January 21, 2021
1. Use a maximum of two sticky notes for goal setting:
There’s only so much you can actually accomplish in a year. Just think about all the things you didn’t get to in 2020. So, this year, what are the one or two big priorities that will actually move the dial for your brand and organization? Focus on them. As Adobe CMO and EVP, Corporate Strategy and Development, Ann Lewnes, has wisely said, “Think ruthless prioritization.”
2. Keep writing better creative briefs for your ad agency:
Over a hundred years of marketers developing campaigns, and still, no one has a silver bullet for a brief. That’s because developing a good brief can be hard. And that’s okay. The only way they get better is to try to make each one better than the last. Don’t just save the extra effort for the big campaign ask. When we all try to make better briefs, we all start asking better questions in order to get better results. Oh and, your agency partners are always on hand to help out (that’s our job).
3. Think beyond a device screen:
Don’t be afraid to get physical this year. Yes, there are some incredible formats and channels available to reach audiences digitally. But there are also other opportunities too. Look at your target and explore all the ways you can engage them in a relevant way. Direct mail, painted billboard, inflatable arm-flailing tube person… the world is your oyster.
4. Watch one of your favourite movies this weekend:
Not only is this an easy resolution to check off, it serves as a great reminder: people have longer attention spans than goldfish. If your brand’s content is truly authentic, full of relevant perspective or entertainment, people will stick with it. Making all your content consumable in ten seconds or less can help get a completed view, but it doesn’t necessarily mean you’ve made a connection.
5. Try to make yoga part of your routine:
Seriously, a little stretching and meditation would do us all some good – and our work too. I’m sure there’s a Harvard Business Review article somewhere that supports this one, but I’m busy trying to fold my legs over my head. Namaste.