What if innovation is really just a knowledge creation process? A thought inspired by the SECI model of knowledge creation by Ikujiro Nonaka (1995).
To see if it could work I ran it backwards, now to run it forwards. Or if you’d like to do it for me you can have the PDF below. Let me know…
If you’ve ever shown someone a “hilarious” video clip you’ve just watched, you may have felt that nagging sensation. The “seriously this is great, honest, the good bit is coming up, god this is dragging, I swear it was over by now last time” Effect.
That quick 30 second viral suddenly seems like a James Cameron epic (maybe with more plot and characterisation but still soooo long).
I’ve always referenced this weird effect when asked that immortal question during almost every briefing: “how long can this be?”
Maybe the context and the device being used should dictate length more than any 60/30/15 second rule or the “it can be as long as it is interesting” statement? While standing at a train station trying to download and watch a YouTube clip on your phone it is amazing how long 11 seconds of a cat attacking a potato can seem.
Anyway rather than explain my theory every time I put together a quick diagram lovingly ripped off from an obscure physics theory no one has ever heard of…
It was the JWT Grads open day today with lots of young, enthusiastic people running around the building and getting to sample the hospitality of the Comm. It’s all part of the 2013 JWT Grad Programme and entry is still open until 1st November. You can apply here.
Personally I’d have loved the opportunity to experience it all. This year’s Grads have also had the pleasure of training at Hyper Island and Google. They have also had the good or bad fortune to have a bald guy in a bad shirt talking to them about “Brand Building in a Digital World” as an Intro to digital planning and UX, an edited version of which is below.
It’s a quick run through of some ideas about digital, channels and experience but most of all it’s about what I’d like to say is the the nature of Brand building in a digital world: Manifesting the behaviour inherent in a brand idea to deliver a measurable, business building, marketing goal.
Not digital for digital’s sake or clicking around or wacky engagement for engagement’s sake.
This last word “Engagement” is a overused word. Everyone seems to have a different definition which makes it a difficult and debased term but if I was to define it I’d say…
Engagement is about “creating windows of enhanced attention to influence behaviour & motivations” in order to increase Brand Salience.
Brand Salience is building a brand’s propensity to be noticed or come to mind in buying situations by increasing the quantity & quality of memory structures buyers hold about brands and associated attributes.
Brand Salience is key to driving buyer choice & behaviour which is ultimately the real reason we should consider engagement as a tactic to increase the effectiveness of digital work.
Anyway if you can put up with that (it only lasts an hour) please give our Grad programme a go.
User Experience and considering the consumer’s entire journey and needs is a central part of digital planning. Here’s a short introduction to User Experience I did for JWT Planning Academy. It’s not exhaustive but it touches on a lot of things that cleverer people have said…
Here’s a nice bit of smashing, crashing and general rugby mayhem played out across the streets of Hong Kong. By men dressed as toy soldiers, cowboys, disco kids, centurions, vikings etc etc. It also features Jason Robinson and George Gregan. And it’s for HSBC! HSBC 7s Fancy dress street rugby…
SXSW kicks off on the 9th and I’m looking forward to seeing what particular hits, misses and hypes come up.
But beyond the usual “marketing tech” I think the most interesting areas at the moment are around the way we physically interact with technology and media.
Two of the most innovative areas are Audio and Haptic technologies.
Audio in interaction design terms has been a long neglected area that is now exploding in terms of possibility and the potential for mainstream exploitation and adoption. The poster-child is obviously Siri on the iPhone 4s or Iris on Android but Ford has been employing Microsoft Sync—which also uses voice control extensively—in its cars for a few years, even in lower cost vehicles aimed at younger drivers. However, it is the use of Audio based interactions in the real or entertainment worlds where the interesting applications apply.
Sonic Notify is an interesting example. It uses Audio detection to deliver tailored and synched media content to people in a store, in front of a TV or at a concert. The media is actually transferred over audio via “the communication of data in the ultra high-frequency inaudible range between any speaker and microphone. The [Sonic Notify] decoding algorithm enables a common process for extracting data from audio using any microphone on any smartphone or tablet.”
If you can cope with the intense American spokes-model-weirdo below there’s an interesting demo:
Media can effectively “piggy back” on TV soundtracks, store PA systems, or radio ads and offer a richer experience without people having to use their own data allowances.
