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Page 1: PROTECT YOUR ABSURDITY
Page 2: PROTECT YOUR ABSURDITY

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!

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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.

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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

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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

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THE CHALLENGE AND GOAL FOR TODAY: PROTECT YOUR ABSURDITY.

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PROTECT YOUR SEEMINGLY ABSURD IDEAS:

PROTECT YOUR ABSURD IDEA TURTLE.

Picture credit: misheal pascual

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THE TURTLE HAS SOME NATURAL ENEMIES.

Picture credit: misheal pascual

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TOOL I:

GET TO KNOW THE ENEMY.

5 WHYS.

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WORKSHOP:

WHAT IS THE ENEMY?

WHY IS THE ENEMY TRYING TO KILL YOURABSURD IDEA TURTLE?

WHY?

WHY?

WHY?

WHY?

WHY?

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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

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TOOL II: CALM DOWN THE ENEMY WITH A FENCED PLAYGROUND.

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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

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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.

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TOOL III:PROTECT YOUR TURTLE FROM THE INSIDE – AND FIND YOUR TURTLE‘S PURPOSE.

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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?

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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

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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

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WORKSHOP:

SEARCH FOR THE WHY OF FAMOUS BRANDS.

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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

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WHY

HOW

WHAT Private sleeping and living places all around the world

Connecting people through a community market place

?

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WHY

HOW

WHAT Caring and beauty products

Breaking with the categories beauty definition, „Free being me“ Program, Partnership wagggs

?

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WHY

HOW

WHAT Search engine, g-mail, Maps, Play, Google+…

Consumer centric,data-driven/ranked

?

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WHY

HOW

WHAT Trading with affordable DIY-furniture and home accessoires

Broad assortment, modern design, swedishness, work-sharing, price optimization, experience orientation

?

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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

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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

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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!

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WORKSHOP: WHAT COULD BE YOUR ABSURDITY RITUAL?

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YOUR ABSURDITY PROTECTION TOOLS.

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TAKE ABSURDITY OWNERSHIP:

YOU HAVE TO FEED, ATTEND TO & PROTECT YOUR ABSURD TURTLE.

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MAKE YOURSELF THE ABSURD TURTLE PROTECTOR!

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CHANGAHO!