Cindy Gallop: Future of Business Opportunities - Summarized

2 things for any business or company:

1. Identify what it is that you absolutely love doing
 - what are you passionate about?
- if you are in a job at the moment - be ruthless - identify the bits of that job you hate
doing and take them off the list
- focus on the bits you love doing
- when you do this exercise the things you love doing are not necesarily the numbers 1,2,3
on your list, so identify what you love doing

2. Identify the conditions under which you love doing what you love to do
"I like doing this...I like doing this in these hours, when i only do it when i do it with
working with these kinds of people, I really love this when i do things for these kind of
clients, only from this location.

Then design an opportunity of venture or job around these
two things because then it never feels like work because
you are doing what you love doing in the circumstances in which
you most love doing it.

"It takes insipiration, pereverenece and vision to build a brand" - david oglvee

buildabrand.com - 3 easy steps to build a brand - this is not the way the brands are actually
built.

"lets just do it for the money" is a vicious downward spiral - this happens when
you are pitching your heart out for a piece of business, you think pitching for
months possibly, you have a feeling that if your agency wants this business that you and your
client would not work well together, but you get that phone call where the client calls you
and tells you that you've won our business, you have that management team meeting where you
sit down together and discuss the fact that you don't have a good feeling about working
with this client, but times are tough because you are not making money, the financials are
very bad, if you dont bring in some money soon you will have to lay people off, and so the
management team and decision makers in the process offer the few little words
"lets just do this for money". This is what happens when you just do this for the money.

98% of creative works doesnt win because once you sit down with a client and start talking
about their business, their work is no longer relevant, so you begin working with this client
and you are straight back into creative relevant, and because this client is not a good
cultural fit, you go through conservatively 6 rounds of focus groups, and by the time
you come out of that, you have work that nobody is very happy with, and you have also
eaten up the tiny profit margin you managed to negotiate for the client's ferocious
procurement development. You come out of it by not being happy with anything, and now
you are up against deadlines such as Ad Date, the Sales Conference, Board Meeting where
the work has to be presented. So you have no choice but to make that work. You make that
work and it runs, and people are not liking it and its not turn out the way you want it to.
At the same time your people are burnt out by the process they've been through. SO they
start leaving. You are under increased costs when you hire new employee. On top of that
you have a very unhappy client. So the client fires you. And so you've lost the business.
This is what happens when they just "do it for the money". The client could have had
other agencies to pick instead of yours but because the agency they liked was in a expensive
range and your offers were cheaper, they chose you. Therefore, "just do it for the money"
applies to the agency and the client.

The word "digital" enabled by the internet is a nonsense. It's like saying switch on the
electricity enabled Kettle or pass me my electricity enabled hairdryer. Digital is simply
a way of powering completely a new way of doing things in a way that we couldn't before.
Everything is and will be informed by digital.

Check out textfromlastnight.com - it was started by 2 students in university of michigan on
400$ which is what they paid someone to code it. Its entirely user generated - you sending
your friends drunken text msgs. Go to this website for 3 reasons: 1) its funny
2) its modern poetry - its an sms art 3) it's a social cultural snapshot of our times. You
extrapolate every kind of possible themes of human behaviour from texting last night. if
you want to see what your consumers are really doing, if your clients want to see what their
consumers are really doing go to that site.

"Adversity brings out opportunity in very unexpected places" Its only when things get as bad
as they are currently, when everything breaks down completely, that is what allows new models
and new ways of doing things and thinking about things to emerge in a way they would have
if the state as well as it was had continued. No matter how bleek you think your situation is
you are looking at a huge opportunity. You are a looking at an opporunity to transform
our business, to transform our business model, to transform the way we're percieved by
everybody else and transform our future.

"In order to predict the future, you have to invent it" - Alan Kay
Redesign and restructure yourselves to decide What you want the future to look like and work
towards it? This is huge opportunity because no one else is doing it.

The main point of all this:
You cannot do new world order marketing in a old world order place. You start with you and
decide who you really are, how you manifest that, in what your company stands for, how you
then redesign how you work around that, if you have the trust with your existing clients and
tell them that you are doing this for their benefit they will accept that, and doing that
will attract the clients that want to work with you in a way that you want to work.

When I help entrepreneurs they say their business model is advertiser funded. There arent
enough advertisers around to go to every start up to go and advertise there. My advice is
go direct to the brands. When you have a strong value proposition, and its taken to the
agency through the clients that automatically devaluates the proposition. It doesnt matter
what the brands think clients are doing, if you can change yourself to make the brands
want to work with you, you have no place in the power equation anyway.

Creative strategy at BBH Advertising Agency is "We dont sell, we make people want to buy"
Many things are true in life and in business - people are enormously attracted to confidence.
Go to any party and the person with the biggest group of people around will be the person who
is projecting most sense of confidence in who they are and sense of self.

This is exactly the same in business. People, clients and brands, are drawn to anybody such
as ad agencies or any brands that project the confidence of "I know what the future is, and
I can take you there" IF you dont start projecting that to brands, your business will die.

The real disruptors from any marketplace come in from the outside becasue the people within
that market are too invested in old world order, they engage in collaborative competition which
means "lets compete by doing same things". If your strategies are aligned towards everybody
in the marketplace is doing, a single business bullet will take you all down.
"Institutions have a vested interest in perpectuating the problems to which they are the
solution"