Have you been outside the box? If not, you may want to read this. If you have, keep it up and be inspired! eBook produced by YourBrandExposed.com talking about Innovation, creativity and thinking different. http://bit.ly/fTaCKL

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HAVE YOU BEEN
OUTSIDE THE BOX?BY SCOTT MACFARLAND
SEPTEMBER | 2013

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What’s the first thing that comes to mind when you hear or read the phrase “Think
Outside The Box?” I know, it’s somewhat of a cliché, and overused, but I feel it is
worth discussing, because it’s highly relevant with today’s marketers.
As a marketer, content producer, creative, blogger, strategist and entrepreneur, my
mind is trained to think differently. Outside The Box if-you-will. It doesn’t happen
because I just turn it on, and it doesn’t just happen because I have filled my brain
with books like The Man Who Thought Different, Poke The Box and others like
them. It certainly doesn’t happen because I read and write blogs about innovative
topics either. Thinking outside the box happens when I least expect it. It happens
during unplanned, unscheduled times. It happens when my brain is not working
overtime to accomplish my work. In fact, I find that my out of the box thinking
happens when I am unplugged from the digital world... Imagine that.
I have come to value my out of the box thinking tremendously. I noticed that this
creative thinking of mine has been interrupting my brain waves for decades, and I
have come to rely on it. I can’t imagine being in a non-creative, non-innovative job
that does not require me to bring my innovative, A-game along with ideas that
make an impact. I am thankful that I never let myself be put in a box. I am also
thankful for all those people that encouraged me to think creatively and dared me
to be different.
If we would like a more formal, collaborative definition of thinking outside the box,
let’s take a look at what Wikipedia says. The words unconventional, creative and
different standout.
“Thinking outside the box (also
thinking out of the box or thinking
beyond the box) is a metaphor
that means to think differently,
unconventionally, or from a new
perspective. This phrase often
refers to novel or creative
thinking. Thinking outside the box
(also thinking out of the box or
thinking beyond the box) is a
metaphor that means to think
differently, unconventionally, or
from a new perspective. This
phrase often refers to novel or
creative thinking.”
Source: Wikipedia
1 OVERVIEW
OVERVIEW
OVERVIEW

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Sir Richard Branson has a rather profound statement he made in a short, but powerful blog post called “Thinking
outside the box.” What he said in his blog is probably never thought about when you look at it from one perspective.
However, from the other side, it’s quite profound. My suggestion is, just don’t go anywhere near the box.
“I wince when I hear the words ‘thinking outside the box’.
You will never have to think outside the box if you never
Let anyone build one around you.”
-­‐
Sir
Richard
Branson
As I browsed the internet looking for some quotes that caught my attention, I came across a website called
ThoughtCatalog.com. Hmm, I thought, this could be a good place to look I said to myself. As soon as I clicked on the
link and went to the home page, I no sooner saw the page come up and then read a quote, “25 Wise, Inspiring Steve
Jobs Quotes That’ll Make You Want To Change The World.” Thinking outside the box is a lot like being an inventor. It’s
doing something that has not been done or has not been thought of yet.
“Let’s go invent tomorrow instead of worrying
about what happened yesterday.”
-­‐
Steve
Jobs
Here’s a quote from freelance writer Nadia Goodman who talks about “3 ways to Think Outside The Box.”
She’s definitely got some pretty cool ideas that I think are worthy of adopting. She’s in pretty good company too!
“…if you're looking for new marketing strategies, list ten things you could do on Facebook or
five ideas that involve crowdsourcing. Play with a variety of prompts and write down whatever
comes to mind, no matter how loosely associated.”
-­‐
Nadia
Goodman
QUOTES
2 QUOTESQUOTES

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In August, 2013 I attended a conference in Boston called Inbound. It was produced by HubSpot, the leader in
marketing intelligence tactics and software. One of the things that caught my eye as I enjoyed the few days I was there
was, they crafted large creative boards used for dividers to create private space during the conference for people to sit
and do work. Interestingly enough, these boards were very intelligent in their make-up and caught the eyes of
thousands of marketers like me. These boards had profound quotes and sayings on them like the ones below. There
were two that caught my attention the most. I do feel that they are applicable to what we are talking about in this
eBook . Thanks HubSpot.
MARKETERS
Photos of graphics captured at HubSpot Inbound Conference
Boston: August, 2013
3 MARKETERSMARKETERS

