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At www.greatmarketingworkshops.com we create powerful marketing and sales training lessons for clients - here is an example of just one of them

At www.greatmarketingworkshops.com we create powerful marketing and sales training lessons for clients - here is an example of just one of them

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    Idea Creation New Workshop For Ncge Flying Start Idea Creation New Workshop For Ncge Flying Start Presentation Transcript

    •  
    • Idea creation: My guarantee to you: Everyone of you will get an ‘aha’ moment Everyone will have at least three ‘takeaways’ Everyone of you will ‘love doing’ this. Copyright www.greatmarketingworks.co.uk 2009 ©
    • First things first.
      • No matter who you are:
      • Your physiology affects your psychology.
      • Everyone get up.
      • Swing your arms by your sides
      • Frown
      • Look down
      • Drop your head
      • Can you think positively? Of new ideas?
      • Is it harder than normal?  
      Copyright www.greatmarketingworks.co.uk 2009 ©
    • First things first.
      • Ok snap out of that one.
      • 3,2,1 back in the room.
      • Everyone get up and shake.
      • Breath deeply
      • Stand tall
      • Look up
      • Raise your chin
      • Are you thinking positively?
      • Then we will begin. 
      Copyright www.greatmarketingworks.co.uk 2009 ©
    • Move around (if we can) Sit next to someone new you have never met before or simply don’t know well.
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    • A bit about me and idea creation
      • My names Dan Sodergren (that’s not important)
      • Awarding winning ideas guy (kinda important)
      • Serial entrepreneur (ish) – depends on definition.
      • Why listen to me? Very important.
      • Always having new ideas / reknown for it.
      • This ‘habit’ of mine became a company called Spearfish.
      • An events and marketing company which won a few awards and turned over a million working with the likes of Easyjet and Carling etc. The ideas we had – worked.
      • We were paid for coming up with new ideas – every day.
      • Now run a company called Great Marketing Works.
      • We have created over 500 new successful ideas for SME’s in the NW.
      Copyright www.greatmarketingworks.co.uk 2009 ©
    • More importantly what about you!
      • New person next to you
      • (Unless you cheated)
      • Introduce yourselves.
      • Have a chat
      • Get to know each other.
      • Ask questions.
      • Find something that’s unusual about them.
      • That you both have in common.
      • This is NOT a test.
      Copyright www.greatmarketingworks.co.uk 2009 ©
    • Turn to that person
    • And say
    • I like you 
    •  
    • What does your pair have in common? Anything freaky?
    • People ARE different
    • People think differently
      • In your pairs…..
      • One be A
      • One be B
      • Think……….
      • Who went first? Who decided and why?
      • What if B’s goes first?
      • B tell A your great idea.
      Copyright www.greatmarketingworks.co.uk 2009 ©
    • People act differently
      • In your pairs…..
      • Join up with another pair.
      • Any pair will do. And if an odd number or odd pair then all is good.
      • One be A
      • One be B
      • One be C
      • The last is of course D (unless you’re a 3)
      • Take a seat.
      Copyright www.greatmarketingworks.co.uk 2009 ©
    • Ideas creation master class:
      • The Methodology: Babson style
      • Different from lectures and workshops, as both.
      • Discussion of the idea
      • Group work on the idea
      • Brainstorming
      • Case studies
      • Using student companies from real life.
      Copyright www.greatmarketingworks.co.uk 2009 ©
    • How are WE going to do this.
      • Using your minds – thinking more than usual
      • Look after yourselves – this is NEW information.
      • Drink water, stretch, walk about if need be.
      • We learn better when we RELAX.
      • So Reeellllaaaaxxxx…..
      • There may NOT be any notes…so…
      • Take notes – don’t rely on my handwriting!
      • Remember we are all at different levels of business owning – i.e. some not started yet.
      • You will all have great ideas so write them down.
      • There is a LOT of learning and it works!
      • Turn to the person next to you.
      • And say – I like you. Let’s do this….
      • So let’s go……..do this.
