NORTHERN PLANNER

I always loved this video

The fact we only see what we look for is sobering thought for planners

Those that have to work using a rigid agency process and have to look for answers that fit the agency way

Often end end missing pure gold because they're not looking for it

Thinking about one in particular, looking to Disrupt a category often means you miss the truth behind it

So if you're working to a process, remember it's the result that matters, try get there using a new route that opens your eyes.

Then post rationalise to make it fit

 

Then there is the danger to have the answer too soon

You may have a something you've always wanted to do, and you see an opportunity on a brief and then try make it fit

You may have a really good thought early on, and want to hold on to it

You may even have decided what research will tell you before it's even started

Naturally, you have to start somewhere and a working hypothesis certainly helps

But if you only look to justify your early thoughts, you've missed chance after chance to find something better

So by all means have a first pass, but it's worth looking for what's wrong with it

Look through other's eyes by talking it through

But basically, refuse to commit until you absolutely have to

Try not to look for anything too specific early on.

 

Most importantly, try and avoid the agency addiction to cool and shiny

Because if you only look for the cutting edge, you miss the sheer brilliance of real life

As do most brands

Some of the very best work is amazing because it SEES people more

The planner has looked harder for what is really going on in people's lives

How they relate to the category or the brand

One of my favourite ads here,  simply understands the eccentric British more than most

A classic example of seeing what's under your nose

 

So because we only really find what we're looking for, try not to look too hard for anything.