The Musings Of An Opinionated Sod [Help Me Grow!]


Innovation Is About Opportunity, Not Just Necessity …

So I’ve seen something that – to me – is one of the best bits of innovation I’ve seen in ages.

Admittedly, it’s something that has kind of been done before.

And has a limited audience.

And probably a short shelf life.

But I love it because it shows innovation is not just about what you do, but what you see is possible to do.

What am I talking about?

This …

Or, more specifically, this …

What you’re looking at are the handlebars to a Micro scooter, the sort of scooter favored by my 3 year old son Otis and wannabe-hipsters who really should know better.

Now normally these handlebars have some ‘grips’ on them like this …

… but recently I saw they offered an alternative range and it’s this that I’m blown away by.

You see someone saw that the Micro Scooter handlebars are made of a hollow metal tube.

So far, so boring.

But what someone realised was that with a hollow tubular handlebar, they could make a grip that looked like this …

For those who can’t quite tell, it’s a grip that turns the handlebars into a horn, like this:

I know it seems a small thing and I know you might not be as impressed by it as me, but I think it’s bloody genius … both for the fun it adds to the scooter and – more impressively – for someone seeing possibility in something most people would ignore.

And that’s my problem with a lot of what adland regards as ‘innovation’, because in many cases the starting point is to do something totally new rather than to see the possibilities in our everyday World.

Which explains why our industry often comes up with bullshit like Peggy while other people/companies/brands come up with brilliantly simple but effective handlebar grip horns.

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Microsoft Are Microgood …

Microsoft used to be the joke of technology.

Or maybe the ‘beige of technology’ is a better description.

Creating products for mainstream mediocrity.

To be fair, that perception was driven more because of their marketing than their technology … but it’s fair to say they were certainly lacking that slick sheen that turned other tech companies into Rock Stars.

But a change has been happening in Seattle over the past few years.

OK, less on the marketing side and more on the tech … but a change all the same.

Where other companies are trying to hype up small degrees of change, Microsoft have been trying to push a genuine innovation agenda. But not innovation just for the sake of innovation, but stuff that has a real purpose as demonstrated by their new controller for X-Box.

Now you may argue making a controller that helps those suffering from physical difficulties is a small market, but on a global scale I would imagine it adds up – especially when there is no real viable alternative out there. [Or one that I know of]

But that’s not the point here … it’s that they did it.

Even more than that, they did it with real understanding of the audience they’re catering to.

They spent time and money on producing a product that offers a genuine solution to people often ignored.

[You can see how this affected their process by going here]

For all the talk tech companies give about wanting to ‘help humanity move forward’, few do.

Or should I say, few do if it requires doing something that has a more ‘niche’ appeal.

Yes, I know some are doing stuff that we don’t know about, but to make a physical product specifically for this audience is a big deal … especially in this commercially obsessed World.

So well done Microsoft, this is brilliant.

Brilliant for millions of people who want to play but have been ignored.

Brilliant for showing the power of design to solve problems … again.

Brilliant at showing you use technology to evolve humans rather than devolve them.

Brilliant at being more innovative than your competitors.

Brilliant at making me feel more towards you than I have in years.

As I’ve said for years, products have done more to grow brand value than advertising.

Don’t get me wrong, advertising is hugely powerful and important, but it all starts from doing something good, not something average.

That used to be obvious. Sadly, I don’t think it is anymore.



It’s Called Artificial For A Reason …

So this is sort-of following on from yesterdays post.

Specifically the last line of yesterday’s post.

The bit about AI/VR.

You see a few weeks ago, I was invited to speak on a panel about the future by Frog Design.

No, I don’t know why they asked me either.

Anyway, it was a great panel and I learnt a lot of stuff but where things got a bit sticky was when the subject of AI came up.

OK, I was the reason it all got a bit sticky, but that’s because I feel companies are approaching AI with the sole goal of enabling the lazy.

Yes, it’s still early days but automating the most common/basic of tasks feels such a waste of potential.

I get they have to get people used to things before they can push them to new things, but to focus on such mundane tasks doesn’t naturally push the industry to explore the bigger possibilities of it.

