Oishii Creative – Dare To Insprire http://www.oishiicreative.com At Oishii Creative we strive to inspire every day. We believe inspiration stirs wonder, curiosity and excitement, and pushes us to see the world in a new way. Fri, 26 Aug 2016 10:30:44 +0000 en-US hourly 1 Don’t Be A Futurist Faker http://www.oishiicreative.com/dont-futurist-faker/ http://www.oishiicreative.com/dont-futurist-faker/#respond Fri, 26 Aug 2016 10:30:44 +0000 http://www.oishiicreative.com/?p=4328 When Kevin Roberts recently told Business Insider that gender equality was “over for him” and his advertising agencies, saying “(he)… rarely thinks about the problem,” many commentators howled at his indifference. While ad agency employment data shows women make up about 50% of the industry worker force, there’s rough parity within the ranks; 80% of men

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Luigi Russolo, 1911, The Revolt (La rivolta), Gemeentemuseum Den Haag via Wikipedia

Luigi Russolo, 1911, The Revolt (La rivolta), Gemeentemuseum Den Haag (via Wikipedia)

When Kevin Roberts recently told Business Insider that gender equality was “over for him” and his advertising agencies, saying “(he)… rarely thinks about the problem,” many commentators howled at his indifference. While ad agency employment data shows women make up about 50% of the industry worker force, there’s rough parity within the ranks; 80% of men at big agencies hold leadership and creative director roles according to research from the 3% Conference.   

And if 2016 lawsuits filings are any measure of disparity, patterns of abuse seem to be running rampant in some of the world’s biggest agencies with allegations of racial and gender slurs and inappropriate sexual advances. To be fair, ad firms are but microcosms of society, reflecting larger structural patterns of gender discrimination. From technology to the sciences and across media and entertainment, companies are finally striving to do their best at managing the vestiges of gender discrimination, including promoting and keeping female executive talent.

So why would Mr. Roberts casually elude this reality and go on to describe women as temperamentally ill-suited for executive leadership positions? The answer doesn’t lie in whether or not sexual discrimination still goes on — it does — but in what this says about Mr. Roberts’ status in the media industry, which is even more troubling than his casual dismissal of social ills. As a “coach” to executive talent and expertise, a mentor such as Mr. Roberts should not believe these things. Or should he? Mr. Roberts, I argue, has fallen victim to futurist fakery. That’s right, fakery.

As a society, we’ve become too enthralled with idea leaders. We’re drawn to the men and women who write, blog, teach and educate — crossing the TED stages and traveling the lecture circuits — about the importance of Big Ideas. I’m not suggesting fakers are everywhere. Many of these futuristic insighters bring plenty of real-world context and knowledge to our industry. What I am saying is that while we’ve become accustomed to these educated, talented, and creative men and women to raise our awareness, we’ve let in a few fakers along the way. It’s hard not to.

We’re much better informed and well rounded when talented people step out of their labs, classrooms and offices to share with all of us. But we shouldn’t be idea-complacent or even idea trend-driven. While ancient philosophy has taught us to be respectful of thinkers, we should also use our own powers of reason when it comes to idea hucksters. Ideas for the sake of ideas; concepts without connections to everyday and real problems in search of solutions is simply posturing. And that is what Mr. Roberts seems to be doing. He’s bought into his own ideology, projecting that he’s successful in no small part because he “knows” trends and can connect data and information; therefore, he’s putting himself in a position to constantly seek a connection, no matter how far fetched.

To give some historical context, I use the term “futurist” as it comes to us from the anti-traditionalist art movement in Italy and the Soviet Union in the early 20th century. Futurism was committed to rejecting all established art techniques and styles that depicted the “dynamism” of technology, industrialism and automation. Futurism wanted only art that put people in the experience of machinery, the then-future of economic and cultural progress. Because futurism was so thoroughly unforgiving of tradition and history, as a movement it had little depth beyond a love of industrial machinery. What it did have was an unyielding commitment to projecting the idea of progress — a future people see only in art. And as a result, by the 1930s, it had devolved into propaganda art for totalitarian regimes.  

