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




Francois_Gro...
Theory "
                                  +"
                               Practice
Francois_Grouiller@gspsf.com
One key word: "
          NEW
Francois_Grouiller@gspsf.com
NEW CONTEXT"

                                NEW OBJECTIVES"
                                  NEW SKILLS"
              ...
I don’t believe in "
  “digital strategists”"

Francois_Grouiller@gspsf.com
NEW CONTEXT"

                                NEW OBJECTIVES"
                                  NEW SKILLS"
              ...
Technology accelerates the rhythm
                 of culture. "

     Technology multiplies the amount of
               ...
NEW CONTEXT"

                                NEW OBJECTIVES"
                                  NEW SKILLS"
              ...
Help brands move at the speed
               of culture."


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

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



Francois_Grouiller@gspsf.c...
Relevancy"


                               Optimization"


                                Surprise"
Francois_Grouiller@g...
I MEAN SURPRISE !"




Francois_Grouiller@gspsf.com
NEW CONTEXT"

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


  ...
1. Multifaceted "




Francois_Grouiller@gspsf.com
plan an
       "A human being should be able to change a diaper,
   invasion, butcher a hog, conn a ship, design a buildin...
We need to be good at so many
    things – and it keeps adding up.
                                   




Francois_Grouil...
How do YOU map?"

             What would it take to
             grow your expertise?"

Francois_Grouiller@gspsf.com
2. Storyteller"




Francois_Grouiller@gspsf.com
3. Propensity to get your hands
         dirty and make stuff




Francois_Grouiller@gspsf.com
Can you CODE? "
                Can you EDIT?"
                   Can you"
              BUILD A ROBOT?"

Francois_Grouill...
4. Sharp Ears"




Francois_Grouiller@gspsf.com
You don’t have to believe in human nature (though
     that could help you live a happy life), but you have
    to love pe...
5. Nothing to Lose"




Francois_Grouiller@gspsf.com
“You know what my secret is? Money
        and power are not appealing to me."
    I’m completely and absolutely free in w...
And, of course, "



                     PASSION
Francois_Grouiller@gspsf.com
NEW CONTEXT"

                                NEW OBJECTIVES"
                                  NEW SKILLS"
              ...
Culture is like wind: it moves
     because there is a differential, a
                  tension.
                        ...
pop


                                      margins
                                            
Francois_Grouiller@gspsf....
Pop – watch those who make culture




Francois_Grouiller@gspsf.com
Margins – watch those who dynamyse culture
                                              




Francois_Grouiller@gspsf.com
Francois_Grouiller@gspsf.com
Francois_Grouiller@gspsf.com
And, since there would be no
  wind without an atmosphere, let’s
    never forget to keep reading
       those who created...
Keep in mind this is just input,
                inspiration. "

          Be careful to not overwhelm
           your par...
Internalize complexity
                                        




                Communicate simplicity
               ...
NEW CONTEXT"

                            NEW OBJECTIVES"
                               NEW SKILLS"
                     ...
1. It’s a starfish world"




Francois_Grouiller@gspsf.com
Starfish > Spider"



       “Cut the spider head and you have a
                    dead spider. "
        Cut off the arm...
Could your strategy department
           be structured as a
     decentralized, flexible network?



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


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

           ...
3. Bet on diversity
                                           




Francois_Grouiller@gspsf.com
Why is the industry so white, so
        male, so well-schooled?  

     Think of diversity as a long term
         compet...
4. Rethink Performance Review




Francois_Grouiller@gspsf.com
Why do annual performance reviews
           when culture moves so fast?

         Could we replace weekly timesheet
     ...
5. Open the windows of the
          agencies and let the cultural
                   breeze in"



Francois_Grouiller@gsp...
Fear sterility. Hug everyone.
                Brings germs in. 

