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2011 PSFK CONFERENCE
“PSFK is the go-to source
for new ideas for creative
professionals. Our aim is
  to inspire our readers,
our guests and our clients
 to make things better -
   whether that’s better
 products, better services
 or better ways of living.”

 Piers Fawkes, founder & CEO
        www.PSFK.com
Making creativity happen

Merging the digital and physical
worlds

Ending boredom

New heroes

What it all means
MAKING CREATIVITY
               HAPPEN
 Ask yourself:

• Is   it smart?

• Is   it simple?

• Is   it surprising?

• Will   anyone give a shit?
MAKING CREATIVITY
           HAPPEN


The barriers are lower
than ever before.

You just need to get
out there and create.
"People want to be part of things."
        - Yancey Strickler
Airbnb.com was created in 48 hours when the founders
               needed to pay their rent.
          It has become “the eBay of space”
MERGING THE DIGITAL
  AND PHYSICAL WORLDS.




We’ve moved from the Information Age to what she calls the “hybrid
age” - we’re not just using gadgets but we will experience life
amongst technology, where technology will proliferate with sensors
all around us, when machines become more intelligent...what will
happen is that this age will be full of a lot of disruptions
MACHINES WITH
         PERSONALITY.

Technology is
becoming so ingrained
in how we live, we
often forget where one
ends and the other
begins.
RACHEL STERNE IS THE CHIEF
DIGITAL OFFICER FOR THE CITY OF
           NEW YORK.
Mobile tags are everywhere.
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IS MOBILE TAGGING THE
       FUTURE?
THE NEED FOR DIGITAL
         LITERACY

• How does all this
 technology work?

• What   am I agreeing to?

• Whatis being done
 with my information?
ENDING BOREDOM

• AaronDignan is on a
 mission to end
 boredom.

• Game-like experiences
 can make ordinary
 tasks extremely
 compelling.
For most people, work is boring.

Life would be more fun if it were more
like a game.
Why do we like games?

• Games   have structure

• Games   are satisfying

• Games   have rich narratives

• Games   can be learned

• Games   can be measured

• Games   provide feedback in a timely
The best games live
                                       here


            Anxiety
Challenge




                            w
                      F   lo

                                Boredom


                 Skill level
Focus on what makes games exciting to
people.

Create opportunities for participants to
learn and develop skills to drive
satisfaction.
Points and badges use game mechanics
to prey on people’s compulsions. It’s just
baiting people. And it wears off.
NEW HEROES
Everyone who spoke was a “maker.”

They had an idea. They didn’t know if it would work,
they probably heard a lot of reasons why it wouldn’t.

They didn’t do months of analysis or build out
detailed plans accounting for every eventuality.

They just did it.

They failed often.

And so they revised and did it again. and again.
Crisitunity!
IF MAKERS ARE THE NEW HEROES,
WHAT DOES THIS MEAN FOR DIGITAS?


We need to embrace the maker culture.

We need to become faster, nimbler, unafraid to
fail.

We need to stop throwing away the ideas that
clients aren’t ready for.

We need to let our ideas fly or die.
WE HAVE TO, BECAUSE THE
COMPETITION IS ALREADY THERE.




                  New Horizons
“Communications tools don’t
 become socially interesting
      until they become
   technologically boring.”
          -Clay Shirky

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Psfk presentation

  • 2. “PSFK is the go-to source for new ideas for creative professionals. Our aim is to inspire our readers, our guests and our clients to make things better - whether that’s better products, better services or better ways of living.” Piers Fawkes, founder & CEO www.PSFK.com
  • 3. Making creativity happen Merging the digital and physical worlds Ending boredom New heroes What it all means
  • 4. MAKING CREATIVITY HAPPEN Ask yourself: • Is it smart? • Is it simple? • Is it surprising? • Will anyone give a shit?
  • 5. MAKING CREATIVITY HAPPEN The barriers are lower than ever before. You just need to get out there and create.
  • 6. "People want to be part of things." - Yancey Strickler
  • 7. Airbnb.com was created in 48 hours when the founders needed to pay their rent. It has become “the eBay of space”
  • 8. MERGING THE DIGITAL AND PHYSICAL WORLDS. We’ve moved from the Information Age to what she calls the “hybrid age” - we’re not just using gadgets but we will experience life amongst technology, where technology will proliferate with sensors all around us, when machines become more intelligent...what will happen is that this age will be full of a lot of disruptions
  • 9. MACHINES WITH PERSONALITY. Technology is becoming so ingrained in how we live, we often forget where one ends and the other begins.
  • 10. RACHEL STERNE IS THE CHIEF DIGITAL OFFICER FOR THE CITY OF NEW YORK.
  • 11. Mobile tags are everywhere.
  • 22. IS MOBILE TAGGING THE FUTURE?
  • 23. THE NEED FOR DIGITAL LITERACY • How does all this technology work? • What am I agreeing to? • Whatis being done with my information?
  • 24. ENDING BOREDOM • AaronDignan is on a mission to end boredom. • Game-like experiences can make ordinary tasks extremely compelling.
  • 25. For most people, work is boring. Life would be more fun if it were more like a game.
  • 26. Why do we like games? • Games have structure • Games are satisfying • Games have rich narratives • Games can be learned • Games can be measured • Games provide feedback in a timely
  • 27. The best games live here Anxiety Challenge w F lo Boredom Skill level
  • 28. Focus on what makes games exciting to people. Create opportunities for participants to learn and develop skills to drive satisfaction.
  • 29. Points and badges use game mechanics to prey on people’s compulsions. It’s just baiting people. And it wears off.
  • 30. NEW HEROES Everyone who spoke was a “maker.” They had an idea. They didn’t know if it would work, they probably heard a lot of reasons why it wouldn’t. They didn’t do months of analysis or build out detailed plans accounting for every eventuality. They just did it. They failed often. And so they revised and did it again. and again.
  • 32. IF MAKERS ARE THE NEW HEROES, WHAT DOES THIS MEAN FOR DIGITAS? We need to embrace the maker culture. We need to become faster, nimbler, unafraid to fail. We need to stop throwing away the ideas that clients aren’t ready for. We need to let our ideas fly or die.
  • 33. WE HAVE TO, BECAUSE THE COMPETITION IS ALREADY THERE. New Horizons
  • 34. “Communications tools don’t become socially interesting until they become technologically boring.” -Clay Shirky