…and a concession to generalists.
Peter Drucker, the celebrated management writer, would famously chose one new activity a year to master. The best example is Japanese painting – completely outside the sphere of “management” that Drucker specialised in – which he co-authored a book on the subject.
Clearly Drucker was a specialist…and used generalisation to hone his specialty and become a true master of his art – using insight and experience from seemingly unrelated fields and applying them back to his field of specialty.
While I could never claim to be a Drucker, that doesn’t mean I can’t see the value in his techniques and incorporate them into my ever evolving way of working.
In recent months we at com.motion and Veritas have been working with the top strategic planners in North America on a variety of new business and client engagements. I’ve found the process of using the planner’s technique to delve into the client’s explicit and implicit briefs to derive incredible insight that we can base our creative execution on to be both rewarding, impactful and, more importantly, fun!
Since we started working with our “strategic mercenary”, I’ve been doing a deeper dive into the planning process and am looking forward to sharing some of my learnings on the blog. A lot of the process is simply spending some time with the target audience and looking for insights in parallel industries and situations to apply to the problem at hand. It’s not rocket science but it’s always useful to look at a practice I know something about superficially but that there remains a huge amount I can still learn. I hope you will enjoy reading about something I am fascinated by!
Links added October 17.