10 Brutally useful lessons Marketing you should steal from Planners

Feeling stuck in your brand and marketing rabbit hole? Not getting satisfying answers from AI? Maybe it’s time to tap into how planners on the agency side work their magic and deliver genuine strategic insights, the type that AI can't. You might just ‘borrow’ a thing or two.

I’ve unapologetically stolen and remixed insights from Charles Wigley’s book ‘Chaz’s 100 Things a Planner Should Know’, blended with my own 25 years on the client side, working with marketers who were often inspiring... and often stubborn, old-school, or just stuck.

So, I put together the top 10 list for you.

1. ‘Your definition of the problem is likely to be more important than your definition of the answer.’
    
2. ‘Being fashionable is different from being right’, and ‘If it’s already best practice, then lots of other people are already doing it.’
    
3. ‘Don’t ever say ‘this brief is about starting a movement’. You will look like a fool for vastly overestimating the power of what we do.’
    
4. 'There is nothing wrong with repetition, people need to get the message.'
    
5. ‘There is nothing wrong with repetition, people need to get the message.’
    
6. ‘Three points are better than four. Five than Six. It’s just an odd numbers thing. Trust me.’
    
7. ‘If it isn’t interesting to you, it’s unlikely it will be to anyone else.’
    
8. ‘Be honest and simple wins.’
    
9. ‘Read.’
    
10. ‘Walk. Walking is like taking a shower. It frees the mind.’

Do you want more? 

Buy his book; it costs about as much as your over-foamed oat milk macchiato. But it lasts longer.

Why it matters

In a world where AI can create a planning and strategy in seconds, it’s tempting to do it all yourself. But, if you're relying on the same tools as everyone else, don’t be surprised when your brand starts sounding like everyone else.

 → Strategy and planning are still a craft; it’s about making the unexpected connections that AI can’t.

If you want to stand out and can’t hire an agency, an independent planner like Charles, or an interim content strategist like me, at least you can read ‘Chaz’s 100 Things a Planner Should Know’ and listen to the WARC podcast.

Let's connect

If this helped you think differently and you're looking for someone to help you, I’d love to connect.

About my confessions

More about me and my confessions. Why I hold content to a higher standard. And why I write what most people in this industry won't say out loud.

I'm a content strategist with a university background in marketing, media, sociology, and psychology. I've worked in this industry for 25+ years and for 50+ global brands and agencies. 

I've seen a lot. Made many mistakes. Learned even more. 

Now, I share all this to inspire everyone working in marketing and communication to more accountable work. There's already too much crappy content out there; no need to add to it.

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