I’ve just turned my notes from the recent (and excellent) Vision Bristol creative conference into highlight quotes. It was a great event and hopefully these snippets might prove inspiring:
1: Andrew Keen – gave the opening keynote, and a profound rallying cry for some deep thinking on how we evolve our thinking as we move from the industrial age to the knowledge age.
“In the digital age, ironically, the physical space becomes more valuable not less. It compounds the value of physical location. Hence the concentration of talent in silicon valley etc.”“The intimacy the Internet offers is a trick. It’s not lasting and it’s bound up in the cause and effect of loneliness in the modern world.”
“To maintain our humanism, we need to have the courage to withdraw from the network and rediscover our private lives. That is the new courage. Going with the flow of this new norm of radical transparency and narcissism is easy. It takes courage to find the balance. Although we need to build our brand in the digital age, we need to build in time for our private lives.”
2: Steve Henry – spoke about “Innovation in Creativity”:
“Break the rules”
“Do that in a way that connects emotionally with your audience”
“Think of what would no-one else do? What do you think would be unique and different.”
“And put some of yourself into it. Make yourself vulnerable.”
3: John Grant (from Ecoinomy)- on sustainability and innovation:
“How to inspire change? One scheme tried putting a light in people’s kitchens showing energy grid overload and people started using high energy devices when it was off just by being nice. They saw a 12% shift away from peak hour use.”
“I loved the Toyota Sweden “A glass of water” iPhone app. Put a glass of water on your dashboard. Tell drivers that if they don’t spill it they’re driving economically. They then converted this idea to an iPhone app to prevent wet dashboards.”
3: TV Convergence:
Jen Topping: Channel 4:
“The Internet bomb for tv world hasn’t gone off yet. Convergence of computer and tv, which is coming soon, is that bomb.”
“So we’re thinking how does tv look on an Internet enabled tv?We’re spending 2 million this year on research into this question.”
“Digital co’s need to learn to be originators not service co to make this work.”
Victoria jaye – BBC head of iplayer
“90% of consumption of BBC content is still live as broadcast.”
Richard williams: Director of multiplatform programmes at ITV
“Rather than BBC, who’s site pulls traffic for all sorts of reasons. Itv don’t have this so are all about liveness. Launching things in time with live shows and drawing traffic to their devices in time with the live show.”
Anthony Rose: Zeebox:
“Social divides people. Under 35s love it. Over 35s are worried by it.”
4: Rory Sutherland:
“Logical people always police creative thinking but logical plans are never run past a creative person to see if they could think of anything better. There is an asymmetry of thinking.”
“The sweet spot of thinking is the centre of a venn diagram of technology, psychology and economics.”
“Von mises said there is no distinction to be made between the value of a restaurant cooking the food and the value of sweeping the floor.”
“Criticism of marketing budgets is bogus as people’s perception doesn’t distinguish between physical value and emotional value.”
“Persuasion doesn’t work that often. When have you convinced someone to change their political view by persuasion? It never works. Seduction is much better. It implies making them feel the decision was theirs rather than them having to admit you were right.”
5: Chris Arnold or Creative Orchestra:
“Always interogate. Ask why why why. Try and understand why someone wants to do something. Don’t just assume you know, as the answer often lies in deeply understanding their real goal..”
Here’s a great post by Chris Arnold on Bristol as the new Creative Hub >>
6: Dave trott:
Always good value, Dave Trott explained his Pyramid of communication.
1: Impact (get attention)
2: Communication (say something they understand)
3: Persuasion (give them a reason)
You need all three. 90% of communications fail at point 1
Dave also shared his rules:
People are the media (ie remember the human aspect of what you’re doing)
Gestalt: be different (so that you aren’t part of the 90% who never get heard at all)
Opinion formers multiply your budget and lead to virality
Clarity in clarity out.
I’m currently reading Dave Trott’s excellent book “Creative Mischief” which is a stunning and insightful read.
There were plenty more. It was a fantastic conference, and great work to @DSloly for programming the speakers, and the rest of the team for a fantastic event.
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