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How To Create
 An Inspirational
& Sustainable Idea
         .

  March 30th, 2012
Gordon brown   brain juice - workshop 1
// Who am I?




  Gordon Brown, yeah that’s right!
//   GORDON BROWN


     Over twenty five years educational and business experience in sales and
     marketing
     This included fourteen years with Bass Brewers finishing as
     Director of Brands for the Tennents portfolio
     In 2000, as a board director, Gordon was part of the successful floatation
     of e-comsport Group plc - a sports technology company
     Education includes an Honours Degree,
     Post-Graduate Diploma in Management Studies and an MBA
     Gordon is a Member of the Chartered Institute of Marketers, Member of
     the Marketing Society and a Chartered Marketer
//   GORDON BROWN

•   Circuit Break: (formed 2001)
          •   Marketing consultancy
          •   Branding advice
          •   Marketing coaching and training
          •   Consumer insight advice
          •   Marketing/Brand/Activity planning

•   Brain Juice: (formed 2005)
          • Unlocking creative thinking
          • Creativity course
          • Workshops/Brainstorm facilitation

•   Novels: (first published 2009)
          •   Crime thriller writer
//   HOW DID WE DISCOVER BRAIN JUICE?
WHO DO WE WORK WITH?
So what is creativity?
// Some thoughts:
   • Idea = Doing something you currently do better
     (or worse) or doing something that is completely new

   • Innovation = Brilliant Ideas – Passionately Executed
// Another definition:


Need + Idea + Implementation = Creative Process
The Three Stages of the Creative Process

               DEFINITION       An unhealthy
                                 obsession


              GENERATION

            IMPLEMENTATION
// Definition
   Which is the easier question to answer:
       • What is 7 multiplied by 6?
         or
       • What is answer to the life, the universe and everything
// Generation
  The tools and techniques to create new ideas



  Kick Start
  Eccentric Thoughts
  Yo – Yo
  Similar People
Business world   Creative world
// Implementation
  How many people have been to a brainstorm – generated a
  lot of ideas and then, nothing has happened as a result?



                  Wheat from Chaff

          Personal Action + Structure
The Three Stages of the Creative Process

               DEFINITION

              GENERATION

            IMPLEMENTATION
// But why is creativity
   important to the
   organisation…?
// Why is creativity important…?


         CHANGE
// Change?
  Computers?
      • 1946 = 5,000 operations a second
      • 2001 = 2 Million operations a second
      • 2014 = 20,000 Trillion operations a second (It would
      take 120 billion people with 120 billion calculators 50
      years to do this in a day.)

  Online sales – UK
      • £60 billion spend by UK shoppers online. (2010)
// Change?
  How long to 50 Million users?
      • Radio = 38 years
      • TV = 17 years
      • PC’s = 16 years
      • Internet = 4 years
      • iPad = 2 Years?
So is creativity all about
  the ‘ONE’ big idea?
Gordon brown   brain juice - workshop 1
+

Scale
of
Idea


   -    Time
// Analysing via Thinking
   Urban Myth – but what does it tell us?

       Analysing –
       • NASA– 2 Years– $20 Million = Space Pen
       Thinking –
       • USSR – 0 Days – 0 Cost = Pencil!
// Quotes
//   I think there is a world market for maybe five
     computers
     Thomas J Watson, 1943, Chairman IBM


//   Who the hell wants to hear actors talk
     Harry M Warner, Warner Brothers, 1927
//   640k ought to be enough for anyone
     Bill Gates, 1981




//   “We don’t like their sound. Groups of guitars are on their way
     out.”
     Decca Records rejecting the Beatles, 1962




//   Whatever happens the US navy is not going to
     get caught napping
     Frank Knox, US Secretary of Navy, Dec 4th 1941 (Pearl Harbour attacked on Dec 7th)
Innovate or
  stagnate
// What are the barriers
   to creativity?
// Barriers
   • Destructive criticism
// Destructive criticism
   • ‘that idea is rotten’

   • ‘we’ve tried that before’

   • ‘we don’t have the time’

   • ‘be serious’

   • ‘let’s sleep on that one’

   • ‘have you been sleeping?’

