Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

To break the rules, you gotta know the rules

19,301 views

Published on

Marketing and brand strategy is a craft, one that needs to be learned. Once you acquire expertise as a strategist, you personally have tremendous freedom and professionally add to the validity, energy and innovation in the field. But you gotta learn, and here's a few tips to push your own path forward.

Published in: Marketing

To break the rules, you gotta know the rules

  1. 1. WOLF & WILHELMINE TO BREAK THE RULES YOU GOTTA KNOW THE RULES Stockholm APG WOLF & WILHELMINEMAY 2015
  2. 2. WOLF & WILHELMINE2 Everyone has a story…
  3. 3. WOLF & WILHELMINE FOUR YEARS AGO…
  4. 4. WOLF & WILHELMINE FOUR YEARS AGO… BBH BIG ACCOUNTS BIG CREATIVE MANIC CRAZY SEXY FUN LIFE PLANES, HOTELS AND DIET COKE TWITTER/BLOGS/INSTAGRAM/4SQUARE/ETC MEETINGS UPON MEETINGS NEVER SAY NO GO GO GO
  5. 5. WOLF & WILHELMINE FOUR YEARS AGO… BBH BIG ACCOUNTS BIG CREATIVE MANIC CRAZY SEXY FUN LIFE PLANES, HOTELS AND DIET COKE TWITTER/BLOGS/INSTAGRAM/4SQUARE/ETC MEETINGS UPON MEETINGS NEVER SAY NO GO GO GO AND THEN…
  6. 6. WOLF & WILHELMINE THE UNIVERSE SMACKED ME
  7. 7. WOLF & WILHELMINE
  8. 8. WOLF & WILHELMINE
  9. 9. WOLF & WILHELMINE
  10. 10. WOLF & WILHELMINE
  11. 11. WOLF & WILHELMINE
  12. 12. WOLF & WILHELMINE
  13. 13. WOLF & WILHELMINE13 The core question of the experiment that is Wolf & Wilhelmine: Can we do the work we love without killing ourselves?
  14. 14. WOLF & WILHELMINE14 A core belief of the experiment that is Wolf & Wilhelmine: The lives and the work are inextricably linked. To take care of one, you must take care of the other.
  15. 15. WOLF & WILHELMINE TO HONOR CREATIVITY… FREEDOM-LOVIN' FREELANCER-LOVIN’ MISFIT-LOVIN’ PROJECTS ONLY DEFINED DELIVERABLES DEFINED TIMELINES BESPOKE, FLEXING TEAMS BREAKS & NAPS NO SHINY OFFICES (IE GOLDEN HANDCUFF JAILS) 7/SATURDAY RULE WE SAY NO HOT WASH TO BE BETTER UNAPOLOGETICALLY DRIVEN BY LOVE
  16. 16. WOLF & WILHELMINE SO FAR… CLIENTS WE GENUINELY LIKE PROJECTS THAT ARE GENUINELY RAD OUTPUT THAT IS THE BEST OF MY CAREER REGULAR SHUT DOWNS A LOT OF POPCORN, CHOCOLATE AND WINE ONLY ONE ALL-NIGHTER IN 1.5 YEARS USUALLY OUT BY SIX HEALTH INTACT A LOYAL WOLF PACK A SECRET DEN (& A BIT OF SNIFFING AROUND ABOUT WHAT WE’RE UP TO)
  17. 17. WOLF & WILHELMINE SUCH A *MAGICAL* STORY
  18. 18. WOLF & WILHELMINE BULLSHIT.
  19. 19. WOLF & WILHELMINE19 Here’s the problem: the last four years of my story are the ones that get the most attention. But those four years would have never, ever, ever happened without the eleven years that came before it. The story really started in 2003…
  20. 20. WOLF & WILHELMINE net net NOVELTY IS ONLY POSSIBLE THROUGH TAPPING INTO TRADITION T.S. Eliot: Tradition and the Individual Talent
  21. 21. WOLF & WILHELMINE IN OTHER WORDS… TO BREAK THE RULES YOU GOTTA KNOW THE RULES
  22. 22. WOLF & WILHELMINE [four years] [year and a half] [three years] THE LINEAR YEARS OF LEARNING RULES
  23. 23. WOLF & WILHELMINE [two years] THE FREELANCE YEARS OF LEARNING RULES
  24. 24. WOLF & WILHELMINE I HAD… GOOD TEACHERS GOOD INFLUENCES GOOD INVESTMENT I BROUGHT… OPEN EYES SELF-AWARENESS HUSTLE
  25. 25. WOLF & WILHELMINE OVER MANY YEARS, I BUILT A FOUNDATION OF EXPERTISE
