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Chaos & Creativity




Chaos & Creativity: Special Marketing Edition   special marketing edition
                                                                        JasonTheodor.com
Introduction
                                        to Nothing
Chaos & Creativity: Special Marketing Edition         JasonTheodor.com
Jason Theodor




Chaos & Creativity: Special Marketing Edition                   JasonTheodor.com
@jted




                                                Jason Theodor




Chaos & Creativity: Special Marketing Edition                   JasonTheodor.com
Chaos & Creativity: Special Marketing Edition   JasonTheodor.com
Chaos & Creativity: Special Marketing Edition   JasonTheodor.com
What is an interactive
                                  Creative Director?




Chaos & Creativity: Special Marketing Edition             JasonTheodor.com
Chaos & Creativity: Special Marketing Edition   JasonTheodor.com
“             I facilitates ideas. I direct the
              creation of communications so that
              they solve a specific client problem
              or need using the appropriate
              digital channels, and then I oversee
              the output of designers, art
              directors, copywriters, information

              programmers, planners and
                                                “
              architects, user experience experts,

              marketing scientists, all the while
              keeping the bigger vision in mind.

Chaos & Creativity: Special Marketing Edition    JasonTheodor.com
Chaos & Creativity: Special Marketing Edition   JasonTheodor.com
I make ads on the interweb.




Chaos & Creativity: Special Marketing Edition          JasonTheodor.com
2010 Global Ad Spend
                                                $441,200,000,000.00

                                                2010 Internet Ad Spend
                                                $60,400,000,000.00
                                                (13.7%)

                                                and yet…


Chaos & Creativity: Special Marketing Edition                       JasonTheodor.com
81% of GenY find ads irrelevant.
                   $49,086,000,000.00 wasted




Chaos & Creativity: Special Marketing Edition       JasonTheodor.com
Scary, isn’t it?




Chaos & Creativity: Special Marketing Edition                  JasonTheodor.com
Question:
                            What is a creative person
                                most afraid of?




Chaos & Creativity: Special Marketing Edition           JasonTheodor.com
Nothing


Chaos & Creativity: Special Marketing Edition    JasonTheodor.com
writer’s b
                             lock                       the fear
                               uninspire d            mental barriers
               inertia                                       i dealess


                                       Nothing
                     tabula rasa                         emptiness

                 b lank o ut                    creative cons tipation


Chaos & Creativity: Special Marketing Edition                        JasonTheodor.com
What if I run out of ideas?




Chaos & Creativity: Special Marketing Edition            JasonTheodor.com
“The frightening &
                                                most difficult thing
                                                about being a creative
                                                person is that you have
                                                absolutely no idea
                                                where any of your
                                                thoughts come from.”

                                                      -Hal Riney
                                                         Creative Director




Chaos & Creativity: Special Marketing Edition                          JasonTheodor.com
Director is such a misnomer.
             Like you are in ‘control’ of anything.




Chaos & Creativity: Special Marketing Edition         JasonTheodor.com
waterco o ler rebel
                                                Alex Bogusky (CP+B)
                           Chief Creative Insurgent




Chaos & Creativity: Special Marketing Edition                         JasonTheodor.com
fi res tarter
                                                Glen Hunt (Dentsu)
                                      Creative Catalyst




Chaos & Creativity: Special Marketing Edition                        JasonTheodor.com
ent p heno m e n is t
                 emerg
                                        Jason Theodor (Blast Radius)
                                   Creative Connector




Chaos & Creativity: Special Marketing Edition                          JasonTheodor.com
Stop Directing
                                       Start Connecting




Chaos & Creativity: Special Marketing Edition             JasonTheodor.com
Associations
                                        not Assumptions




Chaos & Creativity: Special Marketing Edition             JasonTheodor.com
The Nine Dotswith
                              Problem

Chaos & Creativity: Special Marketing Edition   JasonTheodor.com
The Problem With Nine Dots
      assumption one: you must stay within the perimeter of the dots


                                                               kes
                                             ts i n fo ur s tro
                        connec t all the do
                                           ing yo ur pencil
                            w itho ut lift




Chaos & Creativity: Special Marketing Edition                          JasonTheodor.com
The Problem With Nine Dots
      assumption one: you must stay within the perimeter of the dots



                                                4 st rokes!


