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How to have less
rubbish ideas
@kelvinnewman
This isn’t profound
@kelvinnewman
This isn’t new
@kelvinnewman
But it might nudge you into
thinking a little different
@kelvinnewman
Which could change
your working life
@kelvinnewman
Reasonably ambitious;
I know
@kelvinnewman
Three stories &
three lessons
@kelvinnewman
The Scunthorpe Problem
An unlikely hero
Creative Tools @kelvinnewman
An Evolving Machine
@kelvinnewman
You will have better ideas when
understand your context, have
some reliable methods & when
you create the right environment
@kelvinnewman
The Scunthorpe Problem
Let’s go back to 1996
@kelvinnewman
@kelvinnewman
David Martyn Hunt @kelvinnewman
@kelvinnewman
Scunthorpe had a problem
In Scunthorpe in 1996 no
customer could sign up for
AOL because of the rude
word hidden in the town’s
name
@kelvinnewman
Context is important
@kelvinnewmanJD Hancock
@kelvinnewman
The Web is
a Network
@kelvinnewman
Everything happens in a
context
@kelvinnewman
Using Fusion Tables to
Visualise Link
Relations
http://joecrowther.co.uk/visualising-backlinks-using-fusion-tables-gephi-for-better-seo-insight
@kelvinnewman
Choose Five Websites
Run them through your
favourite link analysis tool*
*ideally one who also sponsors brightonSEO
@kelvinnewman
Combine all the outputs into
on CSV
(you might need to add in a column showing which website
the link was to)
@kelvinnewman
You end up with a spreadsheet like this
@kelvinnewman
Bung in Fusion Tables
You’ll get something like this
@kelvinnewman
Then add a chart
@kelvinnewman
Make it a Network Graph
@kelvinnewman
And you get an interactive snapshot of your
context
@kelvinnewman
You will have better ideas when
understand your context, have
some reliable methods & when
you create the right environment
@kelvinnewman
An unlikely hero
Creative Tools @kelvinnewman
A few of my Heroes
@kelvinnewman
@kelvinnewman
@kelvinnewman
Rolling Stone @kelvinnewman
Dong Nguyen
Rolling Stone
@kelvinnewman
+ + =
@kelvinnewman
“An idea is nothing
more nor less than a
new combination of
old elements.”
James Webb Young
The Best SEO Tool Costs Less
than a Fiver
William Warby
@kelvinnewman
Heuristic Ideation Technique
Stolen from GameStorming
@kelvinnewman
珍道具Chindōgu
@kelvinnewman
Based on three things
JD Hancock @kelvinnewman
A new idea can be generated
from remixing the
attributes of an existing idea.
@kelvinnewman
A new idea is best understood by
describing its two essential attributes.
@kelvinnewman
The more different or surprising the
combination of the two attributes,
the more compelling the idea.
@kelvinnewman
@kelvinnewman
Blog Post
Podcast
Video
Persona 1 Persona 2 Persona 3 Persona 4
@kelvinnewman
Look Good
Makes Laugh
Makes Angry
@kelvinnewman
Persona 1 Persona 2 Persona 4Persona 3
Look Good
Makes Laugh
Makes Angry
A Vine A Tweet A Preso An Ebook
@kelvinnewman
Frameworks help you narrow the
brief & makes creativity easier
@kelvinnewman
I need five link building ideas
for the pitch tomorrow
@kelvinnewman
You will have better ideas when
understand your context, have
some reliable methods,& when
you create the right environment
@kelvinnewman
An Evolving Machine
@kelvinnewman
Google’s Algo is perfect example
of a Complex & Chaotic system
@kelvinnewman
@kelvinnewman
@kelvinnewman
U N I V E R S I T Y O F S U S S E X , 1 9 9 6
D E PA RT M E N T O F I N F O R M AT I C S
@kelvinnewman
D R . A D R I A N T H O M P S O N
Evolutionary & Adaptive Systems Group
@kelvinnewman
H E A S K E D
C O U L D A C I R C U I T “ E V O LV E ”
T O S O LV E A P R O B L E M
@kelvinnewman
S U R V I VA L O F T H E F I T T E S T A P P L I E D T O
C I R C U I T S
T H E E X P E R I M E N T
@kelvinnewman
The first hundred
generations were little
better than random guesses
JD Hancock
@kelvinnewman
By generation #220 there were some
encouraging signs.
