The Past, Present and Future of Great Ideas
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A framework to think about the development and creation of great ideas.
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The Past, Present and Future of Great Ideas
- 1. THE PAST, PRESENT AND FUTURE OF GREAT IDEAS Friday, March 4, 2011
- 2. OBJECTIVE Everyone wants great, breakthrough ideas • What are they? • What’s the context? • What are the rules? • What’s a reasonable high bar? • How do you get there? 2 Friday, March 4, 2011
- 3. GREAT IDEAS TRANSFORM 3 Friday, March 4, 2011
- 4. GREAT IDEAS PUT A STAKE IN THE GROUND 4 Friday, March 4, 2011
- 5. GREAT IDEAS MAKE MONEY 5 Friday, March 4, 2011
- 6. GREAT IDEAS MAKE THEIR OWN MEDIA 6 Friday, March 4, 2011
- 7. GREAT IDEAS ENGAGE 7 Friday, March 4, 2011
- 8. GREAT IDEAS- NOW IN MULTIPLE FLAVORS Products Experiences Entertainment Utility Conversations 8 Friday, March 4, 2011
- 9. IT USED TO BE SO EASY- DO BETTER THAN THIS? 9 Friday, March 4, 2011
- 10. BUT.... Everything has gotten faster and easier New channels The world has opened up- not local- global Clients and consumers want more than an ad Brand humanization is the thing 10 Friday, March 4, 2011
- 11. Instant Prototypes 11 Friday, March 4, 2011
- 12. Agile Strategy 12 Friday, March 4, 2011
- 13. Instant Build and Learn 13 Friday, March 4, 2011
- 14. GREAT IDEAS FRAMEWORK 14 Friday, March 4, 2011
- 15. What Type of Great Idea? 15 Friday, March 4, 2011
- 16. 5 minutes 50 years 100 years 16 Friday, March 4, 2011
- 17. A viral A business World changing 5 minutes 30 years 50 years+ 17 Friday, March 4, 2011
- 18. WORLD CHANGING Larry Brilliant fought a war against smallpox 18 Friday, March 4, 2011
- 19. Viral Entertaining Shareable 5 minutes 1 year 3-5 years 5-50 years 19 Friday, March 4, 2011
- 20. Viral Ad Entertaining A one off Shareable execution Entertaining 5 minutes 1 year 3-5 years 5-50 years 20 Friday, March 4, 2011
- 21. Viral Ad Campaign Entertaining A one off Series of ads Shareable execution under a theme Entertaining Anticipation Entertaining Interesting Digital/Social Campaign 5 minutes 1 year 3-5 years 5-50 years 21 Friday, March 4, 2011
- 22. Viral Ad Campaign Entertaining A one off Series of ads Shareable execution under a theme Digital experience Entertaining Anticipation Personal Entertaining Informative Interesting Utility Relevant Useful Digital/Social Campaign 5 minutes 1 year 3-5 years 5-50 years 22 Friday, March 4, 2011
- 23. Viral-John West Salmon 23 Friday, March 4, 2011
- 24. Ad- VW 24 Friday, March 4, 2011
- 25. Campaign-Chevy 25 Friday, March 4, 2011
- 26. DIGITAL EXPERIENCES 26 Friday, March 4, 2011
- 27. LAST 5 YEARS - WE ESTABLISHED CLEAR RULES An ADD world - viral is for media snacking and sharing- 1/100 shot- agencies and specialists A world of entertainment-area for agencies/ Hollywood A world of spectacle- area for agencies A new separate world of utility and commerce- digital shops 27 Friday, March 4, 2011
- 28. EVERYTHING IS NOW IN PLAY THERE ARE NO RULES- BOXES ARE OUT 28 Friday, March 4, 2011
- 29. ENTERTAINMENT NOW MEETS UTILITY AND COMMERCE 29 Friday, March 4, 2011
