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Project management is an important role that requires a broad skillset.

Not only do you need to be an excellent communicator, people organiser, and a gifted manager of time and money, you also need to be good at anticipating when and where things might go wrong.

So how do you develop a knack for predicting project snags?

A lot of this comes from experience, but even the most seasoned project managers can benefit from carrying out a project ‘pre-mortem.’

Devised by the psychologist Gary Klein, it’s a thought exercise designed to identify errors that could occur with a project before you start any significant work on it. …

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We all want to be our “best self”, professionally 💼 and personally 🏡.

But, the desire to be your “best self” should not be a desire for who you wish you could be, but who you are when you’re performing at your best.

And, if you want to perform at your best, you need to understand the factors that get you there.

This is your blueprint of creative reinvention. 💭

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It is comprised of 6 ways of working and 3 values.

The 1st way of working is to listen and lean in. 👂

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Having a specific purpose for your brand is a hot 🔥 topic in 2020.

Amidst a global pandemic and several human rights issues at the fore of our collective consciousness, how much of your brand you want to devote to purpose over profit is an important thing to consider.

For example, the UK shoe repair chain Timpsons — (even though they don’t explicitly state that it is their purpose) do some great work employing ex-convicts despite that having nothing to do with their business. …

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Goodvertising. What does it mean? Well, the clue’s in the neologism:


Good. Advertising.

The wordplay is intentional and, when you think about it, makes a lot of sense.

It was coined by Thomas Kolster, an adman turned marketing & sustainability expert and author, to name a movement oriented around using marketing to show that doing good for the world is good for business.

Goodness begets goodness, essentially.

Advertising is a social experiment that for the most part has gone wrong.

With the world beginning to move towards a more conscious consumerism, it is more important than ever to understand the benefits of having a clear company purpose — an ethos that drives your brand identity. …

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Why do so many people view marketing as a cost, as opposed to a source of value creation?

Mainstream economics assumes that human behaviour occurs on prompt of perfect information, stable preferences and perfect trust, independent of context or circumstances.

Unfortunately, this assumption is not only incorrect, but it creates a parallel world in which marketing does not need to exist. If only it were as easy as to make a product, sit back and wait. ⏯

As that isn’t the world we live in, marketing is still necessary, even if the economists view it as a ‘necessary evil’ rather than a necessary opportunity.

Since economics and engineering dominate the modern business sphere (and they tend to have an inherent dislike for marketing), marketeers are starting at a disadvantage. Economists want to minimize the cost and engineers want to ‘win’ business through the merit of the product, not the marketing. …

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— Antoine de Saint-Exupery

Having an idea and a clear vision for what you want to achieve is the first step on your journey to success.

So what’s the difference between the two?

The idea is essentially the things you are going to do, they tend to be short term biased, and are objective based.

People can generally understand ideas easily, there are also a lot of them around so it’s hard to build a business just on an idea as your differentiator (approx 30% of the world now count themselves in the idea driven creative class). …

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Would you believe me if I told you that Richard Dawkins, famous evolutionary biologist, gave us the ‘meme’ as we know it today?

The nomenclature of meme comes from the Greek mimema (meaning imitated), and Dawkins used it to refer to a unit of cultural information spread by imitation.

Imitation is the essence of meme culture. Figuring out which memes are marketable, however, is the key.

If you’ve gone through our social media course, you’ll have seen how memes can appear and just how much more ‘shareable’ they can make a message you’re trying to express.

(If not, I’d recommend heading over there now.) …

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On the 4th September, Chuck Porter (chairman of Crispin Porter + Bogusky) presented on ‘The Real Answers As To When We’ll Get Back To Normal’ for ZeeMelt 2020.

With the subject at the front of everyone’s mind, we thought we’d compile some of the essential points he touched upon (in case you missed it):

First off, the industry is never getting back to ‘normal’.

We’re in a new normal because of three major factors:

  • A ‘dramatically heightened emphasis on social issues’ and daily demonstrations.
  • Extreme political and social opinion polarisation.

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On the 4th September, Sir Martin Sorrell sat down to talk with Anant Rangaswami for ZeeMelt 2020 and spilt some marketing wisdom.

If you missed it, let’s take a whistle-stop tour through a couple of the key parts:

How does he see companies changing their structures to face the post-lockdown reality?

Fairly valid question, really.

The central point of Sir Sorrell’s response was this: there is an increased need for companies to be more nimble (‘agility is number one’). The landscape has changed throughout the pandemic to one that requires flexibility to new concepts and practices. Old, analogue ways need to be able to adapt.

The pandemic has been an excuse for internal change agents to be brought to the fore and be given ‘more air-time’. It has been the ‘perfect storm’ ⛈ to push change through more rapidly. …

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There is an African proverb that goes “If you want to go quickly, go alone. If you want to go far, go together.”

Fundamental to good teamwork and therefore the success of your team is the ability to coordinate successfully with one another.

This is often easier said than done and it can be traced back to the following three elements:

1. Clear communication

How can you coordinate well with others if they can’t understand you?

When speaking keep your language simple and jargon free. …

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