makers vs. pontificators• CNC Mill – designed for cutting wood, acrylic, aluminum, stainless steel, titanium and other materials• Laser Cutter – CAD files are output to the laser cutter to either cut or engrave a wide range of materials• 3D Printer – for rapid prototyping and creation of plastic objects from CAD files• MIG Welder – MIG welding is a process that can permanently join together two pieces of metal• Injection Molder – used to create plastic parts from metal molds; can be fabricated using the CNC mill• Cold Saw – designed to cut through solid steel, the cold saw is ideal for cutting through pipes and bars• Ironworker – is capable of cutting, shearing, punching and bending a wide variety of different metals
FOMO: How Can Brands Tap Into Fears ofMissing Out?Led By: Ann Mack, Director of Trendspotting, JWT“We’ve always had a fear of missing out, but it’s exploding with the onset of real-time, location-based andsocial media tools. This presentation, which is based on a new quantitative study JWT conducted in the U.S.and U.K. and interviews with experts and inﬂuencers in technology and academia, will identify which cohortis most prone to FOMO and how they respond to it, spotlight how FOMO is manifesting in the zeitgeist,Key Facts:• 73% of Americans feel people use social media to brag about their lives• 1/3 of Millenials say they experience FOMO often• 1/2 of Millenials say that they often feel left out because of something they saw online• 1/2 of Millenials say that they spread themselves too thin due to FOMOExamples:• Duracell uses FOMO explicitly: http://www.youtube.com/watch?v=iprIaySbcdU• AT&T “Don’t Be Left Behind”: http://www.youtube.com/watch?v=fvo7zo8FGJg• Smirnoff Nightlife Exchange: http://www.youtube.com/watch?v=k9lCf8VkMioInsights:• Information about peers triggers FOMO more severely than celebrities or public ﬁgures.• FOMO is a pervasive, and increasingly common emotional trigger, and brands should consider it when strategizing • Brands should stay consistent in how they play to consumers’ FOMO. • Either consistently trigger and escalate FOMO, or take a counter approach, ie “Take it easy and enjoy the ride”.
X of Y: How To Ensure Your Startup Is DefensibleLed By: Peter Coles, Professor, Harvard Business SchoolParticipants:• David Gilboa, Co-Founder and CEO, Warby Parker• Matthew Jacobson, CEO, Groupon• Katia Beauchamp, Co-Founder, Birchbox• Daniel Kaﬁe, CEO, Vostu“Entrepreneurs often pitch their ideas as “the X of Y”. Match.com for farmers… Foursquare for parkinglots… Gilt Groupe for grandparents. It is both efficient and lucrative to take what already works and extendit to a new niche, a new country or a new context. Innovation through localization or specialization haslaunched many successful businesses.On the ﬂip side, say you have a truly innovative and disruptive idea. Good for you! That’s only thebeginning. Companies like Groupon and Gilt launched with unique business models, but now they eachKey Question:• How do startups maintain market advantage?References:• Rocket Internet, a German “incubator” company that only launches copycat startups• http://www.economist.com/node/21525394Insights:• There is no IP in a business model• Hardcore engineering products are harder to replicate than model innovations• “You can only copy what you see”• “Easy to underestimate the difficulty in keeping up a rewarding deal ﬂow”• The ethical line around imitating is blurry, but directly lifting creative, copy, images, or user data crosses the line• Keep advantage by doing something the competition is “extraordinarily unlikely” to do.• The media and press is on the side of innovation • Imitators are considerably less interesting to cover
Curing a Rage Headache: Internet Drama andActivism Staff Writer, Salon.comLed By: Irin Carmon,Participants:• Deanne Cuellar, CIO• Jay Smooth, Radio Host/Video Blogger, Illdoctrine• Sady Doyle, Tiger Beatdown• Joel Johnson, ANIMAL New York“Politicized outrage, as opposed to ﬂame wars, usually starts with a gaffe or an incendiary sentiment bysomeone in the public eye, or an offensive ad campaign, at which point the public jumps in en masse.Can this generate change? In March, nearly 50,000 people signed a Change.org petition demanding TheNew York Times apologize for its coverage of the gang-rape of a child, after bloggers called it out forvictim-blaming; the Times eventually assigned an entirely new story in response. In July, it was bloggersthat ﬁrst pointed out that the FAMiLY LEADER pledge signed by Michele Bachmann contained (historicallyfantastical) nostalgia about how black families were so much better off during slavery, and that part gotremoved.Key Question:• How do we better understand rage online, and how is it best used?References:• Jay Smooth’s pre-twitter Hot 97 Tsunami song backlash: http://www.hiphopmusic.com/archives/ 000765.html• Joel Johnson: http://gizmodo.com/5586970/why-i-stalk-a-sexy-black-woman-on-twitter-and-why-you- should-tooInsights:• Rage is prevalent and largely ignored online• Trolling is not necessarily a bad thing. • It can be deﬁned as “purposefully steering a conversation online to elicit a response or expose some hidden truth”• It is best used when you have actionable targets• It is easily co-opted or undermined when the target is a person
