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How to think daringly different


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A really short introduction to the basic elements of different thinking. Why is it import and how to do this. 33 pages with minimal text and a lots of examples.

Published in: Design, Technology, Business

How to think daringly different

  1. 1. IDFCTRY.COM how to THINK daringly DIFFERent A short introDUCTION.
  2. 2. IDFCTRY.COM I am Occupation : CREATIVE AT IDFCTRY.COM Education : The Dutch Academy of Art and Design Rietveld Academie Amsterdam. Philosophy : Everything is a chance. Thinks : Reality is chaos Naïeve belief : Everybody is creative. Motivation : Let’s make better mistakes tomorrow. Do you have a design project you need help with? I would love to hear about it. Please send an email: INFO@IDFCTRY.COM
  3. 3. IDFCTRY.COM So why do people do things that are wrong if they know its wrong?
  5. 5. Why is different thinking important? IDFCTRY.COM Doing things differently is the key to success. It is one of two* things successful people in every branch / lifestyle have in common. Doing things differently starts with thinking different. *The other one is passion for what you do.
  6. 6. IDFCTRY.COM Unexpected results come with unexpected methods.
  7. 7. Why isn’t everybody doing it? IDFCTRY.COM Actually erverybody does it. Only not all the time and very often unaware. Think of this: Picture yourself before two doors. If you where to be asked a question and you know that the right answer is behind door number 1. You will open door number 1. Everytime. Everytime? No. Ask people the same question (think: daily live) over and over again, and some of them will start to wonder. What is behind number 2? This wondering, and the final act of knowingly making the ‘wrong” choice and making “mistakes” is why progress is made through out to the entry history of humankind.
  8. 8. IDFCTRY.COM What is behind the door not taken?
  9. 9. Why do you want to make those “mistakes”? IDFCTRY.COM Strangely our brains rewards making choices that are uncertain. Your body is making serotonin, dopamine, and endorphins when you are not exactly now what the outcome of your actions(choices) will be. This gives you an exciting high feeling. You know it’s wrong but had to try anyway.
  10. 10. IDFCTRY.COM Good Girls Go To Heaven (Bad Girls Go Everywhere) by Meatloaf. (
  11. 11. IDFCTRY.COM The four main neurochemicals that affect our mood are: Serotonin, Epinephrine, Dopamine, and Endorphin.
  12. 12. IDFCTRY.COM Uncertain choises and neurochemicals is why the gambling industry is a zillion dollar industry.
  13. 13. Why aren’t we making them all the time? IDFCTRY.COM Making choices (especially the illogic ones) and reflect to them take more time and energy. So most people hide in group behavior. Taking there time by doing save things other people have done before. Making the illogic choices only every once in a while and unaware. To set this in context: the majority of our choices are logic and the minority of our choices illogic. Logic choices sets the pace and illogic choices set directions.
  14. 14. IDFCTRY.COM Everyone’s favorite Vulcan, Star Trek‘s Mr. Spock, was forced to deal with illogical humans on a daily basis.
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  16. 16. How can I use breaking the rules as a tool? (1) IDFCTRY.COM Logic choices make conventions. Ones you realize that the world turns by conventions, use it. It is logic to act ilogic. It doesn’t mather in what branch you are working, what job you do, what environment you live, conventions are all arround you. Break with those conventions, break the rules.
  17. 17. How can I use breaking the rules as a tool? (2) IDFCTRY.COM To use this to your advanced, take notice of this four step process: 1. Find conventions 2. Quantify conventions 3. Challenge them 4. Act up (No guts, no glory)
  18. 18. IDFCTRY.COM People in the shoe-business, always look to others in the shoebusiness’s. The know exactly what their competitors in the market are doing. The same goes for accountants, ad-agency’s, industries, etc. You name it (!your own branch!), everybody is looking to each other. It is monkey see, monkey do everywhere.
  19. 19. IDFCTRY.COM 1. Find conventions We are all doing our things in convert zones, in boxes. Look for commons in these boxes. There must be all around you. Ask yourself: “What are the save choices everybody makes in my box?”
  20. 20. IDFCTRY.COM Finding similarities in your own box isn’t always easy stuff. Sometimes they hide in plain sight.
  21. 21. IDFCTRY.COM “ This is not art!” “ he Campbell’s T Soup Can series makes me laugh. ” “ he simplicity T of Warhol’s work frustrates me. ” Art has always been the place for breaking conventions. Andy Warhol transformed into an overnight sensation doing something nobody thought of.
  22. 22. IDFCTRY.COM 2. Quantify conventions Ones you have found the sure shots in your box, weigh* them. Specify the parameters. Write them down. What are the door number 1’s in your box? Are there more doors (2,3,4 etc.) to peek behind? * ometime save choices are save choices by reason. Remember Illogic S choices are different to stupid choices. some people.
  23. 23. 3 2 4 5 etc. IDFCTRY.COM etc. There are always unlimited numbers of new opportunities, once you know it’s oke to make mistakes.
  24. 24. 3. Challenge them IDFCTRY.COM Now, look outside your own box. Do the same with other branches (preferably ad random) and look for there conventions. Quantify them. Learn from them. Reflect to there conventions to your own conventions. How do they solve problems, how do they sell stuff, how do they communicate, how, how, how, etc.
  25. 25. IDFCTRY.COM Shoes-sales men learn more from, lets say, the telecom-sales men then from other shoes-sales men, as a shoes-sales you the probably know all there is already about the shoe industry. But by using knowledge of other branches and projecting them to your own creates new insides.
  26. 26. 4. Act up (1) No guts, no glory! IDFCTRY.COM Actually, this is easer than it looks. It only takes guts. When you know what works for others out side your box, experiment with that knowledge with on your box. Trial and error. Start small, it doesn’t work, reflect. Try something else. If it works, expand. Dont’ be affaird to be the bozo of the board.
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  29. 29. IDFCTRY.COM 4. Act up (2) No guts, no glory! Others in your box don’t have your inside and will be doing the same old sh*t. With the same expected results. As on the other hand, you will be doing new exciting sh*t. With unexpected exciting new results. Your are going to define your own set of conventions.
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  31. 31. IDFCTRY.COM Cheating? Who cares! Great site buy the way...
  32. 32. Especially for advertising and marketing people IDFCTRY.COM Read this, it is pure gold and career changing: Disruption Overturning Conventions and Shaking Up the Marketplace Beyond Disruption Changing the Rules in the Marketplace By Jean-Marie Dru.
  33. 33. Disclaimer IDFCTRY.COM The information in this document is intended for informational and educational purposes only, to provide readers better understanding. all Designated trademarks, brands and images are the property of their respective owners. please respect them.
  34. 34. liked this presentation? IDFCTRY.COM Maybe these are also of your interest: How to have a brilliant brainstorm How to create a basic concept