Ignorance is never a fresh perspective
After The Police broke up and went their separate ways, the band's brilliant drummer, Stewart Copeland, composed a number of successful movie scores. Then he tackled opera. In an interview, he openly admited that he knew almost nothing about opera, -- had, in fact, heard very little of it -- but that was okay, because it gave him a "fresh perspective."
The subsequent opera, "Holy Blood and the Crescent Moon," was widely derided as a popular and critical disaster.
In 1998, Paul Simon extended his songwriting reach to the Broadway musical. Again, it was noted that he had absolutely no experience composing any music for theater, much less for a full-length Broadway show. But again, his inexperience was to be his virtue: Broadway was stale, people said. Paul Simon would bring a "fresh perspective."
The resulting show, "The Capeman," limped through 68 performances before dying an ignominious death. No one missed it.
These two very public failures by two very talented artists point to one solemn truth: Ignorance is never a fresh perspective.
Every day, talented people without the slightest understanding of marketing communications -- accomplished bankers, physicians, engineers, executives, etc. -- fumble with copy and design to their grief. They are no more qualified to select Pantones or edit headlines than I am to perform brain surgery or calculate satellite orbits.
Am I suggesting that clients shouldn't make any contribution to their own marketing materials? Of course not. But that contribution should be directed where it is most valuable: In determining the objectives, setting the expectations, defining the content and forming the broader messages.
When it comes time to evaluate the deliverables, subjective whimsy should play no role; the material should be held to the standards defined by the program's goals and objectives, and the criticism should be informed by the only perspective that's ever "fresh" -- the one that emerges from knowledge, talent and experience.
What's your perspective?
The subsequent opera, "Holy Blood and the Crescent Moon," was widely derided as a popular and critical disaster.
In 1998, Paul Simon extended his songwriting reach to the Broadway musical. Again, it was noted that he had absolutely no experience composing any music for theater, much less for a full-length Broadway show. But again, his inexperience was to be his virtue: Broadway was stale, people said. Paul Simon would bring a "fresh perspective."
The resulting show, "The Capeman," limped through 68 performances before dying an ignominious death. No one missed it.
These two very public failures by two very talented artists point to one solemn truth: Ignorance is never a fresh perspective.
Every day, talented people without the slightest understanding of marketing communications -- accomplished bankers, physicians, engineers, executives, etc. -- fumble with copy and design to their grief. They are no more qualified to select Pantones or edit headlines than I am to perform brain surgery or calculate satellite orbits.
Am I suggesting that clients shouldn't make any contribution to their own marketing materials? Of course not. But that contribution should be directed where it is most valuable: In determining the objectives, setting the expectations, defining the content and forming the broader messages.
When it comes time to evaluate the deliverables, subjective whimsy should play no role; the material should be held to the standards defined by the program's goals and objectives, and the criticism should be informed by the only perspective that's ever "fresh" -- the one that emerges from knowledge, talent and experience.
What's your perspective?
1 Comments:
I used to drive VW Beetles. My mechanic could tell what was wrong with my car simply by listening to the engine: "Your values are a bit loose," he would say. Or, "You're down a quart of oil."
I work the same way when someone gives me marketing materials to review. All it takes is one look to see the problem(s): "You don't tell the prospect what's in it for her." Or, "Your message is the similar to your competitor's. What makes you different?"
People like us to give companies a "fresh perspective," but like you said, it's a perspective based on hard-earned experience and skill.
Good post!
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