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Paulius Senūta
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Strategy Is Delaying Action
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Creativity And Effectiveness - A Well Questioned Couple
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Creativity And Effectiveness - A Well Questioned Couple
Ads that win awards are 11 times more effective
- IPA, 2010
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What About Strategy And Effectiveness Relationship?
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What About Strategy And Effectiveness Relationship?
Only 7% relationship between quality of strategic thinking and effectiveness
- Bridget Angear, AMW BBDO
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Outwitting Others
Sun Tzu:The Art Of War
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Outwitting Others
“But what if others have read Sun Tzu?”
- Sir Lawrence Freedman
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1. Process Is Not A Competitive Advantage
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Focus On Result, Not The Process
“The process was chaotic but afterwards it was told as if it happened in a nice and orderly manner”
- Daryl Fielding on Dove Real beauty campaign
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Results (Ideas) Come From Unexpected Connections & Buildup
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Focus On Result, Not The Process
“We just sit and think of what would make most sense in this case”
- David Droga, Droga 5
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Layers Not Helping
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Inputs
Big Idea
Outputs
2. The Big IdeaProblem
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“Convergence of tastes” and “economics of simplicity”
- Theodore Levitt
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“Brand building is boring. What works best is absolute consistency over an extended period of time.”
- All Ries & Laura Ries
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Inputs
Big Idea
Not much output
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The Best Campaign Of The Last DecadeCoherent And Inconsistent Campaign
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The best campaign of 2000-2010 decade, Campaign magazine
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The Best Campaign Of The Last DecadeCoherent And Inconsistent Campaign
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The best campaign of 2000-2010 decade, Campaign magazine
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The Best Campaign Of The Last DecadeCoherent And Inconsistent Campaign
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The best campaign of 2000-2010 decade, Campaign magazine
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Value Of Continuity?
Rule #7: Always remember: Continuity is overrated!
- Wim Wenders
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Value Of Continuity?
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Inputs
Big Idea
Outputs
Think rich idea,not big idea
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90%
10%
3. Emergent Strategy Is More Important Than Deliberate Strategy
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Deliberate Strategy Ultimate Example
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Make More (Prototype), Think Less
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“The only complicated thing about advertising is that we complicate it”
-Trevor Beattie, founder BGB
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“It Is Not Complicated, It Is Just Hard. Very Hard.”
- Russell Davies, Digital UK
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It is hard to have a real insight.It is hard to have an interesting idea.It is hard to craft the idea.And more process and more people is only an illusion of help.
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Planning With Value
1. Process is not a competitive advantage2. Focus on the result, not the process3. Think rich idea, not big idea4. Continuity is overvalued5. Balance deliberate strategy with emergent strategy6. Make more, think less
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Final Notes
Strategy is not a substitute for actionStrategy has value and the main value is galvanizing everyone in one directionMore of a strategy is not necessarily better
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Paulius SenutaChairman / Strategic Planning Director
