If you can't get people to care about what you make, your art won't be appreciated. Your audience won't care nor understand it, and they will loose interest quickly. Most people don't have the patience for boring things. Don't let the impact of your art die because you couldn't get people to care. There are thousands of ways you can do it . So go and do it.


I know, effectency is not a word. Not one that  exists in the dictionary anyway. The good thing about making up words is that if you can back them up with concrete meaning, you might get away with it, and if they are useful, they could have a place in your own dictionary. At least that's how slang works.

So why effectency?   that's easy to guess. It's a cross between efficiency and effectiveness. Like everything balance is crucial, balance is simple and balance is never black or white. I once heard that 'efficiency alone is the end of culture '. That makes sense. Efficiency is very technical, very calculated, very rigid. If that's all you have then where is the emotional impact? 

I like to relate my analogies with the work I do. Too often efficiency takes the driver's seat. Understandably. Most projects are driven by budgets and planned goals. This is necessary. A well oiled machine is great to have, but is it effective? It might get the work done but did it change anything? Effectiveness in my opinion is closely related to change. If it doesn't change anything, anyone, it might be efficient, but it's not effective enough. Back to the drawing board. Back to effectency

Your brand's next challenge

The challenge for your brand today is to find a way to be different from your competitors while satisfying your audience desire to be part of a community.

The goal is no longer to look different. It's a rather subtle shift in perspective. You need to be able to build a community around your brand's offering. In today's overly diverse world, we're not really interested in looking different anymore. We want to participate.

We want to know the nature and the values of the community we are joining. If I join your brand's community as a costumer and follower, what exactly am I joining? 

What we want are brands that can tell a very simple, clear and coherent story about who they are, where they come from, who they work with and what they intend to do.

In this subtle shift in perspective lie powerful opportunities for creatives to tell great stories about the brands the work with and the brands they create.