All Posts By

Gideon Todes

Playground for the imagination

By | Creativity, Thought leadership, Uncategorized, What's out there now | No Comments

Over control and obsession with health and safety is the biggest killer of creativity. And it seems parents in the UK have become masters of it, but not so in Germany and Denmark. Maybe as this video suggests, because they were able to observe what kids were doing on bomb sites after the war. It’s tempting to link this with a lower child suicide rate in these countries too. Whatever your parental notions are, the lessons for creativity are clear. It’s a messy business and if you over protect you ultimately stifle.

A case of great observation

By | Case history, Uncategorized | No Comments
Professionals generally don’t advertise. Instead, they tell stories of case histories which demonstrate their prowess. A case history is much like any other story, except you already know how the story ends: With the case fully solved. The only question is how it gets solved and to what extent some lesser professional screws it up first.

In his eloquent argument for the hands on physician, Verghese also gives us a masterclass in case history telling, weaving as he does, one story into the next. He also touches on the quintessential case history expert, the inspiration for Sherlock Holmes. Enjoy.

Truncation is a funny business

By | Communications craft, Funny, Thought leadership, Uncategorized, What's out there now | No Comments

One of the problems mobiles responsive sizing gives us is that we’re never sure exactly what is going to appear as the final result. Pictures have to be created so that the subject of the picture is in the centre. That limits things considerably. And there’s even more trouble when you start putting type messages in respsonsive situations.

You want the message to appear as Acme is proud to sponsor World Aid . But what you actually see in certain screens is different.

Acme is proud to ponsor id. The truncation is worse than meaningless. It makes the brain work hard to guess something that probably wasn’t very interesting in the first place. The Two Ronnies nailed the experience with this classic sketch.

Until Linkedin produces responsive banners the advice has to be don’t put type in the banner head.

Observations and Insights

By | Communication theory, content, Contract theory, Uncategorized

What’s the difference between an observation and an insight? Insights are generally based on observations but they go further. They’re generally unexpected, and they have real value to the reader.

They often require joining some dots and give an ah ha moment to the person who discovers them or is told them for the first time. They are often the product of asking the question “why?”

People generally read text for insights but they want to be able to see that the observations are there to back those insights up.

Conversational context

By | Uncategorized

Sometimes people write stuff up for the benefit of those they’ve just had a conversation with. And what you often get is an aide memoire for both parties, and that’s perfectly fine. But if you then hand the same piece of writing to someone who wasn’t in on that conversation, and you present it as a report, the results can be quite confusing.

Think of the whole transaction as the white and the yolk. What was said is the white and what is written is the yolk. The yolk can seem like the concentrated essence of the egg, but that’s not really the case. They’re two different things. If you’re going to help people who weren’t in the room at the time of the conversation to understand what went on, you’re going to need to include some context.

 

 

 

 

Value Exchange

By | Uncategorized

When we give attention to a piece of text it’s almost always because we think we’re going to get something out of reading it. That’s a value exchange and if you’re not giving your readers any value, you won’t build any readers. The only exception to this is if you’re working in a coercive environment where you can penalise people for failing to read. Good luck with that to anyone writing outside North Korea.

Dove

By | Uncategorized

Dove took a very ordinary soap and found what was at the time a very extraordinary proposition. At the heart of this leap forward was research which told Dove what everyone already knew but had never really identified properly. Namely that women filtred out most marketing messages delivered by models because they weren’t real women.

Write the driving test report

By | Communications craft, content, Report

All you have to do is pick one of these Mr Men characters and imagine you’re going to take him on a test in one of the vehicles.

Your role is the chief driving examiner and also licensing authority for whatever vehicle they’re getting tested in. Decide what they do on their test, and report what happened, so their suitability can be assessed.

Tom picked Mr Fussy and the Ice Cream van, but you’re free to pick any combination at all. All that we ask is that you produce something clear simple and well structured. You can use the following template if it helps.

Context

What has prompted this report?

Problem

What is the question or problem your report needs to address?

Observations

What actually did you notice on this test? (see observations)

Exposure

What are the possible consequences of these observations?

Insight

When you ask why the observations occurred, what answers come to light? The result probing the root cause of something usually generates an insight.

Recommendations

What do you recommend the licensing authority and does or withholds from the individual?