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Two books I found
inspirational in my journey
to think outside the box
INSPIRATION
The Man Who Thought Different
By Karen Blumenthal
A few pages back, I referred to this book. If you have not read it yet, and
you value creativity and out of the box thinking, I highly suggest you get a
copy and get started. What I really like about the book is, it places value
on people, ideas, crazy, nutty ideas that could possibly change the world.
Steve Jobs was one of those people. Apple is one of those companies.
Your ideas could be something that changes the world and is considered
an out of the box idea. Don’t ask yourself why?, ask why not? Your
vision, passion, creativity and desire to be different will separate you from
the competition.
Poke The Box
By Seth Godin
For years I conjured-up wacky ideas that go nowhere. For years I have
been thinking of business ideas that stay in my mind, or live on my
computer and don’t go any further than that. What I have learned from all
of this thinking is that I need to “Poke The Box” as Seth Godin’s book
says. Just keep doing it, and see what happens. We will never know
what the result is if we don’t poke, poke and poke some more. As a kid, I
was insatiably curious. That curiosity carried over to my adulthood and
has freed me up to think creatively and think outside the box. Or better
stated, to Poke The Box with many different ideas. Sometimes I am
poking too many and I need to harness my thinking. Other times I am
challenging myself to poke even more. Either way, I am challenging you
to poke. Poke something that you don’t think should be poked and see
what happens. Poke an existing idea or business model from a different
angle, or different vantage point. Who knows, you just might find gold.
4 INSPIRATIONINSPIRATION

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BRAINSTORM
As I read different people’s opinions on how to think outside the box, I keep going back to my days working for
agencies. Continually, we had to produce incredible, award-winning ideas for our clients. I figured out that there are
a few things that are common to all of our brainstorm sessions. Here are 3 tips I have experienced that tend to work
very well.
Start with a Brief:
Everyone in the brainstorm session always had to work from a creative brief. This was a short description of the
client’s needs, goals, desires and parameters. All the information in the brief was part of the framework to help us
stay focused on being creative and innovative. Without the brief, there would be too much freedom and that
produces ideas that are not relevant and pretty soon, the entire session gets off track.
Quick outline for Brainstorm Brief / Session
•
Set parameters and framework
•
Get a whiteboard (a big one)
•
Listen to everyone and write everything down
•
How does the best idea solve a problem or need?
•
How does the best idea fit into the mission and goals?
•
Don’t worry about money, market and resources – yet (think big or don’t think at all)
Inspiration Triggers / Ideas:
Where does this inspiration come from? Well, each person is different. I like to get mine from print ads, TV
commercials and websites. Print Ads are especially good because they don’t move, you can’t hear them, they are
not interactive and they don’t tap into your senses very well. If a print ad is good, and it gets your attention, imagine
what you can do with a medium that taps into the powerful world of your senses. Find ways to accomplish that.
Encourage the Ridiculous:
This may sound weird, but it actually works. Allow the people in the brainstorm session to pretty much say anything
as long as it is in-line with the creative brief. You never know what you are going to come up with and when the
ridiculous ideas flow, the creativity comes, and the out of the box thinking becomes normal. That’s when the
abstract thought becomes the genesis of your next campaign.
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5 BRAINSTORMBRAINSTORM SESSION TIPS

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BUSINESS
As I thought about this topic, my brain went in a about 20 different directions all at once. I was on Linkedin, Google,
Entrepreneur, and many more websites… you get the idea. I had a hard time harnessing my no-focus brain. Of
course, then it came to mind. Aaaah… enter the creative brief. SO, I started documenting a brief outline of what
wanted to accomplish. I have to admit, Linkedin was a huge resource tool for me as I love the way they aggregate
information and serve it to members like me. I came up with three companies that I feel are Thinking Outside The
Box.
Let’s first take a look Alltop. Let’s get right to the chase. This is all about trends. You can look for information in many
categories and market segments, all of which are current. I did not count each and every topic, but I would venture
to say there is about 700 topics. One of them is sure to fit your industry or business.
Coolbusinessideas.com is a little different. It’s all about locating promising, new business ideas and getting those
ideas in front of people. It’s actually very simple. I guess they took the advice they got in B-school and went for
broke on simplifying their business model for success. Well, I guess they succeeded. If you are looking for a new
idea, product or business, look no further. There are hundreds right here for review.
The first words I saw when I went to the Kickstarter page recently was “Bring Creativity To Life.” How appropriate
as I search for businesses that are thinking outside the box. You may have heard of this company before, because
it has been talked about quite extensively. It provides people with ideas to raise money through the concept of
Crowdfunding.
6 BUSINESS Three Businesses that are
Thinking Outside The Box
BUSINESS

