dp_pov Archives - DP Knudten / speaker • collaborator • creative

Head, Hybrid or Hands?

By dpknudtenNov 27, 2019

A couple of days ago, a colleague emailed me a question that got me thinking. She's faced with creating an effective, efficient creative team, and was looking for any resources be: industry best practices, proven frameworks, or ‘this is how you do it’ recipes. I‘ve been thinking about such things for quite a while, so I had a lot to say—so I started typing. Here‘s what I sent her: "That’s a great question, but I’m…

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Showing, not Telling / Holiday Edition

By dpknudtenNov 16, 2019

Yes, Virgil, there is a Santa Claus. You can call her 'Mama.' Meeting and getting to know Geriann Wiesbrook at Social Media Marketing World 2019 was a treat—assuming you like spice. Within, I don’t know, 3.5 seconds the woman was up in my grill regarding my feeble attempts at creating and growing an active Facebook Group. Hate to say it, but she was right—and given her track record with her near 16K-member Military Mama Network…

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Protect your Power Cycle.

By dpknudtenJun 01, 2017

Creativity is such an elusive thing. But if you have to 'be creative' as a fundamental part of your 'every day of the week' job, and you're paying attention to the periods when you're most productive (or completely unproductive), you're sure to have noticed a few things about the way you work. I found this out the hard way very early in my career as an advertising copywriter. Come mid- to late-afternoon, I could…

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In praise of parameters.

By dpknudtenMay 17, 2017

For many creative types, if anything is possible, nothing is. A provocative over-statement, perhaps, but it's often true when trying to create work, art, music, poetry, and baked goods. Endless possibility is often creatively debilitating. I mean, where to start? For me, it's parameters, as in "let's tightly define the parameters of this project." Classical poetic forms? Parameters. A cogent Creative Brief? Parameters. A stretched canvas? Parameters. Grandma's rye bread recipe? Parameters. Without parameters, there's…

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Gamification clarification.

By dpknudtenFeb 05, 2017

I originally wrote this in 2014, but am re-upping it now because it's truer than ever, and too many still aren't getting in the game. At a recent client meeting I did what I often do: use a relatively obscure term that requires a level of 'get-it-ness' that has yet to fully penetrate the popular consciousness. That term is 'gamification.' The easy definition? Take the techniques games use to delight their players, and apply…

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Know your product. Your real product.

By mctootMay 08, 2014

My very first Creative Director (Hi, Brian!) once said to me one of those supposedly insightful but at the time mildly mystifying marketing sayings: "People don't go out to buy drills. They go out…to buy holes." After I mentally flipped him off and mumbled 'Whatevah, old man' (which was awkward as I was older), I began to chew on it. And have been masticating that cud ever since. It's like the saying 'have your cake…

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Be Here Never.

By mctootApr 22, 2014

Ever since I first heard about Google Glass, I've been chewing on what it is that disturbs me so about this brave, new technology. There's something that's not right about it in my mind, but it has nothing to do with my feelings about the company producing it. It's not like I'm unfamiliar with the features and benefits involved. Anyone who's read William Gibson's Mona Lisa Overdrive or Neal Stephenson's Snow Crash can recognize the…

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#thanksscience

By mctootMar 28, 2014

In my Twitter feed today: Here is a wonderful video of a 40-year-old deaf woman hearing for the first time http://t.co/JnoQ8OsVvJ— Mother Jones (@MotherJones) March 28, 2014 Science did this. I like science. Do you? - D.P. Knudten

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Context before Concept.

By mctootFeb 28, 2014

Like any experienced creative type, I've got an unwritten list of rules that I alternately cleave to or break on a daily basis. One that proves surprisingly resilient is "Always understand the context before wasting time on the concept." I was reminded of this maxim when I saw this maximum impact creative for the Swedish drug store chain Apotek: Apotek Hjärtat - Blowing in The Wind from Ourwork on Vimeo. This is just so damn…

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iWhy no iTV?

