Creative Marketing – Thinkibility Boost

352499-5052-30

Classical marketing campaigns are mostly massive in nature, like the Napoleonic Wars. By using brute force and heavenly leaning on resources (people, money, gun power, logistics, management skills) they ty to win. Basically, both parties are in the same game, each trying to use better but more-of-the-same tactics.

An alternative for the not so powerful is to turn to guerrilla warfare. Poor but highly dedicated small teams use asymmetric tactics to surprise and confuse the enemy, thereby using maximal creativity.

But what is creative thinking?

Creative thinking is not doing more-of-the-same


(in the example: applying straight lines), but breaking away from that, for instance by using curved or broken lines.

Thinking patterns
However, it is not easy to break away from standard patterns.
Also, any time we break a standard way of thinking, a behaviour or new idea, bystanders will react with a rejection: this is impossible, it can’t work, it is too costly, complex, difficult or risky. Every time a negative is used, the thinking stops.
Creative marketing is escaping from the standard approaches that are used by big companies. But how to get new ideas?

Normally we think with the speed of light to the first satisfying idea
lateral-thinking-logo

By that, we miss interesting alternatives along the way
With a Provocative Operation we break away from mainstream thinking. The Provocative Operation (moving outside the mainstream to the green spot) is a attempt to escape standard thinking in order to arrive at an original idea.

For instance: Apple sells our (paper)notebook together with their notebooks.

We will discuss four creative thinking techniques to escape standard thinking:

  • Taken for Granted
  • The Provocation
  • Use Resources
  • Focus

Taken for Granted

Make a list of taken for granted things of a product, at least 15. That is what is normal, assumed to be, standard, generally accepted or obvious. Then we escape by abandon it or modify it.

It is taken for granted that a restaurant has a venue and that the guests are dressed.

A restaurant does not have a venue. That could lead to the idea to set up a picnic service for romantic people.

Guests are naked. That could lead to the idea of a nudist restaurant.

To get creative marketing ideas about for instance an Eco bottle. What is obvious of a bottle (form, materials, filling, getting it, getting rid of it, etc.). Then modify (remove, amplify, change, combine, etc).

The Provocation

Try to escape negatives by redefining criticism by “this is interesting” and “under what circumstances might this have value”, or “could we create value out of this?”. The aim of the Provocation is to move forward the thinking towards an idea that works.

Sandwiches will make themselves

Senor citizens, refugees and children donate by age for using supporting services.

Use Resources

We tend to solve problems by using known and standard solutions. For instance: for attaching something to the ceiling we automatically think of a ladder. But only after we give ourselves the explicit thinking order to use what is at hand, we come up with alternatives: using tables, making a tower of bodies, using the walls, making a long pole.

This creativity technique is also called: think inside the box, meaning no adding additional resources

Make a list of props (things) and persons in your immediate surroundings. Think up in what ways they could contribute or add value.

Integrated Values

A petrol company wanted to create more brand loyalty. That is not simple, for most drivers petrol is just petrol. One of the company’s resources is the car driver. By getting under the skin of the driver, they discovered that getting a parking place in town is an important value for the customer. So they set up a cooperation with parking garages. For the drivers, the petrol company and the parking garage a win-win situation. Together they delivered an integrated value.

Could we design integrated values for the customers of a fruit selling shop?

Focus

Defining the thinking task before beginning an idea generation session is one of the most neglected stages.

Most starting questions are far too broad defined. For instance. In What Ways Might We (IWWMW) get more clients.

However, it is more helpful to break it down into smaller topics, as “IWWMW add more value to our product”,“IWWMW get more clients with help of our existing clients”, “IWWMW use other product to sell ours. Redefine at least 15 IWWMW’s in order to escape from the obvious ones and get a really creative challenge.

Avoid formulating IWWMW’s becoming too small. In that case, the IWWMW will just be a concrete solution and will not give you any direction for further searching new ideas.

Then make the challenge less boring and sexier. That is: make them more imaginative, outreaching, challenging, interesting. For instance: sex up “IWWMW get more clients by using our existing clients”.“Our clients collect so much organic waste that we have to export it”.

Then add a constraint: people, money, time, channels.

Finally construct a propelling question, a question that drives forward the effort for creative thinking by using a bold ambition and a significant restriction. For instance: “let’s get 50 more clients by firing all account managers”.

