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THINKING EASY vs THINKING HARD

THINKING EASY vs THINKING HARD. BRAINWAVES. BETA - 13 + CYCLES PER SECOND ALPHA - 8 - 13 CYCLES PER SECOND THETA - 3 - 8 CYCLES PER SECOND DELTA - BELOW 3 CYCLES. Archimedes - Principle of flotation while having a warm bath

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THINKING EASY vs THINKING HARD

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  1. THINKING EASY vs THINKING HARD

  2. BRAINWAVES BETA - 13 + CYCLES PER SECOND ALPHA - 8 - 13 CYCLES PER SECOND THETA - 3 - 8 CYCLES PER SECOND DELTA - BELOW 3 CYCLES

  3. Archimedes - Principle of flotation while having a warm bath Albert Einstein - Curvature of time while dreaming Isaac Newton - Conceived gravity while dozing under a tree Dmitri Mendeleev- Table of elements came in a dream Friedrich Kehkule - Structure of benzene came while dreaming Thomas Edison - Notebook by his bed to record his dreams Niels Bohr - Structure of the atom came to him while dreaming

  4. OUR APPROACH TO IDEA GENERATION IS PREDICTABLE WE TEND TO ‘ENGINEER IDEAS’ BRAIN STORM START AGAIN CONCEPT ON PAPER GO! FOCUS GROUPS INSTORE PROMOS -Sequential process Functional emphasis The big idea happens late PICK A WINNER WEB AND EVENTS FINALISE PRODUCT DO SOME ADS PACKAGING ADD ATTITUDE GRAPHICS

  5. ORGANISATIONS FIND IT HARD, BECAUSE OF‘THE CURSE OF CULTURAL UNITY’ The better an HR department is at filtering likeminded applicants, and the more aligned a team’s worldview is, the harder it is to generate and embrace game changing ideas.

  6. Bureaucracy kills invention Paradox of organisations Most NPD is “solution looking for problem” Creativity requires discipline not process

  7. TECHNOLOGY ISN’T THE ANSWER Computers are just high speed morons - and need to be taught who’s boss.

  8. CONSUMER RESEARCH CAN’T SOLVE THE PROBLEM People don’t know what they don’t know

  9. ‘(Over the course of human history)… centers of creativity tend to be at the intersection of different cultures, where beliefs, lifestyles and knowledge mingle and allow individuals to see new combinations of ideas with greater ease’. ProfessorMihaly Csikszenthmalyi, Creativity: Flow and the Psychology of Discovery and Invention, Harper Collins, 1996.

  10. “ In Italy for 30 years the Borgias, they had warfare, terror, murder, bloodshed . They produced Michelangelo, Leonardo Da Vinci and the Renaissance. Switzerland had brotherly love, five hundred years of democracy and peace. And what did that produce ?The cuckoo clock ! ” Harry Lime’s soliloquy in “The Third Man” Graham Greene

  11. They used to build temples to people like me, now they build them toaccountants

  12. TSKYLINE IS DOMINATED BY BEAN COUNTERS 50 YEARS AGO - MANUFACTURERS 100 YEARS AGO - CHURCHES

  13. Sensible people dominate the world • Intuitives outnumbered 4 -1.

  14. What is creativity? Seeing what everyone else has seen and thinking what no-one else has thought Making the familiar strange and the strange familiar

  15. Michelangelo was once asked… “How do you create an angel from a block of marble?” He replied... “The angel is always there, I just carve till I set him free.”

  16. Trailblazing or ticket-clipping? The Kit Carson syndrome

  17. Ten Business Commandments 1. Lifestyle or wealth - not both. 2. Make sure you understand the rules of the game. 3. Nurture your stars but shoot your geniuses. 4. Don’t worry about the big bad wolf. 5. Money is not money. 6. Don’t be too proud to schmooze for food. 7. Explain it one more time for Mum. 8. Leave your ego at the door. 9. You’re not going where you think you're going. 10. Respect the big bad wolf. Apologies to Eric Pulier for my interpretation of what he said.

  18. Where does creativity fit in? It’s about ideas - not skills Heart as well as Head On call, not on staff Repeal FBT on lunches

  19. “Its easier to teach a poet how to read a balance sheet than it is to teach an accountant how to write.” Henry Luce Founder of Time/Life

  20. Thanks (For not throwing things)

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