This is the second of four presentations I gave in Madrid in April 2010.
I was asked specifically to talk about "beta ideas". With that starting point, I decided to recap on where the language came from but to quickly move to how organisations need to think about releasing 'ideas' into an environment that is so unpredictable.
I talk about evolution and Andromedans. Apologies if any of it doesn't make total sense without my verbal narrative.
12. BETA: NOT SO MUCH A BADGE TO WEAR
AS SOMETHING TO FEEL COMFORTABLE IN
TA
BE
BETA
Saturday, 8 May 2010
13. THIS IS THE WAY OF THE WEB
EDIT PUBLISH
PUBLISH EDIT
Saturday, 8 May 2010
14. AND WAS QUICKLY ‘RUSSELLED’
INTO THE WORLD OF BRANDING
“I think [Always in Beta is] a good way for brands to
think too, because it might help them develop some of
the habits they'll need to operate in a blurry,
unpredictable world.”
“They have to keep innovating in order to stay relevant
and interesting."
- Russell Davies, 2007
Saturday, 8 May 2010
26. IMPROV COMEDY: SOME LESSONS
1. Open endings can be exciting
2. Audiences love to feel a part of things
3. But you can’t ask much of them
4. The pros are pros for a reason
5. Mortal-proof formats help to control things
Saturday, 8 May 2010
27. HOW CAN BRANDS BEST COPE WHEN THE
ENVIRONMENT FOR THEIR IDEAS IS SO
COMPLEX AND HARD TO PREDICT?
Saturday, 8 May 2010
29. HOW DO HUMANS MANAGE?
OUR GENES BUILT A BRAIN!
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30. EVOLUTION = SLOW
Fur for cold climates
BEHAVIOUR = FAST
Must dive left behind that rock
Saturday, 8 May 2010
31. EVOLUTION = SLOW
Fur for cold climates
THIS IS HOW TRADITIONAL BRAND COMMUNICATIONS OPERATED.
WE BUILT FINITE THINGS AND PUT THEM IN FINITE PLACES.
THE ENVIRONMENT WAS SIMPLE AND PREDICTABLE, SO ALL
DECISIONS COULD BE MADE UP-FRONT AND WOULD STAY RELEVANT
UNTIL THE END OF A CAMPAIGN.
Saturday, 8 May 2010
32. BUT THE MEDIA LANDSCAPE IS NOW COMPLEX AND UNPREDICTABLE.
NO AMOUNT OF UP-FRONT DECISIONS CAN FULLY SHAPE THE BEHAVIOUR
AND EXISTENCE OF AN IDEA ONCE IT’S OUT THERE.
MEMES - LIKE GENES - NEED A ‘BRAIN’ TO LOOK AFTER THEM ON THE
GROUND, BECAUSE BRANDS CAN’T EVOLVE THEIR IDEAS FAST ENOUGH.
BEHAVIOUR = FAST
Must dive left behind that rock
Saturday, 8 May 2010
33. In A For Andromeda, the Andromedans transmitted scrambled instructions into
space. Humans - 200 light years away - deciphered and followed them. They led
to the building of a computer which then tried to destroy Earth.
Although the Andromedans had a basic plan, they only managed to affect things
from so far away by creating a machine capable of making its own behavioural
decisions to achieve that end.
Saturday, 8 May 2010
35. Andromeda case study
CLIENT OBJECTIVE
Andromedans Destruction
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36. Andromeda case study
CLIENT OBJECTIVE AUDIENCE
Andromedans Destruction Foreigners
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37. Andromeda case study
THE BIG IDEA EXECUTION RESULTS
A killer computer Intriguing 6 billion
instructions participants
out
t work
Didn’
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38. THIS WASN’T THE THIS WAS
BRAIN
A killer computer 6 billion
participants
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39. THE TWO PARTIES WANTED DIFFERENT THINGS
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40. TOTAL
Your ideas need to be in-built CONTROL
with instructions/advice to be
looked after by the hive brain.
SOME
That in-built intelligence is as CONTROL
important as the idea itself.
SOME
PERSUASION
COLLECTIVE
CONTROL
Saturday, 8 May 2010
41. HOW DO YOU CREATE STRATEGIES THAT WILL
BE LOOKED AFTER BY THE HIVE BRAIN?
1. ALIGN YOUR GOAL WITH THE DESIRES OF YOUR AUDIENCE
2. CREATE ELASTIC FRAMEWORKS TO FLEX WITH CHANGING CONDITIONS
3. LEAVE ROOM FOR PEOPLE TO ADD THEIR OWN MEANING
4. CREATE IDEAS THAT LOSE MEANING IF YOUR BRAND/MESSAGE IS OMITTED
5. BUILD A CAPACITY FOR LEARNING
6. ENSURE PROCESSES ENABLE YOU TO REACT QUICKLY
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42. 1. ALIGN YOUR GOAL WITH THE
DESIRES OF YOUR AUDIENCE
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43. 2. CREATE ELASTIC FRAMEWORKS TO
FLEX WITH CHANGING CONDITIONS
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44. 3. LEAVE ROOM FOR PEOPLE TO ADD
THEIR OWN MEANING
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45. 4. CREATE IDEAS THAT LOSE MEANING IF
YOUR BRAND/MESSAGE IS OMITTED
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46. 5. BUILD A CAPACITY FOR LEARNING
Saturday, 8 May 2010