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Today’s Blogapalooza guest post is from Jessica James. Jessica has been working for one of the world’s larget casual dining restaurant chains since 2006. She is currently working on completing her master’s degree in journalism from The University of Kansas. We’re excited to share Jessica’s seven lessons for creative success – lessons that are a valuable guide to creating no matter the industry in which you work!

Creative Success – A 7 Lesson Guide to Creating by Jessica James

For 15 years, I have been in the business of creating new products and ideas. The first eight years were formative; learning my craft, sharpening my skills, networking, and building a reputation – finding my way in an all-consuming industry.  The last seven years have been innovative – a culmination of what I have learned, whom I’ve had the opportunity to know, and the creative success challenge that comes with maintaining relevance everyday.

From these innovative years, I have identified seven lessons for creative success that are my guide to creating.

1. Take Notes…and Use Them!

I use the Notes app on my iPhone everyday.  Perhaps I’m a bit OCD, but I have lists for everything.  Ideas for my house.  Ideas for upcoming projects.  Wines I need to try.  Places I need to go.  Anything that might be useful for inspiring creativity down the road gets logged into notes.

iPad-NotesI read the notes a few times a week, usually at night when unwinding.  I use this time to focus on something that may have grabbed my attention earlier and think about how it might apply to things I’m working on now. This process is very helpful in balancing my decisiveness and impulsiveness with my desire to present researched and thought out ideas.

2. Read All the Time

This ties to the first creative success tip.  If you’re taking notes all the time and generating lists, chances are, you’re reading things that are interesting and relevant to your personal and professional life.

I try to read a mix of things– parenting magazines, fashion magazines, cooking magazines, trade journals, blogs, websites, social media outlets, news magazines, Twitter, and the occasional ‘trash magazine.’ A mix of information will keep your ideas fresh and give you a perspective and creative success you would not otherwise have.

3. Focus on the Fix

When creating things, it is inevitable people will challenge your products or ideas, valid or not.  Don’t minimize your creative critics.  Pay close attention to your critics and what they are saying.  Be discreet about it and you will stay ahead of them.

Think about how things might go wrong and focus on how you would fix them.  Do this all the time – not just when something is near completion.  Have the voice of your creative critics in your head and use it to fine-tune your work.

4. Stay Organized

I read once somewhere (affiliate link) that creative people tend to achieve their best creative success in environments described as organized chaos.  To the contrary, analytical left-brained people work best when things are tidy, organized and maintained.  I relate to this.  My desk at work has piles of things that haven’t moved in a month or so, but I could tell you the contents of every pile. It’s a mess, but it’s organized.

Keeping your ideas and projects in organized and accessible piles or files will help you prioritize and shift gears quickly from one project to the next if needed – something critical in today’s world of news updates by the minute.

5. Do Things You Hate to Do

Hate-FistThis is nothing new.  You should do things that make you uncomfortable.  It helps to vary your perspective on your life and work.  It makes you stronger.  Most importantly, doing things you hate to do builds character and makes you more interesting.

I recently joined my undergraduate university’s alumni association.  I was not involved on campus at all when I was there.  I was a non-traditional student who lived off campus and attended classes a few nights a week for three years.  I joined the alumni association to feel more connected to the hundreds of dollars per month I am about to start paying back as a result of student loans that funded my private, Jesuit-school education.

I don’t really enjoy my time spent with the association.  The monthly commitment is always preceded by me trying to think of how I can get out of it. The people are nice; they are just nothing like me. They are Catholic, very connected to the university, know one another, and are all adverse to taking risks or creating conflict.  They are homogenous and tend to surround themselves with people just like them. Needless to say, this experience has given me a better understanding of how to interact with people comfortable with status quo.

6. Consult a Consulate

It didn’t take me long to realize my creative success was tied directly to the success of others and their willingness to aid me when I needed it.  The half a dozen or so people I rely on most are a motley crew of experts, inside and outside of my industry.

