SlideShare a Scribd company logo
HOW I STOPPED WORRYING ABOUT

THE FUTURE
AND INSTEAD GOT BUSY
INVENTING IT @
Deutsch LA
AHOY!

Since so much of my talk was, well, me talking, I’ve included sticky notes
like this throughout my presentation to add the details the deck is
missing.

Thanks for coming and thanks for reading.

Find me online at:

WHATCONSUMESME.COM

TWITTER.COM/BUD_CADDELL




                                                                             2
3
WHAT I KNOW ABOUT
YOUR INTEREST IN LEARNING ...




                                4
WHAT TRENDS ARE SHAPING THE CREATIVE INDUSTRY?

  15




11.25




  7.5




 3.75




   0
        Not at all Interested   Neutral   Somewhat Interested   Very Interested



                                                                                  5
HOW DO I GET TO BETTER CREATIVE IDEAS?




   Not at all Interested   Neutral   Somewhat Interested   Very Interested



                                                                             6
HOW DO I TEST MY IDEAS BEFORE LAUNCHING THEM?




   Not at all Interested   Neutral   Somewhat Interested   Very Interested



                                                                             7
WHAT’S THE FUTURE HOLD FOR THE AGENCY MODEL?




   Not at all Interested   Neutral   Somewhat Interested   Very Interested



                                                                             8
HOW HAVE MARKETING CHANNELS EXPLODED?




  Not at all Interested   Neutral   Somewhat Interested   Very Interested



                                                                            9
HOW DO YOU MAP A BUSINESS MODEL?




   Not at all Interested   Neutral   Somewhat Interested   Very Interested



                                                                             10
HOW DO YOU BUILD YOUR PERSONAL BRAND ONLINE?




   Not at all Interested   Neutral   Somewhat Interested   Very Interested



                                                                             11
HOW CAN DIGITAL SOLVE A BUSINESS PROBLEM?




   Not at all Interested   Neutral   Somewhat Interested   Very Interested



                                                                             12
WHAT’S A MODERN CREATIVE PROCESS LOOK LIKE?




   Not at all Interested   Neutral   Somewhat Interested   Very Interested



                                                                             13
WHY ARE LOLCATS SO POPULAR?




   Not at all Interested   Neutral   Somewhat Interested   Very Interested



                                                                             14
WHY DID THE ECONOMY COLLAPSE?




   Not at all Interested   Neutral   Somewhat Interested   Very Interested



                                                                             15
16
FIRST
EXERCISE!




            17
• FIND SOMEONE YOU DON’T KNOW.
• TELL THEM ABOUT YOUR
  FAVORITE TV SHOW.
• LISTEN TO THEIRS.
                                 18
• FIND SOMEONE YOU DON’T KNOW.
• TALK ABOUT THE COLOR OF THE SKY.
• NO, REALLY.




                                     19
ASY MMETRY
Conversations are an exchange of
ideas. That exchange works better
when the information being passed
along is asymmetrical - where I
know one piece of the puzzle and you
know another. New ideas inherently
make you more interesting.

                                       20
Try watching this
without having
the urge to tell
everyone you
know.




                    21
We engineered this video for asymmetry. We
removed enough details in the costumes so
that there would people who knew which
dogs were characters and people who didn’t
know. Asymmetry also equals repeat views.

                                             22
NEW IDEAS (realized)
MAKE YOU MORE
INTERESTING.

                       23
24
Hyundai Assurance, what
Gareth Kay calls “ idea that’s
                 an
advertised, not an advertising
idea.”




                                 25
Nike Fuelband




                26
Checkout at the
grocery store with
Hellman’s in your cart
and you’ll get a recipe
printed right on your
receipt.




                          27
If you can’t bring
people to your
store, bring your
store to people.
Tesco.




                     28
Classic
asymmetry.
There’s the fashion
followers and the
fashion makers.


                      29
YOU.
The only thing I know about
building a personal brand is
to continually try out weird,
new ideas.




                                       30
Like pretending to
be a madeup
character of a
fictional TV show
(Mad Men) using
Twitter.
                     31
Or painting a
popular internet
meme and selling
it on eBay for
$1,000.



                   32
OR build a real-life
LIKE sign that lights
up for every
Facebook Like we get
on our website.

                        33
Or take a crazy notion
of re-inventing our
industry and turn it
into a brand new
service offering

                         34
On that note,
             let’s talk about
             where our jobs
             are heading.




TODAY & TOMORROW
                                35
THE PACE OF CHANGE IS MIND BOGGLING
YE A RS TO R EA CH 50% H OU SE HOLD ADO PT IO N, S O URCE: ARGO NNE N AT IO NA L L A B O R A TO R Y




       M O BI L E   I NT ER NET C OMPUT ER   COL OR TV                                                             T E LE P HO NE




                    YR 10            YR 20               YR 30               Y R 40              Y R 50   Y R 60          Y R 70




                                                                                                                               36
THE TRADITIONAL AD MODEL
W HE N W E H A D TIM E TO DRIN K SCO TCH AT 11 AM




                              PRINT                 TV   RADIO




                                                                 37
THE MICROSITE MODEL, CIRCA 2005-8
W HE N W E WE R E TH E KIN GS OF FLA SHT URBAT IO N




                                                                    PRINT


                                EMAIL


                                                                      TV


                              BANNERS                 MICRO-SITE


                                                                    RADIO


                               SEARCH


                                                                   NON-TRAD




                                                                              38
THE 2011 MARKETING ECOSYSTEM
W HE N W E A LL BE CA M E SOCIA L ME DIA DO UCHEBAGS




                                              SOCIAL                       RADIO
                          EMAIL



                                                               CORPORATE
      BANNERS                                                   DOT-COM             TV



                                           MICRO-SITE
                                                                                         RETAIL



               DIGITAL
                 OOH                                          MOBILE
                                                                                    PRINT



                                  SEARCH

we help our clients rethink                             NON-TRAD           EVENTS
the marketing ecosystem.
starting with a
realization that these are
more than boxes that need
filling.                                                                                          39
But let’s not forget what the world
looks like to a consumer these days.
An abundance of choice means a
scarcity of attention. Also, what Rob
Walker calls the “pretty good
problem” - it’s getting harder and
harder for products to breakthrough.
                                        40
80
                        %
80% of categories are
seen as homogenous by
consumers.




                            41
10
                             %


percent of ads are seen as
different




                                 42
4
                           %


4% seen as successful in
direct marketing




                               43
.05
                              %


 .05% click through seen as
 success in banner ads

 let’s not beat this up too
 much.




                              44
75
meanwhile ... the average
lifespan of a fortune 500
company in 1937




                            45
5
    the average lifespan of a
    fortune 500 company
    today




    something has to be done
    about this.

    /

    when a crisis is this
    drastic, only one thing can
    be done!




