the business of ideas - patrick collister
DESCRIPTION
TRANSCRIPT
![Page 1: The business of ideas - Patrick Collister](https://reader034.vdocuments.net/reader034/viewer/2022051611/54b4ec0e4a7959244d8b4637/html5/thumbnails/1.jpg)
The business of
Buenos Aires 14th November 2012
![Page 2: The business of ideas - Patrick Collister](https://reader034.vdocuments.net/reader034/viewer/2022051611/54b4ec0e4a7959244d8b4637/html5/thumbnails/2.jpg)
Let’s get going
• What we’re going to do is: • Talk about creaBvity • Why it’s important • Talk about ideas • Look at the 7 Ideas. • Have lots of ideas
![Page 3: The business of ideas - Patrick Collister](https://reader034.vdocuments.net/reader034/viewer/2022051611/54b4ec0e4a7959244d8b4637/html5/thumbnails/3.jpg)
Who is this person?
![Page 4: The business of ideas - Patrick Collister](https://reader034.vdocuments.net/reader034/viewer/2022051611/54b4ec0e4a7959244d8b4637/html5/thumbnails/4.jpg)
And who are you?
![Page 5: The business of ideas - Patrick Collister](https://reader034.vdocuments.net/reader034/viewer/2022051611/54b4ec0e4a7959244d8b4637/html5/thumbnails/5.jpg)
LeJ-‐brain/right-‐brain
• CreaBve people are right-‐brained
• LeJ-‐brain sees the details. It’s logic, language, lists, wriBng. It arrives at conclusions.
• Right brain gets the whole picture. It’s intuiBve, images, colour; it leaps to conclusions.
• LeJ brained people deconstruct ideas to validate them. Then find it hard puRng the idea back together again.
![Page 6: The business of ideas - Patrick Collister](https://reader034.vdocuments.net/reader034/viewer/2022051611/54b4ec0e4a7959244d8b4637/html5/thumbnails/6.jpg)
1st point of conflict
• We WRITE briefs but SEE the work
• Using different parts of the brain for each task
![Page 7: The business of ideas - Patrick Collister](https://reader034.vdocuments.net/reader034/viewer/2022051611/54b4ec0e4a7959244d8b4637/html5/thumbnails/7.jpg)
2nd point of conflict: Abstract and Concrete ideas
![Page 8: The business of ideas - Patrick Collister](https://reader034.vdocuments.net/reader034/viewer/2022051611/54b4ec0e4a7959244d8b4637/html5/thumbnails/8.jpg)
3rd point of conflict
![Page 9: The business of ideas - Patrick Collister](https://reader034.vdocuments.net/reader034/viewer/2022051611/54b4ec0e4a7959244d8b4637/html5/thumbnails/9.jpg)
What do you see?
![Page 10: The business of ideas - Patrick Collister](https://reader034.vdocuments.net/reader034/viewer/2022051611/54b4ec0e4a7959244d8b4637/html5/thumbnails/10.jpg)
LeJ-‐brain/right-‐brain
• .
![Page 11: The business of ideas - Patrick Collister](https://reader034.vdocuments.net/reader034/viewer/2022051611/54b4ec0e4a7959244d8b4637/html5/thumbnails/11.jpg)
• .
![Page 12: The business of ideas - Patrick Collister](https://reader034.vdocuments.net/reader034/viewer/2022051611/54b4ec0e4a7959244d8b4637/html5/thumbnails/12.jpg)
4th point of conflict
![Page 13: The business of ideas - Patrick Collister](https://reader034.vdocuments.net/reader034/viewer/2022051611/54b4ec0e4a7959244d8b4637/html5/thumbnails/13.jpg)
Right brain/leJ brain
• You need a brief for a concrete idea
• You need to explain the idea in both the whole and the detail
• And that’s what today is all about!
![Page 14: The business of ideas - Patrick Collister](https://reader034.vdocuments.net/reader034/viewer/2022051611/54b4ec0e4a7959244d8b4637/html5/thumbnails/14.jpg)
So, what is creaBvity?
![Page 15: The business of ideas - Patrick Collister](https://reader034.vdocuments.net/reader034/viewer/2022051611/54b4ec0e4a7959244d8b4637/html5/thumbnails/15.jpg)
It is compeBBveness
![Page 16: The business of ideas - Patrick Collister](https://reader034.vdocuments.net/reader034/viewer/2022051611/54b4ec0e4a7959244d8b4637/html5/thumbnails/16.jpg)
Markets are life and death affairs
• Apricot • Atari • Amiga • Amstrad • Lotus • Sinclair • Compaq • Commodore
![Page 17: The business of ideas - Patrick Collister](https://reader034.vdocuments.net/reader034/viewer/2022051611/54b4ec0e4a7959244d8b4637/html5/thumbnails/17.jpg)
Pampers v Huggies
![Page 18: The business of ideas - Patrick Collister](https://reader034.vdocuments.net/reader034/viewer/2022051611/54b4ec0e4a7959244d8b4637/html5/thumbnails/18.jpg)
You!
