The document discusses the concept of 'ideatecture', emphasizing the importance of crafting ideas in a way that they can be easily remembered, valued, and replicated, similar to how memes spread. It explores how effective ideas leverage cognitive principles and associative techniques to influence behavior and improve recall, as well as the role of cultural relevance in communication. The text also describes several types of 'memes' and the strategic methods to enhance the impact and memorability of ideas.

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More innovation for more people more often. ™
Copyright © 2007, Christopher Davis

2. The value of an idea is not just that it can radically change: our behavior, our values, and in other minds.” Likened to a gene, it is the smallest unit of culture—similar to a virus—that
how we think. Because of an idea’s symbolic economy and associative powers, it also passes from individuals to groups; changing the way individuals think and behave toward
helps us to “shrink wrap” a complex array of information, so that others can remember what a “tipping point” of influence. Cognitive Scientist Daniel Dennett actually says the meme is the
we’d like them to think, and do in the first place. Before any “thing,” story or behavior is idea that “forms itself into a distinct memorable unit... spread by vehicles that are distinct
produced, you can build an idea for this purpose. Without that idea, that “thing” can be manifestations of the meme. Further, there are “strategy memes” communicating cause and
unwieldy, and empty of economy and associative power. Ideatecture™ can help you avoid effect—”If I do this, such will happen”; “distinction memes” pointing out what is different in
the pitfalls of: too much info, all relevance—no remembrance, and un-remarkability. a world of choices—”This one is better because...”; and “association memes” that
remind people of a special feeling they had, i.e. ”that feels related to me.”
In 1956 George Armitage Miller found in his seminal paper “The Magical Number 7, Plus or
Minus Two,” on average a human being can only remember 7 “things.” The latest research O.K., so when we pull it all together, we begin to understand that influencing behavior and
shows remembrance of 5 for words and even less with long words. Other research thought spreads through the construction of “sets of powerful associative symbols, images and
also shows that in English, people can only remember information contained in sound bytes words—ideas. What is needed, is to know ”how to” create ideas specifically for the purpose
of 2 second “chunks”—its called “the phonological loop.” of being remembered, valued and copied so that a person‘s behavior is affected as we
design it to. Does that sound harsh? Well, the alternative is for behavior to be affected as we
With ideas, we can facilitate Joel Levin's "three R's" of associative mnemonic techniques– have not designed it to, or just plain behavioral indifference. Just remember, the stronger the
recoding, relating, and retrieving (information). Ideas help us bridge the “memorable / Ideatecture™, the stronger the idea, the stronger the meme, the stronger the memory,
remarkable gap” by providing proven tools to spark and aid memory: namely a.) key words the stronger the audience’s behavior.
that sound like the subject or item to be remembered, b.) vivid metaphorical images that
symbolize their distinction: even the emotions we would like to be provoked by the subject. Webster was wrong. Ideas are not mere notions, thoughts or concepts; they have a unique
inner structure that combines meaning, and what Ideatecture™ calls “Transformers.” These
From the idea’s point of view; the first R—recoding is empowered through attention getting transformers create memorable icons, symbols and most remarkably—new paradigms:
techniques (curious, novel, provocative, even outrageous imagery or associations): the archetypes that have deviated intentionally. Seth Godin was right about the “Purple Cow” in his
second R—relating through the relevance of the subject (needs and desires): and the third book of the same name—they get noticed. But that’s only 1/3rd of the equation. In order to
R—retrieval by associative reinforcement (reminds you of...). Building further on this change behavior, the idea must be relevant, memorable and copied. I heretofore offer an
relationship between recall, interest and ideas; there is much evidence that emotional abridged definition of this special four letter word through an important filter of “use” and “value.”
experiences and content have more persistence and vividness than non-emotional Let’s also see what we mean by “Ideatecture™.”
experiences. And...interesting: “stories” do better in aiding long term free recall than topics
without stories. So what exactly is a mnemonic? A new paradigm. A. A small “set” of signs whose order is unique. B. An innovative
thought. C. A compelling invention of the mind that surprises. D. A provocative symbol
Noun; A device such as a pattern of letters, ideas or associations that assist that exaggerates a truth. E. A new meme that spreads rapidly through a society or group.
in remembering something. Adjective; Aiding or designed to aid the memory. F. The product or effect of an Ideatecture™.
Building upon these points, In “Virus of The Mind, The New Science of Mimetics,” : The art or practice of designing and constructing ideas.
Richard Brodie introduces us to the power and meaning of memes: “a unit of information in
a mind whose existence influences events such that more copies of itself get created
Ideatecture™ theory (namely that ideas are made up of parts) that forms an idea.
More innovation for more people more often.

