How to be Creative!


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A creativity workshop for advertising and marketing executives, developed at IIPM by Miqdaad Dohadwala for Training and Development Class.

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  • What is being CreativeBeing Creative is about experimenting with the mundane idiosyncrasy of existenceIt’s about stepping back and seeing the uniqueness in the ordinaryIt’s about constantly questioning why we do the things we do? And figuring out better alternatives for whatever it is that rocks our boat.All of us need to be able to see that angel in the stone.And if that seems like a herculean effortWe need to chip away everything that doesn’t look like an angel on the stone.So that we’re left with an angel.
  • Creativity is not some fantastical magical spell that successful people whip out at will.A beautiful painting, A melodious song, A touching poem… Believe it or not. Has a WHOLE LOT OF work put into it.J.K Rowling Rewrote the Goblet of Fire 16 times before she finally thought it was satisfactory.There are a few things we can do to have an edge, to be a little more open and a little more receptive to ideas… We shall discuss them at LENGTH… Ofcourse I’d love for you to embark upon this journey with me.If not feel free to hit up facebook. I wont blame you.
  • A comfort zone is familiarityA comfort zone is home baseA comfort zone is any sort of mental blockade, It defines everything you do from the kind of people you prefer hanging out with, to the kind of music you listen to… the kind of activities you participate in.Why should creative people let a hypothetical safety barrier stop us from truly experiencing life. Because… The grass is truly greener on the other side of our comfort zone.Most of your work seems so much easier when you operate within the confines of your comfort zone, but what we need to understand is that not a lot of greatness has been achieved by people sitting at home.I am comfortable at home. But I’m not losing weight at home.Hence I appeal to all of you. Step out the world is yours
  • That being said.I hope and wish that all of us adopt doing a few things here and there that we all dislike or avoid simply for the sake of lack of information or interest.If you are a bhangra fan, try listening to bach or MozartIf you are a sky diving aficionado try going to a library and borrowing a book.If you like studying… Then don’t study and go PARTY!Creativity stems from experiences… If you are inside a mental blockade… You don’t have as many experiences as you’d like in your repertoire.
  • Thought - "Thought" generally refers to any mental or intellectual activity involving an individual's subjective consciousness.Thinking allows beings to make sense of or model the world in different ways, and to represent or interpret it in ways that are significant to them, or which accord with their needs, attachments, objectives, plans, commitments, ends and desires.What do thoughts mean to creative people?Thoughts mean the WORLD.This isn’t just about thinking…Here we Think of methods to change our thinking.Man is unfortunately a creature that gets set in his ways. Every now and then we need to shake things up a bit and think to really open our eyes to new horizons and brilliant possibilities.I dont obviously expect all of you to simple sit and ponder over theoretical physics and genealogy. Think of different ways, of new possibilities.Discover the tiny little thingsWe are so accustomed to doing things a certain way we don’t realize it.We know how to tie our shoelaces, But there's more than one method did we know?As Creative advertisers we need to create love, fear, anger, hilarity out of mundane situations. If we cannot cultivate emotion into a product, we fail as advertisers and to achieve this we must think. A little more than usual.
  • You dont know if your idea is any good the moment its created. Neither does anyone else.The most you can hope for is a strong gut feeling that it is. And trusting your feelings is notas easy as the optimists say it is. There's a reason why feelings scare us.And asking close friends never works quite as well as you hope, either. Its not that theydeliberately want to be unhelpful. Its just they dont know your world one millionth as well asyou know your world, no matter how hard they try, no matter how hard you try to explain.Plus, a big idea will change you. Your friends may love you, but they dont want you tochange. If you change, then their dynamic with you also changes. They like things the waythey are, that's how they love you—the way you are, not the way you may become.
  • The two are not the same thing.We all spend a lot of time being impressedby folks we've never met.Somebody featured in the media who'sgot a big company, a big product, a bigmovie, a big bestseller. Whatever.And we spend even more time trying unsuccessfully to keep up with them. Trying to start upour own companies, our own products, our own film projects, books and whatnot.I'm as guilty as anyone. I tried lots of different things over the years, trying desperately to prymy career out of the jaws of mediocrity. Some to do with business, some to do with art, etc.The sovereignty you have over your work will inspire far more people than the actual contentever will. How your own sovereignty inspires other people to find their own sovereignty, theirown sense of freedom and possibility, will change the world far more than the worksobjective merits ever will.Your idea doesn't have to be big. It just has to be yours alone. The more the idea is yoursalone, the more freedom you have to do something really amazing.The more amazing, the more people will click with your idea. The more people click with youridea, the more it will change the world
  • Doing anything worthwhile takes forever.90% of what separates successful peopleand failed people is time, effort, andstamina.If somebody in your industry is more successful than you, its probably because he worksharder at it than you do. Sure, maybe he's more inherently talented, more adept at networking,etc., but I dont consider that an excuse. Over time, that advantage counts for less andless. Which is why the world is full of highly talented, network-savvy, failed mediocrities.
