Chaos & Creativity




Chaos & Creativity: Special Marketing Edition   special marketing edition
                         ...
Introduction
                                        to Nothing
Chaos & Creativity: Special Marketing Edition         Jaso...
Jason Theodor




Chaos & Creativity: Special Marketing Edition                   JasonTheodor.com
@jted




                                                Jason Theodor




Chaos & Creativity: Special Marketing Edition ...
Chaos & Creativity: Special Marketing Edition   JasonTheodor.com
Chaos & Creativity: Special Marketing Edition   JasonTheodor.com
What is an interactive
                                  Creative Director?




Chaos & Creativity: Special Marketing Edit...
Chaos & Creativity: Special Marketing Edition   JasonTheodor.com
“             I facilitates ideas. I direct the
              creation of communications so that
              they solve ...
Chaos & Creativity: Special Marketing Edition   JasonTheodor.com
I make ads on the interweb.




Chaos & Creativity: Special Marketing Edition          JasonTheodor.com
2010 Global Ad Spend
                                                $441,200,000,000.00

                                ...
81% of GenY find ads irrelevant.
                   $49,086,000,000.00 wasted




Chaos & Creativity: Special Marketing Edi...
Scary, isn’t it?




Chaos & Creativity: Special Marketing Edition                  JasonTheodor.com
Question:
                            What is a creative person
                                most afraid of?




Chaos ...
Nothing


Chaos & Creativity: Special Marketing Edition    JasonTheodor.com
writer’s b
                             lock                       the fear
                               uninspire d    ...
What if I run out of ideas?




Chaos & Creativity: Special Marketing Edition            JasonTheodor.com
“The frightening &
                                                most difficult thing
                                   ...
Director is such a misnomer.
             Like you are in ‘control’ of anything.




Chaos & Creativity: Special Marketing...
waterco o ler rebel
                                                Alex Bogusky (CP+B)
                           Chief C...
fi res tarter
                                                Glen Hunt (Dentsu)
                                      Crea...
ent p heno m e n is t
                 emerg
                                        Jason Theodor (Blast Radius)
        ...
Stop Directing
                                       Start Connecting




Chaos & Creativity: Special Marketing Edition  ...
Associations
                                        not Assumptions




Chaos & Creativity: Special Marketing Edition    ...
The Nine Dotswith
                              Problem

Chaos & Creativity: Special Marketing Edition   JasonTheodor.com
The Problem With Nine Dots
      assumption one: you must stay within the perimeter of the dots


                        ...
The Problem With Nine Dots
      assumption one: you must stay within the perimeter of the dots



                       ...
The Problem With Nine Dots
      assumption two: you must go through the centre of the dots



                           ...
The Problem With Nine Dots
      assumption three: you must stay on a 2D plane



                                        ...
The Problem With Nine Dots
      other assumptions: you can’t shrink, fold, or rip




Chaos & Creativity: Special Marketi...
Think Outside the Box
      what it really means




                      “I can’t articulate how you
                   ...
Chaos & Creativity: Special Marketing Edition   JasonTheodor.com
There is No Box!
      stop binary thinking




        bad ideas                                           good ideas
   ...
Creativity is the act of
                                connecting things in
                                  unexpected...
Creativity is the act of
                                connecting things in
                                  unexpected...
Chaos & Creativity: Special Marketing Edition   JasonTheodor.com
In The Beginning
                   There was No Internet
Chaos & Creativity: Special Marketing Edition   JasonTheodor.com
Chaos & Creativity: Special Marketing Edition   JasonTheodor.com
what is chaos?




Chaos & Creativity: Special Marketing Edition                    JasonTheodor.com
w ish to  make
            If yo u             scratch,
        {the intern et} f ro m
                   us t firs t inven...
w ish to  make
            If yo u             scratch,
        {the intern et} f ro m
                   us t firs t inven...
In the beginning there was nothing.
                    No internet. No nothing.




Chaos & Creativity: Special Marketing...
The Greeks called this
                                  the void, or khaos.




Chaos & Creativity: Special Marketing Edi...
Scientists call chaos
                    “formless primordial matter”
                        (the stuff before stuff)


...
Chaos = Nothing =
                                    Infinite Possibility




Chaos & Creativity: Special Marketing Editio...
This lead to the
                              emergent phenomenon
                                 of the universe.




C...
BANG!                                When we think of
                                      the Big Bang we
              ...
or this…




Chaos & Creativity: Special Marketing Edition              JasonTheodor.com
When really it
                                            looked more
                                              like ...
Chaos & Creativity: Special Marketing Edition   JasonTheodor.com
It took a full three minutes
            before the Universe was cool enough
                       for light to shine.


