Aﬀective neuroscientists Jason
Wright and Jaak Panksepp explain
that one way to activate seeking
system is to create an experimental
“safe zone” that includes play and
“When work is not framed as an
opportunity to ‘get it right’ on the
ﬁrst try, workers may be able to learn
in the process and ultimately get it
right more than when work is framed
as an opportunity to perform, shine
or execute perfectly.”
When people frame a task as a
performance situation, it can trigger
anxiety, leading individuals to become
more risk-averse and less willing to
persist than people who frame the same
task as a learning situation and trigger
…because curiosity is what drives the
best digital PR campaigns and
How can I create environments of
1. No bad ideas. Ideation sessions are not
a chance to “perform” they’re a chance to
explore curiosity and learn more about the
2. Encourage experimentation without fear
of failure - whether it be a new angle or
headline on a pitch, or a new type of idea,
enable your team to experiment and learn
through what works.
3. Make time for play - spend time before
an ideation session going through your
favourite points of inspiration, playing
around with what could work.
4. Go big and validate down. Encourage
ideas to be as big as
● What’s the main story we’re trying to tell?
● What could journalist’s headlines look like?
● Is this idea relevant to the business’ key areas of
● Can we get the data needed?
● Has anything similar been done before?
● Does it resonate with a wide
● Which journalists could we
see covering this?
● Who gives a s**t?
An 8 step