Archive for the ‘Reading’ Category

Book report: The Structure of Magic

Ben Witnall - December 3rd, 2008

51ZHCRV2TPL. SL500 AA240  Book report: The Structure of MagicAndy included The Structure of Magic on his list of books for us to read and review because he understood it to be about neuro-linguistic programming (NLP), a near-fabled communication technique apparently used by everyone from Agatha Christie to high-flying salesmen that supposedly helps one compel an audience’s attention and ordain the focus of their thoughts — sounds handy, hey?

Unfortunately, The Structure of Magic is specifically about NLP in the context of the work of a psychotherapist and, whilst it’s interesting, it is pretty fixedly a book about psychotherapy.  Now, I’m not claiming that Team Rubber’s a place entirely free from emotional and metaphysical issues or that we aren’t concerned with making people’s lives happy, rich and fulfilled but I think it’s fair to say that therapy is quite a long way from our stock in trade.

The not-especially-transferrable lessons in The Structure of Magic are all about carefully listening to a client’s answers in a therapy session and using equally carefully chosen prompt questions in response to get them to express (and I’m putting this very simply) what they really mean.

The technique is based on the theory of transformational grammar which, very basically, goes something like this:

  • we each have a tangible experience of the world.  This is unique to all of us and cannot be directly shared with anybody else.
  • We translate this experience into a logical, storable *something* in our minds.  This translation is subject to our interpretive model of the world (so two people might understand the exact same experience in very different ways — I guess it’s similar to the ‘glass half full’ idea).  This results in a logical understanding that is your best rendition of the tangible experience — this is referred to as the ‘Deep Structure’.
  • We translate this well-formed Deep Structure into an actual sentence that we express to try and communicate the experience to another person.  This is called the ‘Surface Structure’.  The thing is, just as something gets lost in translation from the actual experience to our understanding of it, so something gets lost in translation from that understanding of an experience to our communication of it (a phenomenon of which I’m keenly aware as I type this).

The thinking goes that the flaws in these expressed sentences mirror flaws in clients’ models — classed as generalisations, deletions and distortions, if you must know — and so by helping the client to ‘repair’ these sentences, to make them ‘well-formed in therapy’, they can also start repairing (‘enriching’) their model of the world.

The thing is, I found the book’s premise and therapeutic applications convincing enough and it was obviously put together by people who had theorised, researched, tested and refined the idea (which makes it hard to argue with) but I found the style and language rather hamfisted, inelegant, confusing even.  The book seems unsure as to whether it’s a description of a philosophical theory, a sort of textbook overview of/introduction to a psychotherapeutic concept or a practical handbook of applied technique.  It felt to me almost like it had been written in a hurry, as if the authors (sincere apologies to all my English tutors for bringing the dreaded authorial intention into this) knew they were on to something and knew all the answers in their own minds but had to get it all down on paper before someone else beat them to it.  I guess I mean there’s an emphasis on content and progression over precision, continuity and completeness.

Anyway, I don’t think the point of having us review business books was to critique their literary merit and Andy’s question for me/this book was ‘is NLP rubbish?’.

My answer is that it’s not rubbish in the sense of hokum or myth: it’s a cogent argument backed up by research and applied experience (although the ‘sales’ version might be snake oil as I’m not quite sure how the aforementioned salesmen turn this into a proactive rather than reactive technique, or whether doing so involves a massive compromise of the idea’s essential integrity).  Nor is it rubbish in the sense of being poor or low-grade; I don’t think it’s Einsteinian-level breakthrough thinking but it is tested and true and by all accounts adds value to the world of therapy.  It might, however, be rubbish in the sense of being waste — it’s far from useless to everybody but I’d suggest that it is a very long way down the list of ‘things useful to Team Rubber in the here and now’ and probably there are better things that could be done with our time.

In conclusion and in short, ‘get back to work!’.

HEY WHIPPLE, SQUEEZE THIS. A Guide to Creating Great Advertising LUKE SULLIVAN

Jenny Hardy - December 2nd, 2008

Seeding is very similar to being a copywriter. You are asking a person to spend time with something, most people actively try to avoid. The book contains loads of little gems of wisdom. Luke’s well-used gem was ‘keep it simple’. So I will sum up the challenges of seeding by sharing with you my favourite advertisement.

scanjen HEY WHIPPLE, SQUEEZE THIS. A Guide to Creating Great Advertising   LUKE SULLIVAN

Lüzer’s Int’l  ARCHIVE Vol.6-2002

Success by numbers

Chris Quigley - November 25th, 2008

In the introduction to his talk last night (attended by the TeamRubber-London-Office), Malcolm Gladwell self-depricatingly announced that he hadn’t given his talk a specific title.  Usually, he said, he’d come up with some obscure title for his talks involving Freud – for example “Freuds’s geology” – or put three random words together – for example “Elephant, Ice Cream, Jesus”.  The idea being that the more obscure the title, the more interesting the talk, therefore the bigger the pull.  The crowd tittered at this thought, however these introductory words for me proved the most interesting of his whole talk.

