June 1, 2024 • 52 mins
Is creativity the secret sauce that fuels innovation and problem-solving? Join us as we explore this captivating question and unravel what it takes for companies to cultivate an environment brimming with creative energy. We'll share the inspiring journey of Charles Forrester, who transformed the everyday toothpick into a household staple through sheer marketing ingenuity. Discover how fostering curiosity, embracing failure, and promoting diverse thinking can unlock a world of possibilities for any organization.
Dive into the world of bold and brilliant marketing with Ryan Reynolds' unconventional but highly effective strategies. Learn how his playful persona and knack for tapping into pop culture trends have propelled his ventures to unparalleled success. We'll also revisit some of the most memorable ad campaigns like the iconic Geico Hump Day commercial and examine the far-reaching impact of the Pepsi Points Harrier Jet lawsuit on advertising practices. Storytelling in marketing isn't just a buzzword—it's the linchpin for creating lasting brand recognition.
Finally, we venture into the complex interplay between AI and creativity, questioning whether AI is a boon or a bane for human ingenuity. Discover the challenges Google faces with AI features and how platforms like ChatGPT and Bing's AI are reshaping the landscape. We'll also critique a controversial eco-friendly car commercial and celebrate innovative travel gear for families, featuring JetKids by Stokke. Plus, learn about a game-changing tool for leveling posts that promises to make your DIY projects a breeze. Tune in for an episode that celebrates the good, the bad, and the downright ingenious aspects of creativity across various fields.
Shop https://shopsaltnfinco.com
Shop excitemy.com
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
And I'm joined as always by my co-host.
Speaker 2 (00:01):
Katie Mote.
Speaker 1 (00:03):
And today we're going to talk about creativity.
Creativity is the youngercousin that comes to the
Thanksgiving party and just kindof stirs up the pot.
There's tradition, there's allthe things that we associate
with our opportunities to cometogether and share our
experience and our wisdom, tocome together and share our
(00:28):
experience and our wisdom.
Creativity is that young gunthat walks in with a new idea
and while it may be the best newidea ever, we don't know until
we put it to the test.
Creativity is this ability togenerate new, original ideas,
solutions, ideas, solutions,expressions that are often novel
(00:49):
or useful.
They involve divergent thinking.
A lot of individuals canexplore possible solutions to a
problem.
They can apply variousexperiences and wisdom to to
solve that problem.
But creativity involves afostering.
It requires a little nudge, itrequires some fertilizer, it
requires some watering to reallyencourage it to grow, and
(01:13):
companies go to great lengths todo it.
They have to encouragecuriosity, embrace failure,
allow for experimentation.
They've got to promote andcollaborate and diversify their
thought pool.
They've got to promote andcollaborate and diversify their
their thought pool.
They've got to bring in new andexciting people, or new and
different people who might bringin new and different ideas.
They've got to offer resourcesand support, which is often the
(01:35):
hardest thing.
You throw money at somethingwe're not even sure is going to
work or time set challenges.
They've got to really challengepeople to grow and to get
better.
And then, most importantly,they've got to really challenge
people to grow and to get better.
And then, most importantly,they've got to recognize and
celebrate the creativeachievements where people are
doing a great job.
We've got to celebrate that.
(01:55):
So today I want to be creative,right, and we're going to dive
into the good, the bad and theugly.
So we're going to start offwith Charles Forrester.
Charles Forrester is arguably amarketing genius.
He's a person with no realmechanical ability.
He doesn't own a business.
He's working with his friendwho owns a shoe factory, and at
(02:18):
the time we're talking about,the 1870s, most shoes are
manufactured with these kind ofuniform strips of wood instead
of big pieces to give them somestrength and the ability to bend
.
But there's a huge need in themarket for uniformity in these
strips of wood, and so he goesout and he finds a
superintendent of anothercompany that can help him make
(02:41):
uniform strips of wood thatcould be sliced off and used to
make shoes.
And as he's doing this, hestarts kind of just casually,
you know, noticing that theselittle pieces of wood could be
used for something else and hecomes up with the idea for the
toothpick.
And again, not a man of, he's amarketing genius, but he's not a
(03:04):
man of great sales ability.
So he starts targeting thesesmall stores to sell his
toothpicks to and restaurantsand things, and can't sell a
toothpick for the life of a man.
Nobody seems to want thesethings.
They don't see a big value init.
And so Forrester starts hiringyoung, likable people to walk
(03:24):
into the store a few days afterhe pitches it and ask for
toothpicks.
And then about two days laterhe goes back in and tries to
sell them again and he findsthis is a very, very successful
tactic to sell his toothpicks.
Once he gets his toothpicksinto the restaurant or the store
or wherever it is I mean, nowwe know toothpicks on every
(03:45):
single.
You know, every time we go to arestaurant there's a little
pile of toothpicks right thereby the front door for everyone
as they enter or come in.
That was another.
One of his ideas is to put themright by the check-in stand.
Speaker 2 (03:56):
The hostess stand.
Speaker 1 (03:57):
The hostess yep for visibility.
So an item that costs verylittle to make, is very easy to
package, very easy to ship, butvery hard to sell.
And a little bit of creativity,a little bit of kind of opening
that door, is the differencebetween a toothpick empire and a
(04:18):
multimillionaire, and a goodidea that could have been.
So today we're going to diveinto the good, the bad and the
ugly of creativity.
And so on the side of the good,kate, do you know who Jeremy
Clarkson is?
Sure, do so.
I knew you'd say yes to that.
We are avid Top Gear.
(04:39):
And then Clarkson's Farm.
Clarkson's Farm.
And then what did it go to whenit was its Amazon Prime?
From Top Gear to Grand theGrand Tour yeah, the Grand Tour.
So we're big fans of his shows.
But Jeremy Clarkson is againanother creative and interesting
person.
Where Jeremy Clarkson got hisstart is he was writing.
He's always been a carenthusiast and he was writing
(05:02):
car reviews in magazines and hegot popular.
Because Jeremy Clarkson isbrilliant when it comes to
describing things in aninteresting way.
He'll compare turning offtraction control into a car, you
know.
Compare it to launching anuclear missile, right?
He'll compare you know, the waythat the rear end of a vehicle
(05:24):
swings when you turn.
You go into a turn at highspeeds.
Um, compared to having a youknow, a pickup truck with a
panda bear in the back.
Right, he thinks of interestingways of saying something that
grabs your attention.
It can keeps you there, and sohe's turned storytelling into a
media empire.
People want to watch that man.
Just do whatever it is he does.
(05:45):
On the other side of that,you've got, you've heard of ryan
reynolds perhaps I love ryanreynolds so ryan reynolds has
popularized a comic book thatwas not really that popular in
deadpool.
So he comes out with thesedeadpool movies.
He's turned Deadpool into thisjust absolutely lovable
(06:06):
character, and when the Dune 2movie came out the Dune popcorn
bucket they wanted to reuse thatidea of the sandworm, and so
the popcorn bucket had littlefingers and you put your hand in
the worm's mouth and it veryquickly got taken by the
internet and turned into aweirdly sexual thing, and so
(06:28):
Ryan Reynolds looked at that andsaid, huh, I wonder if I could
start a popcorn bucket war.
So I'm going to show you andI'm going to have you describe
it a picture of the Deadpoolpopcorn bucket.
These are the popcorn bucketsthat Deadpool will be using when
they go to the movie theaters.
Could you describe that for theaudience?
(06:48):
I can't Give it your best shot.
Go ahead.
Speaker 2 (06:54):
I can, I don't want to.
Okay, so it's a traditionalpopcorn bucket with a opening on
the bottom Not the bottombottom, but like the bottom
sidewall and that would be.
Opening on the bottom sidewallis like the mouth.
So imagine if you were lookingat the side profile of your
(07:15):
popcorn bucket it had a face ofDeadpool on it, um, and his
mouth is wide open, which Idon't understand, because the
popcorn is just going to comeout the side.
I don't understand this bucketat all.
Speaker 1 (07:34):
So the goal is not to understand.
The goal is to capitalize onwhat was left.
Speaker 2 (07:40):
Are they going to sell these oh?
Speaker 1 (07:42):
yeah, how are?
Speaker 2 (07:43):
you going to eat out of it?
It's just going to all fall out.
Speaker 1 (07:46):
Yeah, so imagine this is the popcorn bucket.
The mouth is as wide open as itcould possibly be and their
head is going to be tiltedbackwards, so they're going to
be looking up and then oh,there's no opening where at the
top of the head, like we're likeno, oh, that's really unclear
in this photo.
Speaker 2 (08:01):
Okay, well, he's.
Yeah, he's just again, he'skind of sexualizing it.
Speaker 1 (08:03):
That's really unclear in this photo.
Okay, well, he's just again.
He's kind of sexualizing it.
That's the whole goal.
Speaker 2 (08:08):
Yeah, it looks like one of those dolls that you can
buy.
I don't know what you'retalking about.
Speaker 1 (08:16):
So the Deadpool popcorn bucket.
What I love about the idea, Nowthe brilliance of it, is you
took something that wasunintentionally uncomfortable
and you made it incrediblyuncomfortable with the intention
of capitalizing on the currentcraze.
Speaker 2 (08:31):
Well, ryan Reynolds is really good at that, right.
He there's a term for it fastmarketing, I think, where he
jumps onto pop culture trendsand will implement it in his own
business or start a businessand then it'll get wildly
popular and successful and thenhe'll sell it off.
So I think he's got a mind forthat and his brand is also very
(08:55):
inappropriate, so he's able tomake really inappropriate
campaigns that they track right.
I feel like if another you knowstar turned businessman tried
that off the cuff like georgeclooney, it just wouldn't land.
That's not his brand.
But ryan reynolds is like kindof this goofy, you know
(09:15):
inappropriate slightlyirreverent yes, player, so it
works but he does it in astrangely family-friendly way.
Speaker 1 (09:23):
I think that that's what makes ryan reynolds
interesting is he finds a way todo it very subtly, with a lot
of like so it works, but he doesit in a strangely
family-friendly way.
I think that's what makes RyanReynolds interesting is he finds
a way to do it very subtly witha lot of small words and looks
and things that you know whathe's insinuating.
Speaker 2 (09:34):
Well, he's also cultivated that in his brand
right, like, if you go and youlook up Ryan Reynolds, you'll
see a lot of stories about howhe's a family man.
That's not coincidental, it'snot just like, oh, he's.
I mean, I think he is a familyman, but it's out there on
purpose and he also stars intypes of movies like Deadpool
(09:56):
where he can be hilariously,hilariously inappropriate, and
then he stars in kind offamily-friendly rom-coms.
So that is definitelyintentional, that he can be
appropriate to the family butthen also wildly inappropriate.
So I think that's just brandinggenius.
Oh, I have one more example ofgood creativity, and all of my
(10:20):
examples as we go through thisshow are going to be marketing
related, because that's what Iknow.
So do you remember the hump dayadvertisement?
I don't even know why I'masking Hump day.
Yeah, I think this is a greatexample of a really creative
campaign, and there's billionsof really great creative
(10:49):
campaigns, I think.
If you watch any Super Bowlbefore 2010,.
I was like they've gottenpretty crummy recently, but
there's lots of creative adcampaigns out there.
But what I think is particularlygenius about the Geico Hump Day
ad is that it kind of shapedculture right.
It took me a minute when I wasthinking about this conversation
and talking about the hump dayadvertisement and if you haven't
(11:10):
seen it, I realize there's GenZers out there who have no idea
what that is.
Please look up Geico hump daycommercial.
It will change your life.
But I forgot for a minute whoit was for, which I think is a
little bit of a fail for Geico.
But it was so creative and sofunny that it's definitely part
(11:32):
of millennial culture and I cansay you know, to any millennial
or even a boomer, and they'regoing to get it and it's funny
and it's lighthearted and itworks for any working
professional because it's justtotally relatable and silly.
