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BRANDS, TECHNOLOGY & FEELINGS




THE DIGITAL
HEART
MEDIAFRONT A PART OF MCCANN WORLDGROUP
BRANDS, TECHNOLOGY & FEELINGS




(20)12 THINGS
TO THINK
ABOUT
MEDIAFRONT A PART OF MCCANN WORLDGROUP
1. CAN WE BET SMALL AND WIN BIG?
2. WHAT WILL BE THE NEXT BIG THING?
3. CAN WE PREDICT THE FUTURE?
4. WHERE DO WE LOOK FOR INSPIRATION?
5. CAN THE BRAND BE THE CURATOR?
6. HOW IMPORTANT IS THE PRODUCT?
7. WHICH CHANNEL IS THE BEST?
8.. WHAT IS HAPPENING IN THE MARKET?
9. WHAT IS A VIRAL?
10. WHAT IS GOOD CONTENT?
11. IS THERE A KEY TO INNOVATION?
12. HOW BIG ARE THE POSSIBILITIES?
1. Can we
bet small,
and win big?
“But it’s a disservice to constantly
put things in this radical new light
— that it’s going to change everything.

Things don’t have to change the world
to be important.”
Steve Jobs
[Wired, February 1996]
“Pixar storytellers must make thousands
of little bets to develop a movie script,
Hewlett Packard cofounder Bill Hewlett
found that HP needed to make 100 small
bets on products to identify six that could be
breakthroughs.”
Peter Sims
Describing his book “Little Bets”
Minimum
input,

maximum
output !
THE DIGITAL HEART.
THE DIGITAL HEART.
Text
”The best products in the world
starts out as features.”
Kevin Systrom , Co-founder of Instagram




What problems are we [Instagram] trying to solve?

1. Y want to find information of something you capture with your phone,
    ou
   not the keyword for search (sometimes you don't even know what to the keywords are)
2. Y want to have an instant interaction with other people with similar question or interest
    ou
3. Easy(one click or a shot of photo should be enough) way to find/share/connect
”This emphasis comes directly from Jack
Dorsey, who says, “I’m really good at
simplifying things.” He espouses a
tremendously attractive belief that good
industrial design wins customers’ trust by
disappearing.” Maybe advertising is finally
catching up with industrial design.”
“The odds of failure is the same
for really big projects,
as for really small projects . . .”
Jamie Wilkinson
Co-created Know Y Meme & taught the Internet Famous Class
                 our
Where can you start?
Make a list of five small bets for your brand:

1. ?
2. ?
3. ?
4. ?
5. ?
2. What will be
the next
big thing?
"We expect that the next big thing
will be a bigger version of the last big thing.

What we don’t expect, yet what is most likely,
is that the next big thing won’t look important
to us at all – until it’s so important that we
can’t ignore it. "
Brian Eno
‘He wasn’t predicting, but looking for
interesting and important problems to solve.  
And therein lies the difference between a
trend and fundamental change.’
On Richard Feynman (Scientist)
THE NEXT
BIG THING
WILL BE
NOTHING
LIKE THE
LAST ONE
3. Can we
predict the
future?
CREATIVITY DRIVES THE FUTURE
Visual Futurist, Syd Mead



– technology tends to build on itself, grow together and cross-reference each other

– technology is just an assistant to the human intellect

– creativity is the creation of putting elements together in different combinations

- science fiction is reality ahead of future
4. Where do
we look for
inspiration?
The Illustrated Guide to Ph.D
– how to explain students what a Ph.D. is

By Matt Might
Imagine a circle that contains all of human knowledge . . .
you know
a little
Matt Might




             . . . by the time you finish elementary school, you know a little
you know
a bit more
Matt Might




             after high school, a bit more
you gain
a speciality
Matt Might




               with a Bachelors’s degree, you gain speciality
deepens that
speciality
Matt Might




               a Master’s degree, deepens that speciality
takes you to
the edge of
human
knowledge
Matt Might




