coming off the island: principles for a more collaborative, fast approach
Post on 17-Oct-2014
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DESCRIPTION
I speak for Hyper Island Master Classes in New York. This is the presentation that I've developed (through several drafts) of how to take the theory of working together better for our evolved landscape and being more nimble/collaborative/smart into actual practice.TRANSCRIPT
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COMING OFF THE ISLAND
heidi hackemer @uberblond
@BBHNewYork /Strategic Director
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ME A YEAR AGO "NOT REALLY ON TWITTER. ANNOYED WITH FACEBOOK (well, some things don’t change). FOURSQUARE WHAT? DIDN’T BLOG. MORE OFTEN THAN NOT MIRED IN FRUSTRATING PROCESSES WITH CLIENTS. NO PERSONAL PROJECTS. "I SUCKED. "
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I BLAME KURT.
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LOVE VS DIGITAL
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CONNECTIVITY = HUMAN "DIGITAL = CONNECTIVITY "DIGITAL = LIFE
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EMBRACING DIGITAL ISN’T ABOUT EMBRACING THE TECHNOLOGY "yes, embracing the mechanisms"embracing (mechanism) culture"embracing a different rhythm of communication"embracing connectivity & networks"embracing collaboration"embracing the team"embracing BETA in everything"
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I’ve had a little bit too much All the people start to rush, start to rush by
How does he twist the dance? Can’t find a drink, oh man Where are my keys? I lost my phone
What’s going on on the floor? I love this record baby but I can’t see straight anymore
Keep it cool, what’s the name of this club? I can’t remember but it’s alright, a-alright
Just dance, gonna be okay Just dance, spin that record babe
Just dance, gonna be okay Dance dance just dance
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FIVE PRINCIPLES FOR COMING OFF THE ISLAND"POSITIVITY BRINGS CHANGE"IMMERSION IS THE ONLY PATH TO CONVERSION"MINIMIZE THE SPACES BETWEEN"CREATE NEW DEFINITIONS OF WHAT IT MEANS TO BE ‘PROFESSIONAL’"NEW SOLUTIONS REQUIRE EVOLVED PROCESSES
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FIVE PRINCIPLES FOR COMING OFF THE ISLAND"POSITIVITY BRINGS CHANGE"IMMERSION IS THE ONLY PATH TO CONVERSION"MINIMIZE THE SPACES BETWEEN"CREATE NEW DEFINITIONS OF WHAT IT MEANS TO BE ‘PROFESSIONAL’"NEW SOLUTIONS REQUIRE EVOLVED PROCESSES
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MAKE A PLAN "& TALK ABOUT YOUR TIME ON THE ISLAND "BE INTENSELY DEMOCRATIC ABOUT THIS"BE RIDICULOUSLY NICE & POSITIVE"TELL PEOPLE WHAT YOU ARE ALL GOING TO DO TOGETHER AND WHAT IS GOING TO CHANGE STARTING NOW"
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FIVE PRINCIPLES FOR COMING OFF THE ISLAND"POSITIVITY BRINGS CHANGE"IMMERSION IS THE ONLY PATH TO CONVERSION "MINIMIZE THE SPACES BETWEEN"CREATE NEW DEFINITIONS OF WHAT IT MEANS TO BE ‘PROFESSIONAL’"RETHINK EVERYTHING
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THE COLD, HARD TRUTH "YOU CAN’T MAKE GREAT IDEAS FOR THE "PLATFORMS IF YOU DON’T UNDERSTAND THEM"
PLAY PLAY PLAY
