2011 PSFK CONFERENCE

“PSFK is the go-to source for new ideas for creative professionals. Our aim is

to inspire our readers, our guests and our clients

to make things better - whether that’s better

products, better services or better ways of living.”

Piers Fawkes, founder & CEO www.PSFK.com

Making creativity happen

Merging the digital and physical worlds

Ending boredom

New heroes

What it all means

MAKING CREATIVITY HAPPEN

Ask yourself:

• Is it smart?

• Is it simple?

• Is it surprising?

•Will anyone give a shit?

MAKING CREATIVITY HAPPEN

The barriers are lower than ever before.

You just need to get out there and create.

"People want to be part of things." - Yancey Strickler

Airbnb.com was created in 48 hours when the founders needed to pay their rent.

It has become “the eBay of space”

We’ve moved from the Information Age to what she calls the “hybrid age” - we’re not just using gadgets but we will experience life amongst technology, where technology will proliferate with sensors all around us, when machines become more intelligent...what will happen is that this age will be full of a lot of disruptions

MERGING THE DIGITAL AND PHYSICAL WORLDS.

MACHINES WITH PERSONALITY.

Technology is becoming so ingrained in how we live, we often forget where one ends and the other begins.

RACHEL STERNE IS THE CHIEF DIGITAL OFFICER FOR THE CITY OF

NEW YORK.

Mobile tags are everywhere.

IS MOBILE TAGGING THE FUTURE?

THE NEED FOR DIGITAL LITERACY

•How does all this technology work?

•What am I agreeing to?

•What is being done with my information?

ENDING BOREDOM

•Aaron Dignan is on a mission to end boredom.

•Game-like experiences can make ordinary tasks extremely compelling.

For most people, work is boring.

Life would be more fun if it were more like a game.

Why do we like games?

•Games have structure

•Games are satisfying

•Games have rich narratives

•Games can be learned

•Games can be measured

•Games provide feedback in a timely

Skill level

Chal

leng

e

Flow

The best games live here

Anxiety

Boredom

Focus on what makes games exciting to people.

Create opportunities for participants to learn and develop skills to drive satisfaction.

Points and badges use game mechanics to prey on people’s compulsions. It’s just baiting people. And it wears off.

Everyone who spoke was a “maker.”

They had an idea. They didn’t know if it would work, they probably heard a lot of reasons why it wouldn’t.

They didn’t do months of analysis or build out detailed plans accounting for every eventuality.

They just did it.

They failed often.

And so they revised and did it again. and again.

NEW HEROES

Crisitunity!

IF MAKERS ARE THE NEW HEROES, WHAT DOES THIS MEAN FOR DIGITAS?

We need to embrace the maker culture.

We need to become faster, nimbler, unafraid to fail.

We need to stop throwing away the ideas that clients aren’t ready for.

We need to let our ideas fly or die.

WE HAVE TO, BECAUSE THE COMPETITION IS ALREADY THERE.

New Horizons

“Communications tools don’t become socially interesting

until they become technologically boring.”

-Clay Shirky