               Reading research papers takes you to the edge
               of human knowledge
you focus
Matt Might




             once you’re at the boundary, you focus
for a few years
Matt Might




                  you push at the boundary, for a few years
the boundary
gives way
Matt Might




               until one day, the boundary gives way
is called
a Ph.D.
Matt Might




             and, that dent you’ve made, is called a Ph.D.
the worlds
looks different
to you
now
Matt Might




                  of course, the world looks different to you now....
don’t forget
the bigger
picture!
Matt Might




               . . . so, why is this relevant?
don’t forget   You’re Ph.D. is your brand
the bigger     and your field of interest.
picture!
               Let’s not forget
Matt Might
               to be inspired
               by what happens . . .
Other field


don’t forget       Other field
the bigger
picture!
Matt Might

               Other field                        Other field




                   Other field                Other field

                                Other field
What possibilities have the web given us?
Can kids teach themselves?
Scientist, Sugatra Mitram,
Hole in the Wall (HIW) experiement
In 1999 a computer was placed in a kiosk, created within a wall in an
Indian slum at Kalkaji, Delhi . Children were allowed to freely use it.

The experiment aimed at proving that kids could be taught by computers
very easily without any formal training.
5. Can
the brand
be the
curator?
"Beyond the age of information
is the age of choices"
Charles Eames
" The power of influencers is not new.
But having tools available to instantly convey
personal opinions is a revolution.
As the number of choices expand,
our dependence on curators increases
proportionally."
Steve Addis
1) Help people create an exchange value
2) Give them the tools, the motivation, the
information to do so
3) Represent the culture they serve, be the
senter of the thing you do
4) Pick the most qualified and enthusiasthic
people to represent you
Douglas Rushkott
GOOGLE
find a strong signal   LINKS
curate it at scale    SEARCH ENGINE
currency              HUMAN ATTENTION

FACEBOOK
find a strong signal   THE SOCIAL ENGINE
curate it at scale    THE FACEBOOK PLATFORM
currency              HUMAN ATTENTION

TWITTER
find a strong signal   TWEETS
curate it at scale    THE TWITTER PLATFORM
currency              HUMAN ATTENTION


TUMBLR, QUORA, GOWALLA, INSTAGRAM
John Battelle
"The inflexibility to deal with
individual's specific discovery needs
is still there.

This is an opportunity for every brand."
John Battelle
6. How
important is
the product?
The product is
still more
important than
the territory.
7. Which
channel is
the best?
How do you choose?
" Many make the same mistake by assuming that there is
a dominant trend towards new media.  
In actuality, the real trend is toward greater media diversity.  
Most of the old stuff will continue to prosper. "


"A new channel is like a new window in the brands building..."
Khartik S.




"A truly great story doesn’t need a gatekeeper. . . it just needs a home."
The new journalism
Fish were the developers are!
  Share your data with open API!
  «Marketers typically don't try to become platforms or court developers,
  but that's all about to change.

  An ever-changing array of platforms will erode our fascination with single
  venues and get us thinking about how we can hedge our bets by helping
  developers succeed across a portfolio of them.»

  Steve Rubel




OPEN API TIMELINE
8. What is
happening in
the market?
BE HONEST
. . .there is one muscle that shows sincerity.
It’s a muscle, called theobicularis occuli,
that encircles the eye socket.

Most people don’t pay very close attention to
and it’s very hard to deliberately adopt.
So when people genuinely smile,
in a true burst of positive emotion,
not only to the corners of the mouth,
controlled by the zygomaticus major,
but this muscle around the eye also contracts.

