Goosebumps as a tool for measuring success?

Andrew Spitz and I recently attended an open day, which was meant to be a kind of show and tell. It was an opportunity for us to showcase what we can do as interaction designers. We had a blast, I got to show off with a microphone in hand and Andrew got a chance to wax lyrically about the technical aspects of what we do.

We showed the people present the newest piece of work which was the BMW announcement of their sponsorship of the Sprinboks - complete with virtual stadium experience with the sound of walking down the tunnel and flash bulbs going off when you exit the tunnel. One of the ladies present commented that we should make our Tag Line: 'We're in the business of making goosebumps'. At the time I acted nonchalant but its super (well I think so anyway). If I think about the times I got goosebumps they were for really spectacular events and they always stand out for me as memorable experiences. My list is fairly simple: everytime I sing the national anthem, hearing Chaka Khan sing live, watching the opening and closing ceremony of the 2010 FIFA WC are some examples of what makes those hairs stand up. Its because of the emotional connection that I make with these events that I think Goosebumps are a good measurement tool.

Creative teams in marketing and advertising firms should invest in a goosebumpometer (not a really a  word hey but it works). I understand that these guys may have become numb over time but surely above all else their task is to create a memorable interaction with a product and what better way than to create goosebumps. There are other methods to achieve the same effect I suppose but I'm not convinced the effect is as lasting.

That was meant to be the end of my post with some pithy statement or quote but then I thought, do creative companies have a monopoly goosebump manufacture. And my answer anyway is NO, goosebumps are not only related to a product but can be linked to an experience as well. Part of the thing about creating goosebumps is that its an appreciation of beauty and as we have grown to know the beholder has a part to play in that. A maths solution or creative accounting solution could be beautiful to someone who was that way inclined. It takes all sorts or people and these people create all sorts of answers, which will be beautiful to someone.

So whether you're a sales person, a teacher, an ad man, a photographer, a singer or even an accountant...go out there and give goosebumps. Aim to have your own single original thought that could inspire you and others to greatness...and if I have my wish create GOOSEBUMPS.

Oh yes and thanks to Jamie Ingram who made the original Goosebump statement.