This is a talk I did for the IED and APG in Madrid in May 2010.
It's a thought piece exploring the energy/effort exchange when marketers attempt to create behavioural change. I don't think I come to any tight conclusions, but I hope it's good food for thought.
I've also had to hack it a bit to make it make sense without me talking. Hope it works.
9. Thinking about it, the one thing I feel like we’re
tasked with daily is to ‘change behaviour’.
To get people to ‘do something that they’re
currently not doing’.
Which is a bit weird isn’t it.
Wednesday, 26 May 2010
10. http://www.nataliedee.com/
DIS RU PT
ER SUA DE
P
Sounds like it belongs to this world.
Do this, not that.
Wednesday, 26 May 2010
11. NEVER FORCE IT
If it feels like a fight, there’s something wrong
Wednesday, 26 May 2010
78. FARM
“originally referred to a big landowner farming out his land
among other men to run it, rather than running it all himself.”
- Wikipedia
Wind Farm Wave Farm
Wednesday, 26 May 2010
79. FARM
“originally referred to a big landowner farming out his land
among other men to run it, rather than running it all himself.”
- Wikipedia
Wind Farm Wave Farm People Farm!
Wednesday, 26 May 2010
80. NOT DISSIMILAR
Wave Farm People Farm
Wednesday, 26 May 2010
81. . C N L’
A A
4 TUR N
‘ A
N RGY R U
E E
N IDEA S ?
O U R
Wednesday, 26 May 2010
82. HOW DO YOU TAKE
ADVANTAGE OF THE
WAVES OF HUMAN ENERGY
ALREADY OUT THERE?
Wednesday, 26 May 2010
83. IN YOUR FACE, MICROSOFT
Microsoft spent millions on their tools. Google
achieved the same for free, creating systems
that learned from each user-interaction to
automatically enhance its own accuracy/value.
Wednesday, 26 May 2010
84. IN YOUR FACE, SERGEY
Oceanographer and Naval Officer, Matthew
Fontaine Maury did a similar thing in the
1800s. He aggregated other Naval Officer’s
routes and rewarded each of them with a
super-map for giving up their data.
Wednesday, 26 May 2010
85. IN YOUR SHOES
Same thing again: Lots of individuals feed a
system that gains exponentially in value, for
everyone, as a result.
Wednesday, 26 May 2010
86. ECO-SYSTEMS
RE-CHANNELLING
EXISTING ENERGY
Wednesday, 26 May 2010
87. ECO-SYSTEMS
RE-CHANNELLING
EXISTING ENERGY
THE IMPO
RTANT B
IT
Wednesday, 26 May 2010
88. YES, APP
I’M VAIN ARENTLY
TO QUOT ENOUGH
E MYSELF
“When millions of people are tapping
away at computers every day: filling in
forms, clicking links, forwarding emails,
there is energy and effort that can easily
be re-used if we're smart about it.”
- Me, 2007
Wednesday, 26 May 2010
89. BUT AREN’T ONLY
CERTAIN KINDS OF
BEHAVIOURS VISIBLE?
http://sitemaker.umich.edu/pavelka/files/cunningham-dance.jpg
Wednesday, 26 May 2010
96. YOU SHOULDN’T HAVE TO...
PERSUADE PEOPLE TO DO THINGS
THEY DON’T WANT TO DO
WASTE ENERGY WHEN YOU CAN
BORROW IT
INVEST IN SOMETHING TEMPORARY,
WHEN YOU CAN BUILD THINGS THAT
RUN THEMSELVES
Wednesday, 26 May 2010
98. IT’S GETTING EASIER...
TO HELP PEOPLE DO THE THINGS
THEY ALREADY LOVE
TO HELP PEOPLE SEE THE RELEVANCE
AND VALUE OF NEW IDEAS
TO MATCH PRODUCTS AND
EXPERIENCES TO THE PEOPLE THAT
WANT THEM
Wednesday, 26 May 2010