Great post from Chad Koehnen (Planner at Fallon) about "Smart" vs. inspiring. He comes down in favor of inspiring, not surprisingly. It's a great read, and especially helpful for brands trying to understand how to get the kind of creativity they need today. Good quote:
Here’s a little secret that Planners would be advantaged to learn: Nobody (real people) truly cares about smart. That’s not to say it isn’t important, but it’s an input, not an output. Therefore, the only evaluation of smart should be through the work it inspires. People don’t care about what Producer Butch Vig told Nirvana during the making of Nevermind. People just care about how “Smells Like Teen Spirit” sounds like the perfect angsty, balls out, cymbal-crashing soundtrack to their life.
Whether it be Music Producing or Account Planning, smart is only as good as the interesting, hilarious, touching, persuasive, rocking, and beautiful product it inspires.
I also like this one (which i might put on a T-shirt):
Or more specifically, it’s a Planner’s job to fight on the side of people who love to consume amazing shit.