Think Differently & Spark Creativity
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The document outlines a workshop led by Joe Fournet on fostering creativity for marketers, emphasizing the importance of ideas and their execution. It highlights methods for generating and capturing creativity, such as the 'warp speed thinking' technique and the need for a supportive creative environment. The workshop encourages embracing failure as a part of the creative process and stresses that creativity should be synonymous with fun and innovation.
Think Differently & Spark Creativity
- 1. Think Differently & Spark Creativity: Let Your Intelligence Have Fun! A Workshop Presented to AMA Houston Professional Development for Marketers SIG April 13, 2011 by Joe Fournet copyright 2011 Ideas & MORE, all rights reserved 1
- 2. Handouts & Take Aways Helpful Stuff - - websites & books Top Tips Highlights 2
- 3. Some Creativity Stuff What is creativity Power of ideas Capturing creativity when you don’t have an iPad Presenting the iKit Warp Speed Thinking Drill down technique 3
- 4. S’more Stuff and Some Fun . . . What to do with those ideas you generate? Idea Wall Idea Tub What makes for a creative environment? Failure is an option “SuckLess” mentality Dead cat Things to ponder & Wrap up 4
- 5. Warning! You are now entering The Creativity Zone
- 6. Creativity C r ea tivity seems all about t h ought and concepts. S o , what is it really? 6
- 7. What is creativity? Cr eat i v i t y i s t h e spa rk - the spark t h at i gn i t e s w h a t y ou say and how y ou s ay i t . Or . . . wha t y o u d o a n d how you do it. 7
- 8. What does creativity mean to you? OK, who wants to be first? 8
- 9. Creativity . . . should be synonymous with a popular 4-letter word that begins with F...U... 9
- 10. Creativity . . . Relax! We’re talking “FUN!” 10
- 11. Creativity Insights Creativity is a state of mind when the mind has fun, creativity is boundless Creativity occurs when people perceive there are no limits. Creativity can be defined as the ability to see, feel, touch, think and imagine what one has not seen, felt, touched, thought or imagined before. 11
- 12. Creativity Insights Creativity – the sudden cessation of stupidity. “Creative is a fickle mistress; she will not be rushed or forced, she will not answer simply because your or I call; It isn’t always the client’s fault that the work sucketh.” -- D. Walker, Brown & Browner My favorite definition: “Intelligence having fun.” 12
- 13. You’re creative if . . . You have the ability to challenge your own imagination and stimulate thoughts to lead you to a new level of solution. We’re all creative because . . . Each one of us represents a different perspective, a different creative slant. 13
- 14. Power of Ideas Simplest idea, creatively and smartly executed, can differentiate the forgettable from the memorable. Ideas + Creativity = Logic + Magic. Best results = ideas are media and discipline neutral. Don’t just think FaceBook or Twitter; think broader. 14
- 15. More on Ideas Companies should only care about two things: How to make the idea work and be relevant. Ideas need to be the foundation for delivering creative solutions to business problems. Marketers need to be creative business thinkers as well as storytellers in relating to audiences. Ideas must be clear with basic value explained in 20 seconds; borrow an 8-year old--if she gets it, u r ok. An idea is only as good as its execution. 15
- 16. Don’t Let Execution Bury Idea Plenty of good ideas have been trounced because execution sucked or some decision maker didn’t have the guts to stay true to it. Even when strategy is clear, message can still be diluted if the creative is too cute, too complex or just plain dumb. The computer and software are just tools to enhance the idea, not to compete with, replace, or screw it up. Technology notwithstanding, be able to jot down your thoughts on paper or the infamous cocktail napkin. 16
- 17. Are U creative? How many of you think you are creative? 17
- 18. Check Your Ego! “Creative people are 50% ego and 50% insecurity. They need to be constantly told they’re good and they’re loved.” --Lee Clow, Worldwide Creative Director, TBWA Chiat-Day 18
- 19. Soooooooooooooooooo, Never fall in love with your idea! There’s always a better one around the corner. 19
- 20. Creativity’s Cardinal Rules Don’t ever underestimate the power of your mind or imagination. In order to innovate or create, move beyond the conventional. To hell with the status quo (attitude) There will be time for a reality check Don’t be afraid to ask . . . “Why, why not, or what if?” 20
