I went to a networking event last night called Mojo Connect. One of those speed dating deals where you sit and talk with people for 5 minutes before moving to the next station. People aren’t brands but when a brand planner you tend to do discovery on them. Especially, if looking for talent, opportunity and/or to lend some assistance – all brand planning modus operandi.
One person I met stated she was a travel writer. Then she said she spent a good deal of her career in corporate communications. She added consultant to the list of good-ats. Business consultant. But also a lover of photography, which went nicely with travel writing. Very nice women mind you. And I’m sure she was good at all these things. But focus was not her strongest suit. The net she cast was wide.
This reminds me of a time when I was a pup in the ad business and asked by my dad to interview a soon-to-be college graduate who happened to be the son of our biggest client Youngs Drugs, makers of Trojan Condoms. Perhaps this foretold of my career in brand planning. The young man said he was good with people (account). He also liked to write (creative). He added an aptitude for numbers (media) and the list went on. A fledgling myself, I offered up the supreme strategy of focus. Pick a spot.
What goes around…