Good Guys Come First

Good Guys Come First
the all-around guide to creating world-bettering communications

“All of us who professionally use the mass media
are the shapers of society. We can vulgarize that
society. We can brutalize it. Or we can help lift it
onto a higher level.”
Bill Bernbach

Want to use your creative power to create world-bettering
communications and innovations?
Believe that business should play a more active part in adding
value to people’s lives?
Believe what’s good for society can also be good for business?
Strive to understand people’s needs, desires, pains and
aspirations?
Believe that the only thing limiting you is your creativity?
Do you..
If you tick off at least one of the boxes, then this
guide might just be perfect for you!

As one of the most prominent users of media, brands have a power that no one can undermine. Many of them have power even
greater than nations to shape and influence the society. The question is how do we, as brand advocates, exert that power?
The ever-changing dynamics in today’s world, coupled with the seamless flow of information between people have created a
more well-informed, active class of consumers. The connected consumers of today monitor brands’ merits and mishaps,
leaving brands nowhere to hide. The more demanding consumers expect brands to take a more active role in people’s lives,
leaving only emphatic brands to excel. In today’s world, only brands that levels with their consumers win.
Brands’ responsibility to make people live better should not be confused with CSR. The responsibility relates more to how a
brand defines its role in the world. Robyn Putter, then the leader of Ogilvy & Mathers, asserted that “the brands we most admire
are built not just on big ideas, but on big ideaL.” The big ideaL brands are built on an underpinning ideal that projects their view
on the world that engages people from and within the organization. Clearly, a first step towards being idealist is to really
understand what problems out there the brand want, and can, solve. As consumers become more active and demand greater
responsibility from brands, the “profit at any cost” model is no longer sustainable. They key to business sustainability in the
long run thus lies in the impact that businesses bring in their effort to add value to people’s lives.
In relationships, good guys might finish last. However, as a brand, being the good guys can actually make you come first in the
hearts and minds of people.
INTRODUCTION

Most of us creatives have the creative capacity to
come up with big, novel ideas that can attract the
attention of millions. However, creativity alone is
not enough when it comes to adding value to
people’s lives.
There’s also a need for compassion – the innate
understanding of how people live and what they
believe in. Creativity creates the wow factor, while
compassion enables us to design experiences that
speak to people’s hearts.
It is in the intersection between
creativity and compassion that the g-
spot of world-bettering
communication lies (that stands for
goodness spot, by the way..)
CREATIVITY COMPASSION
THE
G-SPOT

THE PROCESS
Most of brand strategic planning starts with exploration of consumer’s needs, with the aim of defining insight areas that intersects
with the value(s) of the brand. Those insights are subsequently synthesized into a set of big idea/proposition that directs the
creative execution. The system has worked wonders in decades but it might not truly reflect the dynamics of today’s world. Why?
One. Boiling down insights into a single-minded proposition prior to the creative exploration limits the ability of creatives to diverge
in different directions. To create an unexpected, game-changing idea often require us to wander through the wild side.
Two. To identify areas where brands can add value to people’s lives require a thorough understanding of people’s life context - the
area in people’s lives in which the brand can play an active role to make a difference. Thus, the exploration area should not be
constrained by the brand fit, as the areas where the brand can play the biggest role might not be within the current values of the
brand.
To create world-bettering communications and innovations, probably what we need to do is some reverse engineering. Allow
yourself to wander through the complex, yet wonderful realm of people’s life contexts. Immerse yourself in a world of non-
constrained creativity. Once you get a hang of it, then let’s talk business.

DISCOVER
Understand the various
aspects in people’s lives
where the brand can fit in.
EXPLORE
Addressing gaps in various
aspects in people’s lives,
using human-centered
creative exploration.
NAVIGATE
Navigate the internal
dimension of your business/
brands, to identify potential
area for social progress.
DEFINE
Synthesizing creative ideas
and brand fit assessment into
a set of brand vision.
FEASIBILITY &
BRAND FIT
ASSESSMENT
PROPOSITION