                                                                         o ut si d e
                                                                 t hink     box!
                                                                    of the




Chaos & Creativity: Special Marketing Edition                                  JasonTheodor.com
The Problem With Nine Dots
      assumption two: you must go through the centre of the dots



                                                3 s trokes!




Chaos & Creativity: Special Marketing Edition                      JasonTheodor.com
The Problem With Nine Dots
      assumption three: you must stay on a 2D plane



                                                1 s troke!




Chaos & Creativity: Special Marketing Edition                JasonTheodor.com
The Problem With Nine Dots
      other assumptions: you can’t shrink, fold, or rip




Chaos & Creativity: Special Marketing Edition             JasonTheodor.com
Think Outside the Box
      what it really means




                      “I can’t articulate how you
                   could improve on the idea so I’ll
                    pressure you to change it with
                     no clear input or direction.”




Chaos & Creativity: Special Marketing Edition          JasonTheodor.com
Chaos & Creativity: Special Marketing Edition   JasonTheodor.com
There is No Box!
      stop binary thinking




        bad ideas                                           good ideas
       your ideas                                           my ideas
   inside the box                                           outside the box

                                      {         beautiful
                                                grey area
Chaos & Creativity: Special Marketing Edition                         JasonTheodor.com
Creativity is the act of
                                connecting things in
                                  unexpected ways




Chaos & Creativity: Special Marketing Edition              JasonTheodor.com
Creativity is the act of
                                connecting things in
                                  unexpected ways


                                                       conne
                                          action             ction




                                                                where the
                                                   deviation    mag ic happens




Chaos & Creativity: Special Marketing Edition                                    JasonTheodor.com
Chaos & Creativity: Special Marketing Edition   JasonTheodor.com
In The Beginning
                   There was No Internet
Chaos & Creativity: Special Marketing Edition   JasonTheodor.com
Chaos & Creativity: Special Marketing Edition   JasonTheodor.com
what is chaos?




Chaos & Creativity: Special Marketing Edition                    JasonTheodor.com
w ish to  make
            If yo u             scratch,
        {the intern et} f ro m
                   us t firs t invent
            yo u m
                 the u  niverse
                              -Car l Sagan
Chaos & Creativity: Special Marketing Edition   JasonTheodor.com
w ish to  make
            If yo u             scratch,
        {the intern et} f ro m
                   us t firs t invent
            yo u m
                 the u  niverse
                              -Car l Sagan
Chaos & Creativity: Special Marketing Edition   JasonTheodor.com
In the beginning there was nothing.
                    No internet. No nothing.




Chaos & Creativity: Special Marketing Edition       JasonTheodor.com
The Greeks called this
                                  the void, or khaos.




Chaos & Creativity: Special Marketing Edition             JasonTheodor.com
Scientists call chaos
                    “formless primordial matter”
                        (the stuff before stuff)




Chaos & Creativity: Special Marketing Edition      JasonTheodor.com
Chaos = Nothing =
                                    Infinite Possibility




Chaos & Creativity: Special Marketing Edition             JasonTheodor.com
This lead to the
                              emergent phenomenon
                                 of the universe.




Chaos & Creativity: Special Marketing Edition       JasonTheodor.com
BANG!                                When we think of
                                      the Big Bang we
                                     imagine it like this:




Chaos & Creativity: Special Marketing Edition                JasonTheodor.com
or this…




Chaos & Creativity: Special Marketing Edition              JasonTheodor.com
When really it
                                            looked more
                                              like this.




Chaos & Creativity: Special Marketing Edition                JasonTheodor.com
Chaos & Creativity: Special Marketing Edition   JasonTheodor.com
It took a full three minutes
            before the Universe was cool enough
                       for light to shine.




Chaos & Creativity: Special Marketing Edition     JasonTheodor.com
The creation of the universe
                         was spawned from pure,
                           unadulterated chaos.




Chaos & Creativity: Special Marketing Edition          JasonTheodor.com
From infinite possibility.




Chaos & Creativity: Special Marketing Edition             JasonTheodor.com
From
                                       Nothing  (so don’t be scared)




Chaos & Creativity: Special Marketing Edition                          JasonTheodor.com
Termite Cathedrals
                 and Double Rainbows
Chaos & Creativity: Special Marketing Edition   JasonTheodor.com
Water is a series of hexagonal,
                        networked molecules.




