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“HELLO IDEAS”
    Hugo Fernandes
     imhugo.com / @imhugo




                            1
HUGO
FERNANDES
Freelancer
Interactive Designer
Creative Technologist

imhugo.com
hello@imhuhgo.com
@imhugo




                        2
START YOUR ENGINES


                                                  3

Draw your neighbor in the audience in 1 minute.
START!

         4
STOP!

                                                          5

Lesson learned:
. great warm up exercise before a creative meeting
. you don’t need to know how to draw to express an idea
. let it flow
“Ideas are the real currency in our
                     business.
        Without a good idea, all the mystic
      proficiency in the world is just window
                     dressing.”
                                 by Mike Dietz, Slappy Pictures




                                                                  6

But how can we generate ideas?
In one simple word...
CREATIVITY


                                                          7

Question to the audience:
“Who of you doesn't see yourself as a creative person?”
well,
               YOU’RE WRONG
       Everyone has the ability to be creative,
            but not in the same way.


                                                                                              8

Artistic Creativity vs Technical Creativity
You cannot compare to an artist. That’s not your job, neither your type of creativity. More
about this later.
WHY?

                                                             9

Why do I say that everyone has the ability to be creative?
The
               “Schwarzenegger
                   effect”

                                 10

That’s the key for all of it.
11

How do you think he became like that?
WORKING OUT


                                                                                             12

Deduction: “What do you mean? Creativity is not a muscle that can get bigger if we work it
out...”
WORK OUT
           Creativity needs to be worked out,
                     like an exercise.



                                                13

Mental processes.
You need to exercise creativity.
Why some people
think they’re not
    creative?

                    14
© Christian Faur

                                                                                                 15

In kindergarten they gave us crayons. And we were not afraid to using them.
My daughter draws a sun with arms. And she’s not afraid of doing it.
© Girls’ Generation

                                                                                                 16

But with adolescence you start to evaluate things. Most of the teenagers stop the creative
process when they think another person is better than them. And that constrains our brain.
THE
SURVIVERS


            17
MEET EMILY
                                                                     © cutsandguts.tumblr.com

                                                                                                18

As a "survival" creative teenager, you grow up different and you don't worry about constrains
when you don't have the urge to please anyone else but you.
HOW TO DEFINE
                   CREATIVITY?


                                                                  19

Like we talked before, there are different types of creativity.
ARTISTIC CREATIVITY
                                                                              20

Is more born of skill, technique and self-expression. It can not be taught.
You don’t need to be a painter.
TECHNICAL CREATIVITY


                                                                        http://www.stefanleijon.com/
                                                                                                  21

Where people create new theories, technologies or ideas. This is the type of creativity we will
discuss here.
There are two main strands to technical creativity
TECHNICAL CREATIVITY
    1. Programmed Thinking
      2. Lateral Thinking

                                           22

Lateral Thinking is what we will target.
TECHNICAL CREATIVITY
1. Programmed Thinking


                         23
TECHNICAL CREATIVITY
 1. Programmed Thinking
 Relies on logical or structured ways
of creating a new product or service.

                                        24
TECHNICAL CREATIVITY
    1. Programmed Thinking
                    Morphological Analysis
                      Reframing Matrix
                             ...
                                                                                              25

Some Creative techniques:
- Morphological Analysis: Analysis to generate new products and services
- Reframing Matrix: The 4 Ps Approach: Product perspective, Planning perspective, Potential
perspective, People perspective.
TECHNICAL CREATIVITY
     2. Lateral Thinking


                                               26

Unfortunately, we get stuck in our patterns.
We tend to think within them.
TECHNICAL CREATIVITY
     2. Lateral Thinking
      Solutions we develop are based on
         previous solutions to similar
                  problems.

                                                                                27

Usually it does not occur to us to use solutions belonging to other problems.
TECHNICAL CREATIVITY
     2. Lateral Thinking
   Breaks the patterned way of thinking.


                                                                                     28

We use lateral thinking techniques to break out of this patterned way of thinking.
TECHNICAL CREATIVITY
     2. Lateral Thinking
       Recognizes that our brains are
   pattern recognition systems, and that
    they do not function like computers.

