The Past, Present and Future of Great Ideas

THE PAST, PRESENT AND FUTURE OF GREAT IDEAS

Friday, March 4, 2011

OBJECTIVE

Everyone wants great, breakthrough ideas•What are they?•What’s the context?•What are the rules?•What’s a reasonable high bar?•How do you get there?

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Friday, March 4, 2011

GREAT IDEAS TRANSFORM

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Friday, March 4, 2011

GREAT IDEAS PUT A STAKE IN THE GROUND

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Friday, March 4, 2011

GREAT IDEAS MAKE MONEY

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Friday, March 4, 2011

GREAT IDEAS MAKE THEIR OWN MEDIA

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Friday, March 4, 2011

GREAT IDEAS ENGAGE

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Friday, March 4, 2011

GREAT IDEAS- NOW IN MULTIPLE FLAVORS

Products

Experiences

Entertainment

Utility

Conversations

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Friday, March 4, 2011

IT USED TO BE SO EASY- DO BETTER THAN THIS?

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Friday, March 4, 2011

BUT....

Everything has gotten faster and easier

New channels

The world has opened up- not local- global

Clients and consumers want more than an ad

Brand humanization is the thing

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Friday, March 4, 2011

Instant Prototypes

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Friday, March 4, 2011

Agile Strategy

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Friday, March 4, 2011

Instant Build and Learn

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Friday, March 4, 2011

GREAT IDEAS FRAMEWORK

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Friday, March 4, 2011

What Type of Great Idea?

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Friday, March 4, 2011

5 minutes 50 years 100 years

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Friday, March 4, 2011

5 minutes 30 years

A viral A business World changing

50 years+

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Friday, March 4, 2011

WORLD CHANGING

Larry Brilliant fought a war against smallpox

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Friday, March 4, 2011

5 minutes 5-50 years

Viral

Entertaining Shareable

1 year 3-5 years

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Friday, March 4, 2011

5 minutes 5-50 years

Viral

Entertaining Shareable

1 year

Ad

A one off execution

Entertaining

3-5 years

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Friday, March 4, 2011

5 minutes 5-50 years

Viral

Entertaining Shareable

1 year

Ad Campaign

Series of adsunder a themeAnticipationEntertaining Interesting

A one off execution

Entertaining

Digital/Social Campaign

3-5 years

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Friday, March 4, 2011

5 minutes 5-50 years

Viral

Entertaining Shareable

1 year

Ad Campaign

Digital experiencePersonal

Informative

UtilityRelevantUseful

Series of adsunder a themeAnticipationEntertaining Interesting

A one off execution

Entertaining

Digital/Social Campaign

3-5 years

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Friday, March 4, 2011

Viral-John West Salmon

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Friday, March 4, 2011

Ad- VW

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Friday, March 4, 2011

Campaign-Chevy

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Friday, March 4, 2011

DIGITAL EXPERIENCES

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Friday, March 4, 2011

LAST 5 YEARS - WE ESTABLISHED CLEAR RULES

An ADD world - viral is for media snacking and sharing- 1/100 shot- agencies and specialists

A world of entertainment-area for agencies/Hollywood

A world of spectacle- area for agencies

A new separate world of utility and commerce-digital shops

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Friday, March 4, 2011

EVERYTHING IS NOW IN PLAY THERE ARE NO RULES- BOXES ARE OUT

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Friday, March 4, 2011

ENTERTAINMENT NOW MEETS UTILITY AND COMMERCE

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Friday, March 4, 2011

Mutants are Cool

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Friday, March 4, 2011

Real-Time Sponsored Campaign

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Friday, March 4, 2011

An Eight Minute Brand Video

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Friday, March 4, 2011

A Tweet as Branding Tool

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Friday, March 4, 2011

Viral Digital

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Friday, March 4, 2011

A Viral with Campaignability

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Friday, March 4, 2011

E-COMMERCE MUSIC VIDEO

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Friday, March 4, 2011

5 minutes 5-50 years

Viral

Entertaining Shareable

1 year

Ad Campaign

Digital experiencePersonal

Informative

UtilityRelevantUseful

Series of adsunder a themeAnticipationEntertaining Interesting

A one off execution

Entertaining

Digital/Social Campaign

3-5 years

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Friday, March 4, 2011

LEGO-IZATION AND MASH-UP- CONVERSATION, COMMERCE, UTILITY, ENTERTAINMENT...

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Friday, March 4, 2011

THERE’S NOW NO EXCUSE TO LET THE 30 SEC SPOT SHACKLE YOUR THINKING

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Friday, March 4, 2011

5 minutes 5-50 years1 year 3-5 years

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Conversation+ Viral+

Campaign+Commerce+

Utility+Ad+

Digital and Social Experience+

Friday, March 4, 2011

5 minutes 5-50 years1 year

A productRelevantUseful

New/differentSexy

3-5 years

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Conversation+Viral+

Campaign+Commerce+

Utility+Ad+

Digital and Social Experience+

Friday, March 4, 2011

Product or Business?

