The document discusses the need for the Phoenix creative market to change in order to evolve. It argues that excuses about lack of big brands, clients holding companies back, or it being a lower level market are lame and untrue. It states that for Phoenix to become a top creative market, companies need to stop making excuses and offer new, relevant, and successful products/services. It advocates for abandoning traditional tactics, media, thinking, billing, reporting, and business models, as consumers have changed and companies need to change with them. Companies should listen to consumers and focus on building passionate brands for what they stand for rather than perceived consumer demands.

1. THINGS PEOPLE
THINK OF THE
PHX MARKET.

2. IT’S SUNNY.

3. IT’S FILLED WITH
OLD PEOPLE.

4. IT’S NOT A
CREATIVE MARKET.

5. WHY?

6. THERE ARE
NOT ENOUGH
BIG BRANDS
HEADQUARTERED
HERE.

7. LAME EXCUSE:
THE BEST TALENT
DOESN’T WANT
TO WORK HERE.

8. EXISTING
LAME EXCUSE:
CLIENTS
HOLD US BACK
FROM DOING
GREAT WORK.

9. LAME EXCUSE:
PHX IS A LOWER
LEVEL CREATIVE
MARKET.

10. BULL
SH T

11. IF PHOENIX IS GOING TO
EVOLVE AS A TOP CREATIVE
MARKET; WE NEED TO
QUIT MAKING EXCUSES
AND START OFFERING
PRODUCTS AND SERVICES
THAT ARE NEW, RELEVANT,
AND SUCCESSFUL.

12. DEATH TO
TRADITIONAL:
: TACTICS.
: MEDIA.
: THINKING.
: BILLING.
: REPORTING.
: BUSINESS.

13. CONSUMERS
HAVE CHANGED.

14. WE HAVE TO
CHANGE.

15. PREVIOUS
GENERATIONS
LOVED TO BE
SOLD.

16. TODAY’S WORLD
LOVES TO BUY.

17. WE BUY
BASED ON
THE OPINIONS
OF TRUSTED
FRIENDS.

18. OUR TRIBE OF
TRUSTED PEERS.

19. THOSE ARE
THE PEOPLE
WE TRUST.

20. FRIENDS. BLOGS.
RESEARCH. OPINIONS.

21. TRIBES TRUST
COMPANIES
WHO BELIEVE.

22. COMPANIES THAT
HAVE THE WHY,
NOT THE HOW.

23. COMPANIES
LIKE APPLE.

24. NOT LIKE
GATEWAY.

25. COMPANIES THAT
BUILD PRODUCTS
FOR WHAT THEY
STAND FOR.

26. NOT WHAT
FUNCTION
THEY THINK
CONSUMERS
DEMAND.

27. PASSION WINS.

28. BORING LOSES.

29. SOME SAY
“IT AIN’T BROKE.”

30. NEWS FLASH:
SH#T IS BROKE.

31. “TWO-THIRDS OF
CONSUMERS SAY THEY
FEEL CONSTANTLY
BOMBARDED BY
ADVERTISING CLUTTER.”
– MARTY NEUMEIER

32. CONSUMERS
ARE TELLING
US WHAT
THEY WANT.

33. ARE YOU
LISTENING?

34. OR ARE YOU
YELLING?

35. WHAT KIND OF
EFFECT WILL YOU
HAVE?

36. ADVERTISING
HAS BECOME
THAT PERSON
WITH REALLY
BAD BREATH.

37. THEY TALK TOO
CLOSE & YOU’LL
DO ALL YOU CAN
TO AVOID IT.

38. THE “AH-HA”
MOMENT.

39. ADVERTISING
SUCKS.

40. CONVERSATIONS
RULE!

41. MOST BRANDS
DON’T NEED
ANOTHER:
: AD AGENCY
: DESIGN FIRM
: BRANDING CONSULTANT
: BLAH BLAH BLAH

42. THEY ARE
LOOKING
FOR HELP.

43. FOR PEOPLE THAT
ARE PAYING
ATTENTION.

44. UTILIZING ALL
THE TOOLS
AROUND US
THAT WORK.

45. AND NONE
OF THE TOOLS
THAT DON’T.

46. TALK TO
YOUR BEST
CUSTOMERS.

47. AND THEY WILL
LISTEN.

48. BE GENEROUS TO
THE BELIEVERS.

49. SHOW THEM
HOW MUCH
YOU CARE.

50. LISTEN TO THEIR
DEMANDS.

51. THE REVOLUTION
STARTS HERE.

52. PHOENIX.

53. GET INVOLVED.

54. SOME IDEAS TO
EVOLVE CREATIVE
THINKING.

55. DON’T BE AN
IDEA SLUT.

56. SAY NO... NO NO
NO NO NO NO NO
NO NO NO NO NO
NO NO NO NO NO
83% OF THE TIME.

57. FIRE YOUR
WORST CLIENT.

58. SEEK
INSPIRATION
OUTSIDE OF
INDUSTRY
AWARDS.

59. GO HUNTING.
NOT FISHING.

60. BE PASSIONATE.

61. STAND FOR
SOMETHING
DIFFERENT.

62. DARREN WILSON
BRAND VISIONARY // PARTNER
DARREN.WILSON@BLINDSOCIETY.COM

63. APRIL 20TH, 2019
// WHAT WILL PHOENIX BE LIKE?
// WILL WE BE GAME CHANGERS?
// WHAT WILL WE BE KNOW FOR?