3. Copyright © 2007, Christopher Davis
The stronger the IDEA/TECTURE
the stronger the idea
the stronger the memory
the stronger the meme
the stronger the behavior
the stronger the credit of origin
the stronger the protection of the idea

4. Copyright © 2007, Christopher Davis
IDEAS HAVE 10 LIVES
A. ANALYZE B. TRANSFORM C. EXPRESS
1. PROBLEM 3. INCREASE 6. FORM
2. SOLUTION 4. DECREASE 7. SETTING
5. REVERSAL 8. STORY
9. MEDIUM
10. EXPERIENCE

5. Copyright © 2007, Christopher Davis
A.
ANALYSIS
T.
TRANSFORMATION
E.
EXPRESSION

6. B. Method Not Madness.
Directions
Idea Instruction Manual Paradigm Anatomy
Innovation.
Slide your solution from
the middle of the wheel 1. Function
towards any one of 2. Form
the symbols around the 3. Behavior
wheel to create a 4. Category
new paradigm.
Ideatecture can also
change these same
Pair up. attributes within
characters &
By the way, there are experiencers.
81 Possible Ideatectures ™
when pairing any 2
of the 9 paradigm
transformers.

7. SEAT SAW
Hybrid
Combine one
paradigm
with another
paradigm.

8. Backwards Reduction
Reverse the Decrease the
order or standard number, size,
of a paradigms or character of
elements, function, the object or
or behavior. the paradigm.

9. C. Expression Break Down
Storytelling
Form / Expression Setting Story Medium Experience
This symbol represents This symbol represents This symbol represents This symbol represents The symbol represents
the form of any idea. the setting. The setting the story whereby settings the medium whereby the experience of a
It is devoid of explicit is filled in with characters, are put into motion, the form or story is human being, made
meaning until it is fulfilled objects, and a form of and singular events are transmitted through a possible by their 6
by an idea and therefore your idea. Innovate any linked together. material or a transmission. senses + talk.
meaning. Innovate any setting by using one or Innovate any story by Innovate any medium
form by using one or two two of the transformers. using one or two of the by using one or two of
of the transformers. transformers. the transformers.
Cultural Relevance 3 Cultural Relevance 4 Cultural Relevance 5
Cultural relevance is always expressed by the setting and Examine the content of the story, not the just the idea The medium always dictates how many opportunities The broader the media type’s spectrum, the more
the elements contained in that setting, such as; objects to ascertain whether or not there is extreme relevance. we have for communicating cultural relevance. Just as every opportunities we have to connect to the individual
characters and atmospherics, e.g., music. idea has parts, so does each medium or media type. with extreme relevance.

10. erefore your idea. Innovate any linke
e any setting by using one or Inno
or two two of the transformers. using
s. trans
Cultural Relevance 3 Cultural R
Cultural relevance is always expressed by the setting and Examine t
the elements contained in that setting, such as; objects to ascerta
characters and atmospherics, e.g., music.

11. Using cultural relevance on its own can easily lead to gross characterizations
and stereotypes. Ideatecture’s value is in breaking worn out paradigms.
Ideas reward people with surprising experiences. By using the 9 Transformers
at any creative “stage” outlined in this presentation, audience attention
can be increased, and content can be recalled more easily by building more
surprising and relevant experiences. The stronger the Ideatecture™,
the stronger the idea, the stronger the meme, the stronger the memory, the
stronger the audience’s behavior.
Ideatecturize something.
4D (event experiential):
1. Content of text
2. Tone of language