Disruptive perception


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The Cannes Lions International Festival of Creativity is the biggest global award show in brand communications and an annual gathering of creative industry professionals. Landor is excited to have had the opportunity to share its insights at Cannes with some of the world’s top creative minds.

Published in: Design, Technology

Disruptive perception

  1. 1. Disruptive perception 06.18.13
  2. 2. Hello, Let’s chat Section 1 Creativity & imagination Section 2 Perception Section 3 5 ways to disrupt perception Immersion Challenge conformity Novelty Invite constraint Disparate pairings
  4. 4. Creativity & imagination This is at the heart of our work Our work is the output of our imaginations Our success and the success we drive for our clients is directly linked to our ability to be creative
  5. 5. Creativity & imagination No one would argue with this This is not controversial We get hired for our ability to be creative, to think generatively Our ability to apply creativity to solve problems and create business opportunities
  6. 6. Creativity & imagination But if you believe in the power of creativity and imagination, and if you want to constantly challenge yourself and your organization to be ever more creative and innovative, then you must think about and challenge your perceptual capabilities
  7. 7. Make no mistake All creativity and imagination begins with perception
  9. 9. “Perception lies at the root of all creativity, learning how to see is the start of creative thinking.” Source: Edward Prince Furniture Design: How to Be More Creative - Perception
  10. 10. But how you perceive something isn’t simply a product of what your eyes and ears carry to your brain, it’s a product of your brain itself
  11. 11. “Perception imagination are linked because the brain uses the same neural circuits for both functions.” Source: Fast Company: “Neuroscience Sheds New Light on Creativity.”
  12. 12. What is perception? The conscious mental registration of a sensory stimulus
  13. 13. What is perception? Recognition & interpretation of sensory stimuli based chiefly on memory
  14. 14. Perception Experience modifies perception because it modifies neural connections The more experience we have with something, the more efficient our brains become at processing information
  15. 15. Perception Neuroscientists have observed that while an entire network of neurons might process a stimulus initially, by about the sixth presentation, the heavy li ing is performed by only a subset of neurons. Because fewer neurons are being used, the network becomes more efficient at carrying out its function. Source: Fast Company: “Neuroscience Sheds New Light on Creativity.”
  16. 16. Humans tend to form whole perceptions from partial images
  17. 17. This is part of our natural ability to quickly interpret limited information, an ability essential to making the snap judgments needed to get through life
  18. 18. This mental extrapolation is a great intellectual skill At times, however, the filled in information is illusory, a product of the mind not reality.
  19. 19. Vision is not the same as perception Vision is concrete Observational versus judgmental Perception is how we ascribe meaning to what we see
  20. 20. Vision is not the same as perception We have to interpret what’s around us & o en our unique interpretation can lead to distinctive ideas Our unique perceptions of the world are in large part what differentiates us from each other Eliminate all perceptive differences & the individual is more or less obsolete
  21. 21. Vision is not the same as perception But at times, our brains move to judgement so quickly, we can miss seeing what is truly there
  22. 22. “The real voyage of discovery consists not in seeking new landscapes, but in having new eyes.” Marcel Proust
  23. 23. Disruptive perception The ideal of seeing with new eyes is merely a mental pause button...
  24. 24. Disruptive perception conscious inefficiency, or said another way...
  25. 25. Perception A very basic rule of perception says that you will perceive something in a way that is consistent with your prior experience Once a perspective has been adopted, it is rare that new lines of thought are opened.
  26. 26. “The eye sees only what the mind is prepared to comprehend.” Henri Bergson
  27. 27. This doesn’t bode well for creativity and creative solutions
  28. 28. In our business, we have to be able to see new things, new opportunities in existing landscapes Most problems are not new The challenge is to look at old problems in new ways
  29. 29. Albert Einstein said “Creativity is seeing what everyone else has seen, and thinking what no one else has thought.”