Unfortunately, Mr. Roberts is the sort of “thought” leader who has adopted the futurist role model for audiences and, in so doing, wiped away any concern for the real, the here and now. What concerns futurists are ideas, trends, disruptions and data points pointing to something… and if they’re not able to back up that something with context or evidence, well, there lies the fakery. But I don’t believe that it’s intentional deception on his part. Mr. Roberts, and many like him, believe they can’t delve into the real-world issues of today as, in their minds, they’ve already crossed over to the other side into tomorrow. Our devotion to the prophecies of industry futurists sets us all up for failure as it’s an unrealistic expectation that thought leaders can consistently think beyond what everyone else can even imagine.

Truth is, we’ve grown a bit complacent and perpetuated these sorts of idea leaders and their sometimes misguided or downright ridiculous projections that have no recognizable bearing on our industry. I admit, I’ve been known to pore over “white papers” and beg favors for tickets to hear giants in science and technology speak on the state of blah, blah, blah. I follow every MIT scientist interested in neuroscience and technology. I’ve got a PhD in political science, but I’m obsessed with the behavioral science of decision-making as I am design thinking applied to… anything.  So I’m not pointing fingers. I’m saying let’s not delude ourselves. Using Freud’s observation that humans are extraordinarily good at deceiving ourselves, especially when chasing their own ideas, leaders like Mr. Roberts seem all too silly. Let’s not be fakers.

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Music on My Mind: Finding the Right Tunes for Your Creativity http://www.oishiicreative.com/music-mind-finding-right-tunes-creativity/ http://www.oishiicreative.com/music-mind-finding-right-tunes-creativity/#respond Fri, 12 Aug 2016 09:33:57 +0000 http://www.oishiicreative.com/?p=4325 Even with all of the buzz surrounding the Rio Olympics over the past week, one moment held the internet’s collective attention — Olympic Gold Medalist Michael Phelps prepping for his semifinal race in the 200-meter butterfly– hoodie up and Beats headphones on (many speculate it’s Eminem blasting in them) — scrunches up his face, giving

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Even with all of the buzz surrounding the Rio Olympics over the past week, one moment held the internet’s collective attention — Olympic Gold Medalist Michael Phelps prepping for his semifinal race in the 200-meter butterfly– hoodie up and Beats headphones on (many speculate it’s Eminem blasting in them) — scrunches up his face, giving a deadly glare to no one in particular. Meanwhile, South African opponent Chad le Clos, earbuds in, shadowboxed and danced in front of him. A meme-worthy scene to be sure, but what’s really striking is the universality of the two men using music, albeit probably very different genres and with different reactions, to get themselves in the right frame of mind.

It’s no secret that athletes can get a boost from the right choice of tunes, but what if the same can be said for creatives? After all, even President Obama had admitted to also playing some Eminem before a big speech, so why not before your next big presentation? Or, even to get yourself in the right frame of mind for a particular project or to just relax your mind?

Many creatives are multi-talented across disciplines, including being musicians themselves, but even for those of us who are closer to tone deaf than the Deftones, we can still harness the power of music for our own creativity. While science has shown that music can relax, energize, inspire and even increase creativity, it’s all about knowing the patterns that will influence your work positively.

Here are five tips on when to hit play and when to pause.

Play: You’re looking to brainstorm or get lost in the style frames of your project. Just as we storyboard our design inspiration, we can also get our mood references from audio. Netflix’s Spielbergian tribute Stranger Things is a perfect example of a soundtrack that puts not just the viewers, but the show’s creators, in the ‘80s suspense mindset.

Pause: Learning new tasks. While learning an instrument can actually improve our cognitive skills and studying music has been linked to academic achievement, when it’s time to learn a new task, music can actually hinder your brain’s ability to process new information, especially if you’re reading or the music you’re listening to has lyrics.

