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The Idea is the Easy Part: Selling 
Innovative Ideas 
# F U T U R EM 
Ben Jones 
@harperjones 
Creative Director 
Google 
...
Selling Innovation: 
#FUTUREM 
5 tips to get from prototype to polished 
Ben Jones, Google 
Matt Lindley, SapientNitro
Tip 1: 
Nobody will love it as 
much as you love you 
#FUTURE
Saddle Up. 
Find conspirators. 
Evolve but do not capitulate. 
#FUTURE
#FUTURE
Tip 2: 
The Right It 
#FUTURE
#FUTURE 
Pretotyping
#FUTURE 
Without data, all you 
have is an opinion
If you want to 
understand how the 
lion hunts, 
don’t go to the zoo. 
#FUTURE
Tip 3: 
Focus Risk 
Because you cannot eliminate it 
#FUTURE
Understand the advertising industrial complex 
#FUTURE
Find and link proxies 
Innovate your data 
Risk what you can control 
#FUTURE
#FUTURE
#FUTURE 
Tip 4: Land all the planes
• The space for innovation is always 
in addition to rather than instead of 
• An army of ducks is an army of rows 
• Don’...
#FUTURE
Tip 5: 
We are made 
of stories. 
#FUTURE
Starts with the user 
(human truth) and ends 
with the business (money) 
#FUTURE
#FUTURE 
Prototypes are the 
new storyboards
#FUTURE
Done is the 
engine of more 
#FUTURE
Mandatory summary slide 
1. Nobody will love it as much as you 
2. Build The right it 
3. Focus risk 
4. Land all the plan...
Thank You! 
iambenjones@google.co 
m 
mlindley@sapient.com 
#FUTURE
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FutureM 2014 - The Idea is the Easy Part: Selling Innovative Ideas

FutureM 2014

The Idea is the Easy Part: Selling Innovative Ideas

Speakers:
Ben Jones (@harperjones) Creative Director, Google
Matt Lindley Director of Innovation, SapientNitro

You've got a big idea. A big BIG idea. But there's no budget. The people around you think it's impossible. The schedule is a mess. Your client wants a product spot that looks exactly like last year's spot, “but fresher.” How do you keep your idea alive with all of the forces arrayed to kill it? Join Ben Jones from Google and Matt Lindley from Sapient as they discuss how to sell through innovative ideas in a world that claims to want them, but kills them off with gleeful relish.

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FutureM 2014 - The Idea is the Easy Part: Selling Innovative Ideas

  1. 1. The Idea is the Easy Part: Selling Innovative Ideas # F U T U R EM Ben Jones @harperjones Creative Director Google Matt Lindley @sapientnitro Director of Innovation SapientNitro
  2. 2. Selling Innovation: #FUTUREM 5 tips to get from prototype to polished Ben Jones, Google Matt Lindley, SapientNitro
  3. 3. Tip 1: Nobody will love it as much as you love you #FUTURE
  4. 4. Saddle Up. Find conspirators. Evolve but do not capitulate. #FUTURE
  5. 5. #FUTURE
  6. 6. Tip 2: The Right It #FUTURE
  7. 7. #FUTURE Pretotyping
  8. 8. #FUTURE Without data, all you have is an opinion
  9. 9. If you want to understand how the lion hunts, don’t go to the zoo. #FUTURE
  10. 10. Tip 3: Focus Risk Because you cannot eliminate it #FUTURE
  11. 11. Understand the advertising industrial complex #FUTURE
  12. 12. Find and link proxies Innovate your data Risk what you can control #FUTURE
  13. 13. #FUTURE
  14. 14. #FUTURE Tip 4: Land all the planes
  15. 15. • The space for innovation is always in addition to rather than instead of • An army of ducks is an army of rows • Don’t neglect the home front (and pick your spots) #FUTURE
  16. 16. #FUTURE
  17. 17. Tip 5: We are made of stories. #FUTURE
  18. 18. Starts with the user (human truth) and ends with the business (money) #FUTURE
  19. 19. #FUTURE Prototypes are the new storyboards
  20. 20. #FUTURE
  21. 21. Done is the engine of more #FUTURE
  22. 22. Mandatory summary slide 1. Nobody will love it as much as you 2. Build The right it 3. Focus risk 4. Land all the planes 5. We are made of stories #FUTURE
  23. 23. Thank You! iambenjones@google.co m mlindley@sapient.com #FUTURE

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