JUNE 2013
@michelebkim
THE THEMES
SHARED EXISTENCE

APPLYING THEM
BRANDS
what this means for your brands

THE DISTRIBUTION OF CULTURE
EVOLVING NE...
SHARED EXISTENCE
“I’ve learned that people will
forget what you said, people will
forget what you did, but people
will never forget how you...
THE HEART
LEADS THE BRAIN
EMOTIONS AFFECT:

ENGAGEMENT
SYNCHRONY + INTENSITY = EMOTIONAL ENGAGEMENT

DECISIONS
WE EVOLVED ...
HOW CAN WE APPLY THIS ?

HOW DOES YOUR BRAND
MAKE PEOPLE FEEL?
WHAT ARE BRANDS THAT
MAKE YOU FEEL?
MOMENTS OF MEANING

ENGAGEMENT IS ATTENTION TO SOMETHING
THAT EMOTIONALLY IMPACTS YOU
SAME PLACE
MIRROR NEURONS

SAME MOME...
DIGITAL MOMENTS OF MEANING:
WE ARE MORE ENGAGED IN EXPERIENCES THAT ARE SHARED.
THE IMPORTANCE OF SHARED EXPERIENCE
SHARED EXPERIENCES CREATE CULTURE
VIRAL EXISTED BEFORE PIPELINES FOR VIRAL EXISTED

“Only 7%
of word of mouth
is online.”
...
IT’S THE DESIRE FOR
SHARED EXPERIENCE THAT
DRIVES THIS
SOCIAL NETWORKS HAVE JUST
ACCELERATED THIS

POWERING VIRAL:
THE PAT...
BUT IT’S THE EXPERIENCE
ITSELF, NOT THE
PLATFORM THAT DRIVES
ENGAGEMENT

SHARED EXPERIENCE VS VEHICLE
THE PATH TO 1 BILLIO...
SUSTAINING RELEVANCE AND ENGAGEMENT

MAY 23RD

EVERY MONDAY
HOW CAN WE APPLY THIS ?

TIMING IS IMPORTANT:
UNDERCURRENTS
UPCOMING EVENTS
BRANDS SHOULD SEEK TO CREATE
SHARED EXPERIENCE...
“THE DEATH OF TV”
THE LARGEST CULTURAL SHARED
EXPERIENCES USED TO HAPPEN
THROUGH MAINSTREAM CHANNELS.
“Now, even TV, the h...
THE DEATH OF NETWORKS
THE FUTURE OF TV
THE NETWORKS WILL BE REPLACED BY THE
NETWORKS OF THE PEOPLE

MORE AND MORE, PEOPLE ARE
RESPONSIBLE FOR CONNECTING
OTHER PE...
DISTRIBUTION
OF CULTURE
18
OLDEN DAYS OF ONE-TO-ONE
RECENT DAYS OF ONE-TO-MANY
TODAY: EVERYONE TO EVERYONE
HOW CAN WE APPLY THIS ?

BRAND AS CONNECTOR:
BRANDS SHOULD HELP TO CONNECT
PEOPLE TO OTHER PEOPLE AND THE
THINGS THEY WANT...
WHAT DO PEOPLE
WANT AND NEED

12
EVERYTHING IS AMAZING
AND NOBODY IS HAPPY
HOW OUR NEEDS HAVE EVOLVED,
AND OUR HAPPINESS

THOUGHTS

HIGHER
NEEDS
EMOTIONS

BASIC NEEDS
NATURAL PROGRESSION

HIGHER
NEEDS

NEEDS MET

HIGHER
NEEDS

BASIC NEEDS

BASIC NEEDS

INDUSTRIAL REVOLUTION
AGE OF MANUFACTURED NEEDS HAS US
OUT OF TOUCH WITH WHAT WE REALLY
NEED TO BECOME HAPPIER

THOUGHTS

WE’RE STUCK HERE

HIGH...
AGE OF MANUFACTURED NEEDS
Products are
created to fulfill
basic needs

Basic products
are made more
accessible

YIELD WAST...
WHY THIS MATTERS

WE’VE BEEN DISTRACTED BY
REINVENTION, NOT REAL
INVENTION.
REDEFINING HAPPINESS
SUCESS - VALUES - NEEDS - LIFE
CREATING NEEDS

REAL
INVENTION
IS IN
CREATING
THINGS
THAT TRULY
SATISF...
FINDING THE BLIND SPOT
REAL INVENTION VS. REINVENTION
HOW CAN WE APPLY THIS ?