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TO THE CLOUD! (BY TUESDAY EOD) "GET THE TOOLS IN YOUR HANDS & GET USING THEM "SET UP A TWITTER ACCOUNT"SET UP A INSTAGRAM or FLICKR ACCOUNT & INSTALL ON PHONE"GET TWEETDECK ON YOUR DESKTOP & PHONE"FOLLOW WHO @MALBONNINGTON FOLLOWS"FOURSQUARE AT LEAST UNTIL YOU GET A BADGE"SET UP A TUMBLR, FOLLOW PEOPLE AND DO IT"SYNC YOUR TUMBLR/TWITTER/FLICKR TO YOUR FACEBOOK "PICK A WORK PROJECT AND USE GOOGLE DOCS FOR IT"SET UP AND USE A DROPBOX ACCOUNT"LISTEN TO YOUR MUSIC VIA LAST.FM/PANDORA "ORGANIZE YOUR DAY VIA TUEXDUEX"CALL A FRIEND USING GOOGLE VOICE"MAKE A MOVIE AND UPLOAD IT TO YOUR YOUTUBE CHANNEL"SKYPE/GOOGLE VID REMOTE COLLEAGUES/CLIENTS INSTEAD OF EMAIL "
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EMBRACE YOUR INNER (FRIENDLY) DOMINATRIX"
DEMOCRATIZE TOOL USE"IF YOU HAVE PULL, WORK IT"MAKE FRIENDS WITH THE IT GUYS"MAKE PLAY HAPPEN ON THE PLATFORMS "
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FIVE PRINCIPLES FOR COMING OFF THE ISLAND"POSITIVITY BRINGS CHANGE"IMMERSION IS THE ONLY PATH TO CONVERSION"MINIMIZE THE SPACES BETWEEN "CREATE NEW DEFINITIONS OF WHAT IT MEANS TO BE ‘PROFESSIONAL’"NEW SOLUTIONS REQUIRE EVOLVED PROCESSES
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INTERROGATE YOUR PHYSICAL SPACE…"AND CHANGE IT"AUF WIEDERSEHEN OFFICES"TEAMS SITTING ON TOP OF EACH OTHER"HOT DESK CULTURE"WAR ROOMS WHERE THE THINKING IS EXPOSED "
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PEP TALK BREAK "THE WISE WORDS OF @malbonnington"“ASK FOR FORGIVENESS”
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Account Coordinato
r
Project Manager
Interactive Producer
Account Manager
Business Director
Media Director
Account Manager
Account Director
Executive Creative Director
Strategic Director
Work Room Media
Strategist
Media Strategist
Media Strategist
Brand Strategist
Work Room Creative
Creative
War Room
Work Room Creative
Creative
Work Room Creative
Creative
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THE SUPER BONUS OF SITTING LIKE THIS"LESS EMAILS"LESS MEETINGS"LESS MISUNDERSTANDINGS"
EVERYTHING GOES FASTER AND ARGUABLY SMOOTHER (FOR THE MOST PART)
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THE REALITY OF SITTING LIKE THIS"THERE NEEDS TO BE OTHER “SPACES” TO THINK"THERE NEEDS TO BE RESPECT FOR SOMEONE THAT NEEDS TO GET SOME THINKING DONE
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ENERGY HAS TO BE RIGHT "DON’T STOP BELIEVING"
HARDER BETTER FASTER STRONGER "
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FOOD FOR THOUGHT BREAK "TEAM CULTURE IS REALLY IMPORTANT,"PERHAPS MORE IMPORTANT THAN EVER"STAY AWARE OF TEAM CULTURE AND DYNAMICS JUST AS MUCH AS YOU STAY AWARE OF THE ASSIGNMENTS
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FIVE PRINCIPLES FOR COMING OFF THE ISLAND"POSITIVITY BRINGS CHANGE"IMMERSION IS THE ONLY PATH TO CONVERSION"MINIMIZE THE SPACES BETWEEN"CREATE NEW DEFINITIONS OF WHAT IT MEANS TO BE ‘PROFESSIONAL’"NEW SOLUTIONS REQUIRE EVOLVED PROCESSES
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BANISH EGO"(THIS IS VERY HARD)"
PRACTICALLY, THIS IS ABOUT EXPOSURE AND BEING COMFORTABLE BEING EXPOSED"THIS IS ABOUT LISTENING & RESPECT"TALK ABOUT IT"
IF SOMEONE’S EGO IS GETTING IN THE WAY, "KICK THEM OFF YOUR TEAM (HARSH, I KNOW) "
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EXPECT EVERYONE TO BE A DO’ER"THEORY IS GREAT, MAKING SHIT IS BETTER "
DO THE DIGITAL PLATFORMS"EVERYONE CONTRIBUTES TO SOLVING THE PROBLEMS"LOVE PERSONAL PROJECTS
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HIRE T-SHAPED PEOPLE"ABSOLUTE EXPERTS"GENERALIST RESPECT/KNOWLEDGE"AWESOME COLLABORATORS
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PEP TALK BREAK "THE GREAT MYTH OF COLLABORATION"THIS IS GOING TO BE EASY & FUN!