And I think that there'ssomething you can have a
(11:54):
creative campaign that does well, that is successful.
But when it shapes pop cultureand becomes part of a vernacular
for so many years, that's awhole nother level.
And I just wanted to like tipmy hat to that commercial
because I still use that GIF onall of my team's chats at work,
like to this day.
(12:15):
Probably once a month I'll sendthe hump day meme or GIF along
to somebody.
Speaker 1 (12:21):
Is it a fail?
I mean so.
Speaker 2 (12:23):
It's not a fail.
I think when it was new itstuck, but when I was thinking
about it for today I was likewho was that for right?
Like what were they selling inthe beginning?
Speaker 1 (12:35):
It's morphed, it's evolved, but no, but when you
think about the success of amarketing campaign, you Googled
hump day commercial to find outthat it was Geico, right?
So?
So if you're googling it,you're going to find out that
it's geico.
Speaker 2 (12:52):
so well, I remember that it was insurance.
Speaker 1 (12:55):
I just couldn't remember who it is still
effective because you still nowknow that it's guy.
I mean, it's stuck enough tomake you want to look it up
again, which is a lasting butonly for this conversation no,
but if you happen to be likehope day and someone's like
what'd you do that for?
and you're like no, thecommercial, and they're like
what commercial?
And you do that for, and you'relike no, the commercial, and
they're like what commercial?
And you go the whole day andnow we're going to look it up
(13:16):
together on the computer and nowit's Geico.
So to me at least, that'sbecause one of the things that
we do at Innovate the Ordinaryis we're storytellers.
What our business does is wetake the story that the clients
want to tell and we build andcreate things that are going to
help them tell that story.
That's a construction elementto it as well.
(13:38):
But what we do is mostlyfostering that creativity,
telling that story in a uniqueand special way, building in a a
, a wow moment or a wow featurein line with that, that
storytelling option.
So if somebody told me 20 yearsfrom now oh, do you guys
(13:58):
remember the inter-business here?
They used to have that reallycool thing in their lobby and it
took them a while and theyGoogled it and they found out,
oh yeah, it's this feature andit leads back to that business.
I would still consider that asuccess because that's a touch
point that business got.
Speaker 2 (14:15):
Yeah, I think we're talking about slightly different
things.
I think you're right, but froma high-level marketing
perspective, you want your nameto stick to that campaign always
.
It's almost better to get acampaign out there that causes
conflict and upheaval and there,debate, because, like, they're
(14:36):
talking more about you, eventhough in the moment it's like
yikes, like what have we done?
They're talking about you,right Like, and they're talking
about whatever you produce.
But it's like, oh my gosh, canyou believe that insert company
name here did XYZ and your nameis going to be stuck to that
campaign.
But I think, in terms of thisconversation about creativity,
(14:56):
the fact that you have acreative team that came up with
a campaign and advertisementthat has persisted in office
culture for decades, I thinkthat's impressive From a purely
creative standpoint,disregarding whether or not we
can remember that it was Ge Like.
From a purely creativestandpoint, like disregarding
whether or not we can rememberthat it was Geico's, it was very
(15:18):
, very creative.
Speaker 1 (15:19):
I wonder if we can find the original Hump Day
person.
Speaker 2 (15:23):
I'm sure it was a group of people.
Speaker 1 (15:26):
No, I know, but I'm saying.
Somebody in that meeting waslike what if we had a you know
Hump Day?
Somebody came up with the ideaof making it Hump Day, like
making a deal about hump day.
I wonder if we could find thatperson, bring him on the show
and have that meeting go.
I would love to talk about thathump day meeting, like just
pick up one thing.
Speaker 2 (15:43):
There's many pitch meetings I wish I could sit in
on.
Speaker 1 (15:46):
Oh for sure.
So yeah, the guests on thisshow are going to be random
people from pitch meetings thatwe've always wanted to hear from
, and that's just and not to gopolitical.
But so the argument that we'rehaving is is the MAGA hat, is
the Make America Great Againslogan that you associate with
Donald Trump directly?
(16:07):
What's more important the MAGAhat and the MAGA slogan, or the
millions and millions of newsstories that he's said something
dramatic that's gotten himpublicity?
Right, because you're arguingfor a brief time about just that
, or the lasting campaign in in30 years you say MAGA, someone's
(16:27):
going to be like that was theTrump thing.
Right, that's going to live onwhat he called that one reporter
, that one time that caused abig stir and everyone talked
about him specifically.
That's going to fade off intooblivion.
So I guess the question is whatis driving his success more?
Is it the MAGA slogan or is itthe news story?
(16:50):
I don't know if there's a goodanswer to that.
Speaker 2 (16:52):
Yeah, there isn't.
There's not a clear answer forsure.
And I, if there's a good answerto that yeah, there isn't, it
was not a clear answer for sure.
And I think it's a goodtransition into, like your bad
creativity category, becausethis is this kind of
conversation is going tocontinue in this in this camp,
because I've got a great exampleand I couldn't decide if we
should put it in the good or thebad, because on one hand, it's
(17:13):
like, and decide if we shouldput it in the good or the bad,
because on one hand, it's likewas a major flop.
But then I also like the flopwas also a great success,
because, um, anyway, we're justgoing to go through it and then
we can kind of unpack, likewhether or not this was a good
creative idea or inherently badtell me more um.
Have you heard about the Pepsipoints campaign?
Speaker 1 (17:34):
No.
Speaker 2 (17:35):
Okay good, I can't wait to tell you about it.
Speaker 1 (17:39):
The closest I can think of that is Drink Coke Play
again.
Speaker 2 (17:41):
It was essentially the same thing.
Speaker 1 (17:44):
I think this happened before that campaign, but it
was during that era whereMcDonald's was doing Monopoly.
Speaker 2 (17:54):
Yeah, you get points for collecting and holding on to
caps and all all those things.
So it was in the mid-1990s,okay.
So we were babies, um, or smallpeople at least.
Um, I was, you were smallpeople.
I was an adult, uh in themid-1990s, pepsi launched um, a
points promotion, as part of amarketing campaign where they
(18:16):
stated you could win variousprizes by collecting Pepsi
points.
Okay, yeah, we've alreadycovered that's what that was.
Part of this points collectingcampaign there was a humorous
commercial.
It was satire through andthrough and you can still look
up this commercial.
It was satire through andthrough and you can still look
up this commercial.
(18:37):
It was supposed to be a jokewhere they showed the highest
prize that you could win.
The ultimate prize you couldwin as part of Pepsi Points was
a Harrier military jet and, if Iremember correctly, the kid
wins and it comes like crashingthrough his house.
Speaker 1 (18:57):
it's just like really obnoxious and how much pepsi do
I have to drink to win a jet?
Speaker 2 (19:00):
I'm in yeah, super creative.
Um.
It definitely grabbed people'sattention because then in 1996,
a 21 year old college studentnamed john leonard made it his
personal goal to get that jetAlways a college student.
And there's a documentary outthere I forget what it's called.
(19:21):
I've seen it.
It's fascinating.
It's all about how he did this.
It wasn't like oh, he justdrank lots of Pepsi.
You have to have a ton ofpoints to win this jet.
So he he basically foundinvestors to, I know, to come
alongside him and purchase.
So he he he got as many pointsas he could just by purchasing
(19:42):
Pepsi.
But then he got all theseinvestors to help him raise
$700,000 to purchase Pepsi.
Also had a had a um, a directmail order option where you
could purchase points.
So oh interesting so he likebasically crowdfunded seven
hundred thousand dollars andthen purchased the remaining
(20:02):
points he needed from pepsi, andthen he submitted them and he
was like, hey, give me my jet.
Speaker 1 (20:10):
Did they put a point requirement on the jet?
Yes, yes, oh really.
Speaker 2 (20:13):
Yeah, so in the video , the campaign, it was a TV
advertisement.
It said on the bottom I thinkit was like a million or billion
points and it was like Harry,your jet.
But it was like it was satire,but they put a point value on it
.
And so this kid was like sayless, I will get this jet.
(20:33):
And yeah.
So he demanded that Pepsi payup.
And they were like, yeah, LOL,we were kidding about that, we
don't have a jet to give you.
So he sued them.
What do you think happened?
Speaker 1 (20:51):
Well.
Speaker 2 (20:53):
What do you think if they said this is how many
points you'd get in the pointsand they said just kidding, we
don't have a jet, you suit them.
What do you?
What do you think the outcomewas?
Speaker 1 (21:01):
I imagine they would so if I was a lawyer, arguing
that, um, obviously a civilianprobably can't own a military
jet.
So I would imagine they wouldthere was that complication.
Yes, yeah, so I would imaginethat they imagine they would
give.
There was that complication,yes, yeah, so I would imagine
that they would allot, theywould give them a dollar value
of the quote-unquote value ofthe jet would be.
But obviously it's not an F-22Raptor, it's not $2.3 billion,
(21:24):
or they pay for those things.
So they probably allotted, if Ihad to guess, a dollar value to
what that jet was actuallyworth.
Speaker 2 (21:31):
So you are correct in the fact that a civilian cannot
own a military jet.
So that was a major componentof the lawsuit.
In the end, pepsi won free andclear the suit.
Um, based on the premise lawyer, said that any quote, any
reasonable person would not haveinterpreted the commercial as a
(21:53):
serious offer of a military jet, which is interesting because I
feel like maybe that would nothold today.
Like you would definitely walkaway with some type of monetary,
like you said, like the valueor something, but like he just
lost the suit, like that's it,like no, you interpreted this
wrong, sorry, so let's talkabout this a little bit more.
(22:17):
Right, it's a fascinating storyin itself, but creative yes,
probably creative, I mean theperson or people lose their jobs
, maybe I mean it created a hugeheadache for the company and
also had huge impacts oncreative marketing.
So, as a result of the campaign, creative marketing has been
(22:40):
forever changed because of thispromise of the Harrier jet for
Pepsi points.
Speaker 1 (22:48):
I would love to do a deep dive on Pepsi's legal
campaigns.
I mean, you've got them winninga lawsuit.
They've got great lawyersWinning a lawsuit about not
awarding a Harrier jet.
And then you've got also theMountain Dew mouse lawsuit,
where someone alleged there wasa mouse in their Mountain Dew
and Pepsi's lawyers won thatlawsuit because a mouse would
(23:10):
have fully dissolved in a can ofMountain Dew in less than three
days.
So they're very creativelawyers.
I'll give them that.
That mouse would have fullydissolved in a can of Mountain
Dew in less than three days,right?
So they're very creativelawyers, I'll give them that.
Speaker 2 (23:17):
So, yeah, we've got this impact on scrutiny.
We also have an impact on howrealistic we can be.
Again, such a fun way topromote Pepsi points and I think
that the commercial was aheadof its time in a lot of ways.
Um, and I think that thecommercial was ahead of its time
(23:58):
in a lot of ways, but you'renot going to.
It did put a lot of eyes onPepsi, but then kind of a flop
when you end up in a lawsuit.
But beyond that, it haddramatic impacts on creating
agencies.
From then on, Increased level ofscrutiny.
You can't do that anymore.
They set that thing.
Someone might actually do it.
So make sure you are able tothen provide whatever it is that
(24:22):
you're promising.
So there's a higher level ofscrutiny and expectation there
that there wasn't before.
But also legal review, and I'm amarketer and so I can attest
that like, when you promise thepublic something, a whole legal
team has to come in and look atit and make sure that every I is
(24:43):
dotted, every T is crossed.
You're promising what youpromised that they're going to.
You know they have to do X, y,z.
How do we prove that?
Like, the fine print is insane.
