The boardroom bristles, chatter is rife as the boss enters, we all know a pitch is imminent and the energy is palpable. Minds are whirring, questions, ideas, worries of late nights and missed appointments. This is crunch time, where the battle is won or lost. This is where we make a name for ourselves, Atomic 212’s creative strategist Oliver Perry says: wrong.
Yes, this is where the excitement is at its highest and these are the moments that are discussed at dinners and award ceremonies… but these are not the pivotal moments that define agencies or any business for that matter. Interestingly, it is the Tuesday afternoon, two months prior when work is slow and your Facebook feed looks particularly appealing and just one more cat video won’t hurt. This is the golden time.
It is here that we are able to clear our heads, assess our successes and analyse our failures. It is here that we make the changes that allow us to improve in the future. Here is where we make our marginal gains.
So here come the fun facts…
Inspiration for this image came from a graphic in The Slight Edge by Jeff Olson.
Rohn explains that it is easy to over estimate one large defining moment and underestimate the value of making better decisions on a daily basis. An improvement of one percent goes unnoticed but over time they add up and create a significant increase in the long run. The same goes for an aggregation of marginal losses, if you make a one percent decline here and there the gap between the two becomes pronounced.
The advent of Rio and impending Olympic excitement triggers another interesting thought – this concept of aggregation and marginal gains was particularly applicable to what British Cycling coach, Sir Dave Brailsford, put into action throughout the 2012 London Olympics.
Brailsford (a personal fan) broke down the life of his athletes into granular detail, making minor changes like improving sleeping quality by having the same pillow wherever the team travelled (sounds crazy, but hey it worked). Team illness were reduced by banning shared water bottles and making sure athletes used anti bacterial hand wash when cleaning their hands.
While this is a very sports centric example the same principle can be applied in business. To give one example, at 212 Ignite we have tried to apply this concept to our project pipeline process. While we already logged our jobs onto a cloud based system, it lacked tangibility as most projects came and went without leaving the comfort of an inbox. We felt disconnected from our projects and had little or no visibility on what else was going on in the department. So we made a change, we created a project wall with sections for all stages of the project timeline, including an inspiration wall and hotspot board for pitch time.
After initial use, we noticed that although tasks were assigned to individuals, it wasn’t always obvious. So we made another minor change. We added a bright red sticky note with the project leader’s initials. These incremental changes added visibility to our process and gave an increased sense of responsibility to individuals. It also increased engagement around projects and created a sense of accomplishment when the project moved through each stage towards completion.
Whether it is work, sport or life, incremental improvements made throughout the day do add up in the long run and they are often more attainable and effective than one big shift. It is the learnings, conversations and changes in the down time, no matter how small, that will be the difference between success and failure in that sweaty board room come pitch day.
Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.
Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]
This week Nova’s Fitzy & Wippa are celebrating 10 years of their iconic radio show and plenty of famous faces have weighed in on the feat! For Fitzy & Wippa’s 10-year anniversary show they were joined by a bunch of special friends who shared their messages and favourite memories over the last decade. The guys […]
Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]
Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]
Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]