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Should I Be In Strategic Planning?
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Should I Be In Strategic Planning?

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This presentation was made to students and advertising interns interested to consider the career path of a Strategic Planner. Also included within this slide deck are my speaking notes as many …

This presentation was made to students and advertising interns interested to consider the career path of a Strategic Planner. Also included within this slide deck are my speaking notes as many off-slide points were also made.

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  • Functional areas: E.g. Communications, branding, digital and emerging areas like “customer journey” and “experience”
  • Transcript

    • 1. SO YOU THINK YOU CAN STRAT
    • 2. What we could talk about… • What’s the average? • What’s great? • What…me?
    • 3. What we could talk about… • What’s the average?: Learn P.P.T • What’s great?: Hear T.M.I • What…me?: Take NOT3S
    • 4. What’s the average? • Pay • Progress • Time
    • 5. What’s great? Choosing the Right Job The right attitude ALWAYS comes before the right job.
    • 6. M eaningful experiences ransportable skills T nspiring relationshipsI What’s great? Choosing the Right Job
    • 7. • Problem solving: Ability to assess a business problem and create a plan • Communications: Ability to write and speak persuasively • Selling: Ability to sell, negotiate, and close a deal • Analysis: Ability to look at a set of data and draw important insights • Team: Ability to mobilise a team to accomplish a meaningful goal • Talent: Ability to attract and develop good talent around you • Risk & judgment: Ability to make decisions and take appropriate risks. About: “Transportable Skills” Job-seekers list: Change “Ability” to “Opportunity” Credit: Brian Fethersonhaugh, Chairman and CEO of OgilvyOne
    • 8. About: “Meaningful Experiences”
    • 9. About: “Meaningful Experiences” Speaker notes • The ones that will be most meaningful to you is the ones you will remember the most. • The ones you remember the most will be the ones that results in the strongest emotions. • And the moments eliciting the strongest emotions comes from great success AND great failures. • Do I focus on my strengths? An advise that is more relevant once you have LOTS of experience (read: at least 15 years of working experience) • Invest!: When starting out, you need to invest in "experiences." Fail often. It's the time to do it. Just make sure you learn from it. Each and every time.
    • 10. About: “Inspiring Relationships” Be somewhere you find somebody you wish to be someday.
    • 11. AGENCY NON-AGENCY Expert By Experience • Planning Executive • Planning Manager • Senior Planning Manager • Assoc. Planning Director • Planning Director • Group Planning Director • Regional Planning Director By Expertise • By client industry • By consumer segment • By functional area What’s great?: Path of possibilities
    • 12. “What…me?”
    • 13. “But I Can’t…” Don’t define your final destination based on how much fuel you have in the car.
    • 14. “But I Can’t…” Life’s fuel is Experiences.
    • 15. NOT Sure “You should be in Planning if you are…” “But I Can’t…” Gambling, credit cards, grooming/beauty products, cars, telecommunications, Government e-procurement systems, facilities like racing circuits, nation branding (tourism), executive education, sweetened condensed milk, cinema, lubricants, F1, electroni cs, pharmaceuticals
    • 16. “But I Can’t…” Speaker notes • Planning offers you the opportunity to be exposed to many client industries. • Here’s a snapshot of categories I’ve had the opportunity of working on…
    • 17. NOT “Smart” “You should be in Planning if you are…” “But I Can’t…”
    • 18. “But I Can’t…” Speaker notes • "Planners know less and less about more and more" (vs. traditional professionals who know more and more about less and less) • So we'll always be "not smart" in something (and it's OK as long as we do something about that) • Always keep a "rubber band" mindset of your abilities. Failures and mistakes will happen (even for people in PIXAR) • Be aware of self-fulfilling prophesy (absolute descriptions of yourself). You are what you say you are. Beliefs --> Actions --> Outcomes • Be sensitive to your own passions - follow that passion extensively - apply your passion as a lens to solve work challenges ("Confessions of a shopaholic")
    • 19. NOT Sherlock “You should be in Planning if you are…” “But I Can’t…”
    • 20. “But I Can’t…” Speaker notes • "Not good at coming up with solutions to problems"? • It's OK - then be the best damn DIAGNOSTICIAN you can be (think: House MD) • Craft problems in a way that will allow for a solution • The quality of the solutions we come up with will be in direct proportion to the quality of the description of the problem we're trying to solve.
    • 21. Final Words It’s not WHO you are but WHAT you do with who you are that matters most. Speaker notes • Nick Vujicic: Man with no arms or legs can play football, swim and surf • There may be a 100 things you can’t do. But make the decision to focus on the tens or hundreds of thousands of things you CAN do.