- 21. Capturing Creativity How do you do that when you don’t have an iPad? 21
- 22. Presenting the iKit Ye Olde Creativity Survival Kit: Makes you feel creative, think creatively Warp Speed Thinking Drill Down Idea Tub 22
- 23. Warp Speed Thinking Generating ideas at breakneck speed by capturing one idea (single word or two or phrase) per Post-it Note in answering simple question to solve a problem. No time to analyze or judge or be fearful! Strive for 50 ideas in 5 minutes - Ready, Set 23
- 24. Warp Speed Thinking Reaction So, whadyathink? 24
- 25. Drill Down Technique #1 Trying to hit THE idea from a standard approach After eliminating duplicates . . . Select half from your Post-its (you only have 2-3 minutes) Select half again until you’re down to 5. Select 2, then 1. Is it the best one? Supposedly. But wait . . . 25
- 26. Drill Down #2 26
- 27. Drill Down #2 Trying to hit THE idea from a different perspective 26
- 28. Drill Down #2 Trying to hit THE idea from a different perspective Select 5 best ideas from Post-its (2-3 minutes) 26
- 29. Drill Down #2 Trying to hit THE idea from a different perspective Select 5 best ideas from Post-its (2-3 minutes) 26
- 30. Drill Down #2 Trying to hit THE idea from a different perspective Select 5 best ideas from Post-its (2-3 minutes) Surprise! 26
- 31. Drill Down #2 Trying to hit THE idea from a different perspective Select 5 best ideas from Post-its (2-3 minutes) Surprise! 26
- 32. Drill Down #2 Trying to hit THE idea from a different perspective Select 5 best ideas from Post-its (2-3 minutes) Surprise! 26
- 33. More Drill Down #2 After you have selected and discarded all Post-its until you’re down to one, consider this . . . Is it the best one? It’s definitely one you would not have paid any attention to were it not for this exercise. It may be the hidden gem. Consider doing BOTH techniques with different groups 27
- 34. Idea Wall & Idea Tub Idea Wall - anywhere your Post-it Note ideas can gather together in one place Idea Tub - physical place, thing or electronic file where all ideas ever submitted are collected and organized in a manner that’s easily accessible Remember: Bad ideas are forgotten; good ones need storage 28
- 35. Creative Environment Don’t manage creativity; manage FOR creativity Environment must be open and receptive to exploring new ideas They should be acknowledged as achievement & worthy ambition Be prepared to take risks What toys do you have? 29
- 36. “You're going to screw up!” “So it comes with being daring that you're going to screw up. But I'd rather apologize than to be so timid as to not try and do anything smart or brave.” -- Lee Clow Worldwide Creative Director TBWA/ChiatDay 30
- 37. Failure is an option You can’t have success unless you’re prepared to have failure As soon as you say “failure is not an option,” you’ve just said “innovation is not an option.” Have the courage and guts to accept failure. Build it into your culture as part of the process; don’t ridicule it, but honor and embrace it. Adopt Pixar Studio’s “SuckLess mentality”. When presented with something that doesn’t quite measure up, be lighthearted. Say something like “Gee, that really sucks. However, if your tried this or that, it might suck less.” 31
- 38. Be like Harley “Creativity as a weapon of business is under- leveraged not for lack of ideas, but for lack of courage to use them or refusal to give up on them. The phrase, ‘We don’t have time for creativity,’ is not something you would ever hear in the most successful businesses.” -- Mark-hans Richer, SVP/CMO Harley-Davidson 32
- 39. What To Do With A Dead Cat Do not bring a DEAD CAT without a shovel! Never present a problem without bringing the shovel: At least two possible solutions. You save time if one of these is adopted, and you get to share your creative thinking while learning what’s important to your boss. Remember, you may not know all there is to know. 33
- 40. Oddball Observation #1 When it comes to applying yourself and being focused: “It’s okay to be orderly in your normal life, but be violent and original in your work.” 34
- 41. Oddball Observation #2 The key to accomplishing anything great is being too stupid to realize it can’t be done. 35
- 42. Oddball Observation #3 There will be mistakes made. According to Scott Adams, The Dilbert Principle: “Creativity is allowing yourself to make mistakes. Art is knowing which ones to keep.” copyright 2011 Ideas & MORE, all rights reserved 36
- 43. Thank You, AMA!! Please send your donations to: Joe Fournet Ideas & MORE www.ideasnmore.net j4net@ideasnmore.net 281-980-1802 copyright 2011 Ideas & MORE, all rights reserved 37