Currently, Ideasicle’s Experts, though they each have their own specialties, talents, and expertise, are considered “generalists” when it comes to Ideasicle work. I have said many times that you could choose any four of the twenty four Experts out of a hat and they would rock any assignment.

But I was approached recently by an entrepreneur who is starting an advertising agency and wants to include Ideasicle as an “ingredient” to the agency’s offering. The agency is going to focus on a particular segment of the population and make that their expertise. 
Though I can’t tell you (yet) who this entrepreneur is or which agency he’s starting, I can tell you he wanted to know if I could create a “vertical Ideasicle” where the Experts in the pool are not “generalists” but each have vertical expertise in their segment of focus. 

I said yes. Here’s why.

We already sort of do that.

While I do believe that any four Ideasicle Experts could work on any project, I still believe there’s a benefit in recruiting the right experience for each job.
For example, just this past January we had a job with The Limited (women’s clothing retailer). From my pool of 24 Experts I recruited an all-female team of creative rock stars because I knew women would have a better appreciation for the product and, more importantly, the audience. 

Even for projects where the segment is more broadly defined I still pay attention to the skills of the team members relative to each other. If it’s a promotional idea needed by a major newspaper brand, say, I would include one-two Experts with promotional expertise, but then mix it up with others with different expertise. Varying perspectives increases the output of the session.

Still, the newspaper example is not about segment knowledge, it’s about skill sets, something I could easily vary even with all the Experts sharing a proficiency in a single segment. 

Subscriptions and ideation projects.

Were I to recruit a pool of Experts unified in their expertise in a particular vertical segment, I could recruit a smaller pool than the 24 AND involve them more regularly.

Of course, we could do two-round ideation projects like we’ve always done. But we could also be available for more regular applications.

The team could serve as a panel to react and provide feedback to ideas the clients are considering. The team could consistently pump out content ideas for blogs, vlogs, live streaming, or any platform the client uses regularly.

Or there could be applications we can’t even think of that, if clients knew they’d have access to these creative brains, clients would think of themselves.

As the entrepreneur above put it to me, “There could be a subscription element to this offering, too.” That kind of model would be good for everyone involved.

Imagine the ingredients we could be.

Any vertical segment has highly creative people who have become experts in that segment. We could go as niche as the client wants. As such, the world is our Ostrea Lurida (very rare oyster).

In fact, I know I have Experts within various segments already (see The Limited Example above), so some would make for fast recruiting.

We could organize Expert Teams around women, men, Millennials, kids, college kids, people who love to travel, sports enthusiasts, golfers, ping-pong players, Vegans, the fashion minded, even owners of pink Cadillacs with poodles who love pasta. 

Maybe not that last one, but you get the idea. The Ideasicle model can literally create a specialized pool of Experts for any segment.

Then there’s this question: within what is Ideasicle an ingredient? In the case of the entrepreneur, we’ll be an ingredient within his advertising agency. So that’s one. But I could see Ideasicle as an ingredient within in-house agencies (e.g. Staples with a pool of small business Experts), within larger consultancies, within marketing departments, or even within advertising agency holding companies (where all held agencies have access). It’s endless.

As the talks between Ideasicle and “the entrepreneur” crystalize, I’ll be sure to share. Until then, I wanted to at least get your wheels turning...

Hey, nothing is unthinkable. 

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