                                                                                                 29

 It takes years of training before we learn to do simple arithmetic. On the other hand, we can
instantly recognize patterns such as faces, language, and handwriting.
TECHNICAL CREATIVITY
     2. Lateral Thinking
                              Brainstorming
                              Random Input
                               Provocation
                                   ...
                                                                                            30

Some Creative techniques
- Random Input: When you’re stuck it. Once you have chosen the word, list its attributions or
associations with the word. Then apply each of the items on your list and see how it applies
to the problem at hand.
- Provocation: Make stupid statements
CREATIVE PROCESSES



                               31

When using Lateral Thinking.
There are a lot.
My favorite is...
CREATIVE PROCESSES
                      DO IT



                               32

DO IT stands for...
Define problem



                                                                                             33

During this stage you apply a number of techniques to ensure that you are asking the right
question.
Open mind and apply
               creative techniques


                                                                                           34

Here you apply creativity techniques to generate as many answers as possible to the question
you are asking. At this stage you are not evaluating the answers. This is were happens the
real brainstorming. After this, make a pause. Take a breath.
Identify best solution



                                                                                            35

Only at this stage do you select the best solutions from the ones you came up with in step 2.
Where you are having difficulty in selecting ideas, use formal techniques to help.
Transform



                                                                                            36

The final stage is to make an Action Plan for the implementation of the solution, and to carry
it out. Without implementation, your creativity is sterile.
WE ALL DO IT
WITH 1 LITTLE “SECRET”




                         37
ORGANIZATION


                                                                                         38

Talk about organization in a creative process. It’s fundamental.
A pianist has to know the notes before he starts to play in a crazy and creative mood.
FIRST STEP
                                after a meeting




                                                  39

This will help you to stay organized.
?
What are your thoughts about the meeting?




                                            40
What was discussed?

                               ?
What are your thoughts about the meeting?




                                            41
What was discussed?
What did I learned?

                               ?
What are your thoughts about the meeting?




                                            42
What did I learned?
How can I implement it?
                               ?
What are your thoughts about the meeting?
What was discussed?




                                            43
?
What are your thoughts about the meeting?
What was discussed?
What did I learned?
How can I implement it?
What are the next steps?


                                            44
?
What are your thoughts about the meeting?
What was discussed?
What did I learned?
How can I implement it?
What are the next steps?
Did I hear or saw anything inspiring?


                                            45
?
What are your thoughts about the meeting?
What was discussed?
What did I learned?
How can I implement it?
What are the next steps?
Did I hear or saw anything inspiring?
Was it a waste of time?

                                            46
?
What are your thoughts about the meeting?
What was discussed?
What did I learned?
How can I implement it?
What are the next steps?
Did I hear or saw anything inspiring?
Was it a waste of time?
What can I have done to make it better?
                                            47
?
   What are your thoughts about the meeting?
   What was discussed?
   What did I learned?
   How can I implement it?
   What are the next steps?
   Did I hear or saw anything inspiring?
   Was it a waste of time?
   What can I have done to make it better?
                                                                                        48

When you go through this process, things happen. You have revelations. You make decisions
about where to go next. When you don’t do it… you respond to emails and go to Facebook.
You can add your own questions here.
CREATIVE TECHNIQUES



                              49

How to work out after that?
CREATIVE TECHNIQUES
                              Starbursting



                                                                          50

Draw a star and in each point write Who, What, Why, Where, When and How
CREATIVE TECHNIQUES
                               Brainwriting



                                                                                         51

Great for teams where there’s a leader that smashes all ideas.
Each team member has 5 minutes do write down their own ideas. In the end everyone will
read them.
CREATIVE TECHNIQUES
                              Brainstorming



                                                                        52

Popular tool that helps you generate creative solutions to a problem.
CREATIVE TECHNIQUES
                        Reversal Technique



                                                                                            53

A different approach to brainstorming.
The reversal technique challenges you to list your assumptions about a particular subject
area and then to simply reverse those assumptions to try and make them work.
Use the "What If" compass. How to turn it bad.
ENOUGH TALK!



               54
LETS EXERCISE
                              :)


                                        55

Exercise: the circles
56

You have 30 seconds to draw whatever you want.
Some hints: smilies, clocks, ...
START!

                                     57

Use a loud chaotic music.
STOP!

                                                                                                 58

Learned:
- When you don’t have to much time and the surround is chaotic, you use your mental
patterns to solve similar problems.
- A lot of people will draw the hints I gave
- A lot of people will draw only inside the circles, even if I have told to draw whatever they
want.
59

Now you have 1 minute to draw whatever you want.
Show next hint.
60
START...



                                 61

Use a calm music...
STOP



                                                                                            62

Leassons learned:
- A lot of people will not draw only inside the circles.
- Why not a blank page? Why using the pencil?
- The music influences creativity.
- When you have to much time and a calm music, your brain will start to fade away from what
you should be thinking. A lot of people will be start ti think in other stuff. Find a balance
between time and atmosphere in a creative meeting.
FINAL THOUGHTS



                                  63

About generating ideas
Don’t make it a “I have the
       biggest penis in the room”
                contest


                                                                                            64

In the initial phase of the creative meeting, you CAN NOT judge ideas. Just throw them to the
table.
Don’t be afraid



                                                                                             65

As we saw before, fear creates constrains. We do not want that in a brainstorming session.
Do not judge.



                                           66

A stupid idea can generates a great one.
Don’t kill ideas in first
                      stages.


