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Previous Planning-ness Sessions

Planning-ness is about getting excited and making things. That’s why each of our two hour sessions has a learning component, as well as a task where you can put that learning into action. Come and experience it for yourself by buying a ticket now.


How to Plan Brand Behavior

Lisa Seward Perry – Naked Communications
Amy Sheil – Naked Communications

Brand behavior design is about orchestrating brand actions in a highly conscientious way. Those perfectly organic brand experiences we all want people to have actually take a surprising amount of care and planning. It starts with an actionable brand behavior strategy and ends with thoughtful distribution of access, conscientious creation of participation, and carefully engineered pathways between brand experiences, messages and content.


How to Communicate in a Transmedia World

Dr Pamela Rutledge, Director of the Media Psychology Research Center

We live in a transmedia world.  The scarcest resource is no longer information; it’s attention.  There is an increasing premium on strategies that inherently structure and package messages —semantically, visually, and conceptually—so that they are brain-friendly and meaning-rich. Transmedia storytelling is more than buzzword.  It is a proactive response for rising above the digital noise.  In this session, we’ll examine transmedia storytelling from the brain’s point of view and see how we can apply that to current cases and projects.

Transmedia storytelling creates a communication experience instead of a message.  It is effective because stories are the fundamental structure of human thought and they engage the brain at all levels: the intuitive, the emotional, and the rational.  Understanding the neuropsychology behind transmedia storytelling allows branders to make choices that encourage psychological factors such as attention, engagement, and happiness. Knowledge of the human brain gives 21st century designers and strategists an edge in working across the spectrum of interactive and immersive media.


How to Use Gamification the Right Way: From the Ridiculous to the Sublime

JC Herz, Gaming Author/DARPA Consultant/Data Guru

“Gamification” is all the rage in marketing media – it seems that everyone wants to introduce online game dynamics to boost engagement with their brand. in the spirit of satire, this workshop will rouse participants to design the worst, most superficial, pandering and and egregiously un-fun “gamification” experience they can collectively think of, as a way to exorcise the temptation and excess of me-too design. After we’ve white-boarded the most terrible gamification project in history, we’ll talk about how to avoid the awfulness of superficial game-design affordances and tap into the deeper and more fundamental dynamics that make games truly compelling.


How to Design for Behavioral Change

Ed Cotton, Director of Strategy and Innovation at Butler, Shine, Stern & Partners
Kristina Pifer, Executive Design Director at Change.org

User experience is all about understanding how experiences can be made to work more effectively. When it comes to changing behavior, most contemporary experience design is focused and on and pre-occupied with game based- approaches. If you want to change their behavior, what mechanics do you really need? What will work and why?  Thinking of 2012 as a potential year of “social action” with the US election- how can these techniques can be used to get people to do something? Do it right and it might just change the way we engage with the political process.


How to Design a Business

Colin Raney, Design Director at IDEO

More and more often today, compelling experiences result from unique underlying business models. When we use design tools to create businesses as we develop consumer experiences, we’re discovering new ways to engage with customers, new ways to transfer value, and new avenues for growth. We’ll look at some novel ways to combine ‘the art’ with ‘the commerce’ to simultaneously harness the power of business and the power of design.


How to Market to Primates in a Complex World

Ethan Decker, Group Director of Insight & Strategy at The Integer Group

Complexity science helps describe the dynamics of flocks, schools, storms and fads. These systems can be predicted ‘on average’ but not specifically–a problem if you want to know if YOUR campaign will work, not if campaigns IN GENERAL work. The best bet at  predicting and influencing these systems is to have a good model of the individual parts — the birds, fish, molecules and primates. This session will teach you the principles and laws of complex systems to explain why they are inherently unpredictable, as well as the rules of primate behavior that help you influence people’s behavior–and therefore influence what people will flock to.


How to Do Audience Focused Optimization

Joseph Carrabis, CRO and Founder of NextStage Evolution

Ever come up with what you think is a brilliant web strategy only to have the rest of your group wonder what you’ve been smoking? In this workshop we’ll explore why things that seem great to one person may not work for the audience that you’re targeting. It’s not enough to know why people respond a certain way, you need to know how to change their response in order to change their minds and hearts.

Our focus will be providing you with the tools necessary to get your biases out of your work so your audience shines through.  Come prepared to think and bring your creative with you!


How to become a great coach!

Jeff Erdmann, 2010 Minnesota Vikings High School Football Coach of the Year

What do you want to be in 5 years? 10 years? 20 years?  Your story begins today.  Let’s pinpoint what makes a great leader, and how you can become one.  In this session, you’ll be motivated, challenged, and taught to identify where leadership occurs, so that every day of your life becomes a page of an incredible success story.

In the workshop portion we’ll identify areas in your life where you want to become a better leader and learn how to incorporate the concepts presented into your personal and professional life.


How to Use Prediction Markets: Going beyond personal preference and understanding reality

Adam Siegel, CEO and Co-Founder of Inkling Inc.

Prediction markets are used to tap the collective wisdom of a large group of people about what is going to happen in the future. While prediction markets are becoming more and more prevalent in large organizations among employees as an early warning system to understand the likelihood of operational risk, i.e. “Will the new diaper velcro strap pass quality control tests?” there is growing interest in their application in market research. First, prediction markets are built to ask what people THINK is going to happen, not what they WANT to happen, a very different thought process for research participants or employees. Second, prediction markets can be used to improve the sample of people used in conventional studies by understanding their historical performance making predictions. For example, a research participant or employee who has proven their mettle predicting relevant events over time and is from the demographic profile you seek to test should be a very valuable participant in any research study!

