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SACRED COWS
STIFLING MARKETING CREATIVITY




 presented by Tim Harris and Saneel Radia
WHAT IS CREATIVITY?



     Frans Johansson’s 3 elements:
     NEW. VALUABLE. REALIZED.
THE FUTURE DOESN’T FIT
IN THE CONTAINERS OF THE PAST
1. ALL IDEAS ARE GOOD IDEAS
FALSE
NOT IN THE REAL WORLD
WHERE YOU HAVE FINITE RESOURCES
IDEA BUFFETS RARELY MAXIMIZE CREATIVITY
ACHIEVING MARKETING OMAKASE
REQUIRES FOCUS
DIVERGENT IDEATION

                                                ?

IDEA PHASE 1   IDEA PHASE 2   IDEA PHASE 3   FINAL ...
DIVERGENT IDEATION + CONVERGENT IDEATION

                                                ?

IDEA PHASE 1   IDEA PHASE 2  ...
ASSIGN A BOUNCER, NOT AN EDITOR
Someone must focus resources — physical, mental, emotional.
2. AD CAMPAIGNS ARE AN ESSENTIAL
   MARKETING EXPENSE
(well, for clients)
WHAT IF
MARKETING WAS EVERGREEN?
MARKETING FACILITATED EXTENSION
INTO NEW AREAS?
MARKETING LIVED AT THE INTERSECTION OF
PRODUCT & CONSUMER BEHAVIOR?
MARKETING CREATED TANGIBLE VALUE?
CREATE MARKETING ASSETS
Broaden perspective of media from container to canvas.
3. THE BEST TEAMS ARE
   COLLECTIONS OF SUPERHEROES
INTERSECTIONAL INNOVATION REQUIRES
GENERALISTS AMONG SPECIALISTS
EMPOWER GENERALISTS VIA ACCOUNTABILITY
Without a generalist marketers will never know the true potential of media partners.
4. CREATIVE LEADERS SHOULD BE
   THE MOST CREATIVE PEOPLE
(except you, Steve)
CREATIVE ROCKSTARS STAND OUT AND
STRUGGLE TO PLAY THE FOOL
CREATIVE LEADERS CAUSE CREATIVITY,
WHICH REQUIRES DIFFERENT SKILLS
REWARD CREATIVE PEOPLE DIFFERENTLY
THAN CREATIVE CATALYSTS
5. EACH EMPLOYEE SHOULD STRIVE
   FOR “PERFECTION”
TO-DO LIST EVALUATIONS ARE AN OBSTACLE
FOR MOST CREATIVE PEOPLE
TO-DO LIST EVALUATIONS ARE AN OBSTACLE
FOR MOST CREATIVE PEOPLE
TO-DO LIST EVALUATIONS ARE AN OBSTACLE
FOR MOST CREATIVE PEOPLE
TO-DO LIST EVALUATIONS ARE AN OBSTACLE
FOR MOST CREATIVE PEOPLE
TO-DO LIST EVALUATIONS ARE AN OBSTACLE
FOR MOST CREATIVE PEOPLE
CREATE THE PERFECT JOB,
NOT THE PERFECT PERSON
6. MARKETING IS A MASTERPIECE TO BE REVEALED
TRADITIONAL LAUNCH
VS. COLLABORATIVE LAUNCH
KEEP MARKETING IN PERPETUAL BETA
7. INTEGRATION IS THE IDEAL
EMBRACE THE ONE-OFF
CONTAINERS OF THE PAST

ALL IDEAS ARE      AD CAMPAIGNS        THE BEST TEAMS    CREATIVE LEADERS
GOOD IDEAS         ARE A...
WHAT YOU DO IS THE
FUTURE.
THANK YOU

 Q&A




 presented by Tim Harris and Saneel Radia
Sacred Cows Stifling Marketer Creativity
Sacred Cows Stifling Marketer Creativity
Sacred Cows Stifling Marketer Creativity
Sacred Cows Stifling Marketer Creativity
Sacred Cows Stifling Marketer Creativity
Sacred Cows Stifling Marketer Creativity
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Sacred Cows Stifling Marketer Creativity

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The keynote co-presented by Tim Harris and myself at Media 2010 (January, 2010) in Sydney Australia.

