1) I don’t have a crystal ball, but I am getting into the power of crystals. My wife has the house filled with them. The industry needs to think hard about how people are feeling in the current cultural climate. This is a time when people are questioning more, and making their own stand. They’re also looking at brands in the same way. We say this a lot at CP+B, but actions speak louder than words. Brands can take action and make a stand. You see this with REI’s Opt Outside work. It’s hard to make a brand meaningful to someone if we keep saying the same things. An action like REI’s is a stand. It helps define what the brand means to you. Warby Parker, TOMS, you get the drift. This is what changes perceptions and behavior towards a brand.
2) Adding meaning to a brand is the most important thing we can do. My resolution is to continue creating more purpose in the brands we work with here. Create actions that help define who they are. And, if in some way we can help this planet or humanity in the same breath—even better. We have a couple of projects like this in the works. Overall, our mission at CP+B is super clear. It’s the same one every year, and just like every other year we dive into it wholeheartedly: to create the most written about, talked about and outrageously effective work in the world.
3) 2016 taught us a lot about the world we live in – how differently we all think and how differently we see the future. But I’m not sure specific work experiences in 2016 were more compelling than other years. What I have learned over the last few years through the many smart people with whom I’m lucky enough to work every day, is that positivity, pure optimism paired with dedicated action can move mountains. Stay positive, believe, work, inspire, encourage, support (and read SHOOT Magazine). These things will create success in the year ahead.
4) I always overshare. Just ask anyone at CP+B about my meniscus or calcium score. So here we go. One of my resolutions is to get more connected with different aspects of this universe (I know that sounds trite – but it’s a goal). The hardest, and most fun resolution, is to ski the Royal Elk Glade at Beaver Creek. I promised my son I would do it this year with him. Oh, and to lower my calcium score.
