The Musings Of An Opinionated Sod [Help Me Grow!]


Moore’s Law Won’t Be Law For Much Longer …

Moore’s law – created by Gordon Moore, the co-founder of Fairchild Semiconductor and Intel – states that computer power will double every two years at the same cost.

Since he said this in the later 60’s, he’s been proven right, but having listened to a professor of computer engineering on the radio last night, it appears it’s coming to an end.

The reason I am saying this is because to prove his point, the Professor said 3 things that have blown my mind.

1. The iPhone has 4 billion transistors in it. FOUR BILLION.

2. There are now more transistors in the World than their are leaves on all the trees across the entire planet.

3. Some transistors are so small – separated by a distance of just 14 nanometres (nm) – that they are invisible. And when I say invisible, I mean it because they are smaller than the wavelengths of light human eyes and microscopes use.

What I loved about the talk the Professor gave wasn’t just his ability to articulate the incredible journey of innovation that the tech industry has been on for almost 50 years … nor was it his view that this rate of innovation was going to be impossible to maintain given the micro scale the industry is already operating at … it was that he felt this obsession with precision was stopping craftsmanship to flourish.

Now I must admit, my initial view was getting 4 billion transistors into an iPhone would be the ultimate demonstration of craftsmanship, but no … this Professor was saying that in our quest to automate our lives, we are doing it at the expense of celebrating and expanding human skills.

For him, craftsmanship is when a human manufactures a product by hand … they use dedicated human reasoning to work out the kinks during production to make a high-quality, functioning piece.

These pieces attract and inspire those around them, attracting more people to both value the products and want to create the products, helping humanity both evolve and appreciate what we are capable of creating and becoming.

Now of course we could say computers have done a similar thing, but this Professor was saying ‘perfect precision’ was overshadowing ‘human precision’ and while there will always be a need for technology to do heavy lifting for us, humanity is at its best when it is can satisfy and appreciate what we as a species can do and right now, we are outsourcing that to technology.

It’s an interesting argument – especially when you think of what so much of this new era of tech is being used to do from a human interaction perspective – but ultimately I believe the argument is that if we don’t get back to teaching tech what to value, then tech will start teaching us.

It already is.

In their quest to get AI accepted in households, many companies are building applications to cater for the lowest common denominator of needs. The low hanging fruit, as it were. Now that would be fine if they then evolved their offering, but as this is a fierce, commercial race, I am pretty sure most companies will end up focusing on trying to automate as many simple tasks as possible in a bid to show their ‘usefulness’ which means over time, they are educating us to value speed over quality, convenience over experiences, virtual over reality and information over understanding.

Some might think that is OK, but as Andy said in a comment a few weeks ago, the implication are frightening …

“The fucked thing about all this tech assistance isnt that its making us lazy, its that its making us selfish and dismissing anyone or anything that doesnt do what we want immediately. The arts are going to be fucked over by this shit till people work it out and by then it will be too late or they just wont care.”

Don’t get me wrong, I love tech.

I love what it does and I love what it has allowed us to do.

And it goes without saying I love that it has helped me satisfy my love of gadgetry.

But if this is all at the cost of humanities appreciation of humanity, that’s quite a price to pay which is why if the end of Moore’s law means we get to teach values to tech rather than have tech teach us our values, then I for one am all for it.

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May The Forth Be With you …

I know this is late but then everything on this blog is late, but I absolutely love what Heathrow Airport did on 4th May.

I love it for many reasons.

But the main one is they did it right.

Sure, you could argue what they did was to hijack the day and gain some extra publicity … and I’m sure that was part of their motivation … but what I really like about it is how they went for the highest common denominator, not the lowest.

While the board features names most people will understand – R2D2, Wookie, Death Star, Han Solo, Leia – they have also used elements that only the true Star Wars nerd will get … like the name of the planets, the measurement of time and the weather conditions.

What this means is that not only will they get ‘mass appeal and coverage’, they will also make the hardcore nerds feel good about it … feel they’re dealing with an organisation that really gets them rather than just pretends to.

