The Innovative Attitude
by Dave Birss on Jan 29, 2010
- 2,722 views
This is a talk I did the ICAD Understanding Digital conference in Dublin last year. Unfortunately I wasn't able to go - so I locked myself in a cupboard in the agency and did the talk over Skype. I hel...
This is a talk I did the ICAD Understanding Digital conference in Dublin last year. Unfortunately I wasn't able to go - so I locked myself in a cupboard in the agency and did the talk over Skype. I held up pieces of paper instead of doing my usual Keynote whizziness. Here's the presentation they should have got. To get a better idea of my rantings, click on the notes tab below the presentation.
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Stanjones
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It's not true. Most companies will get new results if they don't innovate. The problem is that these new results aren't ones you want. Unless you really want to run your business into the ground.
You see, the world has changed. I don't say that lightly. My industry has seen the effects of pigheadedly trying to do the same old thing. As have the music industry, publishers, cinemas and the people who used to make those piano keyboard ties.
Innovation isn't an option. So here are a few tips on how to be innovative.
I don't want to trot out the usual Eddison lightbulb story. So instead, I'll tell you about a guy from LastMinute.com that I heard talking recently – he said that he aims for one big failure every year. You should too.
By way of example, let me tell you about a project Ogilvy did for Fanta. They wanted to reach teens. And one of the peculiar things they knew about this audience is that they can hear frequencies that we can't. It's called mosquito sound. So they created a mobile app that uses these frequencies to help these teens communicate without the adults knowing. It's been incredibly successful and has quite rightly picked up a few awards.
See more here: http://www.youtube.com/watch?v=o-ID2OQzvUk
Being an innovator can be unsettling. It's risky. But it's blinkin' exciting.
Embrace that. And start to get nervous when your business is standing still.
To show an example of being useful to an audience, I'll tell you about something else we did here a few months ago. We do work for IBM who are a big Wimbledon sponsor. IBM have a history of being incredibly innovative so they wanted to use innovative technology for some activity at the event. We created a mobile tool to help people get the most out of their visit to Wimbledon. If they held up their mobile and panned around, they'd not just be able to see where things were, they'd get live information. So you'd see things like Strawberry stand – 8 people in queue. Court 3 – Federer vs Nadal – 12 seats free in west stand.
See more here: http://www.youtube.com/watch?v=7VZoDmqcZ34
Stuff like this can only come out of thinking about the audience first and how you can help them.
How does it look?
How does it feel?
How easy is it to use?
How will you distribute it?
How will you promote it?
I’ll tell you about one of my strange projects. One of my colleagues told me that Tower Bridge was on Twitter – sending out a tweet every time it raised or lowered its roadways. It got me thinking about London Bridge, it’s dowdier neighbour and how it might be jealous. So I started up an account for London Bridge.
http://twitter.com/ImLondonBridge
It just does snarky comments from a bridge’s point of view. And as much as it seems like a total waste of time, it’s actually been really useful:
-I’ve met amazing people
-Learned a lot about social media
-Been asked to do talks
-Had articles written about it in The Telegraph, an Aussie national paper and some German newspaper.