Business Thoughts, Favorite Quotes, Life thoughts, Rants and Observations

THE MARKET FOR SOMETHING TO BELIEVE IN IS INFINITE

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“Everybody needs an EVIL PLAN.

Everybody needs that crazy, out-there idea that allows them to ACTUALLY start doing something they love, doing something that matters.

Everybody needs an EVIL PLAN that gets them the hell out of the Rat Race, away from lousy bosses, away from boring, dead-end jobs that they hate.

Life is short.”

Hugh McLeod

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So.

I just reread up Hugh MacLeod’s 100 page book called Evil Plans: Having fun on the Road to Domination.

Fantastically written short business book I recommend to everyone <it is kind of like the Top Models Decision Book … chapters one or two pages long … concise points>.

I mostly recommend this book because I think everyone SHOULD have an Evil Plan.

To be clear with regard to everyone having one of these evil plans. Some people will actually try an implement it. And some people will just have it in a drawer somewhere thinking maybe someday I may do it and maybe some people just like knowing they have an Evil Plan regardless of where it is gathering dust. That’s what dreams are all about.

You don’t really have to follow your dreams all the time sometimes it is just nice, really nice, to have a dream. A “what if” as it were.

I’ve softened my stance on this over the years. I used to be a “if you have a dream and don’t pursue it in some way you are cheating yourself.” I recognize now that I am an Evil Plan developer and implementer. Therefore … I may have had a skewed perspective. Ok. I did have a skewed perspective.

As time has passed … and as Hugh points out in his book … it can be a consuming thing. Consuming is a great word because it is a nice way to suggest that there are tradeoffs.

I would suggest that there are a shitload of very happy people with Evil Plans in a drawer somewhere just sitting there gathering dust. Happy people living Life as it is.

Just as there are a shitload of happy people out there consumed pursuing their Evil Plan. Happy people living Life as it is.

Regardless.

Everyone should have an Evil Plan.

As for businesses?

No debate. An Evil Plan is a mandatory.

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HUGH:

Here’s the point. Whatever you are selling isn’t merely a product or service. It’s also a product of a belief system – your own belief system. And understanding your belief system is crucial to building your Evil Plan.

It’s not what you make; it’s what you believe in. That’s what people respond to.

That is where your enterprise lives or dies.

So.Go believe in something. It really works. Trust me.

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And the idea of an Evil Plan is not a flippant aimless idea. It has purpose … or maybe it’s an objective – WORLD DOMINATION.

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Hugh:

Everyone lives in their own little world. The planet is just too damn big for one person to take it all in. So every human being seeks out their own little microcosm. Whether we’re talking about Wall Street, the coffee shops of bohemian Chicago, the ranches of West Texas or the San Francisco advertising agency scene, we find these worlds that suit us (sometimes they find us too), and we pitch our tents there. These worlds are the ones we want to dominate.

We all know where and what they are….

You don’t really aim to “dominate” the world you live in, of course. The most you can hope for is to live in harmony with it. You like it, it likes you back. Things just work. Things just click. And when your Evil Plan is going full steam, this is how it all feels.

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But maybe, just maybe, the real thought behind a well thought out smart insightful Evil Plan is not so harebrained because … well … the market for something to believe in is infinite.

I have written far too many times in the past that, in business, we are dealers of Hope. Hope for something better. Hope to be better. Hope for better than I am and what I have today.

Hope has an infinite value.

Hugh’s version of this is the fact that people will line up for the chance to be involved in something to believe in. It can be a product, a service, a brand, a purpose … or all of the above.

Ah. Shit.

Rather than preach some personal philosophical bullshit I will simply share what Hugh calls The HughTrain Manifesto:

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THE HUGHTRAIN MANIFESTO:

“THE MARKET FOR SOMETHING TO BELIEVE IN IS INFINITE.”

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We are here to find meaning. We are here to help other people do the same.

Everything else is secondary.

We humans want to believe in our own species. And we want people, companies and products in our lives that make it easier to do so.

That is human nature.

Product benefit doesn’t excite us. Belief in humanity and human potential excites us.