Similar Audio driven interactions are found in the eBay Application which synchs content and goods displayed with the TV programme people are watching – more Retail TV than Social TV or IntoNow.
Haptic technology is all about touch. It is incredibly personal and all about giving natural instantly understandable feedback to people. It is when technology starts to make a physical connection with people. It has been described as “doing for the sense of touch what computer graphics does for vision”.
Or even concept haptic speakers.
Or potentially something (anything) that could save the Blackberry smart-ish-phone.
But ultimately Haptics is more than waving your hands or body in the air (Kinect) or trying to use a holographic projection or wall mounted Tablet (like Samsung’s CES Innovation award-winning Smart Window) which rapidly leads to a heavy, tired sensation, or “Gorilla Arm” as Human Computer Interface designers call it.
It is about creating a dynamic tactile medium which should be able to tangibly represent almost anything. That might be through a descendent of deformable materials (Shape Memory-alloy or Electroactive Polymers) or a descendent of haptic holography.
So far, so Sci-fi, but could Haptic technology make the mainstream sooner than we think? If there’s anyone who can the technology into real people’s hands – not just those of early adopters – it’s the people at Apple.
The invite to the iPad 3 (or iPad HD?) launch hints that “We have something you really have to see. And touch” and people are taking this to be a trial for possible use of haptics.
If so it could be “a technology from Senseg, a Finnish startup which has developed a system called E-Sense which appears to give texture to a touchscreen. By using “tixels” generated by electric fields from elements embedded around the screen, it can make areas of the screen feel rough, ridged or rounded – and change those just as the screen pixels can change.” Guardian.
We’ll see soon. It could be hype.
It could be a red herring.
it could be a disappointment like the iPhone 5.
Hopefully it won’t be as under-whelming and over-priced as iAds. ;-)
JWT Intelligence in New York have put together their Annual Trend presentation – JWT: 100 Things to Watch in 2012
There’s lots of nice examples and from my own perspective I believe 2012 is all about the multi-screen strategy – with multi-screen UX & content strategies optimised by data analytics directly linked to business metrics.
This increasing focus on analytics and earned/owned media will mean that the capability of analysing large data sets will become a key basis of competition, underpinning new waves of productivity growth, innovation, and consumer surplus.
But then what do I know? Anyway, while clearing out my folders I found the note below which was my list of predictions for 2011. Hopefully I’ll be able to follow some of them up with examples over the next few weeks. The future ones for the next 5 years are a bit miserable though…
5 Questions related to the digital consumer experience for 2011
- “How can we move beyond reacting quickly and actually anticipate people’s needs in advance?”
- “What happens when mobile is someone’s only experience of the web?”
- “What happens when language is no longer a barrier and influences are global?”
- “How can we grab people’s attention when there is so much out there vying for it?”
- “How will people respond as more and more of their information and actions are public?”
Technology Themes for 2011
- Real-time tracking, business transparency and flexibility
- LTE, Streaming Home networks & personalised, on-demand content
- Voice recognition, privacy groups and collaboration
- Sensors & Internet of Things Personalisation and predictive assistance
- Multi-touch, portability and work/personal blending
- Cloud-based entertainment subscriptions
- Virtual Telepresence
- Tangible User Interface
- Geolocation, Game-mechanics, Digital to real social
- Gaming and SocialTV intersection
- Personal relationships, Cloud-computing and Single customer view
- Automatic multi-tasking and background activity
Possible wider cultural trends & influences for the next 5 years
- The admission (and panic) that we hit peak oil in mid-00’s
- 4th wave of global financial crisis (2nd wave 2011/12, 3rd 2016)
- Power and food prices rocket (200% increase in consumer electricity and gas costs by 2015)
- A marked increase in societal polarisation in western economies as the middle-class dissipates and states fragment.
- China secures (financially & militarily) its ownership of natural and economic resources abroad
- First wave of massive Malthusian positive checks
A little bit of fun with Blippar and our Experience Team. JWT London has created a truly unique and innovative way to showcase the agency’s latest showreel on the back of their business cards by using Blippar™, the first image-recognition app for smartphones targeted at brand-customer interaction.