Think Differently & Spark Creativity

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  1. 1. Think Differently & Spark Creativity:Let Your Intelligence Have Fun! A Workshop Presented toAMA Houston Professional Development for Marketers SIG April 13, 2011by Joe Fournet copyright 2011 Ideas & MORE, all rights reserved11
  2. 2. Handouts & Take AwaysHelpful Stuff - - websites & booksTop TipsHighlights2 2
  3. 3. Some Creativity StuffWhat is creativityPower of ideasCapturing creativity when you dont have aniPadPresenting the iKitWarp Speed ThinkingDrill down technique 33
  4. 4. Smore Stuff and Some Fun . . . What to do with those ideas you generate? Idea Wall Idea Tub What makes for a creative environment? Failure is an option SuckLess mentality Dead cat Things to ponder & Wrap up4 4
  5. 5. Warning!You are now enteringTheCreativity Zone 5
  6. 6. CreativityC r ea tivity seems all about th ought and concepts . So, what is it really?66
  7. 7. What is creativity?Cr eat i v i t y i s t h e spa rk - the sparkthat ignites what you say and howy ou s ay i t .Or . . .what you do and how you do it. 77
  8. 8. What does creativity mean to you? OK, who wants to be rst?88
  9. 9. Creativity . . . should be synonymouswith a popular 4-letter wordthat begins withF...U...9 9
  10. 10. Creativity . . . Relax! Were talking FUN! 10 10
  11. 11. Creativity InsightsCreativity is a state of mind when the mind has fun, creativity is boundlessCreativity occurs when people perceive there are no limits.Creativity can be dened as the ability to see,feel, touch, think and imagine what one has notseen, felt, touched, thought or imagined before.11 11
  12. 12. Creativity InsightsCreativity the sudden cessation of stupidity.Creative is a ckle mistress; she will not be rushed orforced, she will not answer simply because your or I call; Itisnt always the clients fault that the work sucketh.-- D. Walker, Brown & BrownerMy favorite denition: Intelligence having fun. 1212
  13. 13. Youre creative if . . .You have the ability to challenge your own imagination and stimulate thoughts to lead you to a new level of solution. Were all creative because . . .Each one of us represents a different perspective, a different creative slant.13 13
  14. 14. Power of IdeasSimplest idea, creatively and smartly executed, candifferentiate the forgettable from the memorable.Ideas + Creativity = Logic + Magic.Best results = ideas are media and discipline neutral.Dont just think FaceBook or Twitter; think broader.14 14
  15. 15. More on IdeasCompanies should only care about two things: How to makethe idea work and be relevant.Ideas need to be the foundation for delivering creativesolutions to business problems.Marketers need to be creative business thinkers as well asstorytellers in relating to audiences.Ideas must be clear with basic value explained in 20seconds; borrow an 8-year old--if she gets it, u r ok.An idea is only as good as its execution.15 15
  16. 16. Dont Let Execution Bury IdeaPlenty of good ideas have been trounced because execution suckedor some decision maker didnt have the guts to stay true to it.Even when strategy is clear, message can still be diluted if thecreative is too cute, too complex or just plain dumb.The computer and software are just tools to enhance the idea, not tocompete with, replace, or screw it up.Technology notwithstanding, be able to jot down your thoughts onpaper or the infamous cocktail napkin.16 16
  17. 17. Are U creative?How many of youthink you are creative?1717
  18. 18. Check Your Ego!Creative people are 50% ego and 50%insecurity. They need to be constantly toldtheyre good and theyre loved. --Lee Clow,Worldwide Creative Director, TBWA Chiat-Day 1818
  19. 19. Soooooooooooooooooo,Never fall in love with your idea! Theres always a better onearound the corner. 19 19
  20. 20. Creativitys Cardinal RulesDont ever underestimate the power of yourmind or imagination.In order to innovate or create, movebeyond the conventional.To hell with the status quo (attitude)There will be time for a reality checkDont be afraid to ask . . .Why, why not, or what if?20 20
