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Sounds like this guy has a super power. Must be nice to have a person who can consistently bring it over the line for you.
But I get your desire to have everyone be able to create those warm, big ideas that are nothing more than cleverly written esoteric lines, that mean absolutely nothing.
It's funny how we as an industry obsess over what is essentially a obtusely large area of interest and someone else's magnificent visuals that we commonly call a deck. I'm not suggesting this part isn't important but, my god, it's not the whole pie.
Hell, it's not even the biggest piece. Ideas are easy. They're common. They're wildly vulnerable, easily corruptible, and far too approachable. They deform and contort to satisfy the perverted wants of clients.
But when you make something, it's real. It's finite. It is exactly what it is. No way to bullshit a slightly nuanced reinterpretation of that same clever line. WYSIWYG.
Scary.
It must be nice to have an amazingly talented person who can actually make things, real things, for you. Too bad not everyone can (or wants to) play make believe.
Too bad.
I think might have been unclear. I'm not talking about the "big idea" agencies are so fond of. I'm talking about identifying good ideas on what to shoot (that aren't repetitive) that link to the brand strategy. Right now this employee is great at shooting - if we tell him exactly what to capture. I would expect a photo/video person to lead this process rather than just following directions.
CEO,
Thats not how this works. You're supposed to respond to my obnoxiously inflammatory response with your own fireballs of misplaced frustration and ego until all earth between us is scorched and smoldering.
But I digress. I've found tacticians who lack range often lack proper strategies to think multi-dimensionally. I often make them make 3 x 3 grids of squares on paper and have them draw thumbnails in pencil until the fill 10 of them. Total first instance stuff. scribbles.
I.e. You have a bottle of low calorie Whamo! And you gotta shoot it all sorts of ways to fulfill that SOW you signed saying always on social will be...always on. Make them fill every darn box with an idea. It's on a cactus. It's between two cacti. It's being held by a gorilla hand. It's balancing on a balloon. It's a gif on a balloon. Etc etc. you get it.
A lot of these guys never had someone show them how to supercharge their ideating that we take for granted.
@CEO OP. Hahaha. You caught me at a bad time. Good luck with your photog. Hope he grows
Hard to have the vision AND great execution in the same body. That's some rare unicorn shit. As leaders we have to accept that and instead leverage other people to fill the gaps. More work, but at least you're not tearing your hair out with frustration.
@ACD good advice, thanks. Obnoxiously inflammatory responses and a focus on the "big idea" are why I left big ad agencies anyway ;)