   • ‘my boss will never buy that one’

   • ‘get real’
// Barriers
   • Destructive criticism

   • Need for conformity
// Need for Conformity
//   There ain’t no rules around here! we’re trying
     to accomplish something!
     Thomas A. Edison (1847 – 1931)



//   There are three rules for writing the novel.
     Unfortunately, no one knows what they are.

     W. Somerset Maugham (1874 – 1965)
// Barriers
   • Destructive criticism

   • Need for conformity

   • Time
Business world   Creative world
// Barriers
   • Destructive criticism

   • Need for conformity

   • Time

   • Physical Environment
// Barriers
   • Destructive criticism

   • Need for conformity

   • Time

   • Physical Environment

   • Bravery
// Three types of people:
  • Those who make things happen
  • Those who watch things happen
  • Those who wonder what happened!
THE BIGGEST BARRIER
SHOUT OUT THE COLOUR OF THE LETTERS
BLUE
GREEN
WHITE
ORANGE
BLACK
Gordon brown   brain juice - workshop 1
Some exercise to demonstrate the point
ON YOUR OWN
//   QUESTION 1

     A WOMAN LIVES IN TEXAS IN THE U.S.A. OVER THE
     COURSE OF A COUPLE OF DAYS SHE DRIVES TO
     NEW YORK AND THEN HOME TO TEXAS. ALL THE
     WHILE SHE ONLY EVER USES A SOUTHBOUND
     CARRIAGEWAY. EXPLAIN?

     She started her journey north of New York
//   QUESTION 2

     A BLIND MAN DRIVES UP TO A HOUSE, GETS OUT OF
     THE CAR AND GOES UP TO THE DOOR WITH A PACKAGE.
     THE HOMEOWNER TAKES THE PACKAGE AND GIVES THE BLIND
     MAN A CHEQUE. THE BLIND MAN THEN DRIVES AWAY. WHAT WAS
     IN THE PACKAGE?

     Blinds
//   QUESTION 3

     Using each symbol below exactly once each, form the
     name of an eight letter mammal.
     ehat
     dule
                                 Elepha
     Eledhaut   Eledhaut    nt
//   QUESTION 4

     What are the next two numbers in this sequence?
     36,91,21,51,82,12,42
     3,6,9,12,15,18,21,24,2
     3,6,9,12,15,18,21,24,27,3
     3,6,9,12,15,18,21,24,27,30,33,36
//   QUESTION 5

     Add three more unbroken
     matches so that a cube is formed   = 8 = 23
//   Barriers to creativity



     You are out in the city centre and you see a dark blue
     Ford Mondeo pull up beside you. In the car
     is a man with a business suit on and a briefcase
     on the passenger seat. The back seat is filled
     with filing boxes and paper. He is talking into his mobile
     phone.

     Describe the person in the car. What does he do? Who is
     he? What kind of life does he have?
What if you are wrong
what else could he be?
// Why do you think the
   way you do?
// There are a number of barriers
   but the biggest is your brain…
   Work


                EVERYTHING IN ITS PLACE
                AND A PLACE FOR EVERTHING

                Play
Rest
The river
//   THE RIVER
THE KEY TO GETTING
OUT OF THE RIVER…
Stimulation
// Cracking creativity
   Kick Start
   Eccentric Thoughts
   Yo – Yo
   Similar People
//   THE RIVER
//   THE RIVER
// Cracking creativity – quick tips
   Take a break.
   In a digital world notepads are still good.
   Look for stimulation.
   Meet away from the office.
   Steal with glee.
   If really stuck re express the problem.
   It’s ok to have fun while looking for a new idea.
// Summary
  Three Steps
        • DEFINITION
        • GENERATION
        • IMPLEMENTATION


  Barrier to Creativity




  Solution   K
             E
             Y
             S
Gordon brown   brain juice - workshop 1
Business Management
Ian MacKenzie


