SIMPLIFIED DECISION-MAKING. March 18, 2011
Posted by tankgirl in How to think creatively.Tags: creative process, decision-making
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Many decisions are crucial (if you’re a pilot, for example), but most aren’t. I’ve seen people agonize over the dinner menu as if they were buying a car. Bear with me through this scenario: let’s say my group is creating a logo, or an advertising campaign. They submit 15 design concepts to me based on the strategy I provide. I choose 5 which are very good and present to the client. The client loves 3. Why torture ourselves over which one. We can assume based on the filtering process that any of these three would work. And what I’ve found is that once you pick one and run with it, a year later you won’t even remember the also rans. With the right process in place that gets you to your shortlist, your decision should be easy.
FIND A WAY TO SAY “YES”. January 8, 2011
Posted by tankgirl in How to think creatively.Tags: creative thinking, innovation, instincts, new ideas, vision
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When you have an idea, don’t ask your friends, gurus, etc. for too much input. It’s so easy for people to think of 5 reasons why your idea won’t work, but it takes vision and creativity to find ways that it will. When I’m working on concepts for major public companies with teams of lawyers, that’s the part where I hold my breath. The really good ones think of ways to be able to support innovative concepts. But it’s much easier, and definitely safer on their end, to tell you why you can’t say certain things.
When I present ads or strategies to clients, I always tremendously value their first instinct. If they say, “Wow, I love it.”, then think about it a bit and get to, “But, I’m not sure we should say/do this…”, they’ve gone from audience to client. I tell them that the only time they can really have a “first impression”, like their market, is the very first minute they look at the idea. After that, they become, not their market.
Trust your instincts. They’re as good, probably better, than anything.
CLICK CREATIVITY JUMP START (below) TO FIND YOUR NEXT GREAT IDEA January 25, 2010
Posted by tankgirl in How to think creatively.Tags: creative thinking, creativity, innovation
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FIND YOUR OWN REASON. December 31, 2009
Posted by tankgirl in How to think creatively.Tags: creative thinking, creativity, innovative thinking, using creativity
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The intended use for something is just the beginning. For example, I use PowerPoint for the same reason every one else does, but I also use it to organize my thoughts. I think of the slides as note cards, and put everything on them then move things around. I even wrote scenes for a screenplay that way instead of a screenplay program. On poker sites (yes, I play poker…..a great place to be creative), there’s a feature where you can locate friends, intended so you can see what tables your friends are playing and join them. I note who the bad players are, then locate them so I can play with an advantage.
I read that Flickr was originally a feature in game, but that developers noticed that more than playing the game, people were using the photo feature to post their photos, so they dropped the game and applied user feedback to refocus their original idea into a profitable business.
You get the idea. Be creative and customize existing things to your own use, not necessarily the use it was created for. What examples of this kind of innovative thinking do you have?
BUILD ON A SOLID FOUDATION. December 10, 2009
Posted by tankgirl in How to think creatively.Tags: creativity, marketing strategy
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I begin every job with a process to learn a client’s most compelling competitive advantage that has relevance in their marketplace and that is unique. Usually a client will think they know what it is, and sometimes they’re right, but generally there’s more to the story.
Over the years, I’ve fine-tuned a pretty quick process that yields important results. Big agencies charge hundreds of thousands of dollars to do this, and small ones just skip this step. If I had to say what my unique competitive advantage is, it’s this step. I just finished an engagement for DHL and they said it was the best work they ever had. This strategy step to lay the foundation properly is why.
Great marketing has to be based on a truth, and finding it is like an archaeological dig. When you unleash creativity based on a meaningful strategy, you’ve got a powerhouse. Often clients will say, “..well, you’re creative, I know you’ll think of something”. But you don’t just make up great marketing. It is not fiction. It’s the opposite. It’s truth well told.
NOW MORE THAN EVER. December 7, 2009
Posted by tankgirl in The need for creativity.Tags: creativity, innovative thinking, politics
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Nothing calls for creative thinking more than daunting seemingly insoluble problems like the ones we as a country have now. Unfortunately fear can have a stifling effect on untested ideas. When the old ideas haven’t worked, we need new ideas…we all agree there I’d assume. But the first rule of truly creative thinking is having the room to fail, something world leaders and businesses don’t have right now. On the upside, I’d assume that when circumstances are dire, people might be more wiling to try something truly new, not just old stuff tweaked to look new. Do you think we’re there yet??
WHERE IS CREATIVITY WHEN WE NEED IT? September 20, 2009
Posted by tankgirl in Commends solicited.Tags: creative thinking, imagination in government, innovative decision-making, problem-solving
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What are you noticing in society, government and the world in general that shows creativity in thinking?
HOW TO DESERVE GREAT CREATIVE WORK. July 9, 2009
Posted by tankgirl in How to sell creative ideas.Tags: creativity, teams
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I noticed something I never forgot during my first job as a Creative Director. I managed 8 “creative” people, 4 teams. At first I thought I knew which were the strong ones and which were weaker. Then I noticed that the “weaker” people did some great work and the “stronger” did some lousy work….the difference was the client! Some clients always got terrific results no matter who worked on their project.
Stellar clients give us lots of background information, approve the research we need , are open-minded, don’t have preconceived ideas about what the solution will be, and allow us to take risks that didn’t always pan out. Their contributions always made the work better. Also, they made quick decisions trusting their instincts rather than over-thinking something to death. They’re also terrific at getting the work approved in their company and I suspect it’s because these same qualities gain them trust at the top levels.
Most of my current clients are like that. I pick them as carefully as they pick their marketing partner because I want to do good work and I know we can’t do it without them. This would translate to an employer too. Do all of the above with your employees and I’ll bet you’ll get better solutions. Inspire people and allow them to be great.
THE PROBLEM WITH TOMORROW April 29, 2009
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Tomorrow has a way of expanding, often to never. I admit that I’m frequently too fast in doing things, but I’d opt for this “get the ball rolling” approach over the prolonged procrastination that kills many creative ideas. There’s a lot to be said for momentum and initial enthusiasm, and when harnessed, it can lead to many good starts. I’m not suggesting that you act so hastily that you haven’t thought things through, just that you don’t wait for “perfect”, because that’s a moving target you’ll never hit. Get going!
CHARGE WHAT YOU’RE WORTH December 4, 2008
Posted by tankgirl in How to sell creative ideas.Tags: presentations
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I was thinking recently of the best and worst meetings I’ve ever had and what made them so, and this one came to mind. It was a good one.
I was the last agency to pitch an 18 year old company that never had an advertising agency . It was unusual for me, because most of my business generally came from referrals, and I didn’t know anyone here. They contacted me after viewing my website. I found that surprising because I never though any work would come from our website, good as it was.
My presentation was brief, about two hours, and the owners were present. It was a family owned company . After the presentation, they asked me to step outside, then after about 15 minutes they called me back in and said, “We just met with 5 agencies in the past two weeks. You’re 4 times more expensive than the most high-priced. But you’re the first one that actually made sense and proposed a process we think would get us where we hope to go. Let’s get to work on a contract.”
So, on the spot, I made a seven figure deal. I was very surprised at the speed of their decision, and at their willingness to commit the amount to the undertaking. It was a good lesson is never being afraid to ask what you feel is the value of your contribution. I think truthfully, I was only comfortably asking it because I didn’t think I had a chance of getting the account. If I had an inside track or felt there was a chance, I probably would have tried harder to get it which would have meant trying to come in at an acceptable price.
Lesson learned.
