Welcome to Episode 32 of Navigating the Fustercluck—a podcast full of bite-sized insights to help you navigate the unpredictable world of creativity & marketing.My name is Wegs, like eggs with a W, joining you from Deaf Mule Studios in Dallas, where we’re here to talk about feedback. Tricky thing, feedback. The primary feedback on feedback is that nobody knows how the hell to give it. So let’s look into this a little bit.And if you have feedback on this episode on feedback, reach out to me directly at [email protected] we start in on tactics, let’s get a little humancentric here. What are the emotional issues that make feedback such a sensitive issue with so many people?A Sense of BelongingPeople want to belong to something bigger than themselves. That need may be fulfilled by a sense of nationalism, religion, a sports team or even a business. That sense of belonging is at the core of corporate cultures. People want to know what are the ideas and values that make us us. And yes, as individualistic as we may be, we’re social creatures, we’re all looking for our us.The Problem with CriticismCriticism, at a very deep level, feels like a threat, no matter how much we know, rationally, that we need it. And, of course, to the person delivering the criticism, it feels like they are delivering a message that might actually endanger another human by pushing them out of the group (“but they might quit!” is a common objection when people are asked to be more direct in their criticism).A sense of belonging is important. But that shouldn’t be an excuse for allowing groupthink. There has to be some diversity in opinion or we’ll never change. Never improve. Neither as individuals or as a company.That said, there very different ways of looking at feedback. Basically…Two Schools of Thought#1 Radical CandorRadical candor or radical transparency says that we all need to be as authentic as possible and tell it like it is. At least how it is in our minds. And if you can’t take my candor then you’ve got the problem.It’s meant to develop thick skin and cut down on any time-consuming pussyfooting around.Take Netflix for example. They have an annual Feedback Day where anyone can send feedback to whomever they choose. Their format? Start/Stop/Continue.Each person tells a colleague one thing they should start doing, one thing they should stop doing, and one thing they’re doing really well and should keep doing.Brutal vs HonestSo, while radical candor may ruffle a few feathers and heighten some insecurities, the trade-off of honesty is seen as being worth it. But to paraphrase brain scientist Jill Bolte Taylor, We’re not thinking creatures who feel, we’re feeling creatures who think. Can most of us endure radical candor? Does it matter? Not according to Ray Dalio’s book, Principles.Dalio is the founder of Bridgewater. They handle the money of people like Bill Gates. Bridgewater has a culture of tremendous achievement, combined with a determined effort to see, and deal with, the truth of things. The first chapter under “Life Principles” is “Embrace Reality and Deal With It”.But even Dalio acknowledges that “Radical Transparency” takes its toll: “While [people’s] “upper-level you’s understand the benefits of it, their “lower-level yous” tend to react with a flight-or-fight response. Adapting typically takes about eighteen months, though it varies from individual to individual, and there are those who never successfully adapt to it. And he’s ok with that. Ray even has a concept to offset some of the potential harshnesses of Radical Candor. It’s called…Caring PersonallyCaring personally acknowledges that feedback can hurt...