DISCOVER
DESIRE NEEDPAIN MOMENTS HABIT
what do I wish
to happen?
First and foremost, put your ego on hold. Always start your process by trying to understand the various contexts in people’s lives
where your brand might add value and make a real impact. We have synthesized five most common variables that influence an
experience in people’s lives: desire, pain, need, moments and habits.
why do I do
this?
how do I do
this?
when and
where do I do
this?
what are the gaps
between reality and
my expectations?
Try to picture a holistic view of people’s life context, by asking as many questions as possible on each of the experience
variables.

desire need pain momentshabits
what is the underlying
desire that drives the
need?
what are the common
pains people experience
when trying to fulfill the
need?
In what moment does the
need usually emerge?
what are the common
habits that people
undergo when trying to
fulfill the need?
what unfulfilled desire
causes the pain?
pain usually emerge?
what are the common
habits that people
undergo when dealing
with the pain?
what is the underlying
desire that drives the
habit?
what are the common
when exercising the
habit?
habit usually takes place?
what are the common
desire people have when
experiencing the
moment?
what are the common
in the moment?
what are the common
habits people exhibit
when experiencing the
moment?
what are the common
when trying to fulfill the
desire?
In what moments does
the desire usually
emerge?
what are the common
habits that people
undergo when trying to
fulfill the desire?
desireneedpainhabitmoments
what unfulfilled need
causes the pain?
what is the need that
creates the habit?
what are the needs that
drive the moment?
what are the needs that
manifests the desire?

DISCOVER:
EXAMPLE FROM BANKING

EXPLORE
Once we have a holistic picture of the people’s life context, it is time to put
our creative magic into play. While a great part of what makes creativity
lies in the novelty of the concept, but a creative work adds little value if it
is not useful.
To aid you in capturing the usefulness essence of some of the great
creative work out there, we have synthesized insights from behavioral
psychology and case studies from communications and services that adds
value to people’s lives. Hope the case studies can inspire you to create
your own world-bettering communications!

Against the norms
How might you influence a behavior
by enabling people to compare their
performance relative to others’?
People resort to heuristics, or rule of
the thumb to guide their behavior and
decisions. These rule of thumbs may
not be ideal, but it helps people to reach
a decision without a great deal of
complexity.
Social heuristics, or the tendency to
follow the majority/leader, is a common
tool that people use to guide their
actions.
Example:
US energy company, OPower, compare their
customers’ rate of electricity use to their
neighbors. The initiative resulted in a drop of power
with an average of 1.8% and a peak of 2.9%
Source: Nudges, Water Consumption and a Utility bill -
medium.com, Dan Ariely - Psychology of Money and habits (Blog
Post)

Put a face on the story
How might you use a personal angle
to communicate a pain in a particular
life aspect?
People identify better with a specific
person’s story than a soulless statistics.
The effect of one individual, identifiable,
person can evoke much deeper
feelings, emotions and sympathy than a
large group of anonymous individuals.
The identifiable victim effect means that
the attention that people put on
different level of events is not based on
the objective impact of the event but
more on the way the event impact their
emotions.
Example:
A picture of a single, starving child in Mali called
Rokia generates fifty percent more in donation to
the Save the Children foundation, in comparison to
when they provided a list of statistics about
starvation throughout Africa.
Source: Thomas Kolster - Goodvertising, Identifiable Victim Effect
- Paul Slovic,

If its of any consolation..
How might you encourage people to
do socially benefiting activities, as a
way for them to compensate their
problematic behavior?
Sometimes when it comes to
encouraging people to change a
problematic behavior, we have to play
the lesser of two evils. Though its not
ideal, but compensating a behavior with
socially benefiting activities is still
better than doing nothing at all.
What we can only wish is the sense of
generosity that comes out of
performing socially benefiting activities
will transcend into a a sense of doing
good to one-self.
Example:
Norte beer created a campaign to give men
legitimate excuse to go out to bars with their
friends. For each bottle of Norte beer bought, they
donated one minute of time doing good. By the end
of the campaign, 50.000 minutes of time has been
donated by Norte.
Agency: Del Campo Nazca Saatchi & Saatchi,
Buenos Aires
Source: Thomas Kolster - Goodvertising

