MARTIN SORRELL'S LESSON SUMMARISED:

1. Achieving a balance between qualitative and quantitative, or creative and financial, is critically important.

2. People pigeonhole others by their apparent skills or personality traits; however possessing financial skills does not place a limitation on creativity.

3. It is becoming increasingly difficult to distinguish products and services by tangible means. People can copy things much more effectively now – as witnessed by the rise of me-too products available on the market.

4. Clients seek creativity, co-ordination and price. Creative businesses seek to provide people, structure and incentives. However, today’s business is irrationally focused on cost, which cannot work as a long-term strategy.

5. Brands should be built on tangible differences as well as psychological, lifestyle and emotional differences.

More video lessons by Sir Martin Sorrell can be found at Fifty Lessons and cwerty (registration required). Harvard Business School Press and Fifty Lessons have teamed up to produce three books based on the lessons; Managing your Career; Managing Change and Leading by Example

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