The overall theme of the conference was definitely taking risks — from adding humor into your storytelling to being the first to try a new approach.
Mike Albanese is a big guy and a big thinker. This comedian/writer believes you need to risk everything to get that next big idea. He shared his comedy-brainstorming secret: the ladder approach.
Picture a ladder leaning against a wall. If you started climbing the ladder, you’d start at the bottom and slowly, tentatively climb your way up.
Now try something different. Start at the top of that idea ladder with the most ridiculous thing you can think of and back your way down to the ground. Chances are you’ll end up somewhere completely new. This top-to-bottom approach to incorporating humor into your storytelling allows for big ideas to break through and creative risks to be taken.
Albanese showed Kmart’s “Ship My Pants” spot, which was so equally loved and hated that the spot was pulled from the air. Another commercial, Brookside’s #talkaboutdelicious, has a spokesperson for the chocolatier reading and responding to snarky tweets. Both were risky and effective.