And it's because of things likethis, because the you know,
they, they put a point value onthis jet and there was no fine
print that says not an actualprize.
(25:03):
And now you, if, if, someonewere to do something like this
out of you know, humor, um, aspart of their campaign, the
whole landscape of creative markof prize the lawyers getting
getting too involved, likelawsuits on these people
approaching lawyers by gollythey own well in this situation.
(25:24):
I mean he, john leonard, wasn'tlike calling their bluff.
He thought he was getting a jetthrough and through.
I I mean he was 21.
So he was psychoticallyoptimistic that Pepsi just had a
jet sitting somewhere waitingfor him to cash in.
It wasn't like he was promisinghis investors that he was going
(25:50):
to sue them because they don'thave the jet and then they're
going to make him all this money.
He was getting a plane.
Speaker 1 (25:56):
Did he make money?
Speaker 2 (25:57):
No, he lost the lawsuit on the premise that he
was unreasonable, thinking thatthey could award him a jet as a
civilian, which is wild to me,because he spent I think it was
years worth of buying Pepsi andhe started out just trying to
purchase pallets and pallets ofPepsi and then he couldn't
afford it.
He didn't know where to storeall the liquid.
(26:19):
It was just.
It's a great documentary.
I should have looked up thetitle.
Maybe we'll link to it on ourInstagram.
Speaker 1 (26:27):
Yeah, it falls a little bit into when you get
into the marketing side ofthings.
It falls a little bit into thethe the good versus the bad
right now with chipotle.
So chipotle's got has all thistiktok, anti-chipotle tiktok of
chipotle's serving sizes aregetting smaller and they're
being cheap and theirrestaurants aren't as nice they
used to be.
And on the other side of thatyou've got a major influencer
(26:50):
guy who's been eating chipotleevery single day for a thousand
days and they bought him aPorsche 911 and it's this whole
thing.
It's just interesting to seethe kind of the differences
between the good and the bad ofcommunication.
So let's talk the ugly.
The first thing that I think ofright now that will be
applicable to most everybody'slives if I told you that we are
(27:12):
currently feature packing AI, doyou feel like you would
understand that pretty fast.
Speaker 2 (27:17):
Yeah, it's a buzzword that no one wants to miss.
Speaker 1 (27:19):
Correct and as a means of feature packing this AI
, you've got meta right.
If you go into your Instagramand you go to the search bar,
there's just random AI up therethat wants to have a
conversation with you.
If you go into Snapchat,there's just a random AI in
there that wants to have aconversation with you.
All these AI platforms want tojust talk to you and they all do
(27:41):
about the same thing as chat,tvt.
They just provide you data,dumps of information, and
because AI is so new and sointeresting and so buzz heavy,
all these companies don't knowtruly what to do with the AI.
They've got this one version ofAI.
That's this chat bot, basically, with lots and lots of
(28:04):
information.
Speaker 2 (28:04):
They're just kind of plugging in it everywhere and
Well, and there's industries orbusinesses where AI makes a lot
of sense, and then there'sothers where it's like how do we
fit this square peg into thisround hole?
And I think the social media isa very light example of that.
(28:24):
Like we've got an AI tool or adigital product, how do we just
plug it in?
And your consumers are like butwhy would I?
Like they're not understandingthe purpose of this new quote
feature, how do we just plug it?
Speaker 1 (28:39):
in and your consumers are like but why would I?
They're not understanding thepurpose of this new quote
feature Exactly.
Speaker 2 (28:44):
Have you seen the Google Reddit thing?
Oh, yes, I think I have.
I've seen screenshots.
Speaker 1 (28:48):
So Google paid $63 million to scrub Reddit.
Now Reddit is an incredibleplace to get information.
Reddit's got sub reddit chainson pretty much anything you can
imagine.
But reddit is a chat communityand they award amongst
themselves very heavily beingfunny.
(29:09):
So oftentimes what sometimesthe most liked comment is
something silly because everyonethought it was so funny and
they're rewarding that personpoints.
Now, if I'm an AI and I'mprocessing data, obviously the
comments with the highestfeedback are probably the most
useful and that's how I'mprogrammed right.
And obviously whoeverprogrammed this thing in Google
(29:29):
doesn't spend a lot of time onReddit.
They would have kind of thoughtthrough this.
Doesn't spend a lot of time onReddit.
They would have kind of thoughtthrough this.
So, google AI, if you gothrough their AI and you say and
there's been a bunch of theseall over the internet, one of
which is I'm feeling depressed,what should I do?
And the AI gives you someadvice and it says one Reddit
user recommends jumping off theGolden Gate Bridge Right.
Speaker 2 (29:52):
Does it credit Reddit ?
Yeah, it did not means to rhyme, just then but, yeah, credit
credits.
Speaker 1 (29:58):
A reddit user has suggested this and, if you trace
that back, it was a commentfrom a reddit user in 2013.
That was just the most liked,right, um what if it credited
like their usernames?
it does.
It credits the reddit user.
You can go back and look it uplater.
But, um, but also, you know my,my cheese is slipping off my
pizza.
Well, one solution is to add aquarter cup of Elmer's glue to
(30:21):
the sauce and it'll make itstickier, right?
And these are actual thingsthat the Google AI is
recommending to people.
Issues with the google ai wherethey were having a hard time
controlling kind of the deimessaging where if you said they
put some some programming in itto just to add more inclusivity
(30:42):
.
And so if you said, draw me apicture of george washington,
the picture would be a black guy.
If you said what's a period inhistory whatever, it would
randomly throw in likeindigenous people, because it
doesn't.
It's told to be more inclusive,so it's just trying to be more
inclusive and it's adding theselayers of things you have to fix
For the most powerful searchengine in the world, just Google
(31:04):
it.
Right, they're making theirsearch engine almost worse.
They're watering down theirproduct because they're so
concerned with adding thisfeature, this AI thing, that
it's almost coming off a littlebit half-cocked.
Speaker 2 (31:18):
You know what, though ?
What if it's on purpose?
Speaker 1 (31:20):
What if it's marketing?
Speaker 2 (31:21):
It makes me want to use Google more.
I'll tell you that.
Speaker 1 (31:24):
Because it's funny.
Yeah, it's hilarious.
Speaker 2 (31:25):
I want Reddit answers at the top of my Google query,
absolutely.
I mean, I wouldn't put it pastthem if this was just like a
stop gap to gain even moredomain users.
Speaker 1 (31:39):
I don't, so maybe.
But here's my thing with Googleis I?
Google was already such adominant player in the
researching space, I don't knowif they necessarily needed it.
Speaker 2 (31:50):
But how much of their , of their users did they lose?
I'm not saying they did, I justdon't know how many did they
use.
When bing launched that wholething with chat gpt, where she
was like pretending to have awhole persona, it's her name oh,
I don't remember.
They have a bunch of I know,but remember it was like the
first time that like there wasmaybe proof of sentient thought
(32:14):
from these AI bots and it wasliving on Bing.
Speaker 1 (32:17):
I think that was Google too, I thought it was
Bing.
I think it was Google too.
I'm pretty sure it was Bing Idon't know, someone correct us
on that, but the real question Ithink might be how many users
did they lose to chat GPT?
How many people are asking chatGPT instead of Googling it?
Speaker 2 (32:37):
Oh, that's a great great question, because I no
longer ask Google questions.
Speaker 1 (32:42):
So that's an interesting thought process.
So because Google is veryalgorithm based and chat, gpt
has almost capitalized on thatentire market of you, just
people just kind of blindlytrust it.
I'm to the point now to to thelegal end of it.
They have to put legaldisclosures.
That it's it's.
It's prone to inaccurateinformation.
Don't believe everything itsays.
(33:02):
I mean they have to being addedinto the, the prompts now.
Yeah, so ai is kind of my bigugly at the moment just because
of the, the epic feature dumpingand just people building
features that nobody wants.
Speaker 2 (33:15):
Well, it's interesting because it's feature
dumping, a display ofcreativity.
Speaker 1 (33:22):
I would say no, because I think AI is almost
being used in lieu of creativity.
Right now, most of your actualcreative people are using AI as
a means of generating.
I mean, I use create AI all thetime because it can generate
some things that I normallycouldn't have done.
Most people are using AIeffectively to do their homework
.
They're saying, hey, my bosswants a report on this, make me
(33:45):
a report on this, and they justdo it, and so I think AI is
generally being used as a way toskirt creativity, to skirt hard
work.
But I think in the particularcase of feature dumping AI, I
don't think they're using it asa means to be creative, because
they're not looking for creativeways to use it.
Right now, everyone's justplugging in a chat bot to their
(34:07):
random app.
It falls kind of in line with acreativity killer yeah and well,
and it falls kind of in line tosocial media.
Right up until not so long ago,up until chat, gpt became the
new thing.
Every if you had a business,everyone told you well, if you
don't, if you're not on socialmedia, you're missing, missing
out on the real marketing in theworld.
And there's a huge push toinfluencers and all this stuff
(34:29):
and there's lots of money beingmade.
And then people started scalingback.
The push for social media forthe longest time was so geared
towards just being there.
Small companies that did greatthings are just adding social
media.
They're feature dumping socialmedia.
They don't want to do it, theydon't like to do it.
(34:49):
They're like I just have to beon social media.
So here's a picture of my pizzatoday.
It's the laziest version ofsocial media and there's
actually a video out theresomewhere where someone talks
about you own a pizza shop.
What do you put on your socialmedia?
Your food.
No one wants to see your food.
They want to be entertained andit's the plague of a lot of
businesses.
They're just putting what theirbusiness does on social media
(35:10):
because they're using it foradvertising.
I feel like now AI is kind oftaking that place.
Everyone's implementing achatbot to their website with AI
to just talk about things.
Speaker 2 (35:20):
Well, and that's why influencers got so powerful,
because it was like I don't knowhow to do this for my pizza
restaurant.
You do it.
You're interesting, you lovepizza you do entertainment.
Port noise.
People like that, like it'sjust yeah, you do entertainment,
you do storytelling, I'm goingto let you do it.
And that's why it became solucrative to be an influencer,
(35:43):
because all these businesses hadno idea what they were doing
and people want to beentertained.
Speaker 1 (35:48):
But yeah, but I think the AI feature dump is very
similar to small businessesjumping on social media.
Every big company, medium-sizedcompany, is just throwing AI at
the wall and just kind ofseeing what sticks.
There are a handful that aredoing legitimately creative
Adobe, legitimately creativethings with AI.
That's a different expression.
(36:08):
Right, that is a legitimate useof AI that's creative and in
line with their brand.
So there are some people whoare doing that, which is really
really cool.
But I would say, by you know,by and large, 99% of what I've
seen is just a chatbot windowthrown into a random app.
I have no interest, while I'mscheduling my doctor appointment
, to ask chat, gpt a thing, buthere it is.
Speaker 2 (36:30):
Canva is another good example.
If you're a Canva user, it's agraphic design tool for the
layman or someone who has eithernone or very little graphic
design experience or schooling.
I use it all the time and theynow have a feature in Canva to
help you create artwork orvideos just using a text prompt,
(36:54):
which is really interesting andfun.
But you're not going to seelike just a chat bot.
Snapchat was doing like let'sjust chat, let's just talk.
You're not going to find thatThey've implemented it in the
correct way for their tool andI've played with it.
I don't think it's there yet,but it's neat, it's fun.
It's a good way to get thecreative juices flowing when
(37:15):
you're not sure.
Speaker 1 (37:16):
Yeah.
So it seems like the creativecompanies are being creative
with how they use AI, whichmakes sense.
It tracks right, they'recreative focused.
They've got a room full ofpeople saying, well, what I
actually want AI to do.
But the feature dump of AI tome is the ugly.
Right now it's just kind ofeverywhere and I don't
(37:37):
personally see the need for it.