Think less about what your product does, and think more about human potential.

What statement about humanity does your product make?

The bigger the statement, the bigger the idea, the bigger your brand will become.

It’s no longer just enough for people to believe that your product does what it says on the label. They want to believe in you and what you do. And they’ll go elsewhere if they don’t.

It’s not enough for the customer to love your product. They have to love your process as well.

People are not just getting more demanding as consumers, they are getting more demanding as spiritual entities. Branding is a spiritual exercise.

Either get with the program or hire a consultant in Extinction Management. No vision, no business. Your life from now on pivots squarely on your vision of human potential.

The primary job of an advertiser is not to communicate benefit, but to communicate conviction.

Benefit is secondary. Benefit is a product of conviction, not vice versa.

Whatever you manufacture, somebody can make it better, faster and cheaper than you.

You do not own the molecules. They are stardust. They belong to God. What you do own is your soul. Nobody can take that away from you. And it is your soul that informs the brand.

It is your soul, and the purpose and beliefs that embodies, that people will buy into.

Why is your Evil Plan great? Why does your Evil Plan matter? Seriously. If you don’t know, then nobody else can- no advertiser, no buyer, and certainly no customer.

It’s not about merit. It’s about faith. Belief. Conviction. Courage.

It’s about why you’re on this planet. To make a dent in the universe.

I don’t want to know why your brand is good, or very good, or even great. I want to know why your brand is totally frickin’ amazing.

Once you tell me, I can tell the world.

And then they will know.

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I do believe people need a plan. I don’t really care if it is an Evil Plan <albeit I think it would be cool for everyone to have one>.

Anyway. Pick up his book Evil Plans. It is a simple read and yet addresses some non-simple personal things – ambition, fears, aspirations, hopes and dreams – and yet talks directly to being trapped in a dead-end job, how to effectively position ideas and why it’s actually a mandatory to think differently if you want to think creatively <not just as a traditionally defined creative person but just as a thinker>.

Throughout the book, MacLeod includes his artwork/cartoons which are almost worth the price of the book alone. Someone wrote this and I agree … This is not a book filled with nothing but doom and gloom. It is quite the opposite; his words and art inspire, motivate, and will make you laugh.

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Hugh MacLeod.

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https://brucemctague.com/how-to-be-creative-some-hugh-wisdom

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He is the creator of a great blog, www.gapingvoid.com. He is an artist, entrepreneur, author, among other things. He is creative, forward-thinking, open-minded and smart. You will note since day one of my blog I have had the Hugh MacLeod cartoons on my site.

