Category

CREATIVITY

Category

It doesn’t always have to hurt for it to be good.

This is me I’m talking to now.

Me.

Because I am still too stupid.

And unconfident.

And self-doubting.

To accept it.

Maybe one day – I will.

Hurt.

If something takes blood.

Sweat.

Tears.

And whatever other bodily fluid that metaphor-manufacturers through the ages have wanted us to excrete.

That’s fine.

But none of these things are a prerequisite for the creation of something good.

None of these things are essential for something of value to appear.

Because sometimes.

Your experience.

Talent.

And ‘you-ness’.

Mean you can produce something good in a heartbeat.

In a second.

In the blink of an eye.

And so it is also important to acknowledge the converse.

That just because you created something in a heartbeat.

In a second.

In the blink of an eye.

That does not mean that it must not be good.

Good.

It doesn’t always have to hurt for it to be good.

This is me I’m talking to now.

Me.

Because I am still too stupid.

And unconfident.

And self-doubting.

To accept it.

Maybe one day – I will.

Segment your audience.

Understand each segment.

Hone your offer for each segment.

Tailor your words for each segment.

Then give each of them gifts.

Give willingly.

Give generously.

Give openly.

And consistently.

Help them.

Support them.

Give them little things they may find useful.

Take the time to get to know them.

Personally.

And by personally I mean go beyond the segment.

To each and every person.

In each and every segment.

One.

By.

One.

Message them about the precise part of your offer that is most relevant to them.

(And the better you get to know them.

The better you will be able to do that).

But do this only when you and they feel ready to have that conversation.

After you connect.

Really connect, I mean.

And if you have really connected.

You’ll know exactly when the right time is.

Time. 

But that takes you and your brand so much bloody time.

Ages!

So here is a different option.

The ‘Splat!’ option.

For the Splat! option, combine all your offers into one single, complete, more easily manageable clump of aggregated and layered blob of information.

Everything you want to say to everyone you want to speak to.

All in one place.

Then imagine that you are holding this blob of information in your arms.

Imagine this blob as a great big heavy ball of shite, if you like.

Then imagine all of your various targets stand in a ring around you.

Loads of them.

Beckon them closer with a nod.

Nod.

Nod of your head.

Then.

When you are sure they are stood in the right place.

Raise your arms.

Lift your blob of shite.

A-a-a-a-a-a-a-a-a-a-n-d.

Splat!

Splat!

Drop your one, single clump of aggregated, layered and all-encompassing blob of shite.

As hard as you can.

Onto the floor.

Yes!

You got them!

Now you can feel amazing.

Because you hit all of them.

With hardly any effort.

You hit every single one of them with every single bit of information you have about your business much faster than the fannying about that I mentioned earlier.

It saved you time.

It saved you money.

Your hit rate was pretty much close to 100%!

So now you really can feel great.

Because the reach, precision, speed, scale and completeness of the task beats my earlier approach a hundred times over.

That’s the difference between me and you!

You cry.

And then you remember another difference as well.

Aha!

You cry

That’s not the only difference.

You cry.

Because you just remembered something about your content.

You just remembered that not only did you get your content out there to more people, more completely and much, much faster than the first way

You also remembered the other big difference about your blob of content.

Which took a little bit of the shine off.

It was shite.

It came to me as I watched this.

The one thing I must do.

And the one thing you must do.

To make us truly contented and complete.

Feel.

I must admit that I am not there yet.

But I do know which of the brands I own that can help me to achieve it.

I can feel it.

Energy.

And therefore I know where to put my energy.

And by the way.

When I say that this ‘one thing’ came to me.

That’s not strictly true.

I did not invent it.

I heard someone say it.

And that someone was Dennis Potter.

One Thing.

Do this one thing.

Align Your Life’s Work.

With Your Life’s Meaning.

That’s it.

This is worth watching: https://www.50odd.co.uk/one-2/.

 

Advertising.

Drives me mad.

An industry that facilitates taking money from one group of people to create adverts.

And also facilitates the taking of money from the very people they were designed for.

So they can block them.

Yuk.

Advertising. 

That said.

When adverts are brave.

And funny.

And daring.

And memorable.

And different.

So that they actually do make me like and remember the brand.

That, I forgive.

Here.

Take a look: https://www.50odd.co.uk/panda/.

 

The most impressive thing about this interview.

Which was broadcast on Channel 4 on April 5th 1994.

Having taken place a couple of weeks before.

On March 15th 1994

Is how it has stuck with me.

For 25 years.

Remember.

I was 27 when I saw it.

And I remember still some of the phrases.

Even though I only ever saw it once.

I remember how Dennis Potter confirmed to Melvyn Bragg that he was dying.

I remember the honesty of Dennis Potter in how he explored the idea that he had been a coward.

And I remember thinking that I could never do that.

I remember thinking that I could never say such a thing out loud.

Even though.

At the time.

I did think it.

And I remember wondering.

Way back then.

Whether knowing that I was going to die would change that.

I remember wondering whether a greater awareness of my own mortality would make me brave enough to admit that I was a coward.

How ironic.

The Pen.

Dennis Potter was an amazing man.

I’d wager that there is more beautiful, off-the-cuff storytelling in this 50 minute interview with Dennis Potter than you will hear in a hundred interviews from any other writers.

Listen out for what he says about the pen.

And what childhood actually feels like.

I’ve never forgotten that.

