futurem 2014 - the idea is the easy part: selling innovative ideas

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The Idea is the Easy Part: Selling Innovative Ideas #FUTUREM Ben Jones @harperjones Creative Director Google Matt Lindley @sapientnitro Director of Innovation SapientNitro

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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.

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Page 1: FutureM 2014 - The Idea is the Easy Part: Selling Innovative Ideas

The Idea is the Easy Part: Selling Innovative Ideas

# F U T U R E M

Ben Jones@harperjonesCreative DirectorGoogle

Matt Lindley @sapientnitroDirector of InnovationSapientNitro

Page 2: FutureM 2014 - The Idea is the Easy Part: Selling Innovative Ideas

Selling Innovation:

#FUTUREM

5 tips to get from prototype to polishedBen Jones, GoogleMatt Lindley, SapientNitro

Page 3: FutureM 2014 - The Idea is the Easy Part: Selling Innovative Ideas

#FUTUREM

Nobody will love it as much as you love you

Tip 1:

Page 4: FutureM 2014 - The Idea is the Easy Part: Selling Innovative Ideas

#FUTUREM

Saddle Up. Find conspirators. Evolve but do not capitulate.

Page 5: FutureM 2014 - The Idea is the Easy Part: Selling Innovative Ideas

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Page 6: FutureM 2014 - The Idea is the Easy Part: Selling Innovative Ideas

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Tip 2: The Right It

Page 7: FutureM 2014 - The Idea is the Easy Part: Selling Innovative Ideas

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Pretotyping

Page 8: FutureM 2014 - The Idea is the Easy Part: Selling Innovative Ideas

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Without data, all you have is an opinion

Page 9: FutureM 2014 - The Idea is the Easy Part: Selling Innovative Ideas

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If you want to understand how the lion hunts,

don’t go to the zoo.

Page 10: FutureM 2014 - The Idea is the Easy Part: Selling Innovative Ideas

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Focus RiskBecause you cannot eliminate it

Tip 3:

Page 11: FutureM 2014 - The Idea is the Easy Part: Selling Innovative Ideas

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Understand the advertising industrial complex

Page 12: FutureM 2014 - The Idea is the Easy Part: Selling Innovative Ideas

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Find and link proxiesInnovate your dataRisk what you can control

Page 13: FutureM 2014 - The Idea is the Easy Part: Selling Innovative Ideas

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Page 14: FutureM 2014 - The Idea is the Easy Part: Selling Innovative Ideas

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Tip 4: Land all the planes

Page 15: FutureM 2014 - The Idea is the Easy Part: Selling Innovative Ideas

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• 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)

Page 16: FutureM 2014 - The Idea is the Easy Part: Selling Innovative Ideas

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Page 17: FutureM 2014 - The Idea is the Easy Part: Selling Innovative Ideas

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Tip 5: We are made of stories.

Page 18: FutureM 2014 - The Idea is the Easy Part: Selling Innovative Ideas

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Starts with the user (human truth) and ends with the business (money)

Page 19: FutureM 2014 - The Idea is the Easy Part: Selling Innovative Ideas

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Prototypes are the new storyboards

Page 20: FutureM 2014 - The Idea is the Easy Part: Selling Innovative Ideas

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Page 21: FutureM 2014 - The Idea is the Easy Part: Selling Innovative Ideas

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Done is the engine of more

Page 22: FutureM 2014 - The Idea is the Easy Part: Selling Innovative Ideas

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Mandatory summary slide

1.Nobody will love it as much as you2.Build The right it3.Focus risk4.Land all the planes5.We are made of stories