64 Shotsbook details

64 Shots

Leadership in a Crazy World


Written by Kevin Roberts, Chairman Saatchi & Saatchi, and Head Coach Publicis Groupe, powerHouse Books, New York, 2016

This book 64 Shots — a shot being a fast swing, an injection, a strong drink, an explosive charge, a Moon shot — is designed to help leaders succeed in today’s ultra-turbulent world. I wrote it to bring a sense of optimism to a Volatile, Uncertain, Complex, and Ambiguous era. VUCA forces are eroding the ground under every organization and individual. Technology, in particular, has sparked an incredible moment. Industries, companies, and entire societies are being reset at record pace. Falling behind or getting ahead in life is an intense high-speed contest.

I have distilled 64 shots for leaders and aspiring leaders to meet today’s extraordinary demands. Leadership is the defining difference in any field, and leading people in a crazy world requires a wider range of skills and emotional capabilities than ever. A leader’s skillset has to be meta, macro, and micro; soft and hard; strategic and creative; directional and executional.

The book is inspired by Saatchi & Saatchi which is the central current in my business life. I spent 20 years as a client, then 17 years as Saatchi & Saatchi’s global CEO, and one year as Executive Chairman, which evolved into Chairmanship. The Lovemarks book series was my means of reframing the industry I found myself in; leadership, however, is my passion.

These 64 shots assemble everything I’ve learned in business to propel the 21st-century leader. They are the basis of my operating style, teaching method, frameworks and formats, and forward focus. Their launch pad is the wisdom of a pantheon of leaders across fields and time.

In these crazy times, everyone must lead. My goal with 64 Shots is to liberate you, the leader, from mind-numbing management literature. This book is meant to inspire, unleash, and entertain you. These 64 jabs to the solar plexus are quick sets of illumination, activation, and acceleration. Different shots will help different people. Go straight to what helps most, or read the book cover-to-cover for the full treatment on leadership. There is a linear logic to the shots but each set of four is a stand-alone idea.

64 Shots comes from the worlds of business and sport. It is for anyone leading any group of people anywhere. I hope there is something here that will inspire you, and help you set others free. And whatever you do, make sure you take the shot.

Consiglieribook details

Consiglieri

Leading from The Shadows


By Richard Hytner, deputy chairman at Saatchi & Saatchi. Profile Books, London, 2014.

The leaders behind the leaders are the focus of Richard Hytner’s new book, Consiglieri: Leading from the Shadows. Throughout history, leaders who make the final decision are both lauded and despised. From the weight of mortal choices to the responsibility of their constituencies, the executives who are out in front receive the fame, the infamy, and the glory that those behind them do not.

Consiglieri: Leading from the Shadows anecdotally explores the role of the leaders behind the final decision-makers, the frequently misrepresented role of the deputy, chief-of-staff, and counselor.

Offering a mirror for contemporary ‘No. 2′s’ and a theoretical map for future consiglieri, the book traverses an array of powerful advisers from the White House to the Vatican. The book includes interviews with contemporary leaders from international business, sports and entertainment, as well as citing provocative research from psychology and academia.

The parade of characters in ‘Consiglieri’ range from the virtuous advisers – Lincoln’s Secretary of State William Seward and F.D.R.’s confidant Harry Hopkins – to fictional Machiavelli’s – Frank Underwood in ‘House of Cards’, Darth Vader and Scar from ‘Lion King’.

“When we consider the men and women who are second-in-command, throughout history, in literature and in today’s organizations, the myth prevails that they are ‘less-than’,” says Hytner. “These different kinds of leaders rarely get the accolades they deserve because of the stigma that comes with the back seat. In fact they have a very particular set of skills that often make a defining contribution to the leadership endeavor.

Consiglieri: Leading from the Shadows is the story of these unsung personalities who lead beyond the limelight, says Hytner. “They are the advisors, assistants and aides-de-camp trusted with all of the complex strategies, delicate operations and subtle maneuvers behind the curtain.”

