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SCOTT GOODSON: Innovation is everywhere in our business.
It's a real problem.
It feeds the human need to have immediacy and the next
new bright, shiny thing.
What is the most interesting innovation I've seen lately?
We were at the premiere of the iPad for Hello Baby, which we
created for Pampers.
That was a real cultural breakthrough that really
spawned a whole way of thinking about when you become
a parent very early on, the earliest possible moment.
But I think the issue is yes, you need to move
towards shiny objects.
Brands need to align with those as they're being
introduced in culture, because that defines culture today,
more than movies and rock 'n' roll did 20 years ago.
But at the same time, I think, try to understand how people
communicate with each other simply is very fundamental.
So on the one hand you've got iPad.
And on the other hand, you have the need to think about
just simple human communication, and bridging
differences.
The idea of a movement is that you can bring together
individuals.
The reality is everybody today is an individual, you're
almost like an island onto yourself.
And you align with very different types of values and
ideas, and you're constantly changing them all the time.
So it's really the opportunity for the brand to help
organize, project a certain set of values, a point of view
that attracts people with certain beliefs, at least for
a period of time, what you believe.
And that can help organize.
But you have to recognize that it's all about individuals.
It's about snowflakes and snowballs rather than a bunch
of die hard loyalists that are always going to be there.
So that sort of organizing principle is really important.
Everything is so dysfunctional.
Everything is so fragmented.
How do you figure all that out?
And I think [? movements ?]
is a way of doing that.