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Motley Crue, Moore's Law & Meh, U of I Digital Bootcamp Kenote Speech 2014
Motley Crue, Moore's Law & Meh, U of I Digital Bootcamp Kenote Speech 2014
Motley Crue, Moore's Law & Meh, U of I Digital Bootcamp Kenote Speech 2014
Motley Crue, Moore's Law & Meh, U of I Digital Bootcamp Kenote Speech 2014
Motley Crue, Moore's Law & Meh, U of I Digital Bootcamp Kenote Speech 2014
Motley Crue, Moore's Law & Meh, U of I Digital Bootcamp Kenote Speech 2014
Motley Crue, Moore's Law & Meh, U of I Digital Bootcamp Kenote Speech 2014
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Motley Crue, Moore's Law & Meh, U of I Digital Bootcamp Kenote Speech 2014
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Motley Crue, Moore's Law & Meh, U of I Digital Bootcamp Kenote Speech 2014

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Keynote speech from University of Illinois Digital Bootcamp 2014, March 21st.

Keynote speech from University of Illinois Digital Bootcamp 2014, March 21st.

Published in: Marketing
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  • 1. INTERACTIVE Brian Barthelt SVP, Director, Leo Burnett Interactive March 2014 An exploration of the effect of disruptive innovations on markets, consumers, and you. INTERACTIVE Mötley Crüe, Moore’s Law and Meh Thank you to U of I college of advertising for asking me back. Itʼs an honor to be your keynote speaker this year.
  • 2. confessions, fears & promises part 0: Hopefully there’s SOME techies in the room that get my “0” joke. :-)
  • 3. confessions, fears & promises part 0: (every good geek knows that you start counting at 0, not 1) Hopefully there’s SOME techies in the room that get my “0” joke. :-)
  • 4. Let’s start with confessions.
  • 5. Confession: This presentation has slides. 221 This may seem overwhelming, but they’re going to go by really really fast.
  • 6. Confession: This presentation has slides. 221 (So try to keep your eyes up here: they’re gonna go by real real fast) This may seem overwhelming, but they’re going to go by really really fast.
  • 7. Confession: This presentation has slides. 221 (So try to keep your eyes up here: they’re gonna go by real real fast) (16.28 seconds per slide average) This may seem overwhelming, but they’re going to go by really really fast.
  • 8. Confession: I tend to procrastinate when creating presentations. Analysis of Brian’s Progress on Keynote Presentation I’m really really tired. I worked on this very late. My day job made it harder to work on this than I wanted.
  • 9. Confession: I tend to procrastinate when creating presentations. Analysis of Brian’s Progress on Keynote Presentation (Don’t you judge me. You all do the same with your homework.) I’m really really tired. I worked on this very late. My day job made it harder to work on this than I wanted.
  • 10. Confession: I didn’t major in marketing or advertising or communications. I am a technologist. A geek.
  • 11. Brian Barthelt SVP, Director of Acquisition and Engagement INTERACTIVE Leo Burnett Interactive is a full service digital studio within Leo Burnett/Arc Worldwide
  • 12. Confession: At times I obsess a little too much about technology. I’m sorry if I sound like that professor that’s WAY more enthusiastic about his class than any of the students are.
  • 13. I help lead Leo Burnett’s stable of “Supergeeks” INTERACTIVE My day job is to help lead Leo Burnett Interactive. We have about 100 technologists of various flavors who conceive and create digital media. Leo Burnett is one of the oldest agencies in the business.
  • 14. I know what you’re thinking. (I’m well aware that it is highly unlikely that you were thinking this)
  • 15. I know what you’re thinking. ? How did a geek like you end up at an Advertising Agency? (I’m well aware that it is highly unlikely that you were thinking this)
  • 16. I just woke up one day and found myself in it. Confession: I never targeted advertising. I worked in the petrochemical / manufacturing industry for 3 years. Then joined “Giant Step”: a digital solutions company. Leo Burnett owned 51% of them. Through mergers/ acquisitions over the years, I found myself at Leo Burnett.
  • 17. Agencies are for cool people, Right? Because agencies are typically full of cool kids. Yep. Hipsters.
  • 18. Geeks look like this, right?
  • 19. Historically, geeks have not been cool.
  • 20. They wear dockers and stained polo shirts. I should have photoshopped some stains into these images.
  • 21. They have bad hair They have greasy hair.
  • 22. They have bad hair And questionable hygiene.
  • 23. Not anymore. It’s now cool to be a geek. That geek stereotype is dead.
  • 24. Not anymore. It’s now cool and lucrative to be a geek. I’ll touch on this more a bit later...because you might actually be a geek, or you might WANT TO BE A GEEK.
  • 25. Enough confessions.
  • 26. On to the fears
  • 27. Fear: You’re college students. You were doing this all night last night.
  • 28. Fear: You’re exhausted and going to fall asleep while I’m talking. And that means you’re probably tired.
  • 29. Fear: You’re starving and the food might be more interesting. And you’re trying to eat while I’m speaking.
  • 30. Fear: You might tune me out because you’re brain is full from the awesome stuff you already heard today.
  • 31. Promises BUT: I’m going to make you some promises, and hopefully those keep you engaged.
  • 32. Everything in this discussion is FOR YOU. I promise you altruism. I am here for no reason other than my karma. I tried to give you things you can use. To differentiate yourselves, and bring more value to your employers. While I joked about doing this last minute, that might have been bending the truth a little. I put a great deal of effort into trying to give you something valuable.
  • 33. I know that soon you’ll be interviewing for your first “real job” in this industry. You don’t want to look like every other candidate. I’m giving you information that can, if used correctly, help you differentiate yourself.
  • 34. Watch for the pencil. I tried to signal things you might want to write down with this pencil image.
  • 35. Watch for the pencil. I tried to signal things you might want to write down with this pencil image.
  • 36. Don’t have a ? Who am I kidding. You probably only had plasticware.
  • 37. Don’t have a ? You can just use whatever’s handy. Who am I kidding. You probably only had plasticware.
  • 38. Promise: I’m here to help you. That means afterwards as well. Twitter: @brianbarthelt Email: brian.barthelt @leoburnett.com My commitment to do this speech includes a commitment to be available to you. To coach and advise you if you need it.
  • 39. Promise: I’m going to show work to help make my points. Some of the work I demo is crafted by Leo Burnett. Some was not. I promise that I chose work based on RELEVANCE TO YOU: Not based on bragging about the awesome shit we get to do. I’m not here to self promote, and despite the INTENSE pride I feel working for Leo Burnett, I’m not here to promote my agency.
  • 40. Promise: You picked one hell of a profession: Advertising. Advertising is an AWESOME field. I’ve been outside of ADVERTISING. I like it better here.
  • 41. So many job options for college grads look like this. A sea of cubicles. Death by Cubicle. My first job looked not unlike this.
  • 42. Agencies are different. Advertising culture is addictive. You won’t want to work back in “the real world.” Agency culture is addictive. Collaborative. Less rigid. Make no mistake though, we work VERY hard and long hours are common. But we’re passionate about what we do.
  • 43. But we play just as hard.
  • 44. And we play.
  • 45. And we play.
  • 46. The field of advertising is changing dramatically. Advertising is currently undergoing countless Disruptive Innovations. You are ENTERING advertising at a fascinating time. Everything is changing. RIGHT NOW.
