THE MEETINGS MATRIX
that which gives origin or form
The Mind and the Matrix
Creating Thinking and Developing
Jason Clarke
Minds at Work
what dickhead
designed this
loading bay?
how does this
tie in with the
rest of the
campaign?
pointer
schlepper
wanker
wanna see my
new BMW?
pointer
schlepper
I get on board when
the money looks easy
and I jump ship as
soon as it gets harder
I perfect the
I get the
RESULT
MESSAGE
I understand the
AUDIENCE
I know the
MEDIUM
I understand
the problem
clarity
I have a plan
I see the
possibilities
creativity
I get it done
cunning
courage
‘Solution’ space
‘Problem’ space
3
Solution space
I don’t
give a rats
2
I see plenty of
solutions but
frankly, I
don’t see the
problem
Problem space
I see
problems
1
but no
possibilities
4
I see some of
the problem
and some of
the solutions
1.
2.
3.
4.
5.
6.
7.
8.
9.
“What’s the problem?”
“I know the problem”
“Let’s divvy up the problem”
“This isn’t part of the problem”
“It must be someone else’s problem”
“I need someone else to solve my problem”
“I need to solve someone else’s problem first”
“We’re all in the problem”
“We’re all part of the solution”
1.
2.
3.
4.
5.
6.
“What’s the problem?”
“I know the problem”
“Let’s divvy up the problem”
“This isn’t part of the problem”
“It must be someone else’s problem”
“I need someone else to solve my problem”
operator logic
industry logic
7. “I need to solve someone else’s problem first”
8. “We’re all in the problem”
9. “We’re all part of the solution”
Seigfried without
Roy
substitute?
magnify?
rearrange?
eliminate?
modify?
combine?
"It is easier to tone
down a wild idea
than to think up a
new one."
Alex Osborne
adapt?
minify?
reverse?
repurpose?
combine?
What else is like this?
Could we mix other
products/services in?
What else would you use at
the same time?
How would it crossbreed
with other ideas?
magnify?
What would it be like if it was huge?
What if we just enlarged one bit?
Increase number, strength, range, capacity?
How could we magnify the market?
minify?
What if it was tiny?
Could we shrink one bit?
Reduce the cost, effort, weight?
Is there a smaller, richer market?
modify?
What could alter or redesign?
Update the technology?
Rethink the adjoining bits?
Any old assumptions we could lose?
What could we use instead?
Try different materials?
Try different markets?
substitute? Try different components?
adopt?
Can we pinch something
from another idea?
Could we copy other
processes?
Could we swipe the
technology?
Who else is doing this?
How would it fit somewhere else?
Can it become part of another thing?
adapt?
How would it work on the beach?
In traffic? In orbit? Underwater?
rearrange?
How many ways could we reconfigure it?
Can we restructure the process?
Can we rebuild the marketplace?
What isn’t doing it’s best where it is?
repurpose?
Forget what it was made for, what can it do?
Would it be in a fire?
In a flood? At an orgy?
What would an alien do with it?
eliminate?
What could we lose?
What’s weighing this idea down?
What would it be without this component?
What would we do without it?
reverse?
What if we did the
exact opposite?
Would it work
backwards?
Inside out,
upside down?
Let’s zig when the
market zags!
substitute?
magnify?
rearrange?
eliminate?
modify?
combine?
"It is easier to tone
down a wild idea
than to think up a
new one."
Alex Osborne
adapt?
minify?
reverse?
repurpose?
TOTALLY
CRAZY
STUFF
INTERESTING!
OBVIOUS
craziness
time
30
INTERESTING!
craziness
been done
what are you, NUTS?
