It's In Our DNA to Create

We as humans are creative beings by nature. By our design and DNA we are wired to make stuff and create. The creative drive comes from a inner place, far behind our intellect and our emotions. It is something that cannot be learned or taught. It can only be realized and developed. Since this pure creative drive comes from an inner place, the process of birthing an idea is often hindered and polluted by our intellect and our emotions. Environments that stimulate all five senses enable us to tap into this inner place where the best ideas live. While our senses are being stimulated and engaged, we allow for the ideas to be heard. Yes, there comes a time when we need to convert this idea into a feasible product using our intellect and our emotions. But, we need to find the seed of the idea. And the way to tap into this source is to block out our sensory receptors.

This post is a further explanation to Airports, Coffee & Pavlov’s Dogs.

Airports, Coffee & Pavlov’s Dogs

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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Hire the Freaks, Crazies and T-Shaped People

Every organization needs a strong team. Every progressive organization needs a dynamic team that will lead the organization forward. Without a dynamic team of unique personalities, likes and interests the creative culture and the life of an organization grows bland and stale. Individuals who are nontraditional create a healthy tension in the way ideas are generated, shared and executed by offering unpredictable perspectives. Some of dynamic individuals include:

Freaks – As Tom Peters put it, freaks are the only (only) ones who succeed – as in, make it into the history books. Jeremy Gutsche states that Nontraditional thinkers offer the maverick ideas and the personality a company needs to adapt.

Crazies – Hire Crazies and avoid moderation (Kevin Robers, CEO of Saatchi & Saatchi)

T-ShapedTim Brown of IDEO, fills his company with individuals that posses this quality. As Tim puts it… (more…)

Quantity is Not Quality – Online Users & The Quality of a Click

What does concrete data really say about the quality of a click. How can we measure the quality of concrete data to better understand online users within our communities?

If 500 individuals “like” a post or a page, it is simply 500 individuals who clicked the “like” button. We can assume if the number is high, then the probability of a genuine click is higher. But this does not necessarily provide us with a clear picture of the quality of the clicks and users.

I’m not sure that we can effectively track social media efforts, yet. This might be one of the reasons why companies across the globe are having a difficult time justifying cutting their ad dollars out of traditional media to fuel social media. But, if social media efforts were brought to a halt at a brand that currently utilizes online social channels, there would be a measurable dent in their bottom-line, even thought we can’t track the upfront efforts.

Looking at hard data is a classic quantitative approach. And there’s always validity with numbers. But, how do we measure the quality of the data? Certainly we can make educated interpretations of the data, but this will not give us a true understanding of the quality of our users, followers or community.

I’m a firm believer in numbers and concrete data. Numbers cannot lie. But numbers are representative of quantity, and not of quality.

(A response & dialogue to Mitch Joel’s post on The Almighty Endgame Of Marketing on Six Pixels of Separation)

Testing Your Ideas

No entrepreneur wants to waste their time developing a business idea that will only end up flopping. Here’s a simple test to determine whether your idea has a chance of becoming valuable and desirable, or you’re just wasting your time and resources.

The above drawing takes into account two factors, PR value and Needs value.

Bottom Left -If your idea falls into this quadrant, just stop. No one will ever buy your product, nor will the press care for the lack of a story.

Top Left – This quadrant can be described as the typical publicity stunt without the proper backing. The story is great. PR loves it. Mass exposure is achieved. But the immediate rise is short-lived after the public realizes your product is without value and doesn’t fill an actual need.

Bottom Right – A great idea without PR support is paved with a journey of an uphill push. Eventually the product will make it into the mass market, only after it’s passed the chasm.

Top Right – If you’re story or idea is newsworthy, it is the best free advertising anyone can get. If you’re story is really good, it will spread like wildfire through blogs, tweets and likes. A great idea coupled with immediate publicity equals a true winner.

Bottom line, as you come up with ideas, make sure people will buy it and there’s an interesting story behind it for the press to eat up.

Thank you @gaeblerdotcom for sharing your approach on Gaebler.com

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