Any Insights Yet? with Chris Kocek

What’s the difference between a good observation and a real insight? According to Mark Pollard, one of the most sought-after strategy consultants and trainers in the industry, it often comes down to whether someone’s willing to confess something they’ve never said out loud before.As an Australian strategist, Mark brings a different voice to the podcast - literally and figuratively.  You’ll notice from his very first line, he doesn’t mince words and he’s not afraid to call a spade a spade. Maybe it’s the Aussie accent that allows him to be so bold. Or maybe it’s because he’s been doing strategy for so long that he just knows how to cut through all the bullshit and get to the heart of a situation. Mark has been in the agency world since he was 19 and he’s worked with a wide variety of agencies, including Big Spaceship, Leo Burnett NY, Edelman NY, and Ogilvy, just to name a few. His client roster is equally as impressive, working with brands like Audi, Hilton, Netflix, The Economist, Facebook, Electronic Arts, and more.In this episode, Mark takes a break from his global strategy training tour to talk about the messy, awkward, and deeply human side of strategy.Some of my favorite aha moments from our conversation include:The difference between loud and quiet questions when interviewing peopleHow to highlight problems and challenge assumptions without pissing people offWhy studying a language might actually be better than therapyThe many marketing riddles that are built into US corporate cultureFiguring out which people in the organization are the most useful to talk toSome of Mark’s favorite comedians and what he’s learned from themShow Notes:Below are links to inspiring ideas that came up during our conversation.Books:The Innovators Dilemma by Clayton M. ChristensenCampaigns:Steal Banksy: An Australian Hotel Chain Challenges Guests to Steal ArtComedians:Anthony Jeselnik Comedy Special - CaligulaJim Jeffries - The Jim Jeffries ShowSebastian Maniscalco - Aren’t You Embarrassed?Videos & Shows:Why The Loudest Caribbean City Is Also The Most Creative - Santo Domingo, The Dominican Republic 🇩🇴Weak Hero Trailer (Netflix)Friends & Neighbors Trailer (Apple TV)

Where do the best insights come from? For Kate Rush Sheehy, Chief Strategy Officer at GSD&M, it’s not always based on what people say or even what they do. Sometimes, it’s about what they don’t say or what they don’t do in certain situations.Sometimes, it’s about having a sixth sense or some feral intelligence.In this episode, Kate shares her unique approach to uncovering brand-defining insights, from analyzing who shows up to a focus group (and who doesn’t), to asking clients the kinds of questions most agencies shy away from.We explore the social-first strategy that helped Crocs become a Gen Z phenomenon and the cultural nuance behind Corona’s “La Playa Awaits.”Some of my favorite aha moments from our conversation include:How Kate builds bridges between performance and brand marketingThe social-first shift that helped Crocs go from cringe to cultural iconThe difference between Jibbitz, Fibbitz, and “ugly shoe” theoryHow a deep dive into Mexican X (aka Twitter) led to Corona’s new creative directionThe AI technique Kate’s team uses to pressure-test strategic ideas before they present strategic and creative workSome valuable lessons Kate learned about human nature by working in restaurants and retailShow Notes:Below are links to inspiring ideas that came up during our conversation.Books:Fourth Wing by Rebecca Yarros Who Knew? by Barry DillerCampaigns & Videos:Dept. of Veterans Affairs (work in partnership with the Ad Council: The Question)Southwest Airlines: That’s a Big FlexCorona: La Playa Awaits

Dave Harland LOVES words. Big ones. Little ones. Silly ones. Serious ones.He has a talent for taking the world’s most boring categories and breathing new life into them with a few flourishes of his pen and some rat-tat-tat-clickety-clacks at his keyboard.During our conversation, we dig into all kinds of things, including the micro dignities of daily life that are threatened by automation and generative AI, as well as the unmistakable human quirks that make insight building and copywriting an act of creative joy.  We also connect the dots between The Knowledge of London (the rigorous exam that London Cabbies must pass to show they know their way around the city without a map) and the cultural tension between British formality and British humor (e.g. taking the piss).Some of my favorite aha moments from our conversation include:The scrappy, homemade billboard that taught Dave his first big lesson in strategic copywritingDave’s issues with AI shatbots and the limits of AI in copywriting How a lackluster acronym led to one of Dave’s favorite brand taglinesThe real-world insights that led to surprisingly punchy (and funny) B2B headlines for a speakerphone brandAn American phrase that has inexplicably made its way into British business discussions Show Notes:Below are links to inspiring ideas that came up during our conversation.Dave’s Online Copywriting CourseWrite the FunnyBooks:Copywriting Is…:30-or-so thoughts on thinking like a copywriter by Andrew BoultonVideos:Bob Mortimor Top Moments | Would I Lie to You?Monty Python: Ministry of Silly WalksLife of Brian: Colosseum Scene