Chaos & Creativity: Special Marketing Edition          JasonTheodor.com
networks of hexigons




Chaos & Creativity: Special Marketing Edition          JasonTheodor.com
The convergence
of multiple, simple
   interactions can
 lead to a complex
    system which is
      much greater
    than the sum of
          its parts.




Chaos & Creativity: Special Marketing Edition   JasonTheodor.com
ARPANET
      advanced research projects agency network




Chaos & Creativity: Special Marketing Edition     JasonTheodor.com
ARPANET
      advanced research projects agency network




Chaos & Creativity: Special Marketing Edition     JasonTheodor.com
ARPANET
      advanced research projects agency network




Chaos & Creativity: Special Marketing Edition     JasonTheodor.com
ARPANET
      advanced research projects agency network




Chaos & Creativity: Special Marketing Edition     JasonTheodor.com
ARPANET
      advanced research projects agency network




Chaos & Creativity: Special Marketing Edition     JasonTheodor.com
ARPANET
      advanced research projects agency network




Chaos & Creativity: Special Marketing Edition     JasonTheodor.com
Emergent Phenomena




Chaos & Creativity: Special Marketing Edition       JasonTheodor.com
Remind you of anything?




Chaos & Creativity: Special Marketing Edition         JasonTheodor.com
The internet is
                                                an emergent
                                                phenomenon,
                                                filled with chaos
                                                and order




Chaos & Creativity: Special Marketing Edition                  JasonTheodor.com
chaos                                order
                 0                               1




Chaos & Creativity: Special Marketing Edition        JasonTheodor.com
chaos                                order
                 0                               1




Chaos & Creativity: Special Marketing Edition        JasonTheodor.com
creation

           chaos                                           order
                 0                                            1
            nothing                                        something
            infinite                                        singular
          potential                                         reality




Chaos & Creativity: Special Marketing Edition                         JasonTheodor.com
“Unpredictable behaviour so
              sensitive to changes and conditions
                   that it appears random.”




Chaos & Creativity: Special Marketing Edition       JasonTheodor.com
This is the definition of
                                    Chaos Theory




Chaos & Creativity: Special Marketing Edition              JasonTheodor.com
aka
                                  The Butterfly Effect




Chaos & Creativity: Special Marketing Edition           JasonTheodor.com
The beat of a butterfly wing can cause
             small and increasingly complex
               changes in weather patterns


                                    and alter the course
                                      of a hurricane.




Chaos & Creativity: Special Marketing Edition              JasonTheodor.com
Chaos Theory explains how
                         we cannot explain things.




Chaos & Creativity: Special Marketing Edition        JasonTheodor.com
Like the random,
                               unpredictable nature of
                                 internet memes.




Chaos & Creativity: Special Marketing Edition            JasonTheodor.com
Chaos & Creativity: Special Marketing Edition   JasonTheodor.com
Brand Hijacking
      Introducing Leonardo DeHapprio




Chaos & Creativity: Special Marketing Edition   JasonTheodor.com
SunnyD & Rum by u8a22




Chaos & Creativity: Special Marketing Edition      JasonTheodor.com
nothing but chaos




Chaos & Creativity: Special Marketing Edition              JasonTheodor.com
And the rapid rise and
                               fall of social networks.




Chaos & Creativity: Special Marketing Edition             JasonTheodor.com
I’m not
            dead yet!


             The Age of Interruption is Waning




Chaos & Creativity: Special Marketing Edition    JasonTheodor.com
Immersive to Social Marketing
      the experience becomes a relationship




       I do remember the
      Subservient Chicken.
         It was delicious.
                                                @OldSpice




Chaos & Creativity: Special Marketing Edition               JasonTheodor.com
Some people think that by
                        observing, measuring and
                       recording best practices that
                        they can predict what will
                           happen next online.




Chaos & Creativity: Special Marketing Edition          JasonTheodor.com
Much like an internet meteorologist.




Chaos & Creativity: Special Marketing Edition      JasonTheodor.com
The human brain craves reason.
   With hindsight, anything can be explained.


