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Where Marketing's Next Great Ideas Will Come From
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
5.
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...”
10.
11.
12.
Photo credit: Ben
Salter
13.
Focusing only on
the data is like driving a car using only the mirrors.
14.
The Problem ^Bigger
15.
16.
FEAR
17.
The ^Biggest Problem
18.
19.
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
39.
40.
41.
42.
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
72.
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
86.
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!
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