A Poem for Account Planners

To me, being a young planner means being fearless.

You have to put yourself out there.

Talk to people.

Learn from them.

Learn about them.

Ask provocative and uncomfortable questions to get people thinking.

Ask more questions.

Redefine the problem you’re trying to solve.

Tell your client they’re wrong…nicely.

Tell your creative team they’re work doesn’t follow the strategy…nicely.

Give your honest opinion on creative work you most likely didn’t create.

Stand up in front of crowds and share your POV.

Understand the complexity of the human spirit.

Simplify the human spirit.

Teach people about the complexity of the human spirit.

And when they don’t believe you, you have to remind them that they’re human and you’re talking about their human spirit.

Remind clients they are human and their consumers are human.

Stand up for what you believe in.

Stand up for the truth. The research. The insights. The people.

Start a revolution to inspire innovation.

Give your ideas.

When people say your ideas suck you tell someone else.

Stand behind your good ideas until someone says “Let’s do it.”

Never take no for an answer.

Believe that everything and anything are possible.



Know you aren’t your best and your boss who has been creating strategies for 20+ years is much smarter than you.

Say no.

Say yes.

Remove “I think” or “maybe” or “could” from your vocabulary.

Replace them with “I know” and “yes” an “no” and “can”.

Be comfortable with being uncertain.

Realize your don’t know everything but can learn to know anything.

Be brave, young planner. Be fearless. Have confidence.

And love what you do. Even if it scares you.

And remember what Ralph Waldo Emerson once said:

“Always do what you are afraid to do.”