The Past, Present and Future of Great Ideas

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A framework to think about the development and creation of great ideas.

A framework to think about the development and creation of great ideas.

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  • 1. THE PAST, PRESENT AND FUTURE OF GREAT IDEASFriday, March 4, 2011
  • 2. 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? 2Friday, March 4, 2011
  • 3. GREAT IDEAS TRANSFORM 3Friday, March 4, 2011
  • 4. GREAT IDEAS PUT A STAKE IN THE GROUND 4Friday, March 4, 2011
  • 5. GREAT IDEAS MAKE MONEY 5Friday, March 4, 2011
  • 6. GREAT IDEAS MAKE THEIR OWN MEDIA 6Friday, March 4, 2011
  • 7. GREAT IDEAS ENGAGE 7Friday, March 4, 2011
  • 8. GREAT IDEAS- NOW IN MULTIPLE FLAVORS Products Experiences Entertainment Utility Conversations 8Friday, March 4, 2011
  • 9. IT USED TO BE SO EASY- DO BETTER THAN THIS? 9Friday, March 4, 2011
  • 10. 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 10Friday, March 4, 2011
  • 11. Instant Prototypes 11Friday, March 4, 2011
  • 12. Agile Strategy 12Friday, March 4, 2011
  • 13. Instant Build and Learn 13Friday, March 4, 2011
  • 14. GREAT IDEAS FRAMEWORK 14Friday, March 4, 2011
  • 15. What Type of Great Idea? 15Friday, March 4, 2011
  • 16. 5 minutes 50 years 100 years 16Friday, March 4, 2011
  • 17. A viral A business World changing 5 minutes 30 years 50 years+ 17Friday, March 4, 2011
  • 18. WORLD CHANGING Larry Brilliant fought a war against smallpox 18Friday, March 4, 2011
  • 19. Viral Entertaining Shareable 5 minutes 1 year 3-5 years 5-50 years 19Friday, March 4, 2011
  • 20. Viral Ad Entertaining A one off Shareable execution Entertaining 5 minutes 1 year 3-5 years 5-50 years 20Friday, March 4, 2011
  • 21. Viral Ad Campaign Entertaining A one off Series of ads Shareable execution under a theme Entertaining Anticipation Entertaining Interesting Digital/Social Campaign 5 minutes 1 year 3-5 years 5-50 years 21Friday, March 4, 2011
  • 22. Viral Ad Campaign Entertaining A one off Series of ads Shareable execution under a theme Digital experience Entertaining Anticipation Personal Entertaining Informative Interesting Utility Relevant Useful Digital/Social Campaign 5 minutes 1 year 3-5 years 5-50 years 22Friday, March 4, 2011
  • 23. Viral-John West Salmon 23Friday, March 4, 2011
  • 24. Ad- VW 24Friday, March 4, 2011
  • 25. Campaign-Chevy 25Friday, March 4, 2011
  • 26. DIGITAL EXPERIENCES 26Friday, March 4, 2011
  • 27. 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 27Friday, March 4, 2011
  • 28. EVERYTHING IS NOW IN PLAY THERE ARE NO RULES- BOXES ARE OUT 28Friday, March 4, 2011
  • 29. ENTERTAINMENT NOW MEETS UTILITY AND COMMERCE 29Friday, March 4, 2011
  • 30. Mutants are Cool 30Friday, March 4, 2011
  • 31. Real-Time Sponsored Campaign 31Friday, March 4, 2011
  • 32. An Eight Minute Brand Video 32Friday, March 4, 2011
  • 33. A Tweet as Branding Tool 33Friday, March 4, 2011
  • 34. Viral Digital 34Friday, March 4, 2011
  • 35. A Viral with Campaignability 35Friday, March 4, 2011
  • 36. E-COMMERCE MUSIC VIDEO 36Friday, March 4, 2011
  • 37. Viral Ad Campaign Entertaining A one off Series of ads Shareable execution under a theme Entertaining Anticipation Entertaining Interesting Utility Relevant Useful Digital/Social Campaign Digital experience Personal Informative 5 minutes 1 year 3-5 years 5-50 years 37Friday, March 4, 2011
  • 38. LEGO-IZATION AND MASH-UP- CONVERSATION, COMMERCE, UTILITY, ENTERTAINMENT... 38Friday, March 4, 2011
  • 39. THERE’S NOW NO EXCUSE TO LET THE 30 SEC SPOT SHACKLE YOUR THINKING 39Friday, March 4, 2011
  • 40. Conversation+ Viral+ Campaign+ Commerce+ Utility+ Ad+ Digital and Social Experience+ 5 minutes 1 year 3-5 years 5-50 years 40Friday, March 4, 2011
  • 41. Conversation+ Viral+ Campaign+ Commerce+ Utility+ Ad+ Digital and Social Experience+ A product Relevant Useful New/different Sexy 5 minutes 1 year 3-5 years 5-50 years 41Friday, March 4, 2011
  • 42. Product or Business? Gyro for Dewars 42Friday, March 4, 2011
