Parent - Adult - Child Model

Another interest thing from the D&AD training was analysing the psychology of the way we communicate (eg. Client - Agency), in terms of a "Parent - Adult - Child" model.

The underlying concept was that whilst much of our creative inspiration comes from our "Natural Child" and clients tend to be the "Controlling Parent", negotiations/conversations/explanations happen best when we are talking "Adult" to "Adult".

More about the PAC Model

Selling ideas

Did some D&AD training recently around techniques for making creative ideas stronger. One thing that I thought was particularly relevant: Separating the execution from the concept. This means understanding the Brand Idea, developing a Communicational Idea and creating the Executional Idea.

The examples we were working though in training were for print & tv advertising, but the process is the same for creative technology. And it's particularly useful for technologists working with creatives or clients, when trying to explain why an executional idea might be done differently (eg. to be more usable, or more technically feasible). With this kind of mental model, you can rationalise with a creative or client how the communicational idea can be preserved, but the execution might shift.

Are you a maximiser or a satisficer?

Reading an interesting thing about maximisers vs satisficers in this Paradox of Choice book: http://www.amazon.com/Paradox-Choice-Why-More-Less/dp/0060005688.

I'll write something about it... But it makes a very interesting point about how having too many options may have actually caused people to feel like a 'maximiser', always wondering if there's something better out there. For example, the jobs market in digital advertising at the moment!