Motivate through fun
How can you make changing a
behavior a fun and exciting thing to
do?
People are more willing to change their
problematic behavior when the
motivation comes from within, instead
of externally imposed.
One effective way to nurture intrinsic
motivation is by turning the dreadful/
mundane aspect of changing the
behavior into something enjoyable and
personally rewarding.
Example:
As part of their “Fun Theory” campaign,
Volkswagen tried to encourage people to take the
stairs instead of escalators, by turning it into a
piano stair. On a given day, 66% more people take
the stairs.
Agency: DDB Stockholm
Source: Fun Theory Case Study - Volkswagen

Encourage a Behavior
How can you encourage a behavior by
emphasizing a gain that people
might not be aware of?
People are more likely to be appealed to
an offer if it is framed in terms of its
associated gains.
One way to encourage a behavior is by
describing the choices that people have
in a way that the desired outcome
represents a relative gain.
Example:
Organ Donation is a sensitive subject in Brazil and
family authorization is often the biggest barrier in
donating. Ogilvy Brazil created a campaign that
gives people a reason they never thought about
donation: their passion for their football team.
Sport Club Recife is known to have the most die-
hard fans in Brazil. Through an elaborate PR-
campaign, they encourage people to be the
immortal fans for their team. By donating, their
eyes, their heart, their lungs, could keep cheering
for Sport Club Recife.
Source: Artefact Behavior Change Strategy, cannes.ogilvydo.com,

Minimize the Losses
How might you encourage a behavior by
minimizing the perception of loss
associated with adopting that behavior?
People are generally loss averse and
their emotional reaction to a perceived
loss is about as twice as intense as
their joy of comparable gain: getting
$100 feels pretty good, but losing $100
is absolutely miserable.
Example:
A new pension format, “save more tomorrow,” was
designed to appeal to young people, who are
generally averse to saving. The scheme cost
nothing until they receive a pay rise - at which point
percentage of their pay rise go automatically to
pension fund. This way, the saver never saw a
reduction in their disposable income.
Source: Dick Thaler and Cass Sustein - Nudge, Dan Ariely - Loss
Aversion

Connect with a cause
Think of a way for your brand to
campaign a cause that relates to the
brand’s values
Most brands out there have a value that
is greater than the functional use of the
brand itself. Coca Cola advocates
happiness. Dove is promoting real
beauty.
Brands that passionately campaign
their value and idealism have a better
chance to capture people’s trust and
loyalty. To connect with a cause is a
powerful way to turn communication
into action.
Example:
Ben & Jerry social mission is to contribute in
making the world a better place. To show their
support to the legalization of gay marriage in
Vermont, they renamed its “Chubby Hubby” ice
cream “Hubby Hubby.” It also come with a
repackaging and special sundaes available in
their stores as part of the celebration. Their
move showed that they care about social issues
and are willing to take action.

Instant Feedback
How can your brand provide instant and
ongoing feedback on people’s progress
in trying to change a certain behavior?
People have the tendency to over value
immediate gratification than bigger
gains that only arise in the future. As
the gain that one gets from changing a
problematic behavior is not instantly
visible, a feedback mechanism that can
show real-time progress of people can
serve as a tool to keep people going.
Feedback gives people the assurance
that their goal is achievable, and it gives
motivation for them to keep improving
their progress on changing the
behavior.
Example:
Nike Fuel Band is a wrist-band that tracks people’s
active life using nikefuel - a universal way to
measure all kind of activities. It tracks not only how
much, but also how often and how intensely the
user’s move. It gives real time feedback and
insights, as well as the feature to compare your
performance with your friends.
Source: nike.com

Help Simplify Lives
Identify a task in your consumer’s life
that they consider to be complex. How
might you strip off that complexity?
More and more people expect brands to
take an active role in solving real
problems and strip off complexities in
people’s life.
In the increasingly complex world,
where people are drowning in
information, brands who win the heart
of people are the one who can simplify
people’s lives, in a simple way.
Example:
M-PESA is a mobile payment system initially
launched by Vodafone in Kenya. It provide a simple
yet secure platform from which to send and receive
payments using traditional mobile phones. The
platform tackle multiple complexities in people’s
lives at once: safety, comfort, and accessibility.
Source: sagentia.com (m-pesa case study)

