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Hi.
Mat Zucker
VP, Executive Creative DIrector
       Agency.com, NY
        @matzucker
Bryan Fuhr
Director of Strategy
       AKQA
    @bryanfuhr
Youʼre making an investment in
becoming a creative communicator
An overlooked quality
of great communicators
is their listening skills
Great listeners do great work
Work rooted in deeper insight
Work demonstrating fresher ideas
Work that sells faster
Work that sells more easily
Work that is more fun to make
Work that gets better results
...and more awards
Work that builds brands
Work that customers love
How can you be a great listener?
Shut up and Listen:
A guide for Miami Ad School
  to do better, bolder work
1/Listening is everyoneʼs job
Weʼre all thinkers
Weʼre all
planners
Weʼre all Creatives
Weʼre all technologists
Weʼre all in client service
Weʼre all responsible
for what we put out
2/Listening takes energy
Listen more than
     you talk
Listen to the chatter
Record everything
Talk to old people
(And not just in Florida)
Donʼt edit your energy
3/Listening demands all your
           senses
Read between the words
Taste what the target tastes
Smell opportunity
(And especially bullshit)
Ask what keeps the client
     awake at night
Watch the creative directorʼs
      body language
Donʼt demand praise
   (or coddling)
4/Listening requires
speaking new languages
Speak Mom, speak Doctor,
speak Spanish, speak Cook.
You donʼt need to speak Flash.
But you need to speak technology.
Clients donʼt always say
    what they mean.
Creative directors always
  say what they mean.
5/Listening makes and
   sells better work
Know who is really in charge
Find out how they hear things
Present ideas in their language
Leave room for questions
      (and doubt)
Prepare to hear something unexpected
Demand feedback. Chase it down.
Listening for better communication - Matt Zuker, Bryan Fuhr
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Listening for better communication - Matt Zuker, Bryan Fuhr

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Listening for better communication - Matt Zuker, Bryan Fuhr

  1. 1. Hi.
  2. 2. Mat Zucker VP, Executive Creative DIrector Agency.com, NY @matzucker
  3. 3. Bryan Fuhr Director of Strategy AKQA @bryanfuhr
  4. 4. Youʼre making an investment in becoming a creative communicator
  5. 5. An overlooked quality of great communicators is their listening skills
  6. 6. Great listeners do great work
  7. 7. Work rooted in deeper insight
  8. 8. Work demonstrating fresher ideas
  9. 9. Work that sells faster
  10. 10. Work that sells more easily
  11. 11. Work that is more fun to make
  12. 12. Work that gets better results
  13. 13. ...and more awards
  14. 14. Work that builds brands
  15. 15. Work that customers love
  16. 16. How can you be a great listener?
  17. 17. Shut up and Listen: A guide for Miami Ad School to do better, bolder work
  18. 18. 1/Listening is everyoneʼs job
  19. 19. Weʼre all thinkers
  20. 20. Weʼre all planners
  21. 21. Weʼre all Creatives
  22. 22. Weʼre all technologists
  23. 23. Weʼre all in client service
  24. 24. Weʼre all responsible for what we put out
  25. 25. 2/Listening takes energy
  26. 26. Listen more than you talk
  27. 27. Listen to the chatter
  28. 28. Record everything
  29. 29. Talk to old people
  30. 30. (And not just in Florida)
  31. 31. Donʼt edit your energy
  32. 32. 3/Listening demands all your senses
  33. 33. Read between the words
  34. 34. Taste what the target tastes
  35. 35. Smell opportunity
  36. 36. (And especially bullshit)
  37. 37. Ask what keeps the client awake at night
  38. 38. Watch the creative directorʼs body language
  39. 39. Donʼt demand praise (or coddling)
  40. 40. 4/Listening requires speaking new languages
  41. 41. Speak Mom, speak Doctor, speak Spanish, speak Cook.
  42. 42. You donʼt need to speak Flash. But you need to speak technology.
  43. 43. Clients donʼt always say what they mean.
  44. 44. Creative directors always say what they mean.
  45. 45. 5/Listening makes and sells better work
  46. 46. Know who is really in charge
  47. 47. Find out how they hear things
  48. 48. Present ideas in their language
  49. 49. Leave room for questions (and doubt)
  50. 50. Prepare to hear something unexpected
  51. 51. Demand feedback. Chase it down.

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