Post on 26-Mar-2015
THE MEETINGS MATRIXthat which gives origin or form
The Mind and the MatrixCreating Thinking and Developing
Jason ClarkeMinds at Work
pointer schlepper
what dickhead designed this loading bay?
how does this tie in with the
rest of the campaign?
pointer schlepper
wanker
wanna see my new BMW?
I get on board when the money looks easy
and I jump ship as soon as it gets harder
I get the
RESULTI understand the
AUDIENCE
I know the
MEDIUM
I perfect the
MESSAGE
clarity creativity cunning courage
I see the possibilities
I understand the problem
I have a plan
I get it done
‘Problem’ space
‘Solution’ space
Problem space
Solution space
1
2
3
4
I see problems
but no possibilities
I see plenty of solutions but
frankly, I don’t see the
problem
I don’t give a rats
I see some of the problem and some of the solutions
1. “What’s the problem?”
2. “I know the problem”
3. “Let’s divvy up the problem”
4. “This isn’t part of the problem”
5. “It must be someone else’s problem”
6. “I need someone else to solve my problem”
7. “I need to solve someone else’s problem first”
8. “We’re all in the problem”
9. “We’re all part of the solution”
1. “What’s the problem?”2. “I know the problem”3. “Let’s divvy up the problem”4. “This isn’t part of the problem”5. “It must be someone else’s problem”6. “I need someone else to solve my problem”
7. “I need to solve someone else’s problem first”8. “We’re all in the problem”9. “We’re all part of the solution”
operator logic
industry logic
Seigfried without
Roy
substitute?substitute?combcombine?ine?
rearrange?rearrange? reverse?reverse?
adapt?adapt?
modify?modify?
magnify?magnify? minify?minify?
eliminate?eliminate? repurpose?repurpose?
"It is easier to tone down a
wild idea than to think up a
new one."Alex Osborne
combine?combine?What else is like What else is like
this?this?Could we mix Could we mix
other other products/serviceproducts/service
s in?s in?What else would What else would
you use at the you use at the same time?same time?
How would it How would it crossbreed crossbreed
with other with other ideas?ideas?
magnify?magnify?
What would it be like if it What would it be like if it was huge?was huge?
What if we just enlarged What if we just enlarged one bit?one bit?
Increase number, Increase number, strength, range, capacity?strength, range, capacity?How could we magnify the How could we magnify the
market?market?
minify?minify?
What if it was tiny?What if it was tiny?Could we shrink one bit?Could we shrink one bit?Reduce the cost, effort, Reduce the cost, effort, weight?weight?Is there a smaller, richer Is there a smaller, richer market?market?
modify?modify?
What could alter or What could alter or redesign?redesign?
Update the technology?Update the technology?Rethink the adjoining Rethink the adjoining
bits?bits?Any old assumptions we Any old assumptions we
could lose?could lose?
substitute?substitute?
What could we use What could we use instead?instead?
Try different materials?Try different materials?Try different markets?Try different markets?
Try different components?Try different components?
Can we pinch Can we pinch something something
from another from another idea?idea?
Could we copy Could we copy other other
processes?processes?Could we Could we swipe the swipe the
technology?technology?Who else is Who else is doing this?doing this?
adopt?adopt?
How would it fit How would it fit somewhere else?somewhere else?
Can it become part of Can it become part of another thing?another thing?
How would it work on the How would it work on the beach?beach?
In traffic? In orbit? In traffic? In orbit? Underwater?Underwater?
adapt?adapt?
rearrange?rearrange?
How many ways could we How many ways could we reconfigure it?reconfigure it?Can we restructure the Can we restructure the process?process?Can we rebuild the Can we rebuild the marketplace?marketplace?What isn’t doing it’s best What isn’t doing it’s best where it is?where it is?
repurpose?repurpose?
