My favorite one is #6:
6. TO CREATE GREAT WORK, HERE’S HOW YOU MUST SPEND YOUR TIME: 1% INSPIRATION, 9% PERSPIRATION, 90% JUSTIFICATION.
I don’t care how talented you are. If you’re the kind of creative person who gets your best work produced—justifying and selling your work (to those around you, to your boss, to your client, to lawyers, to TV copy clearance, etc.) is what separates the sometimes good creative thinker from the consistently great one.
Today’s Incredible Human Feat (in the name of brand awareness): Boeing coordinated an 19-hour flight to spell “787” and the Boeing logo across the friendly skies.
Carefully coordinated PR efforts have now led to you being suddenly “aware” of Boeing.
More here: http://news.yahoo.com/blogs/sideshow/dreamliner-jet-draws-boeing-logo-across-north-america-163127660.html
To adapt to their consumers’ behavior, Nike has shifted their marketing from top-down TV-focused mega media buys into digital efforts that allow for a social connection between their customers through Nike products.
As Nike CEO Mark Parker explains, “Connecting used to be, ‘Here’s some product, and here’s some advertising. We hope you like it. Connecting today is a dialogue.”
Being a huge Nike-head from a product standpoint and a marketer by trade, no other company does more to re-imagine marketing campaigns at this large of a scale. Nike’s ability to remain nimble and ahead of the curve is stunning considering their size as a public corporation.