Umesh Patel’s Post

The magic of macro to micro thinking: Exhibit 1 bellow: the new ad for Heinken by LePub => finding a unique behavior relevant to hardcore football fans => superstition => something you did when your team scored => called wife => repeat calling wife to ensure future wins => invite others to call wife for more luck Exhibit 2 in the first comment: the 2023 Cannes Lions award winning Tide ad by Saatchi & Saatchi (We Are Saatchi) => finding a unique behavior relevant to hardcore football fans => superstition => something you did when your team won => lucky jersey => can’t wash jersey to keep the luck inside => repeat wearing lucky stinking dirty jersey Same starting point. Different brand narrative. Different thinking destination. One of many destinations. Lovely to see it in action. Every macro observation is just the beginning of a magical journey to a unique micro observation which leads to a different savvy insight. KEEP DIGGING! 😊 #StructuredCreativeThinking #MicroCreativeThinking #Macro2Micro #KeepDigging #Insights #Creativity Cannes Lions International Festival of Creativity The HEINEKEN Company #HardcoreFans

Here's how you can find clients on LinkedIn. It really works! 1. Find a leader in your given field. I'm a freelance editor in the commercial/advertising space so Kevin fits this profile. 2. Write a thoughtful response to one of their recent post. Sorry, a "thumbs up" isn't enough. 3. Connect with everyone that's tagged in the post and repeat step #2. See above about a "thumbs up" not being enough. Things to remember: 1. Once you make the connection on LinkedIn, spend time nurturing the relationship. Add value. 2. Don't ask for anything. If a stranger approached you on the street and immediately said: "please help me (fill in the blank) - you would walk away. Don't approach people on LinkedIn with this kind of energy. Be chill. 3. Be okay if the person doesn't respond. You're not the only one with a life. People are busy. The ROI on doing this is MUCH HIGHER than applying to those "looking to fill my roster" posts. You'll find clients on LinkedIn if you follow these steps. Freelancers. Think Differently.

The word #diversity packs a lot of differences, it feels like. While breathing #DEI in an out, it is easy to forget a critical factor that is key to all that discussion. There is so much thinking about who is left out, who is silenced, whose voice is not heard, and the conflicts. There is so much caution about every word that is spoken and written. When I teach DEI, I tell students that the good fight sprigns from one of the 3 places - Justice, Business case and war for talent. But off late I am becoming cognizant of something that's far more important than those 3. It is the thing that brings us together. It could be a purpose or plain survival. There is always a common objective/ base on which different people come together to work. Most of the successful stories that have surpassed all differences and resulted in heartwarming positive results are where people focused stronger on what connected them as humans than the differences. One of the finest examples in the movie Shawshank Redemption. It could be as basic as the cafeteria food or a tough project. It could be a common interest in programming or the commute. It is similarities that make us look beyond the differences. I guess the question is not merely, "Can we overcome #bias?" but it is, "Can we overcome bias enough to see that common thread that connects us?" I always play this video in my classes as this drives home the point like no other. https://lnkd.in/gxHXzSAT

We’ve all seen commercials that make us laugh, cry, or feel all the feels. Just think of some of your favorite commercials during the Super Bowl. 🏈 Whether you drink or not, I’m curious about your take on this video Heineken made. In a world where opinions can divide us, they present a social experiment that attempts to remind us of what unites us. 🌍 In the video, they bring together individuals from opposite ends of the political spectrum to chat over a beer. 🗣️🍻 Through cooperation and heartfelt dialogue, they break down barriers and discover common ground. 🔹 Did it work? Whether this video works for you or not may be a personal preference, but there’s no denying the persuasive power of video in changing perceptions and fostering connections and help you experience the emotional journey of empathy and understanding. ❤️🎥 What do you think of this video and what was the last one you saw that moved you in your heart or mind? 💖🧠 https://lnkd.in/g689Ydm6 #VideoMarketing #PowerofVideo #SuperbowlCommercial #PersuasiveVideo #VideoWithSoul

Worlds Apart With everything happening in the world right now this video popped into my memory even though it’s come under scrutiny. Are the people real or are they actors? Are we promoting alcohol to solve our problems? As a historical swerver of difficult conversations I still find this video fascinating and hopeful. Whether it’s a family disagreement or a mediation situation at work I’ve learned to ask myself what part did I play in this? What story have I made up in my head? What answers may I not want to hear? Listening to the pain that I’ve caused someone else isn’t easy or waiting for an apology that never surfaces. However, if we never have these difficult conversations nothing changes. To create space to listen and to be heard helps us move forward. How often do we swerve the difficult feedback conversation because of our own discomfort with conflict? How often do we avoid asking for help? How often do we feel relief after a difficult conversation? My relationship with a previous manager was so bad he arranged a meeting for just the two of us to talk out the issues. It wasn’t quite a locked room but it was a stuffy room near Euston Station. Context for both of us was key. Why did he need my monthly sales report on time? It was the most boring thing for someone like me who didn’t like admin or blowing my own trumpet. Was there an element of oppositional defiance here, on my part?! It turns out he needed to share the good stuff I was doing. I then went on to achieve the top sales rep award with the support of the same manager. Our relationship wasn’t always harmonious but we understood each other, respected our opinions and our differences in a new way after that meeting. What conversation have you been swerving? How can you transform that feedback conversation into a productive Conversation Worth Having? Do we need some flat pack furniture to put together to resolve our differences?!(Honestly, many of us find conversation easier when there’s a physical task to perform at the same time). These days I don’t run away from the difficult conversations and I recognise the fight or flight response they can induce. Instead I prefer to remember Joseph Campell’s view that “the cave you fear to enter holds the treasure that you seek”. I’ll be running a free online Giving & Receiving Feedback session in the autumn. If you’d like to learn some tools and techniques to help you have Conversations Worth Having DM me for further info. #feedback #feedforward #conflict #appraisal #appreciativeinquiry #conversationsworthhavingtoday #adhd #adhdcoaching #emotionalwellbeing

This Heineken commercial video is moving. Our shared humanity is deeper than our differences, and when we are driven by curiosity rather than the will to win an argument, beautiful and respectful relationships can be formed. A respectful relationship is about loving and respecting each other despite our differences in beliefs and views. In the past year, I have become friends with people whom I never thought I could even sit with, because I would make personal assumptions based on their words and beliefs without truly knowing them. It took a moment of curiosity: 'I am curious to understand your thoughts because I am not able to see what you see. Help me see what I can’t see.' Curiosity opened my mind and my world, helping me understand things I previously struggled to grasp. More importantly, I realized that having strongly different views does not necessarily mean that we lack shared values that can foster bonds and develop into beautiful relationships. This is what we should strive for and teach our students: communicate to understand, communicate to seek the truth rather than to win arguments, and view disagreements as potential invitations to improve ideas or beliefs.

It's often in the broken things that genius occurs! And that's exactly what Molson Coors Beverage Company did when they turned a broken billboard into a brand home run. Baseball player Shohei Ohtani hit the ball into a Coors ad and caused a square in the screen to break and go black. Not the first time this has happened...but certainly the first time a company has masterfully made it work in the favor. Coors' marketing team went to work: → Changed their existing ads to include the black square → Released limited edition cans with the black square (sold out in 24 hours) → Changed signage at Ohtani’s home stadium to include the black square and a tagline “Hits the spot” Japanese fans loved the campaign so much, Coors even started importing there for the very first time. AND...Coors isn’t the "official beer sponsor" of the baseball league or Ohtani, and therefore, this cost $0 in sponsorships or endorsements. Smart marketing...understanding an audience group, tapping into a shared experience, and making the brand part of the community.

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