Forget what it was made Forget what it was made for, what can it do?for, what can it do?Would it be in a fire?Would it be in a fire?In a flood? At an orgy?In a flood? At an orgy?What would an alien do What would an alien do with it?with it?
eliminate?eliminate?What could we lose?What could we lose?What’s weighing this idea What’s weighing this idea
down?down?What would it be without What would it be without
this component?this component?What would we do without What would we do without
it?it?
reverse?reverse?What if we What if we
did the did the exact exact
opposite?opposite?Would it Would it
work work backwardsbackwards
??Inside out, Inside out,
upside upside down?down?
Let’s zig Let’s zig when the when the market market zags!zags!
substitute?substitute?combcombine?ine?
rearrange?rearrange? reverse?reverse?
adapt?adapt?
modify?modify?
magnify?magnify? minify?minify?
eliminate?eliminate? repurpose?repurpose?
"It is easier to tone down a
wild idea than to think up a
new one."Alex Osborne
TOTALLY CRAZY STUFF
OBVIOUS
INTERESTING!
time
craziness
time
craziness
1
30
been done
INTERESTING!
what are you, NUTS?
time
craziness
first lull
second lull
attributes
vari
ati
on
s
shape
material
2 attributes x 2 variations = 4 combinations
Plastic
Metal
Round
Square
shape
material
4 attributes x 4 variations
= ? combinations
4 attributes x 4 variations
= 256 combinations
6 attributes x 6 variations = 46,656 combinations
who what when why where how
LOCATION PRODUCT QUIRK SERV ICE CUSTOMERS SUPPLIERS
Everywhere
Shop Centre
CBD
Kiosk
Shop Strip
Movable
Supermarket
Rural town
Homes
Hospitals
Clothes
Food
Shoes
Travel
Everything
Furniture
Electrical
Dom Linen
Collars
Chocolate
Self-design
2nd hand
One-off
Comp Des
Individual
Cust Service
Fun
Self-scan
Pay whatever
Pick brand
Self
None
High
Yes Sayers
Singing
Joking
Mood
Individual
Customers
Party
Everyone
Young
Old
Single
Rich
Poor
Boys
Girls
Pets
Zoo’s
Charities
Local
Aust Made
Designers
Overseas
Pick Country
Anyone
Government
Schools
Us
LOCATION PRODUCT QUIRK SERV ICE CUSTOMERS SUPPLIERS
Everywhere
Shop Centre
CBD
Kiosk
Shop Strip
Movable
Supermarket
Rural town
Homes
Hospitals
Clothes
Food
Shoes
Travel
Everything
Furniture
Electrical
Dom Linen
Collars
Chocolate
Self-design
2nd hand
One-off
Comp Des
Individual
Cust Service
Fun
Self-scan
Pay whatever
Pick brand
Self
None
High
Yes Sayers
Singing
Joking
Mood
Individual
Customers
Party
Everyone
Young
Old
Single
Rich
Poor
Boys
Girls
Pets
Zoo’s
Charities
Local
Aust Made
Designers
Overseas
Pick Country
Anyone
Government
Schools
Us
it’ll never sell…
LOCATION PRODUCT QUIRK SERV ICE CUSTOMERS SUPPLIERS
Everywhere
Shop Centre
CBD
Kiosk
Shop Strip
Movable
Supermarket
Rural town
Homes
Hospitals
Clothes
Food
Shoes
Travel
Everything
Furniture
Electrical
Dom Linen
Collars
Chocolate
Self-design
2nd hand
One-off
Comp Des
Individual
Cust Service
Fun
Self-scan
Pay whatever
Pick brand
Self
None
High
Yes Sayers
Singing
Joking
Mood
Individual
Customers
Party
Everyone
Young
Old
Single
Rich
Poor
Boys
Girls
Pets
Zoo’s
Charities
Local
Aust Made
Designers
Overseas
Pick Country
Anyone
Government
Schools
Us
it’s crazy but I like it..
