Book – The Myths of Creativity

myths

Quite interesting book, with a few very unexpected and counter intuitive points.

Idea generation is more than generating ideas – it includes prototyping, etc. – other activities that “prepare” for the idea and also make it more acceptable .

Creative tasks are more successful if the person has a “break” in the middle of the task.  During the break, the person’s mind need to be allowed to wonder a difficult cognitive task during the break will not increase creative performance as much as less demanding task. During the “break” we “selectively forget” the “thought pathways” on which the idea generation was “stuck” and can continue.

Brainstorming: teams who are encouraged to “debate” ideas during the period of brainstorm are more successful in idea generation (experimentation shows 25% more successful) and have more additional ideas after the session ends.

Don’t worry about possibility that your idea can be stolen.  Often entrepreneurs (and maybe everybody who has an idea) are afraid to expose their idea to others because it could be “stolen,” and somebody else might benefit from the implementing the idea.  The issue is usually different: if the idea is any good, it will take time to force people to accept the idea.  The recommendation for the entrepreneurs worried about their ideas is to try to contact potential large competitor, and try to make them to steal a less valuable idea the entrepreneur has.  It won’t be easy 😉

 

MIMA – Native Advertising

nativeThough there are many conversations about native advertisement, the examples of native ads are not quite easy to find.  Content and advertising is converging?

One of the explanation of the transition is commodization of the advertising inventory and publications’ desire to “add value” to the brands – provide something that is not easily available.

Two examples below show native advertisement seamlessly added to the publication, merging with the publication’s style and tone.

Natural-1

The BuzzFeed article is an article fitting well to general content of the publication.  There is no advertisement, just a note on the bottom where to get a dog treat.

 

Natural-2

The Onion article fits with the tone of the publication.  The link in the article leads to YouTube video, which has a call to action to the promoted product.  It would be better to host the YouTube video on the separate landing page to make the call to action more prominent 🙂

What does not work:

  • Content for the sake of the content

What works:

  • Understanding brand objectives
  • aligning with existing media habits of the target audience