Jeff Myers Opening Plenary - Jazz Connect

Innovation & Inspiration

Jeff MyersCreative + Strategy | THIS IS RED

What I do

What I do

What I do applied to jazz

What I do

What I do applied to jazz

A few lessons

Lesson #1/3

Lesson #1/3

Improvisational music has taught me to approach scenarios knowing that there are always solutions

Stubborn Optimist

Heinz.com | Crafting a Digital Experience for an Icon

3

/

The Power of the Keystone lies in the highest common ground of Heinz offerings

WE ALL WANT TO BE

ROCKSTARS

Strategy Creative DevelopmentGlobal

Problem Solving

STARTUP GLOBAL ICON MOTHER RUSSIA

Problem Solving

Thinking + Doing

What are we trying to achieve?

Thinking + Doing

What forces are in play?Thinking

Understand Context

How can we make this better?

Thinking

Doing

“How much has to be explored and discarded before reaching the naked truth”

Doing: Fail Faster

Problem Thinking Solution ValueIndividual

Lesson #2/3

Individual Individual Incremental

Problem Thinking Solution ValueIndividual

Lesson #2/3

Individual Individual Incremental

Problem Thinking Solution ValueHolistic Holistic Holistic Massive

Jazz as a clientJ A Z Z F O R W A R D C O A L I T I O N

What are we trying to achieve?ThinkingWhat forces are in play?

DoingHow can we make this better?

What are we trying to achieve?

Increase volume of ticket sales in jazz venues in USA sustainably

Presenters Jazz establishment Consumers

What forces are in play?

Consumers: Augment the existing audience with “jazz friendlies”

Presenters:Operational & organizational support to sustain a new audience

Objective:Increase volume of ticket sales in jazz venues in USA sustainably

Objective:Increase volume of ticket sales in jazz venues in USA sustainably

Consumers:

Presenters:

Objective:Increase volume of ticket sales in jazz venues in USA sustainably

Consumers:

Presenters:

Jazz presenters often are working siloed from other each other with limited access to best practices and rich data

Insight:

Enable presenters to capture and mine rich data to give focus and leverage to the jazz industry as a whole

Trade Strategy:

jazz commons

Objective:Increase volume of ticket sales in jazz venues in USA sustainably

Consumers:

Presenters:

Jazz friendlies want to expand their aesthetic, but are intimidated to see jazz for their first time

Lower the barrier to entry by easing jazz newbies into the experience with familiar interactions (friends, sharing, etc)

Consumer Strategy:Insight:

gigDIG

Jazz presenters often are working siloed from other each other with limited access to best practices and rich data

Insight:

Enable presenters to capture and mine rich data to give focus and leverage to the jazz industry as a whole

Trade Strategy:

jazz commons

Consumers: Presenters:

Moving Jazz Forward

Moving Jazz Forward

Lesson #3/3

Big Problems

Lesson #3/3Q: How do you eat an elephant?

Lesson #3/3Q: How do you eat an elephant?A: One bite at a time

Do

Do one thing

Thank YouJeff MyersCreative + Strategy | THIS IS RED

@thisisredagency.comfacebook.com/thisisredthisisredagency.com