Being nimble and being able to rally others to help you make things happen is critical to the creative process.  I’m connected with lawyers, artists, tech-guys, photographers, producers, entrepreneurs, writers, police & firemen, and educators.  You never know who will spark an idea or make a connection to redirect your path to success.

7. Fail

Being creative comes with a lot of failure.  I generate over five hundred ideas every year; half of those might be shared with other people and only a dozen or so might come to fruition.

A lot of creative success comes with a lot of failure.  Don’t be afraid to fail; fear will only hold you back. Each time you fail, you should learn something.  Each failure should change your perspective.  Creative success is built on a foundation of failure.

And what does creative success look like?

What’s the theme that ties together this seven lesson guide to creating? Always remember that creative success is going from failure to failure without a loss of enthusiasm!  Jessica James

 

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The Brainzooming blog has a wonderful group of guest authors who regularly contribute their perspectives on strategy, creativity, and innovation. You can view guest author posts by clicking on the link below.

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It’s Blogapalooza season again!

If you recall Blogapalooza is a program we help coordinate through Max Utsler’s Innovation in Communications class at The University of Kansas. Blogapalooza provides an opportunity for Max’s students to have blog posts they write for class published on various blogs. Thanks to this semester’s participating blogs – Spiral16, The Pert Group, AlexanderG Public Relations, Bowden Communications, and BrandTwist.

This first Blogapalooza post is from University of Kansas grad student, Kellen Ashford. Kellen is a media research analyst with a media monitoring service, where he’s worked with clients in healthcare, IT, defense, and security industries. In today’s post, Kellen has another view of innovation from the Snowapalooza festival in Kansas recently! Here’s Kellen:

Beer Run Innovation by Kellen Ashford

Beer-InnovationTwo weeks ago, eastern Kansas was beset by large amounts of snow, and with it, the levels of public hysteria associated with intense weather in this region.After being snowed in on Thursday, I decided I needed to both dig my car out and stock my refrigerator with beer. But typically, I ran into two problems: I had no shovel to dig my car out and I had no car to make the beer run.

The second problem was a very easy fix.  I live in Lawrence, KS and everything is in walking distance from my apartment complex. But, said apartment complex also failed to have shovels ready for both their maintenance crews and residents.  I decided to kill two birds with one stone and walk to both the local Dillons grocery store and the neighborhood liquor store.

At Dillons, I acquired duct tape to fashion a broom and a dustpan into a shovel. Quite pleased with how this invention would work, I walked across the street to the liquor store and bought a six-pack of beer. The clerk was quite bored and was happy to see me. We had a good chat about the apartment complex, my car, and my snow removal innovation. He also mentioned to try a “pot or a pan” if my dustpan shovel didn’t work. “Point taken good sir,” I said while beginning my journey home.

The second the dustpan met the snow, it cracked. My heart sank. I stood up, dumbfounded and looked around distraught at my misfortune. At that instant, the words of the store clerk struck me, and I immediately thought about two cookie sheets I have. My uncle is a professional chef and had left me some quality bakeware when he moved. Most notably, I have two, heavy-duty cookie sheets.  I ran into my apartment, grabbed one, and started to shovel away. Success! In no more than 20 minutes, I had dug my car out and created a path to the car door. I was very pleased with this turn of events.

The Beer Run Innovation Lessons

The beer run innovation lessons of the story are quite simple.

First, you have to take chances in order to innovate. I took a chance with my dustpan-shovel invention and failed, but, I didn’t give up.  My second chance at innovation, the cookie sheet-turned-shovel, was much more successful.

The second point is inspiration can come from unlikely sources. If I didn’t have the conversation with my friendly liquor store clerk, I don’t know if I would have thought of those two cookie sheets. His “pot and pan” idea was the seed for the cookie sheet shovel design.

And for that, I am grateful.