I think long-term AI has got along way to go and it's got a
lot of really neat applications.
But I think's the future of aiis going to be actual.
It's going to be chat gpt youknow someone like that who's
answering your queries andgoogling for you, basically and
then it's going to be a bunch ofactual useful ais doing doing
(37:58):
something.
It's a bit like a therapy dogversus a service dog.
Right right now, the, the chatbot, is a therapy dog everyone
has one, they can get on theplane with it, whatever but it's
going to transition slowly intoactual service dog ai's that
are doing something for you soai is your ugly ai is my ugly I
(38:18):
can go uglier oh go ugly whatyeah super Bowl 2013.
Speaker 2 (38:25):
There was a commercial Hyundai.
It was called the pipe jobcommercial.
Have you seen it?
Speaker 1 (38:33):
um, I saw the game.
If I remember correctly, it wasthe Baltimore Ravens and the
49ers.
I think Ray Lewis won his finalSuper Bowl, it's disturbing
that you can recall that theHyundai commercial.
No, I don't remember that andcut scene.
Speaker 2 (38:47):
Okay.
So there was a hyundai, acommercial that ran during the
super bowl, and I'm just goingto kind of talking through this
commercial, okay.
Okay, brace yourself, it's abit heavy.
The commercial opens with ascene on a house.
It's midday, okay.
Then we cut to the garage andyou hear masking tape.
(39:10):
The scene is a bit dark, justlike a newer type of vibe, and
you see someone setting up ahose attached to their tailpipe.
Yeah, we're all there now,right?
Okay, we we're there.
It's not a very good scene.
It's dark, it's heavy, there'sno music.
He uh gets in the car, turnsthe car on, he looks up at the
(39:32):
hose that's, you know, comingdown into his window, and at
this point you're thinking, uh,like any irrational human being
oh, my goodness, um why is this?
I'm about to watch this fake,obviously, but dramatize suicide
attempts, um, or suicide.
It's probably going to be oneof those serious commercials
(39:53):
about suicide awareness.
Right, it cuts out, uh, and itcuts back into the the same
scene of the house, um, that yousaw in the beginning.
Now it dark, so we know it'sbeen a few hours.
We're assuming this person haspassed away and the garage door
opens and it's the guy that wasin the car.
He opens the garage door fromthe inside and as he stepped out
(40:16):
of the garage, these words popup on the screen it's the name
of the vehicle and it says 100%water emissions.
And he walks into the house and, let me tell you, he looks very
disappointed to be breathingand then that's the end of the
commercial.
So it's a commercial for theirnew eco-friendly water emission
(40:37):
car.
You're going to try to killyourself in this manner.
You can't With our car, ladiesand gentlemen, it is so bad, it
is so disturbing and it's sodisturbing and it's, and it's
again, it's ugly talking aboutpitch meetings, I wouldn't be
interested to hearing about.
Speaker 1 (40:53):
No one pitched sauna.
Nobody was like, hey, maybe weshould like have him plugging it
in, make you think it, but he'shooking up a sauna.
No one, no one went thatdirection.
We went straight to it's dark.
Speaker 2 (41:05):
It's dark, it's heavy and it's ugly.
And everyone was like, oh mygosh, wow, and you want to talk
about?
You know, in the beginning ofthe show we were discussing bad
creativity.
That actually maybe is good,because it gets you eyes on your
brand.
This did not do that.
Speaker 1 (41:26):
Well, this is good, because it gets you eyes on your
brand.
This did not do that.
Speaker 2 (41:27):
Well, this is worse, because this was like a we're
going to pretend we never sawthat type of commercial.
Speaker 1 (41:31):
I have no memory of it at all.
I don't even remember it beinga subject matter thing where
people were talking about it thenext day.
I have no recollection of thisat all, which means not only was
it poorly done, but it didn'teven achieve the the level of
like wow, you remember how badthat commercial?
Nothing, I think.
Janet jackson's um wardrobemalfunction sticks in my memory
(41:53):
from 10 years before that farmore than than that commercial
wow yeah, that that's.
Speaker 2 (42:00):
It's pretty ugly, if you want to google it.
Speaker 1 (42:04):
Well, on that bombshell.
That's incredible.
Didn't see that one coming.
Speaker 2 (42:10):
But I think it's worth noting the distastefulness
, right and missing, of thehuman element in marketing.
Sometimes it's like is itpotent, sure, is marketing.
Sometimes it's like is itpotent, sure is, I think, maybe
what the creative team washoping for.
If I can try to walk a minutein their shoes and no more, it's
(42:32):
potent enough that, yeah, itmight ruffle some feathers, but
it's going to get some eyes onour vehicle and we're going to
talk about what we're doing.
And I think that it was alittle too heavy and real for a
lot of people.
And to add to that, it wasn'teven like it got light at the
end and car commercials areusually very light and maybe it
(42:57):
could have been salvageable ifthey had a humor twist on the
end.
But it was just.
If you hadn't read the textthat popped up at the end, you
would have thought it was asuicide awareness campaign.
So badly done, badly done.
Speaker 1 (43:12):
Yeah, that is absolutely wild.
Speaker 2 (43:17):
So, john's Pick of the Week, we're going to pivot
from wanting to cry to John'sPick of the Week.
Speaker 1 (43:26):
Yeah, so we're going to go into john's pick of the
week, and the first one that I'mgonna choose this week to just
go to something family friendlyis something that I know.
I think I know that you areacquainted with and you may want
to speak to jet kids goodchoice, good choice so explain
(43:47):
to me why you like jet kids kateokay, jet kids is a brand by
stoke.
Speaker 2 (43:53):
I really hope I'm saying that right um s t o k k?
E, which is a swedish, swedish.
It's swedish, right swedishbrand?
Um.
If you're familiar with Stokebecause you have kids, they make
a lot of really great gear andproducts for families, for kids.
They make high chairs.
Speaker 1 (44:14):
High chairs that turn into regular seat chairs.
Speaker 2 (44:17):
It's all products that are built to last, and grow
with your child.
So if you're familiar with thebrand, I don't need to hammer
that home.
If you're unfamiliar, that'skind of the space we're playing
in, right?
They've got this brand, thesub-brand called Jet Kids, and
it's all travel gear fortoddlers We'll say toddlers, and
(44:38):
the Jet Kid luggage, thank you,is imagine a roller luggage
luggage, but instead of beingtaller than it is wide when
you're pulling it.
It's imagine if you took, likeour traditional, uh, hard case
luggage and just tipped it onits side and put the wheels
(44:58):
under there so it's yeah, it'son the long end, so, uh, you
would pull it.
So it's.
It's like a, it's rideable, it'slike a saddle, almost like a
saddle and the kids can sit ontop and they have like a little
rope to hang on to.
This probably doesn't soundvery impressive yet, but just
wait, it gets better, becauseI'm a super fan.
So the kid sits on top and thenyou as the parent have
(45:19):
essentially a leash and youcould pull this luggage with
your kid on top, which makes fortraveling through the airport
really great.
And then when they get a littlebit taller, they can actually
push it like they would like apush bike and they can zip
around the airport, which makesit a lot more fun for them.
When you get on the plane, youcan open up the box.
It has like a little handle onthe top.
(45:41):
You just pop it open.
There's two little buttons.
Pop it open and inside there'splenty of space for like snacks
and toys.
We've used it on multiple tripsshorter trips.
I've been able to put all oftheir actual stuff.
So it's like their carry-on, solike their clothes, diapers,
wipes, snacks, and then on morelong haul trips or international
(46:03):
trips where we have a wholenother suitcase for them, it's
just like they're on planeentertainment.
But addition to all of thatstuff, inside there is a bed
roll and also you flip the coverover.
There's a storage compartmentthat's like a hard case for like
(46:23):
snacks or like any other thingsthat you don't want to get,
like bumped, and yeah, you know,or colored pencils pencils.
Yeah, and the cool thing is, youtake this cover off, you take
the bedroll out, you flip thecover around, you put it back on
, so the top half is now upsidedown and the the compartment
where you could put snacks itexpands.
(46:46):
And then you put the bedroll ontop of it and it basically you
let me back up you put theluggage at the foot of their
seat on the airplane and so whenit expands, it essentially
expands the seat that they'resitting on.
You add the bedroll and it'slike they're in their own little
bed.
Speaker 1 (47:03):
So they've got first class bed first class bed.
Speaker 2 (47:06):
Yeah, and they're short so they can lay down and
they've got lots of room for thedads.
Speaker 1 (47:09):
This is for children around and under three feet in
length yes, um, and so we'veused it on our international
trips.
Speaker 2 (47:18):
It was a lifesaver.
Beyond that, the kids justreally love that they have their
own box with their stuff.
We've let them pack itthemselves.
We get stickers everywhere wego.
They've gotten to decorate them.
Speaker 1 (47:33):
And when you get to the hotel this is one of the
things I love about it is thatbecomes their little toy bin.
So you still clean up theirtoys at the end of the day and
put them back in their luggageyeah, so that the toys aren't
all around the hotel room andgetting lost and all that.
Speaker 2 (47:50):
When we're done with our play sessions, the toys go
back inside the luggage.
Yeah, and the brilliant thingabout jet kids is all the things
I mentioned, but what I love isthat it was create or was
designed by a couple who he,like he, was a pilot and she was
the flight attendant, so likean aviation couple, so they
really knew how big to make it,how to make it maneuverable, so
(48:12):
that way you could get the moststorage, but it would fit well
when you pull it down the aisle.
Fits in the overhead bins Fitsin the overhead bins.
It fits under the seat, so ifyou don't want to put it
overhead and then get up andpull it out, you can just slide
it under the seat in front ofyou.
So they had a lot of air milesbetween the two of them so they
(48:32):
brought that into the creativeprocess, which I think kind of
sets them apart from other lightdevices or light luggage on the
market, because there's lots ofdifferent options.
There's lots of rideableluggages out there, but I think
that sets Stoke apart from theircompetitors in that market.
(48:55):
I'm a super fan.
We have two of them and theyride around the house all the
time.
Speaker 1 (49:00):
And they're stickered up for where the kids are going
.
So the number two on John'spick of the week is a much
simpler, much faster and easierto describe thing.
It is a level.
Now, a level is a constructiontool and it's one of my favorite
construction tools because itmakes sure things are built the
way you want them to.
But there are a few problemswith your traditional level.
(49:22):
Now.
The traditional level isliterally just a glass tube with
a bubble in it.
When the bubble is between thetwo lines, I think whatever that
item is is level.
And if anybody who's ever set afence post, one of the problems
of setting a fence post if youdidn't, you don't have a bungee
cord or something to attach thelevel to is you have to hold the
level while leveling the fencepost.
And if you only have one of you,you're just kind of kicking
(49:50):
dirt and concrete in there andtrying to get it to stay level
while you finish setting thepost and putting the concrete
around it.
And there's a company calledSpecOps and what they have
created is, again, simplisticcreativity.
They've basically come up witha level with a bungee cord
already attached to it.
It's got magnets built into itso it sticks to metal things,
like a lot of levels do, butit's just a bungee cord that's
built cleverly into the level.
So if you're leveling a post orleveling something that's
(50:12):
circular or something that'scylindrical and you need the
level to stay on it, the bungeecord comes off, attaches both
sides so that item, that thatlevel, sticks to that item, and
you can level that item with andhave that free use of your
hands but still be able toreference that level.
It is brilliant.
It will be on my christmas list, wink, wink just fell asleep
(50:32):
while you're talking.
Speaker 2 (50:33):
What?
Speaker 1 (50:35):
are you talking about ?
Speaker 2 (50:36):
I'm just kidding, I was listening john loves tools
it's just so much less excitingafter the after soaking that's
why.
Speaker 1 (50:42):
That's why we led with jet kits.
