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Collective Creativity
Andrzej K. Moyseowicz
@on_jay
Anytime you see this slide…
time to do some work
Commit to action now.
Pay these 30 minutes
back with action!
£13,000 to £18,000
Message in a
bottle challenge
There are no
lone geniuses
What is collective creativity?
What is collective creativity?
The people in this room have a super power…
Brands catalysing collective creativity
Bias / Ego / Cowardice
A future… but grey.
collective
creativity
Empathy via diversity
Curiosity via humility
Bravery via honesty
Collective creativity for better intelligence
STEP 1:
Find a safe place to build a fire
Prepare your fire
STEP 2:
Use an AAID
Get one by emailing AAID@freemavens.com
GO!
Tearhere
Verb + outcome
e.g. Launch a new flavour of ice cream for kids with guardian intent to purchaseUse a verb, add an outcome, and commit to a metric. This is what you define as
success for the business.
Use verbs like: Grow / Discover / Inspire / Sell / Transform
ACCOMPLISH
What actions can you and your team complete to achieve the ambition (in less
than 18 months).
What can you change:
Product, Packaging, Pricing, Distribution, Promotion, Process, People & Purpose
ACTIONS
The most important section: what categories of insights would inform how you
act? What would you love to discover?
• We wish we knew _________
• I have a hunch that _________
• The best insight we ever found was _________
Use question words to help focus what insights you require:
What / Why / How / Where / When / Who
INSIGHTS
Finally, we get to the data.
Focus on what data you have (1st party: CRM, sales, etc.) and what datasets you
can collect (2nd/3rd party: e.g. search, social, competitor, sales, media, weather).
Don’t hesitate to list tech you want to try (i.e. AI) or to invent new datasets.
DATA
AAID: Get your ambitions data-ready Take a picture of your sheet and send it to AAID@freemavens.com
HOW TO FILL OUT YOUR FIRST AAID
ACCOMPLISHACTIONSINSIGHTSDATA
BRAN
D
:
AUTHO
R
:
Key metric
e.g. > 25%
We can…
e.g. Create flavour prototypes with the new product development team
Who is key?
e.g. NPD lead
Data we have Data we want Tech we have/want
I wish we knew…
Consumer Cultural Future
Product Brand Market
Purchase Usage Owner
CONSUMER
INSIGHTS
CULTURAL
INSIGHTS
FUTURE
INSIGHTS
PRODUCT
INSIGHTS
BRAND
INSIGHTS
MARKET
INSIGHTS
PURCHASE
INSIGHTS
USAGE
INSIGHTS
OWNER
INSIGHTS
INSIGHTS
STEP 3:
Make a challenge beyond yourself
The words beyond
the brief…
Build me a lounge
that I would miss
my flight for…
GO!
Collective creativity for better intelligence
Find the place & the people
RECAP & CHALLENGE
Prepare your fire
Tearhere
Verb + outcome
e.g. Launch a new flavour of ice cream for kids with guardian intent to purchaseUse a verb, add an outcome, and commit to a metric. This is what you define as
success for the business.
Use verbs like: Grow / Discover / Inspire / Sell / Transform
ACCOMPLISH
What actions can you and your team complete to achieve the ambition (in less
than 18 months).
What can you change:
Product, Packaging, Pricing, Distribution, Promotion, Process, People & Purpose
ACTIONS
The most important section: what categories of insights would inform how you
act? What would you love to discover?
• We wish we knew _________
• I have a hunch that _________
• The best insight we ever found was _________
Use question words to help focus what insights you require:
What / Why / How / Where / When / Who
INSIGHTS
Finally, we get to the data.
Focus on what data you have (1st party: CRM, sales, etc.) and what datasets you
can collect (2nd/3rd party: e.g. search, social, competitor, sales, media, weather).
Don’t hesitate to list tech you want to try (i.e. AI) or to invent new datasets.