...
The creation of the universe
                         was spawned from pure,
                           unadulterated chao...
From infinite possibility.




Chaos & Creativity: Special Marketing Edition             JasonTheodor.com
From
                                       Nothing  (so don’t be scared)




Chaos & Creativity: Special Marketing Editio...
Termite Cathedrals
                 and Double Rainbows
Chaos & Creativity: Special Marketing Edition   JasonTheodor.com
Water is a series of hexagonal,
                        networked molecules.




Chaos & Creativity: Special Marketing Edi...
networks of hexigons




Chaos & Creativity: Special Marketing Edition          JasonTheodor.com
The convergence
of multiple, simple
   interactions can
 lead to a complex
    system which is
      much greater
    than...
ARPANET
      advanced research projects agency network




Chaos & Creativity: Special Marketing Edition     JasonTheodor...
ARPANET
      advanced research projects agency network




Chaos & Creativity: Special Marketing Edition     JasonTheodor...
ARPANET
      advanced research projects agency network




Chaos & Creativity: Special Marketing Edition     JasonTheodor...
ARPANET
      advanced research projects agency network




Chaos & Creativity: Special Marketing Edition     JasonTheodor...
ARPANET
      advanced research projects agency network




Chaos & Creativity: Special Marketing Edition     JasonTheodor...
ARPANET
      advanced research projects agency network




Chaos & Creativity: Special Marketing Edition     JasonTheodor...
Emergent Phenomena




Chaos & Creativity: Special Marketing Edition       JasonTheodor.com
Remind you of anything?




Chaos & Creativity: Special Marketing Edition         JasonTheodor.com
The internet is
                                                an emergent
                                              ...
chaos                                order
                 0                               1




Chaos & Creativity: Spec...
chaos                                order
                 0                               1




Chaos & Creativity: Spec...
creation

           chaos                                           order
                 0                             ...
“Unpredictable behaviour so
              sensitive to changes and conditions
                   that it appears random.”
...
This is the definition of
                                    Chaos Theory




Chaos & Creativity: Special Marketing Editio...
aka
                                  The Butterfly Effect




Chaos & Creativity: Special Marketing Edition           Jaso...
The beat of a butterfly wing can cause
             small and increasingly complex
               changes in weather patter...
Chaos Theory explains how
                         we cannot explain things.




Chaos & Creativity: Special Marketing Edi...
Like the random,
                               unpredictable nature of
                                 internet memes.

...
Chaos & Creativity: Special Marketing Edition   JasonTheodor.com
Brand Hijacking
      Introducing Leonardo DeHapprio




Chaos & Creativity: Special Marketing Edition   JasonTheodor.com
SunnyD & Rum by u8a22




Chaos & Creativity: Special Marketing Edition      JasonTheodor.com
And the rapid rise and
                               fall of social networks.




Chaos & Creativity: Special Marketing E...
I’m not
            dead yet!


             The Age of Interruption is Waning




Chaos & Creativity: Special Marketing E...
Immersive to Social Marketing
      the experience becomes a relationship




       I do remember the
      Subservient C...
Some people think that by
                        observing, measuring and
                       recording best practices...
Much like an internet meteorologist.




Chaos & Creativity: Special Marketing Edition      JasonTheodor.com
The human brain craves reason.
   With hindsight, anything can be explained.


Chaos & Creativity: Special Marketing Editi...
Viral vs. ‘Viral Marketing’




Chaos & Creativity: Special Marketing Edition            JasonTheodor.com
Chaos & Creativity: Special Marketing Edition   JasonTheodor.com
Temptation is to analyze
                              and clone this success


Chaos & Creativity: Special Marketing Edit...
But it was made popular by a
             confluence of events (emergent
           phenomena) too complex for anyone,
    ...
Just because it’s rationalized
          does not mean it becomes predictable.




Chaos & Creativity: Special Marketing E...
The Black Swan
                               of Chaos
Chaos & Creativity: Special Marketing Edition   JasonTheodor.com
Black Swan:
                                                1. Unexpected
                                                ...
The Internet is a
                     chaotic emergent black swan.




Chaos & Creativity: Special Marketing Edition     ...
WTF can you do with that?




Chaos & Creativity: Special Marketing Edition         JasonTheodor.com
How to brace yourself for
                       Black Swans, or even better,
                         take advantage of t...
1. What is fragile should break early
            while it is still small. Nothing should
                ever become Too ...
Fail early and fail often.
                              Success is 99% failure.




Chaos & Creativity: Special Marketing...
Learn from
                                                 failure &
                                                 mov...
Learn from
                                                 failure &
                                                 mov...
You have to plan your
        corporate strategy
         around what the
          internet does.
                       ...
Create a FAIL! budget.




