1. Are you paying attention?
A crash course on Creativity
Stanford University

2. Before starting this presentation I
would like to remark on some points.
• These pictures has been taken in Iran and some of them are from
traditional Iranian shops.
• The owners of the shops did not allow me to take more pictures so I try
to state my observation by text more than pictures.
• The people also were hesitating to be in the pictures so it was difficult to
take appropriate pictures.

3. Traditional Persian fruit shop
The sign letters and the background of the sign of the shop is very big and very attractive and it is one of
the biggest and the most famous fruit shop branches in Iran (picture has been taken in the evening).
The decoration of the shop and the colors of the fruits are very appealing. There is no door to the shop
so its very easy going inside the shop or come out of it, because in Iranian culture people buy fruits in
kilos not one apple or one orange so when they are done shopping they have lots of heavy bags in their
hands so it is very difficult to open and close the doors thus, no door in most fruit shops.

4. Inside the shop is very bright and colorful. The shop is paved with black marble tiles and normal-
height ceiling (approx. 3m). Since it’s a fruit shop it can’t be warm but it is not cold either. The shop is
by the side of the one of the main streets so lots of cars are around and it is a noisy shop, no music
inside the shop and not much can be heard from the customers. No obvious store security but since
there are numbers of salesperson standing in front of the doors taking care of the customers from
outside, and the cash register is situated in the middle of the shop therefore its not easy stealing
something from the shop indeed.

5. Salespersons are all men in blue uniforms and sometimes eating and offering the customers to test
the fruits from the shop to show off the quality of the products. In these kind of shops, it is not
expected to have a salesperson approaching customers to help, if there is any question would be
answered with very casual and unplanned approach otherwise no one would come forward.
Inside the shop almost all the fruits are in the eye level and all the prices are very easy to see since
there were written on yellow sign cards , there is a display to show the best and the most colorful
fruits such as red apples, pomegranates and cucumbers that really catch the eyes.
Customers mostly have a company,
normally are husband/wife or parents
with their children. They spend long
time wandering and shopping in the
shop to choose and test the types of
the vegetables and fruits they would
like to buy but it is not happening
many times that people come inside
and do not buy anything.

6. Supermarket
The sign of the shop is clearly stating the nature of the shop but it also includes some advertisement.
The sign is vey big, bright and written to be seen by anyone passing by. The shop is huge and the
door is wide open with very bright entrance to welcome customers and give the impression that you
can find whatever you want in this shop.

7. Inside the shop is full of different products it is overwhelming indeed,
consequently it is very difficult to see the color of the walls. There are
shelves from the ground to the ceiling (3m) hence some products are
difficult to see and reach by the customers. The products are arranged by
the function to make it easier for the customers to find them but it is really
not working, The security camera is hidden in the middle of the products .
There is no special central display for products, no sale and no testing. The
price of the products are not easy to find.
The floor is paved by white marble tiles that easily can be cleaned. The
shop is full of customers so very noisy and this noise is in addition to the
noise from the cars outside. Customers are mostly alone both men and
women in all ages walking around the shop to find what they need.

8. There are three personals in
the shop that seems to be
enough and they can handle
everything maybe having some
free time to chat. The secret is
in this shop also is not
expected to be approached, in
case customers have any
question that would be
answered with very friendly
and casual manner with the
spice of the smile and greeting
(because customer here are
local so they know the owner
and the owner knows their
family).
All the salespeople are men
and young without uniform
doing their best to keep
customers satisfied.
There was a sentence wrote on
the card inside the shop says
“customers are always right”

9. Bag and shoe shop (women)
Here is a bag and shoe shop for women. The windows are bright and full of shoes and bags. The sign of
the shop is big and highlighted with the blue light and the entrance is brightened by lights . The name of
the shop is “Kind” and the owner explained that they meant the bags and shoes have very high quality
thus they are kind to the body (no harm and the shoes are comfortable). The door is closed with a big
glass window on the door which is still welcoming customers. The store seems to be chic and classy with
high quality products.

10. Inside is decorated with dark brown woods and The floor is white tiles that feels cozy. The
products are displayed from the floor to the ceiling. In some parts products with the same color
and in some other parts products with opposite colors put next to each other with some lights
focused on them to emphasize. Inside the shop smells like leather and the noise from the outside
in addition to the customers voice discussing the products can be easily heard. No sign of the sale
and no price sign on the products, should there be any question must be asked from the
personals. There is a central display for the featured products that is also used as a counter.
Customers mostly not touching the products if they need anything would ask the salespeople to
get the proper size or favorite color.

