"Ideas are the currency of the future."
My friend Fred Palmer (a VP at Club Car) picked up on the statement at the top of this post during a presentation way back when. (You know, way back when we worked with Club Car.)
Fred recited it for about six months, whenever he heard others use jargon ("paradigm shift") or pet phrases about thinking and boxes and such. And he put it to work with his staff and his customers.
For us at BURRIS, we might say now that "ideas are the currency of our future." We've cast our fate to the area of the marketing business we enjoy most: generating ideas - big ideas - for our customers.
This direction isn't new to us; I've been talking and writing about it for months now (since way back when).
Neither is it unique to us. Companies like Bright House in Atlanta have been doing it for years. Even here in Greensboro there's an interesting approach being taken by Tom Dougherty at Stealing Share.
The idea company that fascinates me most, however, is Ideo from Palo Alto, CA. Known by too many as a hip product, graphic and industrial design firm, Ideo brings its talent and experience to much more than the obvious. What I like about them is that they go deeper than product design; they get into the process too. They see design virtually everywhere.
For instance, Ideo just completed some fascinating work for SSM DePaul Health Center in St. Louis. According to an article in TIME's "Inside Business" (April 12), "Ideo staff members deployed a technique they call bodystorming. Taking on the roles of real patients, they acted out the entire physical experience of a stay in the [hospital] unit, with one hand on a crutch and the other on a video camera. They also gave disposable cameras to DePaul's nurses and told them to take pictures of anything that impeded them during their duties." Among the things they recommended was a check-in kiosk similar to what we find now at airline ticketing counters.*
If you'd like to learn more about Ideo, go to www.ideo.com.
And ... how's your currency holding up? Need some fresh thinking?
(*March 14, 2005 issue.)
Fred recited it for about six months, whenever he heard others use jargon ("paradigm shift") or pet phrases about thinking and boxes and such. And he put it to work with his staff and his customers.
For us at BURRIS, we might say now that "ideas are the currency of our future." We've cast our fate to the area of the marketing business we enjoy most: generating ideas - big ideas - for our customers.
This direction isn't new to us; I've been talking and writing about it for months now (since way back when).
Neither is it unique to us. Companies like Bright House in Atlanta have been doing it for years. Even here in Greensboro there's an interesting approach being taken by Tom Dougherty at Stealing Share.
The idea company that fascinates me most, however, is Ideo from Palo Alto, CA. Known by too many as a hip product, graphic and industrial design firm, Ideo brings its talent and experience to much more than the obvious. What I like about them is that they go deeper than product design; they get into the process too. They see design virtually everywhere.
For instance, Ideo just completed some fascinating work for SSM DePaul Health Center in St. Louis. According to an article in TIME's "Inside Business" (April 12), "Ideo staff members deployed a technique they call bodystorming. Taking on the roles of real patients, they acted out the entire physical experience of a stay in the [hospital] unit, with one hand on a crutch and the other on a video camera. They also gave disposable cameras to DePaul's nurses and told them to take pictures of anything that impeded them during their duties." Among the things they recommended was a check-in kiosk similar to what we find now at airline ticketing counters.*
If you'd like to learn more about Ideo, go to www.ideo.com.
And ... how's your currency holding up? Need some fresh thinking?
(*March 14, 2005 issue.)
posted by Mark Burris - BURRIS at 3/10/2005 03:01:00 PM
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