The book has great relevance not just the deputies but to the leaders they serve, who need to know what makes their consiglieri operate, how to get the most out of them, and how to ensure they stay true to their authentic ambitions, says Hytner

Reviews

‘Intelligent, entertaining and useful. Knowing that you are going to be held responsible for the fate of your company or party is a lonely business. A good deputy can mitigate the difficulty of the boss’s job and — with access to the big decisions and secrets — have an exceedingly interesting time.’ – The Times

‘A fascinating account of the role of the leaders behind the leader – there are lessons here for every walk of life.’ – Alastair Campbell, former Director of Communications and Strategy for UK Prime Minister Tony Blair

‘There isn’t a great deal of advice available for deputies…The message of Consiglieri is that in a time of relentless media scrutiny, when leaders are supposed to be transparent in everything they do, two-faced immorality of the kind Machiavelli recommended has ceased to be a profitable strategy.’ – The Guardian

‘Films and plays are littered with examples of the nefarious deputy, from Iago to Macbeth, Darth Vader and Scar in The Lion King. Richard Hytner rescues the deputy from the “disgruntled schemer” and instead celebrates their creative, supportive, positive impact in life, business, sport and even art.’ – Rory Kinnear, actor

About Richard Hytner

Richard Hytner joined creative powerhouse Saatchi & Saatchi in 2003 as its CEO for Europe, Middle East and Africa. Today, as Deputy Chairman, he works with leaders and their teams from many of the world’s blue-chip companies. Richard is a law graduate from the University of Cambridge, and is Adjunct Associate Professor of Marketing at London Business School.

Mobile Magicbook details

Mobile Magic

The Saatchi & Saatchi Guide to Mobile Marketing


By Tom Eslinger, Worldwide Creative Director of Digital at Saatchi & Saatchi. John Wiley & Sons, Hoboken, New Jersey 2014.

With 75% of the world’s population having access to a mobile phone, marketers are scrambling to understand how consumers might invite them onto their devices. Mobile Magic offers a roadmap for creating effective mobile marketing campaigns, drawing on the experience of digital marketing expert Tom Eslinger, Saatchi & Saatchi’s worldwide creative director of digital.

Mobile Magic is a resource for brand marketers and small business owners, focusing on strategic opportunities and practical implications of mobile marketing. The book presents a wide range of insights into the mobile market, a field that is getting bigger and more complex every day.

The core principle of Mobile Magic is the “MIST” – Mobile, Social, Intimate and Transactional. These four principles are core to all successful mobile marketing campaigns. Without them, any mobile app, website, augmented reality project, game or texting campaign will never reach its full potential.

The book includes advice for defining success in mobile marketing, understanding audiences, search and social, location-based services, hiring vendors, advice on budgeting, potential legal issues and ideas for creating impactful campaigns to make emotional connections. Mobile Magic includes real-world case stories from Saatchi & Saatchi clients Lexus, General Mills’ Lucky Charms and P&G’s Gillette Venus.

“Mobile is the fastest-growing arena of marketing, but it is also is a space that can be intimidating for all types of business because the customer is in total control and brands have to be invited in,” says Tom Eslinger. “We’ve pulled back the curtain and show that it doesn’t need to be scary. Start with a creative idea, understand the executional options, manage your budget and resources, and plan for every step of the process. We think businesses are going to get a lot out of Mobile Magic.”

Loveworksbook details

Loveworks

How the world’s top marketers make emotional connections to win in the marketplace


Written by Brian Sheehan, Associate Professor of Advertising at the S.I. Newhouse School of Public Communications, Syracuse University, powerHouse Books, New York, 2013

In 2004 Kevin Roberts wrote Lovemarks: the future beyond brands. It was admired by many as a breakthrough in marketing thinking, but was also controversial because of its surprisingly obvious thesis: that emotional connections are at the heart of sustained relationships between producers, retailers, and consumers.

While many companies were using the language of war in their marketing—target, penetrate, ambush—Roberts was using the language of love—mystery, sensuality, intimacy. He explained in simple theory what people are often loath to admit: we make decisions with our emotions over our reason. Lovemarks described the journey by which brands could move from consumer respect based on intellect, to consumer love based on emotion—and in return gain “loyalty beyond reason.” In 2010 Advertising Age magazine named Lovemarks one of their “ideas of the decade,” while noting that the roadmap for brands to achieve Lovemark status was still not entirely clear.

This book, Loveworks, adds to Lovemarks in an essential way. It provides real world business examples and outlines the roadmaps followed by several famous brands to achieve Lovemark status. Loveworks shows in detail how many of the world’s top marketing companies, including Procter & Gamble, Toyota, Visa, General Mills, and Diageo have won in the marketplace through the application of Lovemarks theory. These companies have maintained a laser focus on making and sustaining emotional connections with consumers.

