You know when you’ve got something really big to do?
And you don’t know how you’re going to do it?
Maybe it’s a repitch on a big account.
Maybe you’ve got until the end of the week to come up with a new strategy, a new positioning, and new campaign that runs across all media.
And it’s an account that you’ve already done about 5 different campaigns on.
And none of them have been right.
So there’s all this great work, all these terrific routes, that the client’s seen already so you can’t re-present them.
And now they want something new.
All the great work’s been done, and you haven’t got anymore left.
And they want something new. By Monday.
I think the best advice I ever heard was from Rafa Bentitez, manager of Liverpool.
It was the European Cup final.
That’s the two best teams in all of Europe.
Italy, Spain, Holland, Germany, France, all the great footballing nations.
And the very best of all the teams in Europe was AC Milan.
And had the most expensive player in the world on their team: Andre Shevchenko.
That’s who Liverpool were playing in the European Cup final.
And at the end of the first half Liverpool were 3-0 down.
3-0 down to the best team in Europe.
Michel Platini, the ex-captain of the French national team, left his seat at half time.
He laughed and said to the Liverpool chairman, “Looks like you will be lucky to keep the final score below 6-0.”
Of course, all the players in the Liverpool changing room were massively depressed.
Next door they could hear the AC Milan team celebrating already.
3-0 down to the best team in Europe?
There’s no way back from that.
Then Benitez said, “Don’t think about the final result.
Just score one goal, and see how the game can change.
Just score one goal. That’s all.”
Well, the team thought, maybe they couldn’t beat AC Milan, but they could probably score one goal.
So they went out for the second half.
And AC Milan were relaxed and over-confident.
And Liverpool scored one goal.
AC Milan began to wobble, this shouldn’t be happening.
Liverpool’s confidence began to grow.
AC Milan began to panic, they made mistakes.
Liverpool scored another goal.
AC Milan were on the ropes, what was happening?
Liverpool threw everything at them.
They scored again.
At full time the score was AC Milan 3, Liverpool 3.
It had to be decided on penalties.
But AC Milan were finished now, they couldn’t believe they’d thrown it away.
While Liverpool were buzzing, it was their night.
Liverpool won the European Cup on penalties.
And Michel Platini had to apologise to the Liverpool chairman.
So whenever you’ve got a really big problem, and there’s no way you’re going to be able to get it all done.
Don’t concentrate on thinking about the end result.
Just get one idea.
See how that changes things.
Maybe that one idea that could become 2 or 3 or 4 ads.
Maybe it could work at point of sale.
Even as ambient.
Suddenly you can see it working online.
You’ve got the beginnings of a campaign and everything doesn’t look so black.
Now you’ve got more energy and you’re having fun.
Suddenly it all looks do-able.
Just score one goal.
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This is a nice retelling of a principle I work to myself - and it’s an incredibly powerful tool in complex environments. My take on this is to ask myself the question “What is the ONE thing I can do RIGHT NOW to move this project forward?”. It doesn’t have to be a big thing - in fact it’s better if it’s just something small – but it needs to be something I can achieve immediately. I’ve never failed to think of something relevant. At least then you get a small rise in confidence and this will inevitably lead to more things being done and eventually a successful project. A snowball effect of sorts.
This can also be used in well planned meetings. At the end of the meeting I like to ask everyone to specify exactly one thing that they will do before the end of the day as a direct result of the meeting. This is usually be (if they do it!) enough to kick start their work and instil some confidence in them that they can move forward and complete what might look like a hugely complex task.
Excellent advice although it pains me to read it.
I am equally reminded of Steve McMahon quite blatantly telling his troops that they only had to hold out for one minute in the very last match of 1989 and how that stirred the away team into doing something!
http://www.youtube.com/watch?v=xYeIlI3gutk&feature=related
i don’t know if i will ever forgive you for using liverpool as an example. unless it was an example of how to pickpocket or be melodramatic.
Andy,
I love that advice about meetings, the one thing I’m going to do as a result of it is pinch it.
John and Gout Legs.
You don’t have to like someone to learn from them.
Patton: “Rommel you magnificent son-of-a-bitch, I read your book.”
I am now going to the pub to seek inspiration. I will have just one pint…
superb!
superb! and thank you.