This causes the crows feet wrinkles
that fan out from the outer corners of the eyes
and its also responsible for folds in the upper eyelid.
Most people can’t do that deliberately.”
Marianne LaFrance
“In their willingness to show the less
desirable parts of their brand, they were
making a much bigger win with consumers.
They were coming across as seeming
honest.”
For Brands, Being Human Is The New Black
9. What
is a viral?
A VIRAL
is just really good content,
that you voluntarily want to share.
“If I'm angry, and then you get angry,
we can bond over what we're feeling,”
Mr. Berger says.
Why Do Viral Videos Go Viral?
THE DIGITAL HEART.
10. What
is good
content?
We want
to share
feelings,
not facts.
Our job is to
build,
contruct,
and create . . .
FEELINGS
HAPPINESS/MELANCHOL Y
/OBSESSION/SADNESS
/CURIOUSITY /AROUSEMENT/
/ANGER/AWE/LOVE
Liking is for
cowards.
Liking Is for Cowards. Go for What Hurts.
Jonathan Franzen in NYT
“In considering how people will respond
to what you make, abandon the distinction
between ‘form’ and ‘content’,
or between ‘execution’ and ‘message’.

People don’t dissect or disaggregate what
we make but respond to it as a whole.”
M. Weigel
Jonathan Harris
The Never-Ending Story
“So, how can we raise the stakes?
A lot of online platforms are missing an important aspect in storytelling,
which is the listening part.
Can you build that type of engagement through technology?
Well, one of the pieces of this system I’ve been building is that to tell the story you have to
dedicate it to somebody, which creates a gift economy of stories.
It’s like changing the scale of the discourse, a deeper phenomenon of one story being
answered with another story being answered with another story.
So, is it the need to reciprocate the gift story that will drive people
to engage with the new platform?
Y but it is also that it takes a little bit of the loneliness out of online existence, which
  es,
can stem from just shouting into the void. It’s more like sending a letter instead. There’s a
hard-wired connection between two points, even if there are other things existing around
that rope. I don’t think you can resist technology. It’s far too powerful, so what you do is
shape it into a place that you want to live or the way you want to live with it.
Kevin Kelly says
these are the attributes we are willing to pay for . . .



Immediacy
Personalisation
Authenticity
Attention
Interpretation
Accessibility
Embodiment
Findability
Cory Doctorow’s Tech Optimism
‘Are you optimistic or pessimistic about the future?’

’ It’s a question I get asked so often that I have a little canned response
I can rattle off without thinking:

‘‘In order to be an activist, you have to be both:
pessimistic enough to believe that things will get worse if left unchecked,
optimistic enough to believe that if you take action,
the worst can be prevented.’’
11. Is there
a key to
innovation?
EVOLVE OR DIE!
Can the five key traits that innovaters share,
inspire us?
Kaihan Krippendorff
ASSOSIATE
– connect the dots
– seek the patterns in seemingly unrelated information
– find diverse sources of information and inspiration




                                                         Text



                                                                What industry can you look to?
OBSERVE
– observe intensly
– spot customer needs and emerging week signals
– put your antenna up for this months buzz
  topics and issues of the brand?




What problem can you solve?
EXPERIMENT
– try things just to see if they work
– sign up to all possible new services
– launch beta products
- try five low risk experiments on behalf of the brand?



                                                          #iseefaces
                                                          Photo by @mikpix




                                                          #planking
                                                          Photo by @threeehearts




How can you use a popular service or platform?
QUESTION
– be curious, walk the journey of discovery
– challenge your discoveries
– Ask!




When?
What?
Who?
Why?                                                     The mind is not
                                              contained to the cranium.
                                                  It’s province is of the
                                              infinite imaginative spirit.
NETWORK
– without a precise goal in mind
– meet and talk to people with opposing views
– get access to a breadth of information
- open serendipitous opportunities




When all
think alike,
then no one
is thinking.
Walter Lippman
THE DIGITAL HEART.
THE DIGITAL HEART.
Where can you start?
Make a list of five small bets for your brand:

1. ?
2. ?
3. ?
4. ?
5. ?
12. How big
are the
possibilities?
Endless.
Don’t forget to explore
the unlimited possibilities
the amazing world wide web
and all the sharers out there
who give away their knowledge,
their data, their time,
thoughts and feelings
for us to build upon!
"Creativity requires the courage to let go of certainties."
Erik Fromm