Oh, and don’t worry. The noble dustpan is still in use. Nothing a little duct tape couldn’t fix. – Kellen Ashford

 

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Download the free ebook, “Taking the NO Out of InNOvation” to help you generate fantastic creative thinking and ideas! For an organizational innovation success boost, contact The Brainzooming Group to help your team be more successful by rapidly expanding strategic options and creating innovative plans to efficiently implement. Email us at info@brainzooming.com or call us at 816-509-5320 to learn how we can deliver these benefits for you.

 

Mike Brown

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

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TEDxWyandotte-Small“Diversity and Ideas in the Porous Community” will be my talk at the first-ever TEDxWyandotte on April 2, 2013 at Kansas City Kansas Community College (KCKCC).

TEDxWyandotte – Core Impact: Exploring Ideas that Enrich a Community

The theme chosen by TEDxWyandotte curator Shari Wilson, Jay Matlack, Organizing Committee Chair, and the rest of the organizing committee is “Core Impact: Exploring Ideas that Enrich a Community.”

Among the other presenters announced so far are Adam Arredondo, CEO and co-founder of Local Ruckus, and Afro Cuban band, Making Movies. There are a number of other fantastic speakers representing compelling community efforts, but I’m sworn to secrecy until they are officially announced!

This will be my first TEDx talk after attending a variety of TEDxKC events the past several years – both in person and on video. While the TED talks and the now familiar format seems straight forward in its expectations and constraints, it’s a speaking style quite different than I use for my presentations. The TED talks style is so one-way (all eyes on the speaker on the stage in a darkened venue); it flies in the face of creating the diverse interaction we so fundamentally espouse with the Brainzooming methodology. As a result, from a format standpoint, I’m trying to craft a TED talk that looks like a TED talk but is still interactive; it’s a challenge, without a doubt.

My TEDx Talk: Diversity and Ideas in the Porous Community

TEDxWyandotte-LargeThe topic for my TEDxWyandotte talk is about how the most impactful, strategic change springs from large-scale, diverse, even contradictory, perspectives brought together to forge new ideas. Creating a porous community that readily cultivates diverse thinking is vital to a truly enriched community, i.e. a community were the benefits of great ideas are available to all participants.

And that idea holds intriguing implications for communities and change.

Look up typical definitions of community and you see words and phrases such as:

  • Unified
  • Common interests and location
  • Living in a specific area
  • Common history or interests

Not a lot of diversity there – and that’s a problem. Yet we find such excitement in forces pushing diversity and disruption through:

Wrapping all my thinking together on this topic in a succinct fashion while also drawing some lines through the other presentations will be an exciting opportunity.

And to carry out the theme and raise the stakes just a bit, audience members will be able to select the stories they want to hear during the presentation. That means there are nine different variations of the presentation that are possible. We won’t know which one it will be until the audience makes their decisions throughout the presentation. It’s what I’ve started to call, “Live Blogging.” Just as with hyperlinks in a blog post, the audience community is able to direct the content deeper or move on based on its preferences.

If You’re Near Kansas City, Join Us for TEDxWyandotte

Once again, TEDxWyandotte will be Tuesday, April 2, at 5:30 pm at Kansas City Kansas Community College. If you’re in or around Kansas City, it would be great to have you join us and sell out this first time TEDx event. You can reserve tickets right now! You can also keep up to date on speaker announcements and other news about TEDxWyandotte on Facebook.

And if you have any ideas on the topic, I’m interested in hearing what you think! - Mike Brown

 

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Mike Brown

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

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In the U.S. nearly twenty cents out of every dollar we spend goes to healthcare. It’s the biggest driver of future budget deficits, the source of most personal bankruptcies, and attempts to reform the system have driven much of the political dialogue—and theater—over the past four years.

Hackovate-HealthHealthcare should be an area ripe for innovation, creativity, and new ways of approaching problems. This past week ten groups presented their best hacks for healthcare innovation at the Hackovate Health Innovation Competition presented by Think Big Partners, sponsored by H&R Block, and hosted by Kansas City’s own Ramsey Moshen. Presenters were vying for a $15,000 grand prize as well as the attention of H&R Block as the company contemplates how it might play in the healthcare arena.

