// GORDON BROWN Over twenty five years educational and business experience in sales and marketing This included fourteen years with Bass Brewers finishing as Director of Brands for the Tennents portfolio In 2000, as a board director, Gordon was part of the successful floatation of e-comsport Group plc - a sports technology company Education includes an Honours Degree, Post-Graduate Diploma in Management Studies and an MBA Gordon is a Member of the Chartered Institute of Marketers, Member of the Marketing Society and a Chartered Marketer
// Change? Computers? • 1946 = 5,000 operations a second • 2001 = 2 Million operations a second • 2014 = 20,000 Trillion operations a second (It would take 120 billion people with 120 billion calculators 50 years to do this in a day.) Online sales – UK • £60 billion spend by UK shoppers online. (2010)
// Change? How long to 50 Million users? • Radio = 38 years • TV = 17 years • PC’s = 16 years • Internet = 4 years • iPad = 2 Years?
So is creativity all about the ‘ONE’ big idea?
// Analysing via Thinking Urban Myth – but what does it tell us? Analysing – • NASA– 2 Years– $20 Million = Space Pen Thinking – • USSR – 0 Days – 0 Cost = Pencil!
// Quotes// I think there is a world market for maybe five computers Thomas J Watson, 1943, Chairman IBM// Who the hell wants to hear actors talk Harry M Warner, Warner Brothers, 1927
// 640k ought to be enough for anyone Bill Gates, 1981// “We don’t like their sound. Groups of guitars are on their way out.” Decca Records rejecting the Beatles, 1962// Whatever happens the US navy is not going to get caught napping Frank Knox, US Secretary of Navy, Dec 4th 1941 (Pearl Harbour attacked on Dec 7th)
// Destructive criticism • ‘that idea is rotten’ • ‘we’ve tried that before’ • ‘we don’t have the time’ • ‘be serious’ • ‘let’s sleep on that one’ • ‘have you been sleeping?’ • ‘my boss will never buy that one’ • ‘get real’
// Barriers • Destructive criticism • Need for conformity
// Need for Conformity// There ain’t no rules around here! we’re trying to accomplish something! Thomas A. Edison (1847 – 1931)// There are three rules for writing the novel. Unfortunately, no one knows what they are. W. Somerset Maugham (1874 – 1965)
// Barriers • Destructive criticism • Need for conformity • Time
// QUESTION 1 A WOMAN LIVES IN TEXAS IN THE U.S.A. OVER THE COURSE OF A COUPLE OF DAYS SHE DRIVES TO NEW YORK AND THEN HOME TO TEXAS. ALL THE WHILE SHE ONLY EVER USES A SOUTHBOUND CARRIAGEWAY. EXPLAIN? She started her journey north of New York
// QUESTION 2 A BLIND MAN DRIVES UP TO A HOUSE, GETS OUT OF THE CAR AND GOES UP TO THE DOOR WITH A PACKAGE. THE HOMEOWNER TAKES THE PACKAGE AND GIVES THE BLIND MAN A CHEQUE. THE BLIND MAN THEN DRIVES AWAY. WHAT WAS IN THE PACKAGE? Blinds
// QUESTION 3 Using each symbol below exactly once each, form the name of an eight letter mammal. ehat dule Elepha Eledhaut Eledhaut nt
// QUESTION 4 What are the next two numbers in this sequence? 36,91,21,51,82,12,42 3,6,9,12,15,18,21,24,2 3,6,9,12,15,18,21,24,27,3 3,6,9,12,15,18,21,24,27,30,33,36
// QUESTION 5 Add three more unbroken matches so that a cube is formed = 8 = 23
// Barriers to creativity You are out in the city centre and you see a dark blue Ford Mondeo pull up beside you. In the car is a man with a business suit on and a briefcase on the passenger seat. The back seat is filled with filing boxes and paper. He is talking into his mobile phone. Describe the person in the car. What does he do? Who is he? What kind of life does he have?
// Cracking creativity – quick tips Take a break. In a digital world notepads are still good. Look for stimulation. Meet away from the office. Steal with glee. If really stuck re express the problem. It’s ok to have fun while looking for a new idea.
// Summary Three Steps • DEFINITION • GENERATION • IMPLEMENTATION Barrier to Creativity Solution K E Y S
Business ManagementIan MacKenzie • Notes are available on request from the most recent C4 Online Briefing. • Ongoing Fuel4 & briefings promoted on our Twitter account • All documents (briefing notes and pitch template) available on our Tumblr @Channel4Online Channel4online.tumblr.com