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How to have ideas
Practical skills to improve your
creativity & idea generation for content
ShellShock.uk.
@shelliwalsh
The thing about thinking is that no
one thinks too much about thinking
ShellShock.uk.
@shelliwalsh
SOME CRITICAL
ISSUES FOR FUTURE
RESEARCH IN
CREATIVITY
A TECHNIQUE FOR
PRODUCNG IDEASLATERAL THINKING
Edward de Bono James Webb Young Donald W. MacKinnon
Experts on creativity..
ShellShock.uk.
@shelliwalsh
“You can put
lipstick on a
pig, but it’s
still a pig”
ShellShock.uk.
@shelliwalsh
“You can put
lipstick on a
pig, but it’s
still a pig”
A piece of content
can look good but
without substance it
will struggle to gain
audience connection
ShellShock.uk.
@shelliwalsh
“Concept is king”
ShellShock.uk.
@shelliwalsh
Content marketing
needs creativity
& much less of this...
ShellShock.uk.
@shelliwalsh
https://klientboost.com/ppc/the-top-10-worst-infographics-ever-created/
ShellShock.uk.
@shelliwalsh
http://www.pennyjuice.com/htmlversion/whoispj.htm
ShellShock.uk.
@shelliwalsh
http://www.gatesnfences.com/
ShellShock.uk.
@shelliwalsh
Learning basic thinking skills can
drastically improve creativity
ShellShock.uk.
@shelliwalsh
˚F ˚C WeightsWeights g oz
OVEN TEMPS
METRIC CONVERSIONMETRIC CONVERSION
IMPERIAL METRIC
½ oz 15g
¾ oz 20g
1oz 30g
2oz 60g
3oz 85g
4oz (¼lb) 115g
IMPERIAL METRIC
10oz 285g
11oz 310g
12oz (¾lb) 340g
13oz 370g
14oz 400g
15oz 425g
THE HANDY REFERENCE GUIDE FOR ANYONE WHO LOVES TO COOK
VERY SLOW
SLOW
250 120
275 140
300 150
325 170
Simple ideas based on a users needs
Everest Kitchen Cheat Sheet
ShellShock.uk.
@shelliwalsh
˚F ˚C WeightsWeights g oz
OVEN TEMPS
METRIC CONVERSIONMETRIC CONVERSION
IMPERIAL METRIC
½ oz 15g
¾ oz 20g
1oz 30g
2oz 60g
3oz 85g
4oz (¼lb) 115g
IMPERIAL METRIC
10oz 285g
11oz 310g
12oz (¾lb) 340g
13oz 370g
14oz 400g
15oz 425g
THE HANDY REFERENCE GUIDE FOR ANYONE WHO LOVES TO COOK
VERY SLOW
SLOW
250 120
275 140
300 150
325 170
http://www.everest.co.uk/products/kitchens/kitchen-cheat-sheet/
ShellShock.uk.
@shelliwalsh
Input – Process – Output
ShellShock.uk.
@shelliwalsh
Input...
ShellShock.uk.
@shelliwalsh
Moz, smashingmag, A List Apart, The Manual, The
Great Discontent, 99u, Entrepreneur, Poynter,
Nieman Labs, Sitepoint, ConversionXL, Creative
Bloq, The Creativity Post, Fast Company, Design
Milk, Swissmiss, Grain Edit, Information is
Beautiful, Contently, The Guardian, NYT, WSJ, The
New Yorker, The Atlantic, Gizmodo, TechCrunch,
Wired, Laughing Squid, Neatorama, 3quarksdaily,
State of Digital, Search Engine Land, Brian Solis,
Dave Trott, Pscychotactic Zingers, Zen Habits,
Adweek, Brain Pickings, Aeon, Delicious, Contently,
Search Engine Land, The Guardian, Quartz, Redef
ShellShock.uk.
@shelliwalsh
“The creative person wants to be a know it all,
he wants to know about all kinds of things. He
never knows when these ideas might come
together to form a new idea... but the creative
person has faith it will happen.”
Carl Ally, NYC advertiser
ShellShock.uk.
@shelliwalsh
Be an
ideas magpie
ShellShock.uk.
@shelliwalsh
“You can find inspiration in everything.
If you can’t then you’re not looking properly.”
