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Unicorns vs dinosaurs
How to be creative when nobody wants you to
Founder and MD of Manyminds
Co-founder of Outrageous Creative
Author of ‘The Future is Freelance’
Runs mentoring programme...
Let me start with a fact
@kirsty_hulse #searchlove
11 items of clothing
@kirsty_hulse #searchlove
39,916,800 ways to get
dressed
Business operate on
quantifiable predictability
@kirsty_hulse #searchlove
We reward not making
mistakes and maintaining
status quo
@kirsty_hulse #searchlove
People are paid
to not f**k up
@kirsty_hulse #searchlove
Let me circulate that
with all the key
stakeholders
We have strict brand
guidelines
We have a 12 step sign
off process
Meanwhile
@kirsty_hulse #searchlove
We are exposed to 3000
adverts a day
@kirsty_hulse #searchlove
1 in 3 of us use
ad blockers
@kirsty_hulse #searchlove
“I get thousands of press
releases a day. Literally.
Thousands.”
@kirsty_hulse #searchlove
We have to be bold and
incite emotion
@kirsty_hulse #searchlove
600+ pickups, including initial
placements with BuzzFeed and
The Huffington Post
Extensive international
coverage, includi...
“Emotions are the key - consider using data
that will tell a human story, resonate
emotionally, or tell us something parti...
Brands don’t like to have
opinions
@kirsty_hulse #searchlove
74% of CMOs said they are
“unlikely” to take a creative
risk with their brand
@kirsty_hulse #searchlove
87% of us struggle to get our
best ideas signed off
@kirsty_hulse #searchlove
How can we be creative
nobody wants to take
risks?
@kirsty_hulse #searchlove
1. Have bold ideas
2. Get them signed off
bold ideas...
...Signed off
Having bold ideas
@kirsty_hulse #searchlove
Who here believes you
are a creative person?
“Creativity is a skill that can be
learned, developed and
applied”
@kirsty_hulse #searchlove
Habits
Brainstorms
Validation
@kirsty_hulse #searchlove
“All creativity comes
through play.”
@kirsty_hulse #searchlove
Businesses have to
develop habits to enable
their staff to be creative
@kirsty_hulse #searchlove
Random wordsUse random words against a defined focused
to stimulate new ideas. The random word
allows us to open up paths ...
Focus: To provide
idea to promote a
storage company
Random word:
Planet and
Photograph
Confidence games
@kirsty_hulse #searchlove
Be playful, take
ourselves a less
seriously, loosen
inhibitions
@kirsty_hulse #searchlove
One word story
You know the drill. One word each. It has to make sense. There’s a timer.
@kirsty_hulse #searchlove
An expert talk
Pick a subject from the list on the next slide. Then, can you please educate
the room on how this topic.
@k...
1. How to feng shui a room
2. What really killed off the dinosaurs
3. Why clowns are evil
4. The history of kitchen utensi...
“I had no idea
how easily I could
make stuff up!”
@kirsty_hulse #searchlove
ProvocationsCome up with absurd solutions to a
problem
Emotionally connect
with storage
@kirsty_hulse #searchlove
Underlying emotional
principle: Loss, change,
sentimental value
@kirsty_hulse #searchlove
1. How to feng shui a room
2. What really killed off the dinosaurs
3. Why clowns are evil
4. The history of kitchen utensi...
Write a blog post
@kirsty_hulse #searchlove
Use Instagram stories
@kirsty_hulse #searchlove
Run a test data campaign
@kirsty_hulse #searchlove
Business case
for creativity
“Creative campaigns
were 7 times more
effective than
non-creative campaigns”
@kirsty_hulse #searchlove
“If you let me be creative,
this will be 700% better”
@kirsty_hulse #searchlove
“Non creative
campaigns are
becoming less effective
over time”
@kirsty_hulse #searchlove
A standard way of
pitching a campaign is a
problem
@kirsty_hulse #searchlove
“I give my client loads of
data, but they still don’t
sign it off”
@kirsty_hulse #searchlove
Data is only good for
rational decision making.
Here we’re dealing with
fear
@kirsty_hulse #searchlove
Pitch something
insane
@kirsty_hulse #searchlove
The centre stage
complex
@kirsty_hulse #searchlove
“53% more likely to pick
the middle option”
@kirsty_hulse #searchlove
Plan for the worst case
scenario
@kirsty_hulse #searchlove
@kirsty_hulse #searchlove
Business case
for creativity
Round up!
Believe in your
ability to be creative
@kirsty_hulse #searchlove
Practice and train your
creative mind
@kirsty_hulse #searchlove
Go to new places. Be
silly. Play games.
@kirsty_hulse #searchlove
Have tiny feet
@kirsty_hulse #searchlove
Take time to
understand who you
are trying to convince
@kirsty_hulse #searchlove
Anticipate objections
@kirsty_hulse #searchlove
Win the
space race!