What the Internet Finds Funny: Creating and CoveringComedy OnlineLed By: Christine Friar, Comedy Editor, Huffington PostParticipants:• Doree Shafrir, Executive Editor, Buzzfeed• Sam Reich, President of Original Content, CollegeHumor• Adam Frucci, Editor, Splitsider“Web comedy is more than YouTubes of stand-up sets and GIFs of sleepy cats; the popularity of siteswriting about comedy, aggregating web humor and putting a satirical spin on breaking news isskyrocketing. Doree Shafrir (Executive Editor, Buzzfeed), Adam Frucci (Editor, Splitsider), Sam Reich(President of Original Content, CollegeHumor), Christine Friar (Associate Editor, Huffington Post Comedy)and Jesse David Fox (Freelance Writer/New York Magazines Vulture/Splitsider) talk about writing funnyKey Question:• How do we better understand what makes certain types of comedy work online, and what are some organizing principles around successful digital comedy?References:• The perceived popularity of cult shows online vs. their popularity on broadcast, ie Arrested Development• Louis CK’s direct-to-consumer comedy albumInsights:• Online comedy runs a high risk of being copied by broadcast and network properties. The web is a free farm league of comedy ideas • Content producers have little recourse other than to continue to produce• Comedy producers are delivering content direct to consumers and cutting out the middle man • Similar position to the music industry 10 years ago• Esoteric or weird comedy tends to do better online than on broadcast or ﬁlm because audiences have a different relationship with the medium. The web is where we often project our ideal selves, and so we favor entertainment and content that makes us feel in the know or savvy. Fans want to project that they are smart and tuned in.
Project Re: Brief - Can the Biggest Ideas Fit in the Smallestof Ad Spaces? http://www.youtube.com/watch?v=vPDnZoJiwA4
Project Re: Brief - Can the Biggest Ideas Fit in the Smallestof Ad Spaces?Led By:• Cecelia Wogan-Silva, Director of Agency, Google• Aman Govil, Product Marketing Manager, Google“This year, Internet advertising turns 18-years-old. And yet despite almost two decades of innovationonline, digital ads are still being used to simply inform more than theyre being used to connect, engageand entertain. It is time to put digital advertising to the ultimate test. We selected four iconic commercialsof yesteryears, and asked the legendary creatives behind them to re-imagine them for the digital age.These advertising icons deﬁned the mediums of the past. Now theyre back to help shape the medium ofthe future, prove that great ideas come ﬁrst, and inspire a new generation of creative minds along theway.The Brands: Coca-Cola, Avis, Volvo and Alka-Seltzer.Key Questions:• What is phenomenal digital creative?• How do we make banner advertising more emotionally engaging?Films:• Volvo “Drive it Like You Hate It” - http://www.snotr.com/video/9003/Volvo_-_Project_Re_Brief_by_Google• Alka-Seltzer “I Can’t Believe I Ate The Whole Thing” - ?• Avis “We Try Harder” - ?• Coca-Cola “I’d Like To Buy The World a Coke” - http://www.youtube.com/watch?v=- w6cOoh_CJA&noredirect=1Insights:• Digital allows a whole host of ways into a story, and banners can work well as a glimpse into the broader underlying campaign• Relatable resonates• Bring engineers and digital designers into the process immediately to lead thinking, feasibility, and to drive innovation• Be wary of UGC. Can be a lazy, low-quality solution for engagement Don’t be afraid to edit. “You don’t want Chatroulette on your web banners”
Branded Documentary: Cause Marketing’s BestMedia? Global VP, BazaarvoiceLed By: Lisa Pearson,• Sarah Montante, Brand Manager, Procter and Gamble• Stephanie Smirnov, CCO, DeVries Public Relations• David Modigliani, Creative Director, Flow Non-Fiction“Procter & Gamble recently commissioned Flow Nonﬁction to create a documentary ﬁlm capturing one ofits signature cause programs: Pantene Beautiful Lengths. PBL has donated over 272,000 ponytails for real-hair wigs to the American Cancer Society, and also generated signiﬁcant ROI for the brand itself. How andwhy has the program succeeded in making good on doing good? Through communication innovation, likebranded documentary ﬁlm. Marketers and ﬁlmmakers, your union is at hand. Film-driven campaigns aresetting a new standard of authenticity and ROI. PR and digital agencies are leveraging branded ﬁlm assetsKey Question:• What are best practices for creating documentary content around CSR and cause-related brand activity?Examples:• Pantene “Beautiful Lengths”• Downy “Touch of Comfort”Insights:• CSR behavior is increasingly important as brands surround our lives. Consumers are asking for responsible behavior and social contribution in exchange for that presence.• Brands and creators have to be critical about the role the brand plays in the story. If the role is minimal, it is best to not overplay a brand’s involvement or make them the hero of the piece. • Brands can effectively executive produce content that aligns with target demos or brand messaging without inserting themselves directly• Even if the brand is making a material contribution to the CSR initiative, the ﬁlmmaker still needs to ask if that is cinematically interesting. If not, it should be treated accordingly.• Films are excellent tools for institutional support and help marketers and advocates get additional resources• The brand should never be the sole hero of the piece• Brands can communicate their commitment to a cause by investing in a high-quality production.
