Northern Planner

A good workman is always better with great tools

The title is a poor bastardisation of that famous line. Sorry, I'm not David Abbot. 

'A poor workman always blames his tools'.

The idea that it's the skills, craft and effort of the person that makes or breaks a project.

This is true, up to a point. 

But while tools can't cover up lack of talent or experience, they can enhance them. 

 

I work on a high end cookware brand.

It doesn't make someone a better cook logically.

But the history, craft and sheer stories behind the brand.

Mean that when you use it, you feel you're part of a tribe of capable cooks.

I've seen eyes light up, shoulders straighten and kitchen tasks just flow.

Because when people FEEL capable, they become capable.

 

I worked on a hair straighter brand that was built on female empowerment.

I saw women in qual research, miming running a straighter through their hair like it was a magic wand. 

Women walking out of salons like titans.

No conflict between beauty and brains, beauty makes one feel more powerful.

And there's nothing more powerful than  being underestimated.

 

I layout pad and sharpie doesn't think of ideas for me.

Yet is makes me feel I can have ideas. 

 

I'll let you into a secret. 

I moved from account handling to planning while I was at a small independent agency.

It took a while for others to take the ex-account handler seriously.

It took a while for me to take myself seriously too, despite 'doing planning' was the only way I survived as a suit!!!

But when stole things like the McCann Brand Footprint (still useful by the way).

When I wrote briefs in the same style as W+K Honda briefs I got hold off.

When I thieved the BBH brief structure.

When I mimicked the story of some case studies.

I felt like a real planner, so I actually became a real planner.

Just as cooking with a the cast iron favourite of a generations of great cooks makes you feel like one too.

 

Now, obviously don't confuse a process or framework with actual thinking.

They are useful tool to make the chaos and uncertainty of ideas look predictable to clients. 

Just don't let a process become the point.

 

But while everything you need is already inside.

The right tools bring it out.

Gives great ideas hooks to hang on. 

Form to fog. 

 

So that original quote was right - don't rely on tools, you make it happen.

But tools can be a conduit to get the best out of yourself.

A way to overcome the tyranny of the blank page.

The conduit for ideas that cut through the chaos.

 

You are enough.

But with tools used wisely, you can be more. 

 

Discuss don't dictate

I was in a pitch recently, it went well.

Some of that was the thinking, the work and the things you might expect.

Most of it was down to the conversation.

From the first minute, the meeting was a conversation punctuated by conversation starters, also known as 'slides'. 

Chemistry magically emerged from positive friction.

Now, we've all been in those odd meetings when no one says a word and you almost feel as if you're talking to yourself.

In rare cases, that's the way it is, in others, to get people to talk you only need to give them something to talk about and the room to do it. 

Plan for a series of conversations rather than a monologue. 

 

There are very good reasons to discuss rather than dictate.

I don't know if you've been pitched to, but I can tell you it's intimidating.

A team throwing their best work at you, usually with lots of key points to think about.

It can be hard to take in and too much to respond to in one go.

Yet everyone needs to give some sort of feedback.

On something new, that they haven't got their head around yet.

Which means thoughts will be half formed and not well thought out.

(which is why you should always try and speak last in a creative review, give yourself time to work out what you think). 

But as soon as they have to comment, they won't devoid from that point in order to save face.

Better to take them on journey, building together.

 

Which brings me to the other point - The Ikea Effect.

Conversation makes them feel they are part of making the solution.

And we all love things we've built ourselves.

Agencies are supposed to be the fun bit, so make it fun. 

 

It means you have to think on your feet, which in turn  means being uber prepared.

But it also means looking for connection and agreement.

Rather than  bending people to your will. 

I won't lie, in the meeting I'm talking about, right at the start,  there was a wobble when the client wasn't going to align with our main points.

But there was a turning point when we reframed our direction to align with their thinking and thanked them for the input.

 

So yes, discuss, don't dictate.

Just be clear on the key things that really matter.

In a pitch, clients need to know they can work with you, not just if you're any good.

And no one likes likes working with a smart arse.