my job knowing what you eat drink aware
in two years time because of this a lot
of people think this is how I look like
so the question is do they have bad
glasses or do have a self appreciation
issue I remember the day June 7 2007 I
came to the office in New York that day
and told my boss we should launch a BB
to which she pretty much gave me that
look
asking me what the hell as brigitte
bardot got to do with the brief i gave
you to turn around our foundation
business turned out i was not talking
about british battle although i’m french
i was talking about blemish balm a
product that i manager took that I
convinced her to launch after a few
challenging talks trust me on that one i
spare you the details and that totally
took the market by storm because they
are quite a lot of men in the room i
will show you how it looks like so
basically this little product took the
market completely by storm being
subsequently cascaded to all the other
brands of l’oreal generating millions of
yours for the company this however did
not come for looking at a crystal ball
and before i continue any further i must
tell you a personal truth of mine
although I have noticed very early on I
had ideas other people did not have I
have never believed
unlike other creatives that I had fallen
into some kind of creative potion of
some sort or that had a special gift
that burst no I don’t believe in that in
fact I strongly believe as Lavoisier
used to say that nothing is lost nothing
is created everything is transformed and
all great ideas come from some
analytical thinking of some sort
take Bill clan for instance a for the
employee one day
took a trip to Chicago slaughterhouse
there is so a model of butchering
efficiency dismantling something an
enzyme Rosario carcass was like building
something an enzyme so I thought if we
could install and in sublet an assembly
line at Ford we would decrease cost and
improve efficiency this is typical of
analogical epiphany so he went back to
his bus and told him if I can kill pigs
and cows that way we can build cars that
way yet it is not because ideas do not
come from scratch that we are all equal
in front of creativity this is why today
my goal is to share with you the keys so
you can all have what I call an
analogical orgasm on demon and here is
the definition analogical orgasm the
peak of idea generation characterized by
the bank of two streams of food in order
to generate one big idea often comes
with a strong feeling of excitement so
here is the manual of instruction how to
trigger an analogical orgasm there are
four steps step number one put together
your own library of ideas to emancipate
your mind free act on connection and
four keep the graders let’s start by the
first one put together your own library
of ideas because the more data you will
have in your brain the more exponential
connection will be by the way this is
the library of calico felt surprised not
me yet you need not only to read books
even TR lot at Oxford and Cambridge you
need to diversify your sources I’ve
noted that a lot of people are totally
monomaniac about one topic like I
noticed that often on modem
in the office as the lady talking about
our many diapers she bought at the
supermarket and the guy I mean sorry
about the cliche talking about I mean II
football match
II watched that weekend I mean I can
speak about diapers and I don’t have
kids
sorry I’m not a stay-at-home them and
and I can talk also about football match
right what mattered is really to be
eclectic and diversify your sources and
also to practice what I call peripheral
vision that is to say to look all over
left and right up and down you need to
depart from the me thinking to the we
thinking peripheral vision is a muscle
so you need to practice as often as
possible
so I suggest we do a little experiment
to get you going
so we I will kindly ask that you close
your eyes for a second and you think
about what is for you the definition of
the word tuning so because of my friends
actually I’m from the spell it out so we
don’t make any mistake on the word I’m
I’m trying to for you to think about see
you M Y M G so can you think about it to
second thank you okay good chances are
you either came up with this or with
this depending on whether you normally
use Google Images or Google word yes
it’s easy to be lazy yet if you want to
be truly creative you need to have money
choices the kind of fun that will help
you detect what we call early signals by
that I want to tell you what tuning at
the moment is all that tuning in fact
correspond to the technique that for
some people means liking some Instagram
photos Facebook posts or tweets in order
to get a potential mates attention aka
tuning into someone’s frequency and if
you wish to find out more of these
frustrating techniques I strongly advise
you to check refinery29 slate
article on the latest length in dating
this naturally leads me to rule number
two emancipate your mind of course this
looks like a French blah blah blah easy
to say right but tougher to be done the
reason why is that there’s a lot of
breaks to emancipate in your mind
especially when you work in a corporate
environment where time to deliver are
extremely quick and stress is at its
maximum to that you need to add what I
call the fear factor the fear to
disappoint your bath
the fear not to get this promotion
you’ve been dreaming of the fear to
disappoint your own self or simply the
fear not to find this idea you’re