Play: Repetitive tasks combined with a loud office environment create the perfect storm of distraction. Music can actually help in this scenario because it can block out the excessive data input that your brain is trying to process from the background noise, as well as triggering a release of feel-good neurotransmitters to help you feel relaxed and more focused.

Pause: When listening to something new, studies have shown that it’s best to listen to old favorites rather than explore something different. This is because your brain will be more easily distracted by something it’s not already familiar with.

So, when you’re preparing your summer work playlist, be sure to curate plenty of old favorites, a few lyric-free tunes, and some mood-setting options. And, if you need a good pump up, there’s always Eminem.

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Thriving in the Balance Between Career and Life http://www.oishiicreative.com/thriving-balance-career-life/ http://www.oishiicreative.com/thriving-balance-career-life/#respond Fri, 15 Jul 2016 09:45:22 +0000 http://www.oishiicreative.com/?p=4318 Summer is in full swing, and the warm weather has us thinking about taking a vacation. And whenever we plan time off, it makes us face the important question of if we can really afford to be out of the office for even a few days. With Americans working more hours than any other industrialized

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Summer is in full swing, and the warm weather has us thinking about taking a vacation. And whenever we plan time off, it makes us face the important question of if we can really afford to be out of the office for even a few days. With Americans working more hours than any other industrialized nation, and with research making it clear that all of our overworking isn’t getting us ahead, it’s time to take a look at our work/life balance.

As we’ve explored before, creative brains lose focus when they don’t get enough sleep and can greatly benefit from disconnecting. But in an industry where there’s a seemingly never-ending line of projects to finish and deadlines to meet, sometimes, things fall a little off balance. A recent study found that 87% of knowledge workers admit to working more than a typical 40-hour workweek, and 23.4% put in more than 50 hours a week. And 71% of responders admitted that they were unhappy about putting in the extra time. The corporate, and even creative, work cultures have unwittingly created an environment that is literally wearing us down.

As a leader of a creative company, I see the importance of maintaining work/life balance not only for myself and my own well-being, but for our employees, too. If we’re not setting a good example at the top, it’s likely the rest of the team won’t feel they have the freedom to take care of themselves as well. With that in mind, we put together a list of ways that we maintain work/life balance for ourselves and encourage our employees to follow:

Put Health First
From mental health to physical ailments and even sick family members, when our well-being is on the line, we must take the time to take care of ourselves (or our loved ones). From exercising and eating right to taking a sick day when we need to, in order to bring balance back to our lives, we need to put our health — and that of our employees — first.

Encourage Passion Projects
We are firm believers that passion projects drive innovation, and encouraging those passion projects for ourselves and our team members allows us all some much needed creative freedom and the ability to take a sanctioned break from our day-to-day. The result, hopefully, is that we’ll all feel re-inspired and reinvigorated.

Respect Personal Time
When Wieden+Kennedy’s London offices recently announced their initiative to ban emailing during night hours and encourage employees to reclaim time spent working on weekends, we were struck by how simple, yet important it had become for our industry. Certainly, there are times where work cannot wait, but by making it clear that they valued their employees’ personal time, they’ve set a good example for all of us in this industry to make sure we’re not losing sight of our or our team’s humanity.

Promote Vacation Time
Maybe we can’t all offer unlimited vacation time, and there’s some controversy on whether or not it actually discourages employees from taking time off, but we can make it clear that vacation time is meant to be taken. From working with employees who never seem to use their two weeks, to touting the benefits of travel directly and taking our own vacations, we need to ensure that taking time off is seen as a worthy path to nurturing the creative soul.

That’s just a small list of how we can begin to incorporate better work/life balance into our days. How do you or your company encourage better living through less?

