Field Notes Inside an Integrated Communications Agency

The inspiration to take action is often much harder to come by than the inspiration to brainstorm.  At SXSW 09, Scott Belsky of Behance held an interesting panel* that included the following formula for making ideas happen.

Making ideas happen = creative ideas + organization  + communal forces + leadership capability

Of particular interest was what he calls the “action method,” which can be applied to any brainstorm, creative dream, etc you might have. Belsky’s action method necessitates three things:

1) Make action steps.

• Keep action steps separate, use verbs, and manage them separately in your notes (use a different colored pen for action steps). 
  
• Aim to foster a culture where capturing action steps makes up the final few minutes of every major meeting.  

2) Separate out 'reference items' that can cloud action steps.

3) Note backburner items.  

• These are items that do not need to be addressed at the particular project stage or that might seem irrelevant to the project in general. 
  
• Create a backburner ritual.  Take fifteen minutes out of your week, at the same time every week, and sit down with a red pen and go through your backburner items. 
  
• You might find inspiration that didn’t strike before or you might find that a random idea applies nicely to another project entirely.

A few extra tips for implementing the “action method”:

• Be ‘ok’ with occassionally canceling reoccurring/standing meetings if the agenda doesn’t really warrant a meeting this time around.
• Prioritize projects visually by using an energy line.  An energy line encourages teams to be honest about how energy is being spread over the spectrum.  Challenge yourself to have only a few items on the extreme/urgent end of the energy line to keep teams from operating at 160% and to maintain focus on specific upcomming deliverables.
• Distinguish the difference between urgent versus important.
• Encourage all team members to spend some energy staying organized (creativity x organization = impact).

* Tips for making Ideas Happen *

We've all been there. In brainstorming you're tossing around seeds of ideas, then faster than you can say "Beelzeboob" some yahoo evokes the evil power. "Let me play Devil's Advocate."

You can throw away the fragile idea. This simple phrase lets people claim no personal responsibility by raising questions and concerns that kill vulnerable ideas. This role is poison to creative thinking and pervasive in the corporate environment. The Devil's Advocate is wily too, often masquerading as a dose of helpful reality.

Reality? Sure. Like delicate children, ideas don't enter the world fully formed. They WILL need development. The WILL need examination. They WILL need challenge. Brainstorming is not the time, though. Let them grow a little first.

Okay, so it's reality but helpful? Not at all. There's no more powerful death to innovation. That role only casts negative doubt with Z-E-R-O investment in progressive thinking. These normally nice people mean no harm. But when possessed, doubt intended to review an idea effectively puts the kibosh on it. It takes far more work to build an idea.

I’m a missionary for Devil's Advocate free zones in concepting and brainstorming. If you summon that evil power I'll exorcise it out of you with the power of Idea Angels.

Can I get a witness?

1.You could fail to define the box

How can you think outside of the box if you don’t know what the box is? As creative for commerce, we must have a purpose to our work or it’s pedestrian. The first step is to accurately define the problem. Otherwise, it’s creative for creative’s sake. That’s called fine art. While this work can be fun and expressive, as a creative professional it’s wrong to assume that idiosyncratic equals hard working.

 

2.You could fail to see the big picture

Learning your client’s business and unique challenges will give you unparalleled perspective to provide the best advice. Creative work is always better if you understand the context of its use. Also, by knowing the big picture you’re a better resource at keeping work on strategically solid ground. Like all of us, clients tend to wander. We’re better when we assist in keeping focus.

 

3.You could censor yourself

This is delicate. On one hand you want to prove your chops at bringing work that challenges the norm. On the other hand you shouldn’t risk castigation by appearing out of step. Push the work enough to make your stomach hurt. That’ll show you care about progressing your client’s business without the risk of Xanax toxicity.

 

4.You could rush into making stuff

Remember the fast talking FedEx guy? Ad legend Amil Gargano created him. Amil was one ofmy graduate school professors and a real tough cookie. During a review, he told me I had gotten too busy making an ad and had overlooked the problem. BUSTED! It was true. I’ll never forget that. We often get seduced by beauty, style dujour or sensationalism and forget to solve the real problem. This relates to number 2 above. If your client consistently jumps right into tactics without strategic foundation it’s a sure fire sign they either don’t have a strategy or aren’t making you privy to it. Both are fantastic ways to make crappy work.

 

 

5.You could believe, “It’s just a (fill in the blank).”

I hate (yes HATE!) when a creative person fails to see an opportunity to do great work. Some will often rationalize the limitation by believing, “It’s just a brochure.” Or, “It’s just a small space ad.” Or, “They never pick anything good, why bother?”

 

Lee Clow (Chairman and CCO, TBWA) was once asked his secret for getting 30 years of good creative work approved by clients. The Creative Godfather simply replied,“Only put good creative work in front of them.” Sounds easy enough. Unfortunately, our short-term objective of responding quickly or not appearing disagreeable will often outweigh this. Remember: Good work trumps everything.

 

6.You could fail to be audacious

Good relationships need flirting. The kind of freshness that comes with a pleasant sense of intrigue. We should never forget to surprise and delight our clients by bringing the unexpected solution. More agencies lose business because they become complacent. With the Agency of Record model disappearing, firms can’trely on good will to carry them. Clients expect your best, always. We must earn our place every, single day.

 

7.You could fail to ask “Why?” or “What’s the better way?”

At industry association meetings I often hear creative people complain about being labeled as order takers. If you don’t want to have ideas spoon-fed to you, step up. Ask “Why?” a lot. It also helps to KNOW WHY you’re doing something. Embed yourself in business. Think like your client and be their trusted friend. They need to know you care about their business as much as they do.