Loveworks features 20 case stories from clients and markets worldwide in widely varying categories. It shows that Lovemarks thinking works—anywhere, anytime. All it takes is having the brains to implement it, the guts to see it through, and an abiding faith in emotion as your compass.

www.loveworksthebook.com

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Lovemarksbook details

Lovemarks

The Future Beyond Brands. Expanded Edition


Written by Kevin Roberts, Chairman Saatchi & Saatchi, powerHouse Books, New York, 2004

Shopping is a nine trillion dollar industry and it’s in need of a Lovemarks makeover. “Diamonds in the Mine”, the new chapter in this expanded edition of the bestselling Lovemarks,

  • Shows how Mystery, Sensuality and Intimacy that can be used to track the secrets of success that create the ultimate shopping experiences.
  • Takes in the history of shopping.
  • Samples the local and global habits of shoppers.
  • Examines supermarkets — what went wrong?
  • Looks at how to create the Theater of Dreams in-store.
  • And proposes the new rules of shopping.

It is an insightful collection of ideas for owners of small stores and operators of superstores, for producers and consumers and marketers.

“The store is where the action happens,” says Kevin Roberts. “It’s where the people who make and sell stuff win or lose. And the outcome lies in the hands of the consumer.

“Shoppers have power and they exercise this power with every choice they make. Shopping is a form of activism where consumers support the businesses that have earned their love as well as respect.”

Roberts says winning the retail challenge will be an obsession of 21st century business.

“Great retailers know that shopping is not simply about economics. It’s about emotion. It’s about empathy with consumers. It’s about relationships. The objective for retailers is to touch consumers, to find out and deliver what shoppers want from the shopping experience, to win Loyalty Beyond Reason.”

“Diamonds in the Mine” kicks economic rationalism out the shop door and shows shopping for what it truly is: an emotional and primal act.

“When we go shopping, we track, we stalk, we browse, we forage, we close in, we return home in triumph,” says Roberts. “Shoppers feel delight at a bargain, and satisfaction at filling a refrigerator. And we shop with our whole body, looking for products and places that stimulate our senses of sight, sound, taste, touch and smell.

“Done well, retail is seductive. It provides shoppers with a satisfying, pleasurable and memorable experience.”

“Diamonds in the Mine” takes readers through the crowded free-for-all of a Casablanca bazaar to the coziness of an English corner shop, sampling the delights of a new-style Spanish supermarket, a no-brand Japanese store, a Manhattan design gallery, a Parisian boutique, an Austin Texas Whole Foods, and an Australian online emporium.

“In wonderful stores around the world, shopping is being reinvented right now by creative and passionate retailers,” says Roberts.

In contrast to most supermarkets which Roberts says “are aircraft hangar-sized sheds that play 1980s happy music and are lit to search-and-destroy mission standards,” these new retailers look through the eyes of the shopper, tuning into their needs to deliver superb service and offer environments that charm and delight.

“Diamonds in the Mine” is a smart, stimulating and straight-shooting addition to Lovemarks — an insightful collection of ideas for owners of small stores and operators of superstores, for producers and consumers and marketers.

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The Lovemarks Effectbook details

The Lovemarks Effect

Winning in the Consumer Revolution


Written by Kevin Roberts, Chairman Saatchi & Saatchi, powerHouse Books, New York, 2006

Love in the marketplace – who would have thought it possible? When Kevin Roberts groundbreaking book Lovemarks: the future beyond brands was launched, the face of advertising changed.

The concept of Lovemarks, not trademarks, dropped the L word into the world of ideas, marketing, and communications. The effect was electric; the responses ranged from emotionally inspired to intellectually inflamed. And from consumers, the response has been an outpouring of energy and enthusiasm, commitment, and love.

Now, The Lovemarks Effect, the latest offering by Roberts, explores the fresh and exhilarating terrain created by Lovemarks.

The Lovemarks Effect brings together the most engaging and insightful ideas and stories. It offers in-depth commentary from business, science, and creative luminaries who have been engaged in, and affected by, Lovemarks power to make a difference in the world.

As Kevin Roberts says, the idea that the consumer owns the brand has started a revolution. There is no turning back. Once consumers have tasted the freedom of Lovemarks they will become ever more creative, ever more engaged, and ever more involved.

The next five years will change the face of business as we know it. The Lovemarks revolution is underway.