Challenge Convention
Think of an idea that challenges the
existing rule of communication in your
brand’s category
Today’s more informed consumers
relates better with honest, empowering
brands.
As the existing rule of communication
in many categories still follow the
traditional rule of thumb: seduce in all
ways possible, only brands that
challenge the norm and have strong
ideals can win the heart of people.
Example:
Pantene launched “Labels Against Women,” a
campaign that addresses the unfair treatment of
women. They depict situations where women are
labelled differently than men despite their same
action. While most other shampoo brands focus
their message around “shiny, strong hair,” Pantene
challenge the convention and take the the meaning
of “be strong and shine” into a whole new context.
Agency: BBDO Guerrero, Philippinnes
Source: Thomas Kolster - Goodvertising, brandfailure.com

Random Act of Kindness
Think of a selfless way to add little value
to people when they are exposed with a
particular challenge
People are increasingly wanting to see
the human side of brands, and they
expect their interaction with brands to
be more genuine. Random Act of
Kindness (R.A.K) is about surprising
and delighting people with simple
gesture of compassion.
A word of caution: R.A.K is not simply
about rewarding people. Just like any
act of kindness, its the gesture that
matters.
Example:
Interflora UK has launched a campaign where they
monitored Twitter to identify people having a bad
day, and responded by offering them free flowers to
cheer them up.
Source: trendwatching.com

Feel the Future, Now
How might you make people feel the
future consequences of a problematic
behavior in the present?
People put much more weight on the
present than future losses. One of the
reason why it is hard to change
problematic behaviors is because the
consequences of many of them can only
be felt in the future.
Fortunately in this case, people also
have the tendency to go great lengths to
avoid loss, if they can feel it. Therefore,
they will be more likely to change a
problematic behavior if they can feel or
have a visceral experience of the future
consequences in the present time.
Example:
To tackle kids obesity problem in the U.K, British
Heart Foundation created Yooboot, an online game
where kids can create and nurture a digital version
of themselves. Children could experiment on their
yooboot by setting its diets and activity routines. As
one human day equates to three yooboot years,
children can rapidly see the impact of their food
and lifestyle choice, both short and long term.
Source: marketingsociety.co.uk (Yooboot case study)

Touch (the right) Point
Think of a context or touchpoint that is
most impactful in communicating a
particular issue/pain point
Medium and touchpoint have a great
power to build context in
communications.
By being creative with the medium in
which you want to deliver a message,
you provide an avenue for people to
experience the message in a surprising,
yet relevant manner.
Example:
To raise awareness for charity, a listing is made in
airbnb of a flood-stricken village slum in Jakarta,
Indonesia. The honest depiction of the village is
listed in the least expected medium, a holiday
rental website.
Agency: Iris Indonesia
Source: airbnb.com

Make it visceral
Think of a viscerally engaging approach to expose
people with a particular problem that other’s
faced in a particular life aspect
Visceral message often triggers strong
emotional reaction that may not be
derived from logic or reason.
As people decision making is highly
influenced by their emotional state,
visceral message gives a sense of
connection to a particular subject, the
feeling of “being there.”
Example:
Amnesty International draw attention to the global
issues that they are dealing with by bringing the
issues into people’s immediate surrounding. They
do this by creating 200 posters that painstakingly
mimic the background of the surroundings. Each
poster is superimposed with an image depicting an
issue Amnesty is dealing with.
Source: wheregoodgrows.com (Amnesty case study)

Positive Spin
Think of a positive angle to communicate
your message in a light hearted, non-
condescending way.
A negative reminder is known to push
people into denial and prevent them
from changing a problematic behavior.
Motivation that comes from external
force is not as sustainable as motivation
from within, which can be nurtured
easier through making behavior change
a positive, self-fulfilling experience.
Example:
The act button is an innovative concept that could
help save the world, one click at a time. The “act
button” is placed under sad news article about
poverty and disaster. When clicked, it will direct
readers to a page where they can find more about
initiatives, programs, policies, and investment
opportunity that could have a positive impact on the
outcome of the story.
Agency: Naked Australia
Source: Mumbrella.com, techly.com.au (image)