Okay, um, but for for the men,this thing is awesome, so
they'll both be on our page.
Innovate the ordinarycom slashpodcast, and you can take a peek
at them there, and there willbe videos made about them
shortly.
So that's john's pick of theweek.
We're at a good point where itwould be a creative way to end
the show.
And I'm joined as always by my co-host.
Speaker 2 (00:01):
Katie Mote.
Speaker 1 (00:03):
And today we're going to talk about creativity.
Creativity is the youngercousin that comes to the
Thanksgiving party and just kindof stirs up the pot.
There's tradition, there's allthe things that we associate
with our opportunities to cometogether and share our
experience and our wisdom, tocome together and share our
(00:28):
experience and our wisdom.
Creativity is that young gunthat walks in with a new idea
and while it may be the best newidea ever, we don't know until
we put it to the test.
Creativity is this ability togenerate new, original ideas,
solutions, ideas, solutions,expressions that are often novel
(00:49):
or useful.
They involve divergent thinking.
A lot of individuals canexplore possible solutions to a
problem.
They can apply variousexperiences and wisdom to to
solve that problem.
But creativity involves afostering.
It requires a little nudge, itrequires some fertilizer, it
requires some watering to reallyencourage it to grow, and
(01:13):
companies go to great lengths todo it.
They have to encouragecuriosity, embrace failure,
allow for experimentation.
They've got to promote andcollaborate and diversify their
thought pool.
They've got to promote andcollaborate and diversify their
their thought pool.
They've got to bring in new andexciting people, or new and
different people who might bringin new and different ideas.
They've got to offer resourcesand support, which is often the
(01:35):
hardest thing.
You throw money at somethingwe're not even sure is going to
work or time set challenges.
They've got to really challengepeople to grow and to get
better.
And then, most importantly,they've got to really challenge
people to grow and to get better.
And then, most importantly,they've got to recognize and
celebrate the creativeachievements where people are
doing a great job.
We've got to celebrate that.
(01:55):
So today I want to be creative,right, and we're going to dive
into the good, the bad and theugly.
So we're going to start offwith Charles Forrester.
Charles Forrester is arguably amarketing genius.
He's a person with no realmechanical ability.
He doesn't own a business.
He's working with his friendwho owns a shoe factory, and at
(02:18):
the time we're talking about,the 1870s, most shoes are
manufactured with these kind ofuniform strips of wood instead
of big pieces to give them somestrength and the ability to bend
.
But there's a huge need in themarket for uniformity in these
strips of wood, and so he goesout and he finds a
superintendent of anothercompany that can help him make
(02:41):
uniform strips of wood thatcould be sliced off and used to
make shoes.
And as he's doing this, hestarts kind of just casually,
you know, noticing that theselittle pieces of wood could be
used for something else and hecomes up with the idea for the
toothpick.
And again, not a man of, he's amarketing genius, but he's not a
(03:04):
man of great sales ability.
So he starts targeting thesesmall stores to sell his
toothpicks to and restaurantsand things, and can't sell a
toothpick for the life of a man.
Nobody seems to want thesethings.
They don't see a big value init.
And so Forrester starts hiringyoung, likable people to walk
(03:24):
into the store a few days afterhe pitches it and ask for
toothpicks.
And then about two days laterhe goes back in and tries to
sell them again and he findsthis is a very, very successful
tactic to sell his toothpicks.
Once he gets his toothpicksinto the restaurant or the store
or wherever it is I mean, nowwe know toothpicks on every
(03:45):
single.
You know, every time we go to arestaurant there's a little
pile of toothpicks right thereby the front door for everyone
as they enter or come in.
That was another.
One of his ideas is to put themright by the check-in stand.
Speaker 2 (03:56):
The hostess stand.
Speaker 1 (03:57):
The hostess yep for visibility.
So an item that costs verylittle to make, is very easy to
package, very easy to ship, butvery hard to sell.
And a little bit of creativity,a little bit of kind of opening
that door, is the differencebetween a toothpick empire and a
(04:18):
multimillionaire, and a goodidea that could have been.
So today we're going to diveinto the good, the bad and the
ugly of creativity.
And so on the side of the good,kate, do you know who Jeremy
Clarkson is?
Sure, do so.
I knew you'd say yes to that.
We are avid Top Gear.
(04:39):
And then Clarkson's Farm.
Clarkson's Farm.
And then what did it go to whenit was its Amazon Prime?
From Top Gear to Grand theGrand Tour yeah, the Grand Tour.
So we're big fans of his shows.
But Jeremy Clarkson is againanother creative and interesting
person.
Where Jeremy Clarkson got hisstart is he was writing.
He's always been a carenthusiast and he was writing
(05:02):
car reviews in magazines and hegot popular.
Because Jeremy Clarkson isbrilliant when it comes to
describing things in aninteresting way.
He'll compare turning offtraction control into a car, you
know.
Compare it to launching anuclear missile, right?
He'll compare you know, the waythat the rear end of a vehicle
(05:24):
swings when you turn.
You go into a turn at highspeeds.
Um, compared to having a youknow, a pickup truck with a
panda bear in the back.
Right, he thinks of interestingways of saying something that
grabs your attention.
It can keeps you there, and sohe's turned storytelling into a
media empire.
People want to watch that man.
Just do whatever it is he does.
(05:45):
On the other side of that,you've got, you've heard of ryan
reynolds perhaps I love ryanreynolds so ryan reynolds has
popularized a comic book thatwas not really that popular in
deadpool.
So he comes out with thesedeadpool movies.
He's turned Deadpool into thisjust absolutely lovable
(06:06):
character, and when the Dune 2movie came out the Dune popcorn
bucket they wanted to reuse thatidea of the sandworm, and so
the popcorn bucket had littlefingers and you put your hand in
the worm's mouth and it veryquickly got taken by the
internet and turned into aweirdly sexual thing, and so
(06:28):
Ryan Reynolds looked at that andsaid, huh, I wonder if I could
start a popcorn bucket war.
So I'm going to show you andI'm going to have you describe
it a picture of the Deadpoolpopcorn bucket.
These are the popcorn bucketsthat Deadpool will be using when
they go to the movie theaters.
Could you describe that for theaudience?
(06:48):
I can't Give it your best shot.
Go ahead.
Speaker 2 (06:54):
I can, I don't want to.
Okay, so it's a traditionalpopcorn bucket with a opening on
the bottom Not the bottombottom, but like the bottom
sidewall and that would be.
Opening on the bottom sidewallis like the mouth.
So imagine if you were lookingat the side profile of your
(07:15):
popcorn bucket it had a face ofDeadpool on it, um, and his
mouth is wide open, which Idon't understand, because the
popcorn is just going to comeout the side.
I don't understand this bucketat all.
Speaker 1 (07:34):
So the goal is not to understand.
The goal is to capitalize onwhat was left.
Speaker 2 (07:40):
Are they going to sell these oh?
Speaker 1 (07:42):
yeah, how are?
Speaker 2 (07:43):
you going to eat out of it?
It's just going to all fall out.
Speaker 1 (07:46):
Yeah, so imagine this is the popcorn bucket.
The mouth is as wide open as itcould possibly be and their
head is going to be tiltedbackwards, so they're going to
be looking up and then oh,there's no opening where at the
top of the head, like we're likeno, oh, that's really unclear
in this photo.
Speaker 2 (08:01):
Okay, well, he's.
Yeah, he's just again, he'skind of sexualizing it.
Speaker 1 (08:03):
That's really unclear in this photo.
Okay, well, he's just again.
He's kind of sexualizing it.
That's the whole goal.
Speaker 2 (08:08):
Yeah, it looks like one of those dolls that you can
buy.
I don't know what you'retalking about.
Speaker 1 (08:16):
So the Deadpool popcorn bucket.
What I love about the idea, Nowthe brilliance of it, is you
took something that wasunintentionally uncomfortable
and you made it incrediblyuncomfortable with the intention
of capitalizing on the currentcraze.
Speaker 2 (08:31):
Well, ryan Reynolds is really good at that, right.
He there's a term for it fastmarketing, I think, where he
jumps onto pop culture trendsand will implement it in his own
business or start a businessand then it'll get wildly
popular and successful and thenhe'll sell it off.
So I think he's got a mind forthat and his brand is also very
(08:55):
inappropriate, so he's able tomake really inappropriate
campaigns that they track right.
I feel like if another you knowstar turned businessman tried
that off the cuff like georgeclooney, it just wouldn't land.
That's not his brand.
But ryan reynolds is like kindof this goofy, you know
(09:15):
inappropriate slightlyirreverent yes, player, so it
works but he does it in astrangely family-friendly way.
Speaker 1 (09:23):
I think that that's what makes ryan reynolds
interesting is he finds a way todo it very subtly, with a lot
of like so it works, but he doesit in a strangely
family-friendly way.
I think that's what makes RyanReynolds interesting is he finds
a way to do it very subtly witha lot of small words and looks
and things that you know whathe's insinuating.
Speaker 2 (09:34):
Well, he's also cultivated that in his brand
right, like, if you go and youlook up Ryan Reynolds, you'll
see a lot of stories about howhe's a family man.
That's not coincidental, it'snot just like, oh, he's.
I mean, I think he is a familyman, but it's out there on
purpose and he also stars intypes of movies like Deadpool
(09:56):
where he can be hilariously,hilariously inappropriate, and
then he stars in kind offamily-friendly rom-coms.
So that is definitelyintentional, that he can be
appropriate to the family butthen also wildly inappropriate.
So I think that's just brandinggenius.
Oh, I have one more example ofgood creativity, and all of my
(10:20):
examples as we go through thisshow are going to be marketing
related, because that's what Iknow.
So do you remember the hump dayadvertisement?
I don't even know why I'masking Hump day.
Yeah, I think this is a greatexample of a really creative
campaign, and there's billionsof really great creative
(10:49):
campaigns, I think.
If you watch any Super Bowlbefore 2010,.
I was like they've gottenpretty crummy recently, but
there's lots of creative adcampaigns out there.
But what I think is particularlygenius about the Geico Hump Day
ad is that it kind of shapedculture right.
It took me a minute when I wasthinking about this conversation
and talking about the hump dayadvertisement and if you haven't
(11:10):
seen it, I realize there's GenZers out there who have no idea
what that is.
Please look up Geico hump daycommercial.
It will change your life.
But I forgot for a minute whoit was for, which I think is a
little bit of a fail for Geico.
But it was so creative and sofunny that it's definitely part
(11:32):
of millennial culture and I cansay you know, to any millennial
or even a boomer, and they'regoing to get it and it's funny
and it's lighthearted and itworks for any working
professional because it's justtotally relatable and silly.
And I think that there'ssomething you can have a
(11:54):
creative campaign that does well, that is successful.
But when it shapes pop cultureand becomes part of a vernacular
for so many years, that's awhole nother level.
And I just wanted to like tipmy hat to that commercial
because I still use that GIF onall of my team's chats at work,
like to this day.
(12:15):
Probably once a month I'll sendthe hump day meme or GIF along
to somebody.
Speaker 1 (12:21):
Is it a fail?
I mean so.
Speaker 2 (12:23):
It's not a fail.
I think when it was new itstuck, but when I was thinking
about it for today I was likewho was that for right?
Like what were they selling inthe beginning?
Speaker 1 (12:35):
It's morphed, it's evolved, but no, but when you
think about the success of amarketing campaign, you Googled
hump day commercial to find outthat it was Geico, right?
So?
So if you're googling it,you're going to find out that
it's geico.
Speaker 2 (12:52):
so well, I remember that it was insurance.
Speaker 1 (12:55):
I just couldn't remember who it is still
effective because you still nowknow that it's guy.
