A really short introduction to the basic elements of different thinking. Why is it import and how to do this. 33 pages with minimal text and a lots of examples.
“Fail forward”
"Every journey begins with a single step"
“Do or do not, there is no try”
There’s no shortage of inspirational mantras, but these sayings offer little advice to surmounting departmental silos, generational gulfs, intimidating power distances and other communication roadblocks that stymie creative collaboration in the workplace.
These barriers exist because the roles we play in a team environment provide us with a set of rules for interacting with each other. Ironically, these rules often prevent us from doing the very thing we’ve come together as a team to do: Collaborate!
In this session, Carolyn and Anna will discuss how to break the rules and transform those roadblocks into building blocks… freeing you and your team to live up to the mantra of your choice.
Learn about common communication barriers; why they exist and how they hinder team innovation.
Understand the value of design synthesis as a group activity, and how play is a central component to the co-creation dynamic.
Explore a type of creative team play called a Spark-a-Thon. You’ve probably heard of the hack-a-thon, a fun and popular way to immerse yourself into a problem and solve it with code. What would happen if this format of time-limited, team-oriented creation was applied to design concepting? The answer: The Spark-a-Thon, which leads to bigger ideas and a stronger team problem-solving dynamic.
Gain tips, tricks, and resources, so that you can go run your own Spark-a-Thon. You'll leave armed with some benefits and results you’ll glean from it, too - just in case you need to build an internal business case for it.
Necessity may be the mother of invention, but play is certainly the father. Join us to learn some serious play!
Seeking Wisdom is a podcast that deals with many topics -- ranging from life, to fitness, to entrepreneurship, to the work-life balance.
The show has two hosts. One is 5X startup founder, David Cancel. The other David Gerhardt, a marketer whose career is beginning to take off. David and Dave work together at Drift (a live chat messaging app based in Cambridge, Massachusetts).
It’s a different kind of show -- and people are really liking it.
With over 30 episodes out -- David and Dave have discussed many life lessons on the show and want to share them with you here.
The Seeking Wisdom podcast is supported by a community of listeners who want to get better every day. This slideshare is meant to take the top pieces of advice from the podcast and share them with this community.
Follow Seeking Wisdom Here:
Twitter: https://twitter.com/seekingwisdomio
Medium: https://seekingwisdom.io/
Listen to Seeking Wisdom Here:
SoundCloud: https://soundcloud.com/seekingwisdom
iTunes: https://itunes.apple.com/us/podcast/seeking-wisdom/id1072506427?mt=2
OverCast: https://overcast.fm/itunes1072506427/seeking-wisdom
Stitcher: http://www.stitcher.com/podcast/david-cancel/seeking-wisdom
RSS: http://feeds.soundcloud.com/users/soundcloud:users:193080377/sounds.rss
Follow David (https://twitter.com/dcancel) and Dave (https://twitter.com/davegerhardt) on Twitter.
I happen to love podcasts and it seems like the I’m not alone, 20% of Americans are now listening to podcasts at least once a month, that’s a lot of hours directly attached to your target audience’s brain. According to the Washington Post, there were over 1 billion podcast downloads this past year and monthly podcast listeners have reached 75 million per month. Podcasts allow individual and traditional broadcasters alike to reach younger, and more varied audiences. “People under the age of 30 don’t own radios,” noted WNYC’s CEO and president Laura Walker.
What’s great about podcasts is there are no rules, you can target a niche as specific as you like, the listening habits are so varied and what you determine as ROI is all up to you. If done correctly it’s a forum to consistently share your expertise, build your credibility in a very intimate medium. When you have a direct relationship with your listener you can do really interesting things to build your brand. There’s nothing more intimate than being allowed to whisper in someones ear on a regular basis
A really short introduction to the basic elements of different thinking. Why is it import and how to do this. 33 pages with minimal text and a lots of examples.