Again, the technique of the creative focus is to force oneself outside common thinking. The technique on the focus can be applied to all of the four of the marketing mix:

  • functionality, packing and service of the Product
  • policies about paying and Price
  • sales, advertisements, Publicity
  • and Promotion logistics, storage, inventory and selling channels

Creative Marketing is all about standing out of your competitors, being perceived as a Blue Fish, at no costs.

fish

See also:

 

What Big Data, what information dominance?

socialshareimage-img

A new adage is blowing around in the world of innovation. According to Wikipedia, The term “big data” often refers simply to the use of predictive analytics, user behavior analytics, or certain other advanced data analytics methods that extract value from data, and seldom to a particular size of data set. Analysis of data sets can find new correlations to “spot business trends, prevent diseases, combat crime and so on”.
It is reminiscent of an early US Navy doctrine, as a codification of beliefs or a body of teachings or instructions, taught principles or positions, as the essence of teachings in a given branch of knowledge or belief system. As such, it is a thinking pattern, in which is stated that “information superiority permits the conduct of operations without effective opposition”.
20130829031635

However, in an electronic war game back in 2002 one aircraft carrier, ten cruisers and five out of six amphibious ships were sent to the bottom of the Persian Gulf in the span of just one hour, resulting in the virtual death of over 20.000 US service personnel.

It was the result of an asymmetric strategy by the opponent forces.

Red, commanded by retired Marine Corps Lieutenant General Paul K. Van Riper, adopted an asymmetric strategy, in particular, using old methods to evade Blue’s sophisticated electronic surveillance network. Van Riper used motorcycle messengers to transmit orders to front-line troops and World-War-II-style light signals to launch airplanes without radio communications.
Red received an ultimatum from Blue, essentially a surrender document, demanding a response within 24 hours. Thus warned of Blue’s approach, Red used a fleet of small boats to determine the position of Blue’s fleet by the second day of the exercise. In a preemptive strike, Red launched a massive salvo of cruise missiles that overwhelmed the Blue forces’ electronic sensors and destroyed sixteen warships (Wikipedia)It is the same kind of bold thinking we noticed in our blog Thinking outside the SeaMap:  “doing different things” or “escaping the temptation to do more-of-the-same but only better”.

59adfbed5b0ed408003e9ffbfb9fc9f3

Military strategists distinguish between symmetric and asymmetric warfare. Symmetric warfare is characterized by standing armies that follows more or less the same tactics and organized in the same way. Their standard mode of operation can be traced back to Napoleonic Warfare.

Guerrilla warfare is an escape from fighting according to the rules imposed by the often far more powerful opponent. Therefore, this strategy is often applied by less powerful opponents. The most famous form is guerrilla warfare, next to terrorism.

Asymmetric competitor strategies could be an effective approach in business. Basically, it is not playing the game similar to the other companies, that is selling and marketing the same products as competitors but cheaper and better. It is about disruptive innovation, changing the rules in the market, by delivering a complete different product than you competitor does. It is all about gaining competitive advantage by creating an unique niche in the market. Playing another race at a different circuit.

surpetition
There is much more to say about the embarrassing destruction of the mighty US Navy, as the over reliance on technological superiority and information dominance. It’s all about big organizations and the neglect of intuition about the intentions and capabilities of the competitor.
asymmetry

Asymmetry

There is much more to say about the embarrassing destruction of the mighty US Navy, as the over reliance on technological superiority and information dominance. Also, the neglect of intuition about the intentions and capabilities of the enemy.

Disclaimer: Now you have heard  about the advantage of disruptive innovation or step-out innovation and decide that your organization should do “some of that.” But most organizations are designed to do something else very well. Namely, what they are already doing. You may have a brilliant vision, you may have identified the next great idea, but organizational routines, standard Key Performance Indicators and existing organizational structures will prevent proper execution: The company will will continue to do what they are already doing succesfully: ” a tiny bit better and a tiny bit cheaper?” See “Why Big Companies Can’t Innovate” by Maxell Wessel.

See also the video: Disruptive Innovation Explained by Clay Christensen.

Future non-jobs – Thinkibility Nibble

gettyimages-128810949According to Oxford University, 47% of jobs will disappear in the next 25 years. Could you think up which ones?

