Influx

10 things I learned from and about IDEO from hearing them present

Jane Fulton and Paul Bennett of IDEO presented at yesterday’s Idea Conference

1.    They don’t do ego- self-deprecating and humble is their style.

2.    They are observers of the world and look for ideas in it- the way people do or don’t use things. My observation on this, planners in the ad business listen, but don’t look.  

3.    They aren’t afraid to talk to their own employees to glean insight.

4.    Observation doesn’t just lead to product solutions, it can also help services; seeing a woman round-up her utility bill was the inspiration for Bank of America’s “Keep The Change” concept.

5.    They believe people just want dialog- they are now willing to say anything to get a response, they just like having the power to speak. They wonder if marketers can help them.

6.    Dialog is the new optimism. Showed us an example of Sainsbury’s asking customers for product suggestions and warning them if products are about to be de-listed.

7.    They like Japan and Japanese creativity- especially the Panasonic battery campaign that encouraged people to build the first battery powered plane and the tie removal campaign to help save energy in Japan. Both by Hakuhodo.

8.    They believe communication needs to be playful, optimistic, enthusiastic and participatory.

9.    They see the world fragmenting into micro-communities of Pug lovers and Rat fanciers.

10.    Moments can become movements- lots of little actions can add up to something bigger.

Posted by Ed Cotton