Who's your sniper?

Sniper

 

 

Have you ever been watching TV when someone else has the remote? Just as soon as you're getting into something [tschht]. That's what it was like. Just as I was starting to nod my head - [tschht] - A new voice - [tschht] - A new topic - [tschht] - A new [tschht].

But this wasn't TV. These were presentations in the AAF's National Student Advertising Competition. The thinking from the students was better than lots of stuff I've seen from 'real world' shops—which made me feel pretty good about the future. The presentations on the other hand were eye-opening. Not because they were necessarily terrible. I'd just never sat on the client side of the table in a creative presentation before. The over choreographed and awkward handoffs were very similar to 'real word' presentations I've seen from big-time agencies.

I don't understand why, but when it comes to presenting all of the sacred 'less is more' rules seem to get thrown out the window—and they shouldn't. More bells, whistles, visual aids, and presenters—does not make for a better presentation.

It was interesting to note that every single team presenting chose to use the maximum number of presenters. I scrambled to write down names of everyone as they introduced themselves—but no-one can write as fast as 5 nervous, over-caffeinated college student can speak. Don't even try it.

After the idea packed presentations it was time for a deep breath—(ahh) and a little Q & A. I asked the students the following:

1. "Did you have fun?" — (It was pretty obvious to see that they had).

2. "In your opinion, who is the best presenter on your team?" 

This is where things got interesting. Each team pointed to one or two teammates that they felt was the best. On one team, a guy actually stood up and said: "I don't want to sound like a jerk, but I'm probably the best presenter." It was great to see the entire team nod in agreement. So why? Why did every team choose to use 5 people when they all agreed one or two were the best?

This led me to the following: If you only get one shot... do you use a firing squad? or a sniper? My advice. Use a sniper. Kill it.

 

 

Hug Your Copywriter

As an ACD I spend a lot of time on conference calls, so it wasn't a big surprise that I found myself on one the other day. What was surprising was the energy on this one. Everyone was leaning in. People seemed more excited then usual. There was an unsaid understanding in the room and on the other end of the phone. It was like everyone suddenly remembered why they got into this business in the first place.

On the monitor was the topic conversation: One word—and a picture that added up to one huge idea. When I realized that the guy responsible for the concept was nowhere to be seen I started tallying up the titles in the room: Creative Director, Account Director, Associate Creative Director, Regional Account Director, Sr. Art Director, Creative Technologist, Planner—not to mention the clients and partner agencies on speaker-phone. Everyone was buzzing to bring an idea to life. I couldn't help but think to myself: "all these people finally have something worthwhile to do thanks to a imaginative, articulate copywriter." Thank god.

People don't work for people as much as they work for ideas. Nothing motivates or inspires us like a well-articulated thought. Technology doesn't drive business—ideas do, which is something that is easy to forget. As an industry we tend to value the flashy and new—over the tried and true, which is a big mistake. From my experience, no one is a more efficient generator of the ideas that drive our industry than a good-old copywriter. A good writer can articulate a vision for an ad, an agency, or a brand. A good writer shows us what it could be—what it should be, and can even outline a plan to get there.

For me it all boils down to this: If you're doing boring work it's probably because you have a boring writer. If you have a good one—love them, nurture them, and please excuse them for being a little weird.

Next time—bring a confetti gun.

Bang
I went to the grocery store to pick up a list of things I needed: milk, eggs, bread—the usual. While I was going down the checklist I came across a clip strip in the cereal isle loaded with 6-shooter confetti guns. It was exactly what I didn't know I needed. I bought six of them, one for each member of my team. It was the perfect tool to communicate the importance of celebrating small victories. I walked in to the store get the usual line up—and walked out something awesome.

When I think about this trip I can't help but think about the opportunities we have as creatives to sell our clients something awesome. In my experience, clients don't go shopping for the next big thing. They shop for the essentials. The list of things they've been told they need: OOH, print, TV, point-of-sale. Their job is to check these things off the list and move on. The standard line-up has made client agency interaction about as exciting as a trip to Safeway. They make the list. We fill the basket. Everyone is satisfied. Yawn.

