Copyright © 2007, Christopher Davis

More innovation for more people more often.™

™

More innovation for more people more often.

The value of an idea is not just that it can radically change: our behavior, our values, and

how we think. Because of an idea’s symbolic economy and associative powers, it also

helps us to “shrink wrap” a complex array of information, so that others can remember what

we’d like them to think, and do in the first place. Before any “thing,” story or behavior is

produced, you can build an idea for this purpose. Without that idea, that “thing” can be

unwieldy, and empty of economy and associative power. Ideatecture™ can help you avoid

the pitfalls of: too much info, all relevance—no remembrance, and un-remarkability.

In 1956 George Armitage Miller found in his seminal paper “The Magical Number 7, Plus or

Minus Two,” on average a human being can only remember 7 “things.” The latest research

shows remembrance of 5 for words and even less with long words. Other research

also shows that in English, people can only remember information contained in sound bytes

of 2 second “chunks”—its called “the phonological loop.”

With ideas, we can facilitate Joel Levin's "three R's" of associative mnemonic techniques–

recoding, relating, and retrieving (information). Ideas help us bridge the “memorable /

remarkable gap” by providing proven tools to spark and aid memory: namely a.) key words

that sound like the subject or item to be remembered, b.) vivid metaphorical images that

symbolize their distinction: even the emotions we would like to be provoked by the subject.

From the idea’s point of view; the first R—recoding is empowered through attention getting

techniques (curious, novel, provocative, even outrageous imagery or associations): the

second R—relating through the relevance of the subject (needs and desires): and the third

R—retrieval by associative reinforcement (reminds you of...). Building further on this

relationship between recall, interest and ideas; there is much evidence that emotional

experiences and content have more persistence and vividness than non-emotional

experiences. And...interesting: “stories” do better in aiding long term free recall than topics

without stories. So what exactly is a mnemonic?

Noun; A device such as a pattern of letters, ideas or associations that assist

in remembering something. Adjective; Aiding or designed to aid the memory.

Building upon these points, In “Virus of The Mind, The New Science of Mimetics,”

Richard Brodie introduces us to the power and meaning of memes: “a unit of information in

a mind whose existence influences events such that more copies of itself get created

in other minds.” Likened to a gene, it is the smallest unit of culture—similar to a virus—that

passes from individuals to groups; changing the way individuals think and behave toward

a “tipping point” of influence. Cognitive Scientist Daniel Dennett actually says the meme is the idea that “forms itself into a distinct memorable unit... spread by vehicles that are distinct

manifestations of the meme. Further, there are “strategy memes” communicating cause and

effect—”If I do this, such will happen”; “distinction memes” pointing out what is different in

a world of choices—”This one is better because...”; and “association memes” that

remind people of a special feeling they had, i.e. ”that feels related to me.”

O.K., so when we pull it all together, we begin to understand that influencing behavior and

thought spreads through the construction of “sets of powerful associative symbols, images and

words—ideas. What is needed, is to know ”how to” create ideas specifically for the purpose

of being remembered, valued and copied so that a person‘s behavior is affected as we

design it to. Does that sound harsh? Well, the alternative is for behavior to be affected as we

have not designed it to, or just plain behavioral indifference. Just remember, the stronger the

Ideatecture™, the stronger the idea, the stronger the meme, the stronger the memory,

the stronger the audience’s behavior.

Webster was wrong. Ideas are not mere notions, thoughts or concepts; they have a unique

inner structure that combines meaning, and what Ideatecture™ calls “Transformers.” These

transformers create memorable icons, symbols and most remarkably—new paradigms:

archetypes that have deviated intentionally. Seth Godin was right about the “Purple Cow” in his

book of the same name—they get noticed. But that’s only 1/3rd of the equation. In order to

change behavior, the idea must be relevant, memorable and copied. I heretofore offer an

abridged definition of this special four letter word through an important filter of “use” and “value.”

Let’s also see what we mean by “Ideatecture™.”

A new paradigm. A. A small “set” of signs whose order is unique. B. An innovative

thought. C. A compelling invention of the mind that surprises. D. A provocative symbol

that exaggerates a truth. E. A new meme that spreads rapidly through a society or group.

F. The product or effect of an Ideatecture™.

: The art or practice of designing and constructing ideas.

Ideatecture™ theory (namely that ideas are made up of parts) that forms an idea.

