David Hackworthy 01nov2010
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Transcript of David Hackworthy 01nov2010
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Big Ideas Fast!
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Oh sh*t…
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What do clients want?
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B I G I D E A S S L O W L Y
Bad ideas quickly
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Big Ideas Fast?
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What is a Big Idea anyway?
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Heaven help us!
Spiritual values
Myriad of loosely related facts, ephemera and rational attributes
Generic rational benefits
Whopping self-actualising emotional benefits
The Holy Grail
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You either love it or hate it Dirt is good
Position not Positioning
Make the most of now
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The Power of Positions
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The Power of Positions
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The Power of Positions
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POSITION
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JUST DO IT
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Big Ideas Fast?
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A Bi-polar Approach
Introspection
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The Panic-Relax Approach
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No pressure, no diamonds
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Shakespeare’s 7 plots
Authenticity
Performance
Passion
Challenge
Empowerment
Liberation
Possibilities
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Philosophy
Product
Know-how
Interest
Brand stretch
Source: Jean-Noel Kapferer
Grab a Model
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Philosophy
Product
Know-how
Interest
Brand stretch
Source: Jean-Noel Kapferer
Put more play in your day
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The 36˚ Solution
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The 36˚ Solution
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Trendy ThinkingMy bank
Let’s sort money out together
Straight talk Live richly
COMPLEX
SIMPLE
ME HEDONISM
Capitalize
MEANINGWE
Charting new ways forward
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Taglines
…There’s more to it
…A wider perspective
…Open
…The other side
…Intertainment
…Adult entertainment
…Think about it
Intelligent Entertainment
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Taglines
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Obiter Dictum
ECOSYSTEM
Altitude
Fruit
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Book it, Wik it and Tag it
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beer, green, german, dutch, drunk, amsterdam, good, skunky,
piss, holland, tasty, good, beer, yum, bitter, lager, cool, refreshing, import, gross, skunk, german, beer, keg, crap,bier, germany, cold, overrated, cheap, yuck, heineken, party, dutch beer
Book it, Wik it and Tag it
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Fake it ‘til you make it
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The Friendly Casino
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Research the Researchers
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If all else fails…
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A Bi-Polar Approach
No pressure, no diamonds
Grab a Model
Trendy Thinking
Obiter Dictum
Fake it ‘til you make it
Shakespeare’s 7 Plots
The 36˚ Solution
Taglines
Book it, Wik it, Tag it
Research the Researchers
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Rugby World CupChampions
League
Bière Sans Frontieres
Unofficial Beer of
the World
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Unofficial Beer of…
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Champions League
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Rugby World CupChampions
League
Barman TourHeinepedia
Barbarians Event
Bière Sans Frontieres
Unofficial Beer of
the World
The Long Way Round
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How do you know?
CEO CLIENT CREATIVE FRANK
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In the end…
“It’s easy. You think of a lot of ideas, and throw away the bad ones”.
Linus Pauling, Nobel Prize winning Scientist
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THANK YOU