A little model for great creative – now with 25% more slides than the original

1. Being mega creative
is easy peasy Japanesy

2. So easy a child
could do it

3. Come to think of it,
children do do it
(Like my daughter)

5. Children are the most
creative people around

6. (After Jimmy Carr’s
accountant)

8. So embrace your inner
child – and PowerPoint –
and follow these 3 steps

9. 1. Be simple yet surprising

10. 1. Be simple yet surprising
2. Tell a compelling, emotive story

11. 1. Be simple yet surprising
2. Tell a compelling, emotive story
3. Apply ICE
(insight, concept, execution)

12. 1. Simple yet surprising

13. Lots of creative work is
simple but not surprising

14. Lots of creative work is
simple but not surprising
Lots more is surprising
but not simple

15. The creative challenge: do both
Something simple, immediate
and easy to understand
Yet new, fresh and surprising

19. 2. Tell a compelling,
emotive story

20. Like the John Lewis
Christmas TV ad

22. – Compelling –
Because we want to persuade
our audience to do something

23. So involve them, persuade them
and use psychology
(Like a Derren Brown show)

25. – Emotive –
Emotional experiences make
more of an impression and
are better remembered

26. Like your childhood memories –
it’s the emotional experiences
that you recall most easily
(Cue another daughter pic)

28. – Storytelling –
Stories have always been a
powerful, engaging way to pass
on knowledge and communicate

29. Novels, films, TV, anecdotes,
gossip mags, blogs, tweets and
true stories – we love consuming
content in story-form

31. But it’s important to do all three –
compelling & emotive & story
Not just one or two

32. Just a compelling story?
A BBC documentary

34. Great content, but not very
moving… so not very memorable
(sorry, bloke from
Bang Goes The Theory)

35. Just a story that’s emotive?
A blockbuster movie

37. Gripping, moving, but it’s
not going to persuade you
to do anything

38. But it is really sad when
Bruce Willis dies, isn’t it?
(Sorry, spoiler alert)

39. Just emotive and compelling?
A Bjork music video

41. Without a story, you won’t
be able to pass it on
to someone else

42. PS One way to tell compelling,
emotive stories: engage your
audience’s head, heart and hand

43. 3. Insight, concept, execution

44. The ‘creative process’
can be split into three –
just look at Toy Story

46. – Insight –
The innovative thought
behind the whole thing
Eg What if toys come to life when
their owners aren’t around?

47. – Concept –
Brings the thought to life
Eg The plot of Toy Story,
characters like Buzz Lightyear

48. – Execution –
The craft skill that
polishes the concept
Eg The particular choice of
animation used in Toy Story

50. Oh, and remember those
bizarrely named
‘hygiene factors’ –

51. Great creative is
on brief and on brand
And right for the
audience and medium

52. And that’s it
Like we said at the start –
easy peasy Japanesy

53. 1. Be simple yet surprising
2. Tell a compelling, emotive story
3. Apply ICE
(insight, concept, execution)

54. And Congratumalations –
you’re a creative genius
(Or a small child)