 

The check-list of elements is a dangerous trap that I've seen a lot of teams fall into it. The thinking goes like this: "I did what they asked for—so I'm done." What good creatives realize is that finishing the check-list marks the beginning of the fun part. You've been a good boy and done as you were told. The bell just rang—It's creative recess. You owe it to yourself to enjoy this part.

 

The completion of the check-list marks the beginning of creative freedom from conventional thinking. This is your opportunity to create the assignment you want to do. Have you been looking for a project to experiment with social media via Facebook? Make it. Looking for an opportunity to create a iPad app? Design it. Got a cool idea for a smart phone video game? Write it. All of these are confetti gun ideas. Things that aren't on the shopping list simply because your client doesn’t know they exists.

 

Your next assignment is your next opportunity to create a confetti gun. Then all you have to do is lead them down the cereal isle.

 

Random Things You Can Learn from Philip Su

I re-tweeted this eariler this week but felt it deserved a permanent home on the Ra-Ra-Rant. Thanks to Philip Su for providing a lot of random/brilliant insight and Seth Weisfeld for helping it find it's way to me.

Randomness

12 Years of Randomness, Ended

Philip Su, Sept. 3, 2010
Microsoft has been an awesome place to work over the past twelve years.  Today is my last day.

I’ve always been somewhat random, so I’d like to end this whole adventure true to form: quirky, controversial, optimistic, seat-of-the-pants, with rarely a satisfying explanation.

Don’t look for coherence below – you won’t find it. And if parts of this offend you, it’s probably because you don’t know me well enough – I offend people inadvertently all the time, almost as a rule.

Thanks for everything.

# # #

In college, I never thought I’d work for Microsoft.  Then I interned in 1997 and fell in love:  free sodas, individual offices (with doors!), Pentium 66’s – what more could a coder ask?  Years later, my manager from the internship quit suddenly when his hard drive crashed, erasing weeks of code that hadn’t been checked in.  He said it was a sign from God.  I have no idea what he’s doing these days.

People often complain after getting a “bad” review that their manager has a distorted and inaccurate view of them.  Don’t you think that, of all the people in the world, the person reviewed would have the most biased view of their own performance?  I sometimes gently suggest this.  People don’t believe me.

Choose carbs.  Eat dessert first.

Use Occam’s Razor in interpersonal relations:  look for the simplest, most straightforward explanation that assumes the best of everybody.  Stay away from people who always have a conspiracy theory involving twisted office politics, unfulfilled Machiavellian ambitions, and unspoken agendas.

Anonymous college course evaluations often ask for the student’s grade in the class. Turns out that there’s a strong correlation between a student’s grade and their assessment of the professor’s abilities. I don’t listen too carefully when a poor performer tells me how awful their previous manager was. My ears perk up when a star performer constructively criticizes their management.

Bias towards action. “Litebulb” will drain your soul.
[Ed: "Litebulb" is a reference to an email distribution list used within Microsoft to discuss various topics]

Words matter. Connotations matter.

If you consistently deliver what the business needs most, and you do it well, it’s impossible not to get promoted. People tell me this isn’t true, that it’s all about the people you know and about “visibility.” I have no idea how to consistently deliver impactful business results without becoming visible as a side effect. I hate it when developers ask me how to become “more visible.” They hate it when I tell them to “do great work.” They think I’m mocking them.

Be genuine. Never give advice for your own advantage. I’ve never once counseled a person to join my team or to stay on my team because I needed them.

Listen to understand. Speak to be understood.

Good ideas are a dime a dozen. Great ideas are usually laughed at. Neither sees the light of day without you taking action. Do the work to prove your idea, or stop talking about it. In an entrepreneurship class in college, I pitched the idea of an online grocery delivery service and got laughed off stage. Hurt, but convinced of my great genius, I returned the following week to pitch the idea of online movie rentals using the postal service. I called it NetVideo. Everyone thought it was absurd. I used to tell this story to bolster what I thought was my streak of unrecognized, prognosticating technical genius. These days, I tell the story to remind myself that in the end, only action and execution matter.

What’s your final level at Microsoft? Please don’t say CEO or Technical Fellow – I can almost guarantee you it’s not. A realistic appraisal helps you aim for the right things, and is also essential to happiness. A VP once told me that he had already attained the highest position he’d ever reach at Microsoft. It wasn’t false humility. It wasn’t sour grapes. He was confident in his abilities and ambitious about doing great work. He was just more grounded and self-aware than many, and thus more content. Don’t give up or sell out. Just know yourself.