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By The Numbers: How Data Should Drive Our Storytelling http://www.oishiicreative.com/numbers-data-drive-storytelling/ http://www.oishiicreative.com/numbers-data-drive-storytelling/#respond Fri, 08 Jul 2016 09:32:32 +0000 http://www.oishiicreative.com/?p=4315 Data-driven storytelling is a buzzy phrase right now, but what does it mean? In broad strokes, the phrase suggests a new era of demographic-tailored brand messaging. Brands are experiencing a new wave of creative freedom, where they can finally leave behind market research and strategies that began in the 1920s. Data allows the dynamic of

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Data-driven storytelling is a buzzy phrase right now, but what does it mean? In broad strokes, the phrase suggests a new era of demographic-tailored brand messaging. Brands are experiencing a new wave of creative freedom, where they can finally leave behind market research and strategies that began in the 1920s.

Data allows the dynamic of storytelling to meaningfully engage with consumers and audiences. Because companies have access to technology and new data-capture techniques, it’s now possible to collect, store and decode billions of information bytes about customer likes, dislikes and behaviors, allowing us to predict what people are doing, what they might want or consume in the future. It’s a formidable leap for brands, which as we know, are in the business of storytelling. And storytelling is deceptively simple. It’s using messaging and the brand’s attributes to make people’s lives better. Adding data to that equation can inform brands in developing content and media or champion ideas that people will want, and that matter.

Let’s be clear, data contains dazzling potential, but it’s still pieces of information, numbers, and part of a social context. While we can use data from social media tracking, for example, to build models, predict tastes and wants, it’s still difficult for data and science to reveal all. Whether culled from samples, surveys, research or charts, data works when paired with the dynamics of everyday life. Along with data, our worlds are “thick,” as cultural anthropologist Clifford Geertz described it, with codes and meanings.

As Director of Strategy and Research at Oishii Creative, providing context for this data for our clients and using it to shape our approach is a key part of my role. It’s important to combine raw numbers with culture and culture dynamics and the applicable disciplines of studying how we humans invent and form ideas, values and behaviors, opinions and experiences in everyday life.

For example, we recently partnered with 24-hour preschool network Sprout on a series of brand spots as part of a rebrand. As a network for kids and parents, we knew we had to reflect and tell the story of modern families, and the family mindset. For the campaigns, not only did we look at the raw numbers of what makes up a family today, such as birth, marriage and divorce rates, but we also looked at sentiment, feelings and values people have around their families. We found that even with relatively high divorce rates, people believe in love and the institution of marriage. Most research points to a new era of marriage and family, whereby people don’t just blend, but they create their own version of the marriage ideal, one that works for them. That’s the power of culture. It’s the remaking of tradition in the new context. Commitment to family in its core form remains strong; it’s taking shape in new ways. Culture and data together help us understand this.

So, when you’re strategizing your next campaign, it’s important to run the numbers. Market research samples can be small and biased, so sometimes, in order to get a real idea of what your audience is looking for, it helps to merge a broader cultural picture with a more rigorous scientific view. And to do that, you’ve got to go to the source. After all, numbers don’t lie.

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What’s Next? We Look to the Future for PromaxBDA http://www.oishiicreative.com/whats-next-look-future-promaxbda/ http://www.oishiicreative.com/whats-next-look-future-promaxbda/#respond Fri, 24 Jun 2016 08:45:32 +0000 http://www.oishiicreative.com/?p=4297 We were thrilled to once again partner with our longtime friends at PromaxBDA to develop a branding package for The Conference 2016, the international organization’s annual event for those of us working in media, marketing and design for the entertainment industry. Having previously created the Conference and Awards opens and branding for PromaxBDA in 2014,

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Promax_Conf_Final PROMAX LOGOS _6_09_16.00_00_46_22.Still013Promax_Conf_Final PROMAX LOGOS _6_09_16.00_01_45_17.Still011

We were thrilled to once again partner with our longtime friends at PromaxBDA to develop a branding package for The Conference 2016, the international organization’s annual event for those of us working in media, marketing and design for the entertainment industry. Having

Promax_Conf_Final PROMAX LOGOS _6_09_16.00_00_28_19.Still012 previously created the Conference and Awards opens and branding for PromaxBDA in 2014, it was especially exciting for us to have the opportunity to work on their 60th anniversary!