“…and you won’t be interesting unless you say things imaginatively, originally, freshly.”
Please, make shure to check out the original sources, that inspired this presentation.
CHAPTER 1
http://techcrunch.com/2011/04/18/little-bets-the-book/
Instagram Mashups, a list + Look at how brands (and bands, e.g. Moby) are using Instagram
Soundcloud + Soundcloud’s app gallery
50/50 make or break: http://5050.gd/
Faris Yakob on the 50/50 project http://farisyakob.typepad.com/blog/2011/09/5050-hackathon-nyc.html
http://techcrunch.com/2011/02/03/founder-stories-instagram-products/
http://thinkingalaud.posterous.com/instagram-find-the-problem-first
http://techcrunch.com/2011/09/02/instagram-adds-50-million-photos-in-august-now-over-200-million-total/
 http://techcrunch.com/2011/09/13/instagram-and-intuit-founders-discuss-lean-startups-pivots-and-what-makes-a-product-successful/
 http://vimeo.com/19086114 + http://jamiedubs.com
CHAPTER 2
http://www.prospectmagazine.co.uk/2010/11/brian-eno-next-big-thing/
http://www.digitaltonto.com/2009/feynmans-6-principles-of-trendspotting/
http://www.onepiece.no
CHAPTER 4
http://matt.might.net/articles/phd-school-in-pictures/
CHAPTER 5
http://curatoreffect.blogspot.com/
http://rushkoff.com/2010/03/25/program-or-be-programmed/
http://battellemedia.com/archives/2010/12/signal_curation_discovery
CHAPTER 7
http://itwofs.com/beastoftraal/2010/12/20/social-media-roi-what-is-the-roi-of-installing-a-new-window-in-your-organization/
http://www.twistimage.com/blog/archives/the-new-journalism/
http://www.steverubel.com/
http://blog.programmableweb.com/2011/01/03/api-growth-doubles-in-2010-social-and-mobile-are-trends/
CHAPTER 8
http://www.amazon.com/Lip-Service-Smiles-Memory-Politics/dp/0393060047/ref=sr_1_1?s=dmusic&ie=UTF8&qid=1316007672&sr=1-1
http://www.fastcompany.com/1776854/how-being-human-is-the-new-black-for-brands
CHAPTER 9
www.wired.com/wiredscience/2011/07/why-do-viral-videos-go-viral/
CHAPTER 10
http://blog.mediafront.no/2011/05/31/det-digitale-hjertet/)
http://www.nytimes.com/2011/05/29/opinion/29franzen.html?_r=1
http://mweigel.typepad.com/canalside-view/2011/04/through-a-screen-fuzzily-how-people-really-make-sense-of-advertising.html
http://designmind.frogdesign.com/articles/the-never-ending-story.html
http://www.locusmag.com/Perspectives/2011/05/cory-doctorow-techno-optimism/
CHAPTER 11
http://www.fastcompany.com/1711531/five-innovative-new-year-s-resolutions?partner=rss
http://looklet.com/ + http://www.robyn.com/wedancetothebeat/
http://www.facebook.com/bursdag
http://instagramers.com/destacados/how-to-use-hashtags-in-instagram/
http://synapticstimuli.com/ + Photo resource, Jung-Yeon Min http://www.kashyahildebrand.org/zurich/min/index.html
http://www.exactitudes.com/
Videos.
A future imagined

http://www.youtube.com/watch?v=9VMW1UDd0w0

Can kids teach themselves?

http://www.youtube.com/watch?v=xRb7_ffl2D0

The Wire: Stringer's 'product' meeting

http://www.youtube.com/watch?v=BPS9YKGaKQE

Chipotle ad - Back to the start

http://www.youtube.com/watch?v=aMfSGt6rHos

Golden Voice viral

http://www.youtube.com/watch?v=6rPFvLUWkzs

Nike ad - Addiction

http://www.youtube.com/watch?v=XPTpEkdceic

John Jay on creativity

http://www.youtube.com/watch?v=EpfYPVzJohc
Want more?
A few more links that shoot to your heart.
Google Chrome: Dear Sophie
Mural explorer: Love letter
Y the world and I:
 ou
Tylor The Creator - Yonkers
Stoop sitting
Kurz und Schön opener
Susan Sontag Animation: Regarding the Pain of Others
Days with my father
THANK YOU!
Karina Hillestad
@inahill
Copywriter
@mediafront
blog.mediafront.no
mediafront.no


Look up this presentation
slideshare.net/MediaFront/
Questions? Contact me @inahill or @mediafront

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THE DIGITAL HEART.

