Over the last 10 years Adobe’s annual 99U conference has captured the imaginations of creative thinkers from around the world through its 2 day programme of talks, workshops and collaborations, featuring a who’s who of both industry leaders and rising talent.
And alongside the New York conference, 99U has now grown into a year-round online resource for building a creative career.
Today on Tickets I’m joined by Adobe’s Head of 99U Andrea Rosen.
In this conversation we talk about the future of work, how anybody can tap into their own creativity, and where to find some hidden opportunities for creative innovation.
02:30 The beginnings of 99U
08:00 The secret sauce in the conference production
11:00 What 99U’s audience are gravitating to in 2019
19:00 Creativity: lowercase and capital case thinking
29:00 Creatives taking a seat at the strategy table
34:00 Andrea’s favourite talks from 99U
42:00 Why now for ‘the creative future’ at 99U in 2019
Regular readers will know I’m a fan of the author and broadcaster Steven Johnson.
I also admit I’m rarely an early adopter (as frustrating as this can sometimes be), and in Johnson’s case I only discovered his work via his TV series How We Got To Now which was broadcast on BBC2 in the UK a couple of years ago.
As I tweeted from our sofa how much I loved the show, my (now) wife could only look on with bemusement when I gesticulated in wonder 10 seconds later. The show’s host had retweeted me to his 1.5m followers. It was magic, until I sheepishly realised the programme had of course been recorded months before. He was probably at home having a cup of tea.
It got me thinking about other products, ideas and creations that either transcend age gaps or can be repurposed wonderfully for those much older or younger than the intended audience.
Here are a few of my favourites.
Arts & Raps
This series from Russell Simmons’ All Def Digital takes the TV interview format and flips it into today’s youth culture (hiphop stars, young hosts, and YouTube).
I like the blend of education and entertainment – the show touches on some tough topics that are important for young people to understand, without feeling like a public service announcement. And watching rappers squirm as they try to explain their lyrics to the young hosts is entertaining for adults too.
This path has been trodden before through shows like Kids Say The Darndest Things (the hook is the “out of the mouths of babes” cliche) – but as Derek Thompson suggests in his book Hit Makers, a key ingredient to making something popular is often about New Wine aged on Old Oak.
The London-based computer company ostensibly exist to support kids in becoming developers, but their products are used enthusiastically by people of all ages.
As the company say, billions of us use computers, but only 1% of 1% of us can take them apart and change them. Kano’s mission is to drastically increase that number.
Musicians are creating weird and wonderful new instruments, street artists are creating code-driven installations, and teachers are teaching other teachers how to code.
I interviewed Kano co-founder Alex Klein on the Tickets podcast – check it out:
Netflix’s Sex Education
Netflix snapped up this UK comedy-drama in late 2017, and the first season was made available at the beginning of this year. Its combination of dry British humour, US-style college campus setting and superbly curated cast have made it a sleeper hit.
I assume the show is aimed at the same demographic as its stars (14-18), but whether you’re going through the tribulations of puberty, have just cleared some of those hurdles, or wince at the memory of your own school days in decades past, Sex Education hits the spot on the number of levels. And it’s binge-worthy: my wife and I watched the whole series over this past weekend.
But the extra element that really makes it really stand out for me is that the unpacking and understanding of difficult topics are woven into the plot in a way that offers a guiding, but still optional, torchlight, rather than feeling like sitting through 6 hours of traditional sex education.
Kids’ fashion styles
Have you ever noticed how stylish some young kids’ clothing lines are?
Notwithstanding a few premium designer brands, why is it that beyond the age of 8 so much fashion (especially for men) defaults to black, white, grey or a little bit of navy?
I’m constantly astounded at the get-ups my wife and I have bought for our now 3 and a half-year-old nephew.
The search for something suitable in my size continues…
Pornhub’s sex education
From one style of sex education to another.
This one is more strongly aligned to edutainment than necessarily crossing generations, but given Pornhub’s traffic levels it’s fair to assume a few different age groups are using their service.
Note: This Quartz article that delved into Pornhub’s incredible data capabilities is well worth a read.
Partnering with Dr Laurie Betito, Pornhub’s Sexual Wellness Center is a knowledge base of responsible advice, Q&As and other content.
At the time of writing the site has been up for about 18 months. Given Pornhub’s undoubted financial resources it seems a bit of a half-hearted effort thus far, especially as there’s such a big opportunity for brands of all types to create valuable educational content.
Still, it’s a good idea – could Pornhub content even be on the school curriculum one day?
Sneakers are big business.
NBA star Steph Curry has released a number of signature shoes with sports brand Under Armour. The latest is the Curry 5.
They’ve been a big hit – until one young female fan discovered the shoes weren’t available for girls. She wrote to her hero telling him so.
A little embarrassing for Curry as he’s been outspoken about gender equality in sports, and has hosted a girls’ basketball camp in the past.
His response on Twitter helped clear things up:
There are a couple of things going on here.
First, it turns out sneakers for girls are no different in shape or production than the ones for boys, it’s just design/branding that shifts. This makes the Curry 5 omission even worse.
This lack of inclusivity is a big missed opportunity for these companies.
It sets them back on attracting great talent, connecting with new audiences, developing a better internal culture, empowering the athlete in everyone (as Nike to like to say), and yes, selling more shoes.
