作者：Rohit Bhargava

最近，我应邀参加了PSFK大会。尽管到会人员相对减少（由于飓风问题），但我们以品牌专家、设计师、建筑师、教育者以及创业者的身份聚集在旧金山的Kabuki Sundance剧院，分享有关商业与文化未来的开创性新构想。几周后，有关大会的所有视频文件均会上传至网上，在此，我将简要分享其中最具深刻意义的几个想法。

Creativity(from blog.discoveryeducation.com)

1.不要突然改变关系（Brandstream的Scott Bedbury）

耐克与星巴克的品牌领袖Scott Bedbury快速回顾了这两个传奇品牌的创建情景。他在白板上展示了星巴克“第三方”战略的原理与相关见解，以及正确运营品牌的基本原则。其核心理念和建议就是：不要突然改变创意团队，否则会影响工作。

2.创新是新能力（摄影师Chase Jarvis）

创造者兼摄影师Chase Jarvis习惯免费分享相关见解，最近他投资创建的创意品牌LIVE汇聚了一批具有远见的学者，他们在网上传授拥有创造力与改善生活的方法。许多学校注重科学与数学教学更凸显出创造性教育的重要性。

3.出色的游戏设计能够改变人类行为（Mango Health的Jason Oberfest）

你可能还未意识到这一点，但已经有80%的美国人利用药物与日常饮食维持身体健康。但保持所有人的均衡膳食不大现实。Jason Oberfest打算提供帮助，其初始公司Mango Health制作的应用重造了游戏设计方法，它通过记录人们的生活习性，提供相应奖励，以此帮助人们变得更加健康。由于医疗费用的暴涨，人们健康意识的提升，这类方法可能会正面改变人们的行为——这对所有人而言无疑是个好消息。

4.营销故事能够改变销售模式（IDEO的Dana Cho与Beau Trincia）

随着时间的流逝，我们越来越会脱离那些日常消费品。但社交介质能够修复这道鸿沟，因为全新应用会引领我们细细品味游戏开发的各个步骤。如IDEO的Dana Cho与Beau Trincia所示，游戏品牌有机会体现并主动分享“制作者的故事”。在人们向往相互结合的世界中，将用户引入制作产品的幕后故事有助于培养铁杆粉丝，产生品牌忠诚度……并且可以销售更多产品。

5.未来营销的要点是分享价值，而不是只是赚钱（iCrossing的David Deal与Global14的Jermaine Dupri）

为了分享自己的兴趣，人们会互相联系……他们出于许多原因而点击成为他人的“好友”。Jermaine Dupri表示，他创建社交网络Global14的初衷是方便大家分享对音乐、文化、生活与女人的喜爱。而创建灵感则来源于人们喜爱分享自己的兴趣。

6.聚合是实现用户粘性的终极目标（AirBNB的Joe Gebbia）

AirBNB的故事来源于一种随机性的意外联系，每当某个创始成员谈到该网站……他们总会提到这些故事。人们通过向陌生人敞开房门这种私人空间来加深彼此间的关系，这种可能招致不少评论家反对的做法不但在慢慢改变人们的生活方式……并且从最近人们向因飓风来袭而流离失所的陌生人敞开家门的情况来看，在自然灾害面前，这确实是一种让人们释放善意的必要之举。

7.不明确感创造用户粘性（Bing的Stephanie Horstmanshof与Kristin Dean）

微软推出的新型搜索引擎中包含的某个有趣功能有别于市场上的所有搜索引擎……其主页特色是每天呈现一张旋转大图。鲜少在舞台露面的图片管理者Stephanie Horstmanshof与Kristin Dean指出他们挑选新图片的方法，并提出找到优秀作品的建议。他们表示，其中主要方面是构造一种不明确感。用户在看到图片后会想象，而后渴望了解更多——这是我们的最终目标。

nurture-creativity（from youngentrepreneur.com)

8.除了你自己，无人可以无法改变你的想法（Eric Corey Reed）

如Eric Corey Reed所言，这种相对要点其实是有关绿色建筑的优势与劣势演讲的一部分。该演讲主要介绍Eric口中的所谓“Dodo Sapiens”理念——即描述只有人类拥有的自我毁灭行为的有趣方式。他通过引进仿生学与受自然激发的未来建筑理论，以此鼓舞人们向前发展。现在的唯一挑战是，激发更多行业人士改变他们的固有思维，接受创新方式。这是一场艰难的战役。

