You must unlearn what you have learned: ditching old habits for the sake of agency innovation
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Transcript of You must unlearn what you have learned: ditching old habits for the sake of agency innovation
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(c) DDB Group Hong Kong | 1
YOU MUST UN-LEARN WHAT YOU HAVE LEARNEDDitching Old Habits for The Sake of Agency Innovation
Andreas Krasser Head of Strategy & Innovation DDB Group Hong Kong
June 01, 2017
#AWAsia
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(c) DDB Group Hong Kong | 2
Andreas Krasser Head of Strategy & Innovation
DDB Group Hong Kong
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THE END IS NIGH!!!
(c) DDB Group Hong Kong |
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(c) DDB Group Hong Kong |
ACT LIKE A START-UP
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WE CREATED OUR OWN STARTUP
(c) DDB Group Hong Kong |
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EXPECTATION
8
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(c) DDB Group Hong Kong |
REALITY
9
EXPECTATION
(c) DDB Group Hong Kong |
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(c) DDB Group Hong Kong | 10
RESULTS SO FAR
+1mil USD
Media Value
Purely based on PR release and
media outreach
TOP 10
Recognition
of CREATIVITY ONLINE’S Top 20
ranking
5+ min
Avg. time spent
60% above global average of e-
commerce apps
30%
Sales
of initial investment, within only
three months
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(c) DDB Group Hong Kong |
Three things our agency
UN-LEARNED
from launching a startup
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LOVE FOR PERFECTION
01
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NOTHING SOMETHING PERFECTION
Measurable Distance Infinite Distance
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“Wouldn’t this be sooo good to have?!”
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(c) DDB Group Hong Kong | 15(c) DDB Group Hong Kong |
“Do we really need it in order to go live?”
“Wouldn’t this be sooo good to have?!”
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+ =Stop Over-
thinking
Get Shit Done
New Co-Create
Methodology
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#1
COME UN- PREPARED
BE WELL- PREPARED
#3
QUANTITY IS KING
QUALITY BEATS QUANTITY
#2
GUT OVER BRAIN
THINK THINGS THROUGH
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GAME RULES You all get cards (5 cards each). Shuffle well and distribute them. Take turns matching different cards until you get an idea – then shout “Twist!” Write down your idea on a post-it note and attach it to the cards that sparked it. Continue.
TW!ST
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OBSESSION WITH CONTROL
02
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You can not control the situation.
You can only control your reaction to the situation.
(c) DDB Group Hong Kong |
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DEVOTION TO NARROW JOB ROLES
03
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(c) DDB Group Hong Kong | 23(c) DDB Group Hong Kong |
“I’m not going to do this, because it’s not in my job description.”
- No One Ever
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UNLEARN YOUR LOVE FOR PERFECTIONUNLEARN YOUR OBSESSION WITH CONTROLUNLEARN YOUR DEVOTION TO NARROW JOB ROLES
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HERE’S TO UN-LEARNING A FEW MORE THINGS IN THE FUTURE!
25(c) DDB Group Hong Kong |
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Thank You!
26(c) DDB Group Hong Kong |