Future of Cities: Technology in Public ServiceLed By:Abhi Nemani, Director of Strategy, Code for America• John Tolva, CTO, The City of Chicago• Nigel Jacob, Co-chair of Mayors Office of New Urban Mechanics, Boston• Rachel Sterne, New York City Chief Digital Officer, City of New York• Chris Vein, Deputy United States CTO for Government Innovation“This panel and interactive discussion will look at how cities around the world are approaching innovation thatserves the public. From hackathons to apps competitions, open data to social media, practitioners will discussKey Question: lessons learned, with examples from Boston (Jacob), Chicago (Tolva), New York City (Sterne)their plans and• Moving beyond the notion of “city as platform”, what are emerging trends, tactics, and technology that bring this idea to life?Examples:• nyc.gov/digital open hack-a-thon engaged the NYC development community in a design competition for their new site• 311 content API, open and available data• http://www.facebook.com/NYCcondom• newurbanmechanics.org & the “Street Bump” app• Chicago’s text to see bus schedules in real time: http://www.transitchicago.com/riding_cta/how_to_guides/ bustrackertext.aspxInsights:• The bulk of civic technology innovation breaks into two target groups: citizens and civic workers. • Citizens are increasingly empowered to interrogate objects around the city for information, data, and to ﬁle complaints and updates • Civic workers are looked to for help with dynamic listening (311) and categorization of piles of data. Digital expertise will be a job requirement for many of them in the future.
Everything Is a Remix, so Steal Like an ArtistLed By:• Kirby Ferguson, Filmaker (Everything is A Remix)• Austin Kleon, Writer/Artist (Steal Like an Artist and Newspaper Blackout)“While many have described the new world of remix culture where “nothing is original,” few have providedpractical advice for those of us who ﬁnd ourselves living and making things in it. Filmmaker Kirby Fergusonand artist Austin Kleon show clips from Kirby’s work and discuss how one best goes about being a creator in aKey Question:• How do we offer realistic advice to culture and content creators in a digital edge when there’s a growing feeling that ‘everything’s been done?’Examples:• “Good artists borrow, great artists steal” - Pablo Picasso (recently reiterated by Steve Jobs in reference to the Macintosh borrowing from Xerox GUI Interface)• http://www.everythingisaremix.info/• http://www.austinkleon.com/steal/Insights:• Stealing demystiﬁes the ‘magic’ of creativity• Age-old formula for creative remix: Copy > Transform > Combine• Write the book you want to read; use your hands; side projects and hobbies are important; do good work and share it with people; be nice (the world is a small town); be boring (it’s the only way to get work done); creativity is subtraction
Making The Real World Easier To UseLed By:• MG Siegler, VC Tech Crunch• Dennis Crowley, CEO/Co-founder, Foursquare“The term ‘social media’ is quickly becoming obsolete. The social graph is moving from our computers intothe real world, and soon everything we experience will be overlaid with the thoughts and feelings of ourfriends. Early adopters are already starting to experience this phenomenon. Foursquare alerts you whenKey Question:• How is mobile technology accelerating the social graph’s move into the offline world, and how are services like Foursquare taking this kind of augmented real-world exploration mainstream?Examples:• https://foursquare.com/• http://www.yelp.com• http://groupme.com/Insights:• People love status updates and gaming mechanisms (i.e.badges); this creates interesting data which can be organized, tracked and shared with retailers to enhance products that make people’s lives better, easier, or more interesting.• Maps should be social; and social tips connect people from foreign places (i.e. having a friend from another city recommending a nearby cafe)• Geo-fencing - should check-ins be manual or automatic? Foursquare’s Radar is a handy feature that buzzes in your pocket (when enabled) as you pass interesting places that the database has learned you might enjoy or appreciate. Down-side? Currently a drain on battery life.
