Dreaming    2:30 pm

v                 Introduced by Randy Ormston

Ø   We each have a signature

o   How do we colour a project?
o   How do we choose a project?
o   How do we embrace the goals?

Ø   Information Design Approach, ask:

o   What anchor?

q      The anchor is the ‘big idea’ what most will take from the experience

o   What emotion?

q      Emotion: involvement / open to new ideas

o   What insight?

q      Personal insight / what do they get from it?

Ø   This is a collaborative art… choose the people well

v        Round Table Discussion   2:35
v        Round Table Presentations      2:50

v                 Each table picked a person to summarize.

o   Ron Pears

Ø   Start off by asking, “What are you trying to do?”

Ø   Your dreaming changes scale

Ø   Use honesty

Ø   The people you work with may have to give up something to you

Ø   Imagine. Start with non-physical and work out to the physical

Ø   Use your visual memory

o   George Lorenzon

Ø   Choosing the team that you will work with is important

Ø   Understand the target, and the group… the culture, the client

Ø   Understand the client’s needs

Ø   Don’t stop at the first solution

Ø   Start on the right foot, don’t lose the big idea

o   Barry Marshall

Ø   In our group there were both designers, and those who work with designers

Ø   A designer needs synergy and a clear definition of:

o   Vision
o   Objectives
o    What the client needs

Ø   What is the effect for the audience?

o   Jennifer Webb

Ø   Get together on the dreams

Ø   Get buy-in

Ø   Dreamers should do background research

Ø   Be aware that your presentation will be filtered by the producers of the dream

Ø   Consider the WOW factor

Ø   Convey a sense of ownership

o   Janey Cruise

Ø   When does marketing get involved? Does marketing have to be involved?

Ø   How do you clarify… go deeply into the organization, and find out what they want to achieve?

Ø   At what point to you lock down the dream?

Ø   Dreaming needs leadership

Ø   Research… find out the dreams of those involved

o   Robin Inglis

Ø   Don’t stifle too soon

Ø   Don’t get your solutions too early

Ø   Question the idea

Ø   Identify the essence of the idea

Ø   Need a champion of the idea

Ø   The idea needs soul, powerful enough to sustain itself


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