Innovation doesn’t stop with the generation of an idea. In fact, I don’t think that innovation ends until the idea is actually executed – until it’s performed, printed, heard, read or viewed. Further, a great idea with mediocre execution becomes a mediocre idea. But a lousy idea with great execution remains a lousy idea. That may not be fair, but that’s the way it is.
I’ve always operated on the assumption that my role as “the creative guy” included hands-on involvement in the production of the concept. Throughout my career I have worked alongside some of the finest, most creative producers, directors, musicians, choreographers and scenic designers in the world, including Bud, Kirk, Duke, Michael, Angelo, Laura, Linda, Gail, Bill, Bob, Kat, Tonya, Lisa, Kathleen and others. I won’t embarrass them by putting their last names in this post, but those of you involved in the production community probably know exactly who these people are, what they do and how enormously talented they all are.
Along the way, if I kept my mouth shut, I was able to learn a lot about what goes into a flawless production. But seasoned production people know that there’s really no such thing. Regardless of how perfect the finished product may look to the audience and client, there is invariably something (or some things) that could have been improved upon. A light cue could have been better-timed. An edit could have been tighter. An entrance could have been two beats earlier. But, as I said, more often than not, the audience doesn’t notice.
But sometimes they do. Sometimes the misstep is so big … so monumental … that everyone notices. And for those involved in the production, the memory lives on in your head forever, an indelible memory that no amount of time, distance, alcohol or psychotherapy can erase.
For me, such a memory is the crane operator.
I’m sharing this story with you because it taught me an invaluable lesson. And one day it just might save your bacon – so pay heed.
The setting was the Frankfurt Motor Show, roughly six years ago. The event was the outdoor unveiling of two small SUVs. In attendance were over a thousand members of the media from around the world and, not to mention, my biggest, most important clients.
In short – it was a high-visibility undertaking.
But not to worry, we all thought. This one is idiot-proof. We all thought.
The creative was big, fun and impactful: These two vehicles had been “shipped” to Frankfurt and we were going to unveil them by opening the shipping container. Simple, right?
A towering crane was to lower a huge, wooden box into place. Then, following a setup by our lead client, he was to pick up a crowbar and pretend to pry loose a corner of the box, and as the music swelled, the top of the container would be lifted skyward to reveal the two vehicles.
What could go wrong? We had checked and double-checked all the technical equipment. We had conducted several full run-through rehearsals. Everything worked exactly as planned.
Then it was show time. The audience gathered. The client was introduced. He delivered his first few lines, building audience anticipation … piquing their curiosity about what was inside this enormous crate. And then, even before the client was handed the crowbar … well before he was to pretend to pry loose a corner of the crate … a good minute or two before the reveal was to happen … in the middle of the client’s speech … without a single note of musical accompaniment … the top of the box rose up. And up. And up.
The client turned beet red and said something like, “Oh. Well. Here they are.” As long as I live I will never forget him coming up to me after the debacle, and instead of yelling at me (as I fully expected him to do), he shook his head and quietly asked, “What happened, Larry?” I can’t remember what my response was, but I’m sure it was lame.
What had happened, obviously, is that for reasons I don’t think I will ever fully understand, the crane operator – instead of waiting for his cue – decided on his own to raise the crate and ruin the surprise and the entire event.
It was the last thing any of us expected to happen!
Here’s the lesson that I learned the hard way: There is a “crane operator” on every project. It’s the thing that no one expects to go wrong; the thing that everyone assumes will work as planned. It’s the plug that was accidentally pulled a minute before the event began … the computer keyboard that has never frozen before … the link to an important video segment that somehow got wiped out … the hotel paging system that they’ve assured you will be shut down. It’s “that” thing. That thing you’d never have thought to check – until now.
Trust me – the crane operator is there somewhere. Your job is to find him.
Until next time …
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