I recently watched the video of Adam Werbach’s presentation at the Newhouse School a few years ago. Werbach was the CEO of Saatchi & Saatchi at the time. His lecture proved to be extremely compelling, and he shared valuable information that is applicable to all commercial communicators and storytellers in general.
Though the two may seem to be inconsistent, Werbach was not only the CEO of a predominant advertising agency, but also a devoted environmentalist. While speaking about his efforts to help the environment, he mentioned that the only way to be successful when you’re facing opposition is to do something completely different. When one strategy is not working, it is often best to think of a completely new way to complete your task. I thought this was an extremely insightful thought. We often get caught up in doing things the way that we have been taught, or by following the example of others. But when it comes to being successful in any realm, innovation is key. In regards to storytelling Werbach’s advice is very pertinent. It’s important not to look to other’s stories for ideas, but create something new that is completely your own. Also, don’t be afraid to scratch what you’ve done and start all over if you feel that an idea is becoming stale. Especially with the pressures of deadlines, starting over and going in a completely new direction can be a daunting thought, but it can be for the best. When an idea is not working, you can rework it as many times as you want but if something just not clicking then your efforts are futile. I really took this to heart because I have personally experienced times when I know an idea isn’t fitting, but felt that to start over would make all my previous work a waste. But Werbach assured the audience that this would not be a waste but rather practice that could only further your subsequent work.
Werbach also spoke about how in nature there are always disruptions. He used “natural disruptions” as a metaphor for any and all things that could go wrong. In terms of storytelling a “natural disruption” could be anything from encountering a road block in writing, to encountering legal issues while covering a story. He furthered this metaphor but using the example of sage brush. Sage brush is a plant that thrives through wild fires. When the plant burns, its seeds are spread, it re-colonizes the area, and only grows stronger. He mentioned this to assure the young communicators in the room that disruptions are natural and not to be so preoccupied with problems that may arise. This anecdote was really helpful in proving the point that not very obstacle you face in your career is devastating. For example, if an editor rejects a story you have written it might be unfortunate at the moment, but will only benefit your writing in the future.
Finally, Werbach also shared the advice of not getting caught up in trends. He gave the example of an organic Oreo. Though many consumers now are looking for foods that are organically grown, health consciousness has never been an aspect of the Oreo brand. Those that are becoming more health conscious are not comparing regular Oreos and a potential organic Oreo, they are comparing Oreos to something like carrots. Therefore, making an organic Oreo would not only be a bad financial decision but also stray from the brand’s image. The point that Werbach was attempting to make with this example is even if all your competition is going in one direction that does not mean that is the correct direction for you, which also relates back to his first point of staying original.
Overall, Werbach gave some interesting and rememorable advice. His compelling anecdotes will definitely stick with me, and made me think about storytelling a lot differently.