Adam morgan noisy thinking

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  • 1700 CMOs in 64 countries across 19 industries
  • Adam morgan noisy thinking

    1. 1. NOISY THINKINGPlanningand The Bigger GameAdam Morgan@eatbigfish
    2. 2. IF YOU ARE VERY QUIET, YOU CAN HEAR ASOUND
    3. 3. MCKINSEY VISUAL
    4. 4. 8
    5. 5. PIERRE CLIPS
    6. 6. IT WASN’T ALWAYS LIKE THIS
    7. 7. TWO WAYS YOU CANTAKE THIS
    8. 8. OPTION 1: SO WHAT?
    9. 9. OPTION 2: PUT YOURSELVES AT THE CENTREOF THE BIGGER GAME
    10. 10. GOOD PLANNING HAS SOMETHING UNIQUELYPOWERFUL TO OFFER HERE• A rigorous and stimulating question hierarchy• Creative curiosity• Consumer intimacy• Deep understanding of the power of brands and ideas• Logic and Magic
    11. 11. GOOD PLANNING HAS SOMETHING UNIQUELYPOWERFUL TO OFFER HERE• A rigorous and stimulating question hierarchy• Creative curiosity• Consumer intimacy• Deep understanding of the power of brands and ideas• Logic and Magic ...And the competition is often woefully weak here
    12. 12. WHAT ARE THE SHIFTS TO BE MADE?From To• Comms problem • Business Problem• Apostles of the new • The best strategic problem solvers a client has available• Talking brilliantly to each other • Authority within CMO community• Random browsing and sharing • Disciplined R&D• Wellcome Foundation • Mainstage at Cannes
    13. 13. MY OWN BUSINESS MODEL WAS INSPIRED BY MYFRUSTRATION AT WHAT AGENCIES WEREN’T DOING 22
    14. 14. MY FOUR POINT PLAN FOR PLANNINGLevel 1: Grind your teeth much louder. Don’t be happy playing the smaller game. Want to influence the perceived value of Planning and Agencies in the Bigger Game
    15. 15. MY FOUR POINT PLAN FOR PLANNINGLevel 1: Grind your teeth much louder. Don’t be happy playing the smaller game. Want to influence the perceived value of Planning and Agencies in the Bigger GameLevel 2: Raise your own game. Develop a higher level of expertise yourself. Move beyond being a stimulating but anecdotal apostle of the new. This will require your own personal R&D, and a focus less on other planners and more on your clients. Find out more about their AOP, and the value you could bring to that..
    16. 16. MY FOUR POINT PLAN FOR PLANNINGLevel 1: Grind your teeth much louder. Don’t be happy playing the smaller game. Want to influence the perceived value of Planning and Agencies in the Bigger GameLevel 2: Raise your own game. Develop a higher level of expertise yourself. Move beyond being a stimulating but anecdotal apostle of the new. This will require your own personal R&D, and a focus less on other planners and more on your clients. Find out more about their AOP, and the value you could bring to that.Level 3: Develop a higher level of authority and expertise for your company. Find innovative ways to drive real R&D within it, beyond demanding more budget. Help reinvent the business model. Be the architects and drivers of this evolution
    17. 17. MY FOUR POINT PLAN FOR PLANNINGLevel 1: Grind your teeth much louder. Don’t be happy playing the smaller game. Want to influence the perceived value of Planning and Agencies in the Bigger GameLevel 2: Raise your own game. Develop a higher level of expertise yourself. Move beyond being a stimulating but anecdotal apostle of the new. This will require your own personal R&D, and a focus less on other planners and more on your clients. Find out more about their AOP, and the value you could bring to that.Level 3: Develop a higher level of authority and expertise for your company. Find innovative ways to drive real R&D within it, beyond demanding more budget. Help reinvent the business model. Be the architects and drivers of this evolutionLevel 4: Market Planning and the value of Agencies as brilliantly as you help your clients market themselves. Let me read about Planning in the FT. Have world famous ongoing R&D projects, whose latest outputs clients want to hear.
    18. 18. NOISY THINKING

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