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How to make the ordinary extraordinary

Ordinary is defined as “not unusual, different, or special”—essentially, a synonym for boring. But why is it that we are so quick to put negative connotations around this word? The majority of our lives are made up of ordinary things that might seem small, but can be some of the most meaningful parts of our days. In this session Megan Averell teaches us how to strip back our fascination with the extraordinary, and get in touch with ordinariness, bringing it back from discredit, and with it, bring back some relevance.

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How to make the ordinary extraordinary

  1. 1. How to find the ordinary extraordinary Megan Averell / @Meggatron
  2. 2. ordinary
  3. 3. ordinary ȯr-də-ˌner-ē adj. not unusual, different, or special
  4. 4. extraordinary ik-strawr-dn-er-ee adj. very unusual or remarkable
  5. 5. ordinary adj. not unusual, different, or special extraordinary ik-strawr-dn-er-ee adj. very unusual or remarkable uninteresting typical offputting forgettable interesting rare engaging stands out ȯr-də-ˌner-ē
  6. 6. extraordinary ik-strawr-dn-er-ee adj. very unusual or remarkable
  7. 7. extra ordin ary
  8. 8. interesting! engaging
  9. 9. excise extreme extra
  10. 10. excise
  11. 11. people planners
  12. 12. extreme
  13. 13. fantasy reality >
  14. 14. extra
  15. 15. the greatest trouble with extraordinary
  16. 16. interesting engaging
  17. 17. interesting OR engaging
  18. 18. engaging relevance
  19. 19. 10.5B minutes per day
  20. 20. ordinary truths
  21. 21. there isn’t any such thing as an ordinary life “ “ -- L.M. Montgomery
  22. 22. that’s me! > that’s amazing!
  23. 23. ordinary adj. not unusual, different, or special extraordinary ik-strawr-dn-er-ee adj. very unusual or remarkable uninteresting typical offputting forgettable interesting rare engaging stands out ȯr-də-ˌner-ē
  24. 24. ordinary engaging
  25. 25. It’s an idea based on truth that will move consumers “ “ -- Omar Johnson, CEO, Beats
  26. 26. It’s all real; we don’t make this stuff up. We don’t do crazy metaphorical stuff to seduce, it’s real “ “ -- Omar Johnson, CEO, Beats
  27. 27. marketing used to be about creating a myth and telling it, now it’s about finding a truth and sharing it “ “ -- Marc Mathieu, Unilever
  28. 28. how to bring the ordinary back
  29. 29. find the wonder and joy in the ordinary
  30. 30. represent what is in front of you
  31. 31. I just happen to like ordinary things. When I paint them, I don’t try to make them extraordinary. I just try to paint them ordinary-ordinary “ “ -- Andy Warhol
  32. 32. don’t be fancy and clever
  33. 33. The real art is not to come up with extraordinary clever words but to make ordinary simple words do extra-ordinary things. To use the language we all use and make extraordinary things occur “ “ -- Graham Swift
  34. 34. stop being lazy with shorthand
  35. 35. For when we succumb to this stylized, board-game view of the people whose actions we are trying to understand and report on, we cheat our readers and our viewers, offering them a version of reality forced to fit a formula that may have little to no bearing on what is actually going on “ “ -- Meg Greenfield
  36. 36. I, along with my colleagues, had let myself get pretty smug and incurious in my approach to the people we were writing about… (if we) start trying to get to the story to justify our assumptions or conclude that we don’t need to ask or look or even wonder, because we’re smart and we already know, we have walked off the job “ “ -- Meg Greenfield
  37. 37. truth. nothing’s faster.
  38. 38. be a better “noticer”
  39. 39. WWDADOS?
  40. 40. keep your eyes on the prize
  41. 41. You’re all smart, but you get too wrapped up in a cool idea and lose sight of the strategy “ “ -- Anonymous client to their agency
  42. 42. A B C what did we set out to do in the first place? does this simply do it in a way people will recognize? if not, why are we doing it? *REMEMBER: “because it’s interesting” isn’t good enough
  43. 43. The job is hard enough. There’s no need to make it harder by trying to do even more.
  44. 44. Little minds are interested in the extraordinary, great minds in the commonplace “ “ -- Elbert Hubbard
  45. 45. ordinary truth relevance engagement
  46. 46. how to find the ordinary extraordinary Megan Averell, @Meggatron www.theinsightinn.com
  47. 47. how to FIND the ordinary extraordinary exercise:
  48. 48. • Social media • Google search • Focus groups • Intercept interviews • Demographic profiles • Customer data How could we potentially use these input methods differently in order to better discover and recognize the ordinary? Each group works for 30 minute on one topic Last 15 minutes, each group reports out to room

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  • zz_zigurds

    Sep. 22, 2014
  • klaminator

    Jan. 7, 2015

Ordinary is defined as “not unusual, different, or special”—essentially, a synonym for boring. But why is it that we are so quick to put negative connotations around this word? The majority of our lives are made up of ordinary things that might seem small, but can be some of the most meaningful parts of our days. In this session Megan Averell teaches us how to strip back our fascination with the extraordinary, and get in touch with ordinariness, bringing it back from discredit, and with it, bring back some relevance.

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