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How to create something meaningful.
How to create something
             meaningful.
(#Meaning, #Research, #DesignThinking, #Insights, #Start-up Mentality, #Strategy)

               Guest-Lecture @MiamiAd School | Christian Riedel
                       *All pictures used for educational purpose*
If you like to deep dive into planning and strategy: Join
the Planning Barcamp in Hamburg on August 19th.

For more info like the facebook-page:
http://www.facebook.com/planningbarcamp
Why I am here
  today?
To inspire your
     task....
Your Task:
Reinvent advertising: Take a brand and create a
meaningful object that people like with design
thinking and start-up attitude.
v ertising means
R einventing ad       we think and c reate things.
                    y
rein venting the wa




         from messaging                to meaning
       from aesthetic overpromise
                                        to storytelling
            and interruption
                                        and software
         from art director and      to design thinker and
              copywriter                 storyteller
h"p://www.flickr.com/photos/publicdesigncenter/2344579422/




    Two things I‘ll talk about:
                                                                                            l things
                                                            2. How to create meaningfu
           1.What is the meaning of meaning?                                                 e design
                                                            A practical introduction into th
           A theoretical thinking                                                            menatlity
                                                            thinking process and start up
           into the meaning of meaning -                                                    s to help
                                                            with some tipps and exercise
           showing why inspiration, research and                                           ngful.
                                                            you create something meani
           insights are important.
1. Thinking about
     meaning
What is the meaning of the ballon?
I Love
      you!




What is the meaning of the ballon?
I Love
  It shows that you
    are against the
      you!
     war in lybia.




What is the meaning of the ballon?
knowLove
      IDid you you
         that these
  It shows that
    are against the
     ballons are
       you!
     war in lybia.
    produced in
   sweat shops.




What is the meaning of the ballon?
knowLove
      IDid you you
      Happy
         that these
  It shows that
    are against the
     ballons are
       you!
   birthday!
     war in lybia.
    produced in
   sweat shops.




What is the meaning of the ballon?
knowLove
       IDid you you
   There that chip
          is a these
       Happy
   It shows that
   in it. You are
      ballons can
     are against the
        you!
    birthday!
 track the postion
      war in lybia.
     produced in
   sweat your
    with shops.
     iPhone.




What is the meaning of the ballon?
It Did you
          is one of
     I Love
 the showsorganic
  know that chip
   There is that you
   It first a these
        Happy
   in it. You are
   ballons made
      ballons can
     are against the
      you!
    birthday!
 track of sugar
    out the postion
      war in lybia.
     produced in
     sweat your
      instead of
       with shops.
         plastic.
         iPhone.




What is the meaning of the ballon?
It Did you
          is one of
     I Love
 the showsorganic
  know that chip
   There is that you
   It first a these
        Happy
   in it. You are
   ballons made
      ballons can
     are against the
      you!
    birthday!
 track of sugar
    out the postion
      war in lybia.
     produced in
     sweat your
      instead of
       with shops.
         plastic.
         iPhone.




What is the meaning of the ballon?

       The meaning of an object is not natural.
       It is constructed by a story.
It Did you
          is one of
     I Love
 the showsorganic
  know that chip
   There is that you
   It first a these
        Happy
   in it. You are
   ballons made
      ballons can
     are against the
      you!
    birthday!
 track of sugar
    out the postion
      war in lybia.
     produced in
     sweat your
      instead of
       with shops.
         plastic.
         iPhone.




What is the meaning of the ballon?

       The meaning of an object is not natural.
       It is constructed by a story.

               But what is missing in this picture?
It Did you
          is one of
     I Love
 the showsorganic
  know that chip
   There is that you
   It first a these
        Happy
   in it. You are
   ballons made
      ballons can
     are against the
      you!
    birthday!
 track of sugar
    out the postion
      war in lybia.
     produced in
     sweat your
      instead of
       with shops.
         plastic.
         iPhone.




What is the meaning of the ballon?

       The meaning of an object is not natural.
       It is constructed by a story.

               But what is missing in this picture?
It Did you
          is one of
     I Love
 the showsorganic
  know that chip
   There is that you
   It first a these
        Happy
   in it. You are
   ballons made
      ballons can
     are against the
      you!
    birthday!
 track of sugar
    out the postion
      war in lybia.
     produced in
     sweat your
      instead of
       with shops.
         plastic.
         iPhone.




What is the meaning of the ballon?

       The meaning of an object is not natural.
       It is constructed by a story.

               But what is missing in this picture?
                                      Your counterpart has to understand you to
                                      get the meaning. And he/she might interpret
                                      it differently. Meaning is never fixed!
Calvin loves loopholes.




                          http://www.cooperativeindividualism.org/calvin-on-scientific-law.gif
                          *picture used for educational purpose*
People love loopholes.
ult.
               g is alw  ays diffic      a lot of fac
                                                      tors.
         ndin                   ds on
Understa      rpreta tion depen
Be cause inte




                                                                                                  spacial +
                                                 signs +     media+                               personal
                                                                          cultural   subculture
                     biology      psychology     language    technology                           context
                                                                          context    context

                                                                                              Personal
    Object                          Interpretation* *organized by rules or codes              experience      Meaning

                 Marketing is about framing interpretation
Tough Stuff Reading Tipp:         Tough Stuff Reading Tipp:
„How Maps Work“ offers a deep     „Representation“ offers a theory of
insight on how humans construct   communication and meaning based
the meaning of an object by the   on language, culture and context.
example of maps.
t only
                             o unde rstand no         n,
           re peo ple need t nderstand the desig                               When experienced an object
Furthermo                 e to u
               y also hav of a meaningful ob
                                                 ject                          becomes meaningful (or not).
           The
the story.            ology
            and techn ser journey.                                             So User Experience does not only
 mechanic          hole u                                                      apply to digital things - it applies to all
 throug hout the w                                                             offer you make to people. Only a great
                                                                               experience is worth sharing and talking




                                                                          Ex
                                                                               about.




                                 ce
                                                   Object Meaning




                                                                          pe
                                oi
                             Ch




                                                                             r ie
                                                                                  nc
                                            Story/               Design




                                                                                     e
 Classical Advertising                      Offer
 is mostly about
 influencing choice.
 But if the advertised                                                                        The meaning of an
 experience sucks the                                                                         object is based on
 ads loose their meaning.                                                                     four factors:
                                            Mechanic        Technology                        The story or offer, the
                                                                                              aesthetic design, the
                                                                                              technology used and the
                                                                                              mechanic (the rules how
                                                                                              to use the object).
                                                                                              Although you may never
                                                                                              fully control the meaning
                                                                                              of an Object, you can
                Every experience changes our           Opinion                                influence these factors.
                opinion on things and influences
                                                                                              *model borrowed by Jesse Schell
                choice.                                                                       (The Art of Game Design)
Understanding and experience is why a lot of things considered meaningful
by their creators fail. Actually creating something meaningful is a bet - you
bet that people like it, use it, share it.... In classical advertising you can buy
some success by buying more media space. When creating objects there is
no false bottom.




