GROW'S THE ONLY WAY TO GO

 Grow’s the only way to go

Yes, I admit it. I’ve been too obsessed with the pronouncements of our new Prime Monster. And that’s why I’m having so many peculiar dreams. 

Recounting ones’ dreams is unforgivably boring but here goes anyway.

zzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzz

I’m at home, feeling a bit odd but itching to tell my wife about my new plans.

“Growth” I say importantly.

“Where?” She says looking concerned.

“No, not a growth. I’m talking about growth of our life, our income and our self-perception.”

“Have you been drinking?” she asks.

“We need a proper meeting now “ I say “to sort out our strategy, our direction of travel and our key beliefs.”

Silence. Or was that a snort?

I plough on with my prepared speech.

“We have been leading a life of restraint and sluggardly growth…I want explosive growth and I want it now. I want to invest in impressing my network. I’m going to have daily lunches with the brightest and best I know but first I’m going to start with an image renovation. I’m buying a red Porsche, wearing red braces, red socks and getting red framed spectacles. Red is the new hot colour for my world of growth. Red Hot is my new life.”

I pause, slightly moist eyed at the power of my words. A quiet voice interrupts my thoughts.

“And where’s the money coming from for this …new life?”

“We must borrow for tomorrow. The more we spend the more they lend.”

I didn’t see the book flung at me until too late. As I slumped to the floor I heard my wife say:

“Red also means something else. It means stop.”

And then I woke up.

Zzzzz!!

---------------------------------------------------------------------------------------------------

It’s been a strange week. 

I’ve been wondering if we can trust a Truss and I’m really not sure at all. I’ve lived under 15 prime ministers. Liz is the most unusual and Kwasi Kwarteng reminds me of Antony Barber, Heath’s “dash for growth”  Chancellor in 1972.

Truss seems fearless, carefree and a bit careless. In business I’ve lived with go-for- growth CEOS and it always ends in tears. That’s usually because events outside their control scupper their well laid plans. When Prime Minister Harold Macmillan was asked what was the greatest challenge for a statesman, he replied: ‘Events, dear boy, events’.

Big events seemed all that interested Boris Johnson. But all he did was so dishevelled I often wondered if he changed his pants. He relied on instinct but not strategy. He was an accident-prone shambles. 

The Truss is different. She and her new team aren’t boring. I expect planned chaos but she’s seized the mantle and is vigorously shaking it. She’s clearly read Joseph Schumpeter (ex-Professor at Harvard University) who created the concept of “creative destruction.”

Here’s a definition :

“Creative destruction is based on the principle that old assumptions need to be broken so that new innovations can benefit from existing resources and energy.”

That has a good radical, courageous sound to it but like heroic surgery in applying it you can sometimes destroy more than you intended. It lives in the world of “oops!”

So we are sitting and waiting. The rich are getting richer. The poor are staying poor. Does trickle down of wealth work? We shall see but the pundits are sceptical.

One of Truss’ more interesting new appointments is Therese Coffey, Secretary of State for Health. In response to a very long question in the Commons recently she stood up said ”Yes” and sat down.

No. Life won’t be boring. But we’re on red alert from now on. Pay attention.

I WANNA TELL YOU A STORY

This week Max Bygraves died. 

He was a comedian, entertainer and impresario and was huge a few decades ago. Think Michael Parkinson + Michael McIntyre + Jonathan Ross and you’ll get the idea.  And this was his catchphrase. He was was always telling a story.

Now storytelling has invaded the business scene. We no longer have ‘business strategies’. We have ‘corporate narratives’ (although they look much the same and with a shudder I wonder what Lord of the Rings would look like written by McKinsey – ‘Frodo Objectives, SWOT analysis of the Hobbits etc.)

The real power of the story is shown in Walter Isaacson’s biography of Steve Jobs which teaches more about what really happened at Apple and why (ultimately) it worked.

  The story about Job’s passion for product and that belief that he was at the intersection of technology and art tells it all as does his love of design. Dewys Landon, a designer, expressed what Apple achieved beautifully when he said;

“Our job is to give the client, on time and on cost, not what he wants, but what he never dreamed he wanted; and when he gets it, he recognizes it as something he wanted all the time."

And then there’s Madmen, the TV story of 60’s and 70’s advertising – was it really like that Don? Don Draper lit a Marlboro and thought wistfully for a while.

No. In Britain it was much better and much worse. Sex, drugs and rock’n roll. The skirts were short and the tempers shorter. Account Directors had races in their Porsches down Park Lane. Sexual harassment was the norm. People lost days of their life in an alcoholic haze and still did great ads. And that was the real point to the story. Great, brave, funny and new advertising that clients never dreamt they wanted and then realised they wanted all the time.

Poor boring madman Don. He should have settled on being an accountant.

The real story of breakthrough success is always accompanied by excess. The bankers at their peak, British advertising, Australian cricket at its pomp, Tracey Emin, Gordon Ramsay, and Christopher Hitchens. True genius seems to burn life’s candle at both ends (and in the middle.)

The story of success, endeavour and risk is usually exciting, fun and a journey of surprises.

I wanna tell you a story because stories look truth in the face.

Stories are about people and as the Gradgrind of advertising Martin Sorrell tells us:

“All business decisions are marketing decisions and all marketing decisions are about people”

And all people are into stories. Because that’s what life is – one big story and not a spreadsheet.