The Stages of Involvement AWAR ENESS Getting noticed in an increasingly rushed, complex, and cluttered world.CONSID ER ATI ON Creating an attitude or point of view, with the strength to make someone question an alternative way of behaving. ENGAGEMENT A big idea and clear invitation to put a toe in the water. EVA NG ELI SM Creating a customer experience that they can own, share, and offer as experts to others.
The SituationOur goal was to create a summerprogram that did more than trackand reward reading.We wanted customers to immersethemselves in a program thatsparked their interests and suitedtheir ways of learning.
If you want aninnovative idea the last thing you should do is brainstorm.
The Action Brief CON V INCE: (demographic / psychographic situation in which they will receive our messaging) T H AT BY : (thinking, doing, considering, changing) T HE Y WIL L : (think, feel, do differently)WH ICH WIL L : (reach for a huge human benefit) B ECAUSE : (here’s where the product/service better deliver)
Action BriefCON VIN CE :Busy working parents andsummer fun focused kidswho have always been toldto read more.
Action BriefT HA T BY :Exploring, imagining, anddiscovering inspirationthrough the library.
Action BriefT HEY WIL L :Spark somethingextraordinary or unexpectedto do this summer.
Action BriefWHICH WILL :Stretch everyone’s intellectualand creative boundaries byparticipating in immersiveactivities far beyond reading(that don’t rely on choking hazards).
Action BriefB ECAU S E :Anythink is not a warehousefor books. It is a place thatsparks imagination, fuelsenthusiasm for activity, andincreases appetitefor knowledge.
The Action Brief is BriefC ON VIN CE : Busy working parents and summer fun focusedkids who have always been told to read more.THA T BY: Exploring, imagining, and discovering inspirationthrough the library.THEY WIL L : Spark something extraordinary or unexpected todo this summer.WHIC H WIL L : Stretch everyone’s intellectual and creativeboundaries by participating in immersive activities far beyondreading (that don’t rely on choking hazards).B EC AU SE : Anythink is not a warehouse for books. It is a placethat sparks imagination, fuels enthusiasm for activity, andincreases appetite for knowledge.
Problems with BrainstormingWho is the final judge?
STEP 2 Agree on the criteria for successful ideas.
CriteriaIs it hands-on and consumer focused?Does it take us out of the expert role andtransfer expertise to the participant?Does the idea have built-in interest, or have wejust borrowed something interesting? Ex: Do wehire performers, or find ways to create them?Is it daring?Is it unique to Anythink? Or are we at leastdoing it in a unique way?
Let the Storm Begin In two steps:IDENTIFY ConventionsHUNT FOR Disruptions