The real reason
breakthrough ideas and integrated thinking don't happen!
Priority
% Actual Time
% Preferred Time
Now
30-40
10-20
Tomorrow
40-50
30-40
Future
10-20
50-60
Based on Senior Marketing Directors and Managing Directors
spontaneous response to Maverick Planet interviews.
I commonly ask the senior marketer or business leader
to divide 100% of their working life into just three boxes labelled “NOW” , “TOMORROW” and the "FUTURE”.Typically the "FUTURE”box
has 20% or less of their time.More worryingly, some ask to add a box called
“YESTERDAY”.When asked how they think it should be then rarely does
the “FUTURE” box get less than 40% of their time.
You just need to disrupt the normal
patterns of organisation and business behaviour.
Process is necessary in any organisation
or in any communication agency.Process is essential.However, breakthrough thinking and big integrated ideas struggle to appear. The reality for many organisations
is that one month merges into the next.Good ideas and good intentions get deferred,
watered down or over thought.Integration is often bolted together or refereed.
The problem is that too often process drives
(or parks) the solution. Solution needs to drive the process. When a launch, a pitch, or a crucial presentation occur
solution drives the process.Bigger ideas come out, people are braver and teams
work together.There can be more change in 2 months than in the previous 2 years.
There are reasons why this occurs.It is possible to engage them more frequently within an organisation and its solutions.Maverick Planet disrupts the predicted balance of the universe. It provides an outside view, a fresh perspective
and a man to unblock the drains. It commonly works with the client and its agency teams to extract fresh wisdom and accelerate
ideas into action.
Maverick Planet
Same universe................................different
view
