We’re better together. And together is how we need to work. But it seems like we’ve hit a wall in the creativity we put into our creative development.

Show Notes:

  • None of Us is as Smart as All of Us
  • Cheaper, Better Faster Must Now Be Cheaper, Betterer and Faster
    1. Clients want it and they’ll get it
    2. How do we move in a more agile way that makes the work just as good or better? (I just felt your sigh. Honest.)
  • Advertising Hasn’t Seen A Major Innovation in Creative Development

Since Bill Bernbach Brought Together Creative Duos in the ‘Sixties

  1. Forward-think creatives are stuck in a rut when it comes to creative development
  2. Maybe our greatest creative challenge is to get more creative in how we create creative
  • Bureaucracy Is Sort of Like a Cancer, and It Functions Sorta Like a Cancer. – Charlie Munger, Billionaire Investor and Partner of Warren Buffett
    1. Agencies need to run leaner with more agility
    2. Most agencies are way too top heavy, but the people who choose who to fire, amazingly, don’t fire themselves
  • Focus…

The Sun is a Powerful Source of Energy.  Every Hour the Sun Washes the Earth with Billions of Kilowatts of Energy.  Yet with a Hat & Some Sunscreen You Can Bathe in the Light of the Sun for Hours at a Time with Few Ill Effects.

A Laser is a Weak Source of Energy.  A Laser Takes a Few Watts of Energy and Focuses Them in a Coherent Stream of Light.  But with a Laser You Can Drill a Hole in a Diamond or Wipe out a Cancer.  — Al Ries, Focus

  • 1+1=3
    1. A great collaboration can create exponential results
    2. Together, The Beatles’ Lennon & McCartney are the world’s bestselling songwriting team. Apart, they weren’t nearly as good.
  • The Difficult We Do Immediately. The Impossible Takes a Little Longer.

U.S. Army Corps of Engineers

  • It Takes a Lot of Milk to Make Cream
    1. It’s not quality over quantity, it takes quantity to get to a great idea
    2. Too often, we fall in love with our first idea
  • Brainstorms Don’t Produce Enough Precipitation – Wegs
    1. Either we change the way we do brainstorms, or…
    2. We need new ways to collaborate

Transcripts:

Welcome to Episode 8 of Navigating the Fustercluck—a podcast full of snackable insights to help you navigate the love/hate world of creativity.

My name is Wegs, like eggs with a W, joining you from Deaf Mule Studios in Dallas, and whether you work in advertising, design, gaming, fine art, commercial art, content creation, whatever it may be, today on Navigating the Fustercluck, we’re here to talk about collaboration. And the underlying principle of collaboration is something I found on the wall of a Potbelly’s Sandwich Shop…                                         

None of Us is as Smart as All of Us.

The lone wolf may still have its moments, but these days, you have to learn to work together. Collaborate. Co-create. Crowdsource. And whether you’re standing alone or standing together with those who share your particular point of view, knowing how to get people together and ask the right questions is often half the battle in getting to the right answers. Not necessarily your answers. So, when others confront you with proof that doesn’t support your point of view, the real question is: Are you willing to change your mind?

Cheaper, Better, Faster

It used to be that clients could expect two out of three of these: Cheaper. Faster. Better. Now they want it all. They want all three. And they’re going to get them. For too long that’s been done by piling more hours on the backs of younger talent. But there’s only so many hours in the day. And people are finally fighting back. Quitting if they’re pushed too far. That means there’s a need for more productivity. Efficiency. New processes and techniques. The creative industry needs to get more creative.

Advertising Hasn’t Seen A Major Innovation in Creative Development Since     Bill Bernbach Brought Together Creative Duos in the ‘Sixties. 

