February 1, 2010
iBELIEVE – MY PHILOSOPHY
I have beliefs. Heaven knows they’re passionate (as many people with whom I’ve worked will attest:) My wife calls me a ‘drama queen’. And I am. You want creative communication that’s dramatic, and will turn a few heads? I’m your man. You want something that fits comfortably within the norms. Talk to Norm.
Like most thinkers, I’m full of theories and theorems. You can gather many of them from my writings here.
THE 99 THEORY This is a primal theory about relevance – an innocuous word that has huge implications when it comes to communication – particularly in a world that is flooded with too much information.
WHERE YOU COMIN’ FROM? My baseline theory on Content Marketing is about putting your best foot forward on the path to where your customer lives.
THE B.S. THEORY This theory is slightly cynical, but eminently practical. Fundamentally, bullshitting is about saying you can do more than you’re actually sure you can. People can respect that.
TEN REASONS IT’S CALLED iPRIMATE Well, it has to be said, doesn’t it? It’s central to the philosophy – possibly a little more facetious than the average ‘what’s in a name’ document. No less important, though.
NOT ART FOR ART’S SAKE For business’ sake, iPrimate creates art with a small ‘a’. It has a lot to do with oiling the wheels of business with creative communication.
THE TRUTH ABOUT @© AND iP This is the philosophy behind the philosophy. Creative communication is the outcome, but it all stems from my own Essential Truth.