"How to werk:  Tips from Collaboration Experts.", a dosage collaboration project
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"How to werk: Tips from Collaboration Experts.", a dosage collaboration project

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Marketing collaboration experts Dosage tap friends and colleagues for tips on how to collaborate around marketing, brand and communication challenges.

Marketing collaboration experts Dosage tap friends and colleagues for tips on how to collaborate around marketing, brand and communication challenges.

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    "How to werk:  Tips from Collaboration Experts.", a dosage collaboration project "How to werk: Tips from Collaboration Experts.", a dosage collaboration project Presentation Transcript

    • How to Werk Tips from Expert Collaborators
    • Werking  is  different  than  working.    Werking  is  the  idea  that  crea3ve,  smart  and  diverse  teams   can  collaborate  in  the  true  spirit  of  “we”  —  as  in  “we  can  do  this,”  “we’ll  help  each  other  out,”   “we’ll  explore  different  points  of  view,”  “we’re  genuinely  interested  in  collabora3ng”  and  “we’ll   make  being  together  enjoyable.”     Werking  isn’t  easy  though.    In  fact,  we’ve  built  a  consultancy  business  around  helping  brand-­‐led   marke3ng  and  communica3on  agency  teams  make  the  transi3on  from  working  to  werking.     We’ve  even  created  proprietary  tools  and  techniques  to  help  them  werk  through  marke3ng,   brand  and  communica3on  challenges  with  rigor,  crea3vity  and  fun.   During  our  ten  years  we’ve  collaborated  with  many  expert  werkers.    We  asked  them  for  their  top   3ps  on  how  to  werk.    On  the  following  pages  you’ll  find  what  they  suggest.   We  hope  what  follows  will  help  you  take  the  first  step  to  become  an  effec3ve  werker  too.    Do   spread  this  around.    The  world  of  marke3ng  needs  more  werkers.   ScoK  Lukas   Dosage  
    • Ownership.  Make  sure  people  have  real  ownership.     That  their  voice  will  be  heard  -­‐  and  that  the  buck  stops     with  them  on  various  projects.   Financial  Reward.  Share  the  money  around  the  team  –     make  sure  it  isn't  just  the  top  dogs  don't  get  all  the  money.   Clarity.  Make  sure  everyone  knows  what  is  expected  of  them.   Support.  Make  sure  everyone  has  the  support  they  need   to  do  the  job.   Sally Jones Founder Tangerine “How to Werk” is a DOSAGE collaboration project. www.dosageconsulting.com
    • Have  a  neutral  facilitator  with  no  invested  interest  in  the  outcome  of  the   mee3ng  other  than  running  it.  Can  be  a  person  from  outside  or  someone     at  work,  not  involved  with  the  project.   Calle Sjoenell Agree  on  sharing  credit  if  it's  a  mul3-­‐agency  team  before  the  mee3ng.   Executive Creative Director BBH Make  sure  that  there  are  only  people  who  will  contribute  in  the  mee3ng,     no  one  can  be  quiet.   Listen  first  and  talk  later.   Be  75%  certain  of  your  viewpoint  and  25%  open  to  change  your  mind.   “How to Werk” is a DOSAGE collaboration project. www.dosageconsulting.com
    • Before  you  even  ideate,  enable  mul3discipline  aKendance  at  consumer  qualita3ve  into  the     culture  and  lifestyle  of  the  consumer  -­‐  whereby  the  whole  team  is  exposed  to  how  the  category     and  communica3ons  in  general  fit  into  the  lives  of  the  consumers  .  That  way,  all  ideas  that  flow  are  informed   by  commonly-­‐witnessed  observa3ons,  insights  they  understand  the  context  around  and  real  people  whose   lives  they  got  to  peek  into.   Nicole Belmont Network Partner, Aegis Media Jumptank And/or  –  alongside  s3mulus  that  is  mind-­‐opening  for  the  category,  expose  whole  team  to  a  cultural  and   psychological  analysis  of  the  content  and  lifestyle  preferences  of  the  consumer  -­‐    it  makes  teams  think  less   about  the  medium  or  discipline  they  are  a  specialist  in  and  helps  them  ideate  around  a  cultural  thought,   service  or  type  of  content  that  is  likely  to  be  mo3va3ng  to  the  consumer  and  executed  in  tune  (or  stretch)  for   brand  equity.   