                                                                   67

If you tend to think too technically, this will probably happen.
Have fun!


                                                                             68

The most important thing. Without fun, it will be hard to have good ideas.
Have kids!


                                                                                                 69

You will learn a lot with your kids...
They’re not afraid to be fool, to have stupid ideas, and to do whatever they think it’s right.
THANK YOU!




imhugo.com / @imhugo
                       70

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Hello Ideas

  • 1. “HELLO IDEAS” Hugo Fernandes imhugo.com / @imhugo 1
  • 3. START YOUR ENGINES 3 Draw your neighbor in the audience in 1 minute.
  • 4. START! 4
  • 5. STOP! 5 Lesson learned: . great warm up exercise before a creative meeting . you don’t need to know how to draw to express an idea . let it flow
  • 6. “Ideas are the real currency in our business. Without a good idea, all the mystic proficiency in the world is just window dressing.” by Mike Dietz, Slappy Pictures 6 But how can we generate ideas? In one simple word...
  • 7. CREATIVITY 7 Question to the audience: “Who of you doesn't see yourself as a creative person?”
  • 8. well, YOU’RE WRONG Everyone has the ability to be creative, but not in the same way. 8 Artistic Creativity vs Technical Creativity You cannot compare to an artist. That’s not your job, neither your type of creativity. More about this later.
  • 9. WHY? 9 Why do I say that everyone has the ability to be creative?
  • 10. The “Schwarzenegger effect” 10 That’s the key for all of it.
  • 11. 11 How do you think he became like that?
  • 12. WORKING OUT 12 Deduction: “What do you mean? Creativity is not a muscle that can get bigger if we work it out...”
  • 13. WORK OUT Creativity needs to be worked out, like an exercise. 13 Mental processes. You need to exercise creativity.
  • 14. Why some people think they’re not creative? 14
  • 15. © Christian Faur 15 In kindergarten they gave us crayons. And we were not afraid to using them. My daughter draws a sun with arms. And she’s not afraid of doing it.
  • 16. © Girls’ Generation 16 But with adolescence you start to evaluate things. Most of the teenagers stop the creative process when they think another person is better than them. And that constrains our brain.
  • 18. MEET EMILY © cutsandguts.tumblr.com 18 As a "survival" creative teenager, you grow up different and you don't worry about constrains when you don't have the urge to please anyone else but you.
  • 19. HOW TO DEFINE CREATIVITY? 19 Like we talked before, there are different types of creativity.
  • 20. ARTISTIC CREATIVITY 20 Is more born of skill, technique and self-expression. It can not be taught. You don’t need to be a painter.
  • 21. TECHNICAL CREATIVITY http://www.stefanleijon.com/ 21 Where people create new theories, technologies or ideas. This is the type of creativity we will discuss here. There are two main strands to technical creativity
  • 22. TECHNICAL CREATIVITY 1. Programmed Thinking 2. Lateral Thinking 22 Lateral Thinking is what we will target.
  • 24. TECHNICAL CREATIVITY 1. Programmed Thinking Relies on logical or structured ways of creating a new product or service. 24
  • 25. TECHNICAL CREATIVITY 1. Programmed Thinking Morphological Analysis Reframing Matrix ... 25 Some Creative techniques: - Morphological Analysis: Analysis to generate new products and services - Reframing Matrix: The 4 Ps Approach: Product perspective, Planning perspective, Potential perspective, People perspective.
  • 26. TECHNICAL CREATIVITY 2. Lateral Thinking 26 Unfortunately, we get stuck in our patterns. We tend to think within them.
  • 27. TECHNICAL CREATIVITY 2. Lateral Thinking Solutions we develop are based on previous solutions to similar problems. 27 Usually it does not occur to us to use solutions belonging to other problems.
  • 28. TECHNICAL CREATIVITY 2. Lateral Thinking Breaks the patterned way of thinking. 28 We use lateral thinking techniques to break out of this patterned way of thinking.
  • 29. TECHNICAL CREATIVITY 2. Lateral Thinking Recognizes that our brains are pattern recognition systems, and that they do not function like computers. 29 It takes years of training before we learn to do simple arithmetic. On the other hand, we can instantly recognize patterns such as faces, language, and handwriting.
  • 30. TECHNICAL CREATIVITY 2. Lateral Thinking Brainstorming Random Input Provocation ... 30 Some Creative techniques - Random Input: When you’re stuck it. Once you have chosen the word, list its attributions or associations with the word. Then apply each of the items on your list and see how it applies to the problem at hand. - Provocation: Make stupid statements
  • 31. CREATIVE PROCESSES 31 When using Lateral Thinking. There are a lot. My favorite is...
  • 32. CREATIVE PROCESSES DO IT 32 DO IT stands for...
  • 33. Define problem 33 During this stage you apply a number of techniques to ensure that you are asking the right question.
