What’s in a name?

I’ve been catching up on the events of last week’s Planningness conference.  I wish I’d been there – sounds like lots of interesting discussions were had.  There’s been a lot of discussion before, after and since, about the planner’s ‘toolkit’, and previously I’d never really thought about naming any of the things I do or presenting them to clients as particular ‘products’, ‘packages’ or ‘formulas’. In fact, I’d always been a little bit anti- because it seemed to me that it’s our job as planners to recommend the best methodology for the job, start from basic principles and adapt our skills and expertise to suit their needs.  Every project is different, after all.

However, I can definitely see the benefit of being able to neatly and coherently describe some of the tools and methods I use, especially since collaborating with other agency staff who are not planners, and clients, is extremely useful, so I am going to spend a bit of time putting some of these techniques into words and pictures and I might share some of them on here.

The other thing I thought was interesting was a presentation on ‘Connections Planning’ – with the remit of planning getting so broad and not about just being able to turn insights into single-minded propositions, do we need to re-define or re-label it?  I don’t think so.  We probably just (especially we planners who live and work in the provinces) just have to get better at telling people what we do and how it can benefit their business.

Take a look at the presentation and let me know what you think…



Filed under Work

3 responses to “What’s in a name?

  1. Frame missed a trick here and I look forward to meeting up again

  2. Wooo now that was a very convincing presentation on losing the ad wank. I particularly love the ‘urban spam’ flyer. People are just people. Most of the time they’re not thinking or behaving like ‘consumers’. Nobody wants to be sold things. They wanna be given stuff, if anything. All comes back to that honesty and authenticity vibe. Stop talking to people like they’re two dimensional audiences. It JUST PISSES THEM OFF. 🙂

  3. katebordwell

    There’s so much of this stuff out there – the main challenge is sifting through it all and developing it into something that everyone can understand and use. Planningness has begun that task, but I expect people to come away from that in all kinds of interesting directions.

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