In the workshop portion we’ll talk about how all this works in practice and go through the process of setting up a sample prediction market for a volunteer’s company or client.


How to Overcoming Cynicism with Psychometric Insights

John Marshall Roberts, Founder of Worldview Thinking

In this precarious economy, overcoming cynicism is essential to winning hearts and minds. But before we can overcome cynicism we must first understand it: What is cynicism? Where does it come from? How does subconscious cynicism influence the way customers filter your marketing and communications?

In this session author (“Igniting Inspiration: A Persuasion Manual for Visionaries”) John Marshall Roberts will walk you through some new psychometric research into the psychology of cynicism. Using a scientific framework based upon more than 40 years of data collection, Roberts will help you step into your customers’ shoes and experience the world from their distinct worldview. With fresh, empathy-based insights in-hand, he will then work with you to discover actionable communication strategies that allow you to overcome cynicism and inspire measurable behavior change in any economic climate.


How to Design a Meaningful Service

Ryan Armbruster, VP Innovation for UnitedHealth Group

Design research and methods have great potential to enhance and improve today’s service economy. If only people would use them!

In this session, Ryan will share his experience with helping organizations understand and implement service design. You’ll learn the fundamental elements of service design methods, and how to use them to design a new, meaningful service that can help improve people’s lives.


How to Interpret Culture and Consumption

Anders Bengtsson, President of Protobrand

Developing an understanding of culture and how it relates to peoples’ consumption patterns and motivations is at the core of brand planning. This session focuses on the importance of analyzing consumer behavior from a cultural perspective. We will explore what it means to conduct an interpretive analysis where culture takes center-stage and review methods, techniques and theories that can be employed to make sense of the intricate interrelationship between culture and consumption. After we have reviewed the toolbox at hand, we will conduct an interpretive analysis of data from a qualitative research project.


How to be an Uber Strategist and Reinvent Ways to Find Insight

Stephen Hahn-Griffiths, Chief Strategy Officer at Leo Burnett

It’s the end of Account Planning as we know it, because there’s a new breed of Uber Strategist emerging who’s born out of new era of discovery. They have an ambidextrous and almost super-human like ability to longitudinally search for insight based on an understanding of culture, human behavior, the business model, brand purpose, digital ecosystems, participation planning, technological innovation and beyond.

In this session, you’ll learn about how an “uber strategic” approach can yield powerful idea platforms, by gleaning a deeper understanding of human motivation and by connecting the dots in new ways. You’ll also be exposed and encouraged to think about inventive methods of identifying purposeful and behaviorally driven insights – by tapping into biometrics, neuroscience, behavioral archetypes, interpretive analysis, what if mapping, social media and intuitive observation.


How to use production as strategy, and other contradictions of making modern brands.

Adrian Ho, Partner at Zeus Jones

There’s been a fundamental shift in the way we think about brands. But as we move from thinking about them into building them, we see bigger shifts in the processes, tools, roles and structures required. We’ll share some of the more surprising and seemingly contradictory ways we’ve had to change.


How to Activate Communities in a Post-Digital Era.

Kat Egan, Founder at Exopolis / Consultant / Strategist
Ken Habarta, Active Strategist at colaboratorie mutopo

Very few brands can succeed without making real world connections to the people that are at the heart of their business. These groups of people exist both internally and externally at the company — suppliers, architects, product designers, retailers, taste-makers, consumers and beyond. Bridging these seemingly diverse communities and learning from each other is crucial to innovation.

How do we successfully build conversations and stimulate creativity while capitalizing on people’s natural desire for involvement? Through case studies and playful participation, this workshop will introduce new ways to think about communication ideas by encouraging cross-discipline participation early in the planning stage to affectively influence a brand’s future.


How to do lean planning

Farrah Bostic, VP and Group Planning Director at Digitas

The job of a start-up is to seek a viable business model that scales. The job of a lean start-up is to do this with as little waste as possible. Advertising is a traditionally wasteful business; yet while many talk about thinking like software companies or being more “agile” – especially when developing digital campaigns and platforms – few have cracked the problem of HOW to really do this. In fact, one of the most common questions seems to be, “But if we’re just prototyping and iterating, what is the role of a planner … And what about the creative brief?” So – in this session, we’re going to assume that the job of a lean planner is to seek a viable campaign model that scales, with as little waste as possible. We’re going to adapt the tools of customer development (lean insight mining), business model generation (lean positioning development), and prototyping/testing/iterating (lean creative development & market research) to developing smart, useful – and yes, exciting! engaging! awesome! – campaign models (the lean brief).

And in the spirit of lean, consider yourselves part of the customer development and testing process for an approach to Lean Planning.


How to design space

Collin Burry, Design Principal and Regional Design Leader at Gensler

In this interactive presentation, Collin will walk the audience through the interior architectural design process; from the Clients needs and objectives through manifestation of dimensional space. In the accompanying exercise, the audience will be provided the opportunity simulate the process and create a 3-dimensional space of their own design.

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