tagged: ramblings

On dismantling

I’m slightly embarrassed to admit that I go long periods feeling uncertain what I think about it all: about marketing, business, the web and culture. You know, ‘it all.’ Aren’t strategists supposed to be assertive?

But I’ve decided this is actually a good thing. Certainty is dangerous.

When we think of ‘Creative Strategy’, we think of the creation bit: the creation of principals, ideas, frameworks; shaping ways to see things. But it occurred to me that nowadays I spend more of my time dismantling concepts than I do assembling them. In fact, I think this dismantling has become the most important part of a strategist’s job. Because other people are way too certain about things. Frighteningly, and often mistakenly, certain.

So a creative strategist does not start with a blank canvas. Every project begins with a tangled nest of other people’s preconceptions, out-dated meanings and reckless terminology. This mess needs taking apart before she can even think about building anything meaningful. And the faster the world changes, the more mess builds up.

Before she can assert new ideas, she must help people to unlearn things. She is not just selling a strategy, she is selling new semantics. She must dismantle words, meanings and references; strip things down, isolate the elements and clarify their meaning before reassembling the raw building blocks. If she does it well, they will look brighter and clearer than they did before. The people around her will feel clever. They will understand the thinking vividly, because they will appreciate every nuance of its ingredients correctly.

Not being certain is okay. The trick is to get other people to be less certain too.

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Never let the pots dictate your sauce

I recently had fish and chips in a pub (perhaps to cement the British cliche). With my meal came four equally sized pots, with equally measured portions of very different things: vinegar, ketchup, mayonnaise and mushy peas.

Said pots were appropriate for ketchup and mayonnaise, so let’s leave those alone. But the same pots lavished me with about ten times too much vinegar and offered only a single mouthful of peas:

It reminded me of a mistake that is made in many aspects of life. People let standard sized ‘vessels’ dictate the amount of ‘stuff’ users get, regardless to what their needs are, or what the qualities of said stuff might be. [A bit like 30-minute TV show slots]
We get accustomed to thinking of the stuff we sell as something to fill the vessel at hand.

I thought we were past this, people.

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Dentists – and televisions on ceilings

I went to the Dentist earlier. As I reclined – courtesy of the mechanical chair – I became aware of a TV glowing at me from above. An episode of Friends panned slowly into view like a docking spaceship. As the chair’s whirring came to a close, the dentist adjusted the light and his assistant turned the volume up so I could hear Joey and Rachel properly.

A few things struck me:

1. It was quite smart to have a TV to distract patients (especially children)
2. Why – oh God why – did it have to be Friends?
3. Of course it had to be Friends: it’s inoffensive (questionably) and populist
4. This tension between the thoughtfulness of providing entertainment and the frustration that it was the one TV show it’s impossible to get away from was a strange experience; like being comforted after an accident by being fed the vegetables you hated as a child
5. TVs are bloody everywhere
6. The volume is being adjusted in unison with the light’s repositioning, reinforcing the feeling that both are playing an equal role in my dental experience
7. It’s a bit lazy isn’t it: using a TV – screening Friends no less – to hypnotise people into a docile state (much how parents sometimes use TVs as babysitters)
8. I thought we had quite a nice, adult, conversation – why didn’t they say: “You clearly don’t need this on, Sir, I’ll get you a copy of the Economist”?
9. C’mon Joey, you love her! Ross will understand!!

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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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Rigidly defined areas of doubt

“I mean what’s the use of our sitting up half the night arguing that there may or may not be a God if this machine only goes and gives us his bleeding phone number the next morning?”

I’m quoting from The Hitchhiker’s Guide to the Galaxy. Won’t be a moment.

“That’s right!” shouted Vroomfondel, “we demand rigidly defined areas of doubt and uncertainty!”

These are the words of two (fictional) philosophers rejecting computer, Deep Thought‘s role in resolving the answer to life, the Universe and everything. They are torn. They sort of want the answer, but they also desire perpetual complexity and uncertainty, so they can carry on wondering about what it might be. Such is humans’ complicated relationship with ‘knowing’.

I haven’t blogged much recently. Sometimes I wonder how I can think intensely about so many things and then not have anything to say about them. Part of the reason is that they are usually very complex things and the conclusions I take from them aren’t simple, certain ones. They don’t feel concise and clear enough to become a post. And that’s what people like, right? Clarity of thought.

I realised that the thing I really want to blog about is exactly that: the role of clarity in complex processes.

I’m a ‘strategist’, for want of a better word – and strategy is often seen as reductionism: the process of distilling complexity into a nice, singular statement of purpose. That’s never really worked for me, because too much distillation removes richness. Simplicity and clarity still play a huge role, just a more unstable, temporary one than in the past.

We’re drawn to clarity and certainty, because, to quote this article (ht Uwe):

“Certainty is the feeling of confidence we have when we’ve figured things out. Our physiology is geared to move us quickly to eliminate the uncomfortable tension of not knowing”

It’s often the role of a strategist to ease this tension. But as the article continues:

“Many complex problems can only be tackled with experimentation because they do not converge to definitive solutions.”

