ve always considered myself a ‘brand strategist’ of sorts — Sorry if you hate the word brand — A brand strategist in the sense that I’m interested primarily in finding a company’s soul and then living out its values in whichever forms feel appropriate.

Which is why I enjoyed this other quote from the book:


You can use all the fancy technology you want. But your tone needs to come from you. Technology won’t find your tone or your company’s soul. It might play some important roles in expressing and realising it, but the tone is in your fingers.

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Lessons from Terry Pratchett

I bloody love words.
Sometimes a good writer (a proper one) can capture concepts better than anyone. I’ve found myself highlighting passages from books (fiction; novels) that ring true with my professional work/interests. I do this on my much-loved Kindle, which makes them easy to share. Which I’ll do now.

The below are from Terry Pratchett’s Lords & Ladies, which has nothing to do with marketing or brands and everything to do with elves, dwarfs and witches. But there are some beauties…

This first paragraph describes a witch’s inability to inhabit the collective mind of a swarm of bees. It reminded me of what it feels like to try and predict the group-action of a large audience:

“Bees were her one failure. There wasn’t a mind in Lancre she couldn’t Borrow. She could even see the world through the eyes of earthworms. But a swarm, a mind made up of thousands of mobile parts, was beyond her. It was the toughest test of all. She’d tried over and over again to ride on one, to see the world through ten thousand pairs of multi-faceted eyes all at once, and all she’d ever got was a migraine and an inclination to make love to flowers.”

On having the humility and empathy to work with the flow of others:

“When you’re a cork in someone else’s stream of consciousness, all you can do is spin and bob in the eddies.”

On the danger of ‘intelligence’ – in this case of a wizard with some cognitive flaws:

“He had quite a powerful intellect, but it was powerful like a locomotive, and ran on rails and was therefore almost impossible to steer.”

A very short highwayman reminds us how important it is to frame things in the most positive way for people:

‘I wouldn’t like you to think of this as a robbery,’ he said. ‘I’d like you to think of it more as a colourful anecdote you might enjoy telling your grandchildren about.’

On semantics and the danger of accepting old definitions:

“The thing about words is that meanings can twist just like a snake – if you want to find snakes look for them behind words that have changed their meaning.”

I quite enjoy doing this. You may hear more of these from other books.

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Turning negatives into positives

Last week we posted a playful recruitment ad for a copywriter and we’ve been blown away by the response. (15,000 search results and 792 tweets in just a few days) I won’t bang on about it because it’s unattractive, but in social media terms it ‘went mental’.

When things ‘go mental’, they energise you and I’m excited to read the entries (we have 35 already), but it could have been a very different story.

When we found out Laura was leaving us, it totally demotivated us. It had taken ages to find her. We had already created and built a bespoke ad, gone through 30 applications and interviewed 8 people (two of them twice). And then she left after about 5 weeks.

The idea of going through all that again destroyed us. Or almost did.

I’m a firm believer that the smartest way to deal with negatives is to turn them into positives and this experience has cemented that belief. Negative energy is still energy. The question is what do you do with it. It reminds me of improv comedy. The cardinal rule is to keep things moving forward. No matter what happens around you, you have to go with it (if someone tells you you’re a transvestite who is sexually aroused by ice cream, then you are!) If you fight against it you arrive at a standstill. And standstills are the most demotivating of all.

Instead we find ourselves energised by the enthusiasm people have shown and we will interview the next batch of copywriters invigorated and excited.

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Systems within systems

This is the best thing I’ve read that explains why you can’t predict the results of your marketing campaign or ‘branded utility’:

“You cannot even reliably predict the next move in a chess game. Why? Because the ‘system’ involves more than the rules of the game.”

Your campaign is a tight, finite system (involving motivations, interactions, ‘channels’ etc) but it overlaps with many other systems (mechanical and social). Your little ‘chess game’ does not describe the edges of the playing field. All you can do is create a game compelling enough to feed into – and from – greater, more meaningful systems and relationships.

More on Wikipedia about Emergence.

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Amplified superficiality

I’m reading Alone Together. Mainly because I saw Russell was reading it. And anything that feeds his mighty brain must be worth a squizz. (Is that creepy?)

Anyway, I’m half way through, and squizz-worthy it is. My favourite bit so far is the below. The two quotes are describing teenagers’ usage of social networks. But it perfectly describes how brands are dealing with the social space too. Have a read and think about your brand or company. In fact, I’ll even bastardise the words to help:

“These young people [companies] are among the first to grow up with an expectation of continuous connection: always on, and always on them. [...] They nurture friendships on social-networking sites and then wonder if they are among friends. They are connected all day but are not sure if they have communicated.”

