Ready. Set. Access.

All of it Now

Multitasking is a myth.

Prioritize.

If they’re all priorities, delegate.

Premeditation

Creative Briefs cover 4 things:

• Problem that’s to be solved
• How you plan to solve it
• How you’ll test that the thing you built matches what you set out to build
• How you’ll know if it’s working

If you’re not answering these 4 simple questions, you might be doing it all wrong.

Keep Some and Ignore the Rest

Let go of the tiny slights, small rejections, and bumps in the road. They’ll hold you down.

Hang on to the memories that’ll serve as fuel.

Deal

Signing a contract is just the beginning.

Now their eyes are on you. They’re expecting you to keep your promises.

‘We’re One’

It’s easier said than done.

Being one requires molding into each other.

There is no place for grandstanding, narcissism, and humiliation.

Being one means exposing your vulnerabilities, letting others know why they’re right, and caring to build each other.

Daily

Even if overnight success was possible, it’s not sustainable.

Count on figuring out what the market needs and turn that objective into a daily practice, step by step.

You Never Know Until You Try

What’s worse: failure or fear of failure?

Trying and failing or avoiding trying?

Speaking up but being ignored or suffering in silence?

Caring and losing or not caring at all?

Novice Experts

A novice cook can seem like an expert with a good recipe.

Similarly, green marketers can seem like experts with the right insight.

The internet shows us the state of the art immediately, so everyone is working off the latest benchmark.

We Don’t Want Innovation

Innovations are like workouts.

We all like the idea of them, but they’re definitely not for us.

Don’t sell innovation to customers who are waiting for a proven, tested, and popular solution.

Sell them your track record instead.

Crystal Clear

Your customers should be clear about what they’re going to get.

If they’re left confused, unengaged, or dubious, it’s probably because someone was sleeping on the job.

Say directly all that you can. Convey the rest with symbols and inferences.