The 'Discipline Principle'

He said you first start off by getting disciplined people, then you get disciplined ideas, and then, you make disciplined plans. Your basic building block is disciplined people; or in other words, the idea you have is not as quite as important as the people who will make that idea happen.

I fervently believe that the word 'discipline' is the potent elixir to remedy many a failed or mediocre venture. It is so intoxicating in its simplicity that I will call it 'the discipline principle.' (If someone's already come up with that expression, forgive me I do not intend to plagiarize).

Let's take the 'discipline principle" into the business of marketing: which by its nature is a terrifically fluid, dynamically ethereal and monstrously unbridled stewpot of ideas, vision and innovation. It is essentially a business that often defines itself by its own indefiniteness...

I find that discipline in many companies is often the key missing ingredient in everything from strategy creation, to creative development to campaign implementation. How many times have you seen beautifully crafted ideas made after many brainstorming sessions and ratified by endless boardrooms only to deteriorate because of lack of discipline somewhere in the planning or implementation chain?

A great example of this in advertising is the account handler, whose sole value is derived from following up meticulously on the job, getting things done. It sounds stupidly simple, but I have come across many account handlers who have the brains, have the skills, but lack the discipline.

I am often turned off by the marketing whiz who sparkles with wit and intellectual effluence, yet I always have great respect for the lowly implementer, who strives not to impress but to absolutely, compulsively get the job done right. To its tiniest details. That, folks, takes discipline!

The branding principle

Another terrific example in advertising of the 'discipline principle,' or its lack thereof, is in branding. Many ad agencies in this part of the world already know how absolutely agonizing it is to create and then enforce brand guidelines for companies who want to build awareness and market differentiation but can't grasp the importance of consistent streamlined communications.

The problem is that even in companies that have paid huge sums to create their brand identity, there is in fact little foresight or discipline to enforce the guidelines.

There's always some myopic smart alec who wants to twist the brand guidelines to make the ad or collateral piece 'more cheerful' or 'hip' or 'different.' ("Why stick to red and white. Boring—let's have stripes here or maybe polka dots, for a retro sort of feel.

Its hip right now you know...") It happens all the time. And usually great amounts of money and energy are squandered on mammoth campaigns that lack the proper zing to make the branding come together.

If only company executives realized the power of branding; and the pure magic that can transform a mere company into a true brand.

It starts with some vision, and a whole lot of discipline.