I love the fact that my agency (Story) never allows our creative juices to be stagnant. We not only put out great work for clients but create content on our own behalf, like a recent children’s storybook iPad app that focuses on reading and not just entertaining ( http://www.batsfurryfliers.com/bats ).

I don’t want to end this comment without mentioning the importance of storytelling as well, and I’m glad you brought it up (I’m actually sorry I missed this event!). There are countless agencies out there that can create digital assets. But how many can truly find the story at the heart of your brand? Last year I had the opportunity to speak at the School of WOM (hosted by WOMMA) conference and ran a 90-minute workshop basically exposing most (but not all) of the methods and exercises we use during our story platform development workshops. We can all benefit by brands (and advertisers) telling better stories, so why keep it to ourselves? I was happy to pull back the curtain. 

But to (finally) bring it back to the crux of your post, it’s not easy for brands to find the right agencies (or designers, consultants, whatever) that can actually achieve the brand’s goals. But we only hope that they’re willing to dedicate the time, because when they do their due diligence and force marketers to prove that they’ve not only done this before but understand how to do it specifically for the brand, then it can pay huge dividends (especially if the vendor isn’t just trying to be the lowest bidder!). 

Well done C.C. Will be tweeting this out ASAP.

The people who succeed are the ones who find a way to get that experience. This might mean you working with your favorite nonprofit, band or local business on the side. It might mean working on a project at your work that you are not that in to, but it’ll give you the experience to find another job.

Complaining about it won’t do any good. DOING something to get the experience is the only way.

Re: “I think the best leaders…” – man, I agree with you 100%!  Too many times have I seen a task roll down hill, and the requestor either is too proud to do it, or – sadly – not able to.

RE: the last note – I like it.  I have the confidence, for sure, to suggest, try, push, and just ‘do’. If people value initiative and drive, then cool!  What I’m hopeful is that there are more of those organizations, rather than the ones where there is a pocket of elites at the top that sneer at the people trying to make a living.

Yes everyone does have to start somewhere. I’ve had so many junior staffers work under me over the years. I love the ones who take to it and really dig in and realize that even when doing something flagged as “grunt work” they are learning.

I think the best leaders are the ones who never ask someone to do something they won’t or can’t do. By putting in the time you understand that.

As for will you be judged. Of course you’ll be judged. Humans judge other humans for everything. It is in our DNA. If you are not confident enough to push forward with those ideas then why should anyone ever support them?

All I was trying to say is that YES anyone can create things, but it takes experience and skills that are only learned through DOING that actually make it something great.

It is the reasons that the concept of being an apprentice was and still is around in many fields. It was the only way you could fully learn a craft and I think of this in a very similar light.

I think one issue is that people tend to focus on, “What does it cost to get this (a 500 word blog post, for example, or a two minute video, or whatever)?” instead of, “How much do I need to invest to achieve the goals I’m pursuing?” The first thinking commoditizes the work and drives a race to the bottom creating pieces of work as cheaply as possible; the second reflects a strategic thinking that creates a space where good—and even pricey—ideas can get considered.