Introducing the 'Jesus Nut'

One of the things I love about my current role at WPP is working with Ben Kay, our WPP head of planning.

Although we are very different, despite both hailing from the North of England, and exhibit many eclectic differences that extend from our choice of crisps, to the ideal time to eat lunch, we share similar views and obsessions when it comes to planning, especially regarding the importance of the right brief.

And recently, Ben gifted me a wonderful phrase in this regard, when he described the role of the brief as that of the 'Jesus Nut'.

Now, before the woke brigade decides to get all worked up and accuse us of lacking religious sensitivity or not considering the rights of the atheist, let me first out that the phrase is merely a simple statement of historical fact.

And that fact is this.

During the Vietnam conflict, the central retaining nut which attached the helicopter rotor blades to the helicopter became known as the 'Jesus nut'.

Put simply, as long as the 'Jesus nut' remained in place, you had a good chance of reaching your destination despite any other damage or issues that arose.

However, if it did not do so, it would likely be a case of 'destination not reached'.

As I said, it is not a religious opinion nor a glorification of conflict but a mere statement of historical fact that offers a powerful analogy and ambition regarding briefing.

Quite simply, if for every piece of work, there must exist a 'Jesus Nut', a simple or singular statement or inspirational question that holds everything together.

And with this connecting us to the task in hand, then just as with all those helicopter passengers in the past, collectively, we stand a perfect chance of reaching our intended destination, regardless of all else that comes and goes around that work.

And it is that simple, as should be all great strategic thinking and storytelling, something that I would venture Ben is a master of.