Think Differently & Spark Creativity


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A workshop given by Joe Fournet of Ideas & MORE to the Professional Development for Marketers SIG of the American Marketing Association Houston. It covers tips and techniques for idea generation and sparking creativity.

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Think Differently & Spark Creativity

  1. 1. Think Differently & Spark Creativity:Let Your Intelligence Have Fun! A Workshop Presented to AMA Houston Professional Development for Marketers SIG April 13, 2011 by Joe Fournet copyright 2011 Ideas & MORE, all rights reserved 1 1
  2. 2. Handouts & Take AwaysHelpful Stuff - - websites & booksTop TipsHighlights 2 2
  3. 3. Some Creativity StuffWhat is creativityPower of ideasCapturing creativity when you don’t have aniPad Presenting the iKit Warp Speed Thinking Drill down technique 3 3
  4. 4. S’more 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 up 4 4
  5. 5. Warning! You are now entering TheCreativity Zone 5
  6. 6. CreativityC r ea tivity seems all about th ought and concepts . So, what is it really? 6 6
  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. 7 7
  8. 8. What does creativity mean to you? OK, who wants to be first? 8 8
  9. 9. Creativity . . . should be synonymouswith a popular 4-letter word that begins with F...U... 9 9
  10. 10. Creativity . . . Relax! We’re 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 defined 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 fickle mistress; she will not be rushed orforced, she will not answer simply because your or I call; Itisn’t always the client’s fault that the work sucketh.” -- D. Walker, Brown & BrownerMy favorite definition: “Intelligence having fun.” 12 12
  13. 13. You’re creative if . . . You have the ability to challenge your own imagination and stimulate thoughts to lead you to a new level of solution. We’re 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.Don’t 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. Don’t Let Execution Bury IdeaPlenty of good ideas have been trounced because execution suckedor some decision maker didn’t 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? 17 17
  18. 18. Check Your Ego!“Creative people are 50% ego and 50%insecurity. They need to be constantly toldthey’re good and they’re loved.” --Lee Clow, Worldwide Creative Director, TBWA Chiat-Day 18 18
  19. 19. Soooooooooooooooooo,Never fall in love with your idea! There’s always a better one around the corner. 19 19
  20. 20. Creativity’s Cardinal RulesDon’t 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 checkDon’t be afraid to ask . . . “Why, why not, or what if?” 20 20
  21. 21. Capturing Creativity How do you do that when you don’t have an iPad? 21 21
  22. 22. Presenting the iKit Ye Olde Creativity Survival Kit:Makes you feel creative, think creatively Warp Speed Thinking Drill Down Idea Tub 22 22
  23. 23. Warp Speed Thinking Generating ideas at breakneck speed by capturing one idea (single word or two orphrase) per Post-it Note in answering simple question to solve a problem. No time to analyze or judge or be fearful!Strive for 50 ideas in 5 minutes - Ready, Set 23 23
  24. 24. Warp Speed Thinking Reaction So, whadyathink? 24 24
  25. 25. Drill Down Technique #1Trying to hit THE idea from a standard approach After eliminating duplicates . . . Select half from your Post-its (you only have 2-3 minutes) Select half again until you’re 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 perspective Select 5 best ideas from Post-its (2-3 minutes) Surprise! 26 26
  27. 27. More Drill Down #2After you have selected and discarded all Post-its until you’re down to one, consider this . . .Is it the best one? It’s definitely 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 groups 27 27
  28. 28. Idea Wall & Idea TubIdea Wall - anywhere your Post-it Noteideas can gather together in one placeIdea Tub - physical place, thing orelectronic file where all ideas eversubmitted are collected and organized in amanner that’s easily accessibleRemember: Bad ideas are forgotten; goodones need storage 28 28
  29. 29. Creative EnvironmentDon’t 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? 29 29
  30. 30. “You’re going to screw up!” “So it comes with being daring that you’re going to screw up. But I’d ratherapologize than to be so timid as to not try and do anything smart or brave.” -- Lee Clow Worldwide Creative Director TBWA/ChiatDay 30 30
  31. 31. Failure is an optionYou can’t have success unless you’re prepared to have failureAs soon as you say “failure is not an option,” you’ve just said“innovation is not an option.”Have the courage and guts to accept failure. Build it into yourculture as part of the process; don’t ridicule it, but honor andembrace it.Adopt Pixar Studio’s “SuckLess mentality”. When presented with something that doesn’t quite measure up, be lighthearted. Say something like “Gee, that really sucks. However, if your tried this or that, 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 don’t have time for creativity,’ is not something you would ever hear in the most successful businesses.” -- Mark-hans Richer, SVP/CMO Harley-Davidson 32 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 what’s important to your boss. Remember, you may not know all there is to know. 33 33
  34. 34. Oddball Observation #1 When it comes to applying yourself and being focused:“It’s okay to be orderly in your normal life,but be violent and original in your work.” 34 34
  35. 35. Oddball Observation #2The key to accomplishing anything great is being too stupid to realize it can’t be done. 35 35
  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 reserved 36 36
  37. 37. Thank You, AMA!! Please send your donations to: Joe Fournet Ideas & MORE 281-980-1802 copyright 2011 Ideas & MORE, all rights reserved 37 37