                      Apple Newton 1993 - Big Fail
                                                                                            Apple iPad 2011 - Big Success
     h"p://www.walletpop.com/photos/top-­‐25-­‐biggest-­‐product-­‐flops-­‐of-­‐all-­‐Ame/
http://www.flickr.com/photos/kellyraephotography/3261980901/sizes/z/in/photostream/




                                                                                                                                    r who
                                                                                                                      pupp et maste
                                                                                                  of you rself as a et audiences.
                                                                                  So do n‘t think     into stup
                                                                                                                it targ
                                                                                                ning
                                                                                  can put mea
h"p://www.flickr.com/photos/37390481@N08/4382143930/




                                                                                      r the
                                                                     re developer fo
                                                       lf as a softwa earth:
                                      Think of yourse computer on                  illion
                                                plica ted            com  pile a m
                                      most com N that is able to
                                               AI                  es“
                                       THE BR
h"p://www.flickr.com/photos/37390481@N08/4382143930/ng     languag
                                                 mi
                                       „program
Object
                                                       Story/
                                                                     Design
                                                       Offer



                                             g
                                       nin
                                                      Mechanic      Technology        de
                                 e   a                                                     co
                                m                                                               di
                      d   ing                                                                        ng
                                                                                                          m
                  o                                                                                        ea
           e   nc                                                                                               ni
                                                                                                                     ng

The Creator                                      research/inspiration
of an object (*you)                                                                                  The People
                                                                                                     to use the object
„Programming languages“
  Codes of Production                                    Shared Codes            Codes of Interpretation
Object
                                                       Story/
                                                                     Design
                                                       Offer



                                             g
                                       nin
                                                      Mechanic      Technology        de
                                 e   a                                                     co
                                m                                                               di
                      d   ing                                                                        ng
                                                                                                          m
                  o                                                                                        ea
           e   nc                                                                                               ni
                                                                                                                     ng

The Creator                                      research/inspiration
of an object (*you)                                                                                  The People
                                                                                                     to use the object
„Programming languages“
  Codes of Production                                    Shared Codes            Codes of Interpretation


                         le:
     It is plain simp                    the more
                        know the people
     The better you                        l object.
                        re ate a meaningfu
      likely you will c             portant.
      That is wh y research is im
Remember:
Everthing you create is a ballon in some way.
Meaning is not only what you create but also what they interpret.
So get to know people well to make it easy for them.
h"p://www.flickr.com/photos/publicdesigncenter/2344579422/




    Two things I‘ll talk about:
                                                                                            l things
                                                            2. How to create meaningfu
           1.What is the meaning of meaning?                                                 e design
                                                            A practical introduction into th
           A theoretical thinking                                                            menatlity
                                                            thinking process and start up
           into the meaning of meaning -                                                    s to help
                                                            with some tipps and exercise
           showing why inspiration, research and                                           ngful.
                                                            you create something meani
           insights are important.
Make things = design thinking
 process + start-up mentality
u/video/357
                        http://mitworld.mit.ed




"Design Thinking is a methodology that imbues the full
spectrum of innovation activities with a human centered
ethos."

"Thinking lika a designer can transform the way you
develop products, services,processes - and even strategy"
(Tim Brown, CEO IDEO)
The traditional process is linear and
industrialized to produce
predetermined media-products at low
costs.

Research and inspiration is the task
of the planner. Ideas are the task of
the creative team.
In Design Thinking the
process is solution
oriented and more
circular. The whole team
is active in every phase
of the process.




                           http://www.ideo.com/images/uploads/news/pdfs/IDEO_HBR_Design_Thinking.pdf
The Design Thinking process can be easily
represented by rooms. The whole team is active in
every room. They switch rooms if necessary.




                                           Text
The Design Thinking process can be easily
represented by rooms. The whole team is active in
every room. They switch rooms if necessary.




                                           Text


Inspiration Room
find the problems to solve
The Design Thinking process can be easily
represented by rooms. The whole team is active in
every room. They switch rooms if necessary.         Ideation Room
                                                    define ideas to solve them




                                           Text


Inspiration Room
find the problems to solve
The Design Thinking process can be easily
represented by rooms. The whole team is active in
every room. They switch rooms if necessary.         Ideation Room
                                                    define ideas to solve them




                                                                       Implementation
                                                                       Room
                                                                       try out solutions


                                           Text


Inspiration Room
find the problems to solve
The Design Thinking process can be easily
represented by rooms. The whole team is active in
every room. They switch rooms if necessary.              Ideation Room
                                                         define ideas to solve them




                                                                            Implementation
                                                                            Room
                                                                            try out solutions


                                           Text


Inspiration Room
find the problems to solve




                                      The inspirations room ist the most important room in
                                      user centered approaches: If you don‘t get a good idea
                                      - you simply do not know enough about the people.
Insight - Wall
Make every information
visible.

Compress information
and inspirations into
insights.

Try online collaboration.
- Google Docs
- facebook-group
- Curio
- TheDeadline.com
Insight - Wall
Make every information
visible.

Compress information
and inspirations into
insights.

Try online collaboration.
- Google Docs
- facebook-group
- Curio
- TheDeadline.com
An Insight is:
                            • the essence of the information you have.
                            • a need not yet fullfilled
Insight - Wall              • an unseen truth
Make every information      • the opportunity to do cool stuff.
visible.
                            • an observation that makes you say:
Compress information         „Oh that is funny!“
and inspirations into       •a story to be told
insights.

Try online collaboration.   It is always the answer to the question:
- Google Docs               „Why the f*ck should people care?“
- facebook-group
- Curio
- TheDeadline.com
Insight-Example: Fanta

                            An Insight is:
                            • the essence of the information you have.
                            • a need not yet fullfilled
Insight - Wall              • an unseen truth
Make every information      • the opportunity to do cool stuff.
visible.
                            • an observation that makes you say:
Compress information         „Oh that is funny!“
and inspirations into       •a story to be told
insights.

