Bringing Good Insights to Life

Phil Dusenberry, the BBDO marketing genius, provides some insights from his new book in the September 2005 issue of FastCompany Magazine.

He highlights the following points:

1 - Be really tough on the work
2 - Never let them hear you bitch and moan
3 - Judge an insight on its merits
4 - Don't compete with your people
5 - Protect insights from their enemies
6 - Let your client own your best insights

As I have mentioned previously, I am an environmentalist. I believe in creating a positive environment to nurture cooperation, learning, and life in general. Phil's second point hits right on this mark.

When people hear you complain, they take it as permission to complain, too. Whatever misgivings you have about a client or a superior, keep them to yourself. Complaining deflates morale, makes you look weak, and creates an environment that breeds negativity like a contagion.

Carefully phrase what you say. Negativity grows quickly.

Focus on the positive.

There is much we have to do but many happy hands will make for light work on the task before us.