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How to Frustrate Creatives

Posted Posted in podcast

Quote: “Defin­ing your audi­ence will tell you their habits and cus­toms. You’ll know what cur­ren­cy to use to com­mu­ni­cate with them.” ‑David Fowler Cre­atives can be Your Biggest Resource Good cre­atives are like a car. They can take you where you’re going. But you have to know how to chart the course. And this is […]

Why your advertising is managed differently than operations

Posted Posted in blog articles

Oper­a­tions is about effi­cien­cy. Adver­tis­ing is about cre­ativ­i­ty along a vec­tor of val­ue. Here’s what I mean. In oper­a­tions, “best prac­tices” are okay. There’s no val­ue in doing things in a more inter­est­ing way, unless is deliv­ers more effi­cien­cy. The func­tion of man­u­fac­tur­ing a wid­get does not improve sim­ply because it’s a dif­fer­ent way of […]

If everything’s strategy, then nothing is strategy

Posted Posted in blog articles

Last year, I was hav­ing prob­lems explain­ing the dif­fer­ence between strat­e­gy and tac­tics in an adver­tis­ing class. In truth, the def­i­n­i­tion is a lit­tle unclear. It takes expe­ri­ence to see the dif­fer­ence. But here’s how I break it down. If all some­one does is exe­cute strat­e­gy, they’re not a strate­gist. If they’re copy­ing some­one else’s […]