Try online collaboration.   It is always the answer to the question:
- Google Docs               „Why the f*ck should people care?“
- facebook-group
- Curio
- TheDeadline.com              Teens play games about     Develop a cooler design for
                               embarrassment in forum.    such games.
Insight-Example: Düsseldorf Concert-Hall
                            Insight-Example: Fanta

                            An Insight is:
                            • the essence of the information you have.
                            • a need not yet fullfilled
Insight - Wall              • an unseen truth
Make every information      • the opportunity to do cool stuff.
visible.
                            • an observation that makes you say:
Compress information         „Oh that is funny!“
and inspirations into       •a story to be told
insights.

Try online collaboration.   It is always the answer to the question:
- Google Docs               „Why the f*ck should people care?“
- facebook-group
- Curio                        Classical music has positive   Develop a cooler design for
- TheDeadline.com              Teens play games about         Develop a
                               effects on milk-production.
                               embarrassment in forum.        „Concert Milk“.
                                                              such games.
Insight-Example: Düsseldorf Concert-Hall
                            Insight-Example: Fanta

                            An Insight is:
                            • the essence of the information you have.
                            • a need not yet fullfilled
Insight - Wall              • an unseen truth
Make every information      • the opportunity to do cool stuff.
visible.
                            • an observation that makes you say:
Compress information         „Oh that is funny!“
and inspirations into       •a story to be told
insights.

Try online collaboration.   It is always the answer to the question:
- Google Docs               „Why the f*ck should people care?“
- facebook-group
- Curio                        Classical music has positive   Develop a cooler design for
- TheDeadline.com              Teens play games about         Develop a
                               effects on milk-production.
                               embarrassment in forum.        „Concert Milk“.
                                                              such games.
Insight-Example: Düsseldorf Concert-Hall
                            Insight-Example: Fanta

                            An Insight is:
                            • the essence of the information you have.
                            • a need not yet fullfilled
Insight - Wall              • an unseen truth
Make every information      • the opportunity to do cool stuff.
visible.
                            • an observation that makes you say:
Compress information         „Oh that is funny!“
and inspirations into       •a story to be told
insights.

Try online collaboration.   It is always the answer to the question:
- Google Docs               „Why the f*ck should people care?“
- facebook-group
- Curio                        Classical music has positive   Develop a cooler design for
- TheDeadline.com              Teens play games about         Develop a
                               effects on milk-production.
                               embarrassment in forum.        „Concert Milk“.
                                                              such games.
Insight-Example: Düsseldorf Concert-Hall
                            Insight-Example: Fanta

                            An Insight is:
                            • the essence of the information you have.
                            • a need not yet fullfilled
Insight - Wall              • an unseen truth
Make every information      • the opportunity to do cool stuff.
visible.
                            • an observation that makes you say:
Compress information         „Oh that is funny!“
and inspirations into       •a story to be told
insights.

Try online collaboration.   It is always the answer to the question:
- Google Docs               „Why the f*ck should people care?“
- facebook-group
- Curio                        Classical music has positive   Develop a cooler design for
- TheDeadline.com              Teens play games about         Develop a
                               effects on milk-production.
                               embarrassment in forum.        „Concert Milk“.
                                                              such games.
Insight-Example: Düsseldorf Concert-Hall
                            Insight-Example: Fanta

                            An Insight is:
                            • the essence of the information you have.
                            • a need not yet fullfilled
Insight - Wall              • an unseen truth
Make every information      • the opportunity to do cool stuff.
visible.
                            • an observation that makes you say:
Compress information         „Oh that is funny!“
and inspirations into       •a story to be told
insights.

Try online collaboration.   It is always the answer to the question:
- Google Docs               „Why the f*ck should people care?“
- facebook-group
- Curio                        Classical music has positive   Develop a cooler design for
- TheDeadline.com              Teens play games about         Develop a
                               effects on milk-production.
                               embarrassment in forum.        „Concert Milk“.
                                                              such games.
Insight-Example: Düsseldorf Concert-Hall
                            Insight-Example: Fanta

                            An Insight is:
                            • the essence of the information you have.
                            • a need not yet fullfilled
Insight - Wall              • an unseen truth
Make every information      • the opportunity to do cool stuff.
visible.
                            • an observation that makes you say:
Compress information         „Oh that is funny!“
and inspirations into       •a story to be told
insights.

Try online collaboration.   It is always the answer to the question:
- Google Docs               „Why the f*ck should people care?“
- facebook-group
- Curio                        Classical music has positive   Develop a cooler design for
- TheDeadline.com              Teens play games about         Develop a
                               effects on milk-production.
                               embarrassment in forum.        „Concert Milk“.
                                                              such games.
Desktop - Research
First: Write down everything
you think you know and
don‘t know.

Then define topics: What do
you want to research about?

Read:
Studies, Books, Blogs,
Newspapers, TwitterTags

Watch Videos.

Organize Information:
- Evernote
- Hootsuite
- Netvibes, Google Reader
- del.ico.us
http://www.serv
                                                                 icedesigntoolkit.
                                                                                  org/
                                                                                         http://tinyurl.com/3u634oc



Desktop - Research
First: Write down everything
you think you know and
don‘t know.

Then define topics: What do
you want to research about?

Read:                                                                                       h"p://youtu.be/oRvyMxl9cgo
Studies, Books, Blogs,                                                                      h"p://youtu.be/XXzWeMCTUGo
Newspapers, TwitterTags

Watch Videos.

Organize Information:          my delicious: http://www.delicious.com/chrisriedel1978
- Evernote
- Hootsuite                    Everybodies Ressources: SWSX, TED, Techcrunch, Mashable, psfk, ads of
- Netvibes, Google Reader      the word
- del.ico.us
Google Keyword Tool
                                                https://adwords.google.de/select/KeywordToolExternal

                                                Social Media Planner
                                               http://www.serv
                                                               icedesigntoolkit.
                                                http://www.socialmediaplanner.de/index.html
                                                                                org/
                                                                                     http://tinyurl.com/3u634oc
                                                Twitter:
                                                http://www.twazzup.com/l

Desktop - Research                              Social Mention
                                                Blogs, Twitter...
First: Write down everything                    http://socialmention.com/
you think you know and                          Meta Suchmaschine
don‘t know.                                     Addictomanic
                                                http://addictomatic.com/topic/idee+kaffee
Then define topics: What do                     Zuula Blog Search
you want to research about?                     http://www.zuula.com/

Read:                                           Boardreader - Durchsucht Foren
                                                http://boardreader.com/                h"p://youtu.be/oRvyMxl9cgo
Studies, Books, Blogs,                                                                 h"p://youtu.be/XXzWeMCTUGo
Newspapers, TwitterTags                         Youtube Comment Search:
                                                http://www.youtube.com/comment_search?
Watch Videos.

