Monday, July 02, 2012
The Awesomeness Process
“The work that you do should urge you go for a 10 out of 10. You’re going to get more threes than you normally would in doing things this way, but it’s better than aiming for a safe six."
“An over reliance on process gets in the way of the dream. Don’t start with a brand. It’s about feeling and doing not just writing about it. Think big, start small, then scale or fail fast.”
Which agency do you think said this?
Wrong. It was a client. (As seen in Marketing Week)
If clients can get it, why do agencies struggle so much with forced processes and safe restricted thinking? I suppose it's because we need something to sell because so many clients don't appreciate creativity? Well let's make them appreciate it then. Doing the above will be a start for sure. A fixed process that gets in the way of the work just makes it seem like we are doing less thinking than we truly are. Process devalues what we do, not enhance it.
Full story: http://www.marketingweek.co.uk/news/diageo-over-reliance-on-process-gets-in-the-way-of-innovation/4002442.article
Ranted by Rob Mortimer (aka Famous Rob)