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When you know what you stand for, successful solutions come much faster.
I've had some great opportunities thrown my way. Luck certainly played its part, too. Mainly, I have been fortunate to work alongside brave clients, dedicated teammates, and solid mentors. In fact, you'll find that I mention many of these great folks in my RESULTS case stories.
Still, through all of that, the following framework of values has helped me deliver consistent success throughout my journey:
1
“We’re not in the research, marketing, or advertising business. We’re in the human behavior business!"
Try this brand. Dump that brand. Traffic is up. Sales are down. Click here. Shop there. Subscribe to this. Like and share!
Business problems are almost always caused by...and resolved by...human behavior. As a result, our work is only as good as it understands and drives the behavior we need.
2
"Disrupt...always!"
The paradigms around us are shifting every day...and business problems are often the last indicators (not the first) telling us that the status quo isn't working. We must strive to disrupt marketplace conventions that give our competitors the lead. Moreover, we have to maintain that disruptive edge all the time. This is the secret to quickly recognizing advantages that our clients, our competitors, and even those around us can't, don't, or won't see.
3
“Begin with the end…
...and never lose sight of it.”
KPIs aren't everything...they are the only thing. In fact, 'KPIs' is just another name for human behavior.
The top three reasons for not reaching our goals?
A - Not clearly defining our destination.
B - Choosing a route that doesn't lead there.
C - Getting too distracted along the way.
4
"I’ve never heard of anyone getting fired
because they made their clients too much money."
For further explanation: Please see #3, above.
5
“Being a great storyteller starts with being a great story-finder."
Open our minds. See the world in 3D. Embrace patterns and relationships. Synthesize. Tap into the brand DNA that's imbedded in the audience's experience, rooted in their identity, and framed by context and culture. That’s where true human insight and strategy live - the stuff that drives industry, transforms business, and changes lives.
6
“The most popular insights and strategies are often the least effective...while the most powerful insights and strategies are often the least popular."
Low-hanging fruit can be very tempting, but it can also deliver the weakest impact. Disruption always comes with a price! Ignore that overwhelming pressure to do the easy thing, the popular thing, or the comfortable thing. Focus on doing the most effective thing.
7
“Don’t fail to learn from our success.”
While we often dig into the mistakes we’ve made, we often take our success for granted. Understand the DNA of our success. This is where consistency and reliability are born.
8
“We’re only as good as the work we’ll do tomorrow.”
Don't be seduced by success.
The next business problem we’ll face is likely much bigger than all our egos.
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9
"As soon as we think we’re done, we’re not!
We’ve missed something. Find it.”
Mistakes - as well as better and more effective solutions - often reveal themselves in the 11th hour. Let's keep our eyes open for both...and have the confidence and courage to pivot if we need to.
10
“Leave the people around us better than we found them, even if they don't recognize it or appreciate it."
Don't just inspire people...invest in them. Steadfastly collaborate, not for accolades or recognition, but because it almost always results in better work. Know when to lead, when to follow, and when to get out of the way! Be behind the spotlight as much as we are in front of it. And turn our teammates and clients into believers...despite the quarterly sales report or what they see when they look into the mirror.
Next: The Firms I Have Served
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