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INNOVATION
It's a weekend, and what am I doing? I am researching innovation, creativity, and ways to think outside the box.
Today, I came across some information that some of you may find very useful. I know I will put it to good use.
Author, Marc Heleven calls it the Innovation Cheat Sheet. This is Absolutely brilliant. Thanks Marc for the great idea.
Check out Marc's website here. Here’s a snapshot of The Innovation Cheat Sheet. You will have to go to the
website to learn more. Trust me, it’s worth it. The Innovation Cheat Sheet was derived from www.7ideas.net
7 INNOVATIONINNOVATION CHEAT SHEET

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BLOGS
HAVE YOU BEEN
A Consultant’s Unique Perspective
OUTSIDE THE BOX?
Innovation and Sharks...What’s the link?
Understand - Adopt - Ignore... Which one?
Do you know how to spark your creativity?

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BLOGS
A Consultant’s Unique Perspective
As I spent several years as a consultant serving many industries, the one thing I probably value the most is that I
discovered that successful business is not linear. Many of my clients had very similar challenges, yet almost all of
them solved them in different ways. The most enlightening piece of it all was, I got to be the person in the middle of all
the moving parts, as the orchestra director if-you-will. I learned the most from seeing different businesses with similar
challenges solve them in completely different ways, using different tactics and strategies. As a team, we did not know
what the solution strategy was going to look like until it was a success. Sometimes we failed first, then made tweaks
and failed again, and then the success happened. As a consultant, we are not the silver bullet with all the answers.
We are informed advisors that look at the problem through a different lens. That consultative lens has value because it
has experienced a wealth of challenges and learned to adapt to the business environment and culture around them.
I was inspired to write this blog article because I saw Richard A. Moran's article on Linkedin recently called "Should
everyone work in consulting? (At Least for a few years). As I read this, I instantly thought about all the instances when
my client work with sometimes vastly different types of companies had problems that were almost identical. What a
learning experience, and what an opportunity to experience business in the trench - I loved it!
Innovation and Sharks… What’s the link?
Sharks, as scary as they are, have a common trait with healthy businesses. Yeah, we don't think of sharks as
innovative, however, they always move, this keeps them alive. Innovation is the key to moving forward in new and
different ways, trying new things, with success and failure. This is the key to learning and forging ahead, you know,
breaking new ground.
We cannot keep pace with the ultra-fast business community if we don't do this. Like Sharks, who will die if they
don't keep moving, we will also die if we don't keep moving and innovating. So, listen up businesses, let your
employees innovate, let them think out of the box, let them create, connect and innovate. This is the secret sauce to
keeping your business alive. YourBrandExposed.com is designed to look at digital with an eye into the future with a
creative, innovative marketing angle. A truly unique perspective for truly unique audience - marketers!
9 BLOGS YourBrandExposed.com Blog
By Scott MacFarland
BLOGS

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BLOGS
Understand – Adopt – Ignore…Which one?
As marketers, we are faced with technology and information overload on a daily basis. Social media has made our
jobs much easier in some ways, and tougher in others. With new web and social tools coming out all the time, we
have to make it our jobs to understand them, potentially adopt them or ignore them. Okay, so which one is it?
Understand, adopt or ignore? Hmm… not an easy answer is it?
To Understand means to wrap your arms around it, and figure out how it works, and figure out if you can adopt it to
be an effective tool for your brand and team. It also means, can you fit it into your existing structure so that you are
not dropping something else that is important. That's where it gets really tough. To adopt obviously means you have
done your research and due-diligence to the point where you absolutely know this could work out to your advantage.
The latter… to ignore means, you have done enough research to know that this is not going to work, at least for now.
Here's the tricky part. If you want to be innovative, you have to be willing to take risks. That means, adopting and
testing knowing that it might work or fail, but you are not sure. That also means, after the adoption process there
could be another category called "test" or "trial." That is an entirely new topic that we will dive into another time.
However, it is extremely valid.
My suggestion is to think about a few things before you launch yourself into a never-ending research cycle of trying to
discern whether something is worth adopting or not. Here are a few things that are great baseline questions to ask
yourself before adoption should begin.
•
Does this fit into your goals as a marketing department?
•
Can it be integrated with your existing team?
•
Is there a cost associated with it? Can you afford it?
•
Does the operational functionality of it require more time or less time?
•
Is it increasing ROI and decreasing cost? If not, how to you account for that?
•
Does it fit into the existing toolsets you currently use?
These are just simple precursory questions you need to think about before mission-critical actions take place.
In simpler terms, before you get other departments involved in integration and/or purchasing discussions.
10 BLOGS YourBrandExposed.com Blog
By Scott MacFarland
BLOGS