@kirsty_hulse #searchlove
Thank you!
bit.ly/SEOunicorn
kirsty@outrageouscreative.com
@kirsty_hulse
SearchLove London 2018 - Kirsty Hulse - Unicorns vs Dinosaurs: How to Be Creative When Nobody Wants You To
SearchLove London 2018 - Kirsty Hulse - Unicorns vs Dinosaurs: How to Be Creative When Nobody Wants You To
SearchLove London 2018 - Kirsty Hulse - Unicorns vs Dinosaurs: How to Be Creative When Nobody Wants You To
SearchLove London 2018 - Kirsty Hulse - Unicorns vs Dinosaurs: How to Be Creative When Nobody Wants You To
SearchLove London 2018 - Kirsty Hulse - Unicorns vs Dinosaurs: How to Be Creative When Nobody Wants You To
SearchLove London 2018 - Kirsty Hulse - Unicorns vs Dinosaurs: How to Be Creative When Nobody Wants You To
SearchLove London 2018 - Kirsty Hulse - Unicorns vs Dinosaurs: How to Be Creative When Nobody Wants You To
SearchLove London 2018 - Kirsty Hulse - Unicorns vs Dinosaurs: How to Be Creative When Nobody Wants You To
SearchLove London 2018 - Kirsty Hulse - Unicorns vs Dinosaurs: How to Be Creative When Nobody Wants You To
SearchLove London 2018 - Kirsty Hulse - Unicorns vs Dinosaurs: How to Be Creative When Nobody Wants You To
SearchLove London 2018 - Kirsty Hulse - Unicorns vs Dinosaurs: How to Be Creative When Nobody Wants You To
SearchLove London 2018 - Kirsty Hulse - Unicorns vs Dinosaurs: How to Be Creative When Nobody Wants You To
SearchLove London 2018 - Kirsty Hulse - Unicorns vs Dinosaurs: How to Be Creative When Nobody Wants You To
SearchLove London 2018 - Kirsty Hulse - Unicorns vs Dinosaurs: How to Be Creative When Nobody Wants You To
SearchLove London 2018 - Kirsty Hulse - Unicorns vs Dinosaurs: How to Be Creative When Nobody Wants You To
SearchLove London 2018 - Kirsty Hulse - Unicorns vs Dinosaurs: How to Be Creative When Nobody Wants You To
SearchLove London 2018 - Kirsty Hulse - Unicorns vs Dinosaurs: How to Be Creative When Nobody Wants You To
SearchLove London 2018 - Kirsty Hulse - Unicorns vs Dinosaurs: How to Be Creative When Nobody Wants You To
SearchLove London 2018 - Kirsty Hulse - Unicorns vs Dinosaurs: How to Be Creative When Nobody Wants You To
SearchLove London 2018 - Kirsty Hulse - Unicorns vs Dinosaurs: How to Be Creative When Nobody Wants You To
SearchLove London 2018 - Kirsty Hulse - Unicorns vs Dinosaurs: How to Be Creative When Nobody Wants You To
SearchLove London 2018 - Kirsty Hulse - Unicorns vs Dinosaurs: How to Be Creative When Nobody Wants You To
SearchLove London 2018 - Kirsty Hulse - Unicorns vs Dinosaurs: How to Be Creative When Nobody Wants You To
SearchLove London 2018 - Kirsty Hulse - Unicorns vs Dinosaurs: How to Be Creative When Nobody Wants You To
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SearchLove London 2018 - Kirsty Hulse - Unicorns vs Dinosaurs: How to Be Creative When Nobody Wants You To

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When managing creative campaigns, one of the most important factors is a strong, compelling idea. More often than not, these can be the most original, most unique and consequently most daunting. In a world where creativity is key, but we live in a risk mitigation work culture, how can we encourage those around us to put their fears and objections to one side and embrace the potential of bravery.

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SearchLove London 2018 - Kirsty Hulse - Unicorns vs Dinosaurs: How to Be Creative When Nobody Wants You To

  1. 1. Unicorns vs dinosaurs How to be creative when nobody wants you to
  2. 2. Founder and MD of Manyminds Co-founder of Outrageous Creative Author of ‘The Future is Freelance’ Runs mentoring programme and creativity workshops Haven’t got a clue what I am doing @kirsty_hulse #searchlove
  3. 3. Let me start with a fact @kirsty_hulse #searchlove
  4. 4. 11 items of clothing @kirsty_hulse #searchlove 39,916,800 ways to get dressed
  5. 5. Business operate on quantifiable predictability @kirsty_hulse #searchlove
  6. 6. We reward not making mistakes and maintaining status quo @kirsty_hulse #searchlove
  7. 7. People are paid to not f**k up @kirsty_hulse #searchlove
  8. 8. Let me circulate that with all the key stakeholders We have strict brand guidelines We have a 12 step sign off process
  9. 9. Meanwhile @kirsty_hulse #searchlove
  10. 10. We are exposed to 3000 adverts a day @kirsty_hulse #searchlove
  11. 11. 1 in 3 of us use ad blockers @kirsty_hulse #searchlove
  12. 12. “I get thousands of press releases a day. Literally. Thousands.” @kirsty_hulse #searchlove
  13. 13. We have to be bold and incite emotion @kirsty_hulse #searchlove
  14. 14. 600+ pickups, including initial placements with BuzzFeed and The Huffington Post Extensive international coverage, including Business Insider Australia, CNN Espanol, six additional versions of The Huffington Post More than 3 million views from the BuzzFeed feature alone Close to 1 million social shares, with nearly 20 percent coming from on-site shares
  15. 15. “Emotions are the key - consider using data that will tell a human story, resonate emotionally, or tell us something particular regarding human behavior.” - Krystin Tynski @kirsty_hulse #searchlove
  16. 16. Brands don’t like to have opinions @kirsty_hulse #searchlove
  17. 17. 74% of CMOs said they are “unlikely” to take a creative risk with their brand @kirsty_hulse #searchlove
  18. 18. 87% of us struggle to get our best ideas signed off @kirsty_hulse #searchlove
  19. 19. How can we be creative nobody wants to take risks? @kirsty_hulse #searchlove
  20. 20. 1. Have bold ideas 2. Get them signed off bold ideas... ...Signed off
  21. 21. Having bold ideas
  22. 22. @kirsty_hulse #searchlove Who here believes you are a creative person?
