JUNE 2013@michelebkim

SHARED EXISTENCE

THE DISTRIBUTION OF CULTURE

EVOLVING NEEDS

THE NEW WORLD

SHARED CREATION

BRANDSwhat this means for your brands

PEOPLEhow this applies to culture & people

STRATEGISTSlooking at problems differently

THE THEMES APPLYING THEM

SHARED EXISTENCE

“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

Maya Angelou

THE HEART LEADS THE BRAIN

EMOTIONS AFFECT:

ENGAGEMENT

DECISIONS MEMORY

SYNCHRONY + INTENSITY = EMOTIONAL ENGAGEMENT

WE EVOLVED TO GET INFORMATION FROM OUR EMOTIONS.

EMOTIONS TAG INFORMATION FOR RELEVANCE

HOW CAN WE APPLY THIS ?

HOW DOES YOUR BRAND MAKE PEOPLE FEEL?

WHAT ARE BRANDS THAT MAKE YOU FEEL?

MOMENTS OF MEANING

MIRROR NEURONS

SAME PLACE

SAME MOMENT

+ SAME EMOTION

= EMOTIONAL

CONCORDANCE

ENGAGEMENT IS ATTENTION TO SOMETHING THAT EMOTIONALLY IMPACTS YOU

DIGITAL MOMENTS OF MEANING: WE ARE MORE ENGAGED IN EXPERIENCES THAT ARE SHARED.

THE IMPORTANCE OF SHARED EXPERIENCE

SHARED EXPERIENCES CREATE CULTURE

“Only 7% of word of mouth

is online.”- Jonah Berger

author of Contagious

VIRAL EXISTED BEFORE PIPELINES FOR VIRAL EXISTED

POWERING VIRAL: THE PATH TO 1 BILLION VIEWS

SOCIAL NETWORKS HAVE JUST ACCELERATED THIS

IT’S THE DESIRE FOR SHARED EXPERIENCE THAT

DRIVES THIS

SHARED EXPERIENCE VS VEHICLETHE PATH TO 1 BILLION VIEWS

VS.

BUT IT’S THE EXPERIENCE ITSELF, NOT THE

PLATFORM THAT DRIVES ENGAGEMENT

EVERY MONDAYMAY 23RD

SUSTAINING RELEVANCE AND ENGAGEMENT

HOW CAN WE APPLY THIS ?TIMING IS IMPORTANT:UNDERCURRENTSUPCOMING EVENTS

BRANDS SHOULD SEEK TO CREATE SHARED EXPERIENCES PEOPLE CAN RALLY AROUND, AND THINK OF “WHEN” THEY CAN DO THIS AS A KEY COMPONENT, RATHER THAN HOW.

THE LARGEST CULTURAL SHARED EXPERIENCES USED TO HAPPEN THROUGH MAINSTREAM CHANNELS.

“THE DEATH OF TV”

“Now, even TV, the holy grail of every 90’s kid’s childhood, seems to be on the way out. There is no more asking your parents to watch TV, you simply download an app on your iPhone, and you’re there.”

- 20 Year Old Intern at Fast CompanyOne Millennial's Conflicted Feelings About Plugging Into The Digital

Revolution

THE DEATH OF NETWORKSTHE FUTURE OF TV

MORE AND MORE, PEOPLE ARE RESPONSIBLE FOR CONNECTING

OTHER PEOPLE TO CONTENT

THE NETWORKS WILL BE REPLACED BY THE NETWORKS OF THE PEOPLE

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DISTRIBUTION OF CULTURE

OLDEN DAYS OF ONE-TO-ONE

RECENT DAYS OF ONE-TO-MANY

TODAY: EVERYONE TO EVERYONE

HOW CAN WE APPLY THIS ? BRAND AS CONNECTOR:

BRANDS SHOULD HELP TO CONNECT PEOPLE TO OTHER PEOPLE AND THE THINGS THEY WANT OR NEED.

ACT AS A UTILITY RATHER THAN THE ENTERTAINMENT ITSELF. BECOME CONTENT CURATORS, AGGREGATORS AND HELP FACILITATE THE CONNECTIONS.

