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@hannah_bo_banna
going
down
the
rabbit hole…
chaos,
curiosity,
& creativity
@hannah_bo_banna
@hannah_bo_banna
hello there!
@hannah_bo_banna
my team’s job is to make things
that journalists want to write about
& people want to share
@hannah_bo_banna
huh?
this was created for Expedia,
it’s a series of vintage travel posters commemorating the wildlife we’ve lost
links from over 150 domains
this was created for Sage,
it explores what these $1bn start-ups & the people who founded them have in common
links from over 240 domains
this was created for GoCompare,
it reveals the movies with the highest on-screen death counts over the past 80 years
links from over 500 domains
@hannah_bo_banna
last year we created 50 thingers
(so we were launching at a rate of about one per week)
@hannah_bo_banna
this year we’re doing 75
(or maybe more…)
@hannah_bo_banna
here’s the thing I don’t normally admit
@hannah_bo_banna
for every twenty ideas I come up with,
only one is likely to be worth making
@hannah_bo_banna
on this basis I’ll need to come up with
around 1,500 ideas this year
{insert your own expletive here}
fortunately I’m not alone J
@hannah_bo_banna
nevertheless, on this basis
we’ll need to come up with
around 1,500 ideas this year
{insert your own expletive here}
@hannah_bo_banna
so creativity is something I think about a lot
@hannah_bo_banna
or, more accurately,
what it means to be creative
@hannah_bo_banna
creative
having a good imagination or original ideas
@hannah_bo_banna
raise your hand if you think you’re creative
@hannah_bo_banna
so the rest of you
do not consider yourselves creative
@hannah_bo_banna
raise your hand if you used to
make up games as a child
as an adult you see a cardboard box
but as a child you saw a treasure chest
a boat
a transmogrifier
a time machine
@hannah_bo_banna
we were all creative
@hannah_bo_banna
raise your hand if you used to
make up stories as a child
after I saw jaws for the first time, aged 7,
I wrote my own version
@hannah_bo_banna
I felt that the sea was too limiting in terms of
potential terror
@hannah_bo_banna
so in my version jaws could
swim through the earth’s mantle
& pop up through the crust to terrorise people
@hannah_bo_banna
as stories go I thought it was pretty great
@hannah_bo_banna
I gave it to my dad to read
@hannah_bo_banna
my dad said that the earth’s mantle
was mainly solid so jaws
couldn’t swim through it
@hannah_bo_banna
he also said that the mantle was too hot
(between 500-900 degrees)
@hannah_bo_banna
he said jaws would not be able to breathe
in the mantle
@hannah_bo_banna
he mentioned something about it being
pretty tough to break through the earth’s crust
@hannah_bo_banna
[tough review]
@hannah_bo_banna
I responded that jaws had been stung by a
radioactive jellyfish & had special powers now
@hannah_bo_banna
I said it was a bit like what happened
to Peter Parker
@hannah_bo_banna
I took two things I liked & mashed them
together to make something new
@hannah_bo_banna
jaws + spiderman = a better story
(according to me, aged 7)
@hannah_bo_banna
we all used to do this,
it’s how we came up with games & stories
@hannah_bo_banna
somewhere along the way
most of us stopped
@hannah_bo_banna
& now we say we’re not creative
@hannah_bo_banna
but we are
@hannah_bo_banna
I just think that how we define creative
is a bit broken
@hannah_bo_banna
creative
having a good imagination or original ideas
@hannah_bo_banna
children are creative
@hannah_bo_banna
they imagine all sorts of things
@hannah_bo_banna
but they don’t sweat the originality bit
@hannah_bo_banna
or rather, they arrive at originality
via a roundabout route
@hannah_bo_banna
jaws + spiderman = a better story
(according to me, aged 7)
@hannah_bo_banna
two ideas smooshed together = an original idea
@hannah_bo_banna
right now you’re probably thinking
@hannah_bo_banna
what has this:
jaws + spiderman = a better story
@hannah_bo_banna
got to do with stuff like this…
@hannah_bo_banna
I think that if you need to come up
with 1,500 ideas
@hannah_bo_banna
you stand a better chance of succeeding if you
ditch your obsession with originality
@hannah_bo_banna
(trying to be original is crippling in any case)
@hannah_bo_banna
instead,
find things you love
& build upon them to make something new
@hannah_bo_banna
were inspired by these…
@hannah_bo_banna
Mythical Beasts - a series of vintage travel
posters by graphic designer Fro Reza
(who was likely inspire...
@hannah_bo_banna
was inspired by this…
@hannah_bo_banna
was inspired by this…
@hannah_bo_banna
find things you love
& build upon them to make something new
@hannah_bo_banna
I feel like I sort of knew this already
@hannah_bo_banna
but it wasn’t until I read this
that it clicked for me
@hannah_bo_banna
but wait, stealing is bad, right?
