The Dream Cafe E-Book

Duncan Bruce

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Sprache: Englisch

Seitenzahl: 410

Veröffentlichungsjahr: 2015

Beschreibung

Get out of the office and dream! To keep your brand innovative you need to feed your creative spirit and the office is not the place to do that. So get out, disrupt and reimagine the status quo, get into a café and dream. Recreating the convivial, collaborative, creative world of the avant-garde the guys at The Dream Café have developed a fresh, new approach which is being used by major brands and businesses to great success. They create actual Dream Café locations - settings which encourage freedom of thought and collaboration. Explaining how space and process can be harnessed to produce the kind of unanticipated multicultural and interdisciplinary encounters that lead to unpredictable outcomes. Now, for the first time, the innovation consultants at The Dream Café have made their model and methods available to us all in this exciting new book. * Focuses on the urgent need to enable major brand businesses to formulate, refine, and deliver the big brand idea that will disrupt and redefine the market * Shows how to innovate and stand out by embracing risk and innovation * Equal parts inspiration and practical implementation * The concept covered is currently being used extensively by major global brands and companies

Leseprobe

Table of Contents

Title Page

Copyright

PREFACE

Places

People

Process

Expecting the Unexpected

Being Avant-Garde

Creating a Disruptive Culture

A: AVANT-GARDE

Learning to Ignore NO

How Artists do Avant-Garde

The Business of being Avant-Garde

Brand Dreams

Some of the Lessons that Contemporary Business can Learn from the Avant-Garde

B: BELLIGERENCE

How RIM Succeeded and Failed by Being Belligerent

Thinking Fast – Thinking Slow

Kodak: the High Price of Thinking Slow

Beware of Unquestioned Myths

Some of the Lessons that Contemporary Business can Learn from Belligerence

C: CHAOS

The Art of Radical Innovation

Chaos and The Dream Café

Some of the Lessons That Contemporary Business can Learn from Embracing Chaos

D: DREAMING

Product Invention: The Sewing Machine

Patent Medicine: Hair Restorer

Physics: The General Theory of Relativity

Human Biology: The Chemical Transmission of Nerve Impulses

Standardization at Ford

Searching the Entire Internet: Google

Some of the Lessons That Contemporary Business Can Learn From Daring to Dream

E: EXPERIMENTATION

Don't Wait for the Future, Because it Won't Wait for You

Writing the Future

The Vanguard Effect

Past–Present–Future

Creating Creative Process

The Art of Developing Dream Scenarios

Dreams Can Come True if You Have the Right Process

The Art of Innovation by Imitation

Old Dogs Can Learn New Tricks

The Digital Dreamscape

Some of the Lessons that Contemporary Business Can Learn from Experimentation

F: FUSION

The Art of Fusion

Switch On–Turn On–Transform

Fashion Fusion or Confusion?

Sharing and Caring

How Mash-Ups Can Make for a Win-Win

Mono Mania

Some Lessons that Contemporary Business Can Learn from Fusion

G: GUT REACTION

Reflecting on the Bigger Picture

When Less Becomes More

To Boldly Go?

Do Blinking Black Swans Think Fast or Slow?

The Case for Emotional Intelligence

A Sense of Possibility

Band of Joy

Some of the Lessons that Contemporary Business Can Learn from Gut Reaction

H: HABITAT

A Brief History of Production Places

A Brief History of Creative Places

The Third Place

Oldenberg's Theory of Three Places

Why the Right Place Produces Profitable Outcomes

Are Creative Places Trying too Hard?

The Fourth Space

From the Black Cat to the Village Gaslight

Why the Fourth Space is Important

Some of the Lessons that Contemporary Business Can Learn from Investing in the Right Habitats

I: IMAGINATION

The Age of Imagination

Applied Imagination

A Gap in the Market

Why Imagination Matters

The Tyranny of Logic

Why Business Needs a New Brain

Some of the Lessons that Contemporary Business Can Learn from Investing in Their Capacity for Collective and Individual Imagination

J: JEST

The Science of Humour

Learning to Laugh at Yourself

Art, Cafés and Comedy

So

Why

Aren't Brands More Fun?

Some of the Lessons that Contemporary Business Can Learn from Jest

K: KINETIC

Art that Moves

Mechanization is a Way of Being

Creative Thinkers and Doers Notice and Respond Rapidly

Higher Function

Kinetic Applications

Kinetic Intelligence

Brand Opportunities to Apply Our Kinetic Intelligence

Frenetic Kinetic

Some of the Lessons that Contemporary Business Can Learn from Kinetic

L: LOVE

Is Everyone Looking for Love?

Looks Aren't Everything

The Science of Love

Brand Love

Fickle Feelings

Love at The Dream Café: a Brief Fiction that Could be Your Reality

Dreaming of Everlasting Love

Black Swans or True Love?