And in case you hadn’t noticed, the world gets more complex every day, which puts conflicting pressures on strategy. On one hand, it means the need is greater to shield people from overwhelming possibilities and offer clarity of thought. On the other hand, it reduces the integrity and stability of simplicity and certainty.

To complete my trilogy of quotes from Mr Cadsby, he goes on to recommend the adoption of what he calls ‘provisional truth’:

“Provisional truth requires that we think of our explanations as hypotheses — always subject to replacement based on new information or alternative ways of structuring existing information.”

This reminded me of something I read on Noah’s blog about ‘semantic placeholders’. Basically: terms that aren’t right, but do a better job of moving us forward than waiting for impossible linguistic perfection. Which feels bang on.

This is the ultimate truth; irreversible, protean complexity requires that we accept simplicity and certainty as a temporary vice only; a cognitive stepping stone that shifts the moment we move from it. Bit of a bastard isn’t it. It threatens the very core of what a strategist often stands for. It means that simplicity can never be the end of the process. It is merely a temporary expression of clarity in a complex on-going process.

A good strategist needs to battle with contradictory mindsets. She must match her confidence and intellect with humility and doubt. Because the frameworks we create are only temporary scaffolding that require reassembling as we go.

Like the scatty philosophers, Vroomfondel and Majikthise, we need to create ‘rigidly defined areas of doubt’. Enough structure for clarity and decision, but enough flex for constant adaptation. Although I can’t be certain.

‘We,’ said Majikthise, ‘are Philosophers.’
‘Though we may not be,’ said Vroomfondel waving a warning finger.

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Jesus vs Poker

Ben did a great presentation at Poke this week about Facebook. It was more interesting than that sentence makes it sound. It was also a bit scary. And exciting, of course. Lots of it made me think of various passages from The Filter Bubble, like:

“personalized filters sever the synapses in that brain. Without knowing it, we may be giving ourselves a kind of global lobotomy instead”

Crikey. Anyway, the thing I came here to mention was to do with Jesus and Poker. They, respectively top the lists of ‘most interactions’ and ‘most likes’ on Facebook. Jesus has fewer likes, but much deeper, more regular interactions from people – and Poker has the most likes, but less regular interactions.

Not that surprising, but they do offer a poetic way to frame a conversation about breadth vs depth of engagement. I shall be using this in meetings very soon: So, do you want to be Poker, or do you want to be Jesus?

(There were far more interesting, technology-focussed things Ben spoke about, but let’s be honest, there are better bloggers out there to cover that stuff)

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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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Books for dessert

Last night during dinner, my wife mentioned that when she was younger she automatically put salt and pepper on her food. (She no longer does) Three minutes later I owned a new book. Weird? Five years ago, yes. But not any more.

Her mentioning of salt and pepper reminded me of Bill Bryson’s new book At Home. I recalled a radio interview about the book, which looks to decode the meanings, designs, cultures and etiquette around details in the home. Like why, out of all the spices in the world, we have salt and pepper on the table?

“Why not pepper and cardamom, say, or salt and cinnamon?”

Good question, Bill.
To cut a long story short, I remembered that I wanted to read the book, reached over to my laptop (terrible manners, I know) and bought it for my Kindle. It was immediately sent to my device and the moment we finished dinner I read the first chapter.

It was one of those beautiful moments where I thought: I bloody love technology. I often have moments where the endless new possibilities frighten the hell out of me, but on this occasion, for all the complexity that lay behind the scenes, the experience I had was effortless and rewarding.

As technology seeps into the very smallest cracks between seemingly disconnected moments and actions, the more these moments become possible. Every mealtime conversation should result in owning a new book. Brilliant.

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Why we should pay attention

Comedian Mark Watson has written a good post about the Royal Wedding (capitals, right?) and why it’s important.

He compares ‘the attention given to events’ (how many people want to watch) with ‘the price paid for art’ (how much someone is willing to pay). Importantly, the first is plural and the second is singular. Because events are social – and therefore socially shaped.

On art:

“You and I would not pay half a million quid for a picture of a one-eyed woman even we had such money. But if someone will, as someone did at an auction in London recently, then it automatically becomes ‘worth’ half a million quid whether it’s bollocks or not.”

I once argued that it’s potentially in our interest to pay more for things – given that it also makes us value them more. Perhaps the same can be said for paying more attention to things. Anyway, Mark continues…

“For me, the importance of events isn’t intrinsic, but should be measured by their influence. You might think football is pointless, but if half a billion people watch the World Cup Final, then something massive has happened whether you like it or not.”

That’s the beauty of a socially curated world. A billion people can’t be wrong ;) Mark concludes:

“The Royal Wedding is worth the attention we collectively pay to it. And – again, whether you like it or not – that is a massive amount.”

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Should we?

Years ago, a popular question in marketing was ‘can we?’ Technologies were emerging more slowly than ideas. Now, of course, the answer to ‘can we?’ is always yes. The more important question is ‘should we?’ I’ll bet that question isn’t asked nearly enough.

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