The second part of the day was dedicated to the group talking about important factors in the changing media environment and about the keys to being creative in this environment. There was also a long session of ideas generation and pitching, building towards the goal of having about 50 great ideas for the teams to work on developing by tomorrow.
Frank facilitated the group creating a mind map of the factors that are important in the changing media ecology. Major themes the group felt needed to be included were:
- Monetization and Changing Business Models: This was about moving towards a ‘weightless economy’ where the goods and services provided by the media ceased to benefit from physical distribution. Words that came up included: ‘More free stuff’ and ‘finding your users’
- New forms: New forms of media were required to work across the changing ecology – this wasn’t to the exclusion of linear media but in order for these to be successful, the linear media needs to ‘combine new and old forms’ to do build things like: ‘direct relationships,’ ‘increasing immersiveness,’ ‘community,’ and ‘location awareness.’ To be successful, media is having to learn to understand the context the user is in when they’re experiencing it.
- Users: Have ‘easy connectivity,’ are experiencing a world where they are ‘Consumer vs. Producer’ or ‘prosumers‘ (interesting post and video on ‘The Rise of the Prosumer‘ on TechCrunch). Media has to ‘produce platforms and inspiration (the ‘and’ is a key there in my opinion!) and ‘social tools.’
- Democratic Control: ‘Freedom/Mobility’ for users and devices, ‘Distribution’ forms are changing, and production (by professionals or users) have very ‘Short Lead Times.’
- Emerging technologies: But then we would say that at Crossover ;)
The ‘ideas wall’ where the ideas the teams came up with and pitched is startin to fill up. Day 2 will start with another pitching session where we’ll hear more in-depth ideas the teams worked up over night. As I write, it’s breakfast on Day 2 and the teams look busy preparing their pitches.
A few links:
- When talking about the creative process, one name that kept coming up was Edward De Bono, a master of analysing creative process and pratices, so I’ve included a link to his site.
- We talked alot about the rules of brainstorming and keys to making one successful or not. There’s obviously no perfect way or perfect set of rules, but I thought these were good and amusingly written.