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IDEAS IDEA IDEAS how to fuel them, how to see them, how to make them awesomer heidi hackemer @BBHNewYork / Strategic Director @uberblond
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ideas idea ideas: strategy talk with MAS

Aug 11, 2014

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Heidi Hackemer

talk I gave to Miami Ad School students in January of 2011. ideas, as always, are WIP, but some thoughts about planning today.
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Page 1: ideas idea ideas: strategy talk with MAS

IDEAS IDEA IDEAS!how to fuel them, how to see them, how to make them awesomer

heidi hackemer @BBHNewYork / Strategic Director

@uberblond

Page 2: ideas idea ideas: strategy talk with MAS

First things first…

The story that planners must be able to define and tell (brilliantly)

Page 3: ideas idea ideas: strategy talk with MAS

Your people (With loads of emotional and behavioral insights)

The main insight The one truth your leveraging in your solution

The message What you want people to know

The creative platform The thought that holds it all together

Hero execution/s The executional/spiritual center of the idea

Engagement strategy The driving principle/s of the platform behavior

The ecosystem All the stuff that gets built to make the hero shine

The context The broader world that your product/brand lives in

Page 4: ideas idea ideas: strategy talk with MAS

WHEN THESE CATEGORIES ARE TIGHT, WHEN ONE THING FLOWS INTO THE OTHER, CONGRATS. YOU’VE BUILT THE PROVERBIAL STRATEGIC FORTRESS

Page 5: ideas idea ideas: strategy talk with MAS

Your people (With loads of emotional and behavioral insights)

The main insight The one truth your leveraging in your solution

The message What you want people to know

The creative platform The thought that holds it all together

Hero execution/s The executional/spiritual center of the idea

Engagement strategy The driving principle/s of the platform behavior

The ecosystem All the stuff that gets built to make the hero shine

The context The broader world that your product/brand lives in

Fuelling

Seeing & defining

Awesoming

Our (general) role

Page 6: ideas idea ideas: strategy talk with MAS

fueling the ideas

Page 7: ideas idea ideas: strategy talk with MAS

Your people (With loads of emotional and behavioral insights)

The main insight The one truth your leveraging in your solution

The message What you want people to know

The creative platform The thought that holds it all together

Hero execution/s The executional/spiritual center of the idea

Engagement strategy The driving principle/s of the platform behavior

The ecosystem All the stuff that gets built to make the hero shine

The context The broader world that your product/brand lives in

Fuelling

Seeing

Awesoming

Our (general) role

Page 8: ideas idea ideas: strategy talk with MAS

ADMITTINGLY, WE’RE GOING TO GO A BIT ROGUE HERE (TAKE IT OR LEAVE IT… SERIOUSLY)

Page 9: ideas idea ideas: strategy talk with MAS

STRA

TEGY

CREATIVE

ACCO

UNT

PRODUCT

ION

MED

IA

THE TRADITIONAL SYSTEM

hand off, hand off, hand off…

Page 10: ideas idea ideas: strategy talk with MAS

THIS PROCESS TENDS TO BE!INEFFICIENT!SLOW!FRUSTRATING!BUILDS WALLS BETWEEN INTERNAL TEAMS

Page 11: ideas idea ideas: strategy talk with MAS

ADDITIONALLY, THIS HISTORICAL, INDUSTRY PROCESS HAS GROWN AND FUELED THE MYTH OF THE ICONIC LONE WOLF STRATEGIST

Page 12: ideas idea ideas: strategy talk with MAS

THE GREAT STRATEGIC MYTH!THE STRATEGIST GOES AWAY!GETS ALL ANTHROPOLOGICAL AND RESEARCHICAL!PONDERS IN DARK ROOMS DEEP INTO THE NIGHT!EUREKA! THE ONE TRUE INSIGHT REVEALS ITSELF!!EUREKA! THE ONE TRUE THING FORMS!!WRITES THE EPIC BRIEF!PRESENTS IT TO THE TEAM ON A SHIMMERING GOLDEN PLATTER (CUE FAWNING ANGELS)!TEAM OOH’S AND AAH’S AT THE BRILLIANCE!CREATIVE EXCELLENCE ENSUES!

Page 13: ideas idea ideas: strategy talk with MAS

THIS IS CRAP.!

