The Context for Getting to Great Ideas
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Transcript of The Context for Getting to Great Ideas
2013 INFLUX CREATIVITY CONFERENCE
INFLUX CREATIVITY NYC-2013-SPEAKERS
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THE CONTEXT FOR GREAT IDEAS
2013 INFLUX CREATIVITY CONFERENCE
BRANDS SOLVED MASS PROBLEMS
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2013 INFLUX CREATIVITY CONFERENCE
THE PROBLEMS HAVE CHANGED- RELIABILITY?
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“It’s 10 years since J.D. Power revealed that there is no such thing as a bad car; they’re all good.”
—Mark Earls, Herd
2013 INFLUX CREATIVITY CONFERENCE
THE COUNTRY IS CHANGING- MORE DIVERSE BY THE DAY
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The percentage of people identifying themselves as multiracial grew three-and-a-half times faster during the last decade than the number of Americans reporting a single race.
US Census- September 2012
2013 INFLUX CREATIVITY CONFERENCE
THE OLD STEREOTYPES ARE CHANGING
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2013 INFLUX CREATIVITY CONFERENCE
THE DRIVERS OF CONSUMER CHANGE
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Technology + The Economy
2013 INFLUX CREATIVITY CONFERENCE
TECHNOLOGY-WHY THE GROWTH?
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2013 INFLUX CREATIVITY CONFERENCE
TECHNOLOGY – THE JOY OF CONNECTIVITY
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“Smartphone users reach for their phones 150x per day.”
—Mary Meeker, Kleiner Perkins Caufield &
Byers
2013 INFLUX CREATIVITY CONFERENCE
TECHNOLOGY- MEERKATING
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Red Bull Second Screen
2013 INFLUX CREATIVITY CONFERENCE
TECHNOLOGY-CHANGES OUR DEMANDS
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No time to.....
“There’s no opt-in for attention with an animated GIF”
Alexis Kaplan- Tumblr
Tinder
2013 INFLUX CREATIVITY CONFERENCE
ECONOMY – A “LESS” MENTALITY
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2013 INFLUX CREATIVITY CONFERENCE
PRIORITIZATION OVER ACCUMULATION
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COVEY’S TIME MANAGEMENT MATRIX
“The accumulation of more is giving way to the prioritization of less.”
—J. Walker Smith, The Futures Company, 2013
Urgent Not Urgent
1 2
3 4
Impo
rtan
tN
ot Im
port
ant
2013 INFLUX CREATIVITY CONFERENCE
WILL YOUR BRAND GET CUT?
“Preliminary data suggest that August sales still are weak, though “better than July,” said Malcolm Knapp, a New York-based consultant who created the index and has monitored the industry since 1970. The summer slowdown is a symptom of a “reallocation nation,” in which people choose between different discretionary items to purchase each month, he said.”Bloomberg- August 2013
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2013 INFLUX CREATIVITY CONFERENCE
CONTROL A NON-LINEAR PROCESS
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Source: The Futures Company, 2012
THE PURCHASE
2013 INFLUX CREATIVITY CONFERENCE
BLOWBACK-CONSUMERS BUY THEIR OWN ADS
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2013 INFLUX CREATIVITY CONFERENCE
ZERO TIME FOR BRANDS THAT AREN’T RELEVANT
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“Consumers wouldn’t care if 73% of brands disappeared.”
—Havas, 2012
HOW DO BRANDS RESPOND?
2013 INFLUX CREATIVITY CONFERENCE
WHO ARE YOU TALKING TO?
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Your fans
People who know you
Everyone else
2013 INFLUX CREATIVITY CONFERENCE
TREAT THEM LIKE NUMBERS
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2013 INFLUX CREATIVITY CONFERENCE
DEMOS AREN’T EFFECTIVE
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Source: Catalina, 2012
2013 INFLUX CREATIVITY CONFERENCE
GIVING CARROTS TO RABBITS
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“...in recent years, fueled by the need to grab eyeballs in our short attention-span culture, marketers have deploying the “Made ya look!” fakeout with an increasingly exhausting regularity. We now live in the age in which any wild, weird thing can still go viral—but it’ll also soon after provoke a weary question of ‘Yeah, and what’s it trying to sell?’”
—Salon, October 4, 2013
2013 INFLUX CREATIVITY CONFERENCE
ANOTHER CRAZY STUNT, FOR SMART?