  • 47. I know what you’re thinking.
  • 48. I know what you’re thinking. “Didn’t I see Disruptive Innovation in the subtitle of this speech?” ?
  • 49. You DID see Disruptive Innovation in the subtitle of this speech! Yes!
  • 50. introduction is now DONE. part 0: Which means our introduction is now complete.
  • 51. Mötley Crüe, Moore’s Law and Meh On to the actual presentation (42 slides later) An exploration of the effect of disruptive innovations on markets, consumers, and you. And we can begin the ACTUAL speech.
  • 52. Mötley Crüe, Moore’s Law and Meh Tip: Nothing makes for a catchy title like alliteration. An exploration of the effect of disruptive innovations on markets, consumers, and you. There’s your first pencil!! Which means it’s something you might want to write down.
  • 53. Mötley Crüe, Moore’s Law and Meh Tip: Nothing makes for a catchy title like alliteration. An exploration of the effect of disruptive innovations on markets, consumers, and you. There’s your first pencil!! Which means it’s something you might want to write down.
  • 54. technology part 1: So let’s begin. Technology
  • 55. technology part 1: the behind hair metal
  • 56. technology part 1: the behind hair metal
  • 57. technology part 1: the behind super bands
  • 58. technology part 1: the behind the demise of super bands
  • 59. technology part 1: the behind the demise of super bands
  • 60. disruptive innovations part 1: the behind the demise of super bands
  • 61. I know what you’re thinking.
  • 62. I know what you’re thinking. “What exactly is a disruptive innovation?” ?
  • 63. Disruptive Innovation: noun An innovation that helps create a new market, and eventually disrupts an existing market, displacing that existing market or technology.
  • 64. The theory of Black Swans: It is a black swan. “This is how it works. Swans are white. Until one day....they aren’t. Everything we thought we knew about swans is no longer true. Everything from that day forward is different.
  • 65. A metaphor to describe an event that: Comes as a surprise Has a major effect Is often inappropriately rationalized after the fact with the benefit of hindsight. Black Swan Theory
  • 66. Black Swan Theory Interpreted: The current so-called experts and market leaders do not see it coming. It defies the current “conventional wisdom” It later becomes the NEW conventional wisdom. Black swans in my own words.
  • 67. Black Swan Theory Interpreted: The current so-called experts and market leaders do not see it coming. It defies the current “conventional wisdom” It later becomes the NEW conventional wisdom. Read this book. Seriously. Black swans in my own words.
  • 68. Black Swan Theory Interpreted: The current so-called experts and market leaders do not see it coming. It defies the current “conventional wisdom” It later becomes the NEW conventional wisdom. Read this book. Seriously. Black swans in my own words.
  • 69. How many of you actually know what this is? VCR. Video Casette Recorder. An example of a technology killed through disruptive innovation.
  • 70. Then Laser Disc. HUGE discs. Almost nobody had these other than hardcore videophiles. The promise: better quality cinema at home. But they could not record.
  • 71. Then came this. Better picture. Digital Picture. But you couldn’t record on them cost effectively. Well, not really.
  • 72. These guys stuck around for a while so that you could still record your shows.
  • 73. The Tivo was the very first digital video recorder. Now OF COURSE every single cable and satellite provider has their own, and this is already a commodity. But for a TIME: TIVO was a black swan. A revolution. Overnight, VHS and VCRs were rendered useless.
  • 74. I know what you’re thinking.
  • 75. I know what you’re thinking. “What does this have to do with Mötley Crüe?” ?
  • 76. Ah yes. Motley Crue.
  • 77. I worried I screwed up... When i first wrote this speech last year...I forgot to consider something: the age of my audience.
  • 78. How many of you are familiar with Mötley Crüe? Raise your hands (no lying). Less than I thought.
  • 79. I was harshly reminded while creating this speech that I’m not as young as I think...
  • 80. Or maybe I just forgot how much younger you are (relatively speaking)...
  • 81. The revealing conversation: Olivia (not old): My mom said you were doing a speech? This was a conversation with my girlfriend’s daughter that made me realize that maybe my whole topic/title were flawed.
  • 82. The revealing conversation: Olivia (not old): My mom said you were doing a speech? Brian (old): Yeah, tomorrow. This was a conversation with my girlfriend’s daughter that made me realize that maybe my whole topic/title were flawed.
  • 83. The revealing conversation: Olivia (not old): My mom said you were doing a speech? Brian (old): Yeah, tomorrow. Olivia: On what? This was a conversation with my girlfriend’s daughter that made me realize that maybe my whole topic/title were flawed.
  • 84. The revealing conversation: Olivia (not old): My mom said you were doing a speech? Brian (old): Yeah, tomorrow. Olivia: On what? Brian: It’s about innovation. It’s called “Mötley Crüe, Moore’s Law, and Meh”. This was a conversation with my girlfriend’s daughter that made me realize that maybe my whole topic/title were flawed.
  • 85. The revealing conversation: Olivia (not old): My mom said you were doing a speech? Brian (old): Yeah, tomorrow. Olivia: On what? Brian: It’s about innovation. It’s called “Mötley Crüe, Moore’s Law, and Meh”. Olivia: Huh!?!?!? Who’s Molly Crews? This was a conversation with my girlfriend’s daughter that made me realize that maybe my whole topic/title were flawed.
  • 86. The revealing conversation: Olivia (not old): My mom said you were doing a speech? Brian (old): Yeah, tomorrow. Olivia: On what? Brian: It’s about innovation. It’s called “Mötley Crüe, Moore’s Law, and Meh”. Olivia: Huh!?!?!? Who’s Molly Crews? Brian: You’re kidding, right? This was a conversation with my girlfriend’s daughter that made me realize that maybe my whole topic/title were flawed.
  • 87. The revealing conversation: Olivia (not old): My mom said you were doing a speech? Brian (old): Yeah, tomorrow. Olivia: On what? Brian: It’s about innovation. It’s called “Mötley Crüe, Moore’s Law, and Meh”. Olivia: Huh!?!?!? Who’s Molly Crews? Brian: You’re kidding, right? Olivia: No, seriously. Who’s Molly Crews? An Actress? This was a conversation with my girlfriend’s daughter that made me realize that maybe my whole topic/title were flawed.
  • 88. The revealing conversation: Olivia (not old): My mom said you were doing a speech? Brian (old): Yeah, tomorrow. Olivia: On what? Brian: It’s about innovation. It’s called “Mötley Crüe, Moore’s Law, and Meh”. Olivia: Huh!?!?!? Who’s Molly Crews? Brian: You’re kidding, right? Olivia: No, seriously. Who’s Molly Crews? An Actress? Brian: <Long pause..................many swear words> This was a conversation with my girlfriend’s daughter that made me realize that maybe my whole topic/title were flawed.
  • 89. Who is ? So just in case...who is Motley Crue?
  • 90. Motley Crue is a hair metal band. This strange species existed from roughly the mid 80’s, and ruled the music scene until the early 90’s.
  • 91. Hair Metal Band: noun A group of 4 to 5 substance-addicted low-to-moderately talented hard rock musicians who wear the same clothes, makeup and hairstyles as the trashy girls that worship their 4-chord cliché music. (My original definition. Apologies to those still in hair metal bands)
  • 92. What makes Special?