@hannah_bo_banna
don’t *just* steal
@hannah_bo_banna
steal like an artist
@hannah_bo_banna
know the difference between
‘good’ and ‘bad’ theft
bad theft = just make some more vintage travel posters of mythical beasts
bad theft = steal the data, redesign it, maybe change the name
bad theft = just make this beautiful
@hannah_bo_banna
sometimes the line between
good and bad theft is blurry
@hannah_bo_banna
I can’t tell you where the line is
@hannah_bo_banna
but just because you *can* get away with it
doesn’t mean that you should
@hannah_bo_banna
steal responsibly
in order to come up with ideas
@hannah_bo_banna
what does that look like?
@hannah_bo_banna
in the past, when people asked me
how I came up with ideas
this was my answer
@hannah_bo_banna
I do hours and hours and hours of research,
I drink a lot of coffee,
I lose my mind because all my ideas ...
@hannah_bo_banna
the next day…
I regret getting drunk,
I do more research,
I try harder to come up with ideas,
I typically...
@hannah_bo_banna
I keep on doing this
until I come up with some stuff I think might work…
@hannah_bo_banna
it’s not an especially helpful answer, huh?
@hannah_bo_banna
today I want to try to give you
a slightly better answer
@hannah_bo_banna
this stealing like an artist thing helps
this is the research phase
@hannah_bo_banna
step one
‘find things you love’
@hannah_bo_banna
do this constantly
@hannah_bo_banna
there’s likely to be something in
every book you read, every film you see,
every song you listen to, art ...
@hannah_bo_banna
here are a few examples…
@hannah_bo_banna
“it’s often a person’s mouth
that broke their nose”
~ overheard on the last train home
great ape-spectations
(http://windoodles.tumblr.com/)
@hannah_bo_banna
“making a killing on Wall Street
might be a harmless turn of phrase,
but it only enjoys traction because
...
@hannah_bo_banna
make it your mission to constantly
capture this stuff
‘find things you love’
@hannah_bo_banna
step two
@hannah_bo_banna
when it comes to concepts for clients
finding things *I* love can be tough
@hannah_bo_banna
but actually,
*I* might not need to love them
‘find things you love’
‘find things which provoke
an emotional response in your target audience’
@hannah_bo_banna
huh?
@hannah_bo_banna
we only share things if they make us
feel something
@hannah_bo_banna
which makes social shares a reasonable proxy
for strength of emotional response
@hannah_bo_banna
to begin, figure out where you want coverage
(start with 5-10 sites)
@hannah_bo_banna
find out which content is most shared
on those sites
@hannah_bo_banna
actually, while we’re here…
@hannah_bo_banna
don’t just find out *what* people share,
try to figure out
*why* people are sharing this stuff
@hannah_bo_banna
especially if you it’s not something
you care about it
nearly 14k people shared this on facebook?!
@hannah_bo_banna
talk to a human being who cares about this stuff
@hannah_bo_banna
if you don’t get your target audience,
it’s likely they won’t get your content
@hannah_bo_banna
figure out where you want coverage
(start with 5-10 sites)
@hannah_bo_banna
find out which content is most shared
on those sites & why
money,
life hacks,
mindfulness,
happiness
leadership,
intuition,
intelligence,
instinct
money,
cost of living,
happiness
leadership,
power,
influence
@hannah_bo_banna
read the articles,
make notes,
& create a separate list of topics
to explore further
save anything worth stealing
@hannah_bo_banna
now do this again with
[site + each topic]
(leadership, life hacks, money, happiness, intuition, intellig...
save anything worth stealing
@hannah_bo_banna
start with 5-10 sites
[search site]
make a note of topics
[search site + topics]
note down more topics
[n...
@hannah_bo_banna
now do this again with
[each topic]
(leadership, life hacks, money, happiness, intuition, intelligence, i...
@hannah_bo_banna
create a separate list of sites
to explore further
save anything worth stealing
@hannah_bo_banna
now do this again with
[new sites + each topic]
save anything worth stealing
@hannah_bo_banna
start with 5-10 sites
[search site]
make a note of topics
[search site + topics]
note down more topics
[n...
@hannah_bo_banna
now take your list of topics
& come up with a bunch more related topics
@hannah_bo_banna
now do this again with
[each new topic]
(efficiency, productivity, creativity, work life balance, problem...
@hannah_bo_banna
create another list of sites
to explore further
save anything worth stealing
@hannah_bo_banna
now do this again with
[new sites + each of your previous topics]
save anything worth stealing
@hannah_bo_banna
start with 5-10 sites
[search site]
make a note of topics
[search site + topics]
note down more topics
[n...
@hannah_bo_banna
are your heads spinning?
@hannah_bo_banna
you’re not done yet
@hannah_bo_banna
now google your topics
@hannah_bo_banna
try google image search
@hannah_bo_banna
search reddit
@hannah_bo_banna
go to the library
@hannah_bo_banna
(these are just examples, there’s loads
more you can explore)
@hannah_bo_banna
by the end of this, you should have
tonnes of stuff worth stealing
@hannah_bo_banna
you’ll have a much clearer idea
of the content landscape
@hannah_bo_banna
& you’ll have a better understanding of what
your target audience share & why
@hannah_bo_banna
step three
@hannah_bo_banna
take the stuff you love
@hannah_bo_banna
& try to mash it up with the stuff
your target audience care about
@hannah_bo_banna
use both as building blocks
to make something new
@hannah_bo_banna
wait, that sounds hard…
how do you do that bit?
