Some observations:

1. Find the negative in everything. Obnoxiously dismiss other people’s work, an emerging trend or an entire generation.

2. Never offer solutions. Burp out empty epiphanies twice a day. Leave an antagonizing angle or contrary flaw in your argument for people to fight over.

3. Talk to everybody and nobody at the same time. Your inner monologue is too insightful to keep to yourself. The larger your following the more grandiose your proclamations.

4. Rebrand timeless concepts. Steal other people’s ideas and rebadge them as your own. …

With another Apple Event set to underwhelm, is it time to rebalance the company’s pursuit of tomorrow with a focus on problems of their own making?

Has it happened to you too?

Like any relationship that has fizzled out, Apple has all the marks of a company that is bored. Bored of its core product range. Bored of its customers. Bored of its day job. And bored of listening. However much tech reporters care to evangelise about today’s releases it’s true.

Look across their entire product line and you see complacency. What were once game-changing products are now commodities littered with problems of their own making. …

Meet, preach, rave, repeat. The appeal of Cannes Lions is obvious but should it do more to bring adland closer to the people it serves?

There’s every chance your creative agency has been a little light on the ground this last week. It’s that time of year again when adland & co flock to the French Riviera for the Cannes Lions International Festival of Creativity. By all accounts it has reliably stayed on script, hosting seven days of its trademark brand of accelerated networking, conceptual creativity and carte blanche parties. If the debauchery alone isn’t enough to guarantee year-on-year presence it’s the FOMO that seals the deal for agencies and senior brand execs. Who wouldn’t look forward to a week of congratulation and cathartic release?

But hang on.

Wasn’t 2017 the year advertising promised to go back to basics and reconnect with customers?

Succumb to your curiosity. Dabble. Pivot. Being predictable isn’t an adequate survival strategy.

Sitting in our co-working space in York is a sign that sings a popular mantra: ‘Do one thing well. It’s enough.’ As far as catchphrases go it’s pretty good. Simple, memorable and relatable, it urges you to follow a single creative path in pursuit of perfection. It promises that the ultimate reward for lazer-like focus on your craft will be one day becoming the best at it. A so-called grand master. Your lifelong dedication making all competition redundant and your work more fulfilling.

It’s a nice sentiment but it’s never really sat well with me.

Doing one thing well seems…

Stu Goulden

Founder of marketing consultancy and start-up studio, Like No Other.

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