Connect People
How might you connect like-minded
people together?
The digital realm has facilitated an
easier opportunity for like-minded
people to connect. In today’s world,
closeness is measured more in terms
of shared values and interests.
Brands can create a real value by
showing its person-to-person
dimension and make it easy for people
to connect.
Example:
Instead of spending their $20 million for Superbowl
ad spot, Pepsi decided to use the money to fuel
“Pepsi Refresh” project, in which consumers
submitted ideas for grants for health,
environmental, social, educational and cultural
causes. People can vote for their favorite idea, and
PepsiCo funded the the winners in grants.
Source: Thomas Kolster - Goodvertising, Pepsi Refresh HBR
Case Study

Collaborate
Think of an issue that you cannot solve alone.
Identify who you can work with and how you can
collaborate together to solve the issue.
Many of society’s pressing problems are
not easy to solve, especially if you aim
to solve it alone.
Giving yourself into collaboration allows
for shared responsibility on solving the
problems. Collaboration also provide an
avenue for knowledge sharing, which
promotes more diverse possible
solutions to tackle the problem.
Example:
To promote its UltraOne Green vacuum cleaner,
Electrolux partnered up with local clean up teams
to create five fully functioning vacuum cleaners
from plastic garbage reclaimed from the sea. As
the product is made from 70% industrially recycled
post-consumer plastics, the initiative not only
raised awareness about plastic pollution, but also
about the product itself.
Agency: Prime and United Minds, Stockholm

Visualize with Wit
Think of an engaging, non-serious way to
visualize the consequences of people continuing a
problematic behavior in their life.
Sometimes, humor is the best way to
effectively communicate a serious
issue. When it comes to communicating
a problem, people relates better to light
and heart-warming message than fear-
based tactics.
You can always go a long way when you
bring smile to people’s face..
Example:
“Dumb Ways to Die” is a Public Service
Announcement campaign by Melbourne Metro
Trains to promote rail safety. Instead of
communicating the message through traditional
safety campaign, they created a witty, humorous
music video visualizing different dumb ways to die,
one of which is by rail accident.
Source: hashlush.com (image)

Labor of Love
How might you facilitate people to be
more in control?
People feel more ownership to things
when they make an active choice or put
an effort in getting them.
The cognitive bias is often cited as the
“IKEA effect,” where people place a
disproportionally high value on products
they partially created.
Example:
Phonebloks is a fully customizable modular smart
phone made up of set of “bloks” of different
modules (camera, memory, etc) that slot into a
base (think of the lego version of smartphone). The
design gives full control to users to own-customize
their phone with their needs, while at the same
time reducing waste driven by endless phone
upgrades.
Source: phonebloks.com

Be (positively) demanding
How might you mobilize your consumers to
commit and contribute to addressing a shared
issue?
People’s increasing expectations about
brands responsible behavior should not
be a one-way relationship. A truly
passionate brand will demand their
consumers to have their share of
energy and effort to equally contribute
on the brand’s world-bettering mission.
Ultimately, consumers will have respect
for demanding brands because of their
passion and commitments.
Example:
The Organ Donor Foundation of South Africa
collaborate with designers to create The Exchange,
a pop-up shop stoked with designer-donated
clothing and accessories. Customers cannot pay
with cash or credit cards, instead they have to sign
up for the organ donors program. Once signed up,
they can choose one item from the shop.
Source: trendwatching.com (demanding brands)

NAVIGATE
The explore phase focuses more on how your brands can address gaps in
people’s lives. The stimuli, therefore, comes from the external factors.
However, when you want to change something, it is essential to look deep
within yourself.
To create world-bettering communications, you have to make sure that
the design of your organizations fits the necessary requirements. To level
with your consumers, the organization has to be designed to foster
transparency,collaboration and honesty. Just like any relationship, trust is
the building block that keeps the relationship strong.