Welcome to Episode 31 of Navigating the Fustercluck—a podcast full of snackable insights to help you navigate the overly-comlicated world of creativity and marketing.My name is Wegs, like eggs with a W, joining you from Deaf Mule Studios in Dallas, and no matter what you fancy creatively, we’re here to talk about– in no particular order– 13 of my favorite reading recommendations for those whose curiosity keeps them relentlessly exploring more about their craft. #1 The Book of Symbols (Reflections on Archetypal Images), TaschenIn an increasingly visual society, it’s helpful to know the connection we’ve developed with certain colors and symbols. From the colors yellow to brown, the egg to stairways, this explanation of the symbols that for centuries have helped to simplify and guide us through life. According to Professor James C. Harris of Johns Hopkins, The Book of Symbols is a reliable compendium of potentially transformative images and essays, an essential guide to symbolic images for therapists, artists, art historians, designers, and all explorers of the inner life.When most books cover pretty surface level, this is pretty primal stuff. Stuff that makes you think. Stuff you can build on. Now the next selection is much more in the pop culture vein. Well-crafted easy reads.#2 Fifty-Two Pickup, Stick, Glitz, Get Shorty, Rum Punch – Elmore Leonard When asked to explain his success, crime writer Elmore Leonard said, Lots of white space on the page. No one since Hemingway has written tighter copy than this popular lit noir writer. No wonder so many films have been based on his books, including Tarantino’s Jackie Brown.The point is, since we are more and more a visual culture, we have to keep our copy lean & mean. Try following Leonard’s 10th rule of writing: Try to leave out the parts that readers tend to skip. Sounds simple, right? Yet there are still plenty of writers who still want to dominate the page, screen and every second of radio spots, too. But if you don’t believe Elmore Leonard, maybe you’ll trust Mark Twain who wrote to a friend, I would have written a shorter letter, but I didn’t have the time.Leonard is a great study, especially for writers when it comes to writing muscular, crisp dialogue.#3 The Book of Gossage, Howard Gossage, Bruce Bendinger, with Jeff Goodby and Stan Freberg When you’re a hero of Jeff Goodby, Alex Bogusky and other Hall of Famers, you must have done something right. Back in the day, Howard Gossage was known as “The Socrates of San Francisco.” Full of wisdom, he once said, The real fact of the matter is that nobody reads ads. People read what interests them, and sometimes it’s an ad.No wonder so many feel that Howard was ahead of his time. Interactive before the word “interactive” became a thing.With things like the Scientic American Paper Airplane contest, offering “pink air” for the Fina Oil Company and the opportunity to win a kangaroo from Australian airline, Quantas, Gossage’s wit and ingenuity melded media and creativity in  groundbreaking and refreshing ways. #4 Hoopla, Crispin, Porter, BoguskySpeaking of Alex Bogusky, every generation or two, an agency seems to rise from nowhere and point the way for the rest of us. From the relaunches of Burger King and the Mini Cooper, to shaking things up socially with the anti-smoking campaign, Truth, Crispin, Porter, Bogusky injected both the industry and popular culture with media-agnostic work, creating great talk value around both the agency and its clients.This is a big, fun book with big, fun work full of energy and personality. Work that would still shine today. Just make sure to read the business challenges and strategies at the foundation of it all.#5 Show Your Work, Austin KleonEasygoing Austin Kleon lives in Austin, Texas, so it’s not surprising that this snackable tra...

Welcome to Episode 30 of Navigating the Fustercluck—a podcast full of snackable insights to help you keep your head in the intense world of creativity & marketing. My name is Wegs, like eggs with a W, joining you from Deaf Mule Studios in Dallas. Here to talk about sports marketing for those who hate sports. Though I’m confident that people who love sports will like this, too. I also promise to do my very, very best not to use sports analogies. The bane of many, many meetings. So let’s go beyond the clichés. Let’s understand why sport teams and athletes have been and continue to be favored marketing partners.  Here’s my favorite sports story that I personally witnessed: Back in the early 2000’s, 7’6” Yao Ming from China joined the NBA Houston Rockets. He was greeted like the Chinese Elvis. Press from all over the planet. Yao’s first few games did not go well. Some quickly declared him a bust. Then, suddenly, Yao flipped on a switch. The game came to him, and he took it to the competition. However, his biggest challenge was up next. And I mean big. A 7’2” 300lbs mountain of an obstacle named Shaquille O’Neal. The man most responsible for their worst defeats of the recent past. The game was in Houston and the battle of the big men heated up quickly. Shaq put up his first shot and Yao blocked it. The crowd went wild. Shortly after, Shaq put up his 2nd shot. And again, Yao blocked it. The crowd got even crazier. Finally, Shaq put up his 3rd shot. And again, Yao blocked it. From the floor to the rafters, insanity erupted. Now that’s what brought the Houston fans to their feet. But I saw more. Something much more.  