The Meaning of Life = Caramel

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The focus of this presentation is on sharing. Advertising agencies are really bad at sharing ideas and information within the industry. This shows the consequences of not sharing. It is juxtaposed against the music and food industries which are built on the paradigm of sharing. It contains some recurring themes from previous presentations

This was a Keynote presentation. Unfortunately, Slideshare is still not supporting Keynote so you will be missing the presenter notes so it may seem a little disjointed or confusing. While doing the presentation I started with a pot of water and some sugar. While I presented, the water evaporated and the sugar started to caramelize. By the time I finished the presentation the sugar had turned to caramel. The point being that things change fast. Our clinging to an idea instead of sharing in those ideas results in them becoming irrelevant. If the concept of caramel had never been shared we would not have all the great things you can make with caramel. The idea you have today will be 10x different and better tomorrow when it is shared.

This is a presentation I gave last year at the M-Love conference in Monterey California. The M-Love is the best conference I have been to. It is focused on the exchanging of ideas and community building. It includes workshops on harnessing the brain power of all attendees. I would highly recommend this conference to anyone wanting to expand their view of the wireless space and the world.

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The Meaning of Life = Caramel

  1. 1. 20 Minutes:The Meaning Of Life and SuccessIs In CaramelGene Keenangenekeenan@me.comApril 26, 2012Thursday, April 25, 13
  2. 2. Today:My time working for the Grateful Dead,how it has changed my view of the worldand specifically my view of advertising asan ad manThe spirit of sharingThursday, April 25, 13
  3. 3. A few things I am not going to talk about:• Media’s lack of appreciation for creative• Creative’s lack of appreciation for media• Everyone’s lack of understanding aroundthe use of data• Our shoe horning of bad ad formats intonew spaces (because we misunderstandthe medium)Thursday, April 25, 13
  4. 4. some backgroundThursday, April 25, 13
  5. 5. I Live HereThursday, April 25, 13
  6. 6. not on the space stationThursday, April 25, 13
  7. 7. IThursday, April 25, 13
  8. 8. I Live HereThursday, April 25, 13
  9. 9. Thursday, April 25, 13
  10. 10. no scarcity of ideasThursday, April 25, 13
  11. 11. innovation dieswhen sharing stopsThursday, April 25, 13
  12. 12. as i said, i work in advertisingThursday, April 25, 13
  13. 13. idea sharing scarcityThursday, April 25, 13
  14. 14. Thursday, April 25, 13
  15. 15. we talk at each other,instead of dialogingThursday, April 25, 13
  16. 16. nobody digging past the top surfaceThursday, April 25, 13
  17. 17. Thursday, April 25, 13
  18. 18. Thursday, April 25, 13
  19. 19. Thursday, April 25, 13
  20. 20. competitive advantage?IRXThursday, April 25, 13
  21. 21. “MINE, MINE, MINE, MINE, MINE, MINE”Thursday, April 25, 13
  22. 22. CONSUMERADVERTISERSWE’RE ALWAYS CHASING THE CONSUMERThursday, April 25, 13
  23. 23. Ideas are like milk; theyhave a short shelf lifebefore they spoilThursday, April 25, 13
  24. 24. MARKETERS: WE’REVERY SERIOUSthese are the kinds of things advertisers fret over from a consumer perspectiveThursday, April 25, 13
  25. 25. Thursday, April 25, 13
  26. 26. Thursday, April 25, 13
  27. 27. Thursday, April 25, 13
  28. 28. Thursday, April 25, 13
  29. 29. IT’S ONLY ADVERTISINGThursday, April 25, 13
  30. 30. There are plenty of other industries thatshare and are successfullet’s look at music and foodThursday, April 25, 13
  31. 31. I used to work for these guysThursday, April 25, 13
  32. 32. METhursday, April 25, 13
  33. 33. A FEW THINGS I LEARNED FROM THEM:• Sharing freely drives success in life and love• Very few things involving human behaviorare actually new• Digital only amplifies existing humanbehavior: It does not create new ones• Things change fast... like burning sugarThursday, April 25, 13
  34. 34. sharing and ideasThursday, April 25, 13
  35. 35. musicThursday, April 25, 13
  36. 36. that you can give away your “product”and still make moneyThursday, April 25, 13
  37. 37. What the big media owners think of this ideaThursday, April 25, 13
  38. 38. "It is ridiculous to believe that you can giveproduct away for free and be more successful.I mean it defies the laws of nature."- Dan Glickman - Chairman and CEO ofMotion Pictures Association of AmericaThursday, April 25, 13
