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Creativity On Tap AKA Bono’s Hats and How To Have A Shit Load Of Ideas

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Creativity On Tap AKA Bono’s Hats and How To Have A Shit Load Of Ideas

  1. 1. Proudly Buy Wayne Beer For Having Their Logo Here
  2. 2. Creativity On Tap https://unsplash.com/@hitsujisama
  3. 3. AKA Bono’s Hats and How To Have A Shit Load Of Ideas https://unsplash.com/@gabor
  4. 4. AKA Bono’s Hats and How To Have A Shit Load Of Ideas ALL OF THE TIME!
  5. 5. Before We Get Started https://commons.wikimedia.org/wiki/File:Start_From_Zero.jpg
  6. 6. There Are 2 Things I Really Don’t Like About Presentations
  7. 7. There Are Two Things I Really Don’t Like About Presentations
  8. 8. 1. Dictionary Definitions Of The Main Concept Of The Presentation https://unsplash.com/@rvignes
  9. 9. 1. Dictionary Definitions Of The Main Concept Of The Presentation 2. Intro Slides And Stuff About The Speaker
  10. 10. 1. You Don’t Need A Definition – People Aren't Dumb
  11. 11. 1. You Don’t Need A Definition – People Aren't Dumb 2. Nobody Gives A Shit About The Speaker – They Want To Learn Cool Stuff
  12. 12. So
  13. 13. Let’s Define Creativity
  14. 14. And
  15. 15. A Little Bit About Me
  16. 16. A Little Bit About Me
  17. 17. A Little Bit About Me Blah…Blah…Blah…
  18. 18. A Little Bit About Me Blah…Blah…Blah… Blah…Blah…Blah…
  19. 19. I Would Like To Talk About Me For A Little Bit, Though
  20. 20. I Would Like To Talk About Me For A Little Bit Though
  21. 21. This Is What I Was Doing
  22. 22. Classics Like These
  23. 23. Oh And White Text On A White Background
  24. 24. I wish I could fly right up to the sky but I can’t 
  25. 25. Yes, There Was A Hidden Message On The Last Slide
  26. 26. Times Have Changed https://unsplash.com/@curtismacnewton
  27. 27. (Stock) Designers
  28. 28. (Stock) Designers • Infographics • Email campaigns • Website designs • Logos
  29. 29. (Stock) Designers • Infographics • Email campaigns • Website designs • Logos
  30. 30. (Stock) Developers
  31. 31. (Stock) Developers What are you looking at? I definitely belong in this photo.
  32. 32. (Stock) Developers • Templates • Interaction Design • Creating frameworks that idiot SEOs like me come up with
  33. 33. (Stock) Developers • Templates • Interaction Design • Creating frameworks that idiot SEOs like me come up with
  34. 34. (Stock) SEO and PPC’ers
  35. 35. (Stock) SEO and PPC’ers • Fresh copy • Blog ideas • Interesting ads • New link building techniques • New ways of saying the same thing over and over
  36. 36. (Stock) SEO and PPC’ers • Fresh Copy • Blog Ideas • Interesting Ads • New link building techniques • New was of saying the same thing over and over
  37. 37. All The Content https://unsplash.com/@arnelhasanovic
  38. 38. IT’S ALL CONTENT
  39. 39. IT’S ALL CONTENT
  40. 40. So, How Do We Deal With This? https://unsplash.com/@jacc
  41. 41. Hats
  42. 42. Hats
  43. 43. Hats
  44. 44. Edward De Bono
  45. 45. White Hat Not the SEO one This is the input; the gathering of information
  46. 46. Red Hat This is the hat that is associated with emotions. The ability to express feelings without judgement or justification.
  47. 47. Black Hat Risk assessment and critical thinking
  48. 48. Yellow Hat Positive logical. How can something be put into action?
  49. 49. Green Hat The hat of the creatives and new ideas, new possibilities.
  50. 50. Blue Hat Defining the problems and what is being thought about.
  51. 51. Not Everyone Likes Edward De Bono
  52. 52. "I'd need to find my blue hat before I'd be capable of thinking or acting outside the box my current red hat places me in. He's made a career out of getting self important alpha-male CEOs to pay him to tell them to listen to a variety of ideas. Some people would suggest big companies employ a diverse range of people to facilitate that, but he realised he couldn't make money that way so spouted shit about lateral thinking and the power of pretending to wear hats. Why bother employing genuinely creative people if you can get your wage slaves to sit in a meeting pretending to be creative while wearing green fucking hats."
  53. 53. Think About Taking Action We Talked About It Last Time No Action Equals No Results
  54. 54. http://boom.tips/yes-yes-yes
  55. 55. Ditch The Corporate And Get It To Apply To You
  56. 56. Here Is How We Have Been Using These Hats Concepts At Boom
  57. 57. White
  58. 58. Gather All The Things
  59. 59. We Use Trello
  60. 60. We Use Trello
  61. 61. We Use Trello
  62. 62. http://boom.tips/steal-artist
  63. 63. Red
  64. 64. Let Go Of Inhibition
  65. 65. We Use 6-3-5 Brainwriting
  66. 66. 6 People 3 Ideas 5 Minutes 6 Rounds 108 Ideas in 30 Minutes
  67. 67. You Can Also Do It Online http://635.tecmark.co.uk/
  68. 68. 10 rounds, 30 seconds per round, 57 ideas generated in less than 15 minutes
  69. 69. Look – They Can Be Added To Trello
  70. 70. Black
  71. 71. Peer Review
  72. 72. We Use Convo
  73. 73. It’s Also Good When You Are At The Design Stage
  74. 74. Yellow
  75. 75. Cross Department
  76. 76. We’re Working On This Bit ;)
  77. 77. We’re Working On This Bit ;) https://twitter.com/RichRogersIoT/status/914577613300965377
  78. 78. Green
  79. 79. The Fun Bit
  80. 80. The Fun Bit
  81. 81. Woodpeckers
  82. 82. Woodpeckers
  83. 83. Mind Mapping
  84. 84. Coggle https://coggle.it
  85. 85. Chunking Up And Down
  86. 86. What Is This Part Of? What Is This An Example Of? What Purpose Does This Have?
  87. 87. Chunking Up And Down
  88. 88. What Is An Example Of This? What Is A Component Of This? Who/What/Where Specifically? http://neomam.com/interactive/chunking/
  89. 89. Blue
  90. 90. Processes, Frameworks And Checklists
  91. 91. We Have Covered This Before
  92. 92. Processes Checklists Frameworks
  93. 93. http://boom.tips/van-halen- decisions
  94. 94. It Isn’t About Bono’s Hats
  95. 95. We Come Back To Michelle’s Quote
  96. 96. Take What People Have Come Up With Before
  97. 97. Take What People Have Come Up With Before Twist It To Fit Your Needs
  98. 98. Take What People Have Come Up With Before Twist It To Fit Your Needs Don’t Re-invent The Wheel
  99. 99. Change How You Look At It
  100. 100. This Is Rory Sutherland
  101. 101. This Is Rory Sutherland https://www.ted.com/talks/rory_sutherland_perspective_is_everything/
  102. 102. Change How You Look At It
  103. 103. Make Your Life Easier And You’ll Always Have Ideas
  104. 104. Thanks!