@hannah_bo_banna
I’ll try to explain with an example
@hannah_bo_banna
back in 2014
I had a client that sold books
@hannah_bo_banna
I love books
(so I thought this would be easy)
@hannah_bo_banna
research suggested that
the most voracious readers
are often would-be writers
@hannah_bo_banna
I wanted to make something for those
voracious readers & would-be writers
@hannah_bo_banna
they say everyone has a novel in them
& I wanted to prove that it’s never too late
I’d seen how successful this was…
& this is (very loosely) based on that -
it shows how many books the best loved authors published, & when they published
t...
@hannah_bo_banna
the message was,
there’s still time to write that first novel
@hannah_bo_banna
actually that’s a pretty sanitised version
@hannah_bo_banna
I eventually arrived at that piece
with a coherent message
but, I disappeared down a bunch of rabbit holes first
@hannah_bo_banna
I trawled the book sections of news sites and
book specific sites to try to get a handle on
what content ...
@hannah_bo_banna
at the time the most shared piece of content on Book Riot was:
16 things Calvin & Hobbes
said better than...
possibly the most true statement ever
@hannah_bo_banna
I spent a bunch of time on this
Calvin & Hobbes idea
@hannah_bo_banna
but no matter what I did I couldn’t get it to a
point where it was anything other than
a listicle of comi...
@hannah_bo_banna
comic strips that we weren’t likely
to be allowed to use
@hannah_bo_banna
& of course the client wasn’t likely to go for it
@hannah_bo_banna
rabbit hole L
there was also tonnes of stuff about amazing bookshelves
@hannah_bo_banna
but what do you do with that?
@hannah_bo_banna
could we design our own bookshelves?
@hannah_bo_banna
why?!
@hannah_bo_banna
could we imagine how would famous authors
would design bookshelves?
@hannah_bo_banna
that’s crazily tenuous
@hannah_bo_banna
what would that even look like?
@hannah_bo_banna
rabbit hole L
@hannah_bo_banna
wait… what about libraries?
@hannah_bo_banna
libraries are cool
@hannah_bo_banna
what about libraries in movies?
the breakfast club is set in a library
in ghostbusters, the 1st ghostly encounter occurs in the NYC public library
what about superman’s fortress of solitude?
that’s kind of a library right?
@hannah_bo_banna
oh god what am I doing?
@hannah_bo_banna
yet another rabbit hole L
@hannah_bo_banna
but I think you have to go with it
& allow yourself to get a little bit lost
@hannah_bo_banna
sometimes those ridiculous rabbit holes
will lead you to an idea that will work
@hannah_bo_banna
ok, let’s wrap this thing up
@hannah_bo_banna
rubbish in = rubbish out
@hannah_bo_banna
every day you’re exposed to stimuli –
there’s the damned internet,
but there’s also books, music,
convers...
@hannah_bo_banna
be mindful about what you’re
exposing yourself to
‘find things you love’
@hannah_bo_banna
be curious
@hannah_bo_banna
seek out the things that your
target audience care about
& try to understand why
@hannah_bo_banna
especially if they’re things you don’t care about
@hannah_bo_banna
know the difference between
‘good’ & ‘bad’ theft
@hannah_bo_banna
do this first and foremost because
it’s the right thing to do
@hannah_bo_banna
but also…
@hannah_bo_banna
‘bad’ theft
can lead you to create ‘bad’ content
@hannah_bo_banna
honor vs degrade
is this just a dumbed down version?
is it worse than the original?
@hannah_bo_banna
skim vs study
do you have a deep understanding, or are you
creating something shallow or patronising?
@hannah_bo_banna
steal from one vs steal from many
what are you adding here?
what’s new or different?
@hannah_bo_banna
the final 3 are really just about being a
decent human…
@hannah_bo_banna
credit vs plagiarise
you learned this at school
@hannah_bo_banna
transform vs imitate
imitation is not flattery
@hannah_bo_banna
remix vs rip-off
you know the difference
@hannah_bo_banna
embrace the chaos
@hannah_bo_banna
disappear down rabbit holes
@hannah_bo_banna
trust that one of them
will lead you somewhere
@hannah_bo_banna
“you can’t connect the dots looking forward;
you can only connect them
looking backward…”
~ Steve Jobs, S...
@hannah_bo_banna
others echo this sentiment
@hannah_bo_banna
“ideas are born out of the
stuff populating our memories…
creativity is simply the capacity to put those
...
@hannah_bo_banna
don’t lose heart
@hannah_bo_banna
plunging headlong into a sea of self-doubt
because you think all your ideas are ‘bad’
is counter-producti...
@hannah_bo_banna
we are all creative
@hannah_bo_banna
it’s just that no one really talks about
how much hard work is involved
@hannah_bo_banna
you will find it hard,
because it is hard
@hannah_bo_banna
work *really* hard
@hannah_bo_banna
for the most part,
the difference between an idea that will work
and one which won’t,
is just a whole bun...