  • 93. They arguably marked the end of an era.
  • 94. This music video marked the pinnacle of the arena-filling super band era: #1 on the MTV top 10 video count down for months. (MTV used to actually play music videos). Footage of Motley Crue filling stadius in this “Home Sweet Home” video made EVERYONE want to be in a super band.
  • 95. This music video marked the pinnacle of the arena-filling super band era: #1 on the MTV top 10 video count down for months. (MTV used to actually play music videos). Footage of Motley Crue filling stadius in this “Home Sweet Home” video made EVERYONE want to be in a super band.
  • 96. Mötley Crüe was also a “Super Band”
  • 97. Super Band: noun A musical act with mass popularity, giving them arena-filling draw that spans multiple decades and multiple generations of fans. (I made this up)
  • 98. Other Super Band Examples All of these bands filled arenas for decades and multiple generations of fans love them.
  • 99. One of the Final Super Bands of the “Super Band” era...But why? If you dream of being in a super band...it will be tougher. MC was one of the last. Not THE last, but one of them. Most ARENA filling concerts today are acts that are short lived...OR...super bands from the super-band era.
  • 100. The culprit: Moore’s Law
  • 101. Gordon E. Moore: cofounder of Intel. Will be true until about 2020. EXPONENTIAL growth in technology. Look at the Y axis: EXPONENTIAL. Technological capability DOUBLES every 2 years.
  • 102. I know what you’re thinking.
  • 103. I know what you’re thinking. “That’s fascinating!!! But what does Moore’s Law have to do with the demise of Hair Metal bands?” ?
  • 104. (For Starters)
  • 105. A series of technological advancements that combined to entirely disrupt the music market.
  • 106. UHF: Music Video Programming A series of technological advancements that combined to entirely disrupt the music market.
  • 107. UHF: Music Video Programming 24 Hr. Music Video Channel A series of technological advancements that combined to entirely disrupt the music market.
  • 108. UHF: Music Video Programming The worldwide web / high bandwidth 24 Hr. Music Video Channel A series of technological advancements that combined to entirely disrupt the music market.
  • 109. UHF: Music Video Programming The worldwide web / high bandwidth 24 Hr. Music Video Channel Shareable digitized music A series of technological advancements that combined to entirely disrupt the music market.
  • 110. UHF: Music Video Programming The worldwide web / high bandwidth 24 Hr. Music Video Channel Shareable digitized music Peer to Peer Sharing Tools A series of technological advancements that combined to entirely disrupt the music market.
  • 111. UHF: Music Video Programming The worldwide web / high bandwidth 24 Hr. Music Video Channel Shareable digitized music Peer to Peer Sharing Tools New radio distribution options A series of technological advancements that combined to entirely disrupt the music market.
  • 112. UHF: Music Video Programming The worldwide web / high bandwidth 24 Hr. Music Video Channel Shareable digitized music Peer to Peer Sharing Tools New radio distribution options Cheap hi-fidelity recording A series of technological advancements that combined to entirely disrupt the music market.
  • 113. It’s time for a crabby old man moment
  • 114. Back when I was a kid, we didn’t HAVE all these crazy bands. We had WRCK, 96.3, “The Rock”, and we liked it!
  • 115. Advances in Music Distribution Technology saturated the market. Suddenly there’s 10x, 100x, 1000x, 10,000x as many bands on your radar.
  • 116. Your attention span is now diluted across all those bands.
  • 117. ...and 100 new bands pop up every 12.4 seconds.
  • 118. ...and 100 new bands pop up every 12.4 seconds. (I might have made up that statistic)
  • 119. I know what you’re thinking.
  • 120. I know what you’re thinking. “What does that mean for recording companies?” ?
  • 121. Before: Bands needed to be bankrolled There was a barrier to entry. You needed to get signed by 1 of a few record companies.
  • 122. After: Record companies are irrelevant. XThere was a barrier to entry. You needed to get signed by 1 of a few record companies.
  • 123. “Each specific technology follows a similar lifecycle toward irrelevance. It is disruptive innovations move the tech through this lifecycle.” Brian’s Theory of Inevitable Irrelevance
  • 124. “Each specific technology follows a similar lifecycle toward irrelevance. It is disruptive innovations move the tech through this lifecycle.” Brian’s Theory of Inevitable IrrelevanceTM
  • 125. “Each specific technology follows a similar lifecycle toward irrelevance. It is disruptive innovations move the tech through this lifecycle.” Brian’s Theory of Inevitable IrrelevanceTM Brian Barthelt, just now.
  • 126. “Each specific technology follows a similar lifecycle toward irrelevance. It is disruptive innovations move the tech through this lifecycle.” Innovation Brian’s Theory of Inevitable IrrelevanceTM Brian Barthelt, just now.
  • 127. “Each specific technology follows a similar lifecycle toward irrelevance. It is disruptive innovations move the tech through this lifecycle.” Innovation Brian’s Theory of Inevitable IrrelevanceTM Brian Barthelt, just now. Competitive Advantage
  • 128. “Each specific technology follows a similar lifecycle toward irrelevance. It is disruptive innovations move the tech through this lifecycle.” Innovation Brian’s Theory of Inevitable IrrelevanceTM Brian Barthelt, just now. Competitive Advantage Commoditization Disruptive Innovation
  • 129. “Each specific technology follows a similar lifecycle toward irrelevance. It is disruptive innovations move the tech through this lifecycle.” Innovation Brian’s Theory of Inevitable IrrelevanceTM Brian Barthelt, just now. Competitive Advantage Commoditization Disruptive Innovation Irrelevance Disruptive Innovation
  • 130. “Each specific technology follows a similar lifecycle toward irrelevance. It is disruptive innovations move the tech through this lifecycle.” Innovation Brian’s Theory of Inevitable IrrelevanceTM Brian Barthelt, just now. Competitive Advantage Commoditization Disruptive Innovation Irrelevance Disruptive Innovation
  • 131. As applied to Record Companies Innovation Competitive Advantage Irrelevance TM Brian’s Theory of Inevitable Irrelevance Disruptive Innovation Commoditization Disruptive Innovation The theorem applied to the recording industry.
  • 132. Innovation Competitive Advantage Irrelevance “We can capture music on a record!!” As applied to Record Companies TM Brian’s Theory of Inevitable Irrelevance Disruptive Innovation Commoditization Disruptive Innovation The theorem applied to the recording industry.
  • 133. Innovation Competitive Advantage Irrelevance “There’s only a few record companies. We’re making SO. MUCH. MONEY!!” As applied to Record Companies TM Brian’s Theory of Inevitable Irrelevance Disruptive Innovation Commoditization Disruptive Innovation The theorem applied to the recording industry.
  • 134. Innovation Competitive Advantage Irrelevance “Uh oh. Lots of companies can record music and distribute it. We’re making SO. MUCH. LESS. MONEY. ” As applied to Record Companies TM Brian’s Theory of Inevitable Irrelevance Disruptive Innovation Commoditization Disruptive Innovation The theorem applied to the recording industry.
  • 135. Innovation Competitive Advantage Irrelevance “Every !@#% with a computer is in a band. They’re recording, and distributing their own music. Why are we still here?” As applied to Record Companies TM Brian’s Theory of Inevitable Irrelevance Disruptive Innovation Commoditization Disruptive Innovation The theorem applied to the recording industry.