1
time
second lull
craziness
first lull
time
variations
attributes
shape material
shape material
Round
Plastic
Square
Metal
2 attributes x 2 variations
= 4 combinations
4 attributes x 4 variations
= ? combinations
4 attributes x 4 variations
= 256 combinations
6 attributes x 6 variations = 46,656 combinations
who what when why where
how
LOCATION PRODUCT
QUIRK
SERV ICE CUSTOMERS SUPPLIERS
Everywhere
Clothes
Self-design
Self
Everyone
Charities
Shop Centre
Food
2nd hand
None
Young
Local
CBD
Shoes
One-off
High
Old
Aust Made
Kiosk
Travel
Comp Des Yes Sayers
Single
Designers
Individual
Singing
Rich
Overseas
Joking
Poor
Pick Country
Shop Strip Everything
Movable
Furniture Cust Service
Supermarket Electrical
Fun
Mood
Boys
Anyone
Rural town Dom Linen
Self-scan
Individual
Girls
Government
Pay whatever Customers
Pets
Schools
Zoo’s
Us
Homes
Collars
Hospitals
Chocolate
Pick brand
Party
LOCATION PRODUCT
SERV ICE CUSTOMERS SUPPLIERS
Everywhere
Clothes
Self-design
Self
Everyone
Charities
Shop Centre
Food
2nd hand
None
Young
Local
CBD
Shoes
One-off
High
Old
Aust Made
Kiosk
Travel
Comp Des Yes Sayers
Single
Designers
Individual
Singing
Rich
Overseas
Joking
Poor
Pick Country
Shop Strip Everything
Movable
it’ll
never
sell…
QUIRK
Furniture Cust Service
Supermarket Electrical
Fun
Mood
Boys
Anyone
Rural town Dom Linen
Self-scan
Individual
Girls
Government
Pay whatever Customers
Pets
Schools
Zoo’s
Us
Homes
Collars
Hospitals
Chocolate
Pick brand
Party
LOCATION PRODUCT
SERV ICE CUSTOMERS SUPPLIERS
Everywhere
Clothes
Self-design
Self
Everyone
Charities
Shop Centre
Food
2nd hand
None
Young
Local
CBD
Shoes
One-off
High
Old
Aust Made
Kiosk
Travel
Comp Des Yes Sayers
Single
Designers
Individual
Singing
Rich
Overseas
Joking
Poor
Pick Country
Shop Strip Everything
it’s
crazy
but I
like it..
QUIRK
Movable
Furniture Cust Service
Supermarket Electrical
Fun
Mood
Boys
Anyone
Rural town Dom Linen
Self-scan
Individual
Girls
Government
Pay whatever Customers
Pets
Schools
Zoo’s
Us
Homes
Collars
Hospitals
Chocolate
Pick brand
Party
LOCATION PRODUCT
QUIRK
SERV ICE CUSTOMERS SUPPLIERS
Everywhere
Clothes
Self-design
Self
Everyone
Charities
Shop Centre
Food
2nd hand
None
Young
Local
CBD
Shoes
One-off
High
Old
Aust Made
Kiosk
Travel
Comp Des Yes Sayers
Single
Designers
Shop Strip Everything Individual
Singing
the
ideal
Movable Furniture Cust Service Joking
mother’s Supermarket
Fun
Mood
Electrical
day
Rural town Dom Linen Self-scan Individual
gift..
Homes
Collars Pay whatever Customers
Rich
Overseas
Poor
Pick Country
Boys
Anyone
Girls
Government
Pets
Schools
Zoo’s
Us
Hospitals
Chocolate
Pick brand
Party
SENSES
TIME
DURATION
LOCATION
EXPERIENCE FRAME
MOOD
10 attributes x 10 variations
= 10 billion combinations
alright
alright
enough
with the
ideas
already
10
9
8
7
6
VALUE 5
4
3
2
1
WORTHLESS 0
PRICELESS
10
9
8
7
6
VALUE 5
4
3
2
1
WORTHLESS 0
PRICELESS
BLOODY BRILLIANT IDEA
GREAT IDEA
NOT SO GREAT
CRAP
PISS WEAK
10 BLOODY BRILLIANT IDEA
9 GREAT IDEA
8
7
6 NOT SO GREAT
VALUE 5
4
3
2 CRAP
1 PISS WEAK
WORTHLESS 0
0 1 2 3 4 5 6 7 8 9 10
PRICELESS
NO SWEAT
EFFORT
NO WAY
BLOODY BRILLIANT BUT ALMOST
IMPOSSIBLE IDEA
10
9
GREAT EASY IDEA
8
NOT SO GREAT &
REALLY HARD
7
6
VALUE 5
4
3 CRAP BUT EASY
PISS WEAK &
2
PRETTY HARD
1
WORTHLESS 0
0 1 2 3 4 5 6 7 8 9 10
PRICELESS
NO SWEAT
EFFORT
NO WAY
BLOODY BRILLIANT
BUT ALMOST
IMPOSSIBLE IDEA
2ND
GREAT EASY IDEA
5TH
NOT SO GREAT &
REALLY HARD
4TH
EFFORT STRATEGY (CONSERVATIVE)
1.
2.
3.
4.
5.
EASY CRAP
EASY GREAT
PISSWEAK HARD
NOT SO GREAT, REALLY HARD
BRILLIANT ALMOST IMPOSSIBLE
CRAP BUT EASY
1ST
PISS WEAK &
PRETTY HARD
3RD
RESULT: A CAREER OF MEDIOCRITY
sounds like a plan…
BLOODY BRILLIANT
BUT ALMOST
IMPOSSIBLE IDEA
1ST
2ND
GREAT EASY IDEA
NOT SO GREAT &
REALLY HARD
3RD
VALUE STRATEGY (RADICAL)
1.