“Fail forward”
"Every journey begins with a single step"
“Do or do not, there is no try”
There’s no shortage of inspirational mantras, but these sayings offer little advice to surmounting departmental silos, generational gulfs, intimidating power distances and other communication roadblocks that stymie creative collaboration in the workplace.
These barriers exist because the roles we play in a team environment provide us with a set of rules for interacting with each other. Ironically, these rules often prevent us from doing the very thing we’ve come together as a team to do: Collaborate!
In this session, Carolyn and Anna will discuss how to break the rules and transform those roadblocks into building blocks… freeing you and your team to live up to the mantra of your choice.
Learn about common communication barriers; why they exist and how they hinder team innovation.
Understand the value of design synthesis as a group activity, and how play is a central component to the co-creation dynamic.
Explore a type of creative team play called a Spark-a-Thon. You’ve probably heard of the hack-a-thon, a fun and popular way to immerse yourself into a problem and solve it with code. What would happen if this format of time-limited, team-oriented creation was applied to design concepting? The answer: The Spark-a-Thon, which leads to bigger ideas and a stronger team problem-solving dynamic.
Gain tips, tricks, and resources, so that you can go run your own Spark-a-Thon. You'll leave armed with some benefits and results you’ll glean from it, too - just in case you need to build an internal business case for it.
Necessity may be the mother of invention, but play is certainly the father. Join us to learn some serious play!
Seeking Wisdom is a podcast that deals with many topics -- ranging from life, to fitness, to entrepreneurship, to the work-life balance.
The show has two hosts. One is 5X startup founder, David Cancel. The other David Gerhardt, a marketer whose career is beginning to take off. David and Dave work together at Drift (a live chat messaging app based in Cambridge, Massachusetts).
It’s a different kind of show -- and people are really liking it.
With over 30 episodes out -- David and Dave have discussed many life lessons on the show and want to share them with you here.
The Seeking Wisdom podcast is supported by a community of listeners who want to get better every day. This slideshare is meant to take the top pieces of advice from the podcast and share them with this community.
Follow Seeking Wisdom Here:
Twitter: https://twitter.com/seekingwisdomio
Medium: https://seekingwisdom.io/
Listen to Seeking Wisdom Here:
SoundCloud: https://soundcloud.com/seekingwisdom
iTunes: https://itunes.apple.com/us/podcast/seeking-wisdom/id1072506427?mt=2
OverCast: https://overcast.fm/itunes1072506427/seeking-wisdom
Stitcher: http://www.stitcher.com/podcast/david-cancel/seeking-wisdom
RSS: http://feeds.soundcloud.com/users/soundcloud:users:193080377/sounds.rss
Follow David (https://twitter.com/dcancel) and Dave (https://twitter.com/davegerhardt) on Twitter.
I happen to love podcasts and it seems like the I’m not alone, 20% of Americans are now listening to podcasts at least once a month, that’s a lot of hours directly attached to your target audience’s brain. According to the Washington Post, there were over 1 billion podcast downloads this past year and monthly podcast listeners have reached 75 million per month. Podcasts allow individual and traditional broadcasters alike to reach younger, and more varied audiences. “People under the age of 30 don’t own radios,” noted WNYC’s CEO and president Laura Walker.
What’s great about podcasts is there are no rules, you can target a niche as specific as you like, the listening habits are so varied and what you determine as ROI is all up to you. If done correctly it’s a forum to consistently share your expertise, build your credibility in a very intimate medium. When you have a direct relationship with your listener you can do really interesting things to build your brand. There’s nothing more intimate than being allowed to whisper in someones ear on a regular basis
People-Centric vs. Content-Centric: The Copernican Revolution to be a Social ...Louis Richardson
We're all heavily invested in managing our content, but we still have significant business problems we can't address. Consider a new perspective...a people centric one.
Pixel Perfect: Strategies for Overcoming PerfectionismBrian Sullivan
We work, live, and play with perfectionists. Yet, we do not know what really makes them tick. In this presentation, you will learn how to overcome the different barriers produced by perfectionists and coping strategies for dealing with them.