Paul Smith
ShellShock.uk.
@shelliwalsh
How to deliver long form content
New York Times
ShellShock.uk.
@shelliwalsh
ec0fMhs0Vd
http://www.nytimes.com/newsgraphics/2013/10/27/south-china-sea/
ShellShock.uk.
@shelliwalsh
ShellShock.uk.
@shelliwalsh
ShellShock.uk.
@shelliwalsh
Process...
ShellShock.uk.
@shelliwalsh
Pattern matching
ShellShock.uk.
@shelliwalsh
Intelligence is a potential
Thinking is an operational skill
ShellShock.uk.
@shelliwalsh
Vertical thinking
Traditional thinking
Logical
Methodical
Sequential
Stops at first solution
Lateral thinking
Non-sequential
Non-selective
Removing preconception
Being wrong
Open to all ideas
ShellShock.uk.
@shelliwalsh
Reverse information &
reject the obvious
ShellShock.uk.
@shelliwalsh
Oppose elements
ShellShock.uk.
@shelliwalsh
http://spin.atomicobject.com/2013/01/08/innovation-brainstorming/
Brainstorming
ShellShock.uk.
@shelliwalsh
Six Thinking Hats
Edward de Bono
ShellShock.uk.
@shelliwalsh
White hat:
Information, the input
and gathering of facts
ShellShock.uk.
@shelliwalsh
Who is the target demographic?
Where is the content to be placed?
Who will we outreach to?
White hat:
Information, the input
and gathering of facts
ShellShock.uk.
@shelliwalsh
Red hat:
Emotions, expressing
feelings and intuition
ShellShock.uk.
@shelliwalsh
I feel we should
My gut tells me
I like this/I don’t like this
Red hat:
Emotions, expressing
feelings and intuition
ShellShock.uk.
@shelliwalsh
Black hat:
Risk assessment
critical thinking
ShellShock.uk.
@shelliwalsh
What are the selling parameters?
What would alienate our demographic?
What would be too much of a risk?
Black hat:
Risk assessment
critical thinking
ShellShock.uk.
@shelliwalsh
Yellow hat:
Positive logical, how an idea
can be put into action
ShellShock.uk.
@shelliwalsh
How do we plan production?
Where can we get placements?
Who can we use to illustrate/write/code?
Yellow hat:
Positive logical, how an idea
can be put into action
ShellShock.uk.
@shelliwalsh
Green hat:
Creative, alternatives, new
ideas, possibilities
ShellShock.uk.
@shelliwalsh
What if?
Can we?
This is different
Green hat:
Creative, alternatives, new
ideas, possibilities
ShellShock.uk.
@shelliwalsh
Blue hat:
Defining the problem and
what is being thought about
ShellShock.uk.
@shelliwalsh
How do we get more placements?
How do we generate the most traffic in
the budget?
How do we produce the best piece of
content within our limited budget?
Blue hat:
Defining the problem and
what is being thought about
ShellShock.uk.
@shelliwalsh
5 Whys
ShellShock.uk.
@shelliwalsh
The ‘why’ technique
ShellShock.uk.
@shelliwalsh
Why?
Start with an element of
your problem that you
already know the answer to
ShellShock.uk.
@shelliwalsh
Why?
Start with an element of
your problem that you
already know the answer to
Student:	 Why are mobile phones flat
	 and oblong?
Teacher:	 They are flat to save space.
ShellShock.uk.
@shelliwalsh
Why?
Focus on a part of the
previous explanation
ShellShock.uk.
@shelliwalsh
Why?
Focus on a part of the
previous explanation
Student:	Why do they need to be small and
	 save space?
Teacher:	 So that they can fit in our pocket.
ShellShock.uk.
@shelliwalsh
Why?
Keep the flow and keep moving
forward (avoid circling back to
the beginning)
ShellShock.uk.
@shelliwalsh
Why?
Keep the flow and keep moving
forward (avoid circling back to
the beginning)
Student:	Why do we need to keep phones
	 in our pocket?
Teacher:	 It’s convenient, and we can
	 carry them around more easily.
ShellShock.uk.
@shelliwalsh
Why?
Generate discomfort through
provocation (this is where new
ideas will break through)
ShellShock.uk.
@shelliwalsh
Why?
