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Where Do All Those Ideas Come From?
Eric HughesV.P. Creative Director
20+ years in the biz (gasp!)
Wal-Mart, McDonald’s, blah-blah
OneShow, National Addys, ditto on the blah-blah
Here’s where to find this presentation!
madg.com/capgains2011
Here’s where to find this presentation!
madg.com/capgains2011
Let’s Bust This MythRight Now
Let’s Bust This MythRight Now
Edison didn’t invent it.
He perfected it.
(After 1000s of “failures”.)
The Lightbulb Lesson
Quantity before quality.
Not so much this…
For A Lucky Few, Ideas Come From A Brighter Place
As this…
For A Lucky Few, Ideas Come From A Brighter Place
No, we’re not changing
the world.
But one good marketing idea can…
Give you a fun career >
selling products > creating jobs > feeding your family > putting someone through college >
who might just be the next…
So let’s be
at it!awesome
Idea, Know Thy Enemies
Your inner Judge
Idea, Know Thy Enemies
Your inner Sloth
Idea, Know Thy Enemies
Your inner… must I say it?
Attack them with your…
Inner Idea Ninja!(Kinda little, huh?
But VERY observant.)
Know what makes great ideas great by copying them exactly,
then add your twist.
Idea Ninja Move 1: Be An AWESOME Cover Band
Idea Ninja Move 1: Be An AWESOME Cover Band
http://www.youtube.com/watch?v=Mr4HffbAUTk
Yep, a “cover band.”
I do it every day.
Like… today.
Idea Ninja Move 1: Be An AWESOME Cover Band
Some “bands” I cover…
Idea Ninja Move 1: Be An AWESOME Cover Band
http://www.commarts.com/exhibithttp://ihaveanidea.org/home.php
http://laughingsquid.com/
“Bah! That’s not original!”
“Ever heard of Humphrey Davy?
Hi-ya!”
Idea Ninja Move 1: Be An AWESOME Cover Band
< Humphrey
Davy
covered
by…Thomas
Edison >
Idea Ninja Move 1: Be An AWESOME Cover Band
< Humphrey
Davy
covered
by…Thomas
Edison >
“Understand EXACTLY what makes something brilliant, cover it, & add a meaningful twist. Hi-ya!”
Idea Ninja Move 2: Be A Brain Surgeon
Short term memory!
Idea Ninja Move 2: Be A Brain Surgeon
Converts short term
memory to…
… long term memory – a.k.a galaxies of idea
starters stored everywhere!
star wars
FARMING
bullfighting
art history
“Slow down. Where are we going? Me sleepy.”
“What if you used your WHOLE brain to brainstorm?”
Welcome to intergalactic thinking. Hi-ya!”
FARMING
Luggage company found
innovative product line…
…here
FARMING
You know at least 5 things about
EVERYTHING!
COWS
PIGS
SCARECROWS
CORN
SILOS
CEO: “We have no new ideas”
Monahan: “Let’s try Farming.”
Seasonal Storage
Plastic attic storage boxes!
FARMINGCOWS
PIGS
SCARECROWS
CORN
SILOS
star wars
FARMING
art history
bullfighting
Idea Ninja Move 2: Be A Brain Surgeon
“Use the infinite galaxies already stored in your brain to make unexpected leaps that solve problems (a.k.a. ideas). Hi-ya!”
Idea Ninja Move 3: Make The Blank Sheet Smaller
Let’s play Name The Movie!
Roman General’s family killed by
Caesar’s evil son. Fights as slave in Coliseum to attain
revenge!
Let’s play Name The Movie!
Street-smart stowaway on huge boat wins girl from
rich jerk.
Iceberg!
Let’s play Name The Movie!
Young orphan on
remote planet joins rebellion to defeat evil empire led by
(gasp!) his Father.
Idea Ninja Move 3:Make The Blank Sheet Smaller
If a whole movie fits on a sticky note, can’t one
idea?
Idea Ninja Move 3:Make The Blank Sheet Smaller
If 1 idea can fit on a sticky note, how hard can it be to fill in 20 sticky notes?
Idea 1
Idea 2
Idea 3
Idea 4
Idea 5
“Ooh! Idea #4 would be cooler with a 6 hours of PhotoShopping!”
“The first five ideas are short-term memories. Let’s try Intergalactic thinking!
Idea 1
Idea 2
Idea 3
Idea 4
Idea 5
Idea 6
Idea 7
Idea 8
Idea 9
Idea 10
“Most of those are lame. But #10 is good enough.”
“Good is the enemy
of great. 5 more!
Hi-ya!”
Idea 1
Idea 2
Idea 3
Idea 4
Idea 5
Idea 6
Idea 7
Idea 8
Idea 9
Idea 10
Idea 11
Idea 12
Idea 13
Idea 14
Idea 15
Idea 16
Idea 17
Idea 18
Idea 19
Idea 20
Idea 1
Idea 2
Idea 3
Idea 4
Idea 5
Idea 6
Idea 7
Idea 8
Idea 9
Idea 10
Idea 11
Idea 12
Idea 13
Idea 14
Idea 15
“Me hungry. Sushi then nappy?”
“We slept last night.
5 more then lunch!
Hi-yah!
Idea 1
Idea 2
Idea 3
Idea 4
Idea 5
Idea 6
Idea 7
Idea 8
Idea 9
Idea 10
Idea 11
Idea 12
Idea 13
Idea 14
Idea 15
Idea 16
Idea 17
Idea 18
Idea 19
Idea 20
c
A solid creative team gets here
Edison’s team beyond here
“Think prolifically on smaller paper. It is impossible to have 100 bad ideas. You have done well, Grasshopper. Sushi?”
Idea Ninja Takeaways
Quantity before quality.
Know the enemies inside you.
Be an awesome cover band.
Use your WHOLE brain to brainstorm.
Make the blank sheet smaller.
Here’s where to find this presentation on Monday!madg.com/capgains2011
linkedin.com/company/mad-genius
facebook.com/madgeniusinc
twitter.com/madgeniusinc
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