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Gareth Kay: Associate Partner, Director of Brand Strategy
I H AT E D I G I TA L S T R AT E G Y
S T R AT E G Y F O R T H E P O S T- D I G I TA L W O R L D
P O S T- D I G I TA L?
1992
Digital Strategy
A G O O D S T R AT E G Y
1. Will the message trigger the desired response?

2. Is it simple? (“-er” good, “-est” best)

3. Is it entertaining? (what’s the sugar coating for the message ‘pill’)?
N E W T E C H N O LO G Y
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
“This stuff is as mainstream as it can be.
Google, the iPhone - these move the
culture more than The Beatles did in the
’60’s. It’s shaping the human race.”
                                    - Andy Hertzfeld
N E W T E C H N O LO G Y, D I F F E R E N T C U LT U R E
Digital Strategy
Digital Strategy
“Nobody comes out of a movie saying,
“that was a really good movie. I really
enjoyed it. It was really clear.”
                               - Russell Davies
$77 million
              $220 million
                             $310 million
“We’ve moved from a downloading culture
        to an uploading culture.”
                           - Charles Vallance
Digital Strategy
Digital Strategy
Pre-digital    Post-digital

Narcissistic    Interesting

Messaging        Actions

Perception      Behavior

 One way       Participatory

    Big           Long
W H AT M A K E S A G O O D S T R AT E G Y N O W A D AY S ?
1 . B E I N T E R E S T E D I N W H AT
PEOPLE AR E I NTE R ESTE D I N
H A V E A C U LT U R A L M I S S I O N ,
N O T S I M P LY A C O M M E R C I A L P R O P O S I T I O N
BUILD A BRIDGE
2.   B E I N T E R E ST I N G N OT J U ST R I G H T
Q:   “If you had to choose, would you
      rather be interesting or right?”

                    —Malcolm Gladwell, GQ Magazine
“If I were President of the United States, I would rather

A:    be right than interesting. If I were a CEO of a company, I
      would rather be right than interesting. But I am a journalist—
      what journalist would rather be right than interesting?”
                                                  —Malcolm Gladwell, GQ Magazine
I NTE R ESTI NG   &   RIGHT
I F YO U A R E I N T E R E ST I N G ,
I NTE R ESTI NG TH I NGS HAPPE N
Digital Strategy
L E AV E G A P S
Digital Strategy
3.   D O S T U F F, D O N ’ T J U S T S AY S T U F F
W E N O W L I V E I N T H E A G E I F I D E A S T H AT D O
Digital Strategy
S TO P C O M M U N I C AT I N G P R O D U C T S A N D
S TA R T M A K I N G C O M M U N I C AT I O N P R O D U C T S


    U S E F U L , E N T E R TA I N I N G , M E M O R A B L E
      N OT I N T E R R U P T I V E E X P E R I E N C E S



  C R E AT E , D O N ’ T J U S T F I L L , M E D I A S PA C E
D O N ’ T J U S T C O M M U N I C AT E A P R O D U C T

   M A K E C O M M U N I C AT I O N P R O D U C T S
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
4.   E X P E R I M E N T W I T H S TO R Y T E L L I N G
Digital Strategy
Digital Strategy
Digital Strategy
Digital Strategy
T E L L S TO R I E S A C R O S S S C R E E N S
Digital Strategy
Digital Strategy
Digital Strategy
5 . M A K E T H E E V E R Y D AY
 P L AY F U L A N D U S E F U L
Digital Strategy
Digital Strategy
R E DUCE FR ICTION
Digital Strategy
Digital Strategy
Digital Strategy
6.   WOR K SMARTE R
Digital Strategy
Digital Strategy
Digital Strategy
HIRE   D I F F E R E N T LY
7.   B R EAK TH E TYRAN NY OF PE R FECTION
“The show doesn’t go on because it’s ready;
it goes on because it’s eleven thirty.”

                                  - Lorne Michaels
E X P E R I M E N TS N OT R E S E A R C H
M I N I M U M VIAB LE PRODUCT
C O M M U N I C AT I O N R & D
I N S U M M A RY
Pre-digital    Post-digital

Narcissistic    Interesting

Messaging        Actions

Perception      Behavior

 One way       Participatory

    Big           Long
Digital Strategy
“Creative firms of all kinds (including ours)
 know that they must evolve at LEAST
 as fast as the world is changing around them.”