In a World where marketing is too often expressed as a constant stream of generalised noise … those who show their authenticity through actions and behaviour will win big every time, because as we saw in our America In The Raw study, the future of brand differentiation is going to be less about unique product attributes and more about demonstrating how you truly understand your audience.

Or said another way, resonance not [pretend] relevance.

So well done Heathrow, you deserve to be in a galaxy far far ahead of your competitors.



Resist The Pressure To Reduce Yourself To Others Standards …

Many years ago, I wrote a training guide called, How to ask questions without being a bitch.

It happened because a junior account service colleague at Wieden didn’t know how to get clients to acknowledge her and the questions she had.

This was not because she wasn’t good, but because of gender stereotypes.

Well recently, I had a similar experience, except this time it was a brilliant strategist that a mutual friend of ours had introduced me to.

In my time in LA, I’ve met a whole host of strategists and – as I wrote a while back – many have left me feeling indifferent.

But not this person.

She was more than one of the good ones, she was one of the best.

Sharp as hell.

Unique – yet well thought out – perspectives.

A genuine love of being creative in interesting ways.

Anyway, as we were talking, I said I’d be really interested in hearing – or reading – her perspective on the future of storytelling. For some reason, she said yes and a few weeks I received a great paper with a great perspective.

Except there was one thing I didn’t like.

“The surprising part of this was the fact that my mentor, a white man, erudite and well-known in his profession, cared about my opinion. To give you some background – I’m in my 30s, a mixed bag of races, city kid, raised by a single mom type through and through. I’m a decade into my career and this was the first time I was asked to share my perspective by someone that, for all intents and purposes, matters.”

I hate it.

I hate that this was the first time she felt she was asked for her opinion.

I hate it for the shit she has obviously had to put up with in her life.

I hate the baggage that has weighed her down.

I hate the low expectations she had been forced to endure.

I hate the bosses she’s had that have told her to follow orders rather than encourage her to find her own voice.

And while she finished her paper with a resolve to not let this shit quieten her ever again, I’m still angry that a great talent has had to put up with shit designed to keep her down rather than lift her up, which is why I ask her – and any other planner who relates to this situation – to embrace my paraphrasing of the advice comedian Michelle Wolf received when she was about to take the stage at the White House Correspondence’s dinner, at the top of this page.

Burn it all down.



Loyalty Only Works If It’s A Two Way Street …

So recently a friend of mine asked me for some advice.

OK, so that was their first mistake, but their question was one they felt I would have some perspective on.

[For the record, I asked her if I could write about this on here and she said yes]

So she’s worked at her company for 7 years.

It’s a good company – one of the best – and she has been rewarded with compliments and payrises.

Over the years, she’s been offered other jobs but has never seriously considered them.

Part of it is because she likes the work she does and who she does it with, the other is her most senior people keep telling her how important and valued she is.

But that’s all that is happening.

Being told rather than being given chances to grow.

Now I appreciate this is still better than many companies do, but now there’s an option on the table that she is genuinely excited about.

One that scares her in a good way.

Rewards her talent both in terms of responsibility, authority, pay and title.

And yet she’s hesitating.

Not because she isn’t excited. Not because she doesn’t like the company. But because she doesn’t feel she has “achieved what she wants to achieve before she feels she can move on” … and that’s what she wanted to talk to me about.

Now anyone who knows me will know I’ll never tell someone what to do. It’s their job to learn from their mistakes and choices. However one thing I do well is ask questions … questions designed to make the person think and get clarity at the same time. And the question I asked my friend was ‘what are you waiting to achieve before you could move on?’

It wasn’t a great surprise to learn that what she was talking about wasn’t actual work, but validation.

Now you could say that she had been receiving this through the compliments, but what she really craved was proof, not words.

Proof in the terms of promotion.

Proof in the terms of new opportunities.

Proof in the terms of new challenges.

I get that – I get that more than you know – but what it meant was she was basically a prisoner, because the longer they withheld the ‘ultimate proof’, the longer she would stay. It is – I imagine – somewhat akin to people who stay with an abusive partner feel. Desperate for approval so regard being abused/overlooked as something that is ultimately their own fault and they stay to try and ‘win them over’.