From my vantage point, I had been watching two father/son duos. One pair was African-American. The other was Asian-American. They didn’t know one another, they hadn’t acknowledged each other. But they were sitting just one row apart.  Now whether they got up to grab a beer or to visit the men’s room, both sons had missed out on the early excitement. Leaving their dads with no one to celebrate with. That is until after Yao’s final block, when both men, excited as the rest of the arena, found themselves facing one another. After a pregnant pause, these two-middle-aged men from very different backgrounds high-fived one another.  They made contact. They connected. And in a small, yet meaningful way, they created a greater sense of community. Uniting two communities that are often segregated. At least that’s what struck me. And made it all worthwhile. You see, once upon a time I was Director of Marketing of the NBA’s Houston Rockets. That’s why I was at the game. What might surprise you, is that before I accepted the position, I turned it down not once, not twice, but three times. Why? Well, lots of reasons: First off, I love hoops, but I’m not a jock-sniffer. I don’t have anything like an autograph or sneaker collection. Also, there are teams that treat marketing as a redheaded stepchild, believing that a team’s fortunes rise and fall solely on the win-loss record of the team. Finally, because so many young people long to be a part of the sports experience, teams save money by hiring smart, energetic young people who don’t have a lot of work experience. That can work to your advantage, or it can work against you. As you can see, working in sports is not as glamorous as it may seem.  For me, it was the sense of community that I just described that made working in sports meaningful. And it’s the many potential forms of meaning sports spawn that can be mined in your creative efforts. At its best, sport goes well beyond a mere game.  It’s all a matter of matching the team or athlete that best suits your brand’s narrative. Is your brand an underdog? A dominant player? Faster, stronger, smarter than the competition? Chances are,

Welcome to Episode 29 of Navigating the Fustercluck—a podcast full of snackable insights to help you navigate the love/hate world of creativity & marketing.My name is Wegs, like eggs with a W, joining you from Deaf Mule Studios in Dallas, where we’re here to talk about people. The people that make your job possible. The people you’re trying to reach. Some call them consumers, but that’s a bit dehumanizing. And makes it easier to dismiss them. To speak condescendingly to them. So let’s stop talking about them, and start talking about people. 10 Things to Keep in Mind About People:Contempt for Your Customer is a Cancer. Observe Them with Empathy and Without Judgement. Listen Hard to What They Say, and Believe What They Actually Do. — Amber BensonIdiots! Morons! Inbreeds! Those are just some of the words I’ve used to describe people in focus groups. (And I’m afraid that I’ve used worse.) These are words I’ve heard outside of research sites as well. Creatives hate to be judged. They especially hate to be judged by people who don’t know what they’re talking about. Especially people who don’t know creative. Then again, why should they? It’s our job, not theirs’. Maybe we need to find new ways to listen or listen harder. As I’ve said before, if you want to learn about lions, would you go to the zoo or to the Serengeti? Either way, they were invited to come. It’s not their fault if they’re not the guests we want or need. Ask your moderator or research facility to do better. And be a little better to your guests. Unreasonably losing respect for them, causes us to lose respect for ourselves.People Want a Feeling, not an Education. – Eugene KrasnopolskyDon’t forget, we’re not thinking creatures that feel, we’re feeling creatures that think. Start at the heart and move towards the brain. And let’s never lecture the people that we’re trying to reach. We’re smarter and more creative than that.Nobody Really Cares About Advertising. So Respect Their Attention. Don’t Bore People or Shout at Them. Do Something Amazing that Moves Them.  – George Moreira     Again, let’s get over ourselves. There’s no obligation that people pay             attention to us. Show them respect, and they’re much more likely to show you      respect. The Audience Can Either Applaud You, Boo You, or Ignore You. The First Two are Appropriate Responses. – Lee Clow, Advertising Legend, Chiat/DayThere’s a thin line between love and hate. Being ignored is the real measure that people don’t care about you or what you have to say. That said, it sucks being booed.People Don’t Read Ads. They Read What Interests Them and Sometimes that’s an Ad. – Howard Gossage, Another Advertising LegendHoward Gossage was doing interactive advertising before there was such a thing. This San Francisco legend was a firm believer in grabbing people’s attention in new and exciting ways. To not only surprise them but to delight them. To demonstrate many of the fine tailoring points of Eagle Shirts, Gossage, included a “shirtkerchief” that you could attach to the button of your dress shirt to keep you clean or even blow your nose. It not only showed the high value of Eagle Shirts, but created high talk value as well. Howard also helped to create Earth Day!This kind of wit and wisdom made Gossage a magnet not only for daring clients, but daring thinkers such as John Steinbeck, Marshall McCluhan, Buckminster Fuller, Tom Wolfe and Stan Freberg. All who regularly frequented his office, which was a converted firehouse in the middle of San Francisco.Don’t Get Caught Up in Complex Data Points,

Welcome to Episode 28 of Navigating the Fustercluck—a podcast full of snackable insights to help you navigate the topsy/turvy world of creativity and marketing.My name is Wegs, like eggs with a W, joining you from Deaf Mule Studios in Dallas, to talk about 10 Great Myths of Creativity. I was going to say 10 Great Lies of creativity, but it’s hard to prove intent, and it’s a sunny day outside, so, I’ll lighten up a bit.1) Innovation = CreativityThese two words aren’t synonyms. And they certainly aren’t antonyms. They’re complementary. Their relationship can best be described as this…Innovation is the implementation of creative ideas. Google didn’t create algorithms, but they innovatively applied them in a beautifully functional way.2) You’re Either Born Creative or NotSome people are born more predisposed to be creative, but constantly exercising your creative muscles will make you more creative. And whether you’re a designer or a salesperson, you can stretch your creativity. Are you committed to living a creative lifestyle? If so, creativity will seep into all you do.3) The More Important the Project, the More Teams You NeedWhen a major assignment like a new business pitch comes in, the usual approach is all-hands-on-deck. Everyone runs around like chickens with their heads cut off, and still the work doesn’t crash together until the last possible moment.Why is that?First off, when everyone is working on it, no one is really accountable. People give up because they figure “someone will crack the code”.Secondly, when a project gets dumped on top of your regular load, you don’t have a lot of time to focus on either. And because your regular work is going to be there regardless, you’ll pay more attention to that then something that at best is a “maybe”. Makes sense.The best way to win is to choose 2-3 teams and put it all on their backs. Free their time. Give them the support they need. And let them bring it home.It’s a lot of pressure, so you better pick the right people. Trust them and watch them rise to the occasion.Keep in mind that less is more and the bigger the assignment the more focus beats fragmentation. 4) Everyone in the Room Has to Have a Speaking RoleYes, clients often say they hate having anyone in the room that either won’t be working on their account or won’t have a prominent role in the room that day. I get the spirit of that request. Just don’t follow it out the window.It’s your meeting, too! And how will people pick up experience if they’re never allowed to observe how it’s done?Don’t bring a caravan of people, but at least one slot should go to someone who has worked on the assignment and will learn not only the ins and outs of being on the big stage but will come to understand more about the client and the client’s business as well.That doesn’t mean that they should just sit there. Observers can help the AV people. Serve as runners. Whatever it takes. Just as long as you take them. Gotta invest in our people, even if that means picking up their airfare and hotel room.5) Those Who Created the Work Should Present the WorkWould you rather present the work or sell the work? That’s what I ask when inexperienced or bad presenters feel adamant that they deserve to present their work.Number 1, they don’t own the work. It belongs to the team. To the agency. Still, I appreciate the pride that goes into the creation of work. Also, the desire to show what you’ve got and move up the ladder. In fact, I like that attitude. But I love when creatives understand when they’re not quite ready. Perhaps there’s a secondary role they can take.That said, nothing should get in the way of making the sale. And selling in your work is way more important than if you’re the one who presented it. Agreed?Creativity is a team sport, maximize the collective strength of your entire team.

