This sets a new standard for brands.
It’s something people have never seen before and will reinvent how the world interacts with the brand.
The 1 – 10 Scale
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What is the main purpose of this tool?
The main purpose of the 1 – 10 scale is to judge the work we create — the things we make. It was originally conceived as a tool to support the Agency’s Time Philosophy
— a way of assessing the amount of Time someone would spend with an idea — but we don’t use it like that anymore. Instead, we now use this scale to judge our things by how much people will participate with them.
Where in the process should this tool be used?
This tool will mostly be used in the Make part of the process. It will help to evaluate things as they are being developed. You can use this tool on your own, or just in the agency, or with clients, to discuss and evaluate the potential things we could possibly make, and distinguish the ones we really should make from the ones we really should not.
It will also be used to evaluate the things we have already made, or the things that have been made by our competitors, or even others in different categories. We can use it to make judgements about these things and how we think they will work, or are working out in the real world.
How does this tool work?
This tool is a scale from 1 to 10. Where 1 is the worst and represents a thing that really shouldn’t have been made and is likely to actually damage the brand it was made for, and 10 is a world beating thing that people truly participate with and does great things for the brand (and even the agency!)
How to use this tool?
The different numbers on the scale represent different levels of participation and quality of the things we are evaluating. Each number has a name, for example 7 is classified as INNOVATIVE. And each number also has a description that explains the level of participation that equates with that score. The name and the description are there to help decide which score should be awarded.
01
DAMAGING
This thing shouldn’t have been made.
It’s damaging to the brand, the client and the agency’s reputation. You’d
be better off making a sandwich.
WASTEFUL
02
This thing is a waste of resources and is poorly made. People will actively avoid it. This sort of thing
does nothing for any brand.
The 1 – 10 Scale
BORING
03
This kind of thing is out of date.
People will find it very ordinary and will lose interest quickly. It is
unlikely to help your brand.
05
COMPETENT
This thing is interesting and well made.
People will appreciate it, but there are not that many ways to participate with it.
It will do something for your brand, but could have done more.
07
INNOVATIVE
This thing is innovative and a great example of the things we should be making. People will participate
with it and look for more things like this from your brand.
PREDICTABLE
04
This kind of thing has been made before. People already know all about it,
and will be looking beyond your brand almost immediately.
REWARDING
06
This thing will get some attention.
People can participate with it. They will feel rewarded because of that,
and it will enhance your brand.
08
MARKET LEADING
This is one of the best things around.
People are starting to find new ways to participate with it, and it will
do great things for the brand.
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When you are looking at some work, or a thing that we are thinking of making, or one that has already been made, think about how you believe people will participate with it. Think about how much they will get from it, and what else they might be able to do with it.
If you think that people will be able to participate with it in many ways, or in just one way, but very deeply, or over a long period of time, then you should award a high score. How high is up to you. If you think that people will not really be able to participate very much, or will quickly move on to the next thing, then you should award a low score. Don’t be afraid to be honest.
This scale can then be used to judge the things we make. It can work in lots of different ways. The most obvious way in which the 1 – 10 scale works is that it provides the framework for the Creative Council to evaluate all the agency’s work. Each quarter all the things we’ve made are awarded a score by the Creative Council, which helps us understand how well we are all doing.
However, the 1 – 10 scale is not exclusive to the creative community and can, and should, be used by everyone to discuss the things we make. It’s there so we have a common language to talk about the things we make, and so that we judge our work in the same way.
Most of all it’s there to be used, so have fun!
WORLD CLASS
09
This competes with the very best things in the world. People are participating
with it in many ways. It will make the brand, client and us famous.