To  avoid  wasted  3me  in  me-­‐too  ideas,  encourage  discipline  specialists  to  share  their  verdict  on  what  is  going   on  execu3onally  in  their  area  upfront  -­‐  what  is  possible,  what  is  geng  3red,  what  is  cool  but  imprac3cal  for   our  consumer  target,  what  is  under-­‐exploited  that’s  been  around  for  a  while,  what’s  going  on  in  other   categories  (commentary:  too  many  3mes  you  get  every  discipline  wan3ng  to  be  the  expert  on  the  category/ consumer  and  be  the  most  strategic  person  in  the  room  instead  of  truly  represen3ng  their  specialism  for  the   benefit  of  the  group.    Digital  is  the  obvious  example  of  this,  but  I  think  the  same  holds  true  for  PR,  broadcast,   print,  experien3al,  customer  service  etc.)   “How to Werk” is a DOSAGE collaboration project. www.dosageconsulting.com
    • Stay  posi8ve.  Few  things  temper  enthusiasm  more  quickly  than  nega3vity.  If  you  really  want   to  make  a  collabora3on  work,  you'll  need  to  do  your  part  to  create  a  posi3ve,  suppor3ve,   nurturing  environment  where  op3mism  and  good  will  abound.   Indraneel ghosh Vice President Use  tact.  Express  your  honest  opinions  and  concerns,  but  do  so  with  sensi3vity  and  good   judgment,  considering  the  other  person's  feelings.  Always  think  before  you  speak,  and  you'll   Mumbai find  it  much  easier  to  maintain  your  dignity-­‐-­‐as  well  as  the  other  person's.   Lowe -India Listen.  Don't  assume  you  know  what  the  other  person  plans  to  say.  Rather  than  interrup3ng,   allow  the  person  to  finish  speaking  before  you  reply.  Make  sure  you  understand  what  the   person  is  actually  saying;  and  if  you  aren't  sure,  ask  ques3ons  to  clarify   Respect  other  people's  ideas.  And  respect  their  right  to  their  opinions-­‐-­‐even  when  they  differ   from  your  own.  When  you  deal  with  other  people,  there  will  always  be  3mes  when  you'll   need  to  "agree  to  disagree."  This  is  a  fact  of  life  if  you  hope  to  get  along.  Being  willing  to  do   this  shows  other  people  that  you  respect  them,  even  though  you  may  not  always  agree.   Work  toward  win-­‐win  situa8ons  and  solu8ons.  Instead  of  trying  to  "one-­‐up"  the  other   person,  seek  common  ground.  Make  suppor3ve  sugges3ons  and  play  up  the  points  on  which   you  agree.  Rather  than  focusing  on  problems,  be  solu3on-­‐oriented.   Recognize  the  other  person's  value.  Appreciate  each  person's  poten3al  contribu3on  to  the   collabora3on.  By  acknowledging  each  individual's  unique  talent  and  what  it  offers  the  team,   you'll  find  it  easier  to  work  together  toward  a  common  goal.   Be  flexible.  Rigid  ideas  and  atudes  rarely  work  when  aKemp3ng  to  build  collabora3on.  Try   looking  at  things  in  new  ways.  Demonstrate  your  flexibility  by  willingly  acknowledging  a   colleague's  ideas  and  seriously  considering  their  merit,  rather  than  stubbornly  defending  your   own  ideas.  This  will  help  show  the  people  with  whom  you  work  that  you're  eager  to  make  the   collabora3on  successful.   “How to Werk” is a DOSAGE collaboration project. www.dosageconsulting.com
    • Antonis Kocheilas Answer  the  following  ques3ons  in  advance.   Managing Partner LOWE Athens WHY  should  we  work  together?   WHAT  should  we  do  together?   WHO  should  do  what?   HOW  should  we  work  together?   Establish  a  common  vocabulary,  many  3mes  we  get  "lost  in  transla3on,”   words  and  defini3ons  can  have  a  slightly  different  meaning  for  every   member  of  a  mul3-­‐agency  team.   Create  a  project-­‐related  team-­‐hierarchy  if  it  is  necessary,  don't  allow  the   established  hierarchies  to  kick-­‐in  (Saatchi's  R.A.S.C.I  is  a  good  tool,   RESPONSIBLE,  APPROVAL,SUPPORT,  CONSULT,  INFORM).   “How to Werk” is a DOSAGE collaboration project. www.dosageconsulting.com
