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
Click