LOCATION PRODUCT QUIRK SERV ICE CUSTOMERS SUPPLIERS
Everywhere
Shop Centre
CBD
Kiosk
Shop Strip
Movable
Supermarket
Rural town
Homes
Hospitals
Clothes
Food
Shoes
Travel
Everything
Furniture
Electrical
Dom Linen
Collars
Chocolate
Self-design
2nd hand
One-off
Comp Des
Individual
Cust Service
Fun
Self-scan
Pay whatever
Pick brand
Self
None
High
Yes Sayers
Singing
Joking
Mood
Individual
Customers
Party
Everyone
Young
Old
Single
Rich
Poor
Boys
Girls
Pets
Zoo’s
Charities
Local
Aust Made
Designers
Overseas
Pick Country
Anyone
Government
Schools
Us
the ideal mother’s day gift..
SENSESLOCATIONDURATIONEXPERIENCETIME FRAME
MOOD
alright alright enough with the ideas already
10 attributes x 10 variations = 10 billion combinations
PRICELESS
WORTHLESS
VALUE
109876543210
PRICELESS
WORTHLESS
VALUE
109876543210
GREAT IDEA
NOT SO GREAT
CRAP
PISS WEAK
BLOODY BRILLIANT IDEA
PRICELESS
WORTHLESS
VALUE
109876543210
GREAT IDEA
NOT SO GREAT
CRAP
PISS WEAK
BLOODY BRILLIANT IDEA
0 1 2 3 4 5 6 7 8 9 10NO SWEAT NO WAYEFFORT
0 1 2 3 4 5 6 7 8 9 10
PRICELESS
WORTHLESS
NO SWEAT NO WAYEFFORT
VALUE
109876543210
PISS WEAK & PRETTY HARD
EFFORT
GREAT EASY IDEA
NOT SO GREAT & REALLY HARD
CRAP BUT EASY
BLOODY BRILLIANT BUT ALMOST IMPOSSIBLE IDEA
PISS WEAK & PRETTY HARD
GREAT EASY IDEANOT SO GREAT &
REALLY HARD
CRAP BUT EASY
BLOODY BRILLIANT BUT
ALMOST IMPOSSIBLE IDEA
1ST
2ND
3RD
4TH
5TH
1. EASY CRAP2. EASY GREAT3. PISSWEAK HARD4. NOT SO GREAT, REALLY HARD5. BRILLIANT ALMOST IMPOSSIBLE
RESULT: A CAREER OF MEDIOCRITY
EFFORT STRATEGY (CONSERVATIVE)
sounds like a plan…
PISS WEAK & PRETTY HARD
GREAT EASY IDEANOT SO GREAT &
REALLY HARD
CRAP BUT EASY
BLOODY BRILLIANT BUT
ALMOST IMPOSSIBLE IDEA
1ST 2ND
3RD
4TH
5TH
1. BRILLIANT ALMOST IMPOSSIBLE 2. EASY GREAT3. NOT SO GREAT, REALLY HARD4. EASY CRAP5. PISSWEAK HARD
RESULT: EARLY EXHAUSTION OF ENTHUSIASM AND RESOURCES FOLLOWED BY LIFELONG BITTERNESS AND CYNICISM
VALUE STRATEGY (RADICAL)
that’s just bloody typical, isn’t it?
PRICELESS
WORTHLESS
NO SWEAT NO WAY
EFFORT
VALUE
DO IT NOW WORK UP TO IT
DELEGATE OR DUMP
TOTAL WASTE
OF TIME
PRICELESS
WORTHLESS
NO SWEAT NO WAY
EFFORT
VALUECan we make it more
VALUABLE?
Should we even BOTHER?
Can we make
it EASIER
?
Can we get STARTED?
