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Working with Uncertainty
branding, creativity, strategy and stuff
Every discovery by definition is unpredictable. If it were
predictable it wouldn't be a discovery. Creativity exposes
          unpredictable things to be discovered.
       Arthur Koestler, The Act of Creation
People can also have negative
        associations with novelty;
an attribute at the heart of what
          makes ideas creative in
                   the first place.
Mueller, Melwani, Goncalo
            Cornell University
The Illusion of Knowing
Every product and every
single brand wants to
'engage' users in a massive
participatory experience.
Even Especially if they're
utterly dull…but by now
you've discovered there's
very little to say if you're a
brand people don't care
much about.
Tim Malbon,
Made by Many
Market Research
Spending skyrockets
+23% 5 years
What drove Sony’s shift from a disruptive to a sustaining innovation
  strategy? Prior to 1980, all new product launch decisions were
made by cofounder Akio Morita and a trusted team of associates.
 They never did market research, believing that if markets did not
 exist they could not be analyzed. Their process for assessing new
              opportunities relied on personal intuition.
                        Clay Christensen,
                       Technology Review
Seinfeld, Mary Tyler Moore, Hill Street Blues, Friends –
             all pre-testing failures.
The payoffs to innovation are greatest where
         the uncertainty is highest.
           Charles Leadbeater
Motorola, Hewlett-Packard, Xerox, Ryder, Unisys, Texas Instruments,
          Revlon, Converse, La-Z-boy, Interstate Bakeries
  All formed in the aftermath of the Great Depression
Reinvention is happening in every market at an accelerating pace.
Just in the last two years we’ve seen fundamental shifts in music,
  gaming, banking, education, government, automobiles, energy,
 coupons, payments, retail, rental cars, manufacturing, publishing,
                   journalism, just to name a few…

 I’m a believer that in the next 5 years we’re going to see every
     major industry reinvented in ways we didn’t see coming.
           Bryce T. Roberts, AlphaTech Ventures
We need to make uncertainty work for us.


                        Creative Capitalism

         Purpose


                   Cultural Innovation
Find focus in purpose, not
       consistency.
360°
The answer for a growing number of marketers is to
take a 360° approach, zeroing in on a target group
     likely to be receptive to a message – and
           surrounding it from every angle.
You’re a rational, self-interested, entrepreneurial individual who is
     trying to satisfy unlimited wants, whatever they may be.
The more information you have, the better decisions you’ll make.
  Relationships are impersonal, anonymous and transactional.
                    The Monoculture
Finding purpose.
   I think many people assume, wrongly, that a
company exists simply to make money. While this is
 an important result of a company's existence, we
have to go deeper and find the real reasons for our
                       being.
                David Packard
Ask yourself
        this:                   How a
What cause are you            brand acts
a credible voice for?
                         How a brand talks


                        What a brand feels is
                             important


                        What a brand rallies the
                          community around



                         Why a brand does it
To contribute to the real change in
     Braddock, the Levi’s brand is
       committed to funding the
     refurbishment of Braddock’s
community center, a focal point of the
     town and their youth-based
  programming. Additionally, Levi’s is
  supporting Braddock’s urban farm
 which supplies produce to local area
      residents at reduced costs.

  What the people of Braddock are
proving is that decay and destruction
don’t always mean the end, a point of
no return. They can also be a frontier,
         a place to start anew.
Embrace creative capitalism.
[A process that] incessantly revolutionizes the
   economic structure from within, incessantly
destroying the old one, incessantly creating a new
 one. This process of Creative Destruction is the
          essential fact about capitalism.
              Creative Destruction
Five of today’s hundred largest public companies
       were among the top hundred in 1917.
Half of the top hundred of 1970 had been replaced
              in the rankings by 2000.
The most resilient companies are actively
contributing to their destruction and reinvention.
Once upon a time an ad was about a company's
   unique selling position. But people can now
 accept more complex brands, and I thought we
might be able to build a deeper relationship if we
              built on multiple fronts.
       Mike Hughes, Martin Agency
Red Bull
Massive Niche
 exploration
Red Bull
Crashed Ice
Good Magazine
A platform for experimentation
Create cultural innovations.
Invention
Conceiving a new idea
Innovation
Arranging the economic requirements
Diffusion
Adoption of the idea
                                      Joseph Schumpter
Most often, when people are asked to describe
 the current media landscape, they respond by
making an inventory of tools and technologies.
     Our focus should be not on emerging
technologies but on emerging cultural practices.
   Henry Jenkins, Convergence Culture
The Difficulty of
     Doing
The Difficulty of
     Doing
If agencies want to think more like tech startups,
  they might focus less on clever storytelling and
                  more on utility.
  Adam Glickman, Founder, the IdeaLists
That's what we need to add to so many things, to give
them that extra necessary magic. A pretending layer. So
it's not just a useful or beautiful or functional object - it's
got some little nod to who we're pretending to be when
                        we're using it.
                      Russell Davies




 The Framing Layer
3X as many smartphones
   are being activated every minute
around the world than there are babies
              being born
Cultural Innovations have never been so
              attainable.
Technology advances à Cultural advances
        From R & D to Cultural studios
   From USPs to coherency through purpose
    Build Infrastructure for experimentation
      Develop new working relationships
             Follow the DIS principle
You learn to like the excitement of mild, ongoing risk
 taking…Sometimes it works, sometimes it doesn't,
          but it's the creation of possibility.
 Brad Blanton, Founder of Radical Honesty
Thanks. You can find me on the internet.
Paul McEnany
Director of Strategy at Twist Image
heehawmarketing.com // @paulmcenany