Spanners and bolts:
http://ex-blank-page.blogspot.com/2009/03/in-reply-to-daves-great-posts-17.html
i have learnt loads dave.
how to double bolt doors, have my wallet attached to a chain in my pocket….and never mention dock workers in the pub…
Make sure your enemy thinks more about you than you do about them
Words are not things
hi dave, just read one of your older posts about ‘form follows function’ and how if something in a design isn’t serving a purpose, it shouldn’t be there. i think simplicity is about one of the hardest principals to follow in design as much as everyday life which is probably why when people pull it off, the results are almost always brilliant.
anyway, i’m really just posting this to say that if you haven’t already you should get yourself a copy of ‘the laws of simplicity’ by john maeda. it’s only a little book, you could read it in a few hours and i think you’d really enjoy it. damn, this comment should’ve been more simple.
cheers,
tom.
Thanks Tom.
I’ll check it out on Amazon or Abe Books.
3 of my heroes said “Simplicity is Genius”
Bill Bernbach, Brian Clough, and Ron Greenwood.
I love it.
Because its about soccer.
Because its about advertising.
Because its about a fellow Spaniard.
Because it teaches an important lesson.
Because reading your blog is one of the most satisfying habits of my day.
Thank you.
Too many simples become complicated
Thanks Dave. Always love your soccer metaphor.
Ever since I start kicking a ball, I’ve found unlimited life lessons one can learn from the pitch.
Ever since I fell in love with advertising, I’ve learn ideas and simplicity could apply to most things in life as well.
And you’ve always able to bring both my favorite subjects into one simple lesson for life and work. That’s why your blog is the first thing I check everyday.
Thanks Michael.
The guy who wrote ‘Zen And The Art Of Motorcycle Maintenance’ said that you find Zen in whatever you’re really into.
For some people it’s archery, for some flower arranging, for him it was motorbikes.
Like you, I always found it in advertising, with football a close second.
Dave
A rooster crows only when it sees the light. Put him in the dark and he’ll never crow. I have seen the light and I’m crowing - Muhammad Ali
Have you always been vocal with your opinions?
Which other five, to go with Cloughie, Greenwood and Bernbach, would be on your desert island dinner table?
Good question John.
Certainly Ali and Shankley are also heroes, but I don’t know if I’d want to have dinner with any of them.
How about you, who would you pick?
Zen. Those who know do not say, those who say do not know.
I started thinking about it little while ago but I suppose it all depends on what one wants to talk about. Other than your good self and so long it could be anyone living or no longer with us, then I’d go with John Webster for creative thought.
Bill Bryson for all the travel stories. Gil Reyes. Agassi’s longtime strength and conditioning coach, friend and confidante always talked a good game. Tony Benn on the machinations of politics.
Victoria Wood and Woody Allen for some levity and after dinner jazz.
Film scriptwriter, William Goldman for some inside info on Hollywood.
As you say though certain types might be a bit of a nightmare e.g Tony Hancock.
…to make up eight guests, I’d throw in Michael Caine.
Don’t know if this happens to you guys.
I often get suits wh come with a whole laundry list of things. From TV to web to posters, beer mats, statement inserts.
They’ll chase for every item.
When surely the most important bit is to sell the idea first.
Once that’s sold, the rest kind of follows naturally, I always feel.
Michael Tam - you’ve probably heard/read this quote before, but in case you haven’t, I thought you’d dig it. The great writer Albert Camus said, “Everything I know about morality and the obligations of men, I owe it to football.”
Dear Dave, breaking a bigger task/goal into smaller task/goal is the best way to do things and I love the way you have stated it. Coming from a country (India) that is crazy about cricket, the equivalent cricket metaphor would be to score the first run in a run chase. The best exponent of this used to be Michael Bevan of Australia - completely unruffled even in the toughest run chase. No wonder he was an important part Australia’s world cup winning side twice.
dave. you are a good man. you make the world a better place to live in. nice one
Great advice, I’m new to your blog and love reading it.
Just keep the pot boiling!
Another new reader here.Just wanted to say how much I’m enjoying your posts.
[...] I love most of Dave Trott’s posts, but the one I really love is his summing up of excellent advice on how to deal with a really BIG problem. So make yourself a cup of tea, divert the phone, and take 5 minutes to read it here. [...]