Post on 10-Jan-2017
PROTECT YOUR ABSURDITY!
Year of the Monkey Conference 2016Silke Facilides & Steffen FischerGrabarz & Partner
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HUMANS HAVE THE PRIVILEGE TO BEHAVE ABSURDLY.
BESIDES MONKEYS WHICH THROW STONES AGAINST TREESWITHOUT ANY OBVIOUS REASON!
Synonyms:crazy
unreasonable silly
ABSURDITY IS A GREAT COUNTERCURRENT TO LOGIC.
Antonyms: logical
reasonablerealistic
Picture credit: yasmary; James
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ABSURDITY OPENED UP LITERATURE FOR NEW FORMS OF STORYTELLING.
Picture credit: Ian, Production Photos for Samuel Beckett's Play at the University of Calgary.
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ABSURDITY WAS THE DECISIVE IMPULSE FOR ART TO BE MORE THAN A
REFLECTION OF THE PRESENT.
Picture credit: Jorge Jorquera.
ABSURDITY IS NOT ONLY INTERESTING IN ARTS, BUT ALSO IN COMMUNICATION AND BUSINESS.
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IN ADVERTISING: THE CADBURY GORILLA.
Picture credit: Kate. Get the picture
- 12+ Mio. views- +20% people
looking favourably on the brand
- +9% rise of sales
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IN ACTIVATION:THE ICEBUCKET CHALLENGE.
Picture credit: Anthony Quintano
- > 220 Mio. US$ donations globally
- 17 Mio. videos with > 1 billion views
- > 1000 prominent participants
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IN START-UPS:UBER FOUNDED A TAXI COMPANY
WITHOUT A SINGLE CAR. Picture credit: Núcleo Editorial
- > 1,5 billion US$ revenue
- 6700 employees- 507 cities in 66
countries
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IN PRODUCT INNOVATION:DYSON CREATED A VACCUUM
CLEANER WITHOUT A VACUUM BAG.Picture credit: rc!
- Revenue > 1,74 billion GB£
- Profit 448 Mio. GB£- > 3000 patents for
> 500 inventions
CREATIVE THINKERS LOVE ABSURDITY. COMPANIES USUALLY DON‘T.
CONTROLEXPLORATION
Arts
Internet
Innovation labsKPIs
ProcessMarket
researchInternet
Creative Agencies
Innovation labs
Picture credit: urbanartcore.eu, UW Health
THE CHALLENGE AND GOAL FOR TODAY: PROTECT YOUR ABSURDITY.
PROTECT YOUR SEEMINGLY ABSURD IDEAS:
PROTECT YOUR ABSURD IDEA TURTLE.
Picture credit: misheal pascual
THE TURTLE HAS SOME NATURAL ENEMIES.
Picture credit: misheal pascual
TOOL I:
GET TO KNOW THE ENEMY.
5 WHYS.
WORKSHOP:
WHAT IS THE ENEMY?
WHY IS THE ENEMY TRYING TO KILL YOURABSURD IDEA TURTLE?
WHY?
WHY?
WHY?
WHY?
WHY?
IF INSECURITY IS AN ISSUE, OFFER SAFETY WITH NEW FACTS.
e.g. Facial expressionFrowningHeartbeat
Skin conductance
e.g. Distress ConfidenceSympathyCloseness
New forms of market research
Small groups to prove results
Picture credits: Webvideopreis Deutschland; Heart.facts; IPA Source; eye dropper; Annie Mole,
Use reliable numbers
Cases from other industries
TOOL II: CALM DOWN THE ENEMY WITH A FENCED PLAYGROUND.
GIVE ABSURDITY A FIXED > TIME> SPACE> BUDGET > AND CONTEXT.
PLAYGROUND FOR YOUR
TURTLE
Picture credit: Helen Taylor
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KEEP IT SMALL! EXPERIMENTS BECOME MORE DIFFICULT WHEN THEY‘RE BIGGER.
Picture credit: ChemieVerbände BadenBaden
ABSURDITY SPACE ABSURDITY TIME
ABSURDITY BUDGET ABSURDITY CONTEXT
……
e.g. dedicated Twitter Account
……
e.g. Friday morning?