                                  46
TO THE
POWERPOINT!
          47
THE 2012 MEANING ECOSYSTEM
EV E RY T HI NG WE D O M U ST IGN IT E OR EMPO WER NET WO RKS O F CO N S UM E R S, CO NNE CTE D B Y SHA R E D INTE R E STS




                PURPOSE                                             SHARED                                     EARNED MEDIA

                                                                    SOCIAL


                                                                  BEHAVIOR


                PROFITS                                              ME                                          PAID MEDIA




                                                                    GRAPH

               PRODUCTS                                                                                        OWNED MEDIA
              & SERVICES                                          INTERESTS




                                                                                                                              48
THE 2012 MEANING ECOSYSTEM
EV E RY T HI NG WE D O M U ST IGN IT E OR EMPO WER NET WO RKS O F CO N S UM E R S, CO NNE CTE D B Y SHA R E D INTE R E STS




                PURPOSE                                             SHARED                                     EARNED MEDIA

                                                                    SOCIAL


                                                                  BEHAVIOR


                PROFITS                                              ME                                          PAID MEDIA




                                                                    GRAPH

               PRODUCTS                                                                                        OWNED MEDIA
              & SERVICES                                          INTERESTS




                                                             THIS PROBABLY LOOKS
                                                             INSANELY COMPLEX.
                                                             BECAUSE IT IS. BUT LET’S                                         49
                                                             TRY TO BREAK IT DOWN ..
THE 2012 MEANING ECOSYSTEM
EV E RY T HI NG WE D O M U ST IGN IT E OR EMPO WER NET WO RKS O F CO N S UM E R S, CO NNE CTE D B Y SHA R E D INTE R E STS




                                               FIRST.
                PURPOSE                                             SHARED                                     EARNED MEDIA
                                               Instead of diving head first into
                                               how you’ll fill SOCIAL buckets, we
                                                               media
                                               should concentrate on telling a
                                                             BEHAVIOR
                                               coherent brand story across
                PROFITS                        everything we ME starting
                                                                 do,                                             PAID MEDIA
                                               with our purpose (beyond
                                               profits), and how our products
                                               and our revenue support that
                                               purpose. Then,GRAPHshould use
                                                                we
               PRODUCTS
              & SERVICES                       media to amplify that message.
                                                            INTERESTS                                          OWNED MEDIA




                                                                                                                              50
THE 2012 MEANING ECOSYSTEM
 EV E RY T HI NG WE D O M U ST IGN IT E OR EMPO WER NET WO RKS O F CO N S UM E R S, CO NNE CTE D B Y SHA R E D INTE R E STS




And as we plan to reach
consumers, we need to be
            PURPOSE                                                  SHARED                                     EARNED MEDIA
paying more attention than                                           SOCIAL
ever to the shared interests
which bind our consumers to                                        BEHAVIOR
their friends. That’s how we’ll
engineer ourPROFITS to have
              message                                                 ME                                          PAID MEDIA

the best chance at being
spread. We also have to start
obser ving people’s behaviors                                        GRAPH
more closely, and not in
            PRODUCTS
aggregate, & SERVICES get up
           we have to                                              INTERESTS                                    OWNED MEDIA

close and truly personal.




                                                                                                                               51
Doing all of these
things better will
increase our odds for
success. But....




                        52
90
                             %
90% of strategic plans are
never realized.

i like to think that means
90% of time spent in
powerpoint is
meaningless.




                             53
70
                            %
70% of change plans fail,
our organizations are
often too silo’d and
fragmented to turn on a
dime.




                            54
WELCOME TO THE
ERA OF PROBLEMS
YOU CAN’T
STRATEGIZE
YOUR WAY OUT OF.
               55
don’t get me wrong, there
is still a place for strategy
in this world. a huge place.
especially when we have
the time and attention to
methodically plan.




                                56
but even the most simple
plans can and often go
awry when they meet the
real world. and it reminds
me of something like that.




                             this is also the example i
                             like to use when clients
                             ask for a viral video.
                                                          Search youtube
                                                          for “plinko price
                                                          is right”




                                                                              57
in reaction to that, you
see this meme exploding in
culture right now.




                        it sounds AWESOME
                        DOESN’T IT?!




                                            58
this one’s also very
popular. especially in our
biz.




                             59
MIDDLE
WE’LL DO PARTS OF THIS
EXERCISE TOGETHER.
                         EXERCISE!
DON’T WORRY, THIS ONE
DOESN’T REQUIRE MUCH
EMPATHY.




                                     60
YOUR BRIEF:
WHAT CAN EVENT ORGANIZERS
DO TO ENSURE AN EVENT HAS
AN IMPACT LONG AFTER THE
DAY IS OVER?


                            61
This is our invention filter,
                            a process we use to
                            generate better ideas.




      Serves User Needs




Nudges                Ignites
the Brand             Culture




                                                            62
WHAT CAN EVENT ORGANIZERS DO TO ENSURE THEIR
EVENT HAS A LONG-TERM IMPACT?
S T E P O NE , A NS WE R TH E SE Q U ES T IO NS ...




         Serves User Needs

      What are attendees trying to
      accomplish by coming?

      What are the barriers?

      What’s broken?

      What technologies can help?

      What solutions are being
      tried in other industries or
      countries to solve similar
      problems?




                                                      63
WHAT CAN EVENT ORGANIZERS DO TO ENSURE THEIR
EVENT HAS A LONG-TERM IMPACT?
S T E P O NE , A NS WE R TH E SE Q U ES T IO NS ...




         Serves User Needs                              Nudges the Brand

      What are attendees trying to                    How does the business work?
      accomplish by coming?
                                                      What forces keep them from
      What are the barriers?                          growing and what forces
                                                      keep them from shrinking?
      What’s broken?
                                                      What factors are most
      What technologies can help?                     important to attendees when
                                                      choosing an event?
      What solutions are being
      tried in other industries or                    Where is the industry
      countries to solve similar                      heading, who is doing the
      problems?                                       pushing, and is the brand
                                                      leading or following?




                                                                                    64
WHAT CAN EVENT ORGANIZERS DO TO ENSURE THEIR
EVENT HAS A LONG-TERM IMPACT?
S T E P O NE , A NS WE R TH E SE Q U ES T IO NS ...




         Serves User Needs                              Nudges the Brand                Ignites Culture

      What are attendees trying to                    How does the business work?   What types of content do
      accomplish by coming?                                                         attendees of these events
                                                      What forces keep them from    share with each other?
      What are the barriers?                          growing and what forces
                                                      keep them from shrinking?     What are common
      What’s broken?                                                                conventions being used by
                                                      What factors are most         competitors in their
      What technologies can help?                     important to attendees when   marketing?
                                                      choosing an event?
      What solutions are being                                                      What are the commonly held
      tried in other industries or                    Where is the industry         beliefs and behaviors of your
      countries to solve similar                      heading, who is doing the     customers?
      problems?                                       pushing, and is the brand
                                                      leading or following?         Are they in contradiction?




                                                                                                                    65
IDEATE!

          66
SHARE!

         67
(intermission)   68
did that feel good?!

now, i’m gonna burst your
bubble.




                            69
3,000
 According to one source,
 it can take upwards of
 3000 raw ideas to get to
 1 commercially
 successful product.

                            70
%

.033
that is, in fact, worse
success rates than a
banner ad.
                          BUT. DOING STUFF IS
                          INESCAPABLE.




                                                71
IN THE NETWORK ERA,
THE LAST SEMBLANCE
OF CONTROL RESTS
IN THE HANDS OF
THE PLATFORM
BUILDERS.
                      72
“PROGRAM OR BE
 PROGRAMMED.”
– DOUGLAS RUSHKOFF



                     73
“ THE BEST WAY TO
  PREDICT THE FUTURE
  IS TO INVENT IT.”
– ALAN KAY



                       74
“ DISRUPT YOURSELF
  BEFORE SOMEONE DOES
  IT FOR YOU.”
– GOOGLE



                        75
%

.033
 but still. there’s this.




                            76
START WITH MORE IDEAS.

START WITH BETTER IDEAS.

LEARN (FAIL) FASTER.