9.设计可以改变大众传输渠道（Frog Design的Michael McDaniel）

这是我最爱的其中一场演讲，Michael McDaniel有关改变现代大众传输渠道的研究深深震撼了我们。为此，他与团队成员需面临巨大挑战，但他们已找到相应的解决方案，总之，他们明智地考虑了从建筑到营销各个方面的问题。他们的想法不单单会改变大众传输渠道，还会改变你描述与推广自己的创意的方式。

10.鼓励学生写作（826national.org的Gerald Richards）

我曾经多次告诫学生写作的重要性。问题是，学校教授的写作手法完全吞噬了该技能的趣味性。因此，不少学生从小就厌恶写作。826national公司致力于通过改变学生的学习方法改变他们的想法。该公司已遍布美国十多个个城市，他们的任务是影响美国孩子的观念。

11.我们获得越多，我们的需求就越小（Method的Eric Ryan）

作为世界上最奇特且最具创意的公司之一，享誉盛名的Method于多年来改变了肥皂与洗涤用品类别。但去年它被收购并入其欧洲合作伙伴……而其中的真正挑战是维持自己的个性，同时以成为出色公司为宗旨。在简短的陈述中，Eric Ryan分享了Method公司在面对产品、用户与效益增长时，保持小规模特性所采取的方式。只有将此视为优先文化的公司才能保证自己的强大，显然，这就是Method的目标。

12.精彩的表演可创造宝贵的物质文化（Rockwell Group的James Tichenor）

James Tichenor在演讲分享了有关Rockwell团队最近所改造事物（游戏邦注：从拉斯维加斯赌场的大堂到硅谷的室外空间）的研究，其“编舞环境”的设计宗旨完美地展示了Rockwell Group创造珍贵瞬间的方式。人并非生活在虚幻泡沫中，当你将数字与真实性融合一块，你能够创造出任何人都可能在现实生活中历经的最震撼场面。如果你能考虑到这一点，那么也许这就是我们所有人工作的最棒目的。（本文为游戏邦/gamerboom.com编译，拒绝任何不保留版权的转载，如需转载请联系：游戏邦）

12 Powerful Ideas On Creativity and Business From The PSFK Conference

by Rohit Bhargava

Groucho Marx once quipped, “I don’t care to belong to any club that will have me as a member.” I always feel his sentiment just a little bit everytime I agree to speak at any event because I am passionate about trying to share the stage with people much smarter than I am. So when Piers Fawkes invited me to speak at the latest installment of his well regarded PSFK conference, I thought immediately of Marx’s words. But then he told me I would only have ten minutes, as most of the other speakers would as well … and I immediately felt better. This wouldn’t be your average business conference.

The event lived up to its expectations. Despite an understandably reduced crowd (thanks to the Hurricane), we all gathered at the Kabuki Sundance Theater in San Francisco as branding gurus, designers, architects, educators and entrepreneurs all took the stage to share groundbreaking new ideas on the future of business and culture. In a few weeks, all the video from the event will be available online, but in the meantime – here’s a short recap of some of the most profound ideas that I took away from the day of speakers:

1. Never short change relationships. (Scott Bedbury, Brandstream)

Scott Bedbury, the branding legend behind both Nike and Starbucks offered a quick glimpse behind the scenes at building both brands. We were treated to an image of the whiteboard where he and his team first laid out the principle and insight behind the “third place” strategy for Starbucks, and some basic principles on doing branding right. One thread throughout was his positive relationship with his agencies and his advice: don’t short change your creative team, otherwise the work they produce for you will suffer.

2. Creativity is the new literacy. (Chase Jarvis, Photographer)

Creator and photographer Chase Jarvis is used to giving away great thinking for free – but now he’s on a mission to do that at a much larger scale. His recently funded startup creativeLIVE brings together visionary thinkers to offer online education on how to be more creative and improve your life. As many schools focus on science and math, teaching creativity has never been more important, and as Chase noted in his talk: “everyone deserves access to the top 1% of teachers in the world.” I’m already thinking about how I can create my own course to offer there.

3. Good game design is about changing behaviour. (Jason Oberfest, Mango Health)

You may not realize this, but 4 out of 5 Americans take some combination of medication and dietary supplements. And keeping all this straight is an impossible task. Jason Oberfest wants to help, and his startup Mango Health has an app that reimagines how game design can help each of us to become healthier by tracking our own habits and getting rewarded for it. As health costs soar and awareness of healthy (and unhealthy) behaviour rises, tools like this have the potential to actually change behaviour for the positive – and that’s good news for all of us.

