Care.

Care.

Care.

Care.

It’s the most important thing that you can do.

Whether it’s about your work, your career, your team, the big picture or the details.

Just give a sh*t.

The amount of work needed every year increases and increases. As the amount of channels and formats increase. So it’s easy for work to start being knocked out. Treating some of those executions as ‘just do ‘ems’.

But in the moment the audience comes across one of them if it’s not 100% right it’s wrong.

It’s less likely to, or simply, won’t work.

I heard an ad on Spotify recently that featured a price point of £1.99. It was voiced as ‘one point ninety nine pounds’ which sounds really weird. The normal way to say that would be ‘one pound ninety nine’.

I’m sure that script had taken a few hours to write, even more getting amends, sign-offs and sorting out the production. Then that little lack of care in the sign-off process made the ad sound a bit weird.

Of course, in that example I suspect the uncanny valley of AI had come into play, giving a literal read. For the sake of trimming the VO record costs out of the budget the ad has suffered. Even then it still could have been spotted and fixed with some care.

You might think that example sounds fairly minor but these type of things stop an ad from connecting, making it less effective. 

So put real care into whatever you’re doing, it locks in focused thinking. Do it on the small things and you’ll do it automatically on the big.

You’ll notice improvements and come up with better ideas.

If you think all that sounds a bit too much like hard work.

I don’t care.