Gordon brown brain juice - workshop 1Presentation Transcript
How To CreateAn Inspirational& Sustainable Idea.March 30th, 2012
// Who am I?Gordon Brown, yeah that’s right!
// GORDON BROWNOver twenty five years educational and business experience in sales andmarketingThis included fourteen years with Bass Brewers finishing asDirector of Brands for the Tennents portfolioIn 2000, as a board director, Gordon was part of the successful floatationof e-comsport Group plc - a sports technology companyEducation includes an Honours Degree,Post-Graduate Diploma in Management Studies and an MBAGordon is a Member of the Chartered Institute of Marketers, Member ofthe Marketing Society and a Chartered Marketer
// Some thoughts:• Idea = Doing something you currently do better(or worse) or doing something that is completely new• Innovation = Brilliant Ideas – Passionately Executed
// Another definition:Need + Idea + Implementation = Creative Process
The Three Stages of the Creative ProcessDEFINITIONGENERATIONIMPLEMENTATIONAn unhealthyobsession
// DefinitionWhich is the easier question to answer:• What is 7 multiplied by 6?or• What is answer to the life, the universe and everything
// GenerationThe tools and techniques to create new ideasKick StartEccentric ThoughtsYo – YoSimilar People
Business world Creative world
// ImplementationHow many people have been to a brainstorm – generated alot of ideas and then, nothing has happened as a result?Wheat from ChaffPersonal Action + Structure
The Three Stages of the Creative ProcessDEFINITIONGENERATIONIMPLEMENTATION
// But why is creativityimportant to theorganisation…?
// Why is creativity important…?CHANGE
// Change?Computers?• 1946 = 5,000 operations a second• 2001 = 2 Million operations a second• 2014 = 20,000 Trillion operations a second (It wouldtake 120 billion people with 120 billion calculators 50years to do this in a day.)Online sales – UK• £60 billion spend by UK shoppers online. (2010)
// Change?How long to 50 Million users?• Radio = 38 years• TV = 17 years• PC’s = 16 years• Internet = 4 years• iPad = 2 Years?
So is creativity all aboutthe ‘ONE’ big idea?
// Analysing via ThinkingUrban Myth – but what does it tell us?Analysing –• NASA– 2 Years– $20 Million = Space PenThinking –• USSR – 0 Days – 0 Cost = Pencil!
// Quotes// I think there is a world market for maybe fivecomputersThomas J Watson, 1943, Chairman IBM// Who the hell wants to hear actors talkHarry M Warner, Warner Brothers, 1927
// 640k ought to be enough for anyoneBill Gates, 1981// “We don’t like their sound. Groups of guitars are on their wayout.”Decca Records rejecting the Beatles, 1962// Whatever happens the US navy is not going toget caught nappingFrank Knox, US Secretary of Navy, Dec 4th 1941 (Pearl Harbour attacked on Dec 7th)
// What are the barriersto creativity?
// Barriers• Destructive criticism
// Destructive criticism• ‘that idea is rotten’• ‘we’ve tried that before’• ‘we don’t have the time’• ‘be serious’• ‘let’s sleep on that one’• ‘have you been sleeping?’• ‘my boss will never buy that one’• ‘get real’
// Barriers• Destructive criticism• Need for conformity
// Need for Conformity// There ain’t no rules around here! we’re tryingto accomplish something!Thomas A. Edison (1847 – 1931)// There are three rules for writing the novel.Unfortunately, no one knows what they are.W. Somerset Maugham (1874 – 1965)
// Barriers• Destructive criticism• Need for conformity• Time
Business world Creative world
// Barriers• Destructive criticism• Need for conformity• Time• Physical Environment
// Barriers• Destructive criticism• Need for conformity• Time• Physical Environment• Bravery
// Three types of people:• Those who make things happen• Those who watch things happen• Those who wonder what happened!
THE BIGGEST BARRIER
SHOUT OUT THE COLOUR OF THE LETTERS
Some exercise to demonstrate the point
ON YOUR OWN
// QUESTION 1A WOMAN LIVES IN TEXAS IN THE U.S.A. OVER THECOURSE OF A COUPLE OF DAYS SHE DRIVES TONEW YORK AND THEN HOME TO TEXAS. ALL THEWHILE SHE ONLY EVER USES A SOUTHBOUNDCARRIAGEWAY. EXPLAIN?She started her journey north of New York
// QUESTION 2A BLIND MAN DRIVES UP TO A HOUSE, GETS OUT OFTHE CAR AND GOES UP TO THE DOOR WITH A PACKAGE.THE HOMEOWNER TAKES THE PACKAGE AND GIVES THE BLINDMAN A CHEQUE. THE BLIND MAN THEN DRIVES AWAY. WHAT WASIN THE PACKAGE?Blinds
// QUESTION 3Using each symbol below exactly once each, form thename of an eight letter mammal.Eledhaute h a td u l eEledhautElephant
// QUESTION 4What are the next two numbers in this sequence?36,91,21,51,82,12,423,6,9,12,15,18,21,24,27,30,33,363,6,9,12,15,18,21,24,23,6,9,12,15,18,21,24,27,3
// QUESTION 5Add three more unbrokenmatches so that a cube is formed = 8 = 23
// Barriers to creativityYou are out in the city centre and you see a dark blueFord Mondeo pull up beside you. In the caris a man with a business suit on and a briefcaseon the passenger seat. The back seat is filledwith filing boxes and paper. He is talking into his mobilephone.Describe the person in the car. What does he do? Who ishe? What kind of life does he have?
What if you are wrongwhat else could he be?
// Why do you think theway you do?
// There are a number of barriersbut the biggest is your brain…EVERYTHING IN ITS PLACEAND A PLACE FOR EVERTHINGWorkRestPlay
// THE RIVER
THE KEY TO GETTINGOUT OF THE RIVER…
// Cracking creativityKick StartEccentric ThoughtsYo – YoSimilar People
// THE RIVER
// THE RIVER
// Cracking creativity – quick tipsTake a break.In a digital world notepads are still good.Look for stimulation.Meet away from the office.Steal with glee.If really stuck re express the problem.It’s ok to have fun while looking for a new idea.
//Three Steps• DEFINITION• GENERATION• IMPLEMENTATIONSummaryBarrier to CreativitySolution KEYS
Business ManagementIan MacKenzie• Notes are available on request from the mostrecent C4 Online Briefing.• Ongoing Fuel4 & briefings promoted on ourTwitter account• All documents (briefing notes and pitchtemplate) available on our Tumblr@Channel4OnlineChannel4online.tumblr.com