  • 136. Moore’s Law ensures that disruptive innovations will appear faster. and faster. and faster.
  • 137. I know what you’re thinking.
  • 138. I know what you’re thinking. “You’ve covered Mötley Crüe and Moore’s Law, but what about Meh, Brian?” ?
  • 139. meh: interjection A snarky utterance used to express that one is unimpressed, disinterested, bored, or, like, whatever man.
  • 140. We are utterly inundated with: information, media & technology It’s not just MUSIC that’s affected by this.
  • 141. Sensory overload makes us... Easily Distracted
  • 142. Brian’s Squirrel Distractibility Theorem
  • 143. Brian’s Squirrel Distractibility Theorem TM
  • 144. Technology Advancement Over Time Less Tech More Tech Brian’s Squirrel Distractibility Theorem TM
  • 145. Technology Advancement Over Time SquirrelsDistractingUs More Squirrels Less Squirrels Less Tech More Tech Brian’s Squirrel Distractibility Theorem TM
  • 146. Technology Advancement Over Time SquirrelsDistractingUs More Squirrels Less Squirrels Less Tech More Tech Brian’s Squirrel Distractibility Theorem TM
  • 147. Technology Advancement Over Time SquirrelsDistractingUs More Squirrels Less Squirrels Less Tech More Tech As technology continually advances according to Moore’s Law, the number of squirrels distracting us approaches Brian’s Squirrel Distractibility Theorem TM
  • 148. Sensory overload makes us... Harder to Impress.
  • 149. Moore’s Law continually reshapes our social experience & our attitudes.
  • 150. If you want to explore the social implications of this more, take a look at Doug Rushkoff’s “PresentShock”. He goes into fascinating depth on this topic.
  • 151. Read this book. Seriously. If you want to explore the social implications of this more, take a look at Doug Rushkoff’s “PresentShock”. He goes into fascinating depth on this topic.
  • 152. Read this book. Seriously. If you want to explore the social implications of this more, take a look at Doug Rushkoff’s “PresentShock”. He goes into fascinating depth on this topic.
  • 153. “Information consumes the attention of its recipients. Hence, a wealth of information creates of poverty of attention.” Herbert Simon, 1978 HE SAID THIS IN 1978. I was 5 years old. Less than 1% of the people in this room were alive.
  • 154. INTERACTIVE Mötley Crüe, Moore’s Law and Meh So we’ve covered Mötley Crüe
  • 155. INTERACTIVE Mötley Crüe, Moore’s Law and Meh We’ve covered Moore’s Law
  • 156. INTERACTIVE Mötley Crüe, Moore’s Law and Meh And we’ve covered “Meh”
  • 157. Why should YOU care? %$#@!
  • 158. This effects you more than it effects me.
  • 159. Statistically, odds are that you will be alive and working longer than I will.
  • 160. You will live and work through more technological advancements than those that came before you.
  • 161. Thinking of becoming a media planner? That’s a bad bet. It will be almost entirely programmatic within a few years. Some jobs will be eliminated entirely. The way robots replaced the assembly line worker.
  • 162. Content production costs are plummeting. Your clients will demand more content for less $$$$ Things that used to be expensive become cheap.
  • 163. Your consumers will be more distracted, more suspicious, and harder to impress.
  • 164. You will need to be a better, more innovative marketer than those before you.
  • 165. The Leo Burnett Humankind Scale The bar is already set high. Look at 8, 9, 10. Every creative team strives for an 8+. The “Global Product Committee” (GPC) meets regularly to review ALL work. This incentive structure ensures every Leo Burnett creative team is trying to AT LEAST “change the way people think and feel”.
  • 166. The Leo Burnett Humankind Scale The Goal The bar is already set high. Look at 8, 9, 10. Every creative team strives for an 8+. The “Global Product Committee” (GPC) meets regularly to review ALL work. This incentive structure ensures every Leo Burnett creative team is trying to AT LEAST “change the way people think and feel”.
  • 167. I know what you’re thinking.
  • 168. I know what you’re thinking. “How can I use all of this amazing information to my advantage?” ?
  • 169. INTERACTIVE Mötley Crüe, Moore’s Law and Meh I’ll try to answer that using these same three things. Iʼll try to answer that in the context of these three things.
  • 170. Stop believing you will be in a super band. We’ve established that there will be very few superbands again. Ever. The odds are against you.
  • 171. INTERACTIVE Mötley Crüe, Moore’s Law and Meh Now that we’ve gotten that out of the way... Now that we have that one out of the way...
  • 172. Don’t fear Moore’s Law. Capitalize on it. It creates opportunities. You just have to recognize them. Every disruptive innovation has both victims and benefactors. You want to be the latter.
  • 173. Innovation can be codified to a degree. And I’ve done that for you.
  • 174. A stale market A Small/Entrepreneurial Mindset Passionate high-energy visionaries High functioning makers/inventors Take time to tinker Operate with stealth Brian’s 6-Ingredient Casserole for Almost-Guaranteed Innovation
  • 175. TM A stale market A Small/Entrepreneurial Mindset Passionate high-energy visionaries High functioning makers/inventors Take time to tinker Operate with stealth Brian’s 6-Ingredient Casserole for Almost-Guaranteed Innovation
  • 176. TM A stale market A Small/Entrepreneurial Mindset Passionate high-energy visionaries High functioning makers/inventors Take time to tinker Operate with stealth Brian’s 6-Ingredient Casserole for Almost-Guaranteed Innovation The Situation
  • 177. TM A stale market A Small/Entrepreneurial Mindset Passionate high-energy visionaries High functioning makers/inventors Take time to tinker Operate with stealth Brian’s 6-Ingredient Casserole for Almost-Guaranteed Innovation The Situation The Attitude
  • 178. TM A stale market A Small/Entrepreneurial Mindset Passionate high-energy visionaries High functioning makers/inventors Take time to tinker Operate with stealth Brian’s 6-Ingredient Casserole for Almost-Guaranteed Innovation The Situation The Attitude The People
  • 179. TM A stale market A Small/Entrepreneurial Mindset Passionate high-energy visionaries High functioning makers/inventors Take time to tinker Operate with stealth Brian’s 6-Ingredient Casserole for Almost-Guaranteed Innovation The Situation The Attitude The People The Behaviors
  • 180. TM A stale market A Small/Entrepreneurial Mindset Passionate high-energy visionaries High functioning makers/inventors Take time to tinker Operate with stealth Brian’s 6-Ingredient Casserole for Almost-Guaranteed Innovation The Situation The Attitude The People The Behaviors
  • 181. A Stale Market The entire music market structure was stale. In our example: Both for the BANDS and for the RECORD COMPANIES. The technology was old, long since commoditized. Markets like this are highly vulnerable. Look for “That’s the way it’s always been done”. Find these, and the next disruptive innovation isn’t far away.
  • 182. Oligopolies & Market Barriers Oligopolies: usually dominated by a few market players. Why? There are barriers to entry. But BARRIERS TO ENTRY are usually EXACTLY what are DESTROYED by DISRUPTIVE INNOVATIONS. So who is vulnerable now?