Organize Information:          my delicious: http://www.delicious.com/chrisriedel1978
- Evernote
- Hootsuite                    Everybodies Ressources: SWSX, TED, Techcrunch, Mashable, psfk, ads of
- Netvibes, Google Reader      the word
- del.ico.us
Interview - Corner
Ask:
Experts, Friends, Strangers,
Groups

Mode:
Text, Video, Audio, Email,
Twitter

Use open interviews to find
new insights.

Use Surveys/Focus Interviews
to test insights.

Beware to predetermine
answers.
Interview - Corner
                               QuesAons	
  /	
  Topics/	
  Answers   Context       Insights/
Ask:                                                                 ObservaAons   Ideas
Experts, Friends, Strangers,
Groups

Mode:
Text, Video, Audio, Email,
Twitter

Use open interviews to find
new insights.

Use Surveys/Focus Interviews
to test insights.

Beware to predetermine
answers.
Interview - Corner
                               QuesAons	
  /	
  Topics/	
  Answers   Context       Insights/
Ask:                                                                 ObservaAons   Ideas
Experts, Friends, Strangers,
Groups

Mode:
Text, Video, Audio, Email,
Twitter

Use open interviews to find
new insights.

Use Surveys/Focus Interviews
to test insights.

Beware to predetermine
answers.
Field - Safari
Real Life
Go where people are and observe
them.

Take Notes, make Pictures and
Videos of the context they use
things in.

Digital-Field Safari:
Observe facebook-groups, search
for tweets, flickr Fotos,
keywords.

Ask yourself: Why do people do
what they do.

Remember: A single observation
does not need to be
representative to be a great
insight.
Field - Safari
Real Life
Go where people are and observe
them.

Take Notes, make Pictures and
Videos of the context they use
things in.

Digital-Field Safari:
                                  People        Context   Activity
Observe facebook-groups, search
for tweets, flickr Fotos,
keywords.

Ask yourself: Why do people do    Meaning
what they do.

Remember: A single observation
does not need to be               Opportunity
representative to be a great
insight.
Field - Safari
Real Life
Go where people are and observe
them.

Take Notes, make Pictures and
Videos of the context they use
things in.

Digital-Field Safari:
                                  People        Context   Activity
Observe facebook-groups, search
for tweets, flickr Fotos,
keywords.

Ask yourself: Why do people do    Meaning
what they do.

Remember: A single observation
does not need to be               Opportunity
representative to be a great
insight.
Field - Safari
Real Life
Go where people are and observe
them.

Take Notes, make Pictures and
Videos of the context they use
things in.

Digital-Field Safari:
                                  People        Context   Activity
Observe facebook-groups, search
for tweets, flickr Fotos,
keywords.

Ask yourself: Why do people do    Meaning
what they do.

Remember: A single observation
does not need to be               Opportunity
representative to be a great
insight.
Field - Safari
Real Life
Go where people are and observe
them.

Take Notes, make Pictures and
Videos of the context they use
things in.

Digital-Field Safari:
                                  People        Context   Activity
Observe facebook-groups, search
for tweets, flickr Fotos,
keywords.

Ask yourself: Why do people do    Meaning
what they do.

Remember: A single observation
does not need to be               Opportunity
representative to be a great
insight.
Field - Safari
Real Life
Go where people are and observe
them.

Take Notes, make Pictures and
Videos of the context they use
things in.
                                                            ol
Digital-Field Safari:                             word To
                                                eyContext -
                                  People ogle K
                                     Go                          Activity
Observe facebook-groups, search
for tweets, flickr Fotos,
keywords.

Ask yourself: Why do people do    Meaning
what they do.

Remember: A single observation
does not need to be               Opportunity
representative to be a great
insight.
Field - Safari
Real Life
Go where people are and observe
them.

Take Notes, make Pictures and
Videos of the context they use
things in.
                                                            ol
Digital-Field Safari:                             word To
                                                eyContext -
                                  People ogle K
                                     Go                          Activity
Observe facebook-groups, search
for tweets, flickr Fotos,
keywords.

Ask yourself: Why do people do    Meaning
what they do.

Remember: A single observation
does not need to be               Opportunity
representative to be a great
insight.
Field - Safari
Real Life
Go where people are and observe
them.

Take Notes, make Pictures and
Videos of the context they use
things in.
                                                            ol
Digital-Field Safari:                             word To
                                                eyContext -
                                  People ogle K
                                     Go                          Activity
Observe facebook-groups, search
for tweets, flickr Fotos,
keywords.

Ask yourself: Why do people do    Meaning
what they do.

Remember: A single observation
does not need to be               Opportunity
representative to be a great
insight.
i and   Real-Life
                                ument, wh y Field Safar
                          a t a rg
This Blog- Post is a gre                                           -family-
               are so important:           1/04/22/w hy-a-modern
observations                 ress.com/201                      nning/
               pbell.wordp             t-the-pro blem-with-pla
http://robcam           t-can-highligh
                stauran
 dinner-in-a-re
Ideation - Space

Work with clear questions.

Don‘t judge early or kill
ideas.

Don‘t just brainstorm - use
creative techniques.

Invite people.

Change Workspaces!
Ideation - Space
Creative Technique:                                           Work with clear questions.
Brainwriting                                                  Don‘t judge early or kill
                                                              ideas.
„How would you make facebook burger?“                         Don‘t just brainstorm - use
                                                              creative techniques.
Write down everything you think of for 5minutes. Don‘t stop
                                                              Invite people.
your pencil. If you don‘t have an idea in this second write
down. I don‘t have an idea. But never stop writing!           Change Workspaces!
Ideation - Space
Creative Technique:                                              Work with clear questions.
Brainwriting
Brain-Race                                                       Don‘t judge early or kill
                                                                 ideas.
„How would you make facebook burger?“
„What would make a Media Markt more                              Don‘t just brainstorm - use
enjoyable?“                                                      creative techniques.
Write down everything you think of for 5minutes. Don‘t stop
                                                                 Invite people.
your teams doyou don‘trelay“ to a flipboard. Each team-
Two pencil. If a „torch have an idea in this second write
down. I don‘t to runan idea. But never stop writing! idea, run
member has have to the flipboard, write down an                  Change Workspaces!
back and give the pencil to the next one.
After five minutes the team with the most ideas on the
flipboard wins.
Ideation - Space
Creative Workspaces
Change Technique:                                                Work with clear questions.
Brainwriting
Brain-Race                                                       Don‘t judge early or kill
                                                                 ideas.
„How would you make facebook burger?“
„What would make a Media Markt more                              Don‘t just brainstorm - use
enjoyable?“                                                      creative techniques.
Write down everything you think of for 5minutes. Don‘t stop
                                                                 Invite people.
your teams doyou don‘trelay“ to a flipboard. Each team-
Two pencil. If a „torch have an idea in this second write
down. I don‘t to runan idea. But never stop writing! idea, run
member has have to the flipboard, write down an                  Change Workspaces!
back and give the pencil to the next one.
After five minutes the team with the most ideas on the
flipboard wins.
Implementation - Space

The space for start-up
mentality: Test early, fail early.