2.
3.
4.
5.
BRILLIANT ALMOST IMPOSSIBLE
EASY GREAT
NOT SO GREAT, REALLY HARD
EASY CRAP
PISSWEAK HARD
CRAP BUT EASY
4TH
PISS WEAK &
PRETTY HARD
5TH
RESULT: EARLY EXHAUSTION OF
ENTHUSIASM AND RESOURCES
FOLLOWED BY LIFELONG
BITTERNESS AND CYNICISM
that’s just bloody typical, isn’t it?
PRICELESS
DO IT NOW
WORK UP
TO IT
VALUE
WORTHLESS
DELEGATE
OR DUMP
TOTAL
WASTE OF
TIME
NO SWEAT
NO WAY
EFFORT
PRICELESS
VALUE
Can we
get
STARTED?
Can we
make it
more
VALUABLE?
Can we
make it
EASIER?
Should
we even
BOTHER?
WORTHLESS
NO SWEAT
NO WAY
EFFORT
BLOODY BRILLIANT
BUT ALMOST
IMPOSSIBLE IDEA
1ST
GREAT EASY IDEA
2ND
QUADRANT STRATEGY (CUNNING)
1.
2.
3.
START WITH EASY GREAT
WORK UP TO BRILLIANT/IMPOSSIBLE
BUGGER THE REST
RESULT: EARLY SUCCESS AND
PROFIT FOLLOWED BY A
GROWING REPUTATION FOR
GENIUS AND BRILLIANCE
OUTCOMES
best
Do
CHOICES
Don’t
worst
2 choices
x 2 different outcomes
= 4 considerations
OUTCOMES
best
worst
Do
Best outcome
if we do
Worst outcome
if we do
Don’t
Best outcome
if we don’t
Worst outcome
if we don’t
CHOICES
OUTCOMES
best
Do
The
Optimist
CHOICES
Don’t
worst
OUTCOMES
best
worst
Do
The
Pessimist
CHOICES
Don’t
OUTCOMES
best
Do
worst
Best outcome
if we do
someone who
wants you to do it
CHOICES
Don’t
Worst outcome
if we don’t
OUTCOMES
best
worst
Worst outcome
if we do
Do
someone who doesn’t
want you to do it
CHOICES
Don’t
Best outcome
if we don’t
HUMAN
CLONING
OUTCOMES
best
worst
Do
Best outcome
if we do
Worst outcome
if we do
Don’t
Best outcome
if we don’t
Worst outcome
if we don’t
CHOICES
HUMAN
CLONING
Do
CHOICES
OUTCOMES
best
worst
• Make new friends? • Bugger up nature?
• Extend life?
• Population problems?
• Multiple George Bushes?
• Population OK?
• Good people still die?
Don’t • Share $/resources? •Lost opportunity?
HUMAN
CLONING
Do
CHOICES
OUTCOMES
best
worst
• Make new friends? • Bugger up nature?
• Extend life?
• Population problems?
• Multiple George Bushes?
• Population OK?
• Good people still die?
Don’t • Share $/resources? •Lost opportunity?
OUTCOME
win
draw
This would
be cool
This I would
regret
This I could
live with
That This would
be way cool
This I dread
most of all
This I could
live with
Other This I desire
most of all
This would
piss me off
This would
be ok
This
CHOICE
lose
OUTCOME
win
draw
This would
be cool
This I would
regret
This I could
live with
That This I desire
most of all
This I dread
most of all
This I could
live with
Other This would
be way cool
This would
piss me off
This would
be ok
This
CHOICE
lose
ODDS of a stuff-up
HIGH
COST of a
stuff-up
MED
LOW
LOW
MED
HIGH
ODDS of a stuff-up
HIGH
COST of a
stuff-up
Asteroid
hit
Space
shuttle
Pitch
an idea
Karaoke
MED
LOW
LOW
MED
HIGH
Long shot
disaster
ODDS of a stuff-up
100% sure-fire
disaster
HIGH
COST of a
stuff-up
MED
LOW
100% sure-fire
hiccup
No brainer
LOW
MED
HIGH
ODDS of a stuff-up
NO!
HIGH
COST of a
stuff-up
WHOA!
MED
WAIT FOR
THE BOSS
HAVE A MEETING
GO!
