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Trying to be Yoda
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Trying to be Yoda

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A talk I gave a few years ago to juniors at the office, after my former boss challenged me to teach them instead of get upset with them. I am happy I chanced upon this file again. Hmm, it's more …

A talk I gave a few years ago to juniors at the office, after my former boss challenged me to teach them instead of get upset with them. I am happy I chanced upon this file again. Hmm, it's more dramatic with animated text, but it doesn't work here. Hmm.

Published in Career , Technology , Business
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  • 1. When I started in advertising -Celphones were not common -Only for the military, other governmentofficials or really rich people PC screens were black with green text Only a few had Internet - Maybe just the big bosses.THERE WAS EVEN NO POWERPOINT! I was about your age –about 15 years & 30 pounds ago But we can keep that a secret.
  • 2. In my FIRST BIG agency, I was part of the smallest, least recognised team: McCann DirectLeast profitable= almost no mass media (little TV, few press ads)= almost no media commissions for our projects Doing the hardest, most thankless jobs: Long copy for brochures that no one else wanted to do, that took forever to produce, that no one really read or appreciated (except maybe my mom) .
  • 3. Adding insult to injury,they also called usTHE BELOW THE LINE TEAM beneath the ABOVE THE LINE team who were the stars, who supposedly led the thinking BUT I actually stayed 5 years on the job, because I believed in the other term we were also known by: THE NON-TRADITIONAL TEAM
  • 4. Non-trad media as we know it today - YouTube, Facebook, Yahoo Messenger, Blogging, SMS - DID NOT EXISTBut the word NON-TRADITIONAL already inspiredme I was sure I wanted to be that!!! .
  • 5. The leader of that team admitted to being insecure. We always argued, even though he was my boss. But I knew I could learn a lot from him. He‟s actually one of my best mentors ever.One of the first – and most important things – he taught .me…
  • 6. “When client asks usto do a letter or a brochure,
  • 7. A typical agency will answer, „Okay. How many words?‟In our case, we have to ask, „WHY????‟
  • 8. QUESTION IT PICK IT APART POKE IT PROCESS WHAT CLIENT SAYS PROBE ITBUILD ON IT NOT JUST FOLLOW IT
  • 9. BECAUSE IF WE SIMPLY FOLLOW CLIENT HE COULD EASILY HIRE SOMEONE ELSE WHO COULD DO THE EXACT SAME THINGAND TAKE THE JOB FROM US OR FROM YOU
  • 10. If we do it differently, client can say:“This agency keeps doing things no one else can.” These people want to grow my business, not just theirs. They are concerned. .
  • 11. Incidentally,CONCERN meansMALASAKIT* in Tagalog *interestingly enough, its root word also means pain
  • 12. You can see Malasakit in Filipinamaids who take pains to care for Singaporean kids. Now, if we can make clients feel we also take pains for their brands, which are actually their babies, wouldn’t we also have them captive in our hands?
  • 13. If you look around,malasakitcan sometimes translate to dedication Passion that sometimes manifests itself as, um, TEMPER(Though just imagine how much worse it would be IF I didn’t have CokeLight!)
  • 14. YOU GUYS, ON THE OTHER HAND, HAVETEMPERANCE Moderation Balance
  • 15. if you mix temper with temperance =Always VARIETYNever monotonyClient cannot say,“They’re so predictable, I can guess what they’re goingto do,so maybe I shouldn’t even bother asking them.”
  • 16. Nope, that will not happen.Because we will aim to surprisenot just clients –but even ourselves.
  • 17. What if I do this differently Or try this new font Or suggest something else to clientThe likes of Steve Jobs, Bill Gates, etc. askedthemselves that. Because it‟s as important as asking WHY!!!
  • 18. Years before he became famous, the very young Steve Jobs asked, “What if I quit college, it‟s too expensive for my parents. I should just concentrate on learning what I really want to learn.”He still studied. But he was not enrolled, he just sat in on theclasses he liked.Including Calligraphy, which he enjoyed because he found it sobeautiful. Years later, when developing his dream computer in his garage, he remembered his Calligraphy classes and knew he wanted a computer with interesting typefaces. And so Apple‟s interface was born, which differentiated it from all other PCs in its time..
  • 19. Steve says who knew thosecalligraphy classes would amount to something. Who would have thought something that simple would make a difference!
  • 20. I shared that story because even if you don‟t want to believe me, you can at least believe Steve. We discover more opportunities out there for usWhen we explore the possibilities already within us
  • 21. “Hmm, I didn‟t thinkI could do that -but what if…I can?”
  • 22. What if indeed…..