Generation #1400 had a fifty percent success
rate.
Just after #4000 it worked.
@ K E LV I N N E W M
@kelvinnewman
S O M E T H I N G S T R A N G E H A P P E N E D
I T W O R K E D B U T
JD Hancock @kelvinnewman
The circuit solved the problem using thirty-
seven logic gates.
Five logic cells were connected in ways which
wouldn't allow them to influence how the
circuit worked.
But if you removed them the chip stopped
working.
@kelvinnewman
W H E N M A C H I N E S T E A C H
T H E M S E LV E S T H E Y S O LV E
P R O B L E M S I N WAY S W E C A N ’ T
R E V E R S E E N G I N E E R
@kelvinnewman
S O W H AT ’ S T H I S G O T
TO D O W I T H S E A R C H ?
@kelvinnewman
purpose is to monetise machine
learning.
He doesn’t know how Google Works
Steve Jurvetson
He can’t know how Google works
storyspinn
A N D H E
H A S N ’ T G O T A
B L O O D Y
C L U E .
@kelvinnewman
But I’m an expert;
I’m sposed to know
what I’m talking
about
@kelvinnewman
Everyone is totally just winging
it, all the time
http://www.theguardian.com/news/oliver-burkeman-s-blog/2014/may/21/everyone-is-
totally-just-winging-it
@kelvinnewman
“I've often thought of
my experience of
adulthood thus far as
one of incrementally
discovering that
there's no institution,
or walk of life, in
which everybody isn't
just winging it.”
Oliver Burkeman
@kelvinnewman
How good are you at driving?
@kelvinnewman
DUNNING KRUEGUER EFFECT
a cognitive bias wherein relatively unskilled individuals suffer
from illusory superiority, mistakenly assessing their ability to
be much higher than is accurate.
@kelvinnewman
There’s a corollary to this though
@kelvinnewman
IMPOSTER SYNDROME
a psychological phenomenon in
which people are unable to
internalize their
accomplishments. Despite
external evidence of their
competence, those with the
syndrome remain convinced that
they are frauds and do not
deserve the success they have
achieved.
@kelvinnewman
The trouble with
the world is that
the stupid are
cocksure and the
intelligent are full
of doubt.
Bertrand Russell
@kelvinnewman
“At any time I still expect that the no talent
police will come and arrest me” Mike Myers
MTV.com @kelvinnewman
"[I would] wake
up in the
morning before
going off to a
shoot, and think,
I can’t do this;
I’m a fraud,”
Kate Winslet
@kelvinnewman
“The first problem of
any kind of even
limited success is the
unshakable conviction
that you are getting
away with something,
and that any moment
now they will discover
you.”
Neil Gaiman
@kelvinnewman
The exaggerated
esteem in which my
lifework is held
makes me very ill at
ease.
I feel compelled to
think of myself as an
involuntary swindler
Albert Einstein
@kelvinnewman
Good ideas are hard to come by
And
You’ll often think your ideas are
shit
@kelvinnewman
know yourself
@kelvinnewman
Create the right environment
@kelvinnewman
Doesn’t mean dream pods and
ideation flotation tanks
@kelvinnewman
a different desk
@kelvinnewman
Voxefx @kelvinnewman
And buy these
@kelvinnewman
You will have better ideas when
understand your context, have
some reliable methods & when
you create the right environment
@kelvinnewman
How to have less
rubbish ideas
@kelvinnewman

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