Listening for better communication - Matt Zuker, Bryan Fuhr
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Transcript of Listening for better communication - Matt Zuker, Bryan Fuhr
Hi.
Mat ZuckerVP, Executive Creative DIrector
Agency.com, NY@matzucker
Bryan FuhrDirector of Strategy
AKQA@bryanfuhr
Youʼre making an investment in becoming a creative communicator
An overlooked quality of great communicators is their listening skills
Great listeners do great work
Work rooted in deeper insight
Work demonstrating fresher ideas
Work that sells faster
Work that sells more easily
Work that is more fun to make
Work that gets better results
...and more awards
Work that builds brands
Work that customers love
How can you be a great listener?
Shut up and Listen: A guide for Miami Ad School
to do better, bolder work
1/Listening is everyoneʼs job
Weʼre all thinkers
Weʼre all planners
Weʼre all Creatives
Weʼre all technologists
Weʼre all in client service
Weʼre all responsible for what we put out
2/Listening takes energy
Listen more than you talk
Listen to the chatter
Record everything
Talk to old people
(And not just in Florida)
Donʼt edit your energy
3/Listening demands all your senses
Read between the words
Taste what the target tastes
Smell opportunity
(And especially bullshit)
Ask what keeps the client awake at night
Watch the creative directorʼs body language
Donʼt demand praise (or coddling)
4/Listening requires speaking new languages
Speak Mom, speak Doctor, speak Spanish, speak Cook.
You donʼt need to speak Flash. But you need to speak technology.
Clients donʼt always say what they mean.
Creative directors always say what they mean.
5/Listening makes and sells better work
Know who is really in charge
Find out how they hear things
Present ideas in their language
Leave room for questions (and doubt)
Prepare to hear something unexpected
Demand feedback. Chase it down.
