Is data the enemy of creativity, or in today's world is it the guiding light which will it bring us closer to being able to design and develop the 'leapfrog' products of tomorrow? These days, you can’t do anything without being told that data can help you. But however useful it can be, a battle is currently being fought between data and human instinct – ‘hunch’, or ‘gut feel’ if you prefer. Data can tell you ‘what’ the world will look like but it’s only a creative human being that can interpret the ‘how' we will interact in this world. Explore the opportunity that data and creativity present us in the design process to move past creating products that just give us 'parity' to creating products that could potentially disrupt in the future.
8. 200 million connected
devices in 2000
50 billion connected
devices in 2020
AND THE ‘INTERNET OF THINGS’
MEANS WE’VE JUST STARTED…
9. WITH THIS CAME THE RISE OF
TRACKABILITY
93% OF CMOS ARE
UNDER MORE
PRESSURE TO DELIVER
MEASURABLE ROI
Source: Advertising Age “CMOs More Accountable In
Proving ROI, Yet Lack Resources To Execute 20/10/2014
PROGRAMMATIC BUYING
IS ON TRACK TO MAKE UP
TO 59% / $15.43
BILLION THIS YEAR
Source: CMO.com “Five Trends Driving Programmatic’s
Continued Growth 21/01/2016
19. EXPLORE +
IDEATE
CREATE +
VALIDATE
Applied Creativity
Time
CREATE + VALIDATE
EXPLORE +
IDEATE
Traditional Model
Applied Creativity + Teams of People
“If I had an hour to save the world, I’d spend 55 minutes thinking about the problem and 5 minutes
thinking about the solution.” — Albert Einstein
A WAY OF WORKING
20. We are identifying and solving the unknown unknowns
vision
vision
value
EXPLORE
VALIDATE IDEATE
CREATE
Here, each cycle takes just HOURS or
DAYS.
it is AGILE. by nature
Rapid ideation >> validation (i.e. “agile”) is needed…
PRODUCT VISION
ABSTRACT
PRODUCT VISION IS
TANGIBLE
We are solving the known knowns
A WAY OF WORKING