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New faces at Spyglass!

Summer’s finally here… yay! Hopefully your plans, tan (and brand) are off to a sizzling start. Here at Spyglass, we’re playing hard and busting it at work too—thanks to some stellar help from these fresh new faces. It’s time to meet the newbies and find out what plans they have for their summer (and their official Spyglass Beach Ball).

 


Alex – Summer Intern
I love music and I’m heading to Lollapalooza in Chicago in early August on my way back to Vanderbilt in Nashville. I think my Spyglass Beach Ball might like to get bopped around in the crowd, where everyone will be having some Mountain Dews, baby!

Ali – Design Director
Now that summer is in full swing, you can find me hiking the trails or sitting on my deck and soaking up rays. As for that inflatable orange thing, I’ll probably toss it to my dogs in the backyard while I’m tossing back my favorite summer sipper: Rose’ All Day!

Katie – Project Manager
This summer I’ll be hitting the links—and the North Loop bars—and gobbling nachos from The Curious Goat Food Truck (YUM!). With my Spyglass Beach Ball . . . let’s see . . . guess I’ll sunscreen up and take it to the beach!


Summer at Spyglass means brand jamming on the patio and making the most of the long days. What does summer mean to you? Tell us and we’ll send you your own orange orb!

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Be the Change

To test and scale ideas faster, Spyglass developed the Brand Collaboratory™—a learning lab approach that involves key stakeholders in the creation of messages and materials. We firmly believe that “doing it together” and iterating quickly outperforms the old agency model. 

 

Are you moving through the day doing what you’ve always done—struggling with (or avoiding) the same persistent business or brand issues? Do you have a scattershot strategy, a mucked up PowerPoint or a story that just doesn’t sing?

Welcome to the club! The fact is, most of us aren’t optimizing our efforts and time. Which makes perfect sense, because individuals and organizations are actually hardwired to maintain the status quo, and we require certain conditions to make sustainable change, especially the big transformative kind.

At Spyglass, we have powerful processes to help our clients break out of their ruts and accelerate the adoption of new solutions—to generate the kind of meaningful results (and paradigm shifts) that so many businesses now require. Here are 3 key principles:

Ask better questions: In the old days, agencies like ours would receive a stated assignment or challenge from a client and begin brainstorming answers. Today, we start by asking new and better questions (an approach that spookily aligns with this meaty HBR Better Brainstorming article). For example, a recent assignment from a client was framed as a marketing communications project. A bit of deeper inquiry revealed that a trust- and relationship-building initiative was what was actually needed—and that’s what we proposed.

Get there faster: Too often it seems like the juiciest (and most differentiating) ideas get diluted and bogged down by the traditional research/review/approval process. To counteract that inertia, we’ve been deploying a new fast and focused Brand Collaboratory™ approach in order to rapidly iterate ideas to a point where they can be evaluated, tested and refined with real audiences sooner rather than later.

Do it together: Now, more than ever, we believe it’s time to reach beyond the marketing department to engage diverse stakeholders more meaningfully in the creative process—both to ensure relevance and build trust. A more collaborative process increases internal enthusiasm, belief and buy-in, which is essential to the adoption of an impactful, market-relevant and potentially game-changing story.

This part is critical, because companies are often structurally resistant to doing (and saying) things in new ways. According to innovation consultant Stefan Lindegaard:Change is frightening to many elements inside the typical organization. Change threatens people’s power, their status, their egos, and, in some situations, even their jobs. Change can make someone’s expertise obsolete and thereby make them obsolete as well. Because people are afraid of change, innovation efforts often cause the eruption of corporate antibodies that fight to kill innovation and maintain the status quo.”

Maybe you’re not trying to reinvent the wheel (or your category) but simply need some fresh eyes and juice to jumpstart your marketing. Let’s get started!

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Brainstorming: Yay or Nay?

The old axiom claims that there are no bad ideas… but anyone who’s been in a brainstorming session knows that’s just not true. Since cavemen first sketched on walls, humans have been capturing concepts and exploring possibilities on vertical surfaces.

Certainly in creative agencies, brainstorming is a time-tested way to generate new solutions to thorny problems. Yet as a discipline, it’s typically undisciplined at best.

“Brainstorming is Worthless,” provocatively proclaims a recent article in Inc. “What a brainstorm session should be is a place to challenge the ideas that have already been vetted,” rants author Nicolas Cole. “Not a free-for-all breakout session where anything and everything goes.” Cole thinks it’s a waste of time to have a group noodling together and tossing out whatever ideas happen to flow. Instead he advocates a process whereby each team member has done their own generative thinking and comes to the table with winnowed-down directions they are ready to defend.