By mctootFeb 13, 2014

People been harshing on my bro Apple for not living up to their expectations about an Apple TV that's not just a black puck that hooks up to a real TV. And they're claiming Apple's lost its innovative edge. Me, I think they're just doing what they've always tried to do: bake the whole cake before serving. Yes, I know about all the fill in the blank-gates (e.g., Antenna-Gate) and have to admit they are…

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Gamification clarification.

By mctootJan 27, 2014

I had a recent meeting with a client where I did what I too often do: use a relatively obscure term that requires a level of 'get-it-ness' that has yet to penetrate the popular consciousness. That term is 'gamification.' The easy definition? Take the techniques games use to delight their players, and apply them to non-game entities and actions. Need an example? Try this: • Use of color and design to elicit visual interest and…

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Three chords + truth = (part II)

By mctootJan 06, 2014

Just a quick post about a song that's on perma-repeat in my iObsess list. It's stylistically pretty far afield from purebred country (like part I here) but the performer's pedigree in that genre is rock solid. I'm talking about Jennifer Nettles. Of Sugarland. And this: Woh. Jennifer Nettles x 2. Duh-ang. But the song, oh my lawd, what a great tune. The arrangement, the instrumentation, the fact that a guitar hack like me can solo…

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Spare me your dystopia.

By dpknudtenDec 04, 2013

I get it. Things aren't all rainbows, unicorns and flying cars. Life is a struggle. Always has been. Always will be. But enough already. The Hunger Games, The Walking Dead, Doomsday Preppers, Left 4 Dead, Minority Report; a non-stop diet like this leads to mindless nihilism—or the necessary purgatives of Duck Dynasty, anything Disney, and K-Pop. Dystopias can be fun (Get the zombie, Rick!), but overdose on it and you're the problem. Suddenly every turban…

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People like p z l s, part II.

By dpknudtenNov 26, 2013

I wrote a post a long time ago (in social media years) entitled "People like p z l s." Its takeaway: that too many marketers want to say everything in every communication, but that it's more important to leave room for their intended readers to fill in the blank. A simple, brilliant example: -from the folks @ Ireland/Davenport, Johannesburg, South Africa The story of Vivian Maier is "People like p z l s" personified. Long…

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Fear. Desire. Choose.

By mctootNov 21, 2013

Every once in a while, the universe perfectly aligns where you are, with what you need. Here's but one current example. I stumbled across the Salon.com article about MLB pitcher Jamie Moyer and his personal journey through a professional life hampered by negativity (doubts, fears) to one focused on accentuating the positive (working with the talent and tools he has.) Can an old, slow dude win in the majors? Yep, 269 games worth. I love…

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Let’s collaborate.

By mctootNov 16, 2013

It's been a long time coming, but COLLABORATOR creative is LIVE. I'll be continuing to do what I've always done—work with clients to achieve their marketing goals—only this time as the Chief Collaborator at my own shop. Those of you who've known me for years will recognize that modus operandi from my days back in Colorado where I created/helmed Alley Grant & Logan (founded in a garage on the alley between Grant and Logan in…

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In praise of parameters.

By mctootNov 13, 2013

If anything is possible, nothing is. A provocative over-statement, perhaps, but it's often true when trying to create work, art, music, poetry, and baked goods. Endless possibility is often creatively debilitating. I mean, where to start? For me, it's parameters, as in "let's tightly define the parameters of this project." Classical poetic forms? Parameters. A cogent Creative Brief? Parameters. A stretched canvas? Parameters. Grandma's rye bread recipe? Parameters. Without parameters, there's no wall to push…

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Features & Benefits? Benefits, then Features.

By mctootOct 23, 2013

This is a "duh" post (at least for anybody who deals with marketing on a daily basis.) But all you have to do is look around the marketplace (especially B2B) and you can see terrifically bad examples of a universally recognized marketing rule of thumb being routinely ignored. The rule in question? The one regarding Features vs. Benefits (as in, which comes first.) Features are subject to market change. Benefits are universal and timeless. When…

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