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BLOGS
Do you know how to spark your creativity?
We all know, the word “creativity” comes in many forms and has a different meaning for everyone. The idea behind
this writing is to tell you a little more about how I have figured out how to access it. Below are 7 ways in which I can
almost guarantee I will get the results I want.
Regardless of the type of creative thinking you need to do, you need to find out how to tap into it, and harness it
when you need it. This process and the result can be somewhat random and I truly believe that if you ask anyone to
be creative on the spot, most people will tell you to go fly a kite, it doesn’t work that way. In my career, I have been in
jobs in which I was paid to be creative like that, and it is extremely hard. Here are a few ways that work for me. Give
‘em a try, who knows, maybe they will work for you too.
Left Brain vs. Right Brain
Did you know that creative thinkers use the right side of their brain more than the left? Of course, you will never know
where you are unless you take the test. Here is a Creativity Test. (Courtesy of the Art Institute of Vancouver) Take it,
and you will learn a little more about yourself.
After I took the test, I realized that I am 49% Left brain and 51% Right brain. According to the Art Institute of
Vancouver , I am a creative thinker! I guess that’s good news. Okay, what does it mean? I really have no idea, but I
do know that when I want to think creatively or out-of-the-box, I need to make sure that I am doing at least one of the
items below or several of them at once (Oh, by the way, the test above won’t tell you this).
Traveling and Airports
I found out years ago that whenever I was traveling and had to spend lots of time in airports, my brain was inundated
with new thoughts and ideas about my work. If I had a project in mind in which I wanted to come up with some new
ideas, traveling is usually what allowed me to come up with some new concepts. Part of this is because my brain was
not overloaded as usual, and also because airports have lots of advertising messages and visuals that give my brain
idea after idea. Most people don’t like airports. I am not like most people.
Exercising
Whenever I exercise, (which is usually almost every day), my mind takes a mental break from the norm. This mental
break frees-up space in my brain and also opens the front door so-to-speak for new ideas to come in. I find it very
helpful for me to come up with innovative ideas. The hard part is, unless you write down these ideas, they will leave
your brain just as fast as they entered. I lost many great ideas because I didn’t write them down. Note to self... write
them down, text yourself, do whatever it takes to recall that great idea.
continued>>
11 BLOGS YourBrandExposed.com Blog
By Scott MacFarland
BLOGS

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Do you know how to spark your creativity? (continued)
Drinking Coffee at Starbucks
I know this may sound weird, however, when I spend time sitting at a Starbucks, in an airport, at a street side cafe,
etc... If I am going there to relax, and not rush somewhere. This also becomes a great place to think. The catch is... It
must be a relaxing environment, not a planned, timed stop. The casual atmosphere, filled with people, smells, music,
and movement is a creative trigger for my brain.
Listening to Music
Listening to music is a great way for me to free my mind from the normal monotony of work, life, and the day in and
day out rat race of life. If I am listening to music (which I occasionally do), sometimes it creates a stream of
consciousness that can become very creative. Okay, here’s the weird part. If any of the other items listed above are
combined (and they are once in a while), then I know I can pretty much guarantee that my brain will be filled to the
brim with creative, innovative ideas related to my work. Yes, certain types of music work better at certain times, don’t
ask me why, I really have no idea. I just know with me it works that way.
Movies
Going to the theatre can be one of those goldmine places for me, as it is a dynamic environment filled with sound and
imagery that is front and center, and like electrodes connected to my creativity. I have taken away from movies many
great ideas for campaigns over the years. Next time you go to a movie, leave your phone turned on, and open up an
app that let’s you take notes - really. Then, when the moment hits you, type away. I usually don’t enjoy the movie as
much because I am busy typing. The Pirates of the Caribbean was a movie that gave me several great ideas for a
product launch campaign I was about to start the following week. That was the most helpful $8 movie I ever saw!
Train your Brain
Sometimes, the new ideas that are infiltrating my brain cells are not always what I had in mind. These mostly random
pulses of cerebral energy are triggered by extraneous thoughts, images, sounds, music, people, smells, my
geographic location and other stimuli that allow my brain to break free. I have found that I can prepare my brain
ahead of time to think about topics in which I need some innovative thinking. If I do this, then, when the time is right,
and the physical setting is in place... Ba-boom, the creative flow beings. - pretty cool huh? So train your brain, it really
will help you to stay on top of your game.
12 BLOGS YourBrandExposed.com Blog
By Scott MacFarland
BLOGS

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ENTREPRENEURS
HAVE YOU BEEN
Gary Swart
Joseph Scholz
OUTSIDE THE BOX?

