Chapter 12 - Creativity On Demand: Why Ad Agencies Can't Brainstorm

powered by ODEO
18:55

Click once on the ODEO player to power it up. Now click on the arrow to play or pause.

"Applied creativity is the backbone to innovation." -- Ben Mack

In addition to introducing a construct for creativity that focuses on the "how" instead of being creative for the sake of creativity, what we learn about in this chapter is applied creativity for making money. Instead of pursuing creativity in an artistic sense, we are learning to focus creative thinking on developing possible and profitable answers for a specific detailed question.

To go bigger with our creative brainstorming, we must first go smaller with the clearest question we can ask ourselves regarding the objective at hand.

By drawing from his own professional experience, Ben shares two essential tools used to teach students and business owners alike about the true concept of brainstorming. Putting pen to paper is required to use either tool effectively and profitably. Another requirement is using "brainstorming" in the context of how the man who coined the word, Alex Faickney Osborn (the "O" in BBDO) intended.

Employing "Divergent Thinking" and "Convergent Thinking" is the very reason why advertising agencies can't brainstorm. It's also the exact reason why you can.

Mr. Osborn had four rules for Divergent Thinking as applied to brainstorming:

1. Defer judgement.
2. Strive for quantity.
3. Seek wild and unusual ideas.
4. Build on ideas.

To complete the process of creativity on demand, Mr. Osborn also had four rules for Convergent Thinking to filter and organize the possibilities from brainstorming results:

1. Be positive.
2. Be deliberate.
3. Check your objectives.
4. Consider novelty.

The model described in Think Two Products Ahead is a construct for creativity on demand and not a blueprint. In the "me too" world of big advertising agency creative departments, the blueprint process they tend to rely on does not fit with creativity on demand and the essence of the brainstorming process.

"Branding is about sustaining the focus of your money-making construct. Marketing is the legitimate face of magic." -- Ben Mack

Chapter 11 - Structured Creativity: Framing Tools

powered by ODEO
21:20

Click one time on the ODEO player to activate. Now click on the arrow to play or pause.

As we move forward with Think Two Products Ahead , Ben continues with specific framing tools for profitable results. While "structured creativity" sounds a little stilted, once you catch on to what it's really all about, the "structured" part is freedom in motion.

With a different perspective of framing, our work on the Legend Platform can be seen through fresh eyes. Understand first and foremost that what is presented here are tools. Tools giving you the opportunity to see things as different than you may see them now.

How you use the tools is up to you. How you structure your creativity is also up to you. If you're waiting for permission to use a tool in your toolbox, chances are you are also waiting for profits. If you're waiting for permission to be creative, keep waiting and while you're waiting, go get a job working for someone who already gave themselves permission to create.

An illustration for the use of the tools described in this chapter comes from a recent blog post by Ken McArthur . While working on a book project, Ken uses a variation of the tools Ben describes to move his own book project forward with clarity and purpose. Read Ken's blog post here for the relevant truth he learned from Ben.

"This chapter might be perceived as esoteric by some readers. Some readers may be put off by the word esoteric, because they don't know that it means that the subject matter is difficult and likely to be understood by just a few. I'm okay with this. Framing your product from scratch takes work--mental work--and play." - Ben Mack

Play?

Yes play. As in play with the tools by using the tools to shift your thinking and thus your perceptions. Ben gives a simple and fun exercise using a banana. A banana is an excellent framing tool to use in your structured creativity. Besides, it won't hurt near as much if you're playing with a piece of fruit instead of a hammer and you accidentally smack your thumb.

Go ahead. Give yourself permission to have some fun and play. You might just amaze yourself at the profitable results you produce by having fun with the mental effort you invest.

Between Your Essence and Your Touches

powered by ODEO
38:55

Click once to activate the player. Click the arrow to play or pause.

In the middle of your Legend Platform are two key elements we must get clear on. Emphasis is on MUST. Without clear General Precepts and Primary Principles built in, your customer goes from hero to zero fast.

Purchase your own Legend Platform workbook, Think Two Products Ahead: Secrets the Big Advertising Agencies Don't Want You to Know and How to Use Them for Bigger Profits by subscribing here first .

I know what some of you are saying. Precepts and principles mean the same thing. Right? Here's where proper definitions according to a dictionary or some other ready reference would be handy. Not going to do it to you though. I promise. Go ahead and look up the two words yourself.

Notice there is a distinct definition for each, and while similar, they do not mean the same thing. Ben Mack makes it very easy for us by adding the "General" and "Primary" modifiers inherent to the separate meanings of each word. Thank you Ben.

Starting with General Precepts after your Customer Touches and develop the areas where your customers may enjoy immediate benefits of your products or services. These general benefits move customers closer to your Primary Principles. Moving your customers closer to your Primary Principles will also move them closer to the full benefit of experiencing your Brand Essence.

Your Primary Principles are the essential elements of your Brand Essence. There's no way your customer can fully enjoy their own heroism in your Brand Essence until they first go through your Primary Principles.

As you build the Legend Platform for your business, please keep simplicity in mind. A Legend Platform is a simple document that will serve you for many years to come. Complicate the Legend Platform and you'll keep getting complicated results. Do you want to complicate your profitability?