GREAT EASY IDEA
BLOODY BRILLIANT BUT
ALMOST IMPOSSIBLE IDEA
1ST 2ND
1. START WITH EASY GREAT2. WORK UP TO
BRILLIANT/IMPOSSIBLE 3. BUGGER THE REST
RESULT: EARLY SUCCESS AND PROFIT FOLLOWED BY A GROWING REPUTATION FOR GENIUS AND BRILLIANCE
QUADRANT STRATEGY (CUNNING)
Don’t
Do
worst
best
2 choices x 2 different
outcomes = 4 considerations
OUTCOMES
CHOICES
Don’t
Do
worst
best
Best outcome if we do
Best outcome
if we don’t
Worst outcome if
we do
Worst outcome
if we don’t
CHOICES
OUTCOMES
Don’t
Do
worst
best
The Optimi
st
CHOICES
OUTCOMES
Don’t
Do
worst
best
The Pessim
ist
CHOICES
OUTCOMES
Don’t
Do
worst
best
someone who wants you to do
it
Best outcome if we do
Worst outcome
if we don’t
CHOICES
OUTCOMES
Don’t
Do
worst
best
someone who doesn’t want you to
do itBest outcome
if we don’t
Worst outcome if
we do
CHOICES
OUTCOMES
Don’t
Do
worst
best
CHOICES
OUTCOMES
HUMAN
CLONING
Best outcome if we do
Best outcome
if we don’t
Worst outcome if
we do
Worst outcome
if we don’t
Don’t
Do
worst
best
CHOICES
OUTCOMES
• Make new friends?• Extend life?• Population OK?• Share $/resources?
• Bugger up nature?• Population problems?• Multiple George Bushes?
• Good people still die?•Lost opportunity?
HUMAN
CLONING
Don’t
Do
worst
best
CHOICES
OUTCOMES
• Make new friends?• Extend life?• Population OK?• Share $/resources?
• Bugger up nature?• Population problems?• Multiple George Bushes?
• Good people still die?•Lost opportunity?
HUMAN
CLONING
That
This
losewin
CHOICE
OUTCOME
Other
draw
This I dread most of allThis I
desire most of
all
This I could live withThis I could live withThis
would be ok
This would piss
me off
This I would regret
This would
be coolThis
would be way
cool
This I desire
most of all
That
This
losewin
CHOICE
OUTCOME
Other
draw
This I dread most of all
This I could live withThis I could live withThis
would be ok
This would piss
me off
This I would regret
This would
be cool
This would be way
cool
MED
ODDS of a stuff-up
LOW
HIGH
COST of a
stuff-up
LOW
MED
HIGH
MED
ODDS of a stuff-up
LOW
HIGH
COST of a
stuff-up
LOW
MED
HIGH
Space shuttl
e
Asteroid hit
Karaoke
Pitch an idea
MED
ODDS of a stuff-up
LOW
HIGH
COST of a
stuff-up
LOW
MED
HIGH
100% sure-fire disaster
No brainer
Long shot disaster
100% sure-fire
hiccup
MED
ODDS of a stuff-up
LOW
HIGH
COST of a
stuff-up
LOW
MED
HIGH
GO!
NO!WH
OA!HAVE A
MEETING
TAKE THE INITIATIVE
WAIT FOR THE
BOSS
2 4 R
1 3
d a s
i e
iimagine
d
ddesign
eevaluate
aact
sstart again
big bang theory
indu
stry
siz
e
time
big bang theory
indu
stry
siz
e
time
external political/technical/historic impact
big gig theory
indu
stry
siz
e
time
olympics
expo
commonwealth games
indu
stry
siz
e
time
remember me?
i’m back…
god I love this industry…
i’m still here…
indu
stry
siz
e
time
maturity
we’re a thinking company
we’re a thinking company that stages
we’re a staging company
we’re a staging company that thinks
m@RIX
MATRIX BUSINESS SOLUTIONS
MATRIXe v e n t s
MATRIX
HIRE
indu
stry
siz
e
time
maturity
industry-generated cyclical event
indu
stry
siz
e
time
i
imagine
1
ok, how about this…
i
imagine
1
2
yeah, or we could
do this…
i
imagine
1
2
3
3b
3a
ok, or maybe even this…
or this…
or this…
i
imagine
4
1
2
3
6
57a
7
3a
3b
8
7c
7b
hey you guys…
why not..?
what if..?
could we..?
what about..?
how about..?