BRAND RELEVANCE DEPENDS ON THE
NEEDS IT IS SOLVING.
FUNCTIONAL NEEDS CAN BECOME
IRRELEVANT. A BRA...
THE NEW WORLD

12
THE AGE OF

PARTICIPATION
THE AGE OF

PARTICIPATION
IS BECOMING
THE AGE OF “OH SHIT I CAN DO IT
MYSELF”

[THE LEVEL OF “PARTICIPATION” IS EVER-INCREASING]

49%
of Americans want to
be an...
THE SHIFT OF POWER

BRANDS

PEOPLE
THE IVORY TOWER IS FALLING

BRANDS
PEOPLE
37
Innovations and access has
democratized entrepreneurship by
giving us lowered barriers to entry
and creativity.
We are now...
Our P2P access has not only
changed the way we access
information, ideas, and
communicate, it’s also created a
simultaneou...
PATH TO SHARED CREATION
ACCESS TO INFO IS NOW MORE
IT’S ACCESS TO EACH OTHER,
TOOLS AND RESOURCES

Shared
Knowledge

Share...
DOES THE FUTURE LIE IN
COLLABORATIVE
CREATION?
As brands move from medium to medium over time
they slowly learn to adapt t...
ENABLING SHARED CREATION
APPLYING PRINCIPLES TO BUILDING A
CITY IN THE DIGITAL AND BRAND SPACE:
1.DENSITY OF HUMAN CONNECT...
HOW CAN WE APPLY THIS ?

HOW DO WE EMPOWER SHARED
CREATION?
BRANDS: CREATE THE SPACE FOR INTERACTION
BRIEFINGS: TRY TO CRE...
WAYS TO THINK ABOUT NEXT PROJECT
HOW CAN YOUR BRAND BECOME A CONNECTOR?
FOR PEOPLE, HOW CAN WE CREATE SPACE FOR INTERACTIO...
QUESTIONS?
APPENDIX
SUGGESTED READING FOR THE NERDY BIBILOPHILE IN YOU
PLANNING TOOL: SWOT STEEP

S
S

STRENGTHS

W

WEAKNESSES

O

OPPORTUNITIES

T

THREATS

SOCIAL

TTECHNOLOGY E ECONOMIC E
P...
CREATIVE TOOL: USE VERBS TO DESCRIBE, NOT NOUNS

STAIRS

VS.

ASCENDING/DESCENDING
TUNNELS
SLIDES
LEVITATION
GUIDE TO CHANGE: 9 STEPS
OF LEADING A LEADERLESS
REVOLUTION

28
DIGITAL CREATION TOOL: UNDERCURRENT WORKSHEET
SPEAKERS
Vladimir Pick,
Strategist
@Undercurrent

Francesca Gino,
Associate Professor,
Harvard Business School

Henry Holt...
THE DAY
Social TV: How to Create Connected Media Experiences
Henry Holtzmann

How to turn data into design
Erik Brown and ...
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Planningness Themes 2013

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A quick look at the large themes from this year's planningness disparate talks on culture, tech & brands and key takeaways for brands and strategists. Authored by myself, James Stevens, Farah Khan, Rita Mauer-Hollaendar and Anthony Perez.

