How to have ideas deck 151006102431 lva1 app6891

How to have ideas Practical skills to improve your creativity & idea generation for content

ShellShock.uk.

The thing about thinking is that no one thinks too much about thinking

@ sh elliw a lsh

ShellShock.uk.

Experts on creativity..

LATERAL THINKING

A TECHNIQUE FOR PRODUCNG IDEAS

SOME CRITICAL ISSUES FOR FUTURE RESEARCH IN CREATIVITY

Edward de Bono

James Webb Young

Donald W. MacKinnon

@ sh elliw a lsh

ShellShock.uk.

“You can put lipstick on a pig, but it’s still a pig”

@ sh elliw a lsh

ShellShock.uk.

“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

@ sh elliw a lsh

ShellShock.uk.

“Concept is king”

@ sh elliw a lsh

ShellShock.uk.

Content marketing needs creativity & much less of this...

@ sh elliw a lsh

ShellShock.uk.

https://klientboost.com/ppc/the-top-10-worst-infographics-ever-created/

@ sh elliw a lsh

ShellShock.uk.

http://www.pennyjuice.com/htmlversion/whoispj.htm

@ sh elliw a lsh

ShellShock.uk.

http://www.gatesnfences.com/

@ sh elliw a lsh

ShellShock.uk.

Learning basic thinking skills can drastically improve creativity

@ sh elliw a lsh

ShellShock.uk.

THE HANDY REFERENCE GUIDE FOR ANYONE WHO LOVES TO COOK

Simple ideas based on a users needs METRIC CONVERSION Everest Kitchen Cheat Sheet

OVEN TEMPS

˚F ˚C 250

120 VERY SLOW

275

140

300

150 SLOW

325

170

Weights IMPERIAL

½ oz ¾ oz 1oz 2oz 3oz 4oz (¼lb)

METRIC 15g 20g 30g 60g 85g 115g

g

oz

IMPERIAL

METRIC

10oz 285g 11oz 310g 12oz (¾lb) 340g 13oz 370g @ sh elliw 14oz 400ga lsh 15oz 425g

ShellShock.uk.

THE HANDY REFERENCE GUIDE FOR ANYONE WHO LOVES TO COOK

METRIC CONVERSION OVEN TEMPS

˚F ˚C 250

120 VERY SLOW

275

140

300

150 SLOW

http://www.everest.co.uk/products/kitchens/kitchen-cheat-sheet/

325

170

Weights IMPERIAL

½ oz ¾ oz 1oz 2oz 3oz 4oz (¼lb)

METRIC 15g 20g 30g 60g 85g 115g

g

oz

IMPERIAL

METRIC

10oz 285g 11oz 310g 12oz (¾lb) 340g 13oz 370g @ sh elliw 14oz 400ga lsh 15oz 425g

ShellShock.uk.

Input – Process – Output

@ sh elliw a lsh

ShellShock.uk.

Input...

@ sh elliw a lsh

ShellShock.uk.

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

@ sh elliw a lsh

ShellShock.uk.

“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

@ sh elliw a lsh

ShellShock.uk.

Be an ideas magpie

@ sh elliw a lsh

ShellShock.uk.

“You can find inspiration in everything.

If you can’t then you’re not looking properly.”

Paul Smith

@ sh elliw a lsh

ShellShock.uk.

How to deliver long form content New York Times

@ sh elliw a lsh

ShellShock.uk.

ec0fMhs0Vd

http://www.nytimes.com/newsgraphics/2013/10/27/south-china-sea/

@ sh elliw a lsh

ShellShock.uk.

@ sh elliw a lsh

ShellShock.uk.

@ sh elliw a lsh

ShellShock.uk.

Process...

@ sh elliw a lsh

ShellShock.uk.

Pattern matching

@ sh elliw a lsh

ShellShock.uk.

Intelligence is a potential Thinking is an operational skill

@ sh elliw a lsh

ShellShock.uk.

Vertical thinking

Lateral thinking

Traditional thinking

Non-sequential

Logical

Non-selective

Methodical

Removing preconception

Sequential

Being wrong

Stops at first solution

Open to all ideas

@ sh elliw a lsh

ShellShock.uk.

Reverse information & reject the obvious

@ sh elliw a lsh

ShellShock.uk.

Oppose elements

@ sh elliw a lsh

ShellShock.uk.

Brainstorming

http://spin.atomicobject.com/2013/01/08/innovation-brainstorming/

@ sh elliw a lsh

ShellShock.uk.

Six Thinking Hats Edward de Bono

@ sh elliw a lsh

ShellShock.uk.

White hat: Information, the input and gathering of facts

@ sh elliw a lsh

ShellShock.uk.

White hat: Information, the input and gathering of facts Who is the target demographic?

Where is the content to be placed?

Who will we outreach to?

@ sh elliw a lsh

ShellShock.uk.

Red hat: Emotions, expressing feelings and intuition

@ sh elliw a lsh

ShellShock.uk.

Red hat: Emotions, expressing feelings and intuition I feel we should My gut tells me I like this/I don’t like this

@ sh elliw a lsh

ShellShock.uk.

Black hat: Risk assessment critical thinking

@ sh elliw a lsh

ShellShock.uk.

