Specific – goals should be unabmbiguousMeasurable – goals should be able to be trackedAttainable – goals should be realisticRelevant – goals should matter to your businessTimebound – goals should have deadlines
Landscapes - social, cultural, technical etc
It’s helpful to understand your default mindset and alternative mindsets that can be leveraged when entering a process whether it’s strategy or creativity.
http://www.digitaltonto.com/2012/the-difference-between-strategy-and-innovation/Brainstorming = creation = divergent thinking.i.e. not the place for critical thinking or playing “devil’s advocate”Concept selection = deduction = convergent thinkingi.e. not the time for coming up with other ideas
Communications Strategy for the Social World
THE ROLE OF
WHERE ARE WE GOING AND HOW DO WE
WHAT WE’LL COVER
Strategy, Truth and Ethics
The Strategic Process
Strategic Thinking Style
Our Holistic Process (Discussion)
SOME WAYS TO
Strategy is the internal response of an organization to the demands
of the external environment from a general point of view.
It’s creating a truth based map of the outside world and where
you’re going within it.
It’s an informed logic for making one set of choices rather than
It’s a container for decisions and ideas.
It’s a start point for creativity
STRATEGY VS TACTICS
If one thinks of strategy as a block of marble, then tactics are the
chisel with which a master operates, in creating works of (chess) art.
- Tigran Petrosian, Chess Grandmaster, 1963-69
THE POWER OF TRUTH
Steel holds that consumers are the
be-all end-all of all advertisers’ efforts
and advertising in itself is the means
to get to them.
The consumer is the core, the heart,
the very substance of advertising.
He laments the fact that many times,
due to the inability of clients and
agencies to strike a balance between
creativity and commercialism, the
consumer aspect is ignored and this
proves unhealthy for the campaign.
= MYTHS, ARCHETYPES
Dreams, passions, values and
beliefs swirl around in our collective
They are an essential part of
storytelling (myth) and are tapped by
Something we can all relate to and
can all agree are true
= MYTHS, ARCHETYPES
Shared human stories, collective truths
Myth transcend cultures, races, religions
The true characters in the myth
Shared human characters and roles
A source of common human identification
E.G: the Hero, the Magician, the Ruler, the
Explorer, the Outlaw, the Mother, the
Father, the Fool, the Wise Man
CONSCIOUS HUMAN TRUTH
An “insight” for advertisers is a truth hiding in plain
“All truths are easy to understand once they are discovered.
The point is to discover them” (Galileo)
Great advertising makes these discoveries; it finds these
And a lot of intuitive people in the business dig deep into our
culture, attitudes and product benefits to uncover insights.
AN ENERGY DRINK THAT HELPS
YOU IN THAT CRITICAL MOMENT
A RUNNING SHOE THAT
ENCOURAGES YOU TO GET OUT
TRUTH, LIES AND
In spite of universal and human truths, the advertising industry
often seems underhand. Why?
Because some in the business choose to lie, twist or pervert
truth to satisfy a perceived “higher goal” e.g. the bottom line, a
quick sale, a flash of attention.
Breaches of truth are bad for the society, advertising industry,
business and consumers.
And are very risky in this more social era of transparency and
WEB 2.O SOCIETY
ARE NOT NAÏVE
Truth resonates, connects and develops relationships
Lies stink, alienates and creates interpersonal disconnect
Good strategy, is a wise strategy that observes the wider impact
It builds long term relationships for mutual benefit
Bad strategy, may seem clever but be inherently foolish
It may achieve a short term tactical goal,
but bears a huge risk of backlash
THE STRATEGIC FLOW
Get informed through data and research
Find the human truth or need (insight)
Build a truth-based map that unites business objectives with
human insight (planning)
Use the plan to inform the creative/development process,
ensuring it meets both business objectives and addresses
the overarching human insight
Leverage live data to tweak and optimize tactics in real time
Strategy is a process of asking questions, finding answers and selecting the
information most relevant to the overall goal
Where are we now?
What is our business context & current goal?
What is our surrounding socio-cultural landscape?
Who are we serving?
What does their world look like?
What is our people focused purpose?
What problem can we solve?
What need can we fill?
How do we get there?
What tactics should we employ?
How do we measure success?
Creative & Technical Visions
Tracking & Optimization
Strategic Goals Inform everything
It’s important to know what type of thinking to use, depending
what process you are in.
• What type of thinking is brainstorming?
• What type of thinking is concept selection?
• What type of thinking is campaign optimization?