Chaos & Creativity: Special Marketing Edition            JasonTheodor.com
Chevy Tahoe’s UGC Mistake/Brilliance




Chaos & Creativity: Special Marketing Edition                JasonTheodor.com
Troll Defence!




Chaos & Creativity: Special Marketing Edition                JasonTheodor.com
Experiment. Iterate.
                                         Learn.




Chaos & Creativity: Special Marketing Edition    ...
COMPLEX
                                 SIMPLE
                             5. Counter–balance
                          ...
First Banner Ad
      AT&T online paid advertisment on HotWired, October 25th, 1994




Chaos & Creativity: Special Market...
As bandwidth improved,
                         ads got bigger and ‘flashier’
                               (and smarter)....
And yet, average
                                      click-through rate:
                                             0....
vokens
                                                   pop-ups
                                                 pop-und...
Linguists define chaos as
                              disorder & confusion.




Chaos & Creativity: Special Marketing Edi...
Chaos & Creativity: Special Marketing Edition   JasonTheodor.com
Chaos & Creativity: Special Marketing Edition   JasonTheodor.com
Chaos & Creativity: Special Marketing Edition   JasonTheodor.com
34,560 hours
                        of video uploaded every day.
                           2,000,000,000 views
         ...
Chaos & Creativity: Special Marketing Edition   JasonTheodor.com
Don’t do everything at once!




Chaos & Creativity: Special Marketing Edition          JasonTheodor.com
Pick 1 or 2 things and do them well




Chaos & Creativity: Special Marketing Edition       JasonTheodor.com
What do you think is the #1
                           Branded Viral Video?




Chaos & Creativity: Special Marketing Edit...
134,246,499
                                                   views




Chaos & Creativity: Special Marketing Edition    ...
Some Items Blended:
                                       Marbles
                                       Golf Balls
     ...
Chaos & Creativity: Special Marketing Edition   JasonTheodor.com
“When life
                                        gives you chaos,
                                         will it blend...
Conclusion

Chaos & Creativity: Special Marketing Edition          JasonTheodor.com
Chaos=Infinite Possibilities
            Make Associations, Not Assumptions
                     There is No Box
          ...
Chaos & Creativity: Special Marketing Edition   JasonTheodor.com
Credits
      some of these images are copyright protected by their respective owners




                 Angel Tears fon...
Credits
      some of these images are copyright protected by their respective owners




           The Internet Mapping ...
Credits
      some of these images are copyright protected by their respective owners




            Primary Internet Gat...
Credits
      some of these images are copyright protected by their respective owners




                  "shells redux"...
Credits
      some of these images are copyright protected by their respective owners




       "Light drawing during ins...
Credits
      some of these images are copyright protected by their respective owners




      Hurricane Isabel Over The ...
Review & Share:
                                                   slideshare.net/jted




                  Contact



  ...
Special Marketing Edition of Chaos and Creativity
Special Marketing Edition of Chaos and Creativity
Special Marketing Edition of Chaos and Creativity
Special Marketing Edition of Chaos and Creativity
Special Marketing Edition of Chaos and Creativity
Special Marketing Edition of Chaos and Creativity
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 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

