Planning Conf. Top 10 Take-Aways

1. A planner is not their creative brief. A planner is their creative briefing.
2. Always be briefing.
3. Real insight comes when you make a mess. Too often planning is seen as “No mess, just magic” & we need to get a little messier.
4. Insights aren’t always found. They are created.
5. Hunt for tension. Find conflict & love it.
6. A good brand takes a position, not just a positioning.
7. Stick the trends on the table, work them & see what works for your world.
8. To get big ideas, focus on what people do. Not on what we want them to do.
9. In today’s society, selfish altruism is the new survival mechanism.
10. “In the end, it’s easy. You think of a lot of ideas & throw away the bad ones” -Linus Pauling
(via Melissa)

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