looking for unit you need to get rid of
all that and I want to share with you
what happened to me when I first started
my career in cosmetic it was in 2000 my
boss at the time asked me to not a new
lipstick that was supposed to turn
around the entire Alina Rubinstein
business turned out I could not change
the packaging and when I looked at the
object it reminded me of a French saucy
song at least that’s the first analogy
that came to my mind on that day so I
thought ok great
I’ll be back in a week you a solution to
which I pretty much gave me that look to
which I pretty much answer that way and
you know I still packed and went away
and imagine you telling your boss hey
dude
ciao I’ll be back in a week but that’s
what I did a bit more politically
correct of course I thought ok I cannot
change the packaging so at least I can
change the formula and I went straight
to the labs and trust me at the
time a market here on the lab bench had
not been heard of I asked our lipstick
chef to show me our she was cooking our
lipstick she had been in the company for
25 years so she showed me our she was
blending the pigments with love and care
and why she was doing so I noticed some
weird jaw she had around and there I saw
one which is on the picture ask her what
is this she told me all this it’s a new
mic a coated pearl that just came in
from a supplier but I haven’t tried it
yet because it’s not corresponding to
any breed that I’ve been given by the
marketing team so I said let’s try it
straight away we tried it and the result
was outstanding to the point where any
non lipstick user could see the
difference so I had my formula I was
happy about that but I thought okay now
I need to package it to sell it to my
bus a heavy non lipstick user and
explained to him why this was going to
be the heat of the century the clock was
ticking I was supposed to be back in the
office the next morning and I knew if I
was coming back to the office with a
small piece of lipstick in a plastic jar
I was just dead so I thought okay maybe
I trust a lot the process you’ll see I
thought okay I’m gonna die tomorrow
right so let me go for a walk you know
sometimes we tend to be stuck in front
of it’s not what you know let’s go
forward I went for a walk thinking okay
maybe I won’t have a job tomorrow but at
least I would have had done a nice walk
em there it came all in a sudden this
lipstick was not gonna be cool the shiny
the kids see the sparkly because all
had been done before it was gonna be
called through the stars like the star
in the sky of my night walk that day I
knew I had it and trust me when you have
a big one you know it so I danced all
night and I was first back the next
morning in the office I showed it the
name the story the install execution
everything was consistent it took me 15
minutes to sell it to top management it
never happened to me again by the way
and 17 years later this lipstick is
still being sold and for all the non
having non lipstick users here in the
room this type of little product are
normally a lifetime are approximately
two years so this naturally leads me to
the third rule act on connections
because sometimes they we call they will
come randomly to you like they did that
night all in a sudden when I made a
connection between the sky the sky and
my lipstick but sometimes they weren’t
or at least it come for you they might
not come for your audience so you need
to act on connection and make them truly
use and prove it to your audience in
2000 I try to prove it and try to
explain how trends can be anticipated
and our ideas are coming I read a book
that I really enjoyed which is called
less pass due this year from Alex
Bridget off which would translate
something like the space of desires and
where the notion of contagiousness was
explained our one idea of start in one
industry and then trickles to the next
this led me to build what I called the
wheel of predictive consumption that I
would like to share with you today this
clearly shows our trend start in one
industry friends in the fashion one and
then triggers to the cosmetic one and
then to all the other ones let’s take a
concrete example
bold colors in the region of the 2000
2005
they first started in the fashion
industry and then they triggered to the
other industry what you need to remember
if we take the example of home
appliances is at the time they were
called the brown and white goods because
all the fridge and by the way a lot of
free just in white and black the brand
Smeg did not exist at the time and then
of course all our phones if you remember
the the Nokia were probably not one day
they were not colorful so this clearly
shows you um what happened yet of course
you will say I have it now it’s not the
same okay I know now digital is at the
center of everything
so now digital and tech are at the
center of the wheel and they’re infusing
everything were conceiving at the moment
yet I want to argue something that is
very important as long as production
timelines will differ from one industry
to another this will will still apply to
customer patterns because in fact
fashion still has much shorter lead time
than transportation for instance and
what matters the most me today is not
whether you will believe that this
really is mega accurate or not this I
don’t care
what I care about is that you guys build
your own wheel based on the porosity you
observe in your business and in your
industry what are the industry next to
you that are influencing yours that I
