the past, present and future of great ideas
Post on 16-Sep-2014
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A framework to think about the development and creation of great ideas.TRANSCRIPT
THE PAST, PRESENT AND FUTURE OF GREAT IDEAS
Friday, March 4, 2011
OBJECTIVE
Everyone wants great, breakthrough ideas•What are they?•What’s the context?•What are the rules?•What’s a reasonable high bar?•How do you get there?
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Friday, March 4, 2011
GREAT IDEAS TRANSFORM
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Friday, March 4, 2011
GREAT IDEAS PUT A STAKE IN THE GROUND
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Friday, March 4, 2011
GREAT IDEAS MAKE MONEY
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Friday, March 4, 2011
GREAT IDEAS MAKE THEIR OWN MEDIA
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Friday, March 4, 2011
GREAT IDEAS ENGAGE
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Friday, March 4, 2011
GREAT IDEAS- NOW IN MULTIPLE FLAVORS
Products
Experiences
Entertainment
Utility
Conversations
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Friday, March 4, 2011
IT USED TO BE SO EASY- DO BETTER THAN THIS?
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Friday, March 4, 2011
BUT....
Everything has gotten faster and easier
New channels
The world has opened up- not local- global
Clients and consumers want more than an ad
Brand humanization is the thing
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Friday, March 4, 2011
Instant Prototypes
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Friday, March 4, 2011
Agile Strategy
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Friday, March 4, 2011
Instant Build and Learn
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Friday, March 4, 2011
GREAT IDEAS FRAMEWORK
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Friday, March 4, 2011
What Type of Great Idea?
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Friday, March 4, 2011
5 minutes 50 years 100 years
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Friday, March 4, 2011
5 minutes 30 years
A viral A business World changing
50 years+
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Friday, March 4, 2011
WORLD CHANGING
Larry Brilliant fought a war against smallpox
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Friday, March 4, 2011
5 minutes 5-50 years
Viral
Entertaining Shareable
1 year 3-5 years
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Friday, March 4, 2011
5 minutes 5-50 years
Viral
Entertaining Shareable
1 year
Ad
A one off execution
Entertaining
3-5 years
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Friday, March 4, 2011
5 minutes 5-50 years
Viral
Entertaining Shareable
1 year
Ad Campaign
Series of adsunder a themeAnticipationEntertaining Interesting
A one off execution
Entertaining
Digital/Social Campaign
3-5 years
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Friday, March 4, 2011
5 minutes 5-50 years
Viral
Entertaining Shareable
1 year
Ad Campaign
Digital experiencePersonal
Informative
UtilityRelevantUseful
Series of adsunder a themeAnticipationEntertaining Interesting
A one off execution
Entertaining
Digital/Social Campaign
3-5 years
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Friday, March 4, 2011
Viral-John West Salmon
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Friday, March 4, 2011
Ad- VW
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Friday, March 4, 2011
Campaign-Chevy
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Friday, March 4, 2011
DIGITAL EXPERIENCES
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Friday, March 4, 2011
LAST 5 YEARS - WE ESTABLISHED CLEAR RULES
An ADD world - viral is for media snacking and sharing- 1/100 shot- agencies and specialists
A world of entertainment-area for agencies/Hollywood
A world of spectacle- area for agencies
A new separate world of utility and commerce-digital shops
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Friday, March 4, 2011
EVERYTHING IS NOW IN PLAY THERE ARE NO RULES- BOXES ARE OUT
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Friday, March 4, 2011
ENTERTAINMENT NOW MEETS UTILITY AND COMMERCE
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Friday, March 4, 2011
Mutants are Cool
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Friday, March 4, 2011
Real-Time Sponsored Campaign
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Friday, March 4, 2011
An Eight Minute Brand Video
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Friday, March 4, 2011
A Tweet as Branding Tool
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Friday, March 4, 2011
Viral Digital
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Friday, March 4, 2011
A Viral with Campaignability
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Friday, March 4, 2011
E-COMMERCE MUSIC VIDEO
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Friday, March 4, 2011
5 minutes 5-50 years
Viral
Entertaining Shareable
1 year
Ad Campaign
Digital experiencePersonal
Informative
UtilityRelevantUseful
Series of adsunder a themeAnticipationEntertaining Interesting
A one off execution
Entertaining
Digital/Social Campaign
3-5 years
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Friday, March 4, 2011
LEGO-IZATION AND MASH-UP- CONVERSATION, COMMERCE, UTILITY, ENTERTAINMENT...
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Friday, March 4, 2011
THERE’S NOW NO EXCUSE TO LET THE 30 SEC SPOT SHACKLE YOUR THINKING
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Friday, March 4, 2011
5 minutes 5-50 years1 year 3-5 years
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Conversation+ Viral+
Campaign+Commerce+
Utility+Ad+
Digital and Social Experience+
Friday, March 4, 2011
5 minutes 5-50 years1 year
A productRelevantUseful
New/differentSexy
3-5 years
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Conversation+Viral+
Campaign+Commerce+
Utility+Ad+
Digital and Social Experience+
Friday, March 4, 2011
Product or Business?