Build early prototypes.

Write and rewrite a
„Business-Plan“
Create Meaning „Business-Plan“
                                                                                                                                                       Implementation - Space
What is the goal of your create meaning idea?                                                                   Story                                                              Style
                                                                                                                What does it tell?                                                 How does it feel?
                                                                                                                                                       The space for start-up
Your idea in a tweet.
                                                                                                                                                       mentality: Test early, fail early.
Which kind of need is fulfilled by the idea?


                                                                                                                                                       Build early prototypes.

Who should use your meaningful object? How many people can use it?                                                                                     Write andobject
                                                                                                                                                          Meaningful
                                                                                                                                                                     rewrite a
                                                                                                                                                       „Business-Plan“

Why is it cool?
Why should people like it, share it, talk about it, use it, watch it, enjoy it, participate...                  Mechanic                                             Technology
Really: Would you use it?                                                                                       How does it work?                                    How is it build?




                                                                                                               How do you cope with feedback?




 How do people get to know about your meaningful object? How do you want to raise awareness for your object?




                                                                                                               Which partners do you need?




 Do similar offers exist? How is your idea better?                 What does it cost?
 What can you learn from them?
                                                                                                               What is your exspectation of success?
bout the
Homework                                 inspiration  s and insights a
                        tools to gather                                 ight-wall,
               e given                     uld use it. Present your ins
Use some of th            at use it or sho                   rt ppt.
                    le th
bran d and the peop             sight you   gained in a sho
the tools you used and one in

                                                     Create Insight Wall


                                                  Desktop Research

                                    Books       Studies   Videos     Blogs      Tweets




            Interview Corner                                               Field Safari
                via Video, Mail, Tweet


      Friends       Experts         Strangers                 Photo-Tour      Observation       Online Obs.

                     Special
                                                                             Costumer Journey
                     People
Christian Riedel
Communication Strategist + Story Architect

„I find stories
and shape the space to tell them transmedial“

@mindcaffeine on twitter
christian@creativeglasses.de
creativeglasses.blogspot.com
creativeglasses.posterous.com
www.creativeglasses.de

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How to create something meaningful.

