Why We Should Be Solving Problems
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Transcript of Why We Should Be Solving Problems
IT COULD BE FUN?!
LET’S SOLVE PROBLEMS
RICHARD STOREYO N T H E I PA
E F F E C T I V E N E S S AWA R D S
“WITHOUT EXCEPTION, EACH CAMPAIGN WAS EFFECTIVE BECAUSE ITS 'CREATORS'
DEVELOPED A THEORY ABOUT THE PROBLEM THEY WERE FACING
AND, FROM THAT, FOUND A MEANS OF INFLUENCING THE DYNAMICS
IN THEIR FAVOUR. I GUESS WE CALL THAT HAVING A STRATEGY.”
ROBERT MCKEE
“LIMITATION IS VITAL. THE FIRST STEP TOWARD A WELL-TOLD
STORY IS TO CREATE A SMALL, KNOWABLE WORLD… THE
CONSTRAINT THAT SETTING IMPOSES ON STORY DESIGN
DOESN'T INHIBIT CREATIVITY: IT INSPIRES IT."
STEPHEN KING
THE JW T PLANNERS G UI DE
WHERE ARE WE? WHY ARE WE THERE?
WHERE COULD WE BE? HOW COULD WE GET THERE?
ARE WE GETTING THERE?
DON NORMAN
“ALMOST ALWAYS WHEN SOMEBODY COMES TO YOU WITH A
PROBLEM, THEY’RE REALLY TELLING YOU THE SYMPTOMS AND
THE FIRST AND THE MOST DIFFICULT PART OF DESIGN IS TO
FIGURE OUT WHAT IS REALLY NEEDED TO GET TO THE ROOT OF
THE ISSUE AND SOLVE THE CORRECT PROBLEM.”
MARTIN WEIGEL
THE CRAFTING OF THAT JEWEL-LIKE SINGLE SENTENCE OF
STRATEGIC BRILLIANCE - THE ‘KEY THOUGHT’ OR ‘PROPOSITION’ OR WHATEVER YOU WANT TO CALL
IT - IS OFTEN HELD UP AS THE TRUEST TEST OF PLANNING’S
CRAFT, AND CONTRIBUTION. BUT POLISHING THE PROPOSITION/KEY
THOUGHT/ETC. ISN’T THE HARD BIT OF DEVELOPING CREATIVE
STRATEGY. DEFINING THE ROLE OF COMMUNICATIONS IN SOLVING
THE PROBLEM IS.
MAYER
HAWTHORNE
MUSIC INDUSTRY
SYMPTOM:HEY! SPOTIFY IS
GOING TO END OUR CAREERS
MAYER
HAWTHORNE
MUSIC INDUSTRY
PROBLEM:WE NEED TO GET
PEOPLE UNLIMITED ACCESS TO NEW
CONTENT IN A WAY THAT SUPPORTS THE
ARTIST.
BE IN
BETA
IT’S NOT PERFECTBUT IT’S FUN
(AND FUN IS GOOD)
SOME
IDEAS
ALWAYS DEFINE THE PROBLEM FIRST
DON’T BE FOOLED BY SYMPTOMS
“THE CLIENT ASKED FOR IT” IS NOT A VALID PROBLEM
j ay cohen
@so jaysays
www. jaywho .com
SO WHAT’S YOUR PROBLEM?