……
e.g. 0,5% of R&D spendings
……
e.g. Brand Vision
TOOL II: FINDING & DEFININGPLAYGROUNDS.
TOOL III:PROTECT YOUR TURTLE FROM THE INSIDE – AND FIND YOUR TURTLE‘S PURPOSE.
THE GOLDEN CIRCLE DEFINES THE DIRECTION FOR THE DEVELOPMENT OF ABSURD IDEAS.
Simon SimekWHY
HOW
WHATWhat is the product / service of the company? How do they earn their money?
How does the company so what they are doing? Do they have a specific way of doing it?
Why is a company doing what they are doing? What is the purpose of the company´s existence?
STARBUCKS: IT´S NOT ABOUT THE COFFEE.
WHY
HOW
WHAT Coffee and snacks in cities all over the world
Coffee know-how and specialties, free WiFi, comfy chairs, lounge atmosphere, power outlets, music entertainment
Starbucks is „the third place“, something between home and work
TESLA:FAR MORE THAN ELECTRIC CARS.
WHY
HOW
WHAT Electric vehicles and energy storage devices
Highest standards on design, innovation leadership, easy to use products / high usability
Accelerating the change to a sustainable usage of energy
WORKSHOP:
SEARCH FOR THE WHY OF FAMOUS BRANDS.
WHAT IS THE WHY OF THESE BRANDS?
WHY
HOW
WHATPrivate sleeping and living places all around the world
Connecting people through a community market place
?
WHY
HOW
WHATCaring and beauty products
?
WHY
HOW
WHATSearch engine, g-mail, Maps, Play, Google+…
Consumer centric,data-driven/ranked
?
WHY
HOW
WHATTrading with affordable DIY-furniture and home accessoires
Broad assortment, modern design, swedishness, work-sharing, price optimization, experience orientation
?
Breaking with the categories beauty, „Free being me“ Program, Partnership wagggs
WHY
HOW
WHAT Private sleeping and living places all around the world
Connecting people through a community market place
?
WHY
HOW
WHAT Caring and beauty products
Breaking with the categories beauty definition, „Free being me“ Program, Partnership wagggs
?
WHY
HOW
WHAT Search engine, g-mail, Maps, Play, Google+…
Consumer centric,data-driven/ranked
?
WHY
HOW
WHAT Trading with affordable DIY-furniture and home accessoires
Broad assortment, modern design, swedishness, work-sharing, price optimization, experience orientation
?
WHAT IS THE WHY OF THESE BRANDS?
WHY
HOW
WHATPrivate sleeping and living places all around the world
Connecting people through a community market place
?
WHY
HOW
WHATCaring and beauty products
?
WHY
HOW
WHATSearch engine, g-mail, Maps, Play, Google+…
Consumer centric,data-driven/ranked
?
WHY
HOW
WHATTrading with affordable DIY-furniture and home accessoires
Broad assortment, modern design, swedishness, work-sharing, price optimization, experience orientation
?
Breaking with the categories beauty, „Free being me“ Program, Partnership wagggs
TOOL IV: NURSE THE ABSURD TURTLE INSTINCTS.
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WHO OF YOU HAVE A FOOTBALL TABLE AT THEIR WORKPLACE?
Picture credit: Maik Meid
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A FOOTBALL TABLE IS GREAT. BUT:DO YOU HAVE A RITUAL OR SPACE WHERE ABSURDITY IS ENCOURAGED?
Picture credit: Ann-Kathrin
Picture credit: Susanne Nilsson
SHOW GREAT ABSURD IDEAS!
INVITE OR VISIT SPECIALISTS
OF ABSURDITY!
CELEBRATE THE „MISUSE“ OF YOUR
PRODUCT!
MAKE ABSURDITY PART OF
EVERY WORKDAY!
WORKSHOP: WHAT COULD BE YOUR ABSURDITY RITUAL?
YOUR ABSURDITY PROTECTION TOOLS.
TAKE ABSURDITY OWNERSHIP:
YOU HAVE TO FEED, ATTEND TO & PROTECT YOUR ABSURD TURTLE.
MAKE YOURSELF THE ABSURD TURTLE PROTECTOR!
CHANGAHO!