Kick Starting Creativity

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(Key) A special professional development presentation for the American Advertising Federation of Northeast Arkansas on kick-starting the creative process using a variety of techniques and tips. New in this version are excerpts from a recent global study by Adobe, a few cartoons as well as tips on what makes for a good creative environment.

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  • Kick Starting Creativity

    1. 1. Kick-Starting Creativity -Without Screwing Up the Idea! A Special Presentation to AAF-Northeast Arkansas August 23, 2012 by Joe Fournet copyright 2012 Ideas & MORE, all rights reserved 1
    2. 2. Handouts & Take AwaysHelpful Stuff - - websites & booksTop Tips39 Around-the-Web Ways to Kick-StartHighlights, SlideShare, PodcastQuestions throughout 2
    3. 3. The iCloud: It’s not what you think 3
    4. 4. Some Creativity StuffWhat is creativityPower of ideasCapturing creativity Presenting the iKit Warp Speed Thinking Drill Down Techniques 4
    5. 5. S’more StuffWhat to do with those ideas you generate? Idea Wall Idea TubWhat makes for a creative environment? “SuckLess” mentality Dead catThings to ponder & Wrap up 5
    6. 6. Warning!You are now entering TheCreativity Zone™
    7. 7. CreativityC r ea tivity seems all about th ought and concepts . So, what is it really? 7
    8. 8. What is creativity?Cr eat i v i t y i s t h e s p a r k - th e s p ar kthat ignites what you say and howy ou s ay i t . Or . . .what you do and how you do it. 8
    9. 9. What does creativity mean to you? OK, who wants to be first? 9
    10. 10. Creativity . . . should be synonymouswith a popular 4-letter word that begins with F...U... 10
    11. 11. Creativity . . . Relax! We’re talking “FUN!” 11
    12. 12. Creativity InsightsCreativity is a state of mind When the mind has fun, creativity is boundlessCreativity occurs when people perceive there are no limits. 12
    13. 13. More Creativity InsightsCreativity can be defined as the ability to see, feel, touch,think and imagine what one has not seen, felt, touched,thought or imagined before.Creativity – the sudden cessation of stupidity.My favorite definition: “Intelligence having fun.” 13
    14. 14. A Fickle Mistress“Creative is a fickle mistress; she will not be rushed orforced, she will not answer simply because your or I call;It isn’t always the client’s fault that the work sucketh.” -- D. Walker, Brown & Browner 14
    15. 15. Be like Harley “Creativity as a weapon of business is under-leveraged not for lack of ideas, but for lack of courageto use them or refusal to give up on them. The phrase,‘We don’t have time for creativity,’ is not something you would ever hear in the most successful businesses.” -- Mark-hans Richer, SVP/CMO Harley-Davidson 15
    16. 16. You’re creative if . . . You have the ability to challenge your own imagination and stimulate thoughts to lead you to a new level of solution. We’re all creative because . . .Each one of us represents a different perspective, a different creative slant. However . . . 16
    17. 17. Adobe’s “State of Create”Global benchmark study on attitudes and beliefs about creativitySurveyed 5,000 adults in five countries US, UK, Germany, France, JapanLess than half described themselves as “creative”Only 1 in 4 believe they are living up to their creative potentialYet, 76% of Americans feel that being creative is valuable 17
    18. 18. Workplace Creativity GapDefined by the increasing pressure to be productive ratherthan creative at work Average employee spends 25% of workday “creating” Many did not recognize they were “creating” in non- conventional positionsUniversal concern: Educational systems stifling creativityUS takes creativity for granted 18
    19. 19. Any Questions? Well? 19
    20. 20. Ideas i 20
    21. 21. Power of IdeasSimplest idea, creatively and smartly executed, candifferentiate the forgettable from the memorable.Ideas + Creativity = Logic + Magic.Best results = ideas are media and discipline neutral. 21
    22. 22. Don’t Let Execution Bury IdeaEven when strategy is clear, message can still be diluted if thecreative is too cute, too complex or just plain dumb.The computer and software are just tools to enhance the idea, not tocompete with, replace, or screw it up.Technology notwithstanding, be able to jot down your thoughts onpaper or the infamous cocktail napkin. 22
    23. 23. Technology in the Clouds 23
    24. 24. Earthly InsightsAgencies and Clients should only care about two things:How to make the idea work and be relevant.Be creative business thinkers as well as storytellers inrelating to audiences.Ideas must be clear with basic value explained in 20seconds; borrow an 8-year old--if she gets it, u r ok. 24