I’ll admit that I’ve never been a massive fan of Gladwell’s.  I think he’s clever and I admire him for bringing the genre of popular social science to the masses, however each of his books seems to grate more and more.

The reason for this is that Gladwell comes across to me a as a bit of a one trick formulaic social science pony, who takes a simple central concept and then surrounds it by obscure anecdotes to make the concept sound a lot more interesting and important than it is.   And the formula is roughly this:

1)  Pick an “of the moment” concept that’s been bubbling away in the back of public consciousness, but hasn’t yet been articulated well enough for the public to “get it”.   N.B. this concept will generally be pretty obvious.  Obvious enough to result in people going “Oh, I seeeeee!” once they’d read Gladwell’s book.

2)  Give the concept a catchy title / name (e.g. Tipping Point, Blink . . .)  N.B. these are often existing names of concepts.

3) Explain the concept by using a varied number obscure real life examples / anecdotes to bring the concept to life, and flesh out the book so it’s over 150 pages long and therefore merits being called a book and worth over £8 (paperback) or £15 (hardback).

4) Send the book to the Daily Mail to get previewed to ensure a gushingly positive review involving the words “inspiring” “genius” and “genre defining”.

So, by being partly lost for something interesting to say to introduce his talk Gladwell made a Freudian-slip and revealed his inner-self – a self that’s undoubtedly clever, but also hell-bent on making sure everyone knows he’s clever.  That’s of course not a bad thing.  Especially when the end product is as entertaining as his books, and he (and his formula) is such a Success.

Vintage advertising raising a smile

Lisa Rex - October 21st, 2008

There’s a lot of advertising books kicking around the office, notably Ogilvy on Advertising (Mr. Ogilvy seems to be the granddaddy of advertising). I love all things vintage, so I thought I’d share this post from Well Medicated which showcases 50 ‘inspiring’ vintage adverts.

It’s great fun looking at these and thinking about everyday life has and hasn’t changed. I want a Can Bag, especially if I can get away with lacy kneesocks. And Levi’s and Burton Cool Suit ads are superb.

How Team Rubber Celebrates Seven Years

Lisa Rex - October 13th, 2008

How does Team Rubber celebrate it’s 7th Anniversary? By going on holiday, of course. Team Rubber recently returned from a seaside holiday in Dorset, filled with songs, laughter, food and a gale force wind or two.

Many of us enjoyed playing the guitar and the singing of happy songs (despite not always knowing the words). The weather was typically British. Friday was amazing – clear skies, sunny and gorgeous. The rest of the weekend, not so much.

Laura organised the lovely, seasidy holiday cottage for us. Cheers for that! It was situated right on the beach. Inside was “like a maze”, with “cozy” rooms, and “individual and idiosyncratic” beams (quite literally – they weren’t always structural!). There enormous dining room table received many compliments, which accommodated all 18 of us.

Thought the house was spot on, loved the sophisticated-rustic balance, the chance to fully enjoy the sea views whilst staying warmly cocooned from the gales and the fact that it was right next to the pub (allowing me to drink two whole pints of cider without blowing my designated driver responsibilities).” – Ben

I was happy to sit in the conservatory all day.” – Katrina

Amazing. We should buy it.” MattG

It suited Team Rubber. I want to go again!” – Michaela

The house did have it’s quirks, though (rattling windows, temperamental cooker and casual hot water!) but these merely added to the charm.

More photos on our Team Rubber Flickr group, including the awesome panorama.

What were your highlights of the holiday?

  • Andy: Lanterns!
  • Matt: Pizzas, Photography, Sky Lanterns, Discovering Thatchers Gold
  • Katrina: Swimming in the ocean and being covered in crustaceans in the sitting room
  • Laura: Untying knots and the Friday walk on the beach
  • Tim: Going swimming in the sea, the food, the lanterns and watching our cross-dressers
  • Ian: Eating big breakfasts and dinners together and seeing people outside of work — true colours!
  • Michaela: The amazing sunny day walking on the beach and the general atmosphere
  • Rory: Lanterns, Friday’s sunny weather, and pancakes and bacon for breakfast
  • Jenny: Playing the guitar and singing, and lighting the lanterns
  • Alex: Thursday was fun and drunken and Friday was really nice out on the beach with the lanterns and fire
  • Lisa: Everyone scoffing my American pancakes, hanging out with everyone, walking up the coastline and the night-time campfire
  • Matt: Dreamlike, tasty, magical
  • Kirk: The lanterns, and swimming with Tim and Alan
  • Jess: All sitting down to dinner together, being right on the beach, the beach at night and sitting around in my pajamas til 6pm
  • Ben: Mostly just being able to legitimately ‘hang out’ with the good folks of Team Rubber who happen to be some of the nicest, coolest people I know (it always feels like a bit of a shame when all I get to speak to them about is projects, budgets, clients and the like). Also enjoyed the fire and lanterns evening, the frequency of Boggle games and the indulgent opportunity to play some cheesy social guitar without being laughed at icon smile How Team Rubber Celebrates Seven Years

What three words describe the holiday for you?

