adam morgan noisy thinking
Post on 01-Nov-2014
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- 1. NOISY THINKINGPlanningand The Bigger GameAdam Morgan@eatbigfish
- 2. IF YOU ARE VERY QUIET, YOU CAN HEAR ASOUND
- 3. MCKINSEY VISUAL
- 4. 8
- 5. PIERRE CLIPS
- 6. IT WASNT ALWAYS LIKE THIS
- 7. TWO WAYS YOU CANTAKE THIS
- 8. OPTION 1: SO WHAT?
- 9. OPTION 2: PUT YOURSELVES AT THE CENTREOF THE BIGGER GAME
- 10. GOOD PLANNING HAS SOMETHING UNIQUELYPOWERFUL TO OFFER HERE A rigorous and stimulating question hierarchy Creative curiosity Consumer intimacy Deep understanding of the power of brands and ideas Logic and Magic
- 11. GOOD PLANNING HAS SOMETHING UNIQUELYPOWERFUL TO OFFER HERE A rigorous and stimulating question hierarchy Creative curiosity Consumer intimacy Deep understanding of the power of brands and ideas Logic and Magic ...And the competition is often woefully weak here
- 12. WHAT ARE THE SHIFTS TO BE MADE?From To Comms problem Business Problem Apostles of the new The best strategic problem solvers a client has available Talking brilliantly to each other Authority within CMO community Random browsing and sharing Disciplined R&D Wellcome Foundation Mainstage at Cannes
- 13. MY OWN BUSINESS MODEL WAS INSPIRED BY MYFRUSTRATION AT WHAT AGENCIES WERENT DOING 22
- 14. MY FOUR POINT PLAN FOR PLANNINGLevel 1: Grind your teeth much louder. Dont be happy playing the smaller game. Want to influence the perceived value of Planning and Agencies in the Bigger Game
- 15. MY FOUR POINT PLAN FOR PLANNINGLevel 1: Grind your teeth much louder. Dont be happy playing the smaller game. Want to influence the perceived value of Planning and Agencies in the Bigger GameLevel 2: Raise your own game. Develop a higher level of expertise yourself. Move beyond being a stimulating but anecdotal apostle of the new. This will require your own personal R&D, and a focus less on other planners and more on your clients. Find out more about their AOP, and the value you could bring to that..
- 16. MY FOUR POINT PLAN FOR PLANNINGLevel 1: Grind your teeth much louder. Dont be happy playing the smaller game. Want to influence the perceived value of Planning and Agencies in the Bigger GameLevel 2: Raise your own game. Develop a higher level of expertise yourself. Move beyond being a stimulating but anecdotal apostle of the new. This will require your own personal R&D, and a focus less on other planners and more on your clients. Find out more about their AOP, and the value you could bring to that.Level 3: Develop a higher level of authority and expertise for your company. Find innovative ways to drive real R&D within it, beyond demanding more budget. Help reinvent the business model. Be the architects and drivers of this evolution
- 17. MY FOUR POINT PLAN FOR PLANNINGLevel 1: Grind your teeth much louder. Dont be happy playing the smaller game. Want to influence the perceived value of Planning and Agencies in the Bigger GameLevel 2: Raise your own game. Develop a higher level of expertise yourself. Move beyond being a stimulating but anecdotal apostle of the new. This will require your own personal R&D, and a focus less on other planners and more on your clients. Find out more about their AOP, and the value you could bring to that.Level 3: Develop a higher level of authority and expertise for your company. Find innovative ways to drive real R&D within it, beyond demanding more budget. Help reinvent the business model. Be the architects and drivers of this evolutionLevel 4: Market Planning and the value of Agencies as brilliantly as you help your clients market themselves. Let me read about Planning in the FT. Have world famous ongoing R&D projects, whose latest outputs clients want to hear.
- 18. NOISY THINKING
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