The Rise of the Brooklyn Food SceneLed By: Peter Meehan, Writer, NY Times/Co-editor Lucky Peach• Erica Shea, Co-owner, Brooklyn Brew Shop• David Crofton, Co-owner, One Girl Cookies• Christina Tosi, Pastry Chef, Momofuku Milkbar• Jessica Applestone, Owner of Fleischer Meats, BK“Could Brooklyn be to food what Seattle was to music --- a hotbed of creative people doing new things? Thereare tons of artisans ﬁnding new businesses and launching new products in the biggest NYC borough whether itbe from the Brooklyn Flea or the local store front. Entrepreneurs of some of Brooklyn’s most successfulKey Question:• What does it take to be a startup small business in Brooklyn’s rising food scene? And what role does social media play in the marketing and development of smaller brands?Examples:• Momofuku, Frankies Spuntino, Roberta’s Brooklyn, Six Point Ale• https://foodspotting.com• http://www.yelp.comInsights:• The small-business owner has a 24/7 job; the choice to begin your own venture in the culinary world in general is one that takes a full genuine passion and commitment; many of us formerly held office jobs; some of us are inheriting the family tradition• Social media apps can help signiﬁcantly and also hurt; negative reviews on sites like Yelp, Foursquare or Menupages can damage, but democratically balance out• With limited resources and more stringent budgetary restrictions, social media allows small businesses greater organic opportunities for marketing, PR and advertising that just wasn’t as readily available a few years back; they look forward to the growth of these platforms to better enhance their brands and connect them with their audiences
Invention & Inspiration: Building a Better WorldLed By: Dean Kamen, Founder, FIRST/DEKA Researchhttp://www.colbertnation.com/the-colbert-report-videos/ 164485/march-20-2008/dean-kamen start at 3:23
Invention & Inspiration: Building a Better WorldLed By: Dean Kamen, Founder, FIRST/DEKA Research“Dean Kamen is an inventor, an enttrepeneur, and a tireless advocate for science and technology. His roles asinventor and advocate are intertwined - his own passion for technology and its practical uses has driven hispersonal determination to spread the word about technology’s virtues and by so doing to change the culture ofthe Unites States. As inventor, he holds more than 440 U.S. patents and foreign patents, many of them forinnovative medical devices that have expanded the frontiers of health care worldwide. Kamen has receivedmany awards for his eforts - notably, he was awarded the National Medal of Technology in 2000. Presented byPresident Clinton, this award was in recognition for inventions that have advanced medical care worldwide andKey Question:• How can we really change the world with technology?Examples:• DEKA Research - http://www.dekaresearch.com/founder.shtml• The Segway - http://www.segway.com/• The Robotic ‘Luke Arm ‘- http://www.youtube.com/watch?v=R0_mLumx-6Y• The Water Puriﬁcation System - http://vimeo.com/816918• FIRST - http://www.usﬁrst.orgInsights:• We need to take advantage of technology to save billions of people. • we can create weapons, but then we give our soldier a plastic stick for an amputated arm prosthesis • there’s a water crisis in the world; nearly 1 billion people live without clean drinking water• Brands like Coca-cola can still continue to market and advertise themselves by investing more money in development of products that can truly impact the lives of less-fortunate people• The FIRST organization - "We can transform culture by creating a world where science and technology are celebrated and where young people dream of becoming science and technology leaders."
Invention & Inspiration: Building a Better WorldLed By: Dean Kamen, Founder, FIRST/DEKA ResearchNotes:Digital technology can and should help others and improve quality life not just just support advertisingefforts.Government asks LaMendola to make mechanic arm with 2 year deadline. They ask the impossible -and with great cause its doable. He couldnt sleep at night thinking about what it might be like tosleep or roll over in bed without arms. He was compelled to create.Kamen has always maintained a Steve Jobs-like compulsion to make things that no one seemsimaginable - not just for proﬁt but for the betterment of mankind and to simplify the digital world andquality of life for all.Morgan freeman and ﬁrst foundation - http://www.youtube.com/watch?v=nBw1xOdrTOMInstead of Britney Spears and NFL Superbowl stars, let’s begin to glorify these heroes.
