How to avoid getting left behind with the dinosaurs and cooking the

Sunday Lunch!


Perhaps this little anecdote perfectly sums up what can easily happen
to stymie progress in advertising/marketing or life generally. And perhaps why youngsters in advertising to day find it difficult to step out and challenge the orthodoxy! By the way forgive me if you have already heard it, it still is a good illustration as to why we have problems in advertising these days!

The story, as I was told it, goes that a newly married man sees his wife
trimming off the last few inches of a large joint of meat before she
puts it in a baking tray for their Sunday lunch.

Never having seen meat prepared this way he assumes that it is
something to do with ensuring the meat is extra tasty so says nothing, however after a few weeks of seeing this he asks why his wife does it.

She explains that this is how her mother taught her to roast the meat,
she doesn't know what the secret is but there is a good reason for it!

A few weeks later the couple are eating with the wife's parents and he
asks his mother-in-law why she cuts the end off the meat before putting
it in the roasting tin. She tells him that she doesn't know but that
she remembers seeing her mother do it.

So a few weeks later he gets the chance to ask his wife's Grandmother
why she cuts the end off the meat, is this in fact the secret to a great
roast?

Her reply is simple, her husband always used to bring home a piece of
meat that was far too big for the roasting dish so she always had to cut
the end off to fit in the oven!

So here's the thing, so often we do things just because we always have
or worse, because other people always have. We don't stop to think
about why we do things and ask ourselves if this is the best way. Often it
used to be the best way but things have changed and we have never
reviewed what we are doing.

My advice is to question everything that you do and ask if this is the
best way in the current circumstances and with the technology
available. If you don't know then test different approaches and see if what you are doing is still the best approach

And never be tempted NOT to do things just because nobody else does or
because some body who has no experience but big opinions tells you that
you shouldn't!

Best of luck


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Here are just two examples of ChiefSpeak:

"TV under pressure", says Accountant turned Adman, Sir Martin Sorrell. However he goes on to say, "Television is under pressure at the moment from the Internet…but predictions of a depression have gone too far. Television advertising is not going to disappear. It still has the pulling power, but the balance will switch".
I wonder if he tells that to his Client, Guinness?

See what I mean when I said earlier on "Why do people fail to even consider them"?

Meanwhile another Chief, Derek Morris, Chairman and chief executive of ZenithOptimedia attended "Media 360 Conference" in Wales recently. In a long letter in MediaWeek, he said, among other things, "But what are the lessons to bring home from South Wales? What should we actually do? And there, in the final session, reality caught up when the Client told us to "Change before you are dead".

"Digital is just media, while new, it follows the old rules. It has increased the role communication can play. To be in media requires knowing how to use it and all other channels".

Does that mean we shall be reading the obits on Accountant turned Adman Sorrell in the very near future, has anybody had the decency to point out to him that one Client even said that?

'Cos. he really needs to know!

And certainly his high powered executives should be telling him the meaning of the word "communication" assuming, that is, they themselves really know.

May we take this opportunity to inform the Chiefs of what effective communication is? Because surely it is about time they knew!

Please also visit:http://effectiveaccountablecommunication.blogspot.com