In the comments to this post: adliterate: Planning’s mid life crisis – an interesting nugget to think about for us strategy folk:
As a copywriter I find planners to be far, far more useful than the actual discipline of planning. Most planners I’ve met are thoughtful, interesting, intelligent people. Most planning I’ve seen, on the other hand, is predictable, tedious gobbledygook.
When you get a planner involved in your work early on in your thought processes it almost invariably makes the work better. But when those same people draft a creative brief, they all too often arrive at a badly written endline, masquerading as a strategy, propped up by a handful of dubious “learnings.” Genuine insight is thin on the ground.
My way around this problem is to seek out a planner who doesn’t actually work on the account in question. For whatever reason they tend to be more honest and helpful that way.
I’m not sure that planning will have value (internally) for another 40 years. But planners – whatever we end up calling them – sure as hell will.
Eh?
Rik is one of the founders of Klatergoud.
He's the marketing director of Intivation, a technology company that develops solar powered consumer devices, and a graduate of Delft University of Technology with degrees in Applied Physics and Strategic Product Design.
He writes about entrepreneurship, design, business concepts, innovation and marketing.
Rik loves his iPhone, the Eagles of Death Metal, things Tom Ford makes, bespoke suits, and Jack Daniels and he hates a rainy day.
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