LEARN (FAIL) SAFER.
                           77
78
Napkin Labs




              79
80
Our own internal tool
(alpha) to get more
creativity out of the
organization.




                        81
START WITH MORE IDEAS.

START WITH BETTER IDEAS.

LEARN (FAIL) FASTER.

LEARN (FAIL) SAFER.
                           82
Serves User Needs




Nudges                Ignites
the Brand             Culture




                                83
look for user hacks, fix
what’s broken.




                           84
A question every
single organization
should be asking
right now, “How can
we bring our
customers together
to help one another?”




                        85
Fourth Amendment
Wear shows us how
to ride a moment in
culture.


                      86
START WITH MORE IDEAS.

START WITH BETTER IDEAS.

LEARN (FAIL) FASTER.

LEARN (FAIL) SAFER.
                           87
“Smoke Testing”

the title and cover of this
book were developed
through using adwords.




                              88
Dropbox was a demo
video before it was a
full service. Find
“earlyvangelists” and
give them something
to spread.



                        89
we pitched this with a
vocal prototype




                         90
When we re-built our own
site, the team created a
bunch of functional
prototypes within a few
days.




                           91
START WITH MORE IDEAS.

START WITH BETTER IDEAS.

LEARN (FAIL) FASTER.

LEARN (FAIL) SAFER.
                           92
failure is inevitable.

we just have to make sure
we can get up after we’ve
fallen down.




                            93
For ad folk, we have to
               stop chasing the white
               rabbit of the big idea into
               the rabbit hole of the big
               execution. We should be
               cleverly slicing budgets
               into many opportunities
               for success.




A NETWORK OF
                                VS           ONE BIG BET
 SMALL BETS




                                                           94
chris rock doesn’t test
jokes during his HBO
special. He spends 6
months popping into tiny
clubs with a notebook and
pen, bombing continuously.




                             95
still the gold standard.
maybe doing all of these
steps well.

we suck at this one. maybe
because it requires brands
to either build or co-opt
safe spaces.




                             96
LAST
EXERCISE!




            97
LET’S HACK A BUSINESS MODEL!
       (THE CAR INSURANCE MODEL)




                                   98
LET’S HACK A BUSINESS MODEL!
T HE C AR I NS U RA NCE BU SIN E SS MODE L




                                              PAYOUTS




                       RISKS                             PREMIUMS




 This is called a causal loop
 diagram. There is a lot of
 content online about how to
 get good at mapping systems.                CUSTOMERS
 These here are called ‘s tocks,’
 they’re the pools of stuff
 that insurance companies
 accrue.




                                                                    99
LET’S HACK A BUSINESS MODEL!
 T HE C AR I NS U RA NCE BU SIN E SS MODE L




                                              S
                                                   PAYOUTS




                                                                      S


                        RISKS                                     PREMIUMS



                              O



                                                              O
We map these stocks with the flows                CUSTOMERS
which connect them. ‘S’ means same,
as in they move in the same direction,
‘O’ means opposite. So, for example, if
an insurance company has to payout
more money, it’s likely that they will
also have to raise their premiums,
which will then in turn cause them to
lose customers to their competitors.
                                                                             100
LET’S HACK A BUSINESS MODEL!
T HE C AR I NS U RA NCE BU SIN E SS MODE L




                                             S
                                                  PAYOUTS




                                                                     S


                      RISKS                                      PREMIUMS



                             O



                                                             O
 Shitty insurance                                CUSTOMERS
 companies focus on
 lowering payouts through
 less than honest tactics.




                                                                            101
LET’S HACK A BUSINESS MODEL!
T HE C AR I NS U RA NCE BU SIN E SS MODE L




                                             S
                                                  PAYOUTS




                                                                     S


                       RISKS                                     PREMIUMS



                            O



                                                             O
                                                 CUSTOMERS
 Instead, let’s focus on
 these t wo stocks.




                                                                            102
LET’S HACK A BUSINESS MODEL!
T HE C AR I NS U RA NCE BU SIN E SS MODE L




                                                     S
                                                            PAYOUTS




                                                                                 S

                                             LOWER THE
                                             RISKS OF
                      RISKS                                                  PREMIUMS
                                             CURRENT
                                             CUSTOMERS

                            O



                                                                         O
                                                           CUSTOMERS



                                                         ATTRACT SAFER
                                                         DRIVERS



                                                                                        103
Serves User Needs




Nudges                Ignites
the Brand             Culture




                                104
ATTRACT LESS RISKY CUSTOMERS AND HELP EVERYONE
REDUCE THEIR RISKS WHILE DRIVING
S T E P O NE , A NS WE R TH E SE Q U ES T IO NS ...




         Serves User Needs                              Nudges the Brand                Ignites Culture

      What are drivers trying to                      How does the business work?   What kind of content are
      accomplish while driving?                                                     people already sharing
                                                      What forces keep them from    around insurance?
      What are the barriers?                          growing and what forces
                                                      keep them from shrinking?     What are common
      What’s broken?                                                                conventions being used by
                                                      What factors are most         competitors in their
      What technologies can help?                     important to drivers when     marketing?
                                                      choosing an insurance?
      What solutions are being                                                      What are the commonly held
      tried in other industries or                    Where is the industry         beliefs and behaviors of your
      countries to solve similar                      heading, who is doing the     customers?
      problems?                                       pushing, and is the brand
                                                      leading or following?         Are they in contradiction?




                                                                                                                    105
IDEATE!

          106
SHARE!

         107
W H AT WE ’ R E
F OCUS IN G ON . ..




W H AT’ S A CTUA L L Y
OUT TH E R E ...




                      108
109
110
111
@BUD_CADDELL
WHATCONSUMESME.COM
                112
113

More Related Content

What's hot

The Future of Innovative Marketing - Carole Lamarque
The Future of Innovative Marketing - Carole LamarqueThe Future of Innovative Marketing - Carole Lamarque
The Future of Innovative Marketing - Carole Lamarque
Carole Lamarque
 
How to launch a product with your community
How to launch a product with your communityHow to launch a product with your community
How to launch a product with your community
Loic Le Meur
 
My deck from Guardian Changing Media Summit - London March 16th 2017
My deck from Guardian Changing Media Summit - London March 16th 2017My deck from Guardian Changing Media Summit - London March 16th 2017
My deck from Guardian Changing Media Summit - London March 16th 2017
Tom Goodwin
 
Whats Next in Advertising - from advertising to marketing
Whats Next in Advertising - from advertising to marketingWhats Next in Advertising - from advertising to marketing
Whats Next in Advertising - from advertising to marketing
Uwe Gutschow
 
Corporate Venturing: the future is called collaboration
Corporate Venturing: the future is called collaborationCorporate Venturing: the future is called collaboration
Corporate Venturing: the future is called collaboration
Duval Union Consulting
 
The Power OF Story - 4 Archetypes For Content Creation Strategies
The Power OF Story - 4 Archetypes For Content Creation StrategiesThe Power OF Story - 4 Archetypes For Content Creation Strategies
The Power OF Story - 4 Archetypes For Content Creation Strategies
The Content Advisory
 
Living Brands
Living BrandsLiving Brands
Living Brands
Young & Rubicam
 
Where Is Your #DigitalGenius Hiding? Digital strategy in the age of digital m...
Where Is Your #DigitalGenius Hiding? Digital strategy in the age of digital m...Where Is Your #DigitalGenius Hiding? Digital strategy in the age of digital m...
Where Is Your #DigitalGenius Hiding? Digital strategy in the age of digital m...
Doyle Buehler
 
