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How to have less rubbish ideas #brightonseo


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My talk at the most recent brightonSEO

Published in: Business

How to have less rubbish ideas #brightonseo

  1. 1. How to have less rubbish ideas @kelvinnewman
  2. 2. This isn’t profound @kelvinnewman
  3. 3. This isn’t new @kelvinnewman
  4. 4. But it might nudge you into thinking a little different @kelvinnewman
  5. 5. Which could change your working life @kelvinnewman
  6. 6. Reasonably ambitious; I know @kelvinnewman
  7. 7. Three stories & three lessons @kelvinnewman
  8. 8. The Scunthorpe Problem
  9. 9. An unlikely hero Creative Tools @kelvinnewman
  10. 10. An Evolving Machine @kelvinnewman
  11. 11. You will have better ideas when understand your context, have some reliable methods & when you create the right environment @kelvinnewman
  12. 12. The Scunthorpe Problem
  13. 13. Let’s go back to 1996
  14. 14. @kelvinnewman
  15. 15. @kelvinnewman
  16. 16. David Martyn Hunt @kelvinnewman
  17. 17. @kelvinnewman
  18. 18. Scunthorpe had a problem
  19. 19. In Scunthorpe in 1996 no customer could sign up for AOL because of the rude word hidden in the town’s name @kelvinnewman
  20. 20. Context is important @kelvinnewmanJD Hancock
  21. 21. @kelvinnewman
  22. 22. The Web is a Network @kelvinnewman
  23. 23. Everything happens in a context @kelvinnewman
  24. 24. Using Fusion Tables to Visualise Link Relations @kelvinnewman
  25. 25. Choose Five Websites
  26. 26. Run them through your favourite link analysis tool* *ideally one who also sponsors brightonSEO @kelvinnewman
  27. 27. Combine all the outputs into on CSV (you might need to add in a column showing which website the link was to) @kelvinnewman
  28. 28. You end up with a spreadsheet like this @kelvinnewman
  29. 29. Bung in Fusion Tables
  30. 30. You’ll get something like this @kelvinnewman
  31. 31. Then add a chart @kelvinnewman
  32. 32. Make it a Network Graph @kelvinnewman
  33. 33. And you get an interactive snapshot of your context @kelvinnewman
  34. 34. You will have better ideas when understand your context, have some reliable methods & when you create the right environment @kelvinnewman
  35. 35. An unlikely hero Creative Tools @kelvinnewman
  36. 36. A few of my Heroes @kelvinnewman
  37. 37. @kelvinnewman
  38. 38. @kelvinnewman
  39. 39. Rolling Stone @kelvinnewman
  40. 40. Dong Nguyen Rolling Stone
  41. 41. @kelvinnewman
  42. 42. + + = @kelvinnewman
  43. 43. “An idea is nothing more nor less than a new combination of old elements.” James Webb Young
  44. 44. The Best SEO Tool Costs Less than a Fiver William Warby
  45. 45. @kelvinnewman
  46. 46. Heuristic Ideation Technique Stolen from GameStorming @kelvinnewman
  47. 47. 珍道具Chindōgu @kelvinnewman
  48. 48. Based on three things JD Hancock @kelvinnewman
  49. 49. A new idea can be generated from remixing the attributes of an existing idea. @kelvinnewman
  50. 50. A new idea is best understood by describing its two essential attributes. @kelvinnewman
  51. 51. The more different or surprising the combination of the two attributes, the more compelling the idea. @kelvinnewman
  52. 52. @kelvinnewman
  53. 53. Blog Post Podcast Video Persona 1 Persona 2 Persona 3 Persona 4 @kelvinnewman
  54. 54. Look Good Makes Laugh Makes Angry @kelvinnewman Persona 1 Persona 2 Persona 4Persona 3
  55. 55. Look Good Makes Laugh Makes Angry A Vine A Tweet A Preso An Ebook @kelvinnewman
  56. 56. Frameworks help you narrow the brief & makes creativity easier @kelvinnewman
  57. 57. I need five link building ideas for the pitch tomorrow @kelvinnewman
  58. 58. You will have better ideas when understand your context, have some reliable methods,& when you create the right environment @kelvinnewman
  59. 59. An Evolving Machine @kelvinnewman
  60. 60. Google’s Algo is perfect example of a Complex & Chaotic system @kelvinnewman
  61. 61. @kelvinnewman
  62. 62. @kelvinnewman
  63. 63. 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
  64. 64. D R . A D R I A N T H O M P S O N Evolutionary & Adaptive Systems Group @kelvinnewman
  65. 65. 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
  66. 66. 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
  67. 67. The first hundred generations were little better than random guesses JD Hancock @kelvinnewman
  68. 68. 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
  69. 69. 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
  70. 70. 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
  71. 71. 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
  72. 72. 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
  73. 73. purpose is to monetise machine learning.
  74. 74. He doesn’t know how Google Works Steve Jurvetson
  75. 75. He can’t know how Google works storyspinn
  76. 76. 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
  77. 77. But I’m an expert; I’m sposed to know what I’m talking about @kelvinnewman
  78. 78. Everyone is totally just winging it, all the time totally-just-winging-it @kelvinnewman
  79. 79. “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
  80. 80. How good are you at driving? @kelvinnewman
  81. 81. 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
  82. 82. There’s a corollary to this though @kelvinnewman
  83. 83. 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
  84. 84. The trouble with the world is that the stupid are cocksure and the intelligent are full of doubt. Bertrand Russell @kelvinnewman
  85. 85. “At any time I still expect that the no talent police will come and arrest me” Mike Myers @kelvinnewman
  86. 86. "[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
  87. 87. “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
  88. 88. 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
  89. 89. Good ideas are hard to come by And You’ll often think your ideas are shit @kelvinnewman
  90. 90. know yourself @kelvinnewman
  91. 91. Create the right environment @kelvinnewman
  92. 92. Doesn’t mean dream pods and ideation flotation tanks @kelvinnewman
  93. 93. a different desk @kelvinnewman
  94. 94. Voxefx @kelvinnewman
  95. 95. And buy these @kelvinnewman
  96. 96. You will have better ideas when understand your context, have some reliable methods & when you create the right environment @kelvinnewman
  97. 97. How to have less rubbish ideas @kelvinnewman