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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GREAT IDEAS TRANSFORM

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GREAT IDEAS PUT A STAKE IN THE GROUND

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GREAT IDEAS MAKE MONEY

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GREAT IDEAS MAKE THEIR OWN MEDIA

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GREAT IDEAS ENGAGE

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GREAT IDEAS- NOW IN MULTIPLE FLAVORS

Products

Experiences

Entertainment

Utility

Conversations

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

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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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Instant Prototypes

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Agile Strategy

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Instant Build and Learn

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GREAT IDEAS FRAMEWORK

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What Type of Great Idea?

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5 minutes 50 years 100 years

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5 minutes 30 years

A viral A business World changing

50 years+

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WORLD CHANGING

Larry Brilliant fought a war against smallpox

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5 minutes 5-50 years

Viral

Entertaining Shareable

1 year 3-5 years

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Viral


1 year

Ad

A one off execution

Entertaining

3-5 years

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Viral


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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Viral


1 year

Ad Campaign

Digital experiencePersonal

Informative

UtilityRelevantUseful


A one off execution

Entertaining


3-5 years

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Viral-John West Salmon

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Ad- VW

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Campaign-Chevy

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DIGITAL EXPERIENCES

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

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ENTERTAINMENT NOW MEETS UTILITY AND COMMERCE

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Mutants are Cool

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Real-Time Sponsored Campaign

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An Eight Minute Brand Video

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A Tweet as Branding Tool

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Viral Digital

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A Viral with Campaignability

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E-COMMERCE MUSIC VIDEO

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Viral


1 year

Ad Campaign

Digital experiencePersonal

Informative

UtilityRelevantUseful


A one off execution

Entertaining


3-5 years

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

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

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5 minutes 5-50 years1 year 3-5 years

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Conversation+ Viral+

Campaign+Commerce+

Utility+Ad+

Digital and Social Experience+


5 minutes 5-50 years1 year

A productRelevantUseful

New/differentSexy

3-5 years

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Conversation+Viral+

Campaign+Commerce+

Utility+Ad+



Product or Business?

Gyro for Dewars

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Business

Galvanizing Enduring

Money making

1 year 3-5 years

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Conversation+Viral+

Campaign+Commerce+

Utility+Ad+



Business-$10 billion

Gaming Goes Social- Multiplier Effect

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Business

Red Bull Media

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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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Mom’s Video Camera

Business

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Re-define Adult Education

Business

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Business


Money making

1 year 3-5 years

Changes behavior

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Conversation+Viral+

Campaign+Commerce+

Utility+Ad+



New/differentSexy

Entertaining and useful



Business


Money making

1 year 3-5 years

Changes behavior

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Conversation+Viral+

Campaign+Commerce+

Utility+Ad+



New/differentSexy

Entertaining and useful

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DIS-ORIENTING

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

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NICE TO ORGANIZE- TO KNOW

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THE P.B.E. POTENT BUSINESS EXPRESSION

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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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Business


Money making

1 year

GalvanizingMotivatingGenerativeCentering

Multiple avenues/Opportunities


New/differentSexy

3-5 years

Changes behavior

P.B.E.

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Conversations+Viral+

Campaign+Commerce+

Utility+Ad+



PBE-T-Mobile

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“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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P.B.E.

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P.B.E.

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P.B.E.

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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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HOW YOU GET THERE?

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GOOD IDEA INGREDIENTS

MAGIC

TIMING/LUCK SAVVY

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UNDERSTANDING


THE ESSENCE

Freshness + Competence + ConnectivityNew

Never been doneCurrent

CreativityCraft

Technical chops

HumanityBusinessCulturalZeitgeist

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THE “GREAT IDEAS”-TEAM

Chief Culture Officer

Intuition

Risk- Taker

ContemporaryHuman

Understanding

Artistry & Magic

EntertainersBusiness

Understanding

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Technologist


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

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Imaginative Amplification is Essential

From: Buying Broadcasting

To: Brand Media Creation

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COLLABORATION IS KEY

http://vimeo.com/19789693

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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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TEAM MEMBER COMPETENCIES

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BUSINESS UNDERSTANDING

Money Competitors DNA

Freshness + Competence + Connectivity

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RISK

Freshness

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CHIEF CULTURE OFFICER

Freshness + Connectivity

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TECHNOLOGIST

Freshness + Competence + Connectivity75


INTUITION/ARTISTRY/MAGIC


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ENTERTAINERS


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CONTEMPORARY HUMAN TRUTHS


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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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