Dennis Potter.

Dennis Potter died on June 7th 1994.

So just 2 months after what you are about to watch.

https://www.50odd.co.uk/the-pen-2/.

Here’s a question.

How do you feel about how you look with your eyes closed?

I think that it’s a more important question than this one:

How do you feel about how you look with your eyes open?

Not least because how you answer the second ‘eyes open’ question is constantly changing.

Because how you look changes.

And your mood changes.

And your influences change.

And who you are comparing yourself to changes.

Too many people.

Too many people fixate on what they and everybody is like with everybody’s eyes open.

And this is wrong.

Think about what’s inside instead.

Them and you.

Think about what people are like with their eyes closed.

Think about the expression on their or your face as part of the picture too if you like, of course.

It’s so much more interesting.

Not convinced?

Then go here: https://takeamoment.uk.

Children don’t plan.

And they have loads of fun.

Being creative.

And spontaneous.

Reacting to what happens next.

As a consequence of what they just did.

And making it up as they giggle and toddle and wobble along.

Planning.

It’s not that we shouldn’t plan.

We should.

But it’s worth remembering that a plan is simply your ideas about the best way of doing something.

Based on your ideas of what a best outcome looks like.

At one moment in time.

And it is definitely worth remembering that both of those things.

(The best way of doing something.

And the best outcome).

Are fluid.

They will change.

And therefore, so too should your plan.

Measuring and Managing.

Measuring and managing the fluidity and the change is important, of course.

And that in itself is a good enough reason for planning in the first place.

So that when you deviate.

When you change.

You know what you’ve deviated and changed from.

So you can adjust your plan accordingly.

And react.

Just like the children do when they are giggling and toddling and wobbling along.

Here and Now.

A final point is that with less planning.

Arguably.

You’re more present.

You are more in the here and now.

Because you’re not looking behind you at something you wrote.

About something in front of you that you haven’t done yet.

And that sounds good to me.

So maybe the children do have it right?

Children don’t plan.

And they have loads of fun.

Being creative.

And spontaneous.

Reacting to what happens next.

As a consequence of what they just did.

And making it up as they giggle and toddle and wobble along.

If you’re not going all in.

You are definitely, definitely doing it all fucking wrong.

I have absolutely no doubt.

And I hope you realise it too.

Before it’s too late.

Life Is Short.

Life.

Is.

Short.

That’s the first reason that you are doing it wrong if you are not going all in.

But the second reason you are doing it all wrong if you are not going all in.

Is because the things you are worried about.

Ridicule.

Failure.

Being said ‘no’ to.

That’s kinda where you are now.

Because you’re not going all in.

And it’s about time you realised.

Henry Thomas.

You know Henry Thomas.

You probably don’t think know you know Henry Thomas.

But you do.

And when you see him in this stunningly brave 3 minute performance.

Going all in.

As a 10 year old child.

You will see why I am right about you going all in.

Because if Henry Thomas didn’t go all in on this day.

His life would not be what it turned out to be.

And – strangely – neither would yours.

All In.

If you’re not going all in.

You are definitely, definitely doing it all fucking wrong.

I have absolutely no doubt.

And I hope you realise it too.

Before it’s too late.

Here: https://www.50odd.co.uk/all-in/.

 

Some people never grow up.

They never take anything completely seriously.

They focus for a bit.

Then their minds wander.

To the next thing.

The next big idea.

The next adventure.

Everything.

For these people that never grow up.

Everything’s a game.

Everything’s an experiment.

Everything’s both a stop-off point for today’s deep dive.

And a bridge to the next thing at the same time.

Because these people that never grow up.

They soak themselves in the learning, experience and potency of what is happening right at this moment.

Wringing every last drop out of it.

Yet they have one eye on the next hit, too.

Every experience seems to feed them.

Absorb them.

Obsess them.

Names. 

There are names for these kinds of people.

These people that never grow up.

And I’ve heard a few.

Childlike.

Dreamers.

Dabblers.

Ideallists.

Romantics.

Star-gazers.

And escapists.

I call them something else though.

These people that eat a Toblerone from the middle.

(See here: https://www.50odd.co.uk/the-lucky-ones/)

These people that never grow up.

I call them,

The Lucky Ones.

I’ve never said these two things together I don’t think.

Road rage.

And Linkedin.

But here they are.

Road rage first.

Road Rage.

I’ve been road-ragey in the past.

Until someone opened my eyes to something.

They said that if I walked down the street with the same mentality as I (very occasionally) adopt in a road-ragey moment.

Staring at people.

Getting in their space.

Growling about what I perceived to be their shortcomings.

Spitting out words like venom.

I’d get bashed.

And quite right too.

The etiquette and behaviour that is acceptable as we walk around.

Is pretty much the etiquette and behaviour that we should display when driving.

And that brings me to LinkedIn.

LinkedIn.

Try this.

Next time you’re at a business gathering.

Just walking up to someone.

And say this:

Hey.

Do you want one?

Then add:

I don’t know anything about you.

And you don’t know anything about me.

Do you want one?

Alternatively.

Think about road rage.

Think about the fact that the etiquette and behaviour that is acceptable as we walk around.

Is pretty much the etiquette and behaviour that we should display when driving.

Then think about the fact that the etiquette and behaviour that is acceptable when we are at business gatherings.

Is pretty much the etiquette and behaviour that we should display when on Linkedin.

And stop being a twat.