Chaos & Creativity: Special Marketing Edition   JasonTheodor.com
Viral vs. ‘Viral Marketing’




Chaos & Creativity: Special Marketing Edition            JasonTheodor.com
Chaos & Creativity: Special Marketing Edition   JasonTheodor.com
Temptation is to analyze
                              and clone this success


Chaos & Creativity: Special Marketing Edition           JasonTheodor.com
Nothing

                                                 3%

Chaos & Creativity: Special Marketing Edition    JasonTheodor.com
But it was made popular by a
             confluence of events (emergent
           phenomena) too complex for anyone,
              even a computer, to completely
               understand (chaos theory).




Chaos & Creativity: Special Marketing Edition   JasonTheodor.com
Just because it’s rationalized
          does not mean it becomes predictable.




Chaos & Creativity: Special Marketing Edition   JasonTheodor.com
Nassim Nicholas Taleb
                   calls this rationalized hindsight
                   the 3rd result of a Black Swan.




Chaos & Creativity: Special Marketing Edition          JasonTheodor.com
The Black Swan
                               of Chaos
Chaos & Creativity: Special Marketing Edition   JasonTheodor.com
Black Swan:
                                                1. Unexpected
                                                2. World-changing
                                                3. Rationalized (in hindsight)




Chaos & Creativity: Special Marketing Edition                           JasonTheodor.com
The Internet is a
                     chaotic emergent black swan.




Chaos & Creativity: Special Marketing Edition       JasonTheodor.com
WTF can you do with that?




Chaos & Creativity: Special Marketing Edition         JasonTheodor.com
How to brace yourself for
                       Black Swans, or even better,
                         take advantage of them?




Chaos & Creativity: Special Marketing Edition         JasonTheodor.com
1. What is fragile should break early
            while it is still small. Nothing should
                ever become Too Big to Fail.
                                                —Taleb




Chaos & Creativity: Special Marketing Edition            JasonTheodor.com
Fail early and fail often.
                              Success is 99% failure.




Chaos & Creativity: Special Marketing Edition              JasonTheodor.com
Learn from
                                                 failure &
                                                 move on




Chaos & Creativity: Special Marketing Edition                JasonTheodor.com
Learn from
                                                 failure &
                                                 move on




Chaos & Creativity: Special Marketing Edition                JasonTheodor.com
You have to plan your
        corporate strategy
         around what the
          internet does.
                               Google CEO Eric Schmidt




Chaos & Creativity: Special Marketing Edition            JasonTheodor.com
Create a FAIL! budget.




Chaos & Creativity: Special Marketing Edition            JasonTheodor.com
Chevy Tahoe’s UGC Mistake/Brilliance




Chaos & Creativity: Special Marketing Edition                JasonTheodor.com
Troll Defence!




Chaos & Creativity: Special Marketing Edition                JasonTheodor.com
Experiment. Iterate.
                                         Learn.




Chaos & Creativity: Special Marketing Edition             JasonTheodor.com
COMPLEX
                                 SIMPLE
                             5. Counter–balance
                          complexity with simplicity.
                                                —Taleb




Chaos & Creativity: Special Marketing Edition            JasonTheodor.com
SIMPLE
                                COMPLEX
                             5. Counter–balance
                          complexity with simplicity.
                                                —Taleb




Chaos & Creativity: Special Marketing Edition            JasonTheodor.com
First Banner Ad
      AT&T online paid advertisment on HotWired, October 25th, 1994




Chaos & Creativity: Special Marketing Edition                         JasonTheodor.com
As bandwidth improved,
                         ads got bigger and ‘flashier’
                               (and smarter).




Chaos & Creativity: Special Marketing Edition           JasonTheodor.com
And yet, average
                                      click-through rate:
                                             0.2%




Chaos & Creativity: Special Marketing Edition               JasonTheodor.com
vokens
                                                   pop-ups
                                                 pop-unders
                                                 take-overs
                                                interstitials
                                                  pre-rolls




Chaos & Creativity: Special Marketing Edition                   JasonTheodor.com
Linguists define chaos as
                              disorder & confusion.




Chaos & Creativity: Special Marketing Edition           JasonTheodor.com
Chaos & Creativity: Special Marketing Edition   JasonTheodor.com
Chaos & Creativity: Special Marketing Edition   JasonTheodor.com
Chaos & Creativity: Special Marketing Edition   JasonTheodor.com
34,560 hours
                        of video uploaded every day.
                           2,000,000,000 views
                             streamed every day.




