Marketing and Creativity-7 marketingPlanNOW

Last

Creativity
chapter

5.2 & Mkng Overcoming Mind Limitations
Presentation 7 out of 7

Danny Abramovich
Marketing Plan Specialist
www.marketingPlanNOW.com
1 www.marketingPlanNOW Marketing & Creativity

Presentation Structure

1. Welcome to Creativity test ü
2. Creativity - Vocab & theory ü
3. Human Brain, introduction ü
4. Proving Mind limitations ü 2
presentations

◄
5. Overcoming Mind limitations Cont.

5. Overcoming Mind limitations

5.4. The Creative Process
Person
Place
Product
Process


New Venture Existing Business
Ideation Analysis
Key wants & needs
Innovation Q Strategy
of the current situation
y
Concept development Marketing objectives
Application Tactics
Product/ service dev. Action plan & budget
Production Management
4 Product/ service creation
www.marketingPlanNOW procedures
Control Marketing & Creativity

I. II.
Preparation Analysis Imagination

Observation Generation

Living With It Harvesting

Implementation
Enhancement

IV. Evaluation III.
Action Based on Plsek’s Directed Creativity Cycle Development

The books create a new language
for creative thinking such as:
“To think like a lizard”
means to “yield”
“To think like a chameleon”
means “to find several solutions”
“To think like a zebra”
means “to live with contradictions”
“To think like a bat”
means “to do the opposite of what is accepted”
“To think like a monkey”
means “to imitate others”




Identifying successful
models and mimicking
Living with them while creating
contradictions, or variations on the
even creating them theme



5.4. The Innovation Process
of Enterprises
Suggestion
Box Theoretical
Syndrome Methodologies

Consumer R&D Customers Innovation
Surveys team Panel Committee



5.4. Towards Innovative Solutions - 1

Suggestion
Box Theoretical




Consumer Surveys/ Panels
Stop asking customers what
they want (solutions), start
asking what they want your
products to do for them
(desired outcome)!


Consumer Surveys/ Panels
“We don't believe in market research
for a new product unknown to the
public, so we never do any. We are
the experts.” Akio Morita, Co-founder
SONY Corp.



Suggestion
Box Theoretical




“Suggestion Box Syndrome”
Create an “out of the box”
process motivating employees to
suggest, follow-up and lead
inventions & innovations.


“Suggestion Box Syndrome”
Create
an “out of
the pyramid”
process; Kodak case



Suggestion
Box Theoretical



Theoretical Methodologies
5.4.0. “No!” Methodology
5.4.1. SCAMPER technique
5.4.2. Lateral Thinking
5.4.3. Mind Mapping
5.4.4. Creative Failure methodology
5.4.5. TRIZ theory

5.4.0 “No! Methodology”
Step 1 – Long-term fact:
We manufacture only plastics.
Step 2 – “No!”
We do not manufacture only
plastics!

5.4.1 SCAMPER technique
Substitute Combine
Adapt Modify
Put to another purpose Eliminate
Rearrange


5.4.1. SCAMPER

Substitute
Combine
Thinking
Adapt about
Modify
Put to…
substitutes
Eliminate may initiate
Rearrange
new ideas.


5.4.1. SCAMPER
MetroNaps The
Substitute
combination
Combine of several
Adapt
Modify
parts may
Put to… equal a
Eliminate
Rearrange
different
product.


5.4.1. SCAMPER
Phone, e-mail, web, The
digital organizer,
combination
Substitute digital camera, color
Combine screen, MP3 player, of several
Adapt
Modify
and wireless parts may
Put to… connectivity to other equal a
Eliminate devices. different
Rearrange What’s next?
product.


5.4.1. SCAMPER

Substitute
Combine
Adapt
Modify
Put to…
Eliminate
Rearrange


5.4.1. SCAMPER
past & present factors (past year)
The TOWS
Matrix Strengths Weaknesses
Substitute
Combine - advanced
upcoming factors (next year)

Adapt
Opportunities (SO) “today’s (WO) “today’s
strengths that weaknesses that
Modify may present an may present an
Put to…
opportunity opportunity
Eliminate
tomorrow” tomorrow”
Rearrange
Threats (ST) “today’s (WT) “today’s
strengths that weaknesses that
may present a may present a
threat tomorrow” threat tomorrow”


5.4.1. SCAMPER
hight width color diam.

Substitute
hight
Combine - advanced
Adapt
width
Modify
Put to…
color
Eliminate
Rearrange diam. eter
cond. uctivit y
circ. umfer ence


5.4.1. SCAMPER runaid

Substitute
Adapting only
Combine part of the
Adapt
Modify product may
Put to… equal a
Eliminate
Rearrange different
product.


5.4.1. SCAMPER

Substitute Adapting only
Combine
Adapt part of the
Modify product may
Put to…
Eliminate equal a
Rearrange different
product.


5.4.1. SCAMPER

Substitute Adapting only
Combine
Adapt part of the
Modify product may
Put to…
Eliminate equal a
Rearrange different
product.

O
W

5.4.1. SCAMPER

Substitute
Combine
Modifying
Adapt towards
Modify
Put to… new products
Eliminate & concepts.
Rearrange


5.4.1. SCAMPER
Modifying
Substitute towards
Combine human-feel
Adapt
Modify products
Put to… & concepts.
Eliminate
Rearrange
ESP


5.4.1. SCAMPER
Modifying
towards
Substitute
Combine
human-feel
Adapt products
Modify
Put to… & concepts.
Eliminate
Rearrange
ESP


5. Overcoming Mind limit…
5.4.1. SCAMPER

Substitute
Combine
New usage
Adapt for an
Modify
Put to another purpose
existing
Eliminate product.
Rearrange


5.4.1. SCAMPER

Substitute Breaking
Combine
Adapt down the
Modify product’s
Put to…
Eliminate parts by
Rearrange
elimination.


5. Overcoming Mind limit…
5.4.1. SCAMPER

Substitute
Combine
Will
Adapt rearranging
Modify
Put to… solve the
Eliminate problem?
Rearrange


5.4.2. Lateral Thinking
De Bono’s Six Thinking Hats


5.4.3. Mind Mapping


5.4.4. Creating
Failure
Methodology



5.4.5. TRIZ
TRIZ is a romanized acronym for Russian
“Теория решения изобретательских задач”
meaning "The theory of inventor's problem
solving" (Altshuller, 1946). 300,000 patents
were revised into 40 inventive principles.


5.4. Towards Innovative Solutions

Suggestion
Box Theoretical



Presentation Structure

1. Welcome to Creativity test ü
2. Creativity - Vocab & theory ü
3. Human Brain, introduction ü
4. Proving Mind limitations ü 2
presentations

5. Overcoming Mind limitations ü 2
presentations


End of
last
chapter
Creativity
& Mkng
Overcoming Mind Limitations
Presentation 7 out of 7 is over!
Last slide

Danny Abramovich
Marketing Plan Specialist


The end!

Marketing & Cre8iVT

Marketing and Creativity-7 marketingPlanNOW

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