  21. 21. Capturing Creativity How do youdo thatwhen youdont have an iPad?2121
  22. 22. Presenting the iKit Ye Olde Creativity Survival Kit:Makes you feel creative, think creatively Warp Speed ThinkingDrill DownIdea Tub2222
  23. 23. Warp Speed ThinkingGenerating ideas at breakneck speed by capturing one idea (single word or two orphrase) per Post-it Note in answering simplequestion to solve a problem. No time to analyze or judge or be fearful!Strive for 50 ideas in 5 minutes - Ready, Set2323
  24. 24. Warp Speed Thinking Reaction So, whadyathink? 24 24
  25. 25. Drill Down Technique #1Trying to hit THE idea from a standard approachAfter eliminating duplicates . . . Select half from your Post-its(you only have 2-3 minutes)Select half again until youre down to 5.Select 2, then 1.Is it the best one? Supposedly. But wait . . .25 25
  26. 26. Drill Down #2Trying to hit THE idea from a different perspectiveSelect 5 best ideas from Post-its (2-3 minutes) Surprise! 2626
  27. 27. More Drill Down #2After you have selected and discarded all Post-its until youre down to one,consider this . . .Is it the best one? Its denitely one you would not have paid any attention to were it not for this exercise. It may be the hidden gem.Consider doing BOTH techniques with different groups2727
  28. 28. Idea Wall & Idea TubIdea Wall - anywhere your Post-it Noteideas can gather together in one placeIdea Tub - physical place, thing orelectronic le where all ideas eversubmitted are collected and organized in amanner thats easily accessibleRemember: Bad ideas are forgotten; goodones need storage 28 28
  29. 29. Creative EnvironmentDont manage creativity;manage FOR creativityEnvironment must be open and receptiveto exploring new ideas They should be acknowledged as achievement & worthy ambitionBe prepared to take risksWhat toys do you have?2929
  30. 30. Youre going to screw up! So it comes with being daring that youre going to screw up. But Id ratherapologize than to be so timid as to not tryand do anything smart or brave.-- Lee Clow Worldwide Creative DirectorTBWA/ChiatDay3030
  31. 31. Failure is an optionYou cant have success unless youre prepared to have failureAs soon as you say failure is not an option, youve just saidinnovation is not an option.Have the courage and guts to accept failure. Build it into yourculture as part of the process; dont ridicule it, but honor andembrace it.Adopt Pixar Studios SuckLess mentality.When presented with something that doesnt quite measure up, belighthearted.Say something like Gee, that really sucks. However, if your tried this orthat, it might suck less. 31 31
  32. 32. Be like Harley Creativity as a weapon of business is under-leveraged not for lack of ideas, but for lack of courageto use them or refusal to give up on them. The phrase, We dont have time for creativity, is not somethingyou would ever hear in the most successful businesses. -- Mark-hans Richer, SVP/CMO Harley-Davidson32 32
  33. 33. What To Do With A Dead Cat Do not bring a DEAD CAT without a shovel!Never present a problem without bringing the shovel:At least two possible solutions.You save time if one of these is adopted, and you get to share your creative thinking while learning whats important to your boss. Remember, you may not know all there is to know.3333
  34. 34. Oddball Observation #1 When it comes to applying yourself and being focused:Its okay to be orderly in your normal life,but be violent and original in your work. 3434
  35. 35. Oddball Observation #2The key to accomplishing anything great is being too stupid to realizeit cant be done.3535
  36. 36. Oddball Observation #3 There will be mistakes made.According to Scott Adams, The Dilbert Principle:Creativity is allowing yourself to make mistakes.Art is knowing which ones to keep.copyright 2011 Ideas & MORE, all rights reserved36 36
  37. 37. Thank You, AMA!! Please send your donations to:Joe FournetIdeas & j4net@ideasnmore.net281-980-1802copyright 2011 Ideas & MORE, all rights reserved37 37