hope one of the takeaway that that we
will have today another example I want
to give you is to prove you the point is
our art influences fashion very recently
with the launch of riveters latest
collection designed by Jeff Koons
yet this is not what I call a good
analogical orgasm because a good
analogical orgasm is not about a total
spin off like this one it’s about clever
Corrections let me take what I think is
a better example on the left hand side
you can see IKEA famous carrier bag on
the right hand side
you can see Balan Saket letters back
worse 2145 dollars yes they do look
alike yes they both come from the same
product category back but I strongly
believe that taking IKEA as a source of
inspiration for bike design is fairly
clever and shows the ability of the
desire to act on connection and to
isolate among the thousands of products
available at IKEA one object of desire
by the way the story does not tell us if
the balance check a bag was inspired or
not by the IKEA bag but IKEA was smart
enough to release this which i think is
is very cool this leads me to the last
rule which is keep the good ideas and
kill the bad one fast so you can spend
more time on refining the good ones but
beware of the creative killer bingo too
often good ideas are being killed for
the wrong reason and to be honest often
this reason is called top management so
I really urge you if you have an idea
you really strongly believe in to fight
for it every and if you don’t manage to
sell it with a way try to sell it the
other way in 2012 I tried to sell a new
mega idea I had which was a campaign
with the claim no retouching but I felt
miserably and honestly I felt very bad
because I was told what the hell and
again a crazy idea what is this and you
know it’s not easy to to have this
feeling that people think you’re the
fortune teller and the your crystal ball
didn’t work
well that time whatever people think
because I just demonstrated to you that
all these at the end is fairly rational
so I felt but turned out other did a
better job at it than me a much much
better job but my key take out of that
is that if I had managed that they to
put together the data I’m showing to you
maybe I would have proven my point but
at the time I thought why is it that we
always have to post rationalize our
ideas why Cannot they see why Cannot
they Olaf an analogical orgasm so to all
of you
creative Cowboys out there trying to
survive in the corporate world
understand that you can break free
understand that you can all be creative
at least for day creativity is a dream
it’s contagious so I urge you to spread
the word and I hope today I managed to
convince you why we all need an
analogical orgasm as often as possible
thank you
[Applause]
in two years time because of this a lot
of people think this is how I look like
so the question is do they have bad
glasses or do have a self appreciation
issue I remember the day June 7 2007 I
came to the office in New York that day
and told my boss we should launch a BB
to which she pretty much gave me that
look
asking me what the hell as brigitte
bardot got to do with the brief i gave
you to turn around our foundation
business turned out i was not talking
about british battle although i’m french
i was talking about blemish balm a
product that i manager took that I
convinced her to launch after a few
challenging talks trust me on that one i
spare you the details and that totally
took the market by storm because they
are quite a lot of men in the room i
will show you how it looks like so
basically this little product took the
market completely by storm being
subsequently cascaded to all the other
brands of l’oreal generating millions of
yours for the company this however did
not come for looking at a crystal ball
and before i continue any further i must
tell you a personal truth of mine
although I have noticed very early on I
had ideas other people did not have I
have never believed
unlike other creatives that I had fallen
into some kind of creative potion of
some sort or that had a special gift
that burst no I don’t believe in that in
fact I strongly believe as Lavoisier
used to say that nothing is lost nothing
is created everything is transformed and
all great ideas come from some
analytical thinking of some sort
take Bill clan for instance a for the
employee one day
took a trip to Chicago slaughterhouse
there is so a model of butchering
efficiency dismantling something an
enzyme Rosario carcass was like building
something an enzyme so I thought if we
could install and in sublet an assembly
line at Ford we would decrease cost and
improve efficiency this is typical of
analogical epiphany so he went back to
his bus and told him if I can kill pigs
and cows that way we can build cars that
way yet it is not because ideas do not
come from scratch that we are all equal
in front of creativity this is why today
my goal is to share with you the keys so
you can all have what I call an
analogical orgasm on demon and here is
the definition analogical orgasm the
peak of idea generation characterized by
the bank of two streams of food in order
to generate one big idea often comes
with a strong feeling of excitement so
here is the manual of instruction how to
trigger an analogical orgasm there are
four steps step number one put together
your own library of ideas to emancipate
your mind free act on connection and
four keep the graders let’s start by the
first one put together your own library
of ideas because the more data you will