Some of the Lessons that Contemporary Business Can Learn from Love

M: MULTI-SENSORY

Sensing an Opportunity

The Science of Sense

Multi-sensory Marketing

Non-Sense

Before the Bandwagon

Multi-Channel

From Non-Sense to New-Sense

All Singing – All Dancing

Means and Ends

Eat Me – Squeeze Me

Juice Makes Sense

Big Business Sense

Some of the Lessons that Contemporary Business Can Learn from Multi-Sensory Engagement

N: NOTICING

Research or Insight

The Dream Café Menu

Ideation

Place

People

Projects

Confirmation and Consolidation

Transformational Realization

How We Deliver Dreams

O: ORGANIC

Dreams and Organic Cafés

Organic Food Business

Sweet Success

Organic Hearts and Minds

Wonky (Organic) Aesthetics

Forget Back Swans – it's the Age of the Ugly Duckling

Organic Futures

Grow or Make Your Own

New Ways for Old Brains

Some of the Lessons that Contemporary Business Can Learn from Organic

P: PREDICTION

The Media is Messy

The Cult of NOW-NESS

A Now State of Mind

Themes, Dreams and Deep Desires

Lost in Translation

Q: QUESTIONS

Bullshit and Hot Air

Learning from the Avant-Garde

Framing Flux

Big Questions – Simple Answers

Nike: Questions and Answers

‘Just Do It’

R: RISK

Fearing – Risk

Leaping in Where Others Fear to Tread

Learning to Love Risk

Deconstructing Myths

The Dream Café's Top Ten Alibis for Risk Aversion

Ownership?

Some of the Lessons That Contemporary Business Can Learn from Other Histories of Risk

S: SYNERGY

Philosophy and Synergy

The Science of Synergy

The Nature of Synergy

Marketing Synergy

Digital Synergy

Café Synergy

Creating Synergy

Dream Café Synergy

Some of the Lessons that Contemporary Business can Learn from Synergy

T: TRIPPING

Rich Folk

The Merry Pranksters

Far Out

The Electric Kool-Aid Acid Test

The Dream Café's Electric Kool Test (Note Acid Free)

Tripping into Your Brand Future

Some of the Lessons that Contemporary Business Can Learn from Tripping

U: UNDERSTANDING

Understandings

Rethinking Innovation Strategy

Understanding the Consciousness Gap

Some of the Lessons that Contemporary Business Can Learn from Understanding

V: VERIFICATION

Seeing is Believing?

The Paradoxes of Choice

Asking is Not as Easy as it Seems

What You Get

Where You Get it

How You Get it

Verification Can be a Form of Collaboration

How Artists do it

Some of the Lessons that Contemporary Business Can Learn from Verification

W: WONDER

How to Create Wonder Brands

Dreams and Perceptions

New Locations and New Perception

Mapping Your Imagination

Script Writing

Some of the Lessons that Contemporary Business Can Learn from Wonder

X: X-RATED

Shaken and Stirred

The Continuity Gap

The Strategic Value of Disruption

Being Japanese

Sell-Buy Dates

Some of the Lessons that Contemporary Business Can Learn from X-Rated

Y: YEARNING

Modernity and Nostalgia

Programmed to Learn?

Retro Yearning

Deep Yearning

Luxury Yearning

Appropriated Yearning

Some of the Lessons that Contemporary Business Can Learn from Yearning

Z: ZEITGEIST

Dreaming of the Opportunity

Coherence

To Thine Own Self be True

Daring Do

How Nivea Got into the Metaphor Business

Some of the Lessons that Contemporary Business Can Learn from Zeitgeist

CONCLUSIONS

Global Disruption: How Threats Become Opportunities

Art is Where the Heart is

Split Personalities and Hybridization

Biospheres and Buy-Buy-Buy

Big Worlds and Small Brands

Creating Innovation Opportunity

Noticing and Not Just Seeing

How Incrementalism Encourages You to Believe that Jumping on the Bandwagon Equates to Radical Innovation

Printing Your Own

Stimulants and Opportunities

Borrowed Time

Mood Brands

Benign Brands

Daring to be Different

Building a Brand through Applied Imagination and Creative Intelligence

ENDNOTES

INDEX

ABOUT THE AUTHORS

End User License Agreement

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Guide

Cover

Table of Contents

Preface

Begin Reading

THE DREAM CAFÉ

Lessons in the Art of Radical Innovation

Duncan D. Bruce andDr Geoff Crook

This edition first published 2015.

© 2015 Duncan D. Bruce and Dr Geoff Crook.

Registered office

John Wiley and Sons Ltd, The Atrium, Southern Gate, Chichester, West Sussex, PO19 8SQ, United Kingdom

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The right of the author to be identified as the author of this work has been asserted in accordance with the Copyright, Designs and Patents Act 1988.

All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, except as permitted by the UK Copyright, Designs and Patents Act 1988, without the prior permission of the publisher.

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Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with the respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. It is sold on the understanding that the publisher is not engaged in rendering professional services and neither the publisher nor the author shall be liable for damages arising herefrom. If professional advice or other expert assistance is required, the services of a competent professional should be sought.

Library of Congress Cataloging-in-Publication Data

Bruce, Duncan D., 1957-

The dream café : lessons in the art of radical innovation / Duncan D. Bruce and Dr. Geoff Crook.

pages cm

Includes index.

ISBN 978-1-118-97784-2 (hardback)

1. Strategic planning. 2. Branding (Marketing) I. Crook, Geoff, 1945- II. Title.

HD30.28.B78423 2015

658.4′063–dc23

2014043908

Cover Design: Mackerel Design and Art Studio

Cover Image: To Come

PREFACE

The Dream Café offers an introduction to the lessons that brand owners can learn in a way that deliberately defies logic – that is, by emulating the way that the radical creative practitioners we commonly called avant-garde broke with convention, dismissed the naysayers and invented the future. The fact that artists and creative thinkers, from a wide range of backgrounds, could change the way we all think and do by initiatives that began with interdisciplinary conversations around a café table provides compelling evidence for a new way of engaging with the urgent task of brand innovation.