Everything old is … getting renamed

We have a friend with a background in Big Consulting who has written a great little book. His name is Jesse W. Newton and the book is called Simplify Work. Here’s the Amazon link. I guarantee you would enjoy it, for a variety of reasons.

There is a section that outlines a process that’s becoming a bigger and bigger selling point among the Deloitte’s and Bain’s of the world. They call it “design thinking” and it is billed as a proven method for taking your company to new heights. It goes something like this:

  • Employ expert researchers to gather all the available data about your category, your competitors, your customers and their behavior.
  • Conduct one-on-one interviews with dozens of key stakeholders in order to identify the qualitative things about your culture, products and services that make you different, better and memorable.
  • Analyze all this information with the goal of gleaning insights as to where your best opportunities lie.
  • Create a detailed description of your ideal target audience, including the best places and times to reach them.
  • Layer on creativity to develop messages that connect your story and mission with those targets.
  • Launch, measure, adjust, re-launch.

Brilliant? Yes. Proven? Absolutely. Innovative? Well, that’s arguable. Because for decades that’s precisely what we did in advertising agencies. (And we charged a whole lot less for it.)

Now that most of the big ad agencies have turned their focus to data and digital media plays, the big consulting companies have seized on the chance to present their clients with consumer understanding and creativity as business multipliers. And they know where to find the people who know how to do it. Still wondering why Accenture would pay all that money for Droga5? Look no further.