Postcards from SXSW 3.12.13
Postcards from SXSW 3.12.13Postcards from SXSW 3.12.13
Postcards from SXSW 3.12.13
Cramer-Krasselt
 
Digital Strategy Executive Boardroom Strategy Session With Doyle Buehler
Digital Strategy Executive Boardroom Strategy Session With Doyle Buehler Digital Strategy Executive Boardroom Strategy Session With Doyle Buehler
Digital Strategy Executive Boardroom Strategy Session With Doyle Buehler
Doyle Buehler
 
What's good digital communication?
What's good digital communication?What's good digital communication?
What's good digital communication?
THE MAIN
 
Social Media Marketing Strategy 101
Social Media Marketing Strategy 101Social Media Marketing Strategy 101
Social Media Marketing Strategy 101
EUN5E
 
The Corporate Startup
The Corporate StartupThe Corporate Startup
The Corporate Startup
Duval Union Consulting
 
Creativity in the time of Big Data
Creativity in the time of Big DataCreativity in the time of Big Data
Creativity in the time of Big Data
Simon Law
 
100+ Best Quotes from Cannes Lions 2016
100+ Best Quotes from Cannes Lions 2016100+ Best Quotes from Cannes Lions 2016
100+ Best Quotes from Cannes Lions 2016
Michael Boamah
 
Digital Culture - Social Graph
Digital Culture - Social GraphDigital Culture - Social Graph
Digital Culture - Social Graph
Tom Fleerackers
 
Build A Product with your community
Build A Product with your communityBuild A Product with your community
Build A Product with your community
Loic Le Meur
 

What's hot (17)

The Future of Innovative Marketing - Carole Lamarque
The Future of Innovative Marketing - Carole LamarqueThe Future of Innovative Marketing - Carole Lamarque
The Future of Innovative Marketing - Carole Lamarque
 
How to launch a product with your community
How to launch a product with your communityHow to launch a product with your community
How to launch a product with your community
 
My deck from Guardian Changing Media Summit - London March 16th 2017
My deck from Guardian Changing Media Summit - London March 16th 2017My deck from Guardian Changing Media Summit - London March 16th 2017
My deck from Guardian Changing Media Summit - London March 16th 2017
 
Whats Next in Advertising - from advertising to marketing
Whats Next in Advertising - from advertising to marketingWhats Next in Advertising - from advertising to marketing
Whats Next in Advertising - from advertising to marketing
 
Corporate Venturing: the future is called collaboration
Corporate Venturing: the future is called collaborationCorporate Venturing: the future is called collaboration
Corporate Venturing: the future is called collaboration
 
The Power OF Story - 4 Archetypes For Content Creation Strategies
The Power OF Story - 4 Archetypes For Content Creation StrategiesThe Power OF Story - 4 Archetypes For Content Creation Strategies
The Power OF Story - 4 Archetypes For Content Creation Strategies
 
Living Brands
Living BrandsLiving Brands
Living Brands
 
Where Is Your #DigitalGenius Hiding? Digital strategy in the age of digital m...
Where Is Your #DigitalGenius Hiding? Digital strategy in the age of digital m...Where Is Your #DigitalGenius Hiding? Digital strategy in the age of digital m...
Where Is Your #DigitalGenius Hiding? Digital strategy in the age of digital m...
 
Postcards from SXSW 3.12.13
Postcards from SXSW 3.12.13Postcards from SXSW 3.12.13
Postcards from SXSW 3.12.13
 
Digital Strategy Executive Boardroom Strategy Session With Doyle Buehler
Digital Strategy Executive Boardroom Strategy Session With Doyle Buehler Digital Strategy Executive Boardroom Strategy Session With Doyle Buehler
Digital Strategy Executive Boardroom Strategy Session With Doyle Buehler
 
What's good digital communication?
What's good digital communication?What's good digital communication?
What's good digital communication?
 
Social Media Marketing Strategy 101
Social Media Marketing Strategy 101Social Media Marketing Strategy 101
Social Media Marketing Strategy 101
 
The Corporate Startup
The Corporate StartupThe Corporate Startup
The Corporate Startup
 
Creativity in the time of Big Data
Creativity in the time of Big DataCreativity in the time of Big Data
Creativity in the time of Big Data
 
100+ Best Quotes from Cannes Lions 2016
100+ Best Quotes from Cannes Lions 2016100+ Best Quotes from Cannes Lions 2016
100+ Best Quotes from Cannes Lions 2016
 
Digital Culture - Social Graph
Digital Culture - Social GraphDigital Culture - Social Graph
Digital Culture - Social Graph
 
Build A Product with your community
Build A Product with your communityBuild A Product with your community
Build A Product with your community
 

Viewers also liked

T1 Undercurrent ROS Pulse Score
T1 Undercurrent ROS Pulse ScoreT1 Undercurrent ROS Pulse Score
T1 Undercurrent ROS Pulse Score
Bud Caddell
 
Digital Strategy 101
Digital Strategy 101Digital Strategy 101
Digital Strategy 101
Bud Caddell
 
The Definitive Inspiration Engine for the Creative Community
The Definitive Inspiration Engine for the Creative CommunityThe Definitive Inspiration Engine for the Creative Community
The Definitive Inspiration Engine for the Creative Community
Bud Caddell
 
Solving the Most Complex Problems
Solving the Most Complex ProblemsSolving the Most Complex Problems
Solving the Most Complex Problems
Bud Caddell
 
How Do You Design For Creativity?
How Do You Design For Creativity?How Do You Design For Creativity?
How Do You Design For Creativity?
Bud Caddell
 
Highlights from "Positioning for Professionals"
Highlights from "Positioning for Professionals"Highlights from "Positioning for Professionals"
Highlights from "Positioning for Professionals"
Ignition Consulting Group
 
Product Development Update
Product Development UpdateProduct Development Update
Product Development Update
Eduserv
 
29609 17 09_08_perito_no_referencia
29609 17 09_08_perito_no_referencia29609 17 09_08_perito_no_referencia
29609 17 09_08_perito_no_referencia
Carlos Gutierrez
 
Product update - Keji Adedeji
Product update - Keji AdedejiProduct update - Keji Adedeji
Product update - Keji Adedeji
Talis
 
Digital Media isn't Mass Media for Cheap
Digital Media isn't Mass Media for CheapDigital Media isn't Mass Media for Cheap
Digital Media isn't Mass Media for Cheap
Bud Caddell
 
Communicators as change agents
Communicators as change agents Communicators as change agents
Communicators as change agents
Linda Jacobson
 
Global Transport Industry Trends
Global Transport Industry TrendsGlobal Transport Industry Trends
Global Transport Industry Trends
L.E.K. Consulting
 
Electric Bus Epower Broc
Electric Bus Epower BrocElectric Bus Epower Broc
Electric Bus Epower Broc
andrelimslideshare
 
Trends in intelligent transport systems
Trends in intelligent transport systemsTrends in intelligent transport systems
Trends in intelligent transport systems
Institute for Transport Studies (ITS)
 
Trends in Transport Engineering and Applications vol 3 issue-3
Trends in Transport Engineering and Applications  vol 3 issue-3Trends in Transport Engineering and Applications  vol 3 issue-3
Trends in Transport Engineering and Applications vol 3 issue-3
STM Journals
 
Perspectives on the Future of Transportation and Sustainability: The Importa...
Perspectives on the Future of Transportation and Sustainability:  The Importa...Perspectives on the Future of Transportation and Sustainability:  The Importa...
Perspectives on the Future of Transportation and Sustainability: The Importa...
John Thornton
 
