Articles

Fight it out with strategy

When you’re the age of about two or three you discover something quite devastating. And you never view the world in the same way again. And what do you learn? You learn that the world is not made just for you. You begin to discover that there are scarce resources and...

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Throw your strategy away

Strategic intent has not entered the everyday lexicon of strategic planning. The reason I think is that it lies outside all the formal methodologies and processes of planning. We are more familiar with a planning process that focuses on what we can do, resulting in a...

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Intelligence will just hamper your progress

In the martial arts, the idea is either to feign a move or catch an opponent by surprise. The problem is that your body often telegraphs what you are about to do - your eyes move to the side just a touch, you hunch your shoulders etc. Although I often talk before I...

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Strategy: are you flying blind?

There were six men from Indostan, the most learned of gentlemen, who wanted to expand their knowledge by getting to know elephants more intimately. They excitedly headed out to investigate the elephant up close, irrespective of the fact that they had a most...

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The eBay PEZ dispenser story is not true

Life poses an interesting enigma: although we can make the atomic bomb, we still don’t know the answer to simple things, like where do songs come from? Where do ideas come from? The epiphany, or eureka moment, is not what you think – it is not an isolated moment of...

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Why insights should not be in creative briefs

Don’t panic. I’m not saying that insights aren’t important. I’m just saying that they’re not a prerequisite for great advertising. If you have that rectangular block in your brief labelled ‘Insights’, I would suggest you remove it forthwith. I will explain why...

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E3 Errors are killing agencies

Say for example there is a drug on the market that enhances creativity. Just say. We call that Drug A. We develop a new drug to compete with Drug A, which we call Drug B. If we do clinical trials and find that Drug B is better than Drug A, but actually A is better,...

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