@hannah_bo_banna
so do the work J
@hannah_bo_banna
& finally
@hannah_bo_banna
it *might* get easier over time
Paula Scher designed the Citibank logo, in seconds, on the back of a napkin,
in an early client meeting
@hannah_bo_banna
“it’s done in a second, and 34 years…
it’s done in a second,
and every experience,
and every movie,
and e...
@hannah_bo_banna
when we’ve been doing this for 34 years,
maybe we’ll get there faster J
good luck out there x
@hannah_bo_banna
Hannah Smith
Head of Creative
Verve Search
send questions and/or pictures of cats to: hannah@vervesearch....
@hannah_bo_banna
Big love to the team at Verve who helped me put this together J
Images:
down the rabbit hole: http://www....
Going Down the Rabbit Hole - Chaos, Curiosity & Creativity (The Inbounder, May 2017)
Going Down the Rabbit Hole - Chaos, Curiosity & Creativity (The Inbounder, May 2017)
Going Down the Rabbit Hole - Chaos, Curiosity & Creativity (The Inbounder, May 2017)
Going Down the Rabbit Hole - Chaos, Curiosity & Creativity (The Inbounder, May 2017)
Going Down the Rabbit Hole - Chaos, Curiosity & Creativity (The Inbounder, May 2017)
Going Down the Rabbit Hole - Chaos, Curiosity & Creativity (The Inbounder, May 2017)
Going Down the Rabbit Hole - Chaos, Curiosity & Creativity (The Inbounder, May 2017)
Going Down the Rabbit Hole - Chaos, Curiosity & Creativity (The Inbounder, May 2017)
Going Down the Rabbit Hole - Chaos, Curiosity & Creativity (The Inbounder, May 2017)
Going Down the Rabbit Hole - Chaos, Curiosity & Creativity (The Inbounder, May 2017)
Going Down the Rabbit Hole - Chaos, Curiosity & Creativity (The Inbounder, May 2017)
Going Down the Rabbit Hole - Chaos, Curiosity & Creativity (The Inbounder, May 2017)
Going Down the Rabbit Hole - Chaos, Curiosity & Creativity (The Inbounder, May 2017)
Going Down the Rabbit Hole - Chaos, Curiosity & Creativity (The Inbounder, May 2017)
Going Down the Rabbit Hole - Chaos, Curiosity & Creativity (The Inbounder, May 2017)
Going Down the Rabbit Hole - Chaos, Curiosity & Creativity (The Inbounder, May 2017)
Going Down the Rabbit Hole - Chaos, Curiosity & Creativity (The Inbounder, May 2017)
Going Down the Rabbit Hole - Chaos, Curiosity & Creativity (The Inbounder, May 2017)
Going Down the Rabbit Hole - Chaos, Curiosity & Creativity (The Inbounder, May 2017)
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Going Down the Rabbit Hole - Chaos, Curiosity & Creativity (The Inbounder, May 2017)

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“Be more creative”, they said.
But how the hell do you do that?
For the past six years Hannah’s been tasked with coming up with creative ideas - ideas which people share and journalists write about.

Here Hannah shares heartaches, happy accidents, highs, and the things she’s learned about 'being more creative’ along the way.

Veröffentlicht in: Marketing
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Going Down the Rabbit Hole - Chaos, Curiosity & Creativity (The Inbounder, May 2017)

  1. 1. @hannah_bo_banna going down the rabbit hole… chaos, curiosity, & creativity @hannah_bo_banna
  2. 2. @hannah_bo_banna hello there!
  3. 3. @hannah_bo_banna my team’s job is to make things that journalists want to write about & people want to share
  4. 4. @hannah_bo_banna huh?