  • 2. How to create something meaningful. (#Meaning, #Research, #DesignThinking, #Insights, #Start-up Mentality, #Strategy) Guest-Lecture @MiamiAd School | Christian Riedel *All pictures used for educational purpose*
  • 3. If you like to deep dive into planning and strategy: Join the Planning Barcamp in Hamburg on August 19th. For more info like the facebook-page: http://www.facebook.com/planningbarcamp
  • 4. Why I am here today?
  • 5. To inspire your task....
  • 6. Your Task: Reinvent advertising: Take a brand and create a meaningful object that people like with design thinking and start-up attitude.
  • 7. v ertising means R einventing ad we think and c reate things. y rein venting the wa from messaging to meaning from aesthetic overpromise to storytelling and interruption and software from art director and to design thinker and copywriter storyteller
  • 8. h"p://www.flickr.com/photos/publicdesigncenter/2344579422/ Two things I‘ll talk about: l things 2. How to create meaningfu 1.What is the meaning of meaning? e design A practical introduction into th A theoretical thinking menatlity thinking process and start up into the meaning of meaning - s to help with some tipps and exercise showing why inspiration, research and ngful. you create something meani insights are important.
  • 10. What is the meaning of the ballon?
  • 11. I Love you! What is the meaning of the ballon?
  • 12. I Love It shows that you are against the you! war in lybia. What is the meaning of the ballon?
  • 13. knowLove IDid you you that these It shows that are against the ballons are you! war in lybia. produced in sweat shops. What is the meaning of the ballon?
  • 14. knowLove IDid you you Happy that these It shows that are against the ballons are you! birthday! war in lybia. produced in sweat shops. What is the meaning of the ballon?
  • 15. knowLove IDid you you There that chip is a these Happy It shows that in it. You are ballons can are against the you! birthday! track the postion war in lybia. produced in sweat your with shops. iPhone. What is the meaning of the ballon?
  • 16. It Did you is one of I Love the showsorganic know that chip There is that you It first a these Happy in it. You are ballons made ballons can are against the you! birthday! track of sugar out the postion war in lybia. produced in sweat your instead of with shops. plastic. iPhone. What is the meaning of the ballon?
  • 17. It Did you is one of I Love the showsorganic know that chip There is that you It first a these Happy in it. You are ballons made ballons can are against the you! birthday! track of sugar out the postion war in lybia. produced in sweat your instead of with shops. plastic. iPhone. What is the meaning of the ballon? The meaning of an object is not natural. It is constructed by a story.
  • 18. It Did you is one of I Love the showsorganic know that chip There is that you It first a these Happy in it. You are ballons made ballons can are against the you! birthday! track of sugar out the postion war in lybia. produced in sweat your instead of with shops. plastic. iPhone. What is the meaning of the ballon? The meaning of an object is not natural. It is constructed by a story. But what is missing in this picture?
  • 19. It Did you is one of I Love the showsorganic know that chip There is that you It first a these Happy in it. You are ballons made ballons can are against the you! birthday! track of sugar out the postion war in lybia. produced in sweat your instead of with shops. plastic. iPhone. What is the meaning of the ballon? The meaning of an object is not natural. It is constructed by a story. But what is missing in this picture?
  • 20. It Did you is one of I Love the showsorganic know that chip There is that you It first a these Happy in it. You are ballons made ballons can are against the you! birthday! track of sugar out the postion war in lybia. produced in sweat your instead of with shops. plastic. iPhone. What is the meaning of the ballon? The meaning of an object is not natural. It is constructed by a story. But what is missing in this picture? Your counterpart has to understand you to get the meaning. And he/she might interpret it differently. Meaning is never fixed!
  • 21. Calvin loves loopholes. http://www.cooperativeindividualism.org/calvin-on-scientific-law.gif *picture used for educational purpose*
  • 23. ult. g is alw ays diffic a lot of fac tors. ndin ds on Understa rpreta tion depen Be cause inte spacial + signs + media+ personal cultural subculture biology psychology language technology context context context Personal Object Interpretation* *organized by rules or codes experience Meaning Marketing is about framing interpretation
  • 24. Tough Stuff Reading Tipp: Tough Stuff Reading Tipp: „How Maps Work“ offers a deep „Representation“ offers a theory of insight on how humans construct communication and meaning based the meaning of an object by the on language, culture and context. example of maps.
  • 25. t only o unde rstand no n, re peo ple need t nderstand the desig When experienced an object Furthermo e to u y also hav of a meaningful ob ject becomes meaningful (or not). The the story. ology and techn ser journey. So User Experience does not only mechanic hole u apply to digital things - it applies to all throug hout the w offer you make to people. Only a great experience is worth sharing and talking Ex about. ce Object Meaning pe oi Ch r ie nc Story/ Design e Classical Advertising Offer is mostly about influencing choice. But if the advertised The meaning of an experience sucks the object is based on ads loose their meaning. four factors: Mechanic Technology The story or offer, the aesthetic design, the technology used and the mechanic (the rules how to use the object). Although you may never fully control the meaning of an Object, you can Every experience changes our Opinion influence these factors. opinion on things and influences *model borrowed by Jesse Schell choice. (The Art of Game Design)
  • 26. Understanding and experience is why a lot of things considered meaningful by their creators fail. Actually creating something meaningful is a bet - you bet that people like it, use it, share it.... In classical advertising you can buy some success by buying more media space. When creating objects there is no false bottom. Apple Newton 1993 - Big Fail Apple iPad 2011 - Big Success h"p://www.walletpop.com/photos/top-­‐25-­‐biggest-­‐product-­‐flops-­‐of-­‐all-­‐Ame/
  • 27. http://www.flickr.com/photos/kellyraephotography/3261980901/sizes/z/in/photostream/ r who pupp et maste of you rself as a et audiences. So do n‘t think into stup it targ ning can put mea
  • 28. h"p://www.flickr.com/photos/37390481@N08/4382143930/ r the re developer fo lf as a softwa earth: Think of yourse computer on illion plica ted com pile a m most com N that is able to AI es“ THE BR h"p://www.flickr.com/photos/37390481@N08/4382143930/ng languag mi „program
  • 29. Object Story/ Design Offer g nin Mechanic Technology de e a co m di d ing ng m o ea e nc ni ng The Creator research/inspiration of an object (*you) The People to use the object „Programming languages“ Codes of Production Shared Codes Codes of Interpretation
  • 30. Object Story/ Design Offer g nin Mechanic Technology de e a co m di d ing ng m o ea e nc ni ng The Creator research/inspiration of an object (*you) The People to use the object „Programming languages“ Codes of Production Shared Codes Codes of Interpretation le: It is plain simp the more know the people The better you l object. re ate a meaningfu likely you will c portant. That is wh y research is im
  • 31. Remember: Everthing you create is a ballon in some way. Meaning is not only what you create but also what they interpret. So get to know people well to make it easy for them.
  • 32. h"p://www.flickr.com/photos/publicdesigncenter/2344579422/ Two things I‘ll talk about: l things 2. How to create meaningfu 1.What is the meaning of meaning? e design A practical introduction into th A theoretical thinking menatlity thinking process and start up into the meaning of meaning - s to help with some tipps and exercise showing why inspiration, research and ngful. you create something meani insights are important.
  • 33. Make things = design thinking process + start-up mentality
  • 34. u/video/357 http://mitworld.mit.ed "Design Thinking is a methodology that imbues the full spectrum of innovation activities with a human centered ethos." "Thinking lika a designer can transform the way you develop products, services,processes - and even strategy" (Tim Brown, CEO IDEO)
