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Face: The Problem Isn't Your Creatives, It's How You Get Your Insight
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Transcript of Face: The Problem Isn't Your Creatives, It's How You Get Your Insight
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Where is the insight?
Client Creative Planner Researcher
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It’s the same place where your idea ends up…
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Create Insight
Creatively
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Everything is worse than before
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We don’t talk anymore…
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Economies of sameness
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We are still selling
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“I have never made my discoveries through the process of rational thinking”- Big Albert E.
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1. Mistaking popularity for relevancy
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It’s more important
to be interesting than right
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The best work came from the 7th most “relevant” insight
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2. The agency is supposed to make it interesting
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“Brief”
Hopeful planners
desk research
Creative development
Testing
Circle of death
Not interestin
g
Not interestin
g
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3. Everyone hates research (as we know it)
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Ooh. They have Starbucks…
Kill me Kill me
Kill meKill me
Kill me
Kill meKill me
Kill me
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Insight, strategy & creativity is everyone’s responsibility
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What if we treat insight
development like creative
development?
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A great insight is 50% of an idea
So why don’t we nurture them the same way?
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“Brief”
Hopeful planners
desk research
Creative development
Testing
Cycle of death
Stop doing this
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Listen more
Better briefs
Awesome ideas
Co-create more insights & ideas
earlier
The creative
opportunity starts here
1. Turn things
upside down and do this…
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2. Brainstorm potential insights
Use wisdomProvokeAnticipateCreate insights you would want to work on
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3. Insights as conversation starters
Sculpt & test for interestingness
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4. Celebrate category insights as much as consumer ones
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5. Remix & reframe insights
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6. Interesting & interested people only
please
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Be more proactive with insight, be creative…
GO LARGE: Leap into it on a new project
START SMALL: Use invented insights as a more interesting warm up in any research