YEAH!
SICK!
ddesign
13
6
7a
7
3a
3b
8
7b
these kinda go together
24
5
7c
ddesign
13
6
7a
7
3a
3b
8
7b
Plan A
could we join these
two?
24
5
7c
ddesign
13
6
7a
7
3a
3b
8
7b
Plan A
Plan B
these work toget
her2
45
7c
ddesign
13
6
7a
7
3a
3b
8
7b
Plan A
Plan BPlan C2
this is just cool by itself
Plan A
Plan B
e
evaluate
7a
77b
NAH
2
Plan A
Plan C
e
evaluate
7a
77b
Plan C2yep
Plan A
e
evaluate
7a
77b
Plan C
NAH
NAH 2
yepyep
AS IF
a
act
Plan C + idea #2
now soon latermuch laterdeadline
step 2step 1 step 4step 3 Finished!
DaveSue
Kirsty
SueMick
MaryBig Al
Stinky Miller
EverybodyEverybody
I get on board when the money looks easy
and I jump ship as soon as it gets harder
PUBLISHING
COMPUTING
MEDIA
it’s a hot area…
you gotta get into it…
it’s all happenin’
PUBLISHING
COMPUTING
MEDIA
CD/DVD/VIDEOGAMING
SOFTWARE ONLINE/WEB
it’s cutting edge…
we’re shifting the paradigm… get outside the box…
PUBLISHING
COMPUTING
MEDIA
CD/DVD/VIDEOGAMING
SOFTWARE ONLINE/WEB
HYPERMEDIA
Forget the ‘competition’Keep your eye on the outsiders
NOKIA BEATS MOTOROLATESCO BEATS SHELL
STARBUCKS BEATS NESCAFESUBWAY BEATS MCDONALDS
we’re a thinking company
we’re a thinking company that stages
we’re a staging company
we’re a staging company that thinks
m@RIX
MATRIX BUSINESS SOLUTIONS
MATRIXe v e n t s
MATRIX
HIRE
we’re a thinking industry
We solve problems…we grab audiences…
we tell stories…we make it happen.
TARA
RANDALL
CHRISANDRIS
KEVIN
YUKO
LINDA
TARA
RANDALL
CHRISANDRIS
KEVIN
YUKO
LINDAWEB SITE
LAUNCHPLAN
BROCHURE
TARA
RANDALL
CHRISANDRIS
KEVIN
YUKO
LINDA
ENDLESS DREAM
HEADKICKER
RULE
REAR VIEW
VISION
CONSULTANT HEAVEN
HERNIATED MIDDLE MANAGEMENT
EXPLORE EXPLORE EXPLORE
EXPLOITEXPLOIT EXPLOIT
“It's not that I'm so smart.It's just that I stay
with problems longer.”
~ Albert Einstein (1879-1955) ~
WIGGLESBIG ATTRACTION
$40kNEW ROADWORKS
PARENTS GET BOOKEDDROP OFF TOO SLOW
EXCESS BAGGAGEHOMEWORK POLICY
KEEP KIDS BUSYVALUE FOR MONEY
FEES TOO HIGH
Event 1
Event 2
Event 3
Event 4
caused that..
This…
which caused that..
which caused this..
…caused that
which...
…caused this which...
problem
problem
cause
cause
cause
cause
problem
30%
45%
20%
5%
problem
30%
45%
20%
5%
problem
30%
45%
20%
5%
problem
problem
Forget it
nah
Ach!
problem100pts
100pt 100pt
problem
chain
loop
chain
problem
cat’s claw
cat’s claw
BIG
PICTURE
nitty gritt
y
dreamer
doer
IDEALISM
passion
REALISM
pressure
realideal
imagine
develop
evaluate
act
I D
EA
dreamer
designer
decider
doer
THE MEETINGS MATRIXthat which gives origin or form