  • 1. BRANDS, TECHNOLOGY & FEELINGS THE DIGITAL HEART MEDIAFRONT A PART OF MCCANN WORLDGROUP
  • 2. BRANDS, TECHNOLOGY & FEELINGS (20)12 THINGS TO THINK ABOUT MEDIAFRONT A PART OF MCCANN WORLDGROUP
  • 3. 1. CAN WE BET SMALL AND WIN BIG? 2. WHAT WILL BE THE NEXT BIG THING? 3. CAN WE PREDICT THE FUTURE? 4. WHERE DO WE LOOK FOR INSPIRATION? 5. CAN THE BRAND BE THE CURATOR? 6. HOW IMPORTANT IS THE PRODUCT? 7. WHICH CHANNEL IS THE BEST? 8.. WHAT IS HAPPENING IN THE MARKET? 9. WHAT IS A VIRAL? 10. WHAT IS GOOD CONTENT? 11. IS THERE A KEY TO INNOVATION? 12. HOW BIG ARE THE POSSIBILITIES?
  • 4. 1. Can we bet small, and win big?
  • 5. “But it’s a disservice to constantly put things in this radical new light — that it’s going to change everything. Things don’t have to change the world to be important.” Steve Jobs [Wired, February 1996]
  • 6. “Pixar storytellers must make thousands of little bets to develop a movie script, Hewlett Packard cofounder Bill Hewlett found that HP needed to make 100 small bets on products to identify six that could be breakthroughs.” Peter Sims Describing his book “Little Bets”
  • 10. Text
  • 11. ”The best products in the world starts out as features.” Kevin Systrom , Co-founder of Instagram What problems are we [Instagram] trying to solve? 1. Y want to find information of something you capture with your phone, ou not the keyword for search (sometimes you don't even know what to the keywords are) 2. Y want to have an instant interaction with other people with similar question or interest ou 3. Easy(one click or a shot of photo should be enough) way to find/share/connect
  • 12. ”This emphasis comes directly from Jack Dorsey, who says, “I’m really good at simplifying things.” He espouses a tremendously attractive belief that good industrial design wins customers’ trust by disappearing.” Maybe advertising is finally catching up with industrial design.”
  • 13. “The odds of failure is the same for really big projects, as for really small projects . . .” Jamie Wilkinson Co-created Know Y Meme & taught the Internet Famous Class our
  • 14. Where can you start? Make a list of five small bets for your brand: 1. ? 2. ? 3. ? 4. ? 5. ?
  • 15. 2. What will be the next big thing?
  • 16. "We expect that the next big thing will be a bigger version of the last big thing. What we don’t expect, yet what is most likely, is that the next big thing won’t look important to us at all – until it’s so important that we can’t ignore it. " Brian Eno
  • 17. ‘He wasn’t predicting, but looking for interesting and important problems to solve.   And therein lies the difference between a trend and fundamental change.’ On Richard Feynman (Scientist)
  • 18. THE NEXT BIG THING WILL BE NOTHING LIKE THE LAST ONE
  • 19. 3. Can we predict the future?
  • 20. CREATIVITY DRIVES THE FUTURE Visual Futurist, Syd Mead – technology tends to build on itself, grow together and cross-reference each other – technology is just an assistant to the human intellect – creativity is the creation of putting elements together in different combinations - science fiction is reality ahead of future
  • 21. 4. Where do we look for inspiration?
  • 22. The Illustrated Guide to Ph.D – how to explain students what a Ph.D. is By Matt Might
  • 23. Imagine a circle that contains all of human knowledge . . .
  • 24. you know a little Matt Might . . . by the time you finish elementary school, you know a little
  • 25. you know a bit more Matt Might after high school, a bit more
  • 26. you gain a speciality Matt Might with a Bachelors’s degree, you gain speciality
  • 27. deepens that speciality Matt Might a Master’s degree, deepens that speciality
  • 28. takes you to the edge of human knowledge Matt Might Reading research papers takes you to the edge of human knowledge
  • 29. you focus Matt Might once you’re at the boundary, you focus
