A good idea is a funny thing. If you keep it to yourself long enough, it’s no longer a good idea. On the other hand, inviting others to hear your ideas and contribute to them allows them to blossom. Heath Rudduck believes that crowdsourcing your creativity is not only beneficial, but mandatory in this day of ever-increasing complexity across the interactive marketing landscape.

Heath Rudduck is Campbell Mithun’s Chief Creative Officer, a post he started this winter after moving his family west from Boston to the Twin Cities at the end of 2010. I’m not sure which came as a bigger shock: changing residences from his native Australia to the United States or being greeted by four and a half feet of snow upon his arrival in Minneapolis after the blizzards of December 2010.

Barely six months later, Heath seemed right at home with his Minnesota neighbors as he presented Crowdsourcing Creativity at the well-attended MIMA event held at the University of Minnesota’s beautiful McNamara Alumni Center on Wednesday.

The first part of Heath’s presentation examined how complex our marketing and technology landscape has become, a point which was underscored by the event staff’s initial difficulties in projecting the slides from Rudduck’s laptop. Heath cited a plethora of new gadgets and technologies that have made our lives both more convenient and complex.

This complexity has made for an extremely fragmented interactive marketplace, and this fragmentation requires that more thought and collaboration go into new creative and marketing ideas than ever before. Gone are the Mad Men days of copywriter and art director duos. Today’s teams also require new roles such as user experience strategists, media planners, and even search engine optimization professionals to be successful.

Adjusting to all these new touch points and contributors to our efforts can be difficult, but Heath had five suggestions to ease into crowdsourcing creativity within our own teams:

1. Relax to go fast
2. Stop hiring in your own image
3. Embrace the entrepreneur
4. Risk getting it wrong
5. Embrace the under-confident over-achiever

Heath finished with the thought that it takes a village to raise an idea. Good ideas will go bad and will never become great if their originator doesn’t share and grow them with team members of different skill sets, passions and perspectives. This requires a new level of planning for most creative projects, which isn’t always easy or fun. But all this planing pays off when our campaigns are able to capture the attention of today’s consumer and their increasingly complex worlds.

Blog-Only Bonus: After the event, Heath sat down with me to share his ideas on his own creative process and when he considers a good idea to be complete.

Watch the post-event interview on Vimeo.

Crowdsourcing Creativity was an entertaining and insightful look into developing creative ideas. Heath’s presentation added to the list of successful 2011 MIMA events, which are building up to the 10th Anniversary of the MIMA Summit in October. Register now for discounted tickets before it’s too late.

On August 12, about 200 MIMA members and guests gathered after work at the Metropolitan Ballroom in Golden Valley to sip cocktails, snack on hors d’oeuvres and network. And a fine evening was had by all.

Our guest speaker for the evening was John Dames, Design Director at CoolFire Media who traveled up the Mississippi from St. Louis to share his experience as a designer who has “done it all.” From print design to motion graphics to commercials, and now, most recently, iPhone applications.

John’s philosophy is simple. “My goal is now and has always been to make stuff. Not talk about it, write about it or think on it. But find a way to get it done and execute.”

Sounds like a common sentiment from most of the designers I know. One of the first things he said by way of introduction to his presentation was that he wasn’t a public speaker. So the evening depended kind of heavily on samples from the CoolFire Media reel that he brought with him as examples.

With that in mind, here are some gold nuggets taken from an hour and a half of ramblings, tangents and free-association on the subject of designing across platforms. This was all good right-brain stuff, after all. You just had to really listen for it.

General observations
“When taking on a new design challenge, it’s okay not knowing everything about the tools you are using. What you don’t know means you innovate.”

“Less people, money, resources and time has forced the return of the holistic thinking role of a designer.”

“Talent can trump depth and infrastructure any day. With the right people you can accomplish great things with small teams.”

“Designing across platforms allows marketers to more effectively create the user experience they want their audience to have.”

“Designers are now taking a more defining role in developing the user experience.”

Strategies for success
1. Take a holistic approach to production. “Want to do everything. Be happy doing anything.”