  30. 30. Iconoclastic perception “Iconoclasts see things differently than other people. Literally. They see things differently because their brains do not fall into the efficiency traps as much as the average person's brain. Iconoclasts, either because they were born that way or because they learned how to do it, have found ways to work around the perceptual shortcuts that plague other people.” Gregory Berns, "Iconoclast: A Neuroscientist Reveals How to Think Differently"
  31. 31. “Genius o en comes from finding a new perspective that no one else has taken.” Michael Michalko: “A Theory About Genius”
  32. 32. Habitual thinking is a drag on creativity
  33. 33. Disruptive perception How do you disrupt your perception, shake up your attentional systems, fight habit and enhance your creative abilities?
  35. 35. 5 ways to disrupt perception 1 Immersion 2 Challenge conformity 3 Novelty 4 Invite constraint 5 Disparate pairings
  36. 36. 5 ways to disrupt perception 1 Immersion 2 Challenge conformity 3 Novelty 4 Invite constraint 5 Disparate pairings
  37. 37. You must break free of what you think you know to be true
  38. 38. We have set ways of viewing the world and we are experts at si ing out information to the contrary
  39. 39. Immersion The cure for this automated thinking is doing Experiencing things, seeing things first hand
  40. 40. Immersion What activities or information might directly confront your implicit or explicit assumptions?
  41. 41. Go outside Probably something outside the office field trips, store checks...
  42. 42. Immersion Empathy is good. Imagine or experience things not as yourself but as someone else. Talk to consumers not just behind the glass of a two-way mirror, but experience their habits and rituals with them. Experience the products and services of competitive and non-competitive companies. What can you learn?
  43. 43. Environmental immersion Renowned architect Frank Gehry wants his buildings to be experienced, not just admired. He deliberately breaks architectural conventions to create work that elicits an emotional reaction.
  44. 44. Immersion Vontz Center for Molecular Studies “Cancer will be cured here because the building will make people think differently.” Frank Gehry, Architect
  45. 45. 5 ways to disrupt perception 1 Immersion 2 Challenge conformity 3 Novelty 4 Invite constraint 5 Disparate pairings
  46. 46. Challenge conformity Every organization has its own culture, own methods, unchallenged assumptions, pivitol strategies and set way of “that’s the way we do things around here.”
  47. 47. Document and identify these core beliefs, sacred cows, and then challenge each one.
  48. 48. Or challenge yourself how you would think differently about the brand or category if we didn’t believe what we believe.
  49. 49. Challenge conformity ROM bar A need to be disruptive to get the brand back into the hearts of the nation.
  50. 50. ROM The idea was to steal it, to wrench it away from the nation, to dress it in an overseas international flag, that of the states. The nation rebelled, asking “what have you done? You’ve given away our national asset here.” As such, that disruption, that desire to break conformity, had a fantastic effect.
  51. 51. As the campaign grew and grew and grew, the anger and the angst and the passion grew with it. When the candy bar was then reclad in the flag of the nation, everybody loved it again and sales went through the roof. But it was a brilliant piece of thinking because they challenged the conformity of the brand itself and about the idea of stereotyping nationality.
  52. 52. Hate is good There is a very powerful emotion wrapped up in hating something. Hating is visceral. Hating is angry. Hating is disruptive. There is a real usefulness in the velocity and visceral nature of hating something if you want to change something. Only working within a convention will get you back into the heartland of habit. And if you are in a habit, then you will do what was a bit like the last piece or a bit like the studio over the road from you. As an example, pick something pretty pedestrian, pretty mundane, and see what happens when you hate something associated to it.
  53. 53. Conventions of camping Escape Basic Countryside If you define what camping is, it’s probably based on three things; escapism, living a pretty basic life, and being in the countryside. So as a convention, if you hate one of those things, what happens? If you hate it so much you refuse to accept it within the conventions of camping?
