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@Kirsty_Hulse
Super charge your ideas to get
better results (and stay ahead)
Considered Creativity
01.
02.
03.
What is creativity and why
is it important?
The science of creativity
How you can become more
creative and have better
ideas
What is creativity?
@kirsty_hulse #CarnegieConf
Carnegie Dartlet Considered Creativity: How to Supercharge Your Ideas to Drive Better Results and Stay Ahead
Carnegie Dartlet Considered Creativity: How to Supercharge Your Ideas to Drive Better Results and Stay Ahead
@kirsty_hulse #DigitalGaggle@kirsty_hulse #CarnegieConf
Why is it important essential?
@kirsty_hulse #CarnegieConf
@kirsty_hulse #FOS19
We are exposed to around 4000 adverts a day
@kirsty_hulse #DigitalGaggle
Google’s Ad Revenue continues to sky-rocket
Less than half of Google searches result in a click
We’re all bloody using ad blockers
Voice search will keep growing
600
Organic reach is dropping off a cliff
@kirsty_hulse #CarnegieConf
@kirsty_hulse #DigitalGaggle@kirsty_hulse #CarnegieConf
@kirsty_hulse #DigitalGaggle@kirsty_hulse #CarnegieConf
Carnegie Dartlet Considered Creativity: How to Supercharge Your Ideas to Drive Better Results and Stay Ahead
You can read
the full post
here
@kirsty_hulse #mktfest@kirsty_hulse #CarnegieConf
bit.ly/performing-content-research
The format of the content was an added
bonus. The only thing that sets
performing content apart is
authenticity, timing and originality.
@kirsty_hulse #mktfest@kirsty_hulse #CarnegieConf
Unless we learn to nurture creativity we
are at a competitive disadvantage
@kirsty_hulse #TuringFest@kirsty_hulse #CarnegieConf
The Future of Jobs
Creativity will be an imperative skill
in the future.
weforum.org/reports/the-future-of-jobs
We need to stop thinking of creativity as a
“soft skill” and recognise it as a hard
specialism of the future.
@kirsty_hulse #TuringFest@kirsty_hulse #CarnegieConf
We need to stop just expecting creativity
to happen, and start working on it.
Science of creativity
researchgate.net/profile/Roger_Beaty
researchgate.net/profile/Roger_Beaty
Assistant Professor at Penn State studying cognitive
neuroscience of creativity
researchgate.net/profile/Roger_Beaty
Knows his shit.
@kirsty_hulse #DigitalGaggle
“We found a strong correlation between
creative thinking ability and
self-reported creative aptitude.”
@kirsty_hulse #CarnegieConf
@kirsty_hulse #DigitalGaggle
If you think you’re not creative,
you’re not.
@kirsty_hulse #CarnegieConf
“No evidence of hereditary variation
appeared in our creative tests.”
Thomas puzello, Road Island University files.eric.ed.gov/fulltext/ED061542.pdf
Carnegie Dartlet Considered Creativity: How to Supercharge Your Ideas to Drive Better Results and Stay Ahead
pnas.org/content/115/5/1087
“We are able to
consciously influence
ourselves to have
greater creativity by
practicing exercises
which require it”
@kirsty_hulse #DigitalGaggle
Creativity is a skill, that can be learned,
developed and applied.
@kirsty_hulse #CarnegieConf
How creativity works
What conditions do we need to be as
creative as possible?
Connect these words:
Broken. Eye. Stained.
@kirsty_hulse #CarnegieConf
Preparation
“AFTER preparity grind,
those who problem solve
creatively, were more likely
to be in a relaxed, day
dreaming state,”
Incubation
“We need to let the brain
incubate ideas, to make new
connections.
Illumination
“The ah-ha moment. We can
see and hear this happening.
When it feels almost
obvious”
Validation
“Does the idea inspire
others?”
The 4 stages of considered creativity
ucl.ac.uk/icn/people/vincent-walsh
Preparation
01.
02.
03.
Invest time in
researching campaigns
that work.
Obsess over what your
competitors are doing.