    • Focus  on  the  business  challenge  —  Nothing  is  beKer  for  breaking  down  silos  than  to  cast  aKen3on  first  to   the  big  problem.  Too  oien  collabora3on  breaks  down  because  we  bring  our  own  baggage  (e.g.  our  own   exper3se)  to  the  party.  Try  to  push  people  to  forget  being  planners,  crea3ves,  digital  media  experts  and  ask   themselves  what  they  would  do  if  they  were  running  the  company  or  managing  the  brand?  What  are  the   barriers  to  growth?      Then  you  may  find  a  series  of  small  solu3ons  can  begin  to  work.     John Gerzema Chief Insights Officer of Young & Rubicam and Author of “Spend Shift: How the Post Crisis Values Revolution is Changing The Way We Buy, Sell and Live” Make  teams  small,  nimble  and  accountable  —  Sociologists  have  documented  studies  of  social  behavior   where  people  among  a  crowd  do  not  take  ac3on  to  help  someone  in  distress.  But  when  they’re  on  their   own,  it’s  a  different  story.  Big  groups  spell  lots  of  bad  things  for  true  collabora3on.  People  don’t  feel   accountable.  Or  they  get  frustrated  at  the  lack  of  tangible  progress.  Small  teams  that  are  tasked  with  goals   and  encouraged  by  management  to  perform  are  only  the  way  to  go.  If  you  have  a  big  hairy  problem,  break  it   down  into  some  groups  and  let  people  fly.     Remove  the  constraints  of  3me  —  Extra  3me  isn’t  always  beKer,  crea3vely  speaking.  Look  at  how  fast   journalists  need  to  work.  So  set  yourself  deadlines.  For  example,  right  aier  a  briefing  get  your  team  together   and  give  yourself  fiiy  minutes  to  crack  the  brief.  Everyone  should  have  a  go  at  the  insight,  not  just  the   planner.  And  very  quickly  stress  test  the  insight  by  genera3ng  a  series  of  tac3cs  around  it,  by  thinking  of  how   the  customer  experiences  the  brand  from  considera3on,  to  usage  to  referral.  I’m  a  big  fan  of  the  :50   mee3ng.  Then  I  have  :10  minutes  to  go  get  coffee.   “How to Werk” is a DOSAGE collaboration project. www.dosageconsulting.com
    • Brian Avenius  VP, Marketing , Wireless Generation Have  a  touchstone  in  every  mee3ng  that  defines  boundaries  and  goals.    Review  it  at  the  start   and  evaluate  output  against  it.    Don’t  assume  that  it’s  ingrained.     Do  your    best  to  know  the  people  who  will  be  part  of  the  process  (and  their  behaviors  and   personali3es)  and  make  it  a  priority  to  be  the  navigator  who  will  pull  the  best  out  of  each   personality.  This  requires  finesse  but  someone’s  got  to  do  it;  you  don’t  want  to  look  back  and   admit  a  collabora3on  failed  because  of  Personality  X  or  Behavior  Y.   Iden3fy  at  its  most  basic  level  the  kind  of  problem  or  opportunity  you’re  facing  and,  early  on,   ask  everyone  to  offer  an  anecdote,  even  if  not  directly  related  to  the  task  at  hand.    It  begins   the  process  by  shedding  some  light  on  each  par3cipant  as  a  person,  and  at  best  gets  people   focused  on  the  heart  of  the  issue  rather  than  symptoms  or  distracters.   This  may  sound  simple,  but  ensure  the  process  provides  a  fair  amount  of  3me  for  every  key   stage.    Don’t  spend  four  months  developing  strategy  to  reinvent  or  disrupt,  then  give  crea3ve   professionals  a  week  to  deliver  an  equally  thoughmul  expression  of  the  strategy.   “How to Werk” is a DOSAGE collaboration project. www.dosageconsulting.com
    • Have  a  financial  structure  in  place  that  equally  rewards  all  or  is  something   that  is  perceived  as  fair  by  all.   Make  sure  the  financial  structure  is  clear  to  all  and  easily  implemented.   Stuart Parkin Have  a  clearly  agreed  superordinate  goal.  Ensure  that  if  people  are  not   mo3vated  by  money  but  fame,  that  by  working  together  there  is  the  best  chance   of  fame.  Clarify  an  objec3ve  to  work  behind.   Top  Hat  system  -­‐  Ensure  all  par3es  work  together  by  thinking  at  least  for  a   few  moments  about  other  party  issues  (see  Edward  de  Bono  'Top  Hat  System.’)   Managing  personali3es  -­‐  Have  a  clearly  defined  repor3ng  structure,  3meframe   and  deliverables  (issues  of  money  and  fame  should  be  covered  in  the  above).   “How to Werk” is a DOSAGE collaboration project. www.dosageconsulting.com
