1.
how to
THINK
DIFFERent
and innovate
a Very Short Introduction (10-minutes max.) IDFCTRY.COM

2.
I am
Occupation : CREATIVE AT IDFCTRY.COM
Education : The Dutch Academy of Art and Design
Rietveld Academie Amsterdam.
Philosophy : Everything is a chance.
Thinks : Reality is chaos.
Naïeve belief : Everybody is creative.
Motivation : Let’s make better mistakes tomorrow.

3.
So why do people do things that are wrong if they know its wrong?

4.
Why is different
thinking important?
Doing things differently is the key to success.
It is one of two* things successful people in
every branch / lifestyle have in common.
Doing things differently starts with
thinking different.
*The other one is passion for what you do.
http://www.ted.com/talks/richard_st_john_s_8_secrets_of_success.html

5.
Unexpected results come with unexpected methods.
IDFCTRY.COM

6.
Why isn’t everybody
doing it?
Actually erverybody does it. Only not all the time
and very often unaware.
Think of this: Picture yourself before two doors. If you where to be
asked a question and you know that the right answer is behind door
number 1. You will open door number 1. Everytime.
Everytime? No. Ask people the same question (think: daily live) over
and over again, and some of them will start to wonder. What is behind
number 2? This wondering, and the final act of knowingly making
the ‘wrong” choice and making “mistakes” is why progress is made
through out to the entry history of humankind.

7.
What is behind the door not taken?

8.
Why do you want to make
those “mistakes”?
Strangely our brains rewards making choices that
are uncertain.
Your body is making serotonin, dopamine, and
endorphins when you are not exactly now what
the outcome of your actions(choices) will be.
This gives you an exciting high feeling.
You know it’s wrong but had to try anyway.

9.
Good Girls GoTo Heaven (Bad Girls Go Everywhere) - Meatloaf.

10.
The four main neurochemicals that affect our mood are:
Serotonin, Epinephrine, Dopamine, and Endorphin.

11.
Uncertain choises and neurochemicals is why
the gambling industry is a zillion dollar industry.

12.
Why aren’t we making
them all the time?
Making choices (especially the illogic ones)
and reflect to them take more time and energy.
So most people hide in group behavior. Taking
there time by doing save things other people have
done before. Making the illogic choices only
every once in a while and unaware.
To set this in context: the majority of our choices are logic and the
minority of our choices illogic. Logic choices sets the pace and illogic
choices set directions.

13.
Everyone’s favorite
Vulcan, Star Trek‘s
Mr. Spock, was
forced to deal with
illogical humans
on a daily basis.
http://en.wikipedia.org/wiki/Spock

14.
How can I use breaking
the rules as a tool? (1)
Logic choices make conventions. Ones you realize
that the world turns by conventions, use it.
It is logic to act ilogic.
It doesn’t mather in what branch you are
working, what job you do, what environment
you live, conventions are all arround you.
Break with those conventions, break the rules.

15.
To use this to your advanced, take notice
of this four step process:
1. Find conventions
2. Quantify conventions
3. Challenge them
4. Act up (No guts, no glory)
How can I use breaking
the rules as a tool? (2)

16.
People in the shoe-business, always look to others in the shoe-
business’s. The know exactly what their competitors in the market are
doing. The same goes for accountants, ad-agency’s, industries, etc.
You name it (!your own branch!), everybody is looking to each other.
It is monkey see, monkey do everywhere.

17.
1. Find conventions
We are all doing our things in convert zones,
in boxes. Look for commons in these boxes.
There must be all around you.
Ask yourself: “What are the save choices
everybody makes in my box?”

18.
Finding similarities in your own box isn’t always easy stuff. Sometimes they hide in plain sight.

19.
“ This is not art!”
“The Campbell’s
Soup Can series
makes me laugh.
”
“The simplicity
of Warhol’s work
frustrates me.
”
Art has always been the place for breaking conventions. Andy Warhol transformed into an overnight sensation doing something nobody thought of.

20.
2. Quantify conventions
Ones you have found the sure shots in your box,
weigh* them. Specify the parameters.
Write them down.
What are the door number 1’s in your box?
Are there more doors (2,3,4 etc.) to peek behind?
*
Sometime save choices are save choices by reason. Remember Illogic
choices are different to stupid choices. some people.

21.
2
3
etc. 4 5 etc.
There are always unlimited numbers of new opportunities,
once you know it’s oke to make mistakes.
http://www.ted.com/talks/kathryn_schulz_on_being_wrong.html

22.
3. Challenge them
Now, look outside your own box.
Do the same with other branches (preferably ad
random) and look for there conventions.
Quantify them. Learn from them.
Reflect to there conventions to your own conventions.
How do they solve problems, how do they sell stuff,
how do they communicate, how, how, how, etc.

23.
Shoes-sales men learn more from, lets say, the telecom-sales men then
from other shoes-sales men, as a shoes-sales you the probably know
all there is already about the shoe industry. But by using knowledge of
other branches and projecting them to your own creates new insides.

24.
4. Act up (1)
No guts, no glory!
Actually, this is easer than it looks.
It only takes guts.
When you know what works for others out side
your box, experiment with that knowledge with
on your box. Trial and error. Start small, it doesn’t
work, reflect. Try something else. If it works,
expand.
Dont’ be affaird to be the bozo of the board.

25.
Others in your box don’t have your inside
and will be doing the same old sh*t.
With the same expected results.
As on the other hand, you will be doing new
exciting sh*t. With unexpected exciting new
results. Your are going to define your own set
of conventions.
4. Act up (2)
No guts, no glory!

26.
Cheating? Who cares!

27.
Especially for advertising
and marketing people
Read these books, pure gold and career changing:
Disruption
Overturning Conventions and Shaking Up the Marketplace
Beyond Disruption
Changing the Rules in the Marketplace
by Jean-Marie Dru
http://www.amazon.com

28.
Disclaimer
The information in this document is intended for informational and educational
purposes only, to provide readers better understanding.
all Designated trademarks, brands and images are the property of their respective owners.
please respect them.

29.
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