10 things I’ve learned as 26 year old

John GriffithsPlanning Above and Beyond

Bill Gates in 1983

Measurement camp Dec 9th 2009

1. Quant researcher

Sample – don’t just pick up whatever you find only scavengers do that

Decide if you are a hunter or a cultivator – they work differently and it takes different skills to do it well

2. Qual researcher

Human beings leak – they can’t NOT tell you what they think and feel

They also don’t say what they mean or mean what they say

3. Advertising planner

Land grab – Ad agenciesclaim the credit for ALLbrand effects – even if advertising only accounts for some

Grab your own slice of the cake: own share of buzz

4. Direct Marketing Planner

You can measure anything – if you try hard enough(and you can’t if you think its too difficult)

Paint with numbers like an impressionist not a fundamentalist

Don’t let the finance peoplebamboozle you with precision

5. Sales Promotion Planner

Love behaviour – its habit forming Memory is embodied

(people don’t remember this) Imitation rules!

6. Integrated comms planner Measure the added value of the customer’s

experience – not whether the creative idea has been executed in an integrated way..

The easier it is to get hold of a measure – the more useless it usually is –

7. Network/Channel Planner

2 degrees of separation. More useful than any of the other 5

Lumpiness is much more interesting than homogeneous mass audiences

8. Digital Planner Everyone who

links and posts online is by definition not average

So aim off the outliers..

9. Content planner

There’s really no excuse for making everything yourself – content has its own gravitational weight for attracting audiences – so use gravity to locate them

10. Lay Minister What is really going on is more interesting

than what is supposed to be going on. Follow the Spirit!

The health of an community is measured by the size of the fringe - Measure that

Spend less time in church – you WILL become the establishment

Happy Measuring!

www.planningaboveandbeyond.com

John Griffiths(44) 7740 125794john.griffiths@paab.biz

www.waggledancers.comwww.webjam.com/cloud_of_knowing

@johngriffiths7

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