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What is strategic planning, what is truth, what is the role of strategy in the connected world?
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THE ROLE OF
STRATEGY
WHERE ARE WE GOING AND HOW DO WE GET THERE?
WHAT WE’LL COVER
Understanding Strategy
Strategy, Truth and Ethics
The Strategic Process
Strategic Thinking Style
Our Holistic Process (Discussion)
WHAT’S YOUR UNDERSTANDING?
SOME WAYS TO CONSIDER STRATEGYStrategy is the internal response of an organization to the demands of the external environment from a general point of view.
It’s creating a truth based map of the outside world and where you’re going within it.
It’s an informed logic for making one set of choices rather than another.
It’s a container for decisions and ideas.
It’s a start point for creativity
STRATEGY VS TACTICS
If one thinks of strategy as a block of marble, then tactics are the chisel with which a master operates, in creating works of (chess) art.
- Tigran Petrosian, Chess Grandmaster, 1963-69
STRATEGY, TRUTH & ETHICS
OLD SCHOOL, MANIPULATION
NEW SCHOOL, RESONANCE
RESONANCE & CONNECTION HARNESS TRUTH
THE POWER OF TRUTH
Steel holds that consumers are the be-all end-all of all advertisers’ efforts and advertising in itself is the means to get to them.
The consumer is the core, the heart, the very substance of advertising.
He laments the fact that many times, due to the inability of clients and agencies to strike a balance between creativity and commercialism, the consumer aspect is ignored and this proves unhealthy for the campaign.
BUT WHAT IS TRUTH?
UNIVERSAL TRUTH = MYTHS, ARCHETYPES
Dreams, passions, values and beliefs swirl around in our collective unconscious.
They are an essential part of storytelling (myth) and are tapped by advertising
Something we can all relate to and can all agree are true
UNIVERSAL TRUTH = MYTHS, ARCHETYPES
Myths:
Shared human stories, collective truths
Myth transcend cultures, races, religions
Archetypes:
The true characters in the myth
Shared human characters and roles
A source of common human identification
E.G: the Hero, the Magician, the Ruler, the Explorer, the Outlaw, the Mother, the Father, the Fool, the Wise Man
GLOBAL RESONANCEA MODERN LEDGEND
THE EXPLORER ARCHETYPE
THE OUTLAWARCHETYPE
THE WARRIOR (US COWBOY)ARCHETYPE
CONSCIOUS HUMAN TRUTH = INSIGHTS
An “insight” for advertisers is a truth hiding in plain (conscious) sight.
“All truths are easy to understand once they are discovered. The point is to discover them” (Galileo)
Great advertising makes these discoveries; it finds these insights.
And a lot of intuitive people in the business dig deep into our culture, attitudes and product benefits to uncover insights.
A FOOD THAT MAKES YOU STRONG AND POWERFUL
AN ENERGY DRINK THAT HELPS YOU IN THAT CRITICAL MOMENT
A RUNNING SHOE THAT ENCOURAGES YOU TO GET OUT AND RUN
TRUTH, LIES AND ADVERTISING
In spite of universal and human truths, the advertising industry often seems underhand. Why?
Because some in the business choose to lie, twist or pervert truth to satisfy a perceived “higher goal” e.g. the bottom line, a quick sale, a flash of attention.
Breaches of truth are bad for the society, advertising industry, business and consumers.
And are very risky in this more social era of transparency and empathy
BERNSTEIN’SPERVERSION OF TRUTH
WEB 2.O SOCIETY ARE NOT NAÏVE
Truth resonates, connects and develops relationships
Lies stink, alienates and creates interpersonal disconnect
Good strategy, is a wise strategy that observes the wider impact
It builds long term relationships for mutual benefit
Bad strategy, may seem clever but be inherently foolish
It may achieve a short term tactical goal,
but bears a huge risk of backlash
THE STRATEGIC PROCESS
THE STRATEGIC FLOW1. Get informed through data and research
2. Find the human truth or need (insight)
3. Build a truth-based map that unites business objectives with human insight (planning)
4. Use the plan to inform the creative/development process, ensuring it meets both business objectives and addresses the overarching human insight
5. Leverage live data to tweak and optimize tactics in real time
CLEAR THINKINGSMART STRATEGY
Specific
Measurable
Attainable
Relevant
Timebound
THINKING STRATEGICALLYStrategy is a process of asking questions, finding answers and selecting the information most relevant to the overall goal
Where are we now?
What is our business context & current goal?
What is our surrounding socio-cultural landscape?
Who are we serving?
What does their world look like?
What is our people focused purpose?
What problem can we solve?
What need can we fill?
How do we get there? What tactics should we employ?
How do we measure success?
STRATEGIC FUNNELING
Social/Cultural Trends
Brand Vision/Mission
Business Goals
Strategic Plan
Insight
Creative & Technical Visions
Tracking & Optimization
STRATEGY & THINKING STYLE
STRATEGYAND MINDSET
Let’s discuss:
What processing modes do you pay most attention to in your daily roles?
STRATEGY UNITES THINKING STYLES
THE BRIDGE OF INSIGHT
Strategic Goals Inform everything
InformationEditing
Idea Selection
ReductiveThinking
ExpansiveThinking
REDUCTIVE VERSUS EXPANSIVE THINKING
It’s important to know what type of thinking to use, depending what process you are in.
Let’s discuss:
• What type of thinking is brainstorming?
• What type of thinking is concept selection?
• What type of thinking is campaign optimization?
OUR HOLISTIC PROCESS
DEVELOPMENT FOR DIGITAL
1. Find the human truth
2. Build a strategic plan
3. Creatively imagine
4. Technically Manifest
5. Optimize
DISCUSSION
How can we best integrate the strategic, creative and technical processes?
Example: Big Spaceship, New York