  5. 5. this was created for Expedia, it’s a series of vintage travel posters commemorating the wildlife we’ve lost
  6. 6. links from over 150 domains
  7. 7. this was created for Sage, it explores what these $1bn start-ups & the people who founded them have in common
  8. 8. links from over 240 domains
  9. 9. this was created for GoCompare, it reveals the movies with the highest on-screen death counts over the past 80 years
  10. 10. links from over 500 domains
  11. 11. @hannah_bo_banna last year we created 50 thingers (so we were launching at a rate of about one per week)
  12. 12. @hannah_bo_banna this year we’re doing 75 (or maybe more…)
  13. 13. @hannah_bo_banna here’s the thing I don’t normally admit
  14. 14. @hannah_bo_banna for every twenty ideas I come up with, only one is likely to be worth making
  15. 15. @hannah_bo_banna on this basis I’ll need to come up with around 1,500 ideas this year
  16. 16. {insert your own expletive here}
  17. 17. fortunately I’m not alone J
  18. 18. @hannah_bo_banna nevertheless, on this basis we’ll need to come up with around 1,500 ideas this year
  19. 19. {insert your own expletive here}
  20. 20. @hannah_bo_banna so creativity is something I think about a lot
  21. 21. @hannah_bo_banna or, more accurately, what it means to be creative
  22. 22. @hannah_bo_banna creative having a good imagination or original ideas
  23. 23. @hannah_bo_banna raise your hand if you think you’re creative
  24. 24. @hannah_bo_banna so the rest of you do not consider yourselves creative
  25. 25. @hannah_bo_banna raise your hand if you used to make up games as a child
  26. 26. as an adult you see a cardboard box
  27. 27. but as a child you saw a treasure chest
  28. 28. a boat
  29. 29. a transmogrifier
  30. 30. a time machine
  31. 31. @hannah_bo_banna we were all creative
  32. 32. @hannah_bo_banna raise your hand if you used to make up stories as a child
  33. 33. after I saw jaws for the first time, aged 7, I wrote my own version
  34. 34. @hannah_bo_banna I felt that the sea was too limiting in terms of potential terror
  35. 35. @hannah_bo_banna so in my version jaws could swim through the earth’s mantle & pop up through the crust to terrorise people
  36. 36. @hannah_bo_banna as stories go I thought it was pretty great
  37. 37. @hannah_bo_banna I gave it to my dad to read
  38. 38. @hannah_bo_banna my dad said that the earth’s mantle was mainly solid so jaws couldn’t swim through it
  39. 39. @hannah_bo_banna he also said that the mantle was too hot (between 500-900 degrees)
  40. 40. @hannah_bo_banna he said jaws would not be able to breathe in the mantle
  41. 41. @hannah_bo_banna he mentioned something about it being pretty tough to break through the earth’s crust
  42. 42. @hannah_bo_banna [tough review]
  43. 43. @hannah_bo_banna I responded that jaws had been stung by a radioactive jellyfish & had special powers now
  44. 44. @hannah_bo_banna I said it was a bit like what happened to Peter Parker
  45. 45. @hannah_bo_banna I took two things I liked & mashed them together to make something new
  46. 46. @hannah_bo_banna jaws + spiderman = a better story (according to me, aged 7)
  47. 47. @hannah_bo_banna we all used to do this, it’s how we came up with games & stories
  48. 48. @hannah_bo_banna somewhere along the way most of us stopped
  49. 49. @hannah_bo_banna & now we say we’re not creative
  50. 50. @hannah_bo_banna but we are
  51. 51. @hannah_bo_banna I just think that how we define creative is a bit broken
  52. 52. @hannah_bo_banna creative having a good imagination or original ideas
  53. 53. @hannah_bo_banna children are creative
  54. 54. @hannah_bo_banna they imagine all sorts of things
  55. 55. @hannah_bo_banna but they don’t sweat the originality bit
  56. 56. @hannah_bo_banna or rather, they arrive at originality via a roundabout route
  57. 57. @hannah_bo_banna jaws + spiderman = a better story (according to me, aged 7)
  58. 58. @hannah_bo_banna two ideas smooshed together = an original idea
  59. 59. @hannah_bo_banna right now you’re probably thinking
  60. 60. @hannah_bo_banna what has this: jaws + spiderman = a better story
  61. 61. @hannah_bo_banna got to do with stuff like this…
  62. 62. @hannah_bo_banna I think that if you need to come up with 1,500 ideas
  63. 63. @hannah_bo_banna you stand a better chance of succeeding if you ditch your obsession with originality
  64. 64. @hannah_bo_banna (trying to be original is crippling in any case)
  65. 65. @hannah_bo_banna instead, find things you love & build upon them to make something new
  66. 66. @hannah_bo_banna were inspired by these…
  67. 67. @hannah_bo_banna Mythical Beasts - a series of vintage travel posters by graphic designer Fro Reza (who was likely inspired by someone like David Klein)
  68. 68. @hannah_bo_banna was inspired by this…
  69. 69. @hannah_bo_banna was inspired by this…
  70. 70. @hannah_bo_banna find things you love & build upon them to make something new
  71. 71. @hannah_bo_banna I feel like I sort of knew this already
  72. 72. @hannah_bo_banna but it wasn’t until I read this that it clicked for me
  73. 73. @hannah_bo_banna but wait, stealing is bad, right?
  74. 74. @hannah_bo_banna don’t *just* steal
  75. 75. @hannah_bo_banna steal like an artist
  76. 76. @hannah_bo_banna know the difference between ‘good’ and ‘bad’ theft
  77. 77. bad theft = just make some more vintage travel posters of mythical beasts
  78. 78. bad theft = steal the data, redesign it, maybe change the name
  79. 79. bad theft = just make this beautiful
  80. 80. @hannah_bo_banna sometimes the line between good and bad theft is blurry
  81. 81. @hannah_bo_banna I can’t tell you where the line is
  82. 82. @hannah_bo_banna but just because you *can* get away with it doesn’t mean that you should
  83. 83. @hannah_bo_banna steal responsibly in order to come up with ideas
  84. 84. @hannah_bo_banna what does that look like?
  85. 85. @hannah_bo_banna in the past, when people asked me how I came up with ideas this was my answer
  86. 86. @hannah_bo_banna I do hours and hours and hours of research, I drink a lot of coffee, I lose my mind because all my ideas are terrible, I decide f*ck it, I get drunk…
  87. 87. @hannah_bo_banna the next day… I regret getting drunk, I do more research, I try harder to come up with ideas, I typically lose my mind again...
