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Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
Where Marketing's Next Great Ideas Will Come From
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Where Marketing's Next Great Ideas Will Come From

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Where Marketing's Next Great Ideas Will Come From …

Where Marketing's Next Great Ideas Will Come From
Presented at FutureM

Published in: Business, Technology
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  • 1. Where Marketing’s Next Best Ideas Will Come From Christopher S. Penn Vice President, Marketing Technology
  • 2. Who is SHIFT?
  • 3. #FutureM @shiftcomm
  • 4. The Problem
  • 5. The Hollywood Problem
  • 6. The Hollywood Problem
  • 7. The Hollywood Problem
  • 8. The Hollywood Problem is also a Marketing Problem “Like Twitter for...” “Like the Facebook of...” “A Pinterest for...”
  • 9. Photo credit: Ben Salter
  • 10. Focusing only on the data is like driving a car using only the mirrors.
  • 11. The Problem ^Bigger
  • 12. FEAR
  • 13. The ^Biggest Problem
  • 14. Growing creativity will be the most viable option in the years ahead.
  • 15. How Creativity Works
  • 16. Incubation, Insight, and Creative Problem Solving: A Unified Theory and Connectionist Model Sebastian Helie (UCSB) and Ron Sun (RPI)
  • 17. Explicit and Implicit
  • 18. Explicit and Implicit
  • 19. Explicit and Implicit
  • 20. Explicit and Implicit Explicit Left Brain Rule-Based Verbal Conscious Exoteric Implicit Right Brain Experiential Symbolic Subconscious Esoteric
  • 21. Transcoding
  • 22. Transcoding
  • 23. We’re awful at teaching what we know because we can’t transcode knowledge effectively.
  • 24. Maximizing The Creative Process
  • 25. The Basic Creative Process
  • 26. The Art of Thought Graham Wallas 1926
  • 27. Preparation
  • 28. Insight & Inspiration
  • 29. Incubation
  • 30. Verification
  • 31. Preparation
  • 32. Frameworks Documents Strategies Tradition Records History Ideas Data
  • 33. Creative preparation is like food preparation. The more you prep, the better your results.
  • 34. Never Stop Feeding Your Head
  • 35. Insight
  • 36. Determine Constraints
  • 37. Determine Constraints Creative Connected Dedicated Honorable Smart Positive Ballsy
  • 38. Expand Your Boundaries
  • 39. 1. Lateral Thinking
  • 40. 1. Lateral Thinking
  • 41. 1. Lateral Thinking
  • 42. 2. Perspective Shift
  • 43. 2. Perspective Shift
  • 44. 3. Concept Porting
  • 45. 3. Concept Porting
  • 46. 3. Concept Porting
  • 47. 4. Intentional Conflict
  • 48. Idea Creation 3 minute burn
  • 49. Idea Collection
  • 50. THERE ARE NO BAD IDEAS * at this moment in the process
  • 51. Idea Evolution
  • 52. Pay attention to what works!
  • 53. Incubation
  • 54. Unconscious
  • 55. Conscious
  • 56. Recovery
  • 57. Deletion
  • 58. Remote Association
  • 59. Assimilation
  • 60. Pay attention to what works!
  • 61. Verification
  • 62. The great danger of verification and brainstorming
  • 63. Creating Creativity
  • 64. 10 Step Creative Process Step 1: Develop your Matrix. Step 2: Define your values in single words. Step 3: Lateral thinking Step 4: Perspective change Step 5: Context switch Step 6: Conflict experience Step 7: Three minutes of ideas Step 8: Survival of the fittest Step 9: Incubating in the Implicit Step 10: Validation @shiftcomm
  • 65. Benchmarking Creativity
  • 66. E. Paul Torrance Tests of Creative Thinking Fluency Originality Elaboration
  • 67. Torrance Tests Fluency: Quantity Originality Elaboration: Quality
  • 68. Torrance Tests Not enough quantity? Need more preparation. Not enough originality? Need more insight. Not enough quality? Need more incubation.
  • 69. Four Core Takeaways
  • 70. Fill your mind, body, and spirit with as much good stuff as possible.
  • 71. Create, expand, and iterate as many ideas as possible.
  • 72. Find the incubation processes that are unique to you, log them, and refine them.
  • 73. Verify and collaborate only after you’ve done the work solo.
  • 74. The Final Word
  • 75. Every recipe for creativity will be different. Find and tune yours over the years.
  • 76. SHIFT Happens www.shiftcomm.com/subscribe
  • 77. Stay in touch www.shiftcomm.com 617-779-1800 shiftcomm.com/t shiftcomm.com/f shiftcomm.com/l shiftcomm.com/g
  • 78. Thank you!

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