It’ll be interesting to see what the apparel brands do next on this front.
Of course, alternate versions or fully cross-generational products have been around for decades – from the McDonalds Happy Meal to The Simpsons.
What’s so interesting now is the increased generational fluidity across products – and more broadly than just toys, fast food or entertainment.
These are just a few examples of what’s happening.
What else can be taken from adults to kids, or visa versa?
A workshop session I designed and facilitated in Summer 2018 (annotated and abbreviated version, with some classroom exercises and notes included)
Yes, it’s that time again – I’m back with another of my annotated slide deck adventures.
This time we’re diving into Trends.
I created this short session as part of the growth & change management module of the AMP NYC accelerator program which ran here in New York City over the summer of 2018. Including the exercises it was about 45 mins in duration, and can easily run to 2-3 hours if you want to dive deeper into certain parts of the content.
At the time I ran this session there were a few blank faces in the room upon seeing this first slide up on the screen, and not just because it was another of my bad puns.
I realised this movie is now 24 years old; pretty close to the age of the younger attendees in our cohort.
It’s also, despite its international success, still very Scottish and even as a native British English speaker I still can’t decipher all the local Glaswegian parlance.
So that’s the last we’ll be seeing of Begbie, Renton and Sick Boy (for this session at least) – time to get into some Trend Spotting.
The British crime drama series Broadchurch is one of the most critically-acclaimed TV shows of the past 10 years.
First arriving on UK screens in 2013, its 3 seasons and 24 episodes focused on the fictional town of Broadchurch and two of its police detectives.
Broadchurch is a classic whodunnit story.
While the overall arc of the story is compelling, it’s the gradual reveals, shifting sense of suspicion, and carefully placed clues, decoys and questions that really keep the viewer guessing.
Creator Chris Chibnall spent a lot of time white boarding all the routes and paths before putting pen to paper.
He didn’t even know the identity of the killer until a few episodes in, and decided to rewrite elements based on what was happening during the production.
This method is very powerful when done well: concealing the clues, diverting attention at particular times, and tapping into natural human instincts of wanting to solve problems and also holding biases.
It begs the question of where else we could apply the best of Broadchurch and other innovative and compelling storytelling styles .
Is it in education? Tiago Forte writes about this on Twitter:
I’m excited about applying these ideas in what I’m doing here, as regular readers will be aware.
But what about other art forms? Or in hospitality? Even retail?
The question is no longer whodunnit? but who will do it, and how
Bottom Line: Stories are powerful, and when combined with other elements that influence people there are all kinds of new and improved experiences that can be created
 This post doesn’t even touch on the likes of Bandersnatch or Steven Soderburgh’s Mosaic project. That’s for next time…
Spend some time around the world of startups and it probably won’t be long until you hear someone mention the term startup studio.
It’s recently become a bit of a buzz term for consultancies, ad agencies and brands, but New York company Betaworks have been working in and around this area for over a decade.
As well as their work building and investing in companies, Betaworks have recently opened Studios, their own membership space in the city’s Meatpacking district.
James Cooper is the company’s head of creative, working across a diverse range of projects from GIF sharing platforms to spatial design, voice recognition to meditation.
We talked about how we can use technology to escape technology, what Betaworks look for when programming live events, the future of the shared experience, and the benefits to looking outside to find inspiration in an always-on digital world.
04:00 Going from digital to physical products
07:00 Why now for building a brick & mortar space?
10:00 The thought process behind Studios’ live event programming
18:00 The role of a creative director in a startup studio
25:00 Inside Betaworks’ ‘Camp’ accelerator program
33:00 The future of the shared experience; from games, to meditation, live quizzes and beyond
37:00 Where James finds inspiration, and how he stays on track
40:00 Advice for people wanting to build something new
James has been Head of Creative at start-up studio Betaworks since 2013. His role is to explore creative opportunities for betaworks products and tell the betaworks brand story. Some of the betaworks brands include the no.1 game, Dots, which has been downloaded over 150 million times and won many industry awards.
Other betaworks products include GIPHY, the search engine for Gifs recently valued at $600M, Poncho, the most popular bot on Facebook and recent star of Apple’s, ‘Planet of the App’s and Dexter, a bot building platform. James also produced ‘The Intern’, a hit podcast about working in betaworks and the tech world.
Recently James launched betaworks Studios, a club for builders. Studios is a physical space where the new generation of builders can find one another and learn the secrets of sustained innovation betaworks has uncovered over the last ten years.
Before betaworks, James was a creative director in the ad world where he has won many awards including two gold lions at Cannes. He was a Creative Partner at Anomaly and ran Dare – named Digital Agency of the Decade in London and sold for $50m in 2007.
I’ve tried reviews like this before but the process always felt either overly complicated and heavy, or too ethereal.
Steve’s method strikes a really good balance.
As I was working through it, I realised I was straddling two Google docs (one Sheet and one Doc), so I merged them into one and added some formatting to clean it up a bit and make it easier to navigate.
I was tempted to dive in on adding some more functionality but I think this time less is more.
Steve kindly agreed to share this template in the original post – hopefully it’ll help you undertake your own annual life review.
I’m happy to offer feedback if you’d like to share your own review – just drop me a line.