Promax_Conf_Final PROMAX LOGOS _6_09_16.00_01_46_15.Still010

This year, we were tasked with exploring how our industry constantly reinvents itself, with new forms of content and distribution

Promax_Conf_Final PROMAX LOGOS _6_09_16.00_02_02_04.Still009changing the media landscape. As veterans of this industry, it’s something we deal with everyday.

Drawing heavily from PromaxBDA’s Promax_Awards_Ceremony_Final.00_01_06_08.Still024 tagline, “Create What’s Next,” we wanted to create a symbolic journey through the different stages of creativity. So, in our fully-CG opener, we embraced the new modes of Promax_Awards_Ceremony_Final.00_00_42_04.Still011 communication and technology, such as social media and virtual reality, while giving a nod to the old plastic arts as seen in architectural and sculptural forms.

Promax_Awards_Ceremony_Final.00_00_28_06.Still007 Promax_Awards_Ceremony_Final.00_00_10_24.Still003And while there’s a lot of uncertainty in our industry, we wanted our piece to celebrate the optimism of the future. We realized that, ultimately, our success in “what’s next” will be dependent on our ability to find new ways to communicate and connect with others.

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Your busy, chatty brain needs some quiet http://www.oishiicreative.com/embracing-change-mindfulness-can-improve-business-brain/ http://www.oishiicreative.com/embracing-change-mindfulness-can-improve-business-brain/#respond Fri, 17 Jun 2016 08:43:29 +0000 http://www.oishiicreative.com/?p=4294 One of the fundamental principles of Buddhism is that the world is constantly in flux, and therefore, each of us is in flux, experiencing constant change. According to Buddhism, by not embracing change and trying to hold on to life around you too tightly, be it the negative or the positive, we bind ourselves to

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One of the fundamental principles of Buddhism is that the world is constantly in flux, and therefore, each of us is in flux, experiencing constant change. According to Buddhism, by not embracing change and trying to hold on to life around you too tightly, be it the negative or the positive, we bind ourselves to suffering. To accept change is to accept ourselves and those around us as constantly changing creatures, who are not bound to our past failures or successes.

While initially frightening, whether or not you follow Buddhist teachings, once you embrace the idea that nothing is permanent, it can be very freeing. You aren’t who you were yesterday when you lost that pitch or even who you were this morning when you felt the stress of a budget meeting. You are only who you are in this moment, and that allows you to let go of your expectations, fears and doubts about yourself and take on new challenges, views and states of mind.

And it’s in that new mindstate that’s the key to embracing change. By adopting mindfulness — the practice of watching one’s breath and noticing thoughts and sensations — during your work hours, it can help you reflect upon the evolution of self, embrace it and even thrive from it. But don’t take our word for it. Companies, and even business schools, have embraced the adaptation of mindfulness for success: Google’s created a course on it, while eBay and Twitter both offer meditation areas for its employees.

And especially creatives can benefit from mindfulness. Creative work requires a quiet mind, your brain’s neurons quietly humming on autopilot. Tapping into quiet shuts down the chatty parts of your brain, the areas that plan, plot and worry. Whether it’s a walk around the office or an early morning sit down in your living room before anyone gets up, quiet and stillness makes room for ideas, connections and creativity.

So, how can we incorporate mindfulness into our already busy schedules? The good news is only a few minutes a day can make an enormous difference. When you’re feeling stressed, whether it’s because of long commutes to and from work, conflict with a coworker or just generally feeling overwhelmed, take a deep breath, relax your body and let go of your thoughts. It sounds deceptively simple, but studies have shown that mindfulness makes us happier, less stressed, more empathetic and more cognitively mobile, increasing memory and helping us think more clearly. And, with 47% of us admitting to spending our waking hours thinking about something other than what we’re doing, a little mindfulness can go a long way.

Of course, if you need a little more help, there’s an app for that.

