https://t.co/3zbP7uXENx
I'm now 50. Instead of the usual edited self serving list of things you can learn from the fruits of my knowledge, here's 50 honest things you should avoid - because I've done or seen them
Strategy cuts new meaning from mess
Word are your scalpel
Not lazy words that make word hard
Not long words, many words, many slides
Not clever words that make you look stupid
The hard work of words people wish existed
To provoke ideas the world wish existed
Considering how agencies are supposed to come up with original ideas, it's amazing how conservative they are, expecting everyone to fit the culture and work in the same way. Hire different, look for misfits, create positive friction.
Two questions to cut through the rubbish if you're a planner. 1) If the brand disappeared overnight, what would be missed? Cut's through frameworks and such like a knife through butter. 2) How could we totally mess up this brief? Cut's through wooly briefs like a lightsaber