Chaos & Creativity: Special Marketing Edition          JasonTheodor.com
Chaos & Creativity: Special Marketing Edition   JasonTheodor.com
Don’t do everything at once!




Chaos & Creativity: Special Marketing Edition          JasonTheodor.com
Pick 1 or 2 things and do them well




Chaos & Creativity: Special Marketing Edition       JasonTheodor.com
10. Make an omelette
                                                  with broken eggs.
                                                        —Taleb



Chaos & Creativity: Special Marketing Edition                      JasonTheodor.com
What do you think is the #1
                           Branded Viral Video?




Chaos & Creativity: Special Marketing Edition          JasonTheodor.com
134,246,499
                                                   views




Chaos & Creativity: Special Marketing Edition                 JasonTheodor.com
Started with $50
                                           No Agency




Chaos & Creativity: Special Marketing Edition              JasonTheodor.com
Some Items Blended:
                                       Marbles
                                       Golf Balls
                                     Rake Handle
                                     Rubik’s Cube
                                     Wii Remote
                                     Credit Cards
                                   3 Hockey Pucks
                                 Chuck Norris (figure)
                                      Ford Fiesta
                                    6 Bic Lighters
                                    12 Glow Sticks
                                       Avacados
                                         iPad
                                       Vuvuzela
Chaos & Creativity: Special Marketing Edition           JasonTheodor.com
Chaos & Creativity: Special Marketing Edition   JasonTheodor.com
“When life
                                        gives you chaos,
                                         will it blend?”




Chaos & Creativity: Special Marketing Edition              JasonTheodor.com
Conclusion

Chaos & Creativity: Special Marketing Edition          JasonTheodor.com
Chaos=Infinite Possibilities
            Make Associations, Not Assumptions
                     There is No Box
                   Fail Early, Fail Often
             Simplicity Trumps Complexity
                   Use What You Have




Chaos & Creativity: Special Marketing Edition    JasonTheodor.com
Chaos & Creativity: Special Marketing Edition   JasonTheodor.com
Credits
      some of these images are copyright protected by their respective owners




                 Angel Tears font                3D VRML Map of the Internet            Termite Cathedral
                  by Billy Argel                by the Opte Project, Jan. 15, 2005   by Yewenyi on Wikipedia




               Triangulum Galaxy                      Noise! Noise! Noise!                    “1984”
                    by NASA                        by Chuck Jones & Dr. Seuss         by Ridley Scott & Apple


Chaos & Creativity: Special Marketing Edition                                                                   JasonTheodor.com
Credits
      some of these images are copyright protected by their respective owners




           The Internet Mapping Project         I Don’t Know What I Did Before The Internet         Subservient Chicken
                   by Kevin Kelly                            by Lee Crutchley                             by CP+B




                 Google Classic                          Another Caveman Cartoon              Portrait of Google CEO Eric Schmidt
                by g l u b on Flickr                             by Baloo                         by Albert Watson for Money


Chaos & Creativity: Special Marketing Edition                                                                                JasonTheodor.com
Credits
      some of these images are copyright protected by their respective owners




          The Science of Coke and Mentos                  Double OMG!                      Caution - This is Sparta
                  by EepyBird.com                        by David Schwen                  by il0gical on deviantART




                 Pencil Sculpture               Understanding the Creative Director       First Node on ARPANET
                 by Dalton Ghetti                    by lunchbreath on Flickr         UCLA, Sept. 2, 1969, Alex McKenzie


Chaos & Creativity: Special Marketing Edition                                                                         JasonTheodor.com
Credits
      some of these images are copyright protected by their respective owners




            Primary Internet Gateways           Life Before Google (Chuck & Beans)          In Ur Reality
           June 18th 1985, by Marty Lyons                     by Brian                         by xkcd




                 Symbol of Chaos                           Snowflakes                         4chan memes
               by Michael Moorcock                 by Wilson Bentley, 1865-1931      by *.externet.hu for 4chan.org


Chaos & Creativity: Special Marketing Edition                                                                     JasonTheodor.com
Credits
      some of these images are copyright protected by their respective owners




                  "shells redux"                               "Chaos on black"                                "NO CHAOS"
               flickr photo by Darny            flickr photo by daliborlev [too cold to shoot]       flickr photo by alles-schlumpf




                  "Arcing Event"                        "Times Square Collage" (detail)               "The Dark Blue Bird" (detail)
             flickr photo by St Steve                                                                by Edward Lear (1812-88). Ink &
                                                       flickr photo by leonardo.bonanni           watercolour, one of six. England, 1880.