Welcome to Episode 27 of Navigating the Fustercluck—a podcast full of snackable insights to help you navigate the alternative reality that is the world of creativity. My name is Wegs, like eggs with a W, joining you from Deaf Mule Studios in Dallas, and we’re here to talk about you, and how you should bet on yourself. Maybe even start a side hustle or whatever term you prefer.Some time back, I went to Miami with 400 other planners for the Jay Chiat Awards. A conference celebrating the very best in strategy. To be honest, I don’t remember much about the event. And that’s not because of the nighttime cocktails. However, I’ll never forget the second day’s keynote speaker, Eric Ryan.Eric’s background was as an advertising planner where he had worked at multiple top tier agencies, laying down the foundation for world-class work for world-class brands.He’d done well for his clients, agencies and himself. So, it was interesting to hear Eric open with these words: You’re all idiots.Yep, he called us all idiots. Man, we paid a lot of money just so we could be called idiots. That said, I will say, he said it in the nicest way possible. Because Eric is a nice guy. I’ll also say this: He got our attention! So what if he pissed some people off. Because what he said next opened my eyes, and I’ll always appreciate Eric’s insight & honesty.Each and every day your thinking helps make small fortunes for your clients and agencies alike, Eric said. Dumb people can’t do that. What’s dumb is that you don’t share in that wealth. Sure, you make good money, but you’re adding way more value than what you’re receiving in return.Damn! That was a gut punch. Hard truths hit harder. And Eric had every right to say it. You see, he and his college roommate, Adam Lowry, had co-created Method Cleaning products. Some of the first toxic-free products in their category. They had cracked the code and produced clean cleaning products. With awesome packaging. And they had made millions doing it. Hundreds of millions, I believe.Eric’s words never left me. And from there on, I knew I had to bet on myself. That corporate America wasn’t going to provide with the wealth, and more importantly, the satisfaction I was seeking. Betting on yourself, however, can be daunting, and I tried to keep in mind the words of Nelson Mandela:May Your Choices Reflect Your Hopes, Not Your Fears. And there are many things to fear. More today than back then.Creativity is on the verge of becoming a commodity. Few clients are comfortable placing their business in the hands of creative types. There are MBA’s who go to school so they can go out into the real world and change the status quo. They often end up as the entrepreneurs who succeed or fail have to shake things up.Then there are those MBA’s who regardless of how they see themselves were put on this earth to maintain the status quo. They usually move on to large companies figuring out how to eliminate risk, not take it. To them, “risk” is a four letter word.My apologies for the generalizations, but unfortunately, I’ve discovered this: MBA does not necessarily stand for “Makes Better Advertising”.That’s why there’s nothing better than a great client.But you need great teammates, too.Is your leadership committed to creativity? Your whole team?Everyone wants great creative, but do they need it? Demand it?Fight for it? Both with you and the client?I really hope that they are. And that you are, too.Unfortunately, with the emergence of AI and more direct platforms, creative is seemingly being devalued. Meaning that you may be undervalued, too.And with cost-cutting continuing to gain momentum, you may want to look for an alternative path or a side hustle or two.But don’t worry, I won’t call you an idiot. As you’ll see, that honor is apparently reserved for me.

