There is no singular process.
And that’s why,….you know, some people like put on
register mark against their processes and somehow they think
there’s a proprietary process.
Well, just as an architect,
you don’t hire an architect to have his style
imposed upon you.
You don’t hire an agency that have their thinking totally imposed upon you.
The greatest thing that we can do to offer
is to be great listeners and have empathy for your culture,
to understand what is the truth and so,
you know, many times people would say what, what did you do
for your, your long-time clients.
Basically, what we did was listen carefully
understood and be empathetic to the truth of who they are.
Understand their soul.
Understood their soul.
And then make that soul relevant to a great number of people.
While the great challenges for all of us, not for just creative people,
is to put yourself in the unusual situation,
put yourself in the unusual cultures where you don’t belong,
put yourself amongst people who you don’t normally hang out with,
or get out of your comfort zone culturally,
and I think that’s very, very important.
The higher you go up, the ivory tower… you know,
I think most CEOs will
gain a lot by getting back on the street,
and get an understanding of how young people think today.
And not just simply have consultants feed it to them
through decks of strategy and, and, and research.
Sometimes in our industry and our professionalism,
we get siloed to death, so
我们被困在这个行业里 唔 他是做艺术导演的
we are siloed in here. Well, he is an art director.
Well, yeah, maybe, but
I would like him to write some words too
and let’s see if he can write a little bit.
哦 他是负责策划的部分的 可是我也想听听她的想法
Oh, he is a strategic person, yeah, but I like to hear her ideas as well,
not just think of the strategy.
So I think it’s our goal.
Our goal, and we all wish
to break out those silos.
The higher, the longer you work,
the bigger the silo, the more people want to put you in a silo.
Why? So that they can define who you are
and by their terms.
Our job is to never let anyone define who we are by their terms.
导演 马修费尔曼音乐 马克劳福德
Directed by Matthew Furman Music by Mar Crawford
The 100most creative people in business 2011