We live in a world where the digital marketing landscape is changing. It’s getting harder to get cut through, harder to get journalists to like our ideas and harder to get customer loyalty. The ability to be creative, to innovate and think of new, original ideas and solutions is a skill that will prove to be invaluable in the future. In this inspiring talk Kirsty talks about why we need to improve our creative thinking, and define a process that can help us all improve our ideas and originality in our daily lives.
20. MRI scans show when evaluating brands, consumers
primarily use emotions (feelings, experiences), rather than
information (features, facts)
University of Doha: emeraldinsight.com/doi/abs/10.1108/JPBM-12-2014-0774
21. Emotion enhances our recall
of a brand or product
Neilson: isihome.ir/freearticle/ISIHome.ir-22074.pdf
23. “Creative quality is
the most important
factor for driving
sales”
Neilson: ncsolutions.com/case-studies/five-keys-advertising-effectiveness/
24. I did a lot of
research to
test this
theory
@kirsty_hulse
25. 3 high ranking sites in
Insurance, Ecom cool, Ecom
dry, Travel, Finance
Analysed the top 150 links
earned in 2018ish
Defined a scale of content effort
Identified how likely it was to
be a paid placement
Was it “creative”?
26. You can
read the full
post here
@kirsty_hulse
bit.ly/2018-content-research
27. The format of the content was an
added bonus. The only thing that sets
performing content apart is
authenticity, timing and originality.
@kirsty_hulse
28. Authenticity: emotional resonance, being genuine
Timing: is this already on our agenda
Originality: a new concept, or an interesting take on
an old one
@kirsty_hulse
38. “No evidence of
heredity variation
appeared in the [...]
Divergent Thinking
measures.”
Thomas Puzello. Road Island Universityfiles.eric.ed.gov/fulltext/ED061542.pdf
40. There isn't one "creativity"
area in the brain; creativity is
the interplay of brain activity
involving multiple systems
Harvard, Yale: pnas.org/content/115/5/1087/tab-article-info
41. “We can consciously
influence ourselves to have
greater creativity [...] by
practicing exercises which
require it”
@kirsty_hulse
48. @kirsty_hulse #inorbit19Tim Harfard: How to be creative and resilient in a tiny minded world
Highly innovative
scientists move between
topics more quickly than
their less innovative
peers
49. Random wordsUse random words against a defined focused to stimulate new
ideas. The random word allows us to open up paths we would
otherwise never explore.
amazon.co.uk/How-Have-Creative-Ideas-exercises/dp/009191048X
50. Dr Robert
EpsteinWrote this book, Harvard Professor, generally a cool dude
amazon.com/Big-Book-Creativity-Games-Jumpstarting/dp/0071361766
51. Absolutely do this test tonight.
(Not now. Stay with me)
mycreativityskills.com
52.
53. @kirsty_hulse
“Research has consistently found working separately, to be
superior to groups interacting verbally [...] In over 50 studies,
the evidence speaks loud and clear, individuals working
separately generate many more, and more creative, ideas
than groups. This difference is large and robust.”
55. Production Blocking: may forget, focus on remembering
rather than generating, listening overrides generation
Evaluation Apprehension: risk of criticism
Free/over riding: when members rely on others or take over
@kirsty_hulse
64. A millennial targeted data security guide doesn’t
exist. Use the data to create the news, and the guide
as the asset for outreach.
65.
66.
67. 01.
02.
03.
In a world where
people, avoid risk.
Embrace creativity to create
genuine connection and
emotional resonance
Recognise creativity is a skill you
can learn and hone your innate
creative ability
Develop a creative process to
validate your ideas