25 years. (Very) nearly half my life. That’s how long I’ve been doing this thing we call Tailfin. As you’d guess, I’ve worked with and for some simply beautiful, amazing, talented and fun people. People who taught me some pretty powerful lessons along the way. So, in honor of this anniversary, I thought I’d share a few of those nuggets of wisdom. Hope you enjoy (just be sure to use at your own risk).
- Technology changes a lot, but it’s almost all good. There’s lot’s of “bots are coming” hand wringing lately. It’s not the first time, but if the past predicts the future, new tech is usually good for us marketing folks. Remember, AI doesn’t really, truly invent. That’s what people are for.
- Don’t give me time, give me a deadline. In a world where the time pressures are heavier than ever, take a page from Duke Ellington and give all the genius you’ve got in whatever time you have. A masterpiece just may happen.
- 80% of this job is writing it down. Just start scribbling, sketching, doodling, and the answer will start to take shape.
- Makers rule. Invention is invaluable, no matter the area of expertise. There’s nothing more exciting than when someone says “hey, look what I just made” – creation in and of itself is something to behold..
- “Wow, that’s smart” is the single greatest compliment you can get or give. Plus, “smart” has a lot more staying power than “cool”.
- Clever works too. Clever is just “smart” condensed.
- I regret insisting in the 1990s that “incentivize” was a better word than “incent”. I was dead wrong, and now I cringe every single time I hear “incentivize” – it’s like Mr. Clemens said, don’t use a $5 word when a 5 cent word will do. In other words, be careful what you wish / fight for.
- It’s “slash” not “backslash”. Mistakes are fine, just stop making the same ones over and over.
- There is no right answer. There is no formula. If you aren’t OK with that, this gig isn’t for you.
- I (still) have an unhealthy relationship with alliteration. And M-dashes. And sentences that start with “and”. And I’m OK with all that. I’m an Ad guy, so as far as I’m concerned, grammar is bendy. Bigly so.
- Hire people who are smart and confident above all else. You can’t teach intelligence or guts.
- Everyone thinks they’re an advertising expert / critic. They are not. Watch a Super Bowl with a bunch of your neighbors and you’ll see what I mean. Don Draper made it look easy – it isn’t.
- We’re in one of the only businesses where a good pun still kills it. One line our team cooked up for a natural gas campaign was “Early bird gets the therm.” Perfect, no notes.
- Everyone who wants to go into advertising should work in a restaurant at least once. It’s a crash course in teamwork, flow, creativity, specialty, flexibility, and customer service. And they’re the only jobs where I’ve ever had nearly as much fun as this one.
- Contrary to popular belief, Advertising is an incredibly honest art form. There’s no mistaking intent – everyone knows what we want you to do.
- Locate the nearest exits, dress in layers. Good advice when you’re heading somewhere you’ve never been (which is every day in this biz).
- Workplace trends come and go, but standing desks get you “off your ass” and that’s pretty smart advice for anyone.
- If it feels weird, it just may be a good idea. Weird comes from discomfort, which comes from unfamiliarity, which is a synonym for “new”. New is good in this game.
- Giving a s%#@ matters. A lot. It creates better work, stronger relationships, and gives you latitude when you screw something up. Plus, it feels good. And it’s impossible to fake.
- Honesty is a hell of a sales/relationship/leadership tool. A little vulnerability goes a long way to building trust, and it saves everyone a lot of time).
- Good ideas can come from anywhere. Yes, even your clients’ spouse / neighbor / child / trainer. Don’t be such a snob – take it and make it better.
- Your mom thinks you are awesome. Let her be right.
- Three recessions, one pandemic, and countless pitfalls, missteps, and bonehead moves. And…we’re still standing. Resilience beats a plan every day of the week. .
- Sometimes you’re very lucky to trip into a gig that fits. Don’t forget to thank everyone who pushed you and caught you on the other end.
- When all else fails, take a walk around the block.
So there you have it. Two and a half decades of lessons to live (or at least work) by. Thanks to all the hundreds of Tailfiners, Tailfin clients, and partners for being amazing – and amazingly patient – teachers for all these years. Here’s to a few more!
