You must unlearn what you have learned: ditching old habits for the sake of agency innovation

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YOU MUST UN-LEARN WHAT YOU HAVE LEARNEDDitching Old Habits for The Sake of Agency Innovation

Andreas Krasser Head of Strategy & Innovation DDB Group Hong Kong

June 01, 2017

#AWAsia


Andreas Krasser Head of Strategy & Innovation

DDB Group Hong Kong


THE END IS NIGH!!!

(c) DDB Group Hong Kong |


ACT LIKE A START-UP



WE CREATED OUR OWN STARTUP



EXPECTATION

8


REALITY

9

EXPECTATION



RESULTS SO FAR

+1mil USD

Media Value

Purely based on PR release and

media outreach

TOP 10

Recognition

of CREATIVITY ONLINE’S Top 20

ranking

5+ min

Avg. time spent

60% above global average of e-

commerce apps

30%

Sales

of initial investment, within only

three months


Three things our agency

UN-LEARNED

from launching a startup



LOVE FOR PERFECTION

01


NOTHING SOMETHING PERFECTION

Measurable Distance Infinite Distance


“Wouldn’t this be sooo good to have?!”

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“Do we really need it in order to go live?”

“Wouldn’t this be sooo good to have?!”


+ =Stop Over-

thinking

Get Shit Done

New Co-Create

Methodology


#1

COME UN- PREPARED

BE WELL- PREPARED

#3

QUANTITY IS KING

QUALITY BEATS QUANTITY

#2

GUT OVER BRAIN

THINK THINGS THROUGH


GAME RULES You all get cards (5 cards each). Shuffle well and distribute them. Take turns matching different cards until you get an idea – then shout “Twist!” Write down your idea on a post-it note and attach it to the cards that sparked it. Continue.

TW!ST


OBSESSION WITH CONTROL

02


You can not control the situation.

You can only control your reaction to the situation.



DEVOTION TO NARROW JOB ROLES

03

(c) DDB Group Hong Kong | 23(c) DDB Group Hong Kong |

“I’m not going to do this, because it’s not in my job description.”

- No One Ever


UNLEARN YOUR LOVE FOR PERFECTIONUNLEARN YOUR OBSESSION WITH CONTROLUNLEARN YOUR DEVOTION TO NARROW JOB ROLES


HERE’S TO UN-LEARNING A FEW MORE THINGS IN THE FUTURE!

25(c) DDB Group Hong Kong |


Thank You!

26(c) DDB Group Hong Kong |

You must unlearn what you have learned: ditching old habits for the sake of agency innovation

Marketing

Transcript of You must unlearn what you have learned: ditching old habits for the sake of agency innovation