The Idea is the Easy Part: Selling Innovative Ideas

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Ben Jones@harperjonesCreative DirectorGoogle

Matt Lindley @sapientnitroDirector of InnovationSapientNitro

Selling Innovation:

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5 tips to get from prototype to polishedBen Jones, GoogleMatt Lindley, SapientNitro

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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

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Thank You!

iambenjones@google.com

mlindley@sapient.com