  88. 88. @hannah_bo_banna I keep on doing this until I come up with some stuff I think might work…
  89. 89. @hannah_bo_banna it’s not an especially helpful answer, huh?
  90. 90. @hannah_bo_banna today I want to try to give you a slightly better answer
  91. 91. @hannah_bo_banna this stealing like an artist thing helps
  92. 92. this is the research phase
  93. 93. @hannah_bo_banna step one
  94. 94. ‘find things you love’
  95. 95. @hannah_bo_banna do this constantly
  96. 96. @hannah_bo_banna there’s likely to be something in every book you read, every film you see, every song you listen to, art in all its forms, the stuff you see online, on street signs, in slogans, in overheard conversations…
  97. 97. @hannah_bo_banna here are a few examples…
  98. 98. @hannah_bo_banna “it’s often a person’s mouth that broke their nose” ~ overheard on the last train home
  99. 99. great ape-spectations (http://windoodles.tumblr.com/)
  100. 100. @hannah_bo_banna “making a killing on Wall Street might be a harmless turn of phrase, but it only enjoys traction because of the culture it takes place in” ~ Irvine Welsh, intro to American Psycho by Bret Easton Ellis
  101. 101. @hannah_bo_banna make it your mission to constantly capture this stuff
  102. 102. ‘find things you love’
  103. 103. @hannah_bo_banna step two
  104. 104. @hannah_bo_banna when it comes to concepts for clients finding things *I* love can be tough
  105. 105. @hannah_bo_banna but actually, *I* might not need to love them
  106. 106. ‘find things you love’
  107. 107. ‘find things which provoke an emotional response in your target audience’
  108. 108. @hannah_bo_banna huh?
  109. 109. @hannah_bo_banna we only share things if they make us feel something
  110. 110. @hannah_bo_banna which makes social shares a reasonable proxy for strength of emotional response
  111. 111. @hannah_bo_banna to begin, figure out where you want coverage (start with 5-10 sites)
  112. 112. @hannah_bo_banna find out which content is most shared on those sites
  113. 113. @hannah_bo_banna actually, while we’re here…
  114. 114. @hannah_bo_banna don’t just find out *what* people share, try to figure out *why* people are sharing this stuff
  115. 115. @hannah_bo_banna especially if you it’s not something you care about it
  116. 116. nearly 14k people shared this on facebook?!
  117. 117. @hannah_bo_banna talk to a human being who cares about this stuff
  118. 118. @hannah_bo_banna if you don’t get your target audience, it’s likely they won’t get your content
  119. 119. @hannah_bo_banna figure out where you want coverage (start with 5-10 sites)
  120. 120. @hannah_bo_banna find out which content is most shared on those sites & why
  121. 121. money, life hacks, mindfulness, happiness
  122. 122. leadership, intuition, intelligence, instinct
  123. 123. money, cost of living, happiness leadership, power, influence
  124. 124. @hannah_bo_banna read the articles, make notes, & create a separate list of topics to explore further
  125. 125. save anything worth stealing
  126. 126. @hannah_bo_banna now do this again with [site + each topic] (leadership, life hacks, money, happiness, intuition, intelligence, instinct, power, influence, cost of living)
  127. 127. save anything worth stealing
  128. 128. @hannah_bo_banna start with 5-10 sites [search site] make a note of topics [search site + topics] note down more topics [now you’ve explored a subset of topics across 5-10 sites]
  129. 129. @hannah_bo_banna now do this again with [each topic] (leadership, life hacks, money, happiness, intuition, intelligence, instinct, power, influence, cost of living)
  130. 130. @hannah_bo_banna create a separate list of sites to explore further
  131. 131. save anything worth stealing
  132. 132. @hannah_bo_banna now do this again with [new sites + each topic]
  133. 133. save anything worth stealing
  134. 134. @hannah_bo_banna start with 5-10 sites [search site] make a note of topics [search site + topics] note down more topics [now you’ve explored a subset of topics across 5-10 sites] [search topics] make a note of sites you’ve not explored yet [search new sites + topics] [now you’ve explored a subset of topics across many more sites]
  135. 135. @hannah_bo_banna now take your list of topics & come up with a bunch more related topics
  136. 136. @hannah_bo_banna now do this again with [each new topic] (efficiency, productivity, creativity, work life balance, problem solving, prioritising, all of the above + apps and tools)
  137. 137. @hannah_bo_banna create another list of sites to explore further
  138. 138. save anything worth stealing
  139. 139. @hannah_bo_banna now do this again with [new sites + each of your previous topics]
  140. 140. save anything worth stealing
  141. 141. @hannah_bo_banna start with 5-10 sites [search site] make a note of topics [search site + topics] note down more topics [now you’ve explored a subset of topics across 5-10 sites] [search topics] make a note of sites you’ve not explored yet [search new sites + topics] [now you’ve explored a subset of topics across many sites] come up with more topics [search new topics] make a note of sites you’ve not explored yet [search new sites + all the topics] [now you’ve explored a bunch of topics across many sites]
  142. 142. @hannah_bo_banna are your heads spinning?