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Want a Strong Company Culture? Define It http://www.oishiicreative.com/want-a-strong-company-culture-define-it/ http://www.oishiicreative.com/want-a-strong-company-culture-define-it/#respond Fri, 27 May 2016 09:08:57 +0000 http://www.oishiicreative.com/?p=4262 A company culture is typically defined as an organizational set of shared ideas, values, beliefs and behaviors within an organization. A work culture influences people in both big and small ways — everything from clothing choices to meeting styles to the systems for getting work done. While this definition seems fairly straightforward, it’s recently taken

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A company culture is typically defined as an organizational set of shared ideas, values, beliefs and behaviors within an organization. A work culture influences people in both big and small ways — everything from clothing choices to meeting styles to the systems for getting work done.

While this definition seems fairly straightforward, it’s recently taken on more complex understandings and practicalities in work spaces. Now, offices must consider all aspects of human thinking and creative needs, designing and building out spaces and offering benefits best suited for churning out innovative ideas and behaviors.

This new perception of work culture now factors into how we see a company’s success (no matter how much money you’re making your investors, if you’re employees are miserable, it’s just bad business) and its outside appeal. Some companies like Zappos, Google and REI draw new recruits in just based off of their famed cultures. And studies have shown that flexible work cultures and ones that value further development of their employees’ talents are especially appealing to Millennials. But while we’re all familiar with free lunches, in-office yoga and “unlimited” vacation time, what’s really at the base of a company culture that will make it strong?

Turns out, for a company culture to have the most chance of success, it doesn’t really matter what perks you’re offering. What really determines whether a culture will thrive is how well it’s defined. If everyone feels they’re operating under different, or even competing goals, it can cause conflict and distort expectations. In fact, having a strong company culture is so important, that according to Fast Company, even having a negative company culture can be better than having no company culture at all; at the very least, it provides employees with a structure, and set of values and expectations from which to operate. We’re certainly not advocating for a toxic work culture for anyone, but the fact is, even knowing what you’re working against can help you make something better.

And while there is proof that positive work cultures make people more productive, what employees really want is a sense of consistency and the ability to be part of a work community, where they can contribute to ideas and solutions. In fact, a little push can be just what a business needs. A little candor on everyone’s part, and even some healthy conflict, can start a conversation, get people actively thinking, talking and ruminating on ideas.

So, if your culture isn’t clearly defined, maybe it’s time to sit down and recap your essential principles and define it. Or better yet, invite your team to contribute. By including their input, you may be taking the first step to fostering the strong, community-oriented culture that draws people in and keeps them engaged.

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Don’t Fear Conflict. Work Through It! http://www.oishiicreative.com/dont-fear-conflict-work-through-it/ http://www.oishiicreative.com/dont-fear-conflict-work-through-it/#respond Fri, 06 May 2016 08:48:30 +0000 http://www.oishiicreative.com/?p=4258 Your workday was going fine. The pitch went well, you just delivered your latest project (and on time!), and then suddenly, a coworker wants to “have a word” about a grievance. Suddenly, your day has been upended, and with just a few words, your heart is racing and your stomach is turning. You’ve just been

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Your workday was going fine. The pitch went well, you just delivered your latest project (and on time!), and then suddenly, a coworker wants to “have a word” about a grievance. Suddenly, your day has been upended, and with just a few words, your heart is racing and your stomach is turning. You’ve just been faced with conflict in the workplace.

Negatively processing and reacting to conflict is bad for us. Aside from the immediate “fight or flight” response your body experiences, ongoing conflict elicits large amounts of stress in our bodies and can have a lasting impact on our memory, mood and even lifespans. Studies have shown the toll of the stress from conflict on our bodies can even lead to increased work-related injuries.

