Creative Marketing – Thinkibility Boost

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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:

 

Conceptual Blending

One of the simplest ways to design new concepts is by blending two concepts not previously connected. For instance ” Glamping” .  Glamping is a contraction of the concepts of Camping and Glamour.

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The concept of Camping is  an elective outdoor recreational activity. Generally held, participants leave developed areas to spend time outdoors witj more natural ones in pursuit of activities providing them enjoyment.

The concept of Glamour  is the attraction or fascination that a particularly luxurious or elegant appearance creates, an impression which is better than the reality. Typically, a person, event, location, technology, or product such as a piece of clothing can be glamorous or add glamour.

The concept of Glamping is a contraction of glamour and camping and describes a style of camping with amenities and, in some cases, resort-style services not usually associated with “traditional” camping. Glamping has become particularly popular with 21st-century tourists seeking the luxuries of hotel accommodation alongside the escapism and adventure recreation of camping.

Interesting blending of concepts comes from combining relative remote concepts, for instance:

  • Segway hockey

segway hockey

  • Zennovation: combining the principles of Eastern and Western business practices for powerful success. How the principles of Eastern and Western business practices can mesh together as a powerful source for success.
  • Ideathon, a contraction of a marathon and an ideation: the creative process of generating, developing, and communicating new ideas, but organized as a race against time, within two hours

Or even contradictory concepts:

  • productive obsession:  a person who really bites into one thing after another in a serially obsessive way, producing one book or movie or vaccine after another, and who is also fully able to turn off his obsessions so that he can have a normal, loving, everyday life that includes relationships and relaxation.
  • functional paranoia: not obvious but useful fears

Designing new concepts is rather easy by using the technique of forced fitting and random words: random fitting (our invention).  By using an online brainstorming tool that generates random words. It should help spark your creative imagination using dissimilar, or apparently unrelated, objects, elements, or ideas to obtain fresh new possibilities for a stated task.

forced connection

Forced Fit

Design New Concepts – Thinkibility Boost

There are several ways to design a new concept deliberately. But what is a new concept? Not many people have a quick answer to this question, other than “differently than expected”, “something else as normal”, “not seen before” or just “interesting”.

One of the easiest ways to design a new concept is to escape from an existing concept. For that, we need a concise description of the existing concept, otherwise we will be lost in all the details containing in the concept.

In an earlier blog post we gave some handles to describe a concept:

  1. Give it an appealing name;
  2. What is the function of the concept: aim, goal, objective? What should be achieved?
  3. Wat is the mechanism or working principle? How does it work? How is the function carried out?
  4. What are the values of the concept: advantages, positives, the importance, worth, or usefulness, merits, beneficial? Why does the concept deserve to exist? For who else?

For instance:

  1. Football match
  2. The function of a football match is to exercise sports
  3. The working principle is that there are two teams that try to get the football into each others goals, according to rules.
  4. It is valued as entertainment, physical exercise, social exchange

Escape for instance the mechanism: instead of two there are three teams and three goals.

3 sided football

You can imagine that three-sided football will be a real game-changer, literally. As the BBC mentioned: a game of alliance and betrayal. The whole dynamic of the game is dramatically changed.

Once a new concept has”opened up” in your mind, we might “see” the world in a disruptive way, through the new concept and take analogies from it.

For instance: the conflict in Syria is basically a three-side game. That might open up new strategies and policies for military planning and diplomacy. Or prevent from blundering into military and diplomatic disasters by interpreting wrongly a three actors situation as a classical two actors cold war situation.

Or we can apply the same concept escape to another two-sided  game, f.i. three player chess

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We could also escape from the aspect of values, by excluding, adding, or changing values.

Escape from values: add spectacle to the game.

Ideas:  change the game from 2D into 3D, using acrobats.

Actually, the concept change is from 2 D to 3D. This new concept can then be applied to other 2D games and opens new possibilities, like 3D chess

Kieseritzky_Cubic_Chess_board

The same we could apply to escaping from function (goal, aim or objective of the concept). F.i. the function of a pension is that people who can’t work any longer are provided with a minimum of money to survive.

