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


Premium Disaster …

So before I begin with my post, I have some good news …

This will be the last post for 13 days.

THIRTEEN!

I’m in China all next week and then when I return, I’m having 3 days off – of which one of them is to celebrate Otis’ 5th birthday!

Five. Can’t believe it.

Anyway, I know I’ve just made your impending weekend more enjoyable so have fun and see you when I’m back on the 12th … though there will be a special birthday post the day before for my little one.

So now back to the post …

One of the things I hate is when a client mistakes being premium priced for meaning they have premium customers.

That just isn’t true, even more so now with the access to finance. Seriously, it’s like banks deny the 2008 crash never happened. Mind you, when you’re bailed out by the public, it didn’t.

Anyway …

Being premium priced – especially when the brand is in a mainstream marketing and comparing themself to mainstream competitors – simply means you cost more.

There may be reasons for that cost premium.

Great and valid reasons … but that doesn’t mean the audience who are buying the products are more sophisticated or educated.

If anything, it might be the opposite.

Some may be doing it to overcome their insecurities.

Some may be doing it to satisfy their delusional ego.

Some may be doing it because it represents something they’ve worked – and work – hard for and want to protect or defend or nurture.

But whatever the reason, the vast majority of people who choose these brands are, in the main, everyday people who justify the price premium because they offer something additionally appealing – be it professional, functional or emotional.

There is nothing wrong with this.

There is nothing unappealing about this.

In fact, it is an amazing, given we are talking about people making decisions that cost them more because something is so important to them.

And yet so many marketers want to feel their customers are the wealthiest and most discerning of all, ignoring the fact that if that were true, then their product wouldn’t be premium priced, because for the wealthy, it would be cheap.

I recently had a meeting with someone from a mainstream, mass market brand who tried to convince me their customers were the 1%, despite all evidence proving otherwise. They also tried to claim their marketing was ‘high-brow’ as it meant only the wealthy would truly ‘grt it’.

That’s right, they were suggesting intelligence was linked to wealth.

I know a lot of people may believe that, but even if it were true – which it isn’t – they are mistaking wealth for opportunity … which I appreciate is becoming more and more influenced more by being able to afford a private education given governments are underfunding state options, ignoring the fact an educated population creates greater possibilities for the entire nation.

I digress.

Again.

Sorry, it’s just these are subjects that make me so angry and upset.

Anyway, I cannot tell you how much fun I had putting them right … how much I enjoyed explaining to them that their audience were far more in line with average household income than the 1% … but at the end of the day, I know it was all in vain because every single day, I look at ads and see ‘premium priced’ brands acting like their customer base are better than everyone else, which ultimately demonstrates marketing is less about understanding your audience and more about comforting the boardroom ego.



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.



Brighton Is Rubbish. Kinda …

I went to Brighton recently and I have to say, I quite liked it in a try-hard-to-be-cool kind of way.

And while there was a bunch of things to see and explore, one thing stood out from all of them.

This …

I have to be honest, while I am all for sorting out your rubbish, a public bin just for BBQ food is pretty spectacular.

Especially as I didn’t spot a single place selling BBQ food anywhere near it.

But as I wrote about the bins in LAX airport, by not labeling it simply as ‘rubbish’, it did stop me in my tracks.

Made me look more closely.

Made me think.

Which begs the question, for all the logic we are approaching the challenges of the environment – maybe the best way to get people to actually think and reconsider is not to bathe them in facts about our self-created, impending apocalypse, but to use language and imagery that cracks the firewalls we have put up around ourselves to manage this sort of information on our own terms.

It might be counter-intuitive, but as the Ice Bucket Challenge and the Doncaster County Council grit machine campaign showed, sometimes the most sensible thing we can do to create change is to embark on utter madness.

Just like my Boaty McBoatface argument that I am absolutely not bitter about in any way, even thought they completely ignored it and dismissed it out of hand.

Oh no.

When will authorities appreciate that humans are hypocritical.

That common sense is often in the eye of the beholder rather than their being some uniform fire of how everything should be.

