HOW TO EVALUATE ADVERTISING CREATIVITY.
USE THE POWER OF TRUST. Forget completely the idea that it is your turn to approve or reject, that this position is a big mistake. If you are going to value ideas, you have to be clear that all have potential, all can grow and evolve. No idea deserves more than its chance to reach […]
FACILITATOR OR OPPONENT… WHAT ARE YOU?
There are people who complicate and entangle everything, go back and forth, change their minds constantly, forget what they say, do not allow things to flow, make processes slow and difficult, lower morale and team performance, and use sarcasm to defend their own frustration, because no one has yet told them that their problem has […]
THE CUSTOMER IS NOT ALWAYS RIGHT.
As customers, we do not have a monopoly of reason, although we always have the authority to decide, to choose whether to approve and reject or evolve and promote, to return or leave, to recommend or not, to repeat or discard. I believe that the power of the customer is enormous, and because of this, […]
SHARING THE BEST HARVEST
A reporter once asked a farmer if he could divulge the secret of his corn, which won the best corn contest year after year. The farmer confessed that it was because he shared his seed with neighbors. – “Why do you share your best seed corn with your neighbors, if you also enter the same […]