Notas do Editor

  • Before we get started and to leave this gratuitous promotional slide up for a while.
    Just wanted to mention that this presentation is connected into at least 3 of the others that I have given at Drink Digital in the last year.
    Organisation or what?
  • This was favourite of the promotional images From this time round.
  • This is What we are talking about.
  • Got to have a sub heading or alternative title.
  • I just want to talk about the briefly before we get started.
  • These are the key things that I want you to think about whilst I am waffling on.
  • .
  • Nearly 8 years ago give or take a month I got made redundant. 
    I was a painter and decorator. 
    I'd known Ian since we were 7.
    Shit changed. 
    I started doing SEO. 
  • This is what I was doing.

    Link directories. 

    Article marketing. 

    Article spinning. 

    If you paid me more…welll
  • This is still out there if you want to look.
  • .
  • .
  • No matter what you do in digital marketing now, you need creativity. You need to be carving new (but not totally original) ground.
  • You need to be coming up with. Infographics, Email campaigns, website designs, logos
  • These are just examples – there is loads more that goes into it.
  • From the smallest bit of code to the outreach that promotes the stuff we make. We are all making content.
  • Its all content.
  • Look what I did with the image there. So creative.
  • Jamiroquai is there for 2 reasons. Stupid hats and Ian despise him.
  • Bono’s hats. Not that Bono.
  • Edward de Bono (born 19 May 1933)[1] is a Maltese physician, psychologist, author, inventor and consultant psychologist. He originated the term lateral thinking, wrote the book Six Thinking Hats and is a proponent of the teaching of thinking as a subject in schools

    It is the six thinking hats that I want to talk about briefly.

    At is most basic it's a system for both groups and individuals to plan and execute thinking in a cohesive manner.
  • This is Pete. Hes going to help us understand Bono’s hats. He has also been helping me test a lot of these ideas in the last couple of years.
    Each hat is meant to represent a different way of thinking about creatively solving issues or coming up with ideas.
  • Information White – considering purely what information is available, what are the facts?
  • .
  • Emotions Red – intuitive or instinctive gut reactions or statements of emotional feeling (but not any justification)
  • .
  • Black – logic applied to identifying reasons to be cautious and conservative. Practical, realistic.
  • Yellow – logic applied to identifying benefits, seeking harmony. Sees the brighter, sunny side of situations.
  • Green – statements of provocation and investigation, seeing where a thought goes. Thinks creatively, outside the box.
  • Blue – what is the subject? what are we thinking about? what is the goal? Can look at the big picture.
  • When I mentioned this to Chris at work he thought that he hated him. Turns out it was his wife that hated him, and she had this to say…
  • Now I get what Michelle was getting at here (meetings and corporate bullshit) but she has missed the importance of approaching projects form a variety of different ways. 

