Download pdf - The Meaning of Life = Caramel

20 Minutes:The Meaning Of Life and Success Is In Caramel

Gene [email protected] 26, 2012

Thursday, April 25, 13

mailto:[email protected]

mailto:[email protected]

Today:

My time working for the Grateful Dead, how it has changed my view of the world and specifically my view of advertising as an ad man

The spirit of sharing


A few things I am not going to talk about:

• Media’s lack of appreciation for creative

• Creative’s lack of appreciation for media

• Everyone’s lack of understanding around the use of data

• Our shoe horning of bad ad formats into new spaces (because we misunderstand the medium)


some background


I Live Here


not on the space stationThursday, April 25, 13

IThursday, April 25, 13

I Live Here



no scarcity of ideas


innovation dies when sharing stops


as i said, i work in advertising


idea sharing scarcity



we talk at each other, instead of dialoging


nobody digging past the top surface





competitive advantage?

IRX


“MINE, MINE, MINE, MINE, MINE, MINE”Thursday, April 25, 13

CONSUMERADVERTISERS

WE’RE ALWAYS CHASING THE CONSUMERThursday, April 25, 13

Ideas are like milk; they have a short shelf life before they spoil


MARKETERS: WE’RE VERY SERIOUS

these are the kinds of things advertisers fret over from a consumer perspective






IT’S ONLY ADVERTISING


There are plenty of other industries that share and are successful

let’s look at music and foodThursday, April 25, 13

I used to work for these guys


ME


A FEW THINGS I LEARNED FROM THEM:

• Sharing freely drives success in life and love

• Very few things involving human behavior are actually new

• Digital only amplifies existing human behavior: It does not create new ones

• Things change fast... like burning sugar


sharing and ideas


music


that you can give away your “product” and still make money


What the big media owners think of this idea


"It is ridiculous to believe that you can give product away for free and be more successful. I mean it defies the laws of nature."

- Dan Glickman - Chairman and CEO of Motion Pictures Association of America


Let’s test this


what made them so special?(from a media perspective)


Free Music! Free Music! Free Music!Thursday, April 25, 13

The band allowed the

recording and sharing

of tapes of their concerts


Dateline: October 27, 1984 | The first day tapers were officially allowed to bring their gear in and record Grateful Dead shows, in a special section set aside just for them.

1984


2,2002,350

Number of shows recorded out of total playedThursday, April 25, 13

Effect on the audience/band

Tape Trading

CreatingCommunity

Audience

850 sold out shows in a row=

Band

Net Effect

Music can be free and artists can still thrive financially.

my time with the GD


Band Insight


LIVE ENTERTAINMENT BUSINESS

where all the money was made


changed their thinking on what was really valuable


recorded music were their initial “ideas”


blueprint


How it worked: Media Perspective

initial media

The Product Media

Circle Of Gratitude

Grateful Dead Live Concerts

Tape Trading of those live

shows

song ideas


MASTER TAPE TAPING TREE MASTER

SEEDS

10 copies made from seed tape






10 copies made

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How it worked: Fan Perspective

6,0004 Gen


A typical Grateful Dead fan tape collection


Live Music Now Rules!

Recorded music (owned media) is

now used as advertising by

many bands who make their money

through live performances


Internetarchive.org/details/etree

A free live music archive




A listing of every show ever played. If you knew three songs in a row you

could find the show

USER GENERATED CONTENT

Fan reviews of every single Grateful Dead concert

10 VOLUMES 3 VOLUMESThursday, April 25, 13

a couple of points:

sharing made the Dead successful and their model now works for 1000‘s of other bands


social media?

not a new idea


user generated content?

not a new idea


TAPE TRADING (SOCIAL MEDIA/USER GENERATED CONTENT)TAPE TRADING (SOCIAL MEDIA/USER GENERATED CONTENT)

STEAM Online

WATER Postal

ICE In person


food and cooking





what does this have to do with advertising?


sharing ideas



music & food

two things that are always shared with other people.


ideas are worthless unless shared


http://www.theatlantic.com/magazine/archive/2009/06/what-makes-us-happy/307439/




ACCORDING TO A 76 YEAR OLD LONGITUDINAL STUDY OF 2 HARVARD

CLASSES:

SHARING IS WHAT MAKES US HAPPY: IT’S THE MEANING OF LIFE



The sugar and water in the pot at the begining of the presentation is now caramel.

Change happens fast


SHARE!FAST!


thank you