Held in the historic and creatively inspiring Union Station in Kansas City, the finale included presenters from Boston, Los Angeles, Miami, Seattle, Ireland, and Pakistan as well as from the Kansas City area.

Five Ways to Hack the Affordable Care Act

Below, are quick slice synopsis of the five presentations I found most compelling, including what I saw as the most interesting healthcare innovation by each and what I think could come between them and success.

OkCopay, Inc.

What it does: Makes health care pricing more readily available to uninsured and underinsured.

Interesting innovation: Makes health care pricing in the elective areas—dental, vision, cosmetic—truly transparent to people that have little experience or comfort in that arena, particularly the uninsured.

What could go wrong: The revenue comes from provider promotions. That is a labor intensive sell and also might raise credibility issues with users.

Naya Jeevan Rejuvenate

What it does: Provides low-cost health care insurance and care management to traditionally uninsured consumers.

Interesting innovation: Model was developed in Pakistan, now being applied to U.S. market with coming of ACA and health insurance exchanges. Gets companies with big stake in their supply/distribution chain viability, e.g. P&G, to provide subsidies. Uses holistic approach including Nike Fuel band-like device and ePharmacy benefit.

What could go wrong: May not work in the much higher cost U.S. system. Companies may not be as willing to provide subsidies here are they are in developing markets.

SHHADE – Supplying Home Healthcare Alternatives and Dedicated Education

What it does: Takes advantage of the ground-breaking work done by Dr. Jeffrey Brenner in identifying healthcare cost “hotspots.” Brenner’s work in New Jersey found that not only did 20% of patients produce 80% of the costs, but that there was also a geographic component.

Interesting innovation: Uses an intense managed care approach to working with hotspot patients, including mobile primary care service, remote patient monitoring, health coaching, and care coordination. Their geopod approach seems extremely scalable.

What could go wrong: Only get paid if they can reduce cost to insurance companies of the hotspot patients. What if savings aren’t as great as business model predicts?

Aavya Health

What it does: Makes biometric data—which drives more than 70% of healthcare decisions—more useful and understandable for the layman.

Interesting innovation: Can use data ranging from simple height and weight to complex lab results. Translates them into meaningful results, e.g. “Your heart age is X,” and then provides ideas and solutions for making health better.

What could go wrong: Could be hard to get people to input the data. Who provides the revenue stream is somewhat uncertain.

GetHealth

What it does: Provides users both a mobile and web platform to keep track of their healthy and unhealthy activities and compare themselves to friends and family

Interesting innovation: Simple, well-designed and branded approach to making being healthy a friendly, collaborative competition with yourself and those important to you.

What could go wrong: Does it end up being just another seldom used app among the dozens on everyone’s smartphone.

Healthcare Innovation – Is your organization involved?

Major themes of the other presentations revolved around helping people understand and navigate through their insurance options—including the coming health care insurance exchanges—and different ways the health care market can be made more efficient and transparent..

One other important takeaway: there is a striking diversity of organizations working at healthcare innovation. They range from the usual suspects, such as medical groups and healthcare IT suppliers, to the less expected, ranging from experts in customer experience to young college grads from Ireland who decided they and others can use smartphones to be healthier.

And that raises the question: should your organization be part of healthcare innovation, even if you don’t currently think of yourself as being in that space? – Barrett Sydnor


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The Brainzooming Group helps make smart organizations more successful by rapidly expanding their strategic options and creating innovative plans they can efficiently implement. 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.

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Woody Bendle is back with one of his favorite strategies for getting past creative blocks, using a creative thinking exercise we explored early in the days of the Brainzooming blog under the name “Change Your Character.” I really enjoy Woody’s very fun take, turning the brainstorming questions from “Change Your Character” into a creative thinking exercise that puts the FUN into a creative funk!

