Planners should be FEARLESS above all else.
Lots of things are said about what planners are, should do and be. Walking up the street it struck me that the difference between planners and everyone else in the agency in the way they apply a core part of their discipline, namely insight. It is about being absolutely fearless. Here is what I mean: Planners are champions of the TRUTH not just the consumers. - in a client meeting where everyone is scared of the client and the account girl playing more the role of a P.A. than a business manager (instead of an account manager) the planner is the one who should have the intellectual courage to stand up to the client, debate the belief in the idea and the evidence for it, something that no one else in the room does or can do. - planners should take inspiration from journalists who go out to war zones genuinely seeking to report the truth of what's going on (unless you are CBS reporter) I often felt jealous and ashamed when comparing how far I go as a planner to get underneath a compelling insight or truth in comparison to journalists. - planners should take inspiration from Star Trek, I recently replied to a question in a supper club about what I do for a living with the answer 'I boldly go where no one in my business dares to go'. And as Bill Bernbach once said: "The future belongs to the brave"