Now I get staying in a well-paid job is very different to domestic abuse and so if that analogy has hurt anyone, I apologise … but I told my friend 3 things she should think about.

1. When a boss continually compliments you but doesn’t promote you – despite continually, and undeniably, showing your worth – then what they actually mean could be ‘they want you to stay so they don’t have to deal with the shit when you go’. In other words, the compliments are designed more to help them than you.

2. If you have been consistently performing – and your reviews reinforce that – but nothing is happening, maybe you have to accept that their ambition for you doesn’t meet your ambition for you.

3. Lastly – and possibly, most importantly – if this situation has been going on for the last 2 years, how long do you give it before you decide the effort/investment you’re putting in is ultimately working against your bigger goals and potential?

A company that cares is a wonderful thing.

A company that says they care is a different thing altogether.

While it is impossible to help everyone grow in an organisation because – let’s face it – the higher you go, the less roles there are – you do deserve to know where you stand, if only so you can make the right decision for yourself.

Of course, that means you might hear things you don’t want to hear, but while being kept in the dark might help keep your ego in a pleasant state of delusion, it will ultimately bite you at some point in the future.

I don’t know what my friend is going to do and I appreciate change is scary but as much as loyalty is a very valuable trait, it only works if it’s built on honesty and is a 2-way street.



Weigel And Me …

As some of you know, I trained to be a teacher.

Admittedly it took me 5 years to qualify instead of 2, but my plan was that I would eventually leave this industry and become a teacher in the areas of creativity and innovation.

Then I started, and ran, The Kennedy’s, Wieden’s creative talent incubator and it all changed.

Not because I discovered I didn’t love teaching – quite the opposite – but that I love doing it through chaos, not order.

Now given most teaching jobs prefer the latter more than the former, that put me in a bit of a predicament … carry on with my plan and risk not enjoying myself or find another outlet.

Well, the reality is I’m a long way off leaving this industry, but if I am going to teach, I need to do it on my terms, not an education boards … especially as more and more teachers are being graded by their students which has to be one of the most stupid things I’ve ever heard.

So why am I writing this?

Well I’ve been thinking about this for quite a while and thanks to the experience I’ve had with the Advertising Planning School on the Web [APSOTW] and HOALA, I realized one area I like helping people learn, is advertising strategy.

Now I know what some of you are thinking, “the last thing Campbell needs to teach is ad strategy” and you’re right, that’s why I’ve somehow managed to convince the best advertising strategist in the World to do it with me.

Yes, that’s right … the majestical Professor, Mr Martin Weigel.

Now Mr Weigel’s brilliance is well documented – hell, I even wrote a love letter post about him not that long ago – which is why even if you ignore everything I say [which, let’s face it, we all know you will] you’ll still learn really valuable stuff from it.

I should point out, we’re not leaving our jobs* – this is a little side hustle business, where a couple of times a year, we’ll turn up in a country to see who is interested in doing a couple of days planning workshop – but it is something we both are very passionate about doing because we both feel there is not enough training going on in the industry these days.

Yes, there are schools of planning and yes, there might be the odd training workshop at an agency, but at a time where more and more brands seem to favour efficiencies and process over creativity and possibilities, we believe strategic radicalism is needed more than ever which is why we want to offer something that will help planners reveal, release and exercise their most dangerous mind.

We’re still finalising our first session, but if you want to know more [if only to start pre-seeding it with your bosses, hahaha] then visit here and put your name down so we can send you information when things are finalized or if you want to talk about your organisation’s training needs [whether you’re on the agency or client side] drop us a note at info@weigelcampbell.com

I’m super excited to be doing this, especially with a man who I bloody love to death, so I hope people/agencies will see the worth in it or our egos are about to get deflated quicker more than one of Jordan’s implants.

All this leaves me to say is a big thanks to the wonderful Mercedes – Martin’s much, much better half – who ordered us to do this because she thought we’d be good at it, though I have a feeling she talked to Jill and decided this was their way to get us out of their homes.

Now that’s the sort of strategy we could all learn from.



Sometimes Good Service Is About Everyone, Not Just Someone …

Following on from yesterday’s post this is about the return trip from London to Amsterdam.