have in your brain the more exponential
connection will be by the way this is
the library of calico felt surprised not
me yet you need not only to read books
even TR lot at Oxford and Cambridge you
need to diversify your sources I’ve
noted that a lot of people are totally
monomaniac about one topic like I
noticed that often on modem
in the office as the lady talking about
our many diapers she bought at the
supermarket and the guy I mean sorry
about the cliche talking about I mean II
football match
II watched that weekend I mean I can
speak about diapers and I don’t have
kids
sorry I’m not a stay-at-home them and
and I can talk also about football match
right what mattered is really to be
eclectic and diversify your sources and
also to practice what I call peripheral
vision that is to say to look all over
left and right up and down you need to
depart from the me thinking to the we
thinking peripheral vision is a muscle
so you need to practice as often as
possible
so I suggest we do a little experiment
to get you going
so we I will kindly ask that you close
your eyes for a second and you think
about what is for you the definition of
the word tuning so because of my friends
actually I’m from the spell it out so we
don’t make any mistake on the word I’m
I’m trying to for you to think about see
you M Y M G so can you think about it to
second thank you okay good chances are
you either came up with this or with
this depending on whether you normally
use Google Images or Google word yes
it’s easy to be lazy yet if you want to
be truly creative you need to have money
choices the kind of fun that will help
you detect what we call early signals by
that I want to tell you what tuning at
the moment is all that tuning in fact
correspond to the technique that for
some people means liking some Instagram
photos Facebook posts or tweets in order
to get a potential mates attention aka
tuning into someone’s frequency and if
you wish to find out more of these
frustrating techniques I strongly advise
you to check refinery29 slate
article on the latest length in dating
this naturally leads me to rule number
two emancipate your mind of course this
looks like a French blah blah blah easy
to say right but tougher to be done the
reason why is that there’s a lot of
breaks to emancipate in your mind
especially when you work in a corporate
environment where time to deliver are
extremely quick and stress is at its
maximum to that you need to add what I
call the fear factor the fear to
disappoint your bath
the fear not to get this promotion
you’ve been dreaming of the fear to
disappoint your own self or simply the
fear not to find this idea you’re
looking for unit you need to get rid of
all that and I want to share with you
what happened to me when I first started
my career in cosmetic it was in 2000 my
boss at the time asked me to not a new
lipstick that was supposed to turn
around the entire Alina Rubinstein
business turned out I could not change
the packaging and when I looked at the
object it reminded me of a French saucy
song at least that’s the first analogy
that came to my mind on that day so I
thought ok great
I’ll be back in a week you a solution to
which I pretty much gave me that look to
which I pretty much answer that way and
you know I still packed and went away
and imagine you telling your boss hey
dude
ciao I’ll be back in a week but that’s
what I did a bit more politically
correct of course I thought ok I cannot
change the packaging so at least I can
change the formula and I went straight
to the labs and trust me at the
time a market here on the lab bench had
not been heard of I asked our lipstick
chef to show me our she was cooking our
lipstick she had been in the company for
25 years so she showed me our she was
blending the pigments with love and care
and why she was doing so I noticed some
weird jaw she had around and there I saw
one which is on the picture ask her what
is this she told me all this it’s a new
mic a coated pearl that just came in
from a supplier but I haven’t tried it
yet because it’s not corresponding to
any breed that I’ve been given by the
marketing team so I said let’s try it
straight away we tried it and the result
was outstanding to the point where any
non lipstick user could see the
difference so I had my formula I was
happy about that but I thought okay now
I need to package it to sell it to my
bus a heavy non lipstick user and
explained to him why this was going to
be the heat of the century the clock was
ticking I was supposed to be back in the
office the next morning and I knew if I
was coming back to the office with a
small piece of lipstick in a plastic jar
I was just dead so I thought okay maybe
I trust a lot the process you’ll see I
thought okay I’m gonna die tomorrow
right so let me go for a walk you know
sometimes we tend to be stuck in front
of it’s not what you know let’s go
forward I went for a walk thinking okay
maybe I won’t have a job tomorrow but at
least I would have had done a nice walk
em there it came all in a sudden this
lipstick was not gonna be cool the shiny
the kids see the sparkly because all
had been done before it was gonna be
called through the stars like the star
in the sky of my night walk that day I
knew I had it and trust me when you have
a big one you know it so I danced all
night and I was first back the next
morning in the office I showed it the
name the story the install execution
everything was consistent it took me 15
