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’)?
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
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
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
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