  143. 143. @hannah_bo_banna you’re not done yet
  144. 144. @hannah_bo_banna now google your topics
  145. 145. @hannah_bo_banna try google image search
  146. 146. @hannah_bo_banna search reddit
  147. 147. @hannah_bo_banna go to the library
  148. 148. @hannah_bo_banna (these are just examples, there’s loads more you can explore)
  149. 149. @hannah_bo_banna by the end of this, you should have tonnes of stuff worth stealing
  150. 150. @hannah_bo_banna you’ll have a much clearer idea of the content landscape
  151. 151. @hannah_bo_banna & you’ll have a better understanding of what your target audience share & why
  152. 152. @hannah_bo_banna step three
  153. 153. @hannah_bo_banna take the stuff you love
  154. 154. @hannah_bo_banna & try to mash it up with the stuff your target audience care about
  155. 155. @hannah_bo_banna use both as building blocks to make something new
  156. 156. @hannah_bo_banna wait, that sounds hard… how do you do that bit?
  157. 157. @hannah_bo_banna I’ll try to explain with an example
  158. 158. @hannah_bo_banna back in 2014 I had a client that sold books
  159. 159. @hannah_bo_banna I love books (so I thought this would be easy)
  160. 160. @hannah_bo_banna research suggested that the most voracious readers are often would-be writers
  161. 161. @hannah_bo_banna I wanted to make something for those voracious readers & would-be writers
  162. 162. @hannah_bo_banna they say everyone has a novel in them & I wanted to prove that it’s never too late
  163. 163. I’d seen how successful this was…
  164. 164. & this is (very loosely) based on that - it shows how many books the best loved authors published, & when they published their breakthrough: from Jack Kerouac aged 26, to Rosamunde Pilcher aged 65
  165. 165. @hannah_bo_banna the message was, there’s still time to write that first novel
  166. 166. @hannah_bo_banna actually that’s a pretty sanitised version
  167. 167. @hannah_bo_banna I eventually arrived at that piece with a coherent message
  168. 168. but, I disappeared down a bunch of rabbit holes first
  169. 169. @hannah_bo_banna I trawled the book sections of news sites and book specific sites to try to get a handle on what content was most shared
  170. 170. @hannah_bo_banna at the time the most shared piece of content on Book Riot was: 16 things Calvin & Hobbes said better than anyone else
  171. 171. possibly the most true statement ever
  172. 172. @hannah_bo_banna I spent a bunch of time on this Calvin & Hobbes idea
  173. 173. @hannah_bo_banna but no matter what I did I couldn’t get it to a point where it was anything other than a listicle of comic strips
  174. 174. @hannah_bo_banna comic strips that we weren’t likely to be allowed to use
  175. 175. @hannah_bo_banna & of course the client wasn’t likely to go for it
  176. 176. @hannah_bo_banna rabbit hole L
  177. 177. there was also tonnes of stuff about amazing bookshelves
  178. 178. @hannah_bo_banna but what do you do with that?
  179. 179. @hannah_bo_banna could we design our own bookshelves?
  180. 180. @hannah_bo_banna why?!
  181. 181. @hannah_bo_banna could we imagine how would famous authors would design bookshelves?
  182. 182. @hannah_bo_banna that’s crazily tenuous
  183. 183. @hannah_bo_banna what would that even look like?
  184. 184. @hannah_bo_banna rabbit hole L
  185. 185. @hannah_bo_banna wait… what about libraries?
  186. 186. @hannah_bo_banna libraries are cool
  187. 187. @hannah_bo_banna what about libraries in movies?
  188. 188. the breakfast club is set in a library
  189. 189. in ghostbusters, the 1st ghostly encounter occurs in the NYC public library
  190. 190. what about superman’s fortress of solitude? that’s kind of a library right?
  191. 191. @hannah_bo_banna oh god what am I doing?
  192. 192. @hannah_bo_banna yet another rabbit hole L
  193. 193. @hannah_bo_banna but I think you have to go with it & allow yourself to get a little bit lost
  194. 194. @hannah_bo_banna sometimes those ridiculous rabbit holes will lead you to an idea that will work
  195. 195. @hannah_bo_banna ok, let’s wrap this thing up
  196. 196. @hannah_bo_banna rubbish in = rubbish out
  197. 197. @hannah_bo_banna every day you’re exposed to stimuli – there’s the damned internet, but there’s also books, music, conversation, art…
  198. 198. @hannah_bo_banna be mindful about what you’re exposing yourself to
  199. 199. ‘find things you love’
  200. 200. @hannah_bo_banna be curious
  201. 201. @hannah_bo_banna seek out the things that your target audience care about & try to understand why
  202. 202. @hannah_bo_banna especially if they’re things you don’t care about
  203. 203. @hannah_bo_banna know the difference between ‘good’ & ‘bad’ theft
  204. 204. @hannah_bo_banna do this first and foremost because it’s the right thing to do
  205. 205. @hannah_bo_banna but also…
  206. 206. @hannah_bo_banna ‘bad’ theft can lead you to create ‘bad’ content
  207. 207. @hannah_bo_banna honor vs degrade is this just a dumbed down version? is it worse than the original?