    • In  my  experience  there  are  five  key  hallmarks  of  high  performance  partnerships:   Does  the  team  share  a  common  and  compelling  vision  that  they  all  believe  in?   Is  the  leadership  -­‐  the  core  four  to  five  members  of  the  team  constructed  in  a  way   that  will  support  that  vision  (diversity  of  skills  if  that  is  important,  common   personality  traits  if  that  is  important,  etc.)?   Jeffrey Wilks Is  there  a  process  that  is  well  defined  as  to  how  a  par3cular  problem  will  be   Marketing solved,  who  is  on  point  for  what  aspects,  clear  3meline  and  accountability  against   Consultant all  of  this?   Is  there  frequent,  clear  communica3on  from  both  the  team  leader  and  within  the   partners  that  is  facilita3ng  project  management?   Are  there  well  understood,  commonly  held  metrics  for  success  that  will  be  used  to   determine  the  how  well  or  how  poorly  the  partnership  or  collabora3on  worked   against  a  par3cular  problem  of  project?   In  addi3on  to  this  I  think  it  is  oien  easy  for  geographically  dispersed  teams  to  fall   prey  to  "listening  to  corporate/NY/the  boss".    If  a  team  is  geographically  dispersed   it  is  also  incumbent  upon  the  leaders  to  engage  the  teams  (physically  not  just   through  email,  messaging  or  Facebook)    and  to  display  the  proper  level  of   sensi3vity  to  cultures  or  personality  types  that  may  be  easily  subordinated  but   have  tremendous  amounts  to  contribute.   “How to Werk” is a DOSAGE collaboration project. www.dosageconsulting.com
    • Marcie Anthone Director Marketing Communications Capabilities Development, The Coca-Cola Company Set  the  vision  and  get  buy-­‐in  to  that  up  front.    Con3nue  to  work  to  the  vision  and  when  conflict  arises,     ask  how  it  serves  the  vision.   Set  rules  of  engagement:    This  is  how  we'll  work  (e.g.,  "park  ego  at  the  door";  "don't  interrupt")     and  then  if  there  are  conflicts,  this  is  how  they  will  get  resolved.   Post  the  rules  and  call  people  out  if  they  don't  follow  them.    Do  this  with  humor!       Ensure  everyone  has  accountability  and  will  be  evaluated  by  their  contribu3ons  to  the  team.   Use  tools,  etc.  that  allow  everyone  do  have  a  voice  and  then  move  to  a  "building"  consensus  -­‐-­‐not  lowest   common  denominator.   Develop  and  adhere  to  set  working  procedures,  e.g.,  weekly  mee3ngs,  updates,  etc.   Celebrate  milestones  within  the  project.   “How to Werk” is a DOSAGE collaboration project. www.dosageconsulting.com
    • Stay  in  contact  with  your  partner  companies.    Keep  abreast  of  what  they  are   doing  and  how  they  may  be  evolving  their  capabili3es  so  you  will  be  up  to  speed   when  recommending  them  to  one  of  your  clients.   Tony Gomes Agree  on  who  will  lead  the  project  from  the  beginning.    When  we  pull  a  partner   Co-Founder company  in,  we  generally  manage  the  project  throughout.  If  it's  the  other  way   Our Man in Havana around,  they  take  the  lead.     Always  support  your  partners.    We  had  a  situa3on  recently  where  a  client  had  a   problem  with  one  of  our  partners  and  wanted  to  drop  them.    We  got  them   together  and  worked  it  out.     Beware  of  loose  canons.    There  are  3mes  when  team  members  can  go  off  on   their  own  without  building  consensus.    The  team  must  s3ck  together  and  present   a  uniform  front  at  all  3mes.       Be  diligent  about  establishing  a  schedule  for  comple3ng  the  work,  with   milestones  and  deadlines  set.    Working  with  one  or  more  partner  companies  can   be  chao3c.    You  must  establish  order  from  the  start.   “How to Werk” is a DOSAGE collaboration project. www.dosageconsulting.com
