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How to transform limitations into advantages

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In this presentation at Planning-ness 2016, Eat Big Fish's Mark Barden teaches us how to use our limitations to generate even more creative ideas.

Publié dans : Business
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How to transform limitations into advantages

  1. 1. EXPERTS IN CHALLENGER BRANDSEXPERTS IN CHALLENGER BRANDS
  2. 2. @markcbarden @ABConstraint The limitation was the impetus for a better outcome
  3. 3. @markcbarden @ABConstraint The freedom of a tight brief
  4. 4. A BEAUTIFUL CONSTRAINT: How To Transform Your Limitations Into Advantages, and Why It’s Everyone’s Business 1 Victim Neutralizer Transformer 2 Break Path Dependence 3 Ask Propelling Questions 4 Can-If 5 Creating Abundance 6 Activating Emotions
  5. 5. A BEAUTIFUL CONSTRAINT: How To Transform Your Limitations Into Advantages, and Why It’s Everyone’s Business Imagine . . . You are 17 You’re an awesome guitarist
  6. 6. EXPERTS IN CHALLENGER BRANDSEXPERTS IN CHALLENGER BRANDS Industrial factory setting
  7. 7. EXPERTS IN CHALLENGER BRANDSEXPERTS IN CHALLENGER BRANDS Industrial factory setting How do you feel now?
  8. 8. A BEAUTIFUL CONSTRAINT: How To Transform Your Limitations Into Advantages, and Why It’s Everyone’s Business Victim TransformerNeutralizer What do you need now?
  9. 9. EXPERTS IN CHALLENGER BRANDSEXPERTS IN CHALLENGER BRANDS
  10. 10. A BEAUTIFUL CONSTRAINT: How To Transform Your Limitations Into Advantages, and Why It’s Everyone’s Business “We are the stories we tell ourselves” Timothy Wilson
  11. 11. A BEAUTIFUL CONSTRAINT: How To Transform Your Limitations Into Advantages, and Why It’s Everyone’s Business Victim TransformerNeutralizer You need a new story
  12. 12. A BEAUTIFUL CONSTRAINT: How To Transform Your Limitations Into Advantages, and Why It’s Everyone’s Business Victim TransformerNeutralizer You need to begin looking for solutions
  13. 13. A BEAUTIFUL CONSTRAINT: How To Transform Your Limitations Into Advantages, and Why It’s Everyone’s Business Abandon conventional thinking • None of the usual methods of guitar playing can help you now • This requires a set of truly novel solutions
  14. 14. A BEAUTIFUL CONSTRAINT: How To Transform Your Limitations Into Advantages, and Why It’s Everyone’s Business 1 Victim Neutralizer Transformer 2 Break Path Dependence 3 Ask Propelling Questions 4 Can-If 5 Creating Abundance 6 Activating Emotions
  15. 15. A BEAUTIFUL CONSTRAINT: How To Transform Your Limitations Into Advantages, and Why It’s Everyone’s Business The Propelling Question
  16. 16. A BEAUTIFUL CONSTRAINT: How To Transform Your Limitations Into Advantages, and Why It’s Everyone’s Business The Propelling Question PLAY INCREDIBLE GUITAR WITH DAMAGED FINGERS
  17. 17. A BEAUTIFUL CONSTRAINT: How To Transform Your Limitations Into Advantages, and Why It’s Everyone’s Business We can if we… • We can play incredible guitar with damaged fingers, if we…
  18. 18. EXPERTS IN CHALLENGER BRANDSEXPERTS IN CHALLENGER BRANDS Your new sound . . .
  19. 19. EXPERTS IN CHALLENGER BRANDSEXPERTS IN CHALLENGER BRANDS
  20. 20. A BEAUTIFUL CONSTRAINT: How To Transform Your Limitations Into Advantages, and Why It’s Everyone’s Business We can if we… • Introduce thimbles to extend fingers • Substitute guitar strings with banjo strings • Remove some tension on the strings to make them easy to bend • We think of it as “heavy metal” • Required a creative approach to how he saw “assets” (creating abundance)
  21. 21. A BEAUTIFUL CONSTRAINT: How To Transform Your Limitations Into Advantages, and Why It’s Everyone’s Business Difficult challenges require Can If thinking…
  22. 22. A BEAUTIFUL CONSTRAINT: How To Transform Your Limitations Into Advantages, and Why It’s Everyone’s Business How can I write a book 1st graders can’t put down…using only 225 CVC words? How can we win the race…when our car is no faster than anyone elses?
  23. 23. A BEAUTIFUL CONSTRAINT: How To Transform Your Limitations Into Advantages, and Why It’s Everyone’s Business I can if I introduce rhyming absurdity We can if we substitute a TDI engine for a conventional one
  24. 24. A BEAUTIFUL CONSTRAINT: How To Transform Your Limitations Into Advantages, and Why It’s Everyone’s Business