Page 14: ideas idea ideas: strategy talk with MAS

THE BEST TEAMS NATURALLY BREAK DOWN THIS PROCESS - MORE OFTEN THAN NOT, THE BEST TEAMS SHOOT THE SHIT, TALK A LOT, BOUNCE IDEAS, COLLABORATE!

THEY GET ALL NEW BUSINESS, EVERY DAY!

Page 15: ideas idea ideas: strategy talk with MAS

THAT DOESN’T MEAN WE DON’T HAVE RESPONSIBILITIES AND ALONE TIME, BUT GREAT TEAMS DON’T LOCK INDIVIDUALS AWAY FOR PROLONGED PERIODS OF TIME AND ASSUME THAT ONLY ONE PERSON CAN GET TO OR OWNS PRE-DETERMINED PARTS OF THE SOLUTION

Page 16: ideas idea ideas: strategy talk with MAS

PS: ISN’T IT IRONIC THAT WE BUILT AND IDOLIZED AN INDUSTRY ICON AROUND AN IDEA THAT DOESN’T REALLY EXIST IN NATURE? JUST SAYIN’

Page 17: ideas idea ideas: strategy talk with MAS

THE BETTER ANALOGY?

Page 18: ideas idea ideas: strategy talk with MAS

THE BETTER ANALOGY?

THE MOTHER EFFIN’ WOLF PACK TEAMS INTELLIGENTLY BOUNCING IN AND OUT OF A COLLABORATIVE GROUP ENVIRONMENT, ALL WORKING TOGETHER TO SLAY THE PROBLEM

Page 19: ideas idea ideas: strategy talk with MAS

STRA

TEGY

CREATIVE

ACCO

UNT

PRODUCT

ION

MED

IA

SO INSTEAD OF THIS…

hand off, hand off, hand off…

Page 20: ideas idea ideas: strategy talk with MAS

STRATEGY

CREATIVE

ACCOUNT

PRODUCTION

MEDIA

CLIENTS

THE MODEL STARTS TO LOOK LIKE THIS…

Page 21: ideas idea ideas: strategy talk with MAS

THIS PROCESS TENDS TO BE!EFFICIENT!FAST!INCLUSIVE!TEAM MAXIMIZING ONE ANOTHER

NOTE: IT’S NOT ABOUT BLOWING UP WHAT WE DO AND OUR SKILL SETS; IT’S ABOUT WORKING IT DIFFERENTLY

Page 22: ideas idea ideas: strategy talk with MAS

STRATEGIST START THE PROCESS!THEY SET THE TONE!YOU HAVE A LOT OF POWER OVER TEAM DYNAMIC!FOSTER AN ENVIRONMENT OF EXPOSURE!

HOW TO FUEL THE WOLF PACK TO ULTIMATELY GET TO GREAT IDEAS…

Page 23: ideas idea ideas: strategy talk with MAS

ONE TOOL > KICK-OFF SESSIONS!STRATEGISTS RUN THESE!BEST WHEN TEAM IS FUELED A DAY OR SO BEFORE!EVERYONE IN ROOM TOGETHER (STRAT, CREATIVE, MEDIA IF NOT MORE)!SPIRIT: HOW DO WE FIX THIS PROBLEM? !SOLUTION-FOCUSED

Page 24: ideas idea ideas: strategy talk with MAS

STRATEGIST WALKS IN WITH!WHERE WE WANT THE TARGET TO GET TO (THE OBJECTIVE) AND WHY THEY’RE NOT THERE YET (THE BARRIER/PROBLEM) !LOTS OF INSIGHTS ABOUT THE TARGET AND POTENTIAL PATHS TO GET TO THE SOLUTION!BUT NOT THE INSIGHT OR THE BRIEF!

CULTURE OF RIFF AND BUILD

Page 25: ideas idea ideas: strategy talk with MAS

WALKING OUT…!CREATIVE TEAM HAS A JUMP START TO THEIR THINKING, OFTEN THE SOLUTION!TEAM IS THINKING OF SOLUTIONS FROM MANY DIFFERENT ANGLES (SOLUTIONS AREN’T ALWAYS COMMS)!STRATEGISTS CAN MAKE MORE INFORMED DECISIONS ABOUT WHAT THE BEST PLACE IS TO STEER THE MAIN INSIGHT, BRIEF AND TEAMS

Page 26: ideas idea ideas: strategy talk with MAS

WATCH-OUTS!CASTING IS IMPORTANT (SOME PEOPLE SUCK AT THIS)!STRATEGISTS HAVE TO MEGA-PREP FOR THESE TO BE SUCCESSFUL (THE MORE SMART FUEL, THE BETTER)!STRATEGISTS HAVE TO MODERATE THESE WELL

Page 27: ideas idea ideas: strategy talk with MAS

TWO MORE THINGS!GET A WALL!USE GOOGLE DOCS!

