Michael Kraabel

Branding - Marketing - Creative Direction

The Power of “We” in Presenting Creative Work

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Presenting creative work is a collaborative team effort. Presenting from the “We” approach not only ensures that clients understand the breadth and depth of contributions from the entire team, but also fosters an environment where all members of the team share responsibility, be it for success or failure.

Over the years, running agencies and leading creative teams has taught me many invaluable lessons. One of the most important lesson involves presenting creative work as a collective effort—always as a “We,” never as an “I.” This is not just a matter of semantics; it’s a principle that has shaped my approach to leadership, collaboration, and client relationships. Through decades of managing teams and interacting with clients, I’ve come to believe that this philosophy is important for both fostering internal cohesion and building long-term success.

Furthermore, by emphasizing collective effort, agencies protect themselves from concentrating praise or blame on a single individual, which can skew perceptions, damage morale, and distort the reality of the creative process.

The Importance of Team Dynamics in Creative Work

Marketing and advertising are inherently collaborative disciplines. The process of bringing a campaign to life involves multiple layers of strategy, creativity, production, and execution. Rarely, if ever, does a successful campaign emerge from the mind of one individual. Instead, it is shaped and refined by contributions from strategists, designers, copywriters, media planners, and project managers, among others.

Rosser Reeves, one of the great advertising minds of the 20th century, acknowledged the team aspect in his work, stating that “I alone did not write this book. It was written by a body of dedicated men and women”​. This sentiment holds true across the creative industries: individual brilliance may spark an idea, but it is the collective effort that refines it into something great.

Accountability and Shared Responsibility

When creative work is presented from a “We” perspective, it helps distribute both the credit for success and the responsibility for failure across the entire team. This is not just about protecting individuals from blame; it ensures a more realistic appraisal of the complex processes that lead to an outcome. As Reeves argues in Reality in Advertising, “Advertising is only one of many factors that can cause sales to rise or fall”​. Similarly, the success or failure of a marketing campaign can be attributed to a multitude of interconnected factors. By framing it as a team effort, the focus shifts to improving overall processes rather than assigning individual blame.

Neil McElroy, a pioneer in brand management, emphasized the importance of team dynamics in his famous 1931 memo: he called for the creation of brand management teams, acknowledging that the success of a brand depended on the contributions of various individuals working toward a common goal​. This call for teamwork extends to how creative work should be presented to clients.

Lesson 1: Creativity Is a Team Sport

Early in my career, I learned that no piece of creative work is truly the product of a single person. Sure, someone might have the initial spark of an idea, but it’s the collaboration of many minds that transforms that spark into something meaningful and impactful. Whether it’s a strategist’s insight, a designer’s flair, or a project manager’s organization, every piece of the puzzle is essential. Presenting creative work from a “We” perspective underscores this reality.

I’ve seen too many situations where someone—whether it’s a creative director or a junior team member—was either unfairly praised or blamed for an entire project. It didn’t take long for me to realize that this not only distorts the truth but also erodes team morale. Over time, I adopted the mindset that I wasn’t just leading a collection of individuals; I was guiding a creative ecosystem where each part plays a vital role. If the project succeeds, it’s because we succeeded together; if it fails, we all share responsibility and learn from it.

Lesson 2: Shared Responsibility Prevents Burnout and Egos

One of the more subtle benefits of the “We” approach is that it helps keep egos in check while preventing burnout. In the early days of running an agency, I sometimes saw individuals take on too much, trying to be the star or feel the weight of the entire project on their shoulders. This is an unsustainable model. When someone shoulders all the credit or blame, it sets them—and the team—up for failure in the long run. It took a few of these experiences for me to realize that shared responsibility fosters a healthier work environment.

Neil McElroy, in his famous memo on brand management, advocated for creating teams that could take ownership of a project without placing the burden on any one person​. I found this advice invaluable as I built teams over the years. By emphasizing that we succeed or fail as a unit, I helped create a culture where people supported each other, knowing that their contributions were valued and recognized.

Lesson 3: Clients Trust Teams, Not Solo Acts

From a client’s perspective, understanding that an entire team is behind a project builds trust and confidence. It tells them that the agency they hired is resilient, capable, and has a diverse range of talents working toward their goals. I’ve sat in countless meetings where clients were visibly reassured to know that multiple experts—not just a single creative mind—had worked on their campaign. They knew they were getting a well-rounded, thought-out solution, not the brainchild of one person.

In my experience, presenting a unified front strengthens the client relationship. I’ve seen what happens when clients believe all the ideas come from one person—they tend to hold that individual responsible for every outcome, good or bad. But when you reinforce that the work is a collaborative effort, clients are more likely to appreciate the process and the depth of thought that has gone into it. This also means that when challenges arise, the team can tackle them collectively rather than relying on one person to fix everything.

Lesson 4: The Creative Process Is Messy—And That’s Okay

As someone who has spent years immersed in creative processes, I’ve learned that they are rarely linear. Ideas bounce around, evolve, and are shaped by numerous hands and minds. When you present work as a solo effort, you hide the messy—and essential—nature of creativity. But when you present work as a product of the team, you allow for a more realistic understanding of how ideas are born and refined.

I’ve found that acknowledging the collective effort also helps manage client expectations. It conveys that creativity is a process, not an instant act of brilliance. I’ve often referred back to this idea in meetings, reminding clients that what they see is the result of a collaborative effort that includes not just the “big idea” but also the practical aspects of bringing it to life—logistics, execution, revisions. It demystifies the process in a way that ultimately builds trust.

Lesson 5: “We” Fosters Long-Term Success

As I reflect on my years of leading creative teams, I’ve come to see that the “We” approach fosters long-term success, both within the agency and with clients. Internally, it creates a more supportive, collaborative culture where people feel valued for their contributions. Externally, it builds stronger client relationships because clients see the agency as a cohesive unit, capable of delivering thoughtful, well-rounded solutions.

