NORTHERN PLANNER

My kids are at school and hate how in maths they have to show the working out, not just the answer.

Well, just as effort get's you  marks in maths, it does in life. 

Now you may know I like tea a lot. 

You may also know I'm a stickler for making tea properly.

It's number 27 in  my agency rules- you always know what a company is like from the way it serves hot beverages. 

 

It's part of a simple truth.

We sign more quality to things based on the perceived effort that went into them, not the outcome. 

Or….it's the little things that really give you away. 

So if you have a brand on your hands with  a good story or a strong culture – but not that superior (come on, which ones really are these days).

Go nuts bringing that story to life.

Like these. 

 

And when it comes to the job. Don't fall for the seamless, effortless planner archetype.

Those moments your brain finally saw a way to crack the brief when you weren't working, so you scrambled to get your notebook to get it down.

The wrong turn, where you threw all the work in the bin and started again.

The terror you always feel when you get a 20 page client brief.

Show the real work that went into it.

 

No one likes a supercilious smart arse planner anyway.

In fact, on the effort thing. Put mistakes in you work, let others correct them, because of THEIR own effort, they like your work more now.

 

I'm going to assume you're work is great anyway.

But with clients, creatives, whoever. The more you show you cared, the more they'll appreciate your work.

Which means typos are a point of contention.

Either a signal you don't care enough, or a cunning plan to involve your audience!!

By the way, I'm really not saying presenteeism. I mean infections enthusiasm.

 

The more you put in, the more others think they'll get out. Simple really but the best things usually are no?