Category Archives: Inspiration

Winning with heart.

The creative business is a people business – the business of connecting with people through ideas and solutions. It’s sometimes art and other times science. But we all agree that the best communications are those¬†that touch the heart, tell interesting¬†stories and¬†get people to¬†change their attitude or behaviour.

To do that well, we must¬†be able to harness¬†our own empathy and human understanding. Motivations are varied, and¬†if we don’t open up to understand these motivations, we will be less successful in ‘winning with heart’.

At the same time, ‘winning people’s hearts’ requires us to¬†embody and nurture the¬†same values and characteristics (in ourselves, within our companies and relationships) that we are trying to inspire.

What do you do in your daily life that helps you (1) Understand better, and (2) Foster the values you try to achieve in your work?

Quick Prototyping.

Great ideas don’t just happen at the strike of a pen, they come after many failures and missed attempts. Before we¬†can come up with 1 winning idea we often need to learn from 100 failed ones. I read a story once which went something like this: Picasso once invited a women to be a still drawing model and after 60 one-hour attempts couldn’t get her portrait right. Until one day he drew her portrait from memory in under 15 minutes. The discipline and practice he received¬†from his¬†failed attempts is what helped him to finally draw his masterpiece from memory in a short period of time.

I’ve often argued against the traditional ideation¬†process and ways of working – that¬†before we venture into any new territory we must¬†research, rationalise, investigate and prove our strategy. I support a more organic model where we use our past experience and knowledge of market trends to develop and test many ideas & hypothesis. Only when we test actual ideas in market can we determine what is relevant. In todays fast paced economy anything else is a missed opportunity.

This is why I love the core idea¬†of¬†@fastestagency based on¬†having a 24 hour turnaround¬†in¬†response to a brands’ ¬†brief and their realtime marketing needs.

World's fastest agency @fastestagency turns a brief around in 24 hours.

World’s fastest agency @fastestagency turns a brief around in 24 hours.

This is the model that start-ups use based on¬†quick prototyping. It follows the rule of fast failure and quick learning –¬†Conceptualise, Execute. Learn. Move on.

To find out more visit @fastestagency on twitter or check out their website.