My suggestion was that I’d like to see it being used to take people to new places.

New opinions … thoughts … possibilities … experiences.

More inspirational intelligence than artificial.

When you ask for news headlines, it reads you how different news sources see the same story.

When you ask for a countdown, it plays you music you haven’t heard before until the timer is up.

When you ask for the weather, it tells you some places you can go to, to take advantage of the climate.

In other words, make you benefit from the AI beyond the fact it’s performing a function that saves you approx 0.3 seconds doing. Kind-of like the premise behind user-unfriendly tech I wrote about a while back.

Of course to do this means that they have to do more than just follow the data.

It means they have to add something to it.

Context. Insight. Humanity. Creativity.

Things that companies are seemingly valuing less rather than more.

To be fair, Amazon are trying to do this with some of the more quirky aspects of Alexa … but I still would like to see more being done, because not only does this add real value to the tech, it means brands have a chance to build additional value with their audience rather than sit back and watch their engagement get less and less.



Strategy Is Knowing What Not To Do …

As I mentioned a few weeks ago, when I was in NY, I was invited to speak at design gods … Pentagram.

Whenever I’m asked to speak at something, the first thing I think is ‘why?’

The second thing I think about is ‘what right have I got to talk about this subject?’

And the final thing is ‘what am I going to talk about’.

In the case of Pentagram, I didn’t know what I could say that would be of any interest of them.

Then I remembered the only reason they asked me to come is because of my relationship to a certain, famous rock band so instead of doing a deck – where, let’s be honest, they would be judging the design of each slide rather than listening to what I said – I bought 12 iconic albums on vinyl [they’re the ones in the picture above] and talked about the relationship they had with the music and the fans of the music under the heading, ‘Design is not decoration’.

Now I have no idea if they actually learnt anything from my talk, but it certainly created a bunch of conversation and debate and for me, that’s a big win.

Actually, getting out alive was the big win, but seeing some of the most talented design people in the World talk about the relationship between music, design and fans was something I’d pay for just to witness.

Which is why one of the best lessons I learned about strategy is less about what you are going to do and more about what you’re going to sacrifice.



The Best Monday Of Your Life. Unless You Live In NYC …

So the good news is this is the one and only post of the week.

I know … could today be any better?!

You see as you read this, I’m on a plane zooming my way to NYC.

I must admit I’m super excited about it.

Not just because I miss the rush of an intense city … nor because I will get to see friends who I miss very much … but because I’ll be doing two things that are going to be new to me.

One is I’ll be judging the final round of the North American Effies.

The other is that I’ve been invited to talk to design gods, Pentagram.

OK, so I’ve judged the Effies before and I’ve done more than my fair-share of talks, but what’s exciting to me about this is that it’s a totally new context.

The reality is American advertising is very different to the advertising I am used to, make and – to a certain degree – love.

It’s not that it’s bad, it’s just different.

More bombastic. More spell-everything-out. More leave-nothing-to-chance-or-interpretation.

It’s also much more rational and focused on driving immediate sales than creating a position in culture that builds sustainable brand value.

OK, not every brand is like that – and I also know many other markets are becoming more and more like this – but as someone who passionately believes in setting long-term directions, not to mention true culture driven ideas, it’s going to be interesting how I view the results versus some of my fellow judges.

As for the talk …

Well, we all know I can do that in my sleep, but I must admit I’m super excited to be doing it at Pentagram.

For those of you who don’t know, Pentagram are one of the undisputed gods of design.

Literally, one of the gods.

Given it’s not that long ago I was only using the IMPACT I must admit to being somewhat surprised they asked me to come talk to them about my perspective on design, but then I discovered it was less about me and more about the work I’m doing with a certain famous rock band which is why I felt the best way to handle the challenge is to only have 1 image and make that image truthful to what I am sure they’ll leave thinking about me.

Especially when they see my Birkenstocks.

So while I know it’s Monday and you’re probably not looking forward to the week ahead, I hope this post has helped offer you a glimmer of hope for the next 5 days. Unless – of course – you’re based in NYC, and then your week is even darker than you could ever have imagined.