I work with alot of web designers, who continually talk about pixel perfect designs and bulletproof work. The presentation is based upon the works of Donna Hicks and Brene Brown. It was given as a workshop at SxSW 2015 by Brian Sullivan and J. Schuh.
In this webinar Why Managing Sucks and How to Fix It join author Jody Thompson and Razor Suleman as they show you a few simple changes to management behaviors that will transform your 20th century workplace into a 21st century workforce!
The skills that got you to become a creative director are not the skills you need to be a creative director. Me and Xanthe Wells, CCO of Pitch, gave this presentation at the 3% Conference in 2014. Still holds up. (It's just missing a video we shared.)
Close your eyes, grasshopper. And imagine a time when music came in cardboard sleeves, your “virtual communication tool” was a phone box, and nobody minded if the soundtrack of a movie didn’t sync with the characters’ lips.
This was the time of martial arts legend Bruce Lee.
Emerging from a 5,000 year old culture, he had great respect for the traditions of his ancestors. But when it came to productivity he was a thoroughly modern man. He built his skills using what later decades would call “life hacking” - short-cuts and best practices to get the job done.
Bruce wasn’t just a master of the five-point palm exploding heart technique; he was also a master of project scoping and effective execution. So if you’re ready to study with the master, let’s enter the temple of productivity … and turn Jeet-Kune-Do into Jeet-Kune-DONE.
How to write better creative briefs for Toyota.David Bell
How to write better creative strategies and briefs.
This workshop was written for MercerBell clients to enable them to prepare better briefs that will lead to more customer delight.
What you will get from this presentation is a real insight into the creative mind and process, you will learn how to write an airline ad, the 4 steps to writing a better creative brief and how to run and feedback on a creative presentation.
Enjoy.
Ps. And please share if you have learnt something from this presentation.
Design thinking helps to capture audience insights, feedback, aspirations, pain points, wants, and needs. Learn how you can incorporate design thinking into all you do.
The 10 rules to build a badass startup team by Alice ZaguryTheFamily
"Building a great team isn't enough, you need to build a cult."
There are many things that can determine the success or the failure of your startup, but no factor is more powerful and more in your control than how you build your team.
In a startup, execution is EVERYTHING.
You need the right people, and you need the right mindset.
Alice Zagury knows a little bit about this...
Alice Zagury is cofounder & CEO of TheFamily, a private investor (300+ startups, $100M+ raised for top companies). Previously, she created the first startup accelerator in France, Le Camping. She's had a lot of experience on hiring & culture, being around startups for many years and working on her own team at TheFamily.
People-Centric vs. Content-Centric: The Copernican Revolution to be a Social ...Louis Richardson
We're all heavily invested in managing our content, but we still have significant business problems we can't address. Consider a new perspective...a people centric one.
Pixel Perfect: Strategies for Overcoming PerfectionismBrian Sullivan
We work, live, and play with perfectionists. Yet, we do not know what really makes them tick. In this presentation, you will learn how to overcome the different barriers produced by perfectionists and coping strategies for dealing with them.
I work with alot of web designers, who continually talk about pixel perfect designs and bulletproof work. The presentation is based upon the works of Donna Hicks and Brene Brown. It was given as a workshop at SxSW 2015 by Brian Sullivan and J. Schuh.
In this webinar Why Managing Sucks and How to Fix It join author Jody Thompson and Razor Suleman as they show you a few simple changes to management behaviors that will transform your 20th century workplace into a 21st century workforce!
The skills that got you to become a creative director are not the skills you need to be a creative director. Me and Xanthe Wells, CCO of Pitch, gave this presentation at the 3% Conference in 2014. Still holds up. (It's just missing a video we shared.)