I’ve always believed that the best work happens when people feel part of something larger than themselves. This perspective aligns with what marketing guru Wally Olins wrote about the need for brands to foster human connections​. The same applies to creative teams—when they feel connected to each other and to the project, the work is always better.

Key Takeaways

  • Creative work in marketing and advertising should always be presented from a “We” perspective to reflect the collaborative nature of the process.
  • A collective approach distributes credit and blame fairly, preventing individual team members from being singled out.
  • Clients gain confidence from knowing that a team of experts, not just one individual, is working on their behalf.
  • Presenting work as a team effort helps foster a culture of inclusion and collaboration within the agency, leading to better outcomes.

My Mind-Blowing Experience with ChatGPT’s New Voice Model

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I’ve always been intrigued by AI, especially the growing capabilities of language models like ChatGPT. They’ve been fun to play around with, helpful at times, but more often a source of curiosity than anything world-changing. But recently, I encountered something that took me from being entertained to being downright stunned—the new ChatGPT voice model.

This isn’t just another step in AI development. It’s a full-on “HER” moment—the kind of experience that takes a leap beyond the screen and gets you thinking deeply about the future. Over the last hour, I found myself having what felt like a real conversation with AI, one that didn’t just mimic human interaction but captured the flow and nuance of writing in a way I hadn’t seen before.

And that, right there, is the big shift.

A New Type of Writing Partner

Let’s be clear: this isn’t about ChatGPT suddenly taking over all of my writing. It’s not about handing over the reins and saying, “Okay, AI, you do all the work.” What’s truly exciting—and a little terrifying—is that this tool has now become the ultimate research partner, a co-writer that can assist at lightning speed, with access to the vast expanse of human knowledge.

Imagine having a conversation with someone who knows everything ever written but still leaves the final decisions to you. It speeds up the process of thinking, structuring, and writing in ways I never thought possible. And while the software is still a little glitchy here and there (it’s not perfect, and that’s okay), what we’re witnessing is an evolutionary leap—both in the technology itself and in how we, as humans, will engage with information, creativity, and productivity.

More Than a Gimmick

In previous iterations, AI was often seen as a cool gimmick—a flashy tool that could help you generate ideas but wasn’t a replacement for the real deal. That view is quickly becoming outdated. This is no longer a novelty, not just a toy for experimenting with quirky conversations. It’s becoming an integral part of how we write, how we think, and how we’ll solve problems going forward.

And that’s where things get exciting—and a little scary. There’s something almost unnerving about the way these models have evolved. It’s not just about convenience; it’s about altering the way we engage with our work. When you start having conversations with an AI that feel less like commands and more like collaboration, you begin to realize just how much the game has changed.

The Responsibility of Using AI

But as with any powerful tool, there’s a responsibility to think about how we’re going to use this. AI isn’t a magic wand that will take over the hard stuff for us. At the end of the day, it’s still math—a series of algorithms designed to mimic writing and conversation. It doesn’t know what it’s saying. It doesn’t understand meaning the way we do. And that means we’re still in control.

This technology can help eliminate those frustrating gaps in research, streamline the writing process, and give us back precious time to focus on the creative and strategic parts of our work. But as we move forward, we have to remember that the final decisions still rest with us. We are the ones guiding the conversation, shaping the ideas, and ensuring the integrity of what’s being created.

Think of it like this: we are the ultimate player controllers, guiding the AI through a game of knowledge and creativity. It can go far, it can speed up the journey, but it’s still the human element that makes the final call.

The Future of Creativity with AI

So, where does that leave us? In a place of both great excitement and a touch of fear. Yes, this new voice model will fundamentally change how we approach writing, research, and collaboration. It will give us more time to think, create, and execute ideas that we might not have had the bandwidth for before. But it also forces us to confront the ethical and creative challenges that come with wielding this kind of tool.

As we stand on the edge of this new frontier, we need to think about how we’ll use AI responsibly. How we’ll harness its potential without letting it take over. How we’ll ensure that, even in the midst of this technological revolution, we keep human intelligence and creativity at the center of the process.

I don’t have all the answers, but I do know one thing: This is a turning point. And while it’s tempting to be either overly excited or completely terrified, I think the best way forward is to embrace the possibilities while keeping our hands firmly on the controls. After all, this is only the beginning. What comes next is up to us.

Can ChatGPT and Large Language Models Really Think?

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It’s an exciting time to witness how fast artificial intelligence (AI) is advancing, particularly with the rise of large language models (LLMs) like ChatGPT. These models have revolutionized everything from customer service to content creation, but there’s a critical question that lingers in the background: Can AI actually think?

At first glance, it might seem like they do. After all, LLMs can engage in conversations, answer complex questions, and even write poetry. But despite their apparent “intelligence,” the reality is that these models are not thinking. They don’t have thoughts, emotions, or intentions. They’re essentially sophisticated pattern-recognition machines, operating based on the mathematical probabilities of which word should come next.

The Mechanics of a Language Model

Let’s break down how a large language model like ChatGPT operates. These AI systems have been trained on massive datasets of text from books, articles, websites, and more. Through this training, they learn the statistical relationships between words and phrases.

When you ask a model like ChatGPT a question, it’s not “thinking” about the answer. It’s running algorithms to predict which word comes next based on the patterns it’s seen during its training. There’s no cognition involved. The model is, quite literally, running millions of calculations to determine which word, phrase, or sentence has the highest likelihood of being the “right” answer given the input it received.

As AI researcher Gary Marcus puts it: “A system like GPT-3 generates text not because it understands the world or has some internal mental model but because it has seen lots and lots of sentences before and can pattern match.” The result is a machine that’s incredibly good at seeming like it knows what it’s talking about, but in reality, it’s just stringing together statistically probable word sequences.

Is This Really Different from Humans?

