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Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age

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Thoughts on being creative and finding inspiration. Four chapters: creativity matters more than ever; there's no such thing as an original idea; learn to steal and remix; dissect the formulas in ideas that work. I should note that while the statement in this title has been attributed to Picasso, Oscar Wilde and others, I stole it from Faris Yakob, who has used it for years. Thank you, Faris.

Published in: Marketing, Social Media
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Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age

  1. TALENT IMITATES GENIUS STEALS @edwardboches edwardboches.com
  2. AND THEN IT REMIXES @edwardboches edwardboches.com
  3. Four chapters on: how to be creative in the digital age
  4. Chapter One Creativity matters more than ever
  5. New research from the University of Pennsylvania, published in a recent issue of the journal Cognitive Neuroscience, showed that when the prefrontal cortex, your command center for cognitive control and a filter for your random thoughts that might interrupt your present tasks, is inhibited, your ability to tackle creative activities can be better. This is because your unfiltered thoughts actually offer an advantage. In other words, the less cognitive control, the better your creativity.
  6. There’s a new marketing challenge:
  7. There’s a new marketing challenge: The Scarcity of Attention
  8. 2000: 12 seconds Source: National Center for Biotechnology Information
  9. 2000: 12 seconds Source: National Center for Biotechnology Information 2013: 8 seconds
  10. 2000: 12 seconds 2013: 8 seconds Goldfish: 9 seconds Source: National Center for Biotechnology Information
  11. We need great, attention-worthy ideas
  12. We need great, attention-worthy ideas That invite participation
  13. We need great, attention-worthy ideas That invite participation That generate content
  14. We need great, attention-worthy ideas That invite participation That generate content That inspire sharing
  15. We need great, attention-worthy ideas That invite participation That generate content That inspire sharing That earn media coverage
  16. Unfortunately It never gets easy, but there are a few tricks.
  17. Chapter Two There’s no such thing as an original idea
  18. “There is no such thing as a new idea. It is impossible. We simply take a lot of old ideas and put them into a sort of mental kaleidoscope. We give them a turn and they make new and curious combinations. We keep on turning and making new combinations indefinitely; but they are the same old pieces of colored glass that have been in use through all the ages.”
  19. A new and curious combination
  20. A new and curious combination Illustration interacting with photography
  21. A new and curious combination Illustration interacting with photography Editorial comment
  22. A new and curious combination Illustration interacting with photography Editorial comment A bit of irreverence
  23. A new and curious combination Illustration interacting with photography Editorial comment A bit of irreverence Dash of inappropriate
  24. Art director grew up in the country Copywriter has chickens Account executive’s kids went on a field trip to a farm
  25. Art director grew up in the country Copywriter has chickens Account executive’s kids went on a field trip to a farm Google image search
  26. “We take ideas from other people, from people we've learned from, from people we run into in the coffee shop, and we stitch them together into new forms and we create something new.”
  27. Chapter Three We have to master both stealing and remixing
  28. Note: this is not an invitation to plagiarize.
  29. OUCH!
  30. 7 km/h.
  31. But these are ads, messages, paid media.
  32. Social media
  33. Social media User generated content
  34. Social media User generated content Encouraging influencers
  35. Social media User generated content Encouraging influencers Inspiring action
  36. Social media User generated content Encouraging influencers Inspiring action New ways of telling stories
  37. Social media User generated content Encouraging influencers Inspiring action New ways of telling stories Owned content
  38. Social media User generated content Encouraging influencers Inspiring action New ways of telling stories Owned content Creating utility
  39. In an age of digital, social and mobile we have to remix more than two ingredients.
  40. Chapter Four Learn to dissect good ideas and steal the formulas.
  41. Social media User-generated content Inspiring action New ways of telling stories
  42. Social media
  43. Formula: Social media (in the stream) • Find a relevant cultural or media event ! • Go where the fans are; what are they interested in? ! • Take inspiration from the (event’s) content ! • Connect your product to it
  44. Thousands of re-tweets Pages of press coverage 144,000 followers on Twitter *
  45. * A laundry detergent.
  46. Formula: Social media (in the stream) • Find a relevant cultural or media event ! • Go where the fans are; what are they interested in? ! • Take inspiration from the (event’s) content ! • Connect your product to it
  47. User-generated content
  48. Tactics • No media buy ! • Volumes of free content across Facebook, Twitter and YouTube ! • Brand story told by users with followers ! • Extensive media coverage
  49. Results 1000 videos / 5 million plus views / 500,000 FlickR views / 3 million Twitter impressions 37 % brand awareness among GenY / 50,000 new prospects currently not Ford owners
  50. Formula: User-generated content • Create an experience ! • Invite participation that inspires and enables content ! • Document everything ! • Distribute, repackage and encourage sharing
  51. Formula: User-generated content • Create an experience ! • Invite participation that inspires and enables content ! • Document everything ! • Distribute, repackage and encourage sharing
  52. Inspiring action
  53. - 12 %
  54. Formula: Inspiring action • Start with something that would be good for your customer rather than what’s good for you. ! • Spread joy, not fear (never lecture) ! • Create a crowd or community (visible) ! • Reinforce by rewarding (gaming dynamics)
  55. + 46 %
  56. Formula: Inspiring action • Start with something that would be good for your customer rather than what’s good for you. ! • Spread joy, not fear (never lecture) ! • Create a crowd or community (visible) ! • Reinforce by rewarding (gaming dynamics)
  57. New ways of telling stories
  58. Formula: New ways of telling stories • Think about how to “demonstrate” your message ! • Create an actual “stunt” that attracts users/prospects ! • Work across multiple media and technologies ! • Record reactions and create a story
  59. We asked people to upload an image of a friend on our website
  60. Our image manipulators than edited the photo…
  61. …and pasted it in photo of a non existing event.
  62. The participants received a notification that their manipulated photo was placed into the event album.
  63. People could then tag their friend in the photo.
  64. Formula: New ways of telling stories • Think about how to “demonstrate” your message ! • Create an actual “stunt” that attracts users/prospects ! • Work across multiple media and technologies ! • Record reactions and create a story
  65. Formulas work and you can find them everywhere.
  66. Formula: New ways of telling stories • Break big things into little pieces ! • Offer a psychic reward for participating ! • Don’t be afraid to ask, then trust people to do right ! • Be joyful and enthusiastic
  67. Formula: New ways of telling stories • Break big things into little pieces ! • Offer a psychic reward for participating ! • Don’t be afraid to ask, then trust people to do right ! • Be joyful and enthusiastic
  68. It’s about your customer, not about you.
  69. To recap
  70. There are no original ideas
  71. Find good stuff to steal
  72. Re-mix ingredients
  73. Dissect formulas
  74. Think “do” versus “say”
  75. I don’t tell my friends about your product because I like your product.
  76. I tell my friends about your product because I like my friends.
  77. References and Resources A Technique for Producing Ideas Where good ideas come from Creativity Study Attention Span Statistics
  78. @edwardboches edwardboches.com slideshare

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