![Page 19: The business of ideas - Patrick Collister](https://reader034.vdocuments.net/reader034/viewer/2022051611/54b4ec0e4a7959244d8b4637/html5/thumbnails/19.jpg)
How we apply creaBvity has changed
![Page 20: The business of ideas - Patrick Collister](https://reader034.vdocuments.net/reader034/viewer/2022051611/54b4ec0e4a7959244d8b4637/html5/thumbnails/20.jpg)
What is an idea?
![Page 21: The business of ideas - Patrick Collister](https://reader034.vdocuments.net/reader034/viewer/2022051611/54b4ec0e4a7959244d8b4637/html5/thumbnails/21.jpg)
The 5 stages of an idea
1. Gather the facts 2. Look for a connecBon 3. Walk away from it 4. Start wriBng 5. Test it
![Page 22: The business of ideas - Patrick Collister](https://reader034.vdocuments.net/reader034/viewer/2022051611/54b4ec0e4a7959244d8b4637/html5/thumbnails/22.jpg)
Ideas are new combinaBons
• A new combinaBon of old elements
• Business ideas are new combinaBons: Henry Ford watched meat-‐packers.
• Advertorial, infomercials, B-‐VD
• AdverBsing ideas: The apparently irrelevant made relevant
![Page 23: The business of ideas - Patrick Collister](https://reader034.vdocuments.net/reader034/viewer/2022051611/54b4ec0e4a7959244d8b4637/html5/thumbnails/23.jpg)
What is a BIG IDEA?
• .
![Page 24: The business of ideas - Patrick Collister](https://reader034.vdocuments.net/reader034/viewer/2022051611/54b4ec0e4a7959244d8b4637/html5/thumbnails/24.jpg)
Is this a BIG IDEA?
![Page 25: The business of ideas - Patrick Collister](https://reader034.vdocuments.net/reader034/viewer/2022051611/54b4ec0e4a7959244d8b4637/html5/thumbnails/25.jpg)
What is a BIG IDEA?
• A big idea is an idea that liberates rather than diminishes the meaning of a brand
• There are 2 differences between an idea and a BIG idea. The first is
transformaBon: ideas are ephemeral, BIG ideas transform us, the way we see ourselves, others and the world. The second is shared emoBon. Ideas are interesBng. BIG ideas capBvate the hearts and minds of many and inspire debate, dissent, enlightenment and comfort.
• BIG ideas, in a single thought, sum up what a brand stands for,
unifying its communicaBon and direcBng all its future acBon. • A BIG idea lives and breathes in all comms.
![Page 26: The business of ideas - Patrick Collister](https://reader034.vdocuments.net/reader034/viewer/2022051611/54b4ec0e4a7959244d8b4637/html5/thumbnails/26.jpg)
The hierarchy of ideas
CreaBve idea
CommunicaBons Idea
Business Idea
![Page 27: The business of ideas - Patrick Collister](https://reader034.vdocuments.net/reader034/viewer/2022051611/54b4ec0e4a7959244d8b4637/html5/thumbnails/27.jpg)
The hierarchy of ideas -‐ tool
.
![Page 28: The business of ideas - Patrick Collister](https://reader034.vdocuments.net/reader034/viewer/2022051611/54b4ec0e4a7959244d8b4637/html5/thumbnails/28.jpg)
There is usually a ‘lead’ idea
![Page 29: The business of ideas - Patrick Collister](https://reader034.vdocuments.net/reader034/viewer/2022051611/54b4ec0e4a7959244d8b4637/html5/thumbnails/29.jpg)
The hierarchy of ideas -‐ tool
.
![Page 30: The business of ideas - Patrick Collister](https://reader034.vdocuments.net/reader034/viewer/2022051611/54b4ec0e4a7959244d8b4637/html5/thumbnails/30.jpg)
A big idea – in the strategy
![Page 31: The business of ideas - Patrick Collister](https://reader034.vdocuments.net/reader034/viewer/2022051611/54b4ec0e4a7959244d8b4637/html5/thumbnails/31.jpg)
Here’s a strategy
![Page 32: The business of ideas - Patrick Collister](https://reader034.vdocuments.net/reader034/viewer/2022051611/54b4ec0e4a7959244d8b4637/html5/thumbnails/32.jpg)
A big idea – in the creaBve execuBon
![Page 33: The business of ideas - Patrick Collister](https://reader034.vdocuments.net/reader034/viewer/2022051611/54b4ec0e4a7959244d8b4637/html5/thumbnails/33.jpg)
A big idea – in the creaBve execuBon
.
![Page 34: The business of ideas - Patrick Collister](https://reader034.vdocuments.net/reader034/viewer/2022051611/54b4ec0e4a7959244d8b4637/html5/thumbnails/34.jpg)
Extending the idea
![Page 35: The business of ideas - Patrick Collister](https://reader034.vdocuments.net/reader034/viewer/2022051611/54b4ec0e4a7959244d8b4637/html5/thumbnails/35.jpg)
What’s the idea?
