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

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"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