  39. 39. Let’s test thisThursday, April 25, 13
  40. 40. what made them so special?(from a media perspective)Thursday, April 25, 13
  41. 41. Free Music! Free Music! Free Music!Thursday, April 25, 13
  42. 42. The band allowed therecording and sharingof tapes of their concertsThursday, April 25, 13
  43. 43. Dateline: October 27, 1984 | The first day tapers were officially allowed to bring their gear in and recordGrateful Dead shows, in a special section set aside just for them.1984Thursday, April 25, 13
  44. 44. 2,2002,350Number of shows recorded out of total playedThursday, April 25, 13
  45. 45. Effect on the audience/bandTapeTradingCreatingCommunityAudience850 sold outshows in a row=BandNet EffectMusic can be free and artists can still thrive financially.my time with the GDThursday, April 25, 13
  46. 46. Band InsightThursday, April 25, 13
  47. 47. LIVE ENTERTAINMENT BUSINESSwhere all the money was madeThursday, April 25, 13
  48. 48. changed their thinking on what was really valuableThursday, April 25, 13
  49. 49. recorded music weretheir initial “ideas”Thursday, April 25, 13
  50. 50. blueprintThursday, April 25, 13
  51. 51. How it worked: Media Perspectiveinitial mediaThe Product MediaCircle Of GratitudeGrateful DeadLive ConcertsTape Tradingof those liveshowssong ideasThursday, April 25, 13
  52. 52. MASTER TAPETAPING TREEMASTERSEEDS10 copies made fromseed tape10 copies made fromseed tape10 copies made fromseed tape10 copies made fromseed tape10 copies made fromseed tape10 copies made fromseed tape10 copies made10 copies made10 copies made10 copies made10 copies made10 copies made10 copies made10 copies made10 copies made10 copies made10 copies made10 copies made10 copies made10 copies made10 copies made10 copies made10 copies made10 copies made10 copies made10 copies made10 copies made10 copies made10 copies made10 copies made10 copies made10 copies made10 copies made10 copies made10 copies made10 copies made10 copies made10 copies made10 copies made10 copies made10 copies made10 copies made10 copies made10 copies made10 copies made10 copies made10 copies made10 copies made10 copies made10 copies made10 copies made10 copies made10 copies made10 copies made10 copies made10 copies made10 copies made10 copies made10 copies made10 copies made10 copies made10 copies made10 copies made10 copies made10 copies made10 copies madeHow it worked: Fan Perspective6,0004 GenThursday, April 25, 13
  53. 53. A typical Grateful Dead fan tape collectionThursday, April 25, 13
  54. 54. Live Music Now Rules!Recorded music(owned media) isnow used asadvertising bymany bands whomake their moneythrough liveperformancesThursday, April 25, 13
  55. 55. Internetarchive.org/details/etreeA free live music archiveThursday, April 25, 13
  56. 56. Thursday, April 25, 13
  57. 57. Thursday, April 25, 13
  58. 58. A listing of every show ever played. Ifyou knew three songs in a row youcould find the showUSER GENERATED CONTENTFan reviews of every singleGrateful Dead concert10 VOLUMES 3 VOLUMESThursday, April 25, 13
  59. 59. a couple of points:sharing made the Dead successful and theirmodel now works for 1000‘s of other bandsThursday, April 25, 13
  60. 60. social media?not a new ideaThursday, April 25, 13
  61. 61. user generated content?not a new ideaThursday, April 25, 13
  62. 62. TAPE TRADING (SOCIAL MEDIA/USER GENERATED CONTENT)TAPE TRADING (SOCIAL MEDIA/USER GENERATED CONTENT)STEAM OnlineWATER PostalICE In personThursday, April 25, 13
  63. 63. food and cookingThursday, April 25, 13
  64. 64. Thursday, April 25, 13
  65. 65. Thursday, April 25, 13
  66. 66. Thursday, April 25, 13
  67. 67. what does this have to do with advertising?Thursday, April 25, 13
  68. 68. sharing ideasThursday, April 25, 13
  69. 69. Thursday, April 25, 13
  70. 70. music & foodtwo things that are always sharedwith other people.Thursday, April 25, 13
  71. 71. ideas are worthless unless sharedThursday, April 25, 13
  72. 72. http://www.theatlantic.com/magazine/archive/2009/06/what-makes-us-happy/307439/Thursday, April 25, 13
  73. 73. ACCORDING TO A 76 YEAR OLDLONGITUDINAL STUDY OF 2 HARVARDCLASSES:SHARING IS WHAT MAKES US HAPPY:IT’S THE MEANING OF LIFEThursday, April 25, 13
  74. 74. Thursday, April 25, 13
  75. 75. The sugar and water in the pot at the beginingof the presentation is now caramel.Change happens fastThursday, April 25, 13
  76. 76. SHARE!FAST!Thursday, April 25, 13
  77. 77. thank youThursday, April 25, 13

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