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


Stooopidcases …

Yesterday I wrote a post about stupid.

Well, it appears it may be the theme for 2020, because I just saw this …

Yes, that is an ad for a new suitcase that is making a big deal that it comes with wheels.

WHEELS.

Actually it’s much more than that because they’re making a big bloody deal about where the wheels are supposedly from.

Now I know I once bought a wifi suitcase that the security people at the airport wouldn’t allow me to take on a plane because the ‘battery charger’ wasn’t removable, but even for me this is utterly bonkers.

Don’t get me wrong, I absolutely appreciate Japan’s perfectionist, craft mentality – to make a big deal about ‘wheels made in Japan’ is possibly the best example of bonkers brand manager ego/delusion that you’ll see this year.

And no, I didn’t buy it.

Cheeky bastards.



Gwyneth Is As Subtle As Her Acting …

So as you read this, I’ll be in Sweden and not back till Wednesday.

As I won’t be writing a post tomorrow, I thought I’d write a post today where the impact of it would easily last 48 hours/

So have a look at that picture.

A close look.

Seriously, isn’t it terrible?

It looks like it should be the poster for a porn movie rather than a show about an international actress who is appearing on an international streaming service.

And then there’s that line.

Christ almighty …

Do they think we don’t get what the image is supposed to reflect?

But then Gwyneth doesn’t do subtle does she …

I’m not just talking about her over-the-top Oscar speech or her ‘conscious uncoupling’ pretentious divorce language … I’m talking about this.

Yes, the candle that smells of her vagina.

From Goop, her company that makes up complete medical lies.

And while it would be easy to laugh at all this stupidity, the fact is that candle has sold out and Goop is supposedly worth $250 million which has led me to 3 conclusions.

1. Brands need to stop thinking humans are logic operated.

2. Market valuations are about as trust worthy as politicians.

3. I’m losing my faith in so much of humanity.

See you Wednesday. If you’ve recovered in time.



Back The Experts, Not Your Ego …

I’ve written about this – kinda – a long time ago.

As in FOURTEEN YEARS AGO.

It’s the situation where unless there is group consensus, nothing goes ahead.

Yes, I’m talking about that thing called democracy.

Now I’m all for democracy … even when it goes bonkers and votes in our current Prime Minister.

But when it comes to the issue of creativity, I am less inclined to support it.

You see creativity is pretty subjective … it is also pretty scary … so even though our industry is filled with highly trained, highly experienced, highly regarded experts in the field, the decision to make something often ends up being driven by a client asking themselves, “do I like it?”.

Actually, it’s probably not that and more, “will my bosses like it?”

Oh of course no one will admit that … they’ll talk about how their experience or their conversations with clients/colleagues/customers is influencing their decision, but more often than not the reality is they feel far more comfortable doing something that ‘fits in’ rather than ‘stands out’.

Fitting in is safe.

Fitting in doesn’t get the scrutiny.

Fitting in doesn’t upset anyone around you.

So we end up in a situation where many clients ignore the experts – the people who know how to capture the imagination of the public in a way that serves their clients best interests – and focus on what the people around them think.

Or said another way, their strategy to approval is to ensure they can mitigate blame rather than drive glory which is why they allow the decisions to be made by committee rather than by their personal commitment.

It’s similar to those marketers who let research make the decision for them rather than inform their decision.

It’s the abdication of responsibility.

Now of course not everyone does this.

There are some amazing clients out there … those who are clear in what they want to achieve and trusting in the experts who want to help them get there.

But it’s getting less and less which is why we are ending up in more and more situations where ideas are born from pragmatism, diluted through fear and then executed by committee.

And if you need more proof, here’ is a quote from Dave Trott …



The Bigger They Are, The More Fragile Their Ego …

I appreciate I’m the last person to be saying this, but recently I’ve been exposed to some people who can only be described as having a very healthy ego.

You know the types … they say “I” instead of “we”.

They claim sole ownership for everything they’ve been a part of.

They talk about how their way is the way everyone will eventually adopt.

They are very in your face, view anyone who has a different point of view as the enemy and tends to align only with those who are of a similar make-up or are unfiltered in their adoration.

This does not mean these people are not good or clever.

They are.

Whether they are as good or clever as they think they are is another thing altogether.

But here’s the thing, working with them can be a nightmare.

You either play their game or you get discarded and slandered.

The amount of people who have written about these sorts of people on Corporate Gaslighting is incredible … and yet, because of their ego, they see their actions as ‘decisive’ rather than bullying and because they get stuff done, companies often view them as stars rather than grenades.

But here’s the thing …

The bigger the ego, the more they’re hiding.

An insecurity.

A past wrong.

A lack of knowledge in an area they should know.

At this point I should say you shouldn’t try to find what they’re hiding and then exploit it because then all you’re doing is being as bad as them, but there are also times when that is the only alternative.

And here’s how to do it without being a complete dick.

Listen.

Listen very, very carefully to what they’re saying.

Ask for clarification on points that may be ambiguous.

Give examples of situations where a different approach was successfully used to hear their perspective on it.

Don’t attack.

Don’t antagonise.

The point is there are always alternative ways to approach every problem and anyone who suggests otherwise is wrong.

The bully may believe their approach is the best. They may think that what they did had greater effectiveness than all the alternatives. But the reality is so much of that is subjective so if you let your ears do their job, then I guarantee you they’ll hear things that will allow you to offer an alternative that they themselves, will have created.

It’s not easy.

Even done gently and calmly it can be intimidating.

But it can work and the beauty of the egotist is that as much as they want the spotlight, they’re petrified of anyone who has the power to take it away from them, so they ensure that in the future, they’re also given a starring role.

And if none of that works, then you can always try Tom Hanks advice which is pretty good.

Or leave.

Because there’s never going to be enough room in any company for anyone if an individual believes they are the company.



New Is Easy, Right Is Hard …

I recently read an article on Linkedin about an agency launching a ‘world first’.

Was it something to save humanity?

Nope.

Was it something to help business?

Nope.

Was it something designed to get the agency some PR even though it had no intrinsic value to culture?

Absolutely.

All that aside, I do get the quest for ‘first’ from agencies perspective … they want to look like they’re relevant, creative, interesting and valuable … but the great irony is that all this stuff does the absolute opposite.

So to dear old adland, I ask you this …

Could you please start being as proud about craft as you are about doing something ‘first’.

Craft makes a huge amount of difference.

It turns potential into possible.

It changes how people look at you and what they can do with you.

It creates division between you and your competitors.

Craft might not always get the PR headlines, but it makes people care – and given the alternative is World Firsts like that fucking Peggy Peg from a few years ago – that is a much better position to be in for all of our futures.