So, what can we do to minimize the negative impacts of workplace conflict on ourselves and those we’re interacting with? According to the Harvard Business Review, choosing your words carefully is the best start. When emotions are high, we often don’t take time to carefully consider what we’re saying to the other person, or how we’re coming across, which can further escalate the situation. Another issue is that in our rush to get our point across and convince the other party why we’re in the right, we fail to actively listen to them, thereby shutting ourselves off from a potential resolution and further aggravating the situation. Here are six more do’s and don’ts for dealing with workplace conflict.

Don’t rush. Take a breath. Take a walk. Take your time to respond to that email. Even if you have to excuse yourself for a few minutes, do not push yourself into a response before you’re fully calm. When things are tense, the wrong response could make them worse.

Do listen without interrupting. This could be difficult, especially when you feel you’re the wronged party, but it’s imperative to moving forward that both sides feel they’ve had a proper chance to express themselves.

Don’t focus on a winner. It’s a win-or-lose mentality that gets people into conflict in the first place. By letting go of the need to be the victor, and instead focusing on a resolution, you can shift the focus to healing the matter together.

Do accept responsibility. Also in Harvard Business Review, leadership author and Harvard Business professor Linda Hill, advises not to act like there’s only one point of view. “You need to own your perception. Start sentences with ‘I’ not ‘you,’” she explains.

Don’t fear conflict. It’s inevitable in any workplace, or in life. And if you’re in a leadership position, it’s just part of your job. By ignoring the situation, you’ll only make it worse. So, take a deep breath, relax your muscles and try to focus on a solution.

No one says it’ll be fun or easy, but properly dealing with conflict is mental strength training for all of us.

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The Science of Sleep http://www.oishiicreative.com/the-science-of-sleep/ http://www.oishiicreative.com/the-science-of-sleep/#respond Thu, 28 Apr 2016 09:01:14 +0000 http://www.oishiicreative.com/?p=4255 Are you yawning as you settle down to read this? Or perhaps you’ve just refilled your coffee cup for the third time in an effort to “stay focused.” We are loathe to admit it in a work environment that prizes being “on” at all hours, but, as a whole, we are not getting enough rest.

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Are you yawning as you settle down to read this? Or perhaps you’ve just refilled your coffee cup for the third time in an effort to “stay focused.” We are loathe to admit it in a work environment that prizes being “on” at all hours, but, as a whole, we are not getting enough rest. Recent studies have confirmed that Americans do not get enough sleep, with more than a third of adults getting less than seven hours a night, which may be just as bad at not sleeping at all. So, we may very literally be working ourselves to death.

Even Arianna Huffington, the queen of productivity, has gotten onboard. Her latest book, “The Sleep Revolution,” touts the benefits of getting more shut eye in order to be more creative, productive, and even happier. In her 2010 TED Talk, where she advised attendees to “sleep their way to the top,” Huffington tackled the culture of “sleep deprivation one-upmanship” that has led people to brag about how little rest they’re getting and how much they’re doing.

We’ve adopted a culture where we struggle to recognize or justify our own value unless we’re in a constant state of being in-demand. When we’re too busy, have too many conflicting deadlines and back-to-back meetings, it’s easy to trick ourselves into believing that just compromising on a few hours of sleep is the best answer. But ongoing sleep deprivation, even losing just a few hours a night, can lead to health risks, lowered creativity, trouble concentrating or even an inability to function through the workday. And, according to the National Sleep Foundation, sleep is something that can’t be caught up on later.  

What can we do? Powering down all electronics, at least one hour before bed may be our biggest goal. By signaling to your brain that it’s time to relax, it can start the necessary process to prepare for sleep. Having a nightly ritual, like meditation, reading or putting on some extra comfy pajamas, can help ease your mind to make the transition from the busy workday to the world of Morpheus.

So, next time you’re getting lost in your work at 2 am and feeling that charge that comes from knowing your ideas are flowing and you’re bringing value to the table, just remember how much you’ll suffer for missing those extra zzz’s tomorrow. Or as Huffington says, “I urge you to shut your eyes and discover the great ideas that lie inside us, to shut your engines and discover the power of sleep.”