  • 34. Open mind and apply creative techniques 34 Here you apply creativity techniques to generate as many answers as possible to the question you are asking. At this stage you are not evaluating the answers. This is were happens the real brainstorming. After this, make a pause. Take a breath.
  • 35. Identify best solution 35 Only at this stage do you select the best solutions from the ones you came up with in step 2. Where you are having difficulty in selecting ideas, use formal techniques to help.
  • 36. Transform 36 The final stage is to make an Action Plan for the implementation of the solution, and to carry it out. Without implementation, your creativity is sterile.
  • 37. WE ALL DO IT WITH 1 LITTLE “SECRET” 37
  • 38. ORGANIZATION 38 Talk about organization in a creative process. It’s fundamental. A pianist has to know the notes before he starts to play in a crazy and creative mood.
  • 39. FIRST STEP after a meeting 39 This will help you to stay organized.
  • 40. ? What are your thoughts about the meeting? 40
  • 41. What was discussed? ? What are your thoughts about the meeting? 41
  • 42. What was discussed? What did I learned? ? What are your thoughts about the meeting? 42
  • 43. What did I learned? How can I implement it? ? What are your thoughts about the meeting? What was discussed? 43
  • 44. ? What are your thoughts about the meeting? What was discussed? What did I learned? How can I implement it? What are the next steps? 44
  • 45. ? What are your thoughts about the meeting? What was discussed? What did I learned? How can I implement it? What are the next steps? Did I hear or saw anything inspiring? 45
  • 46. ? What are your thoughts about the meeting? What was discussed? What did I learned? How can I implement it? What are the next steps? Did I hear or saw anything inspiring? Was it a waste of time? 46
  • 47. ? What are your thoughts about the meeting? What was discussed? What did I learned? How can I implement it? What are the next steps? Did I hear or saw anything inspiring? Was it a waste of time? What can I have done to make it better? 47
  • 48. ? What are your thoughts about the meeting? What was discussed? What did I learned? How can I implement it? What are the next steps? Did I hear or saw anything inspiring? Was it a waste of time? What can I have done to make it better? 48 When you go through this process, things happen. You have revelations. You make decisions about where to go next. When you don’t do it… you respond to emails and go to Facebook. You can add your own questions here.
  • 49. CREATIVE TECHNIQUES 49 How to work out after that?
  • 50. CREATIVE TECHNIQUES Starbursting 50 Draw a star and in each point write Who, What, Why, Where, When and How
  • 51. CREATIVE TECHNIQUES Brainwriting 51 Great for teams where there’s a leader that smashes all ideas. Each team member has 5 minutes do write down their own ideas. In the end everyone will read them.
  • 52. CREATIVE TECHNIQUES Brainstorming 52 Popular tool that helps you generate creative solutions to a problem.
  • 53. CREATIVE TECHNIQUES Reversal Technique 53 A different approach to brainstorming. The reversal technique challenges you to list your assumptions about a particular subject area and then to simply reverse those assumptions to try and make them work. Use the "What If" compass. How to turn it bad.
  • 55. LETS EXERCISE :) 55 Exercise: the circles
  • 56. 56 You have 30 seconds to draw whatever you want. Some hints: smilies, clocks, ...
  • 57. START! 57 Use a loud chaotic music.
  • 58. STOP! 58 Learned: - When you don’t have to much time and the surround is chaotic, you use your mental patterns to solve similar problems. - A lot of people will draw the hints I gave - A lot of people will draw only inside the circles, even if I have told to draw whatever they want.
  • 59. 59 Now you have 1 minute to draw whatever you want. Show next hint.
  • 60. 60
  • 61. START... 61 Use a calm music...
  • 62. STOP 62 Leassons learned: - A lot of people will not draw only inside the circles. - Why not a blank page? Why using the pencil? - The music influences creativity. - When you have to much time and a calm music, your brain will start to fade away from what you should be thinking. A lot of people will be start ti think in other stuff. Find a balance between time and atmosphere in a creative meeting.
  • 63. FINAL THOUGHTS 63 About generating ideas
  • 64. Don’t make it a “I have the biggest penis in the room” contest 64 In the initial phase of the creative meeting, you CAN NOT judge ideas. Just throw them to the table.
  • 65. Don’t be afraid 65 As we saw before, fear creates constrains. We do not want that in a brainstorming session.
  • 66. Do not judge. 66 A stupid idea can generates a great one.
  • 67. Don’t kill ideas in first stages. 67 If you tend to think too technically, this will probably happen.
  • 68. Have fun! 68 The most important thing. Without fun, it will be hard to have good ideas.
  • 69. Have kids! 69 You will learn a lot with your kids... They’re not afraid to be fool, to have stupid ideas, and to do whatever they think it’s right.