eROI Days Email Agency

PAUL BENNET, IDEO (600 people)

Panasonic & fly a plane on AA batteries
One woman’s comment: Even of if I was the biggest Panasonic competitor, I’d want that plane to fly

Doing good begets doing Good.

Patient Experience – fully get into shoes of customer

1) Happy People unabashedly doing Happy Things
Teamuriggly-putting smiles on people’s faces, no consequences

2) Zappos core values, twitter, zappos.com (After two weeks, offer $2,000 to quit)

Best Buy- like TiVo for your work. Employees are being given permission to be people

1) You need to create a culture of contribution

2) Forget symphonies. Enable jazz= improvise + create your own melody

3) There is no B2B or B2C. Become P2P (person to person); small allows you to behave like human beings.

Going off script and doing something HUMAN
– Start obsessing about ROC (Return on Customers)
– Welcome to the Zappos Experience
– Change one part of your language. Track it “re-schedule appointments” to “broken promises” – 10% down to 3%

Community, Family, Team, Collaboration (NOT Staff, Policy, Training)

Bhutan created the Gross National Happiness Index – super important

Alex Bogusky was on the cover of Inc. magazine a few months ago with the headline something like “Can this Hot Guy Make Microsoft Cool?” Well, Crispin Porter + Bogusky are off to a good start w/ the Jerry Seinfeld / Bill Gates commercials, and even better, the PC commercials. So, I pose the question – did Bogusky make the Inc. 5000 Conference cool? Having been to 2 consecutive years of conferences, I can clearly say that it was already very cool before he came along, but Bogusky did a really good job of speaking to more than just creativity but accomplishing business objectives in a creative way. Here are my notes:

CP & B: 900 employees, 900 freaks, early on, worked with a ton of underdogs. Very Scrappy.

The Truth Campaign- Anti-Smoking
Change the cultural perceptions around a product Brand around youth rebellion. Rebellion is great. This choice is not rebellion, it’s about being manipulated by a huge machine (tobacco campaigns).

Advertising must play into PR and web, social “Playing with your consumer”

Molson Beer- 200 different labels “I’m not wearing any underwear”

Creativity is just a way to leverage business goals

Burger King Whopper Freak out- people got really pissed off with no Whopper. Super funny.
• embrace the creative process – makes it fun
• “you know what you ought to do,” have someone fill in the answer

CP+B 1 Rule: NEVER LIE. NO FIBS. NO BS. (more…)