All in Creativity

Regrets, I've Had A Few...

Very early on in my career, I went to meet a senior executive at one of the fastest growing entertainment companies in Asia.

At the time, I was a Marketing Executive in the Consumer Goods space and, while the work was interesting, I wanted to explore what else was out there, especially in this exciting new area that was taking Asia (I lived in Hong Kong at the time) by storm.

Cater To Who Matters - Not To Everyone Else

I’m reading a book called “Coal Black Mornings” by Brett Anderson, the lead singer and founder of the British band, Suede, which had their heyday in the BritPop era of the 1990s through early 2000s.

(Suede is in my Top Five bands of all time, but while popular in Britain, they’ve been largely ignored in the US. If you haven’t heard of them, they’re absolutely worth checking out - start with the first two albums.)

There’s a passage in the book where he talks about his song writing process, and writes:

Engage And Entertain (Or It's Always Better to Pull Than Push)

The advent of recording technology (from the cassette tape to the VCR to the current digital formats) as well as the ability to access audio-visual entertainment on demand has allowed us to do the one thing that marketers hate:

Skip their ads.

For the most part, you don’t have to sit through a 15, 30 or 60 second ad just to get to the content you’re actually there for. You just hit the forward button and presto! No marketing message, no advertiser trying to sell you something.

It’s Personal, Not Personalized

There’s a difference between “personal” and “personalized”. 

In an age where Marketers are working to find ways to make their messages more customized, more tailored, more specific to who we are, there’s still a marked difference between the two. Just because that email is addressed to you, or there’s a special offer made on your birthday, doesn’t actually make it personal. It’s simply programmed to appear that way.  

Everyone Has A Platform (Part 1)

The best thing about technology today is that everyone has a platform.

It doesn’t matter whether our preferred medium is in written, audio or visual form, we have access to all the technology we need to create, publish, broadcast and market our message to anyone, whether they’re in our hometown or all the way across the other side of the globe.

Lessons From Springsteen On Broadway

By the time Bruce Springsteen released his first album, Greetings From Asbury Park, NJ, in 1973, he’d already had almost a decade of playing experience under his belt. He’d started playing back in 1964 with a band called The Rogues, then another, then another, ultimately morphing into the now famous E Street Band.

That first album met with critical acclaim but little commercial success. The one after (The Wild, the Innocent & the E Street Shuffle) fared pretty much the same, and he didn’t really achieve commercial success until Born To Run was released in 1975.

When Bono Went Walkabout...

“It was a great day, but I thought I had fucked it up.”

“We felt like we’d blown an opportunity to be great.”

“I really thought we were crap.”

On July 13th, 1985, U2 took to the stage at Wembley stadium for their designated slot at Live Aid, the global concert for African famine relief. This was pre-Joshua Tree, so while they were popular, they were nowhere near the household name that they are now.

Fight - Even When You Want Flight

Sunday morning, I woke up to watch the Arsenal-Spurs game, famously known as the North London Derby. It’s a game where form goes out the window and these two arch-rivals go all out for bragging rights as to who is the best team in North London.

It’s a game that hasn’t gone our way in recent years and as I anticipated the stress and emotional rollercoaster I would go through over the next couple of hours, I briefly debated staying in bed and waking up when it was all over. To just not have to deal with it all.

Just Focus On What's Next

Sometimes, the goals we set for ourselves are overwhelming. The bigger the goal or the more challenging the objective, the harder it can be to fathom how we will get there.

We get caught up in the sheer scale of our idea, or we start setting all sorts of impossible timelines and expectations that we think we need to achieve on our path there.

"It’s Like A Pizza..."

Many years ago, I worked with a senior consulting partner who liked to talk in puzzles. Instead of giving us specific marching orders, he’d talk around the issues and then ask us to put together a deck for his review.

For example, as we’d talk through a proposal we were working on, he’d talk about the client situation, the range of issues they were facing as well…

The Flight Safety Video With 10.5 Million YouTube Views

One of the staples of modern air travel is the flight safety video. It’s an aviation regulation that’s designed to ensure everyone is appropriately briefed on flight safety procedures in the event of an emergency.

If you’ve ever taken a flight, you’ve sat through one. And if, like me, you fly a lot, you’ve not only sat through them, you’ve likely tuned out during the briefing.

The Point Is Productive Struggle

We crave clear cut answers. We love How-To’s. We keep looking for the ultimate 10 Step Process.

Why? Because we’re always on the hunt for clarity, predictability and, more to the point, security. It’s a natural human desire.

The problem, though, is that when we’re creating (a team, a piece of output, a business), that’s not often possible or realistic.

The Myth of The All Rounder

In school, we’re taught a range of different subjects - from history to math to science to art to music to physical education. We’re tested, judged and evaluated on our proficiency in each of these disciplines, and by the end of it, given a numerical average of our performance across all of these areas, otherwise known as our Grade Point Average (GPA).