1×2 Thinking Creative

One very rocking quote and some brilliant TV spots for your reading and viewing pleasure below.

Mr hemingway on the benefits of whisky
Thank’s WhiskyGrotto.com for this brilliant quote. This adviced will be followed, get back to you if it works… and don’t forget to check the site out.

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Creativity online presents the Top 5 for April 7 – some great spots in there, well worth the 5 min. (Sorry, have to follow the link, could not find an embed option?)

Leveraging Curiosity

An quick observation – I am extremely curios by nature, especially when it comes to passions of mine. This has lately proven to be a little bit of a problem… As the story goes “curiosity killed the cat”, in this case “curiosity blowed the cats mind”. Todays digital landscape has really diversified, there are so many things happening within digital communications and within technology on the web is “almost” overwhelming, especially for us curious types. So many cool things so little time… Take today for example – started work on a online video strategy – ideas started to fly, things started to pop up in my head on stuff I ready/seen, so I started to digg in to my bookmarks, Google’n, looked in my archives, and started scanning in blog sphere, follow stories, linked to more stories, linked to more… You can just imagine how much one can find on the subject… and new things that has happened since last visited… ended up finding and spending way to much time on Mercedes-Benz new mixed tape TV site. Very cool, worth a visit (found it through a WSJ story).

Point is, in this massive, quickly moving landscape with unlimited resources, limitless experts (with reach) and open communication channels there is a real need for specifics. One need to really focus once curiosity and leverage that fraction… Know one thing and know it well the rest will fall into place, nothing new here but when the field your in is expanding quickly one need to re-focus/niche again and again and again.

Ok, need to stop blogging and go back to work 😉

Mine goes to eleven

While reading a post form Bisonblog (in Swedish) I found probably one of the better named blogs around – mine goes to eleven. A Swdish blog form Per Robert Öhlin, a freelance copywriter/communication strategist. Based the name on a scene form the legendary documentary This is Spinal Tap. Just excellent.
While there read the story on subliminal perception and its effect on creativity. Read it in English here (form Duke University) or here (form Information week). Quite interesting research by Gavan Fitzsimons.

For those about to rock

After a good lunch with and old friend and a productive meeting I decided to venture into a very dangerous place – HI-FI Klubben – a small Swedish chain of quality audio/video stores. Now being a avid music fan and a hobby musician (guitarist) I am addicted to (need) good speakers and stereo equipment. It helps being a anything high tech junky as well… This place just make you smile, and needless to say I was on the hunt, again. This time for a speaker dock/stereo for my iPhone. Which they had a really nice version of from B&W. Delivery end of March, which is a long wait. And they also happened to have a nice pair of speakers I so desperatly need. Not sure that my girl will appreciate another pair of large speakers in the house but… Either way, this reminds me of something else, this store has one of the best tag lines/selling line I know –

HIFI Klubben - Tag Line - Bad Sound Kills Good Music

I think this is just brilliant. It is straight to the point, it has attitude, it fits with what they sell and convey with their stores and it hits the target audience sport on. Someone like me for example.

For those so incliend, here is the very reasonable shopping list –

B&W Zeppelin iPod/Phone dock
B&W 683
www.bowers-wilkins.com is also a very excellent site to check out. Full of nice imagery and info.
Talking about good site about this kind of stuff don’t miss – Bang & Olufsen. This is a another visually and functionality brilliant site which let’s you customize your experience. And they have cool products as well.

See you in 4

Ok, so it is February 29th and we won’t see it again for 4 years… and my first month of bloging is coming to a close… and it is 10:30 on a Friday and I am at it. Life is exciting… Now before I grab a beer and relax for the weekend I had to round this month of with something. So here we go, some of the interesting things I found and did not blog about, yet that is…

Online Research Drives Offline Sales
”Online consumers are becoming precision shoppers,” says Mr. Grau. “They are availing themselves of the wealth of information resources online to discover and evaluate products, compare them and find where they can be purchased.”

Now look at that…

Hidden Secrets of the Amazon Shopping Cart
Very interesting post by Bryan Eisenberg. See the evolution of one of the best shopping experiences out there…

Crispin Wins Microsoft
Crispin Porter & Bogusky wins a major consumer assignment promoting its Windows products to break later this year. Publicis Groupe’s Fallon was the other finalist in the pitch. Other competitors previously eliminated included incumbent Interpublic Group of Cos.’ McCann Erickson, San Francisco, which remains lead global agency on Microsoft’s account, and WPP Group’s JWT.
Very cool that such a small(ish) agency wins a big pitch like this. Think this will be good for Microsoft, some new fresh and bold ideas. Well its worth around $300 million so some good things will follow.

Bill Gates Links Up With LinkedIn
Well well, wonder if he connect with me 😉 Good PR gig for LinkIn thought. Must confes that I did answer one of Bill’s questions in the answer section. Take a look if you are connected – on page 53 of the 2000+ answers…

Is Web Technology Making Your Life Better?
Now this is worth reading and thinking about…

AIR Goes Live
Two articles from readwriteweb on this new app. This could be big and open to some real cross platform and media executions. Doing some research on this so this topic will come back…
The Best Things About Adobe’s AIR Platform
6 Adobe AIR Apps to Check Out

35 Ways to Stream Your Life
Good summary and ref here…

F&B's Logo

F&B the carpet is out
Well one of my favorite Swedish (Forsman & Bodenfors) agencies are remodeling their web site and have the office carpet out…

Why Google Apps is a Serious Threat to Microsoft Office
This one got me to use the apps and it is worth reading.

ikordo Helps You Organize Meetings…
Very cool service for a seriously time consuming task…

Free! Why $0.00 Is the Future of Business
Just to finish of with some light free reading…

Well that is some of it… now my wife and a cold beer is waiting for me. Se ya in 4.

