you don't have to win awards to be fricken amazing

You Don’t Need To Win Awards To Be Fricken’ Amazing

One day in the StratLab office Eddy says,
“eh, chew guys ever see Aaron Draplin’s Ted talk?!”
Me: “What did you just say?!?”
Eddy: “Just watch this….”

 

Meet Aaron Draplin. A crazy hat wearing, beard grooming, design denim god. He’s what we strive to be one day. Just happy to be able to wake up and create art every day. That’s something to get excited about.

  1. He’s genuine (I mean he wore a hat and swore in a Ted talk, haha!).

  2. He does not care about awards (they just inflate ego).

  3. He’s incredibly excited to be able to do his art every day.

1. He’s genuine

He cares. He cares so much about his audience he wants to show them how to be original. When someone swears in front of your it’s a sign of respect, they’re comfortable enough to be themselves. When Aaron takes to the stage you instantly realize this isn’t going to be your regular speech. His outfit makes him look comfortable as well, jean jacket, trucker hat? He’s making it okay to be yourself.

2. He does not care about awards

In the marketing/advertising world it’s hard to get very far without finding out about “an award you could win!” or better yet “you should apply for this award!”. Apply for an award?!? Doesn’t that defeat the purpose?!? Yet it happens all the time. Agencies attach “awards” they’ve won to proposals not knowing that clients want to hire them to create value for their organization, not simply win awards.

Winning awards can send you down a dangerous path. Always striving for the next award. What there is no more? You can’t control that outcome hence why this author thinks it’s very silly to focus on winning awards.

Finally Aaron doesn’t need an award to make him feel good, he just needs to look at the team he works with and the amazing volume of work they’ve created, and smile.

Awards are a false idol you’re seeking. Their poisonous, they change people, once you are an “award winner” you’re never the same. Stay hungry, stay thirsty.

3. He’s incredibly excited to able to do his Art every day

When I met Hugh MacLeod for the first time I asked which of his cards he created was his favourite. He said he had a lot he really liked but one always came to mind.

“If you have your health and you can make a decent living doing what you love, then you have little reason to envy other people.” -Hugh MacLeod

If you have your health and you get to do what your love

The way Aaron looks when he talks about being “able” to do his art every day. That’s incredible. That’s what I want to become.

You don't have to win awards to be fricken amazing-strategy lab

If Vacuum Cleaner Sales People No Longer Exist How The Hell Do They Sell Vacuums

If Vacuum Cleaner Sales People No Longer Exist How The Hell Do They Sell Vacuums?

Ask Dyson or Roomba.

You don’t sell by selling anymore, you sell by doing something different.

Different enough to get someone to talk about you. That’s it. Not different to be goofy, no, different to be top-of-mind in your market space. That spot is left to the most innovative companies in the world, and you can do it too.

Vacuum cleaner sales people no longer exist. At one time what a great profession! Think about it, you choose your own hours, you get exercise while working, you get to meet new people all the time and you choose how much money to make. Based on the amount of hours you put in, you can make a lot in a very little amount of time.

You can see why many people went into this profession, good wages, fun work, what more could you ask for. The better you could manipulate sell people on a vacuum, the more money you were to make. The problem is that way of thinking doesn’t work anymore.

i am the future

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what-your-marketing-strategy

What’s Our Marketing Strategy? Plus 8 Other Questions About @StratLab

What is your marketing strategy?

free-prize-inside-by-seth-godinWe don’t have one. Over deliver, care more, work harder. At Strategy Lab we believe in being so good at what you do that you don’t have to rely on telling others about it. We want to ensure the work we do is remarkable enough that people will inherently want to talk about it. Permission based marketing.

Pull > Push

 

Remember, we never used to buy cereal for the whole grain goodness inside, we bought it for the free prize inside! You don’t need a marketing strategy if you have a free prize inside!

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Pokémon a Go-Go? or Pokémon a No-No? | Eps 54 #InTheLab

A couple weeks back I got to interview Greg Moore from Look Agency here in Regina.

I love Greg’s opinion on marketing, he’s a genuine nice guy and tends to disagree with me a lot (that’s why get along so well).

Today’s topic: is Pokémon really a thing? Greg’s here to tell us why.

I love what he says about some things don’t need a goal, a monetary outcome or a defined purpose, Pokémon is such a popular thing to a wide variety of people. Sometimes it’s okay not to know why. Sometimes these fads come for a reason, we need to learn that reason and make the proper adjustments to our own organizations.

Here’s what Greg taught me: everything doesn’t have to have a defined “why”. Just because you don’t Ike something doesn’t mean others will follow. No matter how you feel about things, the crowd will always show you some truth to your idea.

As always, thanks Greg!

