driving creativity with data - wistiafest

Driving Creativity with Data

@csavage

The value of creativity is rising.

Expensive and out of reach

Affordable

There are more options for more types of businesses

All these channels are saturated

Our competition is not our “competition”

Attention is a scarce resource

When we get attention, we need to keep it

Creativity keeps attention

Scaling creativity is hard

It felt easier to be creative when we were small

78% Average Engagement!

0

8

16

24

32

40

Team Growth

More Chaos

More organization

You can measure more You’ve done it before

More shared ownershipCreativity is harder when you are bigger

You can’t be creative without chaos

You can’t measure creativity

You need a creative approach to data

I’m a sucker for tech gadgetsA Confession

Track everything

Never track anything

Aim for the middle

The goal is to feel confident you are headed in the right direction

Our most recent attempt at getting creative with data

Proactively track the right things

% that watched another video

Creatively measuring their creative success

Pistol Lake

reddit thread

Measuring future buyers

Question what you are measuring

You have to champion creativity to expect creativity

You need an environment that fosters creativity

Hire for creativity

Don’t rely only on interviews

Project-based hiring

Experimentation Headroom

Barbershop Video

We scrapped this video

We were very sad

Failing has real value

Permission to get weird

Show & Tell

Show and Tell

Creativity is more important than ever

Embrace measurement

Don’t obsess over success or failure of individual projects

Be proactive about scaling creativity

Thanks!