Close your eyes, grasshopper. And imagine a time when music came in cardboard sleeves, your “virtual communication tool” was a phone box, and nobody minded if the soundtrack of a movie didn’t sync with the characters’ lips.
This was the time of martial arts legend Bruce Lee.
Emerging from a 5,000 year old culture, he had great respect for the traditions of his ancestors. But when it came to productivity he was a thoroughly modern man. He built his skills using what later decades would call “life hacking” - short-cuts and best practices to get the job done.
Bruce wasn’t just a master of the five-point palm exploding heart technique; he was also a master of project scoping and effective execution. So if you’re ready to study with the master, let’s enter the temple of productivity … and turn Jeet-Kune-Do into Jeet-Kune-DONE.
How to write better creative briefs for Toyota.David Bell
How to write better creative strategies and briefs.
This workshop was written for MercerBell clients to enable them to prepare better briefs that will lead to more customer delight.
What you will get from this presentation is a real insight into the creative mind and process, you will learn how to write an airline ad, the 4 steps to writing a better creative brief and how to run and feedback on a creative presentation.
Enjoy.
Ps. And please share if you have learnt something from this presentation.
Design thinking helps to capture audience insights, feedback, aspirations, pain points, wants, and needs. Learn how you can incorporate design thinking into all you do.
The 10 rules to build a badass startup team by Alice ZaguryTheFamily
"Building a great team isn't enough, you need to build a cult."
There are many things that can determine the success or the failure of your startup, but no factor is more powerful and more in your control than how you build your team.
In a startup, execution is EVERYTHING.
You need the right people, and you need the right mindset.
Alice Zagury knows a little bit about this...
Alice Zagury is cofounder & CEO of TheFamily, a private investor (300+ startups, $100M+ raised for top companies). Previously, she created the first startup accelerator in France, Le Camping. She's had a lot of experience on hiring & culture, being around startups for many years and working on her own team at TheFamily.
Presentation deck from the one-day workshop at SVC Seattle, Email Marketing, Lifecycle Marketing, and Selling Online, led by Jamie Fretch of Shaw+Scott.
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“Your brand is a story unfolding across all customer touch points.”
– Jonah Sachs
Succeeding in today’s job market requires a compelling personal story and a strategy behind it. Blue Ocean Strategy is about creating and capturing uncontested market space, thereby making the competition irrelevant.
In the workshop, Mo Moubarak presents ways to actively cultivate a sales mindset and utilize personal branding as a tool for creating your own Blue Ocean.
What makes some companies stand out when others blend with the crowd?
What is a brand vision and how does it work for individuals?
Who is your target audience?
How to remain authentic while creating a personal portrait?
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You’ve no doubt noticed that we’re slowly drowning beneath an ocean of content. Before long, our little world of words and pictures will be so flood bound, it’ll make Tuvalu look like Mt Everest.
That creates a huge challenge for communicators. How do you produce the stories that will float to the surface… that will engage and inspire people to belief, action and results?
Thankfully, there’s something working in your favour. You see, almost every business, brand, project or team is loaded with stories that could help and inspire others.
You’ve just got to know how to tell them…
A few of my top-of-mind takeaways from this year's Planningness event. Be sure to check out my original piece for more context and details: bit.ly/1sbEu6n
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
Exploring the Top Digital Marketing Company in CanadaSolomo Media
Choosing Solomo Media as your digital marketing company in Canada can propel your business to new heights. With their expertise, innovative solutions, and client-centric approach, they are well-equipped to help you achieve your digital marketing goals. By focusing on strategic planning, leveraging cutting-edge tools, and delivering measurable results, Solomo Media proves to be a valuable partner in navigating the complex world of digital marketing.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Mastering Dynamic Web Designing A Comprehensive Guide.pdfIbrandizer
Dynamic Web Designing involves creating interactive and adaptable web pages that respond to user input and change dynamically, enhancing user experience with real-time data, animations, and personalized content tailored to individual preferences.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
Gokila digital marketing| consultant| Coimbatoredmgokila
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
The Good the Bad and The Ugly of Marketing MeasurementNapierPR
We explore how B2B marketers can impress the board by measuring their PR and marketing campaigns successfully, and explore 5 metrics that will get you promoted, and 3 that will get your fired.
