Chaz’s 100 Things a Planner Should Know*
The role of planning/strategy is point imagination and resources (time, people etc) in the right tasks that matter (so that they can have maximum effect). Identifying and articulating the task with imagination and rigour is at the heart of a planner’s role. It’s the art of choice and point of greatest leverage.
— W+K's Martin Weigel on our industry’
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Ad legend Bill Bernbach letter on creativity, written in 1947:
Dear ________:
Our agency is getting big. That’s something to be happy about. But it’s something to worry about, too, and I don’t mind telling you I’m damned worried. I’m worried that we’re going to fall into the trap of bigness, that we’re going to worship techniques instead of substance
... See moreOur agency is getting big. That’s something to be happy about. But it’s something to worry about, too, and I don’t mind telling you I’m damned worried. I’m worried that we’re going to fall into the trap of bigness, that we’re going to worship techniques instead of substance, that we’re going to follow history instead of making it, that we’re going ... See more
Sari Azout • Article
The 14 tips:
- Research to prove or disprove hypotheses, vs trying to boil the ocean by seeing what’s out there.
- If doing stakeholder interviews, at the end of the day discuss the key themes, write them down, order them and use this as your skeleton.
- Don’t waste time transcribing. Use tools like Fireflies AI or Otter.AI. They get you 80% there.
- Identify