If you only ever implement feedback that you agree with, you probably don’t need the feedback in the first place. For feedback to be useful, you must at least occasionally consider implementing feedback that you don’t initially agree with. How else will you discover your blind spots?

Good people with good process will outperform good people with no process every time.
– Grady Booch

Don’t fear process. Fear bad people dictating process. Fear process trying to make up for bad people.

I’ve managed almost 150 people across dev/test/PM. I estimate about 60% of employees think that they belong in the top 20% when ranked against their peers. I have never once had a person say that they belong in the bottom 10%.

What would Mini do? (Incidentally, one of my managers once asked me, in all seriousness, whether I was Mini-Microsoft. I guess you’ll find out after I leave.)

In a company as large as Microsoft, I guarantee you’ll find someone higher level than you who you think is worse than you. Don’t get stuck in this mental trap – it won’t motivate you to be your best. Look instead towards the person you admire most at your level. What can you learn from them? What unique strengths might you have which they don’t have?

A person is either passionate or they’re not. People who expect their manager to make their jobs fun and interesting won’t get far.

Once, at a Pizza Hut counter, I noticed that all the pens meant for signing credit card receipts had little flowers attached to their tops. Stuck together in a cup, the bunch of pens looked like a bouquet. I asked the cashier whether this was a new Pizza Hut policy. She said no – she had done it on her own.  What would you pay to have her in your company?

Cynics don’t get anything done. Stop talking to people whose first response is always skeptical. They will crush you.

I had a coworker in Money who, by the time I joined in 1998, had already been at Microsoft for 15 years and could probably buy the county I grew up in. He drove a beat-up Datsun and coded every day in his office as an individual contributor. There is no doubt in my mind that he knows what he loves.

Tony Hsieh’s Delivering Happiness. It may change your life.

Offer me one great Microsoft engineer for five “solid” ones: I gladly take the exchange.

Practice articulating positions you disagree with faithfully and persuasively. Unless you can do this, you’re implicitly assuming that people who disagree with you are idiots. Smart people understand why smart people disagree.

People keep asking for executive accountability when something goes wrong. When’s the last time you saw a line engineer take accountability – real, public accountability, the type that says, “I screwed up. This needs to go on my review. I will make this right, or I will find another position”?

The team you want to join is the one that’s hard to get into.

If it seems easy getting a bunch of great reviews, you’re probably working on the wrong team.

Do you practice specific skills with repetition and intent?  Athletes do drills.  Musicians hone difficult passages.  What do you do?

Mentees sometimes ask for the secret to my moderate career success. They’re disappointed when I tell them that it’s partially due to hard work. It sounds trite and preachy, like a public service announcement, like I’m commending myself for breaking a light sweat. As if they’d be more satisfied with an answer like, “I clawed my way up to middle management through shameless brownnosing.” My first year at Microsoft, I had a sleeping bag in my office and worked all the time. On weekends, I still write code to learn new technologies. I regularly read books about leadership, communication, management, and technology. Equally smart people fare differently in their careers partly based on the amount they’re willing to put in. Anyone who tells you otherwise is selling something.

Follow great people. Work for great people.

Above all else: Integrity. You must be able to trust who you work with and for. Theodore Roosevelt once fired a rancher who stole some neighboring cattle and added them to Roosevelt’s herd. When asked about this by incredulous friends, Roosevelt simply replied, “A man who steals for me will also steal from me.”

A PM once remarked of a former Microsoft VP known for being ultra-aggressive in meetings: “I’d rather have him pissing from my tent than intomy tent.” Everyone within earshot chuckled at this witty political insight. I’d actually rather not have anybody pissing on any tents, mine or otherwise.

Organizations which design systems … are constrained to produce designs which are copies of the communication structures of these organizations.
– Conway’s Law (Melvin Conway)

Don’t ship the org chart.
– Steven Sinofsky

You can control outcomes with three types of approaches: a) People Control, where you decide who to hire, who to fire, and who to put in what positions; b) Action Control, where you tell people what to do; and c) Results Control, where you define the metrics of success. Know when to use which.

