1

2

3

The accidental creative director – I was just interested in ideas…

4

I don’t need to teach you how to suck eggs – good ideas have impact

and get noticed / good ideas communicate / good ideas can be

persuasive for creating change / good ideas are seductive / good ideas

get passed on by others, that is viral,

5

Creativity is Not just for the creative dept – time sheets ;)

6

7

You ever wondered where good ideas come from? How come some

people are just great at coming up with them?

8

Ideas start life as problems

If you held up your hand… you simply don’t have enough problems!

9

A problem is an obstacle which makes it difficult to achieve a desired goal,

objective or purpose. It refers to a situation, condition, or issue that is yet

unresolved.

If you are faced with a question, and you find an answer, you have no problem.

If you are faced with a question, and there is no apparent answer, you have a

problem.

10

Whats the problem? Does it really

11

Rewind to 1960 American advertising – a time where

james webb young, a creative copywriter is typing away in his Madison

Avenue office. Thinking and creating ideas for his next campaign.

A may have looked something like this…

12

Less than a mile along the road a newspaper team are assembled.

They have a problem: the competition have stopped selling advertising

space in magazines and started selling ideas.

The news moguls rapidly dispatch a man to ask James Webb Young:

How do you come up with ideas?

13

Less than a mile along the road a newspaper team are assembled.

They have a problem: the competition have stopped selling advertising

space in magazines and started selling ideas.

The news moguls rapidly dispatch a man to ask James Webb Young:

How do you come up with ideas?

14

JWY thinks the question is silly and laughs the newspaper guy out of

the office.

But it gets him thinking where do good ideas come from?

15

JWY thinks the question is silly and laughs the newspaper guy out of

the office.

But it gets him thinking where do good ideas come from?

16

17

after you have studied a problem from every angle GUESS WHAT: you’re

more confused than ever!

18

The second stage of coming up with ideas is get your first ideas out of your

system

The more stupid the better.

Get out the corny, the rude and the puns – get them out

19

Stop thinking about the subject and let your subconscious go to work

This is the bit where your subconscious goes to work and solves in order to

solve the problem for you

try juggling1

20

Most renown scientists, writers, composers and historical figures attribute their

success to the power of the subconscious.

The subconscious mind takes instructions from the conscious mind without

questioning

the subconscious never acts on its own without direction. It is unable to reason,

and simply accepts all the information that you feed it because it is unable to

distinguish between what is reality and what is not.

21

the forth stage . Be ready for ideas to flow at any time

having a drink in a bar

shower

running

being with a group of like minded people

22

Shape and develop the idea for practical usefulness

Share the idea with others

23

That was the 1960’s, we have come a long way since then, and much in the

world has changed. Yet the fundamentals of Young’s book still remain

beneficial for achieving quality creative that delivers a big idea. So to totally

discard the thinking would be a folly.

24

our brains have been solving problems for 1000’s of years – good ideas come

from our minds BUT only when we follow the five stages

25

26

27

Shape and develop the idea for practical usefulness

Share the idea with others