Archives For Risks; Marketing; Education

You have likely heard the term “design by committee”; well in education it’s an institution.

I recall watching in horror. Ideas subjected to a thousand paper cuts from internal guidelines, industry compliance, and a need to be all things to all people. You send out a devil-may-care supercharged hot-rod and it comes back a beige electric smart car with a range of 40 miles.

In Education the committee approach is what everyone is used to, largely because it protects those involved from key decision making responsibility while allowing everyone to have their say. Admittedly in the case of industry compliance it does take a few eyes to make sure things are all in order.

But when you think about great art, invention and innovation, much of it can be attributed to the strong vision of one or two individuals. Art is about personality, and it’s through an artist’s unique quirks and idiosyncrasies that artistic works can have a life of their own. If you can find a team to follow your vision closely, you may produce something truly memorable.

I promise you we are still talking about marketing.

The way I see it, every now and then the artistic process and marketing process can be the same thing. Whether it is a memorable advert, a surprising guerrilla campaign or an iconic public installation, marketing can be inspired. And this is why sometimes there’s value in allowing talented people the time, space and freedom to execute a project or idea from start to finish.

Sure it may not always go to plan, and may initially come across reckless, but if you want to make something great you may need to back someone with a bold vision.

Or better yet, back yourself in.