where marketing's next great ideas will come from
DESCRIPTION
Where Marketing's Next Great Ideas Will Come From Presented at FutureMTRANSCRIPT
Where Marketing’s Next BestIdeas Will Come From
Christopher S. PennVice President, Marketing Technology
Who is SHIFT?
#FutureM@shiftcomm
The Problem
The Hollywood Problem
The Hollywood Problem
The Hollywood Problem
“Like Twitter for...”“Like the Facebook of...”“A Pinterest for...”
The Hollywood Problem is also a Marketing Problem
Photo credit: Ben Salter
Focusing only on the data is like driving a car using only the mirrors.
The Problem
^Bigger
FEAR
The Problem
^Biggest
Growing creativity will be the most viable option in the years ahead.
How Creativity Works
Incubation, Insight, and Creative Problem Solving: A Unified Theory and Connectionist ModelSebastian Helie (UCSB) and Ron Sun (RPI)
Explicit and Implicit
Explicit and Implicit
Explicit and Implicit
Explicit and Implicit
ExplicitLeft BrainRule-BasedVerbalConsciousExoteric
ImplicitRight Brain
ExperientialSymbolic
SubconsciousEsoteric
Transcoding
Transcoding
We’re awful at teaching what we know because we can’t transcode knowledge effectively.
Maximizing The Creative Process
The Basic Creative Process
The Art of ThoughtGraham Wallas 1926
Preparation
Insight & Inspiration
Incubation
Verification
Preparation
FrameworksDocumentsStrategiesTraditionRecordsHistoryIdeasData
Creative preparation is like food preparation. The more you prep, the better your results.
Never Stop Feeding Your Head
Insight
Determine Constraints
Determine ConstraintsCreativeConnectedDedicatedHonorableSmartPositiveBallsy
Expand Your Boundaries
1. Lateral Thinking
1. Lateral Thinking
1. Lateral Thinking
2. Perspective Shift
2. Perspective Shift
3. Concept Porting
3. Concept Porting
3. Concept Porting
4. Intentional Conflict
Idea Creation
3 minute burn
Idea Collection
THERE ARE NO BAD IDEAS* at this moment in the process
Idea Evolution
Pay attention to what works!
Incubation
Unconscious
Conscious
Recovery
Deletion
Remote Association
Assimilation
Pay attention to what works!
Verification
The great danger of verification and brainstorming
Creating Creativity
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 7: Three minutes of ideas
Step 8: Survival of the fittest
Step 9: Incubating in the Implicit
Step 10: Validation @shiftcomm
10 Step Creative Process
Step 6: Conflict experience
Benchmarking Creativity
FluencyOriginalityElaboration
E. Paul Torrance Tests of Creative Thinking
Torrance Tests
Fluency: QuantityOriginalityElaboration: Quality
Not enough quantity? Need more preparation.Not enough originality? Need more insight.Not enough quality? Need more incubation.
Torrance Tests
Four Core Takeaways
Fill your mind, body, and spirit with as much good stuff as possible.
Create, expand, and iterate as many ideas as possible.
Find the incubation processes that are unique to you, log them, and refine them.
Verify and collaborate only after you’ve done the work solo.
The Final Word
Every recipe for creativity will be different. Find and tune yours over the years.
SHIFT Happens
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617-779-1800
Thank you!