The business of ideas - Patrick Collister

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The business of ideas - Patrick Collister

  1. 1. The  business  of   Buenos  Aires  14th  November  2012  
  2. 2. Let’s  get  going  •  What  we’re  going  to  do  is:  •  Talk  about  creaBvity  •  Why  it’s  important  •  Talk  about  ideas  •  Look  at  the  7  Ideas.  •  Have  lots  of  ideas  
  3. 3. Who  is  this  person?  
  4. 4. And  who  are  you?  
  5. 5. LeJ-­‐brain/right-­‐brain  •  CreaBve  people  are  right-­‐ brained  •  LeJ-­‐brain  sees  the  details.  It’s   logic,  language,  lists,  wriBng.  It   arrives  at  conclusions.    •  Right  brain  gets  the  whole   picture.  It’s  intuiBve,  images,   colour;  it  leaps  to  conclusions.    •  LeJ  brained  people   deconstruct  ideas  to  validate   them.  Then  find  it  hard  puRng   the  idea  back  together  again.  
  6. 6. 1st  point  of  conflict   •  We  WRITE  briefs  but  SEE   the  work   •  Using  different  parts  of   the  brain  for  each  task  
  7. 7. 2nd  point  of  conflict:  Abstract  and  Concrete   ideas  
  8. 8. 3rd  point  of  conflict  
  9. 9. What  do  you  see?  
  10. 10. LeJ-­‐brain/right-­‐brain  •  .  
  11. 11. •  .  
  12. 12. 4th  point  of  conflict  
  13. 13. Right  brain/leJ  brain   •  You  need  a  brief  for  a   concrete  idea   •  You  need  to  explain  the   idea  in  both  the  whole   and  the  detail   •  And  that’s  what  today   is  all  about!  
  14. 14. So,  what  is  creaBvity?  
  15. 15. It  is  compeBBveness  
  16. 16. Markets  are  life  and   death  affairs  •  Apricot  •  Atari  •  Amiga  •  Amstrad  •  Lotus  •  Sinclair  •  Compaq  •  Commodore    
  17. 17. Pampers  v  Huggies  
  18. 18. You!  
  19. 19. How  we  apply  creaBvity  has  changed  
  20. 20. What  is  an  idea?  
  21. 21. The  5  stages  of  an  idea  1.  Gather  the  facts  2.  Look  for  a  connecBon  3.  Walk  away  from  it  4.  Start  wriBng  5.  Test  it  
  22. 22. Ideas  are  new  combinaBons   •  A  new  combinaBon  of  old   elements   •  Business  ideas  are  new   combinaBons:  Henry  Ford   watched  meat-­‐packers.   •  Advertorial,  infomercials,   B-­‐VD   •  AdverBsing  ideas:  The   apparently  irrelevant   made  relevant  
  23. 23. What  is  a  BIG  IDEA?  •  .                        
  24. 24. Is  this  a  BIG  IDEA?  
  25. 25. What  is  a  BIG  IDEA?  •  A  big  idea  is  an  idea  that  liberates  rather  than  diminishes  the   meaning  of  a  brand    •  There  are  2  differences  between  an  idea  and  a  BIG  idea.  The  first  is   transformaBon:  ideas  are  ephemeral,  BIG  ideas  transform  us,  the   way  we  see  ourselves,  others  and  the  world.      The  second  is  shared  emoBon.  Ideas  are  interesBng.  BIG  ideas   capBvate  the  hearts  and  minds  of  many  and  inspire  debate,  dissent,   enlightenment  and  comfort.    •  BIG  ideas,  in  a  single  thought,  sum  up  what  a  brand  stands  for,   unifying  its  communicaBon  and  direcBng  all  its  future  acBon.      •  A  BIG  idea  lives  and  breathes  in  all  comms.                        
  26. 26. The  hierarchy  of  ideas   CreaBve  idea           CommunicaBons  Idea         Business  Idea  
  27. 27. The  hierarchy  of  ideas  -­‐  tool   .    
  28. 28. There  is  usually  a  ‘lead’  idea  
  29. 29. The  hierarchy  of  ideas  -­‐  tool   .    
  30. 30. A  big  idea  –  in  the  strategy  
  31. 31. Here’s  a  strategy  
  32. 32. A  big  idea  –  in  the  creaBve  execuBon  
  33. 33. A  big  idea  –  in  the  creaBve  execuBon   .    
  34. 34. Extending  the  idea  
  35. 35. What’s  the  idea?  
  36. 36. Oh  dear  
  37. 37. Meaning  and  expression  
  38. 38. Big  ideas  can  seem  moronic  
  39. 39. Same  idea  –  but  contemporary  
  40. 40. SeducBon  -­‐  Italy    
  41. 41. SeducBon,  Colombia  
  42. 42. SeducBon  on  the  roads  
  43. 43.        SeducBon  at  Xmas  
  44. 44.              In  the  toilet  
  45. 45. Same  idea  –  but  ArgenBnian  
  46. 46. Works  differently  online  
  47. 47. What’s  the  creaBve  idea?    
  48. 48. What’s  the  creaBve  idea?    
  49. 49. What’s  the  creaBve  idea?    
  50. 50. What’s  the  creaBve  idea?    
  51. 51. What’s  the  creaBve  idea?    
  52. 52. What’s  the  creaBve  idea?    
  53. 53. The  hierarchy  helps  sell   Uncomfortable  real  life   We  know  real  life  can  be   messy  and  messy  moments   are  when  you  need  money   In  the  business  of  people   rather  than  money  
  54. 54. Spar  Nord  

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