Shaken, not stirred - the new world of strategy

SHAKEN N O T S T I R R E D ( t h e n e w w o r l d o f s t r a t e g y ) @grougrou Goodby, Silverstein & Partners" Created for VCU Brandcenter Francois_Grouiller@gspsf.com June 8, 2010

77 slides" 77 minutes of sleep Francois_Grouiller@gspsf.com

Disclaimer: " This is not a presentation I will typically share with my creatives- it tries way too hard to sound smart and it has way too many words. They will all leave. " Hope you won’t. Francois_Grouiller@gspsf.com

My goal today is to " provoke a reﬂection on what you could (or should) do differently. Francois_Grouiller@gspsf.com

Theory " +" Practice Francois_Grouiller@gspsf.com

One key word: " NEW Francois_Grouiller@gspsf.com

NEW CONTEXT" NEW OBJECTIVES" NEW SKILLS" NEW REFERENCES" NEW ORGANISATION" NEW TOOLBOX" NEW FANTASIES" NEW TOMORROW" NEW HOLY GRAIL" Francois_Grouiller@gspsf.com

I don’t believe in " “digital strategists”" Francois_Grouiller@gspsf.com

Technology accelerates the rhythm of culture. " Technology multiplies the amount of signals." Technology changes everyone’s expectations." Francois_Grouiller@gspsf.com

Help brands move at the speed of culture." (-10% = catch up)" (+10% = anticipate)" Francois_Grouiller@gspsf.com

Engage people with great ideas - through experiences, dialogs, utilities and stories." Francois_Grouiller@gspsf.com

Relevancy" Optimization" Surprise" Francois_Grouiller@gspsf.com

I MEAN SURPRISE !" Francois_Grouiller@gspsf.com

If you are a multifaceted storyteller with dirty hands, sharp ears and nothing to lose…" … you may ﬁnd it hard to get a date…" …but I may hire you. " Francois_Grouiller@gspsf.com

1. Multifaceted " Francois_Grouiller@gspsf.com

plan an "A human being should be able to change a diaper, invasion, butcher a hog, conn a ship, design a building, write a sonnet, balance accounts, build a wall, set a bone, comfort the dying, take orders, give orders, cooperate, act alone, solve equations, analyze a new problem, pitch manure, program a computer, cook a tasty meal, ﬁght efﬁciently, die gallantly. Specialization is for insects.” " Robert A. Heinlein" Francois_Grouiller@gspsf.com

We need to be good at so many things – and it keeps adding up. Francois_Grouiller@gspsf.com

How do YOU map?" What would it take to grow your expertise?" Francois_Grouiller@gspsf.com

2. Storyteller" Francois_Grouiller@gspsf.com

3. Propensity to get your hands dirty and make stuff Francois_Grouiller@gspsf.com

Can you CODE? " Can you EDIT?" Can you" BUILD A ROBOT?" Francois_Grouiller@gspsf.com

4. Sharp Ears" Francois_Grouiller@gspsf.com

You don’t have to believe in human nature (though that could help you live a happy life), but you have to love people and their ingenuity – and love listening to their singularities." Q: Is it harder or easier today to listen, thanks to social media? I am not sure. Francois_Grouiller@gspsf.com

5. Nothing to Lose" Francois_Grouiller@gspsf.com

“You know what my secret is? Money and power are not appealing to me." I’m completely and absolutely free in what I do and because I think this way, I’m still a child in my mind." That’s why I don’t own a house. I don’t have anything. " My life’s just in a bag and that makes me a good creative. The only thing I have, which took me like 35 years to get, is this bike I really wanted…that’s it.” " Erik Vervroegen – Creative Genius (interviewed by Ihaveanidea) Francois_Grouiller@gspsf.com

And, of course, " PASSION Francois_Grouiller@gspsf.com

Culture is like wind: it moves because there is a differential, a tension. Francois_Grouiller@gspsf.com

pop margins Francois_Grouiller@gspsf.com

Pop – watch those who make culture Francois_Grouiller@gspsf.com

Margins – watch those who dynamyse culture Francois_Grouiller@gspsf.com

Francois_Grouiller@gspsf.com

And, since there would be no wind without an atmosphere, let’s never forget to keep reading those who created the possibilities of culture. Francois_Grouiller@gspsf.com

Keep in mind this is just input, inspiration. " Be careful to not overwhelm your partners with hi-brow references. " Your job is quite the opposite. Francois_Grouiller@gspsf.com