We could change the function: let’s suppose that the aim of “pension” is to keep the retiree as long as healthy. Now we can come up with mechanism that could realise this new function. For instance that the retiree does not receive a fix amount of money per year during the rest of his life time, but a linear increasing one. This would stimulate the retiree to stay active during the first years of his pension, by doing some paid work  during some hours in the week.

Many new business models are the result of changing one or more aspects of the concept description. See for example  how these fast-growing, innovative companies are redefining money lending, e-commerce, and more,

We invite you to describe how their innovative  business models differ from classic business models in terms of function, mechanism and value.

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How to Get a More Beautiful Question?

Warren Berger presents in his book A More Beautiful Question a simple but effective thinking instruction to get better questions. He also argues that posing better questions become even more relevant as search engines gives a answers and at the same time offer us preset questions before we have even entered the question in full.

boxes 1It’s a simple but powerful frame to avoid obvious or even wrong questions:

The WHY? question enables you to question the situation in depth but you can also get a broad perspective.  I can alternate between broad “open” questions and narrow “closed”questions. Step back, and notice what is missed for others and yourself  – Challenge assumptions. Look for relations and patterns. Immerse into the situation, and don’t forget “to question the questions”. Take then ownership of one question, and repeat the WHY? process 7 times.

The WHAT IF? question allows us to think without limits or constraints beforehand (untested). Make associations that pop-up in your head, preferable as remotely related as possible. Think wrongly! The aim is to get feedback as a starting point for the HOW? question.

The HOW? question is about how we give form to our questions.

Use the WHAT IF? questions as starting points. Love dissonance and critic because that indicates that you might get to a breakthrough idea.

“Right now, knowledge is a commodity. Known answers are everywhere, and easily accessible. The value of explicit knowledge is dropping. The real value is in what you can do with that knowledge, in pursuit of a query.”

questionMore about questioning:

Questions about Questions

Getting to Innovation – How Asking the Right Questions – Arthur B. VanGundy

Think Better –An Innovators Guide to More Productive Thinking – Tim Hurson

How to be more interesting – Edward de Bono

Thinking Strategies: It’s Time to Plan the Thinking

Since we began this blog, we have discussed a range of Thinking Strategies to enhance capabilities to think about a subject. Thinking Strategies are process designs for thinking. It gives you a global approach for thinking. Thinking Strategies allow you to make a map of the thinking situation before you enter the area. It allows you Thinkibility-on-the-Spot. Image

Have a nice summer reading!

Where To Search for New Ideas? – Thinkibility Nibble

Where to search for ideas A surgical team in a hospital realised that their activities became more and more complex, partly because of the treatments that they were offering but also by an increase of the number of people involved. They looked for better ideas, outside their box of thinking. They visited an aircraft carrier, a pit stop at auto races, a plumber’s skills contest and a high risk chemical plant. What kind of ideas may they have got? From the seemingly chaos at a flight deck of an aircraft carrier: How repairs are practised as fast as possible at pit stop: From a plumbers’ skill contest:to get ideas how to repair clogged arteries: They also realised that they were far behind aviation regarding safety standards and creating a “fail safe” culture. They approached safety expert from NASA and chemical and other high risk industries. Slowly medical teams are introducing Failure Mode and Effect Analysis, a structural approach to decrease errors.  There are lots of ideas that can be derived from outside your area of knowledge and your circle of colleagues. There are lots of areas of experience you are not normally connected to and which may be loosely related to your job. Perhaps there are no connections at all between your domain of operating and where fresh but proven ideas can be found. A department of accountants is worrying about the increasing data they had to process and at the same time the increasing demand for reliability and speed. What do you think they will turn to? They will ask the European Organization for Nuclear Research, known as CERN, a European research organization whose purpose is to operate the world’s largest particle physics laboratory. How do they process large data sets?