Beware of the three faces 

Typically in work you interact with people in three different situations.

One to one.

In a group meeting.

Over email.

The dream is that they are consistent throughout all three but it is rarely the case.

One to one gives no space to hide and is best for difficult conversations. 

In a group means there needs to be a performance to your peers, juniors and superiors. These need to be used for agreements.

Email is open to interpretation and often sent in a rush, so should only be used for confirming information only. 

Beware the person with three differenr personalities, one for each of these, they will only ever cause issues through inconsistency. 

Make sure you confirm everything in writing and don’t respond in emotion – stay adult to their child/adult/parent.

Netflix HR

The Netflix HR document is a thing of beauty:

https://www.slideshare.net/mobile/reed2001/culture-1798664
They exquisitely land on how to create corporate culture.

It’s not what you say you are, or even how you think you are, but how all of you behave.

A large part of that is the hiring and cutting policy.

Hire the best and pay them the most so they do not need to leave.

Give them freedom to make their own decisions within a single, aligned goal.

Adequate performers get a thank you and a generous severance package.

Adequate performers need more management time. 

They need more processes in place to make sure what they are lacking does not take away from the high standards of everyone else.

These are all things that drive away high performers. 

If only more companies had a single vision and the confidence to let go of the average in order to make space (mentally and financially) for the high performers.

The grey easy

The economist Charles Good heart said,  

“When a metric becomes the target it ceases to be a good measure.”
And yt still we find digital practioners chasing likes, engagements and clicks.

Still chasing a flawed measure that proves nothing about your brand or your customers opinion on it.

It’s simply because it’s easier. 

Precisely because these measures mean nothing means it’s easier to chase them, because there’s no consequences if they are bad.

There’s no consequences for exposing your lack of marketing and media understanding. 

No consequences for not asking questions

No consequences for failure.  

Simplify and ask where you can influence people, not where you can find a click. 

Hint: it’s not always digital. 

John Kenneth Galbraith

“We associate truth with convenience, with what most closely accords with self-interest and personal well-being or promises to best avoid awkward effort or unwelcome dislocation of life.

We also find highly acceptable what contributes most to self esteem.

[Economic and social behaviour] are complex, and to comprehend their character is mentally tiring. Therefore we adhere, as though to a raft, to those ideas which represent our understanding.”

There’s a walled garden that’s sure all that glitters is gold.

“I confess that P&G believed the myth that we could be a ‘first mover’ on all of the latest shiny objects, despite the lack of standards and measurements and verification. We accepted multiple viewability metrics, publisher self-reporting with no verification, outdated agency contracts, and fraud threats – with the somewhat delusional thought that digital is different and that we were getting ahead of the digital curve,”
Marc Pritchard, Chief Brand Officer of P&G 

Probablistic cross device.

Attribution systems.

TV sync.

Weather targeting.

Cost per engagement.

Hover to expand.

Likes.

Platform metrics.

Clicks.

We are all guilty of getting excited by the story of digital products.

More often than not we can’t measure the usefulness of them and they only serve as tools of complication for us to show off how clever we are.

We can’t measure if ads actually went out at the same time as our competitor TV spots, and if by some miracle the planets aligned and someone happened to see the two ads at the same time, would it make any difference whatsoever?

Attribution systems are a left brained solution to a human problem. 

You can’t take digital signals and use them to attribute human behaviour – how many of the sales would have happenes without digital noise? 

We need to simplify and plan to people – outcomes.

Not tech stacks, planning stories and our own sense of self worth.

The times they are a-changing 

It’s the most important marketing speech of the last twenty years.


Marc Pritchard, Chief Brand Officer of P&G, came out with a critique of the cowboy wasteland that is digital media.

Unlike the current trend of just criticising digital (adcontraian), he came up with 5 steps that P&G are taking to fix it. 

He also made it very clear that it was our responsibility to fix it. 

Advertising funds the disparity in digital.

We allow walled gardens to tell us our measures of success – and then lie to us about how they measure it.

We allow middle men into the process to add tech and data we don’t need. 

We over complicate to make sure we are the guardians of digital.  

Clients squeeze agencies on rates and so the poorer agencies look to find ways to get money in through other means.

All this has led to a general distrust of digital media.

There’s also still ignorance in the marketplace that does no one any favours. 

We need to educate that digital is not pop ups and display.

We need to take power away from the partners that own the means of distribution, creative and measurement.

We need to agree a common currency of what good looks like.

We need the courage to simplify and chase quality, rather than quantity.