Credit to:
David Coacci, Corey Litvak
Flickr: Beth19, mateugrin, cdm, harleyhaskett, karl_hab,
michaelsissions, uzbecca, thorne_ryne, vamitos, whsimages,
nitsrejk

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Working with Uncertainty

  • 1. Working with Uncertainty branding, creativity, strategy and stuff
  • 2. Every discovery by definition is unpredictable. If it were predictable it wouldn't be a discovery. Creativity exposes unpredictable things to be discovered. Arthur Koestler, The Act of Creation
  • 3. People can also have negative associations with novelty; an attribute at the heart of what makes ideas creative in the first place. Mueller, Melwani, Goncalo Cornell University
  • 4. The Illusion of Knowing
  • 5. Every product and every single brand wants to 'engage' users in a massive participatory experience. Even Especially if they're utterly dull…but by now you've discovered there's very little to say if you're a brand people don't care much about. Tim Malbon, Made by Many
  • 7. What drove Sony’s shift from a disruptive to a sustaining innovation strategy? Prior to 1980, all new product launch decisions were made by cofounder Akio Morita and a trusted team of associates. They never did market research, believing that if markets did not exist they could not be analyzed. Their process for assessing new opportunities relied on personal intuition. Clay Christensen, Technology Review
  • 8.
  • 9. Seinfeld, Mary Tyler Moore, Hill Street Blues, Friends – all pre-testing failures.
  • 10. The payoffs to innovation are greatest where the uncertainty is highest. Charles Leadbeater
  • 11. Motorola, Hewlett-Packard, Xerox, Ryder, Unisys, Texas Instruments, Revlon, Converse, La-Z-boy, Interstate Bakeries All formed in the aftermath of the Great Depression
  • 12. Reinvention is happening in every market at an accelerating pace. Just in the last two years we’ve seen fundamental shifts in music, gaming, banking, education, government, automobiles, energy, coupons, payments, retail, rental cars, manufacturing, publishing, journalism, just to name a few… I’m a believer that in the next 5 years we’re going to see every major industry reinvented in ways we didn’t see coming. Bryce T. Roberts, AlphaTech Ventures
  • 13. We need to make uncertainty work for us. Creative Capitalism Purpose Cultural Innovation
  • 14. Find focus in purpose, not consistency.
  • 15. 360° The answer for a growing number of marketers is to take a 360° approach, zeroing in on a target group likely to be receptive to a message – and surrounding it from every angle.
  • 16. You’re a rational, self-interested, entrepreneurial individual who is trying to satisfy unlimited wants, whatever they may be. The more information you have, the better decisions you’ll make. Relationships are impersonal, anonymous and transactional. The Monoculture
  • 17. Finding purpose. I think many people assume, wrongly, that a company exists simply to make money. While this is an important result of a company's existence, we have to go deeper and find the real reasons for our being. David Packard
  • 18. Ask yourself this: How a What cause are you brand acts a credible voice for? How a brand talks What a brand feels is important What a brand rallies the community around Why a brand does it
  • 19.
  • 20.
  • 21. To contribute to the real change in Braddock, the Levi’s brand is committed to funding the refurbishment of Braddock’s community center, a focal point of the town and their youth-based programming. Additionally, Levi’s is supporting Braddock’s urban farm which supplies produce to local area residents at reduced costs. What the people of Braddock are proving is that decay and destruction don’t always mean the end, a point of no return. They can also be a frontier, a place to start anew.
  • 23. [A process that] incessantly revolutionizes the economic structure from within, incessantly destroying the old one, incessantly creating a new one. This process of Creative Destruction is the essential fact about capitalism. Creative Destruction
  • 24. Five of today’s hundred largest public companies were among the top hundred in 1917. Half of the top hundred of 1970 had been replaced in the rankings by 2000.
  • 25. The most resilient companies are actively contributing to their destruction and reinvention.
  • 26. Once upon a time an ad was about a company's unique selling position. But people can now accept more complex brands, and I thought we might be able to build a deeper relationship if we built on multiple fronts. Mike Hughes, Martin Agency
  • 27. Red Bull Massive Niche exploration
  • 29. Good Magazine A platform for experimentation
  • 30.
  • 31.
  • 33. Invention Conceiving a new idea Innovation Arranging the economic requirements Diffusion Adoption of the idea Joseph Schumpter
  • 34. Most often, when people are asked to describe the current media landscape, they respond by making an inventory of tools and technologies. Our focus should be not on emerging technologies but on emerging cultural practices. Henry Jenkins, Convergence Culture
  • 37. If agencies want to think more like tech startups, they might focus less on clever storytelling and more on utility. Adam Glickman, Founder, the IdeaLists
  • 38. That's what we need to add to so many things, to give them that extra necessary magic. A pretending layer. So it's not just a useful or beautiful or functional object - it's got some little nod to who we're pretending to be when we're using it. Russell Davies The Framing Layer
  • 39. 3X as many smartphones are being activated every minute around the world than there are babies being born
  • 40. Cultural Innovations have never been so attainable.
  • 41. Technology advances à Cultural advances From R & D to Cultural studios From USPs to coherency through purpose Build Infrastructure for experimentation Develop new working relationships Follow the DIS principle
  • 42. You learn to like the excitement of mild, ongoing risk taking…Sometimes it works, sometimes it doesn't, but it's the creation of possibility. Brad Blanton, Founder of Radical Honesty
  • 43. Thanks. You can find me on the internet. Paul McEnany Director of Strategy at Twist Image heehawmarketing.com // @paulmcenany Credit to: David Coacci, Corey Litvak Flickr: Beth19, mateugrin, cdm, harleyhaskett, karl_hab, michaelsissions, uzbecca, thorne_ryne, vamitos, whsimages, nitsrejk