2. Allow cross pollination of disciplines. “Don’t just execute ideas – feel empowered to have ideas and share them with others on the team.”

3. Encourage blurring of roles. “Who knows where design is going to take you. Listen to everyone.”

What is coming next culturally and business wise?
“More advertising and branding messages will be integrated into content.”

“The internet is becoming more codified, less of a content dumping ground.”

“Media is all independent of the medium it appears in.”

“Procedural culture is driving change – nothing stays the same.”

“Design will become even more relevant, to help facilitate effective communication.”

Conclusion
What gold nuggets did you leave with? Reply to this blog post with some of the highlights you found meaningful.

Why would 280 ordinarily sensible internet marketing professionals get up at the crack of dawn and convene at the Mill City Museum? Sure, the camaraderie was great. And the breakfast wasn’t bad either. But those are only two reasons our MIMA monthly events have grown to be so popular.

The real attraction, as always, was the content – a presentation on user experience given by Nick Finck, co-founder of Seattle-based Blue Flavor, a web design company that focuses on creating great user experiences.

So what makes a great user experience? And how can you test your website? Nick described seven fundamental building blocks, and provided valuable insights about them, that you can put to use today.

Useable. This should be a top priority for page-driven design. Very simply, make sure functionality works effectively for all platforms and browsers.

Findable. Lots of developers work really hard to make search functionality as robust as possible. However information architecture and navigation design is equally important. Or even more so. Remember: if you can’t find something, it might as well not exist on your site.

Credible. Give website users an emotional reason to believe in you, as well as a rational one. A clean, professional visual design that provides clear, simple content can go a long ways toward creating a sense of trust.

Accessible. This is not just about avoiding unnecessary java script or burying content in Flash modules. Give users the option to explore your site content without advanced functionality. This includes making sure your site is accessible by people with disabilities.

(The Web Accessibility Initiative is a global volunteer organization dedicated to sharing strategies, guidelines and resources to help make the web accessible to all.)

And there is a strong business case for paying attention to accessibility. Not only can poor website accessibility lead to expensive, protracted litigation, it can lead to lost revenue opportunities when users are denied access to your site.

Desirable. It is important to think about holistic user experience. Do you really know what your users desire? Do focus groups. Then make functionality easier for users and create positive (not painful) emotional experiences for them.

Useful. This is another big issue in user experience. Lots of technologies exist that allow designers to develop cool effects, but make sure they serve a purpose greater than just serving up some eye candy. That means no gratuitous animation or delays to load graphics.

Put another way: don’t make users endure your site and don’t go overboard with the gimmicks. Make your site fast to load and make it easy for users to find the content they are looking for. Web users are trying to find information and solve problems, so they are not looking for a CD-ROM experience with your site.

Bottom line: Nick wonders how many dollars are lost in missed sales opportunities and how many customers are lost because excessive features and functionality get in the way. Not to mention the dollars wasted on developing them.

Valuable. Focus on providing features that make your site easy to use. Focus on developing content and processes that allow users to find the information they need or complete a transaction in as few steps as possible. Don’t treat users as a source of qualified leads to bombard with marketing messages and touch points. Limit the level of commitment you expect users to give to you and let them choose how deep a relationship they would like to have with you.

Three other gold nuggets Nick shared.

1) We need to think, “device agnostic.” We are no longer designing just for the desktop. With new technologies and new applications – and many more advancements on the horizon, we need to serve up information and experiences based on the context of the device/application the user is using and what they are trying to accomplish by using it.

2) We need to fail more. Because we are not pushing ourselves hard enough. And critical feedback is important too. The more we vet usability and experience, the better it gets. Always remember: “Failure is not falling down. Failure is not getting back up.”

3) We need to come together on behalf of our users. Information architects, interaction designers, visual designers, usability experts, accessibility specialists, content developers and marketing professionals would be wise to keep our audience in mind at all times. It’s not about us – it’s about the people who visit our websites.

The key take away. The one most important thing Nick wants you to remember:

By creating good experiences for our website users, regardless of what they are doing or how they do it, we can successfully accomplish our business goals. And that’s what we all get paid for.