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Story as a Service (SaaS) by Thom Pulliam

Thom Pulliam
Thom Pulliam

In the coming age of singularity, a design-thinking approach to programming for audiences, contents, formats, platforms and payments.

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STORY AS A SERVICE 息 Thom Pulliam 1 a design-thinking approach to programming for audiences, contents, formats, platforms, and payments. in the coming age of singularity
息 Thom Pulliam 2 2005 2007 2009 2011 2013 2015 the event is coming soon.
a quantum jump. passive linear distributed immersive finite 1 screen transmedia promo campaign release and repeat talent, fans, viewers, advertisers FROM TO co-developed multidimensional discovered immersed expanding nth screens omnimedia extended narrative reflexive and always-on players, supporters, sponsors 息 Thom Pulliam 3
息 Thom Pulliam 4
we live inside multiple realms. 息 Thom Pulliam 5
we surround ourselves with stories... 息 Thom Pulliam 6
...and we have made ourselves the story. 息 Thom Pulliam 7
息 Thom Pulliam 8 life as story story as life
we play out our characters on the world stage. 息 Thom Pulliam 9
we are the story... 息 Thom Pulliam 10
...and the story is us. 息 Thom Pulliam 11
were the marketing too. 息 Thom Pulliam 12
fictionreality blur, 4th wall breaks. 息 Thom Pulliam 13
elaborate stories on the screen... 息 Thom Pulliam 14
息 Thom Pulliam 15 ...are now experiential realities to be played.
息 Thom Pulliam 16
we cast ourselves in the story of our choosing... 息 Thom Pulliam 17
within a larger matrix. 息 Thom Pulliam 18
story is about living inside experience with endless possibilities to participate and create. 息 Thom Pulliam 19
together we engage with mass stories on personally customized terms... 息 Thom Pulliam 20
...contributing to an ever ongoing, expanding narrative... 息 Thom Pulliam 21
...experienced across a multiplicity of characters, platforms, and formats... 息 Thom Pulliam 22
...financially sponsored by fans... 息 Thom Pulliam 23
...according to the value created... 息 Thom Pulliam 24
...made effortless by new payment systems... 息 Thom Pulliam 25
...merchandised worldwide... 息 Thom Pulliam 26
息 Thom Pulliam 27 ...and sponsored by brands...
I love the idea of an ad campaign that is not interruptive, so instead of taking over your screen, it takes over your life. Frank Rose Founder, the Digital Storytelling Lab Columbia University 息 Thom Pulliam 28
what is Story as a Service (SaaS)? SaaS is a paradigm in which a story-world is built and inhabited by and with users. Putting the user at the center of their experience as an expanding, interactive narrative surrounds them. The story unfolds under the mechanics by which everyone plays a multiplicity of characters and storylines interacting, weaving and evolving. Content occurs across various formats and platforms, it spreads through conversation and is paid for in value-based models, subscriptions, and sponsorships. 息 Thom Pulliam 29
SaaS breaks illusory timelines. 息 Thom Pulliam 30
SaaS is experientially human, it cant be replicated by A.I. (yet). 息 Thom Pulliam 31
SaaS is the narrative thread navigating a techno-mediacratic environment. 1. becoming 2. cognifying 3. flowing 4. screening 5. accessing 6. sharing 7. filtering 8. remixing 9. interacting 10. tracking 11. questioning 12. beginning 息 Thom Pulliam 32
SaaS is an exponentially expanding collective journey. 息 Thom Pulliam 33
息 Thom Pulliam 34
息 Thom Pulliam 35
what is design thinking? Its a strategic process that produces tangible results. Its about generating new ideas, not reworking old ones. Its about understanding what people want, not just what the numbers say. Design thinking uses the fundamental principles of design to solve challenges. Story as a Service is constructed with design-thinking. 息 Thom Pulliam 36