Isn’t it a neat feeling when you’re introduced to a coworker’s kids or spouse? For a moment, the bubble of work is burst. You imagine baseball games, music recitals, anniversary dinners. I remind myself of this when I get frustrated at people.

I love watching exceptional people do what they’re good at. It amazes and inspires me. I once saw an alleyway chef in Shanghai turn a basketball-sized clump of dough into hand-pulled noodles for a table of eight, amid a blur of arm movements in under a minute. Ever watch speed stacking? We each have astonishing potential.

Amidst some LCA controversy around Dr. Who(m), a site I worked very hard on creating after hours, I arrived at my office to find a handmade two-foot-high Dalek. Someone had taken the time to print, cut, and tape together a mascot to support me. What inspires people to this sort of kindness? I still don’t know who did this for me – but if you’re reading this, thank you.

Spend time with people whether they’ll be “useful” to you someday or not. Respond to emails whether from a VP or from a campus hire. This advice will likely make you less “efficient.” But it’s good advice nevertheless.

We used to get Dove Bars and beers all the time. It felt like free food was on offer at least once a week, usually with a pretense of some small milestone to celebrate. Why did we cut stuff like this? (I know the boring fiscal reasons why. I’m asking the deeper why, as in, “Was it worth the savings? Is Microsoft better now that we’ve cut these costs?”)

One day, a sign appeared on a soda fridge in RedWest saying something to the effect of, “Did you know that drinks cost Microsoft [ed: millions of dollars] a year? Sodas are your perk at work. Don’t bring them home.” This depressed me on too many levels to enumerate, but I’ll toss out a few:

  1. Someone had enough time to get these signs professionally printed and affixed to our fridges.
  2. It was someone’s salaried, 40-hour-a-week job to do things like this.
  3. Someone thought soda smuggling was a big enough “problem” at Microsoft to draw attention to it.

How much soda can a person steal? How much does that same person cost the company per hour in salary and benefits? Our most interesting profits will come from capitalizing on huge opportunities, not from micromanaging costs. I’m sure some finance person will lambast me for this, which would only further depress me. Believe in our upsideFocus on our upside.

Leadership is the art of getting people to want to do what you know must be done. This was told to me third hand; I’ve unfortunately lost the attribution. [ed: I'm told this was said by Eisenhower]

What have you enjoyed most in your time at Microsoft? What made that experience great? How can you do more of that?
What would you do if you hit the lottery? How can you do some of that right now?
Individuals are the sole cause of anything that’s ever happened.

-----

Here is a link to the original:
http://worldofsu.com/philipsu/?page_id=193

 

It's All Your Fault

Allyourfault
A few months ago I had a copywriter approached me. He was frustrated. He wasn’t able to do the kind of work he knew he was capable of. The clients wouldn’t let him, his workload wouldn’t allow it, and the projects he was assigned too were all remedial—un-challenging—stupid.

Unfortunately, it was all true. The clients had been focused on the wrong things, the workload was crippling, and what was most in-demand was a stream of ‘headline goes here’ executions.

I knew exactly where he was coming from. I’ve been there before, but sympathizing wasn't going to solve his problems. Instead I told him what I do when I start feeling like a victim of circumstance: I remind myself of this simple truth—”It’s All My Fault.”

The thing is, it’s easy for creative people to find excuses. There are so many to choose from: “My Account guy doesn’t get it, my client is an idiot, we don’t have the money, resources, or time...” take your pick.

Instead of indulging in this thinking—take all those great excuses and file them under T.B.U.—True But Useless. You can’t change them so they don’t matter. Furthermore they're destructive because they only make it possible to justify doing crap.

Only by taking responsibility for your role in the game can you begin taking steps change the outcome.

 

Four Words

My sister shared this really great story about my Grandfather at his memorial service. It was a story about a school assignment her son had to interview your oldest living relative and ask the question: “What 4 words would you use to describe yourself?”

Every other grade-school report came back with pretty much the same answer. Four random adjectives people commonly use to describe themselves: ‘fun, serious, thoughtful, happy’ —yawn… My grandfather was the only one to respond to this question—differently. His answer wasn’t a string of random adjectives. It was a four-word philosophy that summed up his approach to life: “Go-With-The-Flow.”

