Houston
October 30th, 2006
I traveled to Houston for the day last week with Robbin and Greg to sit down with some folks for a new business opportunity. We were there to talk about Brains on Fire, what we do, how we do it and what we could bring to the table.
The people there were phenomenal and connected with one another in a way that we rarely see. It was pretty amazing to dip our toe into their culture.
Two things really stuck in my head from our time together:
1) As he came into the room, one of the founders walked up to each of his executive staff… and hugged them. Without even saying a word. It was very, very powerful and left a strong impression. (And that comes from a hugging advocate.)
2) At one point, Greg mused (as he is prone to do) that “being clever is just a lack of knowledge.” How true. Clever is a wall that creatives hide behind when they don’t feel comfortable with the real message. Clever is smoke and mirrors. But above all, clever is dangerous, because while clever can entertain at first, customers can see right through it.
Other posts by Spike.
Rob Stevens says:
I’m not sure that I can agree with that point about being “clever”. I can certainly see where Greg would be coming from, but in my mind, there is more to being clever than covering up ones lack of knowledge.
In fact, I think it might be a perceptual issue. People sometimes liken clever to being a “smart ass”, as clever can show an innate ability to link complex concepts to more accessible ideas.
Others can see an ad and talk about how clever something is from an admiration standpoint. I frequently see ads that I enjoy simply because I would have never thought to link them in that way. Namely, the new Corell ads featuring the models slipping on the catwalk. The first time I saw the ad was during an episode of “Project Runway”, so I was totally unprepared for the punchline. (Of course, it helps that watching a supermodel fall on her ass NEVER gets old!)
Anyway, I think it might be doing a firm a disservice by dismissing an ad as “clever” in this negative, lacking knowledge context simply because it came from another firm. I don’t know how you can make that judgment without having been part of the process that spawned the ad.
Personally, I’ve always thought that a truly clever ad works on multiple levels, similar to how Shakespeare could write plays that appealed to the aristocracy, the working class, and the peasants all in different ways.
October 30th, 2006 at 12:01 pmSpike says:
Rob,
I agree with your point. Maybe I should’ve been more specific. The “clever” that I was referring to is what happens when people take the easy way out. Sure, clever can be done well, and like I mentioned – it’s very entertaining. Entertaining in a world where the ROI on clever – and not-so-clever – ads is less than 4 percent. Does clever sell? Clever definitely has its place, but I think you’d be doing a client a disservice to prop it up on its own. What can happen to Inspire, Reward and Engage the customer? Clever might handle the Fascinate part, but that’s only one tiny piece of a puzzle.
In other words, point taken.
October 30th, 2006 at 12:20 pmStaeven Frey says:
Is it perhaps sometimes its possible to be clever, and the lack of knowledge is what applies to the people who may have not come up with idea? I think most of the time clever isn’t the easy way out, but the easy way in - an idea that makes perfect sense.
Clever - coming up with PullUps, tupperware, the smiley face, of the frisbee.
Unclever - saying “oh, I wished I’d came up with that.”
I am also an advocate of hugging, however, do not envision it practically taking place in my office anytime soon.
October 30th, 2006 at 2:48 pmDavid Burn says:
A boss once told me, “Smart trumps clever everytime.” It’s not something I will soon forget.
November 3rd, 2006 at 1:10 pm