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of the time, kindness in words creates confidence, know what's happening to people when and why, knowing what is right is not enough, knowing what's right isn't enough, kodak, lack of alignment, lack of responsibility, lack of self confidence, lacking hope, lazy decision making, leaders and character, leaders are still and active, leaders have strength of character, leadership, leadership management, leadership split, learning, less a competitive comparison, lessons, lessons are the secret to success, letting go is difficult, letting go is not simple, lies, life, life as a renovator, Life cannot be planned in a way that is fool proof, life formulas, life is a winding road, life is not as simple as it seems, life is tough, Life is unfair, life lessons, Life truths, life-transforming things happen eventually, like knowing yourself, like the Top Models Decision Book, little actions can make a big difference, little failures versus big failures, live in a relativistic culture, living life backwards but still question, logical decision making, looking at the world will need to become ever more fertile and original, lost faith in human race’s ability, Lots of people hate their boss, Lots of speeches about the sanctity of their craft, luke sullivan, maintain autonomy, make better informed choices, make it easier to do so, make time productive, makes us utterly dissatisfied with our lot, making changes personally, making choices, making love to their Powerpoint presentations, making the hard choice, management, management by exception, management thinks is changing, managing people to be successful in life and business, managing perceptions, managing regrets, managing transitional moments, marbles on a table, marketing, married themselves to their medium of choice for the wrong reasons, maybe it is better to admit we failed at something, maybe life is not that complicated, means less time watching TV, measure our lives in anything but material and tangible things, meeting the construction versus deconstruction gap, mentors, mentors & those we look up to, mentors were human, mistake of planting an idea in my head, moral fiber, moral virtue was the most valuable thing, more casualties of this foolishness you meet, more pathetic they seem, more people will tell you what to do, more someone understands, Most jobs are highly structured, most outside-the-box ideas, Most people think the customer should come first, most things in life are not black or white, motivate, motivated by a desire to achieve, motivation, My work was bloody awful, never idolized anyone in my life, Never stop reading, new business landscape, nice to have a dream, no longer just enough for people to believe that your product does what it says on the label, no one says you failed any more, no pot of gold at the end of this dumb-ass rainbow, no substitute for judgment, Nobody can tell you if what you're doing is good, Nobody suddenly discovers anything, Nor can you bully a subordinate into becoming a genius, not a place where one is going to come up with many new, not afraid to walk away if, not be as black & white as we wish, not go crazy in insane creative bursts, not the way you may become, now a cultural/generation issue, numbers are facts, numbers are facts crap, numbers are facts nonsense, numbers are not accountable, numbers can play a role, numbers have a role, numbers show possibilities, numbers will confess anything, obligation to do, obligation to do the right thing, obviously know what the right thing, Of course it wasn't commercial, offering them solutions, older leaders into convulsions, one foot in history one foot in future, only certain thing about the future, only few find the way, ordinary life with extraordinary responsibilities, ordinary people don't think they are remarkable, organization not aligned, organizational, organizational marbles, organizations, organize thinking, our mentors remain valued, our minds create, out-there idea, out-there idea that allows them to ACTUALLY start doing something, outside world affects how we think, own sense of freedom and possibility, Own your failures, pareto, part of the strategy, partner, partnership, passion, passionately in doing good, people like watching dinosaurs die, people throwing their lives away in the desperate hope of finding a shortcut, people thru a rear view mirror, performance, personal creative destruction, personal WORLD DOMINATION, perspective can help with the complex, pessimism winning out over positive, philosphy, piques someone’s curiosity so that they seek more information, Pissed Off Gene, planet is just too damn big for one person to take it all in, poetic but flawed example, point of view, pop-culture business, pop-culture iconic business people, positive side of enlightened conflict, preach some philosophical bullshit, preoccupied with possibilities, prioritizing actions, prioritizing what is right or wrong, Product benefit doesn’t excite us, productivity, providing perspective, pry my career out of the jaws of mediocrity, purposeful fragmentation, pursuing the way, put failing in perpsective, quotations, quotes, realized my mentors were human, rearranging existing pieces, reason for being, reason to believe, reason why feelings scare us, regardless of where it is gathering dust, relationships, remember who you are, rentiers, reshaping things in business, resiliency, resiliency and character, resistant to anything that catalyzes it, respect, responsibility, restless consistency, right and what is in our own interest coincide, right is right, right or wrong seems, risk of doing the right thing, roy spence, running a business, sad, sadly insightful about Life, safe, save themselves a lot of aggravation, saw us happy, say it is happening when it isn't, say that something is happening when it is, scared, Second-rate ideas like glorious swellings far more, see more clearly within the moment, see your own reality, seek out events without fear, seek truth, self doubt, self truth, selling isn’t merely a product or service, Selling out is harder than it looks, serious life decluttering, shaking the etch a sketch, share what Hugh calls The HughTrain