You've got to be kidding | ICP

You've got to be kidding

Wednesday January 26, 2011

My 8 year old son was telling my 7 year old daughter how Sat Nav knew where all the traffic jams were and how it could calculate alternative routes. He started a spiel involving satellites, information relaying from space back to an office where an army of people informed each Sat Nav of an alternative route. To be fair to him, it all sounded credible. But 7 year old girls are often wiser than 8 year old boys, and my daughter wasn’t convinced. And then something amazing happened. Rather than try and defend his position and come up with yet more nonsense, my   son simply admitted that he actually didn’t know what he was talking about.

But it could have been so different if he’d stuck to his guns. And my   daughter might well have ended up being taken in. Because a lack of   knowledge can be a bad thing when you’re confronted with a plausible salesman. Do you ever hear people talking about something you don’t understand and just believe them?  There are lots of know-alls out there, but when confronted with a convincing one, how many of us are actually happy to profess a lack of knowledge in certain areas?

Sadly, it’s the same in business. Probably worse, actually.

In our world of international advertising implementation, we didn’t know it all in the beginning.  In fact we were the beginning. We pioneered the idea of Production Decoupling and created the rules.  Over the years we have gained a lot of experience and we have learned how to adapt international advertising campaigns right across the globe.  So these days, when we talk to clients, we’re pretty sure they trust what we say.

Production is a hot agenda item. Gone are the days when the focus was solely on the strategic and creative process and production ‘just happened’. Procurement has ensured that production gets the focus it deserves, because it can be expensive. And when money’s involved, bullshit can sound plausible. So do your homework. Talk to experienced people who can tell you what you need to hear without the bull.

Or talk to my 7 year old.


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