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WHAT DO PEOPLE WANT AND NEED

EVERYTHING IS AMAZING AND NOBODY IS HAPPY

HOW OUR NEEDS HAVE EVOLVED, AND OUR HAPPINESS

BASIC NEEDS

THOUGHTS

EMOTIONS

HIGHER NEEDS

INDUSTRIAL REVOLUTION

NEEDS MET

NATURAL PROGRESSION

BASIC NEEDS

HIGHER NEEDS

BASIC NEEDS

HIGHER NEEDS

AGE OF MANUFACTURED NEEDS HAS US OUT OF TOUCH WITH WHAT WE REALLY

NEED TO BECOME HAPPIER

We haven’t gotten here: deep intelligenceLower part of brain

THOUGHTS

EMOTIONS

BASIC NEEDS

HIGHER NEEDS

WE’RE STUCK HERE

Products are created to fulfill

basic needs

AGE OF MANUFACTURED NEEDS

Basic products are made more

accessible

Products created for manufactured

needs=

YIELD WASTE

WHY THIS MATTERS

WE’VE BEEN DISTRACTED BY REINVENTION, NOT REAL

INVENTION.

REDEFINING HAPPINESS

SUCESS - VALUES - NEEDS - LIFE

SERVING NEEDS

CREATING NEEDS

REAL INVENTION

IS IN CREATING THINGS

THAT TRULY SATISFY

OUR HIGHER NEEDS.

REAL INVENTION VS. REINVENTION

FINDING THE BLIND SPOT

HOW CAN WE APPLY THIS ? BRAND RELEVANCE DEPENDS ON THE NEEDS IT IS SOLVING.

FUNCTIONAL NEEDS CAN BECOME IRRELEVANT. A BRAND PROMISE DOES MORE THAN GIVE A BRAND IDENTITY, IT GUIDES BRANDS REINVENTION IN THIS NEW WORLD TO CONSTANTLY MEET AN A NEED.

INNOVATION CAN KILL A PRODUCT BUT IT CAN’T KILL A LARGER MISSION.

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THE NEW WORLD

PARTICIPATIONTHE AGE OF

PARTICIPATIONTHE AGE OF

IS BECOMING

THE AGE OF “OH SHIT I CAN DO IT MYSELF”

[THE LEVEL OF “PARTICIPATION” IS EVER-INCREASING]

49% of Americans want to

be an entrepreneur

THE SHIFT OF POWER

BRANDS PEOPLE

37

PEOPLE

BRANDS

THE IVORY TOWER IS FALLING

THE MAKER REVOLUTION

Innovations and access has democratized entrepreneurship by giving us lowered barriers to entry and creativity.

We are now shifting to a generation of makers. LO

WER

ED B

ARR

IERS

TO

CRE

ATI

ON

:

Expertise & Education:

Prototyping:

Networking:

Funding:

Marketing:

Selling outlet:

Distribution:

Payment:

Credibility:

MAKERS IN A P2P WORLD

Our P2P access has not only changed the way we access information, ideas, and communicate, it’s also created a simultaneous experience of life and is has led to us pulling together our strengths to create together. LO

WER

ED B

ARR

IERS

TO

CRE

ATI

ON

:

Expertise & Education:

Prototyping:

Networking:

Funding:

Marketing:

Selling outlet:

Distribution:

Payment:

Credibility:

Shared Communication

Shared Knowledge

Shared Experience

Shared Creation

PATH TO SHARED CREATIONACCESS TO INFO IS NOW MORE

IT’S ACCESS TO EACH OTHER, TOOLS AND RESOURCES

As brands move from medium to medium over time they slowly learn to adapt to how the medium is actually being consumed. Ads imitate print and tv for those mediums but struggle when it comes to digital.

Is it that brands are force fitting a tv spot onto your iphone or as pre-roll?

Shouldn’t brands instead, harness what’s happening in the world by connecting people? Collecting their stories? Helping them to achieve something? Creating something beautiful?

DOES THE FUTURE LIE IN COLLABORATIVE CREATION?

ENABLING SHARED CREATION

1.DENSITY OF HUMAN CONNECTIONS SPUR CREATIVITY: CREATE SPACE FOR INTERACTION

2.CREATE PATHWAYS: LEARN FROM ORGANIC BEHAVIOR, STUDY HOW PEOPLE HACK SPACES AND REMOVE THOSE ROADBLOCKS.

3.CREATIVE AMNESIA: DON’T USE NOUNS TO DESCRIBE, USE VERBS.

