1) Know what your client values most personally and find ways to use this in conversation.
2) Know what people (not customers) think of his/her business and the attributes associated to the brand that illuminates it. Isolate which attributes drive cashflow.
3) Get very good at being convincing. It is the key to your success.

And remember folks - there is no absolute truth - merely interpretations contextualised by the information you choose to deploy.

and remember to watch this at least 3 times a day: http://tinyurl.com/pndyy

There is no absolute truth - merely the interpretation of information surrounded by the context of your choosing.

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Just finished the 1st breakout, great! felicitaciones... just a quick thought. A meeting. A presentation. The Planner is the one that always HAVE to have the final word, something intelligent to say (or at least, to say something), we should actually practice communication, the whole cycle, and put more attention in the "listening" more than in te saying. I remember this guy (Ricky Gervais from The office)... always having something to say... wouldn't like to be that guy (all the time!!)

http://www.youtube.com/watch?v=OE6P-lwS0lQ

again, congratulations.

javier.

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At Silence, we tell anybody who'll listen that if they're indulging in display advertising they should never use the same ad twice. This is because we reject the one-size-fits-all approach to most types of advertising.

Here is an example of one of our besoke ads for the Russian pop star Valeriya and the Music Week website.

http://youtube.com/watch?v=5nzGVftXdJM

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We know the importance of telling a good story. We try to imitate the biggest and most famous planners, but in the path to achieve that, we forget our personal habilities. We all express our thoughts/feelings in a different way. Painting, drawing, writing music, through movies, knitting, singing, taking pictures, cooking, etc. so let's bring our own personal talents into our storytelling tasks.

http://www.youtube.com/watch?v=BSeTBsgI8TI

old one but good one http://www.youtube.com/watch?v=J1oYFcvvpyY

javmb. planning. 5 years

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One of the concepts I think has done more harm to the evolution of our discipline is the term "consumer". When you label a person like this, builds an automatic barrier between you and people. A consumer is someone that consumes. And I wouldn't like someone to call me like that. Yes I sometimes consumer, but I'm much more than just a “consumer”.

For example, this video (sorry for using this particular video, in any way I’m using it as a mean to denigrate women, the total opposite, just want to make my point clear). By the way I couldn’t see the whole video, I’m at the office and I don’t want any kind of misunderstanding here! ☺ So please forgive me if there’s are any “complicated” scene.

http://www.youtube.com/watch?v=3nW_EaikoB4

If we see this video, what will be our first reaction? "she's a stripper". And what does a stripper do? "well, get naked, and..." and then all our prejudgments that we have about that "segment" will come into our heads. We humans label things and group them in things are familiar for us, but that also builds prejudgments and at the end those transform into barriers that don't let us build a relationship.

If I would introduce you this girl as a “stripper”, how would you treat her? What would you talk about with her?...But what about if I would introduce this woman just as Ana, no labels, telling you that she’s a mother of 2, that she is very good at chemistry and she’s a fan of the Internet”, how would you treat her? What topics you would like to talk with her?

When we label people as “consumers”, either we notice it or not, we narrow our perspective and build a barrier, and we will be losing a lot of opportunities not only to build a relationship with people but to generate new products / services ideas.

So I propose, in the future, drop the term “Consumer”.

Javmb. 5 years in Planning.

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...and forget the big picture, if you focus too much on the task or problem assigned to you. Look at it from all angles, you'll most likely find something else that's compelling.

http://www.youtube.com/watch?v=47LCLoidJh4

Planner, 2 years

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Explore "otherness". Immerse ourselves. Initiate unexpected conversations. Allow ourselves and our clients to be changed by the experience.

http://www.youtube.com/watch?v=RgLDHbF3lr0

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forget about controlling a message or a brand...let it happen.

http://youtube.com/watch?v=jjXyqcx-mYY

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stop trying to be "intellectual" and enbrace simplicity otherwise oyu look like this...

http://youtube.com/watch?v=lj3iNxZ8Dww

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Read books and embrace metaphor - that is the best way to sell

Here is a good example of what I mean:
http://www.youtube.com/watch?v=R2bLNkCqpuY

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