       Why don’t we have “artists in
      residence” in ...
NEW CONTEXT"

                            NEW OBJECTIVES"
                               NEW SKILLS"
                     ...
1. Decoding Signals
                                         




Francois_Grouiller@gspsf.com
Use RSS feeds, Netvibes, Twitter, innovative
     quant tools, social graphs, etc. (and trusted
     research partners) to...
http://theportfolio.ofmichaelanderson.com/portfolio/resume-infographics/


Francois_Grouiller@gspsf.com
2. Briefing




Francois_Grouiller@gspsf.com
Rethink the creative brief
                                            
           (Gareth Kay did it for you:http://garet...
3. Measuring Success
                                      




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

     It’s our role to explain...
NEW CONTEXT"

                            NEW OBJECTIVES"
                               NEW SKILLS"
                     ...
1. Win a Titanium Lion at
                        Cannes.




Francois_Grouiller@gspsf.com
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.  



Francois_Grouiller@...
NEW CONTEXT"

                            NEW OBJECTIVES"
                               NEW SKILLS"
                     ...
This is what  the ideal structure could look
       like in couple years, when hybrid talents will
      reach maturity in...
Today: 2 teams of 2
                     Brand Strategist
                                    
             Art Director
 ...
Art director meets
                                         Technologist
                                                 ...
NEW CONTEXT"

                            NEW OBJECTIVES"
                               NEW SKILLS"
                     ...
“Elastic 




        
Stories”"
Francois_Grouiller@gspsf.com
Elastic Stories "
             One nucleus at the center "
            Various entry-points/branches"
                    ...
Francois_Grouiller@gspsf.com
Think about a            “souk” of stories"
        Everybody evolves in the same overall
       universe, but experiences...
Case Studies
                                          




Francois_Grouiller@gspsf.com
It’s a Daft World




Francois_Grouiller@gspsf.com
HP Summit on the Summit
                                   




Francois_Grouiller@gspsf.com
THANK YOU, VCU BRANDCENTER!


                                    Questions?
                                    Comments?...
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Shaken, not stirred - the new world of strategy

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A presentation i wrote in one long night, given to the VCU Brandcenter executive class called "Account Planning in a Digital World" in June 2010.
Contains lots of thoughts about how strategists can adapt to master the new context and achieve their goal: help brands move at the speed of culture.

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Shaken, not stirred - the new world of strategy

