Eight Ideas for Coming Up with New Ideas. Imitating Einstein, Churchill and Other Great Thinkers.Written by Walter Burek
The one thing that matters most in marketing communications for Internet is coming up with new ideas. Yet so few of us are prolific at it. Oh sure, there are lucky ones who were born with right-hemisphere brains and spew creativity like sheets off a printing press. But rest of us, 8 out of 10 who are left-brain dominant (fewer than 20% of all people, throughout history, have been right-brain dominant), don't have to be completely without luck. We just have to learn to mimic some of thought patterns and techniques of those born to be inventive thinkers. Here's how...
1. SIMPLIFY. Boil problem down to its bone. Toss out all details that aren't germane. Tseng Tsao, a 12th century philosopher said, "The nice thing about simplicity is its useful wisdom. It's wisdom you can get at." And Albert Einstein who was at least as smart as any Chinese philosopher said, "Everything should be as simple as possible but not simpler.
2. ESCHEW PERFECTION. Winston Churchill said that "perfection is paralysis." Looking for perfection and executional detail while you're still looking for an idea is like counting chickens before eggs have hatched. Incidentally, Churchill could have become greatest of all British copywriters. He had a portfolio full of great lines like "I have nothing to offer but blood, toil, tears and sweat " and "The action of Russia is a riddle wrapped in a mystery inside an enigma."
3. STAY OUT OF JAIL. Edward DeBono, Cambridge educator and thinker, talks about "concept prison." That's where you get locked up when you believe you have to do things way they always been done. Try attacking problem obliquely. Allow yourself to color outside lines. Try to think more playfully, less seriously. Be more serendipitous.
4. THINK RIGHT ABOUT "THE RIGHT ANSWER." No two ways about it, there's always more than one way to solve a problem. And as DeBono will tell you, "The purpose of thinking is not to be right but to be effective. Being right means being right all time. Being effective means being right only at end."
We are advertising BACKWARDS and don't realize it!Written by Jerry Klabunde
I know your going to find this hard to believe, but...... we are advertising backwards and have no idea we are doing it.
We are advertising for ourselves, now just wait a minute before you go hoffing off.
Think about it.....
You like ads, you like placement, you give OK.... right? How much product are YOU going to buy from you? There's your answer, or beginning of your answer.
There is a lot to learn,