Good Advice (For Talented People Like Us)

How to unleash your creative potential

SPONSOREDUpdated 3:15PM • 01/21/16

I’ve been at this PR thing a while now. Over the last 15 years, I’ve seen good ideas come and go. I’ve seen a lot of people come and go for that matter. Some had passion and punch, while others just did enough to get by. What works for me, may not work for you, but I do know this—you’re not getting anywhere in this creative world if you’re stupid and lazy. Be creative. Think for yourself. Do what you believe is right, and you’ll set the standard for others to follow.

Go for The Big Idea

The Big Idea in communications solidifies…no, it sears in the virtues of the product you are talking about. To be a master at the craft of communications, your words and images must penetrate the heart of your audience and make an emotional connection with them on a raw level. That’s the most effective way to get them to act. In the end, a great communications campaign is a benefit of the product itself. As an entrepreneur—whether in a start-up or as a first-timer in a franchise system—always go for The Big Idea.

Reject Analysis Paralysis

You got the Big Idea. You’ve thought it through. It all fits. It makes sense. Does it work for media? Yes. Can it be leveraged digitally? Yes. Can it be scaled across the system? Yes. It’s time to put it to paper and sell it to your audience. Trust your gut instincts. In the creative-decision making process, analysis includes not only the pros, but also the cons. And too much thinking about both leads to analysis paralysis.

If You Think Your Audience is Dumb, Then You’ll do Dumb Work

People are inherently smart. I’ve suffered through countless seminars, conferences and boardrooms listening to other PR experts give talks, and it’s shocking how patronizing these agency and corporate biggies can be. The recurring theme is people are dumb. If you think people are dumb, you’ll spend a lifetime doing dumb work. I think people are intrinsically shrewd about communications. In today’s world, we’re born with a microchip pre-planted in our heads that allows us to place a communications campaign in its context rapidly and with exact precision, which allows us to judge it immediately for its authenticity. People get the Big Idea, especially when it’s presented in a warm and human way. If you don’t believe that, then you’ll never do great work.

Speak Up, Dammit

If you’ve got something to say, if it’s a truly genuine idea, if your gut tells you to get something done, or to criticize what’s in front of you—then stand up, speak out and be heard. Work, live and be as outspoken and disruptive as you can. But if you’re afraid to say what’s on your mind, then maybe it’s just not worth saying at all.

Don’t be Cocky, be Cocksure

There is a big difference here. Cocky makes you a big-mouth. Being cocksure makes you confident. And confidence is the name of the game when it comes to communications. On the creative side, you need to be confident your concepts and ideas will resonate and have the power to effect change. Business entrepreneurs and franchisees need to exude confidence all the time. It’s part of being a leader. If you don’t have the “balls” to deliver on your promises, you’ll never achieve greatness.