      Copyright www.greatmarketingworks.co.uk 2009 ©
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    • What are new ideas?
      • A new idea is first condemned as ridiculous and then dismissed as trivial, until finally, it becomes what everybody knows.
      • William James (1842-1910) American philosopher and psychologist.
      • Ideas are a capital that bears interest only in the hands of talent.
      • Antoine Rivarol (1753-1801) French writer and epigrammatist.
      • The wise only possess ideas; the greater part of mankind are possessed by them.
      • Samuel Taylor Coleridge (1772-1834) British poet, philosopher.
      • All achievements, all earned riches, have their beginning in an idea.
      • Napoleon Hill (1883-1970) American speaker and motivational writer.
    • Who creates new ideas?
      • There is no one best way to do anything.
      • There are as many best ways as there are creatives minds.
      • What did we do before Google?
      • Before computers?
      • Before electricity.
      • Ideas are power in themselves.
      • In truth they are force.
      • NO idea is created in a vaccuum.
      • Everyone has new ideas, all the time.
      • The Chinese have the same word for opportunity and problem.
      Copyright www.greatmarketingworks.co.uk 2009 ©
    • So should we.
    • Loosen the mind. LATERAL THINKING QUIZ
      • In a small town there are four similar size shoe shops that sell a similar line of shoes. Yet one shop loses three times as many shoes to theft as each of the other shops. Why and how did they fix the problem? 
      • During the Californian gold rush a young entrepreneur went to California to sell tents to the miners. He thought there would be good market from the thousands of people who flocked to dig for gold. Unfortunately the weather was so warm that the miners slept in the open and there was little demand for his tents. What did he do?
      •  
      Copyright www.greatmarketingworks.co.uk 2009 ©
    • Any answers please
    • Loosen the mind. LATERAL THINKING QUIZ
      • A woman buys coconuts at £5 per dozen and sells them at £3 per dozen. Because of this she becomes a millionaire. How?
      • 1 costs l0p, 67 costs 20p and 543 costs 30p. What are they?
      •  
      • A man is approaching the centre of a field. He knows that when he gets there he will die. Why is this?
      Copyright www.greatmarketingworks.co.uk 2009 ©
    • Any answers please
    • Who creates new ideas?
      • There is no one best way to do anything.
      • There are as many best ways as there are creatives minds.
      • What did we do before Google?
      • Before computers?
      • Before electricity.
      • Ideas are power in themselves.
      • In truth they are force.
      • NO idea is created in a vaccuum.
      • Everyone has new ideas, all the time.
      • The Chinese have the same word for opportunity and problem.
      Copyright www.greatmarketingworks.co.uk 2009 ©
    • How can we help the creation of new ideas?
      • We realise that every idea has value .
      • We make sure we are opportunity-taking.
      • We become opportunity spotters.
      • We ‘imagineer’ new ideas. Like Walt Disney did.
      • We think of the world in the terms of ‘future now.’
      • We have a strategic approach to opportunity spotting.
      • We grab all opportunities.
      • We realise that ideas often evolve from knowledge and learning. The more informed we are, the more we can ‘see’.
      • Ideas bring uncertainty. Taking opportunities means taking risks. Nothing is guaranteed.
      • Douglas Miller – great guy – definitely worth a read.
      Copyright www.greatmarketingworks.co.uk 2009 ©
    • How can we become opportunity spotters ?
      • We can ask questions like:
      • Why don’t we do it that way?
      • I wonder what would happen if…
      • We can:
      • Always suggest possibilities to ourselves.
      • Always be listening to people.
      • Create positive habitats for the mind.
      • When do you see opportunities?
      Copyright www.greatmarketingworks.co.uk 2009 ©
    • When was the last time you saw an opportunity and had a great idea? Tell it to your partner. A’s first. Then B’s.
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    • Who didn’t like telling them about their special idea?
    • Who made up a new idea so they didn’t have to share their special idea?
    • Realize that great ideas are many and often - it’s the action you take to make them happen and the timing of the opportiunity that makes the difference.