The future of transportation briony haecten
The future of transportation  briony haectenThe future of transportation  briony haecten
The future of transportation briony haecten
Mark McGinley
 
Future of Transportation - an Introduction
Future of Transportation - an IntroductionFuture of Transportation - an Introduction
Future of Transportation - an Introduction
Elvin Prananta
 
Bus Karo: Future of Electric Buses (Session V)
Bus Karo: Future of Electric Buses (Session V)Bus Karo: Future of Electric Buses (Session V)
Bus Karo: Future of Electric Buses (Session V)
WRI Ross Center for Sustainable Cities
 

Viewers also liked (19)

T1 Undercurrent ROS Pulse Score
T1 Undercurrent ROS Pulse ScoreT1 Undercurrent ROS Pulse Score
T1 Undercurrent ROS Pulse Score
 
Digital Strategy 101
Digital Strategy 101Digital Strategy 101
Digital Strategy 101
 
The Definitive Inspiration Engine for the Creative Community
The Definitive Inspiration Engine for the Creative CommunityThe Definitive Inspiration Engine for the Creative Community
The Definitive Inspiration Engine for the Creative Community
 
Solving the Most Complex Problems
Solving the Most Complex ProblemsSolving the Most Complex Problems
Solving the Most Complex Problems
 
How Do You Design For Creativity?
How Do You Design For Creativity?How Do You Design For Creativity?
How Do You Design For Creativity?
 
Highlights from "Positioning for Professionals"
Highlights from "Positioning for Professionals"Highlights from "Positioning for Professionals"
Highlights from "Positioning for Professionals"
 
Product Development Update
Product Development UpdateProduct Development Update
Product Development Update
 
29609 17 09_08_perito_no_referencia
29609 17 09_08_perito_no_referencia29609 17 09_08_perito_no_referencia
29609 17 09_08_perito_no_referencia
 
Product update - Keji Adedeji
Product update - Keji AdedejiProduct update - Keji Adedeji
Product update - Keji Adedeji
 
Digital Media isn't Mass Media for Cheap
Digital Media isn't Mass Media for CheapDigital Media isn't Mass Media for Cheap
Digital Media isn't Mass Media for Cheap
 
Communicators as change agents
Communicators as change agents Communicators as change agents
Communicators as change agents
 
Global Transport Industry Trends
Global Transport Industry TrendsGlobal Transport Industry Trends
Global Transport Industry Trends
 
Electric Bus Epower Broc
Electric Bus Epower BrocElectric Bus Epower Broc
Electric Bus Epower Broc
 
Trends in intelligent transport systems
Trends in intelligent transport systemsTrends in intelligent transport systems
Trends in intelligent transport systems
 
Trends in Transport Engineering and Applications vol 3 issue-3
Trends in Transport Engineering and Applications  vol 3 issue-3Trends in Transport Engineering and Applications  vol 3 issue-3
Trends in Transport Engineering and Applications vol 3 issue-3
 
Perspectives on the Future of Transportation and Sustainability: The Importa...
Perspectives on the Future of Transportation and Sustainability:  The Importa...Perspectives on the Future of Transportation and Sustainability:  The Importa...
Perspectives on the Future of Transportation and Sustainability: The Importa...
 
The future of transportation briony haecten
The future of transportation  briony haectenThe future of transportation  briony haecten
The future of transportation briony haecten
 
Future of Transportation - an Introduction
Future of Transportation - an IntroductionFuture of Transportation - an Introduction
Future of Transportation - an Introduction
 
Bus Karo: Future of Electric Buses (Session V)
Bus Karo: Future of Electric Buses (Session V)Bus Karo: Future of Electric Buses (Session V)
Bus Karo: Future of Electric Buses (Session V)
 

Similar to How I stopped worrying about the future, and got busy inventing it

DSP - General insights of digital medium - Version 1
DSP - General insights of digital medium - Version 1DSP - General insights of digital medium - Version 1
DSP - General insights of digital medium - Version 1
AiiM
 
Future Brand scape - Webbdagarna in Malmö on the 24th of october
Future Brand scape - Webbdagarna in Malmö on the 24th of octoberFuture Brand scape - Webbdagarna in Malmö on the 24th of october
Future Brand scape - Webbdagarna in Malmö on the 24th of october
Michael Ericsson
 
Future Brand scape - Webbdagarna i Malmö
Future Brand scape - Webbdagarna i MalmöFuture Brand scape - Webbdagarna i Malmö
Future Brand scape - Webbdagarna i Malmö
Creuna Sverige
 
Social Media Workshop - New Economy
Social Media Workshop - New EconomySocial Media Workshop - New Economy
Social Media Workshop - New Economy
Daniel Priestley
 
Digital my brand ?
Digital my brand ?Digital my brand ?
Digital my brand ?
Helene Duvoux-Mauguet
 
SXSW Interactive 2013 Recap
SXSW Interactive 2013 RecapSXSW Interactive 2013 Recap
SXSW Interactive 2013 Recap
Shawn Cheng
 
Talk ja ye-nuno_freitas_1set2012
Talk ja ye-nuno_freitas_1set2012Talk ja ye-nuno_freitas_1set2012
Talk ja ye-nuno_freitas_1set2012
Nuno Freitas
 
A Play in Three Acts
A Play in Three ActsA Play in Three Acts
A Play in Three Acts
gnat
 
Ma cultural policy and tourism - Social Media Class
Ma cultural policy and tourism - Social Media ClassMa cultural policy and tourism - Social Media Class
Ma cultural policy and tourism - Social Media Class
Royal Holloway, University of London
 
Delivering happiness jenn lim - gotomeeting citrix 8.10.11
Delivering happiness   jenn lim - gotomeeting citrix 8.10.11Delivering happiness   jenn lim - gotomeeting citrix 8.10.11
Delivering happiness jenn lim - gotomeeting citrix 8.10.11
Delivering Happiness
 
Delivering happiness jenn lim - freeman 8.24.11
Delivering happiness   jenn lim - freeman 8.24.11Delivering happiness   jenn lim - freeman 8.24.11
Delivering happiness jenn lim - freeman 8.24.11
Delivering Happiness
 
Strategic Planning 2012 4As Presentation
Strategic Planning 2012 4As PresentationStrategic Planning 2012 4As Presentation
Strategic Planning 2012 4As Presentation
Steve Chamberlain
 
100+ Bullet Points from the #WOMMASummit by @jessedee
100+ Bullet Points from the #WOMMASummit by @jessedee100+ Bullet Points from the #WOMMASummit by @jessedee
100+ Bullet Points from the #WOMMASummit by @jessedee
Jesse Desjardins - @jessedee
 
"A presentation about common sense." for Opera Forum London
"A presentation about common sense." for Opera Forum London"A presentation about common sense." for Opera Forum London
"A presentation about common sense." for Opera Forum London
Polle de Maagt
 
Killer Content Marketing for Boring Brands
Killer Content Marketing for Boring BrandsKiller Content Marketing for Boring Brands
Killer Content Marketing for Boring Brands
Aran Jackson
 
The noble art of creating stuff worth sharing. Let’s stop talking, let’s star...
The noble art of creating stuff worth sharing. Let’s stop talking, let’s star...The noble art of creating stuff worth sharing. Let’s stop talking, let’s star...
The noble art of creating stuff worth sharing. Let’s stop talking, let’s star...
Polle de Maagt
 