This is why we have rubbish ads, rubbish politicians and rubbish products … because while I appreciate we need certain benchmarks to move forward, so many of the things we rely on are as fake as the Emperors New Clothes.

Designed to hide our truth rather than to reveal it.

That doesn’t mean you should stop talking to people, far from it, it actually means you need to spend even more time with them so you can get even closer to them. Understand their realities, their contexts, their truths and dramas and all the nuances and personal rabbit holes they go down to manage what they think and decide to do.

People are fascinating, but it needs more than a fucking focus group or poll to discover it.

As I’ve said before, if you want them to respect your clients brand, start respecting them~.



Professional To The Core …

For reasons I don’t understand – but I do like – I occasionally get asked for my opinion in industry magazines.

While I absolutely take what I do seriously, I have realized that if I was to compile all that I’ve said that has been printed, I would look a bit of a maniac.

For example, there’s this. Or this. Or even this.

And just recently I was asked ‘what Star Wars character would I be’ and this was my answer …

But here is the thing …

While many may think I do this because I need psychiatric help or have a career death wish, there’s another reason behind it and it’s about comfortableness.

You see when I was a youngster in the industry, I was surrounded by super-smart, super-senior people who were full of opinion, personality and provocation.

While I didn’t agree with everything they said, they helped me realise that ‘just because you take your job seriously, doesn’t mean you have to take yourself seriously’.

What this did was let me feel comfortable in taking to any of them about any madcap idea I had … let me talk to clients about subjects that may otherwise seem ‘off limits’ and let me work with colleagues without thinking it made me look weak or incapable.

In essence, cheekiness has enabled me to do – or be part of – things that I may not otherwise never have been able to do.

From work I’ve been a part of … clients I’ve worked with … agencies I’ve worked at and countries I’ve lived in.

Now of course, mischief is in my bones so it wasn’t exactly hard … but being encouraged to embrace my truth rather than oppress it had a huge benefit to my career and so while a bunch of what I say and do is because I’m a bloody idiot, there is a part of it that is intended to create the space and atmosphere to enable my colleagues and clients feel comfortable with being vulnerable … whether that’s expressing their ideas, their fears and ambitions or simply realizing that if I can have a career while still being a sweary fool, then they – with all their talent – surely can.

You might think this is a load of bollocks – and I totally understand get why – but it’s true.

The future of adland is not going to come from more processes, it’s going to come from more people being able to express or explore their ideas without fearing they will be judged, shot down or ridiculed.

And if you think that’s a dramatic statement, just go on twitter and see how the masses react to any idea that challenges the belief system they have bought into, even though they know for a fact that the very small amount of people who succeed – which are mainly white men – are generally the ones who reinforce the cliche rather than push or break them.

Happy Monday.



Laugh In The Face Of Authority …

Redundancy is horrible.

It happens but that doesn’t stop it being horrible.

You feel discarded, worthless, devalued.

Even if you know it is absolutely none of those things and you’re just a victim of circumstance you can’t escape the feeling you have been singled out.

It’s even worse when companies approach it as “business, not personal”.

I appreciate that there are countless legalities that you have to jump through but while it might be business for the company, it is always personal for the individual being let go.

That doesn’t mean you want to receive any sense of contrived compassion but you do want to feel respected as an individual.

I remember being let go once and then told that because they knew my visa would mean I’d have to leave the country in 28 days – they would happily delay telling the authorities for a month [to allow me more time to find a new job] but – and it’s quite a big but – if I sacrificed the residency payment I was legally obliged to have been given.

Pricks!

[Though it gave me the resolve to start cynic so it wasn’t all bad – but absolutely no thanks to them]

Anyway, the reason I am writing all this is because I read a story of someone in NZ who was being made redundant who dealt with the situation in a unique way.

Not only did they ensure they owned the situation but they also ensured it was the company letting them go who felt the awkward ones.

It all started when the individual was told they were being let go and informed they could bring someone to the meeting for support.

Who did they bring?

A partner?

A parent?

