In 1948 David Ogilvy made a list of five dream clients for his then two day old advertising agency:
General Foods
Bristol-Myers
Campbell Soup Company
Lever Brothers
Shell
Quite a list for a 37 year old who had never worked in advertising.
There have always been big thinkers.
The thing is he gave himself a deadline of 1960 to win these clients – a twelve year plan – this gave him the time to acheive something remarkable. From a standing start he gained these clients.
OK so David Ogilvy turned out to be legend – but maybe that’s because he had a long term plan.
We live in a high pressure world where sales directors are looking for results at the end of every quarter, people want 5,000 followers on twitter in two weeks and 1000 people to read their blog in three months.
But you’re not giving yourself a chance and you’re not thinking big enough.
So be remarkable – think long term and think big. Which blue chip company can you land as a client if you have ten or fifteen years to work towards it. Instead of 5,000 followers in three months how about half a million in five years. Don’t plan to add 3% to quarter three compared to last year plan to add 50% or 100% or 500% in ten years. These goals aren’t unrealistic – but they require a lot planning and a lot of work.
Struggling for time? You’ve got somewhere north of 31,500 working hours between now and the end of 2020 – time enough for some pretty big plans.
Photo credit: joelrivlin
{ 4 comments… read them below or add one }
Excellent article. With development of technology, communication and media, we all seem to live “now” and never stop to think about future.
Thanks Toni. New technology is hugely enabling, but it means we need to focus more than ever or risk being distracted into endless cul-de-sacs. Big goals and long plans help us to focus and get the results we want.
I plan to be remarkable every day but not on this scale. Wouldn’t mind having a go though
Go for it!