  • Alex: Beardy. Windy. Happy.
  • Laura: Relaxing. Extreme. Snotty.
  • Katrina: Bonding. Comfortable. Cute.
  • Ian: Wind. Sea. Fire.
  • Michaela: Relaxing. Fun. Epic.
  • Rory: Pure Dorset Gold
  • Jess: Chilled. Windy. Relaxing.
    (Jess: Is chilled the same thing as relaxing? Me: Not unless you meant the other kind of chilled, especially at night)
  • Lisa: Great Mad Fun
  • Kirk: Team Rubber Holiday
  • Andy: Sun.  Hurricane.  Fire.
  • Ben: Ace. More, please.

In summary, according to Jenny, it was the “Best fun you can have with your clothes on!”

Public think companies should go social…

Andy Parkhouse - September 29th, 2008

Interesting: survey results suggest 85% of US adults think companies should interact with customers through social media sites.

This makes good sense to me. We try to cut through web 2.0 hype to find what works for our clients and end users, and we think social media works well.

Our opinion research unit has developed tools like Opinion Tracker to find out what people say in the places where conversations happen online.

Meanwhile our advertising campaigns are all designed to work brilliantly with social media, using widgets sharing and bookmarking tools.

If you’re looking for more background, we’re finding that books like the Cluetrain Manifesto are increasingly relevant (despite Cluetrain being nearly ten years old). In fact, we’ve found it so useful on conversations that we’ve sent copies to lots of friends in our twice-yearly ‘book club’ mailing. If you got a copy, hope you enjoyed it (and passed it on!).

More survey coverage here

Cluetrain predicted this….

Kirk Hullis - September 11th, 2008

In Cluetrain, one of their first examples of where the web will take us is about a car dealership that offers shoddy service getting bad publicity online and their business suffering as a result of online conversations. Word gets around.

WOM legend insists that a good experience will be shared with 5 friends whereas details of a bad experience will be shared with a circle double the size. This blog article on Influential Marketing
looks at steps you can take to limit damage from a ‘blog crisis’ (NB- Prevention is better than cure!)

On seeing this I had wanted to put this onto the Rubber Republic blog, but think the article is probably pertinent to all our companies.

In short, here’s what Rohit suggests:

  1. Identify the participants.
  2. Evaluate the conversation.
  3. Respond authentically.
  4. Publish your point of view.
  5. Monitor and respond to the conversation.

(Number 3 being the most important) (Or is it?)

Google have nothing on Claude C Hopkins.

Andy Parkhouse - July 20th, 2008

Nothing makes a catchy headline like an unsupportable proclamation. Do Google really have nothing on Claude C. Hopkins, self-declared creator of measured advertising? Well, probably not, but Hopkins did stack up a mountain of achievement a long time ago. That’s the strongest impression I formed from reading Hopkins’ book My Life in Advertising / Scientific Advertising.

In the early 1900s Hopkins was measuring and optimising direct-response advertising to an impressive degree. His tactics included:

  • Detailed and endless revision of ads based on split tests of their performance, similar to the split testing now being widely adopted by digital agencies of all sizes (thanks to our ubiquitous friends Google and their Website Optimiser).
  • Tailoring of ads to suit specific locales, regions, dialects, attitudes – on high circulation campaigns, using primitive technology.
  • Crunching a lot of numbers to assess the performance of ads.
  • Writing great copy – the secret sauce that measurement and revisions can only ever support, never provide.

For those who know direct marketing inside out, Hopkins might be less impressive. For those who are sometimes tempted to believe that advertising has been thoroughly re-invented by Google, Hopkins is a salutatory read.

Ways to make somethings better Issue 1 – Naps

Alex Pitkin - July 4th, 2008

Power-napping is good, especially if it’s an art form, or a precise science…

Check out a definitive and excellent guide – something for Rubber towers to implement?

nap goodness Ways to make somethings better Issue 1   Naps

Personally I thought the ‘REM’ phase was more of a ‘passing out on the sofa at a mate’s house’.

Ogilvy on Advertising and Nicole on Ogilvy

Andy Parkhouse - June 19th, 2008

(At b.tween)

Nicole Yershon talk describes moving Ogilvy from ‘analogue to digital’ as being like turning an oil tanker around. This is a candid, fun and interesting observation, but otherwise this post is just an over-extended excuse for me to mention David Ogilvy yet again – it’s fun to think that the guy really did write the book on advertising.

41ccjqvj8pl. sl500 aa240  Ogilvy on Advertising and Nicole on Ogilvy

Although I’ve tried to buy every copy I see (to give to other people, not because I’m a weird book-collecting freak surrounded by piles of paperbacks), you may find Amazon has a couple new and used – if I don’t get there first.

Watch out for those nasty nasty Amazon new and used shipping charges though; £2.75 for each copy I buy, even if it’s from the same seller. That’s unfair and unjustifiable and I buy less books as a result. Amazon are you listening? – you’d make more money if you changed your shipping policy.

(Live event blogging – how shiny and digital is that?)