Marketing and Creativity-7 marketingPlanNOW

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How to overcome mind limitations - part TWO. The procedures and methodologies that allow each and everyone to be much more productive as far as generating new ideas; ideation!

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Marketing and Creativity-7 marketingPlanNOW

  1. 1. Last Creativity chapter 5.2 & Mkng Overcoming Mind Limitations Presentation 7 out of 7 Danny Abramovich Marketing Plan Specialist www.marketingPlanNOW.com 1 www.marketingPlanNOW Marketing & Creativity
  2. 2. Presentation Structure 1. Welcome to Creativity test ü 2. Creativity - Vocab & theory ü 3. Human Brain, introduction ü 4. Proving Mind limitations ü 2 presentations ◄ 5. Overcoming Mind limitations Cont. 2 www.marketingPlanNOW Marketing & Creativity
  3. 3. 5. Overcoming Mind limitations 5.4. The Creative Process Person Place Product Process 3 www.marketingPlanNOW Marketing & Creativity
  4. 4. 5. Overcoming Mind limitations 5.4. The Creative Process New Venture Existing Business Ideation Analysis Key wants & needs Innovation Q Strategy of the current situation y Concept development Marketing objectives Application Tactics Product/ service dev. Action plan & budget Production Management 4 Product/ service creation www.marketingPlanNOW procedures Control Marketing & Creativity
  5. 5. I. II. Preparation Analysis Imagination Observation Generation Living With It Harvesting Implementation Enhancement IV. Evaluation III. Action Based on Plsek’s Directed Creativity Cycle Development 5 www.marketingPlanNOW Marketing & Creativity
  6. 6. The books create a new language for creative thinking such as: “To think like a lizard” means to “yield” “To think like a chameleon” means “to find several solutions” “To think like a zebra” means “to live with contradictions” “To think like a bat” means “to do the opposite of what is accepted” “To think like a monkey” means “to imitate others” 6 www.marketingPlanNOW Marketing & Creativity
  7. 7. 5. Overcoming Mind limitations 5.4. The Creative Process Identifying successful models and mimicking Living with them while creating contradictions, or variations on the even creating them theme 7 www.marketingPlanNOW Marketing & Creativity
  8. 8. 5. Overcoming Mind limitations 5.4. The Innovation Process of Enterprises Suggestion Box Theoretical Syndrome Methodologies Consumer R&D Customers Innovation Surveys team Panel Committee 8 www.marketingPlanNOW Marketing & Creativity
  9. 9. 5. Overcoming Mind limitations 5.4. Towards Innovative Solutions - 1 Suggestion Box Theoretical Syndrome Methodologies Consumer R&D Customers Innovation Surveys team Panel Committee 9 www.marketingPlanNOW Marketing & Creativity
  10. 10. 5. Overcoming Mind limitations 5.4. Towards Innovative Solutions - 1 Consumer Surveys/ Panels Stop asking customers what they want (solutions), start asking what they want your products to do for them (desired outcome)! 10 www.marketingPlanNOW Marketing & Creativity
  11. 11. 5. Overcoming Mind limitations 5.4. Towards Innovative Solutions - 1 Consumer Surveys/ Panels “We don't believe in market research for a new product unknown to the public, so we never do any. We are the experts.” Akio Morita, Co-founder SONY Corp. 11 www.marketingPlanNOW Marketing & Creativity
  12. 12. 5. Overcoming Mind limitations 5.4. Towards Innovative Solutions - 2 Suggestion Box Theoretical Syndrome Methodologies Consumer R&D Customers Innovation Surveys team Panel Committee 12 www.marketingPlanNOW Marketing & Creativity
  13. 13. 5. Overcoming Mind limitations 5.4. Towards Innovative Solutions - 2 “Suggestion Box Syndrome” Create an “out of the box” process motivating employees to suggest, follow-up and lead inventions & innovations. 13 www.marketingPlanNOW Marketing & Creativity
  14. 14. 5. Overcoming Mind limitations 5.4. Towards Innovative Solutions - 2 “Suggestion Box Syndrome” Create an “out of the pyramid” process; Kodak case 14 www.marketingPlanNOW Marketing & Creativity
  15. 15. 5. Overcoming Mind limitations 5.4. Towards Innovative Solutions - 3 Suggestion Box Theoretical Syndrome Methodologies Consumer R&D Customers Innovation Surveys team Panel Committee 15 www.marketingPlanNOW Marketing & Creativity
  16. 16. 5. Overcoming Mind limitations 5.4. Towards Innovative Solutions - 3 Theoretical Methodologies 5.4.0. “No!” Methodology 5.4.1. SCAMPER technique 5.4.2. Lateral Thinking 5.4.3. Mind Mapping 5.4.4. Creative Failure methodology 5.4.5. TRIZ theory 16 www.marketingPlanNOW Marketing & Creativity
  17. 17. 5. Overcoming Mind limitations 5.4.0 “No! Methodology” Step 1 – Long-term fact: We manufacture only plastics. Step 2 – “No!” We do not manufacture only plastics! 17 www.marketingPlanNOW Marketing & Creativity
  18. 18. 5. Overcoming Mind limitations 5.4.1 SCAMPER technique Substitute Combine Adapt Modify Put to another purpose Eliminate Rearrange 18 www.marketingPlanNOW Marketing & Creativity
  19. 19. 5. Overcoming Mind limitations 5.4.1. SCAMPER Substitute Combine Thinking Adapt about Modify Put to… substitutes Eliminate may initiate Rearrange new ideas. 19 www.marketingPlanNOW Marketing & Creativity