4. The story of the maker can reinvent retail. (Dana Cho & Beau Trincia, IDEO)

Over time, each of us have become more disconnected from the products that we consume on a daily basis. But social media is helping to close that gap, as new apps promise to take us behind the scenes to look at everything from overseas labor practices to carbon footprints. The opportunity, as Dana Cho and Beau Trincia from IDEO shared in their presentation, is for brands to embrace and proactively share their “story of the maker.” In a world where people long for that human connection, taking them behind the scenes (as brands like Rawley Denim and Etsy are doing) can create die-hard fans and inspire coveted brand loyalty … not to mention sell more stuff at retail.

5. The future of marketing is about sharing value, not money. (David Deal, iCrossing & Jermaine Dupri, Global14)

People connect with one another because of shared passion … and they click a button to become “friends” for far more trivial reasons. In this interview style presentation, Jermaine Dupri shared the motivation behind creating his own social network Global14 based on shared passions for music, culture, life and women. The build in motivation for participation is because people love to share their interests more than anything else.

6. Sitting on a couch next to one another is the ultimate engagement. (Joe Gebbia, AirBNB)

The story of AirBNB is one of random unexpected connections, and everytime you see a founding member talk about the site … they tell these stories. People unite through this deeply personal moment of opening their homes to strangers, and an idea that any critic might have easily found reasons not to do is slowly turning into a movement that is not only reshaping people’s lives … but based on the kindness of strangers to open their homes to those stranded by the recent hurricane, it is providing a much needed way to scale kindness in the face of natural disasters.

7. Ambiguity creates engagement. (Stephanie Horstmanshof and Kristin Dean, Bing)

When Microsoft launched their ambitious new search engine, it has an interesting feature that distinguished it from nearly every other search engine in the market … the homepage featured a single large image that rotated each day. On a rare appearance on stage, the curators of that image Stephanie Horstmanshof and Kristin Dean offered a look at how they select new images each day, and offered many tips for picking great imagery. Chief among them was to build in a sense of ambiguity. People should see and image and want to know more – that is the ultimate goal.

8. I can’t change your mind – only you can change your mind. (Eric Corey Reed)

This relatively quick point was part of a fast and furious presentation on the benefits and folly of green building as it stands today by Eric Corey Reed. The presentation introduced the idea of what Eric called “Dodo Sapiens” – a funny way of describing the self destructive behaviour that only humans seem able to produce. Bringing in new ideas like biomimicry and futuristic buildings inspired by nature – his vision was forward reaching and inspirational. Now the only challenge is to try and inspire more people in the industry to change their staid thinking for new innovative approaches. It’s an uphill battle.

9. Design can reinvent mass transit. (Michael McDaniel, Frog Design)

In what was easily one of my favourite presentations of the day, Michael McDaniel went through a stunning case study of what it might be like if we could actually reinvent the way that we do modern mass transit. If you watch any one presentation from PSFK online when they come out, this one should be it. The scope of the challenge he and his team at Austin based Frog Design took one was vast … but the solution they offered, and the way they thought through every aspect from the building to the marketing was, in a word, brilliant. Their idea could do more than reinvent mass transit, it might just change they way you approach describing and pitching your own big ideas as well.

10. Inspiring students to be better writers changes everything. (Gerald Richards, 826national.org)

One thing I have told my students for years is that there is no skill that they will use more every day than writing. The problem is, most of the ways we use writing in schools suck the fun out of it. So many students grow up hating to write, and never discover a love for it. 826national is devoted to changing this through their broad mission of changing how students learn. With real physical locations in more than ten cities across the US, their mission is affecting kids across the United States. Their venue in DC – The Museum of Unnatural History – was intriguing enough that I already promised to volunteer there when I get home.

11. The bigger we get, the smaller we [need to] get. (Eric Ryan, Method)

With their justified reputation as one of the quirkiest and most creative companies in the world, Method has been reinventing the soap and detergent product categories for years now. But this past year they were acquired and are in the process of merging with a European partner … all of which creates real challenges to maintain that personality and what made them a great company in the first place. In this short presentation, Eric Ryan shared some of the ways that the ethos of the company has been to stay small even in the face of growing products, people and profits. Only companies that make this a cultural priority manage to stay great, and Method is clearly determined to be among them.

12. Great spectacle can create preciousness in the physical world. (James Tichenor, Rockwell Group)

A great choice for the final presentation of the day, James Tichenor shared several case studies of projects that the Rockwell group recently worked on to reinvent everything from a Vegas Casino’s lobby to an outdoor space in Silicon Valley. The design philosophy of “choreographing environments” was a perfect way of describing how the Rockwell Group creates precious moments for any of us to experience. Life is not lived in a virtual bubble – and when you bring the digital and the real together, you can create the most powerful spectacles that any of us are likely to experience in our lives. And if you think about it, that is probably the coolest purpose for work that any of us could have.(source:socialmediatoday)