So until the other day, I wasn't particularly overwhelmed with his work. This all changed however when I took a good look at the speech he made at the PSFK organised good ideas salon, a meeting for some of todays more interesting thinkers.
Here are the ten key insights Jan shortlisted, look beyond point one (yes, I did indeed cringe) and there is some real goodness in there:
* Keys, money, and a cellphone are the three most important things that people will carry with them. This puts cellphones in the category or items required for survival.
* Universities don’t always turn out the best researchers. Chipchase always ensures that those traveling with him have the mental and emotional capacity to support their ‘book intelligence’ with ’street intelligence’.
* Global brands effect spaces in which those brands have not reached. An example of Afghanistan’s very own Kabul Friend Chicken was given, wherein the same logo and brand colors were used for a restaurant mimicking the fast-food chain.
* There will be a generation of people that will have their entire life translated into data. This data will be fed into services and products that attempt to guarantee their satisfaction and personalized relevancy.
* Limitations spawn innovation
* The cone of uncertainty is also the cone of opportunity
* Interesting does not mean relevant
* History is not absolute
* Everyone has a story to tell, but not always a space to tell it
* Human behavior changes slowly
For me, I think he's really touched on something with 'interesting does not mean relevant'. Ideas are central to good brand communication but it doesn't end here. There's plenty of interesting stuff, relevance in this context equals benefit and therefore value. I'll look to explore this territory over the coming weeks
over and out
Hugh de Winton
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