    • Fredrik Carlstrom If  it's  crea3ve  output  you  are  seeking,  only  allow  crea3ves  in  the  room.   Great Works They  cannot  help  but  try  to  come  up  with  great  stuff  and  will  build  on  each   Americas others  ideas  regardless  where  it  comes  from.  It  is  what  they  do.     CEO & Executive Creative Director Stop  using  words  like  "integra3on"  if  what  you  really  mean  to  say  is  "wait   un3l  we  have  produced  the  TVCs  and  then  plop  them  into  other  channels",   as  that  is  NOT  integra3on.  Instead  create  your  concepts  as  if  you  were   crea3ng  a  TV  series.  Tell  a  story  and  let  the  brand  be  a  relevant   character.  Good  ideas  integrate  naturally.  Bad  ideas  don't.       There  is  this  story  of  an  old,  experienced  theater  director  walking  onto  a   stage  where  a  novice  director  was  supposed  to  be  conduc3ng  a  rehearsal.   But  he  just  sat  there,  on  the  edge  of  the  stage  while  the  actors  were  idling   around  in  the  background,  wai3ng  for  direc3on.  “I  don’t  know  where  to   start”,  said  the  young  director.  The  more  experienced  director  answered,   “Do  something,  so  you  have  something  to  change”.     “How to Werk” is a DOSAGE collaboration project. www.dosageconsulting.com
    • Embrace  Humility.  Ask  each  par3cipant  -­‐  "How  would  you  approach  this  mee3ng  if  you  knew  you  were  the   dumbest  person  in  the  room?"  This  helps  re-­‐frame  their  perspec3ve  that  1)  I  don't  expect  them  to  have  all   the  answers  and  2)  they  will  learn  more  from  the  others  than  they  will  teach  others.     Michael Scott, President, FOURTH ELEMENT Pre-­‐hearse  the  Mee3ng.  Understand  what  expecta3ons  par3cipants  have  and  then  re-­‐frame  or  re-­‐direct  the   expecta3ons  towards  the  collabora3on  goal.  This  step  conversa3on  uncovers  and  resolves  any  exis3ng  issues,   so  our  focus  is  collabora3on,  not  personal  agendas.     Assign  Tasks  in  Advance.  Assigning  tasks  in  advance  of  the  session,  primes  our  day  for  break-­‐throughs  and   gets  the  par3cipants  have  some  "sweat  equity"  and  personal  ownership  in  the  collabora3on  session.   “How to Werk” is a DOSAGE collaboration project. www.dosageconsulting.com
    • Lisa Seward Perry Owner, Mod Communications, a connection planning consultancy. Don’t  try  to  combine  informa3on  intake  and  idea  genera3on.    Brief  everyone  thoroughly  before  the   collabora3ve  session,  and  then  allow  3me  for  the  briefing  to  sink  in  and  ques3ons  to  percolate  before   regrouping  everyone.   Remove  in3mida3ng  bosses.  This  can  make  for  delicate  conversa3ons,  but  you’re  not  going  to  get  good  stuff   out  of  people  who  are  scared  to  speak  up.   Call  out  the  elephant  in  the  room.  If  people  are  disagreeing,  acknowledge  it  right  away  and  figure  out  what   the  root  of  the  disagreement  is.    If  the  product  you’re  discussing  is  a  dud,  talk  about  why  everyone  is  having   trouble  geng  excited  about  it  before  the  en3re  session  is  a  bust.  Usually  this  role  will  fall  to  a  clearly   iden3fied  mee3ng  moderator  who  has  tremendous  interpersonal  communica3ons  skills.   An  opinion  is  the  price  of  entry.    Resist  the  urge  to  fill  the  room  with  those  who  just  listen  in  and                                         don’t  contribute.     “How to Werk” is a DOSAGE collaboration project. www.dosageconsulting.com
    • It  is  important  to  foster  cross-­‐fer3liza3on  of  knowledge  In  a  global  organiza3on.     We  cannot  always  have  the  opportunity  to  see  our  counterparts  face  to  face.    We   must  think  of  ways  we  can  con3nue  this  sharing  despite  the  distance  so  we  are  on   an  equal  foo3ng  in  terms  of  knowledge  and  skills,  avoiding  duplica3ve  research   and  facilita3ng  use  of  best  approaches  and  prac3ces.    This  needs  to  happen  not   only  on  corporate  strategic  projects  but  also  on  all  product  category  projects.   