Chaos & Creativity: Special Marketing Edition                                                                                      JasonTheodor.com
Credits
      some of these images are copyright protected by their respective owners




       "Light drawing during insomnia" (detail)   "91 variations on a theme" (detail)                "Butterfly Wing"
              flickr photo by Lucas Janin             flickr photo by kevindooley                 flickr photo by Pikaluk




          The Ultimate Social Media Diagram?                   "Sunrise"                Free Hand Drawn Doodle Icon Set for Bloggers
                    by Tom Cunniff                       flickr photo by Krug6                        by Chris Spooner




Chaos & Creativity: Special Marketing Edition                                                                               JasonTheodor.com
Credits
      some of these images are copyright protected by their respective owners




      Hurricane Isabel Over The Atlantic Ocean     Computer Monitor Screen Image Simulated               A Cartoon
      International Space Station (Expedition 7)              by Andrew pmk                  by Mr. Fish for Harper’s Magazine




         3 PS3s = (Part Of) A Human Brain
           found by plunkett@Kotaku.com


Chaos & Creativity: Special Marketing Edition                                                                               JasonTheodor.com
Review & Share:
                                                   slideshare.net/jted




                  Contact



                                                jason.theodor@gmail.com
                                                JasonTheodor.com
                                                @jted



Chaos & Creativity: Special Marketing Edition                             JasonTheodor.com

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Special Marketing Edition of Chaos and Creativity