Zoe Scaman knows how to rebuild brands and fandoms from the ground up.Her work with brands like Nike, Netflix, and the NBA has allowed her to dig deep into consumer behavior and organizational structures, resulting in numerous aha moments around community building and how to encourage a culture of co-creation with brand superfans.Zoe builds a number of beautiful constellations during our conversation as she connects the dots between furries, sports fans, and political communities. We also talk about Lego’s incredibly expanding brand universe and how brands can leverage the flywheel effect to create exponential growth.Some of my favorite aha moments from our conversation include:The provocative question Zoe asked in middle school when she was asked to re-read Lord of the Flies The ways Zoe uses AI to help her gut check her own workHow brands can learn from furries to create a sense of belonging The biggest (often invisible) enemy of progress in any organizationZoe’s favorite word and why she thinks more people need to use it more oftenShow Notes:Below are links to books, shows, and other inspiring ideas that came up during our conversation.Musings of a Wandering Mind: Zoe Scaman’s SubstackHidden Potential: The Science of Achieving Greater Things by Adam GrantLord of the Flies by William GoldingThe Color Purple by Alice WalkerHis Dark Materials by Phillip PullmanMarilyn Monroe ObituaryShows & MoviesMob Land TV Series TrailerBrands & CampaignsThe Lego Botanical CollectionAdult Fans of Lego (AFOL) - RedditLego Fan Engagement and Programs

Joe Burns, an award-winning strategist from Quality Meats Creative, brings a wealth of experience with brands like KFC and Heineken. He delves into how a line from Bart Simpson inspired a major campaign, revealing the importance of simplicity in storytelling. Joe advocates for embracing both good and bad ideas in the creative process and shares his unorthodox strategies for business pitches. He reflects on his time as a garbage collector, linking it to lessons in respect and conflict resolution, enriched by wisdom from Sun Tzu.

For over two decades, Tracy Lovatt has helped brands build transformative insights by challenging assumptions and embracing the chaos of tectonic cultural shifts. After starting her career at BBDO, where she guided brands like HBO, GE, Bank of America, Hyatt Hotels, PepsiCo and many others, Tracy eventually stepped away from advertising to start Batten & Co, where she now helps brands connect the dots between insights, operations, and the customer experience.In this episode, Tracy talks about the power of sarcasm to disarm people and she shares her candid approach to uncovering insights that matter.Some of my favorite aha moments from our conversation include:The surprisingly different ways men and women talk about engagement ringsThe power of deprivation studies to get consumers to open up emotionally What she’s learned from the Medicis when it comes to inspiration and new ideasThe surprising impact a British accent can have in American boardroomsA memory she had of our first encounter (that made me blush)Show Notes:Below are links to books, shows, and other inspiring ideas that came up during our conversation.Books:This is what it sounds like: What the music you love says about you (by Susan Rogers)Musicophilia: Tales of Music and the Brain (by Oliver Sachs)Shows & MoviesI’m Still Here TrailerThe Last of the Sea Women Trailer (Apple TV)Brands & CampaignsGE - Ideas are ScaryFfern (Fragrance brand)Ground Up (Nut butter brand)

Great research isn’t just about collecting answers. It’s about knowing which questions to ask and how to observe with all your senses to get to the truth of a situation.Bob Morais, business anthropologist, ethnographer, and lecturer at Columbia University’s Business School, knows how to read between the lines of what people say and what they actually do, and in this conversation, Bob shares his techniques for consistently finding those aha moments that can help a brand soar. Over the years, Bob has set up some fascinating research methodologies for a wide variety of emerging and established brands, including Sensodyne, Freshpet, WD-40, and Simply Orange, just to name a few. And in every case, Bob has helped those brands uncover what their customers really need, not just what they say they want.Together, we dig into the key differences between a flat-footed finding and an actual insight, and we talk about the importance of “presentation theater.” Bob also shares his perspective on AI as a research assistant, and why he believes the human element in ethnography is still irreplaceable.Some of my favorite aha moments from our conversation include:Bob’s aha moment that led to a multimillion-dollar product innovation for WD-40An unexpected, eye-opening experience during a research project at the Plaza Hotel that helped crystallize the idea of luxury The power of research techniques like laddering and guided retrospectionHow to sell ethnography projects to clients who want everything “buttoned up”The unexpected ways that playing lead guitar in different rock bands prepared Bob for life in strategy and researchShow Notes:Below are links to inspiring ideas that came up during our conversation.Campaigns & Brand Videos:Fresh Pet: It’s not dog food. It’s food food.WD-40 Smart Straw