                     —Tom Kelley,
                      General Manager, IDEO
Digital Strategy

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Digital Strategy

  • 1. Gareth Kay: Associate Partner, Director of Brand Strategy
  • 2. I H AT E D I G I TA L S T R AT E G Y
  • 3. S T R AT E G Y F O R T H E P O S T- D I G I TA L W O R L D
  • 4. P O S T- D I G I TA L?
  • 7. A G O O D S T R AT E G Y 1. Will the message trigger the desired response? 2. Is it simple? (“-er” good, “-est” best) 3. Is it entertaining? (what’s the sugar coating for the message ‘pill’)?
  • 8. N E W T E C H N O LO G Y
  • 15. “This stuff is as mainstream as it can be. Google, the iPhone - these move the culture more than The Beatles did in the ’60’s. It’s shaping the human race.” - Andy Hertzfeld
  • 16. N E W T E C H N O LO G Y, D I F F E R E N T C U LT U R E
  • 19. “Nobody comes out of a movie saying, “that was a really good movie. I really enjoyed it. It was really clear.” - Russell Davies
  • 20. $77 million $220 million $310 million
  • 21. “We’ve moved from a downloading culture to an uploading culture.” - Charles Vallance
  • 24. Pre-digital Post-digital Narcissistic Interesting Messaging Actions Perception Behavior One way Participatory Big Long
  • 25. W H AT M A K E S A G O O D S T R AT E G Y N O W A D AY S ?
  • 26. 1 . B E I N T E R E S T E D I N W H AT PEOPLE AR E I NTE R ESTE D I N
  • 27. H A V E A C U LT U R A L M I S S I O N , N O T S I M P LY A C O M M E R C I A L P R O P O S I T I O N
  • 29. 2. B E I N T E R E ST I N G N OT J U ST R I G H T
  • 30. Q: “If you had to choose, would you rather be interesting or right?” —Malcolm Gladwell, GQ Magazine
  • 31. “If I were President of the United States, I would rather A: be right than interesting. If I were a CEO of a company, I would rather be right than interesting. But I am a journalist— what journalist would rather be right than interesting?” —Malcolm Gladwell, GQ Magazine
  • 32. I NTE R ESTI NG & RIGHT
  • 33. I F YO U A R E I N T E R E ST I N G , I NTE R ESTI NG TH I NGS HAPPE N
  • 35. L E AV E G A P S
  • 37. 3. D O S T U F F, D O N ’ T J U S T S AY S T U F F
  • 38. W E N O W L I V E I N T H E A G E I F I D E A S T H AT D O
  • 40. S TO P C O M M U N I C AT I N G P R O D U C T S A N D S TA R T M A K I N G C O M M U N I C AT I O N P R O D U C T S U S E F U L , E N T E R TA I N I N G , M E M O R A B L E N OT I N T E R R U P T I V E E X P E R I E N C E S C R E AT E , D O N ’ T J U S T F I L L , M E D I A S PA C E
  • 41. D O N ’ T J U S T C O M M U N I C AT E A P R O D U C T M A K E C O M M U N I C AT I O N P R O D U C T S
  • 48. 4. E X P E R I M E N T W I T H S TO R Y T E L L I N G
  • 53. T E L L S TO R I E S A C R O S S S C R E E N S
  • 57. 5 . M A K E T H E E V E R Y D AY P L AY F U L A N D U S E F U L
  • 60. R E DUCE FR ICTION
  • 64. 6. WOR K SMARTE R
  • 68. HIRE D I F F E R E N T LY
  • 69. 7. B R EAK TH E TYRAN NY OF PE R FECTION
  • 70. “The show doesn’t go on because it’s ready; it goes on because it’s eleven thirty.” - Lorne Michaels
  • 71. E X P E R I M E N TS N OT R E S E A R C H
  • 72. M I N I M U M VIAB LE PRODUCT
  • 73. C O M M U N I C AT I O N R & D
  • 74. I N S U M M A RY
  • 75. Pre-digital Post-digital Narcissistic Interesting Messaging Actions Perception Behavior One way Participatory Big Long
  • 77. “Creative firms of all kinds (including ours) know that they must evolve at LEAST as fast as the world is changing around them.” —Tom Kelley, General Manager, IDEO