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Shaken, not stirred - the new world of strategy
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A presentation i wrote in one long night, given to the VCU Brandcenter executive class called "Account Planning in a Digital World" in June 2010. ...

A presentation i wrote in one long night, given to the VCU Brandcenter executive class called "Account Planning in a Digital World" in June 2010.
Contains lots of thoughts about how strategists can adapt to master the new context and achieve their goal: help brands move at the speed of culture.

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

  • 1. 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
  • 2. 77 slides" 77 minutes of sleep Francois_Grouiller@gspsf.com
  • 3. 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
  • 4. My goal today is to " provoke a reflection on what you could (or should) do differently. Francois_Grouiller@gspsf.com
  • 5. Theory " +" Practice Francois_Grouiller@gspsf.com
  • 6. One key word: " NEW Francois_Grouiller@gspsf.com
  • 7. NEW CONTEXT" NEW OBJECTIVES" NEW SKILLS" NEW REFERENCES" NEW ORGANISATION" NEW TOOLBOX" NEW FANTASIES" NEW TOMORROW" NEW HOLY GRAIL" Francois_Grouiller@gspsf.com
  • 8. I don’t believe in " “digital strategists”" Francois_Grouiller@gspsf.com
  • 9. NEW CONTEXT" NEW OBJECTIVES" NEW SKILLS" NEW REFERENCES" NEW ORGANISATION" NEW TOOLBOX" NEW FANTASIES" NEW TOMORROW" NEW HOLY GRAIL" Francois_Grouiller@gspsf.com
  • 10. Technology accelerates the rhythm of culture. " Technology multiplies the amount of signals." Technology changes everyone’s expectations." Francois_Grouiller@gspsf.com
  • 11. NEW CONTEXT" NEW OBJECTIVES" NEW SKILLS" NEW REFERENCES" NEW ORGANISATION" NEW TOOLBOX" NEW FANTASIES" NEW TOMORROW" NEW HOLY GRAIL" Francois_Grouiller@gspsf.com
  • 12. Help brands move at the speed of culture." (-10% = catch up)" (+10% = anticipate)" Francois_Grouiller@gspsf.com
  • 13. Engage people with great ideas - through experiences, dialogs, utilities and stories." Francois_Grouiller@gspsf.com
  • 14. Relevancy" Optimization" Surprise" Francois_Grouiller@gspsf.com
  • 15. I MEAN SURPRISE !" Francois_Grouiller@gspsf.com
  • 16. NEW CONTEXT" NEW OBJECTIVES" NEW SKILLS" NEW REFERENCES" NEW ORGANISATION" NEW TOOLBOX" NEW FANTASIES" NEW TOMORROW" NEW HOLY GRAIL" Francois_Grouiller@gspsf.com
  • 17. 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
  • 18. 1. Multifaceted " Francois_Grouiller@gspsf.com
  • 19. 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
  • 20. We need to be good at so many things – and it keeps adding up. Francois_Grouiller@gspsf.com
  • 21. How do YOU map?" What would it take to grow your expertise?" Francois_Grouiller@gspsf.com
  • 22. 2. Storyteller" Francois_Grouiller@gspsf.com
  • 23. 3. Propensity to get your hands dirty and make stuff Francois_Grouiller@gspsf.com
  • 24. Can you CODE? " Can you EDIT?" Can you" BUILD A ROBOT?" Francois_Grouiller@gspsf.com
  • 25. 4. Sharp Ears" Francois_Grouiller@gspsf.com
  • 26. 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
  • 27. 5. Nothing to Lose" Francois_Grouiller@gspsf.com
  • 28. “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
  • 29. And, of course, " PASSION Francois_Grouiller@gspsf.com
  • 30. NEW CONTEXT" NEW OBJECTIVES" NEW SKILLS" NEW REFERENCES" NEW ORGANISATION" NEW TOOLBOX" NEW FANTASIES" NEW TOMORROW" NEW HOLY GRAIL" Francois_Grouiller@gspsf.com
  • 31. Culture is like wind: it moves because there is a differential, a tension. Francois_Grouiller@gspsf.com
  • 32. pop margins Francois_Grouiller@gspsf.com
  • 33. Pop – watch those who make culture Francois_Grouiller@gspsf.com
  • 34. Margins – watch those who dynamyse culture Francois_Grouiller@gspsf.com
  • 35. Francois_Grouiller@gspsf.com
  • 36. Francois_Grouiller@gspsf.com
  • 37. 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
  • 38. 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
  • 39. Internalize complexity Communicate simplicity Francois_Grouiller@gspsf.com
  • 40. NEW CONTEXT" NEW OBJECTIVES" NEW SKILLS" NEW REFERENCES" NEW ORGANISATION" NEW TOOLBOX" NEW FANTASIES" NEW TOMORROW" NEW HOLY GRAIL" Francois_Grouiller@gspsf.com
  • 41. 1. It’s a starfish world" Francois_Grouiller@gspsf.com
  • 42. 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
  • 43. Could your strategy department be structured as a decentralized, flexible network? Francois_Grouiller@gspsf.com
  • 44. 2. You can’t read everything and be everywhere. Use curators you trust. Francois_Grouiller@gspsf.com
  • 45. 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
  • 46. 3. Bet on diversity Francois_Grouiller@gspsf.com
  • 47. Why is the industry so white, so male, so well-schooled? Think of diversity as a long term competitive advantage. Francois_Grouiller@gspsf.com
  • 48. 4. Rethink Performance Review Francois_Grouiller@gspsf.com
  • 49. 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
  • 50. 5. Open the windows of the agencies and let the cultural breeze in" Francois_Grouiller@gspsf.com
  • 51. 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
  • 52. NEW CONTEXT" NEW OBJECTIVES" NEW SKILLS" NEW REFERENCES" NEW ORGANISATION" NEW TOOLBOX" NEW FANTASIES" NEW TOMORROW" NEW HOLY GRAIL" Francois_Grouiller@gspsf.com
  • 53. 1. Decoding Signals Francois_Grouiller@gspsf.com
  • 54. 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
  • 55. http://theportfolio.ofmichaelanderson.com/portfolio/resume-infographics/ Francois_Grouiller@gspsf.com
  • 56. 2. Briefing Francois_Grouiller@gspsf.com
  • 57. 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
  • 58. 3. Measuring Success Francois_Grouiller@gspsf.com
  • 59. 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
  • 60. NEW CONTEXT" NEW OBJECTIVES" NEW SKILLS" NEW REFERENCES" NEW ORGANISATION" NEW TOOLBOX" NEW FANTASIES" NEW TOMORROW" NEW HOLY GRAIL" Francois_Grouiller@gspsf.com
  • 61. 1. Win a Titanium Lion at Cannes. Francois_Grouiller@gspsf.com
  • 62. 2. Help create a new product or a utility and see my neighbors using it. Francois_Grouiller@gspsf.com
  • 63. 3. Get a call from Google Lab’s recruiters - or a producer in Hollywood. Francois_Grouiller@gspsf.com
  • 64. NEW CONTEXT" NEW OBJECTIVES" NEW SKILLS" NEW REFERENCES" NEW ORGANISATION" NEW TOOLBOX" NEW FANTASIES" NEW TOMORROW" NEW HOLY GRAIL" Francois_Grouiller@gspsf.com
  • 65. 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
  • 66. 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
  • 67. Art director meets Technologist Interactive Artist Story Architect Copy-writer meets Engagement Strategist Connection planner Brand strategist meets Analytics specialist Francois_Grouiller@gspsf.com
  • 68. NEW CONTEXT" NEW OBJECTIVES" NEW SKILLS" NEW REFERENCES" NEW ORGANISATION" NEW TOOLBOX" NEW FANTASIES" NEW TOMORROW" NEW HOLY GRAIL" Francois_Grouiller@gspsf.com
  • 69. “Elastic Stories”" Francois_Grouiller@gspsf.com
  • 70. Elastic Stories " One nucleus at the center " Various entry-points/branches" Multi-platform" Many layers" Stretchable Francois_Grouiller@gspsf.com
  • 71. Francois_Grouiller@gspsf.com
  • 72. 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
  • 73. Case Studies Francois_Grouiller@gspsf.com
  • 74. It’s a Daft World Francois_Grouiller@gspsf.com
  • 75. HP Summit on the Summit Francois_Grouiller@gspsf.com
  • 76. THANK YOU, VCU BRANDCENTER! Questions? Comments? Builds? Contact me at: Francois_grouiller@gspsf.com @grougrou Francois_Grouiller@gspsf.com