principles of design-thinking: 1 personal Know your audiences in and out. See things from their point of view. Think about how your story serves their lives. 2 collaborative Great ideas are the product of many. Ask thoughtful questions; work within context and contribute, build and share without judgement. 3 abductive Act on whats probable, not whats certain. Push to live in the land of what if, even if its uncomfortable. 4 experimental Build it, try it, act it out. Test your theories and ideas. Its OK to make mistakes. Often they lead to even better solutions. 5 integrative There is not always a right or wrong answer. Instead of choosing one idea over another, try to create a new model. Sometimes innovation lies in the middle. 息 Thom Pulliam 37
elements of service design: 1 agents All the people that touch the story experience, directly or indirectly. (talent, content creators, audiences, customers) 2 props Tools that help the story deliver on the larger mission and the customers to interact with the experience, including any mediating technology. (merchandise, apps, content, events) 3 setting The various places and situations where the story experience occurs, both physical and virtual. (stores, websites, channels) 4 process The operational systems, flow of activities and overall choreography that influence the experience and how it rolls out. (marketing, development, distribution) 息 Thom Pulliam 38
SaaS is a current of content that is responsive, always-on, reflexive, self-aware, and agile. 息 Thom Pulliam 39
SaaS spans all platforms. 息 Thom Pulliam 40
息 Thom Pulliam 41 SaaS capitalizes on the lucrative digital market. Source: http://www.kpcb.com/blog/2016-internet-trends-report
SaaS is powered by leading edge video capabilities. 息 Thom Pulliam 42 Source: http://www.kpcb.com/blog/2016-internet-trends-report
inputs for SaaS development: genre selection cultural trends current events technological innovations story narrative brand attributes personas journey mapping content calendar 息 Thom Pulliam 43
息 Thom Pulliam 44
Thom Pulliam Thom is a global creative strategist, consultant, and executive working with talent, brands, tech, and entertainment. Coming from advertising agencies, brand consultancies, innovation firms, entertainment companies, and coaching and leadership organizations from Los Angeles to London Thom illuminates, clarifies, and brings inspiration and flow to those doing the new and next. He is an expert in research and insights, positioning, messaging, creative concepting, branding, and audience development. Thom's deep experience with new media innovation includes executing projects involving IPTV, VR, AR, live-streaming, holograms, avatars, 3D Cameras, major and niche social networks, transmedia, machine learning, bots, digital goods, blockchain, AI, IOT, and new Google tech. Recent entertainment consulting work includes HBO's WestWorld, The Network, and True Detective, Showtimes Twin Peaks, Syfys Incorporated, DreamWork's Trolls, Warner Brothers Lego Batman Movie, and Bethsedas Quake Champions. A few top clients Thom has done branding, communications, and innovation strategy for include: Google, YouTube, Intel, Verizon, Amazon Video, vAtomic Systems, Adidas Neo, Adidas Originals, Mens Wearhouse, Coca-Cola, MINI, Nikon, Patr坦n, Beam Suntory, Joseph Abboud, Frederique Van Der Wahl, Ronald McDonald House Charities, and European Commission. about the author 息 Thom Pulliam 45 thom@catalysis.co linkedin.com/in/thompulliam Los Angeles, California
featured engagements 息 Thom Pulliam 46
featured reviews 息 Thom Pulliam 47
息 Thom Pulliam 48

