As Albert Einstein once said, “The definition of insanity is doing the same thing over and over again, but expecting different results”.
Too often agencies of all disciplines can fall back on best practice and received wisdom. While we often know the goal and the starting point, the "how we'll get there" part is sometimes unclear.
Richard Huntington, chairman and chief strategy officer at a renowned agency in the advertising sphere, is talking pants in this article. Specifically, he references his favourite episode of South Park 'Gnomes', which features a gang of garden Gnomes who steal underpants. This is the first stage in a cunning three stage plan. The third stage is profit, but the second isn't really very clear.
Whilst I won't be going after my client or prospect's underwear, this has made me think about how we can do things differently at Hotwire in the elusive phase two, to achieve a different, and potentially better, result for our clients.
Small wonder that so many people, brand and agency side cling onto best practice, accepted wisdom and observed rules, for dear life. Since, without an understanding about how what we do actually works, precedent is all we have to fall back on.