Life's Blueprint & Agency Realities

I've been delving into a lot of Tony Robbins lately. Yes, it seems I'm at that stage in my life.

I think he's perhaps one of the greater curators of our time, touching on almost every subject. He distills vast amounts of experience into prescient points and nuggets to take away with you.

Personally, the biggest takeaway I've had is his simple formula for happiness. It's relevant for both client experience and personal life. For those of you who aren't indoctrinated into Tony's world, let me share it briefly.

Tony Robbins on happiness, paraphrased:

Achieving happiness hinges on two key factors: your life conditions (LC) and your personal blueprint (BP). The essence of happiness can be summarized by the equation:

LC = BP

Your blueprint represents your unique worldview, a specific set of beliefs or rules dictating how you perceive the world should be. It profoundly influences your capacity for happiness.

On the other hand, life conditions encompass all external events, circumstances, relationships, and experiences occurring at any given moment.

True happiness arises when these two elements harmonize. In essence, happiness occurs when the reality of your life conditions aligns with your blueprint for how the world ought to be.

Conversely, when there's a disconnect between your blueprint and your actual circumstances, you experience unhappiness.

Simples 😉

Then I came across this post by a CMO discussing her grievances with Ad Agencies.

Allow me to summarize:

She comprehends their approach. They strive for thorough research, engaging with people, and conducting surveys. Yet, despite this exhaustive discovery process, the outcome often boils down to a strategy that feels almost identical to what has been done before, just with a slight twist.

Add the hefty price tag that comes with it, often repeated with every new agency, and she is infuriated.

She doesn't have the luxury of waiting six months for agencies to "immerse" themselves in her brand. She's already deeply entrenched in it. That's precisely why she's paying them—to provide an external perspective. She's compensating them for their creative solutions to the issues she's already well aware of, not to uncover new ones.

What she seeks from an agency is access to the creative expertise she can't afford to maintain internally.

In terms of her agency relationships, her blueprint and her life conditions seem a little disconnected.

And here's one more thought:

Adage recently published an article based on the following premise: A CMO shared the final pitch presentations from half a dozen leading agencies so they could be compared side-by-side. In all scenarios, campaigns and strategies were sold in various iterations of a theme, revealing a clear underlying pattern that hints at the shape of things to come.

Agencies are selling process, not ideas. In fact, they offer a number of proprietary processes used to identify targets, develop campaigns, or optimize impact, with every step powered by AI. An industry once built by creatives is suddenly desperate to prove that creativity is merely a commodity.

My favorite quote from the piece is, "If a proprietary process really produced foolproof creativity, then every formulaic movie would be a blockbuster, every potboiler novel published by risk-averse editors would become a bestseller, and every cliched pickup line would work in any bar in the world… we are engineering our own demise…

Advertising is something nobody asked for—an unwanted interruption that we all actively avoid—which is why craftsmanship matters. Moments that move you, images that stop you in your tracks, poetry that echoes a life that feels like your own.”

It seems Adage's blueprint for the industry differs a little from life conditions too.

So here's Tony's answer. When things don't align, you have three options:

1. Blame someone - we all know this is the wrong answer. Whether it's personal or professional, blaming yourself or others is fruitless. Well done us.

2. Change the blueprint - adjust your expectations of happiness, satisfaction, or experience.

3. Change your life conditions - for our CMO, this might mean finding a new agency that meets her expectations. For others seeking personal fulfillment, it could be as simple as hitting the gym more often.

The most successful solutions generally involve a combination of options two and three, with a healthy dose of avoiding option one altogether.

From agency to client, we need to recognize that we're in a changing world. It presents real opportunities, but you need to be open to change.

In my view, that means adopting the following blueprint for a creative agency, which may well align with yours.

Embrace the ever-evolving landscape of creativity and communication. Value innovation and adapt to new technologies.

Recognize that the essence of creativity lies in understanding and connecting with people. It's not just about the output but about resonating with the audience on a personal level.

Value strategic disruption. It's a catalyst for progress and growth, challenging the status quo and pushing boundaries in the pursuit of excellence.

Understand that the best ideas come from diverse perspectives. Collaboration and co-creation harness the power of collective intelligence, bringing together diverse talents to achieve remarkable outcomes.

Acknowledge the ethical considerations inherent in the creative process. Strive to create content and strategies that not only captivate but also uphold ethical standards.

Creativity is a journey, not a destination. Value the pursuit of knowledge, new experiences, and self-discovery. Face challenges with optimism and resilience; setbacks are opportunities for growth.

In a world filled with information overload, appreciate the beauty of simplicity. Seek to distill complex ideas into clear, understandable messages, ensuring that communication is impactful and accessible.

True creativity is born out of a deep understanding of human emotions, needs, and desires.

As you were.

MrMcK.