- 30. Mutants are Cool 30 Friday, March 4, 2011
- 31. Real-Time Sponsored Campaign 31 Friday, March 4, 2011
- 32. An Eight Minute Brand Video 32 Friday, March 4, 2011
- 33. A Tweet as Branding Tool 33 Friday, March 4, 2011
- 34. Viral Digital 34 Friday, March 4, 2011
- 35. A Viral with Campaignability 35 Friday, March 4, 2011
- 36. E-COMMERCE MUSIC VIDEO 36 Friday, March 4, 2011
- 37. Viral Ad Campaign Entertaining A one off Series of ads Shareable execution under a theme Entertaining Anticipation Entertaining Interesting Utility Relevant Useful Digital/Social Campaign Digital experience Personal Informative 5 minutes 1 year 3-5 years 5-50 years 37 Friday, March 4, 2011
- 38. LEGO-IZATION AND MASH-UP- CONVERSATION, COMMERCE, UTILITY, ENTERTAINMENT... 38 Friday, March 4, 2011
- 39. THERE’S NOW NO EXCUSE TO LET THE 30 SEC SPOT SHACKLE YOUR THINKING 39 Friday, March 4, 2011
- 40. Conversation+ Viral+ Campaign+ Commerce+ Utility+ Ad+ Digital and Social Experience+ 5 minutes 1 year 3-5 years 5-50 years 40 Friday, March 4, 2011
- 41. Conversation+ Viral+ Campaign+ Commerce+ Utility+ Ad+ Digital and Social Experience+ A product Relevant Useful New/different Sexy 5 minutes 1 year 3-5 years 5-50 years 41 Friday, March 4, 2011
- 42. Product or Business? Gyro for Dewars 42 Friday, March 4, 2011
- 43. Conversation+ Viral+ Campaign+ Commerce+ Business Utility+ Ad+ Galvanizing Enduring Digital and Social Experience+ Money making 5 minutes 1 year 3-5 years 5-50 years 43 Friday, March 4, 2011
- 44. Business-$10 billion Gaming Goes Social- Multiplier Effect 44 Friday, March 4, 2011
- 45. Business Red Bull Media 45 Friday, March 4, 2011
- 46. Business http://venturebeat.com/2011/02/18/the-birth-of-twitter/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+Venturebeat+%28VentureBeat%29 46 Friday, March 4, 2011
- 47. Business Mom’s Video Camera 47 Friday, March 4, 2011
- 48. Business Re-define Adult Education 48 Friday, March 4, 2011
- 49. Business Conversation+ Entertaining and useful Viral+ Galvanizing Campaign+ Enduring Money making Commerce+ Utility+ Ad+ Changes behavior Digital and Social Experience+ A product Relevant Useful New/different Sexy 5 minutes 1 year 3-5 years 5-50 years 49 Friday, March 4, 2011
- 50. Business Conversation+ Entertaining and useful Viral+ Galvanizing Campaign+ Enduring Money making Commerce+ Utility+ Ad+ ? Changes behavior Digital and Social Experience+ A product Relevant Useful New/different Sexy 5 minutes 1 year 3-5 years 5-50 years 50 Friday, March 4, 2011
- 51. DIS-ORIENTING 51 Friday, March 4, 2011
- 52. THE DANGER- DOZENS OF REPLICATING MUTANTS WITH NOTHING THAT LINKS THEM 52 Friday, March 4, 2011
- 53. NICE TO ORGANIZE- TO KNOW 53 Friday, March 4, 2011
- 54. THE P.B.E. POTENT BUSINESS EXPRESSION 54 Friday, March 4, 2011
- 55. P.B.E. More than a corporate vision- it’s an externalized and internalized expression- humanized for conversations The high bar Gets employees motivated Big emotional construct-human truth/corporate truth that connects to the zeitgeist Allows multiple forms and expressions and hybrids- provides an anchor/glue/cement The un-ambitious will limit it to a campaign The brave will use it to fundamentally transform their business Left unactioned and without visible manifestations, it will appear shallow and hollow 55 Friday, March 4, 2011