  • Notes are available on request from the most
    recent C4 Online Briefing.
  • Ongoing Fuel4 & briefings promoted on our
    Twitter account
  • All documents (briefing notes and pitch
    template) available on our Tumblr
                       @Channel4Online

                       Channel4online.tumblr.com
QUESTIONS

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Gordon brown brain juice - workshop 1

  • 1. How To Create An Inspirational & Sustainable Idea . March 30th, 2012
  • 3. // Who am I? Gordon Brown, yeah that’s right!
  • 4. // GORDON BROWN Over twenty five years educational and business experience in sales and marketing This included fourteen years with Bass Brewers finishing as Director of Brands for the Tennents portfolio In 2000, as a board director, Gordon was part of the successful floatation of e-comsport Group plc - a sports technology company Education includes an Honours Degree, Post-Graduate Diploma in Management Studies and an MBA Gordon is a Member of the Chartered Institute of Marketers, Member of the Marketing Society and a Chartered Marketer
  • 5. // GORDON BROWN • Circuit Break: (formed 2001) • Marketing consultancy • Branding advice • Marketing coaching and training • Consumer insight advice • Marketing/Brand/Activity planning • Brain Juice: (formed 2005) • Unlocking creative thinking • Creativity course • Workshops/Brainstorm facilitation • Novels: (first published 2009) • Crime thriller writer
  • 6. // HOW DID WE DISCOVER BRAIN JUICE?
  • 7. WHO DO WE WORK WITH?
  • 8. So what is creativity?
  • 9. // Some thoughts: • Idea = Doing something you currently do better (or worse) or doing something that is completely new • Innovation = Brilliant Ideas – Passionately Executed
  • 10. // Another definition: Need + Idea + Implementation = Creative Process
  • 11. The Three Stages of the Creative Process DEFINITION An unhealthy obsession GENERATION IMPLEMENTATION
  • 12. // Definition Which is the easier question to answer: • What is 7 multiplied by 6? or • What is answer to the life, the universe and everything
  • 13. // Generation The tools and techniques to create new ideas Kick Start Eccentric Thoughts Yo – Yo Similar People
  • 14. Business world Creative world
  • 15. // Implementation How many people have been to a brainstorm – generated a lot of ideas and then, nothing has happened as a result? Wheat from Chaff Personal Action + Structure
  • 16. The Three Stages of the Creative Process DEFINITION GENERATION IMPLEMENTATION
  • 17. // But why is creativity important to the organisation…?
  • 18. // Why is creativity important…? CHANGE
  • 19. // Change? Computers? • 1946 = 5,000 operations a second • 2001 = 2 Million operations a second • 2014 = 20,000 Trillion operations a second (It would take 120 billion people with 120 billion calculators 50 years to do this in a day.) Online sales – UK • £60 billion spend by UK shoppers online. (2010)
  • 20. // Change? How long to 50 Million users? • Radio = 38 years • TV = 17 years • PC’s = 16 years • Internet = 4 years • iPad = 2 Years?
  • 21. So is creativity all about the ‘ONE’ big idea?
  • 23. + Scale of Idea - Time
  • 24. // Analysing via Thinking Urban Myth – but what does it tell us? Analysing – • NASA– 2 Years– $20 Million = Space Pen Thinking – • USSR – 0 Days – 0 Cost = Pencil!
  • 25. // Quotes // I think there is a world market for maybe five computers Thomas J Watson, 1943, Chairman IBM // Who the hell wants to hear actors talk Harry M Warner, Warner Brothers, 1927
  • 26. // 640k ought to be enough for anyone Bill Gates, 1981 // “We don’t like their sound. Groups of guitars are on their way out.” Decca Records rejecting the Beatles, 1962 // Whatever happens the US navy is not going to get caught napping Frank Knox, US Secretary of Navy, Dec 4th 1941 (Pearl Harbour attacked on Dec 7th)