4.STRUCTURALLY DESIGN TO EXPAND, NOT GET SMALLER

APPLYING PRINCIPLES TO BUILDING A CITY IN THE DIGITAL AND BRAND SPACE:

HOW CAN WE APPLY THIS ?

HOW DO WE EMPOWER SHARED CREATION?

BRANDS: CREATE THE SPACE FOR INTERACTION

BRIEFINGS: TRY TO CREATE THE SPACE FOR THE KIND OF INTERACTION THAT WILL LEAD TO GREAT IDEAS VS. JUST CONSTRICTING BY CREATING THE “CORRECT” PATHWAY.

WAYS TO THINK ABOUT NEXT PROJECT

HOW CAN YOUR BRAND BECOME A CONNECTOR?

FOR PEOPLE, HOW CAN WE CREATE SPACE FOR INTERACTION? WHAT ARE YOUR CONSUMERS ALREADY DOING?

ASK CLIENTS HOW THEIR BRAND IS SUPPOSED TO MAKE THE AUDIENCE FEEL.

ADD “WHAT’S THE FEELING YOU WANT TO LEAVE PEOPLE WITH?” TO YOUR NEXT BRIEF.

IN BRIEFINGS CREATE SPACE FOR THE KIND OF INTERACTIONS THAT WILL LEAD TO GREAT IDEAS.

IS YOUR BRAND CREATING A MOMENT FOR PEOPLE TO RALLY AROUND AND SHARE?

CAN YOU SUSTAIN RELEVANCE THROUGH SHARED EPISODIC EXPERIENCES?

CREATIVE AMNESIA IN PROBLEM SOLVING: CREATIVE QUESTIONS AND CHALLENGES LEAD TO CREATIVE SOLUTIONS.

QUESTIONS?

APPENDIX

SUGGESTED READING FOR THE NERDY BIBILOPHILE IN YOU

PLANNING TOOL: SWOT STEEP

S T E E P

S

W

O

T

SOCIAL TECHNOLOGY ECONOMIC ENVIRONMENT POLITICAL

STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

CREATIVE TOOL: USE VERBS TO DESCRIBE, NOT NOUNS

STAIRS VS. ASCENDING/DESCENDINGTUNNELS

SLIDESLEVITATION

GUIDE TO CHANGE: 9 STEPS OF LEADING A LEADERLESS REVOLUTION

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DIGITAL CREATION TOOL: UNDERCURRENT WORKSHEET

Vladimir Pick, Strategist @Undercurrent

Francesca Gino, Associate Professor,Harvard Business School

Henry HoltzmanChief Knowledge Officer | Director of Information Ecology ResearchMIT Media Lab

Casey Haskins, CEO BLK SHP, US Army Strategist

Harold O’Neal, Pianist | Improvisor

Carne Ross, Independent Diplomat and author of “The Leaderless Revolution”

Dan Pitera, Executive Director of the Detroit Collaborative Design Center

Doug Levin, CEO Quant 5

Megan Dickerson & Ben DurrellBoston Children’s Museum

Amit Gurnani / Sheila Dubaii, Writer and Drag Queen

Heidi Dangeier CEO and Founder of Girl Approved, scientist, designer, inventor  

Dr Carl Marci co-founder, CEO of Innerscope Research.

Debbie Milman, President of Design at Sterling Brands

Erik Brown, Design Strategist Michelle LeClerc, ACD

Jonah Berger, Professor of Marketing, Wharton School and author of “Contagious”

Sam Ford, Director of Digital Strategy Peppercomm

SPEAKERS

THE DAYHow to turn data into design Erik Brown and Michele Leclerc

How to fight a war Casey Haskins

How to reinvent invention Heidi Dengelmaier

How to design a city with a city Dan Pitera and Krista Wilson

How to Stay Connected Through Improvisation Harold O’Neal

How to Turn Data Into Design Erik Brown and Michelle LeClerc

How to Create Better Connections by Understanding the Brain Dr. Carl Marci

How to be Fabulous Amit Gurnani / Sheila Dubaii

Social TV: How to Create Connected Media Experiences Henry Holtzmann

How to create a leaderless revolution Carne Ross

How to Make Good Decisions Francesca Gino

How to apply Predictive Analytics to Marketing Challenges Doug Levin

How to design for children Ben Durrell and Megan Dickerson

How does content really spread Sam Ford

How to Get People Talking About Your Stuff Jonah Berger

How to create computer-free digital experiences Vladimir Pick