Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
TALENT IMITATES 
GENIUS STEALS 
@edwardboches 
edwardboches.com
AND THEN IT REMIXES 
@edwardboches 
edwardboches.com
Four chapters on: 
how to be creative in the digital age
Chapter One 
Creativity matters more than ever
New research from the University of Pennsylvania, published in a recent issue of the 
journal Cognitive Neuroscience, show...
There’s a new marketing challenge:
There’s a new marketing challenge: 
The Scarcity of Attention
2000: 12 seconds 
Source: National Center for Biotechnology Information
2000: 12 seconds 
Source: National Center for Biotechnology Information 
2013: 8 seconds
2000: 12 seconds 
2013: 8 seconds Goldfish: 9 seconds 
Source: National Center for Biotechnology Information
We need great, attention-worthy ideas
We need great, attention-worthy ideas 
That invite participation
We need great, attention-worthy ideas 
That invite participation 
That generate content
We need great, attention-worthy ideas 
That invite participation 
That generate content 
That inspire sharing
We need great, attention-worthy ideas 
That invite participation 
That generate content 
That inspire sharing 
That earn m...
Unfortunately 
It never gets easy, but there are a few tricks.
Chapter Two 
There’s no such thing as an original idea
“There is no such thing as a new idea. It is impossible. We simply take a lot 
of old ideas and put them into a sort of me...
A new and curious combination
A new and curious combination 
Illustration interacting with photography
A new and curious combination 
Illustration interacting with photography 
Editorial comment
A new and curious combination 
Illustration interacting with photography 
Editorial comment 
A bit of irreverence
A new and curious combination 
Illustration interacting with photography 
Editorial comment 
A bit of irreverence 
Dash of...
Art director grew up in the country 
Copywriter has chickens 
Account executive’s kids went on a field 
trip to a farm
Art director grew up in the country 
Copywriter has chickens 
Account executive’s kids went on a field 
trip to a farm 
Go...
“We take ideas from other people, from people we've learned from, 
from people we run into in the coffee shop, and we stit...
Chapter Three 
We have to master both stealing and remixing
Note: this is not an invitation to plagiarize.
OUCH!
7 km/h.
But these are ads, messages, paid media.
Social media
Social media 
User generated content
Social media 
User generated content 
Encouraging influencers
Social media 
User generated content 
Encouraging influencers 
Inspiring action
Social media 
User generated content 
Encouraging influencers 
Inspiring action 
New ways of telling stories
Social media 
User generated content 
Encouraging influencers 
Inspiring action 
New ways of telling stories 
Owned conten...
Social media 
User generated content 
Encouraging influencers 
Inspiring action 
New ways of telling stories 
Owned conten...
In an age of digital, social and mobile 
we have to remix more than two ingredients.
Chapter Four 
Learn to dissect good ideas and steal the formulas.
Social media 
User-generated content 
Inspiring action 
New ways of telling stories
Social media
Formula: Social media (in the stream) 
• Find a relevant cultural or media event 
! 
• Go where the fans are; what are the...
Thousands of re-tweets 
Pages of press coverage 
144,000 followers on Twitter *
* A laundry detergent.
Formula: Social media (in the stream) 
• Find a relevant cultural or media event 
! 
• Go where the fans are; what are the...
User-generated content
Tactics 
• No media buy 
! 
• Volumes of free content across Facebook, Twitter and YouTube 
! 
• Brand story told by users...
Results 
1000 videos / 5 million plus views / 500,000 FlickR views / 3 million Twitter impressions 
37 % brand awareness a...
Formula: User-generated content 
• Create an experience 
! 
• Invite participation that inspires and enables content 
! 
•...
Formula: User-generated content 
• Create an experience 
! 
• Invite participation that inspires and enables content 
! 
•...
Inspiring action
- 12 %
Formula: Inspiring action 
• Start with something that would be good for 
your customer rather than what’s good for you. 
...
+ 46 %
Formula: Inspiring action 
• Start with something that would be good for 
your customer rather than what’s good for you. 
...
New ways of telling stories
Formula: New ways of telling stories 
• Think about how to “demonstrate” your message 
! 
• Create an actual “stunt” that ...
We asked people to upload an image of a friend on our website
Our image manipulators than edited the photo…
…and pasted it in photo of a non existing event.
The participants received a notification that their manipulated photo 
was placed into the event album.
People could then tag their friend in the photo.
Formula: New ways of telling stories 
• Think about how to “demonstrate” your message 
! 
• Create an actual “stunt” that ...
Formulas work and 
you can find them everywhere.
Formula: New ways of telling stories 
• Break big things into little pieces 
! 
• Offer a psychic reward for participating...
Formula: New ways of telling stories 
• Break big things into little pieces 
! 
• Offer a psychic reward for participating...
It’s about your customer, not about you.
To recap
There are no original ideas
Find good stuff to steal
Re-mix ingredients
Dissect formulas
Think “do” versus “say”
I don’t tell my friends about your product 
because I like your product.
I tell my friends about your product 
because I like my friends.
References and Resources 
A Technique for Producing Ideas 
Where good ideas come from 
Creativity Study 
Attention Span St...
@edwardboches 
edwardboches.com 
slideshare
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age
Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age
Upcoming SlideShare
Loading in …5
×