IT’S ALL ABOUT EXPOSURE

Page 28: ideas idea ideas: strategy talk with MAS

Your people (With loads of emotional and behavioral insights)

The main insight The one truth your leveraging in your solution

The message What you want people to know

The creative platform The thought that holds it all together

Hero execution/s The executional/spiritual center of the idea

Engagement strategy The driving principle/s of the platform behavior

The ecosystem All the stuff that gets built to make the hero shine

The context The broader world that your product/brand lives in

Fuelling

Seeing & Defining

Awesoming

Our (general) role

Page 29: ideas idea ideas: strategy talk with MAS

so we got some fuel going, ideas are starting to roll

how do you see and define a great idea?

Page 30: ideas idea ideas: strategy talk with MAS

Your people (With loads of emotional and behavioral insights)

The main insight The one truth your leveraging in your solution

The message What you want people to know

The creative platform The thought that holds it all together

Hero execution/s The executional/spiritual center of the idea

Engagement strategy The driving principle/s of the platform behavior

The ecosystem All the stuff that gets built to make the hero shine

The context The broader world that your product/brand lives in

Fuelling

Seeing & Defining

Awesoming

Our (general) role

Page 31: ideas idea ideas: strategy talk with MAS

WHAT IS A GREAT IDEA IN TODAY’S LANDSCAPE?!AIM FOR PLATFORMS!AIM FOR BRILLIANT ONE-OFF TACTICS !DON’T SETTLE FOR JUST A CAMPAIGN!

Page 32: ideas idea ideas: strategy talk with MAS

WHAT A PLATFORM IS, WHAT IT ISN’T!IT’S NOT A TV CAMPAIGN WITH SOME MATCHING LUGGAGE DIGITAL BITS TACKED ON!

IT’S A LONG-TERM COMMITMENT TO YOUR PEOPLE (THAT IS, IF THEY WANT IT)!IT’S SOMETHING THAT CAN LIVE ON AND HOLD A LOT OF DIFFERENT ACTIVITY

Page 33: ideas idea ideas: strategy talk with MAS

SOME PRETTY GREAT MODERN PLATFORMS!BEING GIRL!NIKE+!CHROME FAST!DATING BRIAN!PEPSI REFRESH!GREAT AMERICAN APPAREL DIET!THE MAN YOUR MAN COULD BE, AKA OLD SPICE GUY!

Page 34: ideas idea ideas: strategy talk with MAS

SOME PRETTY GREAT MODERN TACTICS!T-MOBILE DANCE IN LIVERPOOL STATION!GOOGLE YOUTUBE SYMPHONY!GOOGLE YOUTUBE PLAY!CHROME ARCADE FIRE!AXE UNDIE RUN

Page 35: ideas idea ideas: strategy talk with MAS

HOW DO I KNOW IF I HAVE A GREAT PLATFORM OR TACTIC?!THERE IS NO MAGIC ANSWER TO THIS QUESTION, BUT SOME QUESTIONS YOU’LL WANT TO ASK YOURSELF (AND HONESTLY ANSWER)…

Page 36: ideas idea ideas: strategy talk with MAS

HAS IT BEEN DONE BEFORE?!WILL PEOPLE LOVE IT AND BENEFIT FROM IT AS MUCH AS THE BRAND MANAGERS?!DOES IT LEVERAGE A KILLER INSIGHT?!IS IT JUST SO DAMN SMART?!IS IT WILDLY ENTERTAINING, AWESOMELY FUNCTIONAL AND/OR EMOTIONALLY USEFUL?!IS IT SIMPLE (ELEVATOR PITCH)?!IS IT TRUE TO THE BRAND?!IF IT’S A PLATFORM, CAN THE THOUGHT HOLD MANY DIFFERENT EXECUTIONAL ITERATIONS?!IF IT’S A TACTIC, CAN YOU IMAGINE HOW IT WOULD BE RE-BOOTED/BUILT UPON IN THE FUTURE?!CAN I BUILD AN ECO-SYSTEM AROUND IT?!DO YOU GET SHIVERS?