    Forget about getting " your wage slaves to sit in a meeting pretending to be creative while wearing green fucking hats."
    Think about taking action. 
  • .
  • .
  • "Creatives" in our industry cant sit around waiting for inspiration to hit. We have to train ourselves to come up with ideas regularly. 
    We aren’t big companies. We often sell hours. 
    It’s sometimes a bit of hard sell to clients to get them pay for the two weeks up to pitching saying that they owe 80 hours of pay for thinking. In house you aint gonna get thanked for thinking about stuff. Even if you think really hard.

    So think about the hats in a different way. 

    Think about the hats as a set of prompts for smaller companies to approach things in different ways. 
    Think about them as a way for individuals to approach things in a new way. 

    And never, ever, ever, wear actual real hats. 

    That’s lame. 
  • .
  • Information White – considering purely what information is available, what are the facts?
  • .
  • You need a place for all things. Often for a lot of people this might by an ideas wall. Which is okay. But we work in lots of industries at an agency. Content wise we also need blog posts, infographics, tools, copy, articles. Yadda yadda yadda. 
    So you need lots of stuff. 

    I use trello, and so does Pete who has a lot of our ideas. We save stuff to trello all the time. its always going in there. And its categorised by industry. We can come back to stuff. It might be an idea, it might be a sentence, it might be something that we liked and are going to steal in the future. 
    Don’t forget "Nothing is original" 
    You can use whatever you want if you categorise it. And other people can get to it. 
  • .
  • .
  • .
  • Red – intuitive or instinctive gut reactions or statements of emotional feeling (but not any justification)
  • Emotions, letting go, just coming up with stuff. 
  • 6-3-5 Brainwriting (or 635 Method, Method 635) is a group-structured brainstorming technique [1] aimed at aiding innovation processes by stimulating creativity developed by Bernd Rohrbach who originally published it in a German sales magazine, the Absatzwirtschaft, in 1968
    In brief, it consists of 6 participants supervised by a moderator who are required to write down 3 ideas on a specific worksheet within 5 minutes, this is also the etymology of the methodology's name. The outcome after 6 rounds, during which participants swap their worksheets passing them on to the team member sitting at their right, is 108 ideas generated in 30 minutes. 

    The pressure makes you let go. You have to come up with stuff. Some of it might be absolute shit  - but you never know where this stuff will end up. 
  • 6-3-5 Brainwriting (or 635 Method, Method 635) is a group-structured brainstorming technique [1] aimed at aiding innovation processes by stimulating creativity developed by Bernd Rohrbach who originally published it in a German sales magazine, the Absatzwirtschaft, in 1968
    In brief, it consists of 6 participants supervised by a moderator who are required to write down 3 ideas on a specific worksheet within 5 minutes, this is also the etymology of the methodology's name. The outcome after 6 rounds, during which participants swap their worksheets passing them on to the team member sitting at their right, is 108 ideas generated in 30 minutes. 

    The pressure makes you let go. You have to come up with stuff. Some of it might be absolute shit  - but you never know where this stuff will end up. 
  • .
  • Here’s one that only had me and Pete in it. 
    10 rounds, 30 seconds per round, 57 ideas generated in less than 15 minutes. 

    Take away your fear of shit ideas. It doesn’t matter cos you will probably throw them away anyway. 
  • Black – logic applied to identifying reasons to be cautious and conservative. Practical, realistic.
  • .
  • .
  • .
  • Yellow – logic applied to identifying benefits, seeking harmony. Sees the brighter, sunny side of situations.
  • .
  • .
  • .
  • Green – statements of provocation and investigation, seeing where a thought goes. Thinks creatively, outside the box.
  • .
  • .
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  • .
  • .
  • .
  • .
  • Chunking up’ refers to moving from specific, or small scale ideas or pieces of information to more general, larger ones. 
  • .
  • Chunking down is obviously the other way. Going from bigger concepts to smaller ones.
  • Blue – what is the subject? what are we thinking about? what is the goal? Can look at the big picture.
  • .
  • .
  • .
  • .
  • .
  • It’s about putting a process in places that allows for you to have a constant flow of ideas. 

    Its about reducing the stress of constantly having to come up with new ideas. 

    I come back to the quote from Michelle 
  • I’ll put it in an inspirational instagram quote for you.
  • Don’t get tied into how people currently use stuff. Take it and think for yourself.
  • .
  • .
  • .
  • Rory Sutherland is a British advertising executive. He is the current Executive Creative Director of OgilvyOne
  • He tells us story of the eurostar and how they spent six million pounds spent on reducing the journey time for passengers who wanted a better experience.

    That six million spent on a reduction of 40 minutes. It doesn’t change the experience that much, it doesn’t make it that much better.

    He goes on to say that for 0.01% of that money they could have put wifi on the trains – no reducing the journey but making it more pleasurable.

    For 10% they could have got the worlds best male and female supermodels walking up and down the train with free Château Pertus for the passengers and that would have made it much more enojyable and reduce the perceived time.



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