How To Create An Inspirational& Sustainable Idea         .  March 30th, 2012
// Who am I?  Gordon Brown, yeah that’s right!
//   GORDON BROWN     Over twenty five years educational and business experience in sales and     marketing     This inclu...
//   GORDON BROWN•   Circuit Break: (formed 2001)          •   Marketing consultancy          •   Branding advice         ...
//   HOW DID WE DISCOVER BRAIN JUICE?
WHO DO WE WORK WITH?
So what is creativity?
// Some thoughts:   • Idea = Doing something you currently do better     (or worse) or doing something that is completely ...
// Another definition:Need + Idea + Implementation = Creative Process
The Three Stages of the Creative Process               DEFINITION       An unhealthy                                 obses...
// Definition   Which is the easier question to answer:       • What is 7 multiplied by 6?         or       • What is answ...
// Generation  The tools and techniques to create new ideas  Kick Start  Eccentric Thoughts  Yo – Yo  Similar People
Business world   Creative world
// Implementation  How many people have been to a brainstorm – generated a  lot of ideas and then, nothing has happened as...
The Three Stages of the Creative Process               DEFINITION              GENERATION            IMPLEMENTATION
// But why is creativity   important to the   organisation…?
// Why is creativity important…?         CHANGE
// Change?  Computers?      • 1946 = 5,000 operations a second      • 2001 = 2 Million operations a second      • 2014 = 2...
// Change?  How long to 50 Million users?      • Radio = 38 years      • TV = 17 years      • PC’s = 16 years      • Inter...
So is creativity all about  the ‘ONE’ big idea?
+ScaleofIdea   -    Time
// Analysing via Thinking   Urban Myth – but what does it tell us?       Analysing –       • NASA– 2 Years– $20 Million = ...
// Quotes//   I think there is a world market for maybe five     computers     Thomas J Watson, 1943, Chairman IBM//   Who...
//   640k ought to be enough for anyone     Bill Gates, 1981//   “We don’t like their sound. Groups of guitars are on thei...
Innovate or  stagnate
// What are the barriers   to creativity?
// Barriers   • Destructive criticism
// Destructive criticism   • ‘that idea is rotten’   • ‘we’ve tried that before’   • ‘we don’t have the time’   • ‘be seri...
// Barriers   • Destructive criticism   • Need for conformity
// Need for Conformity//   There ain’t no rules around here! we’re trying     to accomplish something!     Thomas A. Ediso...
// Barriers   • Destructive criticism   • Need for conformity   • Time
Business world   Creative world
// Barriers   • Destructive criticism   • Need for conformity   • Time   • Physical Environment
// Barriers   • Destructive criticism   • Need for conformity   • Time   • Physical Environment   • Bravery
// Three types of people:  • Those who make things happen  • Those who watch things happen  • Those who wonder what happen...
THE BIGGEST BARRIER
SHOUT OUT THE COLOUR OF THE LETTERS
BLUE
GREEN
WHITE
ORANGE
BLACK
Some exercise to demonstrate the point
ON YOUR OWN
//   QUESTION 1     A WOMAN LIVES IN TEXAS IN THE U.S.A. OVER THE     COURSE OF A COUPLE OF DAYS SHE DRIVES TO     NEW YOR...
//   QUESTION 2     A BLIND MAN DRIVES UP TO A HOUSE, GETS OUT OF     THE CAR AND GOES UP TO THE DOOR WITH A PACKAGE.     ...
//   QUESTION 3     Using each symbol below exactly once each, form the     name of an eight letter mammal.     ehat     d...
//   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   ...
//   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....
What if you are wrongwhat else could he be?
// Why do you think the   way you do?
// There are a number of barriers   but the biggest is your brain…   Work                EVERYTHING IN ITS PLACE          ...
The river
//   THE RIVER
THE KEY TO GETTINGOUT OF THE RIVER…
Stimulation
// Cracking creativity   Kick Start   Eccentric Thoughts   Yo – Yo   Similar People
//   THE RIVER
//   THE RIVER
// Cracking creativity – quick tips   Take a break.   In a digital world notepads are still good.   Look for stimulation. ...
// Summary  Three Steps        • DEFINITION        • GENERATION        • IMPLEMENTATION  Barrier to Creativity  Solution  ...
Business ManagementIan MacKenzie  • Notes are available on request from the most    recent C4 Online Briefing.  • Ongoing ...
