While there are many examples of breakthrough high-tech products, we (at least I) often forget the power of design with common everyday products. Take the bucket — Home Depot did. Apparently Home Depot looked to a design leader for inspiration, which you can read about in “ How Home Depot Copied Apple to Build and Ingenious Bucket ” (Wired, December 31, 2013). How has Home Depot added value to the bucket? How much additional value is provided? How much more would a consumer pay for this value?
Creativity and idea generation are some of our favorite topics at Learn the 4 Ps . Whether you need to come up with a new product idea, an advertisement, or an idea for that English essay, creatively generating a range of options is needed to identify breakthrough opportunities. The last couple of decades have seen a burgeoning of scientific research has been going on with respect to understanding creativity and idea generation. A Wall Street Journal multimedia package “ Tactics to Spark Creativity ” (April 2, 2013 non-subscribers might need to click here ) describes a few of the latest findings. I have embedded the WSJ video below, where you can see how some companies foster creativity in the workplace. [Continue Reading …]
“Design thinking” is an emerging school of thought around innovation and new product development. Many who practice this approach believe in rapid prototyping — getting products into customer hands quickly, soliciting feedback, and then adapting the product before going through additional rounds of the same. While the approach has many advocates, a culturally engrained “fear of failure” can make adoption of the concept a challenge. A post at the HBR Blog Network, “ The No. 1 Enemy of Creativity: Fear of Failure ” (October 5, 2012, you may have to register to access) provides some background. As regular readers know, I have a soft spot in my heart (and [Continue Reading …]
Marketers need to be creative to be successful these days. Start by reading Seth Godin’s blog post “ Underextended ” (May 23) where he points out that overextending ourselves as we strive to be creative is a good thing. With that motivation, you can pick up some tips from from Conan O’Brien who was just named one of Fast Company’s “ 100 Most Creative People in Business .” Fast Company’s interview with Conan results in a short article, “ Conan O’Brien’s Guide to Creativity, ” (May 20, 2011). While the interview focuses mostly on Conan’s work — comedy — you should be looking to others outside your industry for ideas about how [Continue Reading …]
Good marketing starts with good ideas – heck, no matter what your major, business often starts with good ideas. So “ Where do ideas come from? ” (Seth Godin’s Blog, November 24, 2010) As usual, Seth Godin has some interesting thoughts on the subject. What do you think? Where do your ideas come from? How can you use this article to help you get more ideas?
Creativity is such an important skill for today’s businessperson. While we often think of creativity around marketing — and particularly advertising — creativity is key to all types of problem-solving. And that is what good business people do, they solve problems. For marketers today, you need to be creative across the marketing strategy planning process. This excerpt of a presentation by John Cleese at the Creativity World Forum encapsulates so many useful ideas in just under 11 minutes. Cleese is best known for the television and later movie series titled Monty Python’s Flying Circus. He also made other movies. Anyway, the man [Continue Reading …]