Chapter2 The PG Culture (Beliefs (1.do the right thing (ethical, be…
Chapter2 The PG Culture
1.do the right thing
be objective and true to the facts
do what is best for the business long-term
2.Strategic thinking is a way of life.
5.Winning is everything
3.Know all that is knowable
4.Find the action in the data
every single piece of research had to be actionable or it didn't get done.
Opinions don't count
8.Truth has its own rhythm and harmony
9.Capitalize on your mistakes
11.God is in the details
Expect the unexpect
Riruals:Memo and Meetings
1.Noting happens unless it's on paper
2.memo is a template for strategic thinking
1.statement of purpose 2.Background 3.recommendation4.rationale 5.discussion 6.next steps 7.supporting exhibits
3.The memo exposes flawed thinking
4.If you can learn to write a P&G memo,you can learn how to think.
5.the good memo is transparent
6.When a meeting is absolutely necessary,handle it like a memo.
1)brand manager gives statements-what the meeting is to accomplish.2)review of the creative objective and strategy 3)Agencies describe the work 4)play the ad5)slience6)assistant brand manager responds first,-whether or not the material executed the ad strategy for the brand(not like or not)-how well the ad conforms to the dos and don'ts 7)the brand manager responds next,agree or disagree assistant brand manager's view.8)sum up
basic principle of meeting
open with agenda ,meeting objective and pertinent back ground
facilitate appropriate participation from all attendees
next steps:who what how when
passing on the tribal history
the annual powwow