you’ll probably live in a city. cities
are awesome. soon over 50% of the
world’s population will live in them.
cities have cultures and norms and
rituals that are awesome. go cities.
13. a lot of people don’t live in cities.
yet, they have valid cultures, rituals,
perspectives and norms (protip: it’s
really hard to ﬁnd those in one-way-
glass focus groups). being smug
about “ﬂyover states” is a stupid
thing for a planner to do.
you are in a service industry.
client says jump, you say “how
you are on a team.
if the creatives are in a crisis, you
buy them cake and work with them
until they have it worked out (even if
you explained it to them ten times
your account person needs unusual
help with a meeting (ie making you
read a script about cleaning
testicles)? you do it.
17. the client isn’t being objective
about their brand? you need to try
to ﬁx that.
the creative is off-brief? you need
to speak up.
your account man isn’t giving you
enough time to write a brief? raise
you are a creator. planning requires
a creative process. but to get to a
smart solution, you’ll need
perspectives, opinions and
pressure tests against other
thinkers. drop the ego and let that
21. you are a creator. planning requires
a creative process. a creative
process requires alone time,
mulling, sitting with a blank page in
front of you and ultimately taking on
the responsibility the brief. don’t be
afraid of that.
29. you must, must, must be able to
crystallize your thinking into simple,
clear, logical ﬂows and statements.
a great planning deliverable doesn’t
lay out everything you know; it only
reveals the things that everyone
else must know.