  26. 26. WOLF & WILHELMINE26 EXPERTISE = FREEDOM
  27. 27. WOLF & WILHELMINE EXPERTISE = FREEDOM FREEDOM TO GO ON THE ROAD FREEDOM TO FREELANCE FREEDOM TO BE TRUTHFUL WITH CLIENTS FREEDOM TO BE TRUTHFUL WITH MYSELF FREEDOM TO BUILD SOMETHING NEW
  28. 28. WOLF & WILHELMINE EXPERTISE IS EVERYTHING Planning is a craft. Expertise of this craft is vital. Whatever your own professional journey through planning,
  29. 29. WOLF & WILHELMINE VALIDITY ENERGY INNOVATION Expertise drives our discipline’s…
  30. 30. WOLF & WILHELMINE VALIDITYWhen we’re good, we belong in the room.
  31. 31. WOLF & WILHELMINE ENERGYProfessional confidence is sexy shit. It feeds a team, driving everyone towards better work.
  32. 32. WOLF & WILHELMINE INNOVATIONTo create something new, it’s essential to have building blocks to play with.
  33. 33. WOLF & WILHELMINE WE’RE IN THE MIDST OF AN EXPERTISE CRISIS There’s just not a lot of well-trained planners/strats out there
  34. 34. WOLF & WILHELMINE WE DON’T HAVE A CULTURE OF TEACHING My hunch why?
  35. 35. WOLF & WILHELMINE35 You can’t Google strategy. VAL-ISM
  36. 36. WOLF & WILHELMINE NO TEACHING CULTURE BECAUSE… PLANNING ISN’T A CRAFT TO BEGIN WITH MARGINS ARE TOO THIN PEOPLE ARE SPREAD TOO THIN CAN’T INVEST IN EDUCATIONAL TOOLS CAN’T INVEST OUR TIME THE WORLD MOVES TOO FAST DATA IS MORE IMPORTANT ANYWAY EVERYONE IS A PLANNER/STRATEGIST/NINJA MILLENNIALS ARE JUST GOING TO LEAVE ANYWAY BAPTISM BY FIRE WORKS IT GOES ON…
  37. 37. WOLF & WILHELMINE
  38. 38. WOLF & WILHELMINE Irony? Clients want us more than ever.
  39. 39. WOLF & WILHELMINE Sad truth? We should be in the golden age of strategy.
  40. 40. WOLF & WILHELMINE40 You can’t present a problem without ideas about a solution. HEIDI-ISM
  41. 41. WOLF & WILHELMINE GET MAD. DEMAND TRAINING. THE SOLUTION?
  42. 42. WOLF & WILHELMINE
  43. 43. WOLF & WILHELMINE Your training is up to you. No one’s going to do it for you. You get out of it what you put into it.
  44. 44. WOLF & WILHELMINE BRAINS&HEART You are always simultaneously developing
  45. 45. WOLF & WILHELMINE BRAINS&HEART Always work on your craft so you can be a kick-ass practitioner. You are always simultaneously developing
  46. 46. WOLF & WILHELMINE BRAINS&HEART Develop as a person. Understand the authentic role you play on a team and eventually as a manager. You are always simultaneously developing
  47. 47. WOLF & WILHELMINE BUILD YOUR T-SHAPED CAREER OPPORTUNITY/SCARINESS Planning is a sprawling discipline with many ways to be a planner. OPEN YOUR EYES Figure out what you love about planning and the complementary brain&heart skills that you’ll need to rock it out. [This will evolve with you. That’s okay.]
  48. 48. WOLF & WILHELMINE LEARNING UP LEARNING SIDEWAYS LEARNING FROM THE TOP
  49. 49. WOLF & WILHELMINE KNOW WHAT YOU DON’T KNOW You’ll learn faster if you have a self-awareness and humility about what you still need to learn. It will get your spidey-sense up and looking for those that can teach you that. And don’t be afraid of “looking dumb” and asking questions. Looking dumb shows tremendous character. LEARNING UP LEARNING SIDEWAYS LEARNING FROM THE TOP