Manifesto, sharing, shortcomings leading to consequences, simplicity in life, simplifying to make choices easier, six impossible things before breakfast, skews that perspective, slippery slope, slippery slope of despair, slippery surface of irrelevant brilliance, smallest actions contribute, smart risk is painful, smart risk taking, Smarter discussions, social networking, soft choices, some idealistic pedestal, some of the obscure things I have stored away in my pea like brain, something more important than fear, soyoufailed.com, special insights, stability model no longer offers that much stability, stand for something within yourself, standing up every time we fall down, Start worrying about people who trust you, starting to make a difference, statistical decision theory, statistics, statistics cannot make the decision for you, statistics getting in the way of a good decision, stealthily present in everything, still exists a right and wrong, stole LESSONS from my old boss, stop and think, stop worrying about technology, strategy, strength against adversity, strength of character, strength of character to make change, strength of self, strip away the undoable and identify the doable, strong desires pull us in opposite directions, strong enough to span generations of years, Strong enough to span the micro-second subconscious thought, Strong enough to span yesterday to tomorrow, Stuff I Like, stunning grace in the face of overwhelming life, summarize all my mentors, swallowing nonsense, Take chances, take revenge on doubters, taking personal risk, taking risk in business, Team Players are not very good at creating value on their own, Technology is changing faster than most can adapt, teens, that crazy, that i will be tomorrow, That’s what people respond to, the answers are within you, the bigger the idea, The bigger the statement, the bigger your brand will become, the choices in front of you, the compromises one has to make writing ads can often be tremendous, The Decision Book from TopModels, The Devil starts seeking out his due, the kid thinks it's all about talent, the kind that pays the bills, THE MARKET FOR SOMETHING TO BELIEVE IN IS INFINITE, The more compelling the path the lonelier it is, The more original your idea is, The more the idea is yours alone, the numbers told me what to do, the organizational crack, The Silent Partner Marketing article, the strongest bridge, the stupidly wrong people conveniently forget, the wise who seek the questions, the word failure is tough love, there are exceptions, there is no formula for good choices, There is no try, there's no buzzword or new paradigm that can help you, These worlds are the ones we want to dominate, They may just be little things, they pushed me hard, They want to believe in you, Things are made slowly and in pain, things learned from good bosses, think differently if you want to think creatively, Think less about what your product does, think more about human potential, thinking, thinking impossible things, thinking is good, this i am today, This is totally stupid, those who seek to do wrong, thought becomes a belief, thought behind an Evil Plan is not so harebrained, thought being talented would save our asses, thought is fleeting prior to taking action, Thoughts & actions, time, time and choices, tips that are now welcomed and appreciated, To feel complete freedom, to slay a dragon you need to believe in dragons, to the right person at the right time, torture numbers, torturing numbers, transformational people, trust, truth, truth and expectations, truth is what really happened, truth to oneself, trying desperately to pry my career out of, trying to preserve will lead to stagnation, trying unsuccessfully to keep up with them, unclear leader, uncomfortable enlightened thinking, underestimate the ingenuity of our inner fool, underestimates his competition and overestimates his chances, underestimates how much time, understanding what you do as an organization, unfocused leaders, unique person in an ad agency, use your imagination, vibrantly alive in repose, virtue is its own reward, virtue is the health of the soul, vision, waiting or living, wakes up scared to be themselves sometimes, want to know why your brand is totally frickin’ amazing, Wanting to change the world is not a noble calling, wasted energy worrying, we all fail, we all have a little fool within us, we are all in the hope business, we are dealers of Hope, we can all be better thinkers, we want people, weave your way through business issues, welcome the burden of responsibility, well thought out smart insightful Evil Plan, what I know opinions, what I learned from, What is right today, what is the alternative, What is the strongest bridge in the world, What shit you are willing to take, What statement about humanity does your product make, what we are seeking explanations, what we need to get us through, What you are willing to relinquish control over, what you do with your time, whatever it takes, whatever it takes to cross that dark bridge, when assessing what actions we take, where to draw the red line that separates what you are willing to do, Why don’t people do the right thing, why it’s so easy to not do the right thing, why they're called jobs, will surprise even those who have seen furthest into it, Winning and losing in life, wisdom, woefully inadequate, words, words and art inspire, WORLD DOMINATION, you are not a failure because you fail, You are responsible for your own experience, you can make a difference, You don't know if you're any good or not, You don't know if your idea is any good, you fail, you go do it anyway, You have to find your own shtick, you want to be more creative in, you won't be doing it for the joy of it, your belief system is crucial to building your Evil Plan, your company needs you now more than it ever did, Your idea doesn't have to be big, Your private Mount Everest

April 21, 2015 by Bruce

Written by Bruce

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THE MARKET FOR SOMETHING TO BELIEVE IN IS INFINITE

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THE MARKET FOR SOMETHING TO BELIEVE IN IS INFINITE

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