BE
LESS
SHIT
Chris McCrudden
planner, novelist,
serial failure

How to get from bad to better without
losing your mind in the middle

But first, what does good
look like?
The answer to this question gets harder the more you think about it, and the
harder you push yourself.

Week 1 Week 4
“We’re looking for a
disruptive, game-changing
platform / campaign /
activation.”
“This needs to link more
clearly to our product.”

Year 1 Year 4
“I’m going to redefine the
boundaries of the genre.”
“It would be nice to finish the
first draft.”

(This is the trajectory of an unrealistic goal.)

You’re not going to get from crap to
amazing in a single step.
But you can get there in five, if you accept that
getting better involves first being less shit.

STRATEGIC OBJECTIVE
MINDSET BARRIERS NEEDS
THE
TASK

STEP 1: Define the strategic objective

THE SITUATION FOR CLIENT X
Market share
is flat or declining
Brand preference is
flat or declining
ROI is flat
or declining

THE STRATEGIC OBJECTIVE FOR CLIENT X
Resilience
Grow the business
Increase
transaction value
in 5 years, people will have more reasons
to shop with us
driving reappraisal for a broader role
buying more and justifying a premium
CUSTOMERS
AT THE HEART

MINDSET
OUTCOME:
A description in terms of feelings and responses:
▪ Rational or Emotional
▪ Attitude or Behaviour
QUESTIONS:
What does the audience think/feel/do?
What is the ultimate way you want the audience to feel?
What are the intermediate steps along the journey to
reach that point?
STEP 2: Define The Start Point

CLIENT X THINK FEEL DO
X is a reliable
place to stop
on the road
I am confident about quality
of products, but otherwise
indifferent
I stop at
X when it’s convenient
X has an interesting and
unique point of view
about my life
I value my journeys more
and appreciate X for
helping me to value them
Extend the range of
things I buy from Z
1
X is making a positive
difference to journeys
for people like me
X belongs in my
community
Actively choose to shop
at X
2
X solutions make my
world better
X people care about the
same things I do
X is my favourite station
and I am an advocate
3CURRENT
THINK
FEEL
DO

WIZARD OF OZ THINK FEEL DO
No one in Kansas
understands me
Misunderstood and
persecuted
Run away from home with
little dog Toto
I don’t think we’re in
Kansas anymore,Toto
Lost and alone in a new
place
Make some friends
1
To get home I need to do
something impossible
Friendship makes me feel
more powerful
Kill the witch
2
My work here is done.
There’s no place like
home
Wish myself home with
my ruby slippers
3CURRENT
THINK
FEEL
DO

STEP 3: IDENTIFY THE BARRIERS
BARRIERS
OUTCOME:
A list of factors restraining action
External: external force like time, budget, accessibility or
culture.
Internal: memories of previous experiences, prevailing
information or personal relevance of the issue
QUESTION:
What are the barriers which prevent them from
movement to the next stage?

WHAT’S STOPPING PEOPLE FROM MOVING TO THE NEXT PHASE?
X is a reliable
place to stop
on the road
X has an interesting
and unique point of
view about my life
X is making a positive
difference to journeys
for people like me
X solutions make my
world better
CURRENT
THINK
BARRIER
I don’t see a
difference to the
competition
I expect brands to
do more than talk
I don’t think about
the category when
I’m outside the car
I doubt you care
about the things I
care about
1 2 3

STEP 4: IDENTIFY HOW TO OVERCOME
BARRIERS
NEEDS
OUTCOME:
Identification of needs - i.e. confidence, reassurance,
education, etc..
QUESTION:
What do they need to overcome barriers?
Description in terms of relationship, information, experience
or service.

HOW DO WE OVERCOME THOSE BARRIERS?
X is a reliable
place to stop
on the road
X has an interesting
and unique point of
view about my life
X is making a positive
difference to journeys
for people like me
X solutions make my
world better
CURRENT
THINK
BARRIER
I don’t see a
difference to the
competition
I expect brands to
do more than talk
I don’t think about
the category when
I’m outside the car
I doubt you care
about the things I
care about
1 2 3
NEED
Elevate X’s point of
view on bringing
meaning to each
journey
Identify key journeys
and act to enhance
them
Elevate car journeys
into life journeys
Use our scale to
make a societal
difference

STEP 5: DEFINE THE ROLE FOR COMMS
TASK FOR
COMMS
OUTCOME:
Definition of comms task – i.e. need to educate
people, inspire peers, engage influencers,
encourage advocates, etc…
QUESTION:
How would we fulfil their needs though comms?

WHAT’S THE JOB FOR COMMS?
X is a reliable place to
stop on the roadThink
Confident about quality
of products, but
otherwise indifferent
Feel
Stop at X when it’s
convenient
Do
X has something
interesting and unique to
say about my life
I value my journeys more
and appreciate X for
helping me to value them
Extend the range of
things I buy from X
X is making a positive
difference to journeys
above what it sells
I prefer X as a brand
Actively choose to shop
at X
X is making a positive
difference in the world
I buy into X and it shares
my values
X is my favourite station
and I am an advocate
ESTABLISHPHASE
PERSONALISEPHASE
ENABLE
CONTRIBUTION
REFRAME THE VALUE OF THE
JOURNEYS THAT PEOPLE MAKE
CHAMPION THE CUMULATIVE
IMPACT OF REGULAR TRIPS
DEMONSTRATE AND HARNESS
THE GLOBAL POTENTIAL OF
COLLECTIVE JOURNEYS

HOW DOES THIS HELP?
WE ARE SHIT WTF AM I SUPPOSED TO DO? WE ARE FANTASTIC

HOW DOES THIS HELP?
WE ARE SHIT
WE ARE LESS
SHIT
WE ARE BETTER WE ARE FANTASTIC
YEARONE
YEARTWO
YEARTHREE

BE
LESS
SHIT
THANK
YOU