But not all pressure is bad
...can all push us further if they don’t break us, and if they happen within a culture of compassion
Focus on the real problemyou need to solve
This will stave off flights of fancy
How do other companies behave?
of the marketing briefwhy is this the brief? What’s missing?
based on the problem you need to solveFollow the vital information
Walk away from an idea if it doesn’tstand the test of new information
You won’t have to reinvent your process each time
Get out of your head and into the real world
Look at other categories you could learn from
Keep living and learning as everything is stimulus
Keep yourself and colleaguesaway from the darkness
Work out your team’s vocabulary so youdon’t have to second guess each other
and there’s zero compassion,you’re not learning, you don’t get timeto rest, you’ve become difficult to bearound, and you’ve tried to implementchanges to no avail, well,
In an interview with Sir Jonathan Ive, Apple’s former Chief Design Officer, he mentioned that Apple didn’t do consumer focus groups, market research, etc.
We might argue as to the merits of the 4Ps of marketing, but do we even agree on what the Ps stand for?
We all believe that our brand and business is unique, that no-one else could possibly do what we do, that we are the one and only. But is an obsession with uniqueness necessarily true, or even helpful for our business and brand?