Planner Reads

When we tell friends about authors, we say things like, “You know, the guy who wrote Owen Meany…”

When we talk about directors, we say “The one who did Juno.”

And when hiring managers say they landed a new hotshot, they say “We just got the guy who did ______”

I just sat on a panel called “Ready For Reinvention” for the ASPP. The audience consisted mostly of photographers and advertising professionals, trying to find some bit of inspiration about what to do when the traditional need for our services is disappearing before our eyes.

I spoke mostly about doing something amazing. Instead of tweaking another direct mail piece, or redesigning your web site, have an idea and execute it. Create some news. Do some project that makes people talk. Be the person who did _______.

It’s literally the difference between hoping for a return call and having to screen your calls.

And besides, tackling the project of a lifetime is a lot more fun than licking envelopes.