I mean, it's stuck enough tomake you want to look it up
again, which is a lasting butonly for this conversation no,
but if you happen to be likehope day and someone's like
what'd you do that for?
and you're like no, thecommercial, and they're like
what commercial?
And you do that for, and you'relike no, the commercial, and
they're like what commercial?
And you go the whole day andnow we're going to look it up
(13:16):
together on the computer and nowit's Geico.
So to me at least, that'sbecause one of the things that
we do at Innovate the Ordinaryis we're storytellers.
What our business does is wetake the story that the clients
want to tell and we build andcreate things that are going to
help them tell that story.
That's a construction elementto it as well.
(13:38):
But what we do is mostlyfostering that creativity,
telling that story in a uniqueand special way, building in a a
, a wow moment or a wow featurein line with that, that
storytelling option.
So if somebody told me 20 yearsfrom now oh, do you guys
(13:58):
remember the inter-business here?
They used to have that reallycool thing in their lobby and it
took them a while and theyGoogled it and they found out,
oh yeah, it's this feature andit leads back to that business.
I would still consider that asuccess because that's a touch
point that business got.
Speaker 2 (14:15):
Yeah, I think we're talking about slightly different
things.
I think you're right, but froma high-level marketing
perspective, you want your nameto stick to that campaign always
.
It's almost better to get acampaign out there that causes
conflict and upheaval and there,debate, because, like, they're
(14:36):
talking more about you, eventhough in the moment it's like
yikes, like what have we done?
They're talking about you,right Like, and they're talking
about whatever you produce.
But it's like, oh my gosh, canyou believe that insert company
name here did XYZ and your nameis going to be stuck to that
campaign.
But I think, in terms of thisconversation about creativity,
(14:56):
the fact that you have acreative team that came up with
a campaign and advertisementthat has persisted in office
culture for decades, I thinkthat's impressive From a purely
creative standpoint,disregarding whether or not we
can remember that it was Ge Like.
From a purely creativestandpoint, like disregarding
whether or not we can rememberthat it was Geico's, it was very
(15:18):
, very creative.
Speaker 1 (15:19):
I wonder if we can find the original Hump Day
person.
Speaker 2 (15:23):
I'm sure it was a group of people.
Speaker 1 (15:26):
No, I know, but I'm saying.
Somebody in that meeting waslike what if we had a you know
Hump Day?
Somebody came up with the ideaof making it Hump Day, like
making a deal about hump day.
I wonder if we could find thatperson, bring him on the show
and have that meeting go.
I would love to talk about thathump day meeting, like just
pick up one thing.
Speaker 2 (15:43):
There's many pitch meetings I wish I could sit in
on.
Speaker 1 (15:46):
Oh for sure.
So yeah, the guests on thisshow are going to be random
people from pitch meetings thatwe've always wanted to hear from
, and that's just and not to gopolitical.
But so the argument that we'rehaving is is the MAGA hat, is
the Make America Great Againslogan that you associate with
Donald Trump directly?
(16:07):
What's more important the MAGAhat and the MAGA slogan, or the
millions and millions of newsstories that he's said something
dramatic that's gotten himpublicity?
Right, because you're arguingfor a brief time about just that
, or the lasting campaign in in30 years you say MAGA, someone's
(16:27):
going to be like that was theTrump thing.
Right, that's going to live onwhat he called that one reporter
, that one time that caused abig stir and everyone talked
about him specifically.
That's going to fade off intooblivion.
So I guess the question is whatis driving his success more?
Is it the MAGA slogan or is itthe news story?
(16:50):
I don't know if there's a goodanswer to that.
Speaker 2 (16:52):
Yeah, there isn't.
There's not a clear answer forsure.
And I, if there's a good answerto that yeah, there isn't, it
was not a clear answer for sure.
And I think it's a goodtransition into, like your bad
creativity category, becausethis is this kind of
conversation is going tocontinue in this in this camp,
because I've got a great exampleand I couldn't decide if we
should put it in the good or thebad, because on one hand, it's
(17:13):
like, and decide if we shouldput it in the good or the bad,
because on one hand, it's likewas a major flop.
But then I also like the flopwas also a great success,
because, um, anyway, we're justgoing to go through it and then
we can kind of unpack, likewhether or not this was a good
creative idea or inherently badtell me more um.
Have you heard about the Pepsipoints campaign?
Speaker 1 (17:34):
No.
Speaker 2 (17:35):
Okay good, I can't wait to tell you about it.
Speaker 1 (17:39):
The closest I can think of that is Drink Coke Play
again.
Speaker 2 (17:41):
It was essentially the same thing.
Speaker 1 (17:44):
I think this happened before that campaign, but it
was during that era whereMcDonald's was doing Monopoly.
Speaker 2 (17:54):
Yeah, you get points for collecting and holding on to
caps and all all those things.
So it was in the mid-1990s,okay.
So we were babies, um, or smallpeople at least.
Um, I was, you were smallpeople.
I was an adult, uh in themid-1990s, pepsi launched um, a
points promotion, as part of amarketing campaign where they
(18:16):
stated you could win variousprizes by collecting Pepsi
points.
Okay, yeah, we've alreadycovered that's what that was.
Part of this points collectingcampaign there was a humorous
commercial.
It was satire through andthrough and you can still look
up this commercial.
It was satire through andthrough and you can still look
up this commercial.
(18:37):
It was supposed to be a jokewhere they showed the highest
prize that you could win.
The ultimate prize you couldwin as part of Pepsi Points was
a Harrier military jet and, if Iremember correctly, the kid
wins and it comes like crashingthrough his house.
Speaker 1 (18:57):
it's just like really obnoxious and how much pepsi do
I have to drink to win a jet?
Speaker 2 (19:00):
I'm in yeah, super creative.
Um.
It definitely grabbed people'sattention because then in 1996,
a 21 year old college studentnamed john leonard made it his
personal goal to get that jetAlways a college student.
And there's a documentary outthere I forget what it's called.
(19:21):
I've seen it.
It's fascinating.
It's all about how he did this.
It wasn't like oh, he justdrank lots of Pepsi.
You have to have a ton ofpoints to win this jet.
So he he basically foundinvestors to, I know, to come
alongside him and purchase.
So he he he got as many pointsas he could just by purchasing
(19:42):
Pepsi.
But then he got all theseinvestors to help him raise
$700,000 to purchase Pepsi.
Also had a had a um, a directmail order option where you
could purchase points.
So oh interesting so he likebasically crowdfunded seven
hundred thousand dollars andthen purchased the remaining
(20:02):
points he needed from pepsi, andthen he submitted them and he
was like, hey, give me my jet.
Speaker 1 (20:10):
Did they put a point requirement on the jet?
Yes, yes, oh really.
Speaker 2 (20:13):
Yeah, so in the video , the campaign, it was a TV
advertisement.
It said on the bottom I thinkit was like a million or billion
points and it was like Harry,your jet.
But it was like it was satire,but they put a point value on it
.
And so this kid was like sayless, I will get this jet.
(20:33):
And yeah.
So he demanded that Pepsi payup.
And they were like, yeah, LOL,we were kidding about that, we
don't have a jet to give you.
So he sued them.
What do you think happened?
Speaker 1 (20:51):
Well.
Speaker 2 (20:53):
What do you think if they said this is how many
points you'd get in the pointsand they said just kidding, we
don't have a jet, you suit them.
What do you?
What do you think the outcomewas?
Speaker 1 (21:01):
I imagine they would so if I was a lawyer, arguing
that, um, obviously a civilianprobably can't own a military
jet.
So I would imagine they wouldthere was that complication.
Yes, yeah, so I would imaginethat they imagine they would
give.
There was that complication,yes, yeah, so I would imagine
that they would allot, theywould give them a dollar value
of the quote-unquote value ofthe jet would be.
But obviously it's not an F-22Raptor, it's not $2.3 billion,
(21:24):
or they pay for those things.
So they probably allotted, if Ihad to guess, a dollar value to
what that jet was actuallyworth.
Speaker 2 (21:31):
So you are correct in the fact that a civilian cannot
own a military jet.
So that was a major componentof the lawsuit.
In the end, pepsi won free andclear the suit.
Um, based on the premise lawyer, said that any quote, any
reasonable person would not haveinterpreted the commercial as a
(21:53):
serious offer of a military jet, which is interesting because I
feel like maybe that would nothold today.
Like you would definitely walkaway with some type of monetary,
like you said, like the valueor something, but like he just
lost the suit, like that's it,like no, you interpreted this
wrong, sorry, so let's talkabout this a little bit more.
(22:17):
Right, it's a fascinating storyin itself, but creative yes,
probably creative, I mean theperson or people lose their jobs
, maybe I mean it created a hugeheadache for the company and
also had huge impacts oncreative marketing.
So, as a result of the campaign, creative marketing has been
(22:40):
forever changed because of thispromise of the Harrier jet for
Pepsi points.
Speaker 1 (22:48):
I would love to do a deep dive on Pepsi's legal
campaigns.
I mean, you've got them winninga lawsuit.
They've got great lawyersWinning a lawsuit about not
awarding a Harrier jet.
And then you've got also theMountain Dew mouse lawsuit,
where someone alleged there wasa mouse in their Mountain Dew
and Pepsi's lawyers won thatlawsuit because a mouse would
(23:10):
have fully dissolved in a can ofMountain Dew in less than three
days.
So they're very creativelawyers.
I'll give them that.
That mouse would have fullydissolved in a can of Mountain
Dew in less than three days,right?
So they're very creativelawyers, I'll give them that.
Speaker 2 (23:17):
So, yeah, we've got this impact on scrutiny.
We also have an impact on howrealistic we can be.
Again, such a fun way topromote Pepsi points and I think
that the commercial was aheadof its time in a lot of ways.
Um, and I think that thecommercial was ahead of its time
(23:58):
in a lot of ways, but you'renot going to.
It did put a lot of eyes onPepsi, but then kind of a flop
when you end up in a lawsuit.
But beyond that, it haddramatic impacts on creating
agencies.
From then on, Increased level ofscrutiny.
You can't do that anymore.
They set that thing.
Someone might actually do it.
So make sure you are able tothen provide whatever it is that
(24:22):
you're promising.
So there's a higher level ofscrutiny and expectation there
that there wasn't before.
But also legal review, and I'm amarketer and so I can attest
that like, when you promise thepublic something, a whole legal
team has to come in and look atit and make sure that every I is
(24:43):
dotted, every T is crossed.
You're promising what youpromised that they're going to.
You know they have to do X, y,z.
How do we prove that?
Like, the fine print is insane.
And it's because of things likethis, because the you know,
they, they put a point value onthis jet and there was no fine
print that says not an actualprize.
(25:03):
And now you, if, if, someonewere to do something like this
out of you know, humor, um, aspart of their campaign, the
whole landscape of creative markof prize the lawyers getting
getting too involved, likelawsuits on these people
approaching lawyers by gollythey own well in this situation.
(25:24):
I mean he, john leonard, wasn'tlike calling their bluff.
He thought he was getting a jetthrough and through.
I I mean he was 21.
So he was psychoticallyoptimistic that Pepsi just had a
jet sitting somewhere waitingfor him to cash in.
It wasn't like he was promisinghis investors that he was going
(25:50):
to sue them because they don'thave the jet and then they're
going to make him all this money.
He was getting a plane.
Speaker 1 (25:56):
Did he make money?
Speaker 2 (25:57):
No, he lost the lawsuit on the premise that he
was unreasonable, thinking thatthey could award him a jet as a
civilian, which is wild to me,because he spent I think it was
years worth of buying Pepsi andhe started out just trying to
purchase pallets and pallets ofPepsi and then he couldn't
afford it.
He didn't know where to storeall the liquid.
(26:19):
It was just.
It's a great documentary.
I should have looked up thetitle.
Maybe we'll link to it on ourInstagram.