  • Then when you hit puberty they take thecrayons away and replace them with bookson algebra etc. Being suddenly hit yearslater with the creative bug is just a weevoice telling you, “ID like my crayons back,please.”So you've got the itch to do something. Write a screenplay, start a painting, write a book, turnyour recipe for fudge brownies into a proper business, whatever. You dont know where theitch came from; its almost like it just arrived on your doorstep, uninvited. Until now you werequite happy holding down a real job, being a regular person...Until now.You dont know if you're any good or not, but you'd think you could be. And the idea terrifiesyou. The problem is, even if you are good, you know nothing about this kind of business.You dont know any publishers or agents or all these fancy-shmancy kind of folk. You have afriend whoʼs got a cousin in California whoʼs into this kind of stuff, but you havenʼt talked toyour friend for over two years...Besides, if you write a book, what if you canʼt find a publisher? If you write a screenplay, whatif you canʼt find a producer? And what if the producer turns out to be a crook? Youʼve alwaysworked hard your whole life; youʼll be damned if youʼll put all that effort into something ifthere ainʼt no pot of gold at the end of this dumb-ass rainbow...
  • Go ahead and make something. Make something really special. Make something amazing thatwill really blow the mind of anybody who sees it.If you try to make something just to fit your uninformed view of some hypothetical market,you will fail. If you make something special and powerful and honest and true, you will succeed.The wee voice didnʼt show up because it decided you need more money or you need to hangout with movie stars. Your wee voice came back because your soul somehow depends on it.Thereʼs something you havenʼt said, something you havenʼt done, some light that needs to beswitched on, and it needs to be taken care of. Now.So you have to listen to the wee voice or it will die…taking a big chunk of you along with it.
  • If you want to write a poem, You don’t need a victorian bureau, a classical education and a mont blanc vintage stylus.If you want to paint a picture, you don’t need a canvas, you don’t need camlin’s commercial produce.What you need is an eye for brilliance, and a determination to get things done.A persons talent… cannot be equated to the tools he has.You need to remember The best paintings were not made by modern equipment and the greatest architectural structures were not made with teams of IIT engineers.You need a drive to want to be able to paint.You need a drive to be able to want to writeYou need love to create the taj mahal. And you need to be shit scared of Mongolian hordes to build the great wall.The moment you put emotion into an undertaking. You probably don’t need anything else.
  • Being part of the crowd, the clique group, the water cooler gang. Although convenient hampers and stifles your creativity.Standing out in a crowd involves you taking active interest in what the crowd is doing, and avoiding it.What we must strive to do on the other hand is adopt an independent thought process, a train of thought that takes us anywhere, if we’re writing a book, a copy, making a presentation.If something that the crowd has already done appeals to your work. Use it. Don’t throw away things that are tried and tested just for the sake of wanting something new.It’s important to know that new ideas and revolutions come from established fact and situationsBenjamin Franklin, John Adams and Washington didn’t draft a revolutionary declaration of independence… It had hints of Ancient Rome, and Greece.We need to understand that our emotions and our consciousness are a subset of our past and our previous experiences tremendously influence our creativity.Emotions are the crux of all things creative.If we do not have feel for what we aspire to create.No one else will either.Think of it as a horcrux from the harry potter movie.Just like Voldemort you must aspire to leave a part of your soul into every creation.Because if you don’t love your work. No one will.
  • people change, audiences change, lives change and the world changes...You cannot sit around and hope for things to remain constant through the remainder of your existence.Every Idea is an uncut diamond.But in this world you never know when diamonds stop being important and valued.You never know when you need to come up with a ruby or an emerald for that matter.Take action strategically Being Creative is not just about having flowery magical thoughts, or thinking of a poem.It's putting those thoughts into action and writing that poem down.Cause at the end of the day...When the cows come home, all the matters is what you've done. No one cares about what you can doEveryone cares about what you DID doSo make time, believe in yourself and do
  • The next rule is: Help them see what you are saying.
  • The next rule is: Help them see what you are saying.
  • The next rule is: Help them see what you are saying.
  • But also change the world. (Well, at least your part of the world.)
  • Thank you.
  • How to be Creative!