  1. 1. 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
  2. 2. 77 slides" 77 minutes of sleep Francois_Grouiller@gspsf.com
  3. 3. 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. Francois_Grouiller@gspsf.com
  4. 4. My goal today is to " provoke a reflection on what you could (or should) do differently. Francois_Grouiller@gspsf.com
  5. 5. Theory " +" Practice Francois_Grouiller@gspsf.com
  6. 6. One key word: " NEW Francois_Grouiller@gspsf.com
  7. 7. NEW CONTEXT" NEW OBJECTIVES" NEW SKILLS" NEW REFERENCES" NEW ORGANISATION" NEW TOOLBOX" NEW FANTASIES" NEW TOMORROW" NEW HOLY GRAIL" Francois_Grouiller@gspsf.com
  8. 8. I don’t believe in " “digital strategists”" Francois_Grouiller@gspsf.com
  9. 9. NEW CONTEXT" NEW OBJECTIVES" NEW SKILLS" NEW REFERENCES" NEW ORGANISATION" NEW TOOLBOX" NEW FANTASIES" NEW TOMORROW" NEW HOLY GRAIL" Francois_Grouiller@gspsf.com
  10. 10. Technology accelerates the rhythm of culture. " Technology multiplies the amount of signals." Technology changes everyone’s expectations." Francois_Grouiller@gspsf.com
  11. 11. NEW CONTEXT" NEW OBJECTIVES" NEW SKILLS" NEW REFERENCES" NEW ORGANISATION" NEW TOOLBOX" NEW FANTASIES" NEW TOMORROW" NEW HOLY GRAIL" Francois_Grouiller@gspsf.com
  12. 12. Help brands move at the speed of culture." (-10% = catch up)" (+10% = anticipate)" Francois_Grouiller@gspsf.com
  13. 13. Engage people with great ideas - through experiences, dialogs, utilities and stories." Francois_Grouiller@gspsf.com
  14. 14. Relevancy" Optimization" Surprise" Francois_Grouiller@gspsf.com
  15. 15. I MEAN SURPRISE !" Francois_Grouiller@gspsf.com
  16. 16. NEW CONTEXT" NEW OBJECTIVES" NEW SKILLS" NEW REFERENCES" NEW ORGANISATION" NEW TOOLBOX" NEW FANTASIES" NEW TOMORROW" NEW HOLY GRAIL" Francois_Grouiller@gspsf.com
  17. 17. 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. " Francois_Grouiller@gspsf.com
  18. 18. 1. Multifaceted " Francois_Grouiller@gspsf.com
  19. 19. 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" Francois_Grouiller@gspsf.com
  20. 20. We need to be good at so many things – and it keeps adding up. Francois_Grouiller@gspsf.com
  21. 21. How do YOU map?" What would it take to grow your expertise?" Francois_Grouiller@gspsf.com
  22. 22. 2. Storyteller" Francois_Grouiller@gspsf.com
  23. 23. 3. Propensity to get your hands dirty and make stuff Francois_Grouiller@gspsf.com
  24. 24. Can you CODE? " Can you EDIT?" Can you" BUILD A ROBOT?" Francois_Grouiller@gspsf.com
  25. 25. 4. Sharp Ears" Francois_Grouiller@gspsf.com
  26. 26. 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. Francois_Grouiller@gspsf.com
  27. 27. 5. Nothing to Lose" Francois_Grouiller@gspsf.com
  28. 28. “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) Francois_Grouiller@gspsf.com
  29. 29. And, of course, " PASSION Francois_Grouiller@gspsf.com
  30. 30. NEW CONTEXT" NEW OBJECTIVES" NEW SKILLS" NEW REFERENCES" NEW ORGANISATION" NEW TOOLBOX" NEW FANTASIES" NEW TOMORROW" NEW HOLY GRAIL" Francois_Grouiller@gspsf.com
  31. 31. Culture is like wind: it moves because there is a differential, a tension. Francois_Grouiller@gspsf.com
  32. 32. pop margins Francois_Grouiller@gspsf.com
  33. 33. Pop – watch those who make culture Francois_Grouiller@gspsf.com
  34. 34. Margins – watch those who dynamyse culture Francois_Grouiller@gspsf.com
  35. 35. Francois_Grouiller@gspsf.com
  36. 36. Francois_Grouiller@gspsf.com
  37. 37. And, since there would be no wind without an atmosphere, let’s never forget to keep reading those who created the possibilities of culture. Francois_Grouiller@gspsf.com
  38. 38. 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. Francois_Grouiller@gspsf.com
  39. 39. Internalize complexity Communicate simplicity Francois_Grouiller@gspsf.com
  40. 40. NEW CONTEXT" NEW OBJECTIVES" NEW SKILLS" NEW REFERENCES" NEW ORGANISATION" NEW TOOLBOX" NEW FANTASIES" NEW TOMORROW" NEW HOLY GRAIL" Francois_Grouiller@gspsf.com
