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Gustav Martner
gmartner@cpbgroup.com
TODAY I WILL TALK ABOUT
What is creativity’s worst enemy
Why provocative art is good for
businesses
Why most advertising i...
“The real fact of the matter is that
nobody reads ads. People read what
interest them, and sometimes it's an ad.”
If we have known this for such a
long time, why is most advertising
still crap?
Why do so many people think it is
just pai...
CONSUMER
GOALS:
Utility
Information
Entertainment
ADVERTISER
GOALS:
Reducing risk for
other investment
Aligning conflictin...
Useful!
Thanks.
Low risk!
Perfect.
Digital vs Magazine
11% ads versus 50% ads
Still people find the magazine’s ads
less intrusive and annoying.
It’s lack of ...
“The buying of time or space is not
the taking out of a hunting license
on someone else's private preserve
but is the rent...
"Wireless telephone and telegraph circuits will span
the world. A husband in the middle of the Atlantic will
be able to co...
No more C, X or Q
Everybody will walk 10 miles a day
No more cars in large cities
No wildlife
No mosquitoes or flies
Future is unequally distributed between:
Individuals
Organizations
Companies
Bransches
Countries
Generations
Volvo Cars is one company from Sweden, and the headquarters are in Gothenburg.
Recently the company Mojang which makes Minecraft was sold to Microsoft for
2,5 billion USD (which is 95 770 267 579 RUB)
@ulrikagood
Hard for grandpa to understand: How a
company that makes something like Minecraft
can be valued to more than V...
@martner
Hard for my son to understand: How a
company that makes something our family
don’t even own (cars) can be almost ...
Business has always been about
adding value.
About opening up opportunities.
Today most value is added through:
Software
S...
Not owning a car, but to have access
to different cars with an app, is
opening up new opportunities for me
and my family. ...
Please steal this idea
(I don’t have time to execute it)
This makes marketing having a
potential to transcendend
”marketing”.
The product can contain the
marketing.
And the market...
To make great advertising or innovate in a
human centric way you have to really
understand other people’s emotions, hopes,...
Data help us understand a world that is
increasingly complex.
But if we are narrow minded, we will not accept the data
insights, and we will make the wrong decisions anyway.
Here is a story about two data points.
Data point 1:
Ultra sound detection
Data point 2:
Statistics about psycological hea...
Data point 1:
Ultra sound detection: ”you will have a
slightly disabled child”
Data point 2:
Statistics about psycological...
WE SOMETIMES MAKE OURSELVES
STUPID TO FIT IN.
WE NEED DATA TO UNDERSTAND THE
WORLD. AND WE NEED SOMEONE
WHO CHALLENGES OUR VALUES TO
THINK CLEARLY ABOUT IT.
HOW WOULD I THINK IF I
WAS NOT AFRAID?
FEAR IS CREATIVITY’S
WORST ENEMY.
Gustav Martner: стратегии для инновации в мире, управляемом информацией
Gustav Martner: стратегии для инновации в мире, управляемом информацией
Gustav Martner: стратегии для инновации в мире, управляемом информацией
Gustav Martner: стратегии для инновации в мире, управляемом информацией
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Gustav Martner: стратегии для инновации в мире, управляемом информацией

В своем выступлении я буду говорить о вещах, которые я создал - начиная от мобильных приложений digital арт-инсталляций - и как процесс их создания изменили меня и мое мышление. Я также буду говорить о вещах, в которые я верю: о том, что провокационное искусство нужно в качестве активного компонента в формировании общества, ради которой стоит жить, и что страх-это злейший враг творчества

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Gustav Martner: стратегии для инновации в мире, управляемом информацией

  1. 1. Gustav Martner gmartner@cpbgroup.com
  2. 2. TODAY I WILL TALK ABOUT What is creativity’s worst enemy Why provocative art is good for businesses Why most advertising is crap – decade after decade
  3. 3. “The real fact of the matter is that nobody reads ads. People read what interest them, and sometimes it's an ad.”
  4. 4. If we have known this for such a long time, why is most advertising still crap? Why do so many people think it is just painful and intrusive?
  5. 5. CONSUMER GOALS: Utility Information Entertainment ADVERTISER GOALS: Reducing risk for other investment Aligning conflicting goals creates: GREAT ADVERTISING GREAT MEDIA EXPECTATIONS ON MEDIA – CONSUMERS/ADVERTISERS
  6. 6. Useful! Thanks.
  7. 7. Low risk! Perfect.
  8. 8. Digital vs Magazine 11% ads versus 50% ads Still people find the magazine’s ads less intrusive and annoying. It’s lack of “product development”
  9. 9. “The buying of time or space is not the taking out of a hunting license on someone else's private preserve but is the renting of a stage on which we may perform.”
  10. 10. "Wireless telephone and telegraph circuits will span the world. A husband in the middle of the Atlantic will be able to converse with his wife sitting in her boudoir in Chicago. We will be able to telephone to China quite as readily as we now talk from New York to Brooklyn."
  11. 11. No more C, X or Q Everybody will walk 10 miles a day No more cars in large cities No wildlife No mosquitoes or flies
  12. 12. Future is unequally distributed between: Individuals Organizations Companies Bransches Countries Generations
  13. 13. Volvo Cars is one company from Sweden, and the headquarters are in Gothenburg.
  14. 14. Recently the company Mojang which makes Minecraft was sold to Microsoft for 2,5 billion USD (which is 95 770 267 579 RUB)
  15. 15. @ulrikagood Hard for grandpa to understand: How a company that makes something like Minecraft can be valued to more than Volvo Cars.
  16. 16. @martner Hard for my son to understand: How a company that makes something our family don’t even own (cars) can be almost as valuable as a company that makes something half of our family loves.
  17. 17. Business has always been about adding value. About opening up opportunities. Today most value is added through: Software Service design User Experience Design Data insights
  18. 18. Not owning a car, but to have access to different cars with an app, is opening up new opportunities for me and my family. And for businesses. And this is only the beginning.
  19. 19. Please steal this idea (I don’t have time to execute it)
  20. 20. This makes marketing having a potential to transcendend ”marketing”. The product can contain the marketing. And the marketing can become the product.
  21. 21. To make great advertising or innovate in a human centric way you have to really understand other people’s emotions, hopes, dreams and fear (or at least your own). You have to be able to have an open mind. A tolerant view of the world. And you have to combine that with an ability to analyse data.
  22. 22. Data help us understand a world that is increasingly complex.
  23. 23. But if we are narrow minded, we will not accept the data insights, and we will make the wrong decisions anyway.
  24. 24. Here is a story about two data points. Data point 1: Ultra sound detection Data point 2: Statistics about psycological health.
  25. 25. Data point 1: Ultra sound detection: ”you will have a slightly disabled child” Data point 2: Statistics about psycological health: ”your child will have slightly bigger chances to be happy” Why did only data point 1 register with this family?
  26. 26. WE SOMETIMES MAKE OURSELVES STUPID TO FIT IN.
  27. 27. WE NEED DATA TO UNDERSTAND THE WORLD. AND WE NEED SOMEONE WHO CHALLENGES OUR VALUES TO THINK CLEARLY ABOUT IT.
  28. 28. HOW WOULD I THINK IF I WAS NOT AFRAID?
  29. 29. FEAR IS CREATIVITY’S WORST ENEMY.

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