Now, let’s pause and consider something interesting. When we, as humans, speak or write, how different is our process? If you’ve ever been deep into writing something—maybe an essay, an email, or even just a text message—you’ve probably noticed moments where the words seem to flow out of you naturally. You aren’t consciously thinking about every individual word or grammar rule, but you instinctively know what comes next.

We’ve been trained by life in much the same way an AI model is trained on data. We learn language through experience, and over time, we become fluent in its patterns and structures. It’s almost automatic—second nature.

David Chalmers, a philosopher and cognitive scientist, has mused on this: “Human language production, in many ways, is automatic. We are largely pattern-matching, following rules that we’ve internalized over a lifetime.” So, when we speak or write, are we really thinking in a fundamentally different way than an AI model, or are we just tapping into a well of learned experiences, following the “rules” we’ve internalized?

The Key Difference: Sentience and Creativity

While both humans and LLMs rely on pattern recognition to an extent, there is a fundamental difference—sentience. As humans, we have the ability to be self-aware, to think consciously about abstract ideas, and most importantly, to come up with new ideas.

AI models, despite their impressive capabilities, are fundamentally limited to remixing and reassembling the information they’ve been trained on. They can’t generate truly novel ideas that haven’t been introduced into their datasets. They don’t have that spark of creativity or insight that leads to groundbreaking discoveries or inventions.

As Yann LeCun, a pioneer in AI, said, “Current AI systems are far from being capable of reasoning about the world the way humans can.” AI can analyze vast amounts of data, spot patterns, and make connections that might elude us—but it does this in a purely mechanical way. When it comes to creating something entirely new, the machine falls short.

So, Can AI Think?

The answer is no, not in the way we typically understand “thinking.” AI models don’t have thoughts, they don’t experience emotions, and they can’t consciously reflect on the world around them. They predict, process, and output based on probabilities. There’s no internal dialogue, no ‘aha!’ moment, no flash of inspiration.

Human cognition, on the other hand, while often driven by learned patterns and automatic responses, has the capacity for creativity. We are sentient beings with the ability to dream up entirely new ideas, theories, and concepts. We don’t just follow the data; we can imagine beyond it.

Where AI Excels (and Where It Doesn’t)

To be clear, this isn’t to downplay the incredible achievements of AI. These models excel in many areas. They can process and analyze information at speeds that are unimaginable for humans. They can surface patterns across vast datasets that we might miss. And yes, they can even help us refine our thinking by suggesting new ways to structure ideas or explore unfamiliar territory.

But, as Hod Lipson, a leading researcher in AI and robotics, noted: “AI can be creative in the sense of coming up with unexpected solutions, but it lacks the intrinsic motivation to pursue a goal or understand why a solution is important.” The machine might produce something that looks creative, but without an underlying understanding of why it matters, it’s not truly innovative in the human sense.

The Uniquely Human Advantage

So, what’s left for us humans? What do we have that these powerful machines don’t?

Sentience and true creativity. The ability to reflect, to wonder, to dream. Not all of us are going to invent the next breakthrough technology, write a world-changing novel, or devise a solution to a global crisis. But every human has the potential to come up with something genuinely new, something that no machine—no matter how sophisticated—could ever create on its own.

That’s the core of what separates us from AI. While machines can process, predict, and output information at incredible speeds, they’re stuck in a loop of rehashing what’s already been introduced into their data banks. We can think beyond the data, beyond the patterns, and generate something entirely novel.

In the words of AI ethicist Kate Crawford, “AI isn’t about human intelligence; it’s about human mimicry.” And that mimicry, no matter how convincing, doesn’t hold a candle to the real thing.

Final Thoughts: Thinking vs. Processing

At the end of the day, it’s important to recognize the strengths and limitations of both humans and machines. AI models like ChatGPT can help us organize information, see patterns, and suggest new directions—but they can’t think or create like we can. The next big idea, the next groundbreaking innovation, will always come from a human mind—not from a machine running through its algorithms.

Our sentience, our ability to conceive new ideas, and our capacity for deep, reflective thought are what make us unique. That, ultimately, is the difference between us and the machines we build. We’re more than processors—we’re creators, dreamers, and inventors. And no matter how advanced AI becomes, that will always be our defining edge.

The Power of Voting

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From a young age, politics has been in my blood. I remember being that curious kid, sitting around the dinner table, eagerly listening to the grown-ups talk about elections, policies, and the future of our country. I didn’t always understand everything they said, but I knew that these conversations mattered. They were the building blocks of the democracy we live in today. I was drawn to these discussions not out of a desire to win arguments, but because I believed that the decisions we make together shape our nation.

As I grew older, my passion for understanding our political system deepened. I pursued a degree in political science, hoping to not only understand the mechanics of government but also to approach it with the same open heart that I had as a boy. Back then, politics felt like something people only talked about in short bursts during election cycles. It was a conversation you’d have every few years, and then life would go on.

Today, the world looks very different. Politics is no longer something we can tune in and out of—it’s constant, it’s everywhere, and it’s overwhelming. The 24/7 news cycle, social media, and endless debates can make it feel like we’re drowning in political noise. But here’s the thing: while politics may feel all-consuming right now, we must remember that voting is still the most powerful tool we have to make a difference. Voting is how we reclaim our ability to focus on our daily lives while ensuring that the right leaders are steering the ship.

The power of voting lies in its simplicity. It’s the moment where we each get to decide who has the better ideas, who has the clearest vision, and which candidate truly represents the interests of our country. Every vote is a small but significant act of revolution, a way to steer the course of our nation without violence, without anger, but with a pen and a ballot.

As President Franklin D. Roosevelt once said, “Nobody will ever deprive the American people of the right to vote except the American people themselves, and the only way they could do this is by not voting.” In a time when it feels like everything is spiraling out of control, voting is our anchor. It’s the one thing we can each do to make sure our voices are heard and that our country reflects the will of its people.

