Just sat down for the keynote with Luke Williams. First up though, is Brett with a few words – turns out this is the 10th year for the event.

Note to self: tag on twitter #wv2010

Now for Luke…

1ne – competition

“how the weak win wars”- a book I need to pick up.

2wo – disruptive thinking

Outsiders can help break up internal log jams.

We are all born creative, so WTF happens? Our brain works on patterns. This is good, but it can put us in assembly line thinking.

We are dealing with misled that were conceived in a past age. Time to turn
things upside down to see if they look any better.

3hree – expectation gap

More creativity often goes into the advertising then the accrual products.

Great examples of product expectation vs gap: crocks, red bull, wii…

Gap innovation always leaves the industry scrambling to catch up.