11. As mentioned this is a shop that sells women-related products so most of the customers are women who have
another women accompany them. Bargain has never been separate from the shopping culture in Iran so hearing the
customers and the salesperson bargaining is very common not something unexpected. Due to the time of the day
the shop is not very crowded so the salesperson have plenty of free time. The cash register is right next to the door
on the right side (when going out) that customers can pay and go out at the same time the shop owner can keeps
eye on the people and merchandise.

12. Curtain shop
The sign of the shop is big but not very bright. The windows are decorated with curtains and the lighting
to show off the curtains and shows that this is an expensive shop. I have to say not much welcoming
entrance.

13. Curtains and fabrics are designed to be displayed from the ceiling to the floor. Very colorful and bright
colors which caught my eyes immediately after entering the shop. No sign of sale and no price tag.
Products are sorted by their quality and type of the fabric and non of them are reachable by customers.
During my observation there was one customer. His wife already ordered the fabric and the curtains and
now it was time to collect. The man and the owner were both very friendly and had a long casual
conversation, paid and left.

14. Inside the store is very bright and decorated with different fabrics and curtains, very colorful gives me the
feeling that I don’t want to stay here for long time. Not very high ceiling. No outside noise just a light music can
be heard. The store is warm and smells like fabric. The cash register is a big counter that salesperson sitting
behind it. No security camera can be seen.
Salespeople mostly sitting or standing behind the counter and approaching customers as soon as they enter
the shop, greeting them and ask how may they help them. There are two people working in the store that
seems to be more than enough. They are men and do not wear any uniform.

15. Cosmetics and perfume shop
No sign for the shop but very bright and welcoming entrance with the closed glass door. The two
illuminated pictures of Mr. famous model and decoration shows that You are about to enter one of the
most expensive shop of this kind.

16. Inside the shop is very bright and
colorful. Smells like different kinds of
perfumes and cosmetics all over the
shop.
Floor is paved by white marble tiles and
the decoration inside is made of dark
brown wood. The store is fairly warm
and full of products from the very up,
close to the ceiling to the floor behind
the counters. Some of the products are
easily reachable by customers but for
others customers must have ask for
them. Testers and price tags are
available everywhere but no sign of
sale. A central display were showing off
the new arrivals and partly most
expensive products of all kinds.

17. During my eighteen minutes observation at least thirty customers visited the shop and ninety
percent of them did not leave the shop without purchasing something. Variety of customers
came to the shop, young, old, couple, alone, man, women, friends and etc. all kinds of
combinations in all age ranges. As expected this is a shop to walk around and spend time, smell
this perfume or test that cosmetic, minimum fifteen minutes spent in the shop.
Salespeople are both young men and women and of course very beautiful who constantly
use/used the products from the shop which is very influential. No uniform but they all are
handsome and very well dressed. After the entrance no one would welcome the customers but
as soon as customers approach them, they would reply to all sorts of questions with smile and
patience.
The cash register located next to the entrance/exit to both simplify the payment and also works
as the theft alarm. This is in addition to the four security camera inside the shop.

18. Traditional carpet shop (Persian rug)
The name of the shop is not mentioned on the sign
but there is a big picture of a Persian rug pattern
which is very beautiful and attractive. No door to
enter the shop and the entrance is very bright. Some
of the rugs are on the pavement to remark what kind
of shop this is. All in all the entrance says this is a
very traditional shop with old owner and I love to
spend long time wandering around this shop.

19. This shop definitely smells like carpet, silk, wool and etc. very bright and full of colorful hand-
woven carpets and carpets that are woven to be displayed as picture in the frame not to be used
on the floor. Normal ceiling (3m) and no special sound except the sound of the TV that the
owners were watching. The shop was fairly cool and full of carpets, rugs, Gelims and etc.
The cash register located at the end of the shop and no one where behind the counter. I
remember I have seen one security camera in the middle of the frames.
During my observation (fifteen minutes) no customer visited the shop which is very much
expected, due to the time and the nature of the carpet shop that can be expensive not everyone
can buy.

20. The shop owner and his friends were sitting on a big pile of carpet and watching final volleyball match
of the Asian cup, drinking tea and seemed to be very excited about it. No uniform but as soon as a
customer enters the shop they greet and ask how they may help them because the carpet business and
buying a carpet needs an expert so the customers definitely need some one who knows carpets and
rugs.
Not all the products were easy to see but lots of them were installed on the walls and carpets were on
display but if someone wants to see them properly the owner would flip the carpets and move the
woven pictures so that customers can touch and see the pattern of them.

21. Thank you for your time