Events | The Brainzooming Group - Part 39 – page 39
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This is part 2 of highlighting some of the creative inspirations behind my presentation on “Taking the NO Out of InNOvation.” As the first reference below suggests, improving your creativity is linked to your ability to change, adapt, and customize various inspirations to address your opportunities.

  • The Remix Planet – My wife Cyndi wanted to go to Wired Magazine’s NextFest in Chicago in 2005. The admission included a free one-year subscription; one of the first issues featured the “Remix Planet.” This provided a nice way to talk about borrowing & morphing ideas for your own use!
  • Steve Farber – Steve is a great speaker that we’ve had for several executive management programs. He talked about reading magazines on the cutting edge (i.e. gaming, technology) to spot emerging trends headed for the general culture. We morphed the idea into taking any graphics-intensive magazine outside your field of expertise and looking through it page-by-page with a marker, writing down new ideas to address your challenges.
  • IDEO –A well-known design & innovation firm. One of the companies I work with did some brief exploration with IDEO. One of their approaches is prototyping – quickly doing something with an idea to make it more tangible and to be able to experience it. That’s been helpful in moving us beyond simply generating a bunch of ideas for a marketing manager and instead prioritizing them quickly and taking the first few steps with them.
  • “Made to Stick” – I’ve written about “Made to Stick” previously. Its six principles for making ideas take hold and flourish can benefit anyone trying to create change and implement new approaches.
  • Benjamin Zander – I’ve also written about Benjamin Zander earlier. Specific to “Taking the NO Out of InNOvation,” his discussion about simply replying “How Fascinating” to things that go wrong in life had a major impact. My natural personality is to become frustrated and complain when things don’t work. Zander’s challenge to identify what you’re learning from a bad situation has helped me to be calmer when things are frustrating and to genuinely look for the lessons God is trying to teach me when nothing seems to be going right. Click here for a blog post from PresentationZen with a quick overview of Zander’s key messages.
  • Serving Others & Helping to Make Them Successful – I’m an ardent believer in servant leadership. While the Bible is certainly the chief inspiration for that approach to life, the idea of improving your successfulness by figuring out how to make other people successful comes from Ziz Ziglar, an incredible speaker.

Which leads to a big thank you to Jessica Myers, a senior media relations specialist at Garmin, for the inspiration to start a blog. I saw her present at an IABC Communications Summit in October 2007 on how easy it is to get a blog started. I thought I’d check it out, and was launched into the blogosphere.

That’s how a presentation comes together, with a tremendous number of great inputs & ideas that get molded (ideally) into a cohesive message. Enjoy checking out the links as potential departure points for your own new inspirations. And realize – it’s actually more creative to REMEMBER your sources. That way you can go back and borrow from them again and again!

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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A comment on Jan Harness’ Creative Instigation blog struck me as interesting: “Creativity is the art of forgetting your sources.” In the age of the remix culture, that’s very true, and I’ve been accused of it in presentations. While I try to credit sources of inspiration, you don’t often get to explain why something inspired you.

Saturday, I did “Taking the NO Out of InNOvation”for a great conference audience. Since that presentation is all about creativity, I thought I’d try to RECOGNIZE some of the inspirations behind that material over the next two posts. Here’s part 1 – check these out and see if they can help remove some NOs from your InNOvation efforts.

    • Max Utsler – In 2004, Max asked me to talk to his Kansas University class about innovation in marketing communications. That was the start – no Max, no presentation.

 

 

 

  • Chuck Dymer – I met Chuck in the mid 1990’s, and he’s been an incredible strategic & innovation mentor to me ever since. He’s a Master Trainer of Edward de Bono (the father of lateral thinking) methods who continually opens my eyes to new ways to think creatively. You name it – trait transformation, themed exercises, using toys, prioritization grids, plus-minus-interesting…I learned it all from Chuck!

