This document discusses where marketing's next best ideas will come from. It outlines some problems with only focusing on data and provides an overview of the creative process. The creative process involves preparation, incubation, insight/inspiration, and verification. It emphasizes filling your mind with knowledge, creating many ideas, finding personal incubation processes, and verifying ideas after solo work. Every person's creative recipe will be different and should be refined over time.

1. Where Marketing’s Next Best
Ideas Will Come From
Christopher S. Penn
Vice President, Marketing Technology

2. Who is SHIFT?

3. #FutureM
@shiftcomm

4. The Problem

6. The Hollywood Problem

7. The Hollywood Problem

8. The Hollywood Problem

9. The Hollywood Problem is also a Marketing Problem
“Like Twitter for...”
“Like the Facebook of...”
“A Pinterest for...”

12. Photo credit: Ben Salter

13. Focusing only on the
data is like driving a car
using only the mirrors.

14. The
Problem
^Bigger

16. FEAR

17. The
^Biggest
Problem

20. Growing creativity will be
the most viable option in
the years ahead.

21. How Creativity Works

22. Incubation, Insight, and Creative Problem Solving: A
Unified Theory and Connectionist Model
Sebastian Helie (UCSB) and Ron Sun (RPI)

23. Explicit and Implicit

24. Explicit and Implicit

25. Explicit and Implicit

26. Explicit and Implicit
Explicit
Left Brain
Rule-Based
Verbal
Conscious
Exoteric
Implicit
Right Brain
Experiential
Symbolic
Subconscious
Esoteric

27. Transcoding

28. Transcoding

29. We’re awful at teaching what we
know because we can’t
transcode knowledge effectively.

30. Maximizing The Creative Process

31. The Basic Creative Process

32. The Art of Thought
Graham Wallas
1926

33. Preparation

34. Insight & Inspiration

35. Incubation

36. Verification

37. Preparation

38. Frameworks
Documents
Strategies
Tradition
Records
History
Ideas
Data

43. Creative preparation is like
food preparation. The more you
prep, the better your results.

44. Never Stop Feeding Your Head

45. Insight

46. Determine Constraints

47. Determine Constraints
Creative
Connected
Dedicated
Honorable
Smart
Positive
Ballsy

48. Expand Your Boundaries

49. 1. Lateral Thinking

50. 1. Lateral Thinking

51. 1. Lateral Thinking

52. 2. Perspective Shift

53. 2. Perspective Shift

54. 3. Concept Porting

55. 3. Concept Porting

56. 3. Concept Porting

57. 4. Intentional Conflict

58. Idea Creation
3 minute burn

59. Idea Collection

60. THERE ARE NO BAD IDEAS
* at this moment in the process

61. Idea Evolution

62. Pay attention to what works!

63. Incubation

64. Unconscious

65. Conscious

66. Recovery

67. Deletion

68. Remote Association

69. Assimilation

70. Pay attention to what works!

71. Verification

73. The great danger of verification
and brainstorming

74. Creating Creativity

75. 10 Step Creative Process
Step 1: Develop your Matrix.
Step 2: Define your values in single words.
Step 3: Lateral thinking
Step 4: Perspective change
Step 5: Context switch
Step 6: Conflict experience
Step 7: Three minutes of ideas
Step 8: Survival of the fittest
Step 9: Incubating in the Implicit
Step 10: Validation
@shiftcomm

76. Benchmarking Creativity

77. E. Paul Torrance Tests of Creative Thinking
Fluency
Originality
Elaboration

78. Torrance Tests
Fluency: Quantity
Originality
Elaboration: Quality

79. Torrance Tests
Not enough quantity? Need more preparation.
Not enough originality? Need more insight.
Not enough quality? Need more incubation.

80. Four Core Takeaways

81. Fill your mind, body, and spirit
with as much good stuff as
possible.

82. Create, expand, and iterate as
many ideas as possible.

83. Find the incubation processes
that are unique to you, log
them, and refine them.

84. Verify and collaborate only after
you’ve done the work solo.

85. The Final Word

87. Every recipe for creativity will
be different. Find and tune
yours over the years.

88. SHIFT Happens
www.shiftcomm.com/subscribe

89. Stay in touch
www.shiftcomm.com
617-779-1800
shiftcomm.com/t
shiftcomm.com/f
shiftcomm.com/l
shiftcomm.com/g

90. Thank you!