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FIVE PRINCIPLES FOR COMING OFF THE ISLAND"POSITIVITY BRINGS CHANGE"IMMERSION IS THE ONLY PATH TO CONVERSION"MINIMIZE THE SPACES BETWEEN"CREATE NEW DEFINITIONS OF WHAT IT MEANS TO BE ‘PROFESSIONAL’"NEW SOLUTIONS REQUIRE EVOLVED PROCESSES
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Here’s some processes we’ve been playing with"It ain’t perfect, but we’re trying new things and learning from that
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FULL TEAM TAKES THE BRIEF"CREATIVE"STRATEGY"MEDIA"ACCOUNT"PRODUCTION
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FULL TEAM SITS IN A SPEED-STATUS EVERY DAY"(USUALLY 15-30 MINUTES)"CREATIVE"STRATEGY"MEDIA"ACCOUNT"PRODUCTION
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FULL TEAM SIGNS OFF"CREATIVE"STRATEGY"MEDIA"ACCOUNT"PRODUCTION
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KICK-OFF SESSIONS"EVERYONE IN ROOM, OFTEN INCLUDING THE CLIENTS "STRATEGIST HAS DEFINED THE PROBLEM – BROUGHT IN INSIGHTS TO FUEL THE SOLUTION"CULTURE OF RIFF AND BUILD"LOCK DOWN THE BRIEF AFTER THIS
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IDEA SESSIONS: OUTLINE"PROBLEM GETS DEFINED"RIFF TO FOR AN HOUR"COFFEE BREAK: GROUP LEAVES & PROBLEM OWNERS DECIDE ON BEST TERRITORIES"SMALL GROUPS DIG DEEP INTO BEST TERRITORIES"PRESENT AND BUILD"DEFINE NEXT STEPS
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IDEA SESSIONS: PRINCIPLES "12 – 15 PEOPLE"CASTING IS VERY IMPORTANT: DIVERSE & COLLABORATIVE"INCLUDE CLIENTS"FACT: WOMEN DO THIS BETTER "SOME PEOPLE AREN’T GOOD AT THESE – THAT’S OK
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TWO A DAYS"DAY ONE: CREATIVES GET PUT IN A ROOM TOGETHER TO CRACK THE PLATFORM TOGETHER"MEDIA MESHES IN WITH THE CREATIVE PROCESS"CREATIVE DIRECTOR/STRAT DIRECTOR COME IN 2x/DAY TO RIFF, DIRECT, HELP"WALL GETS COATED WITH IDEAS"
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CLIENT MESHING"BRING IN CLIENTS WAY EARLIER THAN USUAL"TEACH THEM HOW TO WORK WITH ROUGH IDEAS/THOUGHTS"INVOLVE THEM IN MAKING THE SOLUTION"GREAT TOOL: GOOGLE DOCS"
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FOOD FOR THOUGHT BREAK "RETHINK EVERYTHING YOU ACCEPT AS TRUE"STRATEGISTS OWN INSIGHTS, THERE’S ONLY ONE SOLUTION, STRATGISTS WRITE BIG DECKS, CLIENTS DON’T GET IT, ACCOUNT PEOPLE ARE JUST PROCESS, CREATIVES OWN THE SOLUTION, EVERYTHING HAS TO BE COMPED UP BEAUTIFULLY TO PRESENT, THE SOLUTION IS COMMUNICATIONS, MEDIA GETS INVOLVED AFTER THE IDEA IS SORTED, WE GO AWAY FOR WEEKS TO MAKE SOMETHING PERFECT, THERE’S ONLY ONE ANSWER
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STR
ATE
GY
CR
EAT
IVE
AC
CO
UN
T
PR
OD
UC
TIO
N
ME
DIA
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STRATEGY
CREATIVE
ACCOUNT
PRODUCTION
MEDIA
CLIENTS
IT’S NOT ABOUT BLOWING UP WHAT WE DO AND OUR SKILL SETS; IT’S ABOUT WORKING IT DIFFERENTLY
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“YEAH, BUT MY CLIENT IS BIG AND DIFFICULT AND THIS STUFF ISN’T GOING TO HAPPEN”
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PICK ONE PROJECT "HERE’S WHAT TO DO TO MAKE IT HAPPEN"START SMALL"HANDPICK THE RIGHT PEOPLE"GET A TEAM AREA "DEFINE, COMMUNICATE AND DRIVE AN OPEN & COLLABORATIVE PROCESS"GET A BUDGET SET ASIDE TO ITERATE (PRODUCTION/MEDIA)"
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OLD SCHOOL MASTER BRAND MANAGEMENT: BURST. BURST. BURST.
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NEW SCHOOL: BUILD, BUILD, BUILD
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FIVE PRINCIPLES FOR COMING OFF THE ISLAND"POSITIVITY BRINGS CHANGE"IMMERSION IS THE ONLY PATH TO CONVERSION"MINIMIZE THE SPACES BETWEEN"CREATE NEW DEFINITIONS OF WHAT IT MEANS TO BE ‘PROFESSIONAL’"NEW SOLUTIONS REQUIRE EVOLVED PROCESSES