  • 183. Oligopolies & Market Barriers Oligopolies: usually dominated by a few market players. Why? There are barriers to entry. But BARRIERS TO ENTRY are usually EXACTLY what are DESTROYED by DISRUPTIVE INNOVATIONS. So who is vulnerable now?
  • 184. Oligopolies & Market Barriers Oligopolies: usually dominated by a few market players. Why? There are barriers to entry. But BARRIERS TO ENTRY are usually EXACTLY what are DESTROYED by DISRUPTIVE INNOVATIONS. So who is vulnerable now?
  • 185. How about the automobile industry? What about these guys? Disruptive innovation? The automobile market is an oligopoly. Dominated by a few players. Barriers to entry. Here comes a new guy, doing it COMPLETELY DIFFERENTLY, and turning heads. Time will tell.
  • 186. How about the automobile industry? What about these guys? Disruptive innovation? The automobile market is an oligopoly. Dominated by a few players. Barriers to entry. Here comes a new guy, doing it COMPLETELY DIFFERENTLY, and turning heads. Time will tell.
  • 187. TM A stale market A Small/Entrepreneurial Mindset Passionate high-energy visionaries High functioning makers/inventors Take time to tinker Operate with stealth Brian’s 6-Ingredient Casserole for Almost-Guaranteed Innovation We’ve now covered the stale market. On to the “Small Entrepreneurial Mindset”
  • 188. A Small Entrepreneurial Mindset Source: Maddie Hamill, Venadar “Client Disruptions & Agency Implications” Entrepreneurial thinking...small company thinking. That’s where innovation lives.
  • 189. A Small Entrepreneurial Mindset Work in Small Teams Big teams suffocate ideas.
  • 190. Hired by a big company? You might get your first job at a huge company.
  • 191. Pretend you’re the black ops division. You have more control to define ANY job in your career than you realize. Think like the black ops division and you will be just that.
  • 192. A Small Entrepreneurial Mindset So many innovations: the U2 spy plane, the SR-71 blackbird, the stealth bomber/ fighter. A wonderful engaging book that is not only entertaining, but demonstrates how an innovative team was structured.
  • 193. A Small Entrepreneurial Mindset Read this book. Seriously. So many innovations: the U2 spy plane, the SR-71 blackbird, the stealth bomber/ fighter. A wonderful engaging book that is not only entertaining, but demonstrates how an innovative team was structured.
  • 194. A Small Entrepreneurial Mindset Read this book. Seriously. So many innovations: the U2 spy plane, the SR-71 blackbird, the stealth bomber/ fighter. A wonderful engaging book that is not only entertaining, but demonstrates how an innovative team was structured.
  • 195. A Small Entrepreneurial Mindset Read this book. Seriously. So many innovations: the U2 spy plane, the SR-71 blackbird, the stealth bomber/ fighter. A wonderful engaging book that is not only entertaining, but demonstrates how an innovative team was structured.
  • 196. A Small Entrepreneurial Mindset Read this book. Seriously. So many innovations: the U2 spy plane, the SR-71 blackbird, the stealth bomber/ fighter. A wonderful engaging book that is not only entertaining, but demonstrates how an innovative team was structured.
  • 197. A Small Entrepreneurial Mindset Read this book. Seriously. So many innovations: the U2 spy plane, the SR-71 blackbird, the stealth bomber/ fighter. A wonderful engaging book that is not only entertaining, but demonstrates how an innovative team was structured.
  • 198. A Small Entrepreneurial Mindset Big Company: Traditional Decision Pattern Entrepreneur: Lean Feedback Loop We’re going to compare “big company” to “entrepreneur”. The big company way has more steps, slower steps. The entrepreneurial way: “Fail fast and fail often, adjust and try again”
  • 199. A Small Entrepreneurial Mindset Big Company: Traditional Decision Pattern Entrepreneur: Lean Feedback Loop Observe We’re going to compare “big company” to “entrepreneur”. The big company way has more steps, slower steps. The entrepreneurial way: “Fail fast and fail often, adjust and try again”
  • 200. A Small Entrepreneurial Mindset Big Company: Traditional Decision Pattern Entrepreneur: Lean Feedback Loop Observe Idea We’re going to compare “big company” to “entrepreneur”. The big company way has more steps, slower steps. The entrepreneurial way: “Fail fast and fail often, adjust and try again”
  • 201. A Small Entrepreneurial Mindset Big Company: Traditional Decision Pattern Entrepreneur: Lean Feedback Loop Observe Idea Analyze & Present We’re going to compare “big company” to “entrepreneur”. The big company way has more steps, slower steps. The entrepreneurial way: “Fail fast and fail often, adjust and try again”
  • 202. A Small Entrepreneurial Mindset Big Company: Traditional Decision Pattern Entrepreneur: Lean Feedback Loop Decision Observe Idea Analyze & Present We’re going to compare “big company” to “entrepreneur”. The big company way has more steps, slower steps. The entrepreneurial way: “Fail fast and fail often, adjust and try again”
  • 203. A Small Entrepreneurial Mindset Big Company: Traditional Decision Pattern Entrepreneur: Lean Feedback Loop Decision Observe Idea Analyze & Present Design We’re going to compare “big company” to “entrepreneur”. The big company way has more steps, slower steps. The entrepreneurial way: “Fail fast and fail often, adjust and try again”
  • 204. A Small Entrepreneurial Mindset Big Company: Traditional Decision Pattern Entrepreneur: Lean Feedback Loop Decision Observe Idea Analyze & Present Design Build We’re going to compare “big company” to “entrepreneur”. The big company way has more steps, slower steps. The entrepreneurial way: “Fail fast and fail often, adjust and try again”
  • 205. A Small Entrepreneurial Mindset Big Company: Traditional Decision Pattern Entrepreneur: Lean Feedback Loop Decision Observe Idea Analyze & Present Design Build Launch & Market We’re going to compare “big company” to “entrepreneur”. The big company way has more steps, slower steps. The entrepreneurial way: “Fail fast and fail often, adjust and try again”
  • 206. A Small Entrepreneurial Mindset Big Company: Traditional Decision Pattern Entrepreneur: Lean Feedback Loop Decision Observe Idea Analyze & Present Design Build Launch & Market Involve Users & Learn We’re going to compare “big company” to “entrepreneur”. The big company way has more steps, slower steps. The entrepreneurial way: “Fail fast and fail often, adjust and try again”
  • 207. A Small Entrepreneurial Mindset Big Company: Traditional Decision Pattern Entrepreneur: Lean Feedback Loop Decision Observe Idea Idea Analyze & Present Design Build Launch & Market Involve Users & Learn We’re going to compare “big company” to “entrepreneur”. The big company way has more steps, slower steps. The entrepreneurial way: “Fail fast and fail often, adjust and try again”
  • 208. A Small Entrepreneurial Mindset Big Company: Traditional Decision Pattern Entrepreneur: Lean Feedback Loop Decision Observe Idea Idea Analyze & Present Design Build Launch & Market Leap of Faith Assumption Involve Users & Learn We’re going to compare “big company” to “entrepreneur”. The big company way has more steps, slower steps. The entrepreneurial way: “Fail fast and fail often, adjust and try again”
  • 209. A Small Entrepreneurial Mindset Big Company: Traditional Decision Pattern Entrepreneur: Lean Feedback Loop Decision Observe Idea Idea Analyze & Present Design Prototype/Experiment Build Launch & Market Leap of Faith Assumption Involve Users & Learn We’re going to compare “big company” to “entrepreneur”. The big company way has more steps, slower steps. The entrepreneurial way: “Fail fast and fail often, adjust and try again”
  • 210. A Small Entrepreneurial Mindset Big Company: Traditional Decision Pattern Entrepreneur: Lean Feedback Loop Decision Observe Idea Idea Analyze & Present Design Prototype/Experiment Build Launch & Market Leap of Faith Assumption Involve Users & Learn Involve Users & Learn We’re going to compare “big company” to “entrepreneur”. The big company way has more steps, slower steps. The entrepreneurial way: “Fail fast and fail often, adjust and try again”
  • 211. TM A stale market A Small/Entrepreneurial Mindset Passionate high-energy visionaries High functioning makers/inventors Take time to tinker Operate with stealth Brian’s 6-Ingredient Casserole for Almost-Guaranteed Innovation On to the people: Passionate high energy visionaries, and high functioning makers/ inventors.
