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How to have ideas
Practical skills to improve your
creativity & idea generation for content
ShellShock.uk.
@shelliwalsh
The thing about thinking is that no
one thinks too much about thinking
ShellShock.uk.
@shelliwalsh
SOME CRITICAL
ISSUES FOR FUTURE
RESEARCH IN
CREATIVITY
A TECHNIQUE FOR
PRODUCNG IDEASLATERAL T...
ShellShock.uk.
@shelliwalsh
“You can put
lipstick on a
pig, but it’s
still a pig”
ShellShock.uk.
@shelliwalsh
“You can put
lipstick on a
pig, but it’s
still a pig”
A piece of content
can look good but
wit...
ShellShock.uk.
@shelliwalsh
“Concept is king”
ShellShock.uk.
@shelliwalsh
Content marketing
needs creativity
& much less of this...
ShellShock.uk.
@shelliwalsh
https://klientboost.com/ppc/the-top-10-worst-infographics-ever-created/
ShellShock.uk.
@shelliwalsh
http://www.pennyjuice.com/htmlversion/whoispj.htm
ShellShock.uk.
@shelliwalsh
http://www.gatesnfences.com/
ShellShock.uk.
@shelliwalsh
Learning basic thinking skills can
drastically improve creativity
ShellShock.uk.
@shelliwalsh
˚F ˚C WeightsWeights g oz
OVEN TEMPS
METRIC CONVERSIONMETRIC CONVERSION
IMPERIAL METRIC
½ oz 1...
ShellShock.uk.
@shelliwalsh
˚F ˚C WeightsWeights g oz
OVEN TEMPS
METRIC CONVERSIONMETRIC CONVERSION
IMPERIAL METRIC
½ oz 1...
ShellShock.uk.
@shelliwalsh
Input – Process – Output
ShellShock.uk.
@shelliwalsh
Input...
ShellShock.uk.
@shelliwalsh
Moz, smashingmag, A List Apart, The Manual, The
Great Discontent, 99u, Entrepreneur, Poynter,
...
ShellShock.uk.
@shelliwalsh
“The creative person wants to be a know it all,
he wants to know about all kinds of things. He...
ShellShock.uk.
@shelliwalsh
Be an
ideas magpie
ShellShock.uk.
@shelliwalsh
“You can find inspiration in everything.
If you can’t then you’re not looking properly.”
Paul ...
ShellShock.uk.
@shelliwalsh
How to deliver long form content
New York Times
ShellShock.uk.
@shelliwalsh
ec0fMhs0Vd
http://www.nytimes.com/newsgraphics/2013/10/27/south-china-sea/
ShellShock.uk.
@shelliwalsh
ShellShock.uk.
@shelliwalsh
ShellShock.uk.
@shelliwalsh
Process...
ShellShock.uk.
@shelliwalsh
Pattern matching
ShellShock.uk.
@shelliwalsh
Intelligence is a potential
Thinking is an operational skill
ShellShock.uk.
@shelliwalsh
Vertical thinking
Traditional thinking
Logical
Methodical
Sequential
Stops at first solution
L...
ShellShock.uk.
@shelliwalsh
Reverse information &
reject the obvious
ShellShock.uk.
@shelliwalsh
Oppose elements
ShellShock.uk.
@shelliwalsh
http://spin.atomicobject.com/2013/01/08/innovation-brainstorming/
Brainstorming
ShellShock.uk.
@shelliwalsh
Six Thinking Hats
Edward de Bono
ShellShock.uk.
@shelliwalsh
White hat:
Information, the input
and gathering of facts
ShellShock.uk.
@shelliwalsh
Who is the target demographic?
Where is the content to be placed?
Who will we outreach to?
Whi...
ShellShock.uk.
@shelliwalsh
Red hat:
Emotions, expressing
feelings and intuition
ShellShock.uk.
@shelliwalsh
I feel we should
My gut tells me
I like this/I don’t like this
Red hat:
Emotions, expressing
f...
ShellShock.uk.
@shelliwalsh
Black hat:
Risk assessment
critical thinking
ShellShock.uk.
@shelliwalsh
What are the selling parameters?
What would alienate our demographic?
What would be too much o...
ShellShock.uk.
@shelliwalsh
Yellow hat:
Positive logical, how an idea
can be put into action
ShellShock.uk.
@shelliwalsh
How do we plan production?
Where can we get placements?
Who can we use to illustrate/write/cod...
ShellShock.uk.
@shelliwalsh
Green hat:
Creative, alternatives, new
ideas, possibilities
ShellShock.uk.
@shelliwalsh
What if?
Can we?
This is different
Green hat:
Creative, alternatives, new
ideas, possibilities
ShellShock.uk.
