Hey, how y’all doin? Feeling a bit Autumnal isn’t it 🍂 ? 😍 this time of year. 🔥 🧥 🎃. Yeah. Lovely. Hey 👋 to the new folks. Ok, let’s go. Oh, and give it a share.
“I believe that one of the greatest mistakes made by human beings is to want certainties when trying to understand something. The search for knowledge is not nourished by certainty: it is nourished by a radical absence of certainty”.
Carlo Rovelli, theoretical physicist.
culture // original outsiders
Original thinking💡 rocks 🤘. It’s not always necessary (shoulder of giants etc), but in a world of change, original ideas help. This HBR piece on how to build a culture of originality was good. What’s important, is quantity. You need lots of original ideas or, as they say, you need to let a thousand flowers bloom. And encouragingly, you need to solicit ideas from individuals, not groups (less groupthink brainstorming👌 ). And you need to provide (and accept) critical feedback. So more authentic dissenters. Original thinking also requires outsiders. This study of how outsiders become game changers was great. Success, they found, was highest in a border zone between the centre and the periphery of a business. Those who belong to the system but haven't lost touch with the fringes (ice melts from the edges). Being less tied to the norms, outsiders recognise solutions that escape incumbents’ attention. But you still need to sell your ideas. So you need the right sponsors in the centre. So you know, a bit of this and a bit of that.
brands // coke twitching
Coke’s🥤 new global brand platform just landed. Real Magic. And, well, it’s good. It’s simple. It travels easily. It’s flexible. And, importantly, it’s an idea you can bounce on and off. The launch video was interesting. It centres around gaming 🎮.. And features famous gamers, in their world. Launched with a promo hunt to unlock sessions with famous gamers, the gamers will also unlock more codes on their Twitch 👾 streams. Working with Twitch 👾, they’ll also drive people to a Coke microsite which offers prizes in Bits, a virtual currency that serves to financially support streamers. This feels quite different. Also liked HSBC’s new Borders ad and the Lego in house team’s latest Rebuild the World, which included a nice web experience for children to build confidence skills. Nice work.
technology // metaversity
Still trying to understand the potential of the metaverse. This piece "Into The Metaverse" was good. LOTS of people haven’t even heard of it and probably won’t for some time, but Coke have. As have other big fashion brands like Balenciaga, Jean Paul Gaultier and H&M. They all work with Dimension Studio, the virtual production startup, which specialises in creating digital humans and virtual worlds for brands. It works across everything from AR try-on to VR showrooms and fashion games. Meanwhile, Alter Ego has launched, which is a virtual avatar TV talent show that allows contestants to perform as avatars. To judges that include singers will.i.am and Grimes. Virtual identities and synthetic media 🤯. So, whether you think it’s all garbage or blown out of proportion, it’s actually happening. And as Matthew Ball says “there will be no clean before Metaverse and after Metaverse, instead, it will slowly emerge over time as different products, services and capabilities integrate and meld together.”
creativity // exploration > exploitation
Creative success isn’t easy. Same for a creative career. But this study on what the most creative people in the world have in common, has some suggestions. Exploration, then exploitation, is a common theme. Going wide, learning, expanding, trying new things, experimenting with different styles, then narrowing, honing, crafting and perfecting. That, it seems, creates the potential for hot streaks. Streaks that can last years, and create meaningful success. Specialise, just not too early. Same could be said for marketing careers, eh?
five (ish) random things:
Disney + is about to introduce advertising 📺.
Beat the algorithms 🤖 , re-wild your attention 🔥 🔥.
Float - a film shot entirely on iPhone 📱.
Netflix is getting into gaming 🎮, and just bought a studio.
Squid Game fever 🦑 is here, it’s even travelling over to Robolox.
watching 📺 // wetsuit pissing
"Most company approaches to doing good... to purpose.... feels a little bit like pissing in a wetsuit. When you piss in a wetsuit, it feels warm and nice, but then it quickly begins to stink". That really landed a punch. We believe goodisgold but also believe there’s far too much virtue signalling. Which helps no one. Do, or do not. As American journalist Jill Lepore said ‘research surveys suggest a rule of thumb: the more ethically dubious the business, the more grandiose and sanctimonious its mission statement’. Same, same. Acta non Verba.