  • Inspirational Stories. The Lovemarks Effect features the voices of dozens of inspirational business owners and managers, designers, engineers, retailers, marketers, advertisers and, most importantly, inspirational consumers.Contributors include marketing guru Tom Peters, Nobel Laureate Arno Penzias and award winning writer Malcolm Gladwell. From the business world there is P&G’s Global Marketing Officer, Wal-Mart’s Chief Marketing Officer, CEOs from Benetton, Victorinox, Diesel, Ben & Jerry’s and more. Great consumer comments from Lovemarks.com feature throughout.
  • Hard proof.Research by QiQ International literally quantifies Love and Respect, and how a brand’s emotional connections with consumers relate to business results.The studies validate the cornerstone qualities that help to make a brand a Lovemark, and ultimately find that ‘there is conclusive evidence that creating a Lovemark will increase sales’. This is a compelling case for why we need to pursue Love and Respect over and above everything else.
  • Practical advice. A 7-step guide to putting Lovemark principles into practice. The book provides a systematic, practical approach to help businesses and products make the transformation from brand to Lovemark. This section is furnished with insights and advice from 28 Inspirational Owners, CEOs and senior marketers.
  • Big ideas. The book explores some big ideas associated with Lovemarks. There’s a chapter on the role design has to play in making Lovemarks, an investigation into how shoppers can be won over with Mystery, Sensuality and Intimacy, and chapters on sustainability and the “attraction economy“.
  • Great work. This is where we show how Saatchi & Saatchi have put Lovemarks to work for our customers. An inspirational chapter pulls together a selection of great work by Saatchi agencies from around the globe.

Explore the book (interactive PDF)
Explore the book (5.9 MB PDF)
See the list of contributors (143 KB PDF)

Start with the Answerbook details

Start with the Answer

And Other Wisdom for Aspiring Leaders


Bob Seelert, Chairman, Saatchi & Saatchi, published by John Wiley & Sons, Hoboken, New Jersey, 04 May 2009

At a time when our economic systems desperately need to energize people and produce leaders at all levels, Saatchi & Saatchi Chairman Bob Seelert brings us Start with the Answer. This back-to-basics, no-nonsense collection serves up 94 real-life stories from Bob’s career as CEO of five companies in three different industries.

Immediately and universally applicable across Saatchi & Saatchi’s network of people and clients, Start with the Answer outlines Bob’s strategies, tactics and principle-centered approach to decision-making and problem-solving. Backed with two Harvard degrees and 40 years experience in business, Bob boils it all down to the eight dimensions of business life every leader must master in order to succeed:

  • Preparing for a Career in Business
  • Managing Your Career
  • Planning and Other Essentials of Business Strategy
  • Business Operations: Looking Beyond the Obvious
  • Finance and Economics, or Dollars and Sense
  • Lessons in Leadership
  • Building Culture Through Communications
  • Personal Style and Spirit

Start with the Answer puts forward a philosophical foundation for high-quality leadership in the modern business world. It proposes that leaders must first come to know themselves, and then develop the values, beliefs, and principles they will carry through their careers which will earn them the trust of those whom they are charged with leading.

If you want to take your Saatchi & Saatchi career to the pinnacle of achievement and success, you have to know where you’re going before you plot your course. You must “start with the answer”.

“I’m at my best when I have a coach and mentor. Bob Seelert has played that role for over a decade, providing me with counsel, guidance, perspective, and unconditional love and support. And wisdom – lots of it! You’ll find out what I mean when you read this book.” Kevin Roberts, Chairman

“Packed full of the wisdom that we have witnessed Bob dispense first hand. It has universal application. Start with the Answer can turn up the volume on the exacting standards of performance from everyone at Saatchi & Saatchi.” Richard Hytner, Deputy Chairman, London

“I’ve been fortunate to have access to the wisdom and counsel of Bob Seelert-live and in-person. Now everyone can benefit from Bob’s straight talking business and career strategy consulting. You’ll put his wisdom to use, guaranteed.” Mary Baglivo, Chairman and CEO, The Americas

“A common sense antidote to over-intellectual business books. Start with the Answer is a return to the simple values that can lead to successful business careers and successful businesses. Comforting simplicity from a regular guy.” Vaughan Emsley, General Manager, P&G Publicis Groupe, New York

