ideas on demand - based on a circus speech by jonathan pease
DESCRIPTION
Simple step by step guide on how to have better, bigger, winning ideas. There is also a free idea on Slide 16TRANSCRIPT
IDEAS ON DEMAND
Created for CIRCUS by Jonathan Pease -‐ www.jonathanpease.com.au
FREE IDEA ON SLIDE 16
A step by step, sure fire, guaranteed way to have
IDEAS ON DEMAND
IDEAS ON DEMAND is about having ideas that drive a posiBve commercial outcome… you do want to
get paid for your thinking, don’t you??
Created for CIRCUS by Jonathan Pease -‐ www.jonathanpease.com.au
FREE IDEA ON SLIDE 16
This presentaBon could be called
IMMERSE OR DIE
or
THE ART OF NOT BEING AN IGNORAMUS
but lets sBck with Ideas On Demand…
Having ideas on demand is what I call an
AN APEX PROBLEM
It’s the kinda problem that goes around giving other problems… problems. It’s at the top of the problem food chain. We should all be facing this problem but I fear lots of us are choosing to stay in the shallows and let this one quietly
swim by. Having Ideas on demand is your job. It is your problem and you need to tackle it to survive in the communicaOons industry of today.
IT’S GOT NOTHING TO DO WITH
WHAT’S ON YOUR BUSINESS CARD
Planners, suits, producers and creaOves -‐ this has nothing to do with what’s on your business card… This presentaOon is for everyone in the communicaOons business
WE SHOULD ALL BE COMMERCIAL CREATIVES
I’m not sure when the term ‘commercial’ became such a dirty word but if you ask most CreaOve Directors they’ll tell you that being ‘commercial’ is akin to ‘selling out’. Yet, ideas that cross the divide between art and commerce and penetrate the commercial world are usually the ones that build brands and
actually sell stuff.
So the first thing that I want you to think about and believe is this – We SHOULD all be commercial creaBves
Title Slide The tension between creaOvity and commerciality interests me greatly.
COMMERCE ON TIME ON BUDGET AS ORDERED RESULTS DRIVEN
CREATIVE
SPORADIC LOOSE
UNEXPECTED SELF EXPRESSION
DRIVEN Here’s the rub. In short, ideas just happen when they happen and that’s very hard to build a commercial framework around. This is the challenge that everyone in our industry should be facing right now. This is especially the case for CreaOve Directors who all to o\en defend the ‘integrity’ of their idea above all commercial common sense.
HOW TO DELIVER IDEAS ON DEMAND
& BECOME CREATIVELY
ACCOUNTABLE
So, this is what we’re going to tackle in this presentaOon -‐
But before we get there, lets learn from other commercial creaOves…
CULTURAL IMMERSION
So here’s my idea… I want you to imagine ANDY WARHOL… is wearing a NIKE FUEL BAND
The Nike Fuel band tracks and moOvates physical exercise… which would be pre_y useless for a guy like Andy… But what if the band could track cultural immersion? THERE IS A WAY TO BIOLOGICALLY TRACK YOUR LEVEL OF CULTURAL IMMERSION!
The idea is called JUICED. Juiced is an ‘always on’ way to make sure you’re immersing yourself in culture everyday… Here’s how it works.
Juiced is ‘snap on’ band that you wear.
It tracks when you’re immersing yourself in culture, having new experiences, and importantly, leaving your comfort zone! Juiced does this automaOcally and live by cross referencing your
locaOon with your heart rate and your body temperature…
There’s scienOfic evidence that our body temperature and heart rate combine in a unique and measurable way when we experience new things…
Similar to Nike Fuel Band, you’ll be able to track your level of JUICE on an hourly, daily, weekly or yearly scale.
A\er all, if you can’t track it,
you can’t improve it!
You can compete with others, moOvate yourself, and even put your JUICED score on your
resume…
Naturally, This would also work on a mobile device…
like so.
All you have to do is put on the JUICED band and start earning your JUICE.
Thanks for gebng to here. If you’re keen to chat further then hit me up here www.jonathanpease.com.au
Big shout outs to Jake Ranallo and Hugh Munro. Two straight up geniuses who helped me create this idea and presentaOon.