    25. 25. Check Your Ego!“Creative people are 50% ego and 50%insecurity. They need to be constantly toldthey’re good and they’re loved.” --Lee Clow, Worldwide Creative Director, TBWA Chiat-Day 25
    26. 26. Soooooooooooooooooo,Never fall in love with your idea! There’s always a better one around the corner. 26
    27. 27. Creativity’s Cardinal RulesDon’t ever underestimate the power of yourmind or imagination.In order to innovate or create, movebeyond the conventional. To hell with the status quo (attitude) Reality check will come, trust meDon’t be afraid to ask . . . “Why, why not, or what if?” 27
    28. 28. Questions????????????????????????? 28
    29. 29. Capturing Creativity How do you do that? 29
    30. 30. Presenting the iKit Ye Olde Creativity Survival Kit:Makes you feel creative, think creatively Warp Speed Thinking Drill Down Idea Tub 30
    31. 31. Warp Speed Thinking Generating ideas at breakneck speed by capturing one idea (single word or two orphrase) per Post-it Note in answering simple question to solve a problem. No time to analyze or judge or be fearful! Strive for 50 ideas in 5 minutes 31
    32. 32. Drill Down Technique #1Trying to hit THE idea from a standard approach After eliminating duplicates . . . Select “best” half from your Post-its (you only have 2-3 minutes) Select half of those until you’re down to 5. Select 2, then 1. Is it the best one? Supposedly. But wait . . . 32
    33. 33. Drill Down #2 33
    34. 34. Drill Down #2Trying to hit THE idea from a different perspective 33
    35. 35. Drill Down #2Trying to hit THE idea from a different perspective Select 5 best ideas from Post-its (2-3 minutes) 33
    36. 36. Drill Down #2Trying to hit THE idea from a different perspective Select 5 best ideas from Post-its (2-3 minutes) 33
    37. 37. Drill Down #2Trying to hit THE idea from a different perspective Select 5 best ideas from Post-its (2-3 minutes) Surprise! 33
    38. 38. Drill Down #2Trying to hit THE idea from a different perspective Select 5 best ideas from Post-its (2-3 minutes) Surprise! 33
    39. 39. Drill Down #2Trying to hit THE idea from a different perspective Select 5 best ideas from Post-its (2-3 minutes) Surprise! 33
    40. 40. More Drill Down #2After you have selected and discarded all Post-its until you’re down to one, consider this . . .Is it the best one? It’s definitely one you would not have paid any attention to were it not for this exercise. It may be the hidden gem.Consider doing BOTH techniques with different groups 34
    41. 41. Idea Wall & Idea TubIdea Wall - anywhere your Post-it Note ideas can gathertogether in one placeIdea Tub - physical place, thing or electronic file where allideas ever submitted are collected and organized in a mannerthat’s easily accessibleRemember: Bad ideas are forgotten; good ones need storage 35
    42. 42. Creative EnvironmentDon’t manage creativity; manage FOR creativityEnvironment must be open and receptive toexploring new ideas Acknowledge them as achievement & worthy ambitionBe prepared to take risksWhat toys do you have? 36
    43. 43. “Youre going to screw up!”“So it comes with being daring that youregoing to screw up. But Id rather apologize than to be so timid as to not try and do anything smart or brave.” -- Lee Clow Worldwide Creative Director TBWA/ChiatDay 37
    44. 44. Failure is an optionYou can’t have success unless you’re prepared to have failureAs soon as you say “failure is not an option,” you’ve just said“innovation is not an option.”Have the courage and guts to accept failure. Build it into yourculture as part of the process; don’t ridicule it, embrace it.Adopt Pixar Studio’s “SuckLess mentality”. 38
    45. 45. What To Do With A Dead Cat Do not bring a DEAD CAT without a shovel! Never present a problem without bringing the shovel: At least two possible solutions.You save time if one of these is adopted, and you get to share yourcreative thinking while learning what’s important to management. Remember, you may not know all there is to know. 39
    46. 46. It’s time now for . . . OddballObservations 40
    47. 47. Oddball Observation #1 When it comes to applying yourself and being focused:“It’s okay to be orderly in your normal life,but be violent and original in your work.” 41
    48. 48. Oddball Observation #2The key to accomplishing anything great is being too stupid to realize it can’t be done. 42
    49. 49. Oddball Observation #3 There will be mistakes made.According to Scott Adams, The Dilbert Principle:“Creativity is allowing yourself to make mistakes. Art is knowing which ones to keep.” Copyright 2012 Ideas & MORE, all rights reserved 43
    50. 50. Thank You, AAF-NE Arkansas!! Please send your donations to: Joe Fournet Ideas & MORE www.ideasnmore.net j4net@ideasnmore.net Twitter: @ideabeagle 281-980-1802 Copyright 2012 Ideas & MORE, all rights reserved 44

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