People respond well to original, adventurous, slightly mad ideas. This applies equally to marketing communications and to fundraising events. As Tim Fitzhigham said during his talk at the Royal College of Physicians Edinburgh on Saturday night, Tell someone that you’re going to run 40 miles in the desert, or that …
Patrick : All you need is a box. Spongebob : And imagination. It is the oldest parenting cliché in the book that kids play more with boxes than with the toys that came in them. Boxes are more fun because they provide an outlet for imagination. And it’s not just …
For anyone who bought what I wrote about not selling, this is a more narrowly focused follow-up about the implications of a not selling philosophy for the presentation of ideas to clients. On the one hand how do you satisfy the pressure from the agency to sell do the idea …
Nobody likes being sold to. Being sold to reduces that chances that you’ll actually buy. So creative teams that urge account people to “sell” their ideas are misguided as well as patronising. When it comes to helping great work see the light of day, the role of smart account management …
Professional golfers are more likely to hit a hole-in-one than mere mortals. But it’s still a relatively rare occurrence. Because there are so many things that can prevent a hole-in-one from happening. It requires skill and luck. In fact a hole-in-one is a minor golfing miracle. Great creative work that …
