paul macfarlane

WHAT IT’S LIKE TO WORK WITH ME

I wish I could make this required reading for all prospects.

Every project, every client all gets the same essence: 

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IDEAS THAT BRING THE BEST OF HUMANITY FORWARD.
Yes, that means I’m an eternal optimist.  Ideally, you should be too. Or minimally, you believe in happiness for all. It also means I work to uncover the very best about you and your brand and show it to you. Most clients eventually realize that I saw something that they didn’t.  Some clients are overjoyed to see I uncovered something they did too.

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I ABSOLUTELY DETEST TESTING.

Yes, and decades of experience will tell you why.

Focus groups are a chief culprit of ultimate brand failure:

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1. If you don’t define precisely, exactly what you want to learn in testing, then don’t test until you do.

2. When an adult stands up in front of a table of other seated adults, it triggers school memories: I have to look smart, give the right answer or be judged.

3. If a moderator essentially, or even subconsciously seems to ask for an opinion on presented work, the desire to appear smart appears, rather than honest feedback. This is where and when you’ll hear things like:  “I only want information, then I make a decision on my own.” Or “people like puppies and kittens.” Because in this environment, few humans will truthfully acknowledge they mostly like funny distractions and seek respect. Or that they yearn to grow and be inspired while they obsessively think about life, death, sex, pain and the mysteries of life.

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There are perfectly useful and fascinating ways to talk to your target audience and listen, learn and be inspired. It takes creativity, human insight and often more work.

A great book to be inspired by is the classic Jon Steel  title:  https://www.amazon.com/Truth-Lies-Advertising-Account-Planning/dp/0471189626

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I THINK AND MOVE FAST.

If I need more than a few minutes to understand your business problem and see where it needs to move, it’s really rare. There’s nothing wrong if it takes longer. You can even take it as a compliment. 

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LET’S CHANGE THE QUESTION.

Your business or brand problem usually revolves around a single question that has hung around in meeting rooms, memos and emails for years.

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Change that question and see if something fresh appears.

Change “How do we get more likes and followers?” to: “What could we do tomorrow to get the whole world looking at us?”
Change the perennial question about growth and scale to:  “Could we become more fascinating by embracing smallness?”

I could do this all day, and often have.
 

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A LEADER IS A PERSON WHO CAN ENTERTAIN A NEW IDEA.

I’m endlessly, obsessively curious. I’m open to new things, because I’m driven to learn and grow. Are you?

If you’re too defensive or protective about where you are and what it took to get there, you may miss out on ideas and opportunities that may take you where you want to go.
We can share pride and honor in your journey, but remember the old adage that if we’re talking right now as professionals, it’s because you want more. And what you’ve done has gotten you to where you are, but may not get you to where you really want to be. 
I honor and value you. So please honor and value me. 

Trust this: This is never about me, but about that compelling potential, hanging like juicy, ripe fruit ahead of us. A potential for the audience you want to turn into lifelong fans and supporters.

Mutual respect. Agreements. And a shared sense of risk and courage.
A dose of high energy and a wee bit of adolescent recklessness often loosens up a stale problem.

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SOMETIMES, THE WRONG THING IS SO RIGHT.

Make a list of all the conventions of your industry, category, business or brand.

Then write the extreme opposite of each.
It may not lead to genius, but then again, it might.
Which is why this simple exercise is an essential part of every client relationship. 

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END-TO-END OBSESSION.

Yes, I’m obsessive.
But when it come to your business or brand, I’ll care about and pour my love most intensely into two parts of the journey: The initial insight and direction and next, into the final details of the execution or expression.

Why? Because I have learned (the hard way) that the choice of and decision about your initial differentiation and direction makes everything that flows from it either ordinary or remarkable. And the care and importance of craft in the final product makes the difference between delighting and blowing away your audience and leaving them unimpressed.

 

Hopefully you notice that my prime directive is focused on the critical importance of the impressions we make on your audience before and above any other concern.

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I’M EXPENSIVE.

But far cheaper than being ignored, skipped over or having your competitors eat you for lunch.

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DID I MENTION THAT DIFFERENTIATION IS NEARLY EVERYTHING?

Far too often I hear people say “This what everyone does on Instagram”. I always say “Don’t blend in, don’t fit in, stand out and be seen.”

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In other words, differentiate or die.

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WE HAVE TO LAUGH.

Life is short, marketing is stressful. Let’s cultivate laughing at life, funny videos and ourselves. It not only releases anxiety, it makes life itself more worth living.

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CULTIVATE CURIOISTY.

Let’s share new things, new ideas, new stories. A great client relationship for me, is one where we both sprout millions of new brain cells in each other’s company.

For example do you have a daily practice that keeps you relaxed, happy and healthy?
I do. Let’s share.

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HONESTY, TRANSPARENCY, TRUTH.

For reasons that I hope and trust are obvious by now.

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Thanks for reading. 

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Whoever you are, may it inspire you or compel you to reach out, so that together, we might make some truly amazing, audacious, beautiful things happen for you, your business, your brand and the world.

But here are my rules, and my anti-rules, if I have any at all.

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