Internalize complexity Communicate simplicity Francois_Grouiller@gspsf.com

1. It’s a starﬁsh world" Francois_Grouiller@gspsf.com

Starfish > Spider" “Cut the spider head and you have a dead spider. " Cut off the arm of a starfish and it will grow a new one”." Ori Brafman and Rod A. Beckstrom – The starfish and the spider Francois_Grouiller@gspsf.com

Could your strategy department be structured as a decentralized, ﬂexible network? Francois_Grouiller@gspsf.com

2. You can’t read everything and be everywhere. Use curators you trust. Francois_Grouiller@gspsf.com

Culture moves too fast for one person to follow its evolution. Rely on your network of “friends” to act as a ﬁlter. If it’s important, you’ll hear about it. Francois_Grouiller@gspsf.com

3. Bet on diversity Francois_Grouiller@gspsf.com

Why is the industry so white, so male, so well-schooled? Think of diversity as a long term competitive advantage. Francois_Grouiller@gspsf.com

4. Rethink Performance Review Francois_Grouiller@gspsf.com

Why do annual performance reviews when culture moves so fast? Could we replace weekly timesheet with weekly “learning roadmap updates”? Could we create personal “skills dashboard”? Francois_Grouiller@gspsf.com

5. Open the windows of the agencies and let the cultural breeze in" Francois_Grouiller@gspsf.com

Fear sterility. Hug everyone. Brings germs in. Why don’t we have “artists in residence” in our dept, like the MIT Media Lab does? Francois_Grouiller@gspsf.com

1. Decoding Signals Francois_Grouiller@gspsf.com

Use RSS feeds, Netvibes, Twitter, innovative quant tools, social graphs, etc. (and trusted research partners) to help you select and interpret the most meaningful signals out of the ambient noise. And present ﬁndings in an entertaining way. Francois_Grouiller@gspsf.com

http://theportfolio.ofmichaelanderson.com/portfolio/resume-infographics/ Francois_Grouiller@gspsf.com

2. Brieﬁng Francois_Grouiller@gspsf.com

Rethink the creative brief (Gareth Kay did it for you:http://garethkay.typepad.com/brand_new/) Invest time in measurement brief Use video to inspire creatives Francois_Grouiller@gspsf.com

3. Measuring Success Francois_Grouiller@gspsf.com

It may be boring, but more than ever, we’re accountable for proving effectiveness. It’s our role to explain to the clients that the new Action Standards can’t just be one number. It’s now a complex equation that has to be redeﬁned every time. brand engagement variables (visits, time spent, buzz, recommendations) + lower-funnel metrics (search, last click, couponing, conversion) Francois_Grouiller@gspsf.com

1. Win a Titanium Lion at Cannes. Francois_Grouiller@gspsf.com

2. Help create a new product or a utility and see my neighbors using it. Francois_Grouiller@gspsf.com

3. Get a call from Google Lab’s recruiters - or a producer in Hollywood. Francois_Grouiller@gspsf.com

This is what the ideal structure could look like in couple years, when hybrid talents will reach maturity in the creative, the media and the strategic departments. => Francois_Grouiller@gspsf.com

Today: 2 teams of 2 Brand Strategist Art Director Connection/Media Planner Copy-Writer Tomorrow: 1 team of 3 Interactive Artist Story Architect Engagement Strategist Francois_Grouiller@gspsf.com

Art director meets Technologist Interactive Artist Story Architect Copy-writer meets Engagement Strategist Connection planner Brand strategist meets Analytics specialist Francois_Grouiller@gspsf.com

“Elastic Stories”" Francois_Grouiller@gspsf.com

Elastic Stories " One nucleus at the center " Various entry-points/branches" Multi-platform" Many layers" Stretchable Francois_Grouiller@gspsf.com

Francois_Grouiller@gspsf.com

Think about a “souk” of stories" Everybody evolves in the same overall universe, but experiences are composed individually - each participant chooses the engagement that’s the most relevant to his/ her personal taste. Francois_Grouiller@gspsf.com

Case Studies Francois_Grouiller@gspsf.com

It’s a Daft World Francois_Grouiller@gspsf.com

HP Summit on the Summit Francois_Grouiller@gspsf.com

THANK YOU, VCU BRANDCENTER! Questions? Comments? Builds? Contact me at: Francois_grouiller@gspsf.com @grougrou Francois_Grouiller@gspsf.com

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Shaken, not stirred - the new world of strategy

by Francois Grouiller on Jun 09, 2010

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Shaken, not stirred - the new world of strategy — Presentation Transcript