FutureM 2014 The Idea is the Easy Part: Selling Innovative Ideas Speakers: Ben Jones (@harperjones) Creative Director, Google Matt Lindley Director of Innovation, SapientNitro You've got a big idea. A big BIG idea. But there's no budget. The people around you think it's impossible. The schedule is a mess. Your client wants a product spot that looks exactly like last year's spot, “but fresher.” How do you keep your idea alive with all of the forces arrayed to kill it? Join Ben Jones from Google and Matt Lindley from Sapient as they discuss how to sell through innovative ideas in a world that claims to want them, but kills them off with gleeful relish.

1. The Idea is the Easy Part: Selling
Innovative Ideas
# F U T U R EM
Ben Jones
@harperjones
Creative Director
Google
Matt Lindley
@sapientnitro
Director of Innovation
SapientNitro

2. Selling Innovation:
#FUTUREM
5 tips to get from prototype to polished
Ben Jones, Google
Matt Lindley, SapientNitro

3. Tip 1:
Nobody will love it as
much as you love you
#FUTURE

4. Saddle Up.
Find conspirators.
Evolve but do not capitulate.
#FUTURE

5. #FUTURE

6. Tip 2:
The Right It
#FUTURE

7. #FUTURE
Pretotyping

8. #FUTURE
Without data, all you
have is an opinion

9. If you want to
understand how the
lion hunts,
don’t go to the zoo.
#FUTURE

10. Tip 3:
Focus Risk
Because you cannot eliminate it
#FUTURE

11. Understand the advertising industrial complex
#FUTURE

12. Find and link proxies
Innovate your data
Risk what you can control
#FUTURE

13. #FUTURE

14. #FUTURE
Tip 4: Land all the planes

15. • The space for innovation is always
in addition to rather than instead of
• An army of ducks is an army of rows
• Don’t neglect the home front (and pick your
spots)
#FUTURE

16. #FUTURE

17. Tip 5:
We are made
of stories.
#FUTURE

18. Starts with the user
(human truth) and ends
with the business (money)
#FUTURE

19. #FUTURE
Prototypes are the
new storyboards

20. #FUTURE

21. Done is the
engine of more
#FUTURE

22. Mandatory summary slide
1. Nobody will love it as much as you
2. Build The right it
3. Focus risk
4. Land all the planes
5. We are made of stories
#FUTURE

23. Thank You!
iambenjones@google.co
m
mlindley@sapient.com
#FUTURE