IT COULD BE FUN?!

LET’S SOLVE PROBLEMS

RICHARD STOREYO N T H E I PA

E F F E C T I V E N E S S AWA R D S

“WITHOUT EXCEPTION, EACH CAMPAIGN WAS EFFECTIVE BECAUSE ITS 'CREATORS'

DEVELOPED A THEORY ABOUT THE PROBLEM THEY WERE FACING

AND, FROM THAT, FOUND A MEANS OF INFLUENCING THE DYNAMICS

IN THEIR FAVOUR. I GUESS WE CALL THAT HAVING A STRATEGY.”

ROBERT MCKEE

“LIMITATION IS VITAL. THE FIRST STEP TOWARD A WELL-TOLD

STORY IS TO CREATE A SMALL, KNOWABLE WORLD… THE

CONSTRAINT THAT SETTING IMPOSES ON STORY DESIGN

DOESN'T INHIBIT CREATIVITY: IT INSPIRES IT."

STEPHEN KING

THE JW T PLANNERS G UI DE

WHERE ARE WE? WHY ARE WE THERE?

WHERE COULD WE BE? HOW COULD WE GET THERE?

ARE WE GETTING THERE?

DON NORMAN

“ALMOST ALWAYS WHEN SOMEBODY COMES TO YOU WITH A

PROBLEM, THEY’RE REALLY TELLING YOU THE SYMPTOMS AND

THE FIRST AND THE MOST DIFFICULT PART OF DESIGN IS TO

FIGURE OUT WHAT IS REALLY NEEDED TO GET TO THE ROOT OF

THE ISSUE AND SOLVE THE CORRECT PROBLEM.”

MARTIN WEIGEL

THE CRAFTING OF THAT JEWEL-LIKE SINGLE SENTENCE OF

STRATEGIC BRILLIANCE - THE ‘KEY THOUGHT’ OR ‘PROPOSITION’ OR WHATEVER YOU WANT TO CALL

IT - IS OFTEN HELD UP AS THE TRUEST TEST OF PLANNING’S

CRAFT, AND CONTRIBUTION. BUT POLISHING THE PROPOSITION/KEY

THOUGHT/ETC. ISN’T THE HARD BIT OF DEVELOPING CREATIVE

STRATEGY. DEFINING THE ROLE OF COMMUNICATIONS IN SOLVING

THE PROBLEM IS.

MAYER

HAWTHORNE

MUSIC INDUSTRY

SYMPTOM:HEY! SPOTIFY IS

GOING TO END OUR CAREERS

MAYER

HAWTHORNE

MUSIC INDUSTRY

PROBLEM:WE NEED TO GET

PEOPLE UNLIMITED ACCESS TO NEW

CONTENT IN A WAY THAT SUPPORTS THE

ARTIST.

BE IN

BETA

IT’S NOT PERFECTBUT IT’S FUN

(AND FUN IS GOOD)

SOME

IDEAS

ALWAYS DEFINE THE PROBLEM FIRST

DON’T BE FOOLED BY SYMPTOMS

“THE CLIENT ASKED FOR IT” IS NOT A VALID PROBLEM

j ay cohen

@so jaysays

www. jaywho .com

SO WHAT’S YOUR PROBLEM?