The document discusses chaos and creativity in marketing on the internet. It begins by explaining how the internet emerged from chaos as an unpredictable emergent phenomenon. It notes how small changes can have large, complex effects (butterfly effect). It also discusses how viral content and social networks rise and fall unpredictably due to many complex interacting factors. The document advocates embracing failure, experimentation, and simplicity to better navigate the inherent chaos of online marketing and take advantage of unexpected opportunities.
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
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
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
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
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
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
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
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
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
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
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
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
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