  54. 54. Conventions of camping Escape Basic Glamping Countryside Image courtesy flickr user Donna Tomlinson Image courtesy flickr user wicker-furniture Glamping is the reinvention of camping. It sets the whole leisure and tourist industry back on fire. It is being outside but not having to do it in a rough, tough, ants in your sandwich type of way. So when you hate basic, you get to something not only more interesting but also a viable alternative.
  55. 55. Conventions of camping Escape Basic Countryside If you take out countryside, what you get is urban camping, a trend that started to catch on in Europe. Camp in a city.
  56. 56. Challenge conformity IEA urban camping Because something was refused and taken out of the equation, it takes you to a really interesting place. You have to sacrifice; you have to be aggressive in the reduction of one of the core components of the brand or the activity. IEA has redefined a corner of what was otherwise a very static industry. Camping now, whether it be glamping or urban camping, is significantly reinvented.
  57. 57. Challenge conformity Hövding invisible helmet
  58. 58. Hövding challenged the norms of a crash helmet being a rigid structure that has been in play for years and years and years. By challenging the conformity of the genre, they came up with a radically different, very important alternative.
  59. 59. 5 ways to disrupt perception 1 Immersion 2 Challenge conformity 3 Novelty 4 Invite constraint 5 Disparate pairings
  60. 60. As previously stated... The networks that govern both perception and imagination are one in the same
  61. 61. But they can be reprogrammed by deploying your attention differently
  62. 62. Our brain’s natural inclinations toward efficiency drive mechanized behavior of perceptual shortcuts to save energy. Perceiving things in the usual way requires little by way of energy.
  63. 63. Novelty To perceive things differently, we must fuel our brains with stuff it has not experienced before. A novel stimulus jolts attentional systems. Radical directly proportional to fresh insights. 1. Novelty
  64. 64. “If you’re trying to be more creative, one of the most important things you can do is increase the volume and diversity of the information to which you are exposed.” Wall Street Journal: “How to be Creative” by Jonah Lehrer
  65. 65. Novelty can take many forms
  66. 66. Novelty can take many forms New insights or look at existing research in new ways to drive new insights.
  67. 67. Novelty can take many forms “Form teams with people with diverse thinking styles more likely to arrive at good decisions. Their diversity challenges each other’s habituated beliefs.” Daniel Goldman
  68. 68. Novelty can take many forms Doing a new and unfamiliar activity
  69. 69. Novelty can take many forms Exposure to new information
  70. 70. 5 ways to disrupt perception 1 Immersion 2 Challenge conformity 3 Novelty 4 Invite constraint 5 Disparate pairings
  71. 71. Invite constraint We o en talk about white space and endless possibilities, but the truth is the creative process is borne of constraint.
  72. 72. “I suspect that the welcoming of constraints is, at bottom, the deepest secret of creativity.” David Gentleman: “The Invisible Grail”, 2003
  73. 73. Invite constraint Your product now may be only be used by those under the age of 21 The #1 raw material in your product is no longer available You may no longer use your brand name to sell your product or service You must triple the price of your brand You must cut the price of your brand in half You may no longer promote your product within your number one channel You may no longer use your brand’s primary equity color
  74. 74. “I suspect that the welcoming of constraints is, at bottom, the deepest secret of creativity.” Douglas R. Hofstadter, scientist and polymath Image Courtesy NASA/JPL-Caltech
  75. 75. Invite constraints Mars Rover NASA’s challenge was to safely land the Mars probe onto the surface of the planet. NASA had no problem getting to Mars or getting to the atmosphere, but the last 200 yards were actually the hardest. How do you slow down and control descent onto the surface of the planet while controlling everything from mission control back on earth? So for the marvelous technology that got us to Mars’ atmosphere, the last 200 yards was delivered by a winch, a mechanism that has been with us for centuries. Sometimes, the answer is right there in front of you. Image Courtesy NASA/JPL-Caltech
  76. 76. Invite constraints Preem Landor worked in Sweden with a petroleum retailer whose business was suffering quite significantly with the advent of the incoming big international petrol companies. Through the segmentation process with them we discovered that half the audience had a series of unmet needs and was an audience that wasn’t being talked to whatsoever—the entire female population. One of the things that people familiar with petrol retailers know is that you don’t make any money now on pumping gas; you make it in the C-stores. So if you do believe that you want to seriously attract the missing half of the audience, what do you do? You design for women, not men. That’s the constraint.