Meanwhile, over in the Harvard Business Review, Hal Gregersen takes a thoughtful (long) view on different protocols and processes and advocates a “better brainstorming” approach that he claims yields the most fruitful futures. Interestingly, over 20 years of practice, he has observed that “the people least likely to engage in the exercise and follow the rules are the folks with the highest positions or greatest technical expertise… who cripple the truth-seeking capability of the entire group.” He emphasizes the importance of organizational culture in creating environments conducive to truly meaningful brainstorming. “Leaders must show humility, vulnerability and trust, and they must empower others and treat them equitably.” Sounds like a recipe for all kinds of transformation and growth!

Here at Spyglass, we’re evolving our collaborative creative process (see our Be the Change post) and have experienced the direct benefits of using a more structured, inclusive and nimble approach. We’d love to show you.

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Transform Your Morning

 

 

 

 

 

 

 

 

 

 

 

 

 

Are you up with the sun or a reluctant riser? Do you meditate, make to-do lists or chug coffee on the run? In many ways, how we start our mornings sets the tone for what’s to come in the days (and years!) that follow. Such is the premise behind “My Morning Routine: How Successful People Start Every Day Inspired,” a new book by authors Benjamin Spall and Michael Xander, who interviewed 300 highly successful people about their morning routines.

We ordered the book, but haven’t received it yet, so we took the liberty of asking a few people around the agency about their morning routines and heard this:

“I set aside my phone and watch the news while I’m drinking my coffee. It helps ground me in what’s going on in the world and gives me a bigger perspective.”

“On most days I go for a run. Sometimes it’s just racing to the bus stop with a forgotten backpack or lunchbox. But that’s something, right?”

“I take a shower and think about all the stuff I want to wash away… worries, disappointments, mistakes. It helps me start the day fresh and leave yesterday behind.”

“I’d like to say I meditate, but it’s more like I’m just staring straight ahead mindlessly while I’m waiting for the caffeine to kick in.”

Not exactly the breakfast of champions, perhaps, but maybe once we get the book, our habits can improve. Here’s hoping!

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Well… what are you going to do about it?

Wellness is going big. Over the past five years, the global wellness industry has exploded and is now approaching $4 trillion annually —making it one of the world’s fastest-growing, most resilient markets.

Fact is, unwell workers are a massive drain on corporate profits, and U.S. healthcare costs are continuing to rise 5% to 10% a year. Ugh! So what’s a company to do? Well, you can expect more businesses to jump into the arena with both workplace solutions (like our pioneering behavioral health client, AiRCare), and offerings that appeal to the increasing number of Americans who are embracing and prioritizing well-being as an antidote to our increasingly hectic, over-connected lives.

It’s no surprise that the chaos and pace of modern society is directly responsible for some of the biggest wellness trends right now. Here are three worth watching, courtesy of the Global Wellness Institute.

1. Mind over matter. Wellness culture has historically focused more on “body” than “mind.” Now a slew of mental wellness approaches are trending: from sleep health to meditation mainstreaming and apps that use neuroscience to track mental wellness and stress.  Have you gotten into a good HeadSpace lately?

2. You: Unplugged. In a time of 24/7 connectivity and noxious news, more businesses and wellness destinations will take a radical new approach: absolute silence and disconnection. Look for new “silent spas,” “wellness monasteries” and hotels (and workplaces) with “quiet rooms.” Even silent restaurants, gyms, hair salons, stores and airports are appearing. Shhhhhh.

3. Wellness for all. Forget the $300 yoga pants; look for a wave of wellness products and services at lower price-points: new affordable healthy grocery stores, fast food chains and more accessible sliding-scale classes that are priced based on income. In other words, no more excuses!

 

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Tracking and hacking the days of our lives

At a recent event we hosted with a client, the topic of death clocks came up. In case you haven’t heard, these are online calculators that use algorithms and predictive modeling to estimate precisely how many years/days/minutes you can expect to live based on demographic and health data you provide – to the second.

While some may find this gimmicky or morose, the fact of our impending death is frankly the only thing that’s certain in life. Furthermore, many experts believe that living with a sense of mortality can help us bring more mindfulness and meaning to each moment we’re alive, giving us a greater sense of appreciation and purpose. Indeed, some of the death clock apps are designed to do exactly that.

