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Today in 486

Creativity: 7 Steps to Glory . Creativity defined (for today). The process of making new connections between familiar elements.. 7 Steps. ResearchDefineWaitFake SellCraftShow. Research. Informal and formalGo where they hide the ideas. Define. Goal(s)Explicit Implicit AudienceBy name, i

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Today in 486

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Presentation Transcript

    1. Today in 486 TNT positioning follow-up Creativity Schedule update—changes ahead Exam return

    2. Creativity: 7 Steps to Glory

    3. Creativity defined (for today) The process of making new connections between familiar elements.

    4. 7 Steps Research Define Wait Fake Sell Craft Show

    5. Research Informal and formal Go where they hide the ideas

    6. Define Goal(s) Explicit Implicit Audience By name, if you can Precision and clarity count Show: Boogie Woogie NFL Precision: fuzziness kills! Show: Boogie Woogie NFL Precision: fuzziness kills!

    7. Wait Allow previously unconnected ideas to connect How long? Have faith

    8. Fake Use materials at hand Use techniques that make you happy Do it fast Do it sloppy

    9. Sell (scary, isn’t it?) Rationale Immediate response Keeps project moving Most important: builds equity

    10. Craft Managing production: Goal and audience drive the decisions What does this mean for you? (Show books)What does this mean for you? (Show books)

    11. Show Rationale Presentation

    12. Schedule changes Monday 2/18 No class Friday 3/1 Videoconference speaker change: Darren Howard, RET Advertising (Media) Friday 3/15 TBD

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