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Planningness Themes 2013

  1. 1. JUNE 2013 @michelebkim
  2. 2. THE THEMES SHARED EXISTENCE APPLYING THEM BRANDS what this means for your brands THE DISTRIBUTION OF CULTURE EVOLVING NEEDS THE NEW WORLD SHARED CREATION PEOPLE how this applies to culture & people STRATEGISTS looking at problems differently
  3. 3. SHARED EXISTENCE
  4. 4. “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Maya Angelou
  5. 5. THE HEART LEADS THE BRAIN EMOTIONS AFFECT: ENGAGEMENT SYNCHRONY + INTENSITY = EMOTIONAL ENGAGEMENT DECISIONS WE EVOLVED TO GET INFORMATION FROM OUR EMOTIONS. MEMORY EMOTIONS TAG INFORMATION FOR RELEVANCE
  6. 6. HOW CAN WE APPLY THIS ? HOW DOES YOUR BRAND MAKE PEOPLE FEEL? WHAT ARE BRANDS THAT MAKE YOU FEEL?
  7. 7. MOMENTS OF MEANING ENGAGEMENT IS ATTENTION TO SOMETHING THAT EMOTIONALLY IMPACTS YOU SAME PLACE MIRROR NEURONS SAME MOMENT + SAME EMOTION = EMOTIONAL CONCORDANCE
  8. 8. DIGITAL MOMENTS OF MEANING: WE ARE MORE ENGAGED IN EXPERIENCES THAT ARE SHARED. THE IMPORTANCE OF SHARED EXPERIENCE
  9. 9. SHARED EXPERIENCES CREATE CULTURE VIRAL EXISTED BEFORE PIPELINES FOR VIRAL EXISTED “Only 7% of word of mouth is online.” - Jonah Berger author of Contagious
  10. 10. IT’S THE DESIRE FOR SHARED EXPERIENCE THAT DRIVES THIS SOCIAL NETWORKS HAVE JUST ACCELERATED THIS POWERING VIRAL: THE PATH TO 1 BILLION VIEWS
  11. 11. BUT IT’S THE EXPERIENCE ITSELF, NOT THE PLATFORM THAT DRIVES ENGAGEMENT SHARED EXPERIENCE VS VEHICLE THE PATH TO 1 BILLION VIEWS VS.
  12. 12. SUSTAINING RELEVANCE AND ENGAGEMENT MAY 23RD EVERY MONDAY
  13. 13. HOW CAN WE APPLY THIS ? TIMING IS IMPORTANT: UNDERCURRENTS UPCOMING EVENTS BRANDS SHOULD SEEK TO CREATE SHARED EXPERIENCES PEOPLE CAN RALLY AROUND, AND THINK OF “WHEN” THEY CAN DO THIS AS A KEY COMPONENT, RATHER THAN HOW.
  14. 14. “THE DEATH OF TV” THE LARGEST CULTURAL SHARED EXPERIENCES USED TO HAPPEN THROUGH MAINSTREAM CHANNELS. “Now, even TV, the holy grail of every 90’s kid’s childhood, seems to be on the way out. There is no more asking your parents to watch TV, you simply download an app on your iPhone, and you’re there.” - 20 Year Old Intern at Fast Company One Millennial's Conflicted Feelings About Plugging Into The Digital Revolution
  15. 15. THE DEATH OF NETWORKS THE FUTURE OF TV
  16. 16. THE NETWORKS WILL BE REPLACED BY THE NETWORKS OF THE PEOPLE MORE AND MORE, PEOPLE ARE RESPONSIBLE FOR CONNECTING OTHER PEOPLE TO CONTENT
  17. 17. DISTRIBUTION OF CULTURE 18
  18. 18. OLDEN DAYS OF ONE-TO-ONE
  19. 19. RECENT DAYS OF ONE-TO-MANY
  20. 20. TODAY: EVERYONE TO EVERYONE
  21. 21. HOW CAN WE APPLY THIS ? BRAND AS CONNECTOR: BRANDS SHOULD HELP TO CONNECT PEOPLE TO OTHER PEOPLE AND THE THINGS THEY WANT OR NEED. ACT AS A UTILITY RATHER THAN THE ENTERTAINMENT ITSELF. BECOME CONTENT CURATORS, AGGREGATORS AND HELP FACILITATE THE CONNECTIONS.
  22. 22. WHAT DO PEOPLE WANT AND NEED 12
  23. 23. EVERYTHING IS AMAZING AND NOBODY IS HAPPY
  24. 24. HOW OUR NEEDS HAVE EVOLVED, AND OUR HAPPINESS THOUGHTS HIGHER NEEDS EMOTIONS BASIC NEEDS
  25. 25. NATURAL PROGRESSION HIGHER NEEDS NEEDS MET HIGHER NEEDS BASIC NEEDS BASIC NEEDS INDUSTRIAL REVOLUTION
