Advertising, media, and marketing are about negotiating a constantly changing universe of ideas and technology. Here are ten fundamental attitudes and behaviors to help you to zig and zag your way to success.
Be an optimist. Expect that someone will always have a new and possibly better idea. Be on the lookout for these people and their ideas.
Anticipate change. Change is constant. Expect to shift your thinking routinely. Expect ideas, technologies, processes, and the culture to evolve over time. Invest time and energy to separate hype from reality.
Be curious. Pull the string and see where it leads. Find out how and why things work the way they do. The digital space is logical. One thing follows from the next in ways that you can anticipate even without deep technology knowledge.
Be a skeptic. Develop a good reality/bullshit filter, but be skeptical. Every new shiny object is not the answer. Default to the practical. Ask uncomfortable questions to reveal how well an idea has been thought through.
Be open. Don’t lock yourself into any particular ideology or technology. Listen to crazy ideas. Hear out geeks who frequently have interesting perspectives or innovative approaches that are poorly articulated.
Cultivate your memory. Remember what you've done and where you've been. Connect the dots to new stuff. Many so-called new things are updates of past ideas or tactics.
Read voraciously. Opt in frequently. Mine the flow of information and data that comes automatically every day. Collect reports, studies. and white papers from all kinds of sources.
Collect people. Talk to everybody. Don’t be bashful about asking what they're doing or what they know or what they think. Good advice and good ideas are all around you. Friends, coworkers, and even strangers are happy to talk about themselves.
Network. Believe in karma. Help everyone you can. Connect people you know whenever possible. This will surface great relationships and several gigs.
Pay attention. Watch the industry to see what's happening and what's needed. Evaluate new things in context and decide if it’s going to take root. Since so many others have their heads down and focus much more narrowly on immediate needs, paying attention gives you a competitive advantage.
Danny Flamberg, EVP Managing Director of Digital Strategy and CRM at Publicis based in New York, has been building brands and building businesses for more than 30 years.Prior to joining Publicis, he led a successful global consulting group called Booster Rocket, as Managing Partner. Before becoming a consultant, he was Vice President of Global Marketing at SAP, SVP and Managing Director at Digitas in New York and Europe and President of Relationship Marketing at Amiratti Puris Lintas and Lowe Worldwide.
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