The Paradox of Planning

The account planner is the voice of the consumer within an agency - that ever elusive man on the Clapham omnibus. 

BUT when I walk down one of tunnels in the underground, my head swings back and forth looking from ad to ad, to see what's out there, to see if I can work out the thinking behind them. When I read a newspaper, I look at the ads.   

Real people don't.

Try it for yourself - next time you are on the underground, see if anyone even glances at those ads in the tunnels.

The longer you work as a planner, the less like an average 'consumer' you are, which is probably worth bearing in mind when giving them a voice.