![Page 36: The business of ideas - Patrick Collister](https://reader034.vdocuments.net/reader034/viewer/2022051611/54b4ec0e4a7959244d8b4637/html5/thumbnails/36.jpg)
Oh dear
![Page 37: The business of ideas - Patrick Collister](https://reader034.vdocuments.net/reader034/viewer/2022051611/54b4ec0e4a7959244d8b4637/html5/thumbnails/37.jpg)
Meaning and expression
![Page 38: The business of ideas - Patrick Collister](https://reader034.vdocuments.net/reader034/viewer/2022051611/54b4ec0e4a7959244d8b4637/html5/thumbnails/38.jpg)
Big ideas can seem moronic
![Page 39: The business of ideas - Patrick Collister](https://reader034.vdocuments.net/reader034/viewer/2022051611/54b4ec0e4a7959244d8b4637/html5/thumbnails/39.jpg)
Same idea – but contemporary
![Page 40: The business of ideas - Patrick Collister](https://reader034.vdocuments.net/reader034/viewer/2022051611/54b4ec0e4a7959244d8b4637/html5/thumbnails/40.jpg)
SeducBon -‐ Italy
![Page 41: The business of ideas - Patrick Collister](https://reader034.vdocuments.net/reader034/viewer/2022051611/54b4ec0e4a7959244d8b4637/html5/thumbnails/41.jpg)
SeducBon, Colombia
![Page 42: The business of ideas - Patrick Collister](https://reader034.vdocuments.net/reader034/viewer/2022051611/54b4ec0e4a7959244d8b4637/html5/thumbnails/42.jpg)
SeducBon on the roads
![Page 43: The business of ideas - Patrick Collister](https://reader034.vdocuments.net/reader034/viewer/2022051611/54b4ec0e4a7959244d8b4637/html5/thumbnails/43.jpg)
SeducBon at Xmas
![Page 44: The business of ideas - Patrick Collister](https://reader034.vdocuments.net/reader034/viewer/2022051611/54b4ec0e4a7959244d8b4637/html5/thumbnails/44.jpg)
In the toilet
![Page 45: The business of ideas - Patrick Collister](https://reader034.vdocuments.net/reader034/viewer/2022051611/54b4ec0e4a7959244d8b4637/html5/thumbnails/45.jpg)
Same idea – but ArgenBnian
![Page 46: The business of ideas - Patrick Collister](https://reader034.vdocuments.net/reader034/viewer/2022051611/54b4ec0e4a7959244d8b4637/html5/thumbnails/46.jpg)
Works differently online
![Page 47: The business of ideas - Patrick Collister](https://reader034.vdocuments.net/reader034/viewer/2022051611/54b4ec0e4a7959244d8b4637/html5/thumbnails/47.jpg)
What’s the creaBve idea?
![Page 48: The business of ideas - Patrick Collister](https://reader034.vdocuments.net/reader034/viewer/2022051611/54b4ec0e4a7959244d8b4637/html5/thumbnails/48.jpg)
![Page 49: The business of ideas - Patrick Collister](https://reader034.vdocuments.net/reader034/viewer/2022051611/54b4ec0e4a7959244d8b4637/html5/thumbnails/49.jpg)
What’s the creaBve idea?
![Page 50: The business of ideas - Patrick Collister](https://reader034.vdocuments.net/reader034/viewer/2022051611/54b4ec0e4a7959244d8b4637/html5/thumbnails/50.jpg)
What’s the creaBve idea?
![Page 51: The business of ideas - Patrick Collister](https://reader034.vdocuments.net/reader034/viewer/2022051611/54b4ec0e4a7959244d8b4637/html5/thumbnails/51.jpg)
What’s the creaBve idea?
![Page 52: The business of ideas - Patrick Collister](https://reader034.vdocuments.net/reader034/viewer/2022051611/54b4ec0e4a7959244d8b4637/html5/thumbnails/52.jpg)
What’s the creaBve idea?
![Page 53: The business of ideas - Patrick Collister](https://reader034.vdocuments.net/reader034/viewer/2022051611/54b4ec0e4a7959244d8b4637/html5/thumbnails/53.jpg)
What’s the creaBve idea?
![Page 54: The business of ideas - Patrick Collister](https://reader034.vdocuments.net/reader034/viewer/2022051611/54b4ec0e4a7959244d8b4637/html5/thumbnails/54.jpg)
The hierarchy helps sell
Uncomfortable real life
We know real life can be messy and messy moments are when you need money
In the business of people rather than money
![Page 55: The business of ideas - Patrick Collister](https://reader034.vdocuments.net/reader034/viewer/2022051611/54b4ec0e4a7959244d8b4637/html5/thumbnails/55.jpg)
Spar Nord