  20. 20. 5. Overcoming Mind limitations 5.4.1. SCAMPER MetroNaps The Substitute combination Combine of several Adapt Modify parts may Put to… equal a Eliminate Rearrange different product. 20 www.marketingPlanNOW Marketing & Creativity
  21. 21. 5. Overcoming Mind limitations 5.4.1. SCAMPER Phone, e-mail, web, The digital organizer, combination Substitute digital camera, color Combine screen, MP3 player, of several Adapt Modify and wireless parts may Put to… connectivity to other equal a Eliminate devices. different Rearrange What’s next? product. 21 www.marketingPlanNOW Marketing & Creativity
  22. 22. 5. Overcoming Mind limitations 5.4.1. SCAMPER Substitute Combine Adapt Modify Put to… Eliminate Rearrange 22 www.marketingPlanNOW Marketing & Creativity
  23. 23. 5. Overcoming Mind limitations 5.4.1. SCAMPER past & present factors (past year) The TOWS Matrix Strengths Weaknesses Substitute Combine - advanced upcoming factors (next year) Adapt Opportunities (SO) “today’s (WO) “today’s strengths that weaknesses that Modify may present an may present an Put to… opportunity opportunity Eliminate tomorrow” tomorrow” Rearrange Threats (ST) “today’s (WT) “today’s strengths that weaknesses that may present a may present a threat tomorrow” threat tomorrow” 23 www.marketingPlanNOW Marketing & Creativity
  24. 24. 5. Overcoming Mind limitations 5.4.1. SCAMPER hight width color diam. Substitute hight Combine - advanced Adapt width Modify Put to… color Eliminate Rearrange diam. eter cond. uctivit y circ. umfer ence 24 www.marketingPlanNOW Marketing & Creativity
  25. 25. 5. Overcoming Mind limitations 5.4.1. SCAMPER runaid Substitute Adapting only Combine part of the Adapt Modify product may Put to… equal a Eliminate Rearrange different product. 25 www.marketingPlanNOW Marketing & Creativity
  26. 26. 5. Overcoming Mind limitations 5.4.1. SCAMPER Substitute Adapting only Combine Adapt part of the Modify product may Put to… Eliminate equal a Rearrange different product. 26 www.marketingPlanNOW Marketing & Creativity
  27. 27. 5. Overcoming Mind limitations 5.4.1. SCAMPER Substitute Adapting only Combine Adapt part of the Modify product may Put to… Eliminate equal a Rearrange different product. 27 www.marketingPlanNOW Marketing & Creativity O W
  28. 28. 5. Overcoming Mind limitations 5.4.1. SCAMPER Substitute Combine Modifying Adapt towards Modify Put to… new products Eliminate & concepts. Rearrange 28 www.marketingPlanNOW Marketing & Creativity
  29. 29. 5. Overcoming Mind limitations 5.4.1. SCAMPER Modifying Substitute towards Combine human-feel Adapt Modify products Put to… & concepts. Eliminate Rearrange ESP 29 www.marketingPlanNOW Marketing & Creativity
  30. 30. 5. Overcoming Mind limitations 5.4.1. SCAMPER Modifying towards Substitute Combine human-feel Adapt products Modify Put to… & concepts. Eliminate Rearrange ESP 30 www.marketingPlanNOW Marketing & Creativity
  31. 31. 5. Overcoming Mind limit… 5.4.1. SCAMPER Substitute Combine New usage Adapt for an Modify Put to another purpose existing Eliminate product. Rearrange 31 www.marketingPlanNOW Marketing & Creativity
  32. 32. 5. Overcoming Mind limitations 5.4.1. SCAMPER Substitute Breaking Combine Adapt down the Modify product’s Put to… Eliminate parts by Rearrange elimination. 32 www.marketingPlanNOW Marketing & Creativity
  33. 33. 5. Overcoming Mind limit… 5.4.1. SCAMPER Substitute Combine Will Adapt rearranging Modify Put to… solve the Eliminate problem? Rearrange 33 www.marketingPlanNOW Marketing & Creativity
  34. 34. 5. Overcoming Mind limitations 5.4.2. Lateral Thinking De Bono’s Six Thinking Hats 34 www.marketingPlanNOW Marketing & Creativity
  35. 35. 5. Overcoming Mind limitations 5.4.3. Mind Mapping 35 www.marketingPlanNOW Marketing & Creativity
  36. 36. 5. Overcoming Mind limitations 36 www.marketingPlanNOW Marketing & Creativity
  37. 37. 5. Overcoming Mind limitations 5.4.4. Creating Failure Methodology 37 www.marketingPlanNOW Marketing & Creativity
  38. 38. 5. Overcoming Mind limitations 5.4.5. TRIZ TRIZ is a romanized acronym for Russian “Теория решения изобретательских задач” meaning "The theory of inventor's problem solving" (Altshuller, 1946). 300,000 patents were revised into 40 inventive principles. 38 www.marketingPlanNOW Marketing & Creativity
  39. 39. 5. Overcoming Mind limitations 5.4. Towards Innovative Solutions Suggestion Box Theoretical Syndrome Methodologies Consumer R&D Customers Innovation Surveys team Panel Committee 39 www.marketingPlanNOW Marketing & Creativity
  40. 40. Presentation Structure 1. Welcome to Creativity test ü 2. Creativity - Vocab & theory ü 3. Human Brain, introduction ü 4. Proving Mind limitations ü 2 presentations 5. Overcoming Mind limitations ü 2 presentations 40 www.marketingPlanNOW Marketing & Creativity
  41. 41. End of last chapter Creativity & Mkng Overcoming Mind Limitations Presentation 7 out of 7 is over! Last slide Danny Abramovich Marketing Plan Specialist 41 www.marketingPlanNOW Marketing & Creativity
  42. 42. The end! Marketing & Cre8iVT

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