I like Torsten. Technically I could have stopped watching at the 40-second mark, because like he says, it is not possible to give global (in more than one sense) advice.
These lectures should come with trope and clichée alerts, ‘we are in a global market and things are changing by the second’ that has literally always been true – we just couldn’t always see it. ‘Deep-dive-audience-insight-research’ heeeere comes the secret-sauce-pitch. It is a bit jargon-heavy – its meaninglessness is borderline offensive. ‘…the consumer for that client or potentially not the consumer for that client who will have an opinion on it’.’
She recommends talking to a potential non-customer about their opinion about their client for insights; I am being unnecessarily harsh, taking some statements out of context, and I realise that there is more to her statement. I get how this is an almost impossible task, distilling and verbalising a complex and somewhat fluid approach that fits for all eventualities or briefs is futile, but all agencies will either say they have a special process that delivers key insights that allow them to strategise better (a process they are unlikely to share) or they approach each project afresh and adapt to the needs of a project. So statements like this can only be general and vague…Torsten was right.
So as always, it could be this, or it could be the opposite of that.
Strategy and Briefs.
I do not yet have a brief, I am not sure if I have a strategy – it seems too early for any of that. I have a strategy in the sense that I know what direction I want to take, I have some ideas as to the media I might look at using, but this is not yet the ideation phase (I think). there are so many elements as well as known and unknown unknowns that half of what I say in the strategy might never make it into a final piece.
I am concerned it is too vague and thus of low value, but stating specific tactics and media at this stage seems dangerous and disingenuous. I have a goal – or goals – I have an intent, a somewhat unspecified strategy, but I certainly do not yet have a plan or a brief. For the amount of time it took, the outcome is a bit vague.
I might have a pre-strategy.
To put it into writing, I do not want images of arbitrary objects, I want there to be context and connections. I don’t know yet if these will be based on meaning and context, or something else like colour, form, or material.
I also want there to be a potential location-based feature, so that the user’s place and travels matter, and whatever they see is – or feels – unique to and curated for them; and I have no idea how to do that yet either.
A serendipitous or playful element would also be nice, to dispel any lecture-like feelings, and finally, maybe an ability to not necessarily harness the wisdom of the crowds, but to engage potential users so they feel a sense of inclusion. Being told things can be detrimental to learning, a passive-push approach can also get boring; whereas an active learning stance, can feel more rewarding; much like solving a riddle, or doing a crossword puzzle, or even a joke. There is also a Boaty McBoatface concern (albeit that I like the name) crowds or trolls within that group can also purposely ruin things, though Wikipedia seems to have a fairly successful system
However, I don’t want this to be a feature-creep-camel in which all sorts of different parts flailing about and competing with each other. There is a distinct possibility that any first version or MVP might just have one of the features with the possibility of and plan for adding the others and a later date.