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Collective creativity for better intelligence

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Andrzej Moyseowicz, Freemavens

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Collective creativity for better intelligence

  1. 1. Collective Creativity Andrzej K. Moyseowicz @on_jay
  2. 2. Anytime you see this slide… time to do some work
  3. 3. Commit to action now. Pay these 30 minutes back with action! £13,000 to £18,000
  4. 4. Message in a bottle challenge
  5. 5. There are no lone geniuses
  6. 6. What is collective creativity?
  7. 7. What is collective creativity?
  8. 8. The people in this room have a super power…
  9. 9. Brands catalysing collective creativity
  10. 10. Bias / Ego / Cowardice
  11. 11. A future… but grey.
  12. 12. collective creativity
  13. 13. Empathy via diversity Curiosity via humility Bravery via honesty
  14. 14. STEP 1: Find a safe place to build a fire
  15. 15. Prepare your fire
  16. 16. STEP 2: Use an AAID Get one by emailing AAID@freemavens.com
  17. 17. GO!
  18. 18. Tearhere Verb + outcome e.g. Launch a new flavour of ice cream for kids with guardian intent to purchaseUse a verb, add an outcome, and commit to a metric. This is what you define as success for the business. Use verbs like: Grow / Discover / Inspire / Sell / Transform ACCOMPLISH What actions can you and your team complete to achieve the ambition (in less than 18 months). What can you change: Product, Packaging, Pricing, Distribution, Promotion, Process, People & Purpose ACTIONS The most important section: what categories of insights would inform how you act? What would you love to discover? • We wish we knew _________ • I have a hunch that _________ • The best insight we ever found was _________ Use question words to help focus what insights you require: What / Why / How / Where / When / Who INSIGHTS Finally, we get to the data. Focus on what data you have (1st party: CRM, sales, etc.) and what datasets you can collect (2nd/3rd party: e.g. search, social, competitor, sales, media, weather). Don’t hesitate to list tech you want to try (i.e. AI) or to invent new datasets. DATA AAID: Get your ambitions data-ready Take a picture of your sheet and send it to AAID@freemavens.com HOW TO FILL OUT YOUR FIRST AAID ACCOMPLISHACTIONSINSIGHTSDATA BRAN D : AUTHO R : Key metric e.g. > 25% We can… e.g. Create flavour prototypes with the new product development team Who is key? e.g. NPD lead Data we have Data we want Tech we have/want I wish we knew… Consumer Cultural Future Product Brand Market Purchase Usage Owner
  19. 19. CONSUMER INSIGHTS CULTURAL INSIGHTS FUTURE INSIGHTS PRODUCT INSIGHTS BRAND INSIGHTS MARKET INSIGHTS PURCHASE INSIGHTS USAGE INSIGHTS OWNER INSIGHTS INSIGHTS
  20. 20. STEP 3: Make a challenge beyond yourself
  21. 21. The words beyond the brief…
  22. 22. Build me a lounge that I would miss my flight for…
  23. 23. GO!
  24. 24. Find the place & the people
  25. 25. RECAP & CHALLENGE
  26. 26. Prepare your fire
  27. 27. Tearhere Verb + outcome e.g. Launch a new flavour of ice cream for kids with guardian intent to purchaseUse a verb, add an outcome, and commit to a metric. This is what you define as success for the business. Use verbs like: Grow / Discover / Inspire / Sell / Transform ACCOMPLISH What actions can you and your team complete to achieve the ambition (in less than 18 months). What can you change: Product, Packaging, Pricing, Distribution, Promotion, Process, People & Purpose ACTIONS The most important section: what categories of insights would inform how you act? What would you love to discover? • We wish we knew _________ • I have a hunch that _________ • The best insight we ever found was _________ Use question words to help focus what insights you require: What / Why / How / Where / When / Who INSIGHTS Finally, we get to the data. Focus on what data you have (1st party: CRM, sales, etc.) and what datasets you can collect (2nd/3rd party: e.g. search, social, competitor, sales, media, weather). Don’t hesitate to list tech you want to try (i.e. AI) or to invent new datasets. DATA AAID: Get your ambitions data-ready Take a picture of your sheet and send it to AAID@freemavens.com HOW TO FILL OUT YOUR FIRST AAID ACCOMPLISHACTIONSINSIGHTSDATA BRAN D : AUTHO R : Key metric e.g. > 25% We can… e.g. Create flavour prototypes with the new product development team Who is key? e.g. NPD lead Data we have Data we want Tech we have/want I wish we knew… Consumer Cultural Future Product Brand Market Purchase Usage Owner
  28. 28. Message in a bottle challenge Friday January 11th
  29. 29. Collective Creativity Andrzej K. Moyseowicz @on_jay

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