We cover:
-Meaningless marketing metrics
-The difference between attribution and incrementality
-The importance of the customer journey
-Why you should care about prospects that are in market
-Measuring the unmeasurable
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
QuickBooks Sync Manager Repair Tool- What You Need to Knowmarkmargaret23
Occurrence of technical errors on QuickBooks is common but it can be resolved with the use of QuickBooks Sync Manager Tool . With the help of this too, users can sync the QuickBooks Desktop company file with the Intuit online server. It is compatible with versions QuickBooks Pro, Premier, or Enterprise. In case a user faces sync-related errors then they simply need this repair tool.
6. Every birth that takes place at Swedish — and there have been more than 200,000 of them — is a
remarkable event. But the 1935 arrival of David Ishii is quite another story.
Sadly, his mother died in childbirth, and David’s father was ill equipped to take care of a newborn. So,
Mr. Ishii made arrangements with Swedish to care for his new son while he took his six other children to
Japan where relatives could look after them.
What was supposed to be a brief absence turned into 31/2 years. So David grew up at Swedish with a
whole team of mothers — all dressed in starched white uniforms.
To this day, David remembers accompanying Swedish’s founder, Dr. Nils Johanson, around the halls of
the hospital. And he faintly recalls a birthday party the nurses threw for him.
It was and is the Swedish way to do whatever it takes to make patients feel at home — even if it actually is your home.
Watch 100 stories about Swedish’s 100 years at www.swedish.org/100years
Thousands of babies
have been born at Swedish.
But only one went on to
live there for 31/2 years.
7.
8.
9.
10. Come to the Swedish/Ballard ER housewarming.
See something
new in Ballard
that isn’t a condo.
11.
12.
13.
14.
15. Where we’re heading today.
1. Howdy
2.What’s wrong?
3. Break
4.The thinking part of writing
5.The writing part of writing
6. Lunch
7. Nuts and bolts
8. Break
9. Critique
10. Q&A + H&K
19. Let’s take a break.
1. Howdy
2.What’s wrong?
3. Break
4.The thinking part of writing
5.The writing part of writing
6. Lunch
7. Nuts and bolts
8. Break
9. Critique
10. Q&A + H&K
58. Which principles are in play here?
"MEN WANTED FOR HAZARDOUS JOURNEY. SMALL
WAGES, BITTER COLD, LONG MONTHS OF COMPLETE
DARKNESS, CONSTANT DANGER, SAFE RETURN DOUBTFUL.
HONOR AND RECOGNITION IN CASE OF SUCCESS."
60. Thinking
First, write a strategy statement:
(Audience) should (verb) (subject) because
(single compelling reason).
61.
62. Thinking
(Our customers) should (know) (our company is
going to be closed) because (we don’t want you
to get stuck if you have a computer problem).
64. Thinking
Second, write an outline to frame the argument:
1.We’re going to be closed
2. Here’s how to reach us if you have a problem
3. If you have a problem during the holidays, we’ll reduce your
bill by 20% (reciprocity!)
4.We appreciate your business (liking!)
65. Thinking
Third, you’ll need something to write about:
> An assignment you’re currently handling
> An assignment you did but want a do-over
> A rack brochure for The Museum of Glass
66.
67. Museum of Glass Creative Brief
Deliverable: A rack brochure to be displayed in hotel lobbies
and tourist attractions
Objective: Increase visits to the MOG by Seattle visitors by
10% over the next year
Audience: Visitors to Seattle with a cultural or art interests
Competition: Museums in Seattle: SAM, SAAM, Sculpture
Garden, Chihuly Gardens, Frye, Henry, and other
attractions that consume time and money
Strategy: Visitors to Seattle should go to the extra trouble to
visit MOG because it’s considered one of the top
art glass museums in the world.