As  basic  as  it  sounds,  the  art  of  scheduling  regular  status  mee3ng  with   Timothy Stoops counterparts  ensures  that  you  maintain  a  good  rela3onship  with  each  so                   Senior Market when  you  do  have  project  specific  mee3ngs  you  are  that  much  more  ready  to   Insights Manager  move  forward.         Samsung Focus  on  cul3va3ng  both  the  whole  team  and  the  func3onal  parts  –  Establishing  a   sense  of  func3onal  iden3ty  and  belonging  is  key  to  the  success  of  the  individuals   in  any  organiza3on.    Events  like  annual  summits  or  quarterly  department   knowledge  sharing  foster  collegiality,  a  feeling  that  we  are  all  part  of  the  same   challenges  and  if  we  support  each  other  as  people  first  and  equally  importantly       as  market  researchers  we  can  overcome  hurdles;  create  a  sense  of         organiza3onal  pride.   A  team  united  in  common  corporate  goals  and  language  are  much  beKer  suited   for  success.    This  is  especially  true  if  func3onal  collabora3on  is  also  encouraged  to   ensure  each  individual  has  a    beKer  sense  of  how  best  to  add  value  to  the  broader   group  discussion  and  able  to  operate  with  confidence  as  a  func3onal    expert.   “How to Werk” is a DOSAGE collaboration project. www.dosageconsulting.com
    • The  most  important  ingredient  of  a  successful  collabora3on  is  to  have  one   agency  lead  the  group  from  a  branding  perspec3ve.  In  that  regard  there  should   be  a  very  well  outlined  brand  posi3on,  personality,  aKributes,  benefits,  values   and  driver  for  everyone  to  follow.  This  happens  very  rarely  in  my  experience,  so   Orson Munn the  consumer  becomes  more  confused  the  more  they  experience  the  brand,   CEO because  it  is  different  at  every  touchpoint  created  by  different  agencies.     Munn Rabot Regular  mee3ngs  with  all  stakeholders  need  to  take  place  to  get  the  brand   posi3oning  correct  as  the  communica3ons  plan  evolves  from  the  planning  stage   to  the  execu3onal  stage.   Con3nuous  brainstorming  mee3ngs  with  all  par3es  needs  to  take  place  aier  the   execu3onal  stage  is  complete  to  ensure  the  brand  remains  fresh  and  relevant   across  all  plamorms.     “How to Werk” is a DOSAGE collaboration project. www.dosageconsulting.com
    • Don't  pad  the  team.  While  it's  oien  necessary  to  have  mul3ple  people  involved  in  projects,  don't  add  people   who  are  unnecessary  to  the  process.  The  bigger  the  team  the  slower  it  is  to  make  decisions  and  the  costlier  it   is  to  produce  a  project.   Keep  mee3ngs  short  and  to  a  minimum.  Mee3ngs  are  a  wasteful  use  of  everyone's  3me  unless  clear  goals  are   set  beforehand  and  ac3onable  items  are  iden3fied  during  the  mee3ng.   Deroy Peraza, Principal + Creative Director, Hyperakt Project  management  tools  like  Basecamp  are  super  useful  for  big  teams.  Email  chains  clog  inboxes.  A   centralized  repository  of  all  informa3on  keeps  everyone  in  the  loop  at  all  3mes.   Pay  people  when  you  say  you're  going  to  pay  them.  There's  enough  complexity  coordina3ng  mul3-­‐agency   teams  to  add  worries  about  3mely  payment  to  the  mix.  This  adds  distrust  to  rela3onships,  and  keeps  people   from  being  fully  invested  to  projects.   Don't  spend  too  much  3me  talking  about  what  needs  to  be  done.  Start  producing  tangible  work  that  the  team   can  comment  on  as  early  as  possible  in  the  project  lifecycle.   “How to Werk” is a DOSAGE collaboration project. www.dosageconsulting.com
    • Collabora3on  is  built  on  trust.     Kevin Amter Founder Creative Director Collabora3on  is  built  on  a  specific  value  and  need.   Department 99 Collabora3on  is  built  on  established  company  prac3ces.  If  a  company  does  not   foster  an  ethical  environment,  collabora3on  will  be  difficult  to  implement.   “How to Werk” is a DOSAGE collaboration project. www.dosageconsulting.com