Black hat: Risk assessment critical thinking What are the selling parameters?

What would alienate our demographic?

What would be too much of a risk?

@ sh elliw a lsh

ShellShock.uk.

Yellow hat: Positive logical, how an idea can be put into action

@ sh elliw a lsh

ShellShock.uk.

Yellow hat: Positive logical, how an idea can be put into action How do we plan production?

Where can we get placements?

Who can we use to illustrate/write/code?

@ sh elliw a lsh

ShellShock.uk.

Green hat: Creative, alternatives, new ideas, possibilities

@ sh elliw a lsh

ShellShock.uk.

Green hat: Creative, alternatives, new ideas, possibilities What if?

Can we?

This is different

@ sh elliw a lsh

ShellShock.uk.

Blue hat: Defining the problem and what is being thought about

@ sh elliw a lsh

ShellShock.uk.

Blue hat: Defining the problem and what is being thought about 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?

@ sh elliw a lsh

ShellShock.uk.

5 Whys

@ sh elliw a lsh

ShellShock.uk.

The ‘why’ technique

@ sh elliw a lsh

ShellShock.uk.

Why? Start with an element of your problem that you already know the answer to

@ sh elliw a lsh

ShellShock.uk.

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.

@ sh elliw a lsh

ShellShock.uk.

Why? Focus on a part of the previous explanation

@ sh elliw a lsh

ShellShock.uk.

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.

@ sh elliw a lsh

ShellShock.uk.

Why? Keep the flow and keep moving forward (avoid circling back to the beginning)

@ sh elliw a lsh

ShellShock.uk.

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.

@ sh elliw a lsh

ShellShock.uk.

Why? Generate discomfort through provocation (this is where new ideas will break through)

@ sh elliw a lsh

ShellShock.uk.

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?

@ sh elliw a lsh

ShellShock.uk.

Why? Alternatives and solutions can be offered at any point:

@ sh elliw a lsh

ShellShock.uk.

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.”

@ sh elliw a lsh

ShellShock.uk.

Why? The roles can be reversed at any point, again to create discomfort and provocation

@ sh elliw a lsh

ShellShock.uk.

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?

@ sh elliw a lsh

ShellShock.uk.

Keep asking: Why?

@ sh elliw a lsh

ShellShock.uk.

image from www.commonsenseevaluation.com/tag/old-spice

@ sh elliw a lsh

ShellShock.uk.

5.9m YouTube views on the first day

image from oldspice.com/en/videos/old-spice-smell-like-a-man

@ sh elliw a lsh

ShellShock.uk.

image from http://www.brodominiums.com/

@ sh elliw a lsh

ShellShock.uk.

image from http://www.thefl atteringman.com/

@ sh elliw a lsh

ShellShock.uk.

Sharp humour + social media Old Spice

@ sh elliw a lsh

ShellShock.uk.

https://instagram.com/p/5xNE_MNNXH/?taken-by=oldspice

@ sh elliw a lsh

ShellShock.uk.

Look for connections “An idea is nothing more nor less than a new combination of old elements.�

James Webb Young

@ sh elliw a lsh

ShellShock.uk.

Combine ideas

The first camera phone in 2000 https://en.wikipedia.org/wiki/J-SH04#/media/File:Sharp_J-SH04_CP%2B_2011.jpg

@ sh elliw a lsh

ShellShock.uk.

Ideas wall

http://crazywalls.tumblr.com/

@ sh elliw a lsh

ShellShock.uk.

Content101.com keywords theme

niche

seasonal

trends

brand

influencers

offline media/ books

facebook people

twitter people

authority hub sites

idea source

online publishers

Reddit people

google trends

social media

hash tags

Quora news sites

hosts bloggers

hub sites

media sites

social media

offline media online publishers

emotion

I like this love this just because

new styles

looks good trends

@ sh elliw a lsh

ShellShock.uk.

Combining random ideas Sportbluff.com

@ sh elliw a lsh

ShellShock.uk.

http://www.sportbluff.com

@ sh elliw a lsh

ShellShock.uk.

Output...

@ sh elliw a lsh

ShellShock.uk.

Digest Meditate Contemplate

@ sh elliw a lsh

ShellShock.uk.

distracted

relaxed

emotion

@ sh elliw a lsh

ShellShock.uk.

Be prepared – ideas come at any time – don’t lose them

@ sh elliw a lsh

ShellShock.uk.

Feedback & scrutiny

@ sh elliw a lsh

ShellShock.uk.

Agile and targeted responsive content Totino’s Pizza

@ sh elliw a lsh

ShellShock.uk.

http://www.totinosliving.com/article/buzzfeeds-50-unusable-stock-photos-used/

@ sh elliw a lsh

ShellShock.uk.

Takeaways

@ sh elliw a lsh

ShellShock.uk.

 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

@ sh elliw a lsh

ShellShock.uk.

@ sh elliw a lsh

ShellShock.uk.

download free ebooks at:

CONTENT101.COM @ sh elliw a lsh

ShellShock.uk.

Web: ShellShockuk.com Content101.com Creativity101.com

hey ! you

Twitter: @ShelliWalsh

Shelli Walsh

Linkedin: /in/shelliwalsh

@ sh elliw a lsh