“It’s genius, it’s Moleskine for Post-its”
So said Matt Sadler, my friend and fellow graduate of the IPA Excellence Diploma’ of Artefact Cards, as we caught up for the first time in AGES tonight.
I liked that so much, I made him write it down. Then put his face very close to it.
We were down at the launch of an initiative at The Bakery, which has been started by Alex Dunsdon & friends; Alex is another friend of ours from the Excellence Diploma. The Bakery brings together brands, agencies and technology companies, to try and solve problems consumers have with technology, rather than just use it to deliver advertising.
MTPW > MPWT, etc.
Anyway, the two things together (“Moleskine for Post-its” and Tech startups) made me remember a conversation that Mark Earls, Tim Milne and I were having yesterday, about one of the subjects around Mark’s new book he’s writing.
When people are pitching new tech startups to people, they tend to throw together two familiar things to make an unfamiliar thing. It’s Last.FM for Running. It’s Etsy for Auto Parts. It’s Mailbox for Calendars. It’s Instagram for Video. It’s X for Y.
Anyway, there’s probably a clear formula to use:
It’s [POPULAR THING] for [BROKEN THING]
And it’s all out the “Cut Up Technique” play book, of which Artefact Cards a definitely of the school of. Cut Up Technique is basically where you take an existing body of text (or images)’ cut through them all, and start rearranging to find new combinations.
It’s what the brilliant William S Burroughs quote “When You Cut Into The Present The Future Leaks Out” refers to. Cut into what exists, reorder, and see what might exist in the future.
Try it tomorrow. Write down lots of popular things in culture, and a set of broken things around the thing you’re working on. Then mix them all up, and see what you can create.