Gyro for Dewars
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Friday, March 4, 2011
5 minutes 5-50 years
Business
Galvanizing Enduring
Money making
1 year 3-5 years
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Conversation+Viral+
Campaign+Commerce+
Utility+Ad+
Digital and Social Experience+
Friday, March 4, 2011
Business-$10 billion
Gaming Goes Social- Multiplier Effect
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Friday, March 4, 2011
Business
Red Bull Media
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Friday, March 4, 2011
Business
http://venturebeat.com/2011/02/18/the-birth-of-twitter/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+Venturebeat+%28VentureBeat%29
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Friday, March 4, 2011
Mom’s Video Camera
Business
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Friday, March 4, 2011
Re-define Adult Education
Business
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Friday, March 4, 2011
5 minutes 5-50 years
Business
Galvanizing Enduring
Money making
1 year 3-5 years
Changes behavior
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Conversation+Viral+
Campaign+Commerce+
Utility+Ad+
Digital and Social Experience+
A productRelevantUseful
New/differentSexy
Entertaining and useful
Friday, March 4, 2011
5 minutes 5-50 years
Business
Galvanizing Enduring
Money making
1 year 3-5 years
Changes behavior
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Conversation+Viral+
Campaign+Commerce+
Utility+Ad+
Digital and Social Experience+
A productRelevantUseful
New/differentSexy
Entertaining and useful
?
Friday, March 4, 2011
DIS-ORIENTING
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Friday, March 4, 2011
THE DANGER- DOZENS OF REPLICATING MUTANTS WITH NOTHING THAT LINKS THEM
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Friday, March 4, 2011
NICE TO ORGANIZE- TO KNOW
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Friday, March 4, 2011
THE P.B.E. POTENT BUSINESS EXPRESSION
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Friday, March 4, 2011
P.B.E.
More than a corporate vision- it’s an externalized and internalized expression- humanized for conversations
The high bar
Gets employees motivated
Big emotional construct-human truth/corporate truth that connects to the zeitgeist
Allows multiple forms and expressions and hybrids- provides an anchor/glue/cement
The un-ambitious will limit it to a campaign
The brave will use it to fundamentally transform their business
Left unactioned and without visible manifestations, it will appear shallow and hollow
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Friday, March 4, 2011
5 minutes 5-50 years
Business
Galvanizing Enduring
Money making
1 year
GalvanizingMotivatingGenerativeCentering
Multiple avenues/Opportunities
A productRelevantUseful
New/differentSexy
3-5 years
Changes behavior
P.B.E.
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Conversations+Viral+
Campaign+Commerce+
Utility+Ad+
Digital and Social Experience+
Friday, March 4, 2011
PBE-T-Mobile
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Friday, March 4, 2011
“DREXLER DECIDED TO TAKE J.CREW UPSCALE—WITHOUT ABANDONING THE COMPANY’S PREPPY-BASICS HERITAGE. THE IDEA WAS TO APPEAL TO THE CUSTOMER WHO HAS GRADUATED FROM THE GAP BUT WANTS SOMETHING HIPPER, AND LESS EXPENSIVE, THAN RALPH LAUREN”
Non-Articulated PBE
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Friday, March 4, 2011
P.B.E.
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Friday, March 4, 2011
P.B.E.
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Friday, March 4, 2011
P.B.E.
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Friday, March 4, 2011
P.B.E. CHECKLIST
Does it transcend the category?
Is it empowering?
Does it connect to a truth?
Can employees understand it and live by it?
Is it an instruction set for 100s of ideas?
Can it create a business?
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Friday, March 4, 2011
HOW YOU GET THERE?
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Friday, March 4, 2011
GOOD IDEA INGREDIENTS
MAGIC
TIMING/LUCK SAVVY
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UNDERSTANDING
Friday, March 4, 2011
THE ESSENCE
Freshness + Competence + ConnectivityNew
Never been doneCurrent
CreativityCraft
Technical chops
HumanityBusinessCulturalZeitgeist
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Friday, March 4, 2011
THE “GREAT IDEAS”-TEAM
Chief Culture Officer
Intuition
Risk- Taker
ContemporaryHuman
Understanding
Artistry & Magic
EntertainersBusiness
Understanding
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Technologist
Friday, March 4, 2011
YOU ALSO NEED A CLIENT WHO IS OR ASPIRES TO BE A MIRROR IMAGE
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Friday, March 4, 2011
Imaginative Amplification is Essential
From: Buying Broadcasting
To: Brand Media Creation
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Friday, March 4, 2011
COLLABORATION IS KEY
http://vimeo.com/19789693
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Friday, March 4, 2011
COLLABORATION IS KEY
Clear and inspiring instruction set- a brief
Egoless attitude
Ability to work together
Planners as facilitators and inspirers
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Friday, March 4, 2011
TEAM MEMBER COMPETENCIES
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Friday, March 4, 2011
BUSINESS UNDERSTANDING
Money Competitors DNA
Freshness + Competence + Connectivity
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Friday, March 4, 2011
RISK
Freshness
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CHIEF CULTURE OFFICER
Freshness + Connectivity
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Friday, March 4, 2011
TECHNOLOGIST
Freshness + Competence + Connectivity75
Friday, March 4, 2011
INTUITION/ARTISTRY/MAGIC
Freshness + Competence + Connectivity
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Friday, March 4, 2011
ENTERTAINERS
Freshness + Competence + Connectivity
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Friday, March 4, 2011
CONTEMPORARY HUMAN TRUTHS
Freshness + Competence + Connectivity
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Friday, March 4, 2011
HOW IT WORKSBe realistic- know your strengths- your idea space- your client’s real goals
If you want to/need to do more- bring in the troops- recognize your role in the team
Can’t go big without collaboration-new skill
Lack of patience and discipline can be the only barriers to the longevity of an idea
Greatness can be iterative
For many, a P.B.E. is an achievable goal
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Friday, March 4, 2011