Smooch
From Innovationclass
Contents |
Innovative Oranization Proposal
Innovation, as defined by our class, has to due solely with change. Therefore, in creating an innovative environment of 25 people, change will not only be implemented as a major theme of the organization, but the name of the company as well. The company will focus exclusively on creative advertising, offering their services to many different firms much like a traditional contracting service.
The environment in which the employees exist together is one of the most important aspects to consider. In this case, I imagine a completely freewheeling surrounding in which everyone feels comfortable and inspired to create and share original ideas. The employees themselves will be broken up into teams of five. Each team with have their own space (a large room) to furnish and flourish. They will be encouraged to bring items that inspire them, for example, an old desk passed down to them or even their ratty old love sack from college. Having the freedom to create a space in which they feel comfortable will evoke creativity and originality. This will also create an environment in which change of surroundings, moving or swapping furniture for example, will most definitely be encouraged and implemented. We like to look at it as if it were your childhood bedroom. When you think about it, your bedroom grew up and changed along side you; so will the business and its surroundings. In addition to the five separate team rooms, there will be a large common area (a break room/meeting room) for all of the employees designed to inspire conversation as well promote collaboration among the separate teams. In addition to the collaboration room, every room (even the bathrooms) will have a large flat screen TV that will act as source of communication between the teams. Employees can post simple questions or comments, scan new ideas, or even text in ideas when away from the office. Each contribution will be displayed on the screens throughout the building and will act as a running collaboration of ideas.
As far as the chemistry of the individual teams goes, diversity will be the key component in the initial decision making process. Each team will be a melting pot of different genders, ages, ethnicities, backgrounds, etc. Diversity of thoughts and ideas is an extremely important value of this organization and therefore is just as important in the consideration of whom we want in our lineup.
The workweek will look nothing like that of a typical nine-to-five corporate job. Instead, every employee will have a set number of hours that can be completed at anytime within the full seven-day week. Again, this allows for growth and change of individual's schedules as needed. It will be up to the teams to decide on times when they can all get together. In addition, teams will be encouraged to meet outside the work place once a week. At first glance, the lack of structure may seem negligent. However, because there is no hierarchy among the employees, each person will not only be responsible for himself/herself but their team and the company as a whole. We are confident that by giving each person the same amount of authority, it will allow different individuals to rise to the position of power at different times, again promoting change and ultimately innovation.
We plan of sustaining innovation by keeping our roster at 25 employees as to not upset the balance of the environment and, of course, continually encouraging as well as implementing change. This is the kind of environment we want our employees to grow in love with, so much so that we hope to create a lifelong bond with each and every one of them. We want our employees to see "us" in their future.
Innovative Company- Pixar/Blogs
I chose to look at Pixar and their attitudes towards innovation as a company. Pixar, cofounded by Apple Computer's Steve Jobs, is an American computer animation studio that was recently (2006) purchased by Disney. The company caught my attention because of my interest in innovative environments. Everything, including the company's work environment, is carefully designed to encourage creativity and innovation in every one of their employees. I like their approach to encouraging employees to interact with their environment instead of merely existing in it. I also really like the idea of "Pixar University" in which a variety of classes, from Pilates and tai chi to sculpture and improvisation, are offered to foster creativity. I'm really excited to delve deeper into this extremely innovative and creative company.
Sadagopan's Weblog Fostering Creativity and Innovation @ Pixar: http://123suds.blogspot.com/2005/01/fostering-creativity-innovation-pixar.html
http://www.pixar.com/index.html
Article from CNN - Incredible: The Man Who Built Pixar's Innovation Machine: http://money.cnn.com/magazines/fortune/fortune_archive/2004/11/15/8191082/index.\\ htm
1. http://blog.futurelab.net/2008/02/comfort_shopping_sad_customers.html
I found this blog about how your mood affects how much you spend when
shopping particularly interesting. A recent study showed that "sad"
customers are likely to spend more, suggesting that it is vital for
innovative marketing strategies to take into account situational
aspects such as mood.
2. http://blog.futurelab.net/2008/02/nielsen_buys_into_neuromarketi.html This blog was about the rise of neuromarketing as a way of pleasing the consumer. One company, NeuroFocus, uses brainwave eye-tracking and skin conductance measurements to measure consumer reactions to ads and products. This is relevant in better understanding the elements of successful consumer engagement through the innovation of the technologies available.
3. http://ideaflow.corante.com/archives/2008/01/18/innovation_of_a_tradition.php This blog was really fun! Its all about the nationwide search the American Floral Industry Association conducts each year for the best-decorated Christmas tree. The trees are judged on their creative use of product and trends, originality, and ease of re-creation. This is relevant because it is taking something relatively traditional and using innovation to make something completely original.
4. http://ideaflow.corante.com/archives/2008/01/18/innovation_of_a_tradition.php I really enjoyed this blog about a couple of entrepreneurial-minded wedding photographers who are trying to add the ipod as an accessory to the 80 billion dollar wedding industry. They offer custom-engraved his-and-hers video iPods with music, photos and slideshows of your wedding. What's next, exchanging iPods instead of wedding rings? You never know!