“Bob’s unique form of leadership and vision has provided a breadth and depth of experience second to none. Put simply, there is no substitute for experience. Start with the Answer will provide an invaluable toolkit for not only the current but future generations of our business. His values and anecdotes embody the true meaning of the Saatchi brand. To harvest a pearl of Bob’s wisdom ‘Linking the past, present and future is the best way to build a business from its strengths.'” Ian Rowden , Chairman and CEO, Saatchi & Saatchi, Asia Pacific

“Bob’s timeless wisdom dispensed in an easily digestible manner. If you want to learn, if you want to grow, if you want to influence your clients, and their business, if you want to be successful, read Start with the Answer.” Simon Francis, CEO EMEA, London

“Start with the Answer can be extraordinarily useful. It is the kind of book that one returns to after reflection and for guidance. Bob’s experience in the client world dealing with leadership challenges will have meaning and application to our clients.” Kurt Ritter, CEO, Los Angeles

“Fresh insight into the past and present of Saatchi & Saatchi – a story of creativity borne of necessity. Start with the Answer is sage counsel and a tacit reminder of the importance of humility in business.” Robert Senior, CEO, London

Explore the book (2.8 MB PDF)

Download the index (3.2 MB PDF)

Download the endorsements (1.1 MB PDF)

Download Bob’s biography (16 KB PDF)

Meet Bob (video):

Bob Seelert – 2min // Download MP4 (9MB)

Readings by Bob (audio):

Introduction – 10min // Download MP4 (6.3MB)

Start with the Answer – 3min // Download MP4 (2MB)

Go with Your Gut – 2 min // Download MP4 (1.3MB)

How to Choose a Career – 4min // Download MP4 (2.6MB)

Be True to Yourself – 3min // Download MP4 (1.9MB)

Lovemarks Designers’ Editionbook details

Lovemarks Designers’ Edition

The Saatchi & Saatchi Designers’ Edition


Kevin Roberts’ groundbreaking book Lovemarks: the future beyond brands injected a powerful dose of emotion into the world of advertising and marketing.

Despite the extraordinary uptake of the concept, Roberts was determined to go one step further after receiving a provocative and irresistible challenge: to turn the book itself into a Lovemark. The end result is Lovemarks: the Saatchi & Saatchi designers’ edition, a sublime rendering of the original book that will both challenge the mind and delight the eyes.

Collectively produced by Saatchi & Saatchi designers and art directors from across the globe, the book reflects the diverse, eclectic, and vibrant visions of its creators. Lovemarks: the Saatchi & Saatchi designers’ edition celebrates the central role design plays in creating emotional connections with consumers.

Chapter designers from across the Saatchi & Saatchi network featured in the book include Kevin Finn (Sydney), Hamish McArthur (New York), Nick Darke (London), Kane McPherson and Lorenz Perry (Auckland), Jason Romeyko (Moscow), Bridget De Socio (New York), Tim Quest and Scott Silvey (London), Saatchi & Saatchi X Design Team, Polly Chu (Guangzhou), Alex Normanton (London), Jim Salter (London), Tom Eslinger (Los Angeles), Hiro Ito (Tokyo), Pete White (New York), and Ji Lee (New York).

Text by Kevin Roberts, Chairman Saatchi & Saatchi.

Art direction by Derek Lockwood, Saatchi & Saatchi Worldwide Design Director, and Roger Kennedy, Director of Typography and Design, Saatchi & Saatchi London.

Explore the book (5.1 MB PDF)

sisomobook details

sisomo

The Future On Screen


Written by Kevin Roberts, Chairman Saatchi & Saatchi, powerHouse Books, New York, 2005

We are living in “The Screen Age”. Screens for informing, entertaining, communicating, connecting, transacting and controlling. Screens for every purpose.

This environment presents an unavoidable conundrum for business as we seek to find new ways to connect with consumers. Television, once the shining knight of emotional messaging, is subject to a radical shift in the relationship between consumers and the media.

Where consumers were once passive in the face of the mass market, they are now savvy individuals wired into the greatest information network the world has ever known.

Enter sisomo — Sight, Sound, and Motion, the combination that made television the most powerful selling tool ever invented.

As screens multiply and give sisomo a new playground of opportunities, industries from marketing and entertainment, computing and telecommunications — and indeed every single player in the digital revolution — will be transformed.

Kevin Roberts is determined that Saatchi & Saatchi’s role in this transformation will be made with inspiration and emotion, not just technology.

“I’ve always said there are three keys to the hearts of consumers: Mystery, Sensuality and Intimacy. Here’s how they come alive: Sight, Sound and Motion.”