  • 27. Innovate or stagnate
  • 28. // What are the barriers to creativity?
  • 29. // Barriers • Destructive criticism
  • 30. // Destructive criticism • ‘that idea is rotten’ • ‘we’ve tried that before’ • ‘we don’t have the time’ • ‘be serious’ • ‘let’s sleep on that one’ • ‘have you been sleeping?’ • ‘my boss will never buy that one’ • ‘get real’
  • 31. // Barriers • Destructive criticism • Need for conformity
  • 32. // Need for Conformity // There ain’t no rules around here! we’re trying to accomplish something! Thomas A. Edison (1847 – 1931) // There are three rules for writing the novel. Unfortunately, no one knows what they are. W. Somerset Maugham (1874 – 1965)
  • 33. // Barriers • Destructive criticism • Need for conformity • Time
  • 34. Business world Creative world
  • 35. // Barriers • Destructive criticism • Need for conformity • Time • Physical Environment
  • 36. // Barriers • Destructive criticism • Need for conformity • Time • Physical Environment • Bravery
  • 37. // Three types of people: • Those who make things happen • Those who watch things happen • Those who wonder what happened!
  • 39. SHOUT OUT THE COLOUR OF THE LETTERS
  • 40. BLUE
  • 41. GREEN
  • 42. WHITE
  • 44. BLACK
  • 46. Some exercise to demonstrate the point
  • 48. // QUESTION 1 A WOMAN LIVES IN TEXAS IN THE U.S.A. OVER THE COURSE OF A COUPLE OF DAYS SHE DRIVES TO NEW YORK AND THEN HOME TO TEXAS. ALL THE WHILE SHE ONLY EVER USES A SOUTHBOUND CARRIAGEWAY. EXPLAIN? She started her journey north of New York
  • 49. // QUESTION 2 A BLIND MAN DRIVES UP TO A HOUSE, GETS OUT OF THE CAR AND GOES UP TO THE DOOR WITH A PACKAGE. THE HOMEOWNER TAKES THE PACKAGE AND GIVES THE BLIND MAN A CHEQUE. THE BLIND MAN THEN DRIVES AWAY. WHAT WAS IN THE PACKAGE? Blinds
  • 50. // QUESTION 3 Using each symbol below exactly once each, form the name of an eight letter mammal. ehat dule Elepha Eledhaut Eledhaut nt
  • 51. // QUESTION 4 What are the next two numbers in this sequence? 36,91,21,51,82,12,42 3,6,9,12,15,18,21,24,2 3,6,9,12,15,18,21,24,27,3 3,6,9,12,15,18,21,24,27,30,33,36
  • 52. // QUESTION 5 Add three more unbroken matches so that a cube is formed = 8 = 23
  • 53. // Barriers to creativity You are out in the city centre and you see a dark blue Ford Mondeo pull up beside you. In the car is a man with a business suit on and a briefcase on the passenger seat. The back seat is filled with filing boxes and paper. He is talking into his mobile phone. Describe the person in the car. What does he do? Who is he? What kind of life does he have?
  • 54. What if you are wrong what else could he be?
  • 55. // Why do you think the way you do?
  • 56. // There are a number of barriers but the biggest is your brain… Work EVERYTHING IN ITS PLACE AND A PLACE FOR EVERTHING Play Rest
  • 58. // THE RIVER
  • 59. THE KEY TO GETTING OUT OF THE RIVER…
  • 61. // Cracking creativity Kick Start Eccentric Thoughts Yo – Yo Similar People
  • 62. // THE RIVER
  • 63. // THE RIVER
  • 64. // Cracking creativity – quick tips Take a break. In a digital world notepads are still good. Look for stimulation. Meet away from the office. Steal with glee. If really stuck re express the problem. It’s ok to have fun while looking for a new idea.
  • 65. // Summary Three Steps • DEFINITION • GENERATION • IMPLEMENTATION Barrier to Creativity Solution K E Y S
  • 67. Business Management Ian MacKenzie • Notes are available on request from the most recent C4 Online Briefing. • Ongoing Fuel4 & briefings promoted on our Twitter account • All documents (briefing notes and pitch template) available on our Tumblr @Channel4Online Channel4online.tumblr.com