What is BootB?
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“BootB” is a free marketplace where the only ruler is Creativity. That’s why we call it Republic. Re- like register, publi- like publish, c- like catch. Register with BootB.com, Publish the Brief and Solutions, and Catch the best creativity and the Budget, the reward. So no barriers, no hierarchy – just Unlimited Creativity! It’s as simple as that!!!
How does BootB work?
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In the BootB Republic there are two key players: Builders on one side and Creators on the other side. The Builders are those who are looking for o.o.t.B Creativity, the purchasers of ideas. Creators are those who are able to provide Unlimited Creativity, and are thus the sellers of ideas. And both of them can register on www.BootB.com for free, like on “eBay” or “Facebook,” and in this way become Citizens of the BootB Republic.
What does “BootB” mean?
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BootB literally means B.o.o.t.B. To elaborate on what we mean, first, a Brief from a Brand flies into the Box, then Creators buzz around with their ideas, and finally the best Solution flies out of the Box, winning the Budget that was allocated by Brand. As a result- Brands out of the Box!
What does it mean to become a Citizen of the BootB Republic?
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To become a Citizen of the BootB Republic means that you can have a long list of rights and only one law to follow, which is the Republic law: to Register for free, to publish and to catch. And you can become a Citizen whether you want to purchase others’ creativity or to sell your own creativity. You can become a Builder, meaning a purchaser of creativity, if you are a company and you want to build your brand; or you can become a Citizen as a Creator, if you are an agency, a professional working for the agency, a freelancer or just a simple individual with a lot of talent and creativity. And becoming a Citizen of the Republic gives you also the right to receive your own Passport, which is actually quite an out of the Box Passport (very o.o.t.B, that is :) Like any other passport, it has a front cover and a back cover, but inside there is no booklet; there is you, the Citizen, because the Passport is a t-shirt! And there are three different types of Passports that you can choose:
∞ The first one says “Crawl or Fly”, and if you prefer to fly, then on the back there is written - “Fly with us!”
∞ The second one says “I create for no one”, (you prefer flying solo), and on the back it tells you that if you prefer flying solo, then you have “Unlimited Creativity.”
∞ The third Passport, the one which I actually prefer, is called “Rest In Peace”. With this Passport, we say goodbye to traditional ad agencies. From 1900 to 2007, they had a good run, but their time has passed. Fortunately, “Ideas live on BootB.com”.
Welcome to the Republic of Unlimited Creativity!
How can BootB reach the whole planet?
BootB operates in 14 languages, which cover the vast majority of the world’s population. On top of this, the offline launch of BootB was done with more than 300 events, in 18 countries on every continent, in order to recruit the best creative talents all over the world. Therefore, Brand Builders will receive creative inputs from every corner of the planet!
What if the language of a Brief is not among the standard BootB languages?
If you do not speak Arabic, Chinese, Dutch, English, French, German, Hebrew, Hindi, Indonesian, Italian, Japanese, Portuguese, Russian or Spanish then we'll translate the project for you regardless. Welcome to the BootB Republic!
How does BootB profit from this idea?
We have a very simple business model in which BootB retains 20% of the Purchase price for the services provided to the Creator and to the Builder in order to meet each other in a common, free marketplace.
How can BootB provide Unlimited Creativity?
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Even if company runs a five-way pitch, the creative process is still restricted to five creative teams, most likely from the same country, the same cultural background and probably the same region. With BootB the Brand owners can access an unlimited talent pool from across the world that will certainly look at the creative challenge from all possible angles! That’s Unlimited Creativity!
Why would Creators want to join BootB?
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Our answer to this is - why wouldn’t they? They will be able to publish Solutions to the Briefs they’re passionate about and not to those they feel obligated to do. I believe that in this world there are innumerable talented, creative individuals who would like to do what they love and claim the reward that their passion deserves.
Can non-ad executives compete with experienced professionals?
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I believe that non-professional executives can think differently and can produce great ideas. For example, a waitress working in a café can think differently than a creative director if we speak about tomato ketchup. I believe that in my working lifetime, I have had hundreds of ideas which could have been useful for other companies. I believe that in the world there are millions, if not billions of people who have no place to speak their mind. There is no outlet for their ideas, but in the future with BootB - there will be.
How does BootB guarantee that Creators will be paid?
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For every Brief that flies into the Box there is a Budget that is tied to it. So no Budget in the Box = no Brief visible on the website. And with the Budget already in the Box, there’s no chance for an unethical client to take Solutions without paying for them, as can often happen in the outside, offline world.
How will BootB achieve critical mass?
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Today there are many YouTube clones, yet there is only one YouTube! So the first-mover advantage will be our key factor for success. What will happen is that this idea, like any good idea, will be copied, but our momentum will ensure that BootB will always fly higher.
How does BootB handle intellectual property rights?
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First of all, the BootB web site is SSL-encrypted in order to ensure the integrity of the ideas shared on the site. Secondly, the BootB process sets up a legally binding contract between BootB and Creator, so that Creators will not lose their exclusive property until the very first moment when the Builder chooses a Solution, and from that moment the Creator will transfer his/her intellectual property to the Builder. Everything is very safe.
How does BootB cope with confidentiality issues for Clients?
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Brand Builders (how we call our clients in the BootB Republic) can be anonymous on our website if they so desire. In case a Brief contains confidential information, it can be published in the so-called “blind” mode.
For example: If Nestlé wants to ask the BootB Republic for an idea for something, the Brief could start with the sentence “multinational company, operating in the food market, is asking for….”, and then list all services requested.
What if a Builder doesn’t want to look at all Solutions?