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ENTREPRENEURS
Linkedin Quote from Gary Swart – CEO, oDesk
As I was spending some time researching how to think outside the box, I came across many quotes and articles. This
one seems to sum it all up, especially if you want to grow and be challenged. When we are looking for new ways,
new frontiers, we must leave our comfort zone.
“Growth comes from being outside your comfort zone
and challenging yourself.”
- Gary Swart
Quote from my former Boss Joseph Scholz – President, Ryah Creative Group
When Joe told me this, I was pretty nervous. I remember sitting in his office when he initiated a teachable moment to
me as one of his employees. Joe, now a long time business owner of Ryah Creative Group in Florida obviously
doesn’t just give advice, but lives it, and has adopted his own principles. That is a trait that is not always used by
professionals. This applies to all types of business and all jobs. At the time I was a producer / account director for a
small agency. Managing client work, budgets, creative and of course client expectations and change – That was the
tough part. I have used his quote hundreds of times over the years and it has served me well and many of my
employees too. – Thanks Joe.
“You need to be comfortable with being uncomfortable.”
- Joseph Scholz
14 ENTREPRENEURS Profound quotes from
entrepreneurs
ENTREPRENEURS

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HAVE YOU BEEN
OUTSIDE THE BOX?
SOURCES

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SOURCES
3 Ways to Think Outside the box
By Nadia Goodman
http://www.entrepreneur.com/blog/224807
http://nadiagoodman.com
Alltop: www.alltop.com
CoolBusinessIdeas: www.Coolbusinessideas.com
Kickstarter: www.Kickstarter.com
ThoughtCatalog.com
By Christopher Hudspeth
http://thoughtcatalog.com/2013/25-wise-inspiring-steve-job-quotes-thatll-make-you-want-to-change-the-world/
Thinking outside the box
By Richard Branson
http://www.virgin.com/richard-branson/thinking-outside-the-box#!
Wikipedia
http://en.wikipedia.org/wiki/Thinking_outside_the_box
Karen Blumenthal
Author: The Man Who Thought Different
http://www.karenblumenthal.com/
Seth Godin
Author: Poke The Box
http://www.sethgodin.com/sg/
Innovation Cheat Sheet
By Gary Swart – CEO oDesk
http://www.7ideas.net/wp-content/uploads/2012/06/Innovation-cheat-sheet.pdf
http://www.7ideas.net
Quote from Gary Swart – CEO oDesk
Linkedin Article: http://www.linkedin.com/today/post/article/20130830131114-758147-the-future-of-work-part-ii-10-tips-for-professionals?trk=tod-posts-art-
Ryah Creative Group
http://www.ryah.net
YourBrandExposed.com
A Consultant’s Unique Perspective
http://yourbrandexposed.com/Welcome_to_YourBrandExposed/Blog/Entries/2013/8/28_A_Consultants_Unique_Perspective.html
YourBrandExposed.com
Understand – Adopt – Ignore…Which one?
http://yourbrandexposed.com/Welcome_to_YourBrandExposed/Blog/Entries/2013/8/13_Understand_-_Adopt_-_Ignore..._Which_one.html
YourBrandExposed.com
Innovation and Sharks… what’s the link?
http://yourbrandexposed.com/Welcome_to_YourBrandExposed/Blog/Entries/2013/8/3_Innovation_and_sharks..._whats_the_link.html
YourBrandExposed.com
Do you know how to spark your creativity?
http://yourbrandexposed.com/Welcome_to_YourBrandExposed/Blog/Entries/2012/2/26_Do_you_know_how_to_spark_your_creativity.html
16 SOURCESSOURCES

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YourBrandExposed.com | Scott MacFarland
scmacfarland@yahoo.com | 561.339.2278
Scott MacFarland is a seasoned veteran in marketing, digital, content creation and
creative innovation. His career has allowed him to work in many industries serving both
domestic and international brands. His passion is business innovation, digital, and
creative intelligence. You can read more by visiting www.YourBrandExposed.com.
Scott proudly works at Eastern Nazarene College in Quincy, Massachusetts as a
Director of Marketing and Strategic Communication. He also is a marketing
consultant, strategist and entrepreneur.
SCOTT MACFARLANDSCOTT MACFARLAND