Pace Professor Parkinson, there are occasions when it’s really useful to focus on the trivial.
My largest client at Saatchi’s, Rowntree, could so easily
destroy new work – strategic or campaigns – by re-discussing the fundamental
pillars of the thinking behind it. In truth, they were not very good with new ideas.
So the tactic I evolved for dealing with this was to ask
their considered opinion on some trivial, inconsequential aspect. This could
easily be spun out to occupy the majority of the meeting.
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