Since then, I’ve spent a lot of time thinking about his four words. I thought to myself: “maybe I’m not Go-With-The-Flow enough.” God knows my life would be simpler if I was. I’d be calmer, happier, and more successful—right? It worked for him in sales. Why wouldn’t 'Go-With-The-Flow' work for me in advertising?

Unfortunately, the more I think about it, the more I realize 'Go-With-The-Flow' will never work for me (at least not until I retire). First of all, it’s not me. I’m a lot of things, but ‘Go-With-The-Flow’ isn’t one of them. I’m creative. I’m hyper. I’m impatient. I’m weird. I want to change things constantly. I push clients. I pull employees. I fight for better work. I preach from a soapbox and I beg—beg people to try new ways of doing things. This doesn’t sound like the actions of a 'Go-With-The-Flow' guy.

Secondly, I don’t think ‘Go-With-The-Flow’ works for creativity. In sales, I can see how a roll-with-the-punches approach could lead to better relationships and bigger commissions, but in the creative world? It would be a recipe for redundant, conventional work. Nothing interesting would ever get produced if all creatives were ‘Go-With-The-Flow.’

So I’m left trying to decide what is my 4-word philosophy? 
Well, I think I’ve finally found it: “Make-The-Flow-Go.” 

It's not as poetic or peaceful, but I think it's true to who I am, and sums up my approach to what I do.

That’s mine.
What’s yours?

 

Facepark

The truth is... social media is pretty dumb.
Check out this unique unique social commentary/stunt put on by Diesel—the worlds favorite overpriced jeans maker.

Pretty much they recreated Facebook in a park using actual people. Frisbee's were used to send messages and they gave out foam fingers—for pokin' people.

http://adage.com/mediaworks/article?article_id=144951
http://www.facepark.org/

I love ideas like this. Fun, artful, and undoubtedly human.
Just goes to to show that if you want to create something special—it's still hard to beat Sharpies and cardboard.

People You Should Follow #twitter

Follow_twitter
The following is care of Edward Boches, Chief Social Media Officer at Mullen. On the last Friday of the Boulder Digital Works seminar he provided us with this list. Enjoy:

"Anyway, I had also promised all my new “digital” friends at Boulder Digital Works that I would share a list of people they should follow to stay caught up, so here goes.

Clay Shirky

On Twitter as @cshirky.  He may not be that active on Twitter, but if you want a sense of what the Internet means to culture, community and people, you really do need to devour his Internet writings.  Follow him anyway, and you’ll stay aware of what he’s writing about.

BBH Labs

On Twitter as @bbhlabs. Assuming that most of you are in the communication and marketing business, Ben Malbon and Mel Exon are among the best sharers of links, ideas and other cool things that are happening in the digital space.

Faris Yakob

On Twitter as @faris. Faris is one smart guy.  Check out his recent talk at MIMA and also his blog.  If you add him to your Tweetdeck you’ll often find interesting links, commentary and, of course, interaction with others that he follows.  Always a good way to serendipitously discover others you might be interested it.

Mike Arauz

On Twitter as @mikearauz.  A strategist at Undercurrent, Mike is another great source of interesting content, some serious and thoughtful, some just fun.  As his bio says, he’s from the Internet.  He gets how it works, how people use it and what marketers can do with it.

Stuart Foster

On Twitter as @stuartfoster. One of Mullen’s social strategists, Stuart discovers stuff before anyone else.  He knows as much about social trends, platforms and new technologies as anyone and posts it daily.  Prepare to be overwhelmed.

Rob Schwartz

On Twitter as @schwartzie14. He also blogs at Metal Potential. The chief creative TBWA Chiat/Day, Rob is one of the old school advertising creatives who is rapidly embracing social media and its potential.  His blog is a great filter for cool creative ideas from all over the world.

Obviously you should be following everyone who spoke at BDW this week, but I am assuming that if you were there that you’ve already added them to your Tweetdeck.  I could add more, but if I do it will take some of the fun away of discovering them yourselves.

Plus if I remain diligent at this, I’ll need to have others to post next Friday.

Enjoy, learn, share.  And, if you have others you recommend, please post in the comment section.  See you out there."

 

 

http://edwardboches.com/