Expanding Our Intelligence Without Limit http://www.youtube.com/watch?v=ntY01qoIdus
Expanding Our Intelligence Without LimitLed By: Ray Kurzweill, CEO Kurzweill Technologies Lev Grossman, Author/Writer, Time Magazine“Legendary visionary Ray Kurzweill joins writer Lev Grossman from Time Magazine for a mind-expanding keynote conversation about ourfuture. Ray Kurzweil (left) has been described as "the restless genius" by the Wall Street Journal, and "the ultimate thinking machine" byForbes. Inc. magazine ranked him #8 among entrepreneurs in the United States, calling him the "rightful heir to Thomas Edison," and PBSincluded Ray as one of 16 "revolutionaries who made America," along with other inventors of the past two centuries.As one of the leading inventors of our time, Ray was the principal developer of the ﬁrst CCD ﬂat-bed scanner, the ﬁrst omni-font opticalcharacter recognition, the ﬁrst print-to-speech reading machine for the blind, the ﬁrst text-to-speech synthesizer, the ﬁrst musicsynthesizer capable of recreating the grand piano and other orchestral instruments, and the ﬁrst commercially marketed large-vocabularyspeech recognition. Rays website Kurzweil AI.net has over one million readers.He has received nineteen honorary Doctorates and honors from three U.S. presidents. Ray has written four national best sellers. The AgeKey Question:of Spiritual Machines has been translated into 9 languages and was the #1 best selling book on Amazon in science. Rays latest book, The• What will wewas a New York Times best seller, and, and has been the #1 book on Amazon in both science and philosophy.Singularity is Near, see in the next 10-20 years?References:• http://transcendentman.com/• http://www.time.com/time/magazine/article/0,9171,2048299,00.htmlInsights:• What we see today is the democratization of innovation fueled by the exponential growth of technology• Siri computers are the beginning of computers understanding human language - humans will eventually come to recognize computers as humans as they appear more human-like; in the next 20 years computers will have consciousness• There will be signiﬁcant advances in medicine as nanobots (already in production) will be able to live in our bloodstream and help to regulate and improve our health (prediction 2045 is the year man becomes immortal• There will be dangers in biotechnology when used against us (bio-terrorism) - we have the power to regulate• The cloud will continue to grow and the debate over whether technology is good for us may continue; but we should accept it as part of our evolution. To not integrate with technology would be rejecting enhancements to our knowledge and advancement - we do however, have the power to balance our analog
Al Gore Interview Sean ParkerLed By: Al Gore, Partner, Kleiner Perkins Kaufman Sean Parker, Co-founder, Napster, Airtime“Former Vice President of the US and Nobel Peace Prize winner, Al Gore (also chairman of Current TV, onApples board, advisor to Google, senior partner at A-list VC ﬁrm Kleiner Perkins Cauﬁeld & Byers, co-headof Generation Investment Management, spending most of his time on the Climate Reality Project.),interviews co-founder of Napster, Plaxo, Causes and Airtime and founding president of Facebook. It’s theKey Question:using social media to activate people in politics, but Al Gore says democracy can be saved - ifearly days ofwe people get empowered online.”• "The Internet is the most fantastic tool ever brought into being to make things right and to ﬁx our democracy,.. we can use it. It is going to happen. But how long? It depends on whether [you] feel passionate about it and get involved."References:• http://allthingsd.com/20120312/al-gore-and-sean-parker-blame-tv-and-money-for-ruining-politics- and-say-social-media-ought-to-ﬁx-it/• http://www.austin360.com/blogs/content/shared-gen/blogs/austin/digitalsavant/entries/2012/03/12/ for_the_title_w.htmlInsights:• Our democracy has been hacked - it not longer works to serve the best interests of the people• We should be proud of the mass Internet activism that derailed the Stop Online Piracy Act (SOPA), Still, there’s a huge amount of work to be done if Americans want to keep special interests from perpetually forcing their agendas down societys throat.• unlike television, which is push media, the Internet "creates a public space for conversation, [and] like the printing press, has low entry barriers. Its easy to ﬁnd any information you want...and easy to contribute your own ideas."• unlike television, which is push media, the Internet "creates a public space for conversation, [and] like the printing press, has low entry barriers. Its easy to ﬁnd any information you want...and easy to contribute your own ideas."