of

Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 1 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 2 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 3 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 4 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 5 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 6 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 7 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 8 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 9 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 10 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 11 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 12 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 13 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 14 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 15 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 16 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 17 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 18 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 19 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 20 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 21 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 22 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 23 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 24 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 25 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 26 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 27 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 28 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 29 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 30 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 31 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 32 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 33

YouTube videos are no longer supported on SlideShare

View original on YouTube

Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 35 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 36 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 37

YouTube videos are no longer supported on SlideShare

View original on YouTube

Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 39 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 40 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 41 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 42 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 43 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 44 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 45 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 46 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 47 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 48 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 49 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 50 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 51 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 52 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 53 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 54 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 55 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 56 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 57 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 58 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 59 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 60 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 61 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 62 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 63 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 64 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 65 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 66 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 67 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 68 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 69 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 70 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 71 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 72 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 73 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 74 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 75 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 76 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 77

YouTube videos are no longer supported on SlideShare

View original on YouTube

Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 79 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 80 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 81 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 82 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 83 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 84 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 85 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 86 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 87 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 88 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 89 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 90 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 91 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 92 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 93 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 94 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 95 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 96 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 97 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 98 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 99 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 100 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 101 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 102 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 103 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 104 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 105 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 106 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 107 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 108 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 109 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 110 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 111 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 112 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 113 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 114 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 115 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 116 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 117 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 118 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 119 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 120 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 121 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 122 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 123 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 124 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 125 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 126 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 127 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 128 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 129 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 130 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 131 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 132 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 133 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 134 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 135 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 136 Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age Slide 137
Upcoming SlideShare
BU PRSSA: What is Advertising
Next
Download to read offline and view in fullscreen.

254

Share

Download to read offline

Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age

Download to read offline

Thoughts on being creative and finding inspiration. Four chapters: creativity matters more than ever; there's no such thing as an original idea; learn to steal and remix; dissect the formulas in ideas that work. I should note that while the statement in this title has been attributed to Picasso, Oscar Wilde and others, I stole it from Faris Yakob, who has used it for years. Thank you, Faris.