 

 

  • James Lipton – As a collector of great questions, I love James Lipton’s segment on Inside The Actor’s Studio where he asks his guests the same questions about themselves eac show. His references to Bernard Pivot using the questions on French TV prompted some background research. There’s an interesting little history to the questionnaire that highlights that great questions always have a place.
  • Greenhousing – Chuck Dymer gave me a book from ?What If!, a UK-based innovation company. In it, they address greenhousing ideas, i.e. creating an environment that allows new ideas to grow & develop when they are at their most vulnerable. It’s includes questions to ask about new ideas that are certainly more productive than what I had typically been asking, “Why the *#!% do you want to do that?” Hey, we can all change!
  • Diet Dr. Pepper – My mom drank Dr. Pepper when I was growing up, setting the stage for me loving Dr. Pepper (now Diet Dr. Pepper). We never knew why, but when I was little, Dr. Pepper bottles were always sticky on the outside. Years later, the economist at work told me that he had previously worked at a Dr. Pepper bottling plant. Their method to control the volume in the bottles was to tap those on the bottling line that had too much liquid so that they would foam over. Mystery Solved! In any event, Diet Dr. Pepper has become my creative catalyst drink of choice.

 

 

  • “Get Out of the Mental Doldrums NOW!” Card – My Uncle Jerry was the most incredible Monopoly savant that I’ve ever played against. He had the distances memorized between properties, knew all the rents for each number of houses, and frequently bankrupted his competitors within 30 minutes. Suffice it to say, at that rate, we played a lot of Monopoly games over the course of an afternoon. This fueled my love for the game, and when trying to come up with a leave behind for the InNOvation presentation, the Get out of Jail Free card came right to mind.

 

In part 2, you’ll learn more about the creative inspirations behind “Taking the NO Out of InNOvation.”

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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I’m on a panel today addressing “Global Branding Trends, Challenges, and Possible Solutions” at the HDMA Heavy Duty Dialogue ’08 conference. It’s being moderated by Sally Staab a VP at Weyforth-Haas Marketing in Overland Park, KS. The other participants are Walt Delevich from SKF and John Beering from Eaton Corporation.

From my segment on brand strategy in a full house of brands, here are a few keys for branding amid significant M&A activity:

  • Elegant brand architecture often isn’t in the cards with an M&A-based growth strategy – With significant M&A activity, a number of very real factors may confound attempts to create elegantly simple brand architecture. Among the potential issues: the relative strengths of brands in the family, customer loyalty to existing brands, management demands, deal structures, challenges in doing a large-scale conversion, required investment, and long cycles for replacing branded assets.
  • Work with experienced brand strategy partners – A brand is more than a logo and an ad; it’s the promise you make to your key audiences. It’s multi-dimensional and encompasses all customer contact points with the company – employees, products, service, visual and physical cues, and communications. Given this broad definition, few advertising agencies have the full range of capabilities to address all of your brand issues. Engage firms that specialize in branding across all these dimensions.
  • Invest in the necessary fact finding effort to determine your brand strategy – Facts need to be at the heart of any brand strategy decisions, and they should come from as many sources as possible – internally & externally. Inventory the key data sources and audiences whose perceptions you need to understand and project. Beyond analysis of available data, look to both qualitative and quantitative research techniques to bolster your understanding of what the market expects, accepts, and will ultimately reward from your brand.
  • Figure out where you want your brand to be in the future and then work your way back to the present through multiple scenarios – Hypothesize various scenarios on where you want the brand to be in the future relative to customers, products / services, markets, competitors, and the external environment. Pick a future point linked to the longest relevant decision cycles for your brand. Then, work your way back on how you expect to get there, recognizing likely decision points, operational issues, future M&A events, sales & marketing efforts, competitor activity, and the best and worst developments that could happen with your brand.
  • Look to others brands for lessons, even if their situations aren’t completely comparable – You can’t simply follow your industry’s branding conventions if your situation differs dramatically. In that case, find brands outside your industry that you can look to for insights. Ideally seek out brands in similar current situations and others that have brand architectures that resemble how you’d like yours to look. Go to school on what their brand migration paths look like, what rules or approaches they use, etc. Additionally, there’s great value in networking with them and being able to ask direct questions on their strategies.
  • Use in-country experts to assess how your brand will fit in global markets – Don’t depend on uninformed or remote perspectives for determining in-country brand strategy globally. Identify branding partners & key employees with on the ground experience that can provide knowledgeable input and reactions to global brand strategy development. Do the qualitative and quantitative fact finding work in-country or in-region as well. – Mike Brown

 

The Brainzooming Group helps make smart organizations more successful by rapidly expanding their strategic options and creating innovative plans they can efficiently implement. We draw on our varied strategy experience in defining new brands, jump starting lagging ones, and  rehabilitating battered brands. Email us at info@brainzooming.com or call us at 816-509-5320 to learn how we can help you enhance your strategy and implementation efforts.

 

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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