20 things you should know about SUE Amsterdam

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20 things about SUE Amsterdam

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  • 20 things you should know about SUE Amsterdam

    1. 1. SUEAMSTERDAM 20 thingsYOU SHOULD KNOWSUEAMSTERDAM
    2. 2. 1. Be original, but don’t be obsessed with originality. We’re in the business to createstuff that works, not stuff that impresses other creatives. SUEAMSTERDAM
    3. 3. 2. We’re not in the entertainment business, but in the business business.Beauty is a means not an end to itself. SUEAMSTERDAM
    4. 4. 3. We don’t hope, we measure. SUEAMSTERDAM
    5. 5. 4. Awareness metrics are utter crap.I am aware of Hitler, but I’m nota nazi. Have more ambition with what you measure. SUEAMSTERDAM
    6. 6. 5. Producing crap takes just about as much time and effort as producing stuff that’s good or better. SUEAMSTERDAM
    7. 7. 6. Temper your ego.We’re in the business of helping our clients to score. Never forget that. SUEAMSTERDAM
    8. 8. 7. If you wouldn’t share the idea with your FB friends, thenthe idea just isn’t good enough. SUEAMSTERDAM
    9. 9. 8. First contribute to the success of SUE and SUE will contributeto yours. The other way around never works. SUEAMSTERDAM
    10. 10. 9. There is no such thing ashighly talented people with an ego.In a creative agency, the group is more important than the individual. SUEAMSTERDAM
    11. 11. 10. Agencies don’t make great work, clients do. SUEAMSTERDAM
    12. 12. 11. Great ideas get born in the intersection between our know-howand those of our clients. Try to create as much opportunities for intersections. SUEAMSTERDAM
    13. 13. 12. There’s great power in postponing the conclusion. Postponing a conclusion iscreating the space for new ideas to emerge. A bit like in sex. SUEAMSTERDAM
    14. 14. 13. Producers are the real heroesof the agency. Worship them. They get things done. SUEAMSTERDAM
    15. 15. 14. Great ideas require a creative process. Protect this process, both against yourself, your colleaguesand your clients. Sometimes thisimplies protecting a client from screwing up things. Clients will never blame you for trying to protect
    16. 16. 15. Be tapped into digital culture. The internet is one gigantic ocean of ideas, memes and stories that spread.Make sure you know what getspeople excited. It’s the essence of your job. SUEAMSTERDAM
    17. 17. 16. Don’t be modest. Modesty never blows people away. And Falsemodesty is ego in disguise. Be eager. SUEAMSTERDAM
    18. 18. 17. An idea for an idea is notan idea: prototype your idea and ask others what they think and feel. Always look for ways to make the idea better. SUEAMSTERDAM
    19. 19. 18. Embrace failure and critics. It’s really OK to come up with bad ideas.They sometimes form the basis for a brilliant idea. SUEAMSTERDAM
    20. 20. 19. Do everything you can to protect the creative climate: a great creative processis a jam session. Soloists often ruin a good jam session. SUEAMSTERDAM
    21. 21. 20. We design behavior.Worship behavioral experts such as persuasion designers, behavioral economists, game designers and analytic ninjas. SUEAMSTERDAM
    22. 22. SUE AMSTERDAM @SUEAMSTERDAMHELLO@SUEAMSTERDAM.COM WWW.SUEAMSTERDAM.COM SUEAMSTERDAM

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