81. True independence – meaning the willingness to challenge a forceful CEO when something is wrong or foolish – is an
enormously valuable trait in a director. It is also rare. The place to look for it is among high-grade people whose
interests are in line with those of rank-and-file shareholders – and are in line in a very big way.
We’ve made that search at Berkshire. We now have eleven directors and each of them, combined with members of
their families, owns more than $4 million of Berkshire stock. Moreover, all have held major stakes in Berkshire for
many years. In the case of six of the eleven, family ownership amounts to at least hundreds of millions and dates back
at least three decades. All eleven directors purchased their holdings in the market just as you did; we’ve never passed
out options or restricted shares. Charlie and I love such honest-to-God ownership. After all, who ever washes a rental
car?
In addition, director fees at Berkshire are nominal (as my son, Howard, periodically reminds me). Thus, the upside
from Berkshire for all eleven is proportionately the same as the upside for any Berkshire shareholder. And it always
will be.
The primary job of our directors is to select my successor, either upon my death or disability, or when I begin to lose
my marbles. (David Ogilvy had it right when he said: “Develop your eccentricities when young. That way, when you
get older, people won’t think you are going gaga.” Charlie’s family and mine feel that we overreacted to David’s
advice.)
87. significant proprietary tools and research, etc.—yet we remain start-up nimble.
17. How do you think most of your clients would describe your agency’s working style?
We’re forward-leaning, flexible, forthright, and client-driven.
• Forward-leaning. You will always find us as the edge of our seats, proactively leading our clients’ business.
• Flexible. We’re remarkably agile.
• Forthright. We know our clients are extremely busy people. It’s our job to make their lives easier, and that can only
happen with an honest, open partnership where we respect each other’s opinions.
• Client-driven. If you don’t look good, we don’t look good.
18. What things do you feel you do especially well compared to other agencies?
As noted in question 16, we believe we offer better integrated ideas compared to other agencies because we are the
only agency in the area with such a wide breadth of in-house capabilities. But integration in and of itself is nothing
without creativity. The marriage of the two is what we are most known for—transferable ideas that transcend any one
media application.
19. Does your agency’s staff have specific experience that would be relevant to Swedish and the health care field?
As noted, our experience in the health care field runs deep. In addition to the robust relevant current client experience
noted in question 15, senior management (account supervisor level and up) at DDB has worked on the following health
care accounts:
American Cancer Association
American Heart Association
American Lung Association
American Medical Association
Blue Cross/Blue Shield
Children’s Hospital
98. It’s time for lunch.
1. Howdy
2.What’s wrong?
3. Break
4.The thinking part of writing
5.The writing part of writing
6. Lunch
7. Nuts and bolts
8. Break
9. Critique
10. Q&A + H&K
128. 11. Proof it.
Use your spell-checker
Learn the rules of grammar
Buy an AP style guide
Get a proofreading pal or pro
129. 11. Proof it.
Incorrect capitalization of job titles
Run-on sentences
Use of the passive voice
Misspellings and incorrect word choice
Incorrect punctuation
Sloppy syntax
132. 12. Don’t say it the same old way.
Use surprising words.
Have a surprising idea.
Don’t sound like something we’ve seen a
million times before.
133.
134.
135. Dear Washington State Democrat,
As much as I hate to interfere in the election of another state (other than Florida), I feel that I must write in order to urge you to support Mark
Sidran for Washington State Attorney General.
I have known Mark since I was accidentally admitted to Harvard in the late 1960’s. Mark, who got in on merit and merit alone, was a classmate
of mine, and has made something of himself.
As you may know, he has spent the last 28 years as a prosecutor, Seattle City Attorney, and as a practicing lawyer. Mark’s experience is what I
like to call one of his three E’s. The other two E’s are integrity and energy. Wait. Scrap integrity. Although Mark has it in spades, it does not start
with an “E.” I remember learning that at Harvard. But I digress. Let’s get back to his experience.