In the debates about what is next for marketing, communications, media, the Internet, advertising and consumers, sisomo: the future on screen will provide readers with a clear and distinctive point-of-view in creating ideas and strategies for clients, prospects and the market.

sisomo: the future on screen explores:

  • the convergence equation and emotional connections
  • great sisomoments — the history of sisomo on screen
  • 11 ways the screen brings sisomo to your world
  • the family of screens, their personalities and ambitions
  • sisomo in action, from the biggest to the tiniest of screens
  • 7 urban myths about the performance of television
  • the facts, figures and projections of “the Screen Age”
  • storytelling — the link between sisomo and Lovemarks
  • the potential of sisomo to make the world a better place

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One In A Billionbook details

One In A Billion

Xploring the New World of China


Over 95 percent of China’s growth over the last two years has been generated by domestic demand. For brands to gain a foothold in this rapidly expanding economy, traditional market research is not enough.

To reach the 1.3 billion potential consumers in China, you need to understand: understand the people, their lives and motivations, ambitions and desires.

Sandy Thompson and her team of intrepid Xplorers strapped on hiking boots and backpacks and journeyed across China.

The result is One in a Billion: Xploring the New World of China, a series of intimate portraits of some of the individuals who make up the world’s most populous nation, and a snapshot of what it means to be Chinese in the new millennium.

Xploring is a bold new approach to market research and consumer insights that emphasizes the authentic, immediate, and emotional.

Xplorers interact with people at the person-to-person level. They turn the numbers into stories. They reveal truths that can make the differece between stumbling and success.

Sandy Thompson, Worldwide Head of Planning, Saatchi & Saatchi; Foreword by Tom Peters; Photographs by Chien-min Chung, powerHouse Books, New York, 2006

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Social Workbook details

Social Work

Cause Related Campaigns


The Saatchi & Saatchi story virtually began with the classic 1970 “Pregnant Man” ad for the UK’s Health Education Council.

There have been countless campaigns ever since. These highlights have been captured in the stunning publication, Social Work (-273 Publishers), a showcase of over 30 years of Saatchi & Saatchi cause related ideas.

The range of issues tackled by the Saatchi & Saatchi Network over the years is truly comprehensive. Child abuse, slavery, AIDS awareness, contraception, gun control, drug abuse, alcohol abuse, hunger, poverty, refugees, racism, censorship, the environment, drink driving are just some of the topics that have benefited from Saatchi & Saatchi’s uniquely powerful creativity.

The Network’s fearless and provocative approach has, in many cases, made relatively small budgets go a lot further, thanks to the media coverage generated by controversial campaigns.

This foreword, written by Saatchi & Saatchi creative director, Ed Jones, offers this telling observation:

“A striking feature of the work is the remarkable degree to which it employs the power of simple truth…Many social issues are inherently dramatic from the outset so what is required are simple ideas. Ideas that get attention and ideas that can transform people’s lives.”

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World Changing Ideasbook details

World Changing Ideas

Amazing innovations from the Saatchi & Saatchi Award for World Changing Ideas


Written by Richard Myers and Bob Isherwood, Foreword by Buzz Aldrin

This is the story of the amazing innovations that have won or been shortlisted for the Saatchi & Saatchi Award for World Changing Ideas. The $100,000 Award was launched in 1998 as the Saatchi & Saatchi Award for Innovation in COmmunication, and coincided with the Network’s re-definition as The Ideas Company.

Right from the start the Award has attracted high quality entries from around the world, from individual investors, charitable foundations, medical establishments, commerical enterprises, technological establishments such as NASA, and academic institutions like MIT.

The entries have been diverse, eclectic, and inspiring. They have addressed challenges in everything from technology, language and education to medicine, science, disability, the environment, and developing worlds. Winners have included a system that allows the blind to “see” with their ears, and a unique compound, now used by NASA, to replicate the responsivness of human skin by applying it to the fingers of robotic hands. Finalists have ranged from self-adjustable spectacles, a new kind of aeroplane, a laser system for detecting cancer cells, a swallowable camera for intestinal diagnostic examinations, and a three-dimensional alphabet.

There has been an impressive line up of judges too. Buzz Aldrin, Laurie Anderson, David Bryne, Edward de Bono, William Gibson, Philip Glass, Baz Luhrmann, John Maeda, and Lou Reed are some of those who have contributed.

Richard Myers and Bob Isherwood are the inventors of the Award.