This has nothing to do with British Airways [though I was very politely asked if I could put my hand luggage in the hold as the plane was full and I was happy to help] and everything to do with London City Airport.

Look, I fly a lot.

I have flown a lot for at least 20 years.

And one of the things I absolutely loathe is the X-Ray machine.

Shoes off. Belts off. All electronic items separated into a different tray.

It’s a pain. It’s even more of a pain than the treatment you get at the hands of American and Australian immigration.

But I get it.

It’s for our own safety.

It’s to keep everyone protected.

And while some airports have systems that seem to be designed for inefficiency rather than traffic flow, we always get there in the end – even if you get stopped to have your bag more thoroughly checked.

So on the day I was flying back to Amsterdam, the airport was pretty busy.

Because of that, the X-Ray machine was working overtime and there ended up being quite a lot of bags that needed an additional check.

The 2 people in charge of this were kind, courteous and – from my perspective – quick.

However it seems there a bunch of people who had a different view to mine because I saw this …

Now I get companies wanting to get a gauge on their audiences experience.

I even get companies being interested in their audiences specific commentary.

But to offer a presentation pad for people to write their comments on, in clear view of the actual staff, is either motivational evil, or team building ignorance.

Personally I thought putting a digital ‘rate your experience’ board there for people to press, was good enough … but that extra mile actually ended up being more about the impatience of some passengers than the quality of airport security.

I get us Brits like to complain, but this presentation pad is like the definition of passive aggressiveness and yet it appears people have forgotten WHY we have these things in place.

It’s for everyone’s safety.

It’s for everyone’s wellbeing.

It’s for everyone to be able to look forward to where they’re going.

Quite frankly, that pad really pissed me off … so I daren’t imagine how it must have affected the staff.

Should there have been more than 2 people allocated to double check baggage?

Maybe … but what pisses me off is the commentary isn’t about how they did, but how much the passenger felt put out.

Were any planes hijacked that day? Nope.

Were any planes blown up that day? Nope.

That means the people did their job well and so maybe next time people go to the airport, they remember ‘good service’ isn’t always about your individual expectations being met, but whether you can board your next flight with a greater degree of confidence you’ll get to your destination than if there wasn’t anyone looking out for you.



Microsoft Are Microgood …

Microsoft used to be the joke of technology.

Or maybe the ‘beige of technology’ is a better description.

Creating products for mainstream mediocrity.

To be fair, that perception was driven more because of their marketing than their technology … but it’s fair to say they were certainly lacking that slick sheen that turned other tech companies into Rock Stars.

But a change has been happening in Seattle over the past few years.

OK, less on the marketing side and more on the tech … but a change all the same.

Where other companies are trying to hype up small degrees of change, Microsoft have been trying to push a genuine innovation agenda. But not innovation just for the sake of innovation, but stuff that has a real purpose as demonstrated by their new controller for X-Box.

Now you may argue making a controller that helps those suffering from physical difficulties is a small market, but on a global scale I would imagine it adds up – especially when there is no real viable alternative out there. [Or one that I know of]

But that’s not the point here … it’s that they did it.

Even more than that, they did it with real understanding of the audience they’re catering to.

They spent time and money on producing a product that offers a genuine solution to people often ignored.

[You can see how this affected their process by going here]

For all the talk tech companies give about wanting to ‘help humanity move forward’, few do.

Or should I say, few do if it requires doing something that has a more ‘niche’ appeal.

Yes, I know some are doing stuff that we don’t know about, but to make a physical product specifically for this audience is a big deal … especially in this commercially obsessed World.

So well done Microsoft, this is brilliant.

Brilliant for millions of people who want to play but have been ignored.

Brilliant for showing the power of design to solve problems … again.

Brilliant at showing you use technology to evolve humans rather than devolve them.

Brilliant at being more innovative than your competitors.

Brilliant at making me feel more towards you than I have in years.

As I’ve said for years, products have done more to grow brand value than advertising.

Don’t get me wrong, advertising is hugely powerful and important, but it all starts from doing something good, not something average.

That used to be obvious. Sadly, I don’t think it is anymore.