  • 43. Conversation+ Viral+ Campaign+ Commerce+ Business Utility+ Ad+ Galvanizing Enduring Digital and Social Experience+ Money making 5 minutes 1 year 3-5 years 5-50 years 43Friday, March 4, 2011
  • 44. Business-$10 billion Gaming Goes Social- Multiplier Effect 44Friday, March 4, 2011
  • 45. Business Red Bull Media 45Friday, March 4, 2011
  • 46. Business http://venturebeat.com/2011/02/18/the-birth-of-twitter/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+Venturebeat+%28VentureBeat%29 46Friday, March 4, 2011
  • 47. Business Mom’s Video Camera 47Friday, March 4, 2011
  • 48. Business Re-define Adult Education 48Friday, March 4, 2011
  • 49. Business Conversation+ Entertaining and useful Viral+ Galvanizing Campaign+ Enduring Money making Commerce+ Utility+ Ad+ Changes behavior Digital and Social Experience+ A product Relevant Useful New/different Sexy 5 minutes 1 year 3-5 years 5-50 years 49Friday, March 4, 2011
  • 50. Business Conversation+ Entertaining and useful Viral+ Galvanizing Campaign+ Enduring Money making Commerce+ Utility+ Ad+ ? Changes behavior Digital and Social Experience+ A product Relevant Useful New/different Sexy 5 minutes 1 year 3-5 years 5-50 years 50Friday, March 4, 2011
  • 51. DIS-ORIENTING 51Friday, March 4, 2011
  • 52. THE DANGER- DOZENS OF REPLICATING MUTANTS WITH NOTHING THAT LINKS THEM 52Friday, March 4, 2011
  • 53. NICE TO ORGANIZE- TO KNOW 53Friday, March 4, 2011
  • 54. THE P.B.E. POTENT BUSINESS EXPRESSION 54Friday, March 4, 2011
  • 55. 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 55Friday, March 4, 2011
  • 56. Conversations+ P.B.E. Business Viral+ Galvanizing Galvanizing Motivating Enduring Campaign+ Money making Generative Commerce+ Centering Utility+ Multiple avenues/ Ad+ Opportunities Changes behavior Digital and Social Experience+ A product Relevant Useful New/different Sexy 5 minutes 1 year 3-5 years 5-50 years 56Friday, March 4, 2011
  • 57. PBE-T-Mobile 57Friday, March 4, 2011
  • 58. Non-Articulated PBE “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” 58Friday, March 4, 2011
  • 59. P.B.E. 59Friday, March 4, 2011
  • 60. P.B.E. 60Friday, March 4, 2011
  • 61. P.B.E. 61Friday, March 4, 2011
  • 62. 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? 62Friday, March 4, 2011
  • 63. HOW YOU GET THERE? 63Friday, March 4, 2011
  • 64. GOOD IDEA INGREDIENTS MAGIC UNDERSTANDING TIMING/LUCK SAVVY 64Friday, March 4, 2011
  • 65. THE ESSENCE Freshness + Competence + Connectivity New Creativity Humanity Never been done Craft Business Current Technical chops Cultural Zeitgeist 65Friday, March 4, 2011
  • 66. THE “GREAT IDEAS”-TEAM Artistry & Magic Business Understanding Entertainers Chief Culture Officer Contemporary Human Understanding Intuition Risk- Taker Technologist 66Friday, March 4, 2011
  • 67. YOU ALSO NEED A CLIENT WHO IS OR ASPIRES TO BE A MIRROR IMAGE 67Friday, March 4, 2011
  • 68. Imaginative Amplification is Essential From: To: Buying Broadcasting Brand Media Creation 68Friday, March 4, 2011
  • 69. COLLABORATION IS KEY http://vimeo.com/19789693 69Friday, March 4, 2011
  • 70. COLLABORATION IS KEY Clear and inspiring instruction set- a brief Egoless attitude Ability to work together Planners as facilitators and inspirers 70Friday, March 4, 2011
  • 71. TEAM MEMBER COMPETENCIES 71Friday, March 4, 2011
  • 72. BUSINESS UNDERSTANDING Money Competitors DNA Freshness + Competence + Connectivity 72Friday, March 4, 2011
  • 73. RISK Freshness 73Friday, March 4, 2011
  • 74. CHIEF CULTURE OFFICER Freshness + Connectivity 74Friday, March 4, 2011
  • 75. TECHNOLOGIST 75 Freshness + Competence + ConnectivityFriday, March 4, 2011
  • 76. INTUITION/ARTISTRY/MAGIC Freshness + Competence + Connectivity 76Friday, March 4, 2011
  • 77. ENTERTAINERS Freshness + Competence + Connectivity 77Friday, March 4, 2011
  • 78. CONTEMPORARY HUMAN TRUTHS Freshness + Competence + Connectivity 78Friday, March 4, 2011
  • 79. HOW IT WORKS Be 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 79Friday, March 4, 2011