minutes to sell it to top management it
never happened to me again by the way
and 17 years later this lipstick is
still being sold and for all the non
having non lipstick users here in the
room this type of little product are
normally a lifetime are approximately
two years so this naturally leads me to
the third rule act on connections
because sometimes they we call they will
come randomly to you like they did that
night all in a sudden when I made a
connection between the sky the sky and
my lipstick but sometimes they weren’t
or at least it come for you they might
not come for your audience so you need
to act on connection and make them truly
use and prove it to your audience in
2000 I try to prove it and try to
explain how trends can be anticipated
and our ideas are coming I read a book
that I really enjoyed which is called
less pass due this year from Alex
Bridget off which would translate
something like the space of desires and
where the notion of contagiousness was
explained our one idea of start in one
industry and then trickles to the next
this led me to build what I called the
wheel of predictive consumption that I
would like to share with you today this
clearly shows our trend start in one
industry friends in the fashion one and
then triggers to the cosmetic one and
then to all the other ones let’s take a
concrete example
bold colors in the region of the 2000
2005
they first started in the fashion
industry and then they triggered to the
other industry what you need to remember
if we take the example of home
appliances is at the time they were
called the brown and white goods because
all the fridge and by the way a lot of
free just in white and black the brand
Smeg did not exist at the time and then
of course all our phones if you remember
the the Nokia were probably not one day
they were not colorful so this clearly
shows you um what happened yet of course
you will say I have it now it’s not the
same okay I know now digital is at the
center of everything
so now digital and tech are at the
center of the wheel and they’re infusing
everything were conceiving at the moment
yet I want to argue something that is
very important as long as production
timelines will differ from one industry
to another this will will still apply to
customer patterns because in fact
fashion still has much shorter lead time
than transportation for instance and
what matters the most me today is not
whether you will believe that this
really is mega accurate or not this I
don’t care
what I care about is that you guys build
your own wheel based on the porosity you
observe in your business and in your
industry what are the industry next to
you that are influencing yours that I
hope one of the takeaway that that we
will have today another example I want
to give you is to prove you the point is
our art influences fashion very recently
with the launch of riveters latest
collection designed by Jeff Koons
yet this is not what I call a good
analogical orgasm because a good
analogical orgasm is not about a total
spin off like this one it’s about clever
Corrections let me take what I think is
a better example on the left hand side
you can see IKEA famous carrier bag on
the right hand side
you can see Balan Saket letters back
worse 2145 dollars yes they do look
alike yes they both come from the same
product category back but I strongly
believe that taking IKEA as a source of
inspiration for bike design is fairly
clever and shows the ability of the
desire to act on connection and to
isolate among the thousands of products
available at IKEA one object of desire
by the way the story does not tell us if
the balance check a bag was inspired or
not by the IKEA bag but IKEA was smart
enough to release this which i think is
is very cool this leads me to the last
rule which is keep the good ideas and
kill the bad one fast so you can spend
more time on refining the good ones but
beware of the creative killer bingo too
often good ideas are being killed for
the wrong reason and to be honest often
this reason is called top management so
I really urge you if you have an idea
you really strongly believe in to fight
for it every and if you don’t manage to
sell it with a way try to sell it the
other way in 2012 I tried to sell a new
mega idea I had which was a campaign
with the claim no retouching but I felt
miserably and honestly I felt very bad
because I was told what the hell and
again a crazy idea what is this and you
know it’s not easy to to have this
feeling that people think you’re the
fortune teller and the your crystal ball
didn’t work
well that time whatever people think
because I just demonstrated to you that
all these at the end is fairly rational
so I felt but turned out other did a
better job at it than me a much much
better job but my key take out of that
is that if I had managed that they to
put together the data I’m showing to you
maybe I would have proven my point but
at the time I thought why is it that we
always have to post rationalize our
ideas why Cannot they see why Cannot
they Olaf an analogical orgasm so to all
of you
creative Cowboys out there trying to
survive in the corporate world
understand that you can break free
understand that you can all be creative
at least for day creativity is a dream
it’s contagious so I urge you to spread
the word and I hope today I managed to
convince you why we all need an
analogical orgasm as often as possible
thank you
[Applause]
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