  77. 77. Preem As we worked back through the experience into the C-store, making it such that the dwell time for the typical female customer would be longer, purchases increased. (Sales went up 33% a er the redesign) Changes included taking all the porn off the top shelf of all the magazine racks, taking out all the donkey burgers, and putting in things which were much more suitable for food to take home for the family. Outside, the pumps were better lit for ease and safety.
  78. 78. 5 ways to disrupt perception 1 Immersion 2 Challenge conformity 3 Novelty 4 Invite constraint 5 Disparate pairings
  79. 79. Five most important skills for innovators: Harvard Business Review Associating Questioning Observing Experimenting Networking
  80. 80. Disparate pairings Most powerful overall driver of innovation is associating
  81. 81. Associating: Making connections across seemingly unrelated questions, problems, ideas, or categories
  82. 82. Disparate pairings O en helpful to look at the best of the best at a certain thing and imagine how it might transform your company. Get inspired by Amazon’s access to inventory Nordstrom’s approach to customer service Disney’s approach to experience management
  83. 83. Disparate pairings + = Image courtesy wikimedia commons user Thegreenj Locks Personal audio iPod
  84. 84. Disparate pairings + Jewelry Gin
  85. 85. Disparate pairings + Sports cars Whiskey
  86. 86. Disparate pairings + Drugstores Department stores
  87. 87. Images courtesy flickr user daxoneil
  88. 88. Image courtesy flickr user daxoneil Image courtesy flickr user Pauton Chung
  89. 89. Images courtesy flickr user Todd Huffman Disparate pairings London Olympics Logo
  90. 90. NEED PERMI SSION Image courtesy flickr user tableatny Image courtesy flickr user Tiws
  91. 91. London 2012 Olympics In past years, there was a sense of conformity in how the different games and cities presented themselves. It was the desire of the IOC to make the games a legacy for the young people of London and stay top of mind for the 6 relevant years. How do you engage them while staying true to traditional sporting values? Wolff Olins adopted the code and language of the streets by using graffiti as an inspiration. The resulting design was disruptive and different, and demanded conversation. Image courtesy flickr user Ben Sutherland
  92. 92. + = Disparate pairings Siberian Airlines
  93. 93. Disparate pairings Siberian Airlines What do we do with Siberian Airways that can resonate with the new generation of Russia and their point of view? The idea of freshness was brought in because typically, in and out of Russia, perceptions of travel were that it was a pretty grey experience. Actually it’s a pretty grey in a lot of places, but particularly Russia. So what can we do to add a sense of freshness and vitality to it? And can we combine it with something which actually has a sense of style and modernity, some lifestyle that people would find attractive?
  94. 94. S7 If you put fresh and fashion together you end up with not Siberian Airlines, but S7— something that is absolutely bright and cheerful and fashionable and breaks the codes of the category. Now they feel proud and walk with a strut that is more akin to being a lifestyle brand than just an airline brand. The lounges feel more like going into a boutique than they do just a furniture show room you tend to get in lounges these days.
  95. 95. Disparate pairings UKTV
  96. 96. Disparate pairings SOLIDARITY + UKTV’s personality was defined as the “Imaginative Challenger,” which is already a paradox. How do you bring together an idea of “what if” and a wandering curious spirit with an emphatic sense of challenging the status quo and norm? = The resulting identity combines the opportunity of a cloud with strong, emphatic type. It is disruptive and challenging to the sector.
  97. 97. 5 ways to disrupt perception 1 Immersion 2 Challenge conformity 3 Novelty 4 Invite constraint 5 Disparate pairings
  98. 98. Thank you Landor.com