    • Oscar Erlandsson, Digital Strategy Director, Lowe Brindfors Get  everybody  together  early,  work  for  a  bit,  and  then  make  sure  the  en3re  team  gets  drunk  together,  and  that   no-­‐one  can  leave  the  party  early.  Avoid  fancy  restaurants  and  strip  clubs.   Don’t  discuss  subject  maKer  over  email  and  avoid  teleconferences  before  the  main  problems  are  solved.         Define  “good”  as  a  team.  For  example,  work  out  the  team’s  shared  top  3  examples  relevant  to  the  project.   Avoid  saying  “I  don’t  agree”  un3l  trust  in  the  group  is  solid  –  instead  use  “I  don’t  understand”.   Have  each  na3onality/company  talk  for  5  minutes  on  the  preconcep3ons  about  their  culture/corporate  culture.   “How to Werk” is a DOSAGE collaboration project. www.dosageconsulting.com
    • Business-­‐storm  don't  brainstorm   Maria McHugh If  marke3ng  is  about  driving  business  value,  then  every  idea  we  develop  has  to  be  in  service   Y&R of  the  business  problem.  Period.  Are  we  looking  to  get  on  poten3al  customers'  shopping  lists?   New York Get  exis3ng  customers  to  buy  us  more  oien?  Or,  get  loyalists  to  recommend  us?  Forensically   analyze  the  cri3cal  behaviors  that  you  need  to  influence  through  the  customer  journey  and   apply  your  crea3vity  against  these.  It  will  yield  much  sharper  ideas  than  loosely  defined   challenges..   Leave  egos  at  the  door   In  this  new  world  order  there  is  no  room  for  old  legacy  models  of  hierarchy  around  who  has   the  right  to  conceive  the  "big  idea".  Today's  big  ideas  are  as  likely  to  be  tac3cal  as  they  are   strategic.  So,  relish  having  new  skills  at  the  table  like  digital  technologists  and  social  media   specialists,  and  enjoy  true  collabora3on.  This  is  the  new  fron3er  and  we  need  new  kinds  of   teams  to  create  the  pathways.   Everything  is  marke8ng.  Everyone  is  marke8ng.   In  this  era  of  "the  social  brand"  a  much  broader  range  stakeholders  within  companies  and   their  agencies  are  now  having  conversa3ons  with  customers.  So,  it’s  3me  to  think  more   broadly  about  who  we  invite  to  the  marke3ng  table.  What  about  the  PR  department,   customer  service  representa3ves,  or  product  developers?   Equally,  we  need  to  think  more  broadly  about  what  are  marke3ng  channels.  In  a  nutshell,   they  can  now  be  absolutely  anything  we  want  them  to  be....from  paid,  to  earned  to  owned   and,  used  in  ever  more  interes3ng  combina3ons.   “How to Werk” is a DOSAGE collaboration project. www.dosageconsulting.com
    • Natasha Jakubowski, Innovation Director, Anomaly Collabora3on,  like  a  brainstorm,  can  always  benefit  from  a  liKle  structure  -­‐  know  your  goals,  get  to  know  your   collaborators,  try  and  create  an  environment  that's  conducive  to  sharing  ideas.   To  be  a  good  collaborator  you  need  to  believe  in  the  magic  that  can  happen  when  people  get  together  to  think   imagina3vely  about  a  problem  rather  than  trying  to  figure  something  out  by  oneself.   Don't  underes3mate  the  importance  of  being  a  good  listener,  and  being  able  to  keep  discussion  from  geng   too  personal  or  emo3onal.   “How to Werk” is a DOSAGE collaboration project. www.dosageconsulting.com
    • Keep  in  mind  that  it  is  important  to  share  their  vision  with  the  en3re  team  and  invite  par3cipa3on  to  shape   that  vision  together.   Strive  to  find  digital  renaissance  people  who  can  use  their  mul3-­‐talents  to  innovate,  collaborate  and   improvise  when  necessary.  We  call  them  M-­‐Shaped  People.   Bernard Urban, President, Gigantic (Digital Marketing), Founder, BrandFlux (Brand Collaboration Platform) Victoria Else, Director of Strategic Services, Gigantic Diversity.  Loyalty.  Trust.    These  are  three  necessary  ingredients  that  collabora3on  needs  to  thrive.   Thinking  is  a  quiet  solitary  process…  yet  a  form  of  procras3na3on.      Idea3on  is  different.    Idea3on  is  a   naturally  collabora3ve  process,  in  which  you  run  ideas  past  one  another,  or  work  together  to  find  them,  and   respond  with  excitement  to  other  people’s  ideas.   Embrace  Failure  Together.   “How to Werk” is a DOSAGE collaboration project. www.dosageconsulting.com