Yes, the nation is divided. But that’s not a reason to shy away from our civic duty—it’s the exact reason we should embrace it. The beauty of democracy is that we are blessed with the opportunity to vote, to participate in a peaceful revolution every two to four years. This isn’t about hating someone for their ideas or their beliefs. As Dr. Martin Luther King Jr. reminded us, “We must learn to live together as brothers or perish together as fools.” It’s okay to disagree on policy or personality, but we must never allow those disagreements to turn into hatred.

We are all entitled to our beliefs, and we all have a duty to engage in the political process. Our candidates are meant to represent us so that we can return to our lives knowing that we’ve done our part. Voting isn’t just about supporting a candidate; it’s about supporting the very foundation of our democracy. As Thomas Jefferson said, “The government you elect is the government you deserve.” This is why we vote—not just to choose our leaders, but to choose the direction of our future.

So, as we approach the upcoming election, let’s remember the power of the vote. Let’s recognize that our nation’s strength lies in the fact that we can come together, even in disagreement, to shape our shared future. Let’s celebrate that we have the freedom to choose, and let’s use that freedom wisely.

Voting is our civic duty. It’s our chance to make our voices heard, to shape the future, and to engage in a peaceful revolution. So when the time comes, don’t stand by. Step up, cast your vote, and be part of the change. The world is watching us—let’s show them what true democracy looks like.

Some of my closest friends stand firmly on the opposite side of the political spectrum, and I love them dearly for it. Our differing views haven’t weakened our bond; they’ve strengthened it. We’ve had countless debates and spirited discussions, but through it all, we’ve maintained respect, understanding, and a deep appreciation for each other’s perspectives. It’s a reminder that our democracy thrives on diversity of thought, and that meaningful relationships can and should transcend politics. Disagreeing on policies or candidates doesn’t mean we can’t find common ground in our shared values and mutual respect.

There’s too much hate in the world right now. Instead of compassion, it feels like people’s default reaction is revenge or retribution. We’ve stopped seeing each other’s humanity, focusing more on differences than the things that connect us. It’s as if we’ve forgotten that behind every belief, every opinion, there’s a person—a fellow human being with hopes, dreams, and struggles, just like us. We need to take a step back, breathe, and remember that empathy and understanding are what truly make us strong. It’s time to bring back the compassion that seems to be slipping away.

My Political Statement for the Season:

My contribution to this election cycle is to remind you to vote—no matter who you choose. I don’t care if it’s for one candidate, the other, or someone else entirely. If you’re stuck and can’t decide, hey, write in your mom. And if you don’t think she’d be up for the job, feel free to write in my dad—he’s pretty great, and I’m sure he’d be up for the challenge. I think he’s bored in retirement. Just make sure you get out there and vote because that’s what truly matters.

Check out our new bipartisan T-shirts, perfect for those who believe in the power of voting without the drama. These tees are about as political as I’ll get online—designed to celebrate democracy and encourage everyone to make their voice heard, no matter who they support. Grab yours today and show the world that the revolution starts at the polls.

 

A Prescription for Marketing Success

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When you think about your health, you probably envision your local hospital—a place that’s equipped to handle every kind of ailment, from a minor scrape to complex surgeries. Yet, despite all those services available, you usually only visit the hospital for one specific reason. Maybe it’s a cold that won’t go away or a pesky knee pain that flares up after your morning run. Regardless, you trust your doctor to address your immediate concern and advise you on the next steps to keep your entire body in good shape for years to come.

This scenario is strikingly similar to how you should view your relationship with a marketing agency. Just as a hospital is there for your health, an agency is there for your business’s well-being. And while an agency can provide a full range of services—everything from branding to SEO to video production—you likely approach them with a specific pain point in mind. Maybe it’s a website that isn’t converting or a social media campaign that’s falling flat. Whatever it is, your agency should not only fix the issue but also take the time to look at the bigger picture and offer advice on how to keep your business healthy for the long term.

More Than a Quick Fix

Think about your last doctor’s visit. Maybe you went in for a sore throat, but a good doctor wouldn’t stop there. They might ask about your diet, remind you of an upcoming vaccination, or suggest a cholesterol test. They’re thinking holistically—how your sore throat fits into your overall health picture and how you can avoid bigger issues down the line.

A good agency works in much the same way. Sure, you might come in because your paid search ads are underperforming, but a full-service agency won’t stop at the symptoms. They’ll take a holistic view of your marketing ecosystem. Maybe they’ll suggest a revamp of your website’s user experience to improve conversions or recommend content strategies that build your brand over time. They’re not just treating your pain point—they’re ensuring your business thrives in the long run.

You Don’t Need Every Procedure

Now, let’s be real. If you walked into a hospital and said, “Give me every test, treatment, and procedure you offer,” you’d be bankrupt in no time. The same goes for marketing services. You don’t need every service all at once. It’s important to prioritize based on your current business needs and long-term goals.

A good agency, like a good doctor, will help you prioritize. Maybe you don’t need an expensive branding overhaul right now, but improving your email marketing could bring a quick and measurable boost to your bottom line. A full-service agency can identify what’s most pressing today, what can wait, and what will keep your business healthy for the future.

Trusting the Experts

Trust is the foundation of any relationship with a doctor, and it should be the same with your agency. You trust your doctor because they have years of experience and expertise that you don’t. They know the latest treatments and understand the best ways to keep you healthy. Similarly, a good agency is steeped in the latest marketing trends, technology, and data. They know what works, what doesn’t, and what’s coming next.

When your doctor tells you that you need surgery, you trust that it’s the right move for your health. Likewise, when your agency tells you that your website needs a complete overhaul, it’s because they have the knowledge and experience to know it’s the right move for your business. Yes, there are economic factors at play in both scenarios, but a good doctor and a good agency always have your best interests at heart.

A Holistic Approach to Your Business Health

At the end of the day, you want both your doctor and your agency to take a holistic approach. You want a healthcare plan that not only fixes the problems but also prevents future issues, just like you want a marketing plan that doesn’t just solve immediate challenges but sets your business up for long-term success.