Overcoming the Funky Creative Funk with Scooby Doo and Friends by Woody Bendle

We’ve all heard of “creative blocks” and most of us have probably experienced one at some point in our lives.  If you have experienced a creative block, you know they can be frustrating and sometimes even worse.  So, where do they come from, and what are some strategies for getting past creative blocks?

Creative-Funk-PosterA creative block is generally regarded as a common and temporary psychological condition.  I personally call it “creative funk.”  And if your livelihood depends upon creativity and producing creative ideas or solutions, a creative funk can feel devastating. Time in a creative funk feels like an e  t  e  r  n  i  t  y and is exceptionally nerve racking, especially if there is the looming pressure of a deadline.

For some, a creative funk can even begin to feed on itself and snowball, creating anxiety and sometimes even leading to a person seriously doubting one’s ability to be creative at all.

That’s a major creative funk!

Creative Funk and a Bad Brainstorming Session

Creative funks can be caused by a number of things ranging from fatigue, to stress, to criticism (or fear of criticism), to obsessing over self-imposed performance expectations (perfection).

And, if you’ve ever participated in a poorly run brainstorming session with your organization, you’ve probably experienced all of theses things, and possibly even more.  There aren’t too many things worse than a bad brainstorming session.

Let’s see if any of this sounds familiar. You’re cooped up for hours with a bunch of corporate stiffs in a small, sterile conference room with buzzing fluorescent lights; getting hopped up on M&Ms, Twizzlers and Coca-Cola, and you’re being told to come up with a bunch of good, game-changing ideas because you’re organization’s future (and your job) depends on it.  Yep, that’s a recipe for a real funky creative funk. YIKES!

On its own, the pressure of having to be imaginative or creative under a time crunch can be stressful.  But, add the pressure of having to be brilliantly creative in front of your peers (or perhaps, even your bosses) – it can almost be paralyzing.  I mean let’s admit it, we’re human right!  And even though you’re told that the two most important rules for brainstorming are: 1) there are no bad ideas, and 2) do not criticize the idea, you naturally might be worried about making a bad impression and being judged.

So, what do we do?  Scooby Doo!

Scooby Doo and Friends to the Brainstorming Rescue

Scooby-DooOne technique I’ve found particularly valuable in breaking through a funky creative funk is something I call, “What Would Scooby Do?”

I use Scooby Doo as my illustrative cartoon idea sleuth, but I recommend inserting as many different characters (cartoon, TV, or movie) as you like. The idea here is to put yourself into your character’s mindset and approach solving your problem as they might.  This exercise can be particularly fun in a group!  When everyone is assigned a very different character, and is asked to think about as many different ideas that character might bring to the table, some pretty interesting things can happen.  But the most important thing that happens is that the creative funk gets broken and the creative ideas get flowing!

This creative thinking exercise can help you, and your team break through your funky creative funk for the following reasons:

  1. You focus on the character and not yourself – which can instantaneously de-funk your creative funk
  2. A character has permission to provide “whacky”, off the wall ideas – it’s their idea, not yours
  3. People often see characters quite differently and can offer additional very interesting opinions about how any given character might approach solving the problem, last and perhaps most importantly
  4. It’s a ton of fun and you feel like a kid again! And who doesn’t want to have a little more fun every now and then?

Scooby Doo in Brainstorming Action

So, let’s say you’re team has been charged with coming up with a revolutionary new way to get remove dust from delicate, high-tech surfaces.  There are a number of products out there already that do this pretty well, but how many of those solutions were created by, Rambo, or Wile E Coyote, or MacGyver, or Harry Potter, or Tigger, or Po (Kung-Fu-Panda), or Ferris Bueller, or Kenny (from South Park), or Granny (from the Beverly Hillbillies)?  You’re getting the idea by now I bet.

Each one of these characters would likely approach the problem quite differently and have VERY VERY different ideas about how to solve it.

  • Rambo might just decide to blow the surface up – screw the dust and the stupid surface it’s on!
  • MacGyver might use duct tape – because what can’t he do with duct tape?
  • Tigger might hop up and down to vibrate the dust off.