  • 30. for a few years Matt Might you push at the boundary, for a few years
  • 31. the boundary gives way Matt Might until one day, the boundary gives way
  • 32. is called a Ph.D. Matt Might and, that dent you’ve made, is called a Ph.D.
  • 33. the worlds looks different to you now Matt Might of course, the world looks different to you now....
  • 34. don’t forget the bigger picture! Matt Might . . . so, why is this relevant?
  • 35. don’t forget You’re Ph.D. is your brand the bigger and your field of interest. picture! Let’s not forget Matt Might to be inspired by what happens . . .
  • 36. Other field don’t forget Other field the bigger picture! Matt Might Other field Other field Other field Other field Other field
  • 37. What possibilities have the web given us?
  • 38. Can kids teach themselves? Scientist, Sugatra Mitram, Hole in the Wall (HIW) experiement In 1999 a computer was placed in a kiosk, created within a wall in an Indian slum at Kalkaji, Delhi . Children were allowed to freely use it. The experiment aimed at proving that kids could be taught by computers very easily without any formal training.
  • 39. 5. Can the brand be the curator?
  • 40. "Beyond the age of information is the age of choices" Charles Eames
  • 41. " The power of influencers is not new. But having tools available to instantly convey personal opinions is a revolution. As the number of choices expand, our dependence on curators increases proportionally." Steve Addis
  • 42. 1) Help people create an exchange value 2) Give them the tools, the motivation, the information to do so 3) Represent the culture they serve, be the senter of the thing you do 4) Pick the most qualified and enthusiasthic people to represent you Douglas Rushkott
  • 43. GOOGLE find a strong signal LINKS curate it at scale SEARCH ENGINE currency HUMAN ATTENTION FACEBOOK find a strong signal THE SOCIAL ENGINE curate it at scale THE FACEBOOK PLATFORM currency HUMAN ATTENTION TWITTER find a strong signal TWEETS curate it at scale THE TWITTER PLATFORM currency HUMAN ATTENTION TUMBLR, QUORA, GOWALLA, INSTAGRAM John Battelle
  • 44. "The inflexibility to deal with individual's specific discovery needs is still there. This is an opportunity for every brand." John Battelle
  • 46. The product is still more important than the territory.
  • 48. How do you choose? " Many make the same mistake by assuming that there is a dominant trend towards new media.   In actuality, the real trend is toward greater media diversity.   Most of the old stuff will continue to prosper. " "A new channel is like a new window in the brands building..." Khartik S. "A truly great story doesn’t need a gatekeeper. . . it just needs a home." The new journalism
  • 49. Fish were the developers are! Share your data with open API! «Marketers typically don't try to become platforms or court developers, but that's all about to change. An ever-changing array of platforms will erode our fascination with single venues and get us thinking about how we can hedge our bets by helping developers succeed across a portfolio of them.» Steve Rubel OPEN API TIMELINE
  • 50. 8. What is happening in the market?
  • 51. BE HONEST . . .there is one muscle that shows sincerity. It’s a muscle, called theobicularis occuli, that encircles the eye socket. Most people don’t pay very close attention to and it’s very hard to deliberately adopt. So when people genuinely smile, in a true burst of positive emotion, not only to the corners of the mouth, controlled by the zygomaticus major, but this muscle around the eye also contracts. This causes the crows feet wrinkles that fan out from the outer corners of the eyes and its also responsible for folds in the upper eyelid. Most people can’t do that deliberately.” Marianne LaFrance
  • 52. “In their willingness to show the less desirable parts of their brand, they were making a much bigger win with consumers. They were coming across as seeming honest.” For Brands, Being Human Is The New Black