    • Think about these ideas.
      • A different algorithm for searches based on links and relevance aligning with in university research papers.
      • Looking at selling second hand books in a different way.
      • Never knowingly being undersold.
      • Bringing innovation to different industries.
      • A way of auctioning things online.
      • Recognising design was all important.
      • Creating sportswear at cost effective prices.
      • Investing in the right things at the right times.
      • Carbonating water with caramel and flavourings.
      • Making running a fast food outlet – very easy indeed.
      Copyright www.greatmarketingworks.co.uk 2009 ©
    • All these are mutli million pound ideas. Go and do them!
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    • Prepare yourself for new ideas.
      • The four E’s is what you need to commit to.
      • E – effort.
      • Not just passing grade effort – real 110% effort.
      • E – engagement.
      • To be involved in the moment – in the present.
      • E – emotion.
      • Passion and determination.
      • E – empathy.
      • Understanding the world from another’s POV.
      Copyright www.greatmarketingworks.co.uk 2009 ©
    •  
    • New ideas. Let’s loosen up the mind.
      • First, we can destroy limiting beliefs.
      • Second, we can create perfect habitats.
      • First:
      • I am what I am – get rid of this idea – NOW.
      • Never live in fear – but your ideas can be solving those fears.
      • Stop having trouble with ‘other people’.
      • Overcome your personal constructs on the world.
      • Get things wrong occasionally.
      Copyright www.greatmarketingworks.co.uk 2009 ©
    • Take three pieces of paper and some pens. And individually do the following tasks.
    • The three tasks
      • Pretend:
      • You are a shoe manufacturer - design your latest shoe for the exhibition in Milan.
      • Your are a manufacturer of CD boxes, and a top recording artists has asked you to create a new design for a CD box.
      • A telecommunication company has asked you to design a mobile phone shaker. Please submit your design on the third sheet of paper.
      • No talking! This is a test. You have 5 minutes.
      Copyright www.greatmarketingworks.co.uk 2009 ©
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    • I love those tests.
      • Why?
      • Most people only do the first two exercises.
      • This tends to reinforce the idea that you are what you are. i.e. as you know shoes.
      • What you have done is prove that your ability to be truly creative is hampered only by previous knowledge and experience (i.e. about CD cases)
      • Did anyone create the mobile phone shaker?
      • And no I don’t know what a mobile phone shaker is!
      • It doesn’t exist – unless someone has just thought of it.
      • Out of simply having no previous reference point to cloud our judgement - some truly great ideas can come.
      Copyright www.greatmarketingworks.co.uk 2009 ©
    • Destroy your mental monsters! Welcome new ideas.
    • Remember your interpretation of the world is just that. Your interpretation.
    • New ideas. Let’s loosen up the mind.
      • Second, we can create perfect habitats (what we did at Spearfish – which works very well indeed.)
      • Some perfected habitats:
      • The slow lane: often it’s the calm mind which is capable of insightful inspiration.
      • The fridge: Keep cool. The brain needs oxygen to think – tension and stress kills this.
      • The playground: your form of play is unique to you. Take yourself lightly and your idea seriously. Be productive with your playfulness.
      • The countryside: do something different, stimulate all your senses. Boredom leads to mental sterility.
      • The mountain: get physical – do something huge.
      Copyright www.greatmarketingworks.co.uk 2009 ©
    • Choose your habitat. Choose one. Make it yours. For now.
    • The slow lane
    • The fridge
    • The playground
    • The countryside
    • The mountain
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    • New ideas. Different ways of thinking.
      • Often new ideas are problem solving solutions as well as just new ideas or new opportunities.
      • These problems can be solved in many different ways.
      • A great way of thinking about it can be thought of:
      • Around Ice cream.
      • 1. Vanilla - Ideas – which become habits.
      • 2. Chocolate or Strawberry - the evolution of Vanilla.
      • 3. Neapolitan – combining ideas together.
      • 4. Ice cream sorbets - new types of dessert.
      • 5. Not even eating Ice cream – simply crazy ideas.
