Andrzej Moyseowicz, Freemavens

1. Collective Creativity
Andrzej K. Moyseowicz
@on_jay

2. Anytime you see this slide…
time to do some work

3. Commit to action now.
Pay these 30 minutes
back with action!
£13,000 to £18,000

4. Message in a
bottle challenge

5. There are no
lone geniuses

6. What is collective creativity?

7. What is collective creativity?

8. The people in this room have a super power…

9. Brands catalysing collective creativity

10. Bias / Ego / Cowardice

11. A future… but grey.

12. collective
creativity

13. Empathy via diversity
Curiosity via humility
Bravery via honesty

15. STEP 1:
Find a safe place to build a fire

16. Prepare your fire

17. STEP 2:
Use an AAID
Get one by emailing AAID@freemavens.com

18. GO!

19. Tearhere
Verb + outcome
e.g. Launch a new flavour of ice cream for kids with guardian intent to purchaseUse a verb, add an outcome, and commit to a metric. This is what you define as
success for the business.
Use verbs like: Grow / Discover / Inspire / Sell / Transform
ACCOMPLISH
What actions can you and your team complete to achieve the ambition (in less
than 18 months).
What can you change:
Product, Packaging, Pricing, Distribution, Promotion, Process, People & Purpose
ACTIONS
The most important section: what categories of insights would inform how you
act? What would you love to discover?
• We wish we knew _________
• I have a hunch that _________
• The best insight we ever found was _________
Use question words to help focus what insights you require:
What / Why / How / Where / When / Who
INSIGHTS
Finally, we get to the data.
Focus on what data you have (1st party: CRM, sales, etc.) and what datasets you
can collect (2nd/3rd party: e.g. search, social, competitor, sales, media, weather).
Don’t hesitate to list tech you want to try (i.e. AI) or to invent new datasets.
DATA
AAID: Get your ambitions data-ready Take a picture of your sheet and send it to AAID@freemavens.com
HOW TO FILL OUT YOUR FIRST AAID
ACCOMPLISHACTIONSINSIGHTSDATA
BRAN
D
:
AUTHO
R
:
Key metric
e.g. > 25%
We can…
e.g. Create flavour prototypes with the new product development team
Who is key?
e.g. NPD lead
Data we have Data we want Tech we have/want
I wish we knew…
Consumer Cultural Future
Product Brand Market
Purchase Usage Owner

20. CONSUMER
INSIGHTS
CULTURAL
INSIGHTS
FUTURE
INSIGHTS
PRODUCT
INSIGHTS
BRAND
INSIGHTS
MARKET
INSIGHTS
PURCHASE
INSIGHTS
USAGE
INSIGHTS
OWNER
INSIGHTS
INSIGHTS

21. STEP 3:
Make a challenge beyond yourself

22. The words beyond
the brief…

23. Build me a lounge
that I would miss
my flight for…

24. GO!

26. Find the place & the people

27. RECAP & CHALLENGE

28. Prepare your fire

29. Tearhere
Verb + outcome
e.g. Launch a new flavour of ice cream for kids with guardian intent to purchaseUse a verb, add an outcome, and commit to a metric. This is what you define as
success for the business.
Use verbs like: Grow / Discover / Inspire / Sell / Transform
ACCOMPLISH
What actions can you and your team complete to achieve the ambition (in less
than 18 months).
What can you change:
Product, Packaging, Pricing, Distribution, Promotion, Process, People & Purpose
ACTIONS
The most important section: what categories of insights would inform how you
act? What would you love to discover?
• We wish we knew _________
• I have a hunch that _________
• The best insight we ever found was _________
Use question words to help focus what insights you require:
What / Why / How / Where / When / Who
INSIGHTS
Finally, we get to the data.
Focus on what data you have (1st party: CRM, sales, etc.) and what datasets you
can collect (2nd/3rd party: e.g. search, social, competitor, sales, media, weather).
Don’t hesitate to list tech you want to try (i.e. AI) or to invent new datasets.
DATA
AAID: Get your ambitions data-ready Take a picture of your sheet and send it to AAID@freemavens.com
HOW TO FILL OUT YOUR FIRST AAID
ACCOMPLISHACTIONSINSIGHTSDATA
BRAN
D
:
AUTHO
R
:
Key metric
e.g. > 25%
We can…
e.g. Create flavour prototypes with the new product development team
Who is key?
e.g. NPD lead
Data we have Data we want Tech we have/want
I wish we knew…
Consumer Cultural Future
Product Brand Market
Purchase Usage Owner

30. Message in a
bottle challenge
Friday January 11th

31. Collective Creativity
Andrzej K. Moyseowicz
@on_jay