THE PAST, PRESENT AND FUTURE                        OF GREAT IDEASFriday, March 4, 2011
OBJECTIVE                         Everyone wants great, breakthrough ideas                         •   What are they?     ...
GREAT IDEAS TRANSFORM                           3Friday, March 4, 2011
GREAT IDEAS PUT A STAKE                        IN THE GROUND                            4Friday, March 4, 2011
GREAT IDEAS MAKE MONEY                           5Friday, March 4, 2011
GREAT IDEAS MAKE THEIR OWN MEDIA                             6Friday, March 4, 2011
GREAT IDEAS ENGAGE                         7Friday, March 4, 2011
GREAT IDEAS- NOW IN MULTIPLE FLAVORS                         Products                         Experiences                 ...
IT USED TO BE SO EASY- DO BETTER THAN THIS?                                      9Friday, March 4, 2011
BUT....                         Everything has gotten faster and easier                         New channels              ...
Instant Prototypes                        11Friday, March 4, 2011
Agile Strategy                        12Friday, March 4, 2011
Instant Build and Learn                           13Friday, March 4, 2011
GREAT IDEAS FRAMEWORK                           14Friday, March 4, 2011
What Type of Great Idea?                          15Friday, March 4, 2011
5 minutes    50 years   100 years                                16Friday, March 4, 2011
A viral        A business   World changing                        5 minutes       30 years      50 years+                 ...
WORLD CHANGING                            Larry Brilliant fought a war against smallpox                                   ...
Viral                        Entertaining                         Shareable                                    5 minutes  ...
Viral           Ad                        Entertaining     A one off                         Shareable       execution    ...
Viral           Ad            Campaign                        Entertaining     A one off      Series of ads               ...
Viral           Ad            Campaign                        Entertaining     A one off      Series of ads               ...
Viral-John West Salmon                          23Friday, March 4, 2011
Ad- VW                        24Friday, March 4, 2011
Campaign-Chevy                        25Friday, March 4, 2011
DIGITAL EXPERIENCES                                 26Friday, March 4, 2011
LAST 5 YEARS - WE ESTABLISHED CLEAR RULES                         An ADD world - viral is for media snacking and          ...
EVERYTHING IS NOW IN PLAY THERE ARE NO RULES- BOXES ARE OUT                                 28Friday, March 4, 2011
ENTERTAINMENT NOW MEETS UTILITY AND COMMERCE                              29Friday, March 4, 2011
Mutants are Cool                        30Friday, March 4, 2011
Real-Time Sponsored Campaign                             31Friday, March 4, 2011
An Eight Minute Brand Video                            32Friday, March 4, 2011
A Tweet as Branding Tool                           33Friday, March 4, 2011
Viral Digital                        34Friday, March 4, 2011
A Viral with Campaignability                             35Friday, March 4, 2011
E-COMMERCE MUSIC VIDEO                                   36Friday, March 4, 2011
Viral           Ad                Campaign                        Entertaining     A one off          Series of ads       ...
LEGO-IZATION AND MASH-UP- CONVERSATION, COMMERCE, UTILITY, ENTERTAINMENT...                                        38Frida...
THERE’S NOW NO EXCUSE TO LET THE 30 SEC SPOT SHACKLE YOUR THINKING                                     39Friday, March 4, ...
Conversation+                                     Viral+                                  Campaign+                       ...
Conversation+                                     Viral+                                  Campaign+                       ...
Product or Business?                              Gyro for Dewars                         42Friday, March 4, 2011
Conversation+                                     Viral+                                  Campaign+                       ...
Business-$10 billion                        Gaming Goes Social- Multiplier Effect                          44Friday, March...
Business                             Red Bull Media                        45Friday, March 4, 2011
Business                        http://venturebeat.com/2011/02/18/the-birth-of-twitter/?utm_source=feedburner&utm_medium=f...
Business                             Mom’s Video Camera                        47Friday, March 4, 2011
Business                             Re-define Adult Education                        48Friday, March 4, 2011
Business                                 Conversation+ Entertaining and useful                                     Viral+ ...
Business                                 Conversation+ Entertaining and useful                                     Viral+ ...
DIS-ORIENTING                                        51Friday, March 4, 2011
THE DANGER-                        DOZENS OF REPLICATING MUTANTS WITH NOTHING THAT LINKS THEM                             ...