It gets better:

“Their digitized friendships—so often predicated on rapid response rather than reflection—may prepare them, at times through nothing more than their superficiality, for relationships that could bring superficiality to a higher power.”

Boom. ‘Bring superficiality to a higher power’. Let that be a warning. A superficial approach to engagement does not become less superficial just because it lives in a potentially more intimate environment. ‘Connection’ does not equate to meaningful affiliation. Which also means more data does not (necessarily) equate to more meaningful measurement.

Wow, I blogged. Maybe it’s not dead just yet ;)

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Mike Fox wants a word

This week I discovered that my creative writing tutor at college died. Six years ago.

His name was Mike Fox and he was brilliant. He taught me a lot about writing; things I still remind myself to this day. He was funny, filthy and passionate about writing and reading. He founded and taught at junior chess clubs in central England and wrote books on the same subject. He spat when he read aloud and he didn’t care.

Mike summed up good writing with one word: Infect. He said the aim of a writer was to infect the mind of the reader with what was in his or her head. It seems appropriate that I should try to spread his infection to you. Here are five things Mike taught me:

1. On infecting
To elaborate, this word should not be overlooked. Its brevity is misleading. The point of reminding yourself about the purpose of writing is to divert yourself from the potential self-indulgence of simply ‘expressing’ yourself. Expression can be limited to a process of evacuation: appeasing the writer’s desire to spill thoughts out. ‘Infecting’ reminds us that words are simply servants to get your thoughts into someone else’s head as accurately and vividly as possible. If this doesn’t happen, then you’ve failed.

2. You
‘You’ is the most powerful word in the English language. Simple but true. Mike once read us a poem with a very long title. The title was rich and flowing, romantically describing the importance of a person. The poem itself was then just one word: You. I’ve always liked that reference. Really all it does is reverse the role of the title and the content of a poem, but it makes a lovely point.

3. Write shorter sentences
Another simple one. Another crucial one. “If you can turn one sentence into two sentences, then do it,” Mike told us. He cited Hemingway, whose writing is sometimes – word-by-word – very basic – almost childlike. But by stitching together short, potent sentences, a rich body of work can be created. Shorter, leaner sentences are also effortless to read, allowing the reader to pass through a book like a stone skimming across the water.

4. Filth is OK
When Mike was my tutor, I was twenty years old. My humour was naturally a little juvenile. He made me realise that filth is OK. It has a rawness and honesty that can be very powerful if used for the right reasons. He made me feel comfortable with being juvenile and my writing was more entertaining as a result.

5. Know what you’re crap at
Writing comedy has always been natural to me. (How funny my words actually are is questionable, but I’m talking about the genre) Mike gave me a lot of confidence to focus on this. He also told me my more serious writing was “absolute drivel”. Harsh but true. He saved me a lot of time and helped me to focus on what I’m good at.

Here’s to you Mike. I hope a few people reading this have been ‘infected’ by you. I promise not to tell your wife.

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How to explore

This is what you should do when you’re asked to explore a brief for a client. Except the dribbling and possible pooping.

Seen over at Adcentred

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Chance favours the connected mind

Check out my pretentious title ;)

Actually it’s a quote from a smarter man than me, Steven Johnson, which make it OK. The article from which I nabbed the quote is well worth reading. It supports many of my beliefs about creativity – specifically that creativity is the disruption of established pattens of thought.

It was Edward De Bono – via the medium of paperback – that first introduced me to this notion. Many people seem to resent his mechanical description of creativity – as though dissecting it this way somehow erodes its romanticism. I don’t feel that way and it seems Steven Johnson doesn’t either.

De Bono describes the brain as a pattern-defining instrument; we make connections that quickly establish an on-going understanding and way of behaving. We then navigate the world based on our experience of it and can therefore restrict ourselves from discovering new ideas. ‘Lateral thinking’, a term coined by De Bono, is the forced departure from these established patterns.

Johnson also refuses to subscribe to the myth of the ‘eureka’ moment or the idea that creativity is something purely magical. He talks about ‘the adjacent possible’. “Coined by the biologist Stuart Kauffman, it refers to the fact that at any given time – in science and technology, but perhaps also in culture and politics – only certain kinds of next steps are feasible.” And he knows that the more ideas you are aware of and can cross-reference, the greater number of ‘next possible’ moves you have. His advice is simple:

“expand the range of your possible next moves – the perimeter of your potential – by exposing yourself to as much serendipity, as much argument and conversation, as many rival and related ideas as possible.”

And I would just like to add: Fuck yeah.

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