SHAKEN NOT STIRRED: THE NEW WORLD OF STRATEGY

SHAKEN
N O T

S T I R R E D
( t h e n e w w o r l d o f s t r a t e g y )
@grougrou
Goodby, Silverstein & Partners"
Created for VCU Brandcenter
Francois_Grouiller@gspsf.com June 8, 2010

77 slides"
77 minutes of sleep

Francois_Grouiller@gspsf.com

Disclaimer: "

This is not a presentation I will typically
share with my creatives- it tries way
too hard to sound smart and it has way
too many words. They will all leave. "

Hope you won’t.


My goal today is to "
provoke a reﬂection on what you could
(or should) do differently.


Theory "
+"
Practice

One key word: "
NEW

NEW CONTEXT"

NEW OBJECTIVES"
NEW SKILLS"
NEW REFERENCES"
NEW ORGANISATION"
NEW TOOLBOX"
NEW FANTASIES"
NEW TOMORROW"
NEW HOLY GRAIL"

I don’t believe in "
“digital strategists”"


Technology accelerates the rhythm
of culture. "

Technology multiplies the amount of
signals."

Technology changes everyone’s
expectations."


Help brands move at the speed
of culture."

(-10% = catch up)" (+10% = anticipate)"


Engage people with great ideas
- through experiences, dialogs, utilities and stories."


Relevancy"

Optimization"

Surprise"

I MEAN SURPRISE !"


If you are a multifaceted storyteller with
dirty hands, sharp ears and nothing to
lose…"

… you may ﬁnd it hard
to get a date…"

…but I may hire you. "


1. Multifaceted "


plan an
"A human being should be able to change a diaper,
invasion, butcher a hog, conn a ship, design a building, write
a sonnet, balance accounts, build a wall, set a bone, comfort the
dying, take orders, give orders, cooperate, act alone, solve
equations, analyze a new problem, pitch manure,
program a computer, cook a tasty meal, ﬁght efﬁciently,
die gallantly. Specialization is for insects.” "
Robert A. Heinlein"


We need to be good at so many
things – and it keeps adding up.


How do YOU map?"

What would it take to
grow your expertise?"


2. Storyteller"


3. Propensity to get your hands
dirty and make stuff


Can you CODE? "
Can you EDIT?"
Can you"
BUILD A ROBOT?"


4. Sharp Ears"


You don’t have to believe in human nature (though
that could help you live a happy life), but you have
to love people and their ingenuity
– and love listening to their singularities."

Q: Is it harder or easier today to listen, thanks to
social media? I am not sure.


5. Nothing to Lose"


“You know what my secret is? Money
and power are not appealing to me."
I’m completely and absolutely free in what I do and because I think this
way, I’m still a child in my mind."
That’s why I don’t own a house. I don’t have anything. "

My life’s just in a bag and that makes me
a good creative. The only thing I have, which took me like 35
years to get, is this bike I really wanted…that’s it.” "

Erik Vervroegen – Creative Genius (interviewed by Ihaveanidea)


And, of course, "

PASSION

Culture is like wind: it moves
because there is a differential, a
tension.


pop

margins


Pop – watch those who make culture


Margins – watch those who dynamyse culture


And, since there would be no
wind without an atmosphere, let’s
never forget to keep reading
those who created the
possibilities of culture.


Keep in mind this is just input,
inspiration. "

Be careful to not overwhelm
your partners with hi-brow
references. "

Your job is quite the opposite.

Internalize complexity

Communicate simplicity


1. It’s a starﬁsh world"


Starfish > Spider"

“Cut the spider head and you have a
dead spider. "
Cut off the arm of a starfish and it
will grow a new one”."

Ori Brafman and Rod A. Beckstrom – The starfish and the spider


Could your strategy department
be structured as a
decentralized, ﬂexible network?


2. You can’t read everything and
be everywhere. Use curators
you trust.


Culture moves too fast for one
person to follow its evolution.

Rely on your network of
“friends” to act as a ﬁlter. If it’s
important, you’ll hear about it.


3. Bet on diversity


Why is the industry so white, so
male, so well-schooled?

Think of diversity as a long term
competitive advantage.


4. Rethink Performance Review


Why do annual performance reviews
when culture moves so fast?

Could we replace weekly timesheet
with weekly “learning roadmap
updates”?

Could we create personal “skills
dashboard”?


5. Open the windows of the
agencies and let the cultural
breeze in"


Fear sterility. Hug everyone.
Brings germs in.

Why don’t we have “artists in
residence” in our dept, like the
MIT Media Lab does?


1. Decoding Signals


Use RSS feeds, Netvibes, Twitter, innovative
quant tools, social graphs, etc. (and trusted
research partners) to help you select and
interpret the most meaningful signals
out of the ambient noise.

And present ﬁndings in an entertaining way.


http://theportfolio.ofmichaelanderson.com/portfolio/resume-infographics/


2. Brieﬁng


Rethink the creative brief

(Gareth Kay did it for you:http://garethkay.typepad.com/brand_new/)

Invest time in measurement brief

Use video to inspire creatives


3. Measuring Success


It may be boring, but more than ever, we’re
accountable for proving effectiveness.

It’s our role to explain to the clients that the
new Action Standards can’t just be one
number. It’s now a complex equation that
has to be redeﬁned every time.

brand engagement variables
(visits, time spent, buzz, recommendations)
+
lower-funnel metrics
(search, last click, couponing, conversion)


1. Win a Titanium Lion at
Cannes.


2. Help create a new product or
a utility and see my neighbors
using it.


3. Get a call from Google Lab’s
recruiters - or a producer in
Hollywood.


This is what the ideal structure could look
like in couple years, when hybrid talents will
reach maturity in the creative, the media and the strategic
departments.

=>


Today: 2 teams of 2
Brand Strategist

Art Director

Connection/Media Planner

Copy-Writer

Tomorrow: 1 team of 3

Interactive Artist
Story Architect
Engagement Strategist


Art director meets
Technologist

Interactive Artist
Story Architect
Copy-writer meets
Engagement Strategist
Connection planner

Brand strategist meets
Analytics specialist


“Elastic

Stories”"

Elastic Stories "
One nucleus at the center "
Various entry-points/branches"
Multi-platform"
Many layers"
Stretchable


Think about a “souk” of stories"
Everybody evolves in the same overall
universe, but experiences are composed
individually - each participant chooses the
engagement that’s the most relevant to his/
her personal taste.


Case Studies


It’s a Daft World


HP Summit on the Summit


THANK YOU, VCU BRANDCENTER!

Questions?
Comments?
Builds?

Contact me at:
Francois_grouiller@gspsf.com
@grougrou

SHAKEN NOT STIRRED: THE NEW WORLD OF STRATEGY

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