Believe in something. Solve a problem.
Help somebody. Make something
possible. Be nice. Connect people. Make
somebody smile. And even if you didn't
do anything like this today, it's alright.
Just try again tomorrow and the next
day. Because creating great products or
experiences isn't complicated. There's
no secret formula. Just think about
somebody's life for a day and do whatever
you can to make it better. Okay, that's
actually the secret formula.
PHILOSOPHY
01-A
SECTION
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02-A
BRAND
DESIGN
People engage with brands for the same
reason as people. Because they like them.
Nobody's ever thought, "I'd like to spend
more time with a brand I don't like."
ELEMENTS
Brand strategy
Brand architecture
Identity systems
Tone of voice
AI fine-tuning
02-B
CUSTOMER
EXPERIENCE
Can you change something you can't see?
Maybe, but it's a lot harder. Why make things
harder? Especially when there's the option of
seeing everything in one place.
ELEMENTS
Journey mapping
Visualization
Experience design
Conversational AI
Integrations
02-C
PRODUCT
DESIGN
Wouldn't it be great if products marketed
themselves? When they're made to solve
important problems and have sharing built
into them, that's exactly what'll happen.
ELEMENTS
Product strategy
UX/UI design
UX/UI writing
Motion design
Development
02-D
CONTENT
CREATION
Integrated campaigns that are pretty much
the same as normal advertising. Except they
connect people with other people. So better
than normal advertising.
ELEMENTS
Engagement planning
Creative development
Media planning
Content production
Campaign management
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04-A
04-B
04-C
04-D
DEFINE
CONCEPT
BUILD
LAUNCH
How do you create brands, products and experiences people want to experience? It’s a process. That starts with defining the solution to any problem.
Think of as many ideas as you can think of. Take those ideas and think of even more ideas. Keep doing the same thing until you have something everybody loves.
How ideas are made is just
as important as the ideas themselves. Like an assembly line. Except the assembly line makes the ideas better as it makes them.
The best marketing isn’t marketing. It’s people. People are the medium. Telling other people. Connecting with your brand, products, content and each other.
STEP 1
Understand the challenge from the perspective of peoples’ everyday lives.
STEP 2
Figure out the problem to solve and the problems behind the problem.
STEP 3
Define the solution along with a plan to set everything up for success.
STEP 4
Come up with as many ideas to solve the problem as you ever thought possible.
STEP 5
Keep coming up with more ideas. Try them out and come up with more ideas again.
STEP 6
Take the best ones and think of ways to make them better until they can’t be any better.
STEP 7
Make a working demo of the ideas and a demo of the process to make the ideas.
STEP 8
Start making the ideas to discover new ways to improve the ideas and the process.
STEP 9
Keep fine-tuning the process and use everything you’ve learned to make more ideas.
STEP 10
Start releasing content to give people an early preview, without giving everything away.
STEP 11
Give early access to people who love your brand and share things with a lot of other people.
STEP 12
Keep generating hype with more content, expanded access and limited edition rewards.
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