  26. 26. AGE OF MANUFACTURED NEEDS HAS US OUT OF TOUCH WITH WHAT WE REALLY NEED TO BECOME HAPPIER THOUGHTS WE’RE STUCK HERE HIGHER NEEDS EMOTIONS BASIC NEEDS We haven’t gotten here: deep intelligence Lower part of brain
  27. 27. AGE OF MANUFACTURED NEEDS Products are created to fulfill basic needs Basic products are made more accessible YIELD WASTE Products created for manufactured needs =
  28. 28. WHY THIS MATTERS WE’VE BEEN DISTRACTED BY REINVENTION, NOT REAL INVENTION.
  29. 29. REDEFINING HAPPINESS SUCESS - VALUES - NEEDS - LIFE CREATING NEEDS REAL INVENTION IS IN CREATING THINGS THAT TRULY SATISFY OUR HIGHER NEEDS. SERVING NEEDS
  30. 30. FINDING THE BLIND SPOT REAL INVENTION VS. REINVENTION
  31. 31. HOW CAN WE APPLY THIS ? BRAND RELEVANCE DEPENDS ON THE NEEDS IT IS SOLVING. FUNCTIONAL NEEDS CAN BECOME IRRELEVANT. A BRAND PROMISE DOES MORE THAN GIVE A BRAND IDENTITY, IT GUIDES BRANDS REINVENTION IN THIS NEW WORLD TO CONSTANTLY MEET AN A NEED. INNOVATION CAN KILL A PRODUCT BUT IT CAN’T KILL A LARGER MISSION.
  32. 32. THE NEW WORLD 12
  33. 33. THE AGE OF PARTICIPATION
  34. 34. THE AGE OF PARTICIPATION IS BECOMING
  35. 35. THE AGE OF “OH SHIT I CAN DO IT MYSELF” [THE LEVEL OF “PARTICIPATION” IS EVER-INCREASING] 49% of Americans want to be an entrepreneur
  36. 36. THE SHIFT OF POWER BRANDS PEOPLE
  37. 37. THE IVORY TOWER IS FALLING BRANDS PEOPLE 37
  38. 38. Innovations and access has democratized entrepreneurship by giving us lowered barriers to entry and creativity. We are now shifting to a generation of makers. LOWERED BARRIERS TO CREATION: THE MAKER REVOLUTION Expertise & Education: Prototyping: Networking: Funding: Marketing: Selling outlet: Distribution: Payment: Credibility:
  39. 39. Our P2P access has not only changed the way we access information, ideas, and communicate, it’s also created a simultaneous experience of life and is has led to us pulling together our strengths to create together. LOWERED BARRIERS TO CREATION: MAKERS IN A P2P WORLD Expertise & Education: Prototyping: Networking: Funding: Marketing: Selling outlet: Distribution: Payment: Credibility:
  40. 40. PATH TO SHARED CREATION ACCESS TO INFO IS NOW MORE IT’S ACCESS TO EACH OTHER, TOOLS AND RESOURCES Shared Knowledge Shared Communication Shared Experience Shared Creation
  41. 41. DOES THE FUTURE LIE IN COLLABORATIVE CREATION? As brands move from medium to medium over time they slowly learn to adapt to how the medium is actually being consumed. Ads imitate print and tv for those mediums but struggle when it comes to digital. Is it that brands are force fitting a tv spot onto your iphone or as pre-roll? Shouldn’t brands instead, harness what’s happening in the world by connecting people? Collecting their stories? Helping them to achieve something? Creating something beautiful?
  42. 42. ENABLING SHARED CREATION APPLYING PRINCIPLES TO BUILDING A CITY IN THE DIGITAL AND BRAND SPACE: 1.DENSITY OF HUMAN CONNECTIONS SPUR CREATIVITY: CREATE SPACE FOR INTERACTION 2.CREATE PATHWAYS: LEARN FROM ORGANIC BEHAVIOR, STUDY HOW PEOPLE HACK SPACES AND REMOVE THOSE ROADBLOCKS. 3.CREATIVE AMNESIA: DON’T USE NOUNS TO DESCRIBE, USE VERBS. 4.STRUCTURALLY DESIGN TO EXPAND, NOT GET SMALLER