With the exception of art directors and writers coming together at the dawn of the Hippie Movement, a major part of the creative community has remained siloed. By and large, ad agencies are not collaborative. And that’s with all the major holding companies promoting seamless solutions throughout their system. Talk about fusterclucks! These behemoths may offer some efficiencies, but they don’t deliver effectiveness. Why? Because their own agencies are territorial and don’t particularly like each other. To meet client needs today, something’s got to give. Even on bigger accounts, smaller, more agile agencies and freelancers are on the rise.

Bureaucracy Is Sort of Like a Cancer, and It Functions Sorta Like a Cancer.               – Charlie Munger, Billionaire Investor and Partner of Warren Buffett

Whether you’re a holding company or an independent, it’s time to think small. Go flat. And focus.

The Sun is a Powerful Source of Energy.  Every Hour the Sun Washes the Earth with Billions of Kilowatts of Energy.  Yet with a Hat & Some Sunscreen You Can Bathe in the Light of the Sun for Hours at a Time with Few Ill Effects.

A Laser is a Weak Source of Energy.  A Laser Takes a Few Watts of Energy and Focuses Them in a Coherent Stream of Light.  But with a Laser You Can Drill a Hole in a Diamond or Wipe out a Cancer.  — Al Ries, Focus

Those who can come together and focus have a great chance of succeeding. But it’s going to take a lot of collaboration.

Squeeze Out the Overthink                                                                                       

When it comes to cheaper, better and faster, collaboration is key to achieving all three. From Silicon Valley, game creators and filmmakers like Pixar, the collaborative values and processes of Idea Thinking are becoming the norm. Yet, supposedly creative organizations like ad agencies have not been very creative in evolving their creative development. Besides some half-hearted efforts in crowdsourcing, what are agencies doing to keep pace with other creative industries? There’s a lot of opportunity for those who can set aside their old habits and move forward.

1+1=3

It’s thee classic Classic Rock question: Lennon or McCartney? McCartney or Lennon? Yet, the credits to the most hallowed canon of songs ever, read “Lennon & McCartney.” And post-break-up of the Beatles, neither came close to the heights they reached together. Even when writing separately, their mere influence upon one another made both better.

Lennon & McCartney are the classic proof of the equation 1+1=3. It’s that something extra that wouldn’t have existed if the other hadn’t been there. And that’s the hallmark of great collaborations. Now how can you take an entire team and create exponential results?

The Difficult We Do Immediately. The Impossible Takes a Little Longer.

U.S. Army Corps of Engineers

Great teams require great players who play great together. That’s what it takes to take on today’s increasingly complex problems. Teams that not only work efficiently but effectively. Now how do we get there?

Let’s Take a Short Breather… (EXHALE.)

…We’re here at Deaf Mule Studios to remind everyone that this is Navigating the Fustercluck. And I’m Wegs, your world-weary host hoping that you can avoid many of the mistakes I’ve made during my otherwise adventurous career. Now back to the broadcast, or narrowcast with one final thought on leadership:

It Takes a Lot of Milk to Make Cream

Quality not quantity. Quality not quantity. You hear it over and over again. What you don’t hear enough though is that it takes quantity to get to quality. Too often, ideation stops at first thoughts. When new ideas should always be flowing. The question is how to use collaboration to get to more territories and ideas faster before crafting the Hell out of them.

Brainstorms Don’t Produce Enough Precipitation

A big reason why people don’t collaborate more is that our toolbox to do so is so empty. And some of the old tools need sharpening. Brainstorming comes to mind. Objectives are unclear. Conversations meander. Politicians politic. And you don’t end up with much to use. Plain and simple, with collaboration increasingly important, we need to refine and revamp our toolbox. Next episode we’ll start off with two twists on brainstorms that actually work.

Well, that about wraps up our eighth episode of Navigating the Fustercluck.

I’m your host, Wegs, like eggs with a W, here at Deaf Mule Studios. And that indeed is our 3nd show. Thanks for listening in. Until then, please feel free to reach out to us on Twitter at NavigatingF. And remember, we’re all in this together, so thanks for doing your best to buck the cluck. Here’s to you. Here’s to the future.