Welcome to Episode 26 of Navigating the Fustercluck—a podcast full of snackable insights to help you navigate the topsy/turvy world of creativity.My name is Wegs, like eggs with a W, joining you from Deaf Mule Studios in Dallas, and we’re here to talk about creative briefs.At its core, a creative brief should be two things:* Creative* BriefCreatives are our audience, and we need to help them focus.Need to Know Trumps Nice to KnowWhile there may be plenty of rich background information for the creatives to know, not all of it belongs in the brief itself.What does belong in the brief is a focused framework to solve a client’s challenges.Russ Klein, the former CMO of 7-Eleven and Burger King developed the chassis of the following brief format. It has been adopted and modified with great enthusiasm and success by many of the leading creative agencies.The Tyranny of the Single Most Persuasive ThingYou’ll notice that it doesn’t contain a section with a single most persuasive thing to say. Instead, it frames the problem to be solved with a question.Why?Well, it has to do with brain scans.Yep, brain scans.When you’re simply told something, brain scans reveal limited brain wave activity.But when you ask someone a question, his or her brain lights up like the Christmas tree at Rockefeller Center.Great Answers Start With Great QuestionsQuestions create involvement. Passion. Partnership.They are an invitation to collaborate.To build something together.Questions also unleash the intuitive marketing skills of your team, especially Creatives.Great questions lead to great answers. And great success.The key to forming the right question is to understand what lies below the surface.People’s emotions, fears, hopes…These things create tension.And like a bow and arrow, or any great story, tension needs to be released.When you can release someone’s tension with your story,you can really move that person.You can change their hearts.Their minds.And even pop culture.Not to mention sales.An Invitation to CollaborateInstead of an invitation to collaborate, the Single Most Persuasive Thing to Saytoo often becomes the tyranny of what to say. Creative handcuffs. Something clients expect to see as a piece of copy or a tagline. As Ideasicle says, the creative brief is just the beginning, it’s not the solution. The Single Most Persuasive parades itself as the solution. Answering questions, on the other hand, opens up our minds and expands our creative palette.The Meat of This Brief is Flame-BroiledThe following is an example of how a question-based brief works.It’s the Burger King Whopper Love brief.And from it sprang a number of iconic campaigns and success stories:* Whopper Freakout* Whopper Virgins* Whopper SacrificeWhat follows on the next page is the four-box format and actual Whopper Love brief:Whopper LoveSTORYWhat is the most relevant and differentiating idea that will surprise consumers or challenge their current thinking or relationship with the brand?The Whopper is “America’s Favorite Burger” (This was a claim based on a survey.) TENSIONWhat is the psychological, social, categorical or cultural tension associated with this idea? (Stated in the voice of the consumer.)“I don’t trust people who brag.”QUESTIONWhat is the question we need to answer to nail the assignment?How do we show people’s love for the Whopper without it coming across like typical advertising hot air?THOUGHT STARTERSWhat facts, figures, insights or seeds of ideas can potentially move the development process forward in an impactful way?* A national survey says that the Whopper is “America’s Favorite Burger.”* A blind taste test* The Whopper is flame-broiled, McDonald’s fries their burgers* Have someone else brag on us, i.e., testimonials told in a unique wayA recap of the resulting work:RESULTING WORKThree major campaigns were i...

Welcome to Episode 25 of Navigating the Fustercluck— where we’re almost ½ way through our first year of our podcast full of snackable insights designed to help you navigate the tumultuous world of creativity and marketing.My name is Wegs, like eggs with a W, joining you from Deaf Mule Studios in Dallas, and no matter what corner of the creative world you focus on, we’re here to talk about attitude. More precisely, too much attitude.In an earlier episode we spoke about negativity of positivity. That the Positive Thinking Movement is too much in the hip pocket of the Happiness Industrial Complex. That the idea that you must paste on a perma-smile to suppress all your negative feelings is inauthentic, unhealthy and quite frankly, annoying.All that said, have you read Fishbowl? Agency Spy? You name it, virtuallyevery forum on creativity often devolves into a cesspool of cynicism and snark.Now some of it is hysterical. Even healthy. Too much of it, however, is sad. Maybe even self-destructive. Certainly destructive to some of the people it targets.Being a critic, of course, is easy. And safe. It’s also a way to chill debate. People read the viciousness of some posts and they withhold their thoughts, fearing that they’ll end up in the crosshairs of a personal attack.Are the attackers really that mean-spirited? I doubt it. More like frustrated from lack of leadership and not being heard. Regardless, some go pretty raw.But I’m just being honest, many would say. Authentic, may be the word of choice for others. That’s possible. Or it could be that they’re scared and defensive. What I’d like to see us all avoid is turning vicious and intimidating. Besides being a bad look, it’s hurtful to the deliverer as well as the receiver. I’d like to understand them better. I wish I knew more. All I know is that… Some People Find Fault Like There is a Reward for It.The rebellion of sarcasm has given it some cache. The aura of intelligence. A few misguided “likes”. Yet, as internationally known graphic artist, print-maker and designer Anthony Burrill says:Pessimism is Not Always Deep. Upon further review, it’s usually not as smart as it seems.Question then: Are we really such tortured souls? Is that what this business has done to us? If so, run for your lives. That level of toxicity is lethal.Shouldn’t it all be a bit simpler? As Burrill also likes to say:Work Hard and Be Nice to People.