Monetize the website monetize the Facebook monetize our blog! Figure how much profit we can make

The New Age Marketing Rap | Edgar Alan Poems Vol 1

Everyone thinks they understand the marketing game.
But when you see their work, they’re so afraid to go against the grain.

“It doesn’t work on me”, everyone thinks they understand advertising.
Then they only buy pop-culture products by name brands, to me that’s not surprising.

The marketing world has been based on selling more eye balls, I need more exposure, more impressions, more branding!
The smart companies know that if they spend more on Customer service and making a better product, when the smoke clears they will be the ones left standing.

We’re about to enter the marketing war, you have no choice in this matter.
But it’s not about a bigger megaphone to try and create more useless banter.

We're about to enter the marketing war, you have no choice in this matter. But it's not about a bigger megaphone to try and create more useless banter

That’s what we don’t like, your boring message that’s supposedly tailored to my “demographic”.
Really you don’t care about my opinion of your product, you’re making a feeble attempt at increasing your website traffic.

The war of traditional versus the future, we’ve seen this battle before.
Older people don’t like to change but the younger generation can hardly wait for what’s in store.

Agencies have ruled over the marketing world for long enough, I wonder how they’re going to adapt.
When you work for one and offer an idea outside TV, radio, or print, you’re bound to get your hand slapped.

“Recommend billboards or TV, we make a quick 15% off every ad we sell!”
It’s this mentality at agencies that makes me think their business model is about to go through hell.

Monetize the website, monetize the Facebook, monetize our blog!
Figure how much profit we can make, heck put our logo on that dog!

You think I hate mass media, commercials are bad and have no use for the newspaper.
It’s not the medium, it never was, it’s your attitude I have a problem with, you sound like Don Draper.

it's your attitude i have a problem with you sound like don draper

You assume people want to hear about what your company has to say.
But for 98% of us we could care less about your company while going about our day to day.

Stop trying to get more exposure and stop interrupting me while I listen, watch and read.
Focus on the 2% and make sure you’re there the second your service is in need.

Have a conversation with your customers and realize you need feedback to grow.
Your other option is to listen to no one and change nothing, this last opportunity you will inevitably blow.

As marketing budgets get slashed and business models turned upside down, bankruptcy is no longer the “unthinkable”.
If you don’t want to adapt, if you don’t change the course. Always remember the titanic was touted as being unsinkable.

Experience will tells us it’s too risky to change, “focus on your strengths, don’t follow fads”.
Instagram and Snapchat seem like effort, it’s much easier just to buy ads.

Now here’s your warning, I’m delighted to let you know.
If you ignore the conversation and keep interrupting us, it’ll start to show.

You’ll alienate your loudest customers and they’ll be sure to let everyone know,
what an ignorant company you are and to your competition they’ll go.

The companies that will win have something you can’t get from an agency.
A dedicated tribe of people who care dearly about your company.

So fire the marketing department and hire a philanthropist or nine.
Begin your tribe by telling your story to the world online.

Written in January 27, 2012. Originally titled “The Marketing Rap”.

We all see the world through a different lens

Perspective: The Most Underrated Quality in Creating Design || Eps 38 #InTheLab


This week Eddy and I are talking about perspective. Why do we trust designer? What do create professionals see that others do not? What’s so special about having taste?  

Trust your designer

There’s a reason they are a designer, they have perspective. Trust them. Any creative needs some free reign over what they’re doing, they are artists after all. Don’t micro manage any creative process, that’s a great way to create something extremely mediocre.

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Advanced education in saskatchewan

I Would Do AnyThing For a Like But I Won’t Do That: Post-Secondary Social Media Marketing

When it comes to Social media don’t forget the social part of it. No one cares about you until you care about them. Engage, interact, retweet, like, and share. Help others and eventually they will help you.

People only go online for two reasons, to solve a problem or to entertain themselves, nothing else. Remember this when you’re publishing on your website and sending email.

Don’t tell people to like your institution, give people reason to like it.

Don’t tell people to follow you online, give people a reason to like you online.

Don’t tell people to share something, give people a reason to share what you are doing.

A “Cribs” style video to showcase your school

Tell your story as to why you’re going to school

 The best University/College Recruitment Video Ever

The Top 500 University/College/Research Institutions in Canada

Marketing and communications professionals of colleges and universities in Saskatchewan

Between Two Sequoias w/ Braedon McLeod || Eps 25 #BetweenTwoSequoias


Braedon from Strategy LabI met Braedon back when he was in highschool and still full of piss and vinegar. I was the assistant coach of the Senior Boys at Winston Knoll and there was this young spitfire of a Volleyball player that looked at the world through a different lens. He was a little shit disturber, didn’t like authority but would compete no matter what. He was a competitor. We didn’t see eye to eye at first, but slowly I began to understand where this young fellow came from.

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