Category Archives: Creativity

Find the revolution in constraints

in Creativity, Innovation

Before I fell in love with technology my intent was to become an architect. Because of this I have an acute sensitivity with architects, so when I heard about the ideas of Bjarke Ingels a few years ago I was blown away.

When we think about innovation we talk about thinking outside the box so we can replace the existing box. But in doing so we sometimes completely forget about using the constraints of the existing box for inspiration. Thinking outside the box is just looking for solutions in other boxes and integrating/combining those ideas into the existing box to make a different and better box.

Watch these series of videos and notice how many times Bjarke works with contraints to create something revolutionary while not even attempting to do so.

Evolution leads to Revolution

Creative constraints as the BIG idea

Key point: Constraints help you focus on what matters. Then you can look beyond them in other boxes to see how you can re-arrange, re-imagine you existing box.

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Reverse brainstorming: A better way to generate creative ideas

in Creativity, Innovation, Strategy

brainstorming

When we consider ‘how aha really happens‘ the traditional method we use for generating creative ideas, brainstorming, has flaws. Ask your friends, when do they have their best ideas? They will seldom answer, ‘during a brainstorming session’. Most likely it was in the shower, while driving and stuck in traffic or while daydreaming. The fact of the matter is ‘we can’t schedule creativity’ because we don’t know when that ‘aha’ will strike. Yet despite this basic human process we find that managers schedule a specific time for teams to come up with creative ideas.

This is not how creativity works in our brains. (Read page two of ‘How Aha really happens’):

“Over the past decade, neuroscientists have come a long way in figuring out how ideas form in the human mind. As it turns out, their findings contradict how most companies understand and organize innovation. But very few executives know that. They continue applying their conventional wisdom, unaware that science has overturned it.”

Another common belief is that having diverse people involved in a brainstorming session improves idea generation and selection. While this is true that doesn’t mean that the human element of ‘bias’ doesn’t exist. Group dynamics stifle innovation:

For example, in brainstorming sessions several people can quickly dominate a conversation often restricting the sharing of all potential ideas. In other cases, individuals may think less critically about a problem because they are happy to let others do the heavy lifting.  And, those people who lack confidence or internal credibility are more likely to practice self-censorship within peer groups. Finally, groups can be a breeding-ground for organizational barriers such as cultural norms and management bias that limit creativity and critical thinking.

Ok so now what?

Hybrid Model of Brainstorming

I think a better way of brainstorming is doing the opposite of typical brainstorming. For example, instead of brainstorming in groups to solve a particular problem at a particular time, setup a weekly meeting and let people bring in ideas on any subject that strike them at any time during the week. Interesting right?

Also in a traditional brainstorming session the group picks out the idea right there. Instead, don’t decide right away. Because if you brought an idea on any topic at all, the rest of the group might not have thought about the topic before. They’ll greet you with a blank stare in their face.

So instead of evaluating your idea the group will ask you to explain the idea as best you can, including all the elements that you combined in your head to come up with the idea. Then everyone goes off and think about individually and the discussion can continue over emails, telephone or in person. Eventually, a promising idea might emerge from the pack. At that time, it’s time for the ‘What Works Matrix‘ as an individual or group exercise.

Bottom line is creating the element of surprise at the beginning of idea generation. Because if you don’t create surprises you aren’t innovating.

Reverse brainstorming isn’t new

Now that you know how creativity works in the brain, the point is that our brains make connections continuously without us being aware of it. And because this is a natural human process, it’s key that we take advantage of in a whole week or month and not just in a two hour session.

Now, new research suggests that this hybrid model of brainstorming is more effective than the traditional one. While the research may be new, the practice is not. Firms such as IDEO have been doing this for years. They’re well known for including people from diverse backgrounds in all their meetings, essentially preparing a cocktail mix of ingredients to generate creative ideas.

This is how creativity works in the brain.

Obstacles don’t go away easily

Personally, I practice this model of brainstorming myself but have encountered problems. For example, if you’re the only one who brainstorms this way you’ll end up generating ideas that make no sense to others. They’ll think you’re nuts but at the same time they’ll give you the benefit of the doubt since you seem to have all the cool non-conventional ideas. Another problem is that people are used to brainstorming and selecting an idea right there. They don’t want to give an idea time to ‘simmer’ in their brains because of the bias for action. And also because they have more ‘important’ things to do in their routines and supposedly have no time to think. Blah!