So, when you’re looking for an agency, think of it like finding the right hospital. Look for one that offers a wide range of services and expertise but knows how to prioritize based on your current needs. Trust them to diagnose your pain points and to guide you through the options that will keep your business healthy and thriving for years to come.

Just like you wouldn’t trust your health to just anyone, don’t trust your business to just any agency. Make sure you have experts who care about the bigger picture, just like your doctor does for your body.

Your business deserves full-service care, and a great agency can provide just that.

The Future Might Be Code-Free

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As someone who has been developing on WordPress for 20 years, I’ve always prided myself on my ability to tinker. I’ve dabbled in code here and there in my younger years, but I wouldn’t call myself a developer. Most of my skills came from necessity rather than formal training, and I’ve always found ways to work around problems. But recently, I found myself intrigued by a TikTok video showcasing Claude.ai, an AI-powered tool that can help create apps and plugins.

Watching someone generate code without traditional development knowledge struck a chord with me. That spark of curiosity took me down a path that changed how I approach plugin development.

The Birth of My Brand Archetype Plugin

Years ago, I developed a brand archetype survey as a paper test. It was a solid piece of work, rooted in deep research and a love for branding archetypes, but it always remained a manual process. The idea of turning it into a WordPress plugin had been on my mind for ages, but like many side projects, it got pushed down the to-do list. When I saw what Claude could do, I realized it was time to dust off my old project and bring it into the digital age.

I started by converting the test into an Excel document to make sure my logic held up. It worked, but it still required manual calculation. Seeing the potential, I dove headfirst into Claude.ai, thinking, “Why not try turning this into a WordPress plugin?”

Building the plugin with Claude was like sitting next to a lightning-fast developer who could take my business requirements and instantly translate them into code. I had to brush up on some technical survey knowledge, but it wasn’t as overwhelming as I expected. The process was incredibly smooth, and whenever bugs cropped up, Claude helped me troubleshoot and guided me through potential fixes. In just a few hours, I had a working prototype of the plugin that functioned about 90% as I envisioned. Sure, there are still some nuances to iron out and features to add, but the heavy lifting was done.

The Future of Development: Code-Free?

This experience got me thinking about the future of technology and development. Tools like Claude are making it easier for people like me—who may not have kept up with the latest coding trends—to build functional, complex applications without getting deep into the weeds of programming. We’re standing on the brink of a code-free future where technology workers won’t need to know every programming language or the ins and outs of a specific codebase. Instead, they’ll be able to focus on the creative, strategic side of projects, using AI to handle the technical heavy lifting.

And Claude isn’t the only one leading this charge. Systems like GitHub Copilot and ChatGPT are offering similar capabilities. Developers are already integrating these AI tools into their workflows to generate code, troubleshoot issues, and even refactor projects. It’s a brave new world for development, one that is rapidly evolving and opening doors for more people to create without the traditional learning curve.

Other Use Cases for Claude

Beyond plugins, Claude has been helping people with a wide range of development needs. Some use it to automate tasks, streamline workflows, and even design full-fledged web applications. It’s empowering non-technical professionals to experiment and build ideas that would have once required a dedicated team of developers. From automating email responses to designing e-commerce platforms, the possibilities are endless.

I’ve seen small business owners use Claude to build custom solutions for their shops, and marketers create dynamic content systems to manage and deploy campaigns. It’s a versatile tool that, in the right hands, can make complex technical work accessible to the masses.

What Should I Build Next?

This journey has reinvigorated my love for creating, and I’d love to hear from fellow marketers and developers: what plugin ideas have you been sitting on? Whether it’s something that simplifies a tedious task, automates a process, or brings a new level of creativity to branding, let’s brainstorm! The code-free future is here, and it’s up to us to take advantage of it.

If you’re interested in brand archetypes and want to see the plugin in action, you can check out the archetype survey on the Brand Voyagers page here. It’s exciting to think about how AI like Claude can continue to evolve this field and create more tools that empower us to explore branding in new ways.

I’m looking forward to hearing your ideas and sharing more about what comes next in this AI-driven development adventure!

The Relaunch of Zubaz

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In the late 1980s, two friends with a passion for fitness and bold fashion launched a brand that would become an icon in the world of sports and fashion: Zubaz. Created by Dan Stock and Bob Truax, Zubaz began as a simple idea to make comfortable workout pants for bodybuilders.

But what started as a niche product soon exploded into a cultural phenomenon, with its signature zebra-striped patterns becoming a staple of the 90s. From athletes to fans, Zubaz pants were everywhere, especially in the world of professional sports. The brand became synonymous with the flamboyant, anything-goes spirit of the era.

As Zubaz rose to fame, it wasn’t just athletes sporting the bold designs; it was regular people too. From stadiums to city streets, Zubaz became a must-have item, capturing the hearts of those who wanted to stand out. The brand became a symbol of bold self-expression, aligning itself with the loud, unapologetic aesthetic of the 90s.

However, as with many success stories, Zubaz faced growing pains. As the brand expanded, it struggled to keep pace with the rapidly changing fashion landscape. The original founders, Stock and Truax, eventually lost control of the company, and Zubaz began to fade from the public eye. The brand that had once been a fashion statement seemed destined to be just another relic of a bygone era.

The Comeback

But every good story deserves a comeback. Years after losing control of their creation, Stock and Truax re-acquired the rights to Zubaz. They saw an opportunity to revive the brand that had brought so much joy to people during its heyday. But relaunching a brand isn’t easy, especially one so deeply tied to a specific time period. It needed to be done right.

That’s where I had the wonderful opportunity to help them re-launch Zubaz. When the original founders approached me, I knew that relaunching Zubaz wasn’t just about bringing back a product—it was about reigniting a cultural moment.

