The planners question
You must keep asking why. Why? Because it's just not planning when:
1) Everyone is talking and no-one is listening
2) Intellectualism is feted more than simplicity in your dept.
3) Research is used for support not illumination
4) You talk about 'consumers' not people
5) You have information not insights
6) The boss is always right
7) All your powerpoint decks look the same
8) There are rational reasons for why people buy things on your briefs
9) You still believe in purchase funnels
10) Ideas are the job of creatives
11) Data is seen to be more important than behaviour
12) The client is always right
13) You don't know the role of communications for your brief
14) The account team thinks the client isn't 'strategic'
15) Everyone analyses rather than synthesises
16) Dialogue is more important than conversations
17) You judge creative work rather than create it
18) The 'brand' conversation is owned by another agency
19) You think there is one answer
20) People around you believe that efficiency is more important than effectiveness
21) That it is ok to think incremental improvements are a long term solution