We Are Social Presents: Sharing Is Caring
We Are Social Presents: Sharing Is CaringWe Are Social Presents: Sharing Is Caring
We Are Social Presents: Sharing Is Caring
We Are Social Singapore
 
MoMo Digital Personal Branding and Trends 2011 07 12
MoMo Digital Personal Branding and Trends 2011 07 12MoMo Digital Personal Branding and Trends 2011 07 12
MoMo Digital Personal Branding and Trends 2011 07 12
moxmas
 
Creative idea exchange
Creative idea exchangeCreative idea exchange
Creative idea exchange
jtmcdermott
 
Thriving In Chaos
Thriving In ChaosThriving In Chaos
Thriving In Chaos
Dave Nourse
 

Similar to How I stopped worrying about the future, and got busy inventing it (20)

DSP - General insights of digital medium - Version 1
DSP - General insights of digital medium - Version 1DSP - General insights of digital medium - Version 1
DSP - General insights of digital medium - Version 1
 
Future Brand scape - Webbdagarna in Malmö on the 24th of october
Future Brand scape - Webbdagarna in Malmö on the 24th of octoberFuture Brand scape - Webbdagarna in Malmö on the 24th of october
Future Brand scape - Webbdagarna in Malmö on the 24th of october
 
Future Brand scape - Webbdagarna i Malmö
Future Brand scape - Webbdagarna i MalmöFuture Brand scape - Webbdagarna i Malmö
Future Brand scape - Webbdagarna i Malmö
 
Social Media Workshop - New Economy
Social Media Workshop - New EconomySocial Media Workshop - New Economy
Social Media Workshop - New Economy
 
Digital my brand ?
Digital my brand ?Digital my brand ?
Digital my brand ?
 
SXSW Interactive 2013 Recap
SXSW Interactive 2013 RecapSXSW Interactive 2013 Recap
SXSW Interactive 2013 Recap
 
Talk ja ye-nuno_freitas_1set2012
Talk ja ye-nuno_freitas_1set2012Talk ja ye-nuno_freitas_1set2012
Talk ja ye-nuno_freitas_1set2012
 
A Play in Three Acts
A Play in Three ActsA Play in Three Acts
A Play in Three Acts
 
Ma cultural policy and tourism - Social Media Class
Ma cultural policy and tourism - Social Media ClassMa cultural policy and tourism - Social Media Class
Ma cultural policy and tourism - Social Media Class
 
Delivering happiness jenn lim - gotomeeting citrix 8.10.11
Delivering happiness   jenn lim - gotomeeting citrix 8.10.11Delivering happiness   jenn lim - gotomeeting citrix 8.10.11
Delivering happiness jenn lim - gotomeeting citrix 8.10.11
 
Delivering happiness jenn lim - freeman 8.24.11
Delivering happiness   jenn lim - freeman 8.24.11Delivering happiness   jenn lim - freeman 8.24.11
Delivering happiness jenn lim - freeman 8.24.11
 
Strategic Planning 2012 4As Presentation
Strategic Planning 2012 4As PresentationStrategic Planning 2012 4As Presentation
Strategic Planning 2012 4As Presentation
 
100+ Bullet Points from the #WOMMASummit by @jessedee
100+ Bullet Points from the #WOMMASummit by @jessedee100+ Bullet Points from the #WOMMASummit by @jessedee
100+ Bullet Points from the #WOMMASummit by @jessedee
 
"A presentation about common sense." for Opera Forum London
"A presentation about common sense." for Opera Forum London"A presentation about common sense." for Opera Forum London
"A presentation about common sense." for Opera Forum London
 
Killer Content Marketing for Boring Brands
Killer Content Marketing for Boring BrandsKiller Content Marketing for Boring Brands
Killer Content Marketing for Boring Brands
 
The noble art of creating stuff worth sharing. Let’s stop talking, let’s star...
The noble art of creating stuff worth sharing. Let’s stop talking, let’s star...The noble art of creating stuff worth sharing. Let’s stop talking, let’s star...
The noble art of creating stuff worth sharing. Let’s stop talking, let’s star...
 
We Are Social Presents: Sharing Is Caring
We Are Social Presents: Sharing Is CaringWe Are Social Presents: Sharing Is Caring
We Are Social Presents: Sharing Is Caring
 
MoMo Digital Personal Branding and Trends 2011 07 12
MoMo Digital Personal Branding and Trends 2011 07 12MoMo Digital Personal Branding and Trends 2011 07 12
MoMo Digital Personal Branding and Trends 2011 07 12
 
Creative idea exchange
Creative idea exchangeCreative idea exchange
Creative idea exchange
 