Better Than Free

Some food for thought –

Eight Generatives Better Than Free

Immediacy — Sooner or later you can find a free copy of whatever you want, but getting a copy delivered to your inbox the moment it is released — or even better, produced — by its creators is a generative asset. Many people go to movie theaters to see films on the opening night, where they will pay a hefty price to see a film that later will be available for free, or almost free, via rental or download. Hardcover books command a premium for their immediacy, disguised as a harder cover. First in line often commands an extra price for the same good. As a sellable quality, immediacy has many levels, including access to beta versions. Fans are brought into the generative process itself. Beta versions are often de-valued because they are incomplete, but they also possess generative qualities that can be sold. Immediacy is a relative term, which is why it is generative. It has to fit with the product and the audience. A blog has a different sense of time than a movie, or a car. But immediacy can be found in any media.

Personalization — A generic version of a concert recording may be free, but if you want a copy that has been tweaked to sound perfect in your particular living room — as if it were preformed in your room — you may be willing to pay a lot. The free copy of a book can be custom edited by the publishers to reflect your own previous reading background. A free movie you buy may be cut to reflect the rating you desire (no violence, dirty language okay). Aspirin is free, but aspirin tailored to your DNA is very expensive. As many have noted, personalization requires an ongoing conversation between the creator and consumer, artist and fan, producer and user. It is deeply generative because it is iterative and time consuming. You can’t copy the personalization that a relationship represents. Marketers call that “stickiness” because it means both sides of the relationship are stuck (invested) in this generative asset, and will be reluctant to switch and start over.

Interpretation — As the old joke goes: software, free. The manual, $10,000. But it’s no joke. A couple of high profile companies, like Red Hat, Apache, and others make their living doing exactly that. They provide paid support for free software. The copy of code, being mere bits, is free — and becomes valuable to you only through the support and guidance. I suspect a lot of genetic information will go this route. Right now getting your copy of your DNA is very expensive, but soon it won’t be. In fact, soon pharmaceutical companies will PAY you to get your genes sequence. So the copy of your sequence will be free, but the interpretation of what it means, what you can do about it, and how to use it — the manual for your genes so to speak — will be expensive.

Authenticity — You might be able to grab a key software application for free, but even if you don’t need a manual, you might like to be sure it is bug free, reliable, and warranted. You’ll pay for authenticity. There are nearly an infinite number of variations of the Grateful Dead jams around; buying an authentic version from the band itself will ensure you get the one you wanted. Or that it was indeed actually performed by the Dead. Artists have dealt with this problem for a long time. Graphic reproductions such as photographs and lithographs often come with the artist’s stamp of authenticity — a signature — to raise the price of the copy. Digital watermarks and other signature technology will not work as copy-protection schemes (copies are super-conducting liquids, remember?) but they can serve up the generative quality of authenticity for those who care.

Accessibility — Ownership often sucks. You have to keep your things tidy, up-to-date, and in the case of digital material, backed up. And in this mobile world, you have to carry it along with you. Many people, me included, will be happy to have others tend our “possessions” by subscribing to them. We’ll pay Acme Digital Warehouse to serve us any musical tune in the world, when and where we want it, as well as any movie, photo (ours or other photographers). Ditto for books and blogs. Acme backs everything up, pays the creators, and delivers us our desires. We can sip it from our phones, PDAs, laptops, big screens from where-ever. The fact that most of this material will be available free, if we want to tend it, back it up, keep adding to it, and organize it, will be less and less appealing as time goes on.

Embodiment
— At its core the digital copy is without a body. You can take a free copy of a work and throw it on a screen. But perhaps you’d like to see it in hi-res on a huge screen? Maybe in 3D? PDFs are fine, but sometimes it is delicious to have the same words printed on bright white cottony paper, bound in leather. Feels so good. What about dwelling in your favorite (free) game with 35 others in the same room? There is no end to greater embodiment. Sure, the hi-res of today — which may draw ticket holders to a big theater — may migrate to your home theater tomorrow, but there will always be new insanely great display technology that consumers won’t have. Laser projection, holographic display, the holodeck itself! And nothing gets embodied as much as music in a live performance, with real bodies. The music is free; the bodily performance expensive. This formula is quickly becoming a common one for not only musicians, but even authors. The book is free; the bodily talk is expensive.

Patronage — It is my belief that audiences WANT to pay creators. Fans like to reward artists, musicians, authors and the like with the tokens of their appreciation, because it allows them to connect. But they will only pay if it is very easy to do, a reasonable amount, and they feel certain the money will directly benefit the creators. Radiohead’s recent high-profile experiment in letting fans pay them whatever they wished for a free copy is an excellent illustration of the power of patronage. The elusive, intangible connection that flows between appreciative fans and the artist is worth something. In Radiohead’s case it was about $5 per download. There are many other examples of the audience paying simply because it feels good.

Findability — Where as the previous generative qualities reside within creative digital works, findability is an asset that occurs at a higher level in the aggregate of many works. A zero price does not help direct attention to a work, and in fact may sometimes hinder it. But no matter what its price, a work has no value unless it is seen; unfound masterpieces are worthless. When there are millions of books, millions of songs, millions of films, millions of applications, millions of everything requesting our attention — and most of it free — being found is valuable.

Read the full post by Kevin Kelly