Here's a video if you'd rather just watch it:
http://www.media2010.com.au/?page_id=1137

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Transcript of "Sacred Cows Stifling Marketer Creativity"

  1. 1. SACRED COWS STIFLING MARKETING CREATIVITY presented by Tim Harris and Saneel Radia
  2. 2. WHAT IS CREATIVITY? Frans Johansson’s 3 elements: NEW. VALUABLE. REALIZED.
  3. 3. THE FUTURE DOESN’T FIT IN THE CONTAINERS OF THE PAST
  4. 4. 1. ALL IDEAS ARE GOOD IDEAS
  5. 5. FALSE
  6. 6. NOT IN THE REAL WORLD WHERE YOU HAVE FINITE RESOURCES
  7. 7. IDEA BUFFETS RARELY MAXIMIZE CREATIVITY
  8. 8. ACHIEVING MARKETING OMAKASE REQUIRES FOCUS
  9. 9. DIVERGENT IDEATION ? IDEA PHASE 1 IDEA PHASE 2 IDEA PHASE 3 FINAL IDEA CLIENT
  10. 10. DIVERGENT IDEATION + CONVERGENT IDEATION ? IDEA PHASE 1 IDEA PHASE 2 IDEA PHASE 3 FINAL IDEA CLIENT VS IDEA PHASE 1 IDEA PHASE 2 IDEA PHASE 3 FINAL IDEA CLIENT
  11. 11. ASSIGN A BOUNCER, NOT AN EDITOR Someone must focus resources — physical, mental, emotional.
  12. 12. 2. AD CAMPAIGNS ARE AN ESSENTIAL MARKETING EXPENSE
  13. 13. (well, for clients)
  14. 14. WHAT IF
  15. 15. MARKETING WAS EVERGREEN?
  16. 16. MARKETING FACILITATED EXTENSION INTO NEW AREAS?
  17. 17. MARKETING LIVED AT THE INTERSECTION OF PRODUCT & CONSUMER BEHAVIOR?
  18. 18. MARKETING CREATED TANGIBLE VALUE?
  19. 19. CREATE MARKETING ASSETS Broaden perspective of media from container to canvas.
  20. 20. 3. THE BEST TEAMS ARE COLLECTIONS OF SUPERHEROES
  21. 21. INTERSECTIONAL INNOVATION REQUIRES GENERALISTS AMONG SPECIALISTS
  22. 22. EMPOWER GENERALISTS VIA ACCOUNTABILITY Without a generalist marketers will never know the true potential of media partners.
  23. 23. 4. CREATIVE LEADERS SHOULD BE THE MOST CREATIVE PEOPLE
  24. 24. (except you, Steve)
  25. 25. CREATIVE ROCKSTARS STAND OUT AND STRUGGLE TO PLAY THE FOOL
  26. 26. CREATIVE LEADERS CAUSE CREATIVITY, WHICH REQUIRES DIFFERENT SKILLS
  27. 27. REWARD CREATIVE PEOPLE DIFFERENTLY THAN CREATIVE CATALYSTS
  28. 28. 5. EACH EMPLOYEE SHOULD STRIVE FOR “PERFECTION”
  29. 29. TO-DO LIST EVALUATIONS ARE AN OBSTACLE FOR MOST CREATIVE PEOPLE
  30. 30. TO-DO LIST EVALUATIONS ARE AN OBSTACLE FOR MOST CREATIVE PEOPLE
  31. 31. TO-DO LIST EVALUATIONS ARE AN OBSTACLE FOR MOST CREATIVE PEOPLE
  32. 32. TO-DO LIST EVALUATIONS ARE AN OBSTACLE FOR MOST CREATIVE PEOPLE
  33. 33. TO-DO LIST EVALUATIONS ARE AN OBSTACLE FOR MOST CREATIVE PEOPLE
  34. 34. CREATE THE PERFECT JOB, NOT THE PERFECT PERSON
  35. 35. 6. MARKETING IS A MASTERPIECE TO BE REVEALED
  36. 36. TRADITIONAL LAUNCH VS. COLLABORATIVE LAUNCH
  37. 37. KEEP MARKETING IN PERPETUAL BETA
  38. 38. 7. INTEGRATION IS THE IDEAL
  39. 39. EMBRACE THE ONE-OFF
  40. 40. CONTAINERS OF THE PAST ALL IDEAS ARE AD CAMPAIGNS THE BEST TEAMS CREATIVE LEADERS GOOD IDEAS ARE AN ESSENTIAL ARE COLLECTIONS SHOULD BE MARKETING EXPENSE OF SUPERHEROES THE MOST CREATIVE PEOPLE EACH EMPLOYEE MARKETING IS INTEGRATION IS SHOULD STRIVE A MASTERPIECE THE IDEAL FOR “PERFECTION” TO BE REVEALED
  41. 41. WHAT YOU DO IS THE FUTURE.
  42. 42. THANK YOU Q&A presented by Tim Harris and Saneel Radia
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