  50. 50. WOLF & WILHELMINE THERE IS SOMETHING TO BE LEARNED FROM ABSOLUTELY EVERYONE & EVERYTHING We all want to learn from Yoda, but sometimes we get Vader. Remember, sometimes the biggest lessons are to learned from those that suck the most. Look at challenging situations as ways to learn how NOT do things. LEARNING UP LEARNING SIDEWAYS LEARNING FROM THE TOP
  51. 51. WOLF & WILHELMINE FIND TEACHERS You need them. Take jobs because of them, not because of some hot-shot campaign that was done last year. When you find teachers, honor and use them. But always meet them at least halfway - people like helping people who help themselves. And say thank you dammit. LEARNING UP LEARNING SIDEWAYS LEARNING FROM THE TOP
  52. 52. WOLF & WILHELMINE PUSH YOUR FRIENDS Want to learn to present better? Write better? Don’t wait for permission or funding: team up with people at roughly your level, figure out what success looks like and then coach one another. You’ll be amazed at what you intuitively know. LEARNING UP LEARNING SIDEWAYS LEARNING FROM THE TOP
  53. 53. WOLF & WILHELMINE SHUT UP AND WATCH (THEN DO) Clock people that do things well that you want to learn. Observe them. Figure out what it is you like about their vibe. Imagine what they would do and then trying doing it in your next meeting (but in a you-way, not a Single White Female way). LEARNING UP LEARNING SIDEWAYS LEARNING FROM THE TOP
  54. 54. WOLF & WILHELMINE Set up post-mortem meetings after projects are done to honestly assess what went wrong and what went right. Make it a moment of learning and building, not pointing fingers. Then optimize… you included. LEARNING UP LEARNING SIDEWAYS LEARNING FROM THE TOP HOT WASH
  55. 55. WOLF & WILHELMINE The process of giving a talk or setting aside teaching moments pushes your own beliefs and approaches. You don’t have to fly to another continent to do this. Cancel one stupid meeting a week and use the time to teach a young’un something instead. LEARNING UP LEARNING SIDEWAYS LEARNING FROM THE TOP TEACH
  56. 56. WOLF & WILHELMINE ONE LAST THING… I’M HERE BECAUSE I WROTE AN ARTICLE ABOUT HOW WE HAVE A LOST GENERATION OF PLANNING TALENT, HOW MILLENNIALS HOP AGENCIES SO MUCH BECAUSE WE DON’T INVEST IN THEM. THEY’RE SHOOTING THEMSELVES IN THE FOOT, STUNTING THEIR CAREERS. WE’RE SHOOTING THE DISCIPLINE IN THE FOOT, NOT STRENGTHENING IT FOR THE FUTURE. SO SOME LAST WORDS TO THE MILLENNIALS AND BOSSES OUT THERE…
  57. 57. WOLF & WILHELMINE FOR THE MILLENNIALS
  58. 58. WOLF & WILHELMINE CALM DOWNStop thinking about leaving every six months. Map out the long game. Show that you’re invested and that you really want to learn. Be self- aware about the journey of your career. And remember, your bosses are super busy - think about how you can work with them, help them, guide them so that you can get the training you need.
  59. 59. WOLF & WILHELMINE FOR THE BOSSES
  60. 60. WOLF & WILHELMINE WAKE UPOkay, it’s true - Millennials bring expectations to the table about work that no one has ever brought before. But, they are essential and also our future. Ultimately, they want to feel valued and invested in - we’re not doing a great job of showing them that in our industry, so they hop. But a little effort and thought can actually go a long way.
  61. 61. WOLF & WILHELMINE THANK YOU

×