In any case, here are a few of the things I’ve learned along the way, from BBH London days (Google & BA), through Head of Account Planning & ZAG leadership in NY, BBH Labs start-up and (once again) to Google days over here in NYC, & my most recent Innovation role. As ever, many people will disagree with some of them; some people will disagree with all of them. They’re in no way intended to be definitive. But they are what I think is the right approach.
Only people matter
They matter more than clients, more than teams, more than fancy buildings, smart suits or posh titles; they matter even more than the ideas. Great ideas are just what happen when the right people are put together and organized (or not) in the right way. The only role of agency management is to find, retain, organize and inspire others. If management is not doing this, they’re part of the problem.
None of us is as good as all of us
This is a classic Bogle-ism, one of his very best, and it’s never been more true than today. Avoid the Prima donna at all costs; as Calle Sjoenell (our ECD on Google at BBH) notes, ‘no egos, no drama’.
Ask forgiveness, not permission
The people that make a difference tend to be the ones that don’t seek approval first. They are often not the most popular. They’re rarely the most rewarded. But they’re the most valuable. If you can bring yourself to put up with them, they will be your secret weapon. And they’re way better on your team than on someone else’s.
Awesome is always scary
The vast chasm between really good and extraordinary is filled with fear. If you push yourself to the extent that you’re deeply uncomfortable, you’ll be fine; if you’re comfortable, you’re not pushing hard enough.
Give *everything* away
Be generous with ideas, with credit, with opportunities, and most important of all, with time. Although it’s not the real point, be reassured that this generosity *always* comes back.
Do less, but do it better
We try and do too much because we’re not honest with ourselves about what we’re best at and we’re not honest with our clients about what we’re really capable of. One of the unheralded roles of planning is to distill, simplify and encourage focus; to eliminate nonsense, or the chance that nonsense might occur. Strategy is, indeed, the art of sacrifice.
We can’t be friends *all* the time
If we’re not passionate about what we do, we should pack up and leave. If you’re not upsetting someone, somewhere, most of the time, you’ll end up with ‘average’. This includes clients, but perhaps more importantly applies internally.
Build & love your network
You don’t have to share an office with the best people around to work with them, or learn from them. If you’re lucky, you’ll share an office with some of them (I’ve been lucky many times over). When Mel & I launched Labs we had no idea we’d develop such a strong group of supporters and advisors. We still have no idea how we have. But they – not us – have built Labs.
PowerPoint is the enemy of awesome
There’s an inverse relationship between the quantity of PowerPoint produced by a team and both the quality of work produced by that team, and their level of happiness.
Make sure it’s fun
It’s all just a gigantic game.