  208. 208. @hannah_bo_banna skim vs study do you have a deep understanding, or are you creating something shallow or patronising?
  209. 209. @hannah_bo_banna steal from one vs steal from many what are you adding here? what’s new or different?
  210. 210. @hannah_bo_banna the final 3 are really just about being a decent human…
  211. 211. @hannah_bo_banna credit vs plagiarise you learned this at school
  212. 212. @hannah_bo_banna transform vs imitate imitation is not flattery
  213. 213. @hannah_bo_banna remix vs rip-off you know the difference
  214. 214. @hannah_bo_banna embrace the chaos
  215. 215. @hannah_bo_banna disappear down rabbit holes
  216. 216. @hannah_bo_banna trust that one of them will lead you somewhere
  217. 217. @hannah_bo_banna “you can’t connect the dots looking forward; you can only connect them looking backward…” ~ Steve Jobs, Stanford Commencement, 2005
  218. 218. @hannah_bo_banna others echo this sentiment
  219. 219. @hannah_bo_banna “ideas are born out of the stuff populating our memories… creativity is simply the capacity to put those together in incredible new ways” ~ Maria Popova, brainpickings.org
  220. 220. @hannah_bo_banna don’t lose heart
  221. 221. @hannah_bo_banna plunging headlong into a sea of self-doubt because you think all your ideas are ‘bad’ is counter-productive
  222. 222. @hannah_bo_banna we are all creative
  223. 223. @hannah_bo_banna it’s just that no one really talks about how much hard work is involved
  224. 224. @hannah_bo_banna you will find it hard, because it is hard
  225. 225. @hannah_bo_banna work *really* hard
  226. 226. @hannah_bo_banna for the most part, the difference between an idea that will work and one which won’t, is just a whole bunch of work
  227. 227. @hannah_bo_banna so do the work J
  228. 228. @hannah_bo_banna & finally
  229. 229. @hannah_bo_banna it *might* get easier over time
  230. 230. Paula Scher designed the Citibank logo, in seconds, on the back of a napkin, in an early client meeting
  231. 231. @hannah_bo_banna “it’s done in a second, and 34 years… it’s done in a second, and every experience, and every movie, and everything in my life that’s in my head” ~ Paula Scher
  232. 232. @hannah_bo_banna when we’ve been doing this for 34 years, maybe we’ll get there faster J
  233. 233. good luck out there x
  234. 234. @hannah_bo_banna Hannah Smith Head of Creative Verve Search send questions and/or pictures of cats to: hannah@vervesearch.com tweet things @hannah_bo_banna
  235. 235. @hannah_bo_banna Big love to the team at Verve who helped me put this together J Images: down the rabbit hole: http://www.thisiscolossal.com/2016/09/salvador-dali-alice-in-wonderland-illustrations/ unknown tourism: http://www.expedia.co.uk/vc/unknowntourism/ unicorn league: http://www.sage.co.uk/c/v/unicorn-league/ director’s cut: http://www.gocompare.com/life-insurance/directors-cut/ jesus titty christ: http://www.sickchirpse.com/illusions-that-will-blow-your-mind/ cardboard box: http://blog.creativebug.com/halloween-cardboard-costumes-for-kids/ jaws: http://www.motherjones.com/mixed-media/2014/07/jaws-ridiculous-say-kids-who-owe-everything-jaws mythical beasts: http://www.frodesignco.com/mythical-beasts david klein: https://airandspace.si.edu/stories/editorial/david-klein%E2%80%99s-twa-travel-posters billionaires league: http://www.gocompare.com/money/billionaire-league/ deadliest films: http://www.randalolson.com/2013/12/31/deadliest-films-of-all-time-by-on-screen-death-counts/ steal like an artist: http://austinkleon.com/steal/ beer: http://lifehacker.com/why-you-should-drink-beer-for-big-ideas-coffee-to-get-513262326 great ape-spectations: http://windoodles.tumblr.com/post/11324031727/great-ape-spectations buzzsumo: http://buzzsumo.com/ too late to start: http://fundersandfounders.com/too-late-to-start-life-crisis/ calvin & hobbes: http://www.gocomics.com/calvinandhobbes/ read: http://www.lifehack.org/articles/lifestyle/32-awesome-bookshelves-every-book-lover-needs-have.html the breakfast club: http://www.imdb.com/title/tt0088847/ ghostbusters: http://untappedcities.com/2013/09/05/film-locations-ghostbusters-at-nypl-columbia-hook-ladder-fire-station-tavern-on-the-green/ fortress of solitude: https://www.kotaku.com.au/2016/04/this-superman-poster-encompasses-everything-great-about-the-1978-movie/ danbo - https://www.flickr.com/photos/nomadic_lass/6889892777/in/set-72157629144987013 unicorn - http://queenofheartsonthesleeve.tumblr.com/post/58736423727/ok-not-much-but-here-it-is-3 Credits

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