LOW
TAKE THE INITIATIVE
LOW
MED
HIGH
1
3
2
4
R
i
e
d
a
s
imagine
i
d
d
design
evaluate
e
a
act
s
start again
industry size
big bang theory
time
big bang theory
industry size
external political/technical/historic impact
time
big gig theory
commonwealth games
industry size
olympics
expo
time
god I love this industry…
i’m back…
industry size
remember me?
i’m still here…
time
industry size
maturity
time
m@RIX
we’re a thinking
company
MATRIX
BUSINESS SOLUTIONS
we’re a thinking
company that stages
MATRIX
MATRIX
e v e n t s
we’re a staging
company that thinks
HIRE
we’re a staging
company
industry size
industry-generated cyclical event
maturity
time
time
industry size
1
ok, how about this…
i
imagine
yeah, or we
could do
this…
2
1
i
imagine
2
ok, or maybe even this…
3
1
3a
or this…
3b
or this…
i
imagine
hey you guys…
what if..?
6
5
4
why not..?
3
8
2
1
7c
could we..?
how about..? 7
7a
7b
what about..?
YEAH!
3a
SICK!
3b
i
imagine
7c
6
5
8
2
4
3
1
7
7a
7b
3a
3b
these kinda
go together
design
d
could
we join
these
two?
8
7c
6
5
2
4
3
1
7
7a
7b
3a
3b
Plan A
design
d
Plan B
6
5
8
these work
together 7c
2
4
3
1
7
7a
7b
3a
3b
Plan A
design
d
this is just cool by itself
Plan B
8
6
2
3
1
Plan C
7
7a
7b
3a
3b
Plan A
design
d
NAH
Plan B
2
Plan C
7
7a
Plan A
7b
e
evaluate
2
yep
Plan C
7
7a
Plan A
7b
e
evaluate
NAH
yep
2
Plan C
yep
7
7a
AS IF
NAH
7b
e
evaluate
Plan C + idea #2
step 1
step 2
step 3
step 4
Finished!
now
soon
later
much later
deadline
Dave
Sue
Kirsty
Sue
Mick
Mary
Big Al
Stinky Miller
Everybody
Everybody
act
a
I get on board when
the money looks easy
and I jump ship as
soon as it gets harder
it’s a hot
area…
you
gotta get
into it…
PUBLISHING
MEDIA
it’s all
happenin’
COMPUTING
it’s cutting edge…
CD/DVD/VIDEOGAMING
PUBLISHING
MEDIA
we’re shifting the paradigm…
get outside the box…
ONLINE/WEB
SOFTWARE
COMPUTING
CD/DVD/VIDEOGAMING
PUBLISHING
MEDIA
HYPERMEDIA
SOFTWARE
ONLINE/WEB
COMPUTING
Forget the ‘competition’
Keep your eye on the outsiders
NOKIA BEATS MOTOROLA
TESCO BEATS SHELL
STARBUCKS BEATS NESCAFE
SUBWAY BEATS MCDONALDS
m@RIX
we’re a thinking
company
MATRIX
BUSINESS SOLUTIONS
we’re a thinking
company that stages
MATRIX
MATRIX
e v e n t s
we’re a staging
company that thinks
HIRE
we’re a staging
company
we’re a thinking industry
we tell stories…
We solve problems…
we make it happen.
we grab audiences…
LINDA
RANDALL
KEVIN
ANDRIS
CHRIS
TARA
YUKO
WEB SITE
LINDA
RANDALL
KEVIN
ANDRIS
CHRIS
PLAN
YUKO
LAUNCH
BROCHURE
TARA
LINDA
RANDALL
KEVIN
ANDRIS
CHRIS
TARA
YUKO
ENDLESS DREAM
HEADKICKER RULE
REAR VIEW VISION
CONSULTANT HEAVEN
HERNIATED MIDDLE MANAGEMENT
EXPLOIT
EXPLORE
EXPLORE
EXPLOIT
EXPLORE
EXPLOIT
“It's not that I'm so smart.
It's just that I stay
with problems longer.”
~ Albert Einstein (1879-1955) ~
WIGGLES
BIG ATTRACTION
$40k
NEW ROADWORKS
PARENTS GET BOOKED
DROP OFF TOO SLOW
EXCESS BAGGAGE
HOMEWORK POLICY
KEEP KIDS BUSY
VALUE FOR MONEY
FEES TOO HIGH
which caused that..
Event 4
which caused this..
Event 3
Event 2
Event 1
caused that..
This…
…caused that
which...
…caused this
which...
problem
cause
cause
problem
cause
cause
20%
30%
problem
5%
45%
20%
30%
problem
5%
45%
20%
30%
problem
5%
45%
problem
nah
problem
Ach!
Forget it
100pt
100pt
problem
100pts
loop
chain
problem
chain
cat’s
claw
problem
cat’s
claw
BIG
PICTURE
nitty
gritty
dreamer
doer
IDEALISM
passion
REALISM
pressure
ideal
real
develop
imagine
I
D
E
evaluate
act
A
designer
dreamer
decider
doer
THE MEETINGS MATRIX
that which gives origin or form