Page 37: ideas idea ideas: strategy talk with MAS

WHEN YOUR TEAM GETS TO AN IDEA OR THOUGHT WHERE THERE’S A LOT OF YES’ES TO THAT LIST, THEN START TO ARTICULATE YOUR CORE INSIGHT, POSITIONING, CREATIVE IDEA AND THINK WHAT THE HERO EXECUTION IS (MORE ON THAT IN A BIT)

Page 38: ideas idea ideas: strategy talk with MAS

GRANTED, THIS IS KINDA A “GUT” PHASE OF THE PROCESS!BUT HERE’S A CONSTRUCT THAT MIGHT HELP

Page 39: ideas idea ideas: strategy talk with MAS

PURE DELIGHT EMOTIONALLY USEFUL

FUNCTIONALLY USEFUL

FROM THE PERSPECTIVE OF YOUR PEOPLE, DOES YOUR IDEA FALL INTO ONE OF THESE AREAS?

Page 40: ideas idea ideas: strategy talk with MAS

Nike +

Pepsi Refresh

Being Girl Chrome Fast

The Great American Apparel Diet

The Man Your Man Could Be

Dating Brian

Google YouTube Tactics

Chrome Arcade Fire

Axe Undie Run

PURE DELIGHT EMOTIONALLY USEFUL

FUNCTIONALLY USEFUL

Page 41: ideas idea ideas: strategy talk with MAS

WHERE IT STARTS!REALLY THINKING ABOUT WHAT PEOPLE WANT AND WHAT THE BRAND CAN AUTHENTICALLY DO FOR THEM

Page 42: ideas idea ideas: strategy talk with MAS

Nike +

Pepsi Refresh

Being Girl Chrome Fast

The Great American Apparel Diet

The Man Your Man Could Be

Dating Brian

Google YouTube Tactics

Chrome Arcade Fire

Axe Undie Run

PURE DELIGHT EMOTIONALLY USEFUL

FUNCTIONALLY USEFUL

Micro-goals are hella motivational

Runners are anal people that love data

Page 43: ideas idea ideas: strategy talk with MAS

People genuinely struggle with their

consumption relationship with

clothing and want to figure it out.

Nike +

Pepsi Refresh

Being Girl Chrome Fast

The Great American Apparel Diet

The Man Your Man Could Be

Dating Brian

Google YouTube Tactics

Chrome Arcade Fire

Axe Undie Run

PURE DELIGHT EMOTIONALLY USEFUL

FUNCTIONALLY USEFUL

Page 44: ideas idea ideas: strategy talk with MAS

WHAT DEFINES GREAT PLATFORMS!GENEROSITY!MULTIFACETEDNESS !RESPONSIVENESS!PROPAGATION

Page 45: ideas idea ideas: strategy talk with MAS

Nike +

Pepsi Refresh

Being Girl Chrome Fast

The Great American Apparel Diet

The Man Your Man Could Be

Dating Brian

Google YouTube Tactics

Chrome Arcade Fire

Axe Undie Run

PURE DELIGHT EMOTIONALLY USEFUL

FUNCTIONALLY USEFUL

Generosity & people propagation built into the

core of the idea

Page 46: ideas idea ideas: strategy talk with MAS

Nike +

Pepsi Refresh

Being Girl Chrome Fast

The Great American Apparel Diet

The Man Your Man Could Be

Dating Brian

Google YouTube Tactics

Chrome Arcade Fire

Axe Undie Run

PURE DELIGHT EMOTIONALLY USEFUL

FUNCTIONALLY USEFUL

Multi-faceted: Creative doesn’t live on and on;

the thought does

Often, a new creative approach every month

Page 47: ideas idea ideas: strategy talk with MAS

The industry’s latest poster-child of

responsiveness… and he’s back

Nike +

Pepsi Refresh

Being Girl Chrome Fast

The Great American Apparel Diet

The Man Your Man Could Be

Dating Brian

Google YouTube Tactics

Chrome Arcade Fire

Axe Undie Run

PURE DELIGHT EMOTIONALLY USEFUL

FUNCTIONALLY USEFUL

Page 48: ideas idea ideas: strategy talk with MAS

Your people (With loads of emotional and behavioral insights)