- 56. Conversations+ P.B.E. Business Viral+ Galvanizing Galvanizing Motivating Enduring Campaign+ Money making Generative Commerce+ Centering Utility+ Multiple avenues/ Ad+ Opportunities Changes behavior Digital and Social Experience+ A product Relevant Useful New/different Sexy 5 minutes 1 year 3-5 years 5-50 years 56 Friday, March 4, 2011
- 57. PBE-T-Mobile 57 Friday, March 4, 2011
- 58. Non-Articulated PBE “DREXLER DECIDED TO TAKE J.CREW UPSCALE—WITHOUT ABANDONING THE COMPANY’S PREPPY-BASICS HERITAGE. THE IDEA WAS TO APPEAL TO THE CUSTOMER WHO HAS GRADUATED FROM THE GAP BUT WANTS SOMETHING HIPPER, AND LESS EXPENSIVE, THAN RALPH LAUREN” 58 Friday, March 4, 2011
- 59. P.B.E. 59 Friday, March 4, 2011
- 60. P.B.E. 60 Friday, March 4, 2011
- 61. P.B.E. 61 Friday, March 4, 2011
- 62. P.B.E. CHECKLIST Does it transcend the category? Is it empowering? Does it connect to a truth? Can employees understand it and live by it? Is it an instruction set for 100s of ideas? Can it create a business? 62 Friday, March 4, 2011
- 63. HOW YOU GET THERE? 63 Friday, March 4, 2011
- 64. GOOD IDEA INGREDIENTS MAGIC UNDERSTANDING TIMING/LUCK SAVVY 64 Friday, March 4, 2011
- 65. THE ESSENCE Freshness + Competence + Connectivity New Creativity Humanity Never been done Craft Business Current Technical chops Cultural Zeitgeist 65 Friday, March 4, 2011
- 66. THE “GREAT IDEAS”-TEAM Artistry & Magic Business Understanding Entertainers Chief Culture Officer Contemporary Human Understanding Intuition Risk- Taker Technologist 66 Friday, March 4, 2011
- 67. YOU ALSO NEED A CLIENT WHO IS OR ASPIRES TO BE A MIRROR IMAGE 67 Friday, March 4, 2011
- 68. Imaginative Amplification is Essential From: To: Buying Broadcasting Brand Media Creation 68 Friday, March 4, 2011
- 69. COLLABORATION IS KEY http://vimeo.com/19789693 69 Friday, March 4, 2011
- 70. COLLABORATION IS KEY Clear and inspiring instruction set- a brief Egoless attitude Ability to work together Planners as facilitators and inspirers 70 Friday, March 4, 2011
- 71. TEAM MEMBER COMPETENCIES 71 Friday, March 4, 2011
- 72. BUSINESS UNDERSTANDING Money Competitors DNA Freshness + Competence + Connectivity 72 Friday, March 4, 2011
- 73. RISK Freshness 73 Friday, March 4, 2011
- 74. CHIEF CULTURE OFFICER Freshness + Connectivity 74 Friday, March 4, 2011
- 75. TECHNOLOGIST 75 Freshness + Competence + Connectivity Friday, March 4, 2011
- 76. INTUITION/ARTISTRY/MAGIC Freshness + Competence + Connectivity 76 Friday, March 4, 2011
- 77. ENTERTAINERS Freshness + Competence + Connectivity 77 Friday, March 4, 2011
- 78. CONTEMPORARY HUMAN TRUTHS Freshness + Competence + Connectivity 78 Friday, March 4, 2011
- 79. HOW IT WORKS Be realistic- know your strengths- your idea space- your client’s real goals If you want to/need to do more- bring in the troops- recognize your role in the team Can’t go big without collaboration-new skill Lack of patience and discipline can be the only barriers to the longevity of an idea Greatness can be iterative For many, a P.B.E. is an achievable goal 79 Friday, March 4, 2011