  • 53. 9. What is a viral?
  • 54. A VIRAL is just really good content, that you voluntarily want to share.
  • 55. “If I'm angry, and then you get angry, we can bond over what we're feeling,” Mr. Berger says. Why Do Viral Videos Go Viral?
  • 59. Our job is to build, contruct, and create . . .
  • 61. Liking is for cowards. Liking Is for Cowards. Go for What Hurts. Jonathan Franzen in NYT
  • 62. “In considering how people will respond to what you make, abandon the distinction between ‘form’ and ‘content’, or between ‘execution’ and ‘message’. People don’t dissect or disaggregate what we make but respond to it as a whole.” M. Weigel
  • 63. Jonathan Harris The Never-Ending Story “So, how can we raise the stakes? A lot of online platforms are missing an important aspect in storytelling, which is the listening part. Can you build that type of engagement through technology? Well, one of the pieces of this system I’ve been building is that to tell the story you have to dedicate it to somebody, which creates a gift economy of stories. It’s like changing the scale of the discourse, a deeper phenomenon of one story being answered with another story being answered with another story. So, is it the need to reciprocate the gift story that will drive people to engage with the new platform? Y but it is also that it takes a little bit of the loneliness out of online existence, which es, can stem from just shouting into the void. It’s more like sending a letter instead. There’s a hard-wired connection between two points, even if there are other things existing around that rope. I don’t think you can resist technology. It’s far too powerful, so what you do is shape it into a place that you want to live or the way you want to live with it.
  • 64. Kevin Kelly says these are the attributes we are willing to pay for . . . Immediacy Personalisation Authenticity Attention Interpretation Accessibility Embodiment Findability
  • 65. Cory Doctorow’s Tech Optimism ‘Are you optimistic or pessimistic about the future?’ ’ It’s a question I get asked so often that I have a little canned response I can rattle off without thinking: ‘‘In order to be an activist, you have to be both: pessimistic enough to believe that things will get worse if left unchecked, optimistic enough to believe that if you take action, the worst can be prevented.’’
  • 66. 11. Is there a key to innovation?
  • 67. EVOLVE OR DIE! Can the five key traits that innovaters share, inspire us? Kaihan Krippendorff
  • 68. ASSOSIATE – connect the dots – seek the patterns in seemingly unrelated information – find diverse sources of information and inspiration Text What industry can you look to?
  • 69. OBSERVE – observe intensly – spot customer needs and emerging week signals – put your antenna up for this months buzz topics and issues of the brand? What problem can you solve?
  • 70. EXPERIMENT – try things just to see if they work – sign up to all possible new services – launch beta products - try five low risk experiments on behalf of the brand? #iseefaces Photo by @mikpix #planking Photo by @threeehearts How can you use a popular service or platform?
  • 71. QUESTION – be curious, walk the journey of discovery – challenge your discoveries – Ask! When? What? Who? Why? The mind is not contained to the cranium. It’s province is of the infinite imaginative spirit.
  • 72. NETWORK – without a precise goal in mind – meet and talk to people with opposing views – get access to a breadth of information - open serendipitous opportunities When all think alike, then no one is thinking. Walter Lippman
  • 75. Where can you start? Make a list of five small bets for your brand: 1. ? 2. ? 3. ? 4. ? 5. ?
  • 76. 12. How big are the possibilities?
  • 78. Don’t forget to explore the unlimited possibilities the amazing world wide web and all the sharers out there who give away their knowledge, their data, their time, thoughts and feelings for us to build upon!