      Copyright www.greatmarketingworks.co.uk 2009 ©
    • Hmmm ice cream. Copyright www.greatmarketingworks.co.uk 2009 ©
    • New ideas. Vanilla Ideas
      • Nothing wrong with vanilla.
      • These are the instinctive realm for ideas.
      • They are great for organising around.
      • They become habits i.e. Monday is admin day.
      • The idea works – the idea didn’t exist before.
      • A good idea – a vanilla idea.
      • We do not need continual revolutions or reinvention.
      • We do not need to always add flavour / new ideas.
      • The idea is vanilla – it will work – but not revolutionize.
      • Chocolate (or strawberry) ideas are different – they are the evolution of vanilla.
      Copyright www.greatmarketingworks.co.uk 2009 ©
    • New ideas. Chocolate / Strawberry Ideas
      • Chocolate (or strawberry) ideas are different – they are the evolution of vanilla.
      • Not a huge leap – but a departure from the norm.
      • They need a connection to exist.
      • We can take like and like and transfer.
      • Ask:
      • How did other people solve their version of the problem.
      • Observe different industries as often they share the same end goals as your idea.
      • Link between like and like.
      • The brilliance comes from the use of an old idea in a new place / situation.
      Copyright www.greatmarketingworks.co.uk 2009 ©
    • New ideas. Neapolitan Ideas
      • 3 rd way thinking is 3D it is multidimensional.
      • Many flavours just don't go together. Many do.
      • You have to think in freeform and experiment.
      • Link the like with the unlike.
      • You have to be prepared for a lot of feedback before success.
      • When you bring the like and the unlike together think of ways they are similar.
      • Never assume – it makes an ass out of u and me 
      • Anyone can find a fuel source in a garage. Where else might we find it?
      Copyright www.greatmarketingworks.co.uk 2009 ©
    • New ideas. Paradigm shifts
      • When a paradigm shifts everything goes back to 0.
      • You need to challenge the very basic assumptions that are made in your industry – or the world itself.
      • You can ask: What is it impossible to do in your industry?
      • If it could be done how would it fundamentally change the way your industry operates?
      • You want to come up with answers and then work backwards.
      • Do not be struck down with paradigm paralysis.
      • Everything in the world at some point has a shift in paradigm.
      Copyright www.greatmarketingworks.co.uk 2009 ©
    • Paradigm shifts: Jobs for life in public sector, Swiss watches and quartz, buying music and record labels, selling books and Amazon, the way we watch TV!
    • New ideas. Not even eating Ice cream
      • This idea may sound crazy – and it is.
      • Crazy ideas or the pataphysical – is a practise of asking the nonsensical – randomly and crazily.
      • But one generations crazy is another generations reality – the idea of the iphone would have been insane crazy.
      • Ask Douglas Miller puts it:
      • The world is becoming a crazier place. If we could look forward 30 years we’d most probably regard much of what we might see as ‘crazy’. Look back 30 years – what we have now is crazy too.
      • Entertain the impossible.
      • Look back at history – what fell out of fashion for no reason.
      • What good things were done in the past?
      • What simple ideas could you overextend?
      • If you not making mistakes you are trying anything.
      Copyright www.greatmarketingworks.co.uk 2009 ©
    • Take 5 minutes and together B’s take the word ‘shopping’ and link it to anything i.e. What if shopping was like…. Pick one. And discuss with your partner.
    • 3 rules: The connection must be like for unlike. Be truly random. Choose tricky concepts to stretch yourselves.
    • What if ‘shopping’ was like: Swimming. A forest. Eating. Dogs. Etc
    • There is nothing like writing to force you to think and get your thoughts straight. Warren Buffet
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    • How many new ideas can you have for this Biro Tube in 5 minutes?
    • Break time – go think.
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    • What is Entrepreneurialism?
      • Richard Branson: classic branded Entrepreneur says:
      • ‘ Entrepreneurialism isn’t getting one over on your customer,
      • it’s not about working on your own,
      • it’s not about looking out for number one,
      • it’s about turning what excited you in life into capital’
      • I say into cash….
