Lifestyle Hacking: The Question is the Answer
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Transcript of Lifestyle Hacking: The Question is the Answer
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Lifestyle Hacking. The question is the answer
@chrisbaylis @benessen
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James Thurber New Yorker cartoonisT
"It is better to know some of the questions than all of the answers."
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The edge.org
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the world question centre
1971 Conceptual art installation by James Lee
Byars
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"I can answer the question, but am I bright
enough to ask it?" James Lee Byars
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!“My goal is to provoke people into thinking thoughts that they normally might not
have.” !
James Lee Byars !
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!“Data provokes people
into thinking thoughts that they normally might not
have.” !!
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data = !
better answers
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which test won?
A!!
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understand how content travels
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understand how content travels
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$200Mmore commercial colour schemes additional
revenue !
!
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150%harder working media more searches
!!!
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better behavioural response ! 7 x
more effective !!!
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98.6% 99.8%
% people not clicking banner ad
0
25
50
75
100
no
data
targeting
with
data
targeting
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lifestyle hacking brands positively disrupting the flow of people’s lives
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Confidential © 2014Confidential © 2014Confidential © 2014
hacking my relationship with the category
�18
disrupt my relationship with the product
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Confidential © 2014Confidential © 2014Confidential © 2014
hacking my relationship with the category
�19finding new ways to be valuable
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big data, big disruption !
!
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140 characters. 150 data points. !
!
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self tracking
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mind reading data!!
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mind reading data!!
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increasingly perceptive media !
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data overloaded with opportunity !
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borrow some data!
!
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where’s your data?
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human insights and creative
leaps
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Sir John Hegarty !“I’ve spent my life dealing with people who’ve got all the data in the world and yet they can’t invent anything... !To those brands that say ‘I understand you’ I say ‘Fuck off, you don’t understand me, Mind your own business, I don’t want to be understood by you. I don’t understand myself sometimes… and it can be fun.”
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New cokE !A Classic Mistake
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!Data should be used to
inform your thinking, not your decisions.
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Predictive analytics can figure out how to land on
Mars, but not who will buy a Mars bar.!
!
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!Data can be superhuman. But can it ever be human?!!
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Data tells us what has or is happening
Creativity shapes what will happen
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how to turn data into creativity?
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1. ideas evolve the way we evolved. by breeding.!!
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2. raw data is an
oxymoron!!
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make new connections ask the right questions to flush out the ideas
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data curators!
!
data scientists!!
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data curators!!
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juxtapose and colliide!!
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data ethnography!!
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“Noise allows neurons to have a little elbow room
to dream up new ideas” rusty miller
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meet the creativity machine!
!
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meet the creativity machine!
!
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“Creativity cannot be derived in a logical way, in
a step-by-step fashion” stephen thaler
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Creative leaps!
!
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What is an idea? The combination of two previously unconnected things that produce a timely and
original answer to a problem.
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Thing 1 + thing 2 = an idea !
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!“A human Plus a computer
beats a human or a computer every time.”
David Rogers!!
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Superhuman (data) + human (creativity) = an idea !
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Superhuman (data) + human (creativity) = BA live Billboards !
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Superhuman (data) + human (creativity) = Rip curl watch !
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Superhuman (data) + human (creativity) = sound of honda !
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Superhuman (data) + human (creativity) = hit the winner !
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uncomfortable data!
!
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Here be Dragons
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Outlier Data
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“ Discomfort is the only sure sign that you are really
exploring the foggy future that lies ahead”
!MAGNUS
LINDKVIST
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forgetify
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Conclusion: Embrace
Uncertainty
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add a little noise
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and keep asking those
questions
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Questions?
@chrisbaylis @benessen