  • 212. TM A stale market A Small/Entrepreneurial Mindset Passionate high-energy visionaries High functioning makers/inventors Take time to tinker Operate with stealth Brian’s 6-Ingredient Casserole for Almost-Guaranteed Innovation These two go together like peas and carrots. On to the people: Passionate high energy visionaries, and high functioning makers/ inventors.
  • 213. Passionate High-Energy Visionaries People who can connect the dots
  • 214. Passionate High-Energy Visionaries "The quickest path to innovation lies in making ‘novel’ connections.” Steven Berline Johnson Where Good Ideas Come From
  • 215. Passionate High-Energy Visionaries "The quickest path to innovation lies in making ‘novel’ connections.” Steven Berline Johnson Where Good Ideas Come From Read this book. Seriously.
  • 216. Passionate High-Energy Visionaries "The quickest path to innovation lies in making ‘novel’ connections.” Steven Berline Johnson Where Good Ideas Come From Read this book. Seriously.
  • 217. High Functioning Makers/Inventors It is easier than ever to “make” things. Arduino, Rasberri pi, cheap components (that is a servo motor on the right btw).
  • 218. A video of our interns creating an interactive touch screen from a pane of glass, some cheap infrared lasers, a web cam, a projector, and a computer.
  • 219. A video of our interns creating an interactive touch screen from a pane of glass, some cheap infrared lasers, a web cam, a projector, and a computer.
  • 220. Another video: This team turned the 15th floor lobby (a floor to ceiling glass wall) into an interactive experience. Navigating years and years of broadcast work, client by client.
  • 221. Another video: This team turned the 15th floor lobby (a floor to ceiling glass wall) into an interactive experience. Navigating years and years of broadcast work, client by client.
  • 222. A video of the same technology recreated for Intel
  • 223. Example of connection: Qualcomm releases marker based detection API. A technologist notices. Makes the connection that detecting actual packaging IN STORE would be superior to, say, a QR code.
  • 224. Example of connection: Qualcomm releases marker based detection API. A technologist notices. Makes the connection that detecting actual packaging IN STORE would be superior to, say, a QR code.
  • 225. Inventors are more valuable then ever in the world of media creation. Agencies are hiring geeks in droves.
  • 226. Inventors are more valuable then ever in the world of media creation. Agencies are hiring geeks in droves.
  • 227. Inventors are more valuable then ever in the world of media creation. Agencies are hiring geeks in droves. experience^
  • 228. If you’re not a geek, you might want to become one. Becoming a geek is easier than ever. I mentioned there’d be more on this later. If you’re interested in going the “geek” route, here’s some advice.
  • 229. Learn to Program Maybe learn a Programming Language. Or Several. Maybe learn a programming language or two. Learning a programming language is easier than ever. The free online tutorials are outstanding. If you’re brain is wired for it, this can be a VERY fulfilling life.
  • 230. Learn Animation & Motion Design Animation tools are maturing faster than ever. And Motion is becoming increasingly important in our world as DIGITAL Boards replace static boards.
  • 231. Learn 3D Art & Animation This space is exploding: it still requires tremendous skill and a gifted eye, but a lot of the tedium is disappearing as the tools RAPIDLY mature.
  • 232. Learn to build things. Building things is easier than it has ever been. And it will continue to get easier.
  • 233. Subscribe to “Make” Magazine Great magazine for tinkerers and inventors.
  • 234. Subscribe to “Make” Magazine Great magazine for tinkerers and inventors.
  • 235. Chaotic Moon Board of Awesomeness Video: the “Board of Awesomeness” by Chaotic Moon Labs. Assembly-ready tech turned into something delightful and profound.
  • 236. Chaotic Moon Board of Awesomeness Video: the “Board of Awesomeness” by Chaotic Moon Labs. Assembly-ready tech turned into something delightful and profound.
  • 237. What was next? Make it MIND controlled. Then came the board of imagination. Mind-controlled version of the board of awesomeness. Also Chaotic Moon Labs.
  • 238. Chaotic Moon Labs again with “CUPID” (Chaotic Unmanned Personal Intercept Drone) (Video)
  • 239. Chaotic Moon Labs again with “CUPID” (Chaotic Unmanned Personal Intercept Drone) (Video)
  • 240. TM A stale market A Small/Entrepreneurial Mindset Passionate high-energy visionaries High functioning makers/inventors Take time to tinker Operate with stealth Brian’s 6-Ingredient Casserole for Almost-Guaranteed Innovation On to the behaviors: Time to tinker and operating with stealth.
  • 241. “Contrary to social-science wisdom, almost no discovery, no technologies of note, came from design and planning—they were just Black Swans. The strategy for discovers and entrepreneurs is to rely less on top-down planning and focus on maximum tinkering and recognizing opportunities when they present themselves. The reason free markets work is because they allow people to be lucky, thanks to aggressive trial and error, not by giving rewards or “incentives” for skill. The strategy is, then, to tinker as much as possible and try to collect as many Black Swan opportunities as you can.” -Nassim Taleb, “The Black Swan” Long quote: but worth reading. Innovation REQUIRES tinkering according to Taleb.
  • 242. 20% Rule Google used to require 1 day a week to be spent on “passion projects”. Yielded THESE innovations and many others.
  • 243. TM A stale market A Small/Entrepreneurial Mindset Passionate high-energy visionaries High functioning makers/inventors Take time to tinker Operate with stealth Brian’s 6-Ingredient Casserole for Almost-Guaranteed Innovation Operating with stealth:
  • 244. Operate with Stealth Theres’ no shortage of these guys. Your idea should be pretty baked: either partially or completely built BEFORE You ask permission. Beware the hall monitors. Beware those who cannot see your vision until it materializes. Hide from them and innovate in spite of them.
  • 245. Operate with Stealth Theres’ no shortage of these guys. “Look what I did!” is SO MUCH MORE EFFECTIVE than: “Can I try this?” Get your ideas baked, proven out...proof-of-concepts at a minimum before involving anyone with a “hall monitor” mentality.
