Andre Ivanchuk

Have you ever wondered why certain environments, music and even scents inspire you and stimulate creative thought and ideas? To expand on this question even further. Why do we come up with the greatest ideas when we’re not coming up with ideas? When we play, ideas happen.

We’re in a constant cycle of growth and learning. As we move through life, we unconsciously develop ways to make our life more efficient by creating habits and routines. We find shorter ways to get from point A to point B. We develop new systems to get things done. And, we often learn efficiency and fall into habits without thinking. Our learning and growing is never without influence; whether the influence is a person, a story, an idea or an internal drive.

One of the forms of learning is Associative Learning. We often refer to this as Classical Conditioning (yes, the story of Pavlov’s dogs!) In a nutshell, if the brain is presented and conditioned with stimuli that evokes a specific response, then anytime a similar stimuli is presented, the same response is triggered. Over time, our minds develop an association between the stimulus and the response.

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What was the question asked that inspired the development of Anti Wi-Fi Paint to neutralize radio frequencies. Certainly it was not “Let’s make paint that will neutralize wave frequencies“. The question asked was, “How can we stop radio frequencies from traveling through unwanted spaces and environments?”

The end-results heavily depend on the coining and molding of the right question. Here’s a simple exercise to mold a great question:

• Begin with your initial question/statement – whether it’s a challenge, a problem or an opportunity at hand
• Write it down across the top of a page
• Identify key words in your statement
• Using a Thesaurus, begin to create variations of your statement by replacing the key words
• Statements and questions with fresh perspectives will begin to form. Pay close attention to the variations.

Below is a very basic example to illustrate the point. For a creative entrepreneur and an innovator, each statement opens very different possibilities and solutions:

• How can I travel to Miami more quickly (original statement)
  
• How can I drive to Miami more directly
• How can I fly to Miami instantly
• How can I connect with Miami more instantly
• How can Miami travel to me

“But you’re not going to get to an idea thinking visually in most cases. You have to think in words, then add the visual. The you can make one plus one equal three.” George Lois

A great statement by the legendary George Lois. If you are looking to come up with a great idea, start talking to yourself. Turn the computer off and engage in a dialog with yourself or your creative group. Spend time with the idea, shaping it with words.  The visual step will be much easier. And, you’ll have a powerful end-product.

Travel more. New BlueMotion technology. Big distances, little consumption.

Advertising Agency: DDB Milan, Italy
Executive Creative Director: Vicky Gitto
Art director: Aureliano Fontana
Copywriter: Bruno Vohwinkel