24 takeaways from this video:
We live in an age with daunting problems.
We need the best ideas; we need them now; we need them to spread fast.
The common good is a meme that was overwhelmed by intellectual property.
Loss Aversion: we hate losing what we’ve got.
When we copy, we justify it. When others copy, we villify it.
Most of us have no problem with copying – as long as we’re the ones doing it.
62% of all patent lawsuits are now over software.
Estimated wealth lost is half a trillion dollars: $500,000,000,000.
Confidence depends on the quality of the story they can tell. So it’s not surprising that one of the hottest new forms of advertising is ‘Branded Content.’
Increasingly advertisers are choosing to spend their investments often in the form of entertaining stories that blur the line between conventional advertising and entertainment.
We might enjoy these new forms of advertising better, but we also may become more influenced by them without ever knowing why.
Ideas aren’t tidy.
They’re layered, interwoven, & tangled.
Most broadcast stations have a public service quota to fill. If your event helps the greater good, creating a short radio spot will not only gain free advertising, but will convey the not for profit essence of your event.
Don’t have a philanthropic element to your event? It’s the perfect incentive to team up with one and give back to your community.
You have two kinds of trends – Classic trends and Prospective trends:
Observing everyday people in the street, talking with the younger generations, and surfing Youtube are perfect for identifying classic trends.
But if you’re looking for prospective trends, Youtube isn’t the right process because once you go to Youtube it’s already too late; you have to look elsewhere.
Most of the time prospective trends are in technology and, I know it sounds kind of crazy, but I think prospective can also be found in science fiction books.
Start with a press ad, then blow it up… and it’s a poster!
Stick it in an envelope…and it’s direct mail!
Film it… and it’s a TV ad!
Animate it… and it’s interactive!…
The flavor of the month will date a commercial quickly, and generally over-used actors might not make your commercial sound distinguishable.
Use a voice that’s memorable, but don’t just think of the obvious actors: it will help to brand your campaign and make it unique.
Address issues of money early. Those who don’t talk about money, don’t make it.
In every culture in the world it’s considered impolite to talk about money in a personal context.
In every culture in the world it’s considered a sign of poor business acumen if you cannot have a money conversation.
Build expertise rapidly. Continuously learning is mandatory.
The generalists life is an easy life because when you’re a generalist designer you’re willing to do all kinds of different work for all kinds of different clients and you’re essentially taking clients based on your own personal interest- your need to solve a problem that you haven’t previously solved.
Designers have broad interests. Your strength is solving the problem that other people haven’t solved. Therefore designers are drawn to new problems.
The idea of solving the same problems over and over again and benefiting from repeated observation and repeated application and building expertise terrifies you.
Build expertise rapidly.
You should be twice as smart today as you were a year or two ago, and I don’t care how long you’ve been in the business. And if you’re not, it’s not because you’re stupid, it’s more likely that you’re just too broadly focused.
Free pitching is never going to go away. It’s always going to be the tool of last resort for the outsider, the student, those trying to build experience, or somebody who just wants to take a flyer on a long shot.
If you are not viewed as more expert than your competition, then you will be viewed as one in a sea of many, and you will have little power in your relationships with your clients and prospects.
Design is a profession at crossed roads. On the one hand design is seen as one of the ultimate differentiator between a company’s product and it’s competition. On the other hand, the outputs of graphic design have never been more commoditized than as they are right now.