  43. 43. HOW CAN WE APPLY THIS ? HOW DO WE EMPOWER SHARED CREATION? BRANDS: CREATE THE SPACE FOR INTERACTION BRIEFINGS: TRY TO CREATE THE SPACE FOR THE KIND OF INTERACTION THAT WILL LEAD TO GREAT IDEAS VS. JUST CONSTRICTING BY CREATING THE “CORRECT” PATHWAY.
  44. 44. WAYS TO THINK ABOUT NEXT PROJECT HOW CAN YOUR BRAND BECOME A CONNECTOR? FOR PEOPLE, HOW CAN WE CREATE SPACE FOR INTERACTION? WHAT ARE YOUR CONSUMERS ALREADY DOING? ASK CLIENTS HOW THEIR BRAND IS SUPPOSED TO MAKE THE AUDIENCE FEEL. ADD “WHAT’S THE FEELING YOU WANT TO LEAVE PEOPLE WITH?” TO YOUR NEXT BRIEF. IN BRIEFINGS CREATE SPACE FOR THE KIND OF INTERACTIONS THAT WILL LEAD TO GREAT IDEAS. IS YOUR BRAND CREATING A MOMENT FOR PEOPLE TO RALLY AROUND AND SHARE? CAN YOU SUSTAIN RELEVANCE THROUGH SHARED EPISODIC EXPERIENCES? CREATIVE AMNESIA IN PROBLEM SOLVING: CREATIVE QUESTIONS AND CHALLENGES LEAD TO CREATIVE SOLUTIONS.
  45. 45. QUESTIONS?
  46. 46. APPENDIX
  47. 47. SUGGESTED READING FOR THE NERDY BIBILOPHILE IN YOU
  48. 48. PLANNING TOOL: SWOT STEEP S S STRENGTHS W WEAKNESSES O OPPORTUNITIES T THREATS SOCIAL TTECHNOLOGY E ECONOMIC E P ENVIRONMENT POLITICAL
  49. 49. CREATIVE TOOL: USE VERBS TO DESCRIBE, NOT NOUNS STAIRS VS. ASCENDING/DESCENDING TUNNELS SLIDES LEVITATION
  50. 50. GUIDE TO CHANGE: 9 STEPS OF LEADING A LEADERLESS REVOLUTION 28
  51. 51. DIGITAL CREATION TOOL: UNDERCURRENT WORKSHEET
  52. 52. SPEAKERS Vladimir Pick, Strategist @Undercurrent Francesca Gino, Associate Professor, Harvard Business School Henry Holtzman Chief Knowledge Officer | Director of Information Ecology Research MIT Media Lab Casey Haskins, CEO BLK SHP, US Army Strategist Harold O’Neal,  Pianist | Improvisor Dan Pitera, Executive Director of the Detroit Collaborative Design Center Dr Carl Marci co-founder, CEO of Innerscope Research. Erik Brown, Design Strategist  Michelle LeClerc, ACD Doug Levin, CEO Quant 5 Heidi Dangeier CEO and Founder of Girl Approved, scientist, designer, inventor   Amit Gurnani / Sheila Dubaii, Writer and Drag Queen Debbie Milman, President of Design at Sterling Brands Sam Ford, Director of Digital Strategy Peppercomm Jonah Berger, Professor of Marketing, Wharton School and author of “Contagious” Carne Ross, Independent Diplomat and author of “The Leaderless Revolution” Megan Dickerson & Ben Durrell Boston Children’s Museum
  53. 53. THE DAY Social TV: How to Create Connected Media Experiences Henry Holtzmann How to turn data into design Erik Brown and Michele Leclerc How to create a leaderless revolution Carne Ross How to fight a war Casey Haskins How to Make Good Decisions Francesca Gino How to reinvent invention Heidi Dengelmaier How to apply Predictive Analytics to Marketing Challenges Doug Levin How to design a city with a city Dan Pitera and Krista Wilson How to design for children Ben Durrell and Megan Dickerson How to Stay Connected Through Improvisation Harold O’Neal How does content really spread Sam Ford How to Turn Data Into Design Erik Brown and Michelle LeClerc How to Get People Talking About Your Stuff Jonah Berger How to Create Better Connections by Understanding the Brain Dr. Carl Marci How to create computer-free digital experiences Vladimir Pick How to be Fabulous Amit Gurnani / Sheila Dubaii
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