    1. 1. UNLEASHTHE CREATIVEYOU<br />Miqdaad S. Dohadwala<br />A.K.A – 1 hour for some students to check Face-book<br />
    2. 2. Always Paid | Persuasive | Non-Personal<br />
    3. 3. What Creativity does?<br />
    4. 4.
    5. 5. UnleashThe Creative You<br />Miqdaad S. Dohadwala<br />
    6. 6. “I saw the angel in the marble and carved until I set him free”<br />Michelangelo<br />
    8. 8. “Every child gets a box of crayons in Kindergarten”<br />
    9. 9.
    10. 10. TaRoTCaRdS<br />Pundit<br />Cupboard<br />Jinesh Sakariya<br />Hamster<br />Mosquito Coil<br />
    11. 11. 50 years from this day, A lone Pundit and JineshSakariyawill be making out in a cupboard, a hamster will crawl up Jinesh’s buttocks following which the pundit shall light a mosquitocoil, Jinesh shall shake his head in disdain and say “this does not work on mammals you moron”.<br />
    12. 12. Step out of your comfort zone<br />
    13. 13. What the hell….<br />Let’s give it a shot<br />Step out of your comfort zone<br />
    14. 14. Board the train of thought<br />
    15. 15.
    16. 16. Ignore undue social influence<br />The more original your idea is, the less good advice people will give you.<br />Good Ideas alter the power balance in relationships<br /> That is why good ideas are generally resisted<br />
    17. 17. The idea doesn’t have to be big!<br /> It just needs to change the world!<br />The sovereignty of your work willinspirefar more people than the actual content ever will<br />
    18. 18. Put the hours in<br />Put the hours in; do it for long enough and magical,<br />life-transforming things happen eventually.<br />
    19. 19. You trade them for books….Creativity is your inner child saying…Can I have my crayons back please?<br />
    20. 20.
    21. 21.
    22. 22. The more talented a person is, the less props he requires<br />A fancy tool just gives the second-rater one more<br />pillar to hide behind. Which is why there are<br />so many lousy photographers with state of the art SLR’s.<br />
    23. 23.
    24. 24.
    25. 25. Standing out in a Crowd?<br />Don’t<br />If you aspire to stand out in a crowd,<br />you are still taking the crowd into consideration<br />
    26. 26.
    27. 27. 1. Assume there will always be tools that<br />are better than the ones you have now.<br />Important Considerations!!<br />2. Assume that events in the world will<br />continue to happen or not happenregardless of whether you learn aboutthem immediately.<br />3. Assume that you understand and control<br />an embarrassingly minute percentage ofthe universe.<br />4. Assume that none of this matters if you’re<br />determined to make something you careabout today.<br />
    28. 28. The Importance of <br />Keywords & Emotions<br />
    29. 29. Indian<br />Spicy<br />Tasty<br />Rice<br />Dinner<br />Chicken<br />Chillies<br />Raita<br />Mother<br />Home<br />Eat<br />Sleep<br />Kadhai<br />Cooking<br />Hot<br />Attractive<br />Gratifying<br />Delicious<br />Beautiful <br />Attractive<br />Cute<br />Super Model<br />Female<br />Caucasian<br />American<br />Sexy<br />Gratifying<br />Hot<br />Money<br />Fame<br />Delicious<br />Nude<br />Bed<br />Latino<br />Eyes<br />Lips<br />Necklace<br />
    30. 30. EVERY IDEA HAS AN<br />EXPIRATION DATE.<br />
    31. 31. “Art is allowing yourself to make mistakes. Creativity is knowing which ones to keep”<br />Scott Adams<br />
    32. 32. LOSE<br />YOURSELF<br />IN <br />OF<br />TRAINS<br />THOUGHT<br />
    33. 33. What Women Want<br />TRAINS OF THOUGHT AND EMOTIONS<br />
    34. 34. PUT<br />FEELINGS<br />INTO<br />WHATEVER<br />YOU<br />DO<br />
    35. 35. MAD MEN<br />Watch how Don Draper brings life to a photograph projector called the Kodak Carousel<br />
    36. 36. MAKE<br />SOMETHING<br />TRULY<br />TRULY<br />AND<br />AMAZING<br />
    37. 37. What Women Want<br />Watch how Bruce Willis breathes life into Nike Shoes… <br />Highlight – How to really stun people at your next Ad Pitch<br />
    38. 38. Atleast<br />Your <br />Part<br />Of <br />The <br />World<br />Creatively<br />You Can<br />Change<br />The <br />World<br />
    39. 39. Questions?<br />
    40. 40. UnleashThe Creative You<br />Miqdaad S. Dohadwala<br />