See you next week …



A Picture Tells A Thousand Data Points …

One of the things I love is hearing anecdotes of how people got companies to do things they initially didn’t want to do.

It is particularly of interest to me when those anecdotes are based around creative approaches to achieving their goal.

Recently I heard one that I think is of particular brilliance.

While the move towards electric cars is inevitable, the reality is that unless manufacturers make their cars highly desirable – in terms of appearance, function and excitement – it’s going to be a slow sell.

Let’s face it, Tesla’s success has little to do with how they’re powered and more to do with the fact it borrows from the sort of ‘future tech’ we were sold in cartoons as little kids.

Silent? Check.

Gull wing doors? Check.

Central computer screen? Check.

Self driving abilities? Check.

Hyper-speed button? Check … even though they call it ‘insane’.

But as cool as this all is – and it is – the reality is it comes at a price that most car manufacturers can’t get away with, so they have to try and find ways to offer desirability but at a lower unit price.

Which leads to this story I heard recently …

Because of the batteries needed to power the new generation of electric cars, the reality is most cars will be designed to be slightly taller to accommodate them. In turn, what this means is that to stop the cars looking slightly weird, they require bigger wheels – which adds a huge cost to the manufacturing process.

So the story I heard is that the designer of one of these cars was being told by his board that they would not sanction the bigger wheels as the price was too high.

He tried all manner of ways to get them to change their mind, but they felt it was a purely aesthetic issue and one they could live with.

So as a final act of desperation, he decided to do a presentation to the board about the importance of perspective.

In his presentation, he showed 2 pictures.

This …

And this …

The top he said would be how their car would look with the smaller, cheaper wheels.

The bottom would be how their car would look with the bigger, more expensive wheels.

Or said another way, one would look weird, one would look normal.

Apparently the board smiled.

Then approved his recommendation.

The reason I’m saying this is that we live in times where there appears – at least to me – an over-reliance on data to explain/decide/justify everything.

Of course data is important, but unless you do something with it that your audience can relate to, it’s pointless. And that’s why I love the above story so much because what the electric car designer did, was remind us how visual storytelling can influence or frame an argument in in ways data alone can’t always achieve.

Worth remembering next time you are writing a deck and filling it with a 100 pages of data explanation.



Why A Bin Is Better Than Earth Hour …

I’ve written about my skepticism of Earth Hour.

And while I appreciate any bit of good is good, I feel the problem with Earth Hour is that it lets people off the hook for the remainder of the year just because they turned their lights off for a few hours on a single day.

Recently I saw this …

Yes, it’s a bin.

A simple bin in the airport.

But what I love about it is the fact it says LANDFILL, rather than rubbish.

Maybe this is nothing new – maybe this is just a byproduct of having lived in China for the past 7 years – but by ensuring I knew exactly what was going to happen to what I put inside it, it made me look at what I was doing.

I’d like to think I give a shit about the environment, but I can honestly say that bin had a stronger effect on me than Earth Hour. Not only that, but that bin won’t let me off the hook for the rest of the year. It will be there – every time I pass it – reminding me that my choices will determine how much I poison the planet.

The other thing this does is highlight my big problem with adland … which is that it loves to communicate problems rather than solve them.

When a bin [and let’s remember, this is not the first time this has happened] produces more effective solutions than much of adland – and certainly what adland awards at shows like Cannes – maybe it’s time to re-evaluate what we view is creativity.

Please don’t think I am pissing on the power of communication or ignoring the importance of craft and exploration – of course I’m not – but for an industry that celebrates the freedom of creativity, it’s amazing how limited we are in our execution of it.

Of course part of that is our ego – because not only do we like to think that we can solve all the problems of the universe, but we feel simply ‘renaming’ something is beneath our creative brilliance, despite it potentially being more effective than a Worldwide campaign asking us to turn our lights off for the night.

I think this is why I loved Fearless Girl and Mr Parking Ticket Nerd because at the end of the day, they have understood our industry is at it’s most powerful when we’re at the creative end of business rather than the business end of creativity.