So what to do?

Well you have to get people on board in the new way of brainstorming. My recommendation is ‘educate’ your team on how creativity works in our brains so they become aware of their own tendencies. This isn’t necessarily going to eliminate all obstacles but it’s an effective way to get people to believe, and as a plus they’ll feel smarter.

Thoughts? Do you practice a version of reverse brainstorming?

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Unlocking your creativity to fulfill your personal vision

in Creativity

I love this! Talk about freeing your mind, here’s a high powered conversation you don’t want to miss…

Alex Bogusky, formerly of Crispin Porter+Bogusky, has a weekly web show where he talks to all sorts of people who are making a difference. This week’s episode is called, Unlocking Your Personal Vision. This episode features a conversation with the team behind UFUSE – a company that helps individuals and companies unlock their vision and creativity. This one hour conversation is especially of interest, because Alex actually spent a week with them pushing his own vision and creativity to new heights.

The recipe for unlocking your personal vision: Genesis + Knowing why you’re doing it + staying with it.

Here are some ideas that were discussed:

Take a vacation and figure out what your vision is

  • . Grab a pen and a piece of paper and write down the things that are important to you. Take your time and get it all out. Think about it as the starting point of a vacation to figure out what your vision is.
  • Have courage. . Whereas creative decisions require courage, making fear based decisions that always lead to conventional paths as outcomes is what we always do. Break the pattern!
  • If you don’t like it, stop doing it. . It’s a terrible propositions because sometimes you just have to roll with the punches but if you’re really unhappy just stop doing it.
  • Tell people what you would like to work on. If you don’t like the projects that you’re being tasked with, tell them them the types of things that you really want to work on. Sometimes speaking helps not only you but others too. Other people have dislikes too, and in an effort to conform we don’t say what they are. Speak up!
  • If you’re working on fixing something that pisses you off, you’re in the right place. What are you dissatisfied with? What do you think sucks and can be done better? Can you feel how your soul gets filled with purpose when thinking about it? This is a good place to start.
  • No matter how good it is, it can always get better. If you’re perfectly happy with how things are going already, why not make it better? Get out of your comfort zone.

It’s an hour long but I guarantee it’s well worth your time Winking smile

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Will.i.am + Intel. What does it mean?

in Creativity, Innovation

will.i.am performing with Black Eyed Peas at O...

Image via Wikipedia

So the news broke yesterday that Black Eyed Peas singer Will.i.am is the new Director of Creative Innovation of chip maker Intel. It seemed to catch everyone by surprise. Well it shouldn’t really surprise you because it was only a matter of time when a major corporation would call on a ‘celebrity artist’ to collaborate on a deeper level. What is surprising are the protagonists: Will.i.am and Intel.

You see, innovation and design consultancies such as IDEO, Jump Associates, Frog Design have been collaborating with artists for a long time. It’s standard practice for them to bring them into the ideation and design process because they understand that innovation comes from anywhere including the creative arts. Now these are not ‘celebrity artists’, they’re artists from a local bar, freelancers or a friend of someone.

And that’s the difference. Big names joining forces gets noticed.

Examples of collaboration between celebrity artists and corporations exists already: Polaroid named Lady Gaga Creative Director of it’s imaging products last year and the result were the sunglasses that incorporate both a camera for taking pictures and video and an LCD screen for playing them back. HP brought in Dr. Dre and his Beats Headphones from the simple sound guide website to help freshen up their Envy line of laptops.

And this is only the beginning…

But what do these collaborations mean?

Simple:

As tech companies try to figure out how best to sell their growing multimedia firepower to consumers, they are turning to creative types like will.i.am for ideas and insight into the tastes of a younger demographic, as well as looking for their star power to add some sheen to their products.

What these artists have in common is they’re part of the culture of fashion, music and design. They have huge audiences of fans and have a thorough understanding of what their fans like. They can move masses of people because they understand culture. They also have a sense of technology. These insights are extremely valuable to corporations.

Some may see this as a simple marketing gimmick. I disagree. What I think is this points to a much larger trend, and that is the need for corporations to understand culture. Grant McCracken dedicated a whole book to expose why corporations fall behind in understanding consumers and how this is simply a problem of not understanding that the world they live in, is much different than the one their customers live in. It’s rallying cry for the need to understand culture. To not just observe it but to live it and bring it into the corporation.