Thriving In Chaos
Thriving In ChaosThriving In Chaos
Thriving In Chaos
 

How I stopped worrying about the future, and got busy inventing it

  • 1. HOW I STOPPED WORRYING ABOUT THE FUTURE AND INSTEAD GOT BUSY INVENTING IT @ Deutsch LA
  • 2. AHOY! Since so much of my talk was, well, me talking, I’ve included sticky notes like this throughout my presentation to add the details the deck is missing. Thanks for coming and thanks for reading. Find me online at: WHATCONSUMESME.COM TWITTER.COM/BUD_CADDELL 2
  • 3. 3
  • 4. WHAT I KNOW ABOUT YOUR INTEREST IN LEARNING ... 4
  • 5. WHAT TRENDS ARE SHAPING THE CREATIVE INDUSTRY? 15 11.25 7.5 3.75 0 Not at all Interested Neutral Somewhat Interested Very Interested 5
  • 6. HOW DO I GET TO BETTER CREATIVE IDEAS? Not at all Interested Neutral Somewhat Interested Very Interested 6
  • 7. HOW DO I TEST MY IDEAS BEFORE LAUNCHING THEM? Not at all Interested Neutral Somewhat Interested Very Interested 7
  • 8. WHAT’S THE FUTURE HOLD FOR THE AGENCY MODEL? Not at all Interested Neutral Somewhat Interested Very Interested 8
  • 9. HOW HAVE MARKETING CHANNELS EXPLODED? Not at all Interested Neutral Somewhat Interested Very Interested 9
  • 10. HOW DO YOU MAP A BUSINESS MODEL? Not at all Interested Neutral Somewhat Interested Very Interested 10
  • 11. HOW DO YOU BUILD YOUR PERSONAL BRAND ONLINE? Not at all Interested Neutral Somewhat Interested Very Interested 11
  • 12. HOW CAN DIGITAL SOLVE A BUSINESS PROBLEM? Not at all Interested Neutral Somewhat Interested Very Interested 12
  • 13. WHAT’S A MODERN CREATIVE PROCESS LOOK LIKE? Not at all Interested Neutral Somewhat Interested Very Interested 13
  • 14. WHY ARE LOLCATS SO POPULAR? Not at all Interested Neutral Somewhat Interested Very Interested 14
  • 15. WHY DID THE ECONOMY COLLAPSE? Not at all Interested Neutral Somewhat Interested Very Interested 15
  • 16. 16
  • 18. • FIND SOMEONE YOU DON’T KNOW. • TELL THEM ABOUT YOUR FAVORITE TV SHOW. • LISTEN TO THEIRS. 18
  • 19. • FIND SOMEONE YOU DON’T KNOW. • TALK ABOUT THE COLOR OF THE SKY. • NO, REALLY. 19
  • 20. ASY MMETRY Conversations are an exchange of ideas. That exchange works better when the information being passed along is asymmetrical - where I know one piece of the puzzle and you know another. New ideas inherently make you more interesting. 20
  • 21. Try watching this without having the urge to tell everyone you know. 21
  • 22. We engineered this video for asymmetry. We removed enough details in the costumes so that there would people who knew which dogs were characters and people who didn’t know. Asymmetry also equals repeat views. 22
  • 23. NEW IDEAS (realized) MAKE YOU MORE INTERESTING. 23
  • 24. 24
  • 25. Hyundai Assurance, what Gareth Kay calls “ idea that’s an advertised, not an advertising idea.” 25
  • 27. Checkout at the grocery store with Hellman’s in your cart and you’ll get a recipe printed right on your receipt. 27
  • 28. If you can’t bring people to your store, bring your store to people. Tesco. 28
  • 30. YOU. The only thing I know about building a personal brand is to continually try out weird, new ideas. 30
  • 31. Like pretending to be a madeup character of a fictional TV show (Mad Men) using Twitter. 31
  • 32. Or painting a popular internet meme and selling it on eBay for $1,000. 32
  • 33. OR build a real-life LIKE sign that lights up for every Facebook Like we get on our website. 33
  • 34. Or take a crazy notion of re-inventing our industry and turn it into a brand new service offering 34
  • 35. On that note, let’s talk about where our jobs are heading. TODAY & TOMORROW 35
  • 36. THE PACE OF CHANGE IS MIND BOGGLING YE A RS TO R EA CH 50% H OU SE HOLD ADO PT IO N, S O URCE: ARGO NNE N AT IO NA L L A B O R A TO R Y M O BI L E I NT ER NET C OMPUT ER COL OR TV T E LE P HO NE YR 10 YR 20 YR 30 Y R 40 Y R 50 Y R 60 Y R 70 36
  • 37. THE TRADITIONAL AD MODEL W HE N W E H A D TIM E TO DRIN K SCO TCH AT 11 AM PRINT TV RADIO 37
  • 38. THE MICROSITE MODEL, CIRCA 2005-8 W HE N W E WE R E TH E KIN GS OF FLA SHT URBAT IO N PRINT EMAIL TV BANNERS MICRO-SITE RADIO SEARCH NON-TRAD 38
  • 39. THE 2011 MARKETING ECOSYSTEM W HE N W E A LL BE CA M E SOCIA L ME DIA DO UCHEBAGS SOCIAL RADIO EMAIL CORPORATE BANNERS DOT-COM TV MICRO-SITE RETAIL DIGITAL OOH MOBILE PRINT SEARCH we help our clients rethink NON-TRAD EVENTS the marketing ecosystem. starting with a realization that these are more than boxes that need filling. 39
  • 40. But let’s not forget what the world looks like to a consumer these days. An abundance of choice means a scarcity of attention. Also, what Rob Walker calls the “pretty good problem” - it’s getting harder and harder for products to breakthrough. 40
  • 41. 80 % 80% of categories are seen as homogenous by consumers. 41
  • 42. 10 % percent of ads are seen as different 42
  • 43. 4 % 4% seen as successful in direct marketing 43
  • 44. .05 % .05% click through seen as success in banner ads let’s not beat this up too much. 44
  • 45. 75 meanwhile ... the average lifespan of a fortune 500 company in 1937 45
  • 46. 5 the average lifespan of a fortune 500 company today something has to be done about this. / when a crisis is this drastic, only one thing can be done! 46
  • 48. THE 2012 MEANING ECOSYSTEM EV E RY T HI NG WE D O M U ST IGN IT E OR EMPO WER NET WO RKS O F CO N S UM E R S, CO NNE CTE D B Y SHA R E D INTE R E STS PURPOSE SHARED EARNED MEDIA SOCIAL BEHAVIOR PROFITS ME PAID MEDIA GRAPH PRODUCTS OWNED MEDIA & SERVICES INTERESTS 48
  • 49. THE 2012 MEANING ECOSYSTEM EV E RY T HI NG WE D O M U ST IGN IT E OR EMPO WER NET WO RKS O F CO N S UM E R S, CO NNE CTE D B Y SHA R E D INTE R E STS PURPOSE SHARED EARNED MEDIA SOCIAL BEHAVIOR PROFITS ME PAID MEDIA GRAPH PRODUCTS OWNED MEDIA & SERVICES INTERESTS THIS PROBABLY LOOKS INSANELY COMPLEX. BECAUSE IT IS. BUT LET’S 49 TRY TO BREAK IT DOWN ..
  • 50. THE 2012 MEANING ECOSYSTEM EV E RY T HI NG WE D O M U ST IGN IT E OR EMPO WER NET WO RKS O F CO N S UM E R S, CO NNE CTE D B Y SHA R E D INTE R E STS FIRST. PURPOSE SHARED EARNED MEDIA Instead of diving head first into how you’ll fill SOCIAL buckets, we media should concentrate on telling a BEHAVIOR coherent brand story across PROFITS everything we ME starting do, PAID MEDIA with our purpose (beyond profits), and how our products and our revenue support that purpose. Then,GRAPHshould use we PRODUCTS & SERVICES media to amplify that message. INTERESTS OWNED MEDIA 50
  • 51. THE 2012 MEANING ECOSYSTEM EV E RY T HI NG WE D O M U ST IGN IT E OR EMPO WER NET WO RKS O F CO N S UM E R S, CO NNE CTE D B Y SHA R E D INTE R E STS And as we plan to reach consumers, we need to be PURPOSE SHARED EARNED MEDIA paying more attention than SOCIAL ever to the shared interests which bind our consumers to BEHAVIOR their friends. That’s how we’ll engineer ourPROFITS to have message ME PAID MEDIA the best chance at being spread. We also have to start obser ving people’s behaviors GRAPH more closely, and not in PRODUCTS aggregate, & SERVICES get up we have to INTERESTS OWNED MEDIA close and truly personal. 51
  • 52. Doing all of these things better will increase our odds for success. But.... 52
  • 53. 90 % 90% of strategic plans are never realized. i like to think that means 90% of time spent in powerpoint is meaningless. 53
  • 54. 70 % 70% of change plans fail, our organizations are often too silo’d and fragmented to turn on a dime. 54
  • 55. WELCOME TO THE ERA OF PROBLEMS YOU CAN’T STRATEGIZE YOUR WAY OUT OF. 55
  • 56. don’t get me wrong, there is still a place for strategy in this world. a huge place. especially when we have the time and attention to methodically plan. 56
