small steps in culture, giant leaps in brand
TRANSCRIPT
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Dane Howard, Global Brand Experience. eBay inc.
Small steps in Culture GIANT leaps in Brand
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One small step… One GIANT Leap for…
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“Culture eats strategy for breakfast.”- Peter F. Drucker
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#28 - Interbrand, 2013
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online offline‘New retail’ emerging Consumer behavior changing
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eBay on mobile
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how>we>talk
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no,but…
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yes,and…
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How might we…(HMW)
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80% read the headline, 20% read the copy.
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a headline of the future...If your innovation was wildly successful, what would they say about it?
Project, website, campaign, etc
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who wrote itwhen was it writtenwhy does it matter
a headline of the future...
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Cyber Monday Sales Increase Cyber Monday sales at eBay were 19.4% higher in 2013, including a 30% rise in overall gifting & donations compared to the online sales of Cyber Monday in 2012.
a headline of the future...
– Coremetrics
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Why it matters...“…ebay has created a new reason to shop their marketplace that is better than deals or selection. They call it GIVEcommerce. Their successful donation partnerships with water charities generated over $4 million on cyber Monday alone. Inside the company, they now call it ‘Blue Monday’… and now other companies are following their lead.”– CNN
– CNBC – Competitor – Foreign Government – Rolling Stone
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Why it matters...“…ebay has created a new reason to shop their marketplace that is better than deals or selection. They call it GIVEcommerce. Their successful donation partnerships with water charities generated over $4 million on cyber Monday alone. Inside the company, they now call it ‘Blue Monday’… and now other companies are following their lead.”– CNN
– CNBC – Competitor – Foreign Government – Rolling Stone
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Pop-up experience
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Video1:http://youtu.be/5fMMm5PNeDw
Video 2:http://youtu.be/eOUy98Y_AkY
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“eBay To Make True Window Shopping A Reality With New NYC Virtual Retail Store.”
“Shop Windows are now Shop-able”
– TechCrunch
– Fictional from workshop
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how>we>work
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Reactive>ProactiveDisruptive momentumDesign Thinking & Making
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Momentum>making
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1.5x
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story>listening>storytelling
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vimeo.com/24632535
http://significantobjects.com/
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rehearse>future
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• 4 days• 20-40 people• 4-6 prototypes• 3 usability sessions• ‘Lots’ of coffee
Repeat if necessary…
VIZkitchenCirca 2009
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• Proactive group• Diverse skills• Manage ambiguity• Great environment• Facilitation
‘tasty bits’…
2014
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Extend the ‘Viz Kitchen’ workshop format into a formal practice for ebay?
How Might We…
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PrototypingVision-typingInnovation labDesign strategy
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Pre-visualize - is a function to visualize complex scenes in movie before filming.… it allows directors to experiment with different staging and art direction options – such as lighting, camera placement and movement, stage direction and editing - without having to incur the costs of actual production.
-wikipedia
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Pre-visualize - is a function to visualize complex scenes in movie before filming.… it allows directors to experiment with different staging and art direction options – such as lighting, camera placement and movement, stage direction and editing - without having to incur the costs of actual production.
-wikipedia
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Why? Insight into the future differentiates.
Feeling
Empathy
Believing
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Connect video:
http://youtu.be/KsMbnALh9z0
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1. Language shapes behavior.2. Massive appetite for design thinking/making
3. Video is powerful/economic tool for storylistening/storytelling4. More resources rarely improve speed or traction.
5. Cultural change amplified by tops down AND bottoms up.
Lessons learned (thus far)
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Thank you