Insights are the seeds of great ideas and you have to understand the world your customers live in to uncover those insights. These collaborations help bridge that gap.

Thougths?

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To innovate: Steal don’t imitate

in Creativity, Innovation, Strategy

When no one knows what’s going to happen we’ll naturally look at other people for clues on how to behave. This is the basis of imitation, and it’s a survival tactic. Simply said, in an environment where the world is changing, the best strategy is lots of imitation. The problem with this is we’re rarely aware of how ‘much imitation’ is necessary and plain and simple. It’s a balancing act to decide what to copy and what not.

Practice ‘Smart Stealing’

The best strategy is to ‘steal’ from different sources, ideally ‘the best’ sources outside your industry.

Examples abound of companies who have ‘stolen’ from others. Apple stole Xerox’s musical interface and mouse ideas. Facebook and MySpace stole Friendster’s social network idea. Microsoft stole Netscape’s browser idea. . It’s even happening in the Venture Capital Industry where one .…

Use constraints to fuel your creativity

in Creativity, Innovation, Strategy

Quickly, think of as many white things as you can in ten seconds.  Now think of white things in your kitchen.  Did the more constrained prompt spark more ideas? Yes.

Recent research on the best approach to creating novel things says that the number one key to innovation is scarcity. In other words, constraints help you focus on what matters.

Apple knows that embracing constraints helps them focus on what matters. Google is popular for using constraints to fuel their design and development process which have resulted in ‘perceived innovations’ in user experience. The ever popular 37 Signals, maker of online business management apps, pretty much runs their business on constraints.

So, how does placing constraints to fuel creativity look like?…

Unconventional marketing strategy starts with ‘what not to-be’

in Creativity, Marketing, Strategy

The element of surprise is the ultimate equalizer. Remember that? Here’s another clue, check it out…

I was reading 99 Percent’s interview with the founder of Slice Perfect, Miki Agrawal, an unorthodox pizzeria in NY. The interview is all about how he ‘surprised himself’ but the last question (about their marketing strategy) reveals an interesting answer:

It’s about being unorthodox, it’s about how you stand out. When you think about branding, you have to think about every touch point of a business. You can’t just change the ingredients because that’s not enough. You have to change the packaging, the marketing materials, the web experience. Everything has to change to create an impactful experience.

So we try to NOT look like a pizza place, but still have that familiar feeling. Our packaging is long, rectangular boxes; we serve the piece in four bite-sized pieces on a sushi plate. It’s a neat and clean, pristine experience; it’s not like you’re picking up this giant pizza slice. It slows down your eating. You’re not shoveling something into your mouth. You allow your stomach to catch up to your brain. It also promotes sharing. I can order a different pizza from you, and we can share.

So those are three differentiating elements: it’s neater and cleaner, it slows down eating, and it promotes sharing. So it’s a different experience.

Bingo! Meaningful difference is what I got from that answer. Anybody who hears that will ‘get it’ right away. What’s also awesome, is the way he puts it: We try NOT to look like a pizza place. That’s a good way to ‘surprise yourself’ and shatter expectations.

Want to do the same?

Every business wants to offer a great customer experience — but what exactly does “customer experience refer to? And why is it so important?

Many businesses think that if you offer a good product at a reasonable price, you’ve done enough to please the customer. But that’s not the case. A business must consider many elements of the overall customer experience in order to ensure customer satisfaction.

The key to customer retention is the customer experience, so let’s dive into what that means and how to make it work for you.

Overview: What is the customer experience?

The term “customer experience” refers to the entire journey a customer has with your company, from interacting with your sales team to experiencing the product to working out issues with customer support — and, hopefully, buying from you again.

A complete customer experience is vital for a business, as even if a company succeeds at one element — i.e., a great product — the customer may still end up dissatisfied if, say, they have a negative experience with customer support.

In order for a company to be successful, leadership must work on the totality of the customer experience rather than focus on individual elements.

Customer experience vs. customer service: What’s the difference?

Customer experience differs from customer service in that the former covers a much broader part of a company’s interaction with the customer, whereas customer service only deals with one aspect of it — the human-to-human interaction between the customer and customer service professionals.

Customer service is an important part of the customer experience, but it is only one element, and you need all elements working together to create a satisfying customer experience.