Of course prioritizing wellness and making healthy lifestyle choices can demonstrably prolong one’s life, and improve the quality of the days/minutes/years we have left. Here at Spyglass, we’ve been trying some of these health hacks — like drinking more water, eating more fruit… (oranges, of course) and soaking up more sunshine. Which means we are heading outside for a walking meeting right now … and so should you!

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Does your brand need a cleanse?

Just like people who get in sluggish ruts (yes, Virginia, it was a long winter here in the Northland!), many businesses are on autopilot with their marketing efforts. For humans, scientific evidence suggests that periodic cleanses and intermittent fasting can help. For companies, Spyglass prescribes this painless assessment — followed by a proven protocol of creative interventions.

Could your brand use a healthy reset or a jumpstart?

Take the quiz.

  1. You’re stuck in a routine. You keep doing the same marketing tactics without clear results. Yet you’re hesitant to change.
  2. You’re in denial. Deep down you know things could be better but you mostly ignore that fact.
  3. You’re busy. You know your brand needs a makeover but you’re too overwhelmed to start.
  4. You’re DIY. You had professional help at one point, but now you’re doing your best to handle matters internally — with mixed results.
  5. You’ve lost perspective. You’re honestly not sure if your brand is still relevant or you’re keeping up with the competition.

 

If two or more of these boxes apply to you, let’s talk! Spyglass is here to help you reinvigorate your brand marketing and dial up your image and impact.

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Wonder why your resolutions never stick?

December brings a predictable wave of reflection. We ponder the year that has just passed, and vow to make changes (behavior, lifestyle, business) designed to bring us closer to the level of success and happiness we seek. Problem is, these “sensible” assessments and resolutions rarely lead to sustained change. Why?

One savvy and fascinating gentleman we met in Jackson Hole this summer has built his entire academic career on answering this question. Over decades of research, Dan Ariely has found that human beings simply don’t behave in rational ways. Whether it’s losing weight, buying a house or choosing a romantic partner, we consistently procrastinate, overpay and underestimate. Yet these misguided behaviors are also systematic and predictable—making us “predictably irrational.” His goal is to help us see patterns so that we can His goal is to help us see patterns so that we can make smarter choices.

Dan is the real deal… He’s a professor of psychology and behavioral economics at Duke University’s Fuqua School of Business and has given a number of inspiring talks and written bestselling books, including Predictably Irrational: The Hidden Forces that Shape Our Decisions and The (Honest) Truth About Dishonesty. Dan’s latest book is Dollars and Sense: How We Mis-think Money and How to Spend Smarter, which explains how our irrational behavior often interferes with our best intentions when it comes to managing our finances.

If one of your resolutions or goals for 2018 is financial, we predict this book will be a brilliant investment (or a practical gift for the spendthrift in your life).

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Alexa, does my brand need a voice?

Here at Spyglass, we talk a lot about brand voice. Usually, we’re referring to the tone of your communication, and your point of view as a brand. But now that we’ve entered the age of “Hey Siri”, “Ok Google,” and “Alexa,” the term “brand voice” just might be literally referring to your brand’s actual voice.

Not that long ago, talking computers only existed in science fiction. Today, effective verbal interfaces and meaningful voice recognition experiences are here… in our phones, our watches, our appliances, our everything. Voice control is weaving its way into the fabric of our lives. And perhaps even onto your holiday gift wish list!

Verbal interfaces have the potential for saving time, enhancing experiences, and enriching lives. Industry leaders such as Apple, Google, and Amazon have embraced voice control. World-class brands like Honeywell, Samsung, and Whirlpool are already shipping products with advanced verbal interfaces.

But before you jump into this new and exciting direction for your business, you should start with the most important question: Is voice control a fit? Should your brand have a verbal interface? Would your customers/users benefit from a voice-controlled app or product?

What questions should you be asking? What challenges will any company encounter when integrating voice recognition into their products, applications, and brands. We recommend this article from Telepathy as a great primer.

For some brands, the answer will be an enthusiastic yes. For others, it might not be the right time. For everyone, it’s something to keep an eye (or ear) on in the coming months and years.

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2018 marketing predictions from the C-suite

Forbes recently interviewed top CEOs, CMOs, authors and other experts from a variety of industries on their marketing predictions for 2018. Here are a few we found interesting:

  1. 2018 will be the year of AI: Actual Intelligence, not Artificial Intelligence (yet)
  2. Traditional marketing campaigns will die as marketers move to modular marketing
  3. Employees will be the new influencers
  4. Move Over, Millennials: 2018 will be the year of Gen Z for marketers
  5. Companies will voice social and environmental issues

 

Read more about the C-Suite’s predictions for 2018 at Forbes.

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