  • 246. Operate with Stealth Theres’ no shortage of these guys. “It’s better to beg forgiveness than ask permission”
  • 247. Operate with Stealth Theres’ no shortage of these guys. If you’re supposed to be doing something else 9am -5pm? Then innovate on your own time. If you’re passionate about it, you’re doing what you enjoy anyway. If you’re supposed to be doing something else during 9-5? Do it on your own time. The most accomplished people in ANY craft put time in because they’re passionate, not because they’re punching a clock.
  • 248. TM A stale market A Small/Entrepreneurial Mindset Passionate high-energy visionaries High functioning makers/inventors Take time to tinker Operate with stealth Brian’s 6-Ingredient Casserole for Almost-Guaranteed Innovation And that covers the casserole ingredients.
  • 249. INTERACTIVE Mötley Crüe, Moore’s Law and Meh Two down, one to go. Now: how do we deal with “Meh”?
  • 250. Meh doesn’t have to win. You can beat Meh. There’s a formula for that too.
  • 251. Think... What “things” do you never want to have to live without? It can be anything. A technology. A cell phone. A single parent might say Peapod grocery delivery.
  • 252. Why don’t you want to ever live without it ???? What do these things have in common?
  • 253. Because they better the human experience! They give you DELIGHT.
  • 254. DelightBecause they better the human experience! They give you DELIGHT.
  • 255. My List All of the things on this screen give me delight. I feel my VERY EXISTENCE is better because of them and I don’t want to go back to my life before these things.
  • 256. Let’s deep dive on just one. This one is worth deep diving on. I don’t wanna live in a world without the battery powered Dyson Animal. Because of “MILLER”. My children’s angora nunny. He is the nicest, but also the furriest & messiest bunny on the planet.
  • 257. Let’s deep dive on just one. This one is worth deep diving on. I don’t wanna live in a world without the battery powered Dyson Animal. Because of “MILLER”. My children’s angora nunny. He is the nicest, but also the furriest & messiest bunny on the planet.
  • 258. Let’s deep dive on just one. This one is worth deep diving on. I don’t wanna live in a world without the battery powered Dyson Animal. Because of “MILLER”. My children’s angora nunny. He is the nicest, but also the furriest & messiest bunny on the planet.
  • 259. Video of Tesco’s subway shopping solution in Korea. This solution delivers on the mantra “design for delight”. Tesco is a grocery company. Korea is the 2nd hardest working country (in hours). Tesco let them grocery shop during their commute, while waiting for the subway train.
  • 260. Video of Tesco’s subway shopping solution in Korea. This solution delivers on the mantra “design for delight”. Tesco is a grocery company. Korea is the 2nd hardest working country (in hours). Tesco let them grocery shop during their commute, while waiting for the subway train.
  • 261. All the “meh” in the world does not entirely rob us of three things... Capitalize on these. Inventing something that betters the human experience is hard. There are other ways to combat meh as well. Three things to capitalize on...
  • 262. Our Humanity 1. AS humans we have EMOTIONS. Except the sociopaths. 2. We WANT to be dazzled. We long for it, even it it’s getting harder to do so. 3. We ALL have dreams and desires: and this is VERY VERY powerful.
  • 263. Our Humanity Our desire for wonder and beauty 1. AS humans we have EMOTIONS. Except the sociopaths. 2. We WANT to be dazzled. We long for it, even it it’s getting harder to do so. 3. We ALL have dreams and desires: and this is VERY VERY powerful.
  • 264. Our Humanity Our desire for wonder and beauty Our dreams and desires 1. AS humans we have EMOTIONS. Except the sociopaths. 2. We WANT to be dazzled. We long for it, even it it’s getting harder to do so. 3. We ALL have dreams and desires: and this is VERY VERY powerful.
  • 265. Examples from BROADCAST that conquered “Meh”, were highly acclaimed.
  • 266. Two Examples From a Traditional Medium Examples from BROADCAST that conquered “Meh”, were highly acclaimed.
  • 267. My hobby: analyze the most popular super-bowl commercials. Dissect what made them effective. This was the most popular superbowl commercial in 2012 (video).
  • 268. My hobby: analyze the most popular super-bowl commercials. Dissect what made them effective. This was the most popular superbowl commercial in 2012 (video).
  • 269. I know what you’re wondering.
  • 270. I know what you’re wondering. “Why is that commercial so effective?” ?
  • 271. Our Humanity He’s cute. We feel EMPATHY for him. We want him to succeed. Notice he is not wearing dark gloves like the real darth vader. This is deliberate. The visibility of his CHILD hands remind us that this is a little kid. Who, besides sociopaths, isn’t moved by the dreams of little kids?
  • 272. We KEEP HOPING IT WORKS!!!! We WANT him to be able do this...if for no other reason than that would be .... AMAZING!!!!!
  • 273. Our desire for wonder and beauty We KEEP HOPING IT WORKS!!!! We WANT him to be able do this...if for no other reason than that would be .... AMAZING!!!!!
  • 274. Our dreams & desires Last but not least: our dreams and desires. We all secretly wish we were jedi. One with the FORCE. LIGHT SABERS!!!!!
  • 275. Now let’s look at another example that uses these three things, AND highlights the subtleties involved in achieving brilliant execution. The Budweiser “Puppy Love” commercial was the most popular of all those shown at the 2014 Super Bowl. (Video).
  • 276. Now let’s look at another example that uses these three things, AND highlights the subtleties involved in achieving brilliant execution. The Budweiser “Puppy Love” commercial was the most popular of all those shown at the 2014 Super Bowl. (Video).
  • 277. I know what you’re wondering.
  • 278. I know what you’re wondering. “Why is THIS commercial so effective?” ?
  • 279. Because they created the perfect fantasy: Again: it painted something that many viewers dreamed of. Men dreamed of being the cowboy. Women dreamed of being that damsel. Of finding a love fated in concert with this magical horse/puppy moment.
  • 280. Because they created the perfect fantasy: A pretty single woman Again: it painted something that many viewers dreamed of. Men dreamed of being the cowboy. Women dreamed of being that damsel. Of finding a love fated in concert with this magical horse/puppy moment.
  • 281. Because they created the perfect fantasy: A pretty single woman who raises the cutest puppies ever. Again: it painted something that many viewers dreamed of. Men dreamed of being the cowboy. Women dreamed of being that damsel. Of finding a love fated in concert with this magical horse/puppy moment.
  • 282. Because they created the perfect fantasy: A handsome cowboy RIGHT NEXT DOOR. A pretty single woman who raises the cutest puppies ever. Again: it painted something that many viewers dreamed of. Men dreamed of being the cowboy. Women dreamed of being that damsel. Of finding a love fated in concert with this magical horse/puppy moment.
  • 283. Because they created the perfect fantasy: A handsome cowboy RIGHT NEXT DOOR. ...who has his own ranch: A pretty single woman who raises the cutest puppies ever. Again: it painted something that many viewers dreamed of. Men dreamed of being the cowboy. Women dreamed of being that damsel. Of finding a love fated in concert with this magical horse/puppy moment.
  • 284. Because they created the perfect fantasy: where he breeds beautiful horses. A handsome cowboy RIGHT NEXT DOOR. ...who has his own ranch: A pretty single woman who raises the cutest puppies ever. Again: it painted something that many viewers dreamed of. Men dreamed of being the cowboy. Women dreamed of being that damsel. Of finding a love fated in concert with this magical horse/puppy moment.