DATA
AAID: Get your ambitions data-ready Take a picture of your sheet and send it to AAID@freemavens.com
HOW TO FILL OUT YOUR FIRST AAID
ACCOMPLISHACTIONSINSIGHTSDATA
BRAN
D
:
AUTHO
R
:
Key metric
e.g. > 25%
We can…
e.g. Create flavour prototypes with the new product development team
Who is key?
e.g. NPD lead
Data we have Data we want Tech we have/want
I wish we knew…
Consumer Cultural Future
Product Brand Market
Purchase Usage Owner
Message in a
bottle challenge
Friday January 11th
Collective Creativity
Andrzej K. Moyseowicz
@on_jay

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Collective creativity for better intelligence

  • 1. Collective Creativity Andrzej K. Moyseowicz @on_jay
  • 2. Anytime you see this slide… time to do some work
  • 3. Commit to action now. Pay these 30 minutes back with action! £13,000 to £18,000
  • 5. There are no lone geniuses
  • 6. What is collective creativity?
  • 7. What is collective creativity?
  • 8. The people in this room have a super power…
  • 10. Bias / Ego / Cowardice
  • 13. Empathy via diversity Curiosity via humility Bravery via honesty
  • 15. STEP 1: Find a safe place to build a fire
  • 17. STEP 2: Use an AAID Get one by emailing AAID@freemavens.com
  • 18. GO!
  • 19. Tearhere Verb + outcome e.g. Launch a new flavour of ice cream for kids with guardian intent to purchaseUse a verb, add an outcome, and commit to a metric. This is what you define as success for the business. Use verbs like: Grow / Discover / Inspire / Sell / Transform ACCOMPLISH What actions can you and your team complete to achieve the ambition (in less than 18 months). What can you change: Product, Packaging, Pricing, Distribution, Promotion, Process, People & Purpose ACTIONS The most important section: what categories of insights would inform how you act? What would you love to discover? • We wish we knew _________ • I have a hunch that _________ • The best insight we ever found was _________ Use question words to help focus what insights you require: What / Why / How / Where / When / Who INSIGHTS Finally, we get to the data. Focus on what data you have (1st party: CRM, sales, etc.) and what datasets you can collect (2nd/3rd party: e.g. search, social, competitor, sales, media, weather). Don’t hesitate to list tech you want to try (i.e. AI) or to invent new datasets. DATA AAID: Get your ambitions data-ready Take a picture of your sheet and send it to AAID@freemavens.com HOW TO FILL OUT YOUR FIRST AAID ACCOMPLISHACTIONSINSIGHTSDATA BRAN D : AUTHO R : Key metric e.g. > 25% We can… e.g. Create flavour prototypes with the new product development team Who is key? e.g. NPD lead Data we have Data we want Tech we have/want I wish we knew… Consumer Cultural Future Product Brand Market Purchase Usage Owner
  • 21. STEP 3: Make a challenge beyond yourself
  • 23. Build me a lounge that I would miss my flight for…
  • 24. GO!
  • 26. Find the place & the people
  • 29. Tearhere Verb + outcome e.g. Launch a new flavour of ice cream for kids with guardian intent to purchaseUse a verb, add an outcome, and commit to a metric. This is what you define as success for the business. Use verbs like: Grow / Discover / Inspire / Sell / Transform ACCOMPLISH What actions can you and your team complete to achieve the ambition (in less than 18 months). What can you change: Product, Packaging, Pricing, Distribution, Promotion, Process, People & Purpose ACTIONS The most important section: what categories of insights would inform how you act? What would you love to discover? • We wish we knew _________ • I have a hunch that _________ • The best insight we ever found was _________ Use question words to help focus what insights you require: What / Why / How / Where / When / Who INSIGHTS Finally, we get to the data. Focus on what data you have (1st party: CRM, sales, etc.) and what datasets you can collect (2nd/3rd party: e.g. search, social, competitor, sales, media, weather). Don’t hesitate to list tech you want to try (i.e. AI) or to invent new datasets. DATA AAID: Get your ambitions data-ready Take a picture of your sheet and send it to AAID@freemavens.com HOW TO FILL OUT YOUR FIRST AAID ACCOMPLISHACTIONSINSIGHTSDATA BRAN D : AUTHO R : Key metric e.g. > 25% We can… e.g. Create flavour prototypes with the new product development team Who is key? e.g. NPD lead Data we have Data we want Tech we have/want I wish we knew… Consumer Cultural Future Product Brand Market Purchase Usage Owner
  • 30. Message in a bottle challenge Friday January 11th
  • 31. Collective Creativity Andrzej K. Moyseowicz @on_jay