@shelliwalsh
Blue hat:
Defining the problem and
what is being thought about
ShellShock.uk.
@shelliwalsh
How do we get more placements?
How do we generate the most traffic in
the budget?
How do we pr...
ShellShock.uk.
@shelliwalsh
5 Whys
ShellShock.uk.
@shelliwalsh
The ‘why’ technique
ShellShock.uk.
@shelliwalsh
Why?
Start with an element of
your problem that you
already know the answer to
ShellShock.uk.
@shelliwalsh
Why?
Start with an element of
your problem that you
already know the answer to
Student:	 Why a...
ShellShock.uk.
@shelliwalsh
Why?
Focus on a part of the
previous explanation
ShellShock.uk.
@shelliwalsh
Why?
Focus on a part of the
previous explanation
Student:	Why do they need to be small and
	 s...
ShellShock.uk.
@shelliwalsh
Why?
Keep the flow and keep moving
forward (avoid circling back to
the beginning)
ShellShock.uk.
@shelliwalsh
Why?
Keep the flow and keep moving
forward (avoid circling back to
the beginning)
Student:	Why...
ShellShock.uk.
@shelliwalsh
Why?
Generate discomfort through
provocation (this is where new
ideas will break through)
ShellShock.uk.
@shelliwalsh
Why?
Generate discomfort through
provocation (this is where new
ideas will break through)
Stud...
ShellShock.uk.
@shelliwalsh
Why?
Alternatives and solutions can be
offered at any point:
ShellShock.uk.
@shelliwalsh
Why?
Alternatives and solutions can be
offered at any point:
Teacher:	 “If we had a small watc...
ShellShock.uk.
@shelliwalsh
Why?
The roles can be reversed
at any point, again to create
discomfort and provocation
ShellShock.uk.
@shelliwalsh
Why?
The roles can be reversed
at any point, again to create
discomfort and provocation
Studen...
ShellShock.uk.
@shelliwalsh
Keep asking: Why?
ShellShock.uk.
@shelliwalsh
image from www.commonsenseevaluation.com/tag/old-spice
ShellShock.uk.
@shelliwalsh
image from oldspice.com/en/videos/old-spice-smell-like-a-man
5.9m YouTube
views on the
first d...
ShellShock.uk.
@shelliwalsh
image from http://www.brodominiums.com/
ShellShock.uk.
@shelliwalsh
image from http://www.thefl atteringman.com/
ShellShock.uk.
@shelliwalsh
Sharp humour + social media
Old Spice
ShellShock.uk.
@shelliwalsh
https://instagram.com/p/5xNE_MNNXH/?taken-by=oldspice
ShellShock.uk.
@shelliwalsh
Look for connections
“An idea is nothing more nor less than a
new combination of old elements....
ShellShock.uk.
@shelliwalsh
Combine ideas
The first camera phone in 2000
https://en.wikipedia.org/wiki/J-SH04#/media/File:...
ShellShock.uk.
@shelliwalsh
http://crazywalls.tumblr.com/
Ideas wall
ShellShock.uk.
@shelliwalsh
Content101.com
keywords influencers idea source hosts
theme
Quoragoogle
trends
news
sites
blog...
ShellShock.uk.
@shelliwalsh
Combining random ideas
Sportbluff.com
ShellShock.uk.
@shelliwalsh
http://www.sportbluff.com
ShellShock.uk.
@shelliwalsh
Output...
ShellShock.uk.
@shelliwalsh
Digest
Meditate
Contemplate
ShellShock.uk.
@shelliwalsh
distracted
emotionrelaxed
ShellShock.uk.
@shelliwalsh
Be prepared – ideas come at
any time – don’t lose them
ShellShock.uk.
@shelliwalsh
Feedback & scrutiny
ShellShock.uk.
@shelliwalsh
Agile and targeted responsive content
Totino’s Pizza
ShellShock.uk.
@shelliwalsh
http://www.totinosliving.com/article/buzzfeeds-50-unusable-stock-photos-used/
ShellShock.uk.
@shelliwalsh
Takeaways
ShellShock.uk.
@shelliwalsh
 Anyone can learn thinking skills
 Intelligence does not equal thinking skills
 Input + Pro...
ShellShock.uk.
@shelliwalsh
ShellShock.uk.
@shelliwalsh
download free ebooks at:
CONTENT101.COM
ShellShock.uk.
@shelliwalsh
hey
you!
Web:
ShellShockuk.com
Content101.com
Creativity101.com
Twitter:
@ShelliWalsh
Linkedin...
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ShellShock.uk. @shelliwalsh image from http://www.brodominiums.com/ How To Have Ideas

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@shelliwalsh
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