Spend time on the
internet, consuming
content and reading
media.
@kirsty_hulse #DigitalGaggle@kirsty_hulse #CarnegieConf
“There is little
correlation between
IQ and creativity,
there is a much
greater correlation
between obsession and
creativity”
Vincent Walsh, Professor of Human Brain Research, UCL
Carnegie Dartlet Considered Creativity: How to Supercharge Your Ideas to Drive Better Results and Stay Ahead
@kirsty_hulse #DigitalGaggle
Messing about on the internet is a
valuable use of your time.
@kirsty_hulse #CarnegieConf
01.
02.
03.
“Ideas need a quiet mind
because they are
inherently quiet”
Inward looking. Ideas
come when reflect and
not worry on what is
happening externally
People are less likely to
notice broad
information when
stressed.
Incubation
@kirsty_hulse #DigitalGaggle@kirsty_hulse #CarnegieConf
Where do you have your best ideas?
“No one solves complex problems at will.
The answers always suddenly arrive,
either as you fall asleep; in the middle of
the night; as you wake up; as you
exercise, shower, or drive; or while you
do something pleasant and repetitive
such as gardening, or cooking.”
David Rock,Your Brain At Work
There isn't one "creativity" area
in the brain; creativity is the
interplay of brain activity
involving multiple systems
Harvard, Yale Neuroscientists: pnas.org/content/115/5/1087/tab-article-info
“True
creativity
happens
offline.”
Vincent Walsh, Professor of Human Brain Research, UCL
“Since the session every person has
changed their routine to help them think
creatively. It’s worked. We schedule time to
do nothing and our ideas are the best we
have ever had. We are making more money
from doing less.”
01.
02.
03.
Captures new ideas and
reviews notes
frequently.
Broad range of interests,
skills and knowledge to
connect different systems
Surrounds oneself with
diverse and novel social
and physical stimuli
Illumination
@kirsty_hulse #DigitalGaggle@kirsty_hulse #CarnegieConf
www.mycreativityskills.com
@kirsty_hulse #DigitalGaggle@kirsty_hulse #CarnegieConf
We have creativity in businesses all
messed up. We go in to a room and
tell our brains, OK! Now! It does not
work like that.
@kirsty_hulse #CarnegieConf
“Research has consistently found working separately, to be
superior to groups interacting verbally [...] In over 50
studies, the evidence speaks loud and clear, individuals
working separately generate many more, and more
creative, ideas than groups. This difference is large and
robust.”
@kirsty_hulse #DigitalGaggle@kirsty_hulse #CarnegieConf
Why brainstorms can fail
1.
2.
Production blocking: “Focus on listening and
remembering rather than generating.”
Evaluation apprehension: “Avoids sharing due to a risk
of criticism.”3.
Free/overriding: “when members rely on or take over.”
01.
02.
03.
Run test campaigns or
speak to media before
launch.
Use tools (Buzzsumo) to
identify what is working
in the space.
Ask target audience
and read expressions
and iterate and change.
Validation
@kirsty_hulse #DigitalGaggle@kirsty_hulse #CarnegieConf
In summary...
@kirsty_hulse #DigitalGaggle@kirsty_hulse #CarnegieConf
@kirsty_hulse #DigitalGaggle@kirsty_hulse #CarnegieConf
Ideas and emotion
are essential.
@kirsty_hulse #DigitalGaggle@kirsty_hulse #CarnegieConf
Preparation
“AFTER preparity grind,
those who problem solve
creatively, were more likely
to be in a relaxed, day
dreaming state,”
Incubation
“We need to let the brain
incubate ideas, to make new
connections.
Illumination
“The ah-ha moment. We can
see and hear this happening.
When it feels almost
obvious”
Validation
“Does the idea inspire
others?”
The 4 stages of considered creativity
ucl.ac.uk/icn/people/vincent-walsh
Get the
slides:
www.roar.training
kirsty@roar.training

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Carnegie Dartlet Considered Creativity: How to Supercharge Your Ideas to Drive Better Results and Stay Ahead