Project Sunroof for Google. It’s simple, tech enabled, scaleable. And it solves a real problem.
I personally think it has never been tougher to launch a new independent business in the sphere of advertising/marketing? What do you see as your biggest challenges as a business?
Many industries are going through big changes right now. we wouldn’t place ourselves just within the ad/marketing sphere. We are here to help organisations transition to a new new way of working without having to go all-in with their entire business. Working with us is a great way to inject innovation and the power of perspective into your company. Our independence and agility is really important aspect of how we can help others prototype their future.
In that sense our biggest challenge is helping our clients seeing the future whilst realising their present.
What do you think that businesses can most learn from prototyping and/or the process of the Hackathon?
They can learn that creating mind blowing things doesn’t have to take months and millions to build. Through facilitated interdisciplinary collaboration you can bring in all of the insight, skill and creativity needed to solve real challenges. This allows you to be visionary, ‘fail fast’, test ideas and launch the right ones to the world.
You have worked at a number of businesses over the last five years (Perfect Fools, Anomaly and Google Creative Lab)? What has been your biggest learning during that period?
The bigger the budgets, the more politics and compromises. I have learned how to navigate within different organisations and also how to be humble; I really understand the hard work behind client handling.
Which brands do you think have best adjusted to the speed in technology acceleration?
To me it’s mainly the new services companies like Seamless, Airbnb and Uber that puts human needs and behaviour right in the centre.
If you are sitting there as a business that recognises it needs to change, where do you think they need to start?
They need to start with a fresh perspective. It’s so hard to be critical and creative whilst inside your own company. Our team and our flexible prototyping process provide the tools and support needed to really discover and prototype a new things. Without that perspective, the chances are you’ll stay in that rut for a while to come.
What trend are you most excited by?
Creative Leadership, Service Design, Progressive education & incubation platforms.
Design as Investment in Design: People like John Maeda joining KPCB after running RSID is such a fascinating transition.
What trend do you think has the potential to most disrupt brands?
Hacking the hackers like the Airbnb hotel called Square Hotel SOFO.Airbnb hacked the hotel industry and now Square Hotel hacked Airbnb.
Also see a lot of potential in Beacon technologies combined with services like Google NOW.