A colleague?

A lawyer?

Nope … a clown.

A bloody clown.

You can read the story of my newfound hero here … even though when I first heard the story I thought it was the agency who brought in the clown to try and make the mood lighter.



You Never Forget Those Who Never Let You Be Forgotten …

Many years ago I wrote a post called pivotal people.

It was about those individuals who have an incredible impact on how your life turns out.

I’m not talking about family or friends.

I’m not even talking about relationships that last years.

I’m talking about interactions – whether for 10 minutes or a decade – that changes the course of how you live.

I’ve been lucky enough to have had quite a few of these people come into my life – most recently Maya, Bree and Chelsea – and it is important to me they all know the impact they have had – and continue to have – on who I am and what I do.

A long time ago, I decided the best way to show this was to write to them all and say thank you.

Weeks passed without a word from anyone so I emailed one of the recipients to check they had received the letter.

He responded saying he had and wanted to know if I was dying.

Yep … my heartfelt gratitude was met with the general consensus that I must have a terminal illness.

Thankfully I nipped that misconception in the bud, and while the people I wrote to still didn’t really know how to react [to the words in my letter, not the fact I wasn’t dying] the reality is I wasn’t looking for any sort of response or gratitude, I just wanted them to know.

Why?

Because in my experience, the people who go out of their way to help you in this way, do it because they see something in you that maybe you don’t even see.

They want to see you grow because they give a shit about your wellbeing.

But better yet, they do it for no self-serving reason, they just believe in you and who you can be.

It is – in my opinion – one of the most beautiful acts someone can do for another person and yet, in many cases, the people helping don’t even realize the impact they’ve had on you.

I’m writing this because I recently read an interview with the footballer Ian Wright.

He was asked ‘what did he owe his parents’ and he said he owed them nothing as he had done everything for them. He said the person he owed the most was his old school teacher, Mr Pigden.

Looking into it, I learned a story of love, belief and standards.

A story that celebrates teaching in its most powerful form.

Not for grades. But for preparing someone for a fuller life.

You can read the article here, but watch the video, it’s incredibly moving.

You don’t have to be a teacher to be Mr Pigden to someone.

I hope you have recognized yours and act in the same way to someone else.



When Life Becomes Real …

So I’m 49.

By any stretch of the imagination, that’s pretty old.

Sure, I still might have the dress sense of a 15 year old and the immaturity of a 12 year old, but the reality is I’m still 49.

Which leads me to the point of this post.

Recently I read this quote from Confucius:

“We have 2 lives and the second one begins when we realize we only have one”.

That’s one of the best insights I’ve ever read.

It’s brilliant … not just because it’s undeniably true, but when you have just gone through this, it hits you in the chest like a freight train.

While I will never probably act my age, I am now more aware of my situation than I’ve ever been.

That I am more than likely past the half way point of my life.

As well as in the final phases of my career.

Given I have a young child, a wonderful family and a mortgage to pay – that can be quite intimidating. And yet it is also liberating.

It means I don’t let little things at work get in the way of what I need to do to feel I’m being useful to the creative work. It means I ensure my team – who ultimately deliver my success – always feel supported and encouraged. It means I practice tough love with my clients because ultimately, the best demonstration of how much I care about their success is by being honest with them about their situation. And it means I won’t let the family I love with all I’ve got, feel I’m not present and invested in their lives.

In many ways, I’d like to think this is how I’ve always been … but when you realize you truly have one life, it’s amazing in how it focuses the mind.

Separates distraction from action.

Keeps you hungry rather lazy.

Growing old has a lot of negatives … A LOT of negatives … but the great irony is that while many think it means people are past their sell-by date, it tends to be a period where you are more productive than you’ve ever been, albeit in different ways.

Of course being young is amazing.

Sharp.

Open.

Fearless.

Bringing an energy and viewpoint others may never have or never see.

Being young is a wonderful gift that ironically, you only truly appreciate when you are no longer young … but it’s not all doom and gloom because the moment you realize you only have one life, that’s when you actually start living.