Speaker 1 (26:27):
Yeah, it falls a little bit into when you get
into the marketing side ofthings.
It falls a little bit into thethe the good versus the bad
right now with chipotle.
So chipotle's got has all thistiktok, anti-chipotle tiktok of
chipotle's serving sizes aregetting smaller and they're
being cheap and theirrestaurants aren't as nice they
used to be.
And on the other side of thatyou've got a major influencer
(26:50):
guy who's been eating chipotleevery single day for a thousand
days and they bought him aPorsche 911 and it's this whole
thing.
It's just interesting to seethe kind of the differences
between the good and the bad ofcommunication.
So let's talk the ugly.
The first thing that I think ofright now that will be
applicable to most everybody'slives if I told you that we are
(27:12):
currently feature packing AI, doyou feel like you would
understand that pretty fast.
Speaker 2 (27:17):
Yeah, it's a buzzword that no one wants to miss.
Speaker 1 (27:19):
Correct and as a means of feature packing this AI
, you've got meta right.
If you go into your Instagramand you go to the search bar,
there's just random AI up therethat wants to have a
conversation with you.
If you go into Snapchat,there's just a random AI in
there that wants to have aconversation with you.
All these AI platforms want tojust talk to you and they all do
(27:41):
about the same thing as chat,tvt.
They just provide you data,dumps of information, and
because AI is so new and sointeresting and so buzz heavy,
all these companies don't knowtruly what to do with the AI.
They've got this one version ofAI.
That's this chat bot, basically, with lots and lots of
(28:04):
information.
Speaker 2 (28:04):
They're just kind of plugging in it everywhere and
Well, and there's industries orbusinesses where AI makes a lot
of sense, and then there'sothers where it's like how do we
fit this square peg into thisround hole?
And I think the social media isa very light example of that.
(28:24):
Like we've got an AI tool or adigital product, how do we just
plug it in?
And your consumers are like butwhy would I?
Like they're not understandingthe purpose of this new quote
feature, how do we just plug it?
Speaker 1 (28:39):
in and your consumers are like but why would I?
They're not understanding thepurpose of this new quote
feature Exactly.
Speaker 2 (28:44):
Have you seen the Google Reddit thing?
Oh, yes, I think I have.
I've seen screenshots.
Speaker 1 (28:48):
So Google paid $63 million to scrub Reddit.
Now Reddit is an incredibleplace to get information.
Reddit's got sub reddit chainson pretty much anything you can
imagine.
But reddit is a chat communityand they award amongst
themselves very heavily beingfunny.
(29:09):
So oftentimes what sometimesthe most liked comment is
something silly because everyonethought it was so funny and
they're rewarding that personpoints.
Now, if I'm an AI and I'mprocessing data, obviously the
comments with the highestfeedback are probably the most
useful and that's how I'mprogrammed right.
And obviously whoeverprogrammed this thing in Google
(29:29):
doesn't spend a lot of time onReddit.
They would have kind of thoughtthrough this.
Doesn't spend a lot of time onReddit.
They would have kind of thoughtthrough this.
So, google AI, if you gothrough their AI and you say and
there's been a bunch of theseall over the internet, one of
which is I'm feeling depressed,what should I do?
And the AI gives you someadvice and it says one Reddit
user recommends jumping off theGolden Gate Bridge Right.
Speaker 2 (29:52):
Does it credit Reddit ?
Yeah, it did not means to rhyme, just then but, yeah, credit
credits.
Speaker 1 (29:58):
A reddit user has suggested this and, if you trace
that back, it was a commentfrom a reddit user in 2013.
That was just the most liked,right, um what if it credited
like their usernames?
it does.
It credits the reddit user.
You can go back and look it uplater.
But, um, but also, you know my,my cheese is slipping off my
pizza.
Well, one solution is to add aquarter cup of Elmer's glue to
(30:21):
the sauce and it'll make itstickier, right?
And these are actual thingsthat the Google AI is
recommending to people.
Issues with the google ai wherethey were having a hard time
controlling kind of the deimessaging where if you said they
put some some programming in itto just to add more inclusivity
(30:42):
.
And so if you said, draw me apicture of george washington,
the picture would be a black guy.
If you said what's a period inhistory whatever, it would
randomly throw in likeindigenous people, because it
doesn't.
It's told to be more inclusive,so it's just trying to be more
inclusive and it's adding theselayers of things you have to fix
For the most powerful searchengine in the world, just Google
(31:04):
it.
Right, they're making theirsearch engine almost worse.
They're watering down theirproduct because they're so
concerned with adding thisfeature, this AI thing, that
it's almost coming off a littlebit half-cocked.
Speaker 2 (31:18):
You know what, though ?
What if it's on purpose?
Speaker 1 (31:20):
What if it's marketing?
Speaker 2 (31:21):
It makes me want to use Google more.
I'll tell you that.
Speaker 1 (31:24):
Because it's funny.
Yeah, it's hilarious.
Speaker 2 (31:25):
I want Reddit answers at the top of my Google query,
absolutely.
I mean, I wouldn't put it pastthem if this was just like a
stop gap to gain even moredomain users.
Speaker 1 (31:39):
I don't, so maybe.
But here's my thing with Googleis I?
Google was already such adominant player in the
researching space, I don't knowif they necessarily needed it.
Speaker 2 (31:50):
But how much of their , of their users did they lose?
I'm not saying they did, I justdon't know how many did they
use.
When bing launched that wholething with chat gpt, where she
was like pretending to have awhole persona, it's her name oh,
I don't remember.
They have a bunch of I know,but remember it was like the
first time that like there wasmaybe proof of sentient thought
(32:14):
from these AI bots and it wasliving on Bing.
Speaker 1 (32:17):
I think that was Google too, I thought it was
Bing.
I think it was Google too.
I'm pretty sure it was Bing Idon't know, someone correct us
on that, but the real question Ithink might be how many users
did they lose to chat GPT?
How many people are asking chatGPT instead of Googling it?
Speaker 2 (32:37):
Oh, that's a great great question, because I no
longer ask Google questions.
Speaker 1 (32:42):
So that's an interesting thought process.
So because Google is veryalgorithm based and chat, gpt
has almost capitalized on thatentire market of you, just
people just kind of blindlytrust it.
I'm to the point now to to thelegal end of it.
They have to put legaldisclosures.
That it's it's.
It's prone to inaccurateinformation.
Don't believe everything itsays.
(33:02):
I mean they have to being addedinto the, the prompts now.
Yeah, so ai is kind of my bigugly at the moment just because
of the, the epic feature dumpingand just people building
features that nobody wants.
Speaker 2 (33:15):
Well, it's interesting because it's feature
dumping, a display ofcreativity.
Speaker 1 (33:22):
I would say no, because I think AI is almost
being used in lieu of creativity.
Right now, most of your actualcreative people are using AI as
a means of generating.
I mean, I use create AI all thetime because it can generate
some things that I normallycouldn't have done.
Most people are using AIeffectively to do their homework
.
They're saying, hey, my bosswants a report on this, make me
(33:45):
a report on this, and they justdo it, and so I think AI is
generally being used as a way toskirt creativity, to skirt hard
work.
But I think in the particularcase of feature dumping AI, I
don't think they're using it asa means to be creative, because
they're not looking for creativeways to use it.
Right now, everyone's justplugging in a chat bot to their
(34:07):
random app.
It falls kind of in line with acreativity killer yeah and well,
and it falls kind of in line tosocial media.
Right up until not so long ago,up until chat, gpt became the
new thing.
Every if you had a business,everyone told you well, if you
don't, if you're not on socialmedia, you're missing, missing
out on the real marketing in theworld.
And there's a huge push toinfluencers and all this stuff
(34:29):
and there's lots of money beingmade.
And then people started scalingback.
The push for social media forthe longest time was so geared
towards just being there.
Small companies that did greatthings are just adding social
media.
They're feature dumping socialmedia.
They don't want to do it, theydon't like to do it.
(34:49):
They're like I just have to beon social media.
So here's a picture of my pizzatoday.
It's the laziest version ofsocial media and there's
actually a video out theresomewhere where someone talks
about you own a pizza shop.
What do you put on your socialmedia?
Your food.
No one wants to see your food.
They want to be entertained andit's the plague of a lot of
businesses.
They're just putting what theirbusiness does on social media
(35:10):
because they're using it foradvertising.
I feel like now AI is kind oftaking that place.
Everyone's implementing achatbot to their website with AI
to just talk about things.
Speaker 2 (35:20):
Well, and that's why influencers got so powerful,
because it was like I don't knowhow to do this for my pizza
restaurant.
You do it.
You're interesting, you lovepizza you do entertainment.
Port noise.
People like that, like it'sjust yeah, you do entertainment,
you do storytelling, I'm goingto let you do it.
And that's why it became solucrative to be an influencer,
(35:43):
because all these businesses hadno idea what they were doing
and people want to beentertained.
Speaker 1 (35:48):
But yeah, but I think the AI feature dump is very
similar to small businessesjumping on social media.
Every big company, medium-sizedcompany, is just throwing AI at
the wall and just kind ofseeing what sticks.
There are a handful that aredoing legitimately creative
Adobe, legitimately creativethings with AI.
That's a different expression.
(36:08):
Right, that is a legitimate useof AI that's creative and in
line with their brand.
So there are some people whoare doing that, which is really
really cool.
But I would say, by you know,by and large, 99% of what I've
seen is just a chatbot windowthrown into a random app.
I have no interest, while I'mscheduling my doctor appointment
, to ask chat, gpt a thing, buthere it is.
Speaker 2 (36:30):
Canva is another good example.
If you're a Canva user, it's agraphic design tool for the
layman or someone who has eithernone or very little graphic
design experience or schooling.
I use it all the time and theynow have a feature in Canva to
help you create artwork orvideos just using a text prompt,
(36:54):
which is really interesting andfun.
But you're not going to seelike just a chat bot.
Snapchat was doing like let'sjust chat, let's just talk.
You're not going to find thatThey've implemented it in the
correct way for their tool andI've played with it.
I don't think it's there yet,but it's neat, it's fun.
It's a good way to get thecreative juices flowing when
(37:15):
you're not sure.
Speaker 1 (37:16):
Yeah.
So it seems like the creativecompanies are being creative
with how they use AI, whichmakes sense.
It tracks right, they'recreative focused.
They've got a room full ofpeople saying, well, what I
actually want AI to do.
But the feature dump of AI tome is the ugly.
Right now it's just kind ofeverywhere and I don't
(37:37):
personally see the need for it.
I think long-term AI has got along way to go and it's got a
lot of really neat applications.
But I think's the future of aiis going to be actual.
It's going to be chat gpt youknow someone like that who's
answering your queries andgoogling for you, basically and
then it's going to be a bunch ofactual useful ais doing doing
(37:58):
something.
It's a bit like a therapy dogversus a service dog.
Right right now, the, the chatbot, is a therapy dog everyone
has one, they can get on theplane with it, whatever but it's
going to transition slowly intoactual service dog ai's that
are doing something for you soai is your ugly ai is my ugly I
(38:18):
can go uglier oh go ugly whatyeah super Bowl 2013.
Speaker 2 (38:25):
There was a commercial Hyundai.
It was called the pipe jobcommercial.
Have you seen it?
Speaker 1 (38:33):
um, I saw the game.
If I remember correctly, it wasthe Baltimore Ravens and the
49ers.
I think Ray Lewis won his finalSuper Bowl, it's disturbing
that you can recall that theHyundai commercial.
No, I don't remember that andcut scene.
Speaker 2 (38:47):
Okay.
So there was a hyundai, acommercial that ran during the
super bowl, and I'm just goingto kind of talking through this
commercial, okay.
Okay, brace yourself, it's abit heavy.
