1.
The Idea is the Easy Part: Selling
Innovative Ideas
# F U T U R EM
Ben Jones
@harperjones
Creative Director
Google
Matt Lindley
@sapientnitro
Director of Innovation
SapientNitro

2.
Selling Innovation:
#FUTUREM
5 tips to get from prototype to polished
Ben Jones, Google
Matt Lindley, SapientNitro

3.
Tip 1:
Nobody will love it as
much as you love you
#FUTURE

4.
Saddle Up.
Find conspirators.
Evolve but do not capitulate.
#FUTURE

5.
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6.
Tip 2:
The Right It
#FUTURE

7.
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Pretotyping

8.
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Without data, all you
have is an opinion

9.
If you want to
understand how the
lion hunts,
don’t go to the zoo.
#FUTURE

10.
Tip 3:
Focus Risk
Because you cannot eliminate it
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11.
Understand the advertising industrial complex
#FUTURE

12.
Find and link proxies
Innovate your data
Risk what you can control
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13.
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14.
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Tip 4: Land all the planes

15.
• The space for innovation is always
in addition to rather than instead of
• An army of ducks is an army of rows
• Don’t neglect the home front (and pick your
spots)
#FUTURE

16.
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17.
Tip 5:
We are made
of stories.
#FUTURE

18.
Starts with the user
(human truth) and ends
with the business (money)
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19.
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Prototypes are the
new storyboards

20.
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21.
Done is the
engine of more
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22.
Mandatory summary slide
1. Nobody will love it as much as you
2. Build The right it
3. Focus risk
4. Land all the planes
5. We are made of stories
#FUTURE

23.
Thank You!
iambenjones@google.co
m
mlindley@sapient.com
#FUTURE