Take any profession (doctor, mechanic, teacher, nurse, etc) and/or any branch (consumer products, construction, finance, retail)  and confront it in a matrix, one for one, with

p6041004

Could you imagine what jobs will disappear as a result of (a combination) of new technologies?

If you take as working hypothesis that all intermediary jobs (bank employees, notaries, tax officers)  will disappear, what jobs will likely cease to exist by 2040?

img_slide_04

Why not check out the blog post The DIY of the Future for inspiration?

Thinking outside the Sea Map

attack-on-the-medway

In 17th and 18th centuries England, France, and Spain contested the Dutch domination of world trade and the control over the seas and trade routes. After initial English successes, the war ended in a decisive Dutch victory.

In 1667 Lieutenant-Admiral Michiel de Ruyter sailed up to the river Thames and attacked the British Royal navy in her home base and towed away the Royal Charles, pride and flagship of the English fleet to display it as a tourist attraction in Hellevoetsluis in the Netherlands. It was one of the worst defeats in the Royal Navy’s history, comparable with that of the fall of Singapore in 1942.

Till then, both navies had tried to fight each other at the open seas. Numbers of war ships, range and caliber of the guns and coordinated maneuvering skills were key success factors. However, de Ruyter did something totally different, he sailed up to Chatham and surprised the resting British fleet there.  That way he outperformed the British navy by changing the rules of the game.

350px-medwayraidmap

This kind of thinking is the same you should apply when you want to reach dramatic cost reductions, come up with a radical new concept for an existing product or creating a breakthrough innovation. In those cases more-of-the-same thinking will not provide for a game change in the market. Patterns of standard thinking should be broken in order to get competitive advantage.

Edward de Bono, de inventor of lateral thinking, called it Sur/petition: creating value monopolies when everyone else is merely competiting.

surpetition

However, it is not simple to come up with disruptive ideas. And also, to convince your board and your crew.

When the secret instructions were opened on June 7 there was a lot of protest. It was noted that most officers do did their best to find objections, but not to come up with solutions.

See also: Creative Execution: What Great Leaders Do to Unleash Bold Thinking and Innovation or watch this video 2′ 23”

Group Obedience

Have you ever stopped yourself from speaking up at a meeting because you felt that the idea or suggestion would not be appreciated or ridiculed? Groupthink is a phenomenon where the desire for group cohesiveness and a quick decision cloud the judgment of the people in the group. The decision taken is often less than ideal. Consequently, identifying warning signs of groupthink is vital. 

images (1)Bay of Pigs was a plan that many knew in advance would fail. Yet the American President J.F. Kennedy went ahead with the plans to try to invade Cuba despite the fact that several of the general knew that the plan would backfire.

Another example is the Challenger explosion, which was a disaster that occurred in 1986 where seven people died. Engineers of the space shuttle knew about some faulty parts months before takeoff, yet the signs were ignored to avoid negative press and the shuttle was launched. 

imagesFeelings of unanimity and morality within the group lead to the members thinking that everyone agrees. Members of the group may be afraid of controversy and there may be a pressure to conform to the group’s decision. In some cases, there is a pressure to make a quick decision and the group may work with incomplete information. This may result in an idea that is not balanced. Or it may result in a family going to Abilene despite the fact that no one wants to go. ScreenShot2012-01-27at115851AM

The Abilene Paradox was coined by Jerry B. Harvey, and author of “The Abilene Paradox and Other Meditations on Management”. 

There are a number of ways to avoid groupthink such as finding negative points and risks with an idea (see Thinkibility – Positive & Negative). Asking members outside the group to look at the idea is another way to reduce the effects of groupthink. 

Learning how to spot groupthink is vital. Signs of groupthink are a strong leader, high level of group cohesion and pressure from the outside to make a good decision.

groupthink

Pressure of a moral character is difficult to deal with. For example, the suggestion that an idea is better because it is more moral is challenging and difficult to resist since no one wants to be seen as less moral or immoral. Suggestions such as “We all know right from wrong, and this is right” are emotionally difficult to deal with. 

A company should have a Plan B or a contingency plan to minimise risks related to groupthinkThe emotional consequences of groupthink can leave many of the members feeling disillusioned and dissatisfied. Enthusiasm can fade if you feel that you do not support a decision that has been taken by the group.  

business meeting - woman ceo

Creating a healthy group working environment helps to ensure that the group makes good decisions. Nominal Group Technique focuses on members independently  nominating priority issues, on a scale of, for example, 1 to 5.

