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Listening for better communication - Matt Zuker, Bryan Fuhr
1.
Hi.
2.
Mat Zucker VP, Executive
Creative DIrector Agency.com, NY @matzucker
3.
Bryan Fuhr Director of
Strategy AKQA @bryanfuhr
4.
Youʼre making an
investment in becoming a creative communicator
5.
An overlooked quality of
great communicators is their listening skills
6.
Great listeners do
great work
7.
Work rooted in
deeper insight
8.
Work demonstrating fresher
ideas
9.
Work that sells
faster
10.
Work that sells
more easily
11.
Work that is
more fun to make
12.
Work that gets
better results
13.
...and more awards
14.
Work that builds
brands
15.
Work that customers
love
16.
How can you
be a great listener?
17.
Shut up and
Listen: A guide for Miami Ad School to do better, bolder work
18.
1/Listening is everyoneʼs
job
19.
Weʼre all thinkers
20.
Weʼre all planners
21.
Weʼre all Creatives
22.
Weʼre all technologists
23.
Weʼre all in
client service
24.
Weʼre all responsible for
what we put out
25.
2/Listening takes energy
26.
Listen more than
you talk
27.
Listen to the
chatter
28.
Record everything
29.
Talk to old
people
30.
(And not just
in Florida)
31.
Donʼt edit your
energy
32.
3/Listening demands all
your senses
33.
Read between the
words
34.
Taste what the
target tastes
35.
Smell opportunity
36.
(And especially bullshit)
37.
Ask what keeps
the client awake at night
38.
Watch the creative
directorʼs body language
39.
Donʼt demand praise
(or coddling)
40.
4/Listening requires speaking new
languages
41.
Speak Mom, speak
Doctor, speak Spanish, speak Cook.
42.
You donʼt need
to speak Flash. But you need to speak technology.
43.
Clients donʼt always
say what they mean.
44.
Creative directors always
say what they mean.
45.
5/Listening makes and
sells better work
46.
Know who is
really in charge
47.
Find out how
they hear things
48.
Present ideas in
their language
49.
Leave room for
questions (and doubt)
50.
Prepare to hear
something unexpected
51.
Demand feedback. Chase
it down.
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