Admit your flaws
In what ways can you admit your
flaws and nurture transparency in
your business?
More informed and connected
consumers have the power to judge
every step that business make, so
rather than trying to cover things up,
business may be better off by getting
naked.
Admitting your flaw is the first step to
gain respect from people. If you don’t do
it, someone else will do it for you.
Example:
Domino’s Pizza made a bold move by admitting to
public that their pizza sucked. They undertook
several initiatives to admit the flaw and try to
improve it. They created a pizza tracker that allow
workers to get real-time feedback on the pizza
quality, and changed their entire pizza recipe from
the ground up so that customers can see the whole
process. While doing this, sales rose 14% in the
first quarter of the campaign, proving that being
transparent is good for business.
Agency: Crispin Porter + Bogusky, Boulder

Share a work in progress
What do you hate about your brand that you want
to change, but cannot do now? Think of a way to
communicate the work in progress
Admitting your flaw is one thing, and
actually improving it is another thing.
Sometimes, what it takes is for you to
communicate where you are now,
where you want to be, and how can your
customers help you along the way.
When you reveal your imperfection and
aspiration, you become more human
and appealing to people.
Example:
Brazilian eco-friendly cosmetic brand, Natura,
provides a list of their social-environmental target
and failures in its annual report. The not achieved
target is followed by an adjusted target for the next
year, giving reader a clear indication of progress
the brand try to undertake,
Source: Thomas Kolster - Goodvertising, trendwatching.com (Full
Frontal)

Less is More
How can you minimize the number of
choices people have to consider
when making a decision?
People tend to make arbitrary decisions
when they are faced with too many
choices. When faced with variety of
options, decision making become more
painful as closing the door to an option
is experienced as a loss.
One way to improve you brand’s service
is to cut down the choices that people
have to make when making any
decision along your service touch point.
Brands that simplify customer decision
making are 115% more likely to be
recommended*.
Example:
Banking experience can be daunting for many
people. Simple is a worry free alternative to
traditional banking. It is fully online, guarantees no
hidden fees, and offers a powerful budgeting and
savings tools build automatically into its
customer’s account.
Source: simple.com
* Corporate Executive Board, May 2012

Guilt Free
What aspect of your business can you
improve to make the brand
experience (more) guilt-free?
The culture of consumerism has
created a never-ending guilt spiral.
People are increasingly faced with a
conflict between their buying impulse
and the desire to be and act “good.”
As a result, people crave more for
experiences that allows them to still
indulge in consumption, yet worry less
about the negative impact of it.
Example:
Peddler’s Creamery, an artisan ice-cream shop in
Los Angeles, powers its churner by asking
customers to peddle a bicycle located in the store.
Who would have guessed that indulgence and
exercise can marry well together!
Source: Trendwatching.com (guilt-free consumption),
peddlerscreamery.com (image)

Sharing is Caring
How might you promote collaborative
consumption?
Collaborative consumption is an
emerging trend where people can re-
use, share, or lent products with others.
Average people owns more stuff than
they actually need on a regular basis. To
promote more sustainable and
responsible consumption, why not
share it with others?
For businesses, tapping on the trend
may bring new consumers as it will be
easier (and more efficient) to
experience the products.
Example:
Marks & Spencer, through it Shwopping scheme
encourage people to give their unwanted clothes a
second life. They partnered up with Oxfam to resell
all the “shwopped” clothes in places where there is
demand. Within four years since the partnership
began, there has been around 11 millions items
donated.
Source: marksandspencer.com

Listen to your Consumers
Think of a way to incorporate
people’s input in your campaign.
People are more passionate about
something when they feel like they have
a say on shaping it.
By having and acting upon people’s
feedback as an integrated part of your
campaign, you build stronger
connection with your consumers, which
can better ensure the long-term
sustainability of your business.
Example:
One of the main banks in Poland, BZ WBK,
implement “Bank of Ideas,” an online system
where customers can publicly suggest how the
bank could improve its service or introduce new
facilities. Other consumers can vote the ideas up or
down.
Source: trendwatching.com (flawsome trend report)

Recover with Grace
How can you turn consumer’s
disappointment into a delightful
surprise?
In every service, there is always an area
where gap exist between the promise
that we make and the experience that
people have.
To deliver impeccable service, business
needs to identify that potential gap, and
create a service recovery strategy. By
turning disappointment into delightful
surprise, business have a better chance
to recover from a service failure without
having to endure the long-term
consequences of losing people’s trust.
Example:
When a drunk employee accidentally tweet a
drunken message using the Red Cross twitter
account, rather than hiding it, Red Cross tweeted a
humorous message that reminds people that the
organization is still made up by human beings.
Source: trendwatching.com (flawsome)