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Story as a Service (SaaS) by Thom Pulliam

  • 1. STORY AS A SERVICE 息 Thom Pulliam 1 a design-thinking approach to programming for audiences, contents, formats, platforms, and payments. in the coming age of singularity
  • 2. 息 Thom Pulliam 2 2005 2007 2009 2011 2013 2015 the event is coming soon.
  • 3. a quantum jump. passive linear distributed immersive finite 1 screen transmedia promo campaign release and repeat talent, fans, viewers, advertisers FROM TO co-developed multidimensional discovered immersed expanding nth screens omnimedia extended narrative reflexive and always-on players, supporters, sponsors 息 Thom Pulliam 3
  • 5. we live inside multiple realms. 息 Thom Pulliam 5
  • 6. we surround ourselves with stories... 息 Thom Pulliam 6
  • 7. ...and we have made ourselves the story. 息 Thom Pulliam 7
  • 8. 息 Thom Pulliam 8 life as story story as life
  • 9. we play out our characters on the world stage. 息 Thom Pulliam 9
  • 10. we are the story... 息 Thom Pulliam 10
  • 11. ...and the story is us. 息 Thom Pulliam 11
  • 12. were the marketing too. 息 Thom Pulliam 12
  • 13. fictionreality blur, 4th wall breaks. 息 Thom Pulliam 13
  • 14. elaborate stories on the screen... 息 Thom Pulliam 14
  • 15. 息 Thom Pulliam 15 ...are now experiential realities to be played.
  • 17. we cast ourselves in the story of our choosing... 息 Thom Pulliam 17
  • 19. story is about living inside experience with endless possibilities to participate and create. 息 Thom Pulliam 19
  • 20. together we engage with mass stories on personally customized terms... 息 Thom Pulliam 20
  • 23. ...financially sponsored by fans... 息 Thom Pulliam 23
  • 24. ...according to the value created... 息 Thom Pulliam 24
  • 25. ...made effortless by new payment systems... 息 Thom Pulliam 25
  • 27. 息 Thom Pulliam 27 ...and sponsored by brands...
  • 28. I love the idea of an ad campaign that is not interruptive, so instead of taking over your screen, it takes over your life. Frank Rose Founder, the Digital Storytelling Lab Columbia University 息 Thom Pulliam 28
  • 29. what is Story as a Service (SaaS)? SaaS is a paradigm in which a story-world is built and inhabited by and with users. Putting the user at the center of their experience as an expanding, interactive narrative surrounds them. The story unfolds under the mechanics by which everyone plays a multiplicity of characters and storylines interacting, weaving and evolving. Content occurs across various formats and platforms, it spreads through conversation and is paid for in value-based models, subscriptions, and sponsorships. 息 Thom Pulliam 29
  • 31. SaaS is experientially human, it cant be replicated by A.I. (yet). 息 Thom Pulliam 31
  • 32. SaaS is the narrative thread navigating a techno-mediacratic environment. 1. becoming 2. cognifying 3. flowing 4. screening 5. accessing 6. sharing 7. filtering 8. remixing 9. interacting 10. tracking 11. questioning 12. beginning 息 Thom Pulliam 32
  • 36. what is design thinking? Its a strategic process that produces tangible results. Its about generating new ideas, not reworking old ones. Its about understanding what people want, not just what the numbers say. Design thinking uses the fundamental principles of design to solve challenges. Story as a Service is constructed with design-thinking. 息 Thom Pulliam 36
  • 37. principles of design-thinking: 1 personal Know your audiences in and out. See things from their point of view. Think about how your story serves their lives. 2 collaborative Great ideas are the product of many. Ask thoughtful questions; work within context and contribute, build and share without judgement. 3 abductive Act on whats probable, not whats certain. Push to live in the land of what if, even if its uncomfortable. 4 experimental Build it, try it, act it out. Test your theories and ideas. Its OK to make mistakes. Often they lead to even better solutions. 5 integrative There is not always a right or wrong answer. Instead of choosing one idea over another, try to create a new model. Sometimes innovation lies in the middle. 息 Thom Pulliam 37
  • 38. elements of service design: 1 agents All the people that touch the story experience, directly or indirectly. (talent, content creators, audiences, customers) 2 props Tools that help the story deliver on the larger mission and the customers to interact with the experience, including any mediating technology. (merchandise, apps, content, events) 3 setting The various places and situations where the story experience occurs, both physical and virtual. (stores, websites, channels) 4 process The operational systems, flow of activities and overall choreography that influence the experience and how it rolls out. (marketing, development, distribution) 息 Thom Pulliam 38
  • 39. SaaS is a current of content that is responsive, always-on, reflexive, self-aware, and agile. 息 Thom Pulliam 39
  • 40. SaaS spans all platforms. 息 Thom Pulliam 40
  • 41. 息 Thom Pulliam 41 SaaS capitalizes on the lucrative digital market. Source: http://www.kpcb.com/blog/2016-internet-trends-report
  • 42. SaaS is powered by leading edge video capabilities. 息 Thom Pulliam 42 Source: http://www.kpcb.com/blog/2016-internet-trends-report
  • 43. inputs for SaaS development: genre selection cultural trends current events technological innovations story narrative brand attributes personas journey mapping content calendar 息 Thom Pulliam 43
  • 45. Thom Pulliam Thom is a global creative strategist, consultant, and executive working with talent, brands, tech, and entertainment. Coming from advertising agencies, brand consultancies, innovation firms, entertainment companies, and coaching and leadership organizations from Los Angeles to London Thom illuminates, clarifies, and brings inspiration and flow to those doing the new and next. He is an expert in research and insights, positioning, messaging, creative concepting, branding, and audience development. Thom's deep experience with new media innovation includes executing projects involving IPTV, VR, AR, live-streaming, holograms, avatars, 3D Cameras, major and niche social networks, transmedia, machine learning, bots, digital goods, blockchain, AI, IOT, and new Google tech. Recent entertainment consulting work includes HBO's WestWorld, The Network, and True Detective, Showtimes Twin Peaks, Syfys Incorporated, DreamWork's Trolls, Warner Brothers Lego Batman Movie, and Bethsedas Quake Champions. A few top clients Thom has done branding, communications, and innovation strategy for include: Google, YouTube, Intel, Verizon, Amazon Video, vAtomic Systems, Adidas Neo, Adidas Originals, Mens Wearhouse, Coca-Cola, MINI, Nikon, Patr坦n, Beam Suntory, Joseph Abboud, Frederique Van Der Wahl, Ronald McDonald House Charities, and European Commission. about the author 息 Thom Pulliam 45 thom@catalysis.co linkedin.com/in/thompulliam Los Angeles, California