Special Marketing Edition of Chaos and Creativity
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The interent is a most unpredictable medium, especially for brands and marketers. Why is that? Because it is an emergent phenomenon filled with chaotic and complex interactions. It is, as author ...

The interent is a most unpredictable medium, especially for brands and marketers. Why is that? Because it is an emergent phenomenon filled with chaotic and complex interactions. It is, as author Nassim Taleb would say, a Black Swan. This presentation explores these thoughts and what can be done about it.

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Special Marketing Edition of Chaos and Creativity Presentation Transcript

  • 1. Chaos & Creativity Chaos & Creativity: Special Marketing Edition special marketing edition JasonTheodor.com
  • 2. Introduction to Nothing Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 3. Jason Theodor Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 4. @jted Jason Theodor Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 5. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 6. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 7. What is an interactive Creative Director? Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 8. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 9. “ I facilitates ideas. I direct the creation of communications so that they solve a specific client problem or need using the appropriate digital channels, and then I oversee the output of designers, art directors, copywriters, information programmers, planners and “ architects, user experience experts, marketing scientists, all the while keeping the bigger vision in mind. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 10. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 11. I make ads on the interweb. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 12. 2010 Global Ad Spend $441,200,000,000.00 2010 Internet Ad Spend $60,400,000,000.00 (13.7%) and yet… Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 13. 81% of GenY find ads irrelevant. $49,086,000,000.00 wasted Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 14. Scary, isn’t it? Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 15. Question: What is a creative person most afraid of? Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 16. Nothing Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 17. writer’s b lock the fear uninspire d mental barriers inertia i dealess Nothing tabula rasa emptiness b lank o ut creative cons tipation Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 18. What if I run out of ideas? Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 19. “The frightening & most difficult thing about being a creative person is that you have absolutely no idea where any of your thoughts come from.” -Hal Riney Creative Director Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 20. Director is such a misnomer. Like you are in ‘control’ of anything. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 21. waterco o ler rebel Alex Bogusky (CP+B) Chief Creative Insurgent Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 22. fi res tarter Glen Hunt (Dentsu) Creative Catalyst Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 23. ent p heno m e n is t emerg Jason Theodor (Blast Radius) Creative Connector Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 24. Stop Directing Start Connecting Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 25. Associations not Assumptions Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 26. The Nine Dotswith Problem Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 27. The Problem With Nine Dots assumption one: you must stay within the perimeter of the dots kes ts i n fo ur s tro connec t all the do ing yo ur pencil w itho ut lift Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 28. The Problem With Nine Dots assumption one: you must stay within the perimeter of the dots 4 st rokes! o ut si d e t hink box! of the Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 29. The Problem With Nine Dots assumption two: you must go through the centre of the dots 3 s trokes! Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 30. The Problem With Nine Dots assumption three: you must stay on a 2D plane 1 s troke! Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 31. The Problem With Nine Dots other assumptions: you can’t shrink, fold, or rip Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 32. Think Outside the Box what it really means “I can’t articulate how you could improve on the idea so I’ll pressure you to change it with no clear input or direction.” Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 33. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 34. There is No Box! stop binary thinking bad ideas good ideas your ideas my ideas inside the box outside the box { beautiful grey area Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 35. Creativity is the act of connecting things in unexpected ways Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 36. Creativity is the act of connecting things in unexpected ways conne action ction where the deviation mag ic happens Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 37. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 38. In The Beginning There was No Internet Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 39. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 40. what is chaos? Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 41. w ish to make If yo u scratch, {the intern et} f ro m us t firs t invent yo u m the u niverse -Car l Sagan Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 42. w ish to make If yo u scratch, {the intern et} f ro m us t firs t invent yo u m the u niverse -Car l Sagan Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 43. In the beginning there was nothing. No internet. No nothing. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 44. The Greeks called this the void, or khaos. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 45. Scientists call chaos “formless primordial matter” (the stuff before stuff) Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 46. Chaos = Nothing = Infinite Possibility Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 47. This lead to the emergent phenomenon of the universe. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 48. BANG! When we think of the Big Bang we imagine it like this: Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 49. or this… Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 50. When really it looked more like this. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 51. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 52. It took a full three minutes before the Universe was cool enough for light to shine. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 53. The creation of the universe was spawned from pure, unadulterated chaos. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 54. From infinite possibility. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 55. From Nothing (so don’t be scared) Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 56. Termite Cathedrals and Double Rainbows Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 57. Water is a series of hexagonal, networked molecules. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 58. networks of hexigons Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 59. The convergence of multiple, simple interactions can lead to a complex system which is much greater than the sum of its parts. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 60. ARPANET advanced research projects agency network Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 61. ARPANET advanced research projects agency network Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 62. ARPANET advanced research projects agency network Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 63. ARPANET advanced research projects agency network Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 64. ARPANET advanced research projects agency network Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 65. ARPANET advanced research projects agency network Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 66. Emergent Phenomena Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 67. Remind you of anything? Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 68. The internet is an emergent phenomenon, filled with chaos and order Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 69. chaos order 0 1 Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 70. chaos order 0 1 Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 71. creation chaos order 0 1 nothing something infinite singular potential reality Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 72. “Unpredictable behaviour so sensitive to changes and conditions that it appears random.” Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 73. This is the definition of Chaos Theory Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 74. aka The Butterfly Effect Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 75. The beat of a butterfly wing can cause small and increasingly complex changes in weather patterns and alter the course of a hurricane. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 76. Chaos Theory explains how we cannot explain things. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 77. Like the random, unpredictable nature of internet memes. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 78. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 79. Brand Hijacking Introducing Leonardo DeHapprio Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 80. SunnyD & Rum by u8a22 Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 81. nothing but chaos Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 82. And the rapid rise and fall of social networks. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 83. I’m not dead yet! The Age of Interruption is Waning Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 84. Immersive to Social Marketing the experience becomes a relationship I do remember the Subservient Chicken. It was delicious. @OldSpice Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 85. Some people think that by observing, measuring and recording best practices that they can predict what will happen next online. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 86. Much like an internet meteorologist. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 87. The human brain craves reason. With hindsight, anything can be explained. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 88. Viral vs. ‘Viral Marketing’ Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 89. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 90. Temptation is to analyze and clone this success Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 91. Nothing 3% Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 92. But it was made popular by a confluence of events (emergent phenomena) too complex for anyone, even a computer, to completely understand (chaos theory). Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 93. Just because it’s rationalized does not mean it becomes predictable. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 94. Nassim Nicholas Taleb calls this rationalized hindsight the 3rd result of a Black Swan. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 95. The Black Swan of Chaos Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 96. Black Swan: 1. Unexpected 2. World-changing 3. Rationalized (in hindsight) Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 97. The Internet is a chaotic emergent black swan. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 98. WTF can you do with that? Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 99. How to brace yourself for Black Swans, or even better, take advantage of them? Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 100. 1. What is fragile should break early while it is still small. Nothing should ever become Too Big to Fail. —Taleb Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 101. Fail early and fail often. Success is 99% failure. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 102. Learn from failure & move on Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 103. Learn from failure & move on Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 104. You have to plan your corporate strategy around what the internet does. Google CEO Eric Schmidt Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 105. Create a FAIL! budget. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 106. Chevy Tahoe’s UGC Mistake/Brilliance Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 107. Troll Defence! Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 108. Experiment. Iterate. Learn. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 109. COMPLEX SIMPLE 5. Counter–balance complexity with simplicity. —Taleb Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 110. SIMPLE COMPLEX 5. Counter–balance complexity with simplicity. —Taleb Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 111. First Banner Ad AT&T online paid advertisment on HotWired, October 25th, 1994 Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 112. As bandwidth improved, ads got bigger and ‘flashier’ (and smarter). Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 113. And yet, average click-through rate: 0.2% Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 114. vokens pop-ups pop-unders take-overs interstitials pre-rolls Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 115. Linguists define chaos as disorder & confusion. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 116. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 117. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 118. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 119. 34,560 hours of video uploaded every day. 2,000,000,000 views streamed every day. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 120. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 121. Don’t do everything at once! Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 122. Pick 1 or 2 things and do them well Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 123. 10. Make an omelette with broken eggs. —Taleb Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 124. What do you think is the #1 Branded Viral Video? Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 125. 134,246,499 views Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 126. Started with $50 No Agency Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 127. Some Items Blended: Marbles Golf Balls Rake Handle Rubik’s Cube Wii Remote Credit Cards 3 Hockey Pucks Chuck Norris (figure) Ford Fiesta 6 Bic Lighters 12 Glow Sticks Avacados iPad Vuvuzela Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 128. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 129. “When life gives you chaos, will it blend?” Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 130. Conclusion Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 131. Chaos=Infinite Possibilities Make Associations, Not Assumptions There is No Box Fail Early, Fail Often Simplicity Trumps Complexity Use What You Have Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 132. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 133. Credits some of these images are copyright protected by their respective owners Angel Tears font 3D VRML Map of the Internet Termite Cathedral by Billy Argel by the Opte Project, Jan. 15, 2005 by Yewenyi on Wikipedia Triangulum Galaxy Noise! Noise! Noise! “1984” by NASA by Chuck Jones & Dr. Seuss by Ridley Scott & Apple Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 134. Credits some of these images are copyright protected by their respective owners The Internet Mapping Project I Don’t Know What I Did Before The Internet Subservient Chicken by Kevin Kelly by Lee Crutchley by CP+B Google Classic Another Caveman Cartoon Portrait of Google CEO Eric Schmidt by g l u b on Flickr by Baloo by Albert Watson for Money Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 135. Credits some of these images are copyright protected by their respective owners The Science of Coke and Mentos Double OMG! Caution - This is Sparta by EepyBird.com by David Schwen by il0gical on deviantART Pencil Sculpture Understanding the Creative Director First Node on ARPANET by Dalton Ghetti by lunchbreath on Flickr UCLA, Sept. 2, 1969, Alex McKenzie Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 136. Credits some of these images are copyright protected by their respective owners Primary Internet Gateways Life Before Google (Chuck & Beans) In Ur Reality June 18th 1985, by Marty Lyons by Brian by xkcd Symbol of Chaos Snowflakes 4chan memes by Michael Moorcock by Wilson Bentley, 1865-1931 by *.externet.hu for 4chan.org Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 137. Credits some of these images are copyright protected by their respective owners "shells redux" "Chaos on black" "NO CHAOS" flickr photo by Darny flickr photo by daliborlev [too cold to shoot] flickr photo by alles-schlumpf "Arcing Event" "Times Square Collage" (detail) "The Dark Blue Bird" (detail) flickr photo by St Steve by Edward Lear (1812-88). Ink & flickr photo by leonardo.bonanni watercolour, one of six. England, 1880. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 138. Credits some of these images are copyright protected by their respective owners "Light drawing during insomnia" (detail) "91 variations on a theme" (detail) "Butterfly Wing" flickr photo by Lucas Janin flickr photo by kevindooley flickr photo by Pikaluk The Ultimate Social Media Diagram? "Sunrise" Free Hand Drawn Doodle Icon Set for Bloggers by Tom Cunniff flickr photo by Krug6 by Chris Spooner Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 139. Credits some of these images are copyright protected by their respective owners Hurricane Isabel Over The Atlantic Ocean Computer Monitor Screen Image Simulated A Cartoon International Space Station (Expedition 7) by Andrew pmk by Mr. Fish for Harper’s Magazine 3 PS3s = (Part Of) A Human Brain found by plunkett@Kotaku.com Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 140. Review & Share: slideshare.net/jted Contact jason.theodor@gmail.com JasonTheodor.com @jted Chaos & Creativity: Special Marketing Edition JasonTheodor.com