We could go on like this for hours!  And that’s actually the point in the first place. You’re looking to break down your creative funk, and once you get the ball rolling with this technique, it’s actually hard to stop those creative juices from flowing!

I’ll admit that “What Would Scooby Do” might not be the solution for every creative funk, but what have you got to lose?

Have your own techniques for breaking down creative blocks?  I’d love to hear about them! Woody Bendle

 

If you enjoyed this article, subscribe to the free Brainzooming blog email updates.


Download the free ebook, “Taking the NO Out of InNOvation” to help you generate fantastic creative thinking and ideas! For an organizational innovation success boost, contact The Brainzooming Group to help your team be more successful by rapidly expanding strategic options and creating innovative plans to efficiently implement. Email us at info@brainzooming.com or call us at 816-509-5320 to learn how we can deliver these benefits for you.

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B2B marketing expert Randall Rozin (who you can find on Twitter under his @RandallRozin account) is back with a history lesson on branding in the Wild West and how that models translate to the important area of employee branding  in today’s companies.

Employee Branding Lessons – Riding for the Brand by Randall Rozin

Randall-RozinIn the late 1800s, brands were like a heraldic crest, a cattleman’s coat of arms, if you will. Brands identified not only an owner or a ranch; they also provided a set of traditions and a unique sense of identity for the cowboys who represented the brand’s ranch. It was not uncommon for a cowboy of the times to ride for the brand more than for the individual ranch owner.

As the preface to his short story of the same name, Louis L’Amour described the term ‘riding for the brand’ as an expression of loyalty to an employer.  It was considered a compliment of the highest order. Today, a great deal of effort is invested by companies creating internal branding efforts designed to inspire employee identity, loyalty, and a sense of ‘riding for the brand’.

Background on the Cowboy Branding Process

Branding-CattleOn the great plains of the American West, Ketch Hands roped each calf and pulled it near the branding fire. Flankers then grabbed the calf by the ear and loose skin of the flank, lifted it up and laid it on its side. Others called out the brand of the calf’s mother and the appropriate branding iron was brought to the fire.  While one man held the calf, an Iron Man branded the calf at the hips, ribs, or shoulder according to the practice of the owner.

From Cowboys to Corporations

Modern corporate brand managers employ an analogous branding process. Today’s “Ketch Hands” are typical pre-purchase activities such as advertising, sales promotions, point of-purchase displays, permission-based marketing, social media, and trade show sellers. Each element is designed to bring potential buyers “closer to the branding fire.”

Ropers of today often take the form of marketing automation and other CRM processes. As prospects come into the company via electronic means they are tagged via a cookie or other ad-serving technique to identify their origin. Some companies have consistently done their branding job so well that their customers come willingly to the “branding fire.” Examples where customers actually brand themselves include: Harley Davidson Motorcycles (whose customers often tattoo the company’s logo on their bodies) or many apparel brand fans such as those of Nike –whose millions of customers around the world brand themselves with the Nike Swoosh.

Employee Branding – Supporting Your Brand “Iron Men and Women”

Where the ultimate aim is for customers to perceive a brand as unique, relevant, credible, and differentiated enough to seek it out, most brand managers must adopt the cowboy’s “iron man” process and apply the brand one interaction at a time. However, rather than having one “iron man,” modern brand managers must look for ways to make each brand representative an “iron man” in their own right. Today’s brand “iron men and women” must look for ways to imprint their brand on their customers through employee branding behaviors, attitudes, and consistent delivery of brand promises made at all points of contact.

Likewise for employee branding efforts, today’s management teams and leadership must continuously find credible ways to apply their own branding iron to their employees.  They do this by creating consistent linkage between company values, goals, and behaviors.  They link reward and recognition systems to the delivery of company brand behaviors and create compelling workplaces that consistently live the brand they advocate.  It’s no simple task to authentically and consistently connect brand aspirations to brand behaviors, but walking the walk in visible ways is a best place to start.