QUESTIONS
Gordon brown   brain juice - workshop 1
Gordon brown   brain juice - workshop 1
Gordon brown   brain juice - workshop 1
Gordon brown   brain juice - workshop 1
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Gordon brown brain juice - workshop 1

  1. 1. How To Create An Inspirational& Sustainable Idea . March 30th, 2012
  2. 2. // Who am I? Gordon Brown, yeah that’s right!
  3. 3. // 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
  4. 4. // GORDON BROWN• Circuit Break: (formed 2001) • Marketing consultancy • Branding advice • Marketing coaching and training • Consumer insight advice • Marketing/Brand/Activity planning• Brain Juice: (formed 2005) • Unlocking creative thinking • Creativity course • Workshops/Brainstorm facilitation• Novels: (first published 2009) • Crime thriller writer
  5. 5. // HOW DID WE DISCOVER BRAIN JUICE?
  6. 6. WHO DO WE WORK WITH?
  7. 7. So what is creativity?
  8. 8. // Some thoughts: • Idea = Doing something you currently do better (or worse) or doing something that is completely new • Innovation = Brilliant Ideas – Passionately Executed
  9. 9. // Another definition:Need + Idea + Implementation = Creative Process
  10. 10. The Three Stages of the Creative Process DEFINITION An unhealthy obsession GENERATION IMPLEMENTATION
  11. 11. // Definition Which is the easier question to answer: • What is 7 multiplied by 6? or • What is answer to the life, the universe and everything
  12. 12. // Generation The tools and techniques to create new ideas Kick Start Eccentric Thoughts Yo – Yo Similar People
  13. 13. Business world Creative world
  14. 14. // Implementation How many people have been to a brainstorm – generated a lot of ideas and then, nothing has happened as a result? Wheat from Chaff Personal Action + Structure
  15. 15. The Three Stages of the Creative Process DEFINITION GENERATION IMPLEMENTATION
  16. 16. // But why is creativity important to the organisation…?
  17. 17. // Why is creativity important…? CHANGE
  18. 18. // 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)
  19. 19. // Change? How long to 50 Million users? • Radio = 38 years • TV = 17 years • PC’s = 16 years • Internet = 4 years • iPad = 2 Years?
  20. 20. So is creativity all about the ‘ONE’ big idea?
  21. 21. +ScaleofIdea - Time
  22. 22. // 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!
  23. 23. // 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
  24. 24. // 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)
  25. 25. Innovate or stagnate
  26. 26. // What are the barriers to creativity?
  27. 27. // Barriers • Destructive criticism
  28. 28. // 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’
  29. 29. // Barriers • Destructive criticism • Need for conformity
  30. 30. // 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)
  31. 31. // Barriers • Destructive criticism • Need for conformity • Time
  32. 32. Business world Creative world
  33. 33. // Barriers • Destructive criticism • Need for conformity • Time • Physical Environment
  34. 34. // Barriers • Destructive criticism • Need for conformity • Time • Physical Environment • Bravery
  35. 35. // Three types of people: • Those who make things happen • Those who watch things happen • Those who wonder what happened!
  36. 36. THE BIGGEST BARRIER
  37. 37. SHOUT OUT THE COLOUR OF THE LETTERS
  38. 38. BLUE
  39. 39. GREEN
  40. 40. WHITE
  41. 41. ORANGE
  42. 42. BLACK
  43. 43. Some exercise to demonstrate the point
  44. 44. ON YOUR OWN
  45. 45. // 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
  46. 46. // 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
  47. 47. // QUESTION 3 Using each symbol below exactly once each, form the name of an eight letter mammal. ehat dule Elepha Eledhaut Eledhaut nt
  48. 48. // 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
  49. 49. // QUESTION 5 Add three more unbroken matches so that a cube is formed = 8 = 23
  50. 50. // 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?
  51. 51. What if you are wrongwhat else could he be?
  52. 52. // Why do you think the way you do?
  53. 53. // There are a number of barriers but the biggest is your brain… Work EVERYTHING IN ITS PLACE AND A PLACE FOR EVERTHING PlayRest
  54. 54. The river
  55. 55. // THE RIVER
  56. 56. THE KEY TO GETTINGOUT OF THE RIVER…
  57. 57. Stimulation
  58. 58. // Cracking creativity Kick Start Eccentric Thoughts Yo – Yo Similar People
  59. 59. // THE RIVER
  60. 60. // THE RIVER
  61. 61. // 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.
  62. 62. // Summary Three Steps • DEFINITION • GENERATION • IMPLEMENTATION Barrier to Creativity Solution K E Y S
  63. 63. 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
  64. 64. QUESTIONS

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