3 benefits of delivering a great customer experience

Improving your customer’s experience will provide many benefits to your company, but three benefits in particular will have a significant impact.

1. More sales

The first benefit is obvious: Create a great customer experience, and your customers will reward you by buying more products and referring you to their friends and family. A great customer experience results in good word of mouth, which is one of the most powerful marketing forces — and arguably the hardest to master.

2. Lower marketing costs

When customers love you, they do a lot of your marketing work with the help of websites using Shopify for you. Some companies rely entirely on word of mouth for sales, and that saves a lot of money in the marketing budget. If you’re in search for affordable marketing services, sites like https://www.landscapemarketingpros.co/services are definitely worth a visit.

You won’t have to blanket media with expensive advertising campaigns if customers are flocking to you because of the great experience you offer.

3. A loyal customer base

Companies with a loyal customer base have a more stable income stream and aren’t as beholden to the roller coaster of the market, fluctuating ad rates, and other outside forces that impact your bottom line.

A company with a great customer experience has a steady, reliable business model that can weather just about any storm thanks to customers that have their backs.

Strategies to improve the customer experience

But how do you go about improving the customer experience? It’s not just about working on your team’s customer service skills — it’s an involved process, and one that takes time if you do it right. However, the results are well worth it. Implement these strategies to maximize your results, get the best results by working with a professional user research company.

1. Create customer profiles

You can’t create a good customer experience unless you know your customers’ needs. And the best way to understand your customers is to meet with your team and brainstorm some customer profiles.

A customer profile is essentially how you would describe a certain type of customer. Draw up a description of the customer, describing qualities such as typical age, job title, income, interests, and anything else you find relevant.

Give the customer profile a name, like “Joe” or “Maria.” That way, you can easily refer to the customer type in meetings by simply mentioning their name. Your customer experience strategy should include at least two or three customer profiles.

Tip: Keep your customer profiles narrowly focused. Customer profiles that are too broad have little value and won’t allow you to create the tailored experience your customers crave. And if that means you have to create a dozen customer profiles, maybe your business has too broad of a focus overall.

2. Draw up a customer journey

Ask yourself, “If I were this customer, what would my ideal customer experience be like from start to finish?” Then draw up this journey for each of your customer profiles. Outline each step in the customer journey, from encountering an ad to purchasing to enjoying the product. Describe how each step ideally plays out.

How you visualize this customer journey is up to you. It could be a spreadsheet that describes what the customer is thinking and what action they might take — and how you want to change it — or it could be a flowchart of some sort.

Tip: Crowdsource the customer journey with your staff. Get all stakeholders to weigh in. They may notice things you do not, such as a desired customer interaction with the sales team you weren’t aware of.

3. Reward loyalty

A loyalty or rewards program may seem expensive, but it’s a lot cheaper than a marketing program to find new leads and convert them into paying customers. And it doesn’t always have to be a discount — you can reward customers in other ways, like offering extra features or exclusives.

It all comes down to understanding your customer and what they value — this is where your customer profiles come in handy. What kind of extra value could you offer to your customers that they would appreciate? If you know the answer, you’ll keep your customers coming back.

Tip: Narrowly tailor your rewards program to your best customers rather than showering your entire customer base with goodies. The point is to encourage loyalty rather than try to bribe everyone.

Here’s an exercise for you:

  • Write ‘let’s try NOT to be like <insert your category here>’ on the biggest whiteboard in your office where everyone in your organization can see it.
  • Next, let everyone know that you have a mission today to shake things up, tell them about how the message on the whiteboard will help you do that.
  • Next, invite your peers to contribute ideas on all the possible ways you can be the opposite of your category. Some people will laugh, others may already have some ideas hidden somewhere in their brains. You can collect these ideas by email, on an internal wiki, internal blog or pieces of papers. What matters is that you do it.
  • Once done, collect all these ideas and have a few people help you cluster them around ‘themes’ and put them where everyone can see.
  • Next, it’s show time! Via votes (number of ‘likes’) decide which ideas are ‘meaningful’ and ‘doable’. It’s important that you get the list down to only a few things that really ‘make a difference’, this will be tricky but very important.
  • Next, it’s time to action plan your ideas.

I know this is a fairly simplistic list, the intent is not to make it an activity so complex that people will lose interest. Remember, you’re asking people to get uncomfortable!

Thoughts?

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