As City Attorney, Mark took on some of the most egregious corporate polluters in Puget Sound. I could name names, but I may be planning to
run for public office in Minnesota someday, and why burn a bridge?
As Attorney General, Mark will continue his fight on behalf of citizens by doubling the size of the state’s consumer protection division. Tired of
finding out your senior citizen mother has been ripped off by scam artists? Besides telling your mom to be more alert, you can take action by
electing Mark.
Oh, now I remember the other two “e’s”. Endorsements and Electability. Besides me, Mark has been endorsed by every single Democratic
county prosecutor in the state. These are people, who unlike me, actually know what the Attorney General does. Bill Gates Sr., former
president of the Washington State Bar and father of someone who I’d like to get to know better when I get ready to run for office, has endorsed
Mark as well. So have civil rights leaders like Norm and Constance Rice. Others include environmentalists, led by Washington Conservation
Voters, the State’s largest environmental political group, and a long list of elected officials such as Governor Gary Locke, Congressman Norm
Dicks, former Governor Booth Gardner, many civic leaders and leading lawyers. Governor Locke, I have learned, is the only Asian American
state governor to make an endorsement in this race. That alone says it all.
136. I could go on and on with the endorsements. But frankly, no one cares about endorsements. Let’s move on to what really matters to Democrats
– electability. Republicans don’t want Mark to be the Democratic nominee because they know he will be the most difficult candidate to beat in a
statewide race that isn’t fixed by the use of paperless machines. This is the first time in 12 years that the Attorney General’s seat has been
open and the Republican Party and their special interests are salivating at the chance of putting one of their lackeys in one of the most
powerful jobs in your state. Mark is a common sense Democrat with a proven track record and the clear ability to win in November or whenever
the Department of Homeland Security allows us to vote.
George W. Bush does not want Mark Sidran to be your next Attorney General. Neither does Deborah Senn, who did not go to college with me.
In conclusion, give your vote, and if possible, your check to Mark Sidran. And if you really want to see more of those endorsements, check out
the partial list below or visit Mark’s website, www.MarkSidran4AG.com. As you can tell from the “4,” this is one hip campaign.
Sincerely,
Al Franken
137. All you need to know about writing copy.
1. Make your arguments clear (clarity)
2. Use simple words (simplicity)
3. Shorten by one-third (brevity)
4. Touch an emotion (humanity)
5. Focus on the audience
6. Don’t overpromise
7. Write like you talk
8. Write 3/4-circle headlines
9. CV>SH, CH>SV
10. Stay on brand
11. Proof it
12. Don’t say it the same old way
138. Let’s critique.
1. Does your strategy statement make sense?
2. Is your outline clear, logical and persuasive?
3. How’s your body copy for:
> clarity of argument
> simplicity of language
> brevity
> humanity
139. Museum of Glass Creative Brief
Deliverable: A rack brochure to be displayed in hotel lobbies
and tourist attractions
Objective: Increase visits to the MOG by Seattle visitors by
10% over the next year
Audience: Visitors to Seattle with a cultural or art interests
Competition: Museums in Seattle: SAM, SAAM, Sculpture
Garden, Chihuly Gardens, Frye, Henry, and other
attractions that consume time and money
Strategy: Visitors to Seattle should go to the extra trouble to
visit MOG because it’s considered one of the top
art glass museums in the world.
140. Oh, here’s what Worker Bees did for MOG.
Think we could convince you to drive to Tacoma?
Some people cross an ocean
to see a world-famous art museum.
141. Time for some Q&A.
1. Howdy
2.What’s wrong?
3. Break
4.The thinking part of writing
5.The writing part of writing
6. Lunch
7. Nuts and bolts
8. Break
9. Critique
10. Q&A + H&K