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BootB has set up a system that gives Brand Builders the possibility of having Solutions pre-screened on their behalf. This is just one of a number of off-line services that BootB is able to provide to Brand Builders according to a fixed-price list.
What if Builder doesn’t like any provided Solution?
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When a client starts any project on BootB, they commit to a Brief, a timeframe, and a Budget. These are the three key variables that drive both quantity and quality of Solutions from the creative community. In the unlikely case that the BootB Republic can not deliver the kind of Solution that the client wants, the client has a one-time opportunity to rework these three key variables, meaning that they have the opportunity to fine-tune the Brief, extend the timeframe, and/or increase the Budget. This way the Creators who have already submitted their creative Solutions will be asked to refine their Solutions and there will be many other Creators submitting new proposals as well.
Will BootB be a full-service agency?
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The answer is no. Full service is not an exciting expression in the BootB Republic. BootB is absolutely and only obsessed with online creativity.
What will the reaction of traditional creative agencies to the launch of BootB be?
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I must say that revolutions are not always bloody, but they can and do change landscapes forever!
If creative agencies are progressive and forward-thinking, and I really believe they are, they will embrace this new competition. And together we can provide better creative Solutions, or as I would say, o.o.t.B Solutions!
How will advertising agencies react to their executives pitching on BootB?
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I think creative agencies understand that they don’t have a monopoly on creative ideas. The world has changed, and in this world you can’t simply lock up ideas. In the information age, and in a zero gravity environment like the World Wide Web, ideas will always fly!
Will BootB drive market prices down?
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I don’t really think that BootB will drive prices down and or put some agencies out of business. BootB doesn’t have the pull to replace offline agencies. There will be always space for them. BootB is not a panacea. BootB wants to be an alternative for brand owners, who want to try getting creativity in new ways. However, it’s possible that prices will fall, simply because brand owners will not have to pay the overheads that offline agencies have, especially if they have their offices on Madison Avenue or in Soho.
How was the BootB idea born?
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For 20 years I was on the other side of the court – a marketing man working for the worldwide marketing-driven organizations like Johnson & Johnson, L’Oréal, Colgate-Palmolive – and these agencies were flying to see me – at my expense, of course, and sometimes using business-class tickets, to present old, tired, worn-out ideas.
And it drove me crazy! This is why I thought of BootB. Because great ideas run free for people who run free and think free. And today this can happen, all thanks to BootB!
What is the Financial Structure of BootB?
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BootB is a private company which I am funding with a limited, selective number of private backers.
What is Martin Lindstrom’s role in BootB?
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Martin was an inspiration to me and over the years we have become close associates. Martin was also the first person with whom I talked about the BootB idea and he was very positive about it. This has given me additional energy and motivation in order to move forward. That’s why we are all here today.
How can BootB be defined using only adjectives?
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I would say that BootB is creativity-obsessed, free-thinking, simplicity-seeking, cosmopolitan, trustworthy, virtual-friendly, attentive to diversity, and child-friendly.
Why BootB is creativity-obsessed?
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For the Citizens of the BootB Republic, creativity is absolutely an obsession. When they think about life, creativity is the reason for living; when they think about death, creativity keeps them safe from fear, because they feel that with the things they have created, they can never die. BootB is about any kind of creativity: any field of creativity, from advertising to PR, from promotion to design, to any kind of innovative idea generation.
Why is BootB free-thinking?
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We believe that the maximum level of freedom is anarchy, and BootB is very close to it. In the BootB Republic there is only one rule, meaning Re- like Register, publi- like publish and c- like catch. BootB is planning to bring the power of the world’s ideas into the hands of brand owners. In the BootB Republic, only the best ideas win and they must be an o.o.t.B ideas!
Why is BootB simplicity-seeking?
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BootB is an incredibly simple concept: a brand owner puts a Brief in the Box, and then Creators around the world can see the Brief and publish their creative Solutions. And then the brand owner decides which is the best idea, and that flies o.o.t.B with the Budget. It’s as simple as that!
Why is BootB cosmopolitan?
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BootB cares about the fact that all Creators can participate in the pitches on www.BootB.com. Only linguistic differences cannot be avoided, but even these will be solved thanks to BootB’s multicultural approach of operating in 14 different languages. So thanks to the fact that all Creators can participate, BootB will ensure that all cultural boundaries can be bridged.
Why is BootB trustworthy?
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BootB is trustworthy because it delivers. BootB delivers to the purchaser of creativity, the Builder, because he or she has access to creative talents from every corner of the planet. And it delivers to the Creator, because they have access to the best Briefs from the top worldwide brands, and if they’re picked as the Winner, they have no possibility of not being paid like may happen in the offline world, because in the virtual world of BootB, a Brief is visible only if there is a Budget already tied to it. So BootB delivers because there’s no chance that Creators will not be paid.
What do we mean by attentive to diversity?
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Diversity, a very common word, often means war and sorrow. However, in the BootB Republic, it is a “plus”. The more diversity there is, the more successful a project on BootB will be. That’s the major advantage of being attentive to diversity. That’s the BootB Republic!!!
Why is BootB virtual-friendly?
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BootB loves the virtual world, and BootB is virtual. And in the virtual world there is no rent, no markups, no expenses linked to the material world, no agency handling charges for that... just world class ideas. That’s virtual, and that’s BootB.
Why is BootB child-friendly?
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Children can create better and faster. For children everything is possible; there are no barriers, there are no walls or boundaries, - only by growing up do we learn that we cannot do this or that, or that we have to do this or that. But that’s not how it is for children. That’s why the BootB Republic wants to work with people who are either children or are children at heart.
