Newsletter Exclusive Intro
This week we're talking about losing sight of belief (maybe).
Belief in what you're writing, thinking, recommending. And how you address that in your day-to-day work.
For me, I was asked a short while ago to respond to a brief that encompassed client recommendations on how to leverage innovative technology to engage consumers in new and engaging ways.
'See that Alexa thing, let's use that' (starting with something so executional is always a dead end, btw).
You've got to get excited.
You've got to show what's possible. Of late, however, there's more than a healthy dose of 'Yes but will anyone actually do that?' that has to be considered. Too much focus on the new and shiny, less on the 'is it actually useful though?'.
For the presentation that I've written, I've changed the layout. It's now four sections:
- Definition
- Key drivers
- Examples
- Reality Check
That latter one is the 'Yes but will anyone actually do this?' -section. Landing the understanding the WHY behind and new and shiny activation - eg: are we doing it to ACTUALLY ENGAGE CONSUMERS (or are we doing it because we'll get the front page of the trades when we launch) - has never been more important.
Weird to share this with you but it's what is in my head and it's bugging me; don't get caught up with the shiny and the new.
Understand why you're doing things, understand why you're RECOMMENDING things - and ultimately - don't sell your soul out for stuff you don't fundamentally believe in.
OK?
OK.
What else can I tell you?
OH! Last Monday I took Twitter off my phone. I dip back in via web every now and then to check in on news etc but so far, the break is doing me good. I read on the same Monday that in its current format, Twitter is built to really mess with your mental health. And I was like 'Yeah, you know what - it is!' - so what with August right around the corner, I'm considering taking the whole summer off social media, we'll see.
SPEAKING OF THINGS WE'LL SEE...
SHALL WE SEE WHAT WE'VE GOT THIS WEEK?
YES! LET'S!
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