  • 79. "Creativity requires the courage to let go of certainties." Erik Fromm “…and you won’t be interesting unless you say things imaginatively, originally, freshly.”
  • 80. Please, make shure to check out the original sources, that inspired this presentation. CHAPTER 1 http://techcrunch.com/2011/04/18/little-bets-the-book/ Instagram Mashups, a list + Look at how brands (and bands, e.g. Moby) are using Instagram Soundcloud + Soundcloud’s app gallery 50/50 make or break: http://5050.gd/ Faris Yakob on the 50/50 project http://farisyakob.typepad.com/blog/2011/09/5050-hackathon-nyc.html http://techcrunch.com/2011/02/03/founder-stories-instagram-products/ http://thinkingalaud.posterous.com/instagram-find-the-problem-first http://techcrunch.com/2011/09/02/instagram-adds-50-million-photos-in-august-now-over-200-million-total/ http://techcrunch.com/2011/09/13/instagram-and-intuit-founders-discuss-lean-startups-pivots-and-what-makes-a-product-successful/ http://vimeo.com/19086114 + http://jamiedubs.com CHAPTER 2 http://www.prospectmagazine.co.uk/2010/11/brian-eno-next-big-thing/ http://www.digitaltonto.com/2009/feynmans-6-principles-of-trendspotting/ http://www.onepiece.no CHAPTER 4 http://matt.might.net/articles/phd-school-in-pictures/ CHAPTER 5 http://curatoreffect.blogspot.com/ http://rushkoff.com/2010/03/25/program-or-be-programmed/ http://battellemedia.com/archives/2010/12/signal_curation_discovery CHAPTER 7 http://itwofs.com/beastoftraal/2010/12/20/social-media-roi-what-is-the-roi-of-installing-a-new-window-in-your-organization/ http://www.twistimage.com/blog/archives/the-new-journalism/ http://www.steverubel.com/ http://blog.programmableweb.com/2011/01/03/api-growth-doubles-in-2010-social-and-mobile-are-trends/ CHAPTER 8 http://www.amazon.com/Lip-Service-Smiles-Memory-Politics/dp/0393060047/ref=sr_1_1?s=dmusic&ie=UTF8&qid=1316007672&sr=1-1 http://www.fastcompany.com/1776854/how-being-human-is-the-new-black-for-brands CHAPTER 9 www.wired.com/wiredscience/2011/07/why-do-viral-videos-go-viral/ CHAPTER 10 http://blog.mediafront.no/2011/05/31/det-digitale-hjertet/) http://www.nytimes.com/2011/05/29/opinion/29franzen.html?_r=1 http://mweigel.typepad.com/canalside-view/2011/04/through-a-screen-fuzzily-how-people-really-make-sense-of-advertising.html http://designmind.frogdesign.com/articles/the-never-ending-story.html http://www.locusmag.com/Perspectives/2011/05/cory-doctorow-techno-optimism/ CHAPTER 11 http://www.fastcompany.com/1711531/five-innovative-new-year-s-resolutions?partner=rss http://looklet.com/ + http://www.robyn.com/wedancetothebeat/ http://www.facebook.com/bursdag http://instagramers.com/destacados/how-to-use-hashtags-in-instagram/ http://synapticstimuli.com/ + Photo resource, Jung-Yeon Min http://www.kashyahildebrand.org/zurich/min/index.html http://www.exactitudes.com/
  • 81. Videos. A future imagined http://www.youtube.com/watch?v=9VMW1UDd0w0 Can kids teach themselves? http://www.youtube.com/watch?v=xRb7_ffl2D0 The Wire: Stringer's 'product' meeting http://www.youtube.com/watch?v=BPS9YKGaKQE Chipotle ad - Back to the start http://www.youtube.com/watch?v=aMfSGt6rHos Golden Voice viral http://www.youtube.com/watch?v=6rPFvLUWkzs Nike ad - Addiction http://www.youtube.com/watch?v=XPTpEkdceic John Jay on creativity http://www.youtube.com/watch?v=EpfYPVzJohc
  • 82. Want more? A few more links that shoot to your heart. Google Chrome: Dear Sophie Mural explorer: Love letter Y the world and I: ou Tylor The Creator - Yonkers Stoop sitting Kurz und Schön opener Susan Sontag Animation: Regarding the Pain of Others Days with my father
  • 83. THANK YOU! Karina Hillestad @inahill Copywriter @mediafront blog.mediafront.no mediafront.no Look up this presentation slideshare.net/MediaFront/ Questions? Contact me @inahill or @mediafront