The stronger the IDEA/TECTURE the stronger the idea the stronger the memorythe stronger the meme the stronger the behavior the stronger the credit of originthe stronger the protection of the idea

Copyright © 2007, Christopher Davis

IDEAS HAVE 10 LIVES

1. PROBLEM2. SOLUTION

3. INCREASE4. DECREASE5. REVERSAL

6. FORM7. SETTING8. STORY9. MEDIUM10. EXPERIENCE

A. ANALYZE B. TRANSFORM C. EXPRESS

Copyright © 2007, Christopher Davis

A.

T.

E.

ANALYSIS

TRANSFORMATION

EXPRESSION

Copyright © 2007, Christopher Davis

Directions

B. Method Not Madness.

Idea Instruction Manual

Slide your solution from the middle of the wheeltowards any one of the symbols around the wheel to create a new paradigm.

Pair up.

By the way, there are 81 Possible Ideatectures™

when pairing any 2 of the 9 paradigm transformers.

Paradigm Anatomy Innovation.

1. Function2. Form3. Behavior4. Category

Ideatecture can also change these same attributes within characters & experiencers.

Hybrid

Combine one paradigmwith another paradigm.

SEAT \ SAW

Backwards

Reverse the order or standard of a paradigms elements, function,or behavior.

Reduction

Decrease thenumber, size, or character of the object or the paradigm.

Form / Expression

This symbol representsthe form of any idea.It is devoid of explicit meaning until it is fulfilled by an idea and thereforemeaning. Innovate anyform by using one or twoof the transformers.

Setting

This symbol representsthe setting. The settingis filled in with characters, objects, and a form of your idea. Innovate anysetting by using one or two of the transformers.

Cultural Relevance 3

Cultural relevance is always expressed by the setting and

the elements contained in that setting, such as; objects

characters and atmospherics, e.g., music.

Story

This symbol representsthe story whereby settings are put into motion,and singular events arelinked together. Innovate any story by using one or two of the transformers.

Cultural Relevance 4

Examine the content of the story, not the just the idea

to ascertain whether or not there is extreme relevance.

Medium

This symbol representsthe medium whereby the form or story is transmitted through a material or a transmission. Innovate any medium by using one or two of the transformers.

Cultural Relevance 5

The medium always dictates how many opportunities

we have for communicating cultural relevance. Just as every

idea has parts, so does each medium or media type.

Experience

The symbol representsthe experience of ahuman being, made possible by their 6 senses + talk.

The broader the media type’s spectrum, the more

opportunities we have to connect to the individual

with extreme relevance.

Storytelling

C. Expression Break Down

by an idea and thereforemeaning. Innovate anyform by using one or twoof the transformers.

your idea. Innovate anysetting by using one or two of the transformers.

Cultural Relevance 3

Cultural relevance is always expressed by the setting and

the elements contained in that setting, such as; objects

characters and atmospherics, e.g., music.

linked together. Innovate any story by using one or two of the transformers.

Cultural Relevance 4

Examine the content of the story, not the just the idea

to ascertain whether or not there is extreme relevance.

Radio:

1. Content of text

2. Tone of language

3. Setting (location)

4. Sound effects

5. Cast (people)

6. Music

7. Narration (voice)

8. Story

9. Idea

Film:

1. Content of text

2. Tone of language

3. Setting (location)

4. Sound effects

5. Cast (people)

6. Character of image

7. Music

8. Narration (voice)

9. Story

10. Idea

Interactive:

1. Content of text

2. Tone of language

3. Setting (location)

4. Sound effects

5. Cast (people)

6. Character of image

7. Music

8. Narration (voice)

9. Story

10. Virtual touch

11. Idea

4D (event experiential):

1. Content of text

2. Tone of language

3. Setting (location)

4. Sound effects

5. Cast (people)

6. Character of image

7. Music

8. Narration (voice)

9. Story

10. Virtual touch

11. Idea

12. Taste

13. Smell

14. Touch

Connect the idea

with extreme relevance

to the 7 senses of

the experiencer:

1. Sound

2. Sight

3. Mind

4. Touch

5. Smell

6. Taste

7. Talk

Relevance Plus

Using cultural relevance on its own can easily lead to gross characterizations and stereotypes. Ideatecture’s value is in breaking worn out paradigms. Ideas reward people with surprising experiences. By using the 9 Transformers at any creative “stage” outlined in this presentation, audience attention can be increased, and content can be recalled more easily by building more surprising and relevant experiences. The stronger the Ideatecture™, the stronger the idea, the stronger the meme, the stronger the memory, the stronger the audience’s behavior.

Ideatecturize something.