Archive for the ‘Mandate’ Category

Reality check

Forget the buzz titles. The backlash against ‘social media experts’ has been growing. And rightfully so. Here is a great post from @adamsinger that does a good job of putting it in perspective.

The new world of marketing stragtegy needs to be driven by clear headed realism. We preach to our clients at length about credibility, transparency and honesty when relating with consumers. We should follow our own advice.

Preparations are underway for the next great discussion about the state of marketing strategy. After a slightly-more-than-two-week hiatus to digest the thinking from the last session it is time to spin up the brains again. This time around, the session will be focused on exploring several themes that were distilled from the raw notes of the first session.

As with the last event, I am really looking forward to engaging in some great debate with some phenomenal minds. I highly recommend you follow those that are on Twitter: @douglasreid @markraheja @passitalong @michele_perras @b_co @johnnygagne. The others are not on Twitter yet, but should be soon. This thinking springs from their great minds and the series of events would not be possible without them.

In the continuing spirit of openness, here is some of the summary that was distilled from the raw notes of the last session. Note: it is still mental raw material and there are several more themes to come.
1. Problem formulation
–    Agencies have limited ways to formulate the problem
–    The relationship between uncertainty, fear and risk
–    We need to define failure differently

2. Canvas change
–    Disappearance of the blank canvas that traditional agencies have depended on
–    We now have a dynamic canvas
–    Channels are outpacing the agencies that are meant to feed them
–    Marketed at vs with
–    In a conversation
–    Engagement = journey thinking

3. Agency model
–    Trad agencies have limited ability to adapt or understand big ideas
–    Is there a way to educate the agencies?
–    Digital teams are leapfrogging traditional creative teams
–    Traditional teams are pushing back on digital
–    When there is a problem, they want to circle the wagons – don’t have a plan
–    A lack of integration with the trad agencies
–    Too many layers of bureaucracy
–    Too much short term thinking
Need to be:
–    Open – tech, engagement, process
–    Embrace – systems thinking and humanity
–    Legitimize experimentation
–    Outcome oriented
–    Proper reward systems

4. Strategist profile

What is it about digital that makes the role so strong
–    The platform and agile thinking
–    A sense of engagement and a journey
–    A better ability to adapt
–    Respect for the person you are communicating with, knowing who you are communicating with
–    Who is the story teller? Online, there is a storyteller
–    Identity needs to be severed from the tools of trade
–    Pure play digital works
–    Is it more about repertoire vs the channel you are in?
–    The transdisciplinarian
–    They live with flux, the ground does not stand still
–    Experimental, committed to take a chance
–    To overcome that which is seen as risk
–    What roles are good at orchestrating chaos?

–    skills to adapt
–    ability to frame problems
–    embracing irrationality
–    focus on outcomes
–    defines failure differently
–    more agnosticism at a low levels in an org

This week a group of smart people from different disciplines but united by the fact they play a role in the strategic process will be getting together to discuss the challenge laid out in the first post. The conversation will play out over some great food and wine at one of the best restos on Queen East. I am sure there will be some spirited debate as every person attending is not a wallflower when it comes to this topic.

To set up the conversation my co-conspirators (@passitalong and @markraheja ) and I drafted a problem statement and a rough discussion guide. It is not meant to be strict, but more of a guide (and I love tangential conversations as well – they tend to lead to the best thinking). The problem statement is also meant to focus the greater mandate and is under constant evolution. To understand why, see the wicked problem post below.

I firmly believe that to make any headway with this challenge everything must be open – it really goes without saying in this day and age. Here is the guide I sent to the participants :

Problem Statement:

The convergence of Strategy, Planning and Design under the term ‘Marketing Strategy’ in the current fractured market has led to challenging situations where the sum of all efforts is less than the parts.
Confusion and inefficiency/ineffectiveness results from a lack of clarity around how disciplines should work together, what they have in common, and what they are required to create.  Disciplines are being forced to redefine how they impact and bring value to the problems our clients increasingly face. In many ways disciplines have become partially incomplete or are now irrelevant.

There is a need to rationalize this convergence; to come to a shared understanding of how the roles, tools, methods and even language, of these disciplines, must evolve.
This understanding needs to be based on three fundamental platforms:

1. The industry requires a ‘unity of knowledge’

2. We need to be more ‘meta’ in our execution

3. We need to be able to truly deliver in a transmedia manner

Discussion objective:

To validate the problem statement and to discuss ideas that stem from it. Ultimately, the results of this discussion will be shared with the group and will form the foundation for a larger event.

[Delicious food]

Welcome, review of problem statement and objectives
Personal Intros – thoughts on the challenge
Discussion Topic 1: How do we achieve a ‘unity of knowledge’?
Discussion Topic 2: What is the new model for teams/agencies?
Discussion Topic 3: How do we deliver in a fractured landscape?

(Thanks to one of the participants for the great phrase “concerned practitioners”. So, so right.)

This blog is about change. It is about the need for a new way of thinking and working in the discipline I am in – marketing strategy.

The hypothesis is that Marketing Strategy is in a fractured state right now and that it is deeply in need of a renaissance. With the current marketing landscape and the number of different disciplines/roles/processes engaged in defining strategy across so may channels the community needs to rally and begin to look at our challenges and opportunities together.

The thinking has three fundamental platforms: 1. The discipline requires a ‘unity of knowledge’; that currently there are too many silos and a better interdisciplinary approach is the only way to tackle the future, 2. That we need to be more meta; we need to be better at creating an objective approach to our targets and also to redefine the way that agencies engage with each other – a new model and vernacular is required, and 3. We need to be able to truly deliver in a transmedia style; using each channel to its strengths and proper role within the holistic narrative.

I hope to use this blog to share my thinking and to point to great thinking from others. I believe that knowledge should be shared and that the process of change should be open and transparent.

I will also be posting to Twitter on a much more frequent basis. You can search for it under #newstrat or follow me @cuthbertsteel.