  1. 1. Chaos & Creativity Chaos & Creativity: Special Marketing Edition special marketing edition JasonTheodor.com
  2. 2. Introduction to Nothing Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  3. 3. Jason Theodor Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  4. 4. @jted Jason Theodor Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  5. 5. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  6. 6. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  7. 7. What is an interactive Creative Director? Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  8. 8. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  9. 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. 10. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  11. 11. I make ads on the interweb. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  12. 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. 13. 81% of GenY find ads irrelevant. $49,086,000,000.00 wasted Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  14. 14. Scary, isn’t it? Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  15. 15. Question: What is a creative person most afraid of? Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  16. 16. Nothing Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  17. 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. 18. What if I run out of ideas? Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  19. 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. 20. Director is such a misnomer. Like you are in ‘control’ of anything. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  21. 21. waterco o ler rebel Alex Bogusky (CP+B) Chief Creative Insurgent Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  22. 22. fi res tarter Glen Hunt (Dentsu) Creative Catalyst Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  23. 23. ent p heno m e n is t emerg Jason Theodor (Blast Radius) Creative Connector Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  24. 24. Stop Directing Start Connecting Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  25. 25. Associations not Assumptions Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  26. 26. The Nine Dotswith Problem Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  27. 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. 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. 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. 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. 31. The Problem With Nine Dots other assumptions: you can’t shrink, fold, or rip Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  32. 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. 33. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  34. 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. 35. Creativity is the act of connecting things in unexpected ways Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  36. 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. 37. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  38. 38. In The Beginning There was No Internet Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  39. 39. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  40. 40. what is chaos? Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  41. 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. 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. 43. In the beginning there was nothing. No internet. No nothing. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  44. 44. The Greeks called this the void, or khaos. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  45. 45. Scientists call chaos “formless primordial matter” (the stuff before stuff) Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  46. 46. Chaos = Nothing = Infinite Possibility Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  47. 47. This lead to the emergent phenomenon of the universe. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  48. 48. BANG! When we think of the Big Bang we imagine it like this: Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  49. 49. or this… Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  50. 50. When really it looked more like this. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  51. 51. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  52. 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. 53. The creation of the universe was spawned from pure, unadulterated chaos. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  54. 54. From infinite possibility. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  55. 55. From Nothing (so don’t be scared) Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  56. 56. Termite Cathedrals and Double Rainbows Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  57. 57. Water is a series of hexagonal, networked molecules. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  58. 58. networks of hexigons Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  59. 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. 60. ARPANET advanced research projects agency network Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  61. 61. ARPANET advanced research projects agency network Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  62. 62. ARPANET advanced research projects agency network Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  63. 63. ARPANET advanced research projects agency network Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  64. 64. ARPANET advanced research projects agency network Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  65. 65. ARPANET advanced research projects agency network Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  66. 66. Emergent Phenomena Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  67. 67. Remind you of anything? Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  68. 68. The internet is an emergent phenomenon, filled with chaos and order Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  69. 69. chaos order 0 1 Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  70. 70. chaos order 0 1 Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  71. 71. creation chaos order 0 1 nothing something infinite singular potential reality Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  72. 72. “Unpredictable behaviour so sensitive to changes and conditions that it appears random.” Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  73. 73. This is the definition of Chaos Theory Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  74. 74. aka The Butterfly Effect Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  75. 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. 76. Chaos Theory explains how we cannot explain things. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  77. 77. Like the random, unpredictable nature of internet memes. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  78. 78. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  79. 79. Brand Hijacking Introducing Leonardo DeHapprio Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  80. 80. SunnyD & Rum by u8a22 Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  81. 81. nothing but chaos Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  82. 82. And the rapid rise and fall of social networks. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  83. 83. I’m not dead yet! The Age of Interruption is Waning Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  84. 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. 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. 86. Much like an internet meteorologist. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  87. 87. The human brain craves reason. With hindsight, anything can be explained. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  88. 88. Viral vs. ‘Viral Marketing’ Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  89. 89. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  90. 90. Temptation is to analyze and clone this success Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  91. 91. Nothing 3% Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  92. 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. 93. Just because it’s rationalized does not mean it becomes predictable. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  94. 94. Nassim Nicholas Taleb calls this rationalized hindsight the 3rd result of a Black Swan. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  95. 95. The Black Swan of Chaos Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  96. 96. Black Swan: 1. Unexpected 2. World-changing 3. Rationalized (in hindsight) Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  97. 97. The Internet is a chaotic emergent black swan. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  98. 98. WTF can you do with that? Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  99. 99. How to brace yourself for Black Swans, or even better, take advantage of them? Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  100. 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. 101. Fail early and fail often. Success is 99% failure. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  102. 102. Learn from failure & move on Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  103. 103. Learn from failure & move on Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  104. 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. 105. Create a FAIL! budget. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  106. 106. Chevy Tahoe’s UGC Mistake/Brilliance Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  107. 107. Troll Defence! Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  108. 108. Experiment. Iterate. Learn. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  109. 109. COMPLEX SIMPLE 5. Counter–balance complexity with simplicity. —Taleb Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  110. 110. SIMPLE COMPLEX 5. Counter–balance complexity with simplicity. —Taleb Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  111. 111. First Banner Ad AT&T online paid advertisment on HotWired, October 25th, 1994 Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  112. 112. As bandwidth improved, ads got bigger and ‘flashier’ (and smarter). Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  113. 113. And yet, average click-through rate: 0.2% Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  114. 114. vokens pop-ups pop-unders take-overs interstitials pre-rolls Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  115. 115. Linguists define chaos as disorder & confusion. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  116. 116. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  117. 117. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  118. 118. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  119. 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. 120. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  121. 121. Don’t do everything at once! Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  122. 122. Pick 1 or 2 things and do them well Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  123. 123. 10. Make an omelette with broken eggs. —Taleb Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  124. 124. What do you think is the #1 Branded Viral Video? Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  125. 125. 134,246,499 views Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  126. 126. Started with $50 No Agency Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  127. 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. 128. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  129. 129. “When life gives you chaos, will it blend?” Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  130. 130. Conclusion Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  131. 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. 132. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  133. 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. 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. 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. 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. 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. 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. 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. 140. Review & Share: slideshare.net/jted Contact jason.theodor@gmail.com JasonTheodor.com @jted Chaos & Creativity: Special Marketing Edition JasonTheodor.com

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