  • 285. Because they created the perfect fantasy: where he breeds beautiful horses. Oh, did I mention their puppies and horses talk to each other and play together? A handsome cowboy RIGHT NEXT DOOR. ...who has his own ranch: A pretty single woman who raises the cutest puppies ever. Again: it painted something that many viewers dreamed of. Men dreamed of being the cowboy. Women dreamed of being that damsel. Of finding a love fated in concert with this magical horse/puppy moment.
  • 286. Because they created the perfect fantasy: where he breeds beautiful horses. Oh, did I mention their puppies and horses talk to each other and play together? A handsome cowboy RIGHT NEXT DOOR. ...who has his own ranch: ...and they are both single and lonely. A pretty single woman who raises the cutest puppies ever. Again: it painted something that many viewers dreamed of. Men dreamed of being the cowboy. Women dreamed of being that damsel. Of finding a love fated in concert with this magical horse/puppy moment.
  • 287. Because they created the perfect fantasy: where he breeds beautiful horses. Oh, did I mention their puppies and horses talk to each other and play together? A handsome cowboy RIGHT NEXT DOOR. ...who has his own ranch: ...and they are both single and lonely. And fate keeps bringing them together A pretty single woman who raises the cutest puppies ever. Again: it painted something that many viewers dreamed of. Men dreamed of being the cowboy. Women dreamed of being that damsel. Of finding a love fated in concert with this magical horse/puppy moment.
  • 288. Because they created the perfect fantasy: where he breeds beautiful horses. Oh, did I mention their puppies and horses talk to each other and play together? A handsome cowboy RIGHT NEXT DOOR. ...who has his own ranch: And they are totally into each other. ...and they are both single and lonely. And fate keeps bringing them together A pretty single woman who raises the cutest puppies ever. Again: it painted something that many viewers dreamed of. Men dreamed of being the cowboy. Women dreamed of being that damsel. Of finding a love fated in concert with this magical horse/puppy moment.
  • 289. And they consummate their newfound love with a...
  • 290. Understanding the Brilliance Warrants a Play-By-Play :01 One of our main characters. In ONE SECOND, she is instantly likable. Pretty, while looking REAL. Not overly made up. Just right.
  • 291. Understanding the Brilliance Warrants a Play-By-Play :02 The CUTEST. PUPPIES. EVER. Most of the audience is already going “awwwwwwww”.
  • 292. Understanding the Brilliance Warrants a Play-By-Play :13 The majestic Clydesdale and the adorable puppy: they are FRIENDS. They LOVE each other. The magic of two beautiful animals from disparate species COMMUNICATING. The same fantasy brought to life in so many disney cartoons.
  • 293. Understanding the Brilliance Warrants a Play-By-Play :17 Introduction of our hero. The handsome cowboy in the Budweiser hat.
  • 294. Understanding the Brilliance Warrants a Play-By-Play :22 Our hero and heroin brought together. At this point it MIGHT be fate. This will later be confirmed.
  • 295. Understanding the Brilliance Warrants a Play-By-Play :25 Our quintessential cowboy moment: he’s alone in his barn on a rainy night, gettin’ shit done. He’s living his dream. At this point: MEN fantasize about BEING this noble hardworking cowboy.
  • 296. Understanding the Brilliance Warrants a Play-By-Play :29 The puppy brought them together again, so now we KNOW it’s fate. The fantasy is almost fully formed.
  • 297. Understanding the Brilliance Warrants a Play-By-Play :49 The most unrealistic, yet triumphant shot of the entire commercial...the adorable puppy, tiny, juxtaposed against the majesty of a team of Clydesdales.
  • 298. Understanding the Brilliance Warrants a Play-By-Play :56 And finally: two dear friends reunited at last. Two lonely souls brought together at last. Budweisers in hand.
  • 299. INTERACTIVE Mötley Crüe, Moore’s Law and Meh And there you go. Weʼve covered all 3
  • 300. Inspiring Innovations & Predictions We’ll wrap up with some inspiring innovations.
  • 301. Technological Singularity: noun The theoretical emergence of superintelligence through technological means. Since the capabilities of such intelligence would be difficult for an unaided human mind to comprehend, the technological singularity is seen as an occurrence beyond which events cannot be predicted. (Which means your kids will be way smarter than you while being simultaneously unable to function WITHOUT technology)
  • 302. “This computer (cell phone) is thousands of times more powerful than the computer I used as a student, and it's 100,000 times smaller. In 25 years, it will be a billion times more powerful in price performance, a billion times more powerful per dollar, and 100,000 times smaller. It will be the size of a blood cell. They'll be going through our body and keeping us healthy from the inside.” Ray Kurzweil Futurist, inventor, technologist
  • 303. Wolfram Alpha: Computational Knowledge Engine. http://www.wolframalpha.com/ It’s like google, but rather than return documents that MIGHT contain the answer to what you really want, Wolfram Alpha actually tries to give you an answer based on all it knows. He’s working on a “preemptive mode” that will watch you work and try to proactively give you the knowledge you need to accomplish your task.
  • 304. IBM Watson Watson read and, and more importantly comprehends, the entire body of human knowledge. It understands subtleties like pun, metaphor, play on words. It creates hypotheses.
  • 305. Xiao Xiao The Mouse - Cloned from its mother’s skin cells Every cell contains ALL our DNA: all our programming. You can “boot” a cell to be the kind of cell you want.
  • 306. “Printing” Human Organs, by Organovo Oganovo and other companies will conquer the 3d printing of working human organs within the next 15 or so years.
  • 307. Dean Kamen: Deka Prosthetics DEKA/Dean Kamen and his prosthetics that work like real limbs, controlled by your nervous system.
  • 308. Dean Kamen - Water Purification Also from DEKA: clean drinking water for the world, and sustainable power.
  • 309. I know what you’re wondering.
  • 310. I know what you’re wondering. “But what if I’m not a geek/inventor/maker?” ?
  • 311. That’s OK: But understand the technology landscape:
  • 312. That’s OK: But understand the technology landscape: Not this: “how does it work?”
  • 313. That’s OK: But understand the technology landscape: Not this: “how does it work?” But this: “How does it affect the human experience?”
  • 314. Creativity has the power to transform human behavior. Our motto...think about it. You can TRANSFORM HUMAN BEHAVIOR with your creativity!
  • 315. Are you a leader? Are you a super geek? Are you an inventor? A you a maker/tinkerer? Are you creatively amazing? Are you amazing in some other way? INTERACTIVE Then show us. We want to meet you. I’m almost done. Before I wrap up, I know many of you are here looking for a career. Stop by and see our recruiters today at the Job Fair. If you’re amazing, we want to meet you.
  • 316. INTERACTIVE Brian Barthelt Email: brian.barthelt@leoburnett.com Twitter: @brianbarthelt INTERACTIVE Mötley Crüe, Moore’s Law and Meh Thank You / Q&A Now for Q&A
  • 317. INTERACTIVE INTERACTIVE Appendix Brian Barthelt Email: brian.barthelt@leoburnett.com Twitter: @brianbarthelt During questions, Iʼll leave this appendix up with the RECOMMENDED READING that flew by in this presentation. Also my Email & Twitter handle. Donʼt hesitate to reach out to me with questions or for career advice.

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