  25. 25. A BEAUTIFUL CONSTRAINT: How To Transform Your Limitations Into Advantages, and Why It’s Everyone’s Business 1 Victim Neutralizer Transformer 2 Break Path Dependence 3 Ask Propelling Questions 4 Can-If 5 Creating Abundance 6 Activating Emotions
  26. 26. A BEAUTIFUL CONSTRAINT: How To Transform Your Limitations Into Advantages, and Why It’s Everyone’s Business
  27. 27. Surf Propelling Question How can we increase share by 25% When we lack the product performance of leading brands?
  28. 28. A BEAUTIFUL CONSTRAINT: How To Transform Your Limitations Into Advantages, and Why It’s Everyone’s Business
  29. 29. A Mindset Journey Victim TransformerNeutralizer
  30. 30. Nike Propelling Question Vastly improve factory conditions Without the people to enforce compliance
  31. 31. Source: Sydow, Schreyvogg and Koch Propelling Questions force us off the tried and true path
  32. 32. Nike Propelling Question An even better running shoe Big reduction in resources used
  33. 33. An Airbnb Propelling Question Great photos of every room W/o huge personnel & travel costs
  34. 34. We can if we resource it with… …photographers in our community
  35. 35. A BEAUTIFUL CONSTRAINT: How To Transform Your Limitations Into Advantages, and Why It’s Everyone’s Business 1 Victim Neutralizer Transformer 2 Break Path Dependence 3 Ask Propelling Questions 4 Can-If 5 Creating Abundance 6 Activating Emotions
  36. 36. “If you don’t have resources you have to be resourceful” K.R. Bloom Create Abundance
  37. 37. ASSETS What do we have in abundance? What can we Trade? REFRAME How can we reframe these assets to give them more relevance and value to others?
  38. 38. ASSETS What do we have in abundance? What can we Trade? REFRAME How can we reframe these assets to give them more relevance and value to others? Planes San Francisco Bay Area Sir Richard
  39. 39. ASSETS What do we have in abundance? What can we Trade? REFRAME How can we reframe these assets to give them more relevance and value to others? Planes Audience/eyeballs San Francisco Bay Area Twitterati / sharers Google, method Sir Richard Glamor, celebrity
  40. 40. Victoria’s Secret
  41. 41. Let’s take this for a spin
  42. 42. Try to write a couple of different Propelling Questions • Experiment with different combinations of ambition and constraint • Try different levels of specificity
  43. 43. Propelling Question #1 How can we provide fresh produce for all When there is less water to irrigate our farms?
  44. 44. Propelling Question #2 How can we feed everyone Without as much farming?
  45. 45. Propelling Question #3 How can we dramatically improve farmers’ access to water When there’s a lot less rain?
  46. 46. Try to answer your PQ using the Can If prompts
  47. 47. Can if instructions • 5 mins on your own getting some can if ideas on paper • Use the prompts to get you started — doesn’t matter where you start • You don’t have time to try them all! • Share out with your team members • Build on each others’ ideas • Choose your best one to share out and present it like this: • How can we [ambition] when we [constraint]? • We can if we ….
  48. 48. The Rise of the Unreasonable Challenger “…brands able to unite attributes that have previously been perceived as disparate are showing considerably more momentum and energy than the ones stuck in their old one-dimensional territory.”
  49. 49. The historic foundations of strategy in marketing and comms • Categories historically structured around trade-offs — poles of values, which stood in opposite dimension to each other: • Fast vs Fuel Efficient • Quality vs Inexpensive • Healthy food vs Fast Food • Trade-offs any reasonable person would accept • Brand strategy: choosing a pole, and linking oneself strongly and creatively to it • Structure the marketing mix around the most potent delivery of that offer • Task for comms: romancing why this pole was the most important criterion for choice
  50. 50. Cross platform mobile messaging…for free
  51. 51. The latest fashion… at disposable prices
  52. 52. Good value, fast food
  53. 53. Good value, fast food with a side of sustainability
  54. 54. An Oscar-worthy gown
  55. 55. An Oscar-worthy gown returned the next day
  56. 56. The latest smart phone but no contract
  57. 57. ‘One of the roles of planning is to define the right level of ambition for the brand’ Luis Toledo, JWT
  58. 58. Unreasonable Planning: The Yves Behar Model
  59. 59. What do you think? mark@eatbigfish.com @markcbarden
  60. 60. Star Wars and The Resource Curse

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