Download - PROTECT YOUR ABSURDITY
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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!