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2013 INFLUX CREATIVITY CONFERENCE
In a desperate quest for fame, the strategy was ignored.
THE STRATEGY WAS IGNORED
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2013 INFLUX CREATIVITY CONFERENCE
Video Shares Peak Two Days After Brand Launch for Top Brands
ATTENTION IS NOT A DEAD CERT
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2013 INFLUX CREATIVITY CONFERENCE
MANY BRANDS ARE RUNNING SCARED
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2013 INFLUX CREATIVITY CONFERENCE
BRAND AND CONSUMER MISMATCH
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Source: Edelman, 2013
Offers High-Quality Products or Services41%
63%
Listens to Customer Needs and Feedback
Treats Employees Well
Places Customers Ahead of Profits23%
24%
30%
59%
61%
62%
IMPORTANCE PERFORMANCE
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-32
-37
-36
Difference
2013 INFLUX CREATIVITY CONFERENCE
THE THREAT OF DISINTEMEDIATION
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2012 Market Cap ($B)
2011 Revenue ($B)
2011 EBITDA ($B) Top Companies by Market Cap
Financials $6,855 $4,647 $1,035 ICBC, China Construction Bank, Wells Fargo
Consumer Staples $4,386 $3,972 $543 Wal-Mart, Nestlé, P&G, Coca-Cola
Information Technology $3,966 $2,298 $422 Apple, Microsoft, IBM, Google, Samsung
Energy $3,926 $6,652 $1,068 Exxon Mobile, PetroChina, Shell, Chevron
Consumer Discretionary $3,734 $4,734 $624 Toyota, Amazon.com, McDonald’s, Walt Disney
Health Care $3,380 $2,204 $455 Johnson & Johnson, Pfizer, Roche, Novartis
Industrials $3,198 $4,407 $608 General Electric, Siemens, UPS
Materials $3,129 $2,607 $712 BHP Billiton, Rio Tinto, Vale
Telecommunication Services $2,572 $2,045 $699 China Mobile, AT&T, Telefónica, Vodafone
Utilities $1,188 $1,501 $315 GDF Suez, National Grid, E.ON, EDF
TOTAL $36,335 $35,066 $6,483
Source: Mary Meeker, Kleiner Perkins Caufield & Byers
2013 INFLUX CREATIVITY CONFERENCE
NEW, BETTER, MORE HUMAN, MORE PERSONAL
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2013 INFLUX CREATIVITY CONFERENCE
THERE’S A NEW HIGH BAR FOR BRANDSNew expectations
New demands- it’s not about your category
= brands can’t ignore the realities
Be Real
Be Concrete
Be Human/Connected/Personal
Be Believable
Do something
Solve a problem
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2013 INFLUX CREATIVITY CONFERENCE
THINK ABOUT ACTIVITY, NOT AUDIENCE“As more organizations realise that the key to long-lasting, commercially pleasant relationships is great digital service delivery - not message delivery - you can expect audience thinking to diminish and activity thinking to increase.”
Russell Davies-October 2013
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2013 INFLUX CREATIVITY CONFERENCE
FROM GENERALIZATIONS TO SOLUTIONSMessaging
Finding the broad glue that connects lots of individuals grouped together under ridiculously broad generalizations
Need
Solving for individual needs
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2013 INFLUX CREATIVITY CONFERENCE
WHAT DO USERS WANT TO DO?
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Entertain Connect
Share
Learn
Buy
Play Brag
Personalize
Experience
Solve
Net- Highly Personalized solutions
2013 INFLUX CREATIVITY CONFERENCE
WHAT DO USERS WANT?
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Source: Adaptive Path
2013 INFLUX CREATIVITY CONFERENCE
THE BLANK SLATE OF TUMBLRToday there are millions of people making stuff and putting it into the world: that's become part of our identity and it shouldn't be limited to people who fancy themselves writers, or who are particularly witty or talented.
David Karp on Tumblr
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2013 INFLUX CREATIVITY CONFERENCE
WHAT OTHER PROBLEMS COULD YOUR BRAND SOLVE?