Related Books

Free with a 30 day trial from Scribd

See all

Talent Imitates, Genius Steals: Four Chapters on Being Creative in the Digital Age

  1. TALENT IMITATES GENIUS STEALS @edwardboches edwardboches.com
  2. AND THEN IT REMIXES @edwardboches edwardboches.com
  3. Four chapters on: how to be creative in the digital age
  4. Chapter One Creativity matters more than ever
  5. New research from the University of Pennsylvania, published in a recent issue of the journal Cognitive Neuroscience, showed that when the prefrontal cortex, your command center for cognitive control and a filter for your random thoughts that might interrupt your present tasks, is inhibited, your ability to tackle creative activities can be better. This is because your unfiltered thoughts actually offer an advantage. In other words, the less cognitive control, the better your creativity.
  6. There’s a new marketing challenge:
  7. There’s a new marketing challenge: The Scarcity of Attention
  8. 2000: 12 seconds Source: National Center for Biotechnology Information
  9. 2000: 12 seconds Source: National Center for Biotechnology Information 2013: 8 seconds
  10. 2000: 12 seconds 2013: 8 seconds Goldfish: 9 seconds Source: National Center for Biotechnology Information
  11. We need great, attention-worthy ideas
  12. We need great, attention-worthy ideas That invite participation
  13. We need great, attention-worthy ideas That invite participation That generate content
  14. We need great, attention-worthy ideas That invite participation That generate content That inspire sharing
  15. We need great, attention-worthy ideas That invite participation That generate content That inspire sharing That earn media coverage
  16. Unfortunately It never gets easy, but there are a few tricks.
  17. Chapter Two There’s no such thing as an original idea
  18. “There is no such thing as a new idea. It is impossible. We simply take a lot of old ideas and put them into a sort of mental kaleidoscope. We give them a turn and they make new and curious combinations. We keep on turning and making new combinations indefinitely; but they are the same old pieces of colored glass that have been in use through all the ages.”
  19. A new and curious combination
  20. A new and curious combination Illustration interacting with photography
  21. A new and curious combination Illustration interacting with photography Editorial comment
  22. A new and curious combination Illustration interacting with photography Editorial comment A bit of irreverence
  23. A new and curious combination Illustration interacting with photography Editorial comment A bit of irreverence Dash of inappropriate
  24. Art director grew up in the country Copywriter has chickens Account executive’s kids went on a field trip to a farm
  25. Art director grew up in the country Copywriter has chickens Account executive’s kids went on a field trip to a farm Google image search
  26. “We take ideas from other people, from people we've learned from, from people we run into in the coffee shop, and we stitch them together into new forms and we create something new.”
  27. Chapter Three We have to master both stealing and remixing
  28. Note: this is not an invitation to plagiarize.
  29. OUCH!
  30. 7 km/h.
  31. But these are ads, messages, paid media.
  32. Social media
  33. Social media User generated content
  34. Social media User generated content Encouraging influencers
  35. Social media User generated content Encouraging influencers Inspiring action
  36. Social media User generated content Encouraging influencers Inspiring action New ways of telling stories
  37. Social media User generated content Encouraging influencers Inspiring action New ways of telling stories Owned content
  38. Social media User generated content Encouraging influencers Inspiring action New ways of telling stories Owned content Creating utility
  39. In an age of digital, social and mobile we have to remix more than two ingredients.
  40. Chapter Four Learn to dissect good ideas and steal the formulas.
  41. Social media User-generated content Inspiring action New ways of telling stories
  42. Social media
  43. Formula: Social media (in the stream) • Find a relevant cultural or media event ! • Go where the fans are; what are they interested in? ! • Take inspiration from the (event’s) content ! • Connect your product to it
  44. Thousands of re-tweets Pages of press coverage 144,000 followers on Twitter *
  45. * A laundry detergent.
  46. Formula: Social media (in the stream) • Find a relevant cultural or media event ! • Go where the fans are; what are they interested in? ! • Take inspiration from the (event’s) content ! • Connect your product to it
  47. User-generated content
  48. Tactics • No media buy ! • Volumes of free content across Facebook, Twitter and YouTube ! • Brand story told by users with followers ! • Extensive media coverage
  49. Results 1000 videos / 5 million plus views / 500,000 FlickR views / 3 million Twitter impressions 37 % brand awareness among GenY / 50,000 new prospects currently not Ford owners
  50. Formula: User-generated content • Create an experience ! • Invite participation that inspires and enables content ! • Document everything ! • Distribute, repackage and encourage sharing
  51. Formula: User-generated content • Create an experience ! • Invite participation that inspires and enables content ! • Document everything ! • Distribute, repackage and encourage sharing
  52. Inspiring action
  53. - 12 %
  54. Formula: Inspiring action • Start with something that would be good for your customer rather than what’s good for you. ! • Spread joy, not fear (never lecture) ! • Create a crowd or community (visible) ! • Reinforce by rewarding (gaming dynamics)
  55. + 46 %
  56. Formula: Inspiring action • Start with something that would be good for your customer rather than what’s good for you. ! • Spread joy, not fear (never lecture) ! • Create a crowd or community (visible) ! • Reinforce by rewarding (gaming dynamics)
  57. New ways of telling stories
  58. Formula: New ways of telling stories • Think about how to “demonstrate” your message ! • Create an actual “stunt” that attracts users/prospects ! • Work across multiple media and technologies ! • Record reactions and create a story
  59. We asked people to upload an image of a friend on our website
  60. Our image manipulators than edited the photo…
  61. …and pasted it in photo of a non existing event.
  62. The participants received a notification that their manipulated photo was placed into the event album.
  63. People could then tag their friend in the photo.
  64. Formula: New ways of telling stories • Think about how to “demonstrate” your message ! • Create an actual “stunt” that attracts users/prospects ! • Work across multiple media and technologies ! • Record reactions and create a story
  65. Formulas work and you can find them everywhere.
  66. Formula: New ways of telling stories • Break big things into little pieces ! • Offer a psychic reward for participating ! • Don’t be afraid to ask, then trust people to do right ! • Be joyful and enthusiastic
  67. Formula: New ways of telling stories • Break big things into little pieces ! • Offer a psychic reward for participating ! • Don’t be afraid to ask, then trust people to do right ! • Be joyful and enthusiastic
  68. It’s about your customer, not about you.
  69. To recap
  70. There are no original ideas
  71. Find good stuff to steal
  72. Re-mix ingredients
  73. Dissect formulas
  74. Think “do” versus “say”
  75. I don’t tell my friends about your product because I like your product.
  76. I tell my friends about your product because I like my friends.
  77. References and Resources A Technique for Producing Ideas Where good ideas come from Creativity Study Attention Span Statistics
  78. @edwardboches edwardboches.com slideshare
  • KellyKrug1

