Stratscraps v167.

McNamara Fallacy: A belief that rational decisions can be made with quantitative measures alone, when in fact the things you can’t measure are often the most consequential. Named after Defense Secretary McNamara, who tried to quantify every aspect of the Vietnam War.

In ad land we are tasked with making things. But what matters most is the relationships that birth those things.

The output matters, but nothing matters more than how we treat each other in the moment.

(And, do it right and you get both)

in this part, we often default to looking outside the brief for the research. We “diverge” by bringing new information in.

In reality, it is less of a “research” phase as it is a “discovery” phase.

Part of that is research, sure. But it also includes unpacking the brief comprehensively.

info like “why now” or “what are the stakes/influences or moti... See more

And it likely isn’t a coincidence that the category leader of a hyper technical category has a tech oriented name. “Claude” et al make the technical feel less threatening, but the threat is also tied to perception of capability

“We find meaning in work that allows us to become enough of an expert that we are able to add our own flavor.”