Sid Peimer has established himself as one of the great adventurers in the field of strategic planning.
Sid is the Indiana Jones of strategic planning. His exploration into planning has covered fields far and wide, establishing him as one of South Africa's most creative strategic thinkers. He has planned in virtually every category - from start-ups to blue chip - having also mentored and trained strategic planners who have made their mark in the industry today.
Sid began his career as a pharmacist with SA Druggists, and was soon appointed as the National Services Manager for the then 400 Link pharmacies. He changed direction shortly thereafter, choosing a more strategic and creative career, firstly with Grey Advertising, followed by WNA Medical and then Leo Burnett, where he emerged four years later as Strategic Planning Director for the subsidiary Red Nail. The brands he planned on included inter alia: Liberty Life, Chicken Licken, FedEx, Incredible Connection and Cadbury. He then joined Ogilvy Johannesburg, planning on SABMiller, Nestle and Iscor.
After leaving Ogilvy, he served as the Strategic Planning Director for BEHP - the agency he co-founded, winning Imperial Bank as their first client. After six years in the position, he was presented with a unique challenge - to serve as interim CEO for their client IFI - a food chemicals company and processing plant. This was an unusual challenge, but then Sid has never been the run-of-the mill strategic planner. As the CEO of IFI in Johannesburg, he was met with the rigours of administration, finance, HR, production and marketing - all the disciplines that our clients face on a day to day business. A successor was groomed and Sid returned to his passion: strategy.
Sid has a particularly insightful approach to business, gained from his understanding of the entire distribution channel - from manufacturing to wholesale to retail to the consumer's mind. His working life reads as somewhat of an adventure novel, covering many eclectic areas: strategic planner, shop assistant, door-to-door salesman, copywriter, creative director, national franchise manager, retail pharmacist, manufacturing pharmacist, laboratory assistant, professional actor, suntan sprayer, karate instructor, SARA-rated river guide and lecturer in marketing & consumer behaviour.
He is a popular speaker and trainer for both the private and NGO sectors, and has also been a frequent guest lecturer at UCT and Wits on the application of practical strategy - appreciated for both his keen insights and the entertaining way he delivers his message. He is the author of The Clear Win - Pitching for new business, the strategies that work; the myths that don't - available on Amazon (only $1 on kindle!). He is also the author of Business for the New and the Free, which was prescribed by Damelin for their Business Enterprise course.
His sense of humour and affable nature come through clearly in the more than 50 articles published on Bizcommunity. Sid is qualified in Pharmacy and holds an MBA from the University of Cape Town. He lives in Cape Town, consulting and training on strategy.
[Sid Peimer] In his book 'Outliers', Malcolm Gladwell states that you need to have completed 10,000 hours of your chosen profession to reach a level of mastery; to be better than everyone else; to be an outlier. If you've been in your job more than 10 years, you're probably one too. So don't sell yourself short - whether client service, creative or planner, if you've done 10,000 hours you're a pro.
[Sid Peimer] Taking a brief is a misnomer. That's as dangerous as taking candy from a stranger (in a long coat). You are sitting in front of the client because he/she wants something. And it's not a Loerie...
[Sid Peimer] Due to a chain of events, I was asked to take over a client's company when the CEO fell ill. I spent three years running the business in an industry about which I initially knew little. A successor has been groomed, and so I have returned to Cape Town to resume where I left off: strategic planning and training (and contributing to Bizcom).
[Sid Peimer] I was always under the impression that setting objectives (subsequent to discovering them), played a crucial role in the success of the strategic planning process. Once we had the objective, we could then plan to meet it. However, if there was a black mark against our name as planners, it would be this: implementation.
[Sid Peimer] Rhetoric is the art of persuasive communication. According to Aristotle, three elements are required for effective rhetoric: ethos (your reputation), logos (the logic in your argument) and pathos (the emotion you elicit). All three are a vital triad when presenting for new business.
[Sid Peimer] In most legal systems, a lawyer is required to make an opening statement at the start of a trial. This process bears a close resemblance to a new business pitch, where you are required to state your case to a prospective client whom you are meeting for the first time.
[Sid Peimer] “Tell 'em what you're going to tell 'em. Tell 'em, then tell 'em what you told 'em,” is one of the pieces of trite advice that's bandied about as if it's some truth that will produce guaranteed results.
[Sid Peimer] Not many people die from a direct result of being in advertising. It's just not that dangerous (stress and the resulting heart failure aside). Flying a plane is different. We rely on the pilot's competence to get us there - alive. And, if there's more than one pilot, we expect them to work as a team.
[Sid Peimer] Most people really believe that smoking causes lung cancer. No one wants lung cancer, but people still smoke. When we sign up for the gym, we sincerely believe we will go three times a week. Most don't. This naivety of expectation seems built in - we cling to the expectation that if people believe something, they will act accordingly. It's not true.