A digital planner has learned that matching luggage is outdated, conversations should be listened to and participation encouraged, media consumption should be reduced to create original content, and that strategies are developed after briefs and launches rather than during. Interactive behaviors are still human behaviors and possibilities should be generated through crowd-sourcing work rather than seeding which, while it may work, is considered cheating.

1. Now that I’m a so-called “digital planner,” what have I learned?

2. Matching luggage is dead.

3. Listen to the conversation.

4. Encourage participation.

5. Free ourselves from media. Create content.

6. Learn human, natural conversation and teach it to clients.

7. Fads are real.

8. Utility AND entertainment is better than utility OR entertainment.

9. Interactive behavior is still human behavior.

10. Generate possibilities.

11. Strategy is what comes after the brief.

12. Strategy is what comes after the launch.

13. Seeding is cheating. Cheating works.

14. Crowd-source your own work.

15. Forget my list. Make your own.