The main insight The one truth your leveraging in your solution

The message What you want people to know

The creative platform The thought that holds it all together

Hero execution/s The executional/spiritual center of the idea

Engagement strategy The driving principle/s of the platform behavior

The ecosystem All the stuff that gets built to make the hero shine

The context The broader world that your product/brand lives in

Fuelling

Seeing

Awesoming

Our (general) role

Page 49: ideas idea ideas: strategy talk with MAS

How to make great ideas awesomer (aka building awesome ecosystems)

Page 50: ideas idea ideas: strategy talk with MAS

Your people (With loads of emotional and behavioral insights)

The main insight The one truth your leveraging in your solution

The message What you want people to know

The creative platform The thought that holds it all together

Hero execution/s The executional/spiritual center of the idea

Engagement strategy The driving principle/s of the platform behavior

The ecosystem All the stuff that gets built to make the hero shine

The context The broader world that your product/brand lives in

Fuelling

Seeing & Defining

Awesoming

Our (general) role

Page 51: ideas idea ideas: strategy talk with MAS

LET’S FIRST TAKE A STEP BACK

Page 52: ideas idea ideas: strategy talk with MAS

BECAUSE WE’RE IN THE WEB WORLD, REMEMBER, MORE AND MORE OUR IDEAS MUST EMBODY!GENEROSITY!MULTIFACETEDNESS !RESPONSIVENESS!PROPAGATION

Page 53: ideas idea ideas: strategy talk with MAS

OKAY, BACK TO ECOSYSTEMS

Page 54: ideas idea ideas: strategy talk with MAS

THE CLASSIC MISTAKE!CONFUSING A MATCHING LUGGAGE 360 CAMPAIGN FOR A ECOSYSTEM/PLATFORM!“AND THEN WE CAN DO THIS IN PRINT, AND THEN WE CAN DO THIS IN OLA, AND THEN WE CAN DO THIS HERE AND THERE…”!

IF YOU’RE RAPIDLY FIRING OFF THESE EXECUTIONS IN A PRESENTATION, YOU’VE PROBABLY FALLEN INTO THE 360 SAND HOLE

Page 55: ideas idea ideas: strategy talk with MAS

FIRST THINGS FIRST!COMMIT TO THE CORE OF YOUR IDEA

Page 56: ideas idea ideas: strategy talk with MAS

MAKE A DECISION!WHAT THE EXECUTIONAL CENTER OF YOUR IDEA? !WHERE DOES THE IDEA BEST MANIFEST ITSELF?!BUILD OUT FROM AND POINT EVERYTHING ELSE TO THAT CORE

Page 57: ideas idea ideas: strategy talk with MAS

THE EXCEPTION TO THIS “FIND THE CORE” APPROACH!THE BIG FUCK OFF BRAND LAUNCH CAMPAIGN WHEN YOU HAVE A HUGE ASS BUDGET!

IN THAT CASE, MAKE EXECUTIONS UNDERNEATH A THOUGHT THAT ARE BESPOKE TO THE MEDIA THAT THEY’RE LIVING IN – NO MATCHING LUGGAGE!

BACK TO HONING IN ON THE CORE…

Page 58: ideas idea ideas: strategy talk with MAS

BUILDING ECOSYSTEMS!HONING IN ON THE CORE WILL HELP YOU DECIDE HOW YOUR IDEA SHOULD BEHAVE!

Page 59: ideas idea ideas: strategy talk with MAS

HUMANS HAVE CODES OF BEHAVIOR; !THERE ARE WAYS TO BEHAVE…!AT A SOCCER GAME!AT THE OPERA!AT WORK!AT CHURCH!ON THE SUBWAY!IN YOUR CAR!AT THE MALL!AT A MOVIE

Page 60: ideas idea ideas: strategy talk with MAS

IDEAS NEED CODES OF BEHAVIOR AS WELL!