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Girls, Broads and Marys: TV’s New Authentic Woman http://www.oishiicreative.com/girls-broads-and-marys-tvs-new-authentic-woman/ http://www.oishiicreative.com/girls-broads-and-marys-tvs-new-authentic-woman/#respond Fri, 22 Apr 2016 09:14:53 +0000 http://www.oishiicreative.com/?p=4248     This week saw the season finale of two different series about women whose story arcs have been surprising, fresh and appealing, not because they’re shocking in their bad behavior, but in how realistic it is, especially to a Millennial audience that desperately craves authenticity. HBO’s Girls and Comedy Central’s Broad City may not

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Broad City

This week saw the season finale of two different series about women whose story arcs have been surprising, fresh and appealing, not because they’re shocking in their bad behavior, but in how realistic it is, especially to a Millennial audience that desperately craves authenticity. HBO’s Girls and Comedy Central’s Broad City may not be on-air ratings smashes, but you can be sure that their target audience is binging — perhaps on their laptops or with their parent’s HBO Go passwords; most likely with a second screen in hand, but they are tuning in for the kind of authentic, experience-driven content that marketers should take note of.

Even as ad sales models are shifting in our ever-changing industry, audiences will always be drawn to television, so long as the content feels culturally relevant and speaks directly to them.


Forty years ago, America’s Sweetheart on the small screen was Mary Tyler Moore, a traditionally beautiful good girl, who’d risen to fame playing the eternally patient wife to Dick Van Dyke on his title show, before being granted her own namesake series, which lasted seven seasons and won, at the time, a record-breaking 29 Emmys. From 1970 to 1977,
The Mary Tyler Moore Show appealed to a wide audience of women, especially those who were young and working full-time, because it was one of the first shows to portray an independent, childless working woman who, on top of everything, was succeeding. Mary was smart, driven, hard-working, kind and gorgeous. She had the career, a love life on her terms and strong female friendships, to boot. Mary had it all.

But where Mary succeeded — in both her fictional life and the very real network ratings — by being aspirational, creating something today that appeals to this generation of young working women must be approached differently. Instead of searching for role models, today’s Millennials want authentic and complicated, experience-driven characters.

Which is why the girls of Broad City and the broads of Girls are so appealing to this generation.

They defy inherited expectations about career, clothes and relationships. Which isn’t to say  Abbi and Ilana are dismissive of looking good and having glossy ideal lives, they certainly want careers and love. In their sketch comedy humour is used to hilariously pick apart these expectations.

Unlike Mary, none of them are in truly successful careers, relationships or even necessarily well-dressed. On Broad City, Abbi, the straight-laced of the two, is desperately trying to work her way up at a SoulCycle stand-in that doesn’t fully embrace her, while Ilana, her sexually fluid, polyamorous best friend drifts from job to job as she’s asked to leave each of them. They drink, they get high, and they navigate dating in the era of Tinder and “Hookup Culture” in a way that all feels fresh, and, most importantly, real.

It’s no coincidencegirls that both series were developed by their stars, who took their real-life experiences to parlay them into fictional versions of themselves. In Girls, show creator and star Lena Dunham’s main character, Hannah’s, friendships are as dramatic, if not more than her romantic relationships, something Dunham has said was important to portray in contrast to shows like Sex in the City, which had previously set the standard for portrayals of female friendships among young working women.

Says Dunham, “I kind of also felt like it was aspirational about friendship… for me, that kind of friendship is elusive. I feel like a lot of the female relationships I see on TV or in movies are in some way free of the kind of jealousy and anxiety and posturing that has been such a huge part of my female friendships, which I hope lessens a little bit with age.”

Millennials defy our expectation. Their lives are complicated, messy, exciting and unique. They don’t want to be spoken down to, they don’t even want our encouragement; they want to see themselves, or at least recognizable version of themselves, in their entertainment and even marketing. And as the business of television and how we reach our audiences continues to change, now, more than ever, content of any type has to be more than just marketable and engaging. It has to be real.

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