– Anthony BurrillI’m not going to go on much further on this. I’ve made my point. And I certainly am not claiming that I’ll never be sarcastic, ironic or even a little disagreeable, again. But I will try harder to keep those things to myself. Because sometimes I wonder if Howard Schultz is right when he said…Idealism is Out of Sync with the Cynicism of Our Age. Skepticism Has Come to Be Synonymous with Sophistication. And Glibness Is Mistaken for Intelligence. In Such an Atmosphere, Why Bother Aiming High?Creativity can be such a positive thing, it’s amazing that we get so twisted about it. Let’s aim higher. Maybe We All Need to 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 my many mistakes. Now back to the show with one final thought…We all get beat down enough by our clients and bosses, let’s be a bit more supportive and try not to turn on one another. That’s no excuse to be soft, but  it’s a tough business. Thankfully, over the years I’ve found that the truly toughest people in it tend also to be kind. Kindness being something to be valued as much as authenticity.Well, that about wraps up our 25th episode of Navigating the Fustercluck. Here from Deaf Mule Studios, I’m your host, Wegs, like eggs with a W, thank you for listening in. Until then,

Welcome to Episode 24 of Navigating the Fustercluck—a podcast full of snackable insights to help you navigate the topsy/turvy world of creativity. My name is Wegs, like eggs with a W, joining you from Deaf Mule Studios in Dallas, and no matter what your age or aspect of the creative world you may be in, we’re here to talk about Millennials.Lazy, entitled, self-obsessed, entitled.Vilified and scorned in the press. The butt of countless jokes.Millennials. The scourge of American business and culture.At least that’s how many see them.Others see them an entirely different way:Open-minded, liberal, upbeat, expressive and passionate about equality.Whatever you think of Millennials remember this:Many of those who criticize this generation raised it.And many leaders and managers created the work cultures that Millennials are challenging.We’re not going to focus on what Millennials do or don’t bring to the working world today, so forgive me for being a little one-sided, but agencies and firms should understand how they helped to create a lot of the behaviors that many of them don’t care for.Oh, and if you’re curious, I was born on December 20th, 1964. Technically making me a Boomer by 11 days, though I guess I’m really more a product of Generation X. And I have no kids. So, I don’t really have a personal stake in this. Except that I’ve always tried to bring together and collaborate with people of all generations and backgrounds. Yet, so much focus is placed on this one group that it’s not surprising to hear marketing professor and columnist, Mark Ritson, tell this joke:How many marketers does it take to change a light bulb?The answer? “Millennials”.Because the answer to every effing question in marketing is “Millennials”.This obsession with Millennials has at times has been pretty overwhelming. Sometimes nauseating. That said, it does make the clash of generational values pretty interesting.Now as someone who has a part of senior leadership for a while, I’m asking those of us responsible for creating great cultures to consider this…Why are we so surprised that Millennials are shaking things up?Think about it.Why is anyone surprised that they don’t remain loyal?Agencies aren’t known to be loyal to their people. Cuts are made coldly. Merit isn’t always the measure. Politics triumph over people.Why is anyone surprised that they feel that they should be leading now?What have they seen that makes them feel that those in charge have the wherewithal, vison and courage to handle the changes our industry faces?Why do they feel entitled to more?Maybe because other businesses offer more. They’re more open to sharing the wealth. I have a friend in video gaming who wonders why any young creative is interested in agency life anymore. As he sees it, gaming is not only cooler; it pays better, too. Some companies offering bonuses and even royalties to those who work on blockbuster games. Meanwhile, the creator of the Nike swoosh received a measly $10 grand for that iconic mark. Hmmmm….One question I hear a lot is…Why won’t Millennials work the type of hours we did in the past?Why should they? According to Peter Sheahan from his book Generation Y: Thriving and Surviving with Generation Y at Work…They know the way things go down and are no longer naïve about the workings of the world and the intentions of businesses and other organizations. Millennials are more aware of how their long hours make their leaders’ big salaries possible. They’re not going to fall for one-sided loyalty. Especially if leadership won’t fight for great work.Why do Millennials seem so bored?

