20 things about sue amsterdam
Post on 13-Sep-2014
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SUE AMSTERDAM 20 t!"#g$
YOU SHOULD KNOWSUEAMSTERDAM
maandag 26 maart 12
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1. Be original, but don’t be obsessed with %&"g"#a'"t(. We’re in the business to create
stuff that works, not stuff that impresses other creatives.
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2. We’re not in the entertainment business, but in the )*$"#+$$ business.
Beauty is a means not an end to itself.
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3. We don’t hope, we ,+a$*&+.
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4. Awareness metrics are utter crap. I am aware of Hitler, but I’m not a nazi. Have more
a,)"t"%# with what you measure.
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5. Producing c&ap takes just about as much time and effort as producing
stuff that’s good or better.
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6. Temper your +g%. We’re in the business of helping
our clients to score. Never forget that.
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7. If you wouldn’t $!a&+ the idea with your FB friends, then
the idea just isn’t good enough.
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8. First c%#t&")*t+ to the success of SUE and SUE will contribute to yours. The other way around
never works.
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9. There is no such things as highly talented people with an ego.
In a creative agency, the g&%*p is more important than the individual.
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10. Agencies don’t make great work, c'"+#t$ do.
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11. Great ideas get born in the "#t+&$+ct"%# between our know-how
and those of our clients. Try to create as much opportunities for intersections.
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12. There’s great power in postponing the conclusion. Postponing a conclusion is
creating the $pac+ for new ideas to emerge. A bit like in sex.
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13. P&%-*c+&$ are the real heroes of the agency. Worship them. They
get things done.
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14. Great ideas require a creative p&%c+$$. Protect this process, both against yourself, your colleagues
and your clients. Sometimes this implies protecting a client from screwing up things. Clients will
never blame you for trying to protect the quality of your work.
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15. Be tapped into -"g"ta' c*'t*&+. The internet is one gigantic ocean of
ideas, memes and stories that spread. Make sure you know what gets people excited. It’s the
essence of your job.
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16. Don’t be ,%-+$t. Modesty never blows people away. And False
modesty is ego in disguise. Be eager.
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17. An idea for an idea is not an idea: p&%t%t(p+ your idea and ask others
what they think and feel. Always look for ways to make
the idea better.
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18. Embrace .a"'*&+ and critics. It’s really OK to come up with bad ideas.
They sometimes form the basis for a brilliant idea.
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19. Do everything you can to protect the c&+at"/+ c'",at+: a great creative process
is a jam session. Soloists often ruin a good jam session.
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20. We design )+!a/"%&. Worship behavioral experts such as persuasion
designers, behavioral economists, game designers and analytic ninjas.
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SUE AMSTERDAM@SUEAMSTERDAM
SUEAMSTERDAMmaandag 26 maart 12