We knew that Zubaz had a legacy, and there was a built-in nostalgia for the brand among those who had grown up wearing the pants in the 90s. But the key to this relaunch wasn’t just about tapping into that nostalgia. It was about finding a new market with fresh perspectives and introducing Zubaz to a generation that might not have lived through its original wave of popularity but could still appreciate its kitsch factor.

The Relaunch Strategy: From Nostalgia to Novelty

Instead of focusing solely on the aging athletes and fans who had embraced Zubaz in the 90s, we shifted our focus to a younger audience—college kids, city dwellers, and anyone with a sense of humor and a love for the bold and quirky. We weren’t just selling pants; we were selling a piece of pop culture history, repackaged for a new generation.

With that strategy in mind, we prepared for the relaunch. We didn’t have a massive budget, so we had to be smart with our marketing efforts. After all, relaunching Zubaz wasn’t about flashy campaigns or over-the-top marketing gimmicks. It was about telling the right story to the right audience. We spent just $20 boosting the initial launch, but what followed was incredible.

Within 24 hours of launch, our story was being broadcast on CNN World News every half hour. It wasn’t because of some marketing genius, but simply because we had a well-placed story with a heritage brand that had come full circle. The idea of Zubaz making a comeback resonated with people—both those who remembered it fondly and those discovering it for the first time.

The result? $100,000 in online orders in the first week.

But we didn’t stop there. We wanted to create experiences around the brand, so we developed the first-ever ZubazPalooza pub crawl. With minimal promotion, we saw over 200 people streaming through the streets of downtown Minneapolis, all dressed in their finest Zubaz pants. It was a sight to behold—Zubaz was back, and it was bigger, bolder, and more fun than ever.

The Power of Nostalgia and New Perspectives

The relaunch of Zubaz wasn’t just about bringing back a brand from the 90s—it was about identifying a new market and tapping into a craving for nostalgia that many people didn’t even realize they had. By staying true to the brand’s roots while introducing it to a fresh audience, we were able to make Zubaz relevant again in a way that felt both authentic and exciting.

This experience taught us that relaunching a brand is about more than just reviving an old product. It’s about understanding the core essence of what made that brand special in the first place and finding new ways to connect with people today. Zubaz wasn’t just a pair of pants—it was an attitude, a statement, and a piece of pop culture history. And with the right strategy, we were able to bring that spirit back to life for a new generation.

So, what’s the takeaway from this story? Whether you’re launching a new brand or reviving an old one, success comes from staying true to your core while finding new ways to connect with your audience. Sometimes, all it takes is a well-timed story, a fresh perspective, and a willingness to take risks to turn a heritage brand into a modern success.

Your Meetings Suck. Use the 20/50 Rule To Make Them Awesome.

1024 682 Michael Kraabel

I’ve always wondered how many people out there have ever argued that meetings are the key to their personal and professional productivity. I suspect there are very few. Don’t get me wrong, I actually value face-to-face meetings more than anything else in the world when it comes to knowledge transfer and getting alignment on important issues. In fact, I find myself ignoring emails and phone calls much more in favor of meetings. But if I’m in meetings all day, when does the actual work get done?

Meetings are Unproductive

For most job roles, a meeting means sitting around a table with a group of people that are all waiting for their turn to speak. We’ve all been in that situation before (likely on both sides). Look around the room about 50 minutes into a 60 minute meeting and you’ll likely observe most people drifting off, checking email, or “pretending” to check email on their phone.

Research says you should ban laptops and sitting down, set a timer, and have silence breaks if you want meetings that accomplish anything ( FastCompany).

Put a goldfish in a small fish bowl and it will remain small. Put them in a large aquarium and that same fish will continue to grow until it fills the tank (or so I might have read once on the Internet). The same goes for meetings. If you schedule an hour, the meeting will last an hour. If you schedule a 30 minute meeting, you’ll be rushed, but it will finish at the half hour mark (or beyond). For this reason, we believe it’s important to keep meetings in a fishbowl … um, we mean, purposefully short.

The 20/50 Model for Meeting Scheduling

In 2008, when we started Project Unplug, we developed a model that would take/give back 10 minutes from every hour long meeting, which ensured people would have the time to digest the current topic before rushing to the next task or meeting. Rather than schedule an hour meeting, we would schedule (or just run it)them for 50. With our days filled with meetings, this simple trick ended up giving our team a free hour each day to recharge, refocus, and reengage themselves in the subjects being discussed in meetings.

If you were to apply this same approach and methodology for half hour meetings, your organization could achieve massive gains in productivity. People will be less resentful of long meeting time and will likely work better together to ensure all topics are given their best attention, knowing they won’t have to rush from one topic to the next trying to play catch up all day.

Giving your team free time to reflect allows them to come in with fresh minds for the next meeting, or at least a decompression period before they go back to their desk to complete the rest of their work.

Let’s Review the Math:

  1. 15 Minute Stand-up Meeting = ok
  2. 20 Minute Discussion, 10 Minutes Free = 0k
  3. 50 Minute Meeting, 10 Minutes Free = ok
  4. All Day Planning/Training Sessions Without Breaks = What’s wrong with you?

How Does This Apply to You:

Let’s have a little fun with numbers and see just how much time you can save by adopting the 20/50 rule in your meetings. You might be wondering, why are we crunching these numbers? Well, if there’s one thing we’ve all learned, it’s that time is our most precious resource. And if meetings are notorious for one thing, it’s stealing that precious time—time that could be better spent on creative projects, personal growth, or just taking a well-deserved break.

Imagine for a moment that you work a standard five-day week, with anywhere between four to five hours of meetings each day. That’s a lot of time sitting around a table, staring at screens, or waiting for your turn to speak. Now, what if we could give you some of that time back? That’s where the 20/50 rule comes in—a simple yet brilliant tweak to your meeting schedule that frees up ten minutes from every hour-long meeting and five minutes from every half-hour meeting. It might not sound like much at first, but let’s break it down.