The commercial opens with ascene on a house.
It's midday, okay.
Then we cut to the garage andyou hear masking tape.
(39:10):
The scene is a bit dark, justlike a newer type of vibe, and
you see someone setting up ahose attached to their tailpipe.
Yeah, we're all there now,right?
Okay, we we're there.
It's not a very good scene.
It's dark, it's heavy, there'sno music.
He uh gets in the car, turnsthe car on, he looks up at the
(39:32):
hose that's, you know, comingdown into his window, and at
this point you're thinking, uh,like any irrational human being
oh, my goodness, um why is this?
I'm about to watch this fake,obviously, but dramatize suicide
attempts, um, or suicide.
It's probably going to be oneof those serious commercials
(39:53):
about suicide awareness.
Right, it cuts out, uh, and itcuts back into the the same
scene of the house, um, that yousaw in the beginning.
Now it dark, so we know it'sbeen a few hours.
We're assuming this person haspassed away and the garage door
opens and it's the guy that wasin the car.
He opens the garage door fromthe inside and as he stepped out
(40:16):
of the garage, these words popup on the screen it's the name
of the vehicle and it says 100%water emissions.
And he walks into the house and, let me tell you, he looks very
disappointed to be breathingand then that's the end of the
commercial.
So it's a commercial for theirnew eco-friendly water emission
(40:37):
car.
You're going to try to killyourself in this manner.
You can't With our car, ladiesand gentlemen, it is so bad, it
is so disturbing and it's sodisturbing and it's, and it's
again, it's ugly talking aboutpitch meetings, I wouldn't be
interested to hearing about.
Speaker 1 (40:53):
No one pitched sauna.
Nobody was like, hey, maybe weshould like have him plugging it
in, make you think it, but he'shooking up a sauna.
No one, no one went thatdirection.
We went straight to it's dark.
Speaker 2 (41:05):
It's dark, it's heavy and it's ugly.
And everyone was like, oh mygosh, wow, and you want to talk
about?
You know, in the beginning ofthe show we were discussing bad
creativity.
That actually maybe is good,because it gets you eyes on your
brand.
This did not do that.
Speaker 1 (41:26):
Well, this is good, because it gets you eyes on your
brand.
This did not do that.
Speaker 2 (41:27):
Well, this is worse, because this was like a we're
going to pretend we never sawthat type of commercial.
Speaker 1 (41:31):
I have no memory of it at all.
I don't even remember it beinga subject matter thing where
people were talking about it thenext day.
I have no recollection of thisat all, which means not only was
it poorly done, but it didn'teven achieve the the level of
like wow, you remember how badthat commercial?
Nothing, I think.
Janet jackson's um wardrobemalfunction sticks in my memory
(41:53):
from 10 years before that farmore than than that commercial
wow yeah, that that's.
Speaker 2 (42:00):
It's pretty ugly, if you want to google it.
Speaker 1 (42:04):
Well, on that bombshell.
That's incredible.
Didn't see that one coming.
Speaker 2 (42:10):
But I think it's worth noting the distastefulness
, right and missing, of thehuman element in marketing.
Sometimes it's like is itpotent, sure, is marketing.
Sometimes it's like is itpotent, sure is, I think, maybe
what the creative team washoping for.
If I can try to walk a minutein their shoes and no more, it's
(42:32):
potent enough that, yeah, itmight ruffle some feathers, but
it's going to get some eyes onour vehicle and we're going to
talk about what we're doing.
And I think that it was alittle too heavy and real for a
lot of people.
And to add to that, it wasn'teven like it got light at the
end and car commercials areusually very light and maybe it
(42:57):
could have been salvageable ifthey had a humor twist on the
end.
But it was just.
If you hadn't read the textthat popped up at the end, you
would have thought it was asuicide awareness campaign.
So badly done, badly done.
Speaker 1 (43:12):
Yeah, that is absolutely wild.
Speaker 2 (43:17):
So, john's Pick of the Week, we're going to pivot
from wanting to cry to John'sPick of the Week.
Speaker 1 (43:26):
Yeah, so we're going to go into john's pick of the
week, and the first one that I'mgonna choose this week to just
go to something family friendlyis something that I know.
I think I know that you areacquainted with and you may want
to speak to jet kids goodchoice, good choice so explain
(43:47):
to me why you like jet kids kateokay, jet kids is a brand by
stoke.
Speaker 2 (43:53):
I really hope I'm saying that right um s t o k k?
E, which is a swedish, swedish.
It's swedish, right swedishbrand?
Um.
If you're familiar with Stokebecause you have kids, they make
a lot of really great gear andproducts for families, for kids.
They make high chairs.
Speaker 1 (44:14):
High chairs that turn into regular seat chairs.
Speaker 2 (44:17):
It's all products that are built to last, and grow
with your child.
So if you're familiar with thebrand, I don't need to hammer
that home.
If you're unfamiliar, that'skind of the space we're playing
in, right?
They've got this brand, thesub-brand called Jet Kids, and
it's all travel gear fortoddlers We'll say toddlers, and
(44:38):
the Jet Kid luggage, thank you,is imagine a roller luggage
luggage, but instead of beingtaller than it is wide when
you're pulling it.
It's imagine if you took, likeour traditional, uh, hard case
luggage and just tipped it onits side and put the wheels
(44:58):
under there so it's yeah, it'son the long end, so, uh, you
would pull it.
So it's.
It's like a, it's rideable, it'slike a saddle, almost like a
saddle and the kids can sit ontop and they have like a little
rope to hang on to.
This probably doesn't soundvery impressive yet, but just
wait, it gets better, becauseI'm a super fan.
So the kid sits on top and thenyou as the parent have
(45:19):
essentially a leash and youcould pull this luggage with
your kid on top, which makes fortraveling through the airport
really great.
And then when they get a littlebit taller, they can actually
push it like they would like apush bike and they can zip
around the airport, which makesit a lot more fun for them.
When you get on the plane, youcan open up the box.
It has like a little handle onthe top.
(45:41):
You just pop it open.
There's two little buttons.
Pop it open and inside there'splenty of space for like snacks
and toys.
We've used it on multiple tripsshorter trips.
I've been able to put all oftheir actual stuff.
So it's like their carry-on, solike their clothes, diapers,
wipes, snacks, and then on morelong haul trips or international
(46:03):
trips where we have a wholenother suitcase for them, it's
just like they're on planeentertainment.
But addition to all of thatstuff, inside there is a bed
roll and also you flip the coverover.
There's a storage compartmentthat's like a hard case for like
(46:23):
snacks or like any other thingsthat you don't want to get,
like bumped, and yeah, you know,or colored pencils pencils.
Yeah, and the cool thing is, youtake this cover off, you take
the bedroll out, you flip thecover around, you put it back on
, so the top half is now upsidedown and the the compartment
where you could put snacks itexpands.
(46:46):
And then you put the bedroll ontop of it and it basically you
let me back up you put theluggage at the foot of their
seat on the airplane and so whenit expands, it essentially
expands the seat that they'resitting on.
You add the bedroll and it'slike they're in their own little
bed.
Speaker 1 (47:03):
So they've got first class bed first class bed.
Speaker 2 (47:06):
Yeah, and they're short so they can lay down and
they've got lots of room for thedads.
Speaker 1 (47:09):
This is for children around and under three feet in
length yes, um, and so we'veused it on our international
trips.
Speaker 2 (47:18):
It was a lifesaver.
Beyond that, the kids justreally love that they have their
own box with their stuff.
We've let them pack itthemselves.
We get stickers everywhere wego.
They've gotten to decorate them.
Speaker 1 (47:33):
And when you get to the hotel this is one of the
things I love about it is thatbecomes their little toy bin.
So you still clean up theirtoys at the end of the day and
put them back in their luggageyeah, so that the toys aren't
all around the hotel room andgetting lost and all that.
Speaker 2 (47:50):
When we're done with our play sessions, the toys go
back inside the luggage.
Yeah, and the brilliant thingabout jet kids is all the things
I mentioned, but what I love isthat it was create or was
designed by a couple who he,like he, was a pilot and she was
the flight attendant, so likean aviation couple, so they
really knew how big to make it,how to make it maneuverable, so
(48:12):
that way you could get the moststorage, but it would fit well
when you pull it down the aisle.
Fits in the overhead bins Fitsin the overhead bins.
It fits under the seat, so ifyou don't want to put it
overhead and then get up andpull it out, you can just slide
it under the seat in front ofyou.
So they had a lot of air milesbetween the two of them so they
(48:32):
brought that into the creativeprocess, which I think kind of
sets them apart from other lightdevices or light luggage on the
market, because there's lots ofdifferent options.
There's lots of rideableluggages out there, but I think
that sets Stoke apart from theircompetitors in that market.
(48:55):
I'm a super fan.
We have two of them and theyride around the house all the
time.
Speaker 1 (49:00):
And they're stickered up for where the kids are going
.
So the number two on John'spick of the week is a much
simpler, much faster and easierto describe thing.
It is a level.
Now, a level is a constructiontool and it's one of my favorite
construction tools because itmakes sure things are built the
way you want them to.
But there are a few problemswith your traditional level.
(49:22):
Now.
The traditional level isliterally just a glass tube with
a bubble in it.
When the bubble is between thetwo lines, I think whatever that
item is is level.
And if anybody who's ever set afence post, one of the problems
of setting a fence post if youdidn't, you don't have a bungee
cord or something to attach thelevel to is you have to hold the
level while leveling the fencepost.
And if you only have one of you,you're just kind of kicking
(49:50):
dirt and concrete in there andtrying to get it to stay level
while you finish setting thepost and putting the concrete
around it.
And there's a company calledSpecOps and what they have
created is, again, simplisticcreativity.
They've basically come up witha level with a bungee cord
already attached to it.
It's got magnets built into itso it sticks to metal things,
like a lot of levels do, butit's just a bungee cord that's
built cleverly into the level.
So if you're leveling a post orleveling something that's
(50:12):
circular or something that'scylindrical and you need the
level to stay on it, the bungeecord comes off, attaches both
sides so that item, that thatlevel, sticks to that item, and
you can level that item with andhave that free use of your
hands but still be able toreference that level.
It is brilliant.
It will be on my christmas list, wink, wink just fell asleep
(50:32):
while you're talking.
Speaker 2 (50:33):
What?
Speaker 1 (50:35):
are you talking about ?
Speaker 2 (50:36):
I'm just kidding, I was listening john loves tools
it's just so much less excitingafter the after soaking that's
why.
Speaker 1 (50:42):
That's why we led with jet kits.
Okay, um, but for for the men,this thing is awesome, so
they'll both be on our page.
Innovate the ordinarycom slashpodcast, and you can take a peek
at them there, and there willbe videos made about them
shortly.
So that's john's pick of theweek.
We're at a good point where itwould be a creative way to end
the show.
Popular Podcasts
On Purpose with Jay Shetty
I’m Jay Shetty host of On Purpose the worlds #1 Mental Health podcast and I’m so grateful you found us. I started this podcast 5 years ago to invite you into conversations and workshops that are designed to help make you happier, healthier and more healed. I believe that when you (yes you) feel seen, heard and understood you’re able to deal with relationship struggles, work challenges and life’s ups and downs with more ease and grace. I interview experts, celebrities, thought leaders and athletes so that we can grow our mindset, build better habits and uncover a side of them we’ve never seen before. New episodes every Monday and Friday. Your support means the world to me and I don’t take it for granted — click the follow button and leave a review to help us spread the love with On Purpose. I can’t wait for you to listen to your first or 500th episode!
The Breakfast Club
The World's Most Dangerous Morning Show, The Breakfast Club, With DJ Envy And Charlamagne Tha God!
The Joe Rogan Experience
The official podcast of comedian Joe Rogan.