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What makes a good idea?
Julie Dodd, Creative Director at December 2014
YOU!
WHY DO YOUR IDEAS MATTER?
Digital teams are in charge of the future of organisations
THE RISE OF GLOBAL COMPUTING POWER
The growth in CPU power over the
next 15 years will make the last 15 look like we’ve
been asleep
50%
50%
GETTING THE IDEA RIGHT
GETTING THE IDEA OUT
THERE
THIS PRESENTATION
SOME GOOD IDEAS
Online Field TripsFarm to Fork
Join us live on
SOME GOOD IDEAS
Charity: water’s birthday donation campaign
SOME GOOD IDEAS
Getty’s Lean In Collection – beautiful free images of empowered women to help break stereotypes
SOME GOOD IDEAS
FutureLearn: Education as it should be
#Icebucketchallenge – social campaigns are hit and miss, but when they work…
SOME GOOD IDEAS
LIGHTBULB MOMENTS How can you create them?
4 THINGS THAT CAN HELP MAKE A GREAT IDEA
BAD IDEAS
SLEEPING ON IT
CRITERIA
INVOLVING YOUR AUDIENCE
SET SOME CRITERIA
Without setting yourself a framework for judging ideas it’s just one person’s opinion over another, and you’ll make slow progress
True to your brand
IS IT AUTHENTIC?
Time, money, staff, kit…
IS IT AUDIENCE -LED?
IS IT ACHIEVABLE?
HOW TO SET CRITERIA:
YOUR BRAND
AUTHENTICALLY YOU
A TRUTH ABOUT YOUR AUDIENCE
The good stuff happens here
BRAND AUDIENCE
People hate missing
Eastenders
BRAND AUDIENCE
People don’t get round to
giving donations they
intend to
BRAND AUDIENCE
People like how slick
Apple products are
FAIL
Barclay’s have no authenticity in fashion, so this might not work
Colgate really didn’t understand their audience when they tried to introduce Colgate entrees!
If you don’t know what your
audience wants
- spend some time with them
True to your brand
IS IT AUTHENTIC?
Time, money, staff, kit…
IS IT AUDIENCE -LED?
IS IT ACHIEVABLE?
HOW TO SET CRITERIA:
BADS IDEAS ARE IMPORTANT
If you don’t let the bad ideas out, you may never get to
the good ones
The post-it note was invented by
accident during an R&D process to try and make a really
sticky glue!
SLEEP ON IT
INVOLVE YOUR AUDIENCE
INVOLVE YOUR AUDIENCE
IDEO take early ideas and publish
them online to gather feedback before going into full development
They’ll make your idea better
Diabetes Uk involved their Facebook
audience in making their tracker app and got > 20k downloads
in the first few months
MAKING IT HAPPEN What gets an idea noticed?
If an idea happens in a forest but there’s no-one there to see it…
4 THINGS THAT CAN HELP GET A GREAT IDEA OUT THERE
EMOTIONAL BEFORE RATIONAL
MAKING IT FEEL REAL
SIMPLICITY
START THE PITCH BEFORE THE PITCH
SIMPLE, SIMPLE, SIMPLE
Can you explain it in less than 30 seconds?
SIMPLE, SIMPLE, SIMPLE
Or in 4 words
SIMPLE, SIMPLE, SIMPLE
EMOTIONAL BEFORE RATIONAL
People don’t always remember what you say or even what you do, but they always remember how you made them feel.
“
”
Maya Angelou
MAKE IT FEEL REAL
Verbally explaining
ideas hardly ever makes
them fly
MAKE IT FEEL REAL
If you don’t know this reference watch the Hudsucker Proxy
MAKE IT FEEL REAL
This is an iPad prototype from
2001
MAKE IT FEEL REAL
And one from 1983!
Amazing things like Raspberry Pis, Arduinos, Little bits kits – give you the power to make tech ideas real at low cost in short timeframes
MAKE IT FEEL REAL
Prototypes don’t have to be ‘real’ they just need to feel real
START THE PITCH BEFORE THE PITCH
Going in cold rarely gets you an immediate “yes”.
50%
50%
GETTING THE IDEA RIGHT
GETTING THE IDEA OUT
THERE
REMEMBER
