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Strategic Creative Development
 (The following exercise was inspired by @hyperisland and @tim_leake.
24 students actually wrote and produced a 60 page book in three hours.)




                                                        Professor Edward Boches
                                                       BU College of Communication
Let’s write a book
In three hours
Lesson in:

      -speed
-idea generation
  -collaboration
-decision making
    -creativity
     -thinking
   -expression
Topic:

What we will change, or

The advertising industry
    better watch out,
 ‘cause here we come.
Here we come
Your job:

Stay focused
  Work fast
Be productive
courtesy @hyperisland
courtesy @hyperisland
Guidelines:

  -stickies
  -brevity
   -clarity
Keep an open mind

You won’t always know
  where you’re going

  Stay with the flow
Take pictures
 Instagram
   Tweet
#buscdbook
Writers on one side
 Drawers on other
  Grab a partner

   LET’S GO!!!!
THINK ABOUT:
           -who you are
         -what you know
          -how you work
-role of technology in your lives
           -collaboration
  -opinions about advertising
ANSWER
       -why we need to change
  -how will you change the business?
     -what will you want to make?
   -how will technology inspire you?
      -how will you collaborate?
         -where will you work?
            -role of women?
               -diversity?
       -content, what will it be?
-how will you relate to older generation?
WRITE SOUNDBITES
    -one per stickie
    -brief and clear
      -on the wall
CURATE
            -vote for favorites
-tic mark on what’s worth putting in book
            -we need 10 or 12
Write a book in three hours
Assess
We now have 10--12 subtopics
     -take the one you want most
          -return to your seat
Write succinct clever headlines
       for your chapter
Crazy collaboration creates cooler content
        My partner is a developer
            We speak in code
Deadlines don’t matter in the realtime world
Write a lot and narrow to five best:
Pitch to the class and pick the best

  Place chapter title on the wall
Order the book:
Write a book in three hours
Pick your chapter:
GO!
Write the chapter to your book.
       -200--300 words
           -write fast
              -edit
      -post to google doc
Drawers and art directors:

         -encourage
            -edit
-draw images that represent
  -Instagram with hashtag
        #buscd book
Drawers and art directors:

  -clean, sharp images
   -scan into computer
    -clean and sharpen
      -gather photos
 -art direct backgrounds
Write the chapter to your book.
Break
We should be half way:

      10:30 AM
Book title: writers
     Edit copy: editor/writer
Pick images: Instagram? Filters?
          Design book:
        Begin to make it:
       PR/Promotion plan:
           Next steps:
         Can we finish?
Edit
    Proof
    Scan
  Art direct
   Panic
Stay focused
   Divide
  Conquer
   Finish
Fin

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