The Past, Present and Future of Great Ideas

THE PAST, PRESENT AND FUTURE OF GREAT IDEASFriday, March 4, 2011

OBJECTIVE Everyone wants great, breakthrough ideas • What are they? • What’s the context? • What are the rules? • What’s a reasonable high bar? • How do you get there? 2Friday, March 4, 2011

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 Entertainment Utility Conversations 8Friday, March 4, 2011

IT USED TO BE SO EASY- DO BETTER THAN THIS? 9Friday, March 4, 2011

BUT.... Everything has gotten faster and easier New channels The world has opened up- not local- global Clients and consumers want more than an ad Brand humanization is the thing 10Friday, March 4, 2011

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+ 17Friday, March 4, 2011

WORLD CHANGING Larry Brilliant fought a war against smallpox 18Friday, March 4, 2011

Viral Entertaining Shareable 5 minutes 1 year 3-5 years 5-50 years 19Friday, March 4, 2011

Viral Ad Entertaining A one off Shareable execution Entertaining 5 minutes 1 year 3-5 years 5-50 years 20Friday, March 4, 2011

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

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

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 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

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 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

LEGO-IZATION AND MASH-UP- CONVERSATION, COMMERCE, UTILITY, ENTERTAINMENT... 38Friday, March 4, 2011

THERE’S NOW NO EXCUSE TO LET THE 30 SEC SPOT SHACKLE YOUR THINKING 39Friday, March 4, 2011

Conversation+ Viral+ Campaign+ Commerce+ Utility+ Ad+ Digital and Social Experience+ 5 minutes 1 year 3-5 years 5-50 years 40Friday, March 4, 2011

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

Product or Business? Gyro for Dewars 42Friday, March 4, 2011

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

Business-$10 billion Gaming Goes Social- Multiplier Effect 44Friday, March 4, 2011

Business Red Bull Media 45Friday, March 4, 2011

Business http://venturebeat.com/2011/02/18/the-birth-of-twitter/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+Venturebeat+%28VentureBeat%29 46Friday, March 4, 2011

Business Mom’s Video Camera 47Friday, March 4, 2011

Business Re-deﬁne Adult Education 48Friday, March 4, 2011

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

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

DIS-ORIENTING 51Friday, March 4, 2011

THE DANGER- DOZENS OF REPLICATING MUTANTS WITH NOTHING THAT LINKS THEM 52Friday, March 4, 2011

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 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

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

PBE-T-Mobile 57Friday, March 4, 2011

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

P.B.E. 59Friday, March 4, 2011

P.B.E. CHECKLIST Does it transcend the category? Is it empowering? Does it connect to a truth? Can employees understand it and live by it? Is it an instruction set for 100s of ideas? Can it create a business? 62Friday, March 4, 2011

HOW YOU GET THERE? 63Friday, March 4, 2011

GOOD IDEA INGREDIENTS MAGIC UNDERSTANDING TIMING/LUCK SAVVY 64Friday, March 4, 2011

THE ESSENCE Freshness + Competence + Connectivity New Creativity Humanity Never been done Craft Business Current Technical chops Cultural Zeitgeist 65Friday, March 4, 2011

THE “GREAT IDEAS”-TEAM Artistry & Magic Business Understanding Entertainers Chief Culture Officer Contemporary Human Understanding Intuition Risk- Taker Technologist 66Friday, March 4, 2011

YOU ALSO NEED A CLIENT WHO IS OR ASPIRES TO BE A MIRROR IMAGE 67Friday, March 4, 2011

Imaginative Ampliﬁcation is Essential From: To: Buying Broadcasting Brand Media Creation 68Friday, March 4, 2011

COLLABORATION IS KEY http://vimeo.com/19789693 69Friday, March 4, 2011

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

TEAM MEMBER COMPETENCIES 71Friday, March 4, 2011

BUSINESS UNDERSTANDING Money Competitors DNA Freshness + Competence + Connectivity 72Friday, March 4, 2011

RISK Freshness 73Friday, March 4, 2011

CHIEF CULTURE OFFICER Freshness + Connectivity 74Friday, March 4, 2011

TECHNOLOGIST 75 Freshness + Competence + ConnectivityFriday, March 4, 2011

INTUITION/ARTISTRY/MAGIC Freshness + Competence + Connectivity 76Friday, March 4, 2011

ENTERTAINERS Freshness + Competence + Connectivity 77Friday, March 4, 2011

CONTEMPORARY HUMAN TRUTHS Freshness + Competence + Connectivity 78Friday, March 4, 2011

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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http://johndrake.typepad.com	238
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http://www.flandersdc.be	44
http://ericperrenoud.com	27
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http://abrandando.blogspot.com	11
http://dsollero.posterous.com	9
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http://xyofeinstein.wordpress.com	8
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http://advanceinspiration.posterous.com	8
http://retailomania.blogspot.com	7
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http://www.influxinsights.com:80	6
http://paper.li	6
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http://sollero.tumblr.com	3
http://retailomania.blogspot.se	2
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http://us-w1.rockmelt.com	1
http://zootool.com	1
http://retailomania.blogspot.de	1

The Past, Present and Future of Great Ideas

by Edward Cotton on Mar 04, 2011

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