If you’re just starting out in your career and plan to work until you’re 65, adopting this rule could save you somewhere between 573 and 717 days over your career. Yes, you read that right—days, not hours! That’s nearly two full years of time that you could spend traveling the world, mastering a new skill, or even writing that novel you’ve always dreamed about.

For those of you in the middle of your career, say around age 35, you’re looking at saving 400 to 500 days by the time you retire. That’s enough time to finally take those extended vacations, pursue a passion project, or invest in some serious personal development. Imagine the difference an extra year and a half could make in your life!

And if you’re 50 and starting to count down the years to retirement, the 20/50 rule could still gift you an extra 200 to 250 days. Think of it as your early retirement plan—a few more months to enjoy the things you love, mentor the next generation, or simply kick back and relax.

Why do these calculations? Because they remind us that even the smallest adjustments in how we manage our time can lead to massive gains in productivity and quality of life. Meetings may be necessary, but they don’t have to eat up all your time. By adopting the 20/50 rule, you’re reclaiming your schedule, one meeting at a time, and turning those minutes into days—days you can use to enrich your career, your relationships, and your life.

10 Other Simple Rules For Productive Meetings

If you’re not in control of the meeting calendar for meetings, here are a few other rules/guidelines we find useful in running productive gatherings:

No Spectators

If someone is in a meeting, they should serve a purpose, or have a purpose for being there. If you find yourself sitting in a room with a bunch of people listening to one or two people do most of the work, start charging them an admission fee and sell them a ticket.

Screens Down

While it’s preference to have zero digital devices in meetings, sometimes they do show up. Make it a habit and a rule that screens should be faced down, laptops closed, and all “alerts” turned off. This will ensure people are focused and not distracted. One person should be responsible for notes and they can have their screen up for that purpose.

Schedule Short Meetings (20/50)

Think to yourself: does this need to be a meeting? One meeting? Two? What do we really need to accomplish? Is this just a meeting to meet? If so, cancel.

Stand Up (people will get tired)

It must be my body showing it’s age, but at a certain point we all stop going to live concerts and don’t enjoy standing for more than 15 minutes without moving around. Let’s use this to our advantage and have more standing/walking meetings. Few people linger around during stand up meetings.

Focus Your Agenda

Have an agenda. Stick to it. If new topics come up, modify the agenda. This simple task will keep people focused on the topics and less focused on CNN alerts.

One Meeting Owner

Each meeting should have a moderator that keeps to the agenda. They should sit in a central location where they can capture each person’s attention with the glance of an eye. This holds the audience accountable.

Forward Thinking. Few Reviews.

Review meetings should be reserved for historical societies and post-vacation discussions. If your meeting is more focused on “review” of material most people already know, cancel it. Flip the model and have the meetings focused only on stuff you’re working towards or future ideas.

End Meeting When It’s Over

It’s probably rude to just get up with a meeting is over, but I find myself doing it all the time. We all know when the meeting “is over,” we sometimes linger to see if anything else will happen. If there’s anytime to ignore your FOMO impulses, it’s at the end of a meeting.

Give Back Time

When a meeting doesn’t need to take the allotted time, don’t fill it. Don’t hold people hostage, it’s considered time-stealing. People will never resent you for saying, “well, we accomplished what we needed, let’s end this meeting.”

End Lists When You Don’t Have 10 Items

No, seriously… we’re done.

Note:

I originally wrote this article back in 2017 and posted it on LinkedIn, only to rediscover it recently. Even after all these years, I still use the 20/50 model, and it’s been a game-changer for my productivity. By sticking to these principles, I’ve gained years of extra time—time that’s been spent on more meaningful work, creative thinking, and, yes, even a little bit of fun. Give it a try; you might just find yourself with more hours in the day than you ever thought possible.

Let’s walk through the calculations step by step manually to determine the time savings using the 20/50 rule.

Assumptions:

  • Workweek: 5 days a week
  • Weeks worked per year: 48 weeks (assuming 4 weeks off for vacation/holidays)
  • Meetings per day: Between 4 to 5 hours

Time Saved per Meeting:

  • For a 30-minute meeting: 10 minutes saved
  • For a 60-minute meeting: 10 minutes saved

Time Saved per Day:

  • Minimum Scenario (4 hours of meetings/day):
    • 8 half-hour meetings per day: 8×10 minutes8 \times 10 \text{ minutes} = 80 minutes saved per day
  • Maximum Scenario (5 hours of meetings/day):
    • 10 half-hour meetings per day: 10×10 minutes10 \times 10 \text{ minutes} = 100 minutes saved per day

Time Saved per Year:

  • Minimum Scenario:
    • Per week: 80 minutes/day×5 days80 \text{ minutes/day} \times 5 \text{ days} = 400 minutes/week
    • Per year: 400 minutes/week×48 weeks400 \text{ minutes/week} \times 48 \text{ weeks} = 19,200 minutes/year
  • Maximum Scenario:
    • Per week: 100 minutes/day×5 days100 \text{ minutes/day} \times 5 \text{ days} = 500 minutes/week
    • Per year: 500×48500 \times 48 = 24,000 minutes/year

Conversion to Hours and Days:

  • Minimum Scenario:
    • 19,200 minutes/year = 320 hours/year = 13.33 days/year
  • Maximum Scenario:
    • 24,000 minutes/year = 400 hours/year = 16.67 days/year

Career-Length Savings:

  1. New Worker (Age 22 to 65, 43 years of work):
    • Minimum: 320 hours/year×43 years=13,760 hours320 \text{ hours/year} \times 43 \text{ years} = 13,760 \text{ hours}
      • In Days: 13,760/2413,760 / 24 = 573 days
    • Maximum: 400×43=17,200 hours400 \times 43 = 17,200 \text{ hours}
      • In Days: 17,200/2417,200 / 24 = 717 days
  2. Mid-Career (Age 35 to 65, 30 years of work):
    • Minimum: 320×30=9,600 hours320 \times 30 = 9,600 \text{ hours}
      • In Days: 9,600/249,600 / 24 = 400 days
    • Maximum: 400×30=12,000 hours400 \times 30 = 12,000 \text{ hours}
      • In Days: 12,000/2412,000 / 24 = 500 days
  3. 50-Year-Old (Age 50 to 65, 15 years of work):
    • Minimum: 320×15=4,800 hours320 \times 15 = 4,800 \text{ hours}
      • In Days: 4,800/244,800 / 24 = 200 days
    • Maximum: 400×15=6,000 hours400 \times 15 = 6,000 \text{ hours}
      • In Days: 6,000/246,000 / 24 = 250 days

