The document discusses principles for making ideas sticky, including simplicity, unexpectedness, concreteness, credibility, emotions, and stories. It also discusses creativity as a way of operating rather than a talent, and encourages persistent thinking to allow unconscious ideas to emerge. The document promotes play, whacks on the side of the head to stimulate creativity, and stealing ideas from others to then make your own in a process of mixing and matching to free your mind.

1. CreATIVITY

2. Creativity and Productivity

3. Make your ideas Sticky
• Six Principles of Sticky
Ideas
• According to Chip and
Dan, there’s six principles
that help you craft a
sticky message:
1. Simplicity
2. Unexpectedness
3. Concreteness
4. Credibility
5. Emotions
6. Stories

4. Idea Generation
• “Creativity is not a talent.
It is a way of operating.”
This is the extraordinary
thing about creativity: If
just you keep your mind
resting against the subject
in a friendly but
persistent way, sooner or
later you will get a reward
from your unconscious.
John Cleese

5. Play

6. Roger von Oechs

7. A Whack on the Side of the Head

8. A Whack on the Side of the Head

9. Steal Like an Artist

11. Copy what you Love

12. Take and Make it Your Own

13. Mixed tape Mash-up

17. Bowie
• The only art I’ll ever
study is stuff I can steal
from.
– David Bowie

19. Mix and Match

22. Free Your Mind