NICE TO ORGANIZE- TO KNOW                            53Friday, March 4, 2011
THE P.B.E.                        POTENT BUSINESS EXPRESSION                             54Friday, March 4, 2011
P.B.E.                           More than a corporate vision- it’s an externalized and internalized expression- humanized...
Conversations+                                                            P.B.E.               Business                   ...
PBE-T-Mobile                        57Friday, March 4, 2011
Non-Articulated PBE                        “DREXLER DECIDED TO TAKE J.CREW UPSCALE—WITHOUT                        ABANDONI...
P.B.E.                        59Friday, March 4, 2011
P.B.E.                        60Friday, March 4, 2011
P.B.E.                        61Friday, March 4, 2011
P.B.E. CHECKLIST                          Does it transcend the category?                          Is it empowering?      ...
HOW YOU GET THERE?                        63Friday, March 4, 2011
GOOD IDEA INGREDIENTS                                  MAGIC          UNDERSTANDING                                   TIMI...
THE ESSENCE                           Freshness + Competence + Connectivity                                  New          ...
THE “GREAT IDEAS”-TEAM                                                      Artistry & Magic                              ...
YOU ALSO NEED A CLIENT WHO IS                        OR ASPIRES TO BE A MIRROR IMAGE                            67Friday, ...
Imaginative Amplification is Essential                               From:                  To:                        Buyi...
COLLABORATION IS KEY                                     http://vimeo.com/19789693                                     69F...
COLLABORATION IS KEY                          Clear and inspiring instruction set- a brief                          Egoles...
TEAM MEMBER COMPETENCIES                           71Friday, March 4, 2011
BUSINESS UNDERSTANDING                          Money                  Competitors                   DNA                  ...
RISK                                    Freshness                               73Friday, March 4, 2011
CHIEF CULTURE OFFICER                                                Freshness + Connectivity                             ...
TECHNOLOGIST                               75   Freshness + Competence + ConnectivityFriday, March 4, 2011
INTUITION/ARTISTRY/MAGIC                                                   Freshness + Competence + Connectivity          ...
ENTERTAINERS                                            Freshness + Competence + Connectivity                             ...
CONTEMPORARY HUMAN TRUTHS                                                    Freshness + Competence + Connectivity        ...
HOW IT WORKS                         Be realistic- know your strengths- your idea space- your client’s real               ...
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The Past, Present and Future of Great Ideas

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

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The Past, Present and Future of Great Ideas

  1. 1. THE PAST, PRESENT AND FUTURE OF GREAT IDEASFriday, March 4, 2011
  2. 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. 3. GREAT IDEAS TRANSFORM 3Friday, March 4, 2011
  4. 4. GREAT IDEAS PUT A STAKE IN THE GROUND 4Friday, March 4, 2011
  5. 5. GREAT IDEAS MAKE MONEY 5Friday, March 4, 2011
  6. 6. GREAT IDEAS MAKE THEIR OWN MEDIA 6Friday, March 4, 2011
  7. 7. GREAT IDEAS ENGAGE 7Friday, March 4, 2011
  8. 8. GREAT IDEAS- NOW IN MULTIPLE FLAVORS Products Experiences Entertainment Utility Conversations 8Friday, March 4, 2011
  9. 9. IT USED TO BE SO EASY- DO BETTER THAN THIS? 9Friday, March 4, 2011
  10. 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. 11. Instant Prototypes 11Friday, March 4, 2011
  12. 12. Agile Strategy 12Friday, March 4, 2011
  13. 13. Instant Build and Learn 13Friday, March 4, 2011
  14. 14. GREAT IDEAS FRAMEWORK 14Friday, March 4, 2011
  15. 15. What Type of Great Idea? 15Friday, March 4, 2011
  16. 16. 5 minutes 50 years 100 years 16Friday, March 4, 2011
  17. 17. A viral A business World changing 5 minutes 30 years 50 years+ 17Friday, March 4, 2011