      • This is what new businesses are all about.
      • It is different from ‘enterprise’ – which could be working for someone else / in the industry.
      Copyright www.greatmarketingworks.co.uk 2009 ©
    • What makes an entrepreneur?
      • The entrepreneur in us sees opportunities everywhere we look, but many people see only problems everywhere they look. M. Gerber
      • What traits might you have?
      • Motivation to achieve -- In almost every case, successful entrepreneurs are individuals who are highly motivated to achieve. They tend to be doers, people who make things happen.
      • The habit of hard work - quote Nolan Bushnell, founder of Atari game company and Pizza Time Theater, ‘it all comes down to one critical ingredient, getting off your ass and doing something.’
      • Nonconformity - - Entrepreneurs tend to be independent souls, unhappy when forced to conform or toe the line.
      • Strong leadership -- Starting a new company can be a harrowing experience full of uncertainty and risk.
      • High risk taking and gambling are not always part of it.
      • Age, sex, race etc have very little to do with it.
      Copyright www.greatmarketingworks.co.uk 2009 ©
    • What makes a great idea?
      • Depends on what you want your idea for:
      • What’s your end goal?
      • What do you want from the idea?
      • Is it to solve a problem, is it to make money?
      • Is it to give you employment? Is it to employ others?
      • Things to consider:
      • Four attributes that indicate when an idea can go big:
      • Demonstrable impact
      • Cost effectiveness
      • Sustainability
      • Replicability (if this is a word.)
      • And if not I have a new idea 
      Copyright www.greatmarketingworks.co.uk 2009 ©
    • Choose a case study:
    • Your student case studies to choose from.
      • Idea 1
      • A new kind of food distribution company – like Graze but for making your own meals at home from authentic ingredients. Delivered to your home.
      Copyright www.greatmarketingworks.co.uk 2009 ©
      • Idea 2
      • A green eco book, made for children to teach them about green issues, sold to schools, and made from recycled materials. Backed up with online materials.
      • Idea 3
      • A website to help people choose the most successful franchise for them with reviews and reports of people already in those businesses.
      • Idea 4
      • A new type of computer game which links together PSP and Playstation 3 with learning experiences online about health and the RPS model of fantasy games.
    • How is your case study? How does it measure up? Discuss with your partner.
    • What makes a great idea?
      • SWOT analysis:
      • Strengths
      • Advantages of proposition?
      • Capabilities?
      • Competitive advantages?
      • Innovative aspects?
      • Philosophy and values?
      • Weaknesses
      • Gaps in capabilities?
      • Financials?
      • Reliability of data, plan
      • Morale, commitment, leadership?
      • Processes and systems, etc?
      Copyright www.greatmarketingworks.co.uk 2009 ©
    • What makes a great idea?
      • SWOT analysis:
      • Opportunities
      • Market developments?
      • Competitors' vulnerabilities?
      • Industry or lifestyle trends?
      • Technology development and innovation?
      • Global influences?
      • Threats
      • IT developments?
      • Competitor intentions - various?
      • Market demand?
      • New technologies, services, ideas?
      • Vital contracts and partners?
      Copyright www.greatmarketingworks.co.uk 2009 ©
    • Do a 5 minute made up SWOT analysis for your chosen case study in your group.
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    • What makes a great idea?
      • PEST analysis: Let’s do a PEST analysis for your idea:
      • If you don’t have one yet – take 2 minutes to discuss this in your group and be given one.
      • PEST analysis:
      • Political
      • Economic
      • Social
      • Technological
      • PEST analysis should really be completed before a SWOT analysis.
      • They are excellent at seeing the situation within a market place.
      Copyright www.greatmarketingworks.co.uk 2009 ©
    • Do a 5 minute PEST analysis for your idea. And then present it to your group.
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    • End goals and values: why do you really do things?
      • End states are really important to establish why we do things.
      • The motivations we believe we have may not be true.
      • Is it really for the money?