    Sep. 16, 2021
  • GyulaBalla

    Oct. 23, 2019
  • SHERIFLANREAKINPELU

    Feb. 11, 2019
  • jamesherrera

    Sep. 2, 2018
  • SamuelMoon7

    May. 14, 2018
  • MotiurRahman10

    Jan. 11, 2018
  • marciikeler

    Aug. 9, 2017
  • saram126

    Apr. 29, 2017
  • MPerryPhDMBAMPHMSFAM

    Mar. 31, 2017
  • kirbyshelley

    Mar. 22, 2017
  • PatriciaGutierrezMoy

    Dec. 1, 2016
  • keerpee

    Jun. 6, 2016
  • BrigitteKleinselbeck

    May. 6, 2016
  • llostfourty4

    Apr. 28, 2016
  • TobyMarks1

    Apr. 27, 2016
  • uwegrossecossmann

    Mar. 3, 2016
  • scarletdesign

    Jan. 13, 2016
  • ashiquen

    Jan. 7, 2016
  • besanes

    Nov. 10, 2015
  • pauvirgili

    Nov. 10, 2015

Thoughts on being creative and finding inspiration. Four chapters: creativity matters more than ever; there's no such thing as an original idea; learn to steal and remix; dissect the formulas in ideas that work. I should note that while the statement in this title has been attributed to Picasso, Oscar Wilde and others, I stole it from Faris Yakob, who has used it for years. Thank you, Faris.

Views

Total views

35,677

On Slideshare

0

From embeds

0

Number of embeds

3,741

Actions

Downloads

430

Shares

0

Comments

0

Likes

254

×