Share what you don’t use
How can people benefit from the
unused resources that you have?
In the spirit of collaboration and
compassion, why not share some of
your unused resources? Do you have
any unused physical or online space
that can be used for people to
congregate? Can you release some
hours off of your employees to
contribute to the society?
Sharing things you do not currently use
will not bring much cost to you, but it
will surely make a mark on people’s
heart. It shows that you are willing to
share, and they might do the same
thing as well to you.
Example:
Storefront connect local designers, artisans and
retailers with unused retail spaces (mall, garage,
stores,etc). The renter can rent the space for a
short-term period, which is great for pop-up shop
concepts.
Source: storefront.com

FEASIBILITY &
BRAND FIT
ASSESSMENT
Rather than introducing the business constraint on the
early stage of ideation, we feel that it may be more of
value to let you mind diverge first. Now that you have
defined creative ways for your brands to add value to
people’s lives, we can talk about business.
Unfortunately, our ideals are often conflicted with our
business interest. At the end of the day, if it’s not good
for business then it’s simply not a good idea. If what you
propose will not convert into more consumers and long-
term profitability then your ideals will very likely to not
last.
So, before moving on to the next stage, confront your
ideas with these questions:
Is it economically viable?
How to fit the idea with the initial brand essence?
What is the value of the idea in relation to long-term
business sustainability?
Do the consumers understand the value we try to bring
in?
Can the idea be realized soon?
Does the idea fits well with the cultural value of the
market it targets?

DEFINE
What is your idealism?
Why are you in the business?
What is your call to action?
How are you different?
Take time to review the ideas that you have so far. Connect different ideas
and identify the big theme, and soon enough you might found the answers
to the above questions.
It might start with simple communication ideas, but when you translate
those ideas into a bigger vision, who knows that you might as well found
your calling. Having a clear vision on what role you want to play in the
world will guide your way to align the organizational goals to those vision.

WHY ARE YOU IN THE
BUSINESS?
How can you make a difference in people’s lives?
WHAT IS YOUR CALL TO
ACTION?
In which context can you most appropriately add value to
people’s lives?
What people’s pain will you fight for?
WHAT IS YOUR IDEALISM?
How do you think the ideal world supposed to be?
What aim can you put to be a part of that ideals?
HOW ARE YOU DIFFERENT?
How can you care about what people do better than any
of your competitors?
1
2
3
4

We understand that it is sometimes hard to build conviction without showing some tasty numbers.
We deliberately want to put it at the end of the guide, because we believe that what drives you to
create a world-bettering communications should come from the heart, not statistics. But oh well,
here it is..
I’m still not convinced..
82% of brands with high big ideaL rating were seen as the best, or one of the best brands in their
category, compared to 52% of those with low big ideaL rating.
(Ogilvy Added Value Research, 2010)
84% of people trust recommendations from people that they know, compared to 62% from TV Ads and
48% from social network ads.
(Nielsen Global Trust in Advertising Report, 2013)
87% of global consumers believe that business needs to place at least equal weight of society’s interest
as on business interest. 66% of them would recommend product or service with a good cause behind it.
(Edelman goodpurpose Study, 2012)
Global Aspirational Consumers (represent one third of global consumer class) are defined by their desire
for responsible consumption (92%) and their trust in brands to act in the best interest of the society (58%)
(BBMG, GlobeScan and Sustainability, 2013)
Nearly 85% of global consumers expect companies to become actively involved in promoting individual
and collective well-being. Most people will not care if 70% of brands ceased to exist.
(Havas Media, 2011)

We have a game!
Creating world-bettering communications is hard work. It requires self-motivation,
collaboration, and the ability to go back and forth frustration and passion.
Here at Copenhagen Institute of NeuroCreativity (CINC), we aim to empower creative
confidence in individual and we believe that creativity should be an all-around fun,
engaging process.
So, to make life slightly easier for you, we decided to gamify the whole ideation process.
Do you know that games put you in precisely the right frame of mind and physical
condition to generate all sort of positive experiences and emotions?
Interested?
Give me a shout at angga@neurocreativity.dk
Cheers,
Angga
Creativity Consultant & Toolkit Designer

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