you must unlearn what you have learned: ditching old habits for the sake of agency innovation

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YOU MUST UN-LEARN WHAT YOU HAVE LEARNEDDitching Old Habits for The Sake of Agency Innovation

Andreas Krasser Head of Strategy & Innovation DDB Group Hong Kong

June 01, 2017

#AWAsia

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Andreas Krasser Head of Strategy & Innovation

DDB Group Hong Kong

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THE END IS NIGH!!!

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ACT LIKE A START-UP

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WE CREATED OUR OWN STARTUP

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EXPECTATION

8

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REALITY

9

EXPECTATION

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RESULTS SO FAR

+1mil USD

Media Value

Purely based on PR release and

media outreach

TOP 10

Recognition

of CREATIVITY ONLINE’S Top 20

ranking

5+ min

Avg. time spent

60% above global average of e-

commerce apps

30%

Sales

of initial investment, within only

three months

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Three things our agency

UN-LEARNED

from launching a startup

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LOVE FOR PERFECTION

01

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NOTHING SOMETHING PERFECTION

Measurable Distance Infinite Distance

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“Wouldn’t this be sooo good to have?!”

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“Do we really need it in order to go live?”

“Wouldn’t this be sooo good to have?!”

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+ =Stop Over-

thinking

Get Shit Done

New Co-Create

Methodology

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#1

COME UN- PREPARED

BE WELL- PREPARED

#3

QUANTITY IS KING

QUALITY BEATS QUANTITY

#2

GUT OVER BRAIN

THINK THINGS THROUGH

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GAME RULES You all get cards (5 cards each). Shuffle well and distribute them. Take turns matching different cards until you get an idea – then shout “Twist!” Write down your idea on a post-it note and attach it to the cards that sparked it. Continue.

TW!ST

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OBSESSION WITH CONTROL

02

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You can not control the situation.

You can only control your reaction to the situation.

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DEVOTION TO NARROW JOB ROLES

03

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“I’m not going to do this, because it’s not in my job description.”

- No One Ever

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UNLEARN YOUR LOVE FOR PERFECTIONUNLEARN YOUR OBSESSION WITH CONTROLUNLEARN YOUR DEVOTION TO NARROW JOB ROLES

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HERE’S TO UN-LEARNING A FEW MORE THINGS IN THE FUTURE!

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Thank You!

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