Claim indifference
Just as it is good for a child to be bored, it is equally good for a company that works 14 hours a day thinking about helping its clients to differentiate themselves, to interest, to connect, to understand their clients, to choose as the first post of its new blog a tribute to indifference, to being irrelevant to anyone who stops by to read or browse.
We therefore claim the right to be ignored, to bore everyone, to simply express in a disordered way ideas, reflections and approaches that do not need to have any prior context or even link to our business activity but rather to the set of wills that come together around it. To spice up so much innocuousness, there will also be endogamous news, successes that are surely not so much, failures, anecdotes that perhaps only make sense to us…
What is clear to us is that We are not going to be just another one of those millions of corporate communication blogs. who copy each other looking for SEO position, hyperlinking, and the 100 sharing options, who tax word density, bold and italics, who analyse search trends and click volume on posts relevant to the business, to end up being an echo in the valley. More noise in a world that has too many things, one of them being the din produced by many people talking, at the same time, about the same thing.
It is rare, very rare, that agencies of any kind have time to think about ourselves and what affects us. This is one of the most beautiful professions anyone can practice, but it demands enormous resilience to frustration, born from the fact that, often, instead of muses, what is evoked is stupidity and simplicity: yours, that of colleagues, peers, and adversaries, that of clients. At other times, it is because it shelters those with weak characters under the excuse that there can always be a reason not to do something excellently, optimally, well, passably, or even to do it at all on time. Mostly, it is because it over-rewards aimlessness, superficiality, and short-termism.
On those occasions, like an elderly person with Alzheimer's, you have to write notes and stick them on the mirror, drawers and screens to remember how wonderful she is, the enormous relevance of what you do. In those moments, you remember again why you wouldn't change yourself for anyone, why you chose to see the world through the eyes of the misfits and admire only those who offer you their own perspective on commonplaces or pose a different question for which there are no answers yet.
And all of this happens under enormous pressure, due to time constraints, to achieve objectives, to not lose our ethics, principles, and tempers along the way. That's why we don't have as much time as we'd like to think about ourselves, to talk to each other, let alone write about ourselves. We always distrusted those who had that time, so we will never use it to waste it, except to be indifferent.
Piss off if you're here to learn something. Go to the blog Rethink Germany ESIC, Read Reason Why o IPMark, subscribe to the newsletter Ipsos, GFK, EY o Accenture to name a few really good, good ones. This is an inconsequential space to demonstrate to ourselves if, as Valéry said, the most profound thing about man is his surface.