These are some tips, advices and thoughts for the future planners of the digital world

1. 10
advices
for the future
planners
by Igor Saraiva

2. Understand
1. people.
A lot!

3. art director account planner
your boss the client creative dir.
copywriter
programmer
you
Know that...
All these people have expectations about the project.
Get to know them even before you take the first step.
Flickr Orange County Archives

4. Besides, a good planner understands people beyond
the interviews. He dissects people's behavior to
comprehend entirely their needs.

5. And there are a lot of needs beyond those from answers.
So, ask "why?" at least 5 times in order to uncover and
to determine the root cause of the problem.
Facebook channel on YouTube

6. problem My car will not start
(1st) why? - The battery is dead
(2nd) why? - The alternator is not functioning
(3rd) why? - The alternator belt has broken
(4th) why? - The alternator belt was well beyond its useful
service life and has never been replaced
(5th) why? - I have not been maintaining my car according
to the recommended service schedule
...
{ "5 whys" from Toyota}

7. This will let you understand the subtleties
of human behavior
Why did you buy this bag?
vs.
"I bought it because of its "When I was 15 I was mocked at
quality and because it is school, my parents were poor,
long lasting" my colleagues used to make fun
of me; now, I want to show how
much I've improved"
This is not the kind of
answer that you need!
source: Martin Lindstrom (Buyology)

8. Question
2. everything.

9. Question
2. everything.
Then,
question
it again.

10. "il contro-brief"
What the client asks for is really the best for him?
What lies behind this brief?

11. Therefore, look at the project from a new perspective:
ask Why Not instead of Why.
Flickr Vu Bui

12. Criticize, reflect, analyze. Use Lateral Thinking
and don't be limited by common project issues:
money, time, messages etc.
Personal file: BlockPain's strategy

13. And if you decide to defend an idea that is outside
the client's expectations, then surprise him with
the quality and linking of your planning.
Personal file: UnimedRio's strategy

14. 3. Plan your
planning.

15. Like all infoseekers, you will want to dive into data,
infos, reports, researches. But you have to know
where to dig.
Flickr Ian McWilliams (macaz1977)

16. Per-Anders Pettersson/Getty Images
Plan your planning: write a scope, a guide, a strategic summary
before digging out here and there. When you're heading the wrong
direction, digging deeper won't bring you anything new.

17. 4. Start
backwards.

18. In the world of
advertising everything is
for 'yesterday'. Keep in
mind the whole project,
using the bird's-eye view.
Know your deadline,
then work backwards.
And remember: speed is different than hurry!
Flickr Alexandre Battibugli

19. 5. Get off that
chair right
now!

20. Assuming
that you
will find your
answers by
doing a Desk
Research is
a huge
mistake
Personal file: grïngo

21. Your answer is out there!
Going to the streets and talking to people is mandatory.
Think culturally. Socially. Psychologically.
Question. Suspect. Reflect.
Flickr santospat

22. Be on other people's shoes and see how they act and fell. Then,
discuss your findings with someone who is not in the project.
Your team may be addicted to the infos already obtained.
1 2
3 4
personal file

23. Don't be a
6. T-Shaped
person. Be a
Comb-shaped!

24. t-Shaped
The vertical axis is your deeper
knowledge, usually your
graduation field: design,
advertising, marketing, engineering.

25. t-Shaped
The horizontal axis is the knowledge
you possess in other areas such as
anthropology, sociology and
psychology, for example.
The vertical axis is your deeper
knowledge, usually your
graduation field: design,
advertising, marketing, engineering.

26. t-Shaped Comb-shaped
You got to have more than a superficial knowledge in these areas.
This will transform you from a generalist into a multi-expert.
After all, every planner needs to know about everything. But a lot!
multi-expert
deep knowledge in different areas

27. 7. Develop your
entrepreneurial
spirit

28. As a planner you definitely will position or reposition
companies in the market. So think of them as if they were yours.
And do it fondly.
Flickr naughton321

29. This path you're drawing, does it make you happy or
fearful? Confident or insecure? Is it a certainty or a risk?
It is thinking through the customer's perspective that you can
understand the acceptance of your insights.
Flickr brianokellypictures

30. Therefore, start something yours. Build something to
manage even if it is very small. It will make you confident.
Flickr A30_Tsitika

31. 8. Tell good
stories.

32. The art of persuasion = the art of storytelling.
Learn how to involve the relevant people and put
them into your story. Let them freely participate.

33. And
remember:
9. you're more
than a
planner!

35. Usually, when someone asks who you are, your
answer begins your job title: "I'm a lawyer, I'm a
dentist, a doctor or I am a planner of agency X".

36. You are much more than a simple and stupid Job Description
and should do more than what's written on that paper.
But don't expect to
receive more money
because of that. Or
even recognition.
But do it anyway.
Always do more,
because one day
this will payoff.
Flickr John_Scone

37. believe me!
Maybe you won't understand it
now, but in the future, when
you connect the dots, you'll
see how worth it was.

38. Don't plan
like us
10. planners
plan...

39. "Even to take a great leap forward,
you must run a little behind"
Flickr -TJPhoto-

40. So, knowing how the planning world is nowadays, why
don't you take it to the next level?
jumper: Felix Baumgartner

41. The Next Level
Dick Fosbury was the first man to make a high jump on a very
unconventional and strange way; but that was much more effective.
Soon, this new approach was adopted as a standard by all athletes.
http://bit.ly/fosbury

42. The Next Level
Knowing the past and
working on the present, you
planners have the possibility
to write the future of
planning as we know it.
"Within 5 years from now, you will have
wished that you have started today!"

43. Give it a try!
www.IgorSaraiva.com
@IgorSaraiva
LinkedIn
head of planning at