Generate discomfort through
provocation (this is where new
ideas will break through)
Student:	But why does the phone have to
	 be convenient?
Teacher:	 To make our lives easier by
	 having less to carry around.
Student:	 But why do we want to carry
	 less around?
ShellShock.uk.
@shelliwalsh
Why?
Alternatives and solutions can be
offered at any point:
ShellShock.uk.
@shelliwalsh
Why?
Alternatives and solutions can be
offered at any point:
Teacher:	 “If we had a small watch on our wrist
	 that we could speak commands to and
	 that fed back to a ‘base station’ at home
	 or the office, then we could combine a
	 phone and a laptop and have to carry
	 neither, only a watch.”
ShellShock.uk.
@shelliwalsh
Why?
The roles can be reversed
at any point, again to create
discomfort and provocation
ShellShock.uk.
@shelliwalsh
Why?
The roles can be reversed
at any point, again to create
discomfort and provocation
Student:	Why would we want to combine a laptop
	 with a mobile phone?
Teacher:	 I don’t know. Why do you think
	 combining a laptop and a phone would be
	 a good idea?
ShellShock.uk.
@shelliwalsh
Keep asking: Why?
ShellShock.uk.
@shelliwalsh
image from www.commonsenseevaluation.com/tag/old-spice
ShellShock.uk.
@shelliwalsh
image from oldspice.com/en/videos/old-spice-smell-like-a-man
5.9m YouTube
views on the
first day
ShellShock.uk.
@shelliwalsh
image from http://www.brodominiums.com/
ShellShock.uk.
@shelliwalsh
image from http://www.thefl atteringman.com/
ShellShock.uk.
@shelliwalsh
Sharp humour + social media
Old Spice
ShellShock.uk.
@shelliwalsh
https://instagram.com/p/5xNE_MNNXH/?taken-by=oldspice
ShellShock.uk.
@shelliwalsh
Look for connections
“An idea is nothing more nor less than a
new combination of old elements.”
James Webb Young
ShellShock.uk.
@shelliwalsh
Combine ideas
The first camera phone in 2000
https://en.wikipedia.org/wiki/J-SH04#/media/File:Sharp_J-SH04_CP%2B_2011.jpg
ShellShock.uk.
@shelliwalsh
http://crazywalls.tumblr.com/
Ideas wall
ShellShock.uk.
@shelliwalsh
Content101.com
keywords influencers idea source hosts
theme
Quoragoogle
trends
news
sites
bloggers
social
media
social
media
facebook
people
twitter
people
Reddit
people
media
sites
authority
hub sites
online
publishers
online
publishers
offline
media
hub
sites
emotion
I like
this
just
because
trends
new
styles
looks
good
love
this
brand
offline
media/
books
niche
hash
tags
trends
seasonal
ShellShock.uk.
@shelliwalsh
Combining random ideas
Sportbluff.com
ShellShock.uk.
@shelliwalsh
http://www.sportbluff.com
ShellShock.uk.
@shelliwalsh
Output...
ShellShock.uk.
@shelliwalsh
Digest
Meditate
Contemplate
ShellShock.uk.
@shelliwalsh
distracted
emotionrelaxed
ShellShock.uk.
@shelliwalsh
Be prepared – ideas come at
any time – don’t lose them
ShellShock.uk.
@shelliwalsh
Feedback & scrutiny
ShellShock.uk.
@shelliwalsh
Agile and targeted responsive content
Totino’s Pizza
ShellShock.uk.
@shelliwalsh
http://www.totinosliving.com/article/buzzfeeds-50-unusable-stock-photos-used/
ShellShock.uk.
@shelliwalsh
Takeaways
ShellShock.uk.
@shelliwalsh
 Anyone can learn thinking skills
 Intelligence does not equal thinking skills
 Input + Process = Output
 Look for connections
 Combine two old ideas to make a new idea
 Break your usual routine to get creative
ShellShock.uk.
@shelliwalsh
ShellShock.uk.
@shelliwalsh
download free ebooks at:
CONTENT101.COM
ShellShock.uk.
@shelliwalsh
hey
you!
Web:
ShellShockuk.com
Content101.com
Creativity101.com
Twitter:
@ShelliWalsh
Linkedin:
/in/shelliwalshShelli Walsh

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