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BUILDING YOUR PROBLEM SOLVING TOOLKIT AUDREY CARR DIGITAL STRATEGY DIRECTOR, LEO BURNETT TORONTO
ABOUT ME // WEB DESIGNER // INFORMATION ARCHITECT // DIGITAL STRATEGIST // CRITICAL MASS // ORGANIC // LEO BURNETT // USER-CENTERED DESIGN // DESIGN THINKING // CREATIVE PROBLEM SOLVER
Technology is a big destroyer of emotion and truth. Technology doesn’t do anything for creativity. Yeah it makes things easier, you can get home sooner, but it doesn’t make you a more creative person. That’s the disease you have to fight in any creative field: ease of use. - Jack White. It Might Get Loud
PROCESS?
WHAT IS THE REAL PROBLEM? Dan Roam: The Back of the Napkin
METHODS!
IDENTIFY YOUR PROBLEM SOLVING STYLE
UNDERSTAND YOUR CLIENT’S BUSINESS
VISUALIZE THE PROBLEM
THINK ABOUT ECOSYSTEMS
THINK DIFFERENT
UNCOVER YOUR BRAND POINT OF VIEW
FIVE QUESTIONS TO KICK- START YOUR DISCOVERY 1. HOW HAVE PEOPLE’S BEHAVIOURS CHANGED? 2. MORE IMPORTANTLY, WHY? WHAT CULTURAL TRENDS ARE INFLUENCING THEIR ATTITUDES AND BEHAVIOURS? 3. WHY WAS THE BRAND CREATED? WHAT TRUTHS SHOULD BE INCLUDED IN THE BRAND’S MISSION STATEMENT? 4. WHAT DOES THE BRAND STAND FOR? BELIEVE IN? 5. WHAT WOULD HAPPEN IF THE BRAND DISAPPEARED TOMORROW?
GET DIRTY!
GETTING UP CLOSE & PERSONAL 1. NEVER DO IT ALONE 2. MAKE A PLAN: • WHO • WHERE • HOW • HOW LONG • WHEN 3. HAVE A HYPOTHESIS 4. ENGAGE ALL THE SENSES 5. PLAN YOUR ROUTE: • BECOME • TALK • DETECT
FINDING YOUR WAY
Making the simple complicated is commonplace; making the complicated simple, awesomely simple, that's creativity. - Charles Mingus
WHAT’S IN YOUR TOOLKIT?
RECOMMENDED READING PROBLEM SOLVING STYLES • Basadur Creative Problem Solving Profile • Six Thinking Hats • 10 Faces of Innovation BUSINESS PROBLEMS • Business Model Innovation • Strategy Maps • The Back of the Napkin • Zag • Blue Ocean Strategy • Re-Imagine BRAND STRATEGY • The Brand Gap • Purpose: The Starting Point of Great Companies
RECOMMENDED READING RESEARCH • A Designer’s Research Manual • How to Be an Explorer of the World GETTING UNSTUCK • Unstuck • Thinkertoys

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Hegarty on Advertising final
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She says problemsolvingtoolkit

  • 1. BUILDING YOUR PROBLEM SOLVING TOOLKIT AUDREY CARR DIGITAL STRATEGY DIRECTOR, LEO BURNETT TORONTO
  • 2. ABOUT ME // WEB DESIGNER // INFORMATION ARCHITECT // DIGITAL STRATEGIST // CRITICAL MASS // ORGANIC // LEO BURNETT // USER-CENTERED DESIGN // DESIGN THINKING // CREATIVE PROBLEM SOLVER
  • 3. Technology is a big destroyer of emotion and truth. Technology doesn’t do anything for creativity. Yeah it makes things easier, you can get home sooner, but it doesn’t make you a more creative person. That’s the disease you have to fight in any creative field: ease of use. - Jack White. It Might Get Loud
  • 5. WHAT IS THE REAL PROBLEM? Dan Roam: The Back of the Napkin
  • 8.
  • 14. FIVE QUESTIONS TO KICK- START YOUR DISCOVERY 1. HOW HAVE PEOPLE’S BEHAVIOURS CHANGED? 2. MORE IMPORTANTLY, WHY? WHAT CULTURAL TRENDS ARE INFLUENCING THEIR ATTITUDES AND BEHAVIOURS? 3. WHY WAS THE BRAND CREATED? WHAT TRUTHS SHOULD BE INCLUDED IN THE BRAND’S MISSION STATEMENT? 4. WHAT DOES THE BRAND STAND FOR? BELIEVE IN? 5. WHAT WOULD HAPPEN IF THE BRAND DISAPPEARED TOMORROW?
  • 16. GETTING UP CLOSE & PERSONAL 1. NEVER DO IT ALONE 2. MAKE A PLAN: • WHO • WHERE • HOW • HOW LONG • WHEN 3. HAVE A HYPOTHESIS 4. ENGAGE ALL THE SENSES 5. PLAN YOUR ROUTE: • BECOME • TALK • DETECT
  • 18.
  • 19. Making the simple complicated is commonplace; making the complicated simple, awesomely simple, that's creativity. - Charles Mingus
  • 20. WHAT’S IN YOUR TOOLKIT?
  • 21. RECOMMENDED READING PROBLEM SOLVING STYLES • Basadur Creative Problem Solving Profile • Six Thinking Hats • 10 Faces of Innovation BUSINESS PROBLEMS • Business Model Innovation • Strategy Maps • The Back of the Napkin • Zag • Blue Ocean Strategy • Re-Imagine BRAND STRATEGY • The Brand Gap • Purpose: The Starting Point of Great Companies
  • 22. RECOMMENDED READING RESEARCH • A Designer’s Research Manual • How to Be an Explorer of the World GETTING UNSTUCK • Unstuck • Thinkertoys