  • 1. Chaos & Creativity Chaos & Creativity: Special Marketing Edition special marketing edition JasonTheodor.com
  • 2. Introduction to Nothing Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 3. Jason Theodor Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 4. @jted Jason Theodor Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 5. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 6. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 7. What is an interactive Creative Director? Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 8. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 9. I facilitates ideas. I direct the creation of communications so that they solve a specific client problem or need using the appropriate digital channels, and then I oversee the output of designers, art directors, copywriters, information programmers, planners and “ architects, user experience experts, marketing scientists, all the while keeping the bigger vision in mind. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 10. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 11. I make ads on the interweb. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 12. 2010 Global Ad Spend $441,200,000,000.00 2010 Internet Ad Spend $60,400,000,000.00 (13.7%) and yet… Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 13. 81% of GenY find ads irrelevant. $49,086,000,000.00 wasted Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 14. Scary, isn’t it? Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 15. Question: What is a creative person most afraid of? Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 16. Nothing Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 17. writer’s b lock the fear uninspire d mental barriers inertia i dealess Nothing tabula rasa emptiness b lank o ut creative cons tipation Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 18. What if I run out of ideas? Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 19. “The frightening & most difficult thing about being a creative person is that you have absolutely no idea where any of your thoughts come from.” -Hal Riney Creative Director Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 20. Director is such a misnomer. Like you are in ‘control’ of anything. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 21. waterco o ler rebel Alex Bogusky (CP+B) Chief Creative Insurgent Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 22. fi res tarter Glen Hunt (Dentsu) Creative Catalyst Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 23. ent p heno m e n is t emerg Jason Theodor (Blast Radius) Creative Connector Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 24. Stop Directing Start Connecting Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 25. Associations not Assumptions Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 26. The Nine Dotswith Problem Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 27. The Problem With Nine Dots assumption one: you must stay within the perimeter of the dots kes ts i n fo ur s tro connec t all the do ing yo ur pencil w itho ut lift Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 28. The Problem With Nine Dots assumption one: you must stay within the perimeter of the dots 4 st rokes! o ut si d e t hink box! of the Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 29. The Problem With Nine Dots assumption two: you must go through the centre of the dots 3 s trokes! Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 30. The Problem With Nine Dots assumption three: you must stay on a 2D plane 1 s troke! Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 31. The Problem With Nine Dots other assumptions: you can’t shrink, fold, or rip Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 32. Think Outside the Box what it really means “I can’t articulate how you could improve on the idea so I’ll pressure you to change it with no clear input or direction.” Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 33. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 34. There is No Box! stop binary thinking bad ideas good ideas your ideas my ideas inside the box outside the box { beautiful grey area Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 35. Creativity is the act of connecting things in unexpected ways Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 36. Creativity is the act of connecting things in unexpected ways conne action ction where the deviation mag ic happens Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 37. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 38. In The Beginning There was No Internet Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 39. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 40. what is chaos? Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 41. w ish to make If yo u scratch, {the intern et} f ro m us t firs t invent yo u m the u niverse -Car l Sagan Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 42. w ish to make If yo u scratch, {the intern et} f ro m us t firs t invent yo u m the u niverse -Car l Sagan Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 43. In the beginning there was nothing. No internet. No nothing. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 44. The Greeks called this the void, or khaos. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 45. Scientists call chaos “formless primordial matter” (the stuff before stuff) Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 46. Chaos = Nothing = Infinite Possibility Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 47. This lead to the emergent phenomenon of the universe. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 48. BANG! When we think of the Big Bang we imagine it like this: Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 49. or this… Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 50. When really it looked more like this. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 51. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 52. It took a full three minutes before the Universe was cool enough for light to shine. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 53. The creation of the universe was spawned from pure, unadulterated chaos. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 54. From infinite possibility. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 55. From Nothing (so don’t be scared) Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 56. Termite Cathedrals and Double Rainbows Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 57. Water is a series of hexagonal, networked molecules. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 58. networks of hexigons Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 59. The convergence of multiple, simple interactions can lead to a complex system which is much greater than the sum of its parts. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 60. ARPANET advanced research projects agency network Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 61. ARPANET advanced research projects agency network Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 62. ARPANET advanced research projects agency network Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 63. ARPANET advanced research projects agency network Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 64. ARPANET advanced research projects agency network Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 65. ARPANET advanced research projects agency network Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 66. Emergent Phenomena Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 67. Remind you of anything? Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 68. The internet is an emergent phenomenon, filled with chaos and order Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 69. chaos order 0 1 Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 70. chaos order 0 1 Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 71. creation chaos order 0 1 nothing something infinite singular potential reality Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 72. “Unpredictable behaviour so sensitive to changes and conditions that it appears random.” Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 73. This is the definition of Chaos Theory Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 74. aka The Butterfly Effect Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 75. The beat of a butterfly wing can cause small and increasingly complex changes in weather patterns and alter the course of a hurricane. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 76. Chaos Theory explains how we cannot explain things. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 77. Like the random, unpredictable nature of internet memes. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 78. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 79. Brand Hijacking Introducing Leonardo DeHapprio Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 80. SunnyD & Rum by u8a22 Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 81. nothing but chaos Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 82. And the rapid rise and fall of social networks. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 83. I’m not dead yet! The Age of Interruption is Waning Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 84. Immersive to Social Marketing the experience becomes a relationship I do remember the Subservient Chicken. It was delicious. @OldSpice Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 85. Some people think that by observing, measuring and recording best practices that they can predict what will happen next online. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 86. Much like an internet meteorologist. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 87. The human brain craves reason. With hindsight, anything can be explained. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 88. Viral vs. ‘Viral Marketing’ Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 89. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 90. Temptation is to analyze and clone this success Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 91. Nothing 3% Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 92. But it was made popular by a confluence of events (emergent phenomena) too complex for anyone, even a computer, to completely understand (chaos theory). Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 93. Just because it’s rationalized does not mean it becomes predictable. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 94. Nassim Nicholas Taleb calls this rationalized hindsight the 3rd result of a Black Swan. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 95. The Black Swan of Chaos Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 96. Black Swan: 1. Unexpected 2. World-changing 3. Rationalized (in hindsight) Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 97. The Internet is a chaotic emergent black swan. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 98. WTF can you do with that? Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 99. How to brace yourself for Black Swans, or even better, take advantage of them? Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 100. 1. What is fragile should break early while it is still small. Nothing should ever become Too Big to Fail. —Taleb Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 101. Fail early and fail often. Success is 99% failure. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 102. Learn from failure & move on Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 103. Learn from failure & move on Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 104. You have to plan your corporate strategy around what the internet does. Google CEO Eric Schmidt Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 105. Create a FAIL! budget. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 106. Chevy Tahoe’s UGC Mistake/Brilliance Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 107. Troll Defence! Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 108. Experiment. Iterate. Learn. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 109. COMPLEX SIMPLE 5. Counter–balance complexity with simplicity. —Taleb Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 110. SIMPLE COMPLEX 5. Counter–balance complexity with simplicity. —Taleb Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 111. First Banner Ad AT&T online paid advertisment on HotWired, October 25th, 1994 Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 112. As bandwidth improved, ads got bigger and ‘flashier’ (and smarter). Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 113. And yet, average click-through rate: 0.2% Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 114. vokens pop-ups pop-unders take-overs interstitials pre-rolls Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 115. Linguists define chaos as disorder & confusion. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 116. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 117. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 118. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 119. 34,560 hours of video uploaded every day. 2,000,000,000 views streamed every day. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 120. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 121. Don’t do everything at once! Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 122. Pick 1 or 2 things and do them well Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 123. 10. Make an omelette with broken eggs. —Taleb Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 124. What do you think is the #1 Branded Viral Video? Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 125. 134,246,499 views Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 126. Started with $50 No Agency Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 127. Some Items Blended: Marbles Golf Balls Rake Handle Rubik’s Cube Wii Remote Credit Cards 3 Hockey Pucks Chuck Norris (figure) Ford Fiesta 6 Bic Lighters 12 Glow Sticks Avacados iPad Vuvuzela Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 128. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 129. “When life gives you chaos, will it blend?” Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 130. Conclusion Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 131. Chaos=Infinite Possibilities Make Associations, Not Assumptions There is No Box Fail Early, Fail Often Simplicity Trumps Complexity Use What You Have Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 132. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 133. Credits some of these images are copyright protected by their respective owners Angel Tears font 3D VRML Map of the Internet Termite Cathedral by Billy Argel by the Opte Project, Jan. 15, 2005 by Yewenyi on Wikipedia Triangulum Galaxy Noise! Noise! Noise! “1984” by NASA by Chuck Jones & Dr. Seuss by Ridley Scott & Apple Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 134. Credits some of these images are copyright protected by their respective owners The Internet Mapping Project I Don’t Know What I Did Before The Internet Subservient Chicken by Kevin Kelly by Lee Crutchley by CP+B Google Classic Another Caveman Cartoon Portrait of Google CEO Eric Schmidt by g l u b on Flickr by Baloo by Albert Watson for Money Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 135. Credits some of these images are copyright protected by their respective owners The Science of Coke and Mentos Double OMG! Caution - This is Sparta by EepyBird.com by David Schwen by il0gical on deviantART Pencil Sculpture Understanding the Creative Director First Node on ARPANET by Dalton Ghetti by lunchbreath on Flickr UCLA, Sept. 2, 1969, Alex McKenzie Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 136. Credits some of these images are copyright protected by their respective owners Primary Internet Gateways Life Before Google (Chuck & Beans) In Ur Reality June 18th 1985, by Marty Lyons by Brian by xkcd Symbol of Chaos Snowflakes 4chan memes by Michael Moorcock by Wilson Bentley, 1865-1931 by *.externet.hu for 4chan.org Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 137. Credits some of these images are copyright protected by their respective owners "shells redux" "Chaos on black" "NO CHAOS" flickr photo by Darny flickr photo by daliborlev [too cold to shoot] flickr photo by alles-schlumpf "Arcing Event" "Times Square Collage" (detail) "The Dark Blue Bird" (detail) flickr photo by St Steve by Edward Lear (1812-88). Ink & flickr photo by leonardo.bonanni watercolour, one of six. England, 1880. Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 138. Credits some of these images are copyright protected by their respective owners "Light drawing during insomnia" (detail) "91 variations on a theme" (detail) "Butterfly Wing" flickr photo by Lucas Janin flickr photo by kevindooley flickr photo by Pikaluk The Ultimate Social Media Diagram? "Sunrise" Free Hand Drawn Doodle Icon Set for Bloggers by Tom Cunniff flickr photo by Krug6 by Chris Spooner Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 139. Credits some of these images are copyright protected by their respective owners Hurricane Isabel Over The Atlantic Ocean Computer Monitor Screen Image Simulated A Cartoon International Space Station (Expedition 7) by Andrew pmk by Mr. Fish for Harper’s Magazine 3 PS3s = (Part Of) A Human Brain found by plunkett@Kotaku.com Chaos & Creativity: Special Marketing Edition JasonTheodor.com
  • 140. Review & Share: slideshare.net/jted Contact jason.theodor@gmail.com JasonTheodor.com @jted Chaos & Creativity: Special Marketing Edition JasonTheodor.com