02 Cover Story................Affectionate Segmentation
06 Feature................................................................One Eye Open
10 Tactics........................................Strategies You Can Use
12 On the Record with.........................Laura Patterson
February 2022 milkshake 1
t is amazing how productive we all are these days. Because
we have eliminated the morning commute, business trips,
and most of our in-person meetings, we have more time
to produce. In turn, we are Zooming hour after hour and
pumping out PowerPoint presentations in a conveyor-belt
manner. We are getting an incredible amount of stuff done
and the numbers validate it. At the beginning of the pandemic,
Goldman Sachs predicted that productivity growth rates
would increase by .5% each year through 2022.
Despite the fact that some might say that production is all that
matters, creativity needs to be at the top of our New Year’s resolution
list. At a time when travel is a memory, long-winded meetings at the
office have disappeared, and we have more time than ever at home,
creativity seems to have taken a nosedive. Today we fill every silent
moment with “productive screen time.” And while this already was the
case on the way to the airport, or waiting in the airport lounge, now it
occurs as we sit in the comfort of our own homes.
It is time for us to rescue our creative minds by allowing boredom
to live. It is the cornerstone to creativity and provides the platform for
reflection. In other words, if we choose to endure boredom, we can be
more creative than ever.
And while we all look for some of that quiet time, we may also want to
find time to reacquaint ourselves with others. As screens replaced faceto
face meetings and water-cooler talk disappeared, all of the moments
that the CFO deemed “unproductive” vanished. Our overly productive
Zoom culture has left us multitasking at such a dizzying rate that we
are missing the opportunity of being with others. Our wish for you this
year is to find some time to disconnect from the digital handcuffs long
enough so that we might engage in the kind of real human interaction
that wakes up our brains.
Those officially unproductive pauses, those stimulating thoughts,
those creative connections, those moments benefiting from a carefully
created company culture—all have been lost in the digital haystack.
We can, however, find a better version of ourselves in 2022 by finding
moments of quiet reflection and casual interaction with others. And we
can still get a lot of work done!
Enjoy the first issue of what is going to be a wonderful year!
Your 5-step plan to
CREATIVITY NEEDS TO BE
AT THE TOP OF OUR NEW
YEAR’S RESOLUTION LIST.
TWO FOR THE
PRICE OF ONE
Your 7-step process
Editorial & Creative Direction
Conduit, Inc.: www.conduit-inc.com
Michael J. Pallerino
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