 

nominal grouptechnique

Another method that could be used is the Delphi method. This method helps to structure the communication to ensure that consensus is achieved. Thus these methods try to prevent and minimise the impact of Groupthink.

descarga

It is called Delphi because some researchers assumed that the forecasts by the priests of the Delphi oracle basically were compilations of information the visitors from all over the known world brought in themselves.

Basically, it is not the best strategy to strive for consensus, but for dissent.

dissent

So encourage disagreement, difference of opinion, argument, dispute, disapproval, objection and protest over constructing consent and majority rule.

See also our earlier posts:

dissent

Save

World’s Most Interesting Reversals (1) – Thinkibility Boost

In a Reversal the usual supposed cause-effect relation between objects or subjects are turned upside down. For example, it is supposed that the establishment of a permanent observation post increases the safety of recreational sailing. A Reversal could set up that the establishment of a permanent observational post rightly effective decreases the safety of sailors. The Reversal set up could lead to the idea that permanent observation gives sailors a misplaced feeling of safety, and also that observation can only timely detect sailors in difficulties, but doesn’t prevent accidents, nor solve them if happened.

  • Reversals are applied to create opportunities to escape from patterns.
  • Carefully designed Reversals are excellent thinking strategies in attempting alternative explanations for phenomenon in medical science, sociology and psychology.

Image

One uncommon, unique and different arrow goes in the opposite direction of the rest of the group, symbolizing unusual nature, being a rebel or innovating with creative thinking.

As a somewhat weird hobby we collected some Reversals. Some will be known to you, some will astonish or even upset you. Many “collectors items” we gratefully derived from This Explains Everything -155 thinkers about the most elegant insights all time.

  • The idea that team building can be stimulated by organizing a party with a lot of talk, fun, good food and drinks is totally wrong

Team spirit will evoke by successfully attaining goals in “weathering tests”. That teams after their trials exuberantly would party is wrongly interpreted as a condition for team spirit. Team  members will  become supportive only after overcoming an obstacle.

  • We have a certain impression that important decisions in one’s life are taken consciously.

However, biologic research shows that important decisions are taken unconsciously, but that nevertheless our brains invent acceptable explanations regarding the token decisions (Terrence J. Sejnowski). Also, people don’t behave in a way because they are so-and-so, but make conclusions about what they are by observing their own behavior (Timothy D. Wilson). Traditionally, psychological problems come from the inner part of the clients. However, self-perception theory perspective suggests that people derive their inner feelings or abilities from their external behaviors. We don’t do who we are, but we are what we do.

  • In what Nassim Nicholas Taleb calls “lucretan underestimation” current risk assesment methodologies are based on the worst event ever happened (the worst recession, the cruelest war, the worst unemployment rates), not on what could happen.

He argues that nature looks forward by anticipating to what perhaps would happen, by reserving extra capacity and building up strength. Redundancy is therefore not a defensive approach. See also the three earlier blog post about building robustness in systems here.

  • Placebo’s – sugar pills with no effective medical working – are thought to have no influence on the body at all.

Sometimes patients given a placebo treatment will have a perceived or actual improvement in a medical condition, a phenomenon commonly called the placebo effect. Eric J. Topol suggests to use “placebo medication” as a therapy.

Two people are often less effective than one single person. The merely presence of some other beings prevent a single person are often than not to take adequate action in a situation.

Another examples of the inadequacy of “More Is Better” : “More ideas are better”. Actually, many inferior ideas will not even one really innovative idea. “More hands are better”: Many organisations try to solve problems by adding more resources (time, budget, workers, overseers), while fundamental redesign of the work processes could solve the problem. Often problems are solved by reducing the people involved.”Bigger is Better” or “Economies of Scale“: Many mergers, intended to improve efficiency and to reduce running costs, actually become counter productive.

  • Normally it is assumed that romantic harmony between couples is the standard with the aim of copulating is the joint reproduction of offspring.

Huge conflicts between spouses are regarded as signs of dysfunction. However, David Buss posits a radical reformulation in a theory about sexual conflict: Sexual conflict or sexual antagonism occurs when the two sexes have conflicting optimal fitness strategies concerning reproduction, particularly over the mode and frequency of mating, potentially leading to an evolutionary arms race between males and females.

