The following is a true story as told by Ender Baskin:
A few mates went out for some beers at a local bar. They were young, vibrant guys who where looking to meet some girls. Fine. One of the guys had a very cool t-shirt which said the following:
“Don’t get too excited I’m just the wingman.”
The group of boys all loved it. They thought it was very cool, awesome in fact. They were certain it could only enhance his changes of meeting a girl on said night.
As expected people ‘did’ love it. They all came up and remarked on how funny, cool and smart the t-shirt was. Only problem was, it was all the blokes who happened to remark upon it.
This parable is a a little bit like the type of advertising that wins awards. The producers and colleagues in the industry love it. Yet award winning advertisements don’t always sell the product. Cool and funny is great, often a nice bonus when communicating with our people. But if the basic objective isn’t met, we’re better off with something less cool that actually works.