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Nike Training Club: 600k workouts/week
2013 INFLUX CREATIVITY CONFERENCE
Samsung: Takes all your Foursquare data aggregates it and brings your city experience to life
MAKE SOMETHING BETTER
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2013 INFLUX CREATIVITY CONFERENCE
PAPER MAKES CREATING EASY
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Paperhttp://vimeo.com/75045142
2013 INFLUX CREATIVITY CONFERENCE
ZOMBIE HACK THE SELFIE
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No3 App in the World 50 photos uploaded every secondPeople love “selfies”500m photos a day are uploaded to social networks
Dead Yourself http://www.youtube.com/watch?v=jStB1MnFqaU
2013 INFLUX CREATIVITY CONFERENCE
DON’T SOLVE EVERYTHING- LET PEOPLE WORK THINGS OUT
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2013 INFLUX CREATIVITY CONFERENCE
WHAT NEEDS SOLVING?
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“With every call, you’re telling Amazon how to be better. And getting better at selling to you is exactly what Amazon wants.”
—Roberto Baldwin, Wired
2013 INFLUX CREATIVITY CONFERENCE
THE RISE OF THE SMALL AND PERSONAL
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In looking at the industry's growth over the last decade, Ms. Somers said the company realized that half of the growth was being driven by those smaller brands, with one-third driven by segments -- such as energy drinks -- that barely existed a decade ago.Out of 3,000 brands in the nonalcoholic category, only 33 are billion-dollar brands. Ms. Somers' group is hoping to identify and cultivate the next brand to crack the billion-dollar mark. To do that, VEB is looking for entrepreneurial brands with potential and identifying overseas brands that could be successful in the U.S."Plenty of products at Coca-Cola play in the middle of the distribution curve," Ms. Somers said. "At VEB, we really live on the left. We will develop things that not everybody will like, and that's OK.
Ad Age-2010
2013 INFLUX CREATIVITY CONFERENCE
MAKING BIG, PERSONAL
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2013 INFLUX CREATIVITY CONFERENCE
INNOVATION CAN COME FROM BIG
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2013 INFLUX CREATIVITY CONFERENCE
EMBRACE THE NAIVE
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2013 INFLUX CREATIVITY CONFERENCE
MAKING THE INTANGIBLE, TANGIBLE
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2013 INFLUX CREATIVITY CONFERENCE
CLARITY OF PURPOSE
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“To create a family of devices and services for individuals and businesses that empower people around the globe at home, at work and on the go, for the activities they value most.”
“Everyone’s private driver”
2013 INFLUX CREATIVITY CONFERENCE
Dove: Brand consistency and continuity—from viral to social responsibility.
CLARITY OF PURPOSE MAKES IT EASIER
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2013 INFLUX CREATIVITY CONFERENCE
BE USEFUL-BE GENEROUS- USE YOUR SCALE
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http://www.youtube.com/watch?v=1nOcp16exF4
2013 INFLUX CREATIVITY CONFERENCE
BE USEFUL-SOLVE BIG PROBLEMS
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Coca-Cola Ekocenter- Africa
2013 INFLUX CREATIVITY CONFERENCE
MAKE PARTICIPATION HAPPEN
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Charity Water Birthday Campaign
http://vimeo.com/62082218
2013 INFLUX CREATIVITY CONFERENCE
INITIATE A CONVERSATION
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http://vimeo.com/68751825
2013 INFLUX CREATIVITY CONFERENCE
INITIATE A CONVERSATION
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2 months lateNo ideasOff the radar- small projectLeader who wanted it to be great Patient
2013 INFLUX CREATIVITY CONFERENCE
YOU CAN’T ITERATE MAGIC
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2013 INFLUX CREATIVITY CONFERENCE
MAGIC MATTERS
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2013 INFLUX CREATIVITY CONFERENCE
A student wanted more human-like footwear
MAGIC MATTERS
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2013 INFLUX CREATIVITY CONFERENCE
MAGIC MATTERS
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Let the art out of the gallery
2013 INFLUX CREATIVITY CONFERENCE
MAGIC MATTERS
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MINI owners get to drive Indianapolis
2013 INFLUX CREATIVITY CONFERENCE
GREAT IDEAS DEMAND‣ Magic‣ Understand, respect and value people‣ Think about needs- solve for them‣ Add something to their lives, make it better, rather than detract or distract
‣ OK-BUT........
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2013 INFLUX CREATIVITY CONFERENCE
HOW DO YOU GET THERE? Be Willing to Experiment - Adopt a “test and learn mentality”
Iterate on the Spot
Clear the Path- Small Team/Easy Decision Making
Expect Idea Killers, but Stand Up to Them
Be Responsible/Accountable- “They have to pay their kids college tuition”Source: Eliza Esquivel- VP Brand Strategy, Mondelez
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