![]() ![]() RB: There are other sites out there such as or that use the power of online to motivate people to do good stuff offline. Every microaction you complete dynamically generates your actionprofile, so that you identify quite literally as "I am what I do I am the sum of my actions," to create Action Branding – personal Action Branding for individuals, corporate Action Branding for brands and businesses. RB: You talk about IWRTW closing the gap between “intention and action.” Can you explain what you mean and how it plays out for the IWRTW user?ĬG: IWRTW is designed to make it extremely quick, simple and easy to act on intention – whether that is by starting up your own actionplatform to achieve your goal of your personal answer to the question, “If you ran the world, what would you do?" joining someone else’s actionplatform operating in the same area or just picking up one little microaction that contributes to that goal. ![]() Our objective was, if we get this right, IWRTW should feel virtually transparent – you should hardly notice it’s there, it just makes it a lot easier to do the things you want to do. We designed it to plug into anything and everything where someone wants to make something happen. It deliberately doesn’t look and feel utilitarian, but it’s simply a web-meets-world tool designed to do one thing and one thing only – turn intention into action in the real world. RB: The biggest misperception about IWRTW is…ĬG: That it’s a destination website. I then found myself on a serendipitous exploratory journey that ended up with my "next big thing" being IfWeRanTheWorld – an idea I had completely accidentally three years ago, but then felt, "This is one of those ideas I have to make happen or die trying."ĬG: It’s a radically simple web platform designed to turn good intentions into action, one microaction at a time. So I took a big leap into the unknown and resigned without a job to go to, to find out what that should be. The only problem was, I hadn’t the faintest idea what. I duly did that on February 1 2005, and went, ‘Good grief, I’ve been working for the same ad agency for 16 years!’ BBH is an absolutely wonderful agency which has been absolutely wonderful to me, and I can’t say enough nice things about them – but I felt it was time to do something different. I’d always thought of 45 as a mid-life point, and felt that on one’s 45th birthday would be the time to pause, take stock, reflect and review. Why at the pinnacle of your advertising success, did you make the leap into social innovation?Ĭindy Gallop: Actually, it wasn’t quite as well thought through as that! I turned 45 back in 2005 and had my very own personal mid-life crisis. ![]() In 2003, Advertising Women of New York voted you "Woman of the Year." The following year, you voluntarily resigned as chairman of the ad agency BBH. Rachel Botsman: For more than twenty years, you had an illustrious career in brand and advertising. In this interview, I explore with Cindy the questions that motivate her as a social entrepreneur and that drive the thinking behind her latest venture: How do we close the gap between good intentions and actions? What is “emotional software”? How can gaming principles be applied to leverage ‘competitive collaboration’? How can we design cool platforms for meaningful community participation? One of the best parts of being a writer is meeting entrepreneurs and thought leaders who blow you away with their insights about the way people behave and their vision to use technology to transform our daily lives for the better.Ĭindy Gallop – a former chairman of leading advertising agency BBH who left to start If We Ran The World – is one of those people. ![]()
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |