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

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

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