Archive for the ‘Creativity’ Category

So the Patriots are set to take on the Giants in this year’s Superbowl showdown. As a marketer you’re more excited about the ads.

Just like the players on the field the game brings out the best and the worst in creative people. Most of the time it’s great creative work and other times the strategy just breaks under pressure.

The Superbowl advertising spots are among the most expensive you will ever encounter as a marketer. To me it almost seems like a city hosting the Olympic games. They pay a ton of money for recognition but they never seem to make a profit as the cost is too high.

That being said some companies have started teasers to get the ball rolling early and for less money. This seems like a great approach that should help the overall campaign reach closer to a positive return on investment.

I really like the pre-campaign done by Volks Wagon (seen below). I’m looking forward to seeing what the endgame is.

What are you expecting from the ads this year at the Superbowl?

Seth Godin talked about this in his blog a few weeks ago. He brings up a valid point. Expectations tend to skew the results and they also make it harder to make contributions to important tasks, you know the real work.

Striving to be good or the best at something is not an expectation – it’s the work you must put in. Expectations on the other hand tend to direct you in a direction. It’s like a hypothesis in science and is a reason double blind testing is used. Your mind will only shift in the direction you expect it to go. When you do this innovation is tough to come by.

Focus on the contribution and innovation will come.

I feel that every business needs to create ideas on a continual basis. Your business will not survive with a “silver bullet”, whatever that is.

Being creative is not something you are born with, although some people are naturally skilled at the task. Creating ideas can be learned, however, you need to practice. Below I have listed a few of my favorite books on creativity.

The Books

Thinkertoys – Michael Michalko

Thinkertoys - Michael MichalkoDubbed the handbook of creativity, Michael Michalko gives you step by step instructions on how to create ideas. A good majority of the tasks are game like activities. Overall you’ll have a lot of fun creating ideas that make a difference for your business.

Michael Michalko’s web site: Go now

Jump Start Your Business Brain – Doug Hall

Jump Start Your Business Brain - Doug HallFrom the creator of the Eureka! Ranch, Doug Hall tells it all in this book. The first half delves into how to create a winning marketing message. The second half of the book gives you discrete methods on how to become a “Capitalist Creator”.

Doug Hall’s web site: Go now

Uncertainty – Jonathan Fields

Uncertainty - Jonathan FieldsUncertainty is a great book for the entrepreneur. It’s all about creating habits that will help you to master the fear that stops you from creating pursuing amazing ideas. A good dose of this will boost your ability to handle uncertainty.

Uncertainty web site: Go now

Do you have a favorite book about creativity? Let me know in the comments below.

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