The Manifesto Poster Series

1024 751 Michael Kraabel

At Brand Voyagers, I’m diving headfirst into a unique blend of science, creativity, and, well, a few passion projects that I probably shouldn’t be spending too much time on—but they’re just too fun to resist. This work has become a fascinating journey, one that’s pushing the boundaries of traditional branding and marketing in ways I hadn’t fully anticipated. It’s about documenting every step of the process, experimenting with new ideas, and creating something truly meaningful along the way.

The Science Behind the Art

The foundation of my work at Brand Voyagers is rooted in a scientific approach. I’m thoughtfully documenting methods and processes, analyzing what works and what doesn’t, and refining strategies that drive real results for clients. Whether it’s data-driven insights or structured methodologies for brand development, there’s a rigorous discipline behind everything we do. This isn’t just about gut feelings or creative whims—though there’s plenty of that too—it’s about backing up ideas with evidence and using that to guide the creative process.

Creativity in Full Swing

But science alone doesn’t capture the full picture. Creativity plays an equally vital role in the work we’re doing at Brand Voyagers. Every campaign, every piece of content, and every strategy is infused with a creative spark that makes it stand out. This is where the fun comes in—dreaming up new ideas, pushing the boundaries of what’s possible, and sometimes indulging in projects that are just for the joy of creating.

One of my favorite creative endeavors has been the development of a poster series for discipline manifestos. These posters are designed to do more than just look good on a wall—they’re meant to highlight the importance of various roles within a team and to serve as a kind of “owner’s manual” for anyone who needs to work with these professionals. Each manifesto provides insights into how these roles fit into the bigger picture, helping to foster a deeper understanding and appreciation across different disciplines.

The Poster Series: Discipline Manifestos

The idea behind the discipline manifesto posters came from a desire to bridge the gap between different roles within an organization. Whether it’s Craft Services, Project Management, or Social Media, each role has a critical part to play in the success of a project. But too often, the nuances and importance of these roles can be overlooked.

Each poster in the series is a celebration of these roles, capturing their essence in a fun, engaging way that’s also deeply informative. They’re part art, part instruction manual, designed to inspire and educate simultaneously. Whether you’re a veteran in the field or someone new to working with these roles, the manifestos offer valuable insights into how to collaborate more effectively.

Stuff I Probably Shouldn’t Be Working On, But…

Of course, not everything I’m working on is strictly “by the book.” There’s always room for those projects that don’t quite fit into the plan but are too exciting to ignore. These are the ideas that come to life late at night or during a moment of inspiration—a new approach to storytelling, a quirky campaign idea, or an innovative way to connect with an audience.

These passion projects might not always make it into the final deliverables, but they’re an essential part of the creative process. They keep the work fresh, fun, and filled with the kind of energy that leads to true innovation. It’s in these moments of creative freedom that some of the best ideas emerge—ideas that, while not planned, can often become the most impactful.

What’s Next at Brand Voyagers?

Looking ahead, I’m excited to continue blending science and creativity in ways that push the envelope. There’s always more to explore, more to document, and more to create. Whether it’s refining the poster series, diving deeper into the methods that drive success, or just seeing where the next creative spark takes me, the journey at Brand Voyagers is far from over.

So, if you’re curious about the intersection of science and creativity—or just want to see what happens when you mix a little discipline with a lot of imagination—stay tuned. There’s plenty more to come.

And if you’re in need of a little inspiration for your own team, don’t forget to check out the poster series. It might just be the owner’s manual you didn’t know you needed.

Writing Brand Voyagers

1024 695 Michael Kraabel

For many years, I’ve had a burning desire to document my experiences and insights into branding and marketing. As a Creative Director and Marketing Strategist, I’ve spent countless hours developing strategies, processes, and approaches that have shaped numerous brands. Now, I’m finally taking the time to write it all down in “Brand Voyagers.”

This book is the culmination of years of practical experience and deep reflection on what makes brands truly resonate with people. It’s not just about sharing the history and lessons of marketing and branding but providing a comprehensive guide for those looking to bring discipline and strategic clarity to their organizations.

I’ve always believed that great branding goes beyond aesthetics; it’s about creating meaningful connections with audiences and telling compelling stories. Through “Brand Voyagers,” I aim to equip readers with the tools to craft these narratives and build strong, memorable brands. We’ll explore the foundational aspects of brand strategy, from defining core territories to aligning marketing tactics with overarching brand goals.

This project is personal and aspirational, as I’ve always wanted to provide a resource that goes beyond the typical focus on large, established brands. Instead, “Brand Voyagers” is tailored for small to medium-sized businesses and startups—those with the most exciting and challenging journeys ahead. It’s for business owners, marketers, creatives, and anyone curious about the art and science of branding.

“Brand Voyagers” isn’t just about the theory; it’s a practical guide designed to bring discipline to your organization’s marketing and branding efforts. The book offers actionable methods and structured approaches that readers can implement immediately. It covers everything from defining your brand’s purpose and mission to developing effective marketing strategies and campaigns.

I’m excited to share these lessons, methodologies, and stories, hoping to inspire and guide others on their own brand-building voyages. This book is a labor of love, a chance to reflect on the path I’ve traveled, and a way to help others navigate their unique brand journeys. Join me as we explore the world of branding together, setting sail towards creating something truly impactful and lasting.