Page 61: ideas idea ideas: strategy talk with MAS

KEEPING YOUR PEOPLE, CORE AND OBJECTIVES IN MIND, SHOULD YOUR IDEA FEEL… !BOLD?!CLEVER?!HUMBLE?!CREATIVE?!PROVOCATIVE?!INTIMATE?!EXCLUSIVE?!ETC…!(DIFFERENT MEDIA AND SPACES WILL MAP TO THESE QUESTIONS)

Page 62: ideas idea ideas: strategy talk with MAS

DESIRED CODE OF BEHAVIOR

WHERE YOUR PEOPLE ALREADY ARE

THINKING OF MEDIA AS A CANVAS, NOT AN OUTLET

Page 63: ideas idea ideas: strategy talk with MAS

DESIRED CODE OF BEHAVIOR

WHERE YOUR PEOPLE ALREADY ARE

THINKING OF MEDIA AS A CANVAS, NOT AN OUTLET

IDEA ECOSYSTEM

Page 64: ideas idea ideas: strategy talk with MAS

ECOSYSTEM: WHERE YOUR IDEA LIVES, INTERACTS AND PLAYS!

Page 65: ideas idea ideas: strategy talk with MAS

THE TRICK TO BUILDING GREAT ECOSYSTEMS?!UNDERSTANDING THE CULTURES OF THE MEDIA PLATFORMS

Page 66: ideas idea ideas: strategy talk with MAS

LET’S DEFINE HOW TV WORKS!PEOPLE HAVE RECEIVERS IN THEIR HOMES, SOMETIMES SEVERAL!BROADCASTERS TRANSMIT CONTENT TO INDIVIDUAL RECEIVERS!DIFFERENT CHANNELS HAVE CONTENT THAT SPEAK TO DIFFERENT TYPES OF PEOPLE!THE BUSINESS MODEL IS BUILT ON ADVERTISERS!PEOPLE CAN CHOOSE WHAT THEY WATCH

Page 67: ideas idea ideas: strategy talk with MAS

THIS DOESN’T HELP IN MAKING A GREAT TV IDEA NOR UNDERSTANDING HOW TO BUILD IT INTO AN ECOSYSTEM

Page 68: ideas idea ideas: strategy talk with MAS

SO WHY DO WE MAKE THIS MISTAKE?!TWITTER IS A MICROBLOGGING PLATFORM!PEOPLE HAVE HANDLES!YOU CAN TWEET FROM ANY DIGITAL DEVICE!PEOPLE FOLLOW OTHER PEOPLE!PEOPLE RT, DM AND #FF

Page 69: ideas idea ideas: strategy talk with MAS

KNOWING HOW TWITTER FUNCTIONALLY WORKS DOES NOT MEAN THAT YOU UNDERSTAND TWITTER (NOR ANY OTHER PLATFORM)

Page 70: ideas idea ideas: strategy talk with MAS

WANT TO BUILD GREAT DIGITAL STRATEGIES AND OVERALL ECOSYSTEMS? !GET INTO THE SPACES THAT YOUR PEOPLE ARE IN!THINK ABOUT HOW THEY UNIQUELY INTERACT WITH THOSE SPACES!BUILD STUFF THAT HONORS THE PLATFORMS, BUT DOESN’T JUST FOLLOW THE RULES!THINK ABOUT PROPAGATION AND DIFFERENT LEVELS OF ENGAGEMENT (1/9/90 RULE)!

IF YOU DO THIS CORRECTLY, EVERY IDEA WILL LOOK & BEHAVE DIFFERENTLY

Page 71: ideas idea ideas: strategy talk with MAS

Your people (With loads of emotional and behavioral insights)

The main insight The one truth your leveraging in your solution

The message What you want people to know

The creative platform The thought that holds it all together

Hero execution/s The executional/spiritual center of the idea

Engagement strategy The driving principle/s of the platform behavior

The ecosystem All the stuff that gets built to make the hero shine

The context The broader world that your product/brand lives in

Fuelling

Seeing

Awesoming

Our (general) role

Page 72: ideas idea ideas: strategy talk with MAS

Your people (With loads of emotional and behavioral insights)

The main insight The one truth your leveraging in your solution

The message What you want people to know

The creative platform The thought that holds it all together

Hero execution/s The executional/spiritual center of the idea

Engagement strategy The driving principle/s of the platform behavior

The ecosystem All the stuff that gets built to make the hero shine

The context The broader world that your product/brand lives in

Page 73: ideas idea ideas: strategy talk with MAS

LET’S TALK …