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Emotional Technology & How Ideas Spread

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Paul Lancaster
Paul Lancaster

Slides from my Techmesh presentation at The Rose Bowl, Leed Metropolitan University on Thursday 8th March 2012. The theme was the often neglected need for emotion in marketing campaigns in order to make products, services and ideas succeed and spread.

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Emotional Technology + How Ideas Spread @lordlancaster @lordlancaster @plandigitaluk http://plandigital.wordpress.com
Everything starts with an idea (the rest is just detail) @lordlancaster @plandigitaluk http://plandigital.wordpress.com
Each new product or service begins with: • Imagination • Creativity • Excitement • Enthusiasm • Belief @lordlancaster @plandigitaluk http://plandigital.wordpress.com
Over time… too many meetings, discussions and amends suck the life out of what was once pure & inspiring! @lordlancaster @plandigitaluk http://plandigital.wordpress.com
At launch, you’re already feeling jaded, de-motivated & bored with the product - just when you need to be at your most enthusiastic! @lordlancaster @plandigitaluk http://plandigital.wordpress.com
The Answer? • Speed to launch • Less talk, more action • Avoid decision by committee • Stay close to the original vision • Fall in love with the product @lordlancaster @plandigitaluk http://plandigital.wordpress.com
Vision & Speed • Named after the domino effect (one powerful idea spreads down the line from person to person) • Cutting out the middle man (in this case the publisher) • Rapid time to market (‘Anything You Want’ = 12 weeks) • Short, pacy books (Designed to be read in under 1hr) • Domino Project Street Team. (Rewarding the sneezers)
Domino Project Street Team
Pillow Talk http://www.youtube.com/watch?v=wrfJ9EOSFEU @lordlancaster @plandigitaluk http://plandigital.wordpress.com
Whether it’s B2C or B2B, people want: • Inspiration • Storytelling • Solutions • Beauty & emotion @lordlancaster @plandigitaluk http://plandigital.wordpress.com
Think like Don Draper http://www.youtube.com/watch?v=suRDUFpsHus @lordlancaster @plandigitaluk http://plandigital.wordpress.com
NO EMAIL DAY 11.11.11 www.facebook.com/NoEmailDay @NoEmailDayHQ
Everything starts with an idea (the rest is just detail) @lordlancaster @plandigitaluk http://plandigital.wordpress.com

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Emotional Technology & How Ideas Spread

  • 1. Emotional Technology + How Ideas Spread @lordlancaster @lordlancaster @plandigitaluk http://plandigital.wordpress.com
  • 2. Everything starts with an idea (the rest is just detail) @lordlancaster @plandigitaluk http://plandigital.wordpress.com
  • 3. Each new product or service begins with: • Imagination • Creativity • Excitement • Enthusiasm • Belief @lordlancaster @plandigitaluk http://plandigital.wordpress.com
  • 4. Over time… too many meetings, discussions and amends suck the life out of what was once pure & inspiring! @lordlancaster @plandigitaluk http://plandigital.wordpress.com
  • 5. At launch, you’re already feeling jaded, de-motivated & bored with the product - just when you need to be at your most enthusiastic! @lordlancaster @plandigitaluk http://plandigital.wordpress.com
  • 6. The Answer? • Speed to launch • Less talk, more action • Avoid decision by committee • Stay close to the original vision • Fall in love with the product @lordlancaster @plandigitaluk http://plandigital.wordpress.com
  • 7. Vision & Speed • Named after the domino effect (one powerful idea spreads down the line from person to person) • Cutting out the middle man (in this case the publisher) • Rapid time to market (‘Anything You Want’ = 12 weeks) • Short, pacy books (Designed to be read in under 1hr) • Domino Project Street Team. (Rewarding the sneezers)
  • 9. Pillow Talk http://www.youtube.com/watch?v=wrfJ9EOSFEU @lordlancaster @plandigitaluk http://plandigital.wordpress.com
  • 10. Whether it’s B2C or B2B, people want: • Inspiration • Storytelling • Solutions • Beauty & emotion @lordlancaster @plandigitaluk http://plandigital.wordpress.com
  • 11. Think like Don Draper http://www.youtube.com/watch?v=suRDUFpsHus @lordlancaster @plandigitaluk http://plandigital.wordpress.com
  • 12. NO EMAIL DAY 11.11.11 www.facebook.com/NoEmailDay @NoEmailDayHQ
  • 13. Everything starts with an idea (the rest is just detail) @lordlancaster @plandigitaluk http://plandigital.wordpress.com