The DO Lectures - Only one hand went up.

I was surprised it was that many…
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The year is 2022…a year that promised us all a boom time after a couple of the hardest years.

And yet…

I was standing in front of 100 good people at the Makers + Mavericks event in our cowshed.

And I asked the awkward question.

“Is there anyone here today who is getting better results on social media than they were a year ago?"

One hand went up.

One…

No recount needed.

I was surprised it was that many.

What worked 365 days ago was not working today.

The people in the cowshed had told me what I already knew.

At Hiut Denim, this year had been our toughest start to a year since we began.

We aren’t alone.

Even the big companies are feeling it.

Netflix

Oh, for a vote of 1%.

Last week, we put a post up on our Instagram account.

At the time of writing, it had 131 likes.

And we have 45.8K followers.

An engagement of 0.0028%.

Even getting to 1% would feel like victory.

I might not like it, but that is the current truth.

If I want the other 99% of my followers to see what we are doing, we must pay.

 

But...

What I am LITERALLY saying to you right now is this:

You determine the future of your business, by your creativity.

     There is no fairer business metric.

     Not by how much money you have.

     Not by your location.

     Not by where you went to college.

But by your ideas.

I LOVE IDEAS FOR THAT.

“Necessity is the mother of invention.”

“Don’t wish it was easier, wish you were better.”

“The barrier is the gift.”

Those words that get handed down from recession to recession contain uncomfortable truths.

 

Creativity will allow us to win.

It has always been important.

But in tough times, ideas are your lifeboat.

When I saw that one hand go up in the cowshed, I realised this:

CREATIVITY IS MORE IMPORTANT TODAY THAN IT WAS 365 DAYS AGO.

Hmmm.

 

I was lucky to have a great teacher in Graham Fink back in my advertising days.

I remember him telling me a story of the agency he had set his heart on working for had told him to "come back in 30 years."

They only hired senior creatives.

So, he went back the next day, dressed as an old man with makeup and grey hair.

They hired him on the spot.

 

Best, 

P.S. Hands up if you are getting better results on social media today than you were a year ago?

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