  18. 18. WORLD CHANGING Larry Brilliant fought a war against smallpox 18Friday, March 4, 2011
  19. 19. Viral Entertaining Shareable 5 minutes 1 year 3-5 years 5-50 years 19Friday, March 4, 2011
  20. 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. 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. 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. 23. Viral-John West Salmon 23Friday, March 4, 2011
  24. 24. Ad- VW 24Friday, March 4, 2011
  25. 25. Campaign-Chevy 25Friday, March 4, 2011
  26. 26. DIGITAL EXPERIENCES 26Friday, March 4, 2011
  27. 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. 28. EVERYTHING IS NOW IN PLAY THERE ARE NO RULES- BOXES ARE OUT 28Friday, March 4, 2011
  29. 29. ENTERTAINMENT NOW MEETS UTILITY AND COMMERCE 29Friday, March 4, 2011
  30. 30. Mutants are Cool 30Friday, March 4, 2011
  31. 31. Real-Time Sponsored Campaign 31Friday, March 4, 2011
  32. 32. An Eight Minute Brand Video 32Friday, March 4, 2011
  33. 33. A Tweet as Branding Tool 33Friday, March 4, 2011
  34. 34. Viral Digital 34Friday, March 4, 2011
  35. 35. A Viral with Campaignability 35Friday, March 4, 2011
  36. 36. E-COMMERCE MUSIC VIDEO 36Friday, March 4, 2011
  37. 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. 38. LEGO-IZATION AND MASH-UP- CONVERSATION, COMMERCE, UTILITY, ENTERTAINMENT... 38Friday, March 4, 2011
  39. 39. THERE’S NOW NO EXCUSE TO LET THE 30 SEC SPOT SHACKLE YOUR THINKING 39Friday, March 4, 2011
  40. 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. 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. 42. Product or Business? Gyro for Dewars 42Friday, March 4, 2011
  43. 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. 44. Business-$10 billion Gaming Goes Social- Multiplier Effect 44Friday, March 4, 2011
  45. 45. Business Red Bull Media 45Friday, March 4, 2011
  46. 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. 47. Business Mom’s Video Camera 47Friday, March 4, 2011
  48. 48. Business Re-define Adult Education 48Friday, March 4, 2011
  49. 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. 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. 51. DIS-ORIENTING 51Friday, March 4, 2011
  52. 52. THE DANGER- DOZENS OF REPLICATING MUTANTS WITH NOTHING THAT LINKS THEM 52Friday, March 4, 2011
  53. 53. NICE TO ORGANIZE- TO KNOW 53Friday, March 4, 2011
  54. 54. THE P.B.E. POTENT BUSINESS EXPRESSION 54Friday, March 4, 2011
  55. 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. 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. 57. PBE-T-Mobile 57Friday, March 4, 2011
  58. 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. 59. P.B.E. 59Friday, March 4, 2011
  60. 60. P.B.E. 60Friday, March 4, 2011
  61. 61. P.B.E. 61Friday, March 4, 2011
  62. 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. 63. HOW YOU GET THERE? 63Friday, March 4, 2011
  64. 64. GOOD IDEA INGREDIENTS MAGIC UNDERSTANDING TIMING/LUCK SAVVY 64Friday, March 4, 2011
  65. 65. THE ESSENCE Freshness + Competence + Connectivity New Creativity Humanity Never been done Craft Business Current Technical chops Cultural Zeitgeist 65Friday, March 4, 2011
  66. 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. 67. YOU ALSO NEED A CLIENT WHO IS OR ASPIRES TO BE A MIRROR IMAGE 67Friday, March 4, 2011
  68. 68. Imaginative Amplification is Essential From: To: Buying Broadcasting Brand Media Creation 68Friday, March 4, 2011
  69. 69. COLLABORATION IS KEY http://vimeo.com/19789693 69Friday, March 4, 2011
  70. 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. 71. TEAM MEMBER COMPETENCIES 71Friday, March 4, 2011
  72. 72. BUSINESS UNDERSTANDING Money Competitors DNA Freshness + Competence + Connectivity 72Friday, March 4, 2011
  73. 73. RISK Freshness 73Friday, March 4, 2011
  74. 74. CHIEF CULTURE OFFICER Freshness + Connectivity 74Friday, March 4, 2011
  75. 75. TECHNOLOGIST 75 Freshness + Competence + ConnectivityFriday, March 4, 2011
  76. 76. INTUITION/ARTISTRY/MAGIC Freshness + Competence + Connectivity 76Friday, March 4, 2011
  77. 77. ENTERTAINERS Freshness + Competence + Connectivity 77Friday, March 4, 2011
  78. 78. CONTEMPORARY HUMAN TRUTHS Freshness + Competence + Connectivity 78Friday, March 4, 2011
  79. 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
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