 

8.You could fail to use your knowledge and experience

Your brain is a fantastic repository of images, sounds, smells, experiences and feelings. Use that in creating your work. Use the experience of other experts too. Creative connects human to human, motivates, clarifies and above all compels. That’s why experience is so important. Otherwise your work is white-bread. We all know how unhealthy that is.

 

What other ways will gloriously kill creative thinking?

 

 

SXSW is one of the very best interactive conferences in the world. We've sent individuals in the past and we've always been HUGE advocates for the conference. This year we decided to submit some ideas. The people at SXSW have created a panel picker so attendees can select what they want to see at the conference. With 1200+ ideas submitted, we want your help! It will be hard to find our ideas with all the others. 

Follow this link to see the 4 Capstrat ideas.  (or read below) You must register to vote. Consider doing so. There are a lot of great ideas out there.

Vote for our friends at Campfire, too. 

For more information about the conference, visit the SXSW site .  

Here's what we submitted: 

Microsites. Macro Risks and Rewards.
Microsites can boost you or burn you. Extend your brand, or dilute it. How can you tame them to serve your needs? Come hear what our marketing, branding and technical experts are reporting from the front lines - and learn how to laser-focus your messaging without getting scorched.

1. What exactly is a microsite and how does it differ from other sites?
   
2. What are 4 good reasons to build one?
   
3. How do you navigate the opportunities and dangers of microsites?
   
4. Does using microsites as part of a broader campaign lead to brand dilution or brand extension?
   
5. When implementing a microsite, how do you reconcile rigid IT process with the need for speed, agility and flexibility?
   
6. What kind of interactions and experiences make a great microsite?
   
7. How are microsites like the replicants in Blade Runner?
   
8. How do you define your audience, message and success for your microsite?
   
9. How do you craft rules to guide microsite projects without stifling creativity?
   
10. What will microsites look like a year from now?

 

Who Will Check My Email After I Die?
Ever wondered what will happen to your digital existence after you die? E-mail, domain names, social networking content - do you want to leave it behind, -bequeath- it, or delete it? This in-depth discussion will provide technical, philosophical and legal insights on how to articulate your final online wishes.

1. How can I decide what should be done with my social network profiles and other digital assets?
2. How can I ensure sensitive information is deleted or transferred to the correct person?
3. Can I leave my domain name in my will?
4. Whom should I select to execute my digital estate?
5. How can I inform my online friends of my death and share with them my final messages?
6. Can I protect my digital identity from destruction by my descendants or others?
7. Can I transfer my iTunes purchases to somebody else?
8. How can I keep my dirty laundry out of my obituary?
9. Is there a service that can help with this?
10. How can I be sure that big companies (like Google, Facebook, Yahoo and Microsoft) will respect my wishes?
    

 

Physical Computing: from I get it to Sold!
The learning curve is steep, but it's over in a flash. Our panelists bring word from the other side: Physical computing works. And sells. Participants in this session will build and keep their own devices from simple chips and inexpensive parts.

1. What is physical computing?
2. Why is it important to me?
3. How do I set up my Wiring or Processing environment?
4. Can artists, architects, designers, etc., benefit from physical computing?
5. Will my clients be interested in physical computing?
6. How can I build my own computer-controlled device?
7. How can I progress from simple devices to really cool gadgets?
8. What are some good resources on the web?
9. What are some good resources that are not on the web?
10. What are some larger applications for this knowledge?

 

Love in the Cloud: Online-Only Marriages
Could two people really share a life without ever meeting in meatspace? We discuss how online-only marriages could work. What current assumptions and apprehensions will seem quaint tomorrow? What are the barriers, and what answers will technology provide? In a world that's redefining marriage, is this the next logical step?

1. What variables must be in place to have an online only marriage?
2. What new technologies might make this possible?
3. Is anyone doing anything similar to this?
4. What variables constitute a romantic relationship?
5. Is presence or physical interaction a requirement for a fulfilling relationship?
6. Assuming we make a prediction for this, when do we see it happening in the future?
7. What populations could benefit from this ability to have this type of relationship?
8. What are the implications of this for society?
9. What would your mother say? :)
10. What are the detractions for this? - (For example, some inhibitors are: Legal implications, Death - transferable implications, taxes)

Granted, we’re not five anymore. And true, no one gives me allowance for doing my daily or weekly chores. But, don’t you miss that little easy-to-accomplish responsibility? Don’t you miss the kudos from Mom and Dad (and the quarter they placed in your hand) after you dusted off all the shelves?

Sometimes, in the hectic daily schedule of meetings, strategies brainstorms and budgets, I want something mindless to do. I want a task that I can do with others, have simple conversation and step back and say, ‘Yep, I did that. And I did it well.’

So, friends and coworkers – I propose chores. Capstrat chores.

 Here’s how it may work:

1. You all break into teams, based on the number of chore categories.
2. You name your team, because it’s fun and improves the experience.
3. There’s a chore jar, or some means to ‘pick’ your team’s chore for the week.
4. And then, imagine this, for 15 minutes on one day each week, you get your team together and do your chores. Ok, more like 5 minutes in some cases.
5. You feel great. You stepped away from your desk and escaped the hustle and bustle. You chatted it up with your team, unfroze your brain and did something good.

 Proposed chores:

1. Lint brushing the conference room chairs. (It’s about time! Admit it - they can be kind of gross.)
2. Transporting the white paper from around the office into the appropriate recycling bin.
3. Unloading the dishwasher.
4. Straightening the kitchen and media bar.
5. Wiping down all the conference rooms tables with Lysol wipes.
6. Passing out wipes to everyone to clean their desk areas. (Come on, you know we share germs far too often!)

The possibilities are endless. Personally, I would welcome the opportunity to have a chore or two. Will you?