SUE AMSTERDAM 20 t!"#g$

YOU SHOULD KNOWSUEAMSTERDAM

maandag 26 maart 12

1. Be original, but don’t be obsessed with %&"g"#a'"t(. We’re in the business to create

stuff that works, not stuff that impresses other creatives.

SUEAMSTERDAMmaandag 26 maart 12

2. We’re not in the entertainment business, but in the )*$"#+$$ business.

Beauty is a means not an end to itself.

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3. We don’t hope, we ,+a$*&+.

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4. Awareness metrics are utter crap. I am aware of Hitler, but I’m not a nazi. Have more

a,)"t"%# with what you measure.

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5. Producing c&ap takes just about as much time and effort as producing

stuff that’s good or better.

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6. Temper your +g%. We’re in the business of helping

our clients to score. Never forget that.

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7. If you wouldn’t $!a&+ the idea with your FB friends, then

the idea just isn’t good enough.

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8. First c%#t&")*t+ to the success of SUE and SUE will contribute to yours. The other way around

never works.

SUEAMSTERDAMmaandag 26 maart 12

9. There is no such things as highly talented people with an ego.

In a creative agency, the g&%*p is more important than the individual.

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10. Agencies don’t make great work, c'"+#t$ do.

SUEAMSTERDAMmaandag 26 maart 12

11. Great ideas get born in the "#t+&$+ct"%# between our know-how

and those of our clients. Try to create as much opportunities for intersections.

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12. There’s great power in postponing the conclusion. Postponing a conclusion is

creating the $pac+ for new ideas to emerge. A bit like in sex.

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13. P&%-*c+&$ are the real heroes of the agency. Worship them. They

get things done.

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14. Great ideas require a creative p&%c+$$. Protect this process, both against yourself, your colleagues

and your clients. Sometimes this implies protecting a client from screwing up things. Clients will

never blame you for trying to protect the quality of your work.

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15. Be tapped into -"g"ta' c*'t*&+. The internet is one gigantic ocean of

ideas, memes and stories that spread. Make sure you know what gets people excited. It’s the

essence of your job.

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16. Don’t be ,%-+$t. Modesty never blows people away. And False

modesty is ego in disguise. Be eager.

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17. An idea for an idea is not an idea: p&%t%t(p+ your idea and ask others

what they think and feel. Always look for ways to make

the idea better.

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18. Embrace .a"'*&+ and critics. It’s really OK to come up with bad ideas.

They sometimes form the basis for a brilliant idea.

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19. Do everything you can to protect the c&+at"/+ c'",at+: a great creative process

is a jam session. Soloists often ruin a good jam session.

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20. We design )+!a/"%&. Worship behavioral experts such as persuasion

designers, behavioral economists, game designers and analytic ninjas.

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SUE AMSTERDAM@SUEAMSTERDAM

HELLO@SUEAMSTERDAM.COMWWW.SUEAMSTERDAM.COM

SUEAMSTERDAMmaandag 26 maart 12