5. http://www.steveshapiro.com/2008/02/07/do-we-get-less-creative-as-we-age/ This blog questions our ability to maintain our creativity as we age. It is something I had never given a lot of thought before this intriguing article. Like we talked about in class, the blog talks about expertise as the enemy of creativity. The more we know the harder it is to see things differently. This is relevant to the continuation of innovation.
6. http://thalasar.com/archives/marketing/agloco_encourag.html Although not explicitly about innovation, this blog is relevant to innovation in that it is about a recent scam created to increase revenue called click fraud. The company Agloco has been linked to the fraud by encouraging its members to use the ask.com search engine advertisements to generate revenue for the company. It's sneaky but I would argue, very innovative.
7. http://www.tinygigantic.com/2008/01/28/cloud/ This blog is about one company's unique response to mark the entrance to British Airway's new luxury lounges at Heathrow. They used an old approach, flip dots conventionally used in the 70's and 80's, in an innovative new way by covering a five meter long digital sculpture. Each of the 4638 flip dots can be individually addressed by a central computer to animate the sculpture in a creative new way.
8. http://www.designsojourn.com/2008/02/06/awesome-new-motion-controller-may-just-k\\ ill-the-nintendo-wii/ Watch out wii! This innovative technology in motion sensor controllers is hoping to take on a "challenger" marketing strategy in order to compete directly with the Nintendo wii. The Motus Corporation claims their controller, the Darwin, is a lot more refined in sensing motion than the wii controller. If you are interested in new technology this is really interesting.
9. http://www.talk2myshirt.com/blog/archives/406 UV sensing bikinis? SmartSwim and Solestrom are just two of the companies banking on this new technology. One approach is to use photo-chromatic material on the swim suits that let you know how strong the UV light is. This innovation is much needed in a time where skin cancer is on the rise.
10. http://blog.cestudios.ca/2008/01/01/innovation-strategy-%e2%80%93-move-through-t\\ he-boundary/ This blog is appropriately about innovation and developing the right innovation strategy to ensure success. They provide a model for developing such a strategy, highlighting the interaction between offering, environment, people and time. This blog has everything to do with what we talk about daily in our class.
HBR Breakthrough Ideas
I found "the list" to be fascinating. One of my favorite breakthrough ideas of 2008 was The Board Meeting of the Future. As we've been discussing in class, an environment that is not only conducive to work but to creativity and originality is crucial in any workplace. I like how the article refers to "the standard cubical" as accomplishing the exact opposite of what the brain is designed and equipped to do. Instead, Author John J. Medina offers a new standard, incorporating "brain-friendly" exercise to help stimulate the mind. This was an "ah ha" moment for me. Why not have board meetings in a gym setting?
Exercise has been shown to increase serotonin levels, which can only prove beneficial in what is stereotypically a stressful situation. It increases productivity and cognitive performance and one study even showed that you learn 20% faster immediately after exercise rather than after sitting still.
According to Medina, exercise stimulates the production of a sort-of cerebral Miracle-Gro for neurons in the brain. It is also critical in healthy oxygen flow to overworked tissues, resulting in absorbed toxins. But we all know exercise is good for you. The question then, is why bring exercise to the work place, and I say why not!
NIKE
Check this out! I was watching TV the other night and this MSNBC special came on about Nike... very interesting and, I would assume, also very helpful for those of you who have chosen Nike as your innovative company. But to everyone else as well, I would highly recommend you check it out. There are articles and clips from the show. Basically, it has everything to do with innovation and thus everything to do with our class!
IBM
Innovation Man!
Check these out! They are a collection of IBM spots I found on youtube highlighting innovation. My favorites are the ones with the innovation man! Maybe we can get him to come in and teach us a thing or two ;)
Innovation Man 1 Innovation Man 2
IDEO
-Helps organizations innovate through design
-Implement multidisciplinary teams "Great work is accomplished by hot teams."
-Environment is crucial to the interaction of individuals and in inspiring innovation
-"Immersive environments:" embody brand experience
-Kid-centric design
-Combine psychology, anthropology, biomechanics, and related fields to enhance peole's experience through design
-Common medium in which good ideas are born and flourish (craft, collaboration, left-brain, right-brain, passion, curiosity)
-T-shaped people: broad in their skills, deep in their knowledge and experience
Manifesto
I think we made a lot of progress regarding our manifesto. The first five are as follows:
1. Encourage wild ideas
2. Go for quantity
3. Make it tangible
4. Be adaptive
5. Practice successful failure
Innovative Companies That Are Changing Advertising
Wexley School for Girls
Refreshing website -have to click on "not funny" to get any information about the agency
What they stand for:
-"We believe everything is advertising: Traditional media, design, packaging, PR-generating idea, video games, branded entertainment, short films, guerilla tactics and events, even squirrel races, done properly, can be advertising."
