I just finished an interview with PSFK about "ideas" and
wanted to post some highlights about that discussion here.
My premise was that in this new time of economic retrenchment
now known as the “New Normal” ideas are more important than ever. And with that
importance comes a new way of thinking about and identifying what is in fact a
valuable idea. So I'm sharing some ideas about ideas, if you will.
We have gone through a dizzying period of time where ideas
have been inherently tied into the media that conveys them and it suddenly feels like it has become an outdated process. Technology is quickly making media transparent and putting new
focus on experiential innovation, personal utility and useful content.
Here are a few examples:
Twitter: I’d like to point out the backlash against Twitter
as a symptom of expecting it to do more than it does. It puts the onus on the
user to say something interesting, become interested, and share thinking. I
call it a living embodiment of the collective unconscious. It is a blank page
waiting to be filled up. And those who are stumped by it probably have a
difficulty facing any blank page as well. But we as humans inherently know how to
make connections and share. We are all born social and curious. Shared
curiosity on a large scale is a different way of bringing ideas to life and facilitates the birth of new kinds of ideas.
Brand Utility: It’s a fair assumption that most brands
generally make and provide useful products or services. Marketing’s job has been
to create the sheen of desirability around these products and services from a standpoint
of consumer benefit. That practice has slowly devolved into a ritual of hype: “Consumers defining themselves through consumption: I am what I buy.” Today,
consumers are talking back to brands and demanding that they provide useful
points of contact, portability and interaction. Brands need new ideas about how
to become social beings and create those useful points of contact and
experiences for customers.
iPhone apps: The mobile phone is fast becoming the remote
control to our life. Augmented reality is rapidly evolving to allow the
ability to overlay a moment with useful information and enable interaction with
your immediate surroundings. What can be accomplished in the actual moment we are
living in has expanded greatly. Some see technology as a "time-suck" when, in fact, technology if smartly designed and usefully deployed, can force us deeper into a moment and
expand it. In simple terms: We get more done and we get more out of life. This
is an important place for brands and marketers to think about new ideas. What
can happen when life is lived in the moment and technology assists in real-time?
If you are reading this and have ideas about this post to share, I
encourage you to comment below or reach out to me on Twitter or by email.
Thanks. —Bernard Urban, Gigantic™