tag:blogger.com,1999:blog-5249997465016074955.post4838905463492222652..comments2023-12-23T21:59:20.634-08:00Comments on The Ad Contrarian: Best of 2012: What Makes An Ad Person Exceptional?BOB HOFFMANhttp://www.blogger.com/profile/05158827977385952634noreply@blogger.comBlogger3125tag:blogger.com,1999:blog-5249997465016074955.post-83910571682599130802012-12-13T06:55:31.791-08:002012-12-13T06:55:31.791-08:00Fantastic insight. "Noticing" requires ...Fantastic insight. "Noticing" requires one to be aware. A good way to develop awareness is curiosity. As the changes keep coming in adland, curiosity will be more and more a survival skill. <br />http://admajoremblog.blogspot.com/2012/11/account-management-at-crossroads-v.html<br />It's the road less taken.Steve Schildwachterhttps://www.blogger.com/profile/05267248485736601931noreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-65166309729111715042012-12-12T04:43:21.285-08:002012-12-12T04:43:21.285-08:00Nicely written, TimNicely written, TimBOB HOFFMANhttps://www.blogger.com/profile/05158827977385952634noreply@blogger.comtag:blogger.com,1999:blog-5249997465016074955.post-64252988125574608142012-12-12T02:17:37.919-08:002012-12-12T02:17:37.919-08:00The point about 'intuition'...yes, you nai...The point about 'intuition'...yes, you nailed it. It's all empathy-based. It's natural pattern recognition. The best are like method actors - they can't help but become the person. Not the award show judge or the client - but the person they are trying to reach.<br /><br />That's what finds an insight and what tells them how to connect it, or how it should be absorbed. It's also about reassembling the random ideas around us to create something new...adding sparks of wit or wordsmithing or visual craft or seamless UX or whatever...it's just...gut. <br /><br />But gut is rarely listened to or given any respect by anyone else except those who have it. When you get a rare glimpse of it, you realize not many do have it. Even those who have proven time and time again they do have it still have to explain every gut feel, which doesn't always translate into antiseptic pre-determind 'insight' boxes.<br /><br />Yet gut is the only thing that really seems to ever work. (Most of the time at least, because even the gut can be wrong). <br /><br />The problem is, it's unquantifiable, impossible to clone, there's no method or process or system, beyond hiring the right talent. And that talent is expensive. Or eccentric. Or that person who shrugs off all the head-nodding formulas to stand behind what their gut says.<br /><br />This business doesn't like the idea of 'gut.' No, it's too human and imperfect and prone to whim and emotion and illogical behavior and millions of other silent breezes affecting the unconscious...<br /><br />...much like the very same people we're trying to reach.Anonymoushttps://www.blogger.com/profile/10985814471615281899noreply@blogger.com