  • “Dirt is not dirt, but only matter in the wrong place.” is another example of an Reversal which ensures that we will continue to question conventions.
  • Some models of human behavior in the social sciences and many economics models assume that people are on average rational, and can in large enough quantities be approximated to act according to their preferences.

The concept of bounded rationality by Herbert Simon reverses this assumption to account for the fact that perfectly rational decisions are often not feasible in practice because of the finite computational resources available for making them. Humans are not rational actors but satisficing: the idea that in decision-making, rationality of individuals is limited by the information they have, the cognitive limitations of their minds, and the finite amount of time they have to make a decision.

  • The idea that “there is a someone in my head” or ” some part of my head is responsible for …” is debated by David Eagleman.

In “Incognito. The Secret Lives of the Brain” he suggests that the brain contains divers and overlapping ways to handle the world. There are a lot of “someones” in our head, a representative democracy that functions due to competition between the brain parts of which we are not conscious at all. As such, the brain is subject to neural conflicts.

  • Throughout centuries,  it has been assumed that a perceived object doesn’t change under influence of an observer.

However, quantum physics, psychology and sociology has shown that this is not true. To expand this concept it is suggested that biology is the science about behavior of biologists, physics the science about behavior of physicists. This is a Reversal of empiricism, a theory of knowledge which states that knowledge comes only or primarily from sensory experience. Another Reversal of empiricism is the statement that perception without a theory is not possible. Theories like ideas, hypothesis, perspectives, perceptions, assumptions, etc. do have an important and fundamental role to acquire and enhance knowledge. Any observation takes place against the background of a theory, consciously or not. So called “Evidence-based Policy” is then more it’s Reversal: “Policy based Evidence”.

  • Most software applications are designed to assist us with thinking tasks.

But in reverse, in the “Computional Brain” computer models constrained by neurobiological data can help reveal how – networks of neurons subserve perception and behavior – how their physical interactions can yield global results in perception and behavior, and how their physical properties are used to code information and compute solutions.

A last Reversion, to reflect on: To get a good idea the standard approach is to search for better ideas. A reversed approach is to get rid of a bad idea. Doing so helps to suppress simple, obvious but not effective attempts whereby a better solution can arise.

figure_ground_reversal_by_mystiedo-d5yo2zzIn a following blog post we will continue with some World’s Most Interesting Reversals. In the meantime, you are invited to subscribe to our blog.

Hack Your Education

Hack Your Education

What if:

  • you are stuck in a narrow track, needing to find a job to pay off $27,000 in study debt and there are no jobs at all?
  • colleges doesn’t provide good education to succeed in a job?
  • sacred institutions like university ceases to exist?
  • you are allowed to join the real world before getting twenty-two?
  • only parents will teach their children how to read and write?
  • education becomes too expensive?
  • every student has her own teacher in every discipline?
  • you can design your own curriculum?
  • colleges would replaced by much better and cheaper distant learning systems?
  • the mental model of “go-to-school -> get-a-job -> marry -> get a loan for buying a house -> work-harder-and-longer -> get-loan-for-children’s education” doesn’t work any longer to have a satisfying life?

It is significant that Richard Branson when hiring looks  mainly for personality and only then to experience. Formal qualifications are the last things he looks at. Every job can to be learnt in three months.

As a good exercise in Thinkibility we suggest you to mention at least fifteen reasons why to go to an institution of higher education. And then every reason ponder over:

A. Why has it to be so? This has to be so, because ….

B. Is it really necessary to do it this way? Are there alternatives?

C. Is this really necessary? Can it be cut?

This creative technique is intended to unearth hidden assumptions. It is  known as “Do an ABC” and engineered by Edward de Bono.

Dale J. Stephens, founder of Uncollege just did it. In his fabulous book “Hacking your Education” he ditches the lectures, saved ten of thousands dollars, and learnt more than his peers ever will. You can listen his TEDx talk below.

Dale gives some 40 “Hacks of the Day” which are all clues for a self-directed future of higher education. We made a mind map of it as an overview. The mind map can be downloaded or explored in detail at Biggerplate  – he mind map library.  Just click on the mind map at the beginning of this post.

We are sure that even you are well educated and did your PhD years and years ago, you will benefit from it.