Independent observations: learning to love again
It’s been more than two years.
Before that, it was two decades. Twenty yeeeaaarrrs inside a big agency. One that grew bigger and then bigger again. All inside a holding company whose bigness seemed boundless.
Then, in a relative flash, I said goodbye to large agency world for the vast, unknown universe of independence….and l learned to love again.
I rekindled my passion for clients, writing, creating, debating, challenging, collaborating and learning.
We’ve all heard the refrain in response to the why of something new.
“I stopped learning.”
It sounds a bit haughty on its face, doesn’t it? But there is SO much truth in it. French philosopher Simone Weil said: “The joy of learning is as indispensable in study as breathing is in running.” So, since we’re all in this (rat) race, it sure would be nice to breathe a bit, no?
Speaking of breath. As I found a minute to reflect this week, I got to thinking about personal lessons and takeways from this still-relatively-new journey.
Here’s 10 things I’ve…uhhh…learned?
The Power of Independence: The most fun. The best work. The brightest thinkers I’ve encountered in work with dozens of agencies of various disciplines, sizes and species. It’s been the independents. Agencies run by founders or folks connected to the business — the real thinking, people and practicing the trade — on a daily basis. Sure, a few of them are part of smaller “holding companies,” but, in those instances, they truly have been left to “do their thing.” Why does it matter…
People First, Work (and Profits) Follow: The great agencies are stewarded by great leaders. Traits of those individuals have been consistent across the board. Positive. Real. Transparent. Team-first, self second. Humble to a fault. Their employees see them walk the walk and are inspired to do more. The byproducts are stronger work and stronger business.
Startup University: I think I heard this from a wise soul generations ago, but I very likely didn’t get it back then. So, I’ll say it here. If you fashion yourself a brand marketer, find a way to work for a startup. Doing PR or comms for billion dollar brands is a very different animal than building something from nothing. It’s not the same as answering to founders who are slathering the bricks with their own hands and from their own funds. It’s not the same as having to see and prove that every action has a discernible outcome. It’s not the same as looking at data not only for direction, but as a means for survival. The experience is at once invigorating, infuriating, insightful and inspiring. OK, I’m out of i-adjectives. If you get a chance to do it, jump aboard the crazy startup train. I’ve been lucky to be grab seats with people who are good, and whose companies’ purposes are even better.
Creative People Don’t Need to be Creatives: One of the hidden joys of smaller, more “integrated” agencies? The massive walls separating account, strategy, creative are…at least more scaleable. It’s useful to give people’s brains more credit than one giant, super-duper-silo. It’s also proven out time and again that the human brain can do more than one thing well. I’ve been on plenty a call (or in rooms) where that person with the juice is immediately identifiable. And, go figure, they’re not ALWAYS “The Creative.” Let folks have voices.
Data-Driven is Totally Tired: Easy, easy. Put down the pitchforks. Data is gold. Content is king. Let’s just stop saying it all…just to say it. And maybe let’s not rely completely on the machines to create things that are supposed to touch, inspire and compel humans. There’s a role for it all.
Strategies, Objectives and Goals: Not sure if this is a new one. Instead, it’s just been confirmed. People really don’t know the difference between a strategy, tactic, objective or goal. I had good teachers on this front. It needs to be one of the first lessons in the syllabus, people. C’mon now!
Stop Faking It ‘Til You Make It…Just Ask: Maybe I’m getting soft in my older age. Or maybe it’s kind of stupid to pretend you understand something by dropping jargon and lingo in an arrogant of-course-I-know that kind of tone? I’ve found folks that are passionate and super-knowledgeable about specific areas are much more open to honesty. Turns out one can learn a lot by simply saying” No, I’m not completely familiar with Facebook’s new algorithm and its impact on our search media spend and keyword strategy, do you mind catching me up again?”
Writing is a Valuable Skill: Writing is like, uhhh, important or something (said in Butthead voice). Writers can do a lot. They can help sell a program. Create emails that convert customers. Newsletters. Ad copy. Tag lines. Press releases. Social content. Business plans. Folks should learn to write.
Think Like a Human (sure, call it client relations): See #6. Another confirmation more than a learning. Not enough people understand that client relations is about understanding humans. Practitioner and psychologist. Counselor and confidant. Challenger and cheerleader. We need to do better teaching here. Listen for clues. Anticipate and preempt questions and concerns. Drop the agency-speak. Show initiative. Have an opinion. Be a client counselor. It’s right there in the definition, people.
Be Nice: Because life is short. Because everybody’s dealing with sh*t. Because humans tend to like working with good humans.
OK, enough of all that. Back to work. At least this treadmill has different speeds, new routes and inspiring challenges. Sure, beats the flat road.
