MX: Managing Experience | Day 2 - New Car Smell (aka Bull In A China Shop) | Rob Maigret
Imagine someone handing you the reins to develop a new generation of Star Wars fans. That’s exactly what happened to Rob Maigret when he took the creative helm at Sphero - creators of BB-8, the most popular and best selling toy of 2015. Find out firsthand what it’s like to bring a physical - and highly anticipated - product to market for the first time, while simultaneously rebranding a company and reorganizing the way it approaches product development. In this talk Rob will cover: -Launching a product that is part of the largest cultural phenomena of modern times -The oil and vinegar of corporate culture -The hierarchy of brand and touchpoint trickle-down -Owning the creative vision vs “owning the creative vision” -Bringing marketing, creative, experience, and engineering under one roof - challenges and successes View videos at: https://vimeo.com/channels/mxconf
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MX: Managing Experience | Day 2 - New Car Smell (aka Bull In A China Shop) | Rob Maigret
- 2. #MX16 Rob Maigret Co-founder, Popularium New Car Smell (aka Bull in a China Shop) KEYNOTE
- 3. A STORY BY ROB MAIGRET@ROBMAIGRET #MXCONF2016 NEW CAR SMELLAKA BULL IN A CHINASHOP
- 4. OR… OWNING THE CREATIVE VISION (I.E. MAKING ACTUAL DECISIONS) ON A PHYSICAL PRODUCT.
- 5. PROCESS ACADEMIC REFERENCES RECOMMENDED READING CHARTS GRAPHS STUDIES MARKETING DATA BUZZWORDS DISCLAIMERS
- 6. CREATIVITY MIGHT JUST BE COMMON SENSE.
- 10. DON’T SCREW IT UP.
- 11. THE THINGS I ALREADY KNEW 1. MARKETING, DESIGN (CREATIVE), AND ENGINEERING ARE NOT SEPARATE DISCIPLINES 2. BRAND IS THE TOP LEVEL TOUCHPOINT 3. STORIES ARE HOW WE CONNECT TO ONE ANOTHER
- 12. MARKETING, DESIGN (CREATIVE), AND ENGINEERING THE PRODUCT EXPERIENCE
- 13. UNLESS YOU OWN ALL OF THESE FUNCTIONS, YOU DON’T OWN THE CREATIVE VISION. SORRY.
- 14. “SHIT.”
- 15. DESIGNING A STRONG BRAND PROMISE HELPS YOU MAKE CLEARER DECISIONS.
- 16. PROVIDING CONSTRAINTS HELPS GUIDE CREATIVITY.
- 17. DON’T COMPETE WITH THE PRODUCT, LEVERAGE IT HOWEVER POSSIBLE TO HELP BUILD THE BRAND.
- 18. STORIES ARE HOW WE CONNECT WITH ONE ANOTHER.
- 19. WRITE THE STORY.
- 20. BE UNAFRAID OF WHERE IT LEADS.
- 21. SO HERE IS WHAT HAPPENED.
- 22. WE WROTE THE STORY.
- 23. “WAIT.”
- 25. TEAMS THAT EMBRACE THE STORY MAKE A MUCH BETTER PRODUCT.
- 26. THE STORY PROVIDES FOCUS ON WHAT THE DEFINING QUALITY OF THE PRODUCT MUST BE: IN THIS CASE, PERSONALITY… AND CHARACTER.
- 27. “LET’S MAKE A REAL DROID.”
- 28. CREATE A WORLD.
- 29. IT CAME FROM A FACTORY.
- 30. ALL THINGS HAVE HISTORY.
- 31. MAKE OR BREAK MOMENT.
- 34. TELL THE WORLD.
- 35. CHAPTER ONE - PREQUEL: ACCELERATOR / IGER CHAPTER TWO - THE REVEAL: STAR WARS CELEBRATION CHAPTER THREE - MAKE A REAL DROID: THE BUILD CHAPTER FOUR - TELL THE WORLD: LAUNCH THE DROID
- 36. CHAPTER FIVE - ENJOY: SELL SELL SELL!