Welcome to Episode 23 of Navigating the Fustercluck—a podcast full of snackable insights to help you navigate the topsy/turvy world of creativity. My name is Wegs, like eggs with a W, joining you from Deaf Mule Studios in Dallas, and no matter what aspect of the creative world that interests you, this episode is for you. Especially the majority of you are neglecting the fact that you have to feed and water yourself. Yep, ya gotta feed and water yourself. The Grind If there’s one thing that we can all agree on, it’s that while it can be crazy fun, working in the creative world can also chew you up and spit you out. The pressure to produce, the timelines, the hours, crazy clients, crazy co-workers, crazy bosses…There’s a whole lot of crazy going on. And I think it’s getting worse. Why is that? Technology When we talk about technology, it’s usually about how much easier it makes our lives. And that’s the case in creativity. But not always. Sure, designing and editing have been transformed by computers. But now those you answer to know that you can make more adjustments. They want more options. More detail. (Hell, comps todays are basically ready to go out as is.) And finally, they want it yesterday. Where once the creatives held the magic, today, technology does. Shamans & Magicians Once upon a time, creatives were regarded as possessing some sort of magical, mystical powers. They were considered shamans and magicians. (Some even gave themselves god-like status.) Whatever their status, they were given ample time to concept and craft their ideas. Then came technology. And the game became less mystified and more became expected. Not a bad thing, necessarily. That is until nitpicking, indecision and ego created delay after delay. And a fraying of confidence and order. That’s not the fault of computers, that’s the fault of people. People supposedly leading the process, not throwing themselves down on the timeline as human speed bumps. It continues to this day. Media With more media, we need more content. And in real-time. That means we need that content, faster. And faster. And faster. And we need it all coordinated from medium to medium. Often with multiple agencies. Not an easy task. Can’t Go Back to Future We’re not going to create more time by going back in time. OK? Times have changed and going back to the old ways ain’t goin’ to happen. We can’t simply demand more time to work. Nor should we. We’re going to have to create time within the deadlines we already have. Project Management One way to save time is not to waste time. To move the process along as smoothly as possible. No holding onto information longer than necessary. No left out requirements or misinformation that costs precious time. This requires better communication, better processes and people who are good- make that great- at preserving controlled chaos. And it will be chaotic at times. It’s the job of these master cat-herders to keep as much momentum as possible going. Overthink Often we don’t trust ourselves enough. We don’t know when to stop. Creative development falls victim to this all the time. If we don’t know how to edit our thoughts and to recognize great ideas when they’re staring us in the face, we lose time. Collaboration When it comes to collaboration, the equation should add up to 1+1=3. People getting together to make something greater than the sum of its parts. When performed properly, I’d contend that by adding the right people, you can save more time. Listen to the earlier episodes on collaboration to hear more on why that is. It’s About Time As Technology magnet and NBA owner, Mark Cuban, says… Time is the most valuable asset you DON’T own. You may or may not realize it yet, but how you use or don’t use your time is going to be the best indication of where your future is going...