  23. 23. “Creativity is a skill that can be learned, developed and applied” @kirsty_hulse #searchlove
  24. 24. Habits Brainstorms Validation @kirsty_hulse #searchlove
  25. 25. “All creativity comes through play.” @kirsty_hulse #searchlove
  26. 26. Businesses have to develop habits to enable their staff to be creative @kirsty_hulse #searchlove
  27. 27. Random wordsUse random words against a defined focused to stimulate new ideas. The random word allows us to open up paths we would otherwise never explore.
  28. 28. Focus: To provide idea to promote a storage company Random word: Planet and Photograph
  29. 29. Confidence games @kirsty_hulse #searchlove
  30. 30. Be playful, take ourselves a less seriously, loosen inhibitions @kirsty_hulse #searchlove
  31. 31. One word story You know the drill. One word each. It has to make sense. There’s a timer. @kirsty_hulse #searchlove
  32. 32. An expert talk Pick a subject from the list on the next slide. Then, can you please educate the room on how this topic. @kirsty_hulse #searchlove
  33. 33. 1. How to feng shui a room 2. What really killed off the dinosaurs 3. Why clowns are evil 4. The history of kitchen utensils that never caught on 5. How to stalk a celebrity 6. Why everything your parents tell you is a lie 7. An experts guide to winter gardening 8. Interior design for £5 or less 9. The reason universal plugs are all so different @kirsty_hulse #searchlove
  34. 34. “I had no idea how easily I could make stuff up!” @kirsty_hulse #searchlove
  35. 35. ProvocationsCome up with absurd solutions to a problem
  36. 36. Emotionally connect with storage @kirsty_hulse #searchlove
  37. 37. Underlying emotional principle: Loss, change, sentimental value @kirsty_hulse #searchlove
  38. 38. 1. How to feng shui a room 2. What really killed off the dinosaurs 3. Why clowns are evil 4. The history of kitchen utensils that never caught on 5. How to stalk a celebrity 6. Why everything your parents tell you is a lie 7. An experts guide to winter gardening 8. Interior design for £5 or less 9. The reason universal plugs are all so different
  39. 39. Write a blog post @kirsty_hulse #searchlove
  40. 40. Use Instagram stories @kirsty_hulse #searchlove
  41. 41. Run a test data campaign @kirsty_hulse #searchlove
  42. 42. Business case for creativity
  43. 43. “Creative campaigns were 7 times more effective than non-creative campaigns” @kirsty_hulse #searchlove
  44. 44. “If you let me be creative, this will be 700% better” @kirsty_hulse #searchlove
  45. 45. “Non creative campaigns are becoming less effective over time” @kirsty_hulse #searchlove
  46. 46. A standard way of pitching a campaign is a problem @kirsty_hulse #searchlove
  47. 47. “I give my client loads of data, but they still don’t sign it off” @kirsty_hulse #searchlove
  48. 48. Data is only good for rational decision making. Here we’re dealing with fear @kirsty_hulse #searchlove
  49. 49. Pitch something insane @kirsty_hulse #searchlove
  50. 50. The centre stage complex @kirsty_hulse #searchlove
  51. 51. “53% more likely to pick the middle option” @kirsty_hulse #searchlove
  52. 52. Plan for the worst case scenario @kirsty_hulse #searchlove
  53. 53. @kirsty_hulse #searchlove
  54. 54. Business case for creativity Round up!
  55. 55. Believe in your ability to be creative @kirsty_hulse #searchlove
  56. 56. Practice and train your creative mind @kirsty_hulse #searchlove
  57. 57. Go to new places. Be silly. Play games. @kirsty_hulse #searchlove
  58. 58. Have tiny feet @kirsty_hulse #searchlove
  59. 59. Take time to understand who you are trying to convince @kirsty_hulse #searchlove
  60. 60. Anticipate objections @kirsty_hulse #searchlove
  61. 61. Win the space race! @kirsty_hulse #searchlove
  62. 62. Thank you! bit.ly/SEOunicorn kirsty@outrageouscreative.com @kirsty_hulse

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