      • A lovely Hassidic saying is:
      • Everyone should carefully observe which way his heart draws him, and then choose that way with all his strength.
      • Guy Kawasaki (helped start Apple on the right foot)
      • His top five: (GIST model – Great idea for starting things)
      • Make meaning (we will discuss)
      • Make mantra (is part of branding and marketing)
      • Get going (we will love doing this)
      • Define your business model (not today – do with your mentors)
      • Weave a MAT (we will do – if we have time)
      Copyright www.greatmarketingworks.co.uk 2009 ©
    • Make meaning!
      • End states are really important to establish why we do things.
      • The motivations we believe we have may not be true.
      • According to Guy: no one really knows if they will be an entrepreneur – the real question is:
      • Do I want to make meaning?
      • Meaning is:
      • To make the world a better place.
      • Increase the quality of life
      • Right a terrible wrong
      • Prevent the end of something good.
      • According to him these are the most powerful motivators.
      Copyright www.greatmarketingworks.co.uk 2009 ©
    • How does your new idea Make meaning?
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    • Can you sum up your values in 3 words? Explain it to the group.
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    • Make your MAT.
      • One of the hardest ways of getting anywhere is going in direction you don’t understand and haven’t planned.
      • The 5 P’s are: prior planning prevents poor performance.
      • Weave a MAT. This is to understand the scope of what you are undertaking, test assumptions quickly, and provide a method to find and fix the large flaws in your thinking.
      • Milestones: If you are creating some software they might include:
      • Prove your concept
      • Complete design
      • Prototype
      • Raise capital
      • Ship testable version
      • Ship final version
      • Achieve break even
      Copyright www.greatmarketingworks.co.uk 2009 ©
    • Make your MAT.
      • Today we are only going to look at Milestones
      • Assumptions is to be covered in your own business planning.
      • Tasks might not even be on your mind at the moment.
      • And so what we are going to talk about are goals.
      • It’s time to backward plan.
      • And make these goals SMART.
      • S - specific
      • M – measurable
      • A – achievable
      • R – realistic
      • T – timed
      • What are the goals for your idea?
      Copyright www.greatmarketingworks.co.uk 2009 ©
    • The major reason for setting a goal is for what it makes of you to accomplish it. What it makes of you will always be the far greater value than what you get. Jim Rohn
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    • Produce a goal for your idea. Share it with one person in your group. Is it really SMART?
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    • Get the feedback from that person. Re-write your goal.
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    • Swap details with that person. They are going to check up on your goal. So it best have a date 
    • We all have a BIG picture! Copyright www.greatmarketingworks.co.uk 2009 © Do we have the steps in place?
    • What are your next three goals? Keep this small. Keep this within a month. Keep these to yourself. Write them down.
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    • How many of your goals are Market research?
    • Make sure one of them is! We may be talking about this next.
    • So… What are your next three goals? Including market research.
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    • Idea creation: By the end of the session we want to have a list of reachable goals, their values understood, a new idea which works with the values and some market research to do. Copyright www.greatmarketingworks.co.uk 2009 ©
    • Have we got that? Copyright www.greatmarketingworks.co.uk 2009 ©
    • Plan of attack for today was….
      • Who creates new ideas?
      • New ideas – where do they come from?
      • Problem solving / problem creating.
      • How many new ideas can you have?
      • What makes an entrepreneur?
      • What makes a great idea?
      • Weighing up ideas: SWOT and PEST analysis.
      • Weighing up your ideas: SWOT and PEST analysis.
      • Missions and visions and mantras.
      • The Art of the Start.
      Copyright www.greatmarketingworks.co.uk 2009 ©
    • Plan of attack for today was…..
      • Your Values for your idea: 3 words
      • What are your goals?
      • Using the three P’s.
      • Making goals SMART goals
      • Why we should have them SMART.
      • What’s your overall goal?
      • Baby steps and the stairway to success.
      • What are your next three goals?
      • Are these goals SMART?
      • Market research you will do?
      Copyright www.greatmarketingworks.co.uk 2009 ©