  • 57. but even the most simple plans can and often go awry when they meet the real world. and it reminds me of something like that. this is also the example i like to use when clients ask for a viral video. Search youtube for “plinko price is right” 57
  • 58. in reaction to that, you see this meme exploding in culture right now. it sounds AWESOME DOESN’T IT?! 58
  • 59. this one’s also very popular. especially in our biz. 59
  • 60. MIDDLE WE’LL DO PARTS OF THIS EXERCISE TOGETHER. EXERCISE! DON’T WORRY, THIS ONE DOESN’T REQUIRE MUCH EMPATHY. 60
  • 61. YOUR BRIEF: WHAT CAN EVENT ORGANIZERS DO TO ENSURE AN EVENT HAS AN IMPACT LONG AFTER THE DAY IS OVER? 61
  • 62. This is our invention filter, a process we use to generate better ideas. Serves User Needs Nudges Ignites the Brand Culture 62
  • 63. WHAT CAN EVENT ORGANIZERS DO TO ENSURE THEIR EVENT HAS A LONG-TERM IMPACT? S T E P O NE , A NS WE R TH E SE Q U ES T IO NS ... Serves User Needs What are attendees trying to accomplish by coming? What are the barriers? What’s broken? What technologies can help? What solutions are being tried in other industries or countries to solve similar problems? 63
  • 64. WHAT CAN EVENT ORGANIZERS DO TO ENSURE THEIR EVENT HAS A LONG-TERM IMPACT? S T E P O NE , A NS WE R TH E SE Q U ES T IO NS ... Serves User Needs Nudges the Brand What are attendees trying to How does the business work? accomplish by coming? What forces keep them from What are the barriers? growing and what forces keep them from shrinking? What’s broken? What factors are most What technologies can help? important to attendees when choosing an event? What solutions are being tried in other industries or Where is the industry countries to solve similar heading, who is doing the problems? pushing, and is the brand leading or following? 64
  • 65. WHAT CAN EVENT ORGANIZERS DO TO ENSURE THEIR EVENT HAS A LONG-TERM IMPACT? S T E P O NE , A NS WE R TH E SE Q U ES T IO NS ... Serves User Needs Nudges the Brand Ignites Culture What are attendees trying to How does the business work? What types of content do accomplish by coming? attendees of these events What forces keep them from share with each other? What are the barriers? growing and what forces keep them from shrinking? What are common What’s broken? conventions being used by What factors are most competitors in their What technologies can help? important to attendees when marketing? choosing an event? What solutions are being What are the commonly held tried in other industries or Where is the industry beliefs and behaviors of your countries to solve similar heading, who is doing the customers? problems? pushing, and is the brand leading or following? Are they in contradiction? 65
  • 66. IDEATE! 66
  • 67. SHARE! 67
  • 69. did that feel good?! now, i’m gonna burst your bubble. 69
  • 70. 3,000 According to one source, it can take upwards of 3000 raw ideas to get to 1 commercially successful product. 70
  • 71. % .033 that is, in fact, worse success rates than a banner ad. BUT. DOING STUFF IS INESCAPABLE. 71
  • 72. IN THE NETWORK ERA, THE LAST SEMBLANCE OF CONTROL RESTS IN THE HANDS OF THE PLATFORM BUILDERS. 72
  • 73. “PROGRAM OR BE PROGRAMMED.” – DOUGLAS RUSHKOFF 73
  • 74. “ THE BEST WAY TO PREDICT THE FUTURE IS TO INVENT IT.” – ALAN KAY 74
  • 75. “ DISRUPT YOURSELF BEFORE SOMEONE DOES IT FOR YOU.” – GOOGLE 75
  • 76. % .033 but still. there’s this. 76
  • 77. START WITH MORE IDEAS. START WITH BETTER IDEAS. LEARN (FAIL) FASTER. LEARN (FAIL) SAFER. 77
  • 78. 78
  • 80. 80
  • 81. Our own internal tool (alpha) to get more creativity out of the organization. 81
  • 82. START WITH MORE IDEAS. START WITH BETTER IDEAS. LEARN (FAIL) FASTER. LEARN (FAIL) SAFER. 82
  • 83. Serves User Needs Nudges Ignites the Brand Culture 83
  • 84. look for user hacks, fix what’s broken. 84
  • 85. A question every single organization should be asking right now, “How can we bring our customers together to help one another?” 85
  • 86. Fourth Amendment Wear shows us how to ride a moment in culture. 86
  • 87. START WITH MORE IDEAS. START WITH BETTER IDEAS. LEARN (FAIL) FASTER. LEARN (FAIL) SAFER. 87
  • 88. “Smoke Testing” the title and cover of this book were developed through using adwords. 88
  • 89. Dropbox was a demo video before it was a full service. Find “earlyvangelists” and give them something to spread. 89
  • 90. we pitched this with a vocal prototype 90
  • 91. When we re-built our own site, the team created a bunch of functional prototypes within a few days. 91
  • 92. START WITH MORE IDEAS. START WITH BETTER IDEAS. LEARN (FAIL) FASTER. LEARN (FAIL) SAFER. 92
  • 93. failure is inevitable. we just have to make sure we can get up after we’ve fallen down. 93
  • 94. For ad folk, we have to stop chasing the white rabbit of the big idea into the rabbit hole of the big execution. We should be cleverly slicing budgets into many opportunities for success. A NETWORK OF VS ONE BIG BET SMALL BETS 94
  • 95. chris rock doesn’t test jokes during his HBO special. He spends 6 months popping into tiny clubs with a notebook and pen, bombing continuously. 95
  • 96. still the gold standard. maybe doing all of these steps well. we suck at this one. maybe because it requires brands to either build or co-opt safe spaces. 96
  • 98. LET’S HACK A BUSINESS MODEL! (THE CAR INSURANCE MODEL) 98
  • 99. LET’S HACK A BUSINESS MODEL! T HE C AR I NS U RA NCE BU SIN E SS MODE L PAYOUTS RISKS PREMIUMS This is called a causal loop diagram. There is a lot of content online about how to get good at mapping systems. CUSTOMERS These here are called ‘s tocks,’ they’re the pools of stuff that insurance companies accrue. 99
  • 100. LET’S HACK A BUSINESS MODEL! T HE C AR I NS U RA NCE BU SIN E SS MODE L S PAYOUTS S RISKS PREMIUMS O O We map these stocks with the flows CUSTOMERS which connect them. ‘S’ means same, as in they move in the same direction, ‘O’ means opposite. So, for example, if an insurance company has to payout more money, it’s likely that they will also have to raise their premiums, which will then in turn cause them to lose customers to their competitors. 100
  • 101. LET’S HACK A BUSINESS MODEL! T HE C AR I NS U RA NCE BU SIN E SS MODE L S PAYOUTS S RISKS PREMIUMS O O Shitty insurance CUSTOMERS companies focus on lowering payouts through less than honest tactics. 101
  • 102. LET’S HACK A BUSINESS MODEL! T HE C AR I NS U RA NCE BU SIN E SS MODE L S PAYOUTS S RISKS PREMIUMS O O CUSTOMERS Instead, let’s focus on these t wo stocks. 102
  • 103. LET’S HACK A BUSINESS MODEL! T HE C AR I NS U RA NCE BU SIN E SS MODE L S PAYOUTS S LOWER THE RISKS OF RISKS PREMIUMS CURRENT CUSTOMERS O O CUSTOMERS ATTRACT SAFER DRIVERS 103
  • 104. Serves User Needs Nudges Ignites the Brand Culture 104
  • 105. ATTRACT LESS RISKY CUSTOMERS AND HELP EVERYONE REDUCE THEIR RISKS WHILE DRIVING S T E P O NE , A NS WE R TH E SE Q U ES T IO NS ... Serves User Needs Nudges the Brand Ignites Culture What are drivers trying to How does the business work? What kind of content are accomplish while driving? people already sharing What forces keep them from around insurance? What are the barriers? growing and what forces keep them from shrinking? What are common What’s broken? conventions being used by What factors are most competitors in their What technologies can help? important to drivers when marketing? choosing an insurance? What solutions are being What are the commonly held tried in other industries or Where is the industry beliefs and behaviors of your countries to solve similar heading, who is doing the customers? problems? pushing, and is the brand leading or following? Are they in contradiction? 105
  • 106. IDEATE! 106
  • 107. SHARE! 107
  • 108. W H AT WE ’ R E F OCUS IN G ON . .. W H AT’ S A CTUA L L Y OUT TH E R E ... 108
  • 109. 109
  • 110. 110
  • 111. 111
  • 113. 113