What makes them different:
-"362 degree introverted bipolar branding"
-Essential marketing solutions in an essential marketing era -Real world creative solutions in a real world creative economy
-We build things here, with our minds
The "boring" stuff:
-Founded in 2003 by Ian Cohen and Cal McAllister
-They evaluate each project and build a custom team to conquer it
-They implement "The Hollywood Model: Hire what you need when you need it, shrink what you don't when you don't."
St. Lukes
I found great inspiration in one of the quotes from St. Lukes "grown up" advertising agency: "Work, when you're working well together, stops feeling like work. It becomes a series of great conversations." This quote hit home with me because it makes me think of our class. Every Tuesday and Thursday we get together and talk, and we've had some pretty great conversations. Even though it feels like a casual and comfortable conversation we really have accomplished a lot and I know I've personally learned a lot along the way so far.
Innovative Impulses
-Small agency in San Antonio
-Think Bigger Philosophy
-"Giving big thinkers a big image"
Goal: To help small businesses "Think Bigger, Look Bigger, and Get Bigger."
Calise and Sedei
-"Creativity isn't a department, it's an attitude that comes from inspiration."
Their manifesto: NO FORMULAS. NO EGOS. NO HEROES. Just a culture that breeds excitement for those who are passionate enough to care
Amalgamated
Anomaly
-New model agency in response to the notion that old agency models are broken and traditional solutions are becoming less effective
-Defiantly "not an Ad agency"
-"A response to the countless calls for agencies to drag themselves into the 21st century."
AKQA
-Award winning innovative interactive work
Role Model Companies
Wexley School for Girls
What they stand for:
-"We believe everything is advertising: Traditional media, design, packaging, PR-generating idea, video games, branded entertainment, short films, guerilla tactics and events, even squirrel races, done properly, can be advertising."
What makes them different:
-"362 degree introverted bipolar branding"
-Essential marketing solutions in an essential marketing era -Real world creative solutions in a real world creative economy
-We build things here, with our minds
The "boring" stuff:
-You have to click on "not funny" to get any real info on the company
-Founded in 2003 by Ian Cohen and Cal McAllister
-They evaluate each project and build a custom team to conquer it
-They implement "The Hollywood Model: Hire what you need when you need it, shrink what you don't when you don't."
Anomaly
-New model agency in response to the notion that old agency models are broken and traditional solutions are becoming less effective
-Defiantly "not an Ad agency"
-"A response to the countless calls for agencies to drag themselves into the 21st century."
In a world of carbon copy agencies (by which their peculiar names are the only way to distinguish them), Anomaly truly is a deviation from the norm. I found its content to be refreshing and its ideals innovative. I found similarities in this company to my own innovative organization proposal. First, they believe in democracy and pride themselves on the lack of official or senior positions. Next, they value their interns as much as their partners and encourage their employees to venture outside of their specialties in order to rethink not just the problem, but the solution. In addition, the environment is conducive to their "everyone counts" mentality. I love their open space concept.
St. Lukes
I found great inspiration in one of the quotes from St. Lukes "grown up" advertising agency: "Work, when you're working well together, stops feeling like work. It becomes a series of great conversations." This quote hit home with me because it makes me think of our class. Every Tuesday and Thursday we get together and talk, and we have had some pretty great conversations. Even though it feels like a casual and comfortable conversation we really have accomplished a lot and I know I've personally learned a lot along the way so far.
Bogusky/Berger Talk
I really enjoyed the first of the Innovator Series talks between Warren Berger and Alex Bogusky of Crispin Porter + Bogusky. It was really interesting to hear first hand what a company like CPB considers innovative in the ad world, and more importantly, how they implement innovation into their company and ultimately their work. I loved that he brought examples of their successful work, but also wasn't affraid to talk about what didn't work. I also found his views on the high quality of work required to capture an internet audience to be inspiring.
I appreciated how candid Bogusky was (turns out he's not a dick) about his life and how his upbringing lead him to his line of work. I think he did a good job of speaking appropriately to his audience. For example, I think it was very appropriate to talk about his childhood and early career paths as the majority of the audience was filled with aspiring ad students. At the same time, however, it didn't feel like he was a guest lecturer in the class room and I think this interview will be well recieved amongst the advertising community.
Suprisingly, he came across as very human which is not exactly the reputation he has created for himself. It was intersting to hear him talk about people in regards to their hobbies, including his own, and how much he weighed interviews based on that factor. Overall, I found myself really admiring him and his passion for his work. It was refreshing to hear a promenant figure in the business talk about what advertising means to him personally as well as what it means to society.
St. Lukes
What they stand for:
Great work over profit - "Profit is like heath. You need it, but it is not what you live for."
Human relationships - Encouraging a relationship of "love" between client and agency
Great conversations - "When you're working well together it stops feeling like work and becomes a series of conversations."
Trans-national appeal
Keeping people's best interest at heart
"Grown-up" standards
Equality - Employee ownership
Self-assessment – System in place enabling employees to rate their own performance and to set pay levels
Goals:
To establish a deep, empathetic and intimate understanding of consumers lives
To avoid stereotypical selling dynamic between agencies and clients by offering a broad range of creative ideas to accomplish companies objectives
To offer a different model of advertising, redefining it by emphasizing its ethical role in society