  41. 41. 1. It’s a starfish world" Francois_Grouiller@gspsf.com
  42. 42. 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 Francois_Grouiller@gspsf.com
  43. 43. Could your strategy department be structured as a decentralized, flexible network? Francois_Grouiller@gspsf.com
  44. 44. 2. You can’t read everything and be everywhere. Use curators you trust. Francois_Grouiller@gspsf.com
  45. 45. 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. Francois_Grouiller@gspsf.com
  46. 46. 3. Bet on diversity Francois_Grouiller@gspsf.com
  47. 47. Why is the industry so white, so male, so well-schooled? Think of diversity as a long term competitive advantage. Francois_Grouiller@gspsf.com
  48. 48. 4. Rethink Performance Review Francois_Grouiller@gspsf.com
  49. 49. 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”? Francois_Grouiller@gspsf.com
  50. 50. 5. Open the windows of the agencies and let the cultural breeze in" Francois_Grouiller@gspsf.com
  51. 51. Fear sterility. Hug everyone. Brings germs in. Why don’t we have “artists in residence” in our dept, like the MIT Media Lab does? Francois_Grouiller@gspsf.com
  52. 52. NEW CONTEXT" NEW OBJECTIVES" NEW SKILLS" NEW REFERENCES" NEW ORGANISATION" NEW TOOLBOX" NEW FANTASIES" NEW TOMORROW" NEW HOLY GRAIL" Francois_Grouiller@gspsf.com
  53. 53. 1. Decoding Signals Francois_Grouiller@gspsf.com
  54. 54. 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. Francois_Grouiller@gspsf.com
  55. 55. http://theportfolio.ofmichaelanderson.com/portfolio/resume-infographics/ Francois_Grouiller@gspsf.com
  56. 56. 2. Briefing Francois_Grouiller@gspsf.com
  57. 57. 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 Francois_Grouiller@gspsf.com
  58. 58. 3. Measuring Success Francois_Grouiller@gspsf.com
  59. 59. 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) Francois_Grouiller@gspsf.com
  60. 60. NEW CONTEXT" NEW OBJECTIVES" NEW SKILLS" NEW REFERENCES" NEW ORGANISATION" NEW TOOLBOX" NEW FANTASIES" NEW TOMORROW" NEW HOLY GRAIL" Francois_Grouiller@gspsf.com
  61. 61. 1. Win a Titanium Lion at Cannes. Francois_Grouiller@gspsf.com
  62. 62. 2. Help create a new product or a utility and see my neighbors using it. Francois_Grouiller@gspsf.com
  63. 63. 3. Get a call from Google Lab’s recruiters - or a producer in Hollywood. Francois_Grouiller@gspsf.com
  64. 64. NEW CONTEXT" NEW OBJECTIVES" NEW SKILLS" NEW REFERENCES" NEW ORGANISATION" NEW TOOLBOX" NEW FANTASIES" NEW TOMORROW" NEW HOLY GRAIL" Francois_Grouiller@gspsf.com
  65. 65. 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. => Francois_Grouiller@gspsf.com
  66. 66. 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 Francois_Grouiller@gspsf.com
  67. 67. Art director meets Technologist Interactive Artist Story Architect Copy-writer meets Engagement Strategist Connection planner Brand strategist meets Analytics specialist Francois_Grouiller@gspsf.com
  68. 68. NEW CONTEXT" NEW OBJECTIVES" NEW SKILLS" NEW REFERENCES" NEW ORGANISATION" NEW TOOLBOX" NEW FANTASIES" NEW TOMORROW" NEW HOLY GRAIL" Francois_Grouiller@gspsf.com
  69. 69. “Elastic Stories”" Francois_Grouiller@gspsf.com
  70. 70. Elastic Stories " One nucleus at the center " Various entry-points/branches" Multi-platform" Many layers" Stretchable Francois_Grouiller@gspsf.com
  71. 71. Francois_Grouiller@gspsf.com
  72. 72. 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. Francois_Grouiller@gspsf.com
  73. 73. Case Studies Francois_Grouiller@gspsf.com
  74. 74. It’s a Daft World Francois_Grouiller@gspsf.com
  75. 75. HP Summit on the Summit Francois_Grouiller@gspsf.com
  76. 76. THANK YOU, VCU BRANDCENTER! Questions? Comments? Builds? Contact me at: Francois_grouiller@gspsf.com @grougrou Francois_Grouiller@gspsf.com

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