Peter Dickinson
Director
Choreographer
Animator
Get crystal clear on the target audience and understand what they're thinking, doing and how our message/product/service can solve their challenges.
20+ years. Less is more. Know your audience and buyer motivation deeply. Launch and learn fast. Don't sweat perfection.
I joined salesforce after a long interview process. I was there when they first built and promoted the software as a service space and then disrupted it again with their software cloud branding, the now familiar puffy white clouds on a blue sky background...touting sales cloud, service cloud, marketing cloud etc.
Three things:
- I go on a listening tour and take a lot of notes.
- I look for end user/buyer case studies of how my client's products are actually being used.
Creatively address climate change topics and get people to take positive action based on really hard hitting messaging.
I like to give clients ample time to process my work and then ask them to come prepared to provide feedback in a live session. I document these learnings so my team can avoid repeating the same mistakes and also to build out a knowledge base for future projects.
Read and watch the work of the best creative professionals across film, journalism, social media, music and more. I travel, try new experiences, and put myself in others' shoes to gain new perspectives.
I experiment a lot, which is something that has evolved as the tech industry became more open to new ways of working.