Gyro for Dewars

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Friday, March 4, 2011

5 minutes 5-50 years

Business

Galvanizing Enduring

Money making

1 year 3-5 years

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Conversation+Viral+

Campaign+Commerce+

Utility+Ad+

Digital and Social Experience+

Friday, March 4, 2011

Business-$10 billion

Gaming Goes Social- Multiplier Effect

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Friday, March 4, 2011

Business

Red Bull Media

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Friday, March 4, 2011

Business

http://venturebeat.com/2011/02/18/the-birth-of-twitter/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+Venturebeat+%28VentureBeat%29

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Friday, March 4, 2011

Mom’s Video Camera

Business

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Friday, March 4, 2011

Re-define Adult Education

Business

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Friday, March 4, 2011

5 minutes 5-50 years

Business

Galvanizing Enduring

Money making

1 year 3-5 years

Changes behavior

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Conversation+Viral+

Campaign+Commerce+

Utility+Ad+

Digital and Social Experience+

A productRelevantUseful

New/differentSexy

Entertaining and useful

Friday, March 4, 2011

5 minutes 5-50 years

Business

Galvanizing Enduring

Money making

1 year 3-5 years

Changes behavior

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Conversation+Viral+

Campaign+Commerce+

Utility+Ad+

Digital and Social Experience+

A productRelevantUseful

New/differentSexy

Entertaining and useful

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Friday, March 4, 2011

DIS-ORIENTING

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Friday, March 4, 2011

THE DANGER- DOZENS OF REPLICATING MUTANTS WITH NOTHING THAT LINKS THEM

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Friday, March 4, 2011

NICE TO ORGANIZE- TO KNOW

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Friday, March 4, 2011

THE P.B.E. POTENT BUSINESS EXPRESSION

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Friday, March 4, 2011

P.B.E.

More than a corporate vision- it’s an externalized and internalized expression- humanized for conversations

The high bar

Gets employees motivated

Big emotional construct-human truth/corporate truth that connects to the zeitgeist

Allows multiple forms and expressions and hybrids- provides an anchor/glue/cement

The un-ambitious will limit it to a campaign

The brave will use it to fundamentally transform their business

Left unactioned and without visible manifestations, it will appear shallow and hollow

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Friday, March 4, 2011

5 minutes 5-50 years

Business

Galvanizing Enduring

Money making

1 year

GalvanizingMotivatingGenerativeCentering

Multiple avenues/Opportunities

A productRelevantUseful

New/differentSexy

3-5 years

Changes behavior

P.B.E.

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Conversations+Viral+

Campaign+Commerce+

Utility+Ad+

Digital and Social Experience+

Friday, March 4, 2011

PBE-T-Mobile

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Friday, March 4, 2011

“DREXLER DECIDED TO TAKE J.CREW UPSCALE—WITHOUT ABANDONING THE COMPANY’S PREPPY-BASICS HERITAGE. THE IDEA WAS TO APPEAL TO THE CUSTOMER WHO HAS GRADUATED FROM THE GAP BUT WANTS SOMETHING HIPPER, AND LESS EXPENSIVE, THAN RALPH LAUREN”

Non-Articulated PBE

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Friday, March 4, 2011

P.B.E.

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Friday, March 4, 2011

P.B.E.

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Friday, March 4, 2011

P.B.E.

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Friday, March 4, 2011

P.B.E. CHECKLIST

Does it transcend the category?

Is it empowering?

Does it connect to a truth?

Can employees understand it and live by it?

Is it an instruction set for 100s of ideas?

Can it create a business?

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Friday, March 4, 2011

HOW YOU GET THERE?

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Friday, March 4, 2011

GOOD IDEA INGREDIENTS

MAGIC

TIMING/LUCK SAVVY

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UNDERSTANDING

Friday, March 4, 2011

THE ESSENCE

Freshness + Competence + ConnectivityNew

Never been doneCurrent

CreativityCraft

Technical chops

HumanityBusinessCulturalZeitgeist

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Friday, March 4, 2011

THE “GREAT IDEAS”-TEAM

Chief Culture Officer

Intuition

Risk- Taker

ContemporaryHuman

Understanding

Artistry & Magic

EntertainersBusiness

Understanding

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Technologist

Friday, March 4, 2011

YOU ALSO NEED A CLIENT WHO IS OR ASPIRES TO BE A MIRROR IMAGE

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Friday, March 4, 2011

Imaginative Amplification is Essential

From: Buying Broadcasting

To: Brand Media Creation

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Friday, March 4, 2011

COLLABORATION IS KEY

http://vimeo.com/19789693

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Friday, March 4, 2011

COLLABORATION IS KEY

Clear and inspiring instruction set- a brief

Egoless attitude

Ability to work together

Planners as facilitators and inspirers

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Friday, March 4, 2011

TEAM MEMBER COMPETENCIES

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Friday, March 4, 2011

BUSINESS UNDERSTANDING

Money Competitors DNA

Freshness + Competence + Connectivity

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Friday, March 4, 2011

RISK

Freshness

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Friday, March 4, 2011

CHIEF CULTURE OFFICER

Freshness + Connectivity

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Friday, March 4, 2011

TECHNOLOGIST

Freshness + Competence + Connectivity75

Friday, March 4, 2011

INTUITION/ARTISTRY/MAGIC

Freshness + Competence + Connectivity

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Friday, March 4, 2011

ENTERTAINERS

Freshness + Competence + Connectivity

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Friday, March 4, 2011

CONTEMPORARY HUMAN TRUTHS

Freshness + Competence + Connectivity

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Friday, March 4, 2011

HOW IT WORKSBe realistic- know your strengths- your idea space- your client’s real goals

If you want to/need to do more- bring in the troops- recognize your role in the team

Can’t go big without collaboration-new skill

Lack of patience and discipline can be the only barriers to the longevity of an idea

Greatness can be iterative

For many, a P.B.E. is an achievable goal

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Friday, March 4, 2011