    • Tom Christmann Make  the  mee3ng  more  than  one  hour.  Three  hours  is  beKer.  A  full  day  is  best.   Executive Creative Director Mix  up  the  teams.  Don’t  allow  people  to  “gheKoize”  inside  or  outside  the   JWT mee3ng.  Sit  planners  near  crea3ves.   Make  sure  people  know  each  other  outside  the  room.  Make  them  be  Facebook   friends.  Have  lunches.   No  assholes.  Don’t  allow  in3mida3on  or  shou3ng.   Collaborate  from  the  very  beginning  and  aier  the  mee3ng  too.  Start  a   posterous  blog  where  people  can  post  ideas,  briefs,  things  they  found   interes3ng,  etc.  Make  Collabora3on  a  lifestyle.   “How to Werk” is a DOSAGE collaboration project. www.dosageconsulting.com
    • Relocate.  It's  easier  to  collaborate  when  you're  not  on  one  or  the  other's  turf.   And  it's  beKer  when  everything  around  you  is  about  engagement.  Inspira3on.   Passion.    Try  brainstorming  for  a  car  ad  campaign  at  a  car  rally.  Neutral  territory   has  its  place,  but  it's  not  always  what  gets  the  juices  flowing.     Troy Torrison       New York based When  you're  collabora3ng  it's  crucial  to  be  open  and  to  not  shut  down  people   Freelance   who  might  otherwise  censor  themselves.  Take  a  lesson  from  Second  City  improv   Copywriter and group:  no  maKer  how  oueat  or  weird  the  idea,  ban  the  word  "No."    Instead   Creative Director insist  people  say  "YES,  AND..."    to  every  idea.  Tell  them  to  go  with  it.  Build  on  it.   Nothing  should  be  rejected  out  of  hand.  There  aren't  just  diamonds  in  the  rough.   There  are  diamonds  EVERYWHERE.     Very  few  tough  problems  are  solved  overnight.  But  some3mes  'overnight'  is   what's  needed  to  get  the  juices  flowing.  The  best  collabora3on  session  I  ever  had   was  a  two  day  offsite.  Maybe  there's  something  in  the  idea  of  being  away  from  it   all,  but  day  one  was  preKy  much  a  waste.  Day  two  was  the  total  opposite.  Was  it   that  we  all  'slept  on  it'?  Don't  know.  But  it  worked.     “How to Werk” is a DOSAGE collaboration project. www.dosageconsulting.com
    • Paul Woolmington Liberate  yourself  from  your  discipline  and  muscle  memory,  and  from  the   Founding Partner tyranny  of  self-­‐interest,  selfish  financial  reward  and  siloed  manufacturing   Naked output.   Communications Remember  the  Hawthorne  Effect     (hKp://en.wikipedia.org/wiki/Hawthorne_effect).  Being  invited  into  the   process  is  as  meaningful  as  contribu3ng  to  it.   Invite  all  stakeholders  -­‐-­‐  internal  and  external  -­‐-­‐  into  the  process  very  early.     No  sing  on  the  fence.   Listen.   Push  for  priori3za3on  of  tasks  -­‐-­‐  you  cannot  do  everything  on  your  wish   list!  Then  remember  it’s  about  geng  it  done.  Build  an  inclusive  but  clear   plan.  The  99%  rule.     “How to Werk” is a DOSAGE collaboration project. www.dosageconsulting.com
    • We  are  a  consultancy  that  focuses  on  how  modern  marketers  collaborate  to  coordinate   their  crea3vity.    We  specialize  in  making  highly  talented  and  diverse  teams  of  marketers   more  produc3ve,  crea3ve  and  aligned.   Our  exper3se  comes  from  researching,  designing,  tes3ng,  using  and  training  strategic   tools  and  processes.    We  have  worked  with  both  marketers  and  agency  teams  in  over                 20  countries.       We  do  this  predominately  in  facilitated  workshops  as  we  believe  it  is  the  most  effec3ve   and  efficient  way  to  harness  the  collec3ve  imagina3on  and  decision-­‐making  powers  of   teams.    Our  services  include  facilita3on,  process  engineering,  brand  strategy,  innova3on   and  communica3ons  consul3ng,  strategic  toolkit  crea3on  and  talent  development.   Send this Please  pass  this  along!   Stay in touch Site:  DosageConsul3ng.com   Blog:    DosageConsul3ng.posterous.com   TwiKer:    @ScoKLukas   LinkedIn:  ScoK  Lukas   Facebook.com/ScoKLukas   Contact ScoK  Lukas,  Founder   ScoK@DosageConsul3ng.com   +1  212  785  0989   Say  hi  if  you  are  in  New  York  City.