Professional Documents
Culture Documents
2
Advertising
isn’t working
3
“I enjoy the ads as much as the TV
programmes”
Source: TGI
“I don’t recall seeing any commercials
while watching the programme”
(American Idol or Desperate Housewives)
11
Some inconvenient truths
18
19
Frank Chimero 20
Nobody comes out of a movie
saying, “that was a really good
film. I really enjoyed it.
It was really clear.”
Russell Davies
21
We celebrate ‘big‘ messages rather
than rich or generous ideas
Text
24
25
26
27
Our frame of cultural
reference is movies.
It’s participation.
30
31
32
33
We celebrate ‘big‘ messages rather
than rich or generous ideas
36
Sociability lies at the heart of
what makes great ideas
today different
Great ideas today are different.
58
60
65
Great ideas today are different.
* George Will’s take on the American idea, Atlantic Monthly, November 2007
DO.
Learn.
Coherency not consistency.
specials eg
language, frappucino
eg ‘skinny’
habits
formation
‘my sister’
book range
and options
book
barista Provide an
reading
culture uplifting experience ordering
that enriches system akelah and
used grounds people’s lives the bee
for gardeners in store
starbucks
sofas and performance
company
social ambience and art starbucks
responsibility salon
africa 05
hearmusic
fair trade Xm
coffee
music cd
cause
burn your own
publicity
cd
in store
Google
Books
Blogspot
Youtube
Google
Google Google Scholar
411 Search
Google
Docs
Organize the
world’s information
Google and make it
Shopping universally
accessible and Google
useful.
labs Chrome
Browser
Google
Maps Google.Org
Google
sketch Fossil fuel
Challenge
High frequency. Low value. Semi-
unpredictable rewards.
The only big idea today is
not to forget the little
ones along the way.
Thank you Ed and Influx Insights for spotting this
All this means how you
design, create and evaluate
ideas has to change.
Does it communicate? Is it magnetic?
Is it engaging? Is it participatory?
Is it replicable? Is it generative?
Thanks.
http://www.garethkay.com
http://www.twitter.com/garethk