#techfirst

[jonfazzaro]

Say Goodbye to the Tech-First Era

"The hilarious part is that this domination is what the tech giants, e.g., the Silicon Valley stormtroopers, wanted: tech everywhere. They natively assumed that their control would be maintained."

[johngdryden]

What a sensational day, sailing, birthdays and an amazing sunset! Well Done Victoria, what a lovely state that you are, Cheers #sscbc #parisc55 #johngdryden #dmgsocial #techfirst #cybersecurity #portsea #sorrento #victoria #australia #coutaboats (at Portsea, Victoria, Australia) https://www.instagram.com/p/CJ3En6tH-lD/?igshid=1daufxzhu2rup

[rachcreative]

Brainstorming Technology First #techfirst @wubbahed

Brainstorming Technology First #techfirst @wubbahed Will Turnage -- R/GA, VP, Technology & Invention Introduction Traditional Brainstorming What We've Tried What We've Learned What You Can Do Q&A planB.rga.com! Love it R/GA culture is around creativity and tech, art and science and how they mix. Traditional creatives + engineers working together. Duck Dynasty -- superfan targeting, looking at ways to gamify twitter, building hashtags or something with the show where superfans respond. Helps things start trending on twitter. MIYAMO for mastercard -- platform for music sharing and discovery -- looks at what you've listened to and creates beautiful visualizations. You can post, explore and share the "identity" it creates with others. Piloted in Mexico Ray Ban -- promote ambermatic lenses -- photo sharing app with filters that let you see what the lenses look like. Not just a filter, because it actually filters light. So they created an actual analog filter (like InstaCRT) and sent it back to you. AMBERMATIC Legible + Interesting criteria -- clear, make sense, understandable, and is it interesting or evocative? Hard to do both well. At R/GA they're trying to improve their process. TRADITIONAL BRAINSTORMING (meaning research, strategy, planning, distilling info into brief, give to team and say 'blank canvas, go wild') That's how it's worked for the last 20 years, and it works because it comes up with great ideas, but not necessarily executable ideas. Is this possible?? Worst question ever. (two urinals visual gets lots of laughs) Getting to execution chips away at the purity of the idea. Turnage doesn't want to compromise and waste time. It takes too long. Speed to market is crucial these days. HOW CAN WE IMPROVE BRAINSTORMING? We need to think about ideas and execution at the same time. Get very specific -- Take a big step back. Is the idea still valid? Switching back and forth between different types of thinking is a great way to come up with ideas. 15 minutes focused on one thing versus switching back every 5 minutes. 5-5-5 group got further and created more interesting ideas. Other group not as much. Smaller chunks, back and forth, allows your subconscious to keep thinking about the problem and finally you get the AHA moment. 2. Embrace Constraints. Pages and pages on this in Google. It's a good thing. Constraints are required to build or make anything! Time, budget, etc. They will affect how you bring your idea to life. So if you embrace them up front it can help stimulate your thinking. 3. Encourage Practice. Prolific innovators are constantly making and trying out new things, practicing their craft and they fail a lot. Only 25% of what mozart wrote is played today. WHAT WE'VE TRIED TechFrist Brainstorming / Framework • Preparations 1-2 Days / Develop TechFirst Brief choose a specific technology that aligns with your strategy don't choose a broad OS or platform, choose a feature or function craft a narrow scenario with one open ended aspect for creative exploration Brainstorming session / one hour maximum / 5-8 min read brief and answer it in silence / 45 minutes of sharing answers and expanding on ideas -- take note of trends 1. WHAT IF Let's say the new iPad can tell the difference between an adult touch and a baby touch. Think of 10 things to do with it in 5-8 min. This encourages a stream of ideas. 2. FILL IN THE BLANKS Think about an internet-enabled vehicle. Super open-ended. Focused on Instagram. Brief was two sentences. My truck's name is ________. And the first Instagram picture it took was ____________. Fred / Awful Betsy / palette of boxed wine from Costco Gives the room the freedom to tell stories. The trucks have personalities now. (perhaps this one is less useful) 3. FACEBOOK FUN Got Contacts -- you can add life events on Facebook. Specifically a "got contacts" event. So the brief was what could we do for the life events form. Result was I got Acuvue with hashtag #yesss 4. MAGNETIC POETRY Based on startup improv. Create an elevator pitch in 10 min from a few select words. List of descriptor words, and a list of Technology words. Combine them (fanciful garbage Tumblr, for example). Create a program around it. 5. 'BRANDED' MAGNETIC POETRY McCormick flavor company. All-day workshop with clients and team. Variation of exercise that was tailored to them. The adjectives were tied into the brand. Tone (desirable for brand) / Occasion (common occasions for McCormick) / Functionality (targeted to audience) Ex: Macho Meat-Free Monday Pinterest Board Ex: Fantastical Snack while walking my dog Video series Gives everyone collective ownership of the ideas. ** 5. SOCIAL MEDIA API ROULETTE Pick two specific points, and ask yourself, what interesting things can I do with that. Taking foursqure venues and take the most common instagram filters being used. BBQ (lo-fi) Food Truck (rise) Mexican (Amaro) WHAT WE'VE LEARNED Still evolving, but a snapshot: • Ideas that came out of this were interesting and feasible • Saved time Made the creative process more accessible (Everyone became more invested in the ideas because of this) Not for everyone 20% of creatives would say it didn't do anything for them It's an awesome tool in our tool belt -- not the end all be all, but part of the mix moving forward TIPS for DIY Developing TechFirst briefs takes time -- you can't do it last minute Quality input will mean quality output Technology + Business Need + Use Case Sometimes it's more complicated? Well then it needs separate briefs and brainstorms. Don't cram. Adjectives + Technology Add an adjective. "What does a sad tweet or a sarcastic car alarm sound like?" Play with possibilities. Don't ask 'Can this be done?' / Ask 'Can this be done well?' Everyone is Creative if that's not the way the company is set up, that's the first thing you have to fix. bit.ly/tech-first for slides on SlideShare.