This talk is interesting not only from a nutrition & health perspective (it might lead to a debunking of some long held beliefs about obesity & diabetes) but because of the scientific thought process behind it which we could learn from. It shows a willingness to challenge the pre-accepted hypothesis and to develop empathy with a situation rather than just passing quick judgement.
It is a demonstration of open minds, courage to throw out yesterday’s hypothesis, and a recognition that scientific truth isn’t final but constantly evolving.
So how can we learn from this for our own industry? For me there are two points:
First, although advertising is not a science but we should try to make it so – for example we search for an insight just like researchers looking for Cholinesterase inhibitors treating Alzheimers. The difference is that we shouldn’t debate, procrastinate and pontificate over it but instead invest in a true process of discovery.
Second, even when we do uncover an amazing insight, the enchantment of great advertising is not actually the insight itself but about taking a straight forward insight and turning it into something amazing.
The point is that ultimately advertising is an entertainment / creative & social industry. Maybe we shouldn’t be over-thinking creativity and searching for a holy grail, and instead just letting go of our inhibitions and enjoying ourselves (just like when we watch something that engages us). Let’s be honest with ourselves – these days whether a campaign for a noble humanitarian cause or the next big Soda campaign, the life span of an idea is a few days / weeks with a # before something else takes its place. So let’s be nimble, let’s be flexible, let’s search for entertaining ideas rather than unequivocal truths because there are very few unequivocal truths in the world, but many points of connection.
I’d like to leave you with this message from Joi Ito. If innovation has been broken down and democratized, then it’s right for advertising to be also broken down and democratised. The future is about not getting bogged down in words and statements and more about quick prototyping, experimenting, learning to trust the team and building on each others ideas. This doesn’t take the responsibility off strategic rigour, but it recognises that advertising just like Science and Innovation is about experimenting, coming up with quick iterations, building and breaking hypothesis and then getting to the point where we can make a creative leap to something fresh yet useful.
I’d love to hear your thoughts.
Some of my friends and colleagues often joke about my reaction to things. It’s not rare to hear me exclaim wow! when a designer shows me a thing of beauty or when another creative comes up with a great idea. The fact is that these little thoughts / ideas / designs – no matter how small and where they come from – are rare little pieces of brilliance and creativity. They might solve a problem (big or small) or connect people or concepts, or just make the world a more beautiful and better place.
I am a champion of creativity and open mindedness. I love and support the creative process and connecting previously unconnected ideas together. I believe the result is a small step to humankinds’ improvement. And todays’ economy is powered by this creation and innovation. This is what WordPress and Tumblr and Blogging and Facebook and Twitter and Pinterest and Google+ and Youtube and Smartphones (you get my drift!) are all about. They get people designing, creating, solving and then sharing.
I read something yesterday – I cant remember who said it or where I read it (so sorry about the lack of attribution) but it was something like “if we honestly seek to change ourselves or our condition just 1% each day, that’s 365% of change in a year”.
So, here’s to more WOW! moments, living consciously and changing our condition and the world positively.
As an ambitious young student searching for a career to pursue, it seemed a paradigm shift was happening away from manual / technical labor, production, agriculture. The future belonged to those with a profession, the service industry, those who had ‘intellectual property’.
But this bit of forward planning didn’t predict the Internet & digital boom, the population explosion, the effects of the environmental meltdown, endemic global economic woes, global inequality or various political rumblings.
We are living in recession weary yet technologically driven days. Data and knowledge is easily accessible and what we do with this is what sets us apart. Publishing and communication has never been easier. Any industry which is opportunistic and relies on the success or failure of others will remain stagnant. Anthropologist David Graeber calls these the ‘Bullshit Jobs’ which tend to be concentrated in “professional, managerial, clerical, sales, and service workers”. And any industry that fails to acknowledge and adapt to the rapidly changing political, economic or environmental changes will suffer.
Over the last 15 years and specifically the last 8 years, (since the launch of Facebook) the world has changed faster than the previous half century. We are now in what many call a ‘state of flux’. A constant state of rapid development.
In this state of flux, technical skills are increasingly in demand. People who do and make stuff, who have a unique flair for creating something new or improve on an existing design. The ‘new world’ is like an island inhabited for the first time, a chaotic frontier, it needs designers, builders, plumbers, carpenters, bakers, chefs, farmers, app developers, software & hardware designers and developers, engineers, scientists, mathematicians. People who do, who create, who help solve old world problems in new world ways.
Leading this transition is Generation Flux, a new breed of entrepreneur who is quick and nimble at making something new or improving on previous ideas.
We can no longer afford the luxury of old world silos and job descriptions; we must create new ones, based on symbiosis and flexibility. Jobs are not guaranteed, especially lifelong jobs – in the new world once a project is over you move onto the next project. When your contract is over there is help needed elsewhere. We need an army of doers. A constant state of symbiosis with our fellow inhabitants and the land.
The world is changing at a rapid rate, much faster than you can say MBA. Are you ready for it?
What a cool website. It’s for an experimental art gallery, which is itself a very cool thing to be :-)
Learning to question authority and the status quo is not something we are born with, it is honed over time, and certain cultures are more inclined to question authority than others. It is a product of our relationship with our parents, teachers and other symbols of authority around us. For some, it is un-taught from an early age.
Yesterday my little boy was showing off his slick new moves in the School playground gym. But we play knowing that we’re breaking school rules by playing on the equipment after hours.
So when the supervisor showed up, instead of just walking away, I instead decided to question authority and ask about the logic behind why we couldn’t play a little longer. I taught my son to go up and question WHY? Hopefully something he will carry with him through life. Teaching younger generations to question the status quo is important if we want to build a better world and fix some of the inherent problems in our system.
In a business sense, questioning the status quo helps to enhance product development, brand development, communication, customer service. It fosters an innovative company culture which helps to ensure continued improvements and relevancy.