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FutureM 2014 The Idea is the Easy Part: Selling Innovative Ideas Speakers: Ben Jones (@harperjones) Creative Director, Google Matt Lindley Director of Innovation, SapientNitro You've got a big idea. A big BIG idea. But there's no budget. The people around you think it's impossible. The schedule is a mess. Your client wants a product spot that looks exactly like last year's spot, “but fresher.” How do you keep your idea alive with all of the forces arrayed to kill it? Join Ben Jones from Google and Matt Lindley from Sapient as they discuss how to sell through innovative ideas in a world that claims to want them, but kills them off with gleeful relish.
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The Idea is the Easy Part: Selling Innovative Ideas
# F U T U R E M
Ben Jones@harperjonesCreative DirectorGoogle
Matt Lindley @sapientnitroDirector of InnovationSapientNitro
Selling Innovation:
#FUTUREM
5 tips to get from prototype to polishedBen Jones, GoogleMatt Lindley, SapientNitro
#FUTUREM
Nobody will love it as much as you love you
Tip 1:
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Saddle Up. Find conspirators. Evolve but do not capitulate.
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Tip 2: The Right It
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Pretotyping
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Without data, all you have is an opinion
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If you want to understand how the lion hunts,
don’t go to the zoo.
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Focus RiskBecause you cannot eliminate it
Tip 3:
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Understand the advertising industrial complex
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Find and link proxiesInnovate your dataRisk what you can control
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Tip 4: Land all the planes
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• The space for innovation is always in addition to rather than instead of
• An army of ducks is an army of rows• Don’t neglect the home front (and pick
your spots)
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Tip 5: We are made of stories.
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Starts with the user (human truth) and ends with the business (money)
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Prototypes are the new storyboards
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Done is the engine of more
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Mandatory summary slide
1.Nobody will love it as much as you2.Build The right it3.Focus risk4.Land all the planes5.We are made of stories