Martin Weigel, “Good Fucking Planning”

Pursue work that fucking works. Bring the fucking outside world into the creative process. Be the most informed fucking opinion or shut the hell up. Ask smart fucking questions. Listen more than you fucking talk. Get to the heart of the fucking business issue. Define great fucking problems for creativity to solve. Be fucking precise about the role of creativity. Don't just see fucking ad-shaped problems. Get your hands on the fucking data. Be a fucking voice of clarity. Don't use fucking jargon. Don't be a fucking fashion victim. Speak the fucking truth. Be fucking humble. Don't fucking pander to anybody. Aim to be the most fucking useful person, not the smartest. Let creatives into the fucking strategic process. Make yourself fucking available. Don't make fucking generalizations.Talk to the fucking geeks. Make research your fucking friend. Assume people don't care about fucking brands. Be the first to put a first fucking brave thought on the table. Don't treat the fucking brief as the end of your work and role. Be fucking interesting. Read fucking fiction. Be fucking numerate. Be good at fucking public speaking. Don't use fucking bullet points. Don't peddle fucking vanity metrics. Help people fucking sell the work internally. Study life not fucking advertising. Know how to fucking evaluate effectiveness. And if you can't add value then get out of the fucking way.