While it is entertaining to draw similarities between the branding process of cowboys and the modern branding of corporations it is, admittedly, an over simplification. Today’s brand managers do not have the luxury of taking one key opportunity to permanently brand their customers for life. In addition, unlike the rancher, the brand is not truly owned by the company, but by the customer.

Create More Riders for the Brand

An important goal of the modern brand manager is to uncover each “moment of truth” in the relationship between his/her brand and the customer.  It is equally important to define for employees the role they play in delivering against a given “moment of truth.” It is within each moment of truth that brands are truly built or damaged. The key for effective overall brand management is to ensure that each “iron man” understands his or her role in the branding process.

Like the cowboys of the Wild West, today’s brand manager looks for ways to differentiate his/her product or service from similar offerings. The modern brand is a sign of ownership, of heritage, of quality level, and of employee identification and affiliation. The ultimate goal of both the cowboys of the past, and brand managers of today, is to create more ‘riders for the brand’ to help differentiate the brand and to create more loyal advocates for it. – Randall Rozin

 

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Download the free ebook, “Taking the NO Out of InNOvation” to help you generate fantastic creative thinking and ideas! For an organizational innovation success boost, contact The Brainzooming Group to help your team be more successful by rapidly expanding strategic options and creating innovative plans to efficiently implement. Email us at info@brainzooming.com or call us at 816-509-5320 to learn how we can deliver these benefits for you.

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As I’ve mentioned, an increasing number of Brainzooming workshops I do use a presentation strategy where audience members select specific topics we cover live. This allows audience members to customize the presentation to topics they find most relevant. Based on reactions to this presentation strategy, people appreciate this relatively rare opportunity to design a speaker’s presentation to maximize the value for their own needs.

One downside to the presentation strategy is preparing so much content that doesn’t get shared.

For example, during the recent PR Consultants Group workshop on new product launch challenges, the group didn’t select an intriguing strategic thinking exercise to identify or enhance the product benefit statements supporting a new product or service. The strategic thinking exercise (called “That’s What You Say”) is a variation of the “What’s It Like” exercise and another we use to identify less-obvious potential competitive threats for brands.

How the “That’s What You Say” Strategic Thinking Exercise Works

For the new product or service you’re addressing, identify as many potential product benefits as possible. If a product is being re-launched, include both product benefits you’ve highlighted previously plus others that have been ignored, for whatever reason.

After you’ve exhausted the full list of potential benefits, generalize each of the product benefits, as necessary, to more broadly describe them. Then, for each benefit, identify various non-competitive products, brands, and companies making comparable brand benefit appeals – whether they are being made to your target audience or not.

After developing this expanded list of brands, look at how they tackle communicating comparable brand benefits in ways that are new or more distinct than those currently used in your market.

An Example of “That’s What You Say” in the Toothpaste Market

Toothpaste-BenefitsSuppose you’re launching a new product in the toothpaste market. Competitive brands talk about delivering a variety of product benefits, including:

  • Whiter teeth
  • Brighter teeth
  • Fewer Cavities
  • Pain Relief

Most of these brand benefits are toothpaste-focused, so they need some generalization to effectively use them in this strategic thinking exercise.

The list below shows these typical toothpaste product benefits generalized (bolded words) to be more broadly applicable. Additionally, for each benefit in the list, there are one or more other brand categories making comparable product benefit claims.

  • Whiter – Laundry Detergent
  • Brighter – Light Bulbs, Laundry Detergent
  • Lower Treatment / Repair Costs – Preventive Medicine, Auto Preventive Maintenance
  • Pain Relief – Aspirin, Ibuprofen, Ointments

Armed with this list of seven other product categories, marketers can look for new strategic inspiration outside their brand category and consider how they could adapt how other brands are addressing comparably positioned product benefits. - Mike Brown

 

If you enjoyed this article, subscribe to the free Brainzooming email updates.

The Brainzooming Group helps make smart organizations more successful by rapidly expanding their strategic options and creating innovative plans they can efficiently implement. 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 a huge fan of strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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