In a world obsessed with big data, robust dashboards, and faster answers, what if the real insight about insights has to do with slowing down and making real connections?That’s how Tim Wilson and Valerie Kroll approach each project, working with organizations to help them rethink their approach to data analytics and consumer insights. Over the years, their facts & feelings approach has made a huge impact on a wide variety of brands, including Yoplait, Time Warner, Adobe, P&G, Purell, Marriott, Lysol, and more. Instead of more data, they suggest using less data, informed by better questions and smarter conversations. And even though they have a data-driven approach, they never discount the power of observation or instinct to help uncover those aha moments.With a unique blend of quantitative expertise and qualitative intuition, Tim and Val approach  data less like a crystal ball and more as a conversation starter. Because when you stop chasing “perfect data” and start looking at the bigger picture, you’ll often find fresh angles and new opportunities for growth.Some of my favorite aha moments from our conversation include:The power of doing a pre-mortem when kicking off a project The surprising focus group conversation that led to a breakthrough innovation for YoplaitHow a failed “chunky bracelet” for Lysol inspired a successful Purell product ideaThe two “magic” questions they like to ask clients to help set everyone up for success The jobs they had before facts & feelings that have helped them become more detail-oriented, compassionate storytellersShow Notes:Below are links to books, shows, and other inspiring ideas that came up during our conversation.Books:Thinking in Bets: Making Smarter Decisions When You Don’t Have All the Facts by Annie Duke In Your Purse: Archaeology of the American Handbag by Kelley StyringJames by Percival EverettP is for Pterodactyl: The Worst Alphabet Book Ever by Raj Haldar Frog and Toad Storybook FavoritesShows:Severance TrailerThe Bear Trailer

Greg Hahn has built his career on reframing questions and seeing things just a little bit differently. Actually, that’s an understatement.Before launching Mischief, Greg spent almost 20 years at some of the biggest and most celebrated agencies in the business, including Fallon and BBDO, where he led creative for brands like Timberland, Citibank, HBO, eBay, FedEx, and more. Along the way, he helped create some of the most awarded campaigns in modern advertising—work that not only racked up Cannes Lions and One Show pencils, but also embedded itself into culture in a way that made those brands unignorable.When Greg was unexpectedly let go from BBDO New York in 2020 due to budget cuts, it didn’t take long for him to start Mischief @ No Fixed Address. In two months, he created a new shop “where people - both employees and clients - could come and do the best work of their lives, with less layers, pretense and other unnecessary complications.”Since then, Greg and his team have helped businesses across multiple categories.When Tinder came to Mischief hoping to shed its reputation as a hookup app, Greg and his team challenged them with a provocative reframing. When Pizza Hut wanted to appeal to job-seeking Gen Zers, Mischief turned the pizza box into a résumé delivery system. And when Goldfish crackers wanted to appeal to adults, Greg and his team landed on a simple, but effective fix.Ask Greg a question about Capri Sun and you might end up talking about Banksy, Andy Warhol, or Duchamp. Or you might discover his passion for crime shows, data, and the interesting differences between Saxon words and Romance words.That said, no matter where you start with Greg, you’ll always find your way back to a clear-eyed understanding of a brand’s core business problem and a clever, creative path that’s going to get you where you need to go.Some of my favorite aha moments from our conversation include:The way Mischief does briefings differently compared to other agenciesHow an OkCupid data point about voting turned into a viral campaign (and even led to a clue on the show Jeopardy!)The role of social listening when it comes to their creative process for Tubi and other brandsWhat Greg’s job selling aluminum siding taught him about himselfSome advice that Greg received from David Lubars during his time at BBDOShow Notes:Below are links to campaigns and other inspiring ideas that came up during our conversation.BooksEverybody Lies: Big Data, New Data, and What the Internet Can Tell Us About Who We Really AreThe Daily Stoic: 366 Meditations on Wisdom Perseverance and The Art of Living 

What do forensic science and marketing have in common? More than you might think. Both require an ability to analyze evidence, challenge assumptions, and uncover hidden truths that are often hiding in plain sight.Alina Burroughs, a forensic expert and star of the hit show Crime Scene Confidential, has spent years piecing together clues to solve cases, and as it turns out, many of those same techniques can also be applied to marketing. In this episode, Alina reveals how marketers and CSIs are both after the same thing - understanding motivations and finding the right guy (or gal). She also points out how forensic tools like “presumptive tests” can be used to help marketers make smarter decisions before going all in on an idea.Throughout our conversation, Alina shares real-world crime scene stories that demonstrate the power of looking beyond the obvious and why it’s critical to challenge our own beliefs if we want to get to those breakthrough moments.Some of my favorite aha moments from our conversation include:How crime scene investigators fight cognitive bias and why marketers should do the sameThe surprising role that gut instinct plays in forensic work and brand strategyWhat a “skin glove” is (warning: it’s both fascinating and unsettling)The importance of marketing from the outside in instead of inside outWhy saying the “stupid” thing out loud can sometimes lead to the smartest insightsShow Notes:Below are links to inspiring ideas that came up during our conversation.ShowsCrime Scene Confidential TrailerBrandsLiquid Death - Andy Pearson on Any Insights Yet?Last Crumb BakeryBooksNever Split the Difference by Chris Voss