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Planning: Music, Data and Human Truths

15/06/2018
Advertising Agency
Lima, Peru
192
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INFLUENCER: McCann Lima's Rodrigo Revoredo breaks down his 'Emotional MusicPedia' process

WARNING: This article is not any kind of toolkit. It is intended just as food for thought regarding a different approach to our everyday strategic planning work. 

We planners are all truth seekers, so we enjoy that 'eureka!' moment. But there is something even more exciting than finding a truth: the process of seeking it. This article is not about what a truth is, it's about how to let our emotions lead us in the truth hunting process. It's about how to set our own emotions so they integrate our mind with our heart.

Why is this important? Because both we and our clients can buy data. But we can't buy gut feelings or a heart. And, believe it or not, in the end it's our heart that we sell. That's why we have to put some heart into the data we find. And since everyone's heart beats for a different reason, first we should find out what makes our hearts beat and, for a moment, not be afraid of losing 'data certainty'. Embrace the beauty of finding inspiration in your own chaos and uncertainty. To start, ask yourself: what inspires you?

Since my best way to express my emotions is through music, I start my own thinking process listening to songs that inspire me. 

How do I use music in my work? Since I'm a music nerd, I've organised a sort of 'Emotional MusicPedia' of all the truths I've found in all the songs I loved. So, when I'm blocked, confused or even hesitant of a big project, I find shelter there. 

Don't get me wrong: I love data (okay, not really) but sometimes you've got so much information that you need to relax and connect yourself with your own emotions to find clarity. How did I start my 'Emotional MusicPedia'? Once I was in a very important pitch for a brand that wanted to build on cultural relevance. The problem was that the information the brief included didn't match with what we found in our own field work. I got confused. So, I decided to wear my 'musician hat' (thank you for your book 'Six Thinking Hats' Mr. De Bono) and just tried to lose myself in music. I started looking for the most popular music in local charts, not only to connect with my emotions, but also to connect with the 'street'. 

As a very instinctive act, I started to identify which emotions I felt, and then I wrote them in an Excel worksheet. As I really loved the exercise, I moved forward to listen my favourite songs and realised I had a lot of emotions written and a sort of encyclopedia in which, for every emotion, a lot of songs were there to dive in to. That really helped me understand how to face that pitch and gave me emotional – and strategic – input that helped me set up the strategic storytelling for that project which we finally won. By the way, that pitch ended up winning a Cannes Grand Prix some years later... but that's another story. Now, I'd like to share a few examples of songs that helped me along the way to find inspiration and give data a different dimension and perspective for me. Here are some truths and learnings about data, inspired by some great songs. 


1. From Both Sides Now (Joni Mitchell)


For me, this song is about perspective.

About illusion and deception.

About having seen two extremes of the same thing.

So, what does it have to do with data?

Truth About Data #1

One data point, no matter how strong it could be, means nothing without context

Sometimes we find a great data point and we think it's over, we 'have it all'. But it does not necessarily work that way. Go deeper. Try to understand the origin of that number, think about the other side and consequences of what that data point means. 

A Little Tip

Data is as interesting as its possibility to make correlations. Make them and challenge yourself to make some crazy ones. 


2. Unicornio Azul (Silvio Rodriguez) 

The theory goes that this song tells the story of Silvio's lost pen and inspiration. 

Since Silvio is confused, he gives the object a different voice: the pen is the unicorn.

He brings the object to life in order understand his own sorrow and his loss.

Interesting story, right?

But what does it have to do with data?

Truth About Data #2

New data can make you feel easily lost and confused.

Yes, there's too much information out there. And if you are not careful you can lose your mind.


A Little Tip

When you've already chewed a lot of data, you might get a little confused. Create an exercise and ask yourself what the product or story's main character would say if it had the chance? Forget numbers for a while and try to connect with the core essence of your product, problem to solve or story. 


3. Beautiful Boy (John Lennon)


Though it's almost a lullaby, for me it has a phrase that's probably the wisest thing I've heard on any Beatles song: "Life is what happens to you when you are busy making other plans"   

No, I'm not stoned. 

And yes, there's an interesting relationship between this and data.


Truth About Data #3

Sometimes you find data, sometimes data finds you.

Open your eyes and your mind to what's happening outside your office. Something interesting is always happening around you and outside mobiles and laptops.  

From trends to news, data is everywhere for you to use - to change something for good. 


A Little Tip

Ask yourself and your team how the brand can really help solve a problem, for it to play a meaningful role in people's live. 

One final tip: I invite you to create your own 'EmotionalPedia'. Whether your inspirational source is music, art, science, etc. Use whatever makes you feel to make everyone else feel something. 



Rodrigo Revoredo is head of planning at McCann Lima

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