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Running a workshop (our mid-workshop rant)

Workshop post its generic contents

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Why read this? : We share some of the frustrations you face when running a workshop. Learn what people say and do which makes workshops so annoying. We share how to get the basics like purpose, attendees and dynamics right so you avoid these workshop woes. Read this to learn better ways of running a workshop.

Dug this rant out from an old blog post we did on another site.

At the end of day one of a two day workshop, and as usual at this point, already tired from the need to be constantly ‘on’ all day …

So tired, in fact that the above sentence was all I managed to write last night. Everything that follows comes from the end of day two of running a workshop.

All we want for Christmas this year is to have to attend less workshops! Unless of course, we are the ones running a workshop.

THOSE workshops (and maybe Santa’s workshop) are the only acceptable forms of workshop.

Merry Christmas.

This post covers the following topics :-

  1. Why’s it called a workshop?
  2. Why does everyone talk about the “day job” in workshops?
  3. What’s the big ‘lie’ that happens in every workshop?
Woman wearing smart business suit in front of a laptop looking bored

Why's it called a workshop?

Let’s face it, it’s kind a of a weird name to call it. 

A workshop is something you find in a woodwork or  metalwork business. It’s where work gets done. 

But, in marketing, it seems to be the opposite. Very little actual beneficial work ever seems to get done in these damn meetings.

It drives us crazy. 

They take up so much time, and they end up having so little long-term impact. 

Man in a red T-shirt looking frustrated and angry

What business benefit does it really generate for customers when you get a bunch of ‘important‘ people in a business to spend a whole day or two locked together in a room?

With snacks and bad coffee.

And all these important people spend the whole day writing shit out on post-its like ‘grow sales’, ‘improve customer value’ or ‘drive more search’. Or some other unspecific and obvious platitudes.

With the deluded idea that because it’s on a coloured post it, it’s “more creative“. You know, compared to ‘actual’ work. Coloured post-its don’t mean creative thinking

Time spent not working

Why do we waste usually the first hour listening to at least 3 different people trying to ‘stimulate and inspire’?

This usually involves showing some video they’ve stolen from Google or Adobe.

You’ll have seen the videos we mean. They’re very good, but at least half the people in the room will have already seen them too. Not that stimulating or inspiring then.

And then we have the MIPITR (most important person in the room). At the end of the day, they decide what needs to be done.

And it’s basically the same as they’d already decided before the workshop anyway.

Why does everyone talk about the "day job"?

Why does it always finish with someone saying ‘we need to make sure we take this back in to the day job’ ?

And then as soon as you get back to the day job, other than the obligatory follow up email with attachments no-one looks at, some poor junior marketer ends up saving it to a shared drive never to be looked at again.

When did you last look at the outputs from that workshop 6 months ago? 3 months ago? Last week?

Seriously, no one ever looks back at these things. So why do we do them?

What's the big lie of the workshop?

Why does everyone always lie at the end? They say how great the day was.

They thank everyone for their energy. And didn’t the facilitator/organizer do a great job?

And yet, if you watch people closely, see how often they yawn. Check their phones. Stare out the window. Their body language shows they’re lying. 

Plus any introverts in the room, will find the workshop like being in purgatory.

A woman with a finger over her mouth making the shhhh signal

There’s nothing like the despair of having to listen and yet not be listened to. And watching what stupid ideas get approved at the end because of how loudly they were supported, not how smart they were.

Damn power-dotting. We hate it.

Give everybody a vote and look what happens. Brexit. Trump.

Running a workshop - consider this

There are many reasons workshops make us sigh wearily, and the whole workshop concept is definitely high on the list.

If you work in marketing, creative or e-commerce, our Christmas wish is you don’t have too many terrible workshops to do next year.

Unless, someone who knows what they’re doing is running the workshop. Someone who can bring some creative thinking to the whole process. That’s us, in case you hadn’t worked it out already. 

Yellow post it with illustration of a lightbulb pinned to a wooden pin board

Workshop purpose

First, it’s important your workshop has a clear purpose. Why are you having the workshop? What do you need the outcomes of the workshop to be? 

Is it ideas? In which case, it’s about idea generation. Is it a plan? In which case it’s part of your marketing planning process. Or is it innovation concepts to boost your innovation planning

Whatever it is, ask yourself if you could you achieve that same objective without running a workshop?

Workshops work best when everyone in the room works towards a clear purpose and knows what they need to deliver at the end. 

Workshop attendees

Next, think about the people you invite to the workshop.

You find FOMO – Fear of Missing Out – in many businesses when it comes to workshops. People from different functions get invited because no-one wants to miss out on key decisions. 

But when the work goes across many functions, you often have people spending a whole day in a workshop when their expertise is actually only needed for like 10% of it.

Business meeting round with a man presenting in front of a screen to 5 colleagues

In particular, functions like legal, finance, IT and supply chain get invited to marketing workshops. But they’re there all day when 90% of the focus is on marketing decision-making, and only 10% on stuff that’s relevant to their area of expertise. 

Work out your agenda and topics so you get the right expertise there at the right time. Consider the invite list based on the expertise people bring, and not their job title. 

It’s a workshop, not an approval meeting

Workshop group dynamics

And finally, think about the psychology of how you organise people who have different ideas and opinions to solve a shared problem.

Workshops are draining, because they take a lot of mental energy. Think about how long they need to last. Do you really need an all-day session? Or would a series of smaller 90 minute sessions with more focussed topics work better? 

Think about the energy of the people in the room. How can you keep them engaged and feel like they’re contributing? How do you stop the loudmouth taking over? Or the senior decision maker disrupting the session with their opinions? 

Workshop facilitation

Get a decent facilitator in who knows how to manage these sorts of challenges.

As per our ways to generate more creative ideas article, the facilitator manages the process, not the content. They’re responsible for making sure the workshop ‘works’ .

They know what goes wrong in workshops. They’re experienced at putting together creative and planning sessions which bring people together. And actually work for your business. That’s what a workshop is supposed to be for, after all. 

Close up of a hand with thumb up

Check out our guide to creative thinking for more on this topic. Or, contact us if you need help running a workshop that’ll actually work for your business.

Photo credit

Bored in front of computer : Photo by on Unsplash

Frustrated Man : Photo by Usman Yousaf on Unsplash

Quiet – Shhh! : Photo by Kristina Flour on Unsplash

Bulb on Post it : Photo by AbsolutVision on Unsplash

Workshop meeting : Photo by Campaign Creators on Unsplash

Thumbs up (adapted) : Photo by Markus Spiske on Unsplash

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