  • 35. The traditional process is linear and industrialized to produce predetermined media-products at low costs. Research and inspiration is the task of the planner. Ideas are the task of the creative team.
  • 36. In Design Thinking the process is solution oriented and more circular. The whole team is active in every phase of the process. http://www.ideo.com/images/uploads/news/pdfs/IDEO_HBR_Design_Thinking.pdf
  • 37. The Design Thinking process can be easily represented by rooms. The whole team is active in every room. They switch rooms if necessary. Text
  • 38. The Design Thinking process can be easily represented by rooms. The whole team is active in every room. They switch rooms if necessary. Text Inspiration Room find the problems to solve
  • 39. The Design Thinking process can be easily represented by rooms. The whole team is active in every room. They switch rooms if necessary. Ideation Room define ideas to solve them Text Inspiration Room find the problems to solve
  • 40. The Design Thinking process can be easily represented by rooms. The whole team is active in every room. They switch rooms if necessary. Ideation Room define ideas to solve them Implementation Room try out solutions Text Inspiration Room find the problems to solve
  • 41. The Design Thinking process can be easily represented by rooms. The whole team is active in every room. They switch rooms if necessary. Ideation Room define ideas to solve them Implementation Room try out solutions Text Inspiration Room find the problems to solve The inspirations room ist the most important room in user centered approaches: If you don‘t get a good idea - you simply do not know enough about the people.
  • 42. Insight - Wall Make every information visible. Compress information and inspirations into insights. Try online collaboration. - Google Docs - facebook-group - Curio - TheDeadline.com
  • 43. Insight - Wall Make every information visible. Compress information and inspirations into insights. Try online collaboration. - Google Docs - facebook-group - Curio - TheDeadline.com
  • 44. An Insight is: • the essence of the information you have. • a need not yet fullfilled Insight - Wall • an unseen truth Make every information • the opportunity to do cool stuff. visible. • an observation that makes you say: Compress information „Oh that is funny!“ and inspirations into •a story to be told insights. Try online collaboration. It is always the answer to the question: - Google Docs „Why the f*ck should people care?“ - facebook-group - Curio - TheDeadline.com
  • 45. Insight-Example: Fanta An Insight is: • the essence of the information you have. • a need not yet fullfilled Insight - Wall • an unseen truth Make every information • the opportunity to do cool stuff. visible. • an observation that makes you say: Compress information „Oh that is funny!“ and inspirations into •a story to be told insights. Try online collaboration. It is always the answer to the question: - Google Docs „Why the f*ck should people care?“ - facebook-group - Curio - TheDeadline.com Teens play games about Develop a cooler design for embarrassment in forum. such games.
  • 46. Insight-Example: Düsseldorf Concert-Hall Insight-Example: Fanta An Insight is: • the essence of the information you have. • a need not yet fullfilled Insight - Wall • an unseen truth Make every information • the opportunity to do cool stuff. visible. • an observation that makes you say: Compress information „Oh that is funny!“ and inspirations into •a story to be told insights. Try online collaboration. It is always the answer to the question: - Google Docs „Why the f*ck should people care?“ - facebook-group - Curio Classical music has positive Develop a cooler design for - TheDeadline.com Teens play games about Develop a effects on milk-production. embarrassment in forum. „Concert Milk“. such games.
  • 47. Insight-Example: Düsseldorf Concert-Hall Insight-Example: Fanta An Insight is: • the essence of the information you have. • a need not yet fullfilled Insight - Wall • an unseen truth Make every information • the opportunity to do cool stuff. visible. • an observation that makes you say: Compress information „Oh that is funny!“ and inspirations into •a story to be told insights. Try online collaboration. It is always the answer to the question: - Google Docs „Why the f*ck should people care?“ - facebook-group - Curio Classical music has positive Develop a cooler design for - TheDeadline.com Teens play games about Develop a effects on milk-production. embarrassment in forum. „Concert Milk“. such games.
  • 48. Insight-Example: Düsseldorf Concert-Hall Insight-Example: Fanta An Insight is: • the essence of the information you have. • a need not yet fullfilled Insight - Wall • an unseen truth Make every information • the opportunity to do cool stuff. visible. • an observation that makes you say: Compress information „Oh that is funny!“ and inspirations into •a story to be told insights. Try online collaboration. It is always the answer to the question: - Google Docs „Why the f*ck should people care?“ - facebook-group - Curio Classical music has positive Develop a cooler design for - TheDeadline.com Teens play games about Develop a effects on milk-production. embarrassment in forum. „Concert Milk“. such games.
  • 49. Insight-Example: Düsseldorf Concert-Hall Insight-Example: Fanta An Insight is: • the essence of the information you have. • a need not yet fullfilled Insight - Wall • an unseen truth Make every information • the opportunity to do cool stuff. visible. • an observation that makes you say: Compress information „Oh that is funny!“ and inspirations into •a story to be told insights. Try online collaboration. It is always the answer to the question: - Google Docs „Why the f*ck should people care?“ - facebook-group - Curio Classical music has positive Develop a cooler design for - TheDeadline.com Teens play games about Develop a effects on milk-production. embarrassment in forum. „Concert Milk“. such games.
  • 50. Insight-Example: Düsseldorf Concert-Hall Insight-Example: Fanta An Insight is: • the essence of the information you have. • a need not yet fullfilled Insight - Wall • an unseen truth Make every information • the opportunity to do cool stuff. visible. • an observation that makes you say: Compress information „Oh that is funny!“ and inspirations into •a story to be told insights. Try online collaboration. It is always the answer to the question: - Google Docs „Why the f*ck should people care?“ - facebook-group - Curio Classical music has positive Develop a cooler design for - TheDeadline.com Teens play games about Develop a effects on milk-production. embarrassment in forum. „Concert Milk“. such games.
  • 51. Insight-Example: Düsseldorf Concert-Hall Insight-Example: Fanta An Insight is: • the essence of the information you have. • a need not yet fullfilled Insight - Wall • an unseen truth Make every information • the opportunity to do cool stuff. visible. • an observation that makes you say: Compress information „Oh that is funny!“ and inspirations into •a story to be told insights. Try online collaboration. It is always the answer to the question: - Google Docs „Why the f*ck should people care?“ - facebook-group - Curio Classical music has positive Develop a cooler design for - TheDeadline.com Teens play games about Develop a effects on milk-production. embarrassment in forum. „Concert Milk“. such games.
  • 52. Desktop - Research First: Write down everything you think you know and don‘t know. Then define topics: What do you want to research about? Read: Studies, Books, Blogs, Newspapers, TwitterTags Watch Videos. Organize Information: - Evernote - Hootsuite - Netvibes, Google Reader - del.ico.us
  • 53. http://www.serv icedesigntoolkit. org/ http://tinyurl.com/3u634oc Desktop - Research First: Write down everything you think you know and don‘t know. Then define topics: What do you want to research about? Read: h"p://youtu.be/oRvyMxl9cgo Studies, Books, Blogs, h"p://youtu.be/XXzWeMCTUGo Newspapers, TwitterTags Watch Videos. Organize Information: my delicious: http://www.delicious.com/chrisriedel1978 - Evernote - Hootsuite Everybodies Ressources: SWSX, TED, Techcrunch, Mashable, psfk, ads of - Netvibes, Google Reader the word - del.ico.us
  • 54. Google Keyword Tool https://adwords.google.de/select/KeywordToolExternal Social Media Planner http://www.serv icedesigntoolkit. http://www.socialmediaplanner.de/index.html org/ http://tinyurl.com/3u634oc Twitter: http://www.twazzup.com/l Desktop - Research Social Mention Blogs, Twitter... First: Write down everything http://socialmention.com/ you think you know and Meta Suchmaschine don‘t know. Addictomanic http://addictomatic.com/topic/idee+kaffee Then define topics: What do Zuula Blog Search you want to research about? http://www.zuula.com/ Read: Boardreader - Durchsucht Foren http://boardreader.com/ h"p://youtu.be/oRvyMxl9cgo Studies, Books, Blogs, h"p://youtu.be/XXzWeMCTUGo Newspapers, TwitterTags Youtube Comment Search: http://www.youtube.com/comment_search? Watch Videos. Organize Information: my delicious: http://www.delicious.com/chrisriedel1978 - Evernote - Hootsuite Everybodies Ressources: SWSX, TED, Techcrunch, Mashable, psfk, ads of - Netvibes, Google Reader the word - del.ico.us
  • 55. Interview - Corner Ask: Experts, Friends, Strangers, Groups Mode: Text, Video, Audio, Email, Twitter Use open interviews to find new insights. Use Surveys/Focus Interviews to test insights. Beware to predetermine answers.
  • 56. Interview - Corner QuesAons  /  Topics/  Answers Context Insights/ Ask: ObservaAons Ideas Experts, Friends, Strangers, Groups Mode: Text, Video, Audio, Email, Twitter Use open interviews to find new insights. Use Surveys/Focus Interviews to test insights. Beware to predetermine answers.
  • 57. Interview - Corner QuesAons  /  Topics/  Answers Context Insights/ Ask: ObservaAons Ideas Experts, Friends, Strangers, Groups Mode: Text, Video, Audio, Email, Twitter Use open interviews to find new insights. Use Surveys/Focus Interviews to test insights. Beware to predetermine answers.
  • 58. Field - Safari Real Life Go where people are and observe them. Take Notes, make Pictures and Videos of the context they use things in. Digital-Field Safari: Observe facebook-groups, search for tweets, flickr Fotos, keywords. Ask yourself: Why do people do what they do. Remember: A single observation does not need to be representative to be a great insight.
  • 59. Field - Safari Real Life Go where people are and observe them. Take Notes, make Pictures and Videos of the context they use things in. Digital-Field Safari: People Context Activity Observe facebook-groups, search for tweets, flickr Fotos, keywords. Ask yourself: Why do people do Meaning what they do. Remember: A single observation does not need to be Opportunity representative to be a great insight.
  • 60. Field - Safari Real Life Go where people are and observe them. Take Notes, make Pictures and Videos of the context they use things in. Digital-Field Safari: People Context Activity Observe facebook-groups, search for tweets, flickr Fotos, keywords. Ask yourself: Why do people do Meaning what they do. Remember: A single observation does not need to be Opportunity representative to be a great insight.
  • 61. Field - Safari Real Life Go where people are and observe them. Take Notes, make Pictures and Videos of the context they use things in. Digital-Field Safari: People Context Activity Observe facebook-groups, search for tweets, flickr Fotos, keywords. Ask yourself: Why do people do Meaning what they do. Remember: A single observation does not need to be Opportunity representative to be a great insight.
  • 62. Field - Safari Real Life Go where people are and observe them. Take Notes, make Pictures and Videos of the context they use things in. Digital-Field Safari: People Context Activity Observe facebook-groups, search for tweets, flickr Fotos, keywords. Ask yourself: Why do people do Meaning what they do. Remember: A single observation does not need to be Opportunity representative to be a great insight.
  • 63. Field - Safari Real Life Go where people are and observe them. Take Notes, make Pictures and Videos of the context they use things in. ol Digital-Field Safari: word To eyContext - People ogle K Go Activity Observe facebook-groups, search for tweets, flickr Fotos, keywords. Ask yourself: Why do people do Meaning what they do. Remember: A single observation does not need to be Opportunity representative to be a great insight.
  • 64. Field - Safari Real Life Go where people are and observe them. Take Notes, make Pictures and Videos of the context they use things in. ol Digital-Field Safari: word To eyContext - People ogle K Go Activity Observe facebook-groups, search for tweets, flickr Fotos, keywords. Ask yourself: Why do people do Meaning what they do. Remember: A single observation does not need to be Opportunity representative to be a great insight.
  • 65. Field - Safari Real Life Go where people are and observe them. Take Notes, make Pictures and Videos of the context they use things in. ol Digital-Field Safari: word To eyContext - People ogle K Go Activity Observe facebook-groups, search for tweets, flickr Fotos, keywords. Ask yourself: Why do people do Meaning what they do. Remember: A single observation does not need to be Opportunity representative to be a great insight.
  • 66. i and Real-Life ument, wh y Field Safar a t a rg This Blog- Post is a gre -family- are so important: 1/04/22/w hy-a-modern observations ress.com/201 nning/ pbell.wordp t-the-pro blem-with-pla http://robcam t-can-highligh stauran dinner-in-a-re
  • 67. Ideation - Space Work with clear questions. Don‘t judge early or kill ideas. Don‘t just brainstorm - use creative techniques. Invite people. Change Workspaces!
  • 68. Ideation - Space Creative Technique: Work with clear questions. Brainwriting Don‘t judge early or kill ideas. „How would you make facebook burger?“ Don‘t just brainstorm - use creative techniques. Write down everything you think of for 5minutes. Don‘t stop Invite people. your pencil. If you don‘t have an idea in this second write down. I don‘t have an idea. But never stop writing! Change Workspaces!
  • 69. Ideation - Space Creative Technique: Work with clear questions. Brainwriting Brain-Race Don‘t judge early or kill ideas. „How would you make facebook burger?“ „What would make a Media Markt more Don‘t just brainstorm - use enjoyable?“ creative techniques. Write down everything you think of for 5minutes. Don‘t stop Invite people. your teams doyou don‘trelay“ to a flipboard. Each team- Two pencil. If a „torch have an idea in this second write down. I don‘t to runan idea. But never stop writing! idea, run member has have to the flipboard, write down an Change Workspaces! back and give the pencil to the next one. After five minutes the team with the most ideas on the flipboard wins.
  • 70. Ideation - Space Creative Workspaces Change Technique: Work with clear questions. Brainwriting Brain-Race Don‘t judge early or kill ideas. „How would you make facebook burger?“ „What would make a Media Markt more Don‘t just brainstorm - use enjoyable?“ creative techniques. Write down everything you think of for 5minutes. Don‘t stop Invite people. your teams doyou don‘trelay“ to a flipboard. Each team- Two pencil. If a „torch have an idea in this second write down. I don‘t to runan idea. But never stop writing! idea, run member has have to the flipboard, write down an Change Workspaces! back and give the pencil to the next one. After five minutes the team with the most ideas on the flipboard wins.
  • 71. Implementation - Space The space for start-up mentality: Test early, fail early. Build early prototypes. Write and rewrite a „Business-Plan“
  • 72. Create Meaning „Business-Plan“ Implementation - Space What is the goal of your create meaning idea? Story Style What does it tell? How does it feel? The space for start-up Your idea in a tweet. mentality: Test early, fail early. Which kind of need is fulfilled by the idea? Build early prototypes. Who should use your meaningful object? How many people can use it? Write andobject Meaningful rewrite a „Business-Plan“ Why is it cool? Why should people like it, share it, talk about it, use it, watch it, enjoy it, participate... Mechanic Technology Really: Would you use it? How does it work? How is it build? How do you cope with feedback? How do people get to know about your meaningful object? How do you want to raise awareness for your object? Which partners do you need? Do similar offers exist? How is your idea better? What does it cost? What can you learn from them? What is your exspectation of success?
  • 73. bout the Homework inspiration s and insights a tools to gather ight-wall, e given uld use it. Present your ins Use some of th at use it or sho rt ppt. le th bran d and the peop sight you gained in a sho the tools you used and one in Create Insight Wall Desktop Research Books Studies Videos Blogs Tweets Interview Corner Field Safari via Video, Mail